DOSSIER FOR NEW MEMB ERS - Swiss Hostels · 2.1. Backpacking • Backpacking is a growth market...

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DOSSIER FOR NEW MEMBERS

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Stand mar 15 / ts | 1 |

CONTENTS PAGE

1. What is Swiss Hostels? ............................................................................................................................ 2

2. Why become a member of Swiss Hostels? .......................................................................................... 2

2.1. Backpacking .............................................................................................................................................................. 2

2.2. The Backpacker Guest and his Budget .............................................................................................................. 3

2.3. Swiss Hostels ............................................................................................................................................................. 3

3. Facts about Swiss Hostels ....................................................................................................................... 4

4. Backpacking – a growth market ............................................................................................................ 5

4.1. Statements by Industry Experts ........................................................................................................................... 5

5. Target groups ............................................................................................................................................ 6

5.1. Low-Budget Guests ................................................................................................................................................. 6

5.2. Families ....................................................................................................................................................................... 6

5.3. Hikers, motor bikers and cyclists .......................................................................................................................... 6

5.4. Older backpackers – “Golden Agers“ ................................................................................................................. 6

6. Overnight numbers ................................................................................................................................. 7

7. Your Benefits as a Member of Swiss Hostels ...................................................................................... 7

7.1. Website ....................................................................................................................................................................... 7

7.2. TrustYou Score on www.swisshostels.com ....................................................................................................... 7

7.3. Social Media .............................................................................................................................................................. 7

7.4. Appearing in the Swiss Hostel Guide ................................................................................................................. 7

7.5. Exchange of Experiences / Training ................................................................................................................... 9

7.6. Representing the Industry in Tourism and Politics ......................................................................................... 9

7.7. Member of STAY WYSE ......................................................................................................................................... 9

7.8. Commitment to sustainability .............................................................................................................................. 9

7.9. Marketing for the entire group ........................................................................................................................... 9

7.10. Shared Purchasing ................................................................................................................................................... 9

8. Who can become a member of Swiss Hostels? .................................................................................. 9

9. Yearly Contribution ............................................................................................................................... 10

10. Get in touch with us! ............................................................................................................................. 10


1. WHAT IS SWISS HOSTELS?

Swiss Hostels is an association of privately-run hostels located throughout Switzerland who ensure

high standards and quality. They carry the seal of approval from the Swiss Tourism Board. The aim of

the association is to combine the marketing efforts of all the hostels together. The main target market

is low-budget tourists – the young and the young-at-heart travellers, for whom experiences and

making contacts is important.

In April 2012 Swiss Backpackers became Swiss Hostels, which is the more well-known term used for

this type of accommodation. Along with the change of name the association is re-organising itself.

Besides the usual marketing activities, the association is also focussing on making important contacts

with relevant touristic and political organisations in order to provide a strong lobby for common

issues. Swiss Hostels is bookable online using an up-to-date, trendy website full of a variety of

information important to the guest.

The number of members of Swiss Hostels is expanding to 40 establishments by 2016 and 500’000

overnights per year will be generated.

2. WHY BECOME A MEMBER OF SWISS HOSTELS?

2.1. Backpacking

• Backpacking is a growth market with yearly growth rates of 12-14% of overnights. The potential is

still far from being exhausted, and the market continues to grow. (2009: 394'405 overnights, 2010

419’939 overnights)

• The trend these days leans towards good and affordable travel.1

• Switzerland is known for being safe and clean.2

• The more people that live in cities, the more people remove themselves from nature, and the more

they long for it.3

• The recession generation earns less and saves more, not only short-term but life-long.4

1 Study “cheap and chic“ Grischconsulta 2006 2CH Ferientag 2010 3Study “Re-inventing Swiss Summer“ 2010 4GDI 2010


2.2. The Backpacker Guest and his Budget

• The typical backpacker is in his mid 20-s, English-speaking and either has a university degree or is in

the middle of his studies – he will soon belong to those who earn good money and reward himself

with a long holiday.

• Backpackers also come from Asia, mostly from Korea and India.

• 70% of all travellers who visited a destination as a young traveller come back again in the future

and thus have long term value.5

• The guest does not stay long. Average length of stay: 1.7 nights – thus with your commitment you

will reach many different people.

• Backpackers spend as much money as a 3* hotel guest, however only a fraction of their budget goes

towards accommodation and food. Most of their budget is spent on extras like activities and

shopping. The backpacker is thus a well-funded guest when it comes to extras.

2.3. Swiss Hostels

• 39 establishments throughout Switzerland.

