yti magazine

PUBLISHING INFO

Youth Travel International

July 2007, produced and published

twice a year by WYSE Travel Confederation

EDITOR

Stephanie Cooper, WYSE Travel Confederation

CONTRIBUTORS

Adrian Lange – Thembalitsha Foundation, Cape

Town / Anita Kuehnel – World Youth Student

Travel Conference, Istanbul / Benjamin Brigham

– Viverrae, Seattle / Deirdre Daly – WYSE Travel

Confederation, Amsterdam / Emma McEwen

– EC English, Malta / Fergus McCloskey –

Ellion, London / Gyrithe Schack Bothmann

– WYSE Travel Confederation, Amsterdam /

Paul Browne – International Au Pair

Association, Copenhagen / Thomas Engsig-

Karup – Association of Language Travel

Organisations, Copenhagen / Tim O’Neill –

Reactive, London / Tobias Novogrodsky – WYSE

Travel Confederation, Amsterdam / David Jones

– WYSE Travel Confederation, Amsterdam

DESIGN AND LAYOUT

Christina Kral, WYSE Travel Confederation

PHOTOGRAPHY

Front Cover: Local boy in street in Mardin,

Turkey © Gurcan

Back Cover © Sebastian Mährlein, Germany

Photographs (excluding industry events) kindly

provided by the Flickr.com community.

ADVERTISING

Advertise in the next issue - December 2007.

Contact: [email protected]

Visit: www.wysetc.org for rates and info

PRINTER

Gravisie, Leiden, The Netherlands YTI Magazine

has been produced and printed using fully

sustainable materials.

CIRCULATION AND DISTRIBUTION

Distributed free-of-charge to all Members

and Partners of WYSE Travel Confederation,

National Tourism Organisations and Delegates

at Industry Events.

WYSE Travel Confederation

Keizersgracht 174

1016DW Amsterdam

The Netherlands

tel +31 2042 12800

mail [email protected]

web www.wysetc.org

WYSE Travel Confederation is a not-for-profit

organisation.


UNWTO shares our view that travel for these purposes can make a unique contribution to the development of responsible travel habits, sustainable travel and reduction of poverty - top priorities for the global travel industry.

Active support from the world’s highest tourism authority (which represents governments in 150 countries) creates a fantastic new opportunity for our community to engage these governments and tourism authorities, creating new opportunities for WYSE Travel Confederation members, which will serve the increasingly diverse demands of our young travellers.

The growing significance of our niche sector within the tourism industry was also highlighted with a much higher profile at this year’s ITB Berlin, and by a European Union Youth Travel seminar in February.

Having created a solid representative and operational foundation, we are now in very good shape to take on new challenges. The forthcoming months will be spent developing tangible, forward-thinking initiatives that will be launched by the Confederation and its members at the World Youth and Student Travel Conference in Istanbul this October.

“The World Youth Student & Educational Travel Confederation is built on 100+ combined years of experience of the Federation of International Youth Travel Organisations (FIYTO) and the

International Student Travel Confederation (ISTC).”

WYSE Travel COnfederation

Welcome to the first issue of ‘Youth Travel International’ Magazine from World Youth Student & Educational (WYSE) Travel Confederation. Many exciting changes have occurred within our organisation and industry since YTI Magazine was previously published by FIYTO last October.

Eight months ago, 558 FIYTO and ISTC members launched WYSE Travel Confederation; creating a stronger, united force to meet the growing demand for youth travel that has made this niche market the fastest growing sector of the travel industry.

This effort was rewarded with immediate positive results. In February 2007, the United Nations World Tourism Organization (UNWTO) signed an historic agreement with WYSE Travel Confederation to formally acknowledge the social and economic importance of youth travel.

Beyond the massive economic value of youth travel, UNWTO has also recognised the personal development and broader social value of this global multi-miIlion strong community of young people who travel for education, cultural exchange, discovery, and adventure.

The impact of travel on global climate change has become a priority issue for everyone in our industry. It is my view that WYSE Travel Confederation must help to find answers to the question of conscience that will confront every young traveller when they consider embarking on an international experience. This is a topic for discussion and action at our meet-

ings in October.

Challenges and innovations within the youth travel indus-try will be explored in each issue of YTI Magazine. This is-

sue provides insight and practical advice on how to benefit from the emergence of Web 2.0. Social Networks, the most

dramatic development in young travellers’ information and com-munication since the introduction of the World Wide Web.

New trends, developments and challenges facing the different sectors of our niche industry are also explored in features about language schools,

voluntary projects and au pair agencies.

The first 8 months of our new organisation have been an exhilarating and rewarding experience. I look forward to reporting on our progress in the next issue of YTI Magazine in December 2007.

David Jones Director General WYSE Travel Confederation


SECTOR ASSOCIATIONSWYSE Travel Confederation members work with a network

of specialised sector associations to provide a range of valuable services and products for young travellers.

Association of Language Travel Organisations www.altonet.org

International Au Pair Association www.iapa.org

International Association for Student Insurance Services www.iasis-insure.org

International Student Identity Card Associationwww.isic.org

International Student Surface Travel Associationwww.wysetc.org

International Student Travel Confederationwww.aboutistc.org

Student Air Travel Associationwww.wysetc.org

WYSE Work Abroad Associationwww.wyseworkabroad.org

WYSE

550+ Members active in 119 countries

More than any other market

segment, youth and student

tourism can pave the way to

responsible tourism, helping to

achieve equitable distribution

of tourism development on a

world scale, making it more

sustainable and contributing

to reducing poverty.

Francesco Frangialli Secretary-General, World Tourism Organization

The exceptional social and economic value of youth tourism has been officially recognised by the world’s leading tourism organisation, the United Nations World Tourism Organization (UNWTO).

In February 2007, UNWTO signed a pioneering partnership with WYSE Travel Confederation that will raise the bar for youth tourism globally. The key objective of this partnership is to increase awareness and engage government officials at the highest levels in promoting, developing and integrating international policies that will encourage young people to travel.

A recent study produced by WYSE Travel Confederation and UNWTO presented a fundamental dilemma. Over 60% of the world’s tourism authorities believe that the youth sector is important or very important to the future of their tourism industry - yet only a third have a specific student or youth tourism policy; less than a third collect statistics on the market; only a quarter have policies

for product development; and less than a third have a marketing policy.

