Online hostel booking site Hostelworld has appointed former ASOS marketing head Yale Varty as chief marketing officer.
Varty will be based in London, reporting into chief executive Gary Morrison and be a key member of the firm’s leadership team as it implements a “fresh growth strategy”.
“Hostelworld is a brand that shapes people’s lives and attitudes through travel, and the journey the company is embarking on is very exciting,” he said.
“When Gary reached out to me, I was inspired by his vision and what I could be part of, and I’m excited to play my part in driving our ambitious plans forward.
“Hostels have truly evolved since I last shared a dorm room. The industry is transforming at a rapid pace thanks to the way technology and connectivity facilitates travel today, compared to when Hostelworld sold its first hostel bed online 20 years ago.
“I look forward to working with my team to help travellers experience the world and meet new people in a fun, memorable, and safe way.”
Varty joins from ASOS where he previously led the marketing organisation and was responsible for driving the brand, and customer acquisition.
Prior to that, he began his career in consulting with Accenture in Seattle, working with companies in technology, e-commerce, retail and communications.
He then joined the travel industry to work at Expedia, where he held various positions within the marketing team.
Varty will head up Hostelworld’s London office but be a regular visitor to the firm’s Dublin headquarters.
Morrison said: “I’m really excited about adding someone of Yale’s calibre to my executive leadership team.
“His deep understanding of e-commerce, coupled with his background in the travel industry, is fundamental as we look to push boundaries in our sector.”