Design Strategies in the Market Competition of Capsule Hostels
Setiamurti Rahardjo
Interior Design Study Program, School of Creative Industries, Telkom University
Abstract
As one of favourited travel destination cities in Java island, Bandung is always visited by tourists especially on weekends and holiday seasons. As a respond, a business opportunity in the sector of accommodation increases as well as its competition. Nowadays, there are broad choices of tourist-s accommodation starting from hotels, guest houses, and hostels. Previously, their markets were classified into medium to high-budgeted tourists, low-budgeted tourists, and backpackers respectively, but now the markets are biased as many hostels provide capsul bedrooms that ensure each of their guests has privacy and comfort that meet their expectation. With several emerging capsul hostels in this city, this paper aims to find the strategies of hostels to win the market competition through their capsul pod design. The research is conducted in comparative method through survey at INAP at Capsule Hostel, Pinisi Backpacker Hostel, and Tokyo Cubo. The finding shows that each studied object has a unique strategy, which is shown respectively by compact design, fancy LED lighting ornament, and thematic design.
Keywords: Capsule hostels; compact design; low budget accommodation; interior design strategies
Topic: Design, Innovation, And Brand Management