With airfare prices climbing and calendars filling fast, the “staycation” is no longer a consolation prize—it’s a way to unplug and reclaim time without the stress of long-distance travel. A recent Condé Nast Traveller article highlights the rise of “decision-free holidays,” especially among women, as a much-needed break from mental overload. These low-effort, high-comfort escapes deliver real restoration, without the weight of planning, packing or navigating TSA.
According to TripIt (March 2025), 81% of Americans now say they travel to “break free from routines.” For hotel brands, that’s a clear signal: your next loyal guest might not need a plane ticket or a full tank of gas. They might just need a reason to book a room 15 minutes from home. The staycation economy presents a powerful opportunity to boost occupancy, increase ancillary revenue and build lasting local loyalty with your neighbors.
Understand the Staycationer’s Mindset
Staycationers aren’t just looking for deals. They’re looking for a sense of escape without the hassle. They want indulgence without the worry of canceled flights (I write while currently stuck in an airport terminal after my second cancellation this week, thanks to summer storms). And they want to be surprised by what’s just around the corner.
The motivations are clear: a quick reset from the grind—especially for working parents and remote professionals. A taste of “mini luxury” without leaving town. And access to indulgent amenities they don’t have at home, like a spa, pool, housekeeping, or chef-crafted meals.
The financial case is just as strong. According to The Washington Post (July 2025), Americans are cutting summer vacation budgets by 25%—and many are opting for shorter, local trips that are easier to plan and easier on the wallet. This shift opens the door for hotels to connect with guests who are nearby, high-intent and hungry for experiences.
Winning the Local Guest: Three Tactical Marketing Approaches That Work
1. Create Purpose-Driven Packages
Design packages that feel indulgent yet effortless. Think welcome cocktails, spa upgrades, or late checkouts—little luxuries that go a long way. Partner with local attractions to co-promote events, like concerts or museum exhibits, and create limited-time offers only available to guests within a certain radius. When you treat your city as the destination, locals are more likely to see your hotel as their next getaway, not just a place for out-of-towners.
2. Amplify Through Organic Social Media
This is where your local story gets personal and can have a powerful outcome. Build content that sparks local FOMO: behind-the-scenes perks, neighborhood-only packages, or reels like “Hidden Gems Within 5 Miles of Our Hotel.” Collaborating with local creators adds authenticity and reach while driving up the trust factor. To maximize discoverability, use geo-tags and keyword-rich captions. Google now indexes Instagram posts in search, so your social presence isn’t just brand building—it’s search strategy.
3. Tap into Paid Media & Loyalty
Organic and earned media stir the emotion. Paid and owned media seal the deal. Use geo-targeted ads on Meta and Google to reach audiences within 30 miles of your property. Tailor your website experience to reflect local offers first, so when nearby visitors land on your homepage, they immediately feel seen. And revisit your email segmentation. Target past guests by zip code and reward local loyalty with flash sales or early access to seasonal packages.
The Long Game: Local Loyalty Pays Off
So, how do you know it’s working? Measure more than room nights. Track social engagement with locals-oriented content. Monitor web traffic and referrals from creators and influencers. And pay close attention to ancillary spend. Local guests may splurge because they’re saving on travel costs.
When someone falls in love with your property, they don’t just book again. They celebrate anniversaries there. They send visiting friends your way. They become brand advocates. Your most valuable guest might live just down the street—and they’re waiting for a reason to check in. Don’t treat locals as a fallback when demand dips. Build them into your strategy year-round. In the staycation economy, being a good neighbor is good business.