VisitBritain teams up with Hostelworld.com to launch GB tourism campaign
LONDON, Oct. 24, 2012 /CNW/ - VisitBritain has appointed Hostelworld.com to support its £125m "GREAT Britain, You're Invited" programme. Targeted at independent and youth travellers, the joint campaign will promote Britain as a must-see destination and encourage travellers to explore the UK using a wide network of accommodation available on Hostelworld.com. This comes shortly after Hostelworld.com was voted "Most Trusted Hostel Booking Website" in a 2012 Travel Survey.
The resilient budget and youth travel market is an increasingly important segment for Britain as the national tourism agency looks to attract an extra 4.6 million overseas visitors by 2015. With global economic growth still subdued, many travellers are choosing accommodation abroad based on cost. According to 2012 Travel Survey nearly 90% of travellers questioned will not pay over $US100 per night for a room and with a majority willing to reduce accommodation costs to have their holiday of choice.
The marketing campaign supporting the partnership will be rolled out early 2013, initially focusing on the highly important German market. Germany accounts for 10% of visits to the UK, with nearly three million German travellers spending £1.25billion in 2011. Holiday visits from 16-34 year olds from Germany have also been rising 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 accommodation.
Feargal Mooney, CEO for Hostelworld.com: "We're proud to be VisitBritain's partner of choice in this exciting initiative. As the most trusted hostel booking site, we look forward to promoting the value that hostels represent and the opportunity this gives people to travel to the UK more frequently, stay longer and see more, than they would otherwise be able to afford to do."
Director of Marketing at VisitBritain, Laurence Bresh: "Hostelworld.com offers a great range of rooms for travellers coming to the UK, with a great regional spread providing the chance for visitors to experience our history, culture and lush countryside. Alongside fantastic bargains and great social atmosphere, visitors will find modern and innovative accommodation on offer that includes private rooms, ensuites and Wi-Fi."
- Global study from Hostelworld.com and Lonely Planet questioned over 5000 people in 141 countries.
- Analysis taken from annual data set of Office for National Statistics International Passenger Survey, which measures characteristics and numbers of inbound visitors to the UK each year.
For further information:
Kirstyn MacRandal, +44-20-7842-3269, Kirstyn.MacRandal@speedcommunications.com