MAJOR PROJECT 2: RESEARCH

PAUL WITTAL

WHAT IS A HOSTEL?

WHAT IS A HOSTEL?

Hostels are a type of budget accommodation.

Typically guest rent a bed in a dormitory and share the

hostels facilities with other guests. Hostels encourage

social interaction between guests and most provide

common areas for guests to mingle.

HOTEL/HOSTEL COMPARISON

Hostels are generally located much closer to city centres than

comparably priced hotels.

Hostels facilitate social interaction between guests and often provide

common areas and activities.

Hostels tend to have a more casual atmosphere than hotels and promote

lifestyle of adventure travel.

Because hostels are shared accommodation they provide guests

with less privacy.

HOSTEL UNIQUE BENEFITS

Hostels provide value for money, while offering a range of

accommodation options. Hostels staff are community minded and

can offer unique local knowledge. Perhaps the primary benefit

hostels offer are the many opportunity to engage in social

activities with like minded travelers from around the world.

WHAT MAKES A SUCCESSFUL HOSTEL?

CRITERIA FOR SUCCESS

AtmosphereThe overall look, feel and mood of a hostel greatly effects the guest

experience. Guests want to feel comfortable and at home; staying in

a hostel with a great atmosphere can make a great trip even better.

Safety/SecurityIt’s important for hostels to offer a safe and secure environment.

Guests want to feel comfortable with the neighborhood, and know

their possessions will be safe.

LocationCentrally located accommodation is a benefit budget travelers

typically wouldn’t receive from a cheap hotel. Hostels with central

locations and access to amenities such as transit, shopping and

dinning are typically popular.

CRITERIA FOR SUCCESS

StaffThe quality and knowledge of staff contribute greatly to the

overall guest experience. Guest appreciate staff who are outgoing,

courteous and can provide inside knowledge of the city.

FunThe social aspect of hostels is appealing for many budget travelers.

Successful hostels provide plenty of common space for guests to

interact and offer activities such as city tours and pub crawls.

CleanlinessFailure to providing a clean environment is often a deal breaker;

guests most basic expectations are for their accommodations

to be clean and well kept.

TARGET MARKET

TARGET MARKET

The primary target market for the hostel industry is men and

women 18-35, who seek high value accommodation and an

authentic experience. For the Vancouver market these guests

will primarily come from the USA; a larger number of will also

come from overseas with the UK, Germany, Australia, Japan,

Hong Kong and China being of specific importance.

COMPETITION ANALYSIS

COMPETITION ANALYSIS

HI-Vancouver CentralLocated in the Granville entertainment

district, this hostel offers a free breakfast,

tours/activities and provides good

security. However, guests reviews suggest

amenities are basic and the hostel does

not have an adequate kitchen. $30

SameSun Backpacker’s With a 87% guest approval rating this

is Vancouver’s top rated hostel. The

hostel provides many amenities such as

bar, kitchen and nightly activities. Guest

reviews indicate this hostel has issues

with noise and cleanliness. $29.50

COMPETITION ANALYSIS

Cambie HostelLocated in Gastown this hostel is

legendary for it’s party atmosphere. The

casual feel, focus on common areas and

large kitchen are the primary features.

However, noise, cleanliness and security

issues are common guest complaints. $26

C&N Backpackers HostelLocated in Strathcona, this renovated

heritage hostel is known for being clean,

safe and having friendly staff. However,

facilities are basic and neighborhood safety

and noise are common guest complaints.

WHAT IS THE YALETOWN HOSTEL?

WHERE IS THE YALETOWN HOSTEL?

Yaletown was a former warehouse district and one of Vancouver’s original

neighborhoods. Yaletown is an excellent location because the area is

central, near transit, upscale/safe and has no other budget accommodation.

NEIGHBORHOOD AMENITIES

Yaletown station is a short walk from the hostel and provides a direct

connection to the airport.

Yaletown offers a world of dinning options: from fast food & casual chains to high end restaurants.

Yaletown is home to some of Vancouver’s best nightlife. Micro-

breweries, lounges and nightclubs.

The diverse neighborhood also has necessities, such as grocery stores,

pharmacies and banks.

WHAT IS THE YALETOWN HOSTEL?

The Yaletown hostel is a boutique hostel,

which unlike traditional hostels aims to provide a higher

standard of comfort and amenities. The mid sized hostel

will provide mostly dormitory accommodation with

most rooms providing beds for up to six guests.

UNIQUE FEATURES

A number of common areas including a lounge with TV and

a rooftop patio with a large outdoor hot tub.

The hostel is equipped with a modern self serve communal kitchen and basic cookware.

Guests will have access to an in-hostel complementary bicycle

rental service.

A complementary breakfast will be provide in the hostel cafe. At night

the cafe will function as a pub.

BRAND STRATEGY

POSITIONING STATEMENT

The Yaletown hostel is Vancouver’s only boutique hostel,

and is about providing guests with more than just a bed.

With a focus on atmosphere, social interaction between

like-minded travels and local community engagement

staying at the hostel is an experience.

CORE VALUES

Mission Statement

To provide an exceptional guest

experience by fostering a fun,

social atmosphere and providing

friendly local knowledge.

Vision Statement

To be famous within hostel

culture as a destination hostel,

and known its fun atmosphere and

comfortable facilities.