YHA Rebranding
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?…