Category
Lifestyle
Assisted Choices
Trend cluster
Category
Staycation
Promotion
Brands play on the concept of at-home vacations in campaigns amid COVID.
4.1
Trend score
Trend
What is the Staycation Promotion trend?
Staycation Promotion: Amid the COVID-19 pandemic, brands are playing on the quarantine restrictions with campaigns that celebrate "staycations" in lieu of real vacations. These promotions tend to encourage different ways to have fun while remaining safely at home.
Insight
The consumer insight behind the Staycation Promotion trend
In light of the COVID-19 pandemic, consumers are hesitant to travel for fear of spreading the virus or have been restricted from travel by governing bodies. As a result, they are looking to spend their time off in controlled spaces like the home. This affects the consumer's ability to enjoy life as usual, creating a sense of community among all who are missing out on traditional vacation experiences.
Trend themes
Themes within the Staycation Promotion trend
Three behaviours holding the trend together01
Staycation Trend
As the COVID-19 pandemic continues to restrict travel options of consumers, brands are creating staycation-themed promotions and products to help consumers relax at home.
02
Social Good Marketing
Brands like Hawaiian Tropic are incorporating social good into their marketing strategies, creating limited edition products that contribute sales proceeds to charitable organizations.
03
Pandemic-Related Marketing Collaborations
Brands like Stella Artois are collaborating with other industry businesses like TripAdvisor to help consumers impacted by the pandemic create alternative vacation plans.
Industry implications
What the Staycation Promotion trend means for industry
Where the trend changes the playbookFor
Hospitality Industry
Amid the trend of staycations, hospitality industry businesses can create unique at-home vacation experiences to appeal to consumers.
For
Retail Industry
As consumers are spending more time at home, retail industry businesses can create staycation-themed products that promote self-care and relaxation.
For
Food and Beverage Industry
With consumers spending more time at home, food and beverage industry businesses can create products and promotions that help consumers enjoy the summer months in new and different ways.
Workshop question
How can your brand use humor to reach consumers during challenging times?
Trend signals
Trend signals for Staycation Promotion
Trend score 4.1 out of 10, from popularity 64%, activity 50%, freshness 9%.
Popularity64%
Activity50%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Staycation Promotion trend
4 featured examples from Apr 25 to Jul 20, 2020CategoryFashion
Staycation-Themed Travel Accessories
BAN.DO's Travel Accessory Range Encourages At-Home Relaxation
Travel accessory companies can create products that cater to the elevated demand for stay-at-home relaxation while incorporating aspects of the travel experience.
CategoryMarketing
Summer Beer Ad Campaigns
Stella Artois Launched a Summer Ad Campaign Featuring Celebrities
Beer companies could try celebrity endorsements and innovation in packaging to differentiate their summer ad campaigns from competitors.
CategorySocial Good
Sunscreen-Branded Candles
Hawaiian Tropic Debuted the New Scented Candle: Beachside (Inside)
Disruptive innovation opportunity: Explore new scents and candle designs that cater to different moods and preferences.
CategoryLifestyle
Pizza Staycation Campaigns
Domino's Staycation Domination Encourages Different Summer Fun
Disruptive innovation opportunity: Leveraging technology and creative approaches to transform the staycation experience in the hospitality industry.
