Every fortnight, we give you a run down of the latest hostel industry news and offer our insight (we can also provide a variety of GIFs for your entertainment, too!).
IS YOUR GUEST EXPERIENCE YOUR ULTIMATE PRIORITY?
“Experience is the new social currency. Without this, you’re just selling a bed.” – Ken Hughes.
We attended the Hostelworld conference in Dublin last week on behalf of one of our clients, Curiocity. One of the most popular presentations was definitely Tuesday’s keynote speaker, Ken Hughes, who talked all things customer experience.
Ken addressed the different ways that you can – and should – put your guests at the centre of everything you do. He talked about the fact that modern travellers expect to be more than just satisfied by travel brands – they want to be delighted, excited and have unique opportunities at their fingertips.
One of the main priorities for travellers in 2019 is seeking out opportunities to connect with other travellers and locals in their chosen destination. Hostels own this space – as a hostel, you are in the business of bringing people together. Creating a memorable, social and shareable experience is your ‘product’ rather than the bed itself you are trying to sell.
Ken also stated that digital word of mouth is your biggest brand asset. Travellers spend a huge amount of time on social platforms and love documenting their travels – consuming their peers’ travel content is also one of their main influences in deciding which destination to choose next. This is why it is so crucial to create experiences that your guests will check-out with and share online with their friends – it’s your mission to give them stories to tell.
The entire hostel industry is built on community – how do you make your guests feel a part of it when they stay with you?
AND THE WINNERS ARE…
Hostelworld have announced their annual worthy HOSCAR winners – and Roadhouse Prague swept the floor, clinching a total of 5 gongs including best in Europe, best small hostel and best in the world for solo traveller.
Travellers raved about the Roadhouse’s large shared spaces, group walking tours and homely touches including Netflix and daily family dinners.
Interestingly, Hostelworld introduced a new solo category this year reflecting the 42% rise in solo traveller bookings between 2015 and 2017. This new category acknowledges the hostels that best facilitate solo travellers through communal areas, inclusive activities and the social atmosphere that hostels are known for.
Other winners included The House of Sandeman – Hostel & Suites for best new hostel, 5 Terre Backpackers for best atmosphere and Dalat Friendly Fun for best value for money.
Gary Morrison, Hostelworld’s CEO since June 2018, said: “This year’s annual Hoscars mark a momentous 20 years since Hostelworld received its first booking in 1999. A lot has changed since then, including the quality and variety of hostels.”
The Hoscars are based on data from more than 1.2m guest reviews submitted over the last year, rating over 36,000 properties in 170 countries.
GET PERSONAL – OR GET LEFT BEHIND
“To reach and engage customers in 2019, and to appeal to their personal needs, companies need to deeply understand what today’s consumers value most. This is especially true in travel – because experiences have taken priority over possessions as a path to happiness and fulfillment.” – Source.
We know that modern generations are transforming the way travel brands communicate. Winning the loyalty of millennial and Gen-Z travellers is no longer about offering a cheap bed for the night – it’s about listening to what they want and delivering the personalised experiences they expect.
Personalisation is a marketing buzzword, but it doesn’t have to be complicated. You can start small and build (and invest) gradually over time. Try to personalise your communications with travellers by segmenting your email list by location or reasons for travelling, run paid ads which target those who have visited a certain page on your website or even curate personalised itineraries for group trips.
While we know that one of the most important reasons for hostels to invest in their digital marketing is to increase revenue, modern travellers will be instantly turned off if they are treated like a number. They want to get to know the people behind the screen, feel like their personal needs are being considered and build a meaningful relationship with hostels they decide to stay with (and hopefully return to!).
USER-GEN CONTENT A WIN-WIN FOR HOSTELS
“With millions of holiday-goers willing to share holiday snaps and travel experiences online, social media has become a holiday browsing hotspot and commentary hive to inspire travellers globally.” – Source.
A bespoke Global Web Index study has found that consumers are more likely to research potential destinations on social media than review sites like TripAdvisor – and a third agree that social media content influences their travel choices more so than content seen on TV, in print media or elsewhere online.
The study also found that user-generated content remains one of the best ways for travel brands to build trust with potential guests, with 37% of respondents saying they are influenced by the photos and videos their friends share to visit a new place.
User-generated content is a real win-win for both travellers and hostels. Travellers love to share their experiences on platforms such as Instagram and this in turn promotes the hostel’s experience and facilities to other potential travellers. Keeping an eye on your tagged notifications is also a great way to find high quality content to share on your hostels’ social media feeds (bonus!).
The report also stated that while classic landmark shots are popular with Instagrammers, the photos that really influence a modern traveller’s decision are photos showcasing the local life and experiences unique to a destination.
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