Native advertising is predicted to make up over 50% the display media bought across Europe by 2020.
People are returning from their Easter staycations and, depending on if they picked the first or the second week of weather, will be deciding where to book for their UK summer holiday!
Despite the cost-of-living crisis, domestic travel is back with a bang. Paw-cations, workcations and sustainable staycations all drastically increased in popularity in 2022, and as people rediscovered the many benefits of holidaying at home, it looks like 2023 will see more of the same.
The travel industry and related sectors have responded in kind, with some of the big names such as Airbnb focussing their attention on brand marketing to keep front of mind with UK holidaymakers.
Staycation hotspots
Some things never change. The UK hotspots that are the south-west of England and the Lake District will continue to attract holidaymakers with their promise of seaside and views.
However, some of the UK’s best-loved retro favourites are enjoying a welcome resurgence, with Morecambe (thanks to a £50m injection of funds from the Eden Project Morecambe initiative) and Margate (with its boho arts scene kick-started by the opening of Turner Contemporary a decade ago) putting themselves back on the map as staycation destinations.
They’ve both emerged as cultural destinations, rewriting what people have come to expect from them whilst still retaining their nostalgic charm.
That desire for a bit of culture is also what’s taking people to Scotland, with Edinburgh seen as the cultural capital for 2023. Holidaymakers don’t just want to feel refreshed but also nourished after returning from their break.
Who’s travelling?
Anybody and everybody. From pet owners, to new families, to those working from (holiday) home. Brands are now operating exclusively in these niche spaces, recognising that there is some trust to be found from making it their ‘thing’.
By staying close to home, holidaymakers don’t have to worry about finding some doggy day care or even book time off work. Staycations offer flexibility that abroad holidays simply can’t – or not anywhere near as easily anyway.
Staying local(ish) also has its benefits for those groups who might be considering skipping their annual holiday this year.
For new parents, some familiarity and a low-level of risk is crucial – searches for “new baby camping essentials” have increased by 71%.
Meanwhile, for cash-strapped families, they don’t have to worry about forking out for flights and other costs associated with going abroad. Booking.com reports that almost two thirds of us (63%) will keep a close eye on deals and hacks as they navigate the travel market this year.
What’s stopping people?
That isn’t to say that travel brands won’t need to overcome some challenges to reach staycationers this year, with inflation, energy costs and staffing shortages all impairing the industry’s continued recovery.
More than a quarter (27%) of consumers said that finding atypically low travel prices was their top travel criteria this year — a trend identified by only 15% of the industry.
The disconnect could mean travel companies might fail to provide consumers with the deals they’re looking for.
An Expedia report suggested that industry professionals were underestimating the impact of inflation and consumers’ current sensitivity to price. Across all modes of travel, accommodation and activities, low pricing is within the top three considerations for consumers, the report noted.
Reaching your target audience
While the budget conscious travellers represent a significant chunk of the market right now, they’re far from the only segment and it’s important to reach all of them, with content that resonates loud and clear.
Consider what are your target audience’s key concerns or interests. If its budgetary restrictions, content is packed with tips on holidaying on a budget is likely to resonate. At higher price points, communicating just how unique or special the experience is key – even more affluent travels expect VFM.
Long-form branded content is a great way to market yourself as the go-to staycation brand. Branded content helps you meet your audience where they are – via relevant online publications – with messaging that represents you and draws interested visitors to your site.
With consumers visiting websites on average 121 times before booking, there’s something to be said for getting on their radar early during their holiday search.
Contact us today to see how we can create and distribute targeted content for all stages of the customer journey.
