Twenty years ago, when educational travel was still in its
infancy, the price of a tour seldom ranked high as a deciding
factor for travelers. Museums, special-interest associations,
and universities had tapped into a budding market that thirsted
for the chance to "learn through travel." Early educational
tour operators quickly settled on key components that justified
higher prices: tour leadership by experts and scholars;
detailed pre-trip preparation and orientation; and the
inclusion of special events, themes, activities, and private
entrée only available through their auspices.
Today, with educational travel the fastest growing segment of a
burgeoning leisure travel market, increasing competition brings
expanding choices and more affordable options. Even a long-time
player such as Smithsonian Associates, feeling the need to
respond to the trend, offers three separate price levels for
tours. Expert study leaders, pre-departure books and reading
lists, private concerts, receptions with local artists and
dignitaries, and behind-the-scenes access are the rewards to
travelers on top-dollar Smithsonian International Tours. Mid-
range Smithsonian Odyssey Tours offer expert tour leaders and
pre-trip reading suggestions. Travelers on Smithsonian Museum
Lover's Vacations, low-cost independent trips, receive an
annotated booklist and a specially prepared introduction to a
major museum at the destination.
Key components mark the difference in price for Smithsonian
Associates travelers, and they can for individual travelers as
well. The next time you pine for an educational tour that
withdraws more from your bank account than can justify the
deposit to your store of knowledge, pick the components vital
for you. Then follow these suggestions to find the key to a
travel experience that satisfies both your brain and your
budget.
Looking for Expert Study Leaders and Guides?
Savvy travelers book their own air and hotel, then add
educational, guided tours on site. In Rome, for example, a
nonprofit group called Scala Reale operates nine different
walking tours led by American graduate students currently
studying in the Italian capital. On a typical day, you can
spend the morning combing the Colosseum and the Roman Forum
with a young scholar completing his dissertation on Julius
Caesar; an afternoon with an art history student, searching out
all of Caravaggio's works in Rome; and an evening strolling
through Baroque Rome in the company of Scala Reale founder Tom
Rankin, an American architect who has lived in the city since
1991.
Your cost: A $20 registration fee to join Scala Reale entitles
you to participate in a two-hour Orientation Walk. Half-day
walking itineraries cost $45.50; three-hour thematic walking
tours are $36 per person. Services similar to Scala Reale exist
in Venice and Florence, as well as in other major European
cities. In comparison, Scala Reale's full slate of tours with
experts in Rome's history, art, and culture--and a budget, one-
week hotel and air package (check out
www.centralholidays.com for a good option)--will cost
$1,150 in the off-season.
Focusing on Pre-Trip Preparation?
Compile a pre-trip reading list with the help of Longitude
Books. This web and direct mail-based bookseller contracts with
most of the top nonprofit travel programs to provide the
annotated reading lists they send to their travelers. Plan a
trip to the Galápagos Islands, for example, and Longitude's web
site will pull up a reading list of 41 books and two maps,
everything from naturalists' guides and tourist guidebooks to
novels to Charles Darwin's own works.
Your cost: Longitude grants special discounts (usually 15
percent) to book purchasers traveling with their nonprofit
travel program partners. Buy their recommended package for a
destination (for the Galápagos, five books and a map for $94,
including shipping), however, and the price will automatically
include a 15 percent discount.
Value Private Entrée and Special Visits Above All Else?
Find travel agents who operate specialized tours. With air
commissions no longer a reliable income source, travel agents
are turning into tour operators, specializing in destinations,
establishing relationships with the best ground operators and
local guides, and developing the personal connections to put
their travelers behind the scenes.
Alexandria, Virginia-based Judy Borisky crafts music tours to
Prague. On a typical tour, her travelers enjoy a private violin
concert at Prague's art nouveau Municipal House; a private
concert by a well-known Czech maestro playing rare violins--one
of which belonged to Mozart--in a 10th-century monastery; and a
concert of music from composers who perished in the Holocaust,
performed at a Prague synagogue rarely visited by tourists.
Your cost: By eliminating an extra middleman and forgoing mass
mailing promotions (most agents market to an established
customer base), travel agents can avoid extra costs that are
typically passed on to the tour participant. Borisky's Prague
tour, despite its many concerts and performances, comes in at
only $2,750 for land and air. Find other travel agents who
specialize by using the search engines maintained by the
American Society of Travel Agents and the Institute of
Certified Travel Agents.
In Search of a Full-Scale Study Program?
Book directly with educational institutions. Kellogg College,
which encompasses Oxford University's Department of Continuing
Education, operates Oxford Seminars for more than half a dozen
American institutions--including Smithsonian Associates,
University of California at Berkeley, and Florida State
University--offering the chance to take one- to three-week
classes from Oxford lecturers. But Kellogg College also runs
its own "Oxford Experience," week-long sessions offering
similar courses to overseas travelers.
Your cost: If your heart's set on studying a specific topic,
you'll be stuck with one of the higher-priced options. Forgo
the special excursions and events of the US-sponsored programs
and allow a one-week taste of the Oxford life to fulfill your
dream of studying in the same hallowed halls as W.H. Auden,
Albert Einstein, and Lewis Carroll, and you can cut the cost of
an Oxford seminar to $1,158.
TRAVEL LEARNING: STUDY GUIDE
- American Society of Travel Agents
www.astanet.com
- Judy Borisky CTC
703-765-5444; Fax: 703-765-6660
judyb@brownelltravel.com
- Institute of Certified Travel Agents
www.icta.com
- Longitude Books
115 West 30th Street, Suite 120, New York, NY 10001
800-342-2164; 904-1144
longitude@longitudebooks.com/
www.longitudebooks.com
- Scala Reale
888-467-1986; fax: 617-249-0186
www.scalareale.org
- Smithsonian Study Tours
P. O. Box 23293, Washington, DC 20026-3293
877-EDU-TOUR (338-8687); Fax: 202-633-9250
tours@tsa.si.edu; www.smithsonianstudytours.org
- The Oxford Experience
Rowenna James, Programme Secretary
University of Oxford Department for Continuing Education
1 Wellington Square, Oxford OX1 2JA, UK
UK Tel: (44) 1865-270456; Fax: (44) 1865-270314
ipoxexp@conted.ox.ac.uk; www.conted.ox.ac.uk
July 2002