I Need a Staycation
Unsurprisingly, the many 2020 travel trend predictions of last year — among them “microcations,” off-the-beaten path destinations, and sustainable vacations — have been scrapped in light of the novel coronavirus. New insights have taken their place, shifting weekly along with the status of the pandemic. One undeniable trend of 2020? Travelers are canceling, postponing, or seriously adjusting their getaways and excursions. This is largely due to legal restrictions, a general fear of the virus, and tightening purse strings.
We reached out to a few of our in-market linguists to see how people are feeling and thinking about travel in their respective corners of the world.
Italy suffered an early, lengthy spell of COVID-19, and as a result, Italians were hit hard with strict travel restrictions from the outset. “Among Italians who plan to travel, the majority will stay in Italy,” says Italian copywriter Elisabetta. “Travel to many countries is still banned for Italians, which makes it even more difficult to choose international destinations.” She herself traded in a summer trip to Cyprus for a week at the nearest coastal region in Italy. But serious outbreaks in particular parts of the country mean restrictions within Italy, too. “Some Italian regions in the South (which experienced very few COVID cases) tried to stop visitors from the North of Italy, where the coronavirus spread was most severe,” she says. “The central government had to force them to open their ‘borders.’” While lockdown has largely lifted, safety precautions are deterring people from visiting hotels and restaurants. “Instead of having a relaxing experience you are asked to follow several strict rules,” says Elisabetta. Staycations and self-catering rentals are the new norm for Italians in search of a holiday.
Japan is also looking inward for diversion, as fear around more outbreaks and a second wave persist. Kyoko, one of our in-market consultants for Japan, tells us that elder Japanese travelers — who normally enjoy international cruises or group trips — plan instead to visit local hot spring resorts this summer. One positive side effect, she notes, is that places like Kyoto, which are normally busy with international tourists, are newly empty and available for locals to explore. “Those who are energetic and active enough to get out and about may take advantage of quiet, peaceful and beautiful places close to home,” she says. The city of Kyoto had become very busy in recent years, with complaints of “over-tourism” mounting from the Japanese. “Especially after the cancellation of the Olympics, hotels and other types of accommodation have been offering huge reductions,” Kyoko tells us. In addition to domestic urban centers, the Japanese are now able to explore local tourist attractions, such as city gardens, historic sites, cherry-picking, museums, and hot springs more freely.
The virus and resulting lockdown hit Argentina a little later relative to the rest of the world, so “post-pandemic” travel trends have not exactly emerged yet. Victoria, a copywriter in Argentina, had plans to travel to Bahia, Brazil with her family. They’ve rescheduled for November, but are not certain they’ll be able to go, given Brazil’s high case count. For Argentinians, beautiful Uruguay may emerge as a favorite safer option, even though it is technically international. “We are very close to Uruguay — just a one-hour boat trip,” says Victoria, “and people from Argentina are very keen on visiting Punta del Este, one of the coolest beaches in the area. Many Argentineans own apartments or houses there. The Uruguayan government has been encouraging Argentineans to move to their country to boost the economy for years.” Not only is Uruguay desirably accessible — it also has a mercifully low case-count.
So it seems for those still itching (and able) to get out, regional staycations and domestic travel have become the most realistic options, as journeying abroad continues to present logistical challenges and health concerns. In the US, the pattern is clear: stateside tourism reigns supreme. US airlines are adding domestic flights, RV rentals are skyrocketing, and the classic all-American road trip is making a comeback.
In light of this global uncertainty, most travel brands are (wisely) proceeding with a mix of caution and innovation: encouraging people stuck at home to get inspired for their next trip when the time is right, adapting cancellation policies to help users book with peace of mind, and enabling consumers to travel from the safety of the sofa through virtual concerts and online experiences.
Another trend we can count on? Market-specific insights will remain vital for the foreseeable future. The pandemic has manifested differently in each region; understanding how citizens of different countries respond is key to those in the travel sector.
