November 2025 Hostel Update
We've gone from the peak of October to the gradual slowdown in Winter, starting last month. Asheville does still get decent tourism volume in November/December from Biltmore/Grove Park Inn holiday crowd…but those folks aren't always down to sleep in bunk beds. So, I think we'll always start to slow down a bit before Asheville hotels at large.
We've gone from the peak of October to the gradual slowdown in Winter, starting last month. Asheville does still get decent tourism volume in November/December from Biltmore/Grove Park Inn holiday crowd…but those folks aren't always down to sleep in bunk beds. So, I think we'll always start to slow down a bit before Asheville hotels at large.
That said, not gonna stop trying different strategies for getting folks here during the down months. I've recently started 2 new Google Ads campaigns - one targeting whole house rental customers and one targeting winter skiing crowd (we're only 30 minutes from Hatley Pointe).
I've also, after much chagrin, relisted our property on Booking.com. Booking is notorious for being a pain in the ass for hostels, but they have massive distribution, so most hostels deal with it. When I listed there when we first opened, they were maybe 5% of my bookings, had a high cancellation rate, and payment info didn't flow well. Basically, they were bad at everything, so I deactivated our listing. But we could use the extra eyeballs. And this time, I'm being smarter about it. I'll be doing only non-refundable bookings and using their Payments platform rather than having to figure out how to get that money from the customer if they don't show up. Lower margins, but less risk and, ideally, less pain in the ass. I'll share updates on how these initiatives worked out in next month's newsletter.
In more uplifting news, we received a $5,000 grant under the Stronger Roots, Better Future program! We'll use this to pay for some of the new marketing spend mentioned above, keeping hours for employees during slow season, and improving our entry security system for guests. It'll probably take a month or two to get that all set up, but very excited about those prospects, and grateful for the grant!
And speaking of gratitude, we hosted our 2nd Thanksgiving potluck at the hostel after taking a break last year. It was a little bit of a smaller crowd this year but still a great mix of guests, local friends and their families, and plenty of food and drink to go around. I finally had to toss the mashed potatoes after eating them for 14 meals straight. I didn't take any pictures of humans because I'm terrible at content marketing…so you'll just have to take my word for it :-)
November Stats
- Occupancy rate: 21.0% (-44.3% MoM, +13.1% YoY)
- Total Guests: 73 (-46.3% MoM, +87.1% YoY)
- Total Guest Nights: 134 (-48.5% MoM, -8.8% YoY)
- Revenue: $8,097 (-48.14% MoM, -3.0% YoY)
Leaf season is fun until you have to post the next month's comps!
Comparing to November '24 is a little odd, as our clientele wasn't standard. We hosted a big group of construction workers a few times, insurance adjusters, and relief workers. Smaller groups who had longer stays, which is why the total guests number looks so much better than total guest nights. And some of that revenue from 2024 was post-storm support bookings for 2025.
Also, hard to say if the owner's Movember participation negatively impacted the guest experience.
Overall, happy to see occupancy rate go up, but it isn't good enough. Work to do!
November Marketing Overview
As I mentioned last month, we sponsored the Asheville Turkey Trot 5k on Thanksgiving morning. It was a modest experiment. In the short-term, there wasn't ROI - we didn't have any runners stay with us. But we did get our logo put on the thousands of shirts they made, so hopefully that will catch the eyes of a few of those runners, and they give us a shout in the future. If nothing else, while I was running the race in 35* temps (yes, I'm still looking for sympathy), it was cool to run behind the logo on so many of the people passing me.
Google Ads — Hostel Keywords
- Clickthrough Rate: 12.24%
- Cost Per Click: $2.22
- Daily Spend: $20.23
Google Ads — Generic Lodging Search Terms
- Clickthrough Rate: 4.93%
- Cost Per Click: $2.00
- Daily Spend: $4.87
Want to help me spread the word? Help me raise awareness? Tell one open-minded friend that we exist. If you get em here, we'll be sure they have a great time.