When some people think of hostels, they imagine cheap, spartan lodgings. But many of today’s hostels offer amenities rivalling any hotel. The excellent value, comfortable accommodations, and opportunity to make new friends are reasons why many passionate travellers are attracted to hostels.
Unlike hotels, hostels tend to cater to a young, mobile crowd. While traditional hotels receive about 40% of their bookings online, that number jumps to 70% for hostels. Hostelworld understands the needs of the hostel audience. The company has grown into a leading booking platform by specializing in worldwide hostel offerings through its website and apps.
Hostel customers are more likely to consume information digitally, so they’re less affected by traditional print, radio, and television advertising. For Hostelworld, this means that the most effective ads come from personalized experiences on digital channels.
With Adobe Experience Cloud, Hostelworld has created a solid foundation for next-generation digital marketing. Adobe Analytics, part of Adobe Analytics Cloud, is the foundation of the digital strategy. By learning more about who its customers are, where they come from, and how they use the website and apps, Hostelworld can learn how to more effectively market to audiences. Feeding this data into Adobe Media Optimizer, part of Adobe Advertising Cloud, allows marketers to optimize bids on effective search terms and reduce the cost of bookings by 20%.
Using audiences created through Adobe Analytics, Hostelworld can also improve the effectiveness of its cross-channel advertising campaigns by adding personalized and targeted messaging. With Adobe Campaign, part of Adobe Marketing Cloud, Hostelworld now delivers more than one billion emails annually. But since the targeted emails are only sent to customers who will appreciate the information, the unsubscribe rates have actually gone down while the click-through rates have gone up.
“The numbers speak for themselves. Adobe has had a tremendous impact on our digital marketing strategy,” says Otto Rosenberger, CMO of Hostelworld Group. “We’ll never stop improving the customer journey, and Adobe will continue to help us find our way.”