Commercial viability
CLEAR GOALS ENSURE ECONOMIC EFFICIENCY
In spite of our idealistic aims, we aim for commercial activities that maximise our commercial viability and thereby ensure the continued existence of our organisation. We strive therefore to generate sufficient revenue, to maintain adequate liquidity, to build reserves and to foster a sound capital structure. For major investments such as new construction and renovation projects, however, we are reliant upon financial support from the public sector.
wellnessHostel³⁰⁰⁰ Laax
2019 | 2020 | |
|---|---|---|
Operating revenue in millions in CHF | 46.6 | 34.1 |
Revenue per bed in CHF | 8,466 | 6,117 |
Revenue per overnight stay in CHF | 63.28 | 70.35 |
Occupancy rate (own hostels) in % | 45.6 | 30.4 |
2018 | 2019 | 2020 | |
|---|---|---|---|
Operating revenue in millions in CHF | 45.5 | 46.6 | 34.1 |
Revenue per bed in CHF | 8,273 | 8,466 | 6,117 |
Revenue per overnight stay in CHF | 62.86 | 63.28 | 70.35 |
Occupancy rate (own hostels) in % | 44.7 | 45.6 | 30.4 |
Revenue decreased to CHF 34.1 million (previous year CHF 46.6 million), due to the major restrictions on freedom of movement, the widespread lack of group, association and school trips and the partial closures of restaurants and wellness facilities for external guests imposed by the Swiss Confederation. The revenue per overnight stay increased to CHF 70.35 (previous year CHF 63.28), as fewer low-cost group, association and school trips could take place.
Market cultivation
We subscribe strongly to the principle that performance is the best form of advertising. Nevertheless, we strive to pursue an active form of market cultivation that is not loud or aggressive, but has its own style and soul. The information we provide should always be honest, realistic and clear.
Due to the new market situation, marketing has increasingly focused on digital market cultivation. Our online presence youthhostel.ch and visibility were further optimised, as was the ‘findability’ of our website online. Consistent search engine optimisation and targeted online campaigns have brought positive results.
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We have 25,519 Facebook fans (minus 0.5% compared to the previous year) who regularly receive information on our activities, and we counted 25,288 “likes”. Our followers on Instagram increased by 37.8% compared to the previous year, while our YouTube views rose by 105.5% compared with the previous year.
Media relations
Looking after media representatives and actively informing them about innovations have top priority. Popular reporting topics were the renovation and new construction projects at Burgdorf Castle, Laax, Schaan-Vaduz and Rapperswil-Jona. Our locations in the mountains also enjoyed special interest during the pandemic year.
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