Demand for staycation holidays has boomed post-lockdown. As the UK has slowly eased itself back into some sense of normality, we’re seeing the triumphant return of the great British summer holiday. And we couldn’t be happier!
It’s encouraging to see a surge in bookings for self-catering holidays, seen as incredibly attractive for many seeking alternative accommodation for cancelled holidays abroad. Camping trips have also seen a revival. With many itching to leave their homes after the confinement of working from home (or living from work), however you look at it — people are looking to escape.
While holiday businesses can enjoy some relief from the surge in bookings now, how will this bode as we enter the off-peak months?
Summer is the hinge on which people plan to go on holiday. We have the sunshine; the kids are off school, alfresco dining is encouraged, and we follow Cliff Richard’s mantra:
“We’re all going on a summer holiday. No more working for a week or two”
However, the rhythm of our holiday booking habits has shaken up this year due to the pandemic. April saw 73% of people taking zero holidays. This leaves a vast number of people across the UK with a backlog of annual leave to take, and with limited holiday destinations to pick from.
So how can we keep the staycation momentum going after the summer ends? Two words – strategic marketing.
Don’t underestimate the importance of a carefully planned and well-documented strategic marketing plan. Think of it as your compass. A compass tells you the direction you’re facing while pointing out all the other directions you could go. Your marketing strategy is the bedrock upon which all marketing decisions are made. You’ll have some very clear objectives and targets you want to concentrate on, and your marketing plan will identify the different ways you can achieve them.
We’ve highlighted some areas below to consider when building your marketing plan for the forthcoming months.
It’s been a challenging time for both business owners and customers. Each trying to build trust and get back to some semblance of normality. You’ve said things, they’ve said things. What can you do to meet your customer’s new needs?
45% of people said they would book a holiday if the accommodation had good reviews
The COVID-19 crisis is always evolving. You need to be prepared for changes in customer preferences. Naturally you will be looking to advertise more to keep revenue stable. But being pushy about it is not the way to go.
At present, holidaymakers are taking advantage of what they perceive as the “window of opportunity” before concerns of a second wave dampen holiday demand. While no one knows for sure what the future holds, it doesn’t hurt to play devil’s advocate and think about the following:
On a lighter note:
It’s safe to say we need to reimage holiday experiences for a post-coronavirus world, but right now we’re living alongside it. There will still be a desire to travel for a spot of sunshine, in the UK and abroad.
For now, we can only try to make the best of a bad situation and encourage people to explore their own back yards, safely.
Do you need help putting together a strategic marketing plan for the forthcoming months? The team here at Pitched can help. Contact us today on 01726 418118 or drop us an email.