“Traditionally, governments have mistakenly dismissed youth tourism as low budget and largely ignored its potential. Our studies have verified the unique and compelling contribution that youth travel makes to local cultures and economies,’’ says David Jones, Director General of WYSE Travel Confederation.“ We now look forward to facilitating the diverse and holistic ambitions of young travellers, by delivering this message to governments and industry worldwide, in partnership with UNWTO”.

Over 80% of young travellers

report that their trip has changed

their overall lifestyle, with the

majority saying they were travelling

in a more responsible manner and

thinking more about issues such

as social justice and poverty.

New Horizons Research Report Released July 2007, WYSE Travel Confederation

Throughout 2007 and beyond, WYSE Travel Confederation and UNWTO will work together on a global action plan that includes:

• Releasing a Compendium of Research on Youth Travel (August 2007), a definitive and authoritative report about the global impact of youth travel, that will act as an official source of reference for tourism bodies and authorities

• Organising regional seminars and networking forums for government officials, national tourism authorities, educational specialists and commercial sector leaders

• Promoting responsible travel habits and practices, as well as the sustainable development of tourism

On behalf of the World Tourism

Organization, I would like to

express my sincere congratulations

and support to the new

Confederation and all its key

instigators, who have built such

strong representation for this

highly important market segment

of international tourism. We can

only foresee a continuation of the

already fruitful collaboration

between us.


For more information about the UNWTO partnership, Compendium of Research and New Horizons Report visit www.wysetc.org


Discussion Panel – Future Trends and Innovations in Youth Travel

David Jones (WYSE Travel Confederation) discusses the key role of

young travellers as the trend-setters of tomorrow, in a packed and lively

auditorium.

WYSE Travel

Confederation

Exhibition Lounge

At the centre of the

action, WYSE Travel

Confederation’s

exhibition lounge

and networking

parties provided

excellent

opportunities for

members and

delegates to socialise

and relax.

Award Ceremony -

‘Youth Incoming Germany’

Susan Goldstein (WYSTC) presents a prize to

the best regional German tourism board for

youth travel, as voted for by tourism students

from the Cologne Business School

Press Conference - ‘Youth Incoming Germany’

German tourism officials and David Jones host a press conference about

the value of youth tourism, highlighting the success of Germany’s

incoming youth market. A press tour of the youth exhibition hall followed.

Youth and student travel took

centre stage at this year’s

ITB-Berlin - which broke all

records for visitor figures - and

provided an excellent showcase

for WYSE Travel Confederation

and its Members.

The growing importance of youth tourism was highlighted at this year’s ITB. More space was made available for youth, student and educational travel organisations exhibiting in the specialist hall, than ever before.

WYSE Travel Confederation took full advantage of ITB’s invitation to promote and represent the youth travel industry, by participating in a dynamic series of discussion panels, press conferences and award ceremonies.

‘Young travellers as the trend- setters of tomorrow’ was the subject of a lively discussion panel on the opening day of the world’s largest travel show. And WYSE Travel Confederation was at the centre of the action!

David Jones (Director General, WYSE Travel Confederation), Klaus Hurrelmann (author of the ‘Shell Youth Study’) and Dr. Thomas Korbus (Director, RUF Jugendreisen & Confederation Member) spoke to a packed auditorium about the latest trends and developments in youth travel, and its importance to the global tourism agenda.

Here follows extracts from David Jones’ speech about young travellers as the trendsetters of tomorrow.

Unique Motivations of Today’s Young Travellers

“Whilst the quest for discovery remains the most fundamental motivation for most young travellers - the patterns, activities and ambitions of today’s young traveller are very different than 50 years ago.

According to studies conducted by our organisation, less than 20% of young travellers identify themselves as tourists. Instead, they travel with a purpose, to explore and to engage with cultures and environments that are different to their own. Our studies show that, more than ever, young people will mix their travel ambitions with study, work, volunteer placements and adventure.

What is particularly new and unique about today’s travellers is that they are extremely sociable. When they return to their guesthouses or hostels in the evening, they know that they will spend time with an international

WYSE Travel Confederation’s preferred Payment and Collection method

group of young people. Many of us who travelled decades ago, travelled with the ambition of finding places no other traveller had visted before. The majority of today’s travellers however, are motivated by being part of the multi-million strong global community exploring the world.

The True Value of Youth Tourism

Because of the unique motivations of young travellers, this niche market is extremely important to the key objectives of the global tourism agenda. Young independent travellers tend to stay much longer, and therefore spend more, than the average tourist; and they tend to live and interact more closely with the communities that they visit. Our statistics also show that they invest more of their tourism spend with local community-run operations, thus contributing to sustainable tourism and poverty alleviation. Beyond the social value of travel and the contribution it makes to the learning and personal development of young people, there is also a powerful economic and industry-related value to this sector. Youth travel is the fastest growing sector of the travel industry, currently representing over 20% of all international arrivals.

The growing demand for youth travel is fuelled by a global population of young people who view international experience as an increasingly important part of their personal development and sense of personal equity. A major difference for today’s young travellers is the support that they receive from their parents, their

educational institutions and their future employers - support that we the independent travellers of yesterday - did not receive.

Our message is:

• This is a unique market that must be understood for its specialist needs

• We must engage governments in meeting the massive demand for diverse youth travel experiences and encourage an integration of international policies and programmes

• As an industry, we must harness the power of Web 2.0 to communicate effectively with today’s global community of young travellers

• We must also work in partnership with networks that exisit within our industry to promote the sector, for example WYSE Travel Confederation’s partnership with UNWTO and VisitEurope

Meeting the demand for diverse travel experiences

WYSE Travel Confederation will encourage governments to provide information about existing opportunities and push them to improve and integrate policies that will facilitate the diverse and holistic ambitions of young travellers. Critical policy areas concern work and study visas, the involvement of the educational sector, and support for specialist organisations that provide opportunities for young travellers.

One of the most important messages that we will take to governments and the industry is that the medium for communicating with young travellers has changed drastically, particularly in the last year. Web 2.0 applications have enriched information content and empowered young consumers with a collective wisdom about the market. In order to understand and access the youth market, it is essential to stay on top of these developments.

Young travellers of today are the trend-setters of tomorrow. They are also future social and commercial leaders. We have an opportunity to enrich the value of their travel experiences and promote responsible and sustainable travel habits; and we have an obligation to preserve the phenoma of youth travel for its personal and broader contributions to society, for generations to come.”

