HOF 2025: “When attacking a market, always aim for the upscale segment”
🏨 Alban Ruggiero, with a catering background, founded JOST to innovate in the stagnant budget hotel sector in France. Recognizing a market opportunity, he focused on creating a hybrid budget hotel brand targeting business travelers, backpackers, and families. The brand aims to generate year-round revenue and positions itself as a premium offering, competing against brands like JO&JOE. The strategy leverages structured and quality accommodations in a market lacking homogeneous hotel chains.
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