While there are plenty of niche areas for tour operators and travel advisors to focus on, some would say none are quite as vastly impactful and influential as student travel.
A continuously growing sector, student travel has been proven to have incredibly beneficial social impacts on those students lucky enough to experience it.
Keep reading to learn more about why student travel could not only bolster your business, but fill your feel-good bucket, as well.
THE CURRENT STATE OF STUDENT TRAVEL AND BUSINESS
The 2024 SYTA Student Travel Business Barometer offers up much-needed historical data on the growth of the student travel sector. Findings indicate that not only is this niche currently flourishing, but it's expected to continue to do so well into the future. Some highlighted findings from the most recent Barometer include:
- Student travel represents 27% of global tourism.
- The estimated value of the student travel industry is $185 billion.
- More than 26,700 student trips have taken place with SYTA members.
- More than 3 million students have traveled with or used SYTA members.
WHAT ARE THE SOCIAL BENEFITS?
Students who travel with their classmates around the world are not only treated to incredible experiences which allow them to create lifelong memories, but they also become exposed to a number of social benefits that can have profound effects on the rest of their lives. Whether a trip is focused on educational value, performance opportunities or is simply just for fun, there's something to be gained.
According to post-travel findings from the SYTA Student & Youth Travel Digest, students reported ...
- An increased willingness to know, learn and explore (60%).
- A desire to travel more in the future (60%).
- An increase of independence, self-esteem and confidence (56%).
- More intellectual curiosity (55%).
- An increased acceptance of other cultures and ethnicities (52%).
- Better adaptability and sensitivity (49%).
- Increased tolerance and respectfulness (48%).
- Better cooperation and collaboration (43%).
- Better self-expression (42%).
- An increased desire to be more outgoing (40%).
In a time when cultural understanding, an expanded worldview and human connection is more important than ever, travel can hold the key for students broadening their perspectives on not only what learning can look like, but also humanity as a whole.
TIMING IS EVERYTHING.
Encourage educators and group leaders to get the ball rolling as early as possible on trip planning. Work with the educator ahead of time to determine what the purpose of their trip is (educational, performance, etc.) and what they'd like the takeaways to be. Traveling in the "off season" could also mean smaller crowds, better availability at top attractions, lower ticket pricing, more customized experiences, etc. With cost being one of the most common barriers preventing students from being able to experience travel, planning early also allows more time for securing scholarships and for fundraising opportunities to take place.
ADDITIONAL CONSIDERATIONS
In addition to securing trip approval from the school board, educators are tasked with helping parents feel at ease about sending their child off in their care to a sometimes far away destination. Encourage educators to bring parents into the fold by including them in the process of planning from the very beginning—host meetings to share information and ask questions; over communicate; propose and discuss fundraising ideas; have a student or parent who has traveled on a similar trip in the past share their experience; address safety concerns and cell phone policies, etc.
It's also worth noting how challenging sourcing chaperones can be. Assist educators by working with them or the group leader to create materials outlining expectations from both parents and students.
DEMONSTRATE YOUR COMMITMENT TO EXCELLENCE.
SYTA, in partnership with Center for Student Travel Safety (CSTS), offers individuals and organizations the opportunity to voluntarily demonstrate their commitment to overall safety and risk management practices as it relates to student and youth travel, thanks to the Certified Student Travel Organization (CSTO) and Certified Student Travel Professional (CSTP) certifications.
Those individuals and/or organizations who complete these certifications have met or exceeded the minimum of 25 safety standards established by SYTA and CSTS, and thereby exhibit their credibility to travelers. If you're looking for a way to build confidence with student groups and prove to educators that you're the right fit for their trips, CSTO and CSTP certifications are wise.
Interested in learning more about what destinations are on the rise for student travel? See which locations—both in the U.S. and abroad—made the cut by checking out SYTA's 2025 Top Destinations: teachtravel.org/tools-and-resources
Written by Sarah Suydam, Managing Editor for Groups Today.
This article originally appeared in the Jul/Aug '25 issue of Groups Today.
Familiarization trips, also known as FAM trips, are an incredible way to experience a destination and all it has to offer first-hand—exactly how your groups would. And while FAM trips are common for group travel planners and aren't a new concept, there are a number of strategies you could implement to ensure you're getting the most out of each and every FAM.
While some corporations, educational institutions, and organizations are rolling back their diversity, equity and inclusion initiatives, many are standing firm in their commitments, understanding the power and necessity of DEI. We tapped the expertise of industry leaders to learn why centering these principles make the industry a stronger and more inclusive place for travelers of all kinds.
According to Roni Weiss, Executive Director, Travel Unity, people often put DEI into a small box.
"Yes, race and ethnicity are important parts of identity that we need to consider, but if we're talking about staff, customer, or community experiences, we need to consider all of the different aspects of what makes a person who they are," Weiss said. "This includes disability status, gender identity, and dietary restrictions. Yes, gluten free and not drinking alcohol should both be considered part of DEI."
