YHA rebrands to accommodate modern travelers
Hostel accommodation provider YHA Australia has had a facelift and plans to evolve its offering to better meet the needs of modern travelers in a post-pandemic world.
As part of its new approach, YHA properties will be redesigned through a series of staggered renovations, and this year Y-Hive coworking spaces and a range of new food and beverage options will be introduced throughout.
“For over 80 years, YHA has provided travelers with affordable, welcoming and sustainable places to stay while exploring Australia,” said YHA CEO Paul McGrath.
“YHA has acted as a launching pad for a community of curious and socially conscious travelers on their journeys of exploration.
“Our new tagline ‘always explore’ stays true to the YHA brand essence of creating a more open and accommodating world. It’s also how we do business – continuing to explore new ways to meet the needs of our customers.
Sydney-based design agency Houston Group designed YHA’s new look, which features a contemporary logo, vibrant color palette and a new focus on storytelling through brand imagery.
YHA also flagged more forward-thinking projects like Tech Central – a collaboration with Sydney-based software company Atlassian to create a new tech corridor, featuring a top-notch sustainable coworking model, that incorporates tourist accommodation.
The impact of the pandemic on business travel and the resulting rise of the digital nomad has recently led to a lot of investment in co-living and co-working spaces, and the introduction of a number of new entrants to the Australian market, such as Selina and lyf.
YHA said it would continue to develop its regenerative tourism experiences to help offset customers’ travel footprint and ensure the long-term sustainability of the business and travel in Australia.