Ep. 26: The new staycations: 5 hybrid hotel stays.

TravelHotels

Oct 20

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Travel is different right now, and we’re all settling into that realization. If you’re anything like me, you love to travel, and you’re not doing nearly as much of it these days. Planning trips takes more time. Maybe you’re an adventure enthusiast, maybe you travel with your family, or maybe you’re still in the wooing phases of your relationship so it’s romantic weekend escapes for you. Regardless of the travel experiences you’re after, we can all agree: things have changed.

Hotels and destinations are realizing the need to market in a way that speaks to this moment—and meets travelers exactly where they are—which for many perspective travelers, means juggling work, school, family, and everyone’s safety, too. Today’s travelers are weary; there’s an element of the unknown when it comes to hopping on an airplane or even driving to a new place.

So, what can we do? We can meet this moment by rolling out a new crop of staycations—I call them hybrid hotel stays—and today I’m sharing 5 hybrid hotel stays that will help you attract more guests to your property.

Remember when you first heard that word “staycation?” The term itself started out feeling kind of silly, but it was apt. It made sense for a lot of people who couldn’t afford to travel far, or frankly, didn’t have time to do so. Now, “staycation” is part of our vocabulary, and today, let’s see if I can introduce you to a few more “-cations” on the horizon. They may sound a little clunky, but I think they’re worth some serious consideration.

1. The Workcation

We’ll start with the workcation. I know, I don’t love the name. It conjures up not really being able to escape your laptop long enough to enjoy yourself, right? But here’s the thing—hotels are starting to make workcations easier. Since so many people are now working remotely, this is a really smart move. On episode 14, Eve Dreher described a recent hotel experience that meant a lot to her: The Suttle Lodge anticipated that she may be looking to work from her hotel room, so they moved a desk into her room, right up against a window with a serene, forest view. This desk thing is so simple, and it makes such a difference. If parents are needing to work remote while their kids are also needing to attend classes virtually, what a difference an extra desk would make in a typical hotel room, right? That brings us to the second hybrid model.

2. The Schoolcation

Schoolcation makes sense for all those families that are in the throes of online learning. You can take this all the way to world school status, by creating itineraries for school-aged kids and their parents that grants them alternative educational experiences that might range from visiting historically significant sites, exploring natural wonders like caves, lakes, rock formations, or this could be as simple as suggesting museums and state parks. Then again, maybe a schoolcation is about a change of scenery, and if so, you provide the space: a guest room with room to learn and on-site amenities to enjoy when the school work is done. Maybe you throw in an afternoon snack kit or some family fun, like bicycle rentals. It’s simple, and I’ve found that people sometimes need to hear a word like “schoolcation” in order to wrap their head around the possibility. From a revenue perspective, whereas the school year used to limit weekday occupancy to business travelers and seniors, a schoolcation is actually a great way to fill midweek stays with families in the shoulder season.

3. Hybrid Meetings

Meetcation just made me think of something carnivorous, so I had to change it up. So, hybrid meetings. Let’s think about this. As more and more employees are working from home and relying on Zoom to meet, brainstorm, and share ideas, there’s this very real thing happening called Zoom fatigue. People are longing to reconnect, and while cities aren’t booking out conventions, hotels do have some unique opportunities to sell hybrid meetings.

It starts with adopting new technology, and mostly, that’s about work going remote, and teams meeting virtually, via video conference. Meeting packages should speak to the idea that some attendees will still be joining virtually and the hotel is equipped make the virtual components of your event seamless. This allows groups to keep their meetings intimate and safe, and keeps the numbers manageable on the hotel side. With lower occupancy, you might consider converting a few suites into studios for keynote addresses or company presentations that could be filmed and shared with virtual attendees as a value add.

As you rethinking group business into more of a hybrid model, take a look at your meeting venues. How could you use that space differently? Maybe you’ll convert some of your conference space and meeting rooms into work-remote space, where hotel guests can reserve a designated workspace. Right? Interesting stuff.

Think about what packages can you offer that meet this moment. Instead of discounts, create value adds. Flip the notion that meetings might be limited by offering things like individual boxed lunches instead of buffets, or suggest team building events in open-air spaces.