Stephanie M. Jones, Managing Director, Disrupt for Change, and CEO, Cultural Heritage Economic Alliance, shares that although many have excluded DEI as a priority or refer to it by another name, we should be less focused on the terminology and more focused on outcomes which address racial inequality, economic injustice, lack of cultural representation, and industry access.
"As a Black woman who has built her career advocating for underrepresented Black tourism businesses, DEI should mean ensuring that Black tour operators, cultural institutions, and tourism entrepreneurs have an economic stake in the market," Jones explained. "It's about making sure our stories, our communities, and our businesses are not only seen, but supported, funded, and elevated across the global travel & tourism ecosystem."
John Tanzella, President and CEO, International LGBTQ+ Travel Association (IGLTA), notes that the world watches how our industry shows up—especially in times of social and political uncertainty.
"Inclusive practices aren't just a moral imperative—they're a business advantage," Tanzella stressed. "LGBTQ+ travelers, for example, are a high-spending segment that actively seeks out destinations and brands aligned with their values. It's through these practices that the entire industry becomes more resilient, more innovative, and more globally connected."
Weiss notes some actionable steps industry professionals can take to prioritize these principles.
"Having a sincere public-facing DEI statement (and you don't have to use the term 'DEI' to show you're inclusive) and an internal structure (whether a certain role is assigned to this or a regularly meeting committee) to continue this work are both vital," he said, also sharing that Travel Unity's publicly available standards provide road maps for both organizations and special events & sports.
If you don't know where to start, Tanzella recommends listening to voices within the communities you're trying to serve and partnering with organizations that are already doing the work.
"Invest in training, inclusive marketing, and policy review," Tanzella suggested. "Don't just celebrate diversity when it's convenient; demonstrate consistency year-round. And most importantly, be transparent and accountable. Inclusion is not a checkbox—it's a commitment that should shape your decisions every step of the way."
The risks for not prioritizing DEI in travel, according to Jones, are both immediate and long-term.
"Travel brands and DMOs risk alienating diverse consumers—especially Gen Z and Millennials—who expect brands and destinations to align with their values," she said. "But perhaps even more damaging is the missed economic opportunity. Without an intentional focus on DEI, the industry leaves billions on the table by failing to invest in diverse suppliers, tourism tech innovators, and markets."
Jones encourages industry leaders to move beyond performative allyship and co-create solutions with those who've been on the frontlines of this work for years.
"True commitment is shown in how you spend your budget, who you partner with, and whether your values show up in your business decisions," she said. "When DEI is rooted in action, not just rhetoric, the entirety of the travel & tourism industry can become more sustainable, equitable, and profitable. DEI should make space for a broader range of narratives, businesses, and experiences that reflect the true richness of the world we live in."
Resources to consider:
- Join the Travel Unity Alliance, which also offers individual and organizational certifications appropriate for all professionals: travelunity.org.
- Learn how Disrupt for Change and CHEA are addressing racial inequity in travel & tourism: disruptforchange.com.
- IGLTA Foundation's Comprehensive Guide for LGBTQ+ Inclusive Communication in Tourism to help communicate more thoughtfully and respectfully with LGBTQ+ travelers: IGLTA.org.
Written by Sarah Suydam, Managing Editor for Groups Today.
This article originally appeared in the Jul/Aug '25 issue of Groups Today.
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Before setting off on your summer adventures this year, it's important to consider all the potential factors that could influence how you and your groups pack their bags (and what's inside them). Come along as we share some of our top summer packing essentials you won't want to travel without.
First thing's first: get yourself some packing cubes! Not only can these handy products help keep you organized while on the road, some even have zippers to further compress the cube down, saving you space in your suitcase or backpack.
Next, you'll always want to stay hydrated, so pack a reusable water bottle and consider bringing some electrolyte drink mixes to really keep yourself feeling ready to take on whatever comes next on your itinerary.
Obviously, summertime means the sun is likely going to be out in full force. Remember to pack (or purchase once in your destination) some sunscreen with a high level of protection. The American Academy of Dermatology recommends choosing a sunscreen that is SPF 30 or higher, is broad spectrum, and is water resistant. You should also reapply sunscreen every two hours, and immediately after swimming or sweating. Don't forget a lip balm with SPF, also!
In the same realm of sun protection, remember to pack protective clothing and accessories such as a wide brimmed hat, sunglasses, and lightweight and long-sleeved shirts and pants. Bonus points for clothing made using moisture wicking materials, cotton and linen. Remember that it may cool down at night though, so pack at least one outer layer and some cozy socks for those cold hotel rooms.
In order to be ready for anything, remember to pack comfortable tennis shoes and sandals with adequate support. The last thing you want is to be dealing with sore feet or worse, a blister, while on a trip. For an extra layer of friction protection in the heat, consider throwing an anti-chafe balm or stick in your suitcase. These deodorant-like sticks can be applied wherever on your body that you might normally have friction to smooth things out and prevent uncomfortable rashes or otherwise from arising.
The heat is also known to deplete phone batteries faster, so it's wise to pack a portable charger and any necessary adapters to stay connected when it matters. But if unplugging is part of the goal anyway, remember to pack a good book or have one loaded and ready on your e-reader device.
