How would you create an innovative loyalty program that turns The People loyal customers into passionate brand ambassadors?


How would you create an innovative loyalty program that turns The People loyal customers into passionate brand ambassadors?

About the challenge

The People is a hybrid ho(s)tel concept that combines the conviviality of a new-generation hostel with the comfort of a hotel, always in a super friendly and festive atmosphere! The brand currently has 11 hostels in France, including 4 in Paris, all with great locations.

The strength of our model lies in attracting both locals with our bars, restaurants, rooftops, and co-working spaces, as well as accommodating solo travellers, traditional backpackers who opt for a bed in a shared dormitory, and offering a super attractive option for couples and families with private rooms equipped with bathrooms providing all the comfort of a hotel room.

Today, we welcome an average of 500 000 clients each year in our establishments, mainly aged between 18 and 30 years. We receive 40% of our reservations directly, half of which from our The People website, mostly from mobile devices.

We offer a rich weekly program of events (from drag shows to karaoke) that we mainly communicate via social media to our 60 k followers.

While we have already started thinking about the digitalisation of the customer journey through the implementation of a web app, our next step is to build a real customer database, which we want to engage using a CRM tool. The real challenge is to better understand our customers to better address and retain them.

So guys, your challenge is to imagine how we can offer our customers (locals and travellers) an impactful and differentiating loyalty program? that will allow our most loyal customers to become true brand ambassadors.

How to address them? Engage them? What benefits to offer? Make us dream, surprise us, while keeping in mind to preserve The economic business model and conviviality of The People.

Any recognition signs must enable us to create value for the customers and increase revenue in the hostels.

And, while digital and artificial intelligence are fully integrated into our reflections, we know that emotional intelligence will always make the difference in our hospitality industry!

Generated with DALL-E

About the challenger

Grape Hospitality owns and operates 111 hotels and 82 restaurants in 8 European countries.

With 2,000 employees, Grape Hospitality is a human-scale structure.

Our Group's mission is to revitalize our establishments through attractive, innovative renovations in line with current customer expectations, and to develop the foodservice business by creating new concepts and integrating quality retail brands within our hotels to bring a new experience to our customers.


Opening application

Jul 8, 2024
Welcome to the competition!

Closing application

Oct 8, 2024
You've made it!

Online presentation

Oct 16, 2024
Oct 18, 2024
Finalists only: 15min jury session

Official ceremony

Nov 28, 2024
Meet us in Paris for the finale!
*Dates may vary - stay updated

Are you ready for the challenge?

Winning team rewards

For the winning team

Coming soon

asked questions

Who can participate?


Participants must be of legal age (18 or older) and either a student or under 26 years old. Participation is free of charge.

Do team members have to come from the same school?


Not necessarly. However, each member must be eligible to the competition by respecting the age limit and status.

Do I have to be studying or have studied at a hospitality school or program to take part?


No! All students, regardless of their school, or people under the age of 26 are welcome to take part in the competition.

Can I participate in multiple Challenges with my team?


Yes. You can apply to multiple projects if several appeal to you and you can't decide!

What is the language of the competition?


All documents (audio included) and communication are in English only.

When will I know if my team is selected among finalists?


Results will be shared with you by the latest on April 10th, 2024. Finalist groups will all compete in the final in Paris and receive diplomas. Once the finalists are announced, you can book your tickets to attend the Grand Finale on May 29th, 2024, in Paris in the InterContinental Paris Le Grand 5* hotel.

What happens if my team is selected as a finalist? 


Finalist teams will present their project in a 15-minute video meeting to the Challenger Jury, followed by a 10-minute Q&A session.

When will I know if my team won the Challenge?


Results will be announced live during the Young Talent Awards Big Finale ceremony in Paris on the 29 May, 2024.


Contact us

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.