The idea of being a tourist in your own city is not a new concept, but travelers are approaching the idea with renewed interest due to a lackluster economy and the mounting number of ridiculous fees that airlines are pulling out of thin air. Before you know it, we will be paying for the right to open the air vents above our own heads! As a result, or maybe due to a cultural movement towards a locally based mindset, more and more travelers are looking for vacation adventure in the most familiar and often most overlooked of places, their own backyards.
Although “staycation” used to mean staying in your own home and venturing out for day trips, the term has morphed into language that can be used interchangeably with the idea of regional travel. If you can reach the destination within a days drive, then it can be classified as a “staycation”. According to Google’s newest data, the most searched for destinations by residents in six major U.S. cities are their own hometowns. That means that New Yorkers are looking for experiences in New York, while Northern Californians are looking to explore San Francisco.
Google reports that staycation searches are up 10% year over year, and appear to only be trending upwards. So as the movement grows, how can hoteliers ride the wave of increased bookings by their fellow locals? As is true with every marketing strategy, you should approach it from a number of angles: Pay Per Click or Display Remarketing If you are running any kind of PPC or DRM campaign for your hotel, make sure that you are targeting local searches. Create a special deal with copy that appeals directly to locals in your market, and play with terminology that embraces local pride. Make sure that your ad is set to display only to people searching for your hotel in your state or locality. Create a Locals Only Social Media Contest A great way to generate buzz around your brand is through a good ole grassroots social media campaign. Ask participants to take a photo somewhere in your area of an activity or landmark that makes your hometown or part of the state special. Have them post it on your social media channels along with an assigned hashtag. Ask them to promote their posts to friends and family, and whoever has the most likes or favorites on their post wins. Offer a free night stay for first place and a spa treatment for second. The amount of visibility you will gain as a result will more than make up for the prize value. Specials & Packages Call attention to your hotel by offering a local’s only package discounting a room by 10% if a guest has an in-state drivers license. Have locally made snacks or a beer from a local brewery waiting for them in their hotel room. Include a discount on parking or provide a gift card for gas to encourage road tripping to your location. Offer a discounted extended weekend stay or a stay 3 nights, get the 4th free deal. The possibilities are as endless as what brings people to your hotel, your state, and your city. How is your hotel looking to gear up for summer vacation? Are you marketing to your local market as well as to out of state guests?
The idea of being a tourist in your own city is not a new concept, but travelers are approaching the idea with renewed interest due to a lackluster economy and the mounting number of ridiculous fees that airlines are pulling out of thin air. Before you know it, we will be paying for the right to open the air vents above our own heads! As a result, or maybe due to a cultural movement towards a locally based mindset, more and more travelers are looking for vacation adventure in the most familiar and often most overlooked of places, their own backyards.
Although “staycation” used to mean staying in your own home and venturing out for day trips, the term has morphed into language that can be used interchangeably with the idea of regional travel. If you can reach the destination within a days drive, then it can be classified as a “staycation”. According to Google’s newest data, the most searched for destinations by residents in six major U.S. cities are their own hometowns. That means that New Yorkers are looking for experiences in New York, while Northern Californians are looking to explore San Francisco.
Google reports that staycation searches are up 10% year over year, and appear to only be trending upwards. So as the movement grows, how can hoteliers ride the wave of increased bookings by their fellow locals? As is true with every marketing strategy, you should approach it from a number of angles: Pay Per Click or Display Remarketing If you are running any kind of PPC or DRM campaign for your hotel, make sure that you are targeting local searches. Create a special deal with copy that appeals directly to locals in your market, and play with terminology that embraces local pride. Make sure that your ad is set to display only to people searching for your hotel in your state or locality. Create a Locals Only Social Media Contest A great way to generate buzz around your brand is through a good ole grassroots social media campaign. Ask participants to take a photo somewhere in your area of an activity or landmark that makes your hometown or part of the state special. Have them post it on your social media channels along with an assigned hashtag. Ask them to promote their posts to friends and family, and whoever has the most likes or favorites on their post wins. Offer a free night stay for first place and a spa treatment for second. The amount of visibility you will gain as a result will more than make up for the prize value. Specials & Packages Call attention to your hotel by offering a local’s only package discounting a room by 10% if a guest has an in-state drivers license. Have locally made snacks or a beer from a local brewery waiting for them in their hotel room. Include a discount on parking or provide a gift card for gas to encourage road tripping to your location. Offer a discounted extended weekend stay or a stay 3 nights, get the 4th free deal. The possibilities are as endless as what brings people to your hotel, your state, and your city. How is your hotel looking to gear up for summer vacation? Are you marketing to your local market as well as to out of state guests?
