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Y
OUTH

T
RAVEL

M
ARKET

& H
OSTELS

Regional Tourism Leaders Forum

June 20, 2012


By Shelbey Sy

Y
OUTH

T
RAVEL

Independent

Backpackers

Student Travel

Working Holidaymakers

ESL Study

Y
OUTH

T
RAVEL


Youth Travel is over 50 years old


Estimated 160 million international
tourist arrivals a year (20% of total)


Worth $165 Billion (18% of worldwide
tourism receipts)


Lacks recognition by tourism bodies
around the world
-

including Canada.


Australia, New Zealand & South Africa are
exceptions


Y
OUTH

T
RAVEL

T
ODAY


Increasingly challenging to define.


No longer just about demographics:


Age: 18 to 30


Origin: Western Europe


No to low income earners


Now more a state of mind


Adventurous


Young
-
at
-
heart


M
OTIVATIONS

FOR

Y
OUTH

T
RAVEL


See the world


Understand other cultures


Adventure


See the sights and try new experiences


Working holiday


Study abroad


Language travel


Volunteer abroad

C
HARACTERISTICS

OF

Y
OUTH

T
RAVEL


Young
travellers

travel for longer periods
of time than the average
traveller
.


Spend more than other types of
travellers
.


Are pioneers discovering new
destinations


Are considered more dispersed
travellers


Travel beyond gateways and major resorts



E
CONOMIC

I
MPACT

OF

Y
OUTH

T
RAVEL


Youth Travel is High Value


$165 Billion in 2010 (acc to UNWTO)


Youth
travellers

may be money poor but time
rich, hence spend longer in the destination than
other tourists.
(50 days
vs

6 days)


Youth trip average spend: US$2,600 (2010)


Int’l tourist average spend: US$1,250 (2010)


Youth trip to AUS
avg

spend: AU$21,228 (2009)


Int’l tourist
avg

spend in AUS: AU$3,313 (2009)


Higher lifetime value


often return to places
they visited in their youth later in life.

E
CONOMIC

I
MPACT

OF

Y
OUTH

T
RAVEL


Youth Markets are Resilient


When the going gets tough, the young keep
travelling.


9
/11, SARS and crisis of 2008


GAP Travel and other purpose related trips are on
the rise in Europe.


Youth
travellers

often attract others to the
destination (working holidaymakers &
students)

G
ROWTH

IN

Y
OUTH

T
RAVEL


Destinations experiencing highest
growth


South
-
East Asia


South America


China & India


Youth market accounts for 300 million
overnight stays annually. Expected to
rise to 500 million by 2020.


Y
OUTH

T
RAVEL

IN

C
ANADA


Youth travel market is highly competitive.


New, sexier destinations are getting
greater attention.


Lonely Planet’s Best Countries to Visit


Uganda, Myanmar, Laos, Jordan, Brazil for
example.


High cost of travel in Canada


Canadian currency


Air / Train travel (Lack of low
-
cost carriers like
RyanAir

or Tiger Airways)


MORE C
HALLENGES

W
E

F
ACE


Lack of industry recognition makes
promoting youth travel in Canada
harder.


No usable market statistics


No marketing support


DMO forecasts and reports are harder to
apply to our market.


Budgeting


Pricing strategy

T
HE

H
OSTELLING

I
NDUSTRY

W
HAT

ARE

H
OSTELS
?


Hostels, which primarily cater to young
people, offer affordable accommodation in
shared dorm or private rooms.


Offer a variety of common spaces, such as
cook
-
it
-
yourself kitchens, lounges, TV/Movie
rooms.


Organize activities and social events for
guests.


The focus is on affordability and offering
common social spaces and activities for
guests to mingle and interact.


H
OSTELLING

I
NTERNATIONAL


Invented hostelling


in 1909 in Germany


Not
-
for
-
profit organization


The world

s largest budget accommodation
network with over 4000 hostels in 90
countries.


Here in Canada, there are 60 HI hostels
across the country and another 100 or so
independent properties.


In Western Canada, HI has 30 hostels.




HI
IN

W
ESTERN

C
ANADA

N
O

T
WO

H
OSTELS

ARE

A
LIKE


Located in urban centres, resort towns and
remote, wilderness locations.

A L
OOK

I
NSIDE

A L
OOK

I
NSIDE

A L
OOK

I
NSIDE

A L
OOK

I
NSIDE

A L
OOK

I
NSIDE

A L
OOK

I
NSIDE

(
NOT

QUITE
)

S
O

W
HO

S
TAYS

WITH

US
?


Average age: 27.8 years


Getting older


Young & the young at heart


Countries of origin


Majority still from the Western Hemisphere


North America, Australia, Japan & Western Europe


Eastern Europe & South America growing


Backpackers, working holidaymakers and
groups


Very tech
-
savvy (
~50% of
guest books online)



THANK YOU!


shelbey.sy@hihostels.ca