Whether you call it a staycation or holistay, as heard earlier this month on The Daily Show it’s clear that given the high price of gas, many Americans are rethinking their summer travel plans. However, despite John Hodgman’s assertion that a “holistay” means not leaving your home - all summer – Americans will still travel, perhaps just not as far or for quite as long as they did last year.
 
But for the nimble travel marketers, therein lies and opportunity. For the first time in years, the attraction down the road, the one that's always been there, and you were "going to get to someday" - just got a lot more attractive for the American traveler.
 
This season, Convention & Visitors Bureaus and attractions should make a strategic decision to reallocate financial resources to penetrate markets closer to home. Because of high gas prices, travelers are more open this year to exploring destinations that were not previously considered in the vacation choice mix. And destinations across the country should actively invest in campaigns designed to attract traffic from markets closer afield.

Promotions for “free gas” are the most direct tactic to moderate the “pain at the pump,” a major issue despite recent statistics in BusinessWeek, showing that rising prices add less than $100 – even with an SUV – to most typical trips.  And several destinations are addressing the issue head on:

•  "Come Back to the Coast," the Mississippi Gulf Coast’s radio, print and outdoor campaign within a 300-mile radius offers a $50 gas card for two night stays booked through their toll-free number, for travel completed by Labor Day. 

•  Hershey Entertainment and Resorts has partnered with Lukoil to offer $50 gas certificates on selected accommodation and admissions packages directed at families and couples, promoted front and center at http://www.hersheypa.com/.

•  “Get Here + Get Going," urges Visit Pittsburgh and its Countryside, offering a $10 gas card for every night’s stay booked through visitpittsburgh.com, partnering with GetGo stores, widespread through their primary marketing area.

•  Hotels.com features their $50 gas card in their TV campaign.

And those destinations who are able to craft campaigns that provide America’s travel decision makers, a.k.a moms, with the tools they need to excite the family about this summer’s vacation plans, will see the start of a long-term marketing relationship.

Summer officially commences this week and destinations can still influence consumer purchasing decisions, even if travelers won’t need their GPS this year to find you.

How is your region responding to the prospect of “holistays”?  Scroll down to “comments” below to tell us about it.