Folks have probably heard about a new type of getaway called the "staycation". A staycation is a vacation one takes close to home, to enjoy the adventures in their own backyard.
Why are staycations growing in popularity? There are many reasons for this trend including:
1. We have a "been there, done that" generation that has travelled far more than any other generation before it. It is no longer unique to travel to Europe, Southeast Asia or Africa because so many others have done this. In tourism we call this phenomenon "mass follows class" which means that while a few intrepid tourists find unique places, they soon share their experiences leading to the flow of mass travellers after them. Tourism is an activity with incredible "social bragging rights", and these rights go up when others are less likely to have gone where you have travelled. So how does this lead to a staycation? Staycations are somewhat less common than they used to be and people are now more prone to explore what is in their own backyard.
2. Concerns about the carbon footprint of travel are also making people rethink international travel. While all travel produces carbon, air travel is becoming more scrutinized for its contribution to global warming. And beyond air travel, people are looking to invest in travel experiences that benefit places and people.
3. The experience of travel to and from destinations is becoming a hassle for many. Increased security measures, confusion about regulations, required passports, screening practices and add on taxes are common complaints of air travelers. These hassles are felt more so by people who have to travel for their work and leads many to want to avoid travel when they have leisure time.
4. The pace of society in both work and leisure time has created a need for people to "slow down". Many have tried to create space to be more slow by packing less into their schedule - including travel experiences.
As people look to stay closer to home for their vacations, rural areas that are developing tourism stand to benefit. In order to benefit however, rural areas need to become more visible to urbanites. This is not an easy task as many Canadians are becoming increasingly disconnected to the rural landscape and the amenities, communities and people within. At your next social gathering when someone asks you where you are going on your summer vacation - suggest some rural areas in your province and see if they know where you are talking about. I have done this often when I tell folks that I'd like to get to the Chilcotin this summer... I can see their blank stares that indicate they have no clue where I am talking about.
For those working in rural tourism - you may want to ask yourself if your area could be attractive to urbanites who want to staycation this year. What do you have that could help them slow down, stay close to home and explore, reduce their carbon footprint and experience reality in their own life? Chances are, there are many things that would suit staycationers. Now how can you raise awareness that your rural area is worth exploring? Work with other small communities in your region and think about targeting some promotions to nearby urban markets. Assemble some packages that leave room for lots of exploration and flexibility while making it easy for them to decide. And start a buzz about staycations within the industry to encourage organizations to work together to market BC to British Columbians, spur the rubber tire market and revitalize rural tourism efforts. The spin offs? Rural areas will see increased visitation, added exposure may lead some people to relocate to rural areas as residents or to start a new business and BC residents will become better ambassadors for the province because they will know about its amenities (and will pass it on to other visitors).
And for you - plan a staycation to a part of rural BC this year to experience something unique.
Why are staycations growing in popularity? There are many reasons for this trend including:
1. We have a "been there, done that" generation that has travelled far more than any other generation before it. It is no longer unique to travel to Europe, Southeast Asia or Africa because so many others have done this. In tourism we call this phenomenon "mass follows class" which means that while a few intrepid tourists find unique places, they soon share their experiences leading to the flow of mass travellers after them. Tourism is an activity with incredible "social bragging rights", and these rights go up when others are less likely to have gone where you have travelled. So how does this lead to a staycation? Staycations are somewhat less common than they used to be and people are now more prone to explore what is in their own backyard.
2. Concerns about the carbon footprint of travel are also making people rethink international travel. While all travel produces carbon, air travel is becoming more scrutinized for its contribution to global warming. And beyond air travel, people are looking to invest in travel experiences that benefit places and people.
3. The experience of travel to and from destinations is becoming a hassle for many. Increased security measures, confusion about regulations, required passports, screening practices and add on taxes are common complaints of air travelers. These hassles are felt more so by people who have to travel for their work and leads many to want to avoid travel when they have leisure time.
4. The pace of society in both work and leisure time has created a need for people to "slow down". Many have tried to create space to be more slow by packing less into their schedule - including travel experiences.
As people look to stay closer to home for their vacations, rural areas that are developing tourism stand to benefit. In order to benefit however, rural areas need to become more visible to urbanites. This is not an easy task as many Canadians are becoming increasingly disconnected to the rural landscape and the amenities, communities and people within. At your next social gathering when someone asks you where you are going on your summer vacation - suggest some rural areas in your province and see if they know where you are talking about. I have done this often when I tell folks that I'd like to get to the Chilcotin this summer... I can see their blank stares that indicate they have no clue where I am talking about.
For those working in rural tourism - you may want to ask yourself if your area could be attractive to urbanites who want to staycation this year. What do you have that could help them slow down, stay close to home and explore, reduce their carbon footprint and experience reality in their own life? Chances are, there are many things that would suit staycationers. Now how can you raise awareness that your rural area is worth exploring? Work with other small communities in your region and think about targeting some promotions to nearby urban markets. Assemble some packages that leave room for lots of exploration and flexibility while making it easy for them to decide. And start a buzz about staycations within the industry to encourage organizations to work together to market BC to British Columbians, spur the rubber tire market and revitalize rural tourism efforts. The spin offs? Rural areas will see increased visitation, added exposure may lead some people to relocate to rural areas as residents or to start a new business and BC residents will become better ambassadors for the province because they will know about its amenities (and will pass it on to other visitors).
And for you - plan a staycation to a part of rural BC this year to experience something unique.
Great post, Nicole! I'm going to bring this into my blog today as an extension of my discussion yesterday. It is interesting to note that all the reasons you noted about travelers' needs - to have a lower carbon footprint, bragging rights, less hassle, slower pace - have nothing to do with a destination's amenities or attractions. It gives rural communities great opportunity to market to their customers' NEEDS using the unique small town attractions and adventures they already have.
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