In your communications, remember to focus on what’s possible, instead of what’s not. When it comes to team building, social distancing shouldn’t feel like a limitation—it might actually open you up to new ideas. You could offer outdoor yoga with a local instructor, as a chance for teams to come together and practice mindfulness during uncertain times. You could organize a golf tournament and partner with a local course. You could offer bicycle rentals to a small group and send them off on a scavenger hunt, as a chance for a team that’s been distanced to problem-solve and work together, again.

If you start to rethink the traditional model of meetings, and put the work in to rethink it, you may even come out with a new offering that isn’t just pandemic-proof, but stands the test of time.

5. Hotel Buyouts

I don’t know about you, but there’s something kind of cool about seeing La Quinta Resort in Palm Springs being used to film ABC’s popular TV franchise, The Bachelorette, all under quarantine. It’s taking reality TV to a new level because while the premise of the show hasn't changed, the producers needed to meet this moment. The pandemic is a second plot line, one that’s impossible to ignore. So, the Bachelorette and this pack of prospective mates show up at La Quinta Resort, and they have the entire place to themselves for the duration of the season. You know what that means: that giant property in La Quinta was bought out completely by ABC. I mean, look at Disney World in Orlando, same idea with the NBA finals. How can you shrink this down to fit your hotel, and what types of buy outs might you attract?

For planners who need to gather a group in a closed circle, this is a great option. If you’re a small hotel, take a cue from these big guys, and roll out a buyout option. Small properties can push buyouts in really exciting ways. Start marketing family reunions, intimate weddings, and elopements available through property-wide buyouts. Just like the other hybrid concepts, it’s really important to package up an option like this, and communicate it. It’s hard enough for travelers to make plans right now—you really need to spell out what’s possible. Create hotel buyout packages so you’re leading the horse to water, so to speak.

I shared many more ideas about rethinking your group sales strategy in a recent story in Hotel Executive’s Hotel Business Review.

6. The Spacation

If you’re a resort property with a spa, you might notice renewed interest in well, renewal. Spa marketing is another topic I dove pretty deep on, in another Hotel Executive story. The strategies I shared are pretty straightforward. To set the stage, it’s this concept—spacation—that we’ve really seen take off this year. Travelers who’d booked big trips that have been cancelled or postponed are finding a way to still go big on what’s been called pandemic pampering. It’s sort of an over-the-top consolation prize for a cancelled trip to the Maldives, if you will. People are seeking out secluded, luxurious vacations that include plenty of spa and wellness activity. Influencers are flocking to Amangiri in Utah where they can stay nearly off the grid, but with a world of luxurious wellness amenities at their fingertips, from secluded sunset hikes, to private soaks, spa treatments, and even dining with a wellness slant. Over in Napa Valley, I’ve been working with Dr. Wilkinson’s Backyard Resort and Mineral Springs on their reopening, which is happening this fall. The timing couldn’t be more perfect to bring back Calistoga’s original wellness resort with new spa experiences, and timeless treatments like their world-famous mud bath.

So, if you have a spa on property, think about really blowing it up—creating spacation packages that go deeper than a spa credit. Maybe you’re adding outdoor yoga like we’ve talked about, or Peloton fitness. Maybe you’re partnering with local outfitters or chefs or naturalist guides to create a wellness experience. I mean, raise your hand if you could use a wellness retreat right now, right? It’s not about going to some island with dozens of other yogis or attending a Wanderlust Festival right now. It’s about intimate, individualized wellness experiences.

To wrap up today’s episode, I want you to think about which of these hybrid hotel stays might work for you. Do you have a workcation, a schoolcation, a spacation, or maybe a buyout opportunity in front of you? Or maybe it’s about rethinking group business and offering some sort of hybrid. Think about the guest experience you’re providing right now, and ask yourself how you might meet this moment a little better? Putting these storylines together and sharing these offerings via email, social, and web could be just what your future guests are looking for. So do the work for them, introduce possibilities, don’t wait for them to come to you with requests for things like extra desks.

As always keep sharing your stories.