Fuelling a passion for travel
Everyone loves going on holiday, but for some, travel is not just a brief diversion—it’s a passion and a lifestyle. These travellers aren’t always looking for beautiful hotels and memorable souvenirs. They want to have adventures, visit new locations, touch foreign cultures, create memories through amazing experiences, learn more about the world and just as importantly, learn about themselves.
Hostels typically cater to young travellers looking for safe, comfortable and affordable accommodations as they explore the world. With its solid understanding of what these travellers want, Hostelworld Group has grown into a market-leading booking platform focusing on worldwide hostel offerings through its website and apps in 19 languages.
Unlike hotels, hostels generally appeal to a younger, mobile generation. About 90% of hostel customers are under 35 years old and while traditional hotels receive about 30% to 40% of their bookings online, approximately 70% of hostel bookings are made online. Hostel customers are also less likely to be influenced by traditional print, radio or television advertising. They consume information differently, so marketers need to approach them differently.
“Hostels may have an image of being very basic and low-tech, but many now offer amenities rivaling any hotel. We developed our Hostelworld app to help connect people to hostels in the digital age,” says Otto Rosenberger, CMO at Hostelworld Group. “Through the app, we can be part of our customers’ journeys every step of the way, whether they are looking to book accommodations, find fun activities or connect with fellow travellers.”
To optimise each customer’s digital journey with personalised experiences, Hostelworld needed two things: insight into customer behaviour through in-depth data and tools to efficiently act on that intelligence. Needing to balance high functionality and automation with agile and easy-to-understand tools, Hostelworld turned to integrated Adobe Experience Cloud solutions. After starting with Adobe Analytics in Adobe Analytics Cloud, the company expanded into Adobe Advertising Cloud for search optimisation and Adobe Marketing Cloud with Adobe Campaign for cross-channel campaign management.
“Adobe is a market leader known for innovation, quality and stability, but it’s also incredibly agile and helped us to quickly implement solutions,” says Rosenberger. “Adobe’s excellent service was one of the key differentiators that made us feel comfortable standardising our digital marketing on Adobe Experience Cloud.”