David JonesDirector General WYSE Travel Confederation

Young travellers of today are the trend-setters of tomorrow. They are also future social and commercial leaders. We have an opportunity to enrich the value of their travel experiences and promote responsible and sustainable travel habits.

Web 2.0 is one of the biggest

buzzwords of the moment but

what does it actually mean?

And how can the travel industry

engage with a new generation of

young travellers who are

increasingly sharing and rating

their experiences with fellow

travellers? Our industry experts

reveal how youth travel

organisations can participate in,

and benefit from, the social

networking phase of the World

Wide Web.

We take a closer look at just what User Generated Content (UGC) and Social Networking are, how they are impacting and influencing the youth travel industry, and which websites/ tools are most useful for YTI readers.

User-Generated Content

Time Magazine’s 2006 Person of the Year was ‘YOU!’ referring to all end-users contributing to UGC sites.

The ability for end-users to publish their own content on the Web and comment on content published by others is referred to as user- generated content. It can be in the form of text, images, audio, video, or a mix of these. UGC is a complete contrast to the traditional type of Web content created by professional organisations and broadcasters.

And the impact of UGC cannot be underestimated for the Travel Industry. For youth travel in particular, the explosion and popularity of UGC websites has

What is Web 2.0?

The internet has already transformed the way many of us research and book our holidays, flights and accommodation. Now it is increasingly becoming a place to share and discuss these experiences with fellow travellers.

It is this ability to publish and share that distinguishes this latest phase of the World Wide Web, known as Web 2.0. This is the new internet revolution that will harness the ‘collective wisdom of communities’.

The driving force behind Web 2.0 as a participation platform, around which a plethora of websites have sprung up, are:

1 User Generated Content e.g. YouTube.com (video sharing) Flickr.com (photo sharing), Wikipedia.org (collaborative encyclopedia)

2 Social Networking Media e.g. Facebook.com, WAYN.com, Myspace.com

evolUtion of the Web

Web 2.0 signifies a transition from the Web as an information source to a participation platform, characterised by interactive media. Although the term suggests a new version of the Web, it actually refers to a change in the way existing technology is being used.

Web 1.0Publishing, Personal websites, Page views, Stickiness, Britannica Online

Web 2.0Participation, Blogging, Pay per Click, Syndication, Wikipedia.org, Flickr.com

INFORMATION PHASE

pre-1998: the web was used essentially to publish information

COMMERCIAL PHASE

Late 90’s - early 2000’s: the increasing use of the web for ecommerce and trade distinguished the next period

NETWORKING PHASE

Mid 2000’s: analysts now believe we have entered the networking phase where the web is predominantly used for social interaction

Pre-1998

NOW


The old saying about a ‘happy customer telling one person and an angry customer telling ten’ must now be updated. Social networks are like exponential megaphones that enable a single customer to tell millions of people about their experience, good or bad!

GettinG into Web 2.0

Now you know more about Web 2.0, how will it affect your organisation and what steps can you take to maximise opportunities (and reduce the negatives)?

1 What are people saying about you?

First, know what is being published about your organisation in blogs, travel review websites, social- networking sites, as well as in traditional media. Be vigilant because your reputation is at stake.

Most blogs and travel review websites allow organisations to post a response to a negative review. It is critical to post a well-crafted and prompt response to all negative reviews. The longer a negative review sits unanswered the more damage it will do.

One of the most common fears is that blogs and review sites will generate complaints and negative feedback. However all feedback is useful. Having access to customer complaints can identify problems sooner rather than later, and enable you to be more

created exciting new marketing and research opportunities. Not only can youth travel providers gain insight into what young travellers are thinking and doing, they can also take advantage of marketing opportunities provided by this digital ‘word of mouth’ platform.

There are many different types of User-Generated Content sites. Here are just a few examples that are relevant to the youth travel industry.

Travel Blogs and Review Sites

In the world of Web 2.0, travellers are increasingly looking for information from fellow travellers, in place of traditional (Web 1.0) glossy content produced by marketing professionals.

Rather than seeing a standard promotional photo of a hotel or hostel room, travellers instead want to see candid shots from other travellers who have stayed there recently. Travel blogs and review websites are places to publish this sort of information and seek ‘word of mouth’ travel advice.

The importance of blogs and review sites to the travel industry is therefore tremendous. They offer a network of millions of unofficial secret shoppers providing a precious service that hostels, tour operators and hotels have traditionally paid for - an objective review of services provided!

So the most important question to consider is, “what are my customers

telling potential customers about my organisation?!”

Social Networking Websites

Social networking is not just for teenagers – the largest demographic using MySpace are 18-34 year-olds.

Social networking refers to the trend whereby people congregate in a virtual space to share information about themselves, or specific interest, and connect with others.

By encouraging users of social networking sites to add all of their friends as contacts, who then add their friends (known as viral marketing) these sites are able to attract millions of users in a very short period of time.

Myspace.com, which claims to let you “meet your friends’ friends” had 20,210 travel groups registered as of April, 2007. Just think about getting your brand or product talked about in such a huge network!

A new breed of social-networking sites are focusing exclusively on travel. One example is Where Are You Now (WAYN.com), whose users are able to see the current location of their contacts on a world map, connect with new/existing friends in destinations they will be visiting, keep a travel blog, and store all of their photos online. WAYN currently boasts more than eight million members from over 220 countries with the most active members ranging from 18 to 25 years.

3 Syndicate your content

The concept of ‘stickiness’ – ensuring website visitors come to your website and stay – has been superseded in the Web 2.0 generation. Content syndication is a way of sharing portions of content. For example, many travel agencies offer customers the opportunity to automatically receive new promotions and best deals, via Really Simple Syndication (RSS) feeds as soon as they are posted on the site.

So whilst visitors may not know about your website; they may well be receiving updates about your content, service or products via other sources. RSS feeds are a great way of expanding the original site’s readership and reach, by syndicating content to other websites and enabling readers to forward feeds to their colleagues and friends. Tools such as ‘Google Alert’, track the entire internet for personalised topics of interest which can help to: man-age your reputation; monitor your competitors; track any mentions of your name, your website, your place of work, and people or projects that are important to you.

proactive and effective in improving your customer experience.

2 Your customers as content providers

Content is a valuable commodity and there is a huge market for information about specific travel experiences.

