Written by: Renate Engelbrecht
There is a lot being written about the word, Staycation, but do we really get what it’s about? Do we realise that Staycations could either be seen as a threat or an opportunity for local businesses?
We often tend to focus all our marketing efforts on guests coming in from abroad – you know, those with the dollars. But then, when last have we really taken a good look at what the customers right under our noses, the locals, are looking for? That family of four driving past your destination every day on their way to school; the couple who just bought a new home around the corner and committed themselves to weekly date nights; the retirees who love to invite their precious grandchildren for a visit, but don’t know where to take them for entertainment…
STAYCATION: A period in which individuals or families stay at home and take part in local leisure activities within driving distance from their homes and sleep in their own beds at night.
What causes guests to revert to Staycations?
- Economic pressure or recession
- The rise of fuel prices
- The increase of tourists who want to reduce the carbon footprint
- The urge and necessity to save time (travelling could take up to two days, where Staycations require one hour’s travel at most)
- The larger the family, the less the finances for travel when you take into account the costs of restaurants, transport and accommodation
- Health concerns may alter travelling plans
- Work commitments may thwart plans of travelling abroad or even just out of town
How can Staycations be to your destination’s advantage?
- You can get the locals on your side – the best all year round customers you could wish for!
- Local businesses can work together, for once, and build a stronger, more steadfast relationship
- You could wind up with a whole new group of customers, allowing you to broaden customer experiences offered, hence catering for a wider range of clients.
- It will drive you to get involved in your local community – a must in today’s competitive business environment and economy.
- It will encourage you to learn more about your immediate and surrounding areas – something we tend to neglect when focusing on foreign tourists.
How can you drive locals, or rather, Staycationers, to your destination?
It so happens that not all towns and cities are ideal for Staycations. This is where you, as a destination, have the obligation to create experiences for Staycationers and keep them from driving to the nearest best town for the day. Yes, you still want to make a buck or two, which is why you need to think clever! You need to find a way to cater for guests who want to relax in a wallet-friendly environment, while still growing your profits:
- Open your destination’s swimming pool for the public on certain days, offering refreshments and snacks on a budget that might up your sales for the day. Add some water activities, i.e. water aerobics at an hourly fee and increase profits in that way.
- Put up some alternative activities that may be used by the public at a minimal fee. Think table tennis, volleyball, giant chess, put-put and some facilitated local games like the well-known South African Boeresport. That’ll keep’em busy!
- Run local tours – not only at your destination, but also in the surrounding areas. Make it interesting and try to educate. Educational tourism is just as much a thing as Staycations. Put together an “Explore your city” package with local businesses like museums, botanical gardens and local breweries, for example, and put a mark-up on it.
- Host a fun run and have participants enjoy a breakfast buffet at your on-site restaurant afterwards at a discounted rate. Often you will find, if it was a good experience, that these guests stay for longer or they return.
I say, let’s turn Staycations into the best opportunity for destinations yet!