Contiki encourage agents to take a fresh look at the youth market

Contiki is encouraging agents to take a fresh look at the youth market and develop new approaches and localised communication strategies to increase cut through in youth travel, what they say is an untapped market.

Contiki has launched Australia and New Zealand 07 08, the company’s travel and holidays programs specifically designed for travellers between 18 and 35, with Tammy Marshall, managing director Contiki Holidays said, “With hot new product in the market it is the perfect time for agencies to take a look at their local environment and expand their clientele and sales through new initiatives.”

“The ‘youth segment’ of the inbound travel market makes up a considerable slice of the pie, and of that travel pie many travellers coming to Australia are also coming to study and in fact, around 17% of students in Australia are international.”

“Research and anecdotal feedback undertaken by Contiki has revealed that there is huge potential for the trade to actively grow their market share in the inbound travel arena.”

Contiki has revealed the following:

** Australia is the number one dream destination, for many international travellers so when they arrive they really want to see and do it all.

** Some will work, others will study but nearly all are motivated to get out and explore Australia.

** Why not target these travellers where they live, work and play – Contiki will support you with flyers and collateral which you may be able to post at local language schools, universities and hostels to drive business through your agencies doors.

Tammy said, “Feedback has shown that different nationalities and travellers want different things during their time in Australia – some are after landscape and a chance to get close to nature, others are into adventure, the beach life and the chance to party.”

“These insights show that Contiki fits with the markets’ travel desires – with culture, adventure, fun and free time included in every itinerary.”

“Plus, there are optional activities on offer which travellers can use to truly tailor their experience.”

“We also found that many students and travellers visiting Australia have limited time and sometimes unrealistic ideas about travel in Australia and they often underestimate the size of the country.”

“So, Contiki is the perfect solution, with transport, sightseeing and accommodation all included in a single price, plus, there is the added benefit of the tour manager know-how and insight into the history, culture and local scene in each region.”

“Passenger feedback also reveals that the unique and real Australian experiences are most attractive to travellers, so keep this in mind when talking and selling to young international travellers.”

“Some of the key experiences in the Australian program were our traditional country homestead and farm stay, sailing the Whitsundays and Fraser Island and diving on the Great Barrier Reef. Byron Bay also tops many must-see lists.”

Tammy added, “Overall, we can see that the unique iconic Australian experiences are most important.”  “This is a key trend that is important to realise when working on the inbound market.”

“There is so much potential to increase sales by actively targeting and communicating with this market and anecdotally we see a large segment of the inbound market (particularly those who are here to study and work for an extended period of time) book when they arrive.”

“This is due to a number of factors; one is flexibility, these travellers don’t want to be committed to a date before they arrive, the other is many are travelling solo so they want to settle and meet other like minded people when they arrive.”

“The favourable exchange rate can also be seen to attribute to this trend.”

“While many travellers have heard about Contiki when they come to Australia agents can generate sales by communicating directly with the inbound market in locales that they frequent (like language schools, hostels, internet cafes) and highlighting the great fit and options available in Australia through Contiki.”

“Understanding key motivating factors means agencies can really make an impact”.

“Contiki will help with advice, collateral and support for agencies interested in working with the inbound youth market.”

Please speak to your local Contiki BDM.

Report by The Mole