Ad campaign lifts hostel bookings

Published on Saturday 22 August 2009 19:00

THE largest hostelling association in Scotland has seen bookings soar by almost 60 per cent on the back of its first television advertising campaign.

The advert, by the re-branded SYHA Hostelling Scotland, was designed to appeal to a wider audience than its traditional student and youth market. It aimed to attract professional couples, families and retirees.

The 30-second advert started in the first week in April and led to online bookings increasing by 59 per cent, compared with the same week in 2008. It featured images of the charity's hostels and locations, and a variety of hostellers, from parents with babies to mature couples.

The charity decided to invest in TV advertising to capitalise on the mood for holidaying at home, or the "staycation".

Louise Nowell, head of sales and marketing, said: "The TV commercial provided the perfect platform for shaking off the perception that hostelling is only for young people and students, by showing that people of all age groups can enjoy our hostels, many of which offer private and family rooms." She added that visitors could also stay in a variety of venues, from cottages to castles.

"Our marketing reflects the optimistic, community orientated spirit of hostelling, which is a breath of fresh air in these straitened times," said Nowell. "Hostelling has always been about affordable travel for all and friendly communities – values which are recession-proof."