Globalhagen is a hostel managed by the NGO Mellemfolkeligt Samvirke - part of ActionAid Denmark. The hostel is the first one in Copenhagen that is built, designed and run by volunteers. All of the profits made by the Hostel go to help a Global Platform that helps young people make a social change through local activism, strengthening human rights and eradicating poverty in more than 40 countries across the globe.
The hostel, despite its unique concept and non-profit model, faced a decline in customer interest and occupancy rates. This led the management team to lower prices in an attempt to attract more guests, but the root cause of the issue remained unclear. The hostel administrator suspected increased competition and changes in market demand but was uncertain about the exact reasons behind the decline. The project aimed to identify the primary factors affecting the hostel’s performance and explore strategies to improve occupancy and revenue without compromising its values.
Hostels provide an excellent environment for meeting new people, making it crucial for owners to foster social connections through well-designed systems. By crafting an engaging and dynamic experience—while emphasizing guests' role in creating a global impact—hostels can enhance their appeal and ensure long-term success.
Based on my research, I developed strategic marketing and pricing approaches, along with a digital solution designed to attract more customers and boost direct revenue.
Globalhagen's mobile application enhances the hostel’s concept by enriching guest experiences, fostering engagement, and adding value to its services. It streamlines check-in, offers digital room access, and keeps guests informed about hostel events. Beyond convenience, the app connects travelers, helping them discover local attractions, organize group activities, and explore Copenhagen together—cultivating a sense of community and adventure.
Additionally, it serves as an educational platform, sharing the organization’s history, mission, and ongoing projects. Guests receive updates on events, special offers, and ways to get involved, whether through volunteering or donations. By integrating these features, the app strengthens the hostel’s competitive edge and enhances accessibility, encouraging deeper engagement and support.
My research focused on understanding shifts in the hostel and accommodation market, customer preferences, and pricing strategies. Several marketing and business analysis models, including the 7P’s Marketing Mix, SWOT Analysis, Porter’s Five Forces, STP Model, and the Ansoff Matrix, were used to assess the hostel’s competitive position and identify opportunities for improvement.
A key part of the process involved UX/UI considerations, particularly in the development of a mobile application tailored to enhance the overall hostel experience. To ensure an effective and user-friendly design, I conducted in-depth research on digital solutions implemented by other hostels to support their operations. This included analyzing existing apps, booking systems, and engagement tools to identify best practices and areas for improvement.
Additionally, I engaged directly with hostel guests to gain insights into their needs, preferences, and pain points regarding digital interactions during their stay. Their feedback was instrumental in shaping the app’s features, ensuring it genuinely enhances their experience.
Prototyping and testing played a crucial role in the development process. I designed interactive wireframes and mockups, incorporating user feedback to enhance usability. By conducting iterative evaluations, I optimized the app’s functionality, ensuring seamless navigation and intuitive interactions that align with both guest expectations and hostel operations. This user-centered approach resulted in a solution that not only elevates the guest experience but also strengthens the hostel’s digital presence and revenue potential.
