The Student & Youth Travel Association (SYTA) has published the results of an unprecedented two-year study about the student travel market. The research revealed preferred destinations and the challenges to getting kids out of the classroom and into the world. Senior editor Sarah Feldberg spoke with SYTA executive director Carylann Assante about the profound impact of travel on students and how world events are affecting the market.
Q: Why was there a need for this study?
Carylann Assante
A: There is no research on the student group-travel market, specifically in the area of middle school and high school travel. So after 20 years of fielding questions and really growing as an industry, we knew we needed to provide data about this market.
Q: What were the most important findings?
A: That overwhelmingly teachers, whether they plan travel or don't plan travel, believe that travel positively impacts students. Overwhelmingly teachers believe the social impact improves classroom participation, improves test scores, improves self-esteem, improves cultural awareness, improves awareness of others and really changes students' whole perspective.
Q: What are the biggest obstacles to student travel?
A: For the average school-sponsored program, there are budgeting restrictions but also testing and hours in the classroom. More restrictions on classroom testing narrows the field and the time. But the No. 1 challenge is fundraising. Currently, most trips are paid for fully or in part by parents.
Q: How is student travel reacting to terrorist attacks abroad?
A: With what's happening around the world, the international destinations and the tour operators are really stepping up with safety preparedness and crisis communications. We've always told teachers that they should travel with a professional. We know how to safely take 50 students around the world, but a teacher on their own may not be as prepared. The insurance companies are reviewing travel cancellation policies and working with schools and tour operators, so should a situation come up, the school and the students [won't lose] their deposit. We haven't seen tons of cancellations; we've seen [groups] moving to other destinations, [for example, from Paris to southern France or Ireland].
Q: Is student group travel growing?
A: We see this as a $5.6 billion market, [with 3% to 15% student travel growth depending on the U.S. region]. More teachers are incorporating travel. The math, science and robotics industry, that's growing. Students studying math, science and technology are traveling to space camp, they're traveling to robotic conferences. Drama teachers are taking their students [traveling], journalism teachers. Traditionally, you had history. Your eighth grade trip to Washington happened every year. Teachers are looking at how to incorporate a one-day field trip or a two-day trip so the class has this experience regardless of the subject matter.
Q: Are there opportunities that travel sellers and tour operators should be looking into?
A: What is very consistent and exciting about this market is that every year there's going to be an eighth grade class, there's going to be a sixth grade class, there's going to be a marching band. So every year that teacher will be working with a group of students. Once that teacher has it built into their curriculum, there's a very high percentage of repeat business.