What your tourism business can do to embrace staycation in 2019
What’s driving the staycation trend?
Convenience and flexibility are key factors in the rise in popularity in holidaying at home in the UK. This is driven by a number of supporting factors. It easy to book on line and at the last minute. Booking spontaneously fits with todays instant access culture. With so much uncertainty on both economic and political realms people are reluctant to make long term commitments. The pound is weak and likely to stay that way for the foreseeable future.
Things have been this way for sometime and have a massive growth in the number of short breaks taken in the UK in the last 10 years – 4 million at the last count. These breaks are typically booked less than 3 months in advance, many even on the spur of the moment.
How can small holiday businesses adapt and thrive in the year ahead.
7 things you can do to make the most of the staycation boom
Social media needs great photography. Whatever digital platform you use and you should use several, pictures sell. No words or special offer will ever make the same instant connection as an inspiring image.
Fact 1: The human brain can recognise a familiar object in only 100 milliseconds, making images the perfect way to communicate in today’s short-attention world.
2 Make booking easy
Can your customers book directly from your website or social media posts via their mobile?
Fact 2: 85% of hotel booking are now made on mobile phone.
3 Seize the moment
Anticipate and plan your promotion around specific events that have a wide appeal and are topical. Do you offer an escape from a hot city in the middle of a heatwave? Is there an event happening near you with easily targeted audience? Organisers, participants and supporters are all easily found through social media and event websites.
Fact 3: Two events in Devon the Dart 10k Swim and the Dartmoor Classic Cycle Sportive attract over 6000 competitors collectively plus friends and family.
4 Find niche markets and provide niche services
Many people take a short break to indulge in their favourite pass time. What can you offer guests to accommodate the things that go with the hobby? Somewhere to store wet gear, park a bike, a kennel for the dog? Promote these special features and make yourself distinctive.
Fact 4: It is predicted the UK will spend £80.3bn on leisure activities this year.
5 Collaborate with others
Your guests will most likely use other facilities whilst staying at your property. Local restaurants, bike hire, farm shops, pubs. Support each others social media activity and share digital expertise.
Fact 5: Visual content is 40% more likely to be shared.
6 Keep in touch and respond
Last minute decisions require swift action. Time is as short as teenagers attention span. Coordinate your on line channels so you can respond quickly on the move. Alternatively use software to automate responses until you can follow up.
Fact 6: Most forms of customer support via phone and email are not typically expected to be available 24/7. Yet, social media customer support has created an “always-on” expectation. , 42% of consumers expect a response on social media within 60 minutes.
7 Create a distinctive experience
Being home from home is not enough. The details count. Don’t be bland. Provide an experience that will give you an edge over the chain hotels cost driven model.
Fact 7: 85% of travellers will not book accommodation without reading reviews first
The 25 in Torquay has just been named Best B&B in the World by Tripadvisor Travellers Choice. No run of the mill interior here