• Swiss Hostels (formerly Swiss Backpackers) has, over the years, become a role model in the European

independent hostel scene.

• Swiss Hostels (formerly Swiss Backpackers) is well-known and valued by others, which is why the

brochure is recognised and willingly displayed – evidence shows that with your commitment it is

possible to reach our target group - the backpackers in Europe.6

• We deliver our brochure to 800 Hostels Europe-wide several times a year to those who have

specifically requested to receive it; all addresses are updated by email or telephone.

• 2007/08: The website www.swissbackpackers.ch with up-to-date and in-depth information on

hostels and also regions goes online.

• 2009: The website has been available online in 3 languages since 2009: English, German and French.

• 2010: Swiss Backpackers is active on Facebook.

• 2012: The name is changed from Swiss Backpackers to Swiss Hostels. Swiss Hostels no longer only

focuses on marketing activities, but also on representing the interests and common issues of the

hostels in tourism and politics. The aim is to double the number of members by 2015.

• 2013: The new website www.swisshostels.com with its integrated booking platform is online. Swiss

Hostels is active on Facebook, Twitter, Youtube, Tumblr, Pinterest and Vine.

• 2014: Swiss Hostels becomes a Member of hotelleriesuisse.

5 Study by the Student Travel Association (ISTC) 2006 6Guest Feedback: Brochures were picked up in London, Paris, Barcelona or Munich


3. FACTS ABOUT SWISS HOSTELS

Name Swiss Hostels – The Independent Swiss Hostels

Legal Status Association with registered office in Interlaken

Founding Year Casual meetings since 1997. Association founded in November 2000.

New conceptual design in April 2012.

Purpose To increase awareness of Swiss Hostels; establishing of contacts within the

relevant touristic and political organisations; recognition of common issues

through strong lobbying; promoting of youth and low-budget-tourism in

Switzerland and abroad; providing the strongest booking platform for

Switzerland and the Swiss.

Branch Office Swiss Hostels, Tanja Schäfli, Alpenstrasse 16, 3800 Interlaken

Tel. 0041 33 823 46 46 / Fax 0041 33 823 46 47

www.swisshostels.com / E-Mail: [email protected]

Board of Directors Roswitha Griesemer, President and Project Manager Swiss Hostels

Petra Brunner, Mountain Hostel Gimmelwald

Bernd Fasching, Vizepräsident

Gery Moser, Mountain Hostel Grindelwald

Andreas Kappeler, Representative Western Switzerland, Genf

Roland Christen, Bellpark Hostel, Kriens

Communication Regular internal newsletter to all members

Businesses/Beds 39 businesses, 2858 beds (Jan 15)

Guest Feedback: “We like it a lot here. People are so helpful. We get “We are in our fifties and I was not too sure about whether recommendations for what to do and even get picked this would be the right accommodation for us, but we up for our activities right in front of the hostel. It absolutely loved it. The atmosphere is great. It’s clean and makes life so much easier when you receive comfortable without the unnecessary nignags that you find knowledgeable support at the hostel.” in other places. I have become a fan of hostel life.“ Susan and Joyce, USA Linda, Australia


4. BACKPACKING – A GROWTH MARKET

In the Swiss Hostels the guest has a sense of “I feel at home“. Travellers appreciate the

personal touch of Swiss Hostels, which is what strongly differentiates them from the

competition. This information can be found in a study published by the University of

Lausanne in February 2005. The economic relevance of this was examined by Backpacker

Tourism in Switzerland. The study made it clear that the Backpacker Hostels are an

important addition to the traditional hotel industry in Switzerland.

The analysis of the work group UERT (Unité d’enseignement et de recherche en tourisme,

Univérsité de Lausanne) based on the following research:

• They visited 12 backpacker hostels in Switzerland

• They questioned 320 backpacker travellers in Switzerland

• They compared the experience with the Australian market situation

• They researched systematically in the internet

Travelling holds fascination. Those that travel want to see countries, get to know people,

grapple with the new, and they want to collect memories which will stay with them long

after the journey is over. Independent travellers who are travelling with a backpack and a

limited budget are distinguishable by their flexibility and openness. They decide

spontaneously and often intuitively where the next destination will be and what they

want to spend their budget on, with plenty of room for extras like activities and shopping

4.1. Statements by Industry Experts

“Backpacking is a growth market, which brings the Swiss tourism market value. It is thus sensible to

increase and support a well-organised network of backpacker hostels.“

Study by UERT, January 2005

“The niche market “youth tourism“ is growing worldwide, while tourism in general is experiencing a

slump. The demand for affordable youth accommodation is increasing and requires more

professionalisation. Thus the need for more small rooms with 1-2 beds and shower/toilet in hotels.

