The last few years have thrown up all kinds of unexpected challenges for everyone but some things don’t change; visitors are out there exploring, seeking adventure and re-connecting with their tribe. The research is in, expectations are high and there’s a new sense that travellers are looking for better experiences, higher value and more personal connections with their hosts.
Established in Australia in 1994, Nomads is one of the largest and most well established hostel brands globally.
“We have always pushed hard to stay ahead of change, provide our customers with sense of purpose, maintain a focus on curating incredible location based experiences and deliver engaging social spaces backed up by genuine on-the-ground advice” says TAG COO Tom Cooney
As the owners of both the Nomads and Base brands, the team at Tourism Adventure Group (TAG) have embraced the needs of the returning international traveller.
“What the research tells us, and what we are seeing on the ground, is that our customers still want the fun, energy and discovery that has become synonymous with our product but they’re also after something more”
“As we evolve to meet these new, overlapping needs, we can see that our two accommodation brands (Nomads and Base) shouldn’t be competing with each other and that Nomads is far better placed to embrace the change. So we’ve merged them. We’ve given Nomads a complete re-think in terms of identity and pulled the existing Base sites into the Nomads stable. We are very excited about what this consolidation of brands and resources means for our growth plan moving forward”.
During this brand evolution TAG has also launched the concept of the Nomads Stayspaces™ which is a way of celebrating the wider range of accommodation options and flexible shared spaces on offer at every location. Bars, restaurants,
booking centres and information are all still part of the journey but Nomads is looking to broaden the addressable demographics through the introduction of the Nomads Stayspaces™ concept. Nomads will also look to include new quiet zones for the
digital nomads and additional group spaces for shared activities and social interaction.
The upgrade of Nomads sites gets underway at the start of 2023 with some exciting new locations on the cards too including Nomads first property in South East Asia. Currently under development in Krabi, Thailand. The former 3 star resort will be an industry leading facility and is expected to open for soft launch in February 2023.
“Our business has been built on the back of strong relationships and partnerships and our new initiative in Thailand is no different. We’re incredibly excited to work more closely with our partners in South East Asia to introduce the Nomads brand to Thailand and beyond. This is the first step in a long curated plan that was temporarily derailed as a result of the pandemic and it’s a welcome addition to our existing portfolio of properties in Australia, New Zealand and Indonesia.”
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