Marketing to the Youth Travel Segment Katrina Mitchell The 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 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