Does your website contain enough relevant and compelling content (e.g. descriptive copy, images or even audio/video footage) to attract and retain the interest of your visitors? If not, you have a choice. Spend a fortune creating and compiling your portfolio or choose the clever option – allow your customers to add content themselves. They will probably make a better job of it!

The travel industry is ideally placed to capitalise on the thousands of photos and videos generated each year, by encouraging consumers to share key moments of their holiday with other consumers. After all, the best way of reviewing your holiday destination is through the eyes of someone who has been there!

Having customers contribute their own content is also a great way of building a community around your brand. If customers are willing to invest their time, and therefore feel involved, or even able to influence your site, this can only increase their loyalty to you.

travel 2.0 Websites

Travel is proving to be one of the more popular topics for Web 2.0 websites and services; so-much-so that it is often referred to as Travel 2.0. Here are some examples:

TripAdvisor.com, Travelpost.com, RealTravel.com

Travel review websites allow users to post write-ups of where they have stayed or visited. The organisation can then post a response directly underneath the relevant review.

Travelistic.com, LonelyPlanet.tv, Geobeats.com

Users can upload and view travel related video content, which is a mix of UGC and professionally produced clips.

Wikitravel.org

A world travel guide written collaboratively by users, and winner of the Webby Award for Best Travel site 2007.

WAYN.com, Hostelworld.com, TripUp.com, Boo.com

Social networking sites where users share their travel experiences, using services such as blogging and photosharing, also enables them to connect and become ‘friends’ with other like minded travellers.

Young travellers are early adopters of new travel technology. 80% of young travellers now use the Internet to search for information before their trip, and the proportion of Internet searches converted into bookings has grown four-fold over the past five years.

WYSE Travel Confederation New Horizons Report


a Case stUdy in Web 2.0 STA TrAvel BlogS

www.statravelblogs.com

“STA Travel launched a Website called STA Travel Journals in December 2005. The site allowed STA Travel customers to create a free blog charting their travels, upload photos to their pages, and review destinations as they travelled. The site had successfully grown organically over time, and a loyal community of travellers was building. It quickly became apparent that with more promotion from the STA Travel network of sites, the Travel Journals had fantastic potential.

Before marketing the site more actively, it was important to redesign the site in order to encourage participation, increase visitation, and ultimately increase click-through to bookings. The first decision was to rebrand, using the name ‘Travel Blogs’ which was a more descriptive and interesting name for the site than ‘Travel Journals’.

Next, a review of how people were using the site showed that many were adding reviews of their favourite bars, restaurants and hotels in each location. This content was hidden within the site, and we wanted to make it a major feature, an STA travel guide created by the community…. for free!

In addition to making the site more visually attractive, the redesign encouraged participation by appealing to the blogger’s desire to be famous. New features, including the addition of a ‘Travel Blog of the Day’, meant that any member of the community could be featured on the Home page, simply by contributing regularly. Further, we incorporated ‘Most Highly Rated’ and ‘Most Popular’ blogs on the Home page, in order to encourage good quality contributions. We also made it easier to contribute, by providing a one-click method to vote for a blog post, and future plans are to simplify the registration process.

Since the redesign, visitation to the site has more than doubled and the site was awarded Best Social Media Web site in the 2007 Travolution Awards. We believe this success has been thanks to the continuous evolution of the site, in response to the way the community are using the tools available to them”.

Tim O’Neill Managing Director, UK Reactive Media

the fUtUre...

Web 2.0 provides fantastic opportunities for youth travel and tourism marketers who are willing to understand and embrace this latest phase of the internet. However, integrating Web 2.0 technologies into your website should never be implemented just because it’s the latest buzzword; but instead should enable your customers to engage with your service or product in a meaningful way.

So how will the Web evolve from this point? While you may still be struggling to get your head around the use of Web 2.0 services and what this means for your business, some are already quick to label the next trend…Web 3.0 and dynamic packaging!

Ultimately, intelligent software will enable travel services to find us, rather than the other way round. With all of our travel experiences, preferences, reviews and photos stored online and our connection to like-minded people – dynamic packaging will accurately meet all of our expectations, saving time, enriching choice, and opening our eyes to new experiences.

As the old saying goes - the only thing that remains constant is change!

Glossary of Web 2.0 terms

TRAVEL BLOGS

Travel blogs are like public journals where

the blogger (author of the blog) can

describe their experiences of travel, and

the services they used. The ability to

upload photos, videos and podcasts

(audio recordings) have meant that travel

blogs have become increasingly popular

and sophisticated.

TRAVEL REVIEW SITES

One difference between blogs and travel

review websites is the level of moderation

involved. Blogs are often not moderated,

while travel review sites generally have

strict rules about what can be published.

Two such websites, HolidayCheck.com

and TripAdvisor.com, claim to read every

review, giving careful consideration about

whether to publish it.

WIKI

A wiki is a website that allows visitors to

add, remove, or edit content. Often, there

is no review process before modifications

are accepted and published, instead

relying on other users for oversight and

moderation. Wikis are an effective tool for

collaboration.

RSS FEED

Really Simple Syndication (RSS) is a

technology that allows users to receive

updated content about specific websites

or topics. Alerts enable users to visit

relevant websites mentioned in the feed,

much like the links in a e-newlsetter. By

enabling feeds on a website, youth travel

organisations can automatically ‘feed’

consumers their special offers, as they are

updated.

MASHUP

A mashup is the consolidation of content

from more than one source into an

integrated experience, for example

searching for hotels on a google map.

SOCIAL NETWORKING

Social networking is the trend whereby

people congregate in a virtual space to

share information about themselves or a

specific interest/topic and connect with

others. Social networking specifically for

travel, enables users to connect with

new and existing friends according to

destination.

USER GENERATED CONTENT (UGC)

User Generated Content (UGC) is content

that has been published by end-users

and shared with others, as opposed to

traditional content created by

professional editors, writers or

broadcasters.

DYNAMIC PACKAGING

Software that enables consumers to build

their own tailor-made package of flights,

accommodation, hire car etc. instead of

having to choose a pre-defined package.

Pricing is always based on current

availability and trip-specific add-ons are

often available.

Credits and fUrther

readinG

REACTIVE – MELBOURNE, SYDNEY &

LONDON

Reactive is an interactive agency with

offices in Melbourne, Sydney and London;

which provides creative online solutions

and integrated marketing to a wide range

of clients from the global travel industry.

