Amsterdam – An antidote to the heaps of books spotlighting the best, most luxurious or chic-est hotels, The Worst Hotel in the World, a complete guide to the infamous Hans Brinker Budget Hotel, has just been released. Written and designed by Amsterdam-based communications agency KesselsKramer, the book contains facts, photos, interviews and every piece of PR communication ever made for the hotel.
For 15 years, the hotel – which proudly advertises its rude service, dismal facilities and unappetising breakfast – has gained recognition worldwide for its intrepid marketing efforts. Taking honesty in a brand message to its furthest limits, Hans Brinker’s publicity tactics include poster campaigns claiming a night’s stay at the hotel will boost guests’ immune systems thanks to the copious amounts of dirt to which they are exposed. As such, the marketing campaign cleverly grabs the attention of its target market of young, cynical and media-savvy travellers.
For a full rundown of the travel and leisure market – key to understanding how people will be travelling in 2009 – look out for The Future Laboratory’s forthcoming ‘Leisure and Hospitality Futures Report’, due out 4 June.