The People is a hybrid ho(s)tel concept that combines the conviviality of a new-generation hostel with the comfort of a hotel, always in a super friendly and festive atmosphere! The brand currently has 11 hostels in France, including 4 in Paris, all with great locations.

The strength of our model lies in attracting both locals with our bars, restaurants, rooftops, and co-working spaces, as well as accommodating solo travellers, traditional backpackers who opt for a bed in a shared dormitory, and offering a super attractive option for couples and families with private rooms equipped with bathrooms providing all the comfort of a hotel room.

Today, we welcome an average of 500 000 clients each year in our establishments, mainly aged between 18 and 30 years. We receive 40% of our reservations directly, half of which from our The People website, mostly from mobile devices.

We offer a rich weekly program of events (from drag shows to karaoke) that we mainly communicate via social media to our 60 k followers.

While we have already started thinking about the digitalisation of the customer journey through the implementation of a web app, our next step is to build a real customer database, which we want to engage using a CRM tool. The real challenge is to better understand our customers to better address and retain them.

So guys, your challenge is to imagine how we can offer our customers (locals and travellers) an impactful and differentiating loyalty program? that will allow our most loyal customers to become true brand ambassadors.

How to address them? Engage them? What benefits to offer? Make us dream, surprise us, while keeping in mind to preserve The economic business model and conviviality of The People.

Any recognition signs must enable us to create value for the customers and increase revenue in the hostels.

And, while digital and artificial intelligence are fully integrated into our reflections, we know that emotional intelligence will always make the difference in our hospitality industry!