Marketing to the Youth Travel Segment

Katrina MitchellThe Alternative Travel Guide

Backpackers make up 20% of the international travel market

By definition a backpacker is ‘someone who spends at least one night in backpacker or hostel accommodation' (Australia Tourism).

The characteristics of backpackers are that they:• tend to be younger travellers• are travelling for longer• are travelling on a budget

Within this there is a sizeable sub-segment of flashpackers

There have been a number of noticeable trends in the industry in recent years:• growth of flashpacking i.e. upmarket backpacking – this group have less time but more disposable income

• greater number of 'working nomads' (people who work on the road)– the line between work and play is being blurred

• there is a wider range of ages travelling– shift from the bulk being

between 18-30 to 16-35

Backpackers now have money to spend!

Backpackers are important for your business because they:• spend 165 Billion USD annually• will do your marketing for you– they are increasingly using technology

to make travel decisions and are quick to share their experiences on social media platforms such as Facebook, Twitter and Instagram

• offer great potential– they are travelling for longer so they tend to stay for longer

in city than a typical traveller• are a sustainable investment– they are more likely to return to a city

Backpackers want to spend their money on authentic experiences

What they find important is:• having authentic experiences on holiday – getting off the beaten track

and meeting the locals• meeting like- minded travellers and

feeling part of a community– traditional backpacker enclaves are now also

present online• access to the internet!!– they want to research their next destination and also share

information about their holiday– to do their work!

Use social media to let people share their experiences

There are a number of ways you can market to this group:• use social media – make it easy for someone to share their experience of your

company with their friends– create a sense of community– but don’t use it as a sales tool!

• offer an authentic experience– give them the tools to meet locals – tell them your backstory

A case study: The Alternative Travel Guide

• Product– a map featuring recommendations by locals – provides the tools to have authentic experiences

• Place– distributed in hostels – by definition will reach backpackers

• Price– free – backpackers can spend more on authentic experiences in local

businesses• Promotion

– focus on promotion through social media

– provides the backstory to the brand