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STAY WYSE, the global forum and trade association for organisations involved in youth travel accommodation, has just published its sixth annual survey reviewing the global business operations of the Youth Travel Accommodation Sector. The survey has become the most comprehensive study of the YTA industry worldwide, serving providers worldwide with a key tool in terms of business planning, marketing, and forecasting. This year, the survey has grown considerably: representing 2,200 establishments from 100 countries, approximately 8% of the global YTA market. The survey looks at average bed rates, occupancy rates, marketing activities, environmental sustainability initiatives, booking trends and sources of revenue during 2011. It features more detailed information than previous reports, including new questions on staffing, mobile applications and future expansion plans. The full version of this report is available to members of STAY WYSE.
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BOOKINGS
BED OCCUPANCYINCREASE TO !46 FOR SINGLE IN HIGH SEASON
BED RATES201159%
201057%
200956%
ESTABLISHMENTS IN THE HIGHER PRICE CATEGORIES TEND TO HAVE HIGHER OCCUPANCY RATES.
PRICE VS. OCCUPANCY
1 STAFF MEMBER FOR EVER 8 BEDS
STAFF VS. BEDS
EN-SUITE FACILITIES WERE PRESENT IN ABOUT 75% OF ESTABLISHMENTS
FACILITIESTHE 25 TO 34 YEAR AGE GROUP WAS AGAIN THE LARGEST YTA SEGMENT
AGEINCREASES TO !24 IN 2011
REVPAB$
SIGNIFICANT GROWTH IN THE USE OF NEW SOCIAL NETWORKING TOOLS SUCH AS GOOGLE+ AND FOURSQUARE IN 2011.
GOOGLE+ 30% OF BOOKINGS THROUGH THIRD PARTY WEBSITES
THE MOST FREQUENT LENGTH OF STAY FOR GUESTS WAS 2 TO 3 NIGHTS
NIGHTS
REPRESENTING 2,200 ESTABLISHMENTS IN 100 COUNTRIES
ESTABLISHMENTS
€€
€
THE YOUTH TRAVELACCOMMODATIONINDUSTRY SURVEY
EXECUTIVE SUMMARY
VOLUME
#6
THANK YOU TO OUR SPONSORS
THE YOUTH TRAVEL ACCOMMODATION SURVEY 1
THE YOUTH TRAVELACCOMMODATION INDUSTRY SURVEY
VOLUME#6
RESEARCH PROGRAMMESTAY WYSE is committed to understanding the ever changing characteristics, motivations, and needs of young travellers. STAY WYSE gathers, analyses and shares important research data and market intelligence with their members, academics, corporate and government decision-makers, and the general travelling public.
Our investment in research and market intelligence informs the policies, services and products which make international travel and educational experiences exciting, safe, accessible and af-fordable for young people.
Please visit www.staywyse.org for more information about the STAY WYSE research programme and how to become a member.
Author: Tourism Research and Marketing
Survey Manager: Laura Daly
Title: The Youth Travel Accommodation Industry Survey
Publisher: STAY WYSE Association
Published: September 2012
Design: Scribble design (www.scribbledesign.nl)
Printing: Graphic Promotions BV, Leusden, The Netherlands
The association of youth travel accommodation
www.staywyse.org
Contact [email protected] visit nycgo.com/traveltrade
Cheap eats. Last calls. Art openings. Pickup games. Vintage shopping. Velvet ropes. Concerts every night. Coffee shops all night long. NYC <30.
Get the most out of New York City with NYC & Company—the official resource for all youth travel services, including hotels, restaurants, tours, attractions and more.
