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34 REGION ADVERTORIALADVENTURE TOURISM Hall 2.1 Stand 200 127 th Rose Parade set to be the Kick-off to the National Park Service Centennial in 2016 The National Park Service and the Pasadena Tournament of Roses have announced a collaboration between the two organizations, in honour of the National Park Service’s Centennial in 2016. Appalachian Trail The Ultimate Trek Gets Even Better New strategic plan will ensure a bright future for the Appalachian Trail “We are delighted to form this historic partnership that will bring about a great level of visibility to the National Park Service on the first day of our centennial year,” said National Park Service Director Jonathan B. Jarvis. “Our relationship is a tribute to our mutual commitment to engaging America’s youth, supporting an ethic of volunteerism and embracing diversity of American culture.” Because of this alliance, the Tournament of Roses announced the theme “Find natural, cultural and historic sites and cultural programs as inspiration for their floral masterpieces. “As proponents of the American spirit, the Tournament of Roses encourages people to find beauty in the landscape that builds the backdrop of their lives,” said 2016 Tournament of Roses President Mike Matthiessen. “By teaming up with the National Park Service, we hope to illuminate how communities across the country can uncover enriching adventures.” The “Find Your Adventure” theme is a nod to “Find Your Park,” a The Appalachian Trail Conservancy (ATC) has announced a five-year Strategic Plan that will advance the health and long-term management of the Appalachian Trail (A.T.). The Appalachian Trail is one of the longest continuously marked footpaths in the world, measuring roughly 2,180 miles in length. The Trail goes through fourteen states along the crests and valleys of the Appalachian mountain range from the southern terminus at Springer Mountain, Georgia, to the Trail’s northern terminus at Katahdin, Maine. Known as the “A.T.,” it has been estimated that 2-3 million people visit the Trail every year and about 1,800–2,000 people attempt to “thru-hike” the Trail. People from across the globe are drawn to the A.T. for a variety of reasons: to reconnect with nature, to escape the stress of city life, to meet new people or deepen old friendships, or to experience a simpler life. The strategic plan is the culmination of a two-year collaborative process between the ATC and the ATC’s board of directors. It is a vision and strategy that will build on the organization’s stewardship of the Trail while also aligning with the priorities of the National Park Service and the U.S. Forest Service. The plan is the first of its kind to be created and put into action since the Appalachian Trail Conference became the Appalachian Trail Conservancy in 2005, and identifies the following key goals: Proactive Protection, Engaged Partners, Effective Stewardship, Broader Relevancy, and Strengthened Capacity & Operational Excellence. Together, these goals not only reinforce the idea that the Trail can be enjoyed by a variety of users in multiple ways, but also that the A.T. should be readily accessible to all who wish to be a part of the experience. “The Appalachian Trail, stretching from Maine to Georgia, puts a phenomenal National Park in the backyard of millions of Americans,” said Ron Tipton, executive director/CEO of the ATC. “We must be a part of preserving this wonderful hiking experience for future generations.” Your Adventure” for the 127th Rose Parade. The Rose Parade will take place Friday, January 1, 2016 in Pasadena, California and will be followed by the 102nd Rose Bowl Game. The Rose Parade is a part of America’s New Year Celebration - a treasured tradition that attracts millions of television viewers annually around the world. Rose Parade float designers will be encouraged to use the National Park Service’s Fish float, Rose Parade 2014 two-year public engagement campaign in which the National Park Service and National Park Foundation, the official charity of America’s national parks, aim to increase awareness and excitement about the National Park Service’s Centennial celebration. www.nps.gov www.tournamentofroses.com ITB BERLIN NEWS • Thursday 26 th February 2015 www.itb-berlin-news.com
