I am excited to start this blog, called "Student Travel Statistics". It's purpose is to inform and draw feedback from those that work with this diverse, growing group of travelers.
I have my own statistics on the student travel audience, as publisher of Student Traveler Magazine. Student Traveler is the largest travel magazine in the U.S. with a circulation of 250,000 in 1,000 colleges. I started the magazine back in college in 1997 at UC Irvine with $200. We are now celebrating 10 years in the student travel market.
Our mission with Student Traveler is to get the mainstream college audience to travel abroad. That's a huge reason why we publish a print magazine. We are finding those students in the student unions, library, and major hallways on campus that think they don't have the time and money to go overseas. We convince them otherwise to experience what travel offers.
Many study abroad offices distribute Student Traveler, and I appreciate that. But I also believe there is this "bubble" in study abroad where we are reaching out to only students that find the study abroad office on campus or tell their immediate friends about going. I believe this is a large reason for only 1% of 180,000 of the 14.3 million college students that study abroad each year (IIE 2002-3 Research Report).
Student Traveler started a program called "Help Us, Help U" where we send metal racks to study abroad offices to place in the student union, library and hallways on campuses. We ask that they place our latest issue in the top shelf and their own material on the bottom shelf of the rack. This is a great way for offices to market their study abroad office on campus, and it helps us to get our magazine around campuses nationwide. Please email me at eric@studenttraveler.com if you would like more information about this.
I look forward to your feedback, questions, and comments on this blog.
Student Traveler's student travel statistics
• There are more than 14.3 million students enrolled in over 5,000 colleges in the U.S. Each year over 715,000 (or 5%) of these students spend $2.1 billion in the travel sector.
• The student travel market represents 23% of the entire travel market. They took over two million trips last year -- one million to Europe alone. In addition, study abroad and work abroad are growing opportunities for students. Over 65% of those that filled out our forms at study abroad fairs this year planned to study and/or work abroad in the next year.
I plan to update this blog once a week. Next week: How to market to this diverse market.
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Advertisers continue to be attracted to a medium tightly focused on an audience that is, by definition, young, educated and upwardly mobile. LA Times November 19, 2006
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