THE YOUTH TRAVEL ACCOMMODATION SURVEY 3
CONTENTS
4 INTRODUCTION4 ABOUT STAY WYSE4 YOUTH TRAVEL ACCOMMODATION INDUSTRY: MARKET DYNAMICS
5 METHODOLOGY
7 EXECUTIVE SUMMARY7 YOUTH TRAVEL ACCOMMODATION ESTABLISHMENTS7 YOUTH TRAVEL ACCOMMODATION GUESTS9 BOOKING SOURCES9 YOUTH TRAVEL ACCOMMODATION BED SALES AND OCCUPANCY RATES9 YOUTH TRAVEL ACCOMMODATION REVENUES9 YOUTH TRAVEL ACCOMMODATION COSTS9 STAFF11 SELLING POINTS FOR YTA11 SOCIAL NETWORKING ACTIVITY11 MOBILE APPLICATIONS11 ENVIRONMENTAL AND SUSTAINABLE INITIATIVES11 FUTURE EXPANSION
13 CONCLUSIONS
14 ACKNOWLEDGEMENTS
4 THE YOUTH TRAVEL ACCOMMODATION SURVEY
INTRODUCTION
ABOUT STAY WYSESTAY (Safe Travel Accommodation for Youth) WYSE Association is the global forum and trade association for organisations involved in youth travel accommodation. The Association was formed in 2006 by the world’s leading youth travel accommodation providers to represent the entire global Youth Travel Accommodation (YTA) sector.
STAY WYSE is the only not-for-pro!t industry association bringing together the diverse seg-ments of this signi!cant multi-billion dollar in-dustry. The association works to provide much needed support and representation for one of the youth travel industry’s fastest growing niche markets. Research has always been one of the key activities for STAY WYSE, and this is the sixth consecutive annual survey of the global Youth Travel Accommodation market.
For more information regarding STAY WYSE please see www.staywyse.org.
YOUTH TRAVEL ACCOMMODATION INDUSTRY: MARKET DYNAMICSThe youth travel market has grown from an es-timated 160 million international trips a year in 2005 to almost 200 million in 2011.
In spite of the recent challenges for the global tourism market, the youth travel sector is still expanding overall. One of the reasons for this is the tendency for young people to travel in spite of adverse economic circumstances. When em-ployment is hard to !nd at home, young people are more likely to look for opportunities else-where. As research by STA has indicated, eco-nomic pressures in the UK, combined by a hike in university tuition fees is likely to stimulate more people to travel abroad. The STA research has predicted a 20% rise in youth travel as a result, with particularly strong growth in ‘gap years’ to delay entry to the job market while they boost their CV and work skills. Such trends should also tend to strengthen the demand for
volunteer travel and language programmes. The data presented in this report also indicate that the YTA sector is growing and diversifying to cater for these new opportunities.
As the YTA industry grows in size and complexity it becomes even more important to have reliable and timely information on market trends and de-velopments. This report is the sixth in a series of reports on the YTA industry produced by STAY WYSE. The continued growth in participation in the research is a clear indication of the impor-tance of this information to the market.
The STAY WYSE research has become particu-larly important because it is the only global indicator of the state of the YTA sector, and because it seeks to provide concrete business metrics that allow operators to benchmark their own performance against global and regional standards.
The aims of the study are:To collect data for the purpose of identifying trends and making relative comparisons.Provide guidance to youth travel accommo-dation providers in assessing their business performance, cost effectiveness, revenues and expenses relative to the industry stand-ard.To enable youth travel accommodation oper-ators to benchmark their business character-istics in order to develop strategic concepts and optimize business outcomes.To help youth travel accommodation providers to develop business plans and help guide in-vestment decisions.
The 2011 survey provides more detailed infor-mation than previous reports, including new questions on staf!ng, mobile applications and future expansion plans. The quality of the !nan-cial data has also been improved compared with previous years, and as the response rate has risen the number of operators providing de-tailed !nancial information has also increased.
THE YOUTH TRAVEL ACCOMMODATION SURVEY 5
METHODOLOGY
Leading Youth Travel Accommodation (YTA) operators around the world were asked to participate in a detailed survey, which was open for the period May to July 2012. Respondents were asked about their business operations during calendar year 2011.
The scale of the survey continues to grow, with over six times as many respondents to the survey undertaken in 2012 as in the survey undertaken in 2009.
RESPONSES TO SURVEY FROM 2009 TO 2012
SURVEY RESPONSES ESTABLISHMENTS BEDS NO. OF COUNTRIES SUPPLYING DATA
2009 146 216 50,000 42
2010 321 563 70,000 73
2011 901 1,363 84,000 96
2012 937 2,191 132,000 100
The STAY WYSE survey has rapidly become the most comprehensive study of the YTA industry worldwide, and is the only consistent source of benchmarking and comparison by world region, country and for a number of key cities.