Visit: www.reactive.com

to download a copy of “Web 2.0 for the

Travel and Tourism Industry”

ELLION DESIGN - LONDON UK

For many years Ellion has assisted

some of the biggest names in the UK

travel industry in developing information

management systems, providing systems

analysis, business consultancy and web

development.

Visit: www.ellion.co.uk/travel

to download a copy of “Web 2.0 for the

Travel and Tourism Industry”

BENJAMIN BRIGHAM, SEATTLE, USA

Benjamin Brigham is a Lecturer at the

University of Washington, where he

teaches a course on Web Tools and

Development. He also offers consulting

and speaking services on the topics of

travel technology, crisis communications

and destination recovery

Visit: www.destinationrecovery.com


Work Experience Travel Mart & IAPA Annual Conference

Every year tens of thousands of

young people and host families

benefit from au pair placements

arranged through reputable

agencies. However, there are a

growing number of on-line

agencies with little expertise or

accreditation, offering inadequate

levels of screening or back-up if

things go wrong. Operators of this

kind are compromising the safety

and integrity of this experience,

for both the au pair and host

family.

Au pairing is arguably the oldest and purest form of international cultural exchange experience. As an integral part of the host family, an au pair is exposed to a new language and foreign culture in one of the most direct, personal and meaningful ways imaginable.

Unfortunately, a growing number of au pair agencies in operation today do not fully appreciate the centrality of cultural exchange to the genuine au pair experience. And it is often these same agencies who fail to develop or obtain appropriate professional credentials.

This challenge is most clearly evident online, where the Internet buzzes with “au pair” agencies operating employement database services. Families and young people looking for ‘live-in jobs’ are left to match themselves with little screening, support or back-up from such agents if things go wrong.

Although many of the matches undoubtedly result in successful outcomes, making a direct arrangement carries a plethora of potential risks. If it turns out that either side is not completely committed to the arrangement they have signed up for, the other side

can be badly let down and have no recourse.

For example, it is not unknown for host families to issue several invitations and choose the candidate they most like the look of on arrival. In this case, an au pair could be turned away on the doorstep, having travelled from a foreign country, with insufficient fluency in the local language or money. Similarly, families expecting an au pair to arrive on a certain date can find themselves badly disappointed.

In addition, the comparatively low fees charged by these businesses are undercutting responsible au pair agents, including many International Au Pair Association (IAPA) members, who offer far higher levels of service, diligence and safety to their customers.

In response to this challenge, the International Au Pair Association (IAPA) launched an on-line campaign in 2006, including a Google advert, warning the public of the potential dangers involved in not using a reputable au pair agency.


feWer yoUnG people from eastern eUrope

The recent entry of Eastern European countries into the EU is also having a major impact on the au pair industry’s traditional supply and distribution channels. With people from Eastern Europe no longer restricted in their ability to apply for extended work or cultural exchanges, the number of young people wishing to participate in au pair programmes from this region has declined dramatically in recent years.

An IAPA member summarises the situation: “Fewer young people [from Eastern Europe] want to be au pairs, preferring the option to live more independently and work in catering or hospitality, believing that they will be better off. Unfortunately, this is often an illusion since the pay is so poor and the cost of living so high. However, some still want to be au pairs knowing that this cultural exchange programme provides them with a safe place to live, a friendly environment and the opportunity to study and improve their language skills. A good agency will select those with the real motivation to be an au pair”.

In a related development, an increasing number of governments in Eastern Europe are responding to concerns about a skill and brain drain (i.e. migration of young people to

other countries) by imposing stricter regulations on “sending” au pair organisations. More often than not, these regulations fail to distinguish between regular employment, and au pair programmes as cultural exchanges.

Similarly restrictive licensing and visa regulations common in Western European nations are also making it increasingly difficult and expensive for bone fide agencies to maintain the number of au pair placements.

iapa: addressinG the balanCe

IAPA is working hard to help its members stay informed about these developments, lobby for fairer regulations, and develop new markets from which to source au pairs. In response to the constricted supply from traditional sending countries, IAPA will recruit new members from the emerging source markets of Latin America, Asia and Africa.

In October, members of the IAPA Executive Board will travel to Cancun in Mexico to host an informational seminar and networking dinner for Latin American agency representatives.

By promoting and aiding the establishment of national au pair organisations, IAPA is providing member organisations with new

platforms to lobby for the rights of au pairs and host families, and encouraging governments to recognise au pairing as an important form of cultural exchange (as opposed to a portal for “low wage” foreign labour).

IAPA’s support of ECAPS, the European Committee for Au Pair Standards, is another way in which the association is helping to ensure that the au pair industry is responsibly and appropriately regulated by governments.

Finally, IAPA provides opportunities for government and industry representatives to network and learn from each other at its annual conference. For example, at IAPA’s 2006 annual conference in Barcelona, government representatives from several European countries participated in an “Open Forum” which focused on the need to regulate the au pair industry within Europe.

aU pair of the year aWard

One of the highlights of the IAPA Annual Conference is the presentation of the Au Pair of the Year Award. This prize offers a double benefit. It recognises a select group of au pairs for their excellence and accomplishments, and it helps to focus the industry and media’s attention on the core cultural

In response to the constricted supply from traditional sending countries, IAPA will recruit new members from the emerging source markets of Latin America, Asia and Africa.

About The International Au Pair Association (IAPA) is a founding member of WYSE Travel Confederation. Established in 1994, IAPA is the leading global forum and trade association for organisations active in au pairing and related cultural exchange activities.

Member organisations must meet firm business and ethical standards and agree to abide by IAPA’s Codes of Conduct and Guidelines.

The IAPA network of trusted members is comprised of 138 organisations in 37 countries around the world.

For a list of IAPA Members, go to www.iapa.org

For further information about International Au Pair Association contact:

Paul Browne IAPA Association [email protected] Tel +31 (0) 20 421 2800

exchange value of the international au pairing experience.

Ms Emilie Terryn, a 21 year old French national, was named as the 2007 IAPA Au Pair of the Year. Emilie was placed with the Spaniak family in the United States by IAPA member ‘EurAupair Intercultural Child Care Programs’ based in Laguna Beach, California.

A video from the entire Spaniak family (Mom, Dad and three young daughters) was played to delegates as an introduction to this very special au pair, before Emilie herself delivered an impassioned speech about her cultural exchange experience with her new “adopted” family.

Moral support came from Emilie’s host Grandmother, Barbra, who flew all the way from the States to be present at the award ceremony in Riga, which was followed by a press conference.

