In 2015, millennial travellers – defined as those from ages 15-29 – made up 272 million people, with a total spending of US$283 billion while they were abroad. This figure is expected to grow to US$400 billion by 2020.
If destinations do not have a strategy to cater to the youth and student travellers, there will be serious consequences, warned David Chapman, director general of the World Youth, Student and Educational (WYSE) Travel Confederation, who was speaking at ITB Asia 2016 yesterday.
In 2015, millennial travellers – defined as those from ages 15-29 – made up 272 million people, with a total spending of US$283 billion while they were abroad. This figure is expected to grow to US$400 billion by 2020.
Despite compelling statistics, many destinations are still choosing to overlook this potential segment often deemed as “low value”.
Speaking to Travel Weekly Asia, Chapman said, “While traditional tourists typically staying for a week or two before leaving a country, they usually spend at a corporate-owned attraction, where much of the profit is potentially returned to an international company.”
“In contrast, youths stay locally, use local businesses and seek out authentic experiences. In fact, they spend up to 60% of their travel budget in-destination, at cafes or to seek out cultural experiences.”
During his presentation – ironically titled ‘How to ignore a quarter of the world’s international travellers’ – Chapman shared that more than 50% of trips taken by youths are actually non-holidays.
This means that many of them are travelling for reasons such as volunteering, learning a language, gaining work experiences, studying or being an au pair.
In order to create successful and sustainable destinations that appeal to the segment, Chapman urged governments and tourism boards to go beyond easing visa requirements or providing a working holiday visa, which is typically capped at age 25.
He said, “It’s easy to design a tourist product for the youths, but that’s just part of it since they travel for many reasons, and for different lengths of time. The whole policy needs to encompass every element of youth travel.”