Educational tourism, a new opportunity for the industry
The number of students enrolled in institutions of higher education outside their countries of origin has risen steadily since 1999. What are the keys to this niche?
The educational tourism sector is booming and presents great business opportunities within the hotel sector and e-commerce. Regarding the educational field, tourism is a great motivation for students of any age when it comes to acquiring knowledge and new experiences for an integral development of the person.
The tourism sector is one of the most powerful industries today, generating millions in revenue and with an upward trend, according to the World Tourism Organization. Currently, different types of tourism have been developed: ecological tourism, gourmet tourism, solidarity tourism, rural tourism etc, which also integrate a specific experience to choose from by the person who hires the trip.
Traveling opens the mind and gets people to develop in human values, personal experiences and emotions. Among all these modalities of the tourism sector, educational tourism begins to stand out thanks to new technologies that allow these two branches to be easily and simply integrated.
What is educational tourism?
Educational tourism can be defined as tourism that pursues educational learning as a pretext for a trip, either learning knowledge (historical, cultural, social) or learning a language more and more practiced every day.
Education has used tourism as a tool to complement learning, accumulating experiences from practice. This well-developed trend and combined with new technologies is a good opportunity to implement this form of cultural enrichment in primary school, compulsory and higher education.
Types of educational tourism trips:
School trips: they are short or medium stays since the students are of low age. They are usually programmed by teachers or their parents through private agencies or through scholarships that the Ministries of Education provide. They can be trips to develop another language or cultural knowledge. The modality to learn a foreign language are increasingly common given its enriching value, since at a young age children have a more flexible mind than adults and therefore greater ability to learn another language.
Experiences of university studies: there are various programs that facilitate the experience of students in a country within the common framework.
The tourism sector must be able to adapt to all the needs of the plaintiffs. The society demands more and more educational tourism and it is very important to know how to respond to that growth and integrate it to the new generations to improve the client experience as much as possible.
For those who are looking for an educational tourism experience, the most important thing a trip can offer is to learn new languages, complement their training, broaden their work horizons and live with different cultures, experiences that can not always be purchased through a study plan.
Business keys of educational tourism
The first thing to know is the target to be addressed. Leaving apart school trips, as a general rule, the tourist profile that educational tourism demands is that of a young person, usually of the millennial generation. In other words, the consumer to go to is a digital native who still has no financial burdens and takes advantage of the holidays to enrich his curriculum and his own personal life.
With this type of consumer it is essential to put into practice a digital marketing strategy capable of responding to all your needs, being visible and above all attractive:
Having presence in search engines: if customers do not find us, how will a business have sales? In order not to be invisible, it is essential to have a good SEO strategy and optimize the resources so that the search engines take into account the web. And on the other hand invest in SEM, always having a previous training to not waste time and money.
Take advantage of Social Networks: the millennials, as we have already mentioned, are digital natives and their age range is that the highest percentage of use of Social Networks presents. Therefore, it is essential to reach them through the medium they use the most.
Mobile marketing: currently almost everyone has a smartphone and the limits of roaming in Europe are no longer an impediment to its use freely. For this reason, each view is more the queries that are made through these devices from searching for accommodation, booking a flight or checking the time. Do not you think more than enough to integrate the mobile in any tourism marketing strategy?