New Eyes on the Backpacking Industry

The platform that shapesmy perspective...

A journey…

Ponsonby Backpackers –my new baby

Ponsonby Backpackers –my new baby

Ponsonby Backpackers –my new baby

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 referralin 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!