Background to Hostelworld
Hi there! We’re Hostelworld. We’re the world’s largest hostel booking platform. We put social experiences at the core of what we do and inspire young travellers to meet new people, explore new cultures, and come back with extraordinary stories to tell. Basically, we inspire young people to get out and #MeetTheWorld.
Our customers are not your average tourists—oh no! They crave unique experiences, off-the-beaten-track destinations, and an epic hostel social scene. In fact, it’s the social vibe of hundreds of backpackers from all over the world that makes hostel life so unique.
Hostelworld has more than ten million reviews across 36,000 properties in more than 170 countries, making us the leading online hub for social travel—not that we’re bragging about it! Our website and mobile app also operate in 19 different languages, so you could say we’re multilingual—okay, maybe we’re bragging a little!
The target audience
We have a global audience attracting travellers from all over the world;
Our core audience is made up of 18 to 24 year olds, but we market up to 35;
60% of our customers are solo travellers;
32% of our customers are students;
38% of our customers book hostels for longer periods than 3 weeks (i.e. they're backpackers!);
56% book on mobile;
They are passionate about travel, are budget conscious, and look for social experiences;
They are open minded, spontaneous and energetic souls who crave experiences and adventures over souvenirs.
Engaging with students. Why, where, and how?
We want you to create a campaign that targets Students and Gen Z (Millennials are so 1995!). It’s your job to educate this young audience about the benefits of travelling and staying in hostels, and ultimately encourage them to book with Hostelworld – obvs!
Obviously, the student population is a hugely diverse group, which is why it’s your job to create a campaign that appeals to the broader student body. Between lectures, studying, partying, and a couple hours scrolling on the ‘gram, it’s not easy to break through the noise and grab the attention of modern students. You need to create a campaign that does just that. Why should students travel? Why should they book via Hostelworld? And what really happened to Biggie and Tupac?! Sorry, got a little off topic there…
Travel makes you more employable. Fact. Perhaps you could use this as part of your campaign to inspire students to travel and then land that dream job they’ve always wanted. Check our project pack for the super important data stuff to back this up.
You may have other ideas about what motivates students based on your own unique perspective as a student or recent graduate. We’d love to pick your brain!
The creative challenge
We want you to create a campaign that encourages students to travel the world and stay in hostels that are booked through Hostelworld.
Key objectives
We need students to understand the value of travelling and how staying in hostels is the most awesome way to meet new people, explore new cities, and have a whole lot of fun –all without breaking the bank! It’s a win-win!;
We want students to download the Hostelworld app and think of Hostelworld when they are planning and booking their next trip.
Creative requirements
We’re totally open to how you want to approach this challenge—whether that’s thinking about a marketing campaign, the product experience itself, how we use technology to engage with our student audiences, the kind of content that will have the right impact on students, or how we can be more active and present on campuses—the power is in your hands! Should we be running events, and what would these events entail? Should we build an awesome brand ambassador programme? Well, tell us about that then!
We’re deliberately keeping this as broad as possible, and you’re free to demonstrate your creative thinking in any way that works for you. As a student yourself, you’re the expert here! We reckon if it’s good for you then it’s good for us, and we want to hear all your ideas on how to make Hostelworld a student-focused brand.
Mandatories & considerations
We’re very proud of our branding (after all, orange is the new black!), and we’d like you to stick with the brand guidelines that you will find in the project pack. Hostelworld’s tone of voice is playful, authentic, and reliable—think about it as talking to your mate while your mum's in the room.
Tone of Voice
Hi there! We’re Hostelworld. We’re the world’s largest hostel booking platform. We put social experiences at the core of what we do and inspire young travellers to meet new people, explore new cultures, and come back with extraordinary stories to tell. Basically, we inspire young people to get out and #MeetTheWorld.
Our customers are not your average tourists—oh no! They crave unique experiences, off-the-beaten-track destinations, and an epic hostel social scene. In fact, it’s the social vibe of hundreds of backpackers from all over the world that makes hostel life so unique.
Hostelworld has more than ten million reviews across 36,000 properties in more than 170 countries, making us the leading online hub for social travel—not that we’re bragging about it! Our website and mobile app also operate in 19 different languages, so you could say we’re multilingual—okay, maybe we’re bragging a little!
The target audience
We have a global audience attracting travellers from all over the world;
Our core audience is made up of 18 to 24 year olds, but we market up to 35;
60% of our customers are solo travellers;
32% of our customers are students;
38% of our customers book hostels for longer periods than 3 weeks (i.e. they're backpackers!);
56% book on mobile;
They are passionate about travel, are budget conscious, and look for social experiences;
They are open minded, spontaneous and energetic souls who crave experiences and adventures over souvenirs.
Engaging with students. Why, where, and how?
We want you to create a campaign that targets Students and Gen Z (Millennials are so 1995!). It’s your job to educate this young audience about the benefits of travelling and staying in hostels, and ultimately encourage them to book with Hostelworld – obvs!
