Stay or go away? Marketing to locals

With house prices continuing to rise, and the cost of living also increasing, more guests are ditching the international trips for holidays in their own ‘backyard’. With over a third of people choosing cheaper holiday destinations in recent years, is it time to start marketing accommodation and experiences to locals?

According to research from Rakuten Marketing, staycation popularity is rising significantly. This year the company reported that a huge 37 percent of people are seeking cheaper destinations, another third are reducing the number of days spent on holiday, and 18 percent are holidaying in their own city instead of travelling interstate or internationally.

Mark Haviland, EVP Global Development and MD of Rakuten Marketing said: “Although the appetite for travel is still high, people are aware that foreign holidays are more expensive this summer. Overlooked, affordable destinations are likely to become new favourites.”

[pro_ad_display_adzone id=”15046″ align=”left”]With 46 percent of holidaymakers choosing cruises, 42 percent choosing to go camping, and 40 percent holidaying in a nearby city, it’s evident that for some, spend and experience are more important factors than location or even holiday length, with 45 percent of people choosing to go away for fewer days.

Mr Haviland confirms that marketing professionals should be more concerned with selling an experience rather than destination. Locals know what’s available on their doorstep, so giving them a reason to utilise it is the first goal.

“This will be the summer of good value so there’s a clear opportunity for brands if they market to these tourists effectively. They must focus on selling memories and experiences, rather than just hotel rooms and use targeted advertising, for example based on consumers’ mobile location or previous product purchases to stand out from the competition. Brands would also be wise to consider partnerships.”