Oikos 

Consultancy DISRUPTIVE MARKETING

FOR XYZ HOSTELS

Challenge By Group 31 – XLRI Delhi

Job | Deep | Shubham | Amit
 Network Animation
In the case of network animation, it is necessary to establish a
strategy based on new ideas to obtain more visibility.
Whether within the group itself between members: webinars,
meetings on special themes. The goal is to get members more
involved. But also, the animation of the networks in front of
customers through social networks, loyalty programs
(currently in the launch phase), competition.
Network Animation (Details)

Network Animation

Hostel Members End Consumers

Maintain
involvement with Keep them involved
current Members Sales through Repeat buyers for
Increase Members Loyalty campaign
XYZ platform strategy XYZ platform (virtually + in hostel)
(Academy, network
building, volunteers)
New Customer (Hostel Member) onboarding.
‘Why XYZ?’ for a new hostel partner
• Strategic social media influencer campaign (Consistency in the frequency of content
generation and circulation is critical)
• Budget allocation for influencers to create YouTube, Instagram, or blog entries at least 6
times a year
Increasing the • Prefer midsized vloggers/bloggers with high follower commitment over bigger players who
advertise new products frequently
visibility • ‘Hostel Referral program’ for the existing consumers and existing hostel members. Reward
points for each referral given
• Merchandising support for hostel members.
• Active Blogging about the member hostel and backpacker experiences.

• Socializing & activities via in-house events such as:

• Artistic performances
• Competitions
Accommodatio • Workshops for the backpackers etc.
• Food & Beverages
n Experience • Chef/Bartender can be shared across other nearby hostels within the XYZ ecosystem
• Special XYZ Recipes on the hostel’s menu
• Provide virtual training to the chef, bartenders & staff of the member hostels
 Engagement for existing members
Help ideate different traveler-hostel engagement activities for partner hostels
• “The golden key challenge” – Customers who discover a golden key under their mattress are entitled to stay in any XYZ partner hostel till a predefined period
• Create a platform such as “Tell us the reason to visit a place and win rewards to increase engagement”
• Mobile back office for digital nomads and long stay consumers

Help partner hostels differentiate themselves

• Help them build a relationship with nearby business via
• Offers for the hostel’s customers
• They also provide the best insider tips like which restaurant to visit to taste finest local food, which event not to miss and which tourist traps to avoid
• XYZ customer ID can be used to gain special offers from businesses located near the partner hostel.
• Help them incorporate innovative tech in their day-to-day operations
• Eg: Seamless/contactless check-ins and lock mechanisms.

Provide Platform management services for the partner hostels

• Webpage engagement analyses. Use KPIs such as viewership and conversions as a measure of visibility for the hostel partners. Explore onboarding Google Analytics.
• Using WhatsApp chatbots pre and post consumer coordination
 Engagement for existing members
Provide F&B management at the partner hostels
• Provide a platform via which the travelers can book meals with XYZ’s hostel partners.
• If the portal is successful, then the hostel partners can also accept non-tenant bookings

Information, knowledge & skill sharing with the partner hostels

• Eg: Social Media strategy. The partner hostels can get the opportunity to learn from XYZ’s internal social media marketing team
as well as an external speakers, influencers, and travel bloggers such as Amandine Hach, on how to create pleasing visual
content.
• Social media marketing. Provide content generators for the hostel partners.

Provide support via Influencer Marketing

• Host a global page in English and additional channels for different regional languages
• Facebook pages for all hostel partners catering to guest requests and generating hotel news on an upfront basis
 Base Parameters: Price & Amenities such as Wi-Fi,
Brand food, ac rooms etc.
• Also, consider having hostels with in-room kitchens. This is

Development: especially useful for first time backpackers (as they may not be
ready to or unable to consume local cuisines). This is attractive for

Method of
health-conscious backpackers

identification "Charme & Caractère" parameters:

for hostels that
• Innovation – Travelers inherently seek a new experience.
Innovative ways of functioning will be an attractive feature for the
hostels. It adds to the perceived charm of the place
XYZ can • Sustainability – When a business follows sustainable practices, it
shows they have character.

partner with • Unique Socio-Cultural experience – Will work especially well in

exotic locations. Travelers may find this charming.
• Inclusiveness and sociable environment – This option is relevant
for young backpackers of today who advocate inclusiveness. This
also adds to the character of the establishment
Potential Hostel Partner: 
YellowSquare, Rome, Italy
The in-house events and especially the "YellowShare" skill sharing workshops which are its prime attraction. (8.7/10, 4/5). 11.5K
followers on IG
Potential Hostel Partner: Impact
House, Lisbon, Portugal
With 100% offsetting of CO2 emissions, recycling of food waste, the vertical garden
and ecological cleaning practices, this establishment shows a lot of character
through its actions. (8.3/10, 4.5/5). 3.2k followers on Instagram.
Potential Hostel Partner: Ostello Bello, Milan,
Italy
Known as a green hostel for its garden grown ingredients-based cuisine, this hostel has risen rapidly since its
establishment in 2011. (9.3/10, 4.5/5). 19.7k followers on Instagram.
Potential Hostel Partner: ClinkNOORD,
Amsterdam, Netherlands
This is a chain that had turned an old UK prison into a hostel, has portable kitchens
and has silent 'n (socially) distanced discos. To maintain safety, they introduced a
contactless check-in and lock system in their facilities. They are highly innovative.
(8.7/10, 4.5/5). 7.8k followers on Instagram.