Market Overview

Hostelworld partners with Visit Britain to target German market


VisitBritain teams up with to launch GB tourism campaign.

(PRWEB) October 29, 2012

VisitBritain has appointed as a partner to support its £125m “GREAT Britain, You're Invited” programme. Targeted at independent and youth travellers, the joint campaign will promote Britain as a must-see holiday destination and encourage travellers to explore the UK using a wide network of accommodation available on This comes shortly after was voted the “Most Trusted Hostel Booking Website” in a 2012 Travel Survey in partnership with Lonely Planet.

The resilient budget and youth travel market is an increasingly important segment for Britain as the national tourism agency looks to attract an extra 4.6 million overseas visitors by 2015. With the global economic growth outlook still subdued, many travellers are choosing their accommodation abroad based on cost. The 2012 Travel Survey showed nearly 90% of travellers questioned would not be prepared to pay more than $US100 per night for a room and with a majority of respondents willing to reduce accommodation costs in order to have their holiday of choice.

The marketing campaign to support the partnership will be rolled out early 2013, initially focusing on the highly important German market. Germany accounts for 10% of all visits to the UK, with nearly three million German travellers spending £1.25 billion in 2011. Holiday visits from 16-34 year olds from Germany have also been rising steadily over the last few years (up 17% compared to 2004), while there has also been 29% growth in the number of younger Germans staying in hostel/university style accommodation.

Feargal Mooney, CEO for said: “We're very proud to be VisitBritain's partner of choice in this exciting initiative. As the most trusted hostel booking site(1), we look forward to promoting the value that hostels represent and the opportunity this gives people to travel to the UK more frequently, stay longer and see more, than they would otherwise be able to afford to do.”

Director of Marketing at VisitBritain, Laurence Bresh said: “ offers a great range of rooms for travellers coming to the UK, with a great regional spread providing the chance for visitors to experience our history and culture, and explore our lush countryside. Alongside that, not only can visitors get fantastic bargains and a great social atmosphere at each location, but they will find modern and innovative accommodation on offer these days that includes private rooms, ensuites and free Wi-Fi, so really ideal for backpackers, flashpackers, gap-packers or grey nomads looking to stretch their travel budget further." is the leading provider of online reservations to the budget, independent and youth travel market.

VisitBritain is the national tourism agency, responsible for marketing Britain worldwide & developing Britain's visitor economy.

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