"If a product is not good, then you do marketing. And if your marketing is not good, then you do sales." — Aviral Gupta
The PGP cohorts attended an industry session led by Mr Aviral Gupta, the CEO of Zostel, Zo World. Mr Gupta’s journey with the company spans over a decade, beginning as a project manager and progressing through operations, strategy, and technology before assuming the role of CEO.
Crafting a Community-Led Brand
When Zostel launched in 2014 with just two properties, the backpacker hostel category was virtually non-existent in India. The brand name itself was a last-minute decision, swapping the 'H' in hostel for a 'Z' just before purchasing a domain. Rather than relying on massive advertising budgets, Zostel built its reputation entirely on word-of-mouth and community trust.
A defining moment for their early growth was an unconventional "Best Internship" campaign. Zostel offered a six-month travel internship with a 50,000 rupee monthly stipend, completely funded through strategic, zero-cost partnerships with brands like WildCraft and MTV. By leveraging early Facebook APIs, the campaign generated immense viral traction, securing one lakh followers in a single week.
Evolving the Brand Architecture
As Zostel's original customer base aged and their preferences shifted from budget dormitories to private, premium experiences, the company had to adapt. This led to an expansive brand architecture:
- Zovillas and Zostel Plus: Created for older millennials who desire the social atmosphere of a hostel but have the financial means to pay for privacy.
- Zotrips: Formalised to help travellers navigate challenging terrains and explore destinations collectively.
Artificial Intelligence and Future Innovation
Mr Gupta emphasised that marketers must rapidly adapt to AI technologies. Zostel has actively experimented with generative tools, even producing an entire AI-generated music album titled "Bandar Se Bhagwan" (Ape to Divine) in just 48 hours. Beyond creative marketing, AI directly drives their operational scaling. Zostel processes daily franchise applications using AI to evaluate critical geographic data, such as proximity to airports and national highways, to score potential new locations.
Looking ahead, Zostel is developing an interactive ecosystem described as "Pokemon Go for travel". This ambitious project involves 3D-mapping global destinations where travellers can complete real-world quests to earn digital collectibles.
Blueprint for Career Growth
Addressing career development, Mr Gupta highlighted the ongoing debate between becoming a specialist or a generalist. While specialists are heavily demanded early on for their depth, generalists ultimately hold the context required to lead cross-functional teams. A successful CEO must combine a generalist’s broad contextual awareness with the ability to dive deeply into specific domains when necessary.
Jio Institute invites these industry experts and conducts sessions with the leaders of today to prepare the industry leaders of tomorrow. By studying Zostel's transition from a bootstrap startup to a hospitality pioneer, students leave equipped with the practical frameworks needed to build and scale modern consumer brands.