Yesterday, Hostelworld released their new report into ‘The Evolution of the Hostel Traveller’, based on a survey of 5000 people from across the UK, USA, Australia, France, Germany, India and Brazil. The report revealed changing trends across different generations of travellers from backpacking Baby Boomers to the next wave of Gen Z guests.
Here are our 6 key takeaways from the Hostelworld report – and what they mean for your hostel’s marketing:
#1 LOOKS ARE INCREASINGLY IMPORTANT
We don’t want to sound shallow but, as this survey revealed, looks are becoming more important for modern travellers. In fact, the importance of a hostel’s décor has risen by 44% for today’s travellers. When choosing where to book, they are much more discerning about staying in stylish places. If your hostel looks the part, then show it off on your social media channels and invest in a good photographer to snap some up-to-date shots for your website. Try and get people in the pictures, too – your space might look amazing with no-one obstructing the view, but you also want to showcase your hostel’s social vibe. Got a feature or area that’s particularly ‘Instagrammable’? Make sure potential guests know about it and encourage current guests to tag your hostel when they share their own photos online.
#2 GEN Z ARE TAKING THE ROAD LESS TRAVELLED
The next generation of travellers are increasingly seeking to go beyond the ‘typical’ tourist trail – 33% plan to avoid taking the tried and tested routes. They want to get out of their comfort zones, immerse themselves in local culture and make memories that are unique to them. Experience is everything so be sure to show the activities and tours you offer, especially those that show a different side to your destination or help guests ‘live like a local’.
If your hostel is off the beaten track, use this to your advantage and appeal to potential guest’s adventurous nature by showcasing your destination on your social media channels. If you are in an already popular spot, don’t worry – just be sure to show how you help guests see a new, lesser-known side of your area through the experiences you offer.
#3 ADVANCE BOOKINGS ARE SET TO INCREASE
Modern travellers are booking their trips much further in advance – in fact, they’re 66% more likely to book 6-12 months before they set off on a trip than their predecessors. As we’ve said before, maintaining an active online presence is a year-round task. Regardless of whether you operate in a seasonal market, it’s important to keep your digital marketing efforts running as you never know when your target audience is online and researching their next trip.
As other recent travel surveys have shown, Gen Z travellers turn to their smartphones when looking for travel inspiration and often before deciding on a destination. The quickest and most effective way to reach audiences at this stage in their booking journey is through paid social ads underpinned by your website data. This generation is much more influenced by and trusting of high-quality ads but you’ve got to get the targeting right to really see an impact for your hostel in terms of increased web traffic and bookings. As well as looking to social media for the latest #travelinspo, Gen Z travellers are increasingly using smartphones to book their stay. We’ve said it a lot, but a mobile-friendly website is an absolute must if you don’t want to miss out on bookings.
#4 FEMALE SOLO TRAVEL IS ON THE UP
This is a continuing trend that shows no signs of slowing – in younger generations (16-23), women are backpacking (or planning to backpack) more than men. This trend was revealed not only in the survey but in Hostelworld’s own booking data which shows a massive 88% increase in bookings made by solo female travellers over the past four years. So, how do you show your hostel is female-friendly online? It goes without saying that if you have female-only dorms, make sure this is clear across your marketing. Like anyone flying solo, female solo travellers also value security and a social atmosphere so make sure you’re factoring this into your messaging.
#5 MODERN TRAVELLERS HAVE FOOD FOR THOUGHT
Trying new cuisines and local delicacies is a massive part of the travel experience, and today’s travellers agree – over a quarter of those surveyed (28%) said that trying local food was one of the most memorable experiences of their trip. If you host group dinners or have a great onsite restaurant, shout about it on your social channels. And remember to also rep any great restaurants nearby – this lets you demonstrate your local knowledge which potential guests will value and remember when considering where to stay in your area. Got a blog on your site? Even better! Post about the traditional foods travellers HAVE to try when they stay with you or give a rundown of the best restaurants in your neighbourhood.
#6 YOUR ONLINE REPUTATION IS VITAL
When booking a trip, travellers are shopping around more than ever and have a wealth of information at their fingertips. In particular, online reviews are still massively important to modern travellers. Do you ever share positive feedback about your hostel as part of your online marketing? One way to do this is to share user-generated content on your social channels. Showing other travellers enjoying themselves in your hostel allows potential guests to see the experience they could have while staying with you. If the guest has said something particularly nice in the caption, then quote them or share on your InstaStories.
When it comes to negative reviews, however, you can’t stop them from happening but you do have complete control about how you respond. A well thought out response will take some of the sting from the review by showing others who may be reading that you value customer feedback and are constantly improving your service. Not sure where to start with a reply? Don’t worry – here’s a more in-depth guide on how to make negative reviews work for your hostel.
Want to read more of the Hostelworld report? Click here.
Do you need support with your hostel’s digital marketing? If you want to increase direct bookings and reach a wider audience online, we can help. Get in touch for a free audit and consultation.
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