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East Asia that’s why my cllenfs mission is to gain a rep-utation of being safe and friendly for female travelers by the right marketing strategy.

People of all ages and from all differents countries around the world are seeking the popular backpacking experience. Younger generation is usually after a fun, social adventure where they can get away from home and dive into the beautiful world of an eternal party lifestyle. Slightly older travelers are usually looking for a morę spiritual expe-rience, vlsiting Vietnam to see beautiful temples, caves, mountain peaks and other natural wonders. Th€y are also oftenly looking for a morę meaningful connection with other fellcw travelers.

For my clients brand to be succesful it was important to try to combine all these different elements. We wanted it to be playful with a positive, warm vibe but not cheese. It was also meant to be unique.

COMPETITORS

There are a numerous hostels In Hoi An but after running a thorough check of the current situation on the market In Vietnam, only two hostels stood out as a potential com-petition: Tribee Hostel and Vietnam Backpacker Hostels. Both of them have managed to create strong brands for themselves which is easily noticeable on their websites.

My cl!ent's strong asset will be his hostel’s uniqness and a homely feel, as both of the other mentioned hostels are chains and they are putting their focus into the growth In number.

Tribee Hostel

It is currently a Chain of 3 houses, all of which are located in Hol An. Their name comes from a word “tribe" which means a form of society consisting of linked people with a common culture, and that’s the exact concept the cwners had in mind w hen they started building Tribee. Their colour palette is rather slmple, black and yellow, and their logo portraits a head of an Indian man figurę with a plum.

Vietnam Backpacker Hostels

The Chain was started by two Australians teggg and it ncw consists of 7 hostels located In Vietnam. They have a very fun logo VI ETN AM that presents a red buli with sunglasses. •*c^c«.Mo_iTas Vietnam Backpacker Hostels is also focusing mainly on the social party atmosphere.

Website links to mentioned chains abcve are listed In Sources and references.