You never know when you might need an extra bag, whether it's for shopping at a local market, storing dirty laundry, or hauling your towel and accessories to the pool. So throwing at least one small to medium-sized totes in your luggage can give you peace of mind that you're covered no matter what.
Speaking of pools ... if you or your groups are going to be in or near the water, consider a mini dry bag to keep valuables like phones, cash, and others protected from water damage.
Written by Sarah Suydam, Managing Editor for Groups Today.
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Check out the finalists for the 2025 Groups Today Reader's Choice Awards!
CVB or DMO: City/Region
• Explore St. Louis
• Experience Grand Rapids
• Visit Orlando
• Visit Anchorage
• Travel Dubuque
CVB or DMO: State/Province
• Circle Michigan
• Explore Louisiana
• North Carolina Division of Tourism
• Visit Missouri
• Visit Virginia
Accommodations
• Broadmoor Hotel, Colorado Springs
• Drury Hotels
• Gaylord Hotels
• Helios Hotel at EPIC Universe
• Sonesta Resorts St. Maarten
Beer, Wine or Spirit Trail/Scene
• Asheville, North Carolina
• Finger Lakes Region, New York
• Grand Rapids, Michigan
• Kentucky Bourbon Trail
• Milwaukee, Wisconsin
Dining Experience
• Buca di Beppo
• Carmine's
• Golden Corral
• Medieval Times Dinner & Tournament
• Mellow Mushroom
Hands-On Experience
• Anheuser-Busch Brewery Experience
• Corning Museum of Glass
• Inside Tracks at the Country Music Hall of Fame
• Musical Instrument Museum (MIM)
• The Garage at the Rock & Roll Hall of Fame
Sightseeing Tour
• City Cruises by Hornblower
• Ghost City Tours
• Go Rio River Boat Tours San Antonio
• John Hall's Alaska
• Old Town Trolley Tours of Savannah
Festival/Special Event
• Albuquerque International Balloon Fiesta
• DC Cherry Blossom Festival
• Mardi Gras
• Tulip Time
• Virginia Arts Festival
View
• Gateway Arch Tram Ride
• Grand Canyon National Park
• Niagara Falls, Canada
• The EDGE at Hudson Yards
• The National Mall
Garden, Conservatory or Botanical Garden
• Biltmore Estate
• Frederik Meijer Gardens & Sculpture Park
• Garden of the Gods National Park
• Longwood Gardens
• New York Botanical Garden
Live Performance
• Chicago Symphony Orchestra
• Cirque Du Soleil
• New York City Ballet
• Radio City Rockettes
• Wicked on Broadway
Performance or Entertainment Venue/District
• Beale Street, Memphis
• Grand Ole Opry
• Judson's Live at Dr. Phillips Center for the Performing Arts
• Red Rocks Park & Amphitheatre
• Sphere
Museum
• Henry Ford Museum of American Innovation
• Museum of Broadway
• National WWII Museum
• Penn Museum
• The Metropolitan Museum of Art
Adventure Attraction
• Bungee America
• Captain Jack's Airboat Tours
• City Climb at Edge NYC
• CLIMB Works Zipline Destinations
• Pink Jeep Tours
Casino
• Gun Lake Casino
• MGM Grand Hotel & Casino
• Mohegan Sun
• Resorts Atlantic City
• Seminole Hard Rock Hotel & Casino, Hollywood
Amusement Park
• Dollywood
• Hersheypark
• Six Flags
• Universal Epic Universe
• Walt Disney World Resort
Shopping/Shopping District
• Disney Springs
• Mall of America
• Shipshewana Stores & Shops
• Simon Properties
• Tanger Outlets
Beach Destination
• Daytona, Florida
• Ludington, Michigan
• Outer Banks, North Carolina
• Virginia Beach, Virginia
• Waikiki Beach, Oahu, Hawaii
U.S. Main Street/Downtown District
• Bourbon Street, New Orleans
• Frankenmuth, Michigan
• Lower Broadway, Nashville
• Savannah, Georgia
• Winter Garden, Florida
Destination of the Year: United States
• Chicago, Illinois
• Colorado Springs, Colorado
• Nashville, Tennessee
• Philadelphia, Pennsylvania
• Washington, DC
Destination of the Year: Canada
• Niagara Falls, Ontario
• Ottawa, Ontario
• Toronto, Ontario
• Vancouver, British Columbia
• Winnipeg, Manitoba
Destination of the Year: International
• Barcelona, Spain
• Edinburgh, Scotland
• London, England
• Paris, France
• Rome, Italy
Emerging Destinations
• El Paso, Texas
• Lake Geneva, Wisconsin
• Merrimack Valley, Massachusetts
• Phoenix, Arizona
• St. Louis, Missouri
You submitted your nominations and now is your chance to vote for who will come out on top in the 2025 Readers' Choice Awards! Voting is open NOW through Friday, July 18, 2025. Don't miss out—the winners will be revealed in the upcoming Nov/Dec '25 issue of Groups Today!