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Blog
How Do You Market A Staycation?
August 27, 2008
Any time the hotel industry goes into a funk, marketers and the media come up with great slogans and buzzwords to describe the new state of affairs. Today’s buzzword: “staycation,” which means consumers are staying closer to home because of the weak economy and looking for more local attractions to relax. In the UK, I believe they are using the term, Home Holiday. Do you like these buzzwords and can you effectively market them?
I am tempted to write a story about staycations (an awkward term that does not inspire me, nor do I think it inspires your potential guests) for an upcoming print edition of HOTELS magazine, but I am not sure if it is worthy. What do you think?
Part of me thinks “staycations” are nothing new. The same thing happened after 9/11 when hoteliers focused on regional marketing. We just didn’t have the genius around to coin the term.
In fact, a July study by the Travel Industry Association and the Ypartnership reveals of 2,231 U.S. adults only 9% are planning a "staycation" as an alternative to a vacation they otherwise would have taken out of town during the next six months. This represents a significantly lower percentage than expected by industry analysts.
So what do you make of the staycation trend? Are you marketing one, or do you plan to do so? Or is this just another in a long line of meaningless buzzwords?
Posted by Jeff Weinstein on August 27, 2008 | Comments (2)
In response to: How Do You Market A Staycation?
Arlene commented:
Staycations may not be new but Destination Staycations - renting a home and living the lifestyle in a desired destination - definitely is a hot trend according to BeautifulPlaces, the leading vila rental company in California. Friends and families are joining together to save money too. Biggest area of growth: wine country now offering lots of family-friendly activites. Write the story, Jeff.
In response to: How Do You Market A Staycation?
Dan R commented:
Yes it is just a meaningless buzzword that was quickly assimilated in to all of the hotelspeak we seem to love. Has anyone proven that people are vacationing closer to home this year v. last?