# Staycation Promotion Brands play on the concept of at-home vacations in campaigns amid COVID. By [Grace Mahas](https://www.trendhunter.com/Grace.Mahas), VP of Content & Insights | Published Jul 21, 2020 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/staycation-promotion ## Key Figures - Trend score: 4.1/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Apr 25 to Jul 20, 2020 - Published: Jul 21, 2020 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Experience](https://www.trendhunter.com/megatrend/experience) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Staycation Promotion trend ### 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. ### 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. ### 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. ## What the Staycation Promotion trend means for industry ### For 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 for Staycation Promotion Trend score 4.1 out of 10, from popularity 64%, activity 50%, freshness 9%. - Popularity: 64% - Activity: 50% - Freshness: 9% ## Examples of the Staycation Promotion trend 4 featured examples from Apr 25 to Jul 20, 2020. - [Staycation-Themed Travel Accessories](https://www.trendhunter.com/trends/travel-accessory): BAN.DO's Travel Accessory Range Encourages At-Home Relaxation (Category: Fashion) Implication: Travel accessory companies can create products that cater to the elevated demand for stay-at-home relaxation while incorporating aspects of the travel experience. - [Summer Beer Ad Campaigns](https://www.trendhunter.com/trends/summer-ad-campaign): Stella Artois Launched a Summer Ad Campaign Featuring Celebrities (Category: Marketing) Implication: Beer companies could try celebrity endorsements and innovation in packaging to differentiate their summer ad campaigns from competitors. - [Sunscreen-Branded Candles](https://www.trendhunter.com/trends/beachside-inside): Hawaiian Tropic Debuted the New Scented Candle: Beachside (Inside) (Category: Social Good) Implication: Disruptive innovation opportunity: Explore new scents and candle designs that cater to different moods and preferences. - [Pizza Staycation Campaigns](https://www.trendhunter.com/trends/staycation-campaign): Domino's Staycation Domination Encourages Different Summer Fun (Category: Lifestyle) Implication: Disruptive innovation opportunity: Leveraging technology and creative approaches to transform the staycation experience in the hospitality industry. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)