Continuing with the theme of travel, for those still unwilling to risk losing their money on cancelled hotels or flights, local staycations or travel within their own country is the answer.
Indeed, research from Global Web Index shows that 49% of respondents are planning to enjoy domestic vacations in the coming year. 30% say they’ll travel locally and 28% aren’t planning a getaway at all. Only 9% of people are planning on travelling long-haul. Countries that are particularly keen on the idea of domestic vacations include: Australia, China, New Zealand, Poland, and Spain.
What does it mean for brands?
Take inspiration from Stella Artois’s new campaign: ‘Daydreaming in the Life Artois’. The alcohol brand has gone beyond their traditional offering, partnering with 6 famous writers to produce audio stories inspired by summers before the pandemic. Each episode is released on YouTube on a Friday evening and is followed with a live Q&A following each new episode. The stories allow customers on staycation to escape through audio, all while keeping Stella Artois front of mind.
AirBnB is another brand on top of the staycation trend. They’ve added a local getaway section, making it easy for travellers to discover local AirBnBs. Plus, they’ve added a range of online experiences from all around the world. Users can learn how to cook street tacos in Mexico, master the art of origami in Japan, spend an evening with a Flamenco musician in Spain… all from the comfort and safety of their own home.
Brands can also use VR to allow customers to explore new places and discover new cultures. Museums around the world, including the British Museum, the Louvre and the Guggenheim, have opened up their galleries with virtual reality tours. Similarly, the Faroe Islands tourist board has developed a VR app, allowing people to control a video game style tour guide as they move through the island.