Bill's Blog

In the marketing advertising world, are there two more overused terms than "daycation" and "staycation?"  Born out of necessity in travel and tourism circles, they've both outlived their effectiveness.  There is no disputing the impact they've had.  When you have your own Wiki page, you've arrived.  But enough is enough.

The definition of a staycation is a neologism for a period of time in which an individual or family stays and relaxes at home or a nearby hotel, possibly taking day trips to area attractions.  Staycation popularity came out of skyrocketing gas prices back in the summer of 2008 and took on greater meaning and importance in 2009, when many chose the "nocation" or total abstention from travel.  Daycation has been firmly embedded into our consciousness and area attractions within a day's drive are all in.  It's everywhere you look in tourism communications - the promise of spending your day with us!!

When first arriving on the advertising scene, the terms had meaning and appeal.  It broke through and resonated with a beleaguered populace slammed by personal and financial turmoil in their lives.  Taking a vacation was the last thing they could think about.  The question is have staycation and daycation lost effectiveness and the ability to resonate through a combination of overuse and changing market climate issues?

Travel is up in 2010, anywhere from single percentage points to up to 10%.  According to the NY Times, "The auto group AAA says over 34.4 million people will travel at least 50 miles from home this Labor Day weekend, up nearly 10% from 2009, based on an improved economy and lower gasoline prices."  The increase in revenue is proportionate as well - $519.6 billion in 2010 versus $489.0 as forecast by the U.S. Travel Association.

Will normalcy ever return to destination marketing or is it gone as we once knew it?  Staycations and daycations may become the new norm as fewer and fewer people take full vacations.  This has been the case for many years - shorter vacations in a more compressed timeframe.  The demands of working in today's "never off/always on" culture are here to stay.

What is missing with the premise of the daycation and staycation is the thrill and excitement of a new destination with things to see and do that you've never experienced before.  Vacations are all about the getting away escape and unwinding and recharging in a new setting.  This doesn't usually happen with a daycation or staycation - it's the same old house, chores and responsibilities.  It's not really getting away.

In the U.S., we've got it all wrong.  Two weeks of vacation versus our counterparts in Europe that average four to six weeks.  Staycation and daycation only serve to exacerbate this trend and it's disturbing.  Vacations are meant for a reason.  You can't truly rest if you're home.  Yes, daycations and staycations have been born out of economic necessity, but maybe it's sending the wrong message.  There is so much to see in this country and the world.  Vacation travel is all about experiencing different people and cultures.  It's time that travel and tourism marketers took a different tack and started promoting vacations as an "investment" vehicle.  Much like healthcare, gym memberships and Starbucks coffee, vacations are an investment in your overall psychic well being.    You'll always remember and cherish a great trip, but you will soon forget the daycation as it fades into a sea of sameness.

Weren't daycations, formerly known as "day trips," something that you did on the weekend?  This was family time that supplemented vacations, not replaced them.   Let's not allow staycations and daycations to become the new norm.  Vacations are sacred time and are meant to be shared with those closest to you.  Let's view vacations as investment spending, a bold and new way of marketing travel and tourism.  We're ready for the next thing.  Daycation and staycation have had their day - time for retirement.