Internationalization of youth travel products to German and UK markets: case Hyvärilä Youth and Holiday Centre
Peltoniemi, Ville (2026)
2026
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2026052717730
https://urn.fi/URN:NBN:fi:amk-2026052717730
Tiivistelmä
This thesis examined the internationalization potential of youth travel products in
the German and the United Kingdom markets. The study focused on identifying
opportunities and challenges related to attracting international youth groups,
particularly school travel groups, to a Finnish youth and holiday centre.
The objective of the thesis was to assess whether investing in international youth
tourism is worthwhile and to identify practical actions to support successful
market entry. The study aimed to provide concrete recommendations for
developing products, marketing, and cooperation models suitable for international
markets.
The study was conducted as a case study. Data was collected through a
systematic literature review, benchmarking of tour operators in the target
markets, and thematic and semi-structured interviews with tourism professionals
and organizational representatives. The collected data were analyzed using the
7P marketing mix framework, supported by SWOT analysis, enabling a structured
examination of both internal and external factors affecting internationalization.
The study showed that educational travel groups represent the most relevant
target segment, as demand for school travel products is well established in both
markets. The findings indicated that successful internationalization requires
clearly defined and productized service packages, strong cooperation with tour
operators, and alignment with market expectations regarding safety, pricing, and
service quality. The results also highlighted that Finland is currently
underrepresented in tour operator offerings, suggesting market potential but also
the need for long-term partnership development and increased visibility. The
study provides practical guidance for supporting the internationalization process
and developing competitive youth travel products.
Keywords: internationalization, youth tourism, marketing mix, benchmarking,
case study
the German and the United Kingdom markets. The study focused on identifying
opportunities and challenges related to attracting international youth groups,
particularly school travel groups, to a Finnish youth and holiday centre.
The objective of the thesis was to assess whether investing in international youth
tourism is worthwhile and to identify practical actions to support successful
market entry. The study aimed to provide concrete recommendations for
developing products, marketing, and cooperation models suitable for international
markets.
The study was conducted as a case study. Data was collected through a
systematic literature review, benchmarking of tour operators in the target
markets, and thematic and semi-structured interviews with tourism professionals
and organizational representatives. The collected data were analyzed using the
7P marketing mix framework, supported by SWOT analysis, enabling a structured
examination of both internal and external factors affecting internationalization.
The study showed that educational travel groups represent the most relevant
target segment, as demand for school travel products is well established in both
markets. The findings indicated that successful internationalization requires
clearly defined and productized service packages, strong cooperation with tour
operators, and alignment with market expectations regarding safety, pricing, and
service quality. The results also highlighted that Finland is currently
underrepresented in tour operator offerings, suggesting market potential but also
the need for long-term partnership development and increased visibility. The
study provides practical guidance for supporting the internationalization process
and developing competitive youth travel products.
Keywords: internationalization, youth tourism, marketing mix, benchmarking,
case study