Authenticity, Community and Values – The Recipe for Success in Youth Marketing

In today’s ever-evolving travel landscape, businesses are increasingly turning to young people to help shape their new travel models and experiences. With over 12.7 million in the Gen Z cohort alone, it’s easy to understand why the youth of today have such an influence. And future generations are set to shake up the industry even more than previous ones.? Being able to actively leverage youth audiences to attract new audiences is key to success, which was the topic at the British Educational Travel Association (BETA)? hosted a panel session during World Travel Market in London on 7th November 2023.?

The panel, moderated by Sam Willan – Vice President, Marketing – StudentUniverse, included: Sophie Chambers – Advertising & CRM Lead – Camp America, Joshua Roche – Founder and CEO – Bulla Co and Niclas Lundquist – Head of Commercial – Kilroy. Here are the top tips the panel had to share of how they create their marketing recipes for success.?

Chambers - Marketing is ever changing and you have to follow those trends of society. A trend can change every five minutes. Research what other companies haven’t done or create ways to stand out. Don’t forget that young people use TikTok as a search engine to find what to do in destinations or find out about companies!?

Roche - Find your own target, understand what you want for it - different platforms are best i.e. TikTok for awareness, Instagram for conversion, Snapchat for replication for paid ads. There’s no one size fits all. You don’t have to be on TikTok if you find a channel that works for you then stick with it.

Lundquist - Regardless of what you are selling, today’s youth are very educated and it’s likely they will know more than you. If you have a good service or a good product you will be okay. If you know why you are doing it and for the right reasons in the end you can adapt to different trends.?

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