Hostelworld Launches Global Rebrand To Target Millennials

Hostelworld Launches Global Rebrand To Target Millennials
Cathal Wogan
By Cathal Wogan



Online hostel reservation company, Hostelworld, has launched a global rebrand that encourages people to ‘Meet the World’.

The rebrand has been designed to target Hostelworld’s millennial audience who ‘aren’t the average tourist’. Instead, they are spontaneous adventurers who know that it’s other people who shape their unforgettable travel experiences. Hostels put them at the heart of this, providing a unique environment to immediately get talking to other global travellers – inspiring the ‘Meet the World’ proposition.

Hostels as social hubs, are reflected in Hostelworld’s new ‘H’ icon, with two arrows facing each other to symbolise a meeting point. The icon has been designed to hint at more; you might see two travelers conversing with each other, or even two hostels. Orange, the colour of adventure, has been chosen as the colour for the brand, providing a psychological trigger for enthusiasm, optimism and affordability.

As well as a new icon, the rebrand, which was conceived in collaboration with London-based creative agency Lucky Generals, comprises a new look website, social media channels and smartphone/tablet app, and an Apple Watch app – the first from a hostel brand. The imagery used across all of Hostelworld’s updates consists of authentic photography, featuring real people in real places.

Ottokar Rosenberger, CMO at Hostelworld, said: “We’re experiencing a golden age for hostels; they’ve become more stylish, more comfortable and better equipped than alternatives, while still being affordable, centrally located and, crucially, communal. This is what sets hostels apart and is the basis for our new ‘Meet the World’ proposition.

“Hostelworld is about real travel, and our marketing celebrates the real people and experiences behind this. You can see this in the imagery, they’re not polished brochure shots but visceral gritty imagery that emphasise living in the moment. It’s hard to pose when you’re dodging tomatoes at the Tomatina Festival or volcano surfing in Nicaragua.”




Please login with linkedin to comment

digital apocalypse STW Group

Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]