Swiss Youth Hostel (SYH), which entered the India market in 2012, are now focusing on raising awareness about the product among the Indian trade to further fuel footfall from the country to their establishments. Speaking with T3, Beatrice Dolder, Business Development Director, Maison de Voyage which is the Sole Representative of Swiss Youth Hostels, stated that, as the product is fairly new in the India market, agents still need to understand the concept of “just not youth and just not hostel” to promote it aggressively.
“More so when one relates to Hostels in India they are of very low standards especially cleanliness as compared to the hostels abroad especially Swiss Youth Hostels and to change that mindset will take time. Awareness is the goal we need to achieve amongst the India market,” she said.
When asked about their focus segment, she added that the company is promoting its offerings in schools in a bid to drive more student traffic and group travellers to the hostel. In addition, she revealed that SYH has tied up with a few agents who will be their preferred agents and help promote SYH in India by packaging it. “Furthermore, we have dedicated sales executives on field who meet with the B2B trade and create awareness on regular basis,” she added.
Going forward, SYH plans to continue to work closely with these preferred agents. In addition, advertising through regular print media, participating in road shows to reach the larger audiences and conducting familiarisation trips for the preferred and potential agents are all on chart for 2014, Dolder concluded.