YOUTH TRAVEL Millennial Traveller II Report Released New WYSE report shines light on “millennial” attitudes to travel SPECIAL FEATURE 35 © Visions Service Adventures Professional visitors to ITB Berlin will be among the first to take advantage of information from the World Youth Student and Educational (WYSE) Travel Confederation’s “Millennial Traveller II” report – an insight into the use of travel agents, tour operators, airlines and hostels by millennial travellers. The World Youth Student and Educational (WYSE) Travel Confederation is a global not-for-profit membership organisation dedicated to promoting and developing opportunities for the youth, student and educational travel industry. WYSE Travel Confederation is endorsed by UNESCO and is a strategic partner and longstanding affiliate member of the United Nations World Tourism Organization (UNWTO). Youth, student and educational travel is an increasingly important sector of the international tourism market and was worth an estimated USD 230 billion in 2013. Young people are travelling more, travelling further and looking for even more inspiring experiences. The generation now driving youth travel demand is the “millennials”, the demographic cohort born from the early 1980s to the early 2000s. MEET THE WYSE TRAVEL CONFEDERATION team and a number of its members on stand 106 in Hall 4.1 at ITB Berlin. WYSE Travel Confederation will also be running a series of onstand workshops throughout the event where you can gain the latest insight on a range of current topics within the youth, student and educational travel industry. Visit www.wysetc.org for more information. This generation is characterised by its familiarity with new technologies, having grown up with PCs, mobile phones and the internet. The millennial generation is therefore a highly connected generation that interacts with people and information in ways that are very different from their parents. Millennial travellers are growing up in a world where travel is easier and relatively cheaper than for previous generations and they are taking full advantage of this to travel the globe in search of new experiences. The Millennial Traveller survey was designed and conducted in June 2014 in order to capture a snapshot of the behaviours, experiences and attitudes of the millennial traveller. The first part of the report was published in November 2014, with the second following in January 2015. A Chinese Millennial Traveller report will be launched during ITB Berlin with WYSE Travel Confederation hosting a workshop on its stand during this year’s event to accompany the launch. WYSE Travel Confederation has kindly allowed ITB Berlin News to publish some its key findings. Free executive summaries of the first two parts of the report are available online via the website: www.wysetc.org/research. …THE ROLE OF TRAVEL AGENTS IS CHANGING, AS MORE AND MORE PROVIDERS ARE ABLE TO OFFER SERVICES DIRECTLY TO TRAVELLERS AND ALLOW THEM TO PACKAGE THEIR OWN HOLIDAYS… THE EVOLVING ROLE OF TRAVEL AGENTS According to the survey, the role of travel agents is changing, as more and more providers are able to offer services directly to travellers and enable them to package their own holidays. The traditional retail function of travel agents has increasingly shifted towards the provision of added-value services, such as travel advice and providing price competitive products. Travel agents are also shifting towards online bookings in order to compete with other providers. When asked about the most important features of a travel agent Youth summer camp website, millennial travellers emphasised special offers and destination information. Millennial travellers are likely to prefer specialist youth or student travel agencies over mainstream travel agencies to arrange their trips. Even though they do not have a preferred travel agent, respondents that had used the services of a travel agent said that they would use the same one again. Millennial travel agent users are most likely to choose a travel agent based on cost, followed by good customer service and destination knowledge. LONGER LEAD TIMES FOR TOUR OPERATORS For millennial travellers who utilise tour operators, collecting new memories, learning about new cultures, and trying new foods, as well as sharing these memories via social media, were considered to be the factors that led to a great trip. Young travellers booking with tour operators generally have longer lead times than other young travellers. Cost, safety, knowledgeable staff and reputation are the elements that millennial travellers look for in a tour operator. When it comes to the elements that are important for a tour operator’s website, special offers, a photo gallery, tour specifications and feedback and ratings were chosen by a larger percentage of the millennial travellers. HOSTELS – LOCATION IS KEY Hostel features that came out most strongly were location, security and cleanliness. Friendly and helpful staff and free WiFi followed, also with ratings above 9 on a 10-point scale. The need to constantly stay connected is underlined by the high importance score given to access to free WiFi. ITB BERLIN NEWS • Thursday 26 th February 2015
