2020 gave us all sorts of new buzzwords, from “pivot” to “new normal.” Hoteliers also tried shifting their strategies to capitalize on the sudden interest in coworking and wellness travel. But today, I want to focus on another hotel marketing trend brought on by COVID: Staycations.

With travel restrictions in place and many international borders still closed, it’s no surprise that hotels are struggling.

Business travel and group bookings make up a reliable base for many hotels. Without that steady business on the books, hotels are increasingly turning to their local markets to get heads into beds.

But is this a case of “shiny object “ syndrome? How do you know if there’s even interest in your market? And if there is, how can hotel marketers attract more staycations and even midweek bookings from the drive market?

Let’s discuss a few hotel marketing strategies specific to staycations and domestic travel.

Why local travelers represent an opportunity for hotels

Why are staycations so popular right now?

Without a reliable base of group business, hotels and resorts all over the world are struggling to recover occupancy and rate.

In the United States alone, STR reported a weekly average occupancy rate of just 37% during the week ending January. Experts say full industry-wide recovery could take years.

I’ve written about a few other hotel business recovery strategy ideas based on different stages of demand.

After a formal lockdown or temporary closure, the second stage of recovery occurs when your destination is technically “open for business” but not fully open for citywide events or non-domestic travel.

Enter: the elusive “local” traveler…

As occupancy rates recovered somewhat during the summer, STR reported the local drive market was largely responsible. With air travel stalled, folks have shown an increased willingness to hop into their car and drive — from short day trips to overnight getaways within a few hundred miles.

TripAdvisor also confirmed this in their 2020 Consumer Sentiment Survey. (See below.)

Across six markets, the survey found that “nearly two-thirds (65%) of respondents said they expected to travel domestically within the next six months, and one in six (16%) were planning to travel domestically in the next four weeks.”

Source: TripAdvisor Consumer Sentiment Survey (Nov 2020)

It’s got to be the cabin fever, right?

This shift in consumer behavior means hoteliers need to revisit their marketing plans and adjust their strategy going forward. Your guest profile has changed — and it’s more local than ever before.

As with any new promotion, though, digital marketing and revenue management must be in sync.

Before you start cobbling inclusions and add-ons into a staycation package, there’s some due diligence that must be done. Here’s how I suggest approaching a hotel marketing strategy for staycations.

Staycation marketing ideas for hotels during COVID

1. assess the demand

All the above surveys, trends, and insights don’t mean much if there’s no actual interest in YOUR market.

In this case, the first place I’d turn is good ol’ Google.

If you don’t already use a keyword research tool, open up Google Trends and have a play around with different keyword combinations like:

[Your neighborhood] + hotel deals
[Your city] + hotel packages
[Your state] + staycation
…and so on! Try any other applicable locale definition, depending on where you are in the world.

By the way, the word “staycation” might not yield as much as “deals” or “offers” or even “quick getaway.” Don’t be afraid to play around a little.

Since travel demand plummeted last spring, what you’re looking for is a clear, upward trend in the volume of searches, indicating momentum and interest.

Oh, and whatever tool you’re using, make sure it’s set to search engine queries from within your own country, rather than global, as we’re talking exclusively about domestic travelers!

2. Create an experience local travelers want

What are today’s domestic travelers looking for in a hotel staycation?

That same TripAdvisor consumer survey found a “noticeable dispersal of travel and tourism away from urban centers to less populated nature destinations.”

In Europe, the fastest-recovering destinations in October were ski and seaside resorts in places like Zermatt and Brighton, along with other rural areas.

Over the same period in the United States, destinations like Key West and Clearwater in Florida, as well as Sedona and Scottsdale in Arizona, were the fastest-recovering.

Two-thirds of survey respondents (65%) said that avoiding crowded places when traveling was more important to them now than it was pre-pandemic. More than half (52%) said they are more likely to choose an outdoor/nature-focused destination than they were pre-pandemic.

If your hotel decides to create a staycation offer targeting the domestic market, think about what potential guests want right now:

To enjoy nature and outdoor activities (the ultimate social distancing!)
To relax and de-stress
To stay somewhere safe and clean (this is vital to the guest experience in 2021)
To get there quickly, whether by booking a “staycation” close to home or at least, within driving distance
To stay somewhere “charming” or “romantic” with a “great view”
To make their booking less than 30 days out — or even in the same week

Another element to consider is remote work.

Are you set up to welcome domestic travelers who are also working remotely? The line between “Work From Home” and leisure travel is very blurred right now, so a package devoted to telecommuters could be a great way to boost midweek stays.

Above all else, the research shows us that people DO want to travel again and WILL take advantage of whatever options they have available to them — even if that’s limited to a few hundred miles by car.

