Analysing the competitors of Brand Zostel and coming up with Content Strategy for 2019

2. Zostel’s Journey…..
Zostel is India's first chain of backpacker hostels
The first Zostel opened in 2013 at Rajasthan’s Jodhpur
The chain of hostels has presence across 32 locations in India and Nepal
The founders of Zostel further dived into a new project known as Zo Rooms in
November 2014, which was a low-budget, technology-driven hotel chain
Amenities: Free Wi-Fi, Air conditioned rooms, Storage facility, Hangout area
Zostel | RishikeshZostel | PanchaganiZostel | Agra

3. Direct Competitors
Indirect Competitors

4. Backpacker Panda
Backpacker Panda is a new vibrant start-up company on the block with passion
towards creating a data driven company and changing the way people backpack, travel,
hike and bike in India
The chain of hostels has presence across 8 locations in India & This chain of hostel
always keeps its motto of cleanliness at heart.
Amenities:– Free Wi-Fi, Air conditioned rooms , A mini-kitchenette, Laundromat,
lockers
Backpacker Panda | Mumbai Backpacker Panda | Jaisalmer Backpacker Panda | Manali

5. Roadhouse Hostel
Roadhouse Hostels was founded in November 2014 by Ambarish Raghuvanshi
The chain of hostels has presence across 5 locations in India
Amenities:– Free WIFI , AC rooms, Safety Lockers, Luggage storage, breakfast, lunch , Dinner, Drinks &
Open Kitchen to Cook, Massage and Spa.

6. 123K
Likes & Followers
5K 2.2k 88.1K
33K 379 116 7.7k
30K 192 9 2k

8. To make people travel more and to change the
way India has travelled
Objective

10. Introduction to Backpacking
• Backpacking is a form of low-cost, independent travel, it includes the use of public transport,
inexpensive lodging such as youth hostels.
• Backpacking, as a lifestyle and as a business, has grown considerably in the 2000s due to low-
cost airlines and hostels or budget accommodations in many parts of the world.
• Backpacking- The trend that has long existed among the western travellers and is catching up
in India
• Zostel, STOPS, Lavie, Roadhouse, Backpacker Panda, etc., are amongst many other smaller
chains and standalone properties which have sprouted up and are successfully running the
show.
Source- http://www.hospitalitybizindia.com/detailNews.aspx?aid=29106&sid=42

11. Buyers Persona and Market Segmentation
• Age - 18-40 years
• Education - High School and Above
• Income - Low income to Middle income group of people also a new trend
of flashpacking have also started by the older and rich community of
backpackers
• Lifestyle - Open Minded with hunger to meet new culture and discover
new places, independent, problem solver, flexible easy going and romantic
• Motivation - Anthropologic, Documentary interest , search for new
experiences, self-actualization, hunt of authenticity, getting the best from
each place etc.

12. Research on Indian Backpackers’ Hostels
Source:- http://www.hospitalitybizindia.com/detailNews.aspx?aid=29106&sid=42

13. Factors For Considering a Hostel

15. Content Bucket
100 Word Stories
Micro Influencers.
Community-ZOG
#GoCrazy- Contest
Events at Zostel

16. Why Micro influencer and Hyperlocals
• In the last six month there is 40% jump in micro-influencers as
compare to first half of 2018
• More brands are relying on micro-influencer over macro-influencers
or celebrities to take their story to target consumers
• More brands today are looking for localizing content through local
influencers to be more impactful in Tier 2 and Tier 3 cities rather
relying on celebrity associations
• The demand for regional influencers has witnessed a steep jump of
almost 50% in 2018
• Indian consumer are 30% more likely to engage with ‘real life’
influencer instead of a celebrity
Source- Chtrbox

17. Our Micro-Influencers
• Shivya Nath-
• Savi Sharma-
• Siddhartha Joshi-
• Jyotsna Ramani-
• Lakshmi Sharath-
• Nikhil Sharma-
68.4K
111K
77.2K
44.3K
10.9K
734K

