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Transcript of E-membership pilotyh-kyoto.or.jp/wp-content/uploads/2012/04/111228e...E-membership 12-month pilot...
E-membership pilot Rob Ralston & Rolf Duelks
E-membership Purpose – from original consultation paper
• “E-membership is intended to help address the
lack of clarity surrounding membership and the
lack of a visible solution for the sale of online
membership”
• “It is intended to support the preferred access
initiative” [membership savings programme]
E-membership CEO Meeting, Amsterdam 2010
hihostels.com membership survey
4 simple questions
• Have you heard of HI membership or membership of your local
National Youth Hostel Association?
• Are you a member of Hostelling International (HI) or your local
National Youth Hostel Association?
• If yes, please specify:
– Member of Hostelling International
– Member of local National Youth Hostel Association
• If you are not a member please specify why not?
– Price is too expensive
– I do not see any value in membership
– I am unsure how to become a member
– I have never heard about it
– I have never been asked for membership at hostels
– Other (please specify)
hihostels.com membership survey over 3,500 total respondents in 6 languages
• 86% of respondents had heard of HI membership and
76% had heard of National Youth Hostel Association
membership
• 64% specified they were a member.
– 59% are members of HI and
– 41% are members of their local Youth Hostel Association.
• The top 2 reasons amongst all languages for not being a
member were:
– I am unsure how to become a member and
– I have never been asked for membership at hostels.
• When asked to specify other reasons for not being a
member a common theme was that
– membership had expired or
– the respondent had no plans to travel.
hiway, June 2011
• Bernd Dohn (Germany)
• Hassan Mansy (UAE)
• Drazen Gecevic (Croatia)
• Fernando Cruz (Chile)
• Rolf Duelks (Australia)
• Alistair McLean (Canada)
• Daniel Khoo (Singapore)
• Kojin Hako (Japan)
E-membership Steering Group 2010/2011
E-membership Steering Group 2010/2011
all possibilities – all options – all concerns - all opinions
Workable compromise for all customers & all
NAs
E-membership Key foundations
• “Introductory” 6 month e-membership. Possible future
extension to 12 months
• only available to customers who book on hihostels.com
• sold only as a single category e-membership at a fixed
price of £9.99 GBP
• Home NA of member receives 90% of the revenue
• data will be made available to NAs after 4 months for
conversion to full NA membership.
• confirmation (email, PDF and SMS) will be dual branded
– HI and the home NA of member. PDF confirmation will
resemble membership card format
• e-membership initiative to launch as a 1-year pilot,
requiring 100% participation of NAs
E-membership CEO consultation process
• E-membership business plan as proposed by
Steering Group circulated to CEOs for input
(March 2011 deadline)
• Responses received from 38 National
Associations
• 73.6% of respondents were in favour of
proposals
• Some minor suggested changes were
discussed further by the Steering Group and
adopted
• HI Board approval May 2011
SMS Confirmation
E-membership – sample PDF receipt
E-membership – sample PDF receipt
E-membership Verification
• use same verification procedures as with
membership cards
• cross-check member’s identity
• verification lookup system for hostels &
membership partners
– E-membership number
– Email address
– Date of birth
E-membership pilot Where is the development?
• Approximately 80% complete
• Finalisation of wording & designs
• Some further testing required
• Translations
• Communication plan for ALL HI hostels – with
NA liaison
• November/December target launch
E-membership 12-month pilot
• Clear communication to NAs and hostels
• E-membership sales reports will be updated
daily on hiway (against targets)
• After 10 months, each NA to be sent detailed e-
membership report & survey for feedback
• Review at next CEO meeting
• HI will collate all feedback & send to Steering
Group for comments & recommendations on
how to proceed
• HI Senior Management Team will consider
Steering Group conclusions and make a
consolidated recommendation to HI Board
96%
4%
• That the CEO Meeting gives the formal recommendation to HI to proceed with the launch of the 12-month e-membership pilot on the following basis:-
– sold as an “introductory” 12-month e-membership
– selling price to use different national membership prices set by NAs in local currency.
– hihostels.com booking process to charge appropriate national e-membership price depending on country of residence designated by customer
– sold only as a single category e-membership
– home NA of member receives 90% of the revenue
– only available to customers who book on hihostels.com
– e-membership initiative to launch as a 1-year pilot, requiring 100% participation of NAs
E-membership pilot - Revised Proposal
1) Yes
2) No
E-membership pilot
Thank-you!