ABSTRACT
As a favorite travel destination, Bandung is always visited by tourists, especially on weekends. Thus the business opportunity and competition in the accommodation sector have increased. There are broad accommodation choices including hotels, guest houses, and hostels, all of which have their own segmented markets, such as high-class tourists, low-budget tourists, and backpackers. The markets are becoming predisposed toward hostels, many of which provide capsule bedrooms with adequate privacy and comfort for their guests. With several emerging capsule hostels in this city, this article aimed to find the strategies hostels use to win market competition through their capsule pod designs. A comparative method was used for the research through a survey at INAP at Capsule Hostel, Pinisi Backpacker Hostel, and Tokyo Cubo. The finding shows that each hostel has a unique strategy, which is shown respectively in compact design, fancy LED lighting, and thematic design.