This trend is consistent with more and more establishments of Swiss Backpackers.

Benchmark study by STAY WYSE, a worldwide association of hostels, 2009

“These backpackers that come as young independent travellers to Switzerland come back

later on in life on a business trip or with their own family because of their good memories. “

Emanuel Berger, former Director Hotel Victoria- Jungfrau, Interlaken

Guest Feedback: “In London I saw your brochure and thought that I have always wanted to see Switzerland. Now I am here and totally happy that I came even though I had not planned it at all.” Xiao, Taiwan “Two days ago I was in Lucerne in a Swiss Backpackers and it was great. Now I am in Interlaken and have found the same friendly reception and hospitality in the next place. My hostel guide Swiss Backpackers is my constant companion here in Switzerland.“ Monica, USA „Yesterday while cooking I met a really cool Australian. We have decided to travel together. Thanks for the kitchen and the casual atmosphere which makes this possible.“ Mike, Kanada


5. TARGET GROUPS

5.1. Low-Budget Guests

• According to a study the typical hostel guest spends on average CHF 90.00 a day, of which CHF

35.00 is used for accommodation and CHF 22.00 for meals, leaving CHF 33.00 for extras like

shopping and activities (sightseeing, sport etc). The main interest is in visiting cities and well-known

tourist attractions. Also, a large number of visitors want to do something active, which is why hiking

is especially popular.7

• In Interlaken a backpacker spends the same amount per day as a 3* hotel guest. Because he is only

paying a small amount for accommodation and food, a lot of his budget remains for extras like

activities, shopping and souvenirs.8

5.2. Families

• Due to cost and other practical considerations, families prefer a room big enough for the whole

family. Self-catering kitchens are also popular. For a family this means having all the advantages of a

holiday flat but with the flexibility of only having to stay one to three nights in once place. A few

hostels have formed Swiss Family Backpackers. These are hostels which are especially suitable for

families and they operate a special family marketing initiative through the Swiss Trouism board.

5.3. Hikers, motor bikers and cyclists

• Hikers, motor bikers and cyclists appreciate finding a pleasant, clean and comfortable hostel just for

the night, which is also affordable.

5.4. Older backpackers – “Golden Agers“

• A new generation of older backpackers, so-called “Golden Agers“, who enjoy the casual atmosphere

of the hostels in comparison to hotels.

7Study UERT, Jan. 2005 8Study “Interlaken – quo vadis“, Grischconsulta, Chur 2006


6. OVERNIGHT NUMBERS

In the year 2014 the association reached, with almost 430'000 overnights, the pleasing result of an

increase of 8.3% or almost 36'000 overnights more than the previous year. Almost 30% of the guests

came from Switzerland, and a good 70% of them from abroad. This is especially pleasing for the

association, as Swiss Hostels now encompasses 39 Members and 2’858 Beds. (Source: Internal

Investigation)

7. YOUR BENEFITS AS A MEMBER OF SWISS HOSTELS

7.1. Website

Members of Swiss Hostels benefit from the most comprehensive booking and information platform in

Switzerland and via the website generated bookings.

7.2. TrustYou Score on www.swisshostels.com

Thanks to the reputation machine TrustYou all ratings and reviews are being collected and a TrustYou

score shows the rating of each hostel. Guests can therefore compare different hostels on the same

level.

7.3. Social Media

Swiss Hostels is active on selected social media platforms: Facebook, Twitter, Tumblr, Google+,

YouTube und Pinterest.

7.4. Appearing in the Swiss Hostel Guide

Format, Publication Date – A3 open, 2 x seams with star break 105 x 210 mm with data on both sides,

4 colours. The foreseen publication date is usually by the end of March.

Circulation – the circulation and the distribution of the Swiss Hostels brochure is currently 80’000

pieces annually.

Advantages of a brochure

• Delivery to 1000 hostels all over Europe once a year and a second time to about 300 Hostels in the

biggest cities of Europe. All addresses are checked. The Swiss Hostels brochure is requested and

displayed.

• Mailing house Swiss Tourism Board

• European Hostel Conference

• Brochure wall in every member hostel of the Swiss Hostels association with a large

presentation surface for the brochure, along with the individual brochures of the


members hostels.

