YHAgroup.org.uk

It’s not exactly mass media, but the Borehamwood & Elstree Times has just published an article extolling the many virtues of YHA hostels. They make a pretty good job of pointing out the benefits of hostelling - the variety of buildings, the facilities available at today’s hostels, the fact that they welcome people of all ages.

I don’t know whether this article came from Matlock, or if some Borehamwood journalist just likes youth hostelling, but the good press is to be welcomed. Groups might find this article useful in their own publicity.

It’s just a shame they didn’t mention nearby YHA Local Groups in Barnet and St Albans…

The latest edition of Discover magazine (pictured left) is winging it’s way towards members’ doormats. Launched as a replacement for Triangle earlier this year, Discover is more like a glossy brochure for YHA properties and services than a conventional magazine. In this issue, the areas of YHA life to get this jazzy treatment include Affiliated Groups!

Continue reading…

Back in April I reported that the discount available to students, OAPs and other people of limited means had been quietly abolished by YHA management.

Partly as a result of my prompting, the matter was raised at a meeting of the YHA Board of Trustees. Apparently, Marketing supremo Alan Hopley said that the discount was “too small to be worth bothering about”. It was pointed out to him that people on low incomes might depend on such small sums!

At any rate, the end result is that the discount is to be reinstated. If anybody reading this site who is entitled to such a discount is unable to get it, please get in touch (or comment below) and I’ll make sure the BoT hears about it.

Well, they might have missed the reopening of Skiddaw House, but that’s because the YHA Marketing team have been busy. An article on Utalkmarketing.com describes their recent efforts to reach new markets and break away from the “large dormitories, backpackers and smelly socks” image.

It’s an interesting read, and one that’s perhaps more straightforward about the changing nature of the Association and it policies than the YHA’s own communications to members. Marketing manager Alan Hopley (who some may remember from the Coalport meeting last year) has this to say:

YHA’s membership has traditionally belonged to walkers, cyclists and fans of the outdoors.

They’re largely from the ABC demographic, but it’s an aging demographic dominated by 50 and 60-year-olds.

Hopley said, “Let’s just say the average age of our members is higher than we would like. We want to keep our loyal members but also attract new blood and younger ones too.

Marketing efforts include full-page adverts in the press, posters at “train stations in key cities”, and encouraging journalists to stay at hostels and write about it.

I have reservations about some of the things YHA are doing, and still think their efforts on the internet are below-par, but wish them every success in spreading the word about the wonderful world of youth hostelling. Perhaps groups could help out somehow?…

YHA’s mighty marketing machine has just released the news that Skiddaw House has reopened. Well, shucks guys, it’s already been open for two months, and I reported it here back in February. Oh well, better late than never I suppose…

According to a YHA press release:

YHA is gunning to capture a share of the capital’s fast-expanding ‘flashpacker’ market when YHA London Earl’s Court is officially re-launched today.

The busy cosmopolitan Youth Hostel was severely damaged by fire in April last year but has now been completely repaired and upgraded.

What’s a flashpacker, you ask? I didn’t know either, but according to Flashpacker Diaries…

They are individuals who are perhaps a little older than the post-Uni, pre-life 21 year old backpacker, who have a larger budget but less time. Flashpacking is for those people who prefer a little quality and have the means to pay for it.

The Evening Standard describe them more succinctly as “thirty-something backpackers who do the budget hotel thing but jet around on internal flights or helicopters because they can’t be bothered with 20 hour bus trips”. In short, they’re the opposite, in every respect, to “young people of limited means”.

Is that a bad thing? Not necessarily. They’ll still be offering regular “backpacker” accommodation as well, and there’s plenty of (relatively) dirt cheap accommodation to be found in the capital for the not-too-fussy. It could be good news for groups too, many of whose members are older and richer than your average backpacker. Let’s just hope YHA don’t go all out after this new market segment only to be squeezed out by cheap hotel chains entering the sector.