Au Pair Of The Year Award Emilie Terryn from France

Emilie was selected from a list of five finalists:

• Ms Nejla Ayilmaz - Turkey, Sunny Smiles Au-Pair Agency (UK)

• Ms Gessika Campanti - Brazil, Cultural Care Au Pair (USA)

• Ms Anna Gertis - Germany, Cultural Care Au Pair (USA)

• Ms Lorenna Melo Silva- Brazil, Cultural Care Au Pair (USA)

• Ms Emilie Terryn - France, EurAupair Intercultural Child Care Programs (USA)

This is the fourth year the Au Pair of the Year Award has been presented during the IAPA Annual Conference. All host families of IAPA placement organisations are invited to nominate their au pair for the award by submitting an essay describing the qualities and characteristics that made their au pair exceptional.


Youth travel enables young people to enrich their lives with new experiences, to enjoy and to be educated, to learn to respect foreign cultures, to establish friendships,and above all to contribute to international cooperation and peace throughout the world.


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Increased demand from student

travellers for a broader range of

travel and language programmes

- combined with a series of

mergers, acquisitions and

expansion - have opened up a

range of new locations and

products for the language and

educational travel industry.

Maria Catalina, a 21 year old student from Buenos Aries, is about to spend 2 months taking English language and professional acting classes in New York. Her school, Rennert Bilingual, has recently expanded its language programme to include film-making, acting, Broadway Dance classes and internships.

Maria is typical of today’s student traveller who is increasingly eager to combine language learning with academic studies and creative experiences.

Language schools are not only expanding their range of products but also the location of their schools. In October 2006, Kaplan Inc. announced its acquisition of Aspect Education Ltd, increasing its 17 schools in the USA and UK, to a total of 36 including territories such as Australia, New Zealand and South Africa. International chains EF Ltd and EC have also recently established

schools in Cape Town, highlighting South Africa’s growth potential for English language teaching and business development.

Choosing the right location for a new school presents a number of challenges. A considerable amount of research is necessary to determine the choice of target market. What is the competitive landscape like? What is the potential for growth? Should a new school be set up in an emerging or established market?

The answers to these questions depend on many factors including: the strategic objectives of the expansion, the size of the business and whether the organisation wishes to acquire an existing school or start from scratch.

Since 2002, EC has acquired four schools, the latest of which, ‘EC Cape Town’, was launched in October 2006. This is EC’s first language school outside Europe and marks a significant milestone in their development as an international group.©

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allowed us to move into new destinations and be up-and-running pretty much straight away.

Another big benefit is that we are able to build on the excellent international reputation that Boston Language College established in the 4 years prior to EC Cape Town.

Is the student profile at EC Cape Town different from the student profile at other EC schools?

We currently have between 50-80 students on the English Language Programme, our core product. And our teacher training attracts a smaller market of local South Africans. The main nationalities at EC Cape Town are German, Swiss, Chinese and Turkish.

We also teach Mandarin and Xhosa [pronounced “Kosa” which is spoken by almost 20% of the population in South Africa] so we have many students from African countries such as Angola, Mozambique and Gabon.

YTI Magazine spoke to Mr. Andrew Mangion, CEO and Managing Director at EC, and asked him about the challenges involved in establishing an EC school in a new territory.

What are the biggest challenges you have faced with EC Cape Town?

Setting up a school in a new country is always a daunting task. Firstly, the choice of location is a big question. We needed to make sure that South Africa was the right market in terms of its desirability as a tourist destination, and its growth potential.

Once the location of Cape Town was decided, it was then a case of identifying which school to acquire. We chose Boston Language College, a modern purpose-built school right in the city centre. With 15 classrooms and 2 floors, the size and location fit our requirements perfectly.

We retained most of the existing staff, so managing the transition and introducing new ways of working for these staff, gaining their trust and belief in what we do, and introducing them to the global team was critical. We continue to recruit locally but we brought in a General Manager from one of our other schools in order to ensure that EC Cape Town meets the standards of EC as a whole.

So why Cape Town?

With its temperate winters and bustling summers, Cape Town is an ideal all-year destination for language learning vacations. And few other locations offer so much adventure and culture in such a stunning setting. It also has an established language travel market which is essential when acquiring an existing school.

Would you recommend acquisition versus building a new school?

Acquisition and consolidation has worked for us so far, but it depends on the expansion strategy. The obvious benefit of acquisition is that you have existing premises, infrastructure and staff. It has

There is huge growth potential for South Africa as a destination for language learning. The country will become increasingly attractive as a destination for 18-35 year-old independent travellers.

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About The Association of Language Travel Organisations, is a founding member of WYSE Travel Confederation. Established in 1998, ALTO is the leading global forum for high quality language travel agents and schools. The ALTO network of trusted members comprises 190 agencies, schools and national language travel associations. ALTO views good agent/school relationships as the key to success in the language travel business. ALTO Members enter into business relations with each other on the basis of mutual trust and with a view to long-term partnerships.

For a list of ALTO Members go to www.altonet.org

For further information about ALTO:

Thomas Engsig-KarupALTO Association ManagerTel +31 (0) 20 421 2800 [email protected]

What marketing channels do you use to recruit international students?

EC relies heavily on agents for international recruitment and has built up a loyal network in over 70 countries. The fact that we offer ‘Multi-Destination Programmes’, where students can combine Cape Town with one of our other centres, is particularly helpful in terms of cross-promotion.

As a member of ALTO (The Association of Language Travel Organisations) EC takes advantage of key networking opportunities for making international contacts. With EC Cape Town, a contact made early on through ALTO helped immensely with establishing the new school.

Our presence at trade events such as WYSTC (World Youth Student and Travel Conference) also has a positive effect in terms of attracting agents and international demand. It is particularly apt that WYSTC is taking place in Istanbul this year. EC has an exceptional presence in Turkey through the EC sales team there, and our Turkish student numbers have increased accordingly.

How do you see the South African market developing?

There is huge growth potential for South Africa as a destination for language learning. Looking ahead, Cape Town will become increasingly attractive as a destination for 18-35 year-old independent travellers.South Africa is more challenging than traditional ELT destinations such as the UK.

Secondly, South Africa will get a lot of exposure from the FIFA World Cup in 2010 and I believe we will see a gradual shift in the market from adventure to mainstream travel. Finally, the market will rely more heavily on students from Asia and Brazil in the future.

