New Eyes on the Backpacking Industry
The platform that shapes my perspective... A journey…
Ponsonby Backpackers – my new baby
Size...
Broad Perspective Global Economic Recession Environmental footprint / emissions Consideration set Destination spend / emerging destinations Advertising spend
Our focus... Visitation Dispersal Spend.
How to rise to the challenge... Sucking eggs...! A plan – vision, goals, objectives, a realistic budget, focus on both sides of the ledger - all based on... knowing your customer and their drivers.
Managing day to day business.... customer centric, create an experience Staff … Service Ambience – cozy, homely, personal touch (other sins may be forgiven) Bathrooms – size and cleanliness Value for money – wine glasses! Connectivity – web and physical access. Make it easy for them Rooms – size, comfort, safety, cleanliness RVM for the international backpacker sector ‘overall satisfaction is slightly lower than that of other international visitors’
The power of referral in the age of technology “Ok hostel but really moody girl on reception which ruined the whole stay. Shame because the other lady that worked there couldn’t have been nicer. Won’t be going back there.” — Hostelworld July “This is a great hostel. Really close by to local restaurants, bars and shops. The town centre is only a 15 min walk away. There is a supermarket just down the road. Great place to stay and run by some really friendly and helpful people.” — Hostelworld August Social media / word of mouth is key!
The challenge... Provide a unique warm Kiwi experience in a profitable way. Micro: Find and reward great staff – passion! Differentiate yourself Be memorable – create an experience. Pavlova nights Referral - Work social media channels / WOM Macro: Work with wider tourism industry Lobby for government funding – ‘Go all the way’ Rugby World Cup Recognise and work with all industries –e.g– the supermarket checkout operator is in tourism!
If you keep doing what you’ve always done you’ll keep getting what you’re always got!