This work was greatly aided by the support given to the 2011 survey by Hostelworld.com, Hostel-Bookers, SAYTC, StudentMarketing and Budgetplaces.com, who helped to distribute surveys to the global YTA industry. In addition, STAY WYSE would also like to thank Hostelling International, Hostelworld.com, Backpackers Villa Interlaken, Hostel ONE80°, Hatters Group, Palmers Lodge and Smart City Hostels for distributing the YTA consumer survey.
It should be noted that the sample of respondents varies between the different years of the sur-vey, and that direct year-on-year comparisons are therefore dif!cult. However, as the size of the YTA sample increases, so does the reliability of the data and the validity of comparative analyses. The 2011 sample now includes almost 8% of global YTA capacity, a considerable increase on previous years.
The responses were analysed anonymously, and only general !gures for regions, countries or types of operation are reported here for reasons of con!dentiality.
TABLE1
6 THE YOUTH TRAVEL ACCOMMODATION SURVEY
M DARIUS THEAUUNIVERSITY NAME00/00
05/08/1990
THE YOUTH TRAVEL ACCOMMODATION SURVEY 7
EXECUTIVE SUMMARY
The sixth annual analysis of YTA business operations by STAY WYSE for the year 2011 covers almost 2,200 accommodation units in 100 countries. Data on activities for the period January to December 2011 were collected through an online survey held in May to July 2012.
YOUTH TRAVEL ACCOMMODATION ESTABLISHMENTSThe distribution of reporting YTA establishments was similar to previous years, with almost 50% coming from Europe, and Asia (14%) and South America (13%) also being strongly represented.Reporting establishments were predominantly located in urban areas (74%) and privately owned (90%).
Hostels accounted for 50% of the sample, with guest houses (16%) and bed & breakfast estab-lishments (12%) being the next largest categories. The hostel label was particularly likely to be used in South America, while guesthouses were most common in Asia.
In 2011 the mean number of beds per establishment was 67, higher than in 2010 (58). Over 60% of respondents had less than 50 beds in 2011 and 10% had more than 200 beds.
The largest bed capacities tended to be found in student accommodation (over 200 beds per establishment), whereas the average hostel has less than 100 beds. Geographically the largest establishments tend to be found in Western Europe (where there are many larger city centre oper-ations) and in Oceania, where dorm accommodation is also more common.
Over 60% of establishments had less than 50 beds in 2011. The average number of beds per room rose to just under 4 in 2011.
En-suite facilities were present in about 75% of establishments in 2011, but the growth in en-suite provision seems to have slowed compared to previous years.
YOUTH TRAVEL ACCOMMODATION GUESTSIndividuals in dorms accounted for around 35% of reported guests, individuals in private rooms for about 34%.
Dorm guests are most common in Oceania, accounting for almost 50% of guests in 2011. Private room guests are most common in Asia (over 40%).
The 25 to 34 year age group was again the largest YTA segment, targeted by just under 60% of providers. Oceania, North America and Eastern Europe tended to cater for younger markets, West-ern Europe and Africa for older travellers.
The most frequent length of stay for guests was 2 to 3 nights (60%), unchanged compared with 2010.
The proportion of business travellers rose from 12% in 2010 to 14% in 2011, re"ecting the con-tinued upgrading of YTA facilities. Business travellers are most common in urban and suburban locations.
8 THE YOUTH TRAVEL ACCOMMODATION SURVEY
EXECUTIVE SUMMARY
TRULYINSPIRING
Meet your industry in hall 4.1:
Economy Accommodation, Youth Travel & Adventure
6 –10 March 2013 ∙ itbberlin.com
Official Partner Country
ITB Berlin 2013
!"#$%&'($)'*+,-*$./0,+*1$ITB Berlin 2013
WYSE_ITB2013_Welle_210x148_en.indd 1 16.08.2012 09:26:12
THE YOUTH TRAVEL ACCOMMODATION SURVEY 9
BOOKING SOURCESThird party hostel booking sites accounted around 30% of bookings in 2011, an increase compared with 2010. The use of third party websites is particularly important in Europe.
Booking lead times rose again in 2011, with 40% of bookings being made one month or more in advance.
YOUTH TRAVEL ACCOMMODATION BED SALES AND OCCUPANCY RATESLarger operations with 100 or more beds accounted for almost 60% of reported bed sales in 2011.
Average bed occupancy rates rose again to reach 59%, compared with 57% in 2010 and 56% in 2009.
