Social network-powered online travel agent Hostelworld is seeking to build cultural relevance with its youth, backpacker, and budget-travel audience with appointment of Neverland Creative to lead its creative strategy.
The agency has been briefed to develop a new brand strategy and creative platform to grow Hostelworld’s presence, as the business deepens engagement and grows its community of more than 3.4 million social members.
The advertising review was overseen by the brand’s new chief marketing officer Richard Bowden, who said: “Today’s travellers want connection, community and shared experiences; we’re the place where people find their people – Neverland understood that instinctively.”
Founded in 1999 and headquartered in Ireland, the company connects travellers with around 17,000 hostels in more than 179 countries worldwide.
Hostelworld operates more like a dedicated “social travel” network than a traditional, generic hotel booking site, including features like chat rooms for specific cities and hostels, AI-powered recommendations, and event discovery so solo travellers can meet people before or during their trips.
Its website features over 13 million customer reviews based on location, cleanliness, and “vibe”.
Hostelworld chief executive Gary Morrison said: “Hostelworld is building the world’s leading social travel platform – one where finding your people is as important as finding your destination. Neverland will help us make that vision unmissable.”
Neverland CEO Josh Harris added: “We love it when people find their people. We’re excited to partner with Gary, Richard and the team at Hostelworld.”
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