The ad will be shown across most major German television networks promoting Britain as a must visit holiday destination and encouraging travellers to explore the UK using the wide network of accommodation available on the number one hostel booking website.
VisitBritain is rolling out the first phase of its campaign with partner Hostelworld.com involving an inspiring TV advert to attract the German youth market.
The ad will be shown across most major German television networks promoting Britain as a must visit holiday destination and encouraging travellers to explore the UK using the wide network of accommodation available on the number one hostel booking website.
Germany accounts for 10% of all visits to the UK, with nearly 3 million German travellers spending £1.25 billion in 2011. Holiday visits by 16-34 year olds from Germany have been rising steadily over the last few years (up 17% compared to 2004), while there has also been 29% growth in the number of younger Germans staying in hostel/university style accommodation.(1)
With Europe’s economic growth outlook still subdued, many travellers are choosing their accommodation abroad based on cost. The resilient budget and youth market is an important target segment for Britain, as the national tourism agency looks to attract an extra 4.6 million overseas visitors by 2015.
Consumer research indicates that “value” and “welcome” are important factors to the German market when it comes to choosing their destination and accommodation. In light of this, the TV ad focuses on the fact that hostels provide a friendly, cost-effective way to visit the UK and encourages travellers to explore the wide network of accommodation available on Hostelworld.com.
The engaging ad pivots on friends made on previous trips highlighting the 20 Euro/bednight price available at great UK hostels with a tag line of – ‘Join Friends. Book Now’.
The issue of value surfaced in a recent survey by Hostelworld.com and Lonely Planet which showed nearly 90% of those questioned would not be prepared to pay more than $US100 per night for a room, with a majority of respondents willing to reduce accommodation costs in order to have their holiday of choice.
Marketing Director at VisitBritain, Joss Croft said: “The youth market generally look for affordable accommodation with a friendly welcome and buzzing atmosphere. Britain and Hostelworld.com can deliver these aspects right across the country.
“The new TV ad provides the necessary platform to target those more discerning German travellers wanting good value accommodation options when planning a trip to Britain.”
Feargal Mooney, CEO for Hostelworld.com says: “As the world’s most trusted hostel-booking website, we’re proud to partner with VisitBritain and are delighted to be promoting the great value that hostels offer. The TV ad will engage with a hugely influential market for both Hostelworld.com and VisitBritain which gives us the opportunity to inspire more bookings and as a consequence more visits across Britain.”