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Young travelers will be tomorrow’s globally-

oriented citizens and lead travel trends. I see them as

the pioneers in achieving the Millennium Development

Goals, for building a better world for tomorrow.


Once the domain of intrepid

backpackers, ‘responsible travel’

and ‘voluntourism’ are now boom

markets for the youth tourism

industry. Every year volunteer

travel organisations send

thousands of young people to

developing countries. So how do

they ensure that it is the local

communities and volunteers that

benefit most from this

experience?

What is the role of third party providers in the voluntourism sector? How can they add true value to the projects they promote, unite this fragmented market and protect the interests of volunteers and communities alike?

Adrian Lange of Thembalitsha (a non-profit organisation that provides community development, health, education and training in disadvantaged areas of South Africa) addresses these important issues; and suggests ways to sustain and safeguard an industry rife with fluctuating standards and levels of efficiency.

“The Work Experience Travel Mart in March was an ideal platform to take stock of where work experience travel, and more specifically volunteer travel, is going and what we can do to manage this industry with integrity and foresight.

Based on my experiences on the ground, managing projects and international volunteers, I believe our industry needs to organise itself to address five key issues”.

Key indUstry ChallenGes

• The gap in understanding between sending agencies and the local charities in third world environments

• The lack of capacity amongst smaller charities and travel businesses to maximise the volunteer experience, for both the local community and the volunteer tourist

• The role that educational institutions can play in linking work experience with credible charities

• The need to establish best practice ‘improvement cycles’ for volunteer sending agencies and charities receiving volunteers

• The lack of older more experienced volunteers offering a wider balance of skills and experience

Where to from here?

Adrian continues “In order to address these 5 core issues, a universal code of conduct must be implemented for the volunteer travel

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industry that is flexible enough to take into consideration the local cultural, social and economic context of the projects.

The first step in doing so would be to establish a global body (or make use of an existing one) with a mandate to unite volunteer travel agencies, set basic minimum standards, and raise the bar for charities”.

Adrian Lange’s suggestions for

encouraging and rewarding best

practice in the volunteer travel

industry...

Volunteer Sending Agencies Should:

• Send staff on annual visits to projects so they can participate and experience it for themselves • Help charities expand their skills base and gain access to older volunteers with specific management or professional expertise • Encourage charities to implement improvement cycles, with the help of senior volunteers, in order to add credibility and accountability, thus enlarging their capacities for funding,

support and reach within the communities they serve

• Engage regularly with educational institutions both locally and abroad in order to establish formal certificates for volunteers, with measurable outcomes

• Seek to have a lasting beneficial impact by fostering a long term relationship with at least one charity, and helping it to grow annually in terms of financial support and professional human resources

Projects Receiving Volunteers Should:

• Send key management staff to meet agencies annually at conferences/ association gatherings OR invite them to visit projects more regularly

• Review the skills set to make space for management level volunteers and communicate these needs to agencies

• Participate in local combined improvement cycles, and if there is nothing like it in the local area, form networks with other charities and invite facilitators to present courses

• Engage regularly with educational institutions locally in order to establish formal certificates for volunteers and measurable outcomes for projects

• Strategically plan and then communicate what is needed to make each project more sustainable. This goes beyond immediate urgent financial needs, to building genuine, lasting relationships with sending agencies

Further Suggestions:

• A standardised application process for all volunteers

• Minimising culture shock through pre–departure education and information

• Encouraging pre-departure volunteering

• Marketing campaigns that move beyond the emotional link

• Encouraging local community projects to become a member of international volunteer associations such as Hospice

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WYSE Travel Confederation’s fundamental mission is the quest for international understanding and peace.


WYSE Work Abroad is a founding member of WYSE Travel Confederation, and the leading global forum and trade association for organisations involved in work abroad programmes.

WYSE Work Abroad members include Placement Agencies, Governments and Non-Governmental Organisations, Student and Youth Travel Companies, Schools and Universities and Training organisations in 40+ countries worldwide.

Adrian Lange presented his seminar ‘Setting Sustainable Guidelines for the Volunteer Industry’ at WYSE Work Abroad’s annual event ‘Work Experience Travel Mart’ in March 2007.

For a list of WYSE Work Abroad Members visit: www.wyseworkabroad.org

For further information about WYSE Work Abroad contact:

Nella Tonna WYSE Work Abroad Association Manager Tel: +31 (0) 20 421 2800 [email protected]

WYSE

About The Author

Adrian Lange ( 31) currently serves as the project director for Themba Training which is a division of the Thembalitsha Foundation in Cape Town, South Africa.

The Thembalitsha Foundation is a non–profit organisation which focuses on health, education and training amongst the poor in South Africa. He is a man with a dream to see volunteers bridge the cultural and economical divides that exist throughout the world.

a Catalyst for ChanGe..

Adrian adds “I believe these recommendations will bring us closer to a more unified and organised effort that will bring lasting change to a world in dire need of more sustainable solutions to poverty and disease, through the medium of volunteering.

I hope my suggestions will provoke thought and initiate feedback from key industry organisations, and will be discussed further at industry events such as the World Youth and Student Travel Conference this October.

Adrian W. Lange

Project Director, Themba Training

THEMBALITSHA FOUNDATION

[email protected]

www.thembalitsha.org.za

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Page 29


WYSTC is really “the place” where you find the best players in the market. It provides us with new ideas, new horizons and of course, a lot of new business.

José Carlos Hauer Santos Jr.Student Travel Bureau Brazil

Every year, hundreds of leaders

in the youth, student and

educational travel industry

converge at the World Youth

and Student Travel Conference

(WYSTC) to share market and

industry knowledge, strengthen

long-term business relationships,

plan for the future, and network

with peers.

WYSTC 2007 will take place in the exotic and cosmopolitan city of Istanbul, and promises to be a unique experience for regular and first time participants alike.

Co-hosted by Turkey’s Ministry of Culture and Tourism, the Istanbul Convention and Visitors Bureau, and the Turkish Travel Agents Association, WYSTC delegates will have plenty of opportunity to meet Turkey’s key youth tourism organisations and build bridges for both outbound and inbound business opportunities.

Here are a few reasons why you should be at WYSTC this October:

a GateWay to eUrope and asia

As the world’s only city spanning two continents, Istanbul dazzles millions of visitors every year. For over 3,000 years it has been a crossroads where East meets West, and a vibrant centre of trade, culture, learning and art. A city of senses, colour and contrasts, Istanbul is vibrant yet serene, cosmopolitan yet traditional, European yet Eastern, transparent yet mysterious. It stimulates the senses like nowhere else in the world.

