Skift Take
CEO Gary Morrison has shaken things up since taking over at Hostelworld last year. His new strategy will take time to play out, but as a niche business, it seems sensible to try and do things differently from the big, generalist online travel agencies.
Hostelworld CEO Gary Morrison has only been in the job for a little over a year but he’s wasted little time in changing things up at the online accommodations company.
Gone are the eye-catching celebrity advertising campaigns with the business looking at ways it can instead go deeper with its young audience of travelers by improving the booking experience and providing more individual hostel content. And there are potentially bigger changes afoot.
Like many other travel brands, Hostelworld increasingly sees a future beyond just accommodation and thinks it might be able to offer more services to an engaged audience.
“Relative to where I saw the opportunity even a year ago, I think there’s even more opportunity now as we look forward. We can exte
