The world will likely see a reduction in international travel for the foreseeable future. Uncertainty around border restrictions and a wariness to book expensive flights in such an uncertain time means many people are going to be staying on their own soil for a while. But that doesn’t mean they’ve lost their yen for a getaway. They’re just going to have to get away a little closer to home. That’s why it’s the perfect time for you to be marketing your property to local travelers. Here’s how:
Identify your niche
Just like their international counterparts, domestic travelers come in a variety of types—families looking for space and amenities, couples hoping for a romantic getaway, weekend warriors seeking out a quick adventure, and escapists in search of a tranquil reprieve from regular life. You’ll need to identify which type(s) of domestic traveler your property appeals to so you can develop your marketing plan accordingly.
Focus on experiences
Local travelers aren’t as interested in seeing the sights as those coming from abroad. They already live nearby, so accommodation isn’t a necessity for them to explore the area. Rather, staycationers are driven to book overnight stays for the experience. A getaway filled with conveniences, luxuries, and special moments that aren’t available at home is just the thing to justify a hotel stay for the local traveler.
Consider offering special packages to create a one-of-a-kind experience for your guests. Maybe build a “Couples Wellness Retreat” with morning yoga, a couple’s massage, and cooking classes, or combine a bottle of champagne and a round of pedicures to make the perfect “Girlfriend’s Getaway.” You could offer a “Family Fun Package” with kayak rentals, and a complimentary breakfast. Whatever you choose, a well-curated package will provide your guests with the exciting, hassle-free experience they’re looking for. You can even offer special promotions to locals like waived pet fees or free valet parking.
Another option for enticing the experience-driven traveler is by hosting special events. Your options will depend on your property and location, and physical distancing restrictions, but experiences like a “Movie-in-the-park” night, or an intimate “Chef’s Table” event can be a fun way to stand out from your competitors.
Collaborate with local businesses
Now more than ever people are invested in supporting the local businesses in their communities. In the wake of COVID-19 shutdowns, there is a renewed sense of responsibility to patron small businesses and get money back into the local economy. Try collaborating with other brands and businesses in your community to create the perfect, cross-promotional opportunities for local consumers to do just that.
Promote local travel
In addition to marketing your property and packages specifically, it might be beneficial to promote the idea of local travel in general. There are so many positive things about vacationing close to home that are worth a dedicated social media post. Reducing one’s carbon footprint, renewing an appreciation for one’s own backyard, or supporting the local economy (as previously mentioned), are all powerful motivators to turn a vacation into a staycation. And if you’re the one that convinced them to do it, it’s likely you’ll be the property they’ll ultimately choose.
Tourism is sure to look a little different in the post-COVID-19 world, but it has always been an industry of constant evolution. The trick, as always, is to adapt. Taking some time to focus on local travelers—at least for a while—is a good way to keep getting heads in beds. Besides, a loyal guest that’s only a quick drive away is a valuable commodity. They have the ability to visit often, spontaneously, and will likely recommend your property to friends and family.
