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Staycation trends are on the up – are you ready?

Staycation trends are on the up – are you ready?

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The world as we know it has changed. And while there is still much uncertainty around international travel, the search volumes for local staycations clearly support an appetite for going on holiday. One thing we know for certain is that consumers will behave differently online after this. They already are.

So with holiday parks, caravan and campsites around the country opening their doors to the public once again, there are new opportunities for them to adapt to cater for the change in consumer behaviour since the start of lockdown.

Visit Britain – COVID-19 Consumer Sentiment Tracker

Since lockdown started, Visit Britain has commissioned a weekly tracking survey to understand domestic intent to take short breaks and holidays both within the U.K. and abroad. Used as a barometer of consumer confidence, it has a particular focus around the current barriers and concerns around travel and how these will evolve over time.

(The COVID-19 consumer sentiment tracker is based on a U.K. nationally representative sample of 1,500 adults aged 16+.)

https://www.visitbritain.org/covid-19-consumer-sentiment-tracker

 

Visit Britain Sentiment Tracker

 

The latest sentiment tracker offers key insights into what potential guests are thinking, including:

Looking at the data there is clearly some cautious optimism for those involved in the UK staycation sector. However, Visit Britain’s data also suggests there are still some concerns as we emerge from lockdown.

The conditions essential for people to stay in accommodation this summer include:-

Clearly, there is demand and an opportunity for brands in the holiday park industry to kick-start the recovery process but easing safety concerns will be a priority.

Use this time wisely!

More than ever before, holiday, caravan parks and campsite need to focus on providing unique hospitality experiences for the domestic market and be proactive in their digital marketing efforts. Now is the time to invest in your digital strategy and ensure your park is prepared for the recovery.

Reassure your guests (whatever stage of the customer journey)

The customer journey has changed. Post Covid-19 bookings are taking longer to complete – on average up to 5x more than before the crisis. It means that holidaymakers need a lot more reassurance and guidance before committing to making a booking

The research phase for many prospective guests will take much longer – so don’t be surprised to see an increase in website sessions as visitors revisit your pages time and again to check information.

Tweak your digital focus towards staycations

Caravan and camping - staycations

With more guests looking for that first getaway after lockdown now is the time to focus your digital attention on the “Great British staycation”.

Using SEO to drive recovery

As we come out of lockdown, “near me” searches have started to increase again. Over the past couple of weeks, generic search terms like “what is open” have turned into “what is open near me” as consumers come to grips with the idea that living locally is going to become the new normal for a while.

Local SEO is therefore an area that holiday parks can use to their advantage and improve their search visibility. And there are plenty of things that you can do to maximise your reach.

Martins Bar - Covid Info

 

If you would like help in reviewing your digital strategy post-lockdown or are interested in driving more holiday bookings and caravan sales through SEO, get in touch to find out more.

Main image courtesy of Skelwith Fold Caravan Park

David

Posted on 15th July, 2020 by David. Managing Director

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