5 positive ways the pandemic is changing domestic travel, and what they might mean for attractions
The pandemic has changed the way we travel for ever. In the long term, this could be a positive thing.
The most obvious change is the switch to domestic travel. With international travel likely to remain difficult, expensive and inconvenient for the foreseeable, any stigma attached to holidaying at home has fallen by the wayside. And as people discover the joys of the staycation, they’re more likely to include it in their annual holiday repertoire for many years to come.
It’s not just attitudes to domestic travel that are changing. The way we holiday at home is evolving too – for the better. It’s becoming deeper, more considerate and more diverse – both in age and in number of legs!
1. More four-legged visitors
Many Brits saw 2020’s lockdown and travel restrictions as an opportunity to welcome a new member to the family. According to Kennel Club, pet registrations soared by a quarter over lockdown, and dog homes reported extremely high rehoming demands.
It all points to growing demand for dog-friendly holidays, as people won’t want to leave their new four-legged friends at home when they go away.
What might this mean for attractions? Don’t miss out on the Hound Pound! If your attraction already caters for doggy visitors, make sure you shout about your dog-friendly facilities.
And if your attraction doesn’t yet provide basic services for pooches, it’s worth introducing them if possible. Dedicated water bowls, dog-friendly areas, free or paid-for dog treats and doggy litter bins are all welcome additions as far as pet owners are concerned. You should also be clear about exactly where and when dogs are allowed
2. A resurgence in multi-generation, skip-generation and group travel
With so many families and friends separated for so long by coronavirus restrictions, it should come as no surprise that experts are predicting a surge in multi-generation and group travel as people use their holidays as a chance to reunite. You could see more grandparents travelling with grandchildren too (skip-generations travel), as parents take a much-needed break.
What might this mean for attractions? Multi-gen and multiple family groups contain a wider range of interests, expectations and requirements, with members likely to want to come and go as they please. As ever, your attraction’s role is to help them make memories in a place they all feel comfortable in.
Activities that can be enjoyed by all ages, such as live performances, wildlife interactions and gentle walks, are bound to go down well. Make it easy for group members to take a break from each other too; clearly marked meeting points and plenty of seating areas for older visitors to take a rest while the little ones let off steam will help.
It’s worth taking another look at your group discounts too, as well as reaching out to local hotels and self-catering accommodations to offer reduced admission prices to groups staying with them.
3. Travellers are in less of a rush
The trend for slow travel is a consequence of growing desires to both travel more sustainably (see below) and to avoid prolonged contact with potentially contaminated public places such as aeroplanes, train toilets and motorway services.
Experts predict that many people will choose to spend longer in a destination, getting to know it beyond the usual tourist routes. Two-week (or longer) breaks will become more common and visitors will seek out lesser-known attractions and local gems where the crowds are thinner and the opportunities to connect are greater.
What might this mean for attractions? Offer visitors the chance to get to know your attraction in a deeper way. You could run guided tours that take visitors behind the scenes, and highlight some of the less-visited areas of your attraction.
You could join, or even establish, a local bundle that helps visitors connect with the area in a more meaningful way, perhaps themed on local food or heritage. Ideally, this would be done in a way that still allows for customisation; off-the-shelf travel is most definitely out.
4. Pre-trip research dives deeper
After months of last-minute lockdowns and constantly evolving travel restrictions, travellers are warier than ever of being left out of pocket. Flexibility when booking will be a deal-breaker for many visitors who have been burned by tourism businesses unable or unwilling to offer them a full refund over the last year.
You can expect visitors to spend more time researching every aspect of their trip, from bagging the best accommodation deal to Visitor Attractions cancellation policies.
What might this mean for attractions? Help counter visitors’ residual nervousness by making sure your attraction’s cancellation and postponement policies are fair, crystal clear and easy to find on your website. You can expect this depth of research to extend to sustainability too – see below.
5. Sustainability goes mainstream
One of the few silver linings of 2020 was watching the way our planet responded to our stillness. Venice’s canals ran clear. The snow-capped Himalayas were visible from parts of India that hadn’t seen them for 30 years. Nature flourished and brought precious moments of joy to people in lockdown everywhere. Plus, the overnight disappearance of tourism caused local economies to nosedive – and many people started to realise just how powerful their spending choices are.
After so long confined to our homes, people have a greater appreciation of the privilege of travel and many will want to use that privilege wisely by making more sustainable choices on their holidays. Sustainability is no longer a buzzword; it’s a key consideration – for visitors, for tourism businesses and for communities.
What might this mean for attractions? Visitors are more likely to review the sustainability of the places they visit, including attractions. If your attraction’s sustainability policy isn’t up to scratch and prominent on your website, it’s time to make it so.
Highlight your recycling strategies, energy sources, conservation areas, positive links with the local community and how accessible your attraction is by public transport and bike (the latter could be especially important, with a predicted rise in cycling holidays on the cards).
Also consider what your attraction can do to become more sustainable – but beware of greenwashing. Sustainability should be an integral part of every consideration rather than an afterthought.