Obviously, the student population is a hugely diverse group, which is why it’s your job to create a campaign that appeals to the broader student body. Between lectures, studying, partying, and a couple hours scrolling on the ‘gram, it’s not easy to break through the noise and grab the attention of modern students. You need to create a campaign that does just that. Why should students travel? Why should they book via Hostelworld? And what really happened to Biggie and Tupac?! Sorry, got a little off topic there…
Travel makes you more employable. Fact. Perhaps you could use this as part of your campaign to inspire students to travel and then land that dream job they’ve always wanted. Check our project pack for the super important data stuff to back this up.
You may have other ideas about what motivates students based on your own unique perspective as a student or recent graduate. We’d love to pick your brain!
The creative challenge
We want you to create a campaign that encourages students to travel the world and stay in hostels that are booked through Hostelworld.
Key objectives
We need students to understand the value of travelling and how staying in hostels is the most awesome way to meet new people, explore new cities, and have a whole lot of fun –all without breaking the bank! It’s a win-win!;
We want students to download the Hostelworld app and think of Hostelworld when they are planning and booking their next trip.
Creative requirements
We’re totally open to how you want to approach this challenge—whether that’s thinking about a marketing campaign, the product experience itself, how we use technology to engage with our student audiences, the kind of content that will have the right impact on students, or how we can be more active and present on campuses—the power is in your hands! Should we be running events, and what would these events entail? Should we build an awesome brand ambassador programme? Well, tell us about that then!
We’re deliberately keeping this as broad as possible, and you’re free to demonstrate your creative thinking in any way that works for you. As a student yourself, you’re the expert here! We reckon if it’s good for you then it’s good for us, and we want to hear all your ideas on how to make Hostelworld a student-focused brand.
Mandatories & considerations
We’re very proud of our branding (after all, orange is the new black!), and we’d like you to stick with the brand guidelines that you will find in the project pack. Hostelworld’s tone of voice is playful, authentic, and reliable—think about it as talking to your mate while your mum's in the room.
Tone of Voice
Our tone of voice is driven by our values. We are: Energetic, Open-minded, Real
Our Point of view on the world:
We celebrate the colourful world of travel, the authentic hostelling travel experience and the amazing encounters it leads to. We talk about them in a lively and positive way. We always focus on the good rather than the bad because we are the glass half full type, the person in the group who sees adventures (not obstacles).
If you are jaded and set in your ways, then you aren’t for us. We don’t put you down, and although we might have a bit of banter, we laugh with you not at you.
How we relate to the world:
Although we are high in energy and youthful, we don’t shout at people. We want to get out there and meet amazing people by having a conversation and being social and relaxed. We want to be on their level, like the new open-minded friend they met at the Hostel last night, not the try-hard party animal or hardened travel bore to be avoided two dorms down.
How we behave in the world:
We are turbo chargers, we take care to make sure everyone is having a great time. We will definitely invite you into our dorm and egg you on to get involved with the locals, or go that little bit further with us because we know life’s too short to just sit there and watch.
Words we are:
• Unashamed
• Spontaneous
Our Point of view on the world:
We celebrate the colourful world of travel, the authentic hostelling travel experience and the amazing encounters it leads to. We talk about them in a lively and positive way. We always focus on the good rather than the bad because we are the glass half full type, the person in the group who sees adventures (not obstacles).
If you are jaded and set in your ways, then you aren’t for us. We don’t put you down, and although we might have a bit of banter, we laugh with you not at you.
How we relate to the world:
Although we are high in energy and youthful, we don’t shout at people. We want to get out there and meet amazing people by having a conversation and being social and relaxed. We want to be on their level, like the new open-minded friend they met at the Hostel last night, not the try-hard party animal or hardened travel bore to be avoided two dorms down.
How we behave in the world:
We are turbo chargers, we take care to make sure everyone is having a great time. We will definitely invite you into our dorm and egg you on to get involved with the locals, or go that little bit further with us because we know life’s too short to just sit there and watch.
Words we are:
• Unashamed
• Spontaneous
• Energy
• Social
• Positive
• Authentic
• Open-minded
• Social
• Positive
• Authentic
• Open-minded
• Amazing
• Active
• Colourful
• Youthful
• Welcome
Words we aren’t:
• Normal
• Homely
• Comfortable
• Active
• Colourful
• Youthful
• Welcome
Words we aren’t:
• Normal
• Homely
• Comfortable
• Dull
• Easy
• Clichéd
• Jaded
• Solitary
• Party animals
• Easy
• Clichéd
• Jaded
• Solitary
• Party animals
• Passive
• Quiet
• Scared
Initial Response:
• Quiet
• Scared
- App engagement - make sure download app
- Languages
- Cultural awareness
- Tease - make the audience comfortable and convinced
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