Portfolio
Safe Stay
The concept of this project was to analyse if we as a hotel company should launch new product (hostel for women)
I have created the questions that may appear when approving a project and hypotesis. Also a questionnaire was created, scenario for interviews with participants and sources.
Research Problem: Assessing the profitability of introducing a new type of hostel
A hotel company with a network of hostels across the country is considering the issue: should we open hostels exclusively for women?
Interview questions example:
02
2.1 How often do you travel solo? Or in a group of women?
2.2 Were there instances when you gave up solo travel? Why?
2.3 What would make your travels safer?
2.4 Would you travel more often if there were women-only hostels on the market?
14
14.1 Would you like to receive bonuses?
14.2 What kind of bonuses would you like to receive in our hostel?
20
20.1. What do you want to have in a 2-person room?
20.2. How much are you willing to pay for a 2-person room?
20.3. What things do you need in the room?
24
24.1. What do you want to have in a 6-person room?
24.2. How much are you willing to pay for a 6-person room?
24.3. What things do you need in the room?
25
25.1. What do you think should be in a room for people with disabilities?
26
26.1 What do you think should be in common bathrooms?
26.2. What do you think about sharing a bathroom with people with disabilities?
26.3. Will this be comfortable for you?
27
27.1. Have you ever used a kitchen in a hostel?
27.2. Do you think there should be a kitchen in a hostel?
27.3. What do you think should be in such a kitchen?
Survey examples:
18
What amenities would ladies like to see in a hostel?
a. Wi-Fi
b. Parking
c. Kitchen
d. Other...
20
What types of rooms would ladies like to see in a hostel? (You can select more than 1 answer)
a. 2-person rooms
b. 3-person rooms
c. 4-person rooms
d. 6-person rooms
e. 8-person rooms
f. Other...
07
7.1 Which social networks do you use most often?
a. Instagram
b. TikTok
c. Facebook
d. Twitter
e. Other....
07
7.2 How would you like to receive communications?
a. SMS
b. Email
c. Phone
d. Other...
29
Which district do you consider best for hostel location?
a. Bałuty
b. Górna
c. Polesie
d. Śródmieście
e. Widzew
30
How close to the city centre a hostel should be located?
a. in a city center
b. 500 m from a city centre
c. 1 km from a city centre
d. 3 km from a city centre
08
What do you consider most important on a company's Instagram? (please divide 10 points among the listed features)
(...) Reels
(...) Posts
(...) Stories
(...) Responses to customer questions
(...) Quizzes
09
What do you consider most important on a company's Facebook? (please divide 10 points among the listed features)
(...) Reels
(...) Posts
(...) Stories
(...) Responses to customer questions
(...) Quizzes
10
What do you consider most important on a company's Twitter? (please divide 10 points among the listed features)
(...) Photos
(...) Videos
(...) Quizzes
(...) Posts
(...) Responses to customer questions
11
What do you consider most important on a company's TikTok? (please divide 10 points among the listed features)
(...) Photos
(...) Videos
(...) Quizzes
(...) Posts
(...) Responses to customer questions
17
Below are hotel amenities, please indicate how necessary you think each amenity is. If you rate it as necessary, please indicate numbers from +3 to +1, if unnecessary, then from -1 to -3.
