Marketing as a “Drive To” Destination
Carrie Hill | 24 November 2008 |
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The economic news is very doom and gloom these days - but if you’re a drive-to destination - you’re in luck. Gas is getting cheaper!
Today I paid $2.22 a gallon. That’s pretty high still - we’re not very far from some major ski areas in the mountains of Colorado. That being said - I’m more likely now to drive myself to a vacation than I was just six-months ago.
Marketing to these drive-to shoppers presents some unique challenges, especially for vacation rental managers. There are some tips I can suggest to take advantage of this market - If you have any of your own to add - please feel free to list them in the comments below:
- Most drive-to travelers are probably looking to stay for a long weekend. Vacation rental peeps - those 7-day minimums are probably going to shoot you in the foot. Consider relaxing those - even in just a few properties - if possible
- Drive-to travelers might be able to haul more gear - so push golf, skiing, surfing, etc as they wont have to rent equipment to have a good time. A 4-day weekend package that included a lift ticket or round of golf would be a great feature for your next email marketing blast.
- Fido is more likely to be coming along - and not having to pay for a kennel might be a bonus for those looking to spend a few days with the family. Emphasize pet friendly rentals and even provide a clean doggie dish and bed if possible.
- Sort your email marketing list by less than 1 hour, 2-4hours and 6+ hours. Send out last minute weekend specials to the 4 hours or less crowd when you have a ton of vacancies. This is a way to have “heads in beds” so to speak - even if you have to discount them a bit.
Like I said - just a few ideas - let me know yours in the comments below!
image courtesy freeparking
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November 25th, 2008 at 7:28 am
Targeting drive cities in your pay-per-click ads with your last minute specials and weekend getaways can also be effective. For a higher conversion, develop a special landing page for those visitors that will reinforce the special you advertised.
November 25th, 2008 at 7:10 pm
Great tips Carrie and Anna!
I know when I am personally looking to go somewhere semi-local for a long weekend that all of these factors are important to me. I have a Vacation Rental Manager that I work with that emails me whenever he’s got a last minute rental available that fit my specifications (price, pets, ski area proximity, etc). He gets all of my in-state rental bookings, and I’ve referred several friends as well.
Start a blog with area news, specials, and other posts that will keep guests coming back to your site for updated information on things to do while on vacation, or specials for guests that haven’t booked yet.
Another thing we all love is “freebies” -throw a gift certificate for a pizza and some movie rentals in after a long day on the slopes, or discount tickets to a local attraction that you’ve partnered with.
November 26th, 2008 at 11:49 pm
Very good thinking. Especially that tip about making it pet friendly.
November 27th, 2008 at 1:03 pm
Carrie,
I agree that the sinking gas prices are starting to take it’s toll. Thanks for the article, I’ve learned a thing or two.
Commission Blueprint Editor,
Michelle Tran
November 28th, 2008 at 9:16 pm
Others should be reading this post. Where did you get all the information?
Full Version Game Downloads
November 28th, 2008 at 9:32 pm
Im so happy to see your site,may be you can help me from my problem someday, I am glad i’ve visit your site.
November 29th, 2008 at 11:10 am
You have nailed it on two counts, 1st the minimum stay resorts targetting “drive in visitors” should loose it all together, many people are finding difficult to find 2 days to be away, let alone 7 or more. 2nd push the available on property activities, as once we get there ahy do we want to drive another 1/2 hour to play.
November 29th, 2008 at 7:45 pm
Great post! I agree with all commentators. Never heard the term “drive-to” travelers, but makes total sense.
November 30th, 2008 at 10:37 pm
good ideas
December 1st, 2008 at 3:54 am
I had stopped driving for so long (live near great public transportation) because of the gas prices that it came as a huge shock to me to see that they’d come down again when i filled up the other day.
December 2nd, 2008 at 1:05 pm
Great advice. I don’t have a car right now so I admit that I don’t notice gas prices as much as everyone else. I was talking to a friend the other day and he said driving home for the holidays this year should cost him half of what it did last year (around $150 instead of $300).
I’m tempted to rent a car just to check out some of the drive to destinations around here.
December 2nd, 2008 at 5:16 pm
Hey, great minds think alike! We just ran some stats here at Escapia on the duration of stay for queries on our consumer site http://www.ClearStay.com. The bulk of the queries was definitely under 7 days. It was interesting to see that there was a spike at the 6 day mark. To see the chart and read the blog post
December 2nd, 2008 at 5:17 pm
sorry, that URL is http://www.typepad.com/t/trackback/3042566/36072526
December 2nd, 2008 at 5:18 pm
http://blog.escapia.com/escapia/2008/11/increase-minimum-length-of-stay-to-generate-more-bookings.html
December 3rd, 2008 at 2:52 am
Very innovative ideas and thinking! Visiting your blog first time. It seems really good.
December 4th, 2008 at 6:14 am
Thanks that finally the gas is getting cheaper. Wonderful write-up.
December 5th, 2008 at 1:52 am
Nice post and great information.
December 5th, 2008 at 1:29 pm
I can see some great potential in this. especially now gas prices have dropped the nuber of potenital customers has increased hugely.
December 8th, 2008 at 10:59 pm
Your post is very helpful.. I agree with your suggestion as we all know that gas is getting a little bit higher from now.
December 9th, 2008 at 8:18 pm
The gas price decrease gives me some relief in the middle of this economics pressure. I also now start drive my own car oftenly.
December 10th, 2008 at 10:47 pm
Like your thoughts on stratifing your email list based on distance. I have a business that can benefit from this application.
December 14th, 2008 at 5:04 am
My tip on saving fuel. Use a bicycle when moving around in local area :-)
December 16th, 2008 at 8:54 am
Good stuff !! Very innovative & informative. Wish gas price to go down a little.
December 18th, 2008 at 10:06 pm
good ideas,
December 20th, 2008 at 1:40 pm
Marketing petrol cards is also a nice idea. Offering a discount on the gas if purchased through cards can be focussed. Honest marketing always helps.
January 1st, 2009 at 10:36 pm
Thanks for sharing your tips! Very helpful ideas! A blessed new year to all!
January 2nd, 2009 at 11:30 pm
nice blog and keep it up
January 3rd, 2009 at 4:40 pm
These are great ideas!
January 4th, 2009 at 4:11 pm
Great Post. Lots of information. “drive-to travelers” I have never heard it called that.
The thing that worries me about gas prices dropping, is how fast is going to go back up? $5.00, $10.00. I think its going to jump up very fast, like over night.
If this does happen, what will people do in this rescission that we already are in?
Allen
January 5th, 2009 at 10:21 pm
Awesome post. “Drive-to travelers” is a great concept. With the price of gas coming down to a reasonable level, it makes this very affordable.
Tim