18. Shivya Nath Savi Sharma

19. Nikhil Sharma Jyotsna Ramani

20. Lakshmi SharathSiddhartha Joshi

21. Youtube Videos on their Journey

23. # Kabhaiholi

25. Campaigns
My Zostel Story
Valentine’s Date Night

26.  Story 1
Zostel Udaipur was the first Zostel I stayed and
I just loved my experience there. I stayed in the
mixed dorm for 3 days around Sept 2014 and
for Rs.299 per day, I got a clean bed, bathroom,
filtered water and free wifi - a good deal. Add
that with the location - right next to the Udaipur
City Palace gate ( Badi Pole) and a killer view of
Lake Pichola / Lake Palace, its the best deal in
town for a solo backpacker. The staffs are young
and helpful and they can help you in exploring
this beautiful lake city. And the restaurant at top
is good but it is bit high for my backpacking
budget/meal.
And this shot was taken from the rooftop
restaurant

27. Story 2 - So, we panned a trip to bir-billing and fortunately found
zostel Bir.
We were a group of 6 friends ... big trek and paragliding enthusiast ...
travelling from patiala... Here is all the details of our stay at Zostel Bir
Type of rooms: 2 private and 1 deluxe room. We reached baijnath at 4am
and zostel was 25 mins cab ride from there ... the check in time is 11am..
but as the rooms were available they provided us the rooms...(or u can
sleep in the common room... a lot of space thr too ). The rooms were very
spacious and clean and provided with everything you need (even
slippers). The staff was very helping. The food was very tasty... (although
a bit pricy... sorry). There is so much place to relax there .....we played
cards and had fun... the crowd was good...mostly youngster. They also
had guitars ... so u dont have to carry that too. They also provide various
trek and paragliding packages at very reasonable rates ... so you can
select from that too. The second day we went for the trek package to
billing... almost 9 km trek... when we reached the top ... there were tents
with attached bathrooms. The food serivies in the camping area was very
poor though... very disappointing. But otherwise we loved Zostel and i
would recommend that to everyone. Thank you zostel for making our bir
trip memorable.
Special mention to our trek guide : Virain Thakur... you were awesome

28.  Story 3
I did a solo backpacking trip across Rajasthan in December, during the 10 days of the trip, I stayed at 4
Zostels.
Agra. Jaipur, Jodhpur and Delhi.
The Agra Zostel being a first was an awkward experience for me, the people were friendly, we decorated the
entire property for Christmas. I had long conversations with the property managers, and I never felt that I was
meeting them for the first time, I met an English Girl and a Kiwi Guy to share my auto and travel the lesser
known(The Taj Mahal is right next to the Zostel) places of the city. I made an Argentinian travel buddy who
was with me till Jaipur. Surprisingly, his life was similar to mine, he worked for an IT company in Argentina
and was here on a 10 day winter vacation, same as me. We shared an auto to the station after out of the Zostel.
The Jaipur Zostel was another experience, because by this time I was travelling with three other people. An
Italian I met in train to Jaipur, The Argentinian I met in Agra, An Indian who was in our room, and another
British guy. The night we stayed in Zostel, we decided to cook a meal instead of eating out because most of us
were tired of eating out. We made maggi which the Argentinian and the Italian argued was pasta, which it
wasn't. I saw a couple of british guys trying to make Indian food, they were having a horrible time in making
rotis, I showed them how to cook rotis. Best time in Kitchen I've ever had. Also the city maps they give you is
handy, and is a lifesaver at times.

29. My Zostel Story
Caption: #ContestAlert
Are you ready with your Zostel story?
Participate in "My Zostel Story" contest
and stand a chance to get featured on our
page! Winners shall get a chance to win
exciting "Zostel" adventurous activity
vouchers.
Click on the link below to register now:
DM us for further details!
#MyZostelStory #MyZostelLife
#ITravelGreen #BackpackersLife
#GoCrazy #Adventures #RoadTrips
#Zostel #LiveItNow

30. Valentines Date Night!
Caption: We all have heard this quote that
“Love Is In The Air!” but ever actually felt
it? So we have got this dream come true for
you! Celebrate this valentines with your
loved ones with us at Zostel Rooftop Party
and feel your love in the air!
Click on the link below to register now:
DM us for further details!
#ValentinesDay #LoveIsInTheAIr #Love #
RooftopParty #GoCrazy #MumbaiNightLife
#Party #Couples #NightOut #DinnerDate
#Zostel #ZostelMumbai

31. Campaign Posts By Zostel

32. Zostel Organic Search Keywords

33. Content Calendar

35. Thank You