Wi-Fi
+3
+2
+1
-1
-2
-3
Parking
+3
+2
+1
-1
-2
-3
Laundry
+3
+2
+1
-1
-2
-3
Dryers
+3
+2
+1
-1
-2
-3
Kitchen
+3
+2
+1
-1
-2
-3
Air Conditioner
+3
+2
+1
-1
-2
-3
Coffee
Machine
+3
+2
+1
-1
-2
-3
Elevator
+3
+2
+1
-1
-2
-3
12
What types of emails would you like to receive? (Please select only one answer in each line )
Definitely agree
Agree
Not sure
Disagree
Definitely disagree
Newsletter
Offers
"Thank you for your stay" emails
Promo codes
Booking confirmation
Surveys
Answers
Projective
techniques
Word Cloud
Travel Safety Impressions Experience Bed Sleep Comfort Coziness Tourists Food Bedsheets Trip Train Fatigue Emotions Architecture Relaxation Room New Friendships Women Cleanliness Aesthetics Harmony Convenience Accessibility Reservation Shower Suitcases Car Peace Impression Happiness Sterility Center History Progressiveness Flowers Vacation Fun Well-spent time Safety
Brand Personification
A woman aged 27-30, has a sociological education and works as a citizen journalist. Unmarried and not in a relationship. She lives in Łódź, but often visits other Polish cities through her work. In her free time, she prefers to travel both around Poland and the world. She has already visited about 23 countries, but she most enjoys traveling around Europe. For accommodations when traveling, she most often chooses hostels because of their affordability. She also reads a lot, more often choosing fiction literature. She likes to constantly try new things (dancing, clay modeling, gym, yoga, drawing, etc.). She is interested in feminism and gender equality, so her articles are mainly devoted to women's issues. In clothing, she prefers a sporty and casual style, while at work she wears a classic style. She has a driver's license but doesn't own a car; she prefers to travel by train, but in some cases rents a car. She enjoys active recreation: exploring cities, trekking, excursions, etc. She travels most often alone, but from time to time takes her girlfriends along.
Questions and Hypotheses:
1) Who are our clients?
Our main clients will be women aged 18-35 who travel solo or in female groups and prioritize safety.
Secondary External Research: competitor reports
Method: desk research
2) Is this type of hostel popular among customers?
Women-only hostels are popular abroad, which is why they may also generate significant interest in Poland.
Primary External Research: market and competition analysis
Method: interview
Technique: direct
Tool: script
3) What is the competition in this market?
There are few hostels dedicated exclusively to women in the Polish market, which gives us a competitive advantage.
Secondary External Research: national reports, competitor reports
Method: desk research
4) Will this be difficult to implement?
Creating a women-only hostel will not be significantly more difficult than running a standard hostel, as the company already has experience in the industry.
Secondary Internal Research: company reports, analysis of entering a new market
Method: desk research
5) Will the costs of establishing a women's hostel be the same as opening a regular hostel?
Setting up a women-only hostel will not generate significantly higher costs than running a standard hostel, apart from marketing expenses.
Secondary Internal Research: company reports
Method: desk research
6) Is the competition introducing women's hostels?
Most competing hostels do not offer accommodations exclusively for women, which may attract a new group of customers to us.
Secondary External Research: competitor reports
Method: desk research
7) How will communication with customers take place?
The most effective communication with hostel customers will be through social media (Instagram, TikTok, Facebook, Twitter).
Primary Internal Research: customer needs analysis
Method: survey
Technique: internet (CAWI)
Tool: questionnaire
8) How will communication with customers on Instagram take place?
Publishing reels, posts, and stories on the Instagram platform will increase customer engagement and encourage them to book a place in our hostel.
Primary Internal Research: customer needs analysis
Method: survey
Technique: internet (CAWI)
Tool: questionnaire
9) How will communication with customers on Facebook take place?
Publishing reels, posts, and stories on the Facebook platform will increase our customers' trust.
Primary Internal Research: customer needs analysis
Method: survey
Technique: internet (CAWI)
Tool: questionnaire
10) How will communication with customers on Twitter take place?
Posts, photos, responses to customer reviews and questions on Twitter will increase brand recognition.
Primary Internal Research: customer needs analysis
Method: survey
Technique: internet (CAWI)
Tool: questionnaire
11) How will communication with customers on TikTok take place?
Posting videos, responses to opinions and questions will increase brand attachment and also attract new customers.
Primary Internal Research: customer needs analysis
Method: survey
Technique: internet (CAWI)
Tool: questionnaire
12) How will communication with customers on TikTok take place?
Providing current information, offers, reservation confirmations, "thank you" for stays, sending requests for opinions and ratings of our hostel and service, responding to questions from customers can increase customer loyalty and repeat bookings.
Primary Internal Research: customer needs analysis
Method: survey
Technique: internet (CAWI)
Tool: questionnaire
13) How will we encourage our customers to stay?
Advertising through travel blogger influencers will increase customer trust and convince them to make reservations.
Secondary External Research: competitor reports
Method: desk research
14) What bonuses do we offer for our customers?
