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