Hans Brinker Budget Hotel – Selling the worst hotel in the world

CAMPAIGN : SELLING THE WORST HOTEL IN THE WORLD

Client Company Name: Hans Brinker Budget Hotel

Brand Name: Hans Brinker Budget Hotel

Category: Long-term Effectiveness

LONG TERM BACKGROUND

The Challenge

Persuade cost conscious youth travelers to pay more for less.

Summary

The Hans Brinker Budget Hotel is one of the most expensive budget hotels in Amsterdam. It has little or no 'benefits'. The aim is to maximize value by selling more beds while keeping its high price level, even during the low season when competitors substantially drop their rates.

Background

Brinker is an independent, 513 bed hotel where you can get a place to sleep and have a beer in its bar; that's basically it. It offers no advantage whatsoever. Still the challenge is the same as for all hotels: maximize bed occupancy and price per bed. Since costs can't get any lower, this is the only way get the most out of the simple hotel business model: (bed occupancy X price per bed) – costs = profit.