• All 580 Swiss Tourism offices (Specimen copy with repeat order if necessary, as well as selected

offices in Austria and Germany)

• Rented brochure space in the most important Swiss cities (Zürich, Berne, ...)

• Direct distribution to the final consumer (by order eg. for media reports, Swiss Tourism family

campaigns etc).

What does the Brochure contain?

• Location map of the Swiss Hostels hostels in Switzerland

• A contact and picture of every member of Swiss Hostels

• An address list of the hostels in the most important cities and backpacker destinations in the

bordering countries (France, Italy, Austria, Germany etc)

• Ads from our business partners

When and where is it used?

• The Swiss Hostels brochure reaches travellers all over Europe, whether you come from abroad to

Europe and start your trip in Paris, London, or Amsterdam, or are a European yourself and want to

travel through Switzerland and the continent.

• Since the travellers should already have the brochure in their hand before they get to Switzerland,

they are prepared and informed. They know what they want to see in Switzerland, and what they

want to experience and buy.

Free distribution– Swiss Hostels covers the entire cost of the distribution and is thus also responsible

for ensuring that only hostels and other places are delivered to where we know that the brochure will

be displayed and thus reach its target.

Close to the Final Consumer – The Swiss Hostel Guide is displayed Europe-wide in 800 hostels. It is an

important companion for all travellers in Switzerland, an everyday tool which the guest will use time

and again during his entire stay in Switzerland. As of 2006 the brochure became even more useful:

addresses of hostels in neighbouring countries are also listed in it. The closeness to the guest in the

hostels gives the brochure and its contents the character of a personal recommendation.

Increased effectiveness – The guest keeps the guide even after leaving Switzerland, since,

during his travels, an emotional bond has developed and a dependence on the hostels in the

brochure.


7.5. Exchange of Experiences / Training

At the yearly voluntary meeting/general meeting the members will be able to attend interesting talks

and training, and it will also serve as the perfect place for exchanging ideas amongst the members.

7.6. Representing the Industry in Tourism and Politics

We are striving for a national statistic in the industry, which promotes youth tourism, makes it better

known, and thus the industry will be recognised on the strategic market.

7.7. Member of hotelleriesuisse

2014 Swiss Hostels became a Member of hotelleriesuisse. Together with this important Step, Swiss

Hostels expects to receive additional presence and to be invited to various occasions reserved for

hotelleriesuisse Members. Furthermore SH receives the benefit of the Products of hotelleriesuisse and

the Members enjoy attractive possibilities to become a Member of hotelleriesuisse themselves.

7.8. Commitment to sustainability

With Ecompter, Swiss Hostels has teamed up with a company, which displays the carbon footprint of

each hostel. The partnership shows that Swiss Hostels is interested in a sustainable development of the

Swiss tourism and that the members do their best for a sustainable future. www.ecompter.com

7.9. Marketing for the entire group

This will be subdivided into obligatory programmes and marketing to voluntarily take part in. The

connection to the online booking platform is obligatory, as well as cooperating with various business

partners and the resulting responsibilities. With the voluntary marketing you can choose the activities

you wish to participate in.

7.10. Shared Purchasing

Swiss Hostels will make combined purchasing conditions possible, like e.g. credit card contracts,

purchasing of investment goods, consumable material, branch software, fighting bed bugs, postcard

campaigns, etc.

8. WHO CAN BECOME A MEMBER OF SWISS HOSTELS?

Following criteria has to be fulfilled by the hostel to become a member:

• At least ¼ of all the beds must be bookable separately.

• The hostel is bookable through the platform(s) which has/have been selected by the general

assembly (currently Hostelbookers).


• For quality assurance, the hostel achieves the rating defined by the general assembly

(TrustYou Score).

9. YEARLY CONTRIBUTION

The basic contribution amounts to CHF 300.00 plus CHF 30.00. per bed, the maximum contribution is

CHF 3’000.00 (since 2015).

10. GET IN TOUCH WITH US!

Roswitha Griesemer

President and Project Manager Swiss Hostels

[email protected]

Tel. 0041 71 780 08 30

Tanja Schäfli

General Secretary

[email protected]

Tel. 0041 33 823 46 46

We are only too happy to meet with you to discuss in person how we can work together in the future.

We look forward to a profitable partnership – for you and for Swiss Hostels!

DOSSIER FOR NEW MEMB ERS - Swiss Hostels · 2.1. Backpacking • Backpacking is a growth market...

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Transcript of DOSSIER FOR NEW MEMB ERS - Swiss Hostels · 2.1. Backpacking • Backpacking is a growth market...