Sydney Central YHA EBE Conference

Sydney Central YHA EBE Conference

Sydney Central YHA EBE Conference Organisation / business overview Marketing Human Resources

Hostelling International 1909: German school teacher Richard Schirrmann sees the need for overnight accommodation on school trips 1932: The organisation was founded and Richard Schirrmann appointed President 2018: More than 3,500 not-for-profit hostels worldwide it is one of the largest international membership organisations in the world with 3.7 million members

YHA Australia The largest provider for budget travel accommodation in Australia with a network of 80 hostels in all states and territory s in the country Not-for-profit, membership organisation Best quality and highest standards in the industry

YHA Australia s Mission To provide an opportunity for all, but especially young people, for education by personal development, fostering friendship and bringing about a better understanding of others and the world around them

Sydney Central YHA 54 private rooms / 97 dorm rooms = 151 rooms 556 beds The main gateway hostel and the largest in the YHA Australia network Important network responsibilities to give a good impression and feed the network

Youth / Backpacker accommodation industry YHA 80 hostels Base / Nomads 17 hostels in Australia Small chains Mad Monkey Good quality independent hostels have started a network Hostels Australia Low quality independent hostels

Sydney Central YHA s Market Mix We welcome all travellers regardless of their demographic Core market 18 35 year old international travellers 65% International / 35% Domestic England Germany China France Korea USA

Sydney Central YHA s Market Mix 20% Groups / 80% FIT 34% International / 66% Domestic Groups consist of 57% High School / 21% Tertiary

Competitors Market Mix Primary focus on 18-25 year international travellers Larger % of international guests than YHA

YHA vs Competitors YHA s Business model is adaptable to changing market trends YHA have strong direct booking channel Competitors have all eggs in one basket Competitors reliant on agents

YHA s Marketing Goal To maintain a strong direct booking channel / getting people booking direct and staying in the network: less commission to agents Keeping guests in the network is cheaper than marketing to new guests

YHA s Strategy Collaborative marketing with HI organisations on the Pacific Rim Rewarding guests that book direct with a best rate guarantee Partner relationships to market globally e.g. Tourism Australia campaigns Emarketing using the membership base to market to guests based on demographics and travel trends E.g. when a guests checks out of a Sydney hostel that is aged between XX and from XX, email them a discount promotional code to book in key locations that may be on their next travel route

The most important factor in YHA s business model and marketing strategy

The most important factor in YHA s business model and marketing strategy Employees

The most important factor in YHA s business model and marketing strategy Employees To be able to engage with the guests, to build relationships to give them the best experience and a good impression of the organisation, so they continue to stay with YHA as they travel around Australia

YHA s Most Important Resource Mix between Working Holiday Maker s and local employees Ensures a strong core team that provides leadership to young, dynamic members of staff that greatly contribute to the atmosphere of the hostel. Due to the planned staff turnover efficient staff training is necessary to save on payroll expenses, however it needs to be thorough to ensure productivity, which saves on payroll expenses in the long run. A team that is sales focused to keep guests in network not pushy sales talk to guests with a purpose, ask guests where they re going and offer assistance as required.

Staff onboarding process Job ad usually on seek.com Look for employees that fit the market with high energy and sales skills to provide good customer service and keep guests in the network Thorough training two days systems training two weeks operational training Three month probationary review Regular one-on-one meetings Team meetings quarterly Annual performance appraisal

Sydney Central YHA EBE Conference Questions