Asia had the highest occupancy rates in 2011, and Europe also recorded higher occupancy levels. In contrast Africa, North America and Oceania all recorded lower average occupancy rates in 2011.
Establishments in the higher price categories (above #50 for a single room) tend to have higher occupancy rates.
Average bed rates rose again in 2011 to #46 for a single in the high season and #23 for a high season dorm bed. Bed rates in the event season fell between the high and low season rates.
YOUTH TRAVEL ACCOMMODATION REVENUESBed revenues accounted for 78% of total average revenues in 2011, an increase compared with 2010, and also a reversal of the trend towards increasing ancillary revenue sources noted in previous reports.
Bed revenues were a particularly high proportion of the total in North America, Western Europe and Oceania and lowest in Africa.
The revenue per available bed (RevPAB) was almost #24 in 2011, a growth of almost 5% compared with 2010.
RevPAB was highest in Western Europe, Oceania and North America and lowest in Asia.
YOUTH TRAVEL ACCOMMODATION COSTSStaff (24%) and mortgage/rent costs (21%) continue to be the largest cost headings for YTA operators.
There has been little change in the cost structure of YTA establishments in the past two years.
STAFFThe average responding organisation had 29 staff in 2011, with a total of 23,400 staff being employed by those reporting staff numbers. The average YTA operation employs 11 staff, or one staff member for 8 beds.
EXECUTIVE SUMMARY
SELLING POINTS FOR YTAThe main selling points for YTA establishments remain location and customer service, just as they have been since 2009.
The only signi!cant difference in selling points by world region was value for money, which tended to be ranked highest by operators in Africa, Asia and North America. There were no signi!cant differences in the priority of major selling points by type of accommodation.
SOCIAL NETWORKING ACTIVITYSocial networking was utilised by 81% of YTA establishments in 2011, about the same level as in 2010.
Facebook is used by almost 40% of establishments, and there has been a signi!cant growth in the use of new social networking tools such as Google+ and Foursquare in 2011.
Social networking information was updated an average of more than 20 times a month. The most frequent updaters were found in South America (35 times per month) and the fewest updates are made in Eastern Europe (15 times per month).
MOBILE APPLICATIONSIn 2011 just under a quarter of respondents had developed a mobile application, of which most accepted reservations. Almost 50% more YTA operators were using mobile applications in 2011 than in 2009 or 2010.
The YTA consumer research collected by STAY WYSE members in 2012 indicates that mobile applications are being used for research (35% of YTA consumers) and booking travel (16%) and reviewing bookings (18%).
ENVIRONMENTAL AND SUSTAINABLE INITIATIVESThere has been a growth in the overall proportion of respondents using green initiatives in 2011, with almost two thirds now using at least one form of environmental measure.
The most popular are energy ef!cient lighting (44%) and recycling (40%).
The proportion of respondents indicating that they belonged to a green certi!cation scheme rose to 7.5% in 2011.
FUTURE EXPANSIONAlmost 20% of respondents are planning to expand their number of establishments in 2013. This suggests a growth of almost 12% in the total number of establishments compared with 2011.
The most frequently mentioned countries for new establishments were Spain, Brazil, the United States and Peru.
THE YOUTH TRAVEL ACCOMMODATION SURVEY 11
EXECUTIVE SUMMARY
· G A L L E R I E S · T H E AT R E S · R E S TA U R A N T S · C LU B S · F E S T I VA L S · C O N C E R T S · E N J O Y: B O O K S · B E N E F I T S · M U S I C · A R T · S P O R T S · M O V I E S · E X P LO R E : F R I E N D S H I P · C U LT U R E · H O S T E L S · C O U N T R I E S · T H E W O R L D · F R E E D O M · AC C E S S T O : D I S C O U N T S · M U S E U M S · G A L L E R I E S · T H E AT R E S · R E S TA U R A N T S · C LU B S · F E S T I VA L S · C O N C E R T S · E N J O Y: B O O K S ·
B E N E F I T S · M U S I C · A R T · S P O R T S · M O V I E S · E X P LO R E : F R I E N D S H I P · C U LT U R E · H O S T E L S · C O U N T R I E S · T H E W O R L D · F R E E D O M · AC C E S S T O : D I S C O U N T S · M U S E U M S · G A L L E R I E S · T H E AT R E S · R E S TA U R A N T S · C LU B S · F E S T I VA L S · C O N C E R T S · E N J O Y: B O O K S · B E N E F I T S · M U S I C · A R T · S P O R T S · M O V I E S · E X P LO R E : F R I E N D S H I P · C U LT U R E ·
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CONCLUSIONS
The STAY WYSE survey of YTA business continues to indicate that the industry has navigated the crisis reasonably successfully. In spite of growing economic and competitive pressures, there are a number of indicators of the basic health of YTA.
