Details
 

September 7, 2016
9:30AM - 4:00PM

Back to School Workshop: Getting Your Share of the Student and Youth Travel Market

Ohio History Connection - 3rd Floor Classroom

Rates:

OTA Member: $75
Non-Member: $95

Date and Location:

Ohio History Connection - Sept. 7
9:30 a.m. - 4 p.m.
Located at 800 E 17th Ave, Columbus, OH 43211 (parking is free!)
Meeting space: 3^rd Floor Classroom

Student travel is a $185 billion industry. That is 26% of all global tourism annually. Student and youth travel takes many forms – sports, performance, educational and volunteerism. It can involve all ages, from elementary school to young professionals. But one thing is certain. This market is growing. In fact, more than 50% of National Tour Association (NTA) tour operators book student and youth tours. Learn about this growing market and what you can do to get your share of it at a one-day workshop with the Student & Youth Travel Association (SYTA) and panelists.

Receive Credit Towards the CSTP and CTIS Certification Programs

The workshop has been approved for CSTP and CTIS certification credit. 

The Certified Student Travel Professional (CSTP), brought to you by SYTA, designation adds an additional level of professionalism in the student and youth travel industry. It is also intended to raise the awareness of student travel as a unique business segment. When you complete the entire program, you will receive a designation which will allow you to be recognized throughout the student travel industry as a professional specialist. A CSTP designation will provide you with additional credibility amongst your peers and your clients. You will acquire specific knowledge of the student and youth travel industry as well as sharpen your business skills and increase basic knowledge. Training exercises will also give you the opportunity to spend time focusing on challenges and opportunities facing your organization. To learn more more about the CSTP program or to enroll, please click here.

For additional information on the CSTP program, please contact Lisa Berretta, Senior Manager Member Relations at lberretta@syta.org or 703-610-9034.

The Certified Travel Industry Specialist Program (CTIS), brought to you by the American Bus Association (ABA), is a mark of excellence that boosts your business' reputation as well. This program was created for the group travel industry specifically and is a national designation. For more information, please visit the American Bus Association website here.

You Will Learn How to…

Understand the potential of the student and youth travel market

• Explore the size of student and youth travel in the Midwest and Ohio
• Identify key student and youth travel market segments, relative sizes and potential
• Understand how to evaluate which student and youth tour market is most promising for your business or destination
• Identify trends currently shifting student and youth travel market

Explore the pattern of student and youth travel purchasing decisions

• Identify planning cycle for group travel and the greatest opportunities for engagement by your business or destination
• Identify purchasers of student and youth group travel and how to reach them
• Understand the tools and messages most useful to reach these student and youth group travel buyers

Create an exceptional student and youth tour experience

• Identify expectations of student and youths and their planners
• Identify top things lodging, restaurants, retailers, attractions and museums, and destinations can do to create an exceptional student and youth experience
• Know the steps for creating a new student and youth tour experience
• Recognize opportunities for leveraging existing youth activity near you to student and youth travel opportunities, such as volunteer and work activity
• Identify whether developing standards-based tours is important and the resources available to help you develop learning standards-based tours

Explore collaborative opportunities with other Ohio travel industry partners 

• Meet and mingle with others interested in the student and youth group travel market
  
  

Wednesday’s Agenda

Morning Session:

In the morning, hear from Carylann Assante with SYTA and Brian Nowak with Nowak Tours who will lead an informative presentation about the $185 billion student and youth travel industry. Learn about SYTA, student trips, types of travelers, marketing to tour operators, growing your business and so much more. Discover how to apply this market to further your product. Explore scenarios that include, developing a tour itinerary, an event, a program with local teachers, a marketing or tradeshow program and more!

Presenters: Carylann Assante with Student & Youth Travel Association (SYTA) and Brian Nowak with Nowak Tours

A seasoned tourism and association executive with more than 30 years of experience in the industry, Carylann Assante, CAE serves as the Executive Director of the Student & Youth Travel Association, the international association that promotes student and youth travel worldwide. Carylann is also the Executive Director of the SYTA Youth Foundation, the philanthropic arm that provides scholarships and education experiences for students and youth who are unable to travel due to financial and personal hardship. Prior to joining SYTA, Carylann served as the Vice President of Member Relations and Partnerships at ASAE, the American Society of Association Executives. In this role Carylann was responsible for building relationships with associations and business partners that served the industry.

As an experienced association executive, Carylann spoke at conferences, meetings, and industry events on all aspects of association management. Since joining SYTA in 2010, Carylann developed and implemented initiatives that contributed to membership, registration and revenue growth for SYTA and the SYTA Youth Foundation. The SYTA Annual Conference, the premiere showcase for Student & Youth Travel experienced record growth with over 1000 attendees participating in business to business meetings. The SYTA Youth Foundation doubled its fundraising and the number of kids impacted through travel. Carylann also held senior level sales and marketing position at Tiffany & Co with a Washington DC sales territory of 1 million. Prior to returning to Washington DC, Carylann served as Director of Conferences and Events at both Virginia Tech and University of Virginia. Carylann Assante, CAE is an Associate Board of the U.S. Travel Association.

