Hostelling International USA - Hostelling International USA is a 501(c)(3) nonprofit membership organization founded in 1934 to promote international understanding of the world and its people through hostelling. HI-USA operates a network of nearly 80 quality hostel accommodations throughout the United States ranging from urban high-rise buildings with hundreds of beds to small remote hostels in rural settings.
Objective: Hostelling International USA wanted to explore the behavior, preferences, and needs of travelers staying in their hostels, HI-USA members, and HI-USA volunteers.
Method: EurekaFacts utilized qualitative interviews of current volunteers spanning various generational cohorts. In-person focus groups in New York City, Portland (OR), and San Francisco were conducted involving travelers staying at local hostels. Online focus groups of HI-USA members was also employed at the qualitative stage. Following the qualitative research, online surveys were conducted to gather survey data among those who have stayed at HI-USA hostels, HI-USA members, and HI-USA volunteers to discover the needs, satisfaction, and expectations of these diverse audiences.
Outcome: Rather than relying on gut-level hunches or internal opinions of what matters to customers, members, and volunteers, HI-USA is now able to make business decisions based on the smart marketing information. Specifically, results from the statistical modeling of the behavior, attitudes, and preferences of HI-USA's customers, members, and volunteers allowed HI-USA to prioritize its business efforts on the factors that have the largest influence on the decision-making of its audiences.