A visit to the historical Sultanahmet area to see the Topkapi Palace, Blue Mosque, Haghia Sophia and Grand Bazaar will make you feel like you are living alongside the great Sultans.

Yet a short tram ride away is Taksim Square, the gateway to the Beyoglu district which buzzes with 2000 bars, cafés and trendy clubs.

a Key marKet for the yoUth toUrism indUstry Turkey’s outbound youth, student and educational travel market is growing quickly:

• 22+ % of the Turkish population is currently in secondary education or below

• 35% of the total population is aged 15-34 years

• Approximately 30,000+ Turkish students study abroad annually, and this number should grow significantly in the near future

• In 2006, 1.51 million students took the university entrance exam but only enough space exists in the higher education system for approximately 45% of this market

• 700,000+ Turkish students may therefore be exploring opportunities to work or study abroad, and many of these will have the financial means and family support to do so

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The elegant Hilton Hotel is WYSTC 2007’s official venue hotel, where pre-tradeshow activities, association meetings and conference seminars will take place.

The two-day trade and travel mart will be held a short walk away at the Istanbul Convention and Exhibition Centre (Lütfü Kirdar). With 2500m2 and state-of-the-art facilities, the Lütfü Kirdar will comfortably accommodate WYSTC’s 800+ delegates.

neW for 2007 - booK yoUr oWn hotel This year, WYSTC delegates have complete flexibility of choice over accommodation. The list of six recommended hotels offer four, four-plus or five-star quality, with prices that vary accordingly. The Hilton, Ceylan InterContinental, Marmara, Point, Lares Park and Nippon hotels are all within close proximity to each other and the Istanbul Convention & Exhibition Centre. And each hotel is only steps away from the famous Taksim Square and lively Istiklal street.

WystC proGramme hiGhliGhts In addition to high-level business appointments and networking opportunities, WYSTC 2007 will offer delegates an interesting and thought provoking seminar programme.

an exCitinG yoUth destination

Turkey is a fascinating and enchanting country whose significance to the Silk Road has long been a popular stop for young travellers. Students and young people visit from around the world to explore its biblical history, natural beauty and remnants of great empires.

Bordered by eight countries - including Bulgaria, Syria and Georgia - with close proximity and appeal to emerging CIS and Middle East markets, its unique geographical position makes it appealing to industry professionals and young travellers alike.

The country’s two leading agent associations for language and higher education abroad, UED and TEAG, boast some 30 agents between them and will be well represented at WYSTC

a tantalisinG taste of istanbUl

With its long history of trade and hospitality, Istanbul plays host to a dazzling array of international conventions and cultural events. Located in the heart of modern Istanbul, ‘Conference Valley’ includes some of the city’s most popular and prestigious hotels, flanked by top entertainment and shopping areas. This area also enjoys breathtaking views of the mighty Bosphorus and is the home of WYSTC 2007.

The theme of this year’s seminar programme is “21st Century Challenges to Youth, Student and Educational Travel: Global Perspectives on Trends and Developments that are Changing Our Industry and Our World.’’ During the day-long seminar schedule, expert speakers will discuss a range of topics including: the Industry Challenge of Carbon Emissions, Web 2.0, and the Sustainability of Travel.

The conference’s extensive social programme will also provide participants (and their partners) with a tantalising taste of Istanbul at night. The opening reception on October 2nd will be hosted by the Turkish Ministry of Culture and Tourism.

With so many sights to see and so much history to absorb, WYSTC 2007 will certainly give delegates an exciting insight into what Istanbul and Turkey have to offer.

Visit www.wystc.org to register

See you in October!

I have attended every single WYSTC since 1997 and will be at every future conference.

Thomas KiechleDirector, American Institute for Foreign Study

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The World Youth and Student Travel Conference (WYSTC) takes place from 1-5 October 2007 in Istanbul. All delegates are responsible for booking their own accommodation and availability for WYSTC’s recommended hotels is on a first-come basis.

WYSTC is WYSE Travel Confederation’s signature networking and trading event. Established in 1992, WYSTC attracts 800+ delegates from around the world, including representatives of specialist youth and student travel organisations, tourism boards, and various service and product suppliers, wholesalers and retailers. WYSTC is open to both members and non-members of WYSE Travel Confederation. To register and for further details:www.wystc.org

Kate Pilkington, Event Co-ordinator [email protected] +45 (0) 33 93 96 20

top destinations for tUrKish stUdents

Students from Turkey travelling abroad for study, work or cultural experience visit an array of destinations:

• Language travel: Italy, the UK, Germany, Spain, Canada, USA, Australia and Russia

• Higher education: USA, Germany, Holland, France, Switzerland, UK, Canada, Japan, Russia

• High school students: USA, Canada, Switzerland, Germany

• The market is active and motivated, and destinations chosen by Turkish students are endless and diverse

Istanbul Exhibitionand Convention

Centre

Hilton Hotel

Point Hotel

Nippon Hotel

Larespark Hotel

Intercontinental

Marmara Hotel

STA Travel Managers have found WYSTC to be the most profitable single place to meet customers and suppliers.

Dick Porter STA Travel Group

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MONTH EVENT TYPE OF EVENT LOCATIONSeptember

3rd-5th Study World (English UK) Language Trade London - UK

October

1st-2nd 3rd-5th WYSTC 2007 Youth, Student and Educational Travel

Istanbul - Turkey

6th -10th IEFT: International Education Fairs of Turkey

Public Education Fair Istanbul/Izmir/Ankara - Turkey

November

2nd-3rd a2 International Education Fair Public Education Fair Almaty - Kazakstan

2nd-3rd ICEF Work & Travel Forum Work Experience Berlin - Germany

4th-6th ICEF Berlin Workshop Language Trade Berlin - Germany

8th a2 International Education Fair Public Education Fair Baku - Azerbaijan

9th -15th a2 International Education Fair Public Education Fair Istanbul/Izmir/Ankara - Turkey

28th-30th ALPHE JAPAN Language Trade Japan

December

3rd-5th ALPHE KOREA Language Trade Seoul - Korea

yti magazine

Documents

sustainable travel

global travel industry

tourism industry

industry events

national tourism organisations

tourism authorities

new opportunities

new challenges