As we leave the peak travel season behind us, it’s time for hoteliers to implement strategies to maintain occupancy as best as possible. Beyond dropping room rates there are more resourceful ways to boost reservations—marketing your property to staycationers is one of them.
A staycation is a vacation taken close to home, normally within a comfortable driving distance. As our lives are becoming increasingly busier, staycations are becoming increasingly popular. Whether it’s an overnight stay in a local hotel or a camping trip at the beach, a quick getaway that doesn’t require getting on a plane is an attractive option for families, friends and couples who are short on time and looking for an easy, budget-friendly escape from their daily routine. In fact, staycationing is such a convenient way to get away from it all that staycationers tend to get away more often—at any time of year.
Attracting locals to your property not only helps maintain occupancy rates during the off season (and all year round), but offers the potential to grow a loyal customer base. Show local visitors a great time and they’ll come back again and again.
Focus on Food
A big part of travel and escaping the daily routine is enjoying local cuisine—and not having to cook! While staycationers are most likely already familiar with the local fare, the luxury of having it prepared for them is a compelling reason in itself to book a weekend away. Take advantage of this by promoting your property’s dining services and/or culinary hotspots in your neighbourhood through packages and discounts, or simply by highlighting recommended restaurants on your website and social media channels.
Cooking classes and wine tastings can attract locals looking to do something a bit different.
Promote Local Events
Staycationers often look for activities and events to spice up their normal routine, so get involved with what’s happening in your community to provide a stay that excites and refreshes. In addition to recommending local restaurants, promote local events and activities too. Consider partnering up with tour operators and event organizers to offer packages or discounted tickets.
Organize & Promote Your Own Events
If you have the space, consider organizing onsite events that attract locals. Think markets and fairs, snowman competitions, art exhibitions, live music, etc. Even locals who only turn up for the event but don’t stay the night will get the chance to familiarize themselves with your property and may then follow you on social media (where you can inspire them to try a staycation with you).
If your property caters to private functions such as weddings and corporate events, boost marketing efforts for these services to attract local clientele.
Create Packages
Long-distance travelers aren’t the only ones who enjoy value-packed and hassle-free vacations afforded by packages. Bundling accommodation with activities (from dining to spa treatments to boat tours) provides guests with an experience that allows them to save money and time compared to organizing everything themselves, and that appeals to locals looking for a quick getaway too.
Offer Free Parking
If you typically charge guests for parking, consider including it as a perk for staycationers. Because staycationers are more likely to arrive by car than long-distance travelers, free parking is a very relevant amenity that will be much appreciated.
Highlight Local Gems
Vacationing close to home gives people a chance to get to know their region better. Help them discover experiences that might be new for them, from tourist-centered activities like Segway tours and wildlife viewings to hidden local gems like the new cat café or a family-friendly nature trail.
Reveal neighbourhood hotspots in a local guide section of your website, on social media and share local recommendations with guests on site.
Welcome Pets
It’s much easier (and cheaper) to travel with a dog in a car than on a plane, so many staycationers will choose to bring their pets. If you don’t want to rule these travelers out, welcome their fur babies with pet-friendly rooms and amenities.
Reward Loyalty
Because staycations are typically easier and more budget friendly than vacations in far-off lands, travelers staying close to home are more likely to staycation more frequently, whenever their schedule allows for two or three days away. Reward them for their loyalty to keep them coming back and inspire them to tell their friends about you.
Think discounted rates, a free drink, and personalized service and communications that cater to their preferences and needs—from dietary restrictions to their preferred room type to the special occasion they might be celebrating.
Be Active on Social Media
Guests from nearby are more likely to follow your property on social media. Because your property is part of their local experience, you have the power to be especially relevant to them. They will be eager to learn of specials, events and activities you are promoting, and to be reminded of the wonderful time they can have at your property.
Keep your property’s social media accounts active with regular posts and stories that highlight the distinctive local experience you offer.
Staycation bookings help properties reduce reliance on seasonality, and offer a great opportunity to develop a loyal customer base. Show local guests they can experience something new and special when vacationing close to home, and your property is bound to become their go-to weekend getaway.
With all these bookings coming in, you’ll want to make sure your reservation system can keep up! Read our recent article on what to look for in an online booking engine.
