Stay Or Go? The Lasting Effect Of The Staycation Beth Freedman
The Staycation. In late 2008 and during 2009 the “Staycation” became the bane of many travel marketers, from airlines to long-haul destinations, as its momentum as the rallying cry for consumer fiscal responsibility and creativity grew. “Visit” your own backyard, learn to love the day trip, and reacquaint yourself with what’s within driving distance.
It was the perfect storm. Marketers across the spectrum — from decking and home goods to local destinations and amusement parks — took advantage of the pressure on consumers’ wallets to make a play to keep their vacation dollars close to home.
So what will become of the “Staycation” as the U.S. consumer begins to recover from the worst of the recession? Well, let’s remember, the root of vacation is the word “vacate.” The Staycation was a hard mindset shift, a bullet to bite, a compromise. All things being equal, people want permission to go away again. And with some early positive economic signs — and destinations, carriers and hotels working overtime to incentivize prospective visitors — it seems likely that 2010 will mark the start of the turnaround for good, old-fashioned “go away” leisure travel.
That said, the Staycation will likely have a lasting impact on the travel industry. The advent of the Staycation really shone a light on every element of the vacation experience and what the consumer was paying for it. Every cost was itemized and scrutinized for its necessity and return on investment. The Staycation encouraged a focus on spending on only the most important element of the vacation.
This will have an interesting counter-effect in the recovery period and beyond. As people look to add back the items they may have cut in the last year, they will have a much higher level of scrutiny for the value and ROI each one brings. Each ticket, each meal, every amenity, “add-on” or upgrade that had been previously removed now has greater resonance and meaning and, therefore, will be subjected to a much more rigorous cost/benefit analysis.
This will be amplified in travel itself. Many people stayed home to avoid the cost of the actual travel. But now that travel is back on the menu, they will likely look to make it count more — a renewed mindset where enjoying the journey is as important as the destination itself.
The Staycation’s lasting effect will not just be about making consumers more conscious of and discerning about their holistic vacation experience and its related cost, however. The Staycation will continue to affect travel in 2010 and beyond because it is now a firmly established and viable vacation option, regardless of the economy. Local destinations and attractions upped their ad spending and their game in the Staycation era, and it’s likely that their efforts have earned them a long-term place in the consumer’s consideration set.
But that’s the key difference — in 2010, the Staycation goes back to being an option, not a “sentence.” This promises to make the travel marketplace even more competitive — welcome news for the consumer, and a continued challenge to travel marketers in all segments.
I spent the last weekend in Palm Springs and Santa Barbara sitting by pools and drinking cocktails in the sun. It was my first time seeing sun in month’s and I think was so excited I forgot to apply sunscreen to every part of my body. So as the day came to a close and the red set in I realized I was officially sun burnt. In an effort to reduce the pain and red I decided to try using my Air Repair Facial Mist all over my body (the 2nd ingredient is Aloe, why wouldn’t it work?) and my instincts where right! Worked like a charm. It soothed the burn and hydrated my skin. Awesome new use of one of my favorites.
It has all sorts of special ingredients that help hydrate. Widely used for soothing burns and wounds, Aloe Vera Gel is rich in vitamins, minerals, amino acids, enzymes, proteins and humectants. And speaking of humectants, Hyaluronic Acid, which is found naturally in the skin and connective tissue, holds up to 1000 times its weight in water to keep skin and collagen hydrated. And if that’s not enough dewiness for you, there’s also a healthy dose of Sodium PCA in the mist. Derived from amino acids, this high‐performance humectant exists naturally in the skin and is recommended for topical application to dry, delicate, and sensitive skin. Heat Shock Proteins are added to aid the recovery of these stressed out cells while White Tea keeps a tight rein on those all‐too‐free radicals – (did you know white tea has twice the antioxidants of its green cousin?) Throw in some Calendula to soothe, soften and calm and you have nothing short of moisture magic.
Before landing I apply the Air Repair Super Hydrating Eye Cream. Specially formulated to instantly relieve and protect dry, delicate skin around the eyes. This quick absorbing cream drenches the eye area with moisture for hours and helps minimize the look of fine lines. Here is why it works.
Widely used for soothing burns and wounds, Aloe Vera Gel is rich in vitamins, minerals, amino acids, enzymes, proteins and humectants. The aloe is coupled with Allantoin, a keratolytic (encourages the removal of dead skin cells, and stimulates new cell growth) agent derived from comfrey, is used to soothe skin and to promote healing in minor cuts, burns, and sunburns. Antioxidants, like Green Tea Extract, researched for its cancer preventing properties, and Cloudberry Seed Oil, are added to keep a tight rein on those all‐too‐free radicals. Tocopherol (vitamin E) is added to the mix to heal, rejuvenate, soften, soothe and protect that delicate tissue around the eyes.
The entire line is wonderful but these are the two go to products I use while flying. Check out the entire line at www.3floz.com