An air bridge too far? Staycations will save the summer holidays

[11 June 2020] Holiday season in 2020 has already been impacted drastically, and it’s only June. Easter breaks were the first to go, as most of Europe closed its borders to tourists, and people were repatriated. Fast forward to June and we’re still in limbo. Local relaxations on travel are underway, and airlines have plans to recommence flights, with Belfast City and Belfast International Airports both gearing up to welcome passengers from July. International and GB destinations are on the list, however passengers may face post-travel quarantine times of up to two weeks. To circumvent this, the UK government has suggested ‘air bridges’ or travel corridors, which would enable passengers to travel between countries without quarantine, an appealing prospect to many. It’s important to note that nothing has been agreed yet, and the situation (as with everything) is fluid and changes regularly.

April saw a reduction in the number of flights to/from NI, with only 2,669 passengers in the month. The airports are a vital lifeline for business and leisure passengers across the province, so the increase in flights is a welcome boost. Airlines are offering increased levels of flexibility, with EasyJet offering changes to bookings up to 14 days before departure, in an attempt to entice bookings.

Hotels Reopening in July

From 20th July hotels, guesthouses and caravan sites are permitted to open in Northern Ireland, and in the days since the announcement, several hotel chains have reported a positive uplift in bookings and enquiries. Hastings Hotels managing director Howard Hastings is aiming to capture part of the £4 billion usually spent by holidaymakers from the island of Ireland who normally go abroad.

In a recent interview, he said: “The minister’s [Diane Dodds] statement today has unlocked that opportunity. As a result our enquiry level has already jumped.” Additionally, the Lough Erne Resort in Co. Fermanagh is well positioned to attract those looking for a staycation, with a range of self-catering lodges as well as hotel facilities. General Manager, Joanne Walsh said she believed Northern Ireland was poised for a strong uplift in staycations.

“Lough Erne Resort has always retained a strong staycation market and our view is that 2020 will truly become the year of the Staycation for the market as a whole. In the past 24 hours we have received bookings for a three week stay in one of our suites, two five day stays in our luxury self-catering lodges and a number of other enquiries around multiple night stays from guests throughout the island of Ireland. So far, it’s been very encouraging.

“Our wedding business, which is a crucial element in our overall offering, has retained its bookings and is also showing strong signs of recovery with several weddings secured following ‘virtual tours of the resort’ during lockdown. Golf membership enquiries have risen too. We realise these are early days, but these are nonetheless very positive signs for the resort, Fermanagh and our industry as a whole.”

Target tourists and staycationers

Day-trippers are also an audience likely to grow in volume. With many people on furlough, and having spent 3 months at home, lots of people are rediscovering the tourist attractions near them. From the Giant’s Causeway to Cuilcagh’s insta-worthy boardwalk, Northern Ireland has a huge variety of excursions all within a reasonably short travel time. Unfortunately in NI our weather is unpredictable, so while around 50% of people plan ahead for their shopping trips it’s unlikely that all picnics will be prepped in advance. As of the time of writing, the hospitality trade was still under an enforced shut down so day-trippers will likely rely heavily on convenience retailers, either at home or in their destinations to stock up on food for the road.

The opportunity for advertisers here is enormous. Targeting passengers who are jetting off abroad, or returning home has always been a key demographic for a large range of brands with a particular focus on business travellers and an ABC1 audience, leaving the airports well placed with a large range of OOH formats.

For those who are staying local this summer, advertisers should be widening their normal catchment to draw in guests from further afield, who are looking to make their staycation more exotic than a hotel stay close to home. Local brands should be shouting about their offerings at every opportunity, ensuring those passing through the area are aware of the services available.