In particular, levels of business continue to grow in general. In 2011 there was a further rise in average bed occupancies to reach 59% and at the same time bed rates also continued to rise. Given the pressure that exists to combat adverse market conditions with discounting this shows that the YTA sector is continuing to react proactively to the market.
The growing professionalization of the industry is re"ected in the upgrading of facilities, with en-suite provision increasingly becoming the norm. The growth in individual private room guests seems to vindicate the investments made in recent years in upgrading facilities. Greater quality and professionalism also allows establishments to tap into new markets, as the growth in business travel shows.
The 2011 survey draws a picture of a more diverse YTA industry, with a growing range of providers entering the market. At the same time many of the essential benchmarks of YTA operation remain remarkably consistent across types of establishments and world regions, indicating that the YTA sector has maintained its own distinctive style. This is also appreciated by the main market segments, as the initial results of the STAY WYSE 2012 consumer survey show. Customers who prefer staying in hostels also tend to emphasise the social aspects of the experience, as well as the atmosphere.
Expansion continues in the YTA sector, with growth in the number of establishments among reporting organisations of around 12% by 2013. This underlines the general con!dence that YTA operators have in the future of the industry.
THE YOUTH TRAVEL ACCOMMODATION SURVEY 13
14 THE YOUTH TRAVEL ACCOMMODATION SURVEY
ACKNOWLEDGEMENTS
STAY WYSE Association would like to thank the following individuals and organisations for their valuable contributions to this report:
THE MEMBERS OF STAY WYSE
STAY WYSE BOARD
WYSE TRAVEL CONFEDERATIONCarla VazMauro Battellini
YTA INDUSTRY SURVEY DISTRIBUTION
YTA CONSUMER SURVEY DISTRIBUTION
DESIGNMark Bakker, Scribble design (www.scribbledesign.nl)
PRINTINGGraphic Promotions BV, Leusden, The Netherlands
STAY WYSE would also like to thank all of the Youth Travel Accommodation providers who kindly participated in this study.
THANK YOU
FOR HELPING TO DISTRIBUTE THE YTA INDUSTRY SURVEY
FOR HELPING TO DISTRIBUTE THE YTA CONSUMER SURVEY
Berlin
16 THE YOUTH TRAVEL ACCOMMODATION SURVEY
14% OF GUESTS ARE BUSINESS TRAVELLERS
BUSINESSTRAVELLERS
BOOKING LEAD TIMES ROSE AGAIN IN 2011
BOOKING LEAD TIME
BED REVENUES ACCOUNTED FOR 78% OF TOTAL AVERAGE REVENUES IN 2011
BED REVENUESTAFF (24%) AND MORTGAGE/RENT COSTS (21%) CONTINUE TO BE THE LARGEST COST HEADINGS FOR YTA OPERATORS.
COST
THE MAIN SELLING POINTS FOR YTA ESTABLISHMENTS REMAIN LOCATION AND CUSTOMER SERVICE
LOCATION & CUSTOMER SERVICE
UTILISED BY 81% OF YTA ESTABLISHMENTS IN 2011
SOCIALNETWORKING
16% OF YTA CONSUMERS USING MOBILE APPS TO BOOK
MOBILE BOOKINGS
78% + =45%
INCREASE IN USAGE OF GREEN INITIATIVES: ALMOST TWO THIRDS OF YTA ESTABLISHMENTS NOW USING AT LEAST ONE FORM OF ENVIRONMENTAL MEASURE.
GREEN
INCREASE IN MOBILE APP DEVELOPMENT BY YTA INDUSTRY
MOBILE APPS20%
OF RESPONDENTS ARE PLANNING TO EXPAND THEIR NUMBER OF ESTABLISHMENTS
EXPANSION
www.staywyse.org
The association of youthtravel accommodation
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