Brian Nowak grew up around the travel industry. His father was a school teacher, and he conducted tours during the summer months. Shortly after retiring in 1990, his father started Nowak Tours as merely a hobby to keep himself busy. Brian had a job at the time that allowed a flexible schedule, so he would travel with him. One of his first tours was a 22 hour bus ride to Orlando with a band. Nowak Tours has continued to grow, and today they move over 10,000 students annually.  Brian is now the President of the company and overseas all the day to day operations.

Afternoon Session: Panel Discussion and Back to School Hands-on-Project

Hear from panelists Jack Gray with Noteworthy Tours, Brian Nowak with Nowak Tours, Elly DeVries with Group Tour Media, Carylann Assante with SYTA and Megan Wood with Ohio History Connection who have experience with and excel at student and youth group travel. During this discussion, you’ll engage with panelists and learn even more about the student and youth travel market through an interactive Q & A session. Debbie Robinson with Cambridge/Guernsey County VCB will serve as the moderator of the discussion.

After the panel discussion, meet with industry peers to develop a plan for your area. These projects allow you to discover how to use existing product to further develop a strategy incorporating student and youth travelers.

Panelist 1 
Jack Gray - Noteworthy Tours

Jack Gray is a graduate of Bowling Green State University with both Bachelor’s and Master’s degrees. He taught instrumental music at Shelby High School from 1970-2000. Upon retirement he accepted a position with Noteworthy Tours as Personnel Resources Manager and Tour Consultant. His travel experience while teaching enabled him to bring a unique perspective to the company as an educator. He has been an active member of SYTA and the Ohio Music Education Association, publishing many articles in the professional journals of both organizations. During the past 16 years he has organized travel experiences for thousands of students throughout Ohio. 

Panelist 2 

Brian Nowak - Nowak Tours

Brian Nowak grew up around the travel industry. His father was a school teacher, and he conducted tours during the summer months. Shortly after retiring in 1990, his father started Nowak Tours as merely a hobby to keep himself busy. Brian had a job at the time that allowed a flexible schedule, so he would travel with him. One of his first tours was a 22-hour bus ride to Orlando with a band. Nowak Tours has continued to grow, and today they move over 10,000 students annually. Brian is now the President of the company and overseas all the day-to-day operations.

Panelist 3 
Elly DeVries - Group Tour Media

Elly DeVries is passionate about all things travel, especially student group travel. Deep down she knows that travel experiences enrich lives. On the job as publisher for 11 years at Group Tour Media based in Holland, Michigan, Elly reacted early to the growth in this niche market and devoted resources to establish Student Group Tour magazine as the go-to resource in providing ideas for planning educational travel. By supplying information and inspiration, the magazine circulation doubled and now reaches 30,000 qualified decision makers.

Panelist 4 
Carylann Assante - SYTA

A seasoned tourism and association executive with more than 30 years of experience in the industry, Carylann Assante, CAE serves as the Executive Director of the Student & Youth Travel Association, the international association that promotes student and youth travel worldwide. Carylann is also the Executive Director of the SYTA Youth Foundation, the philanthropic arm that provides scholarships and education experiences for students and youth who are unable to travel due to financial and personal hardship. Prior to joining SYTA, Carylann served as the Vice President of Member Relations and Partnerships at ASAE, the American Society of Association Executives. In this role Carylann was responsible for building relationships with associations and business partners that served the industry.

Panelist 5 
Megan Wood - Ohio History Connection

Megan Wood is the Director for the Museum and Library Services Division for the Ohio History Connection, which includes collections, reference, State Archives, exhibit design and visitor experience. Megan obtained a B.A. in Public History from Western Michigan University and a M.A. in History Museum Studies from the Cooperstown Graduate Program. Most of her career has focused on education and learning in museums. She worked at the Ohio History Connection from 2006-2014, ending her first tenure at OHC as the Visitor Experience Department Manager. From 2014-2015, Megan was the AVP for Education & Visitor Experience for the Historic Ford Estates in greater Detroit Area.

Moderator
Debbie Robinson - Cambridge/Guernsey County VCB

Debbie Robinson is a 17-year veteran of the travel and tourism industry. She currently serves as the executive director of the Cambridge/Guernsey County Visitors & Convention Bureau. She has over 25 years of experience in working with volunteer boards. In the early 1990s she served as executive director of Cambridge Main Street, followed by three years as the general manager of the Kingsport, Tennessee Symphony Orchestra, and finally as the marketing director of Pritchard Laughlin Civic Center in Cambridge.

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