Oliver Winter is the CEO and founder of a&o Hostels, Europe’s largest hostel chain. Inspired by his own travels in the 1990s, Winter launched the first a&o property in Berlin in 2000 with a vision to provide affordable, centrally located accommodations for all travelers. Under his leadership, the company has expanded to more than 45 properties across 11 countries, serving millions of guests annually. A strong advocate for accessible and sustainable travel, Winter continues to lead a&o’s growth and innovation across Europe.
How are modern hostels changing to attract families and older travelers, rather than just traditional backpackers?
Modern hostels have evolved far beyond the traditional backpacker model. At a&o Hostels, we welcome a diverse mix of guests, including families, school groups, solo travelers, and older couples.
Today’s travelers are looking for affordable accommodation without sacrificing comfort, privacy, or location. To meet that demand, we have invested in private rooms, family-friendly facilities, and upgraded comfort standards across our portfolio. The modern hostel experience is defined by flexibility, offering a balance of hotel-level convenience with the social atmosphere and value that hostels are known for.
What are the biggest booking trends you are seeing for this summer in major cities like Berlin, London, and Vienna?
The biggest trend we are seeing for summer 2026 is a shift toward earlier booking behavior. Guests are planning further ahead than in previous years, while also increasingly choosing flexible rates that allow them to adjust plans if needed.
We are also seeing growing interest in domestic and regional travel, as travelers prioritize convenience and accessibility. Major events such as popular concerts continue to generate immediate booking spikes, with guests often securing accommodation as soon as tickets become available.
Demand also remains particularly strong in cities such as Berlin, London, Munich, Prague, Venice, and Vienna. These destinations offer excellent transport connections, rich cultural experiences, and a sense of familiarity and stability that many travelers value in the current environment. Overall, booking trends point to a very strong summer and a healthy autumn season ahead.
Why do you think budget-conscious travel is booming across Europe right now, especially with international visitors?
Europe offers exceptional value because travelers can experience a wide variety of cultures, languages, and histories within a relatively compact region. Strong transport networks make it easy and affordable to move between destinations, allowing visitors to maximize their travel experiences.
At the same time, rising living costs are encouraging travelers to spend more thoughtfully. People are not giving up travel; instead, they are seeking smarter ways to do it. Budget-friendly accommodation enables guests to dedicate more of their spending to experiences, which increasingly remain the priority.
How has a&o managed to grow so quickly while still successfully lowering its carbon footprint?
Since our founding in 2000, we have pursued steady growth in carefully selected European cities while making sustainability a core part of our business strategy.
We calculate Scope 1, Scope 2, and relevant Scope 3 emissions in line with the GHG Protocol and use verified data to identify where reductions can have the greatest impact. This allows us to track emissions per guest night, improve operational performance, and work closely with suppliers to reduce our footprint across the value chain.
For us, sustainability is not a separate initiative—it is integrated into how we operate, invest, and grow.
Where do you see the European hostel industry heading over the next ten years, and what is driving that growth?
We expect the European hostel sector to continue expanding and attracting an increasingly diverse range of travelers. The main driver is a growing focus on experiences over material consumption.
Guests want modern, safe, and comfortable accommodation, but they are increasingly prioritizing what they can see, do, and discover at their destination. Hostels are well-positioned to meet those expectations because they offer flexibility, affordability, and social connection. As travel preferences continue to evolve, the sector’s ability to adapt quickly will remain one of its greatest strengths.
Modern hostels have transformed into versatile accommodation choices that appeal far beyond traditional backpackers, with a&o Hostels welcoming families, school groups, solo travellers, and older couples seeking affordable stays without compromising on comfort, privacy, or prime locations. By investing in private rooms, family-friendly amenities, and enhanced comfort standards, the company has redefined the modern hostel experience through flexibility and hotel-style convenience while preserving the social atmosphere guests value. Looking ahead to Summer 2026, the company is witnessing travellers booking earlier than ever, with increasing demand for flexible rates and strong interest in domestic and regional trips across Berlin, London, Munich, Prague, Venice, and Vienna, where concerts and major events continue to trigger immediate booking surges. According to a&o Hostels, budget travel is booming across Europe as visitors look to stretch their travel budgets while prioritising memorable experiences over luxury accommodation, supported by the continent’s excellent transport connectivity and cultural diversity. Sustainability also remains central to the company’s long-term strategy, with emissions measured across Scope 1, Scope 2, and relevant Scope 3 categories under the GHG Protocol to reduce its environmental footprint. Over the next decade, the European hostel industry is expected to grow steadily as travellers increasingly value affordable, safe, flexible, and experience-driven accommodation that fosters meaningful social connections.
