STEVE GURNEY BOOK

When multisport legend Steve Gurney needed someone to help him write his story he turned to me. Two other writers had tried to help. It wasn't until we met that he finally found someone who could really listen to what he was trying to say and find the right words to shape and share his stories. Lucky Legs became number three on the NZ adult non-fiction best selling list for months. It has since been reprinted as it sold out.

"I'm indebted to Robin Major for her co-writing. Her intelligience and similar outlook made for speedy writing and brilliant teamwork."
Steve Gurney

When Eric Foley and his wife Aidy took a leap of faith and created one of the first independent backpacker hostels in New Zealand, they were up against huge competition. It was 1984 and YHA NZ had 90% of the hostel market. Only 10% of hostels in New Zealand were independently operated.

People Want Facts Not Puffery

Rather than being full of ads, the BBH guide is focused on giving travellers information they want. From his experience running Foley Towers Eric believes they want factual information about what each operator provides and at what price. Ideally the information needs to be presented in a way that allows travellers to make comparisons between providers.

Eric believes the information in the guide must be absolutely accurate, especially when it comes to price. To be part of the BBH network hostel operators must guarantee not to change their prices except at the scheduled six monthly price reviews. Travellers access the guaranteed published prices by buying a BBH card available online, at hostels and visitor information centres. Without the card, prices are typically $3+ more expensive.

"A critical thing is travellers are on a budget. They want to know how much they are going to pay so it has always been critical the prices we quote in our book are absolutely right."

Most contentiously as far as hostel operators are concerned, the guide also publishes information about what travellers think of each place.  Travellers ratings are gathered via an annual BBH guest survey of NZ Backpacker Accommodation.

On census night each operator (there are now 325 in the BBH network) gives each guest a multi-page survey form to complete.   The guests are asked to rate the places they have stayed throughout New Zealand and make comments.

The survey includes all hostels in New Zealand, not just members of the BBH network. This provides valuable market intelligence not only about BBH hostels but also other competitors.  Of the 12,000 forms sent out, about 40% are completed and returned.

There is nothing operators can do to censor the ratings. Of course a few disgruntled guests can down grade their rating but Eric believes the benefits outweigh the disadvantages. Operators can ignore the feedback but it is at their peril.

"It can be a difficult relationship. We have to meet the operators needs to promote their businesses. But equally we need to meet travellers needs for information because without customers, the hostels don't have a business. The customer has got to be right. You can sell them what they don't want but not for very long."

Eric admits from a graphic design point of view, the guides layout may lack professional polish. However he believes it is the quality of the information that counts so that has been his main focus.

"There is a lot of writing in the guide but there are a lot of choices. You have to tell people what is on offer and allow them to make comparisons. If customers don't know what you have got they can't choose you."

Brand Your Product to Differentiate it

Eric says the annual surveys and level of customer scrutiny has encouraged BBH operators to continually improve the standard of their product. This has meant the BBH network is a step above the competition to the point of creating a whole new category of accommodation for budget conscious independent travellers.

BBH now promotes the majority of the backpacker market in NZ. Some travellers even refer to BBH as an accommodation category.  In their minds they no longer perceive it be a type of hostel.

"In effect we have created a product around what people want and added the brand to it that is now recognised as something special."

Weave Your  Web

Tourism is one of the most popular search categories on the internet and with a personal interest in computing, Eric was quick to see the potential of the world wide web to promote BBH. He built one of New Zealand's first tourism websites way back in 1995.  In those early days BBH was close to inclusion in a list of the top thousand websites in the world.

Eric built the BBH website and maintained it himself until three years ago. This database-driven website allows users to search information from the BBH guide. It also includes an online guest rating system, booking system and bulletin boards for hostel operators and guests.

Despite the perception that people are glued to computers, Eric says independent travellers at least, still seem to prefer to interact with the real world while they are on the road. They do not participate hugely in online surveys and competitions although they do communicate via the Foley Towers Facebook site.

"Facebook is universal. People know how it works. You set it alight and it runs itself. Ultimately business is about giving people what they want because without customers there is no business."