Staycations: Market By Addressing Your Customer’s Needs and Values

by Joanne Steele on April 20, 2010


Yesterday Nicole Vaugeois talked about staycations at her blog, Tourism and Sustainable Rural Development.  She noted a number of reasons that urbanites are looking to vacation closer to home this year. She stressed that this trend is a great opportunity for rural regions. I couldn’t agree more.child fishingriver scene

Nicole’s post is a perfect compliment to my post yesterday about getting into your customer’s mind to effectively market to her.

I noted in my comment on Nicole’s blog and will repeat here, nothing that she identified as reasons people are turning to staycations had anything to do with attractions and amenities.

They all had to do with feelings and desires of the traveler that can be met by most rural destinations.

Add Nicole’s list to your own list of things on your customers’ minds that you should speak to in your marketing.

How does your small B&B, or hiking guide service, or rural general store with music on the weekend, or nice little historic district, or local diner help your customer fulfill the needs on Nicole’s list.

Addressing that is how you’ll get them out of the city and into your small town for a staycation.

Addressing that is how you might even get them dreaming about how to make the move to your small town.

Use this valuable information to make some changes to your website and your brochures.

Study the two images at the top of the page. Which one would address a family’s desire for a slower paced, family oriented staycation?

So, how can your town market a staycation that will get into your customer’s mind and fulfill a few of the desires on Nicole Vaugeois’ list?

fishing child by Jonas Lamis

river photo by Nicholas_T

1 Nicole Vaugeois April 21, 2010 at 9:13 am

Hi Joanne – your observations are great and get at what we really mean when we talk about understanding the “needs” of your potential visitors. Yes, market research helps us do this, but good ol’ common sense about what is going on in the lives of the people you are wanting to attract can help make wise tourism development decisions for rural areas. One of my students works at a resort and told me that they charged people for “Blackberry free” vacations! Yes, they paid to check in their blackberry and detox from being connected to it while on vacation – now that is a bold move to understand visitors needs and provide an experience that satisfies.

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