Creating Loyalty in Youth Travel

By attracting young people, travel brands and destinations can create a lifetime of value, with young people often staying longer, spreading their spend across a destination, contributing to the local economy and returning again and again.

Creating Loyalty in Youth Travel explores the varying and unique needs of young tourists - from backpackers to youth mobility workers - and the challenges brands and destinations face in attracting and retaining them. While brands and destinations often target certain sectors such as business or luxury travellers, this can be a short-sighted strategy. Youth travellers can be a more sustainable market as they frequently form an emotional tie to a destination or travel brand, driving them to return throughout their lives, sharing with family and friends and increasing their spend as they age.

This book looks at how successful brands and destinations prioritise developing long-term relationships with travellers early on, so that they can continue to cater to loyal customers throughout their lives with different offerings from within the same brand. Some countries and travel brands excel at this, building it into the heart of their strategy, while others have ignored this key market to their own detriment.

Through real-world examples and extended interviews from such leaders in the sector as Marriott, Flight Centre and Tourism Australia, this book helps tourism and hospitality professionals to understand the needs of the youth traveller market and harness the potential of it to build a long-term strategy for the tourism industry.