Discounts on repeat bookings and promotional codes will increase the number of reservations and customer loyalty.
Primary Internal and External Research: customer needs analysis and competition analysis
Method: interview
Technique: face-to-face (CAPI)
Tool: script
15) Will this help us as a hotel chain achieve greater success?
Introducing this type of hotel can positively impact the company's image; we can be perceived as a brand that cares about women's safety.
Secondary External Research: social reports
Method: desk research
16) Will this option be chosen by women over regular hostels?
Women traveling solo may prefer staying in a women's hostel rather than a regular hostel.
Secondary External Research: competitor reports
Method: desk research
17) How will room reservations take place?
Reservations can be made through popular platforms or by phone.
Secondary External Research: competitor reports
Method: desk research
18) Will our hostel have amenities?
Parking, Wi-Fi, laundry and dryers, air conditioning in each room, kitchen, coffee and tea makers, microwave can increase the chance of reservations from customers.
Primary Internal Research: customer needs analysis
Method: survey
Technique: internet (CAWI)
Tool: questionnaire
19) Do we provide equipment for women with disabilities?
Rooms and bathrooms for customers with disabilities can positively impact the company's image.
Secondary External Research: company reports
Method: desk research
20) What types of rooms do we offer?
The most popular choices among customers will be double and four-person rooms.
Primary External Research: foreign market analysis
Method: survey
Technique: internet (CAWI)
Tool: questionnaire
21) What do we offer in a 2-person room?
Customers expect a double room to be equipped with basic amenities such as comfortable beds, storage space, and access to electrical outlets and lighting at each bed.
Primary Internal Research: customer needs analysis
Method: interview
Technique: in-depth
Tool: script
22) What do we offer in a 2-person room for people with disabilities?
Guests with disabilities expect that a double room will be adapted to their needs through increased space, beds with adjustable height, and appropriate arrangement of furniture and equipment.
Primary Internal Research: customer needs analysis
Method: interview
Technique: in-depth
Tool: script
23) What do we offer in a 4-person room?
Customers choosing a four-person room are looking for a cheaper accommodation option that provides a comfortable place to sleep, an adequate number of electrical outlets, and space for storing personal belongings.
Primary Internal Research: customer needs analysis
Method: interview
Technique: in-depth
Tool: script
24) What do we offer in a 4-person room for people with disabilities?
People with disabilities expect that a four-person room will provide them with comfort and accessibility through appropriate room dimensions, adapted beds, and facilitated access to furniture and equipment.
Primary Internal Research: customer needs analysis
Method: interview
Technique: in-depth
Tool: script
25) What do we offer in a 6-person room?
Customers using six-person rooms prefer a budget option and expect functional solutions such as bunk beds, a sufficient number of outlets, and personal lockers for belongings.
Primary Internal Research: customer needs analysis
Method: interview
Technique: in-depth
Tool: script
26) What is in the common bathrooms for people with disabilities?
People with disabilities expect that common bathrooms will be adapted to their needs through the presence of handrails, spacious shower cabins, and low-mounted sinks.
Primary External Research: analysis of competition and potential customers
Method: interview
Technique: in-depth
Tool: script
27) What is in the common bathrooms?
Hostel guests accept sharing bathrooms, provided they offer an adequate number of sanitary facilities, are regularly cleaned, and have amenities such as hooks and hand dryers.
Primary External Research: analysis of competition and potential customers
Method: interview
Technique: in-depth
Tool: script
28) What is in the kitchen?
Hostel customers believe that the kitchen should be equipped with basic appliances such as a refrigerator, microwave, kettle, and coffee maker, as well as a sufficient number of seats for eating meals.
Primary External Research: analysis of competition and potential customers
Method: interview
Technique: in-depth
Tool: script
29) Where is our hostel located?
The location of the hostel in the city center, near tourist attractions and transportation hubs, is a key factor influencing customers' decision to book accommodation.
Primary External and Internal Research
Primary External Research:
Method: survey
Technique: internet
Instrument: questionnaire
Secondary Internal Research: competition analysis, own reports
Method: desk research
Sources and Methods of Information Acquisition: