Hostelworld Partners VisitBritain

Hostelworld.com has agreed to support VisitBritain's 125m pound "Great Britain, You're Invited" programme.

Targeted at independent and youth travellers, the joint campaign will promote Britain as a must-see destination and encourage travellers to explore the UK using the wide network of accommodation available on Hostelworld.com.

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 global economic growth still subdued, many travellers are choosing accommodation abroad based on cost. According to a 2012 Travel Survey nearly 90% of travellers questioned will not pay over US$100 per night for a room and with a majority willing to reduce accommodation costs to have their holiday of choice.

The marketing campaign supporting the partnership will be rolled out early 2013, initially focusing on the highly important German market. Germany accounts for 10% of visits to the UK, with nearly three million German travellers spending £1.25billion in 2011. Holiday visits from 16-34 year olds from Germany have also been rising 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 accommodation.

Director of Marketing at VisitBritain, Laurence Bresh, said, "Hostelworld.com 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, culture and lush countryside. Alongside fantastic bargains and great social atmosphere, visitors will find modern and innovative accommodation on offer that includes private rooms, en-suites and Wi-Fi."

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