This is why in most markets, staycation offers are more popular than ever.

Here are a few hotel staycation packages to review for ideas:

Hyatt Night In is available at multiple hotels worldwide, with 50% off parking and other local perks
Belmond Jimbaran Puri is offering a residents rate to tempt Indonesian travelers to come to Bali
Voco Dubai also offers UAE residents a hotel staycation package (kids eat free)
YOTEL Singapore has a hotel workation package to attract domestic telecommuters
Gaylord Palms Resort wants to entice Florida residents with families to staycation in Orlando
Monkey Island Estate in Bray, UK has a lush-sounding Sunday Staycation Package aimed at Londoners

There are plenty of possibilities here, from a solo workation in the city to a romantic, rustic retreat for two.

Whatever offer you decide to put together, think about what your target audience wants right now. Refer back to the list I shared above, based on TripAdvisor’s consumer survey — but don’t be afraid to poll your own guests for more insights!

Psst… if you haven’t already, I suggest grabbing a copy of my free hotel SEO checklist below, to use as a handy reference while putting together your staycation website content.

3. Set your website and online listings up for success

Once you’ve created a package or special offer for the local market, the information needs to go on your website and other online listings.

Before doing anything else though, make sure to create a hotel COVID FAQ page and communicate your safety guidelines clearly throughout. Online listings such as Google My Business, TripAdvisor, and Expedia all give hotels the option to include COVID-19 safety protocols — so make sure those are updated, too.

Booking windows have gotten shorter thanks to ever-changing travel restrictions, so it’s also important to have a flexible cancellation policy in place.

Before you start promoting your offer, though, your website must be set up to actually convert those lookers into bookers!

Refer back to the keyword research you did in Step 1, but take it a bit further: What else are people looking for? What questions are they asking about taking a short trip or quick getaway to your destination? What type of offer or experience are they searching for?

Make sure your website answers those questions, with a detailed offer landing page and/or strategic content marketing. You need to demonstrate your value proposition.

For example, my client Saratoga Arms is a boutique hotel in upstate New York. I wrote a series of blog posts for them over the summer targeting high-volume/low-competition, long-tail keywords like “romantic things to do in Saratoga Springs.” (They’re on Page 1, by the way.)

I’ve also shared 101 hotel blog post ideas before, so check out that article for a TON of flexible content ideas and different prompts that you can customize to fit your needs.

4. Promote your staycation offer

Now that your website is updated and you’ve published high-quality content to support your campaign, you need to get the word out.

Try these hotel marketing ideas to promote your staycation offer:

Distribute a press release — send it to local media, including bloggers who cover things to do in your area (Make sure you include a link to your supporting content!)
Set up an email campaign — send emails to your current subscribers (and past guests through your loyalty program), sharing the package itself as well as nurturing interest in your destination through your blog content.
Post on social media — share your staycation offer and supporting content on whichever social media channels you’re actively using (not just once… content needs to be shared multiple times.)
Boost your social posts — try boosting those posts with some advertising budget, to drive traffic and leads back onto your website.
Set up a retargeting ad — use Facebook and/or Instagram ads to remind website visitors to come back and book direct.
Use Google Ads — target relevant keywords with your offer, but think further down the booking funnel than your blog content (Someone searching “[your destination] + deals/getaways/offers” may be more ready to book than someone looking for inspiration.)
Partner with local businesses — reach out to other small business owners in your area. You might want to incorporate their product/service into your staycation offer to reach even more potential customers.
Engage your local tourism bureau or CVB — make sure you’re taking advantage of any promotional opportunities they might also have.

That might sound like a lot… remember, you don’t have to do every one of these things to be effective!

Consider the marketing channels you already use and engage your customers where they already are.

Strong social media marketing might be one hotel’s bread and butter, while email marketing could be more impactful for another.

The key is that you can’t just post the package once on Instagram and expect your guests to find it… You need to maximize your reach by using multiple channels.

Final Thoughts

It’s a challenging time in the hotel industry, no doubt. But the winners will be those who can adapt to change and adjust their hotel marketing strategy to meet the moment.

To quickly recap, many hotels might want to target their domestic market right now. There’s a case to be made for creating a staycation offer or midweek remote work package — but it’s important to do your research first.

Here’s what I recommend:

Assess the demand by reviewing search volume and analyzing your market
Create an experience local travelers want — and make sure you deliver on your customer service promise
Set up your hotel website and online listings for success, using content strategically
Promote your offer on multiple channels, multiple times to maximize reach

What are some of your hotel strategies to attract customers right now? What other innovative ideas for hotels should owners and managers consider? Leave a comment below, I’m curious to know your thoughts!

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Staycation Marketing Ideas For Hotels and Resorts