Bryan Boice: How to respond to the phenomenon of business travel
This may not be a new trend anymore, but remote working vacations or ‘workstations’ are one of the most important developments to come out of the COVID-19 pandemic for the travel industry. . In the space of a year, the concept of combining work and travel has grown from a novelty to a regular part of our travel plans. Many employers now trust their employees to work from anywhere and remote workers enjoy the flexibility of being able to live and work from a new location.
Property managers are now wondering how to capitalize on the phenomenon of work travel and how to attract more savvy clients to the workplace by finding ways to exploit what appears to be more than just a trend and increasing their income by getting longer term bookings. .
Based on some recent findings from a HomeToGo fall travel trends study, we take a closer look at workstations and share tips property managers should keep in mind ahead of the months. autumn and winter coming.
Update your digital nomad character
Many still feel that digital nomads may only be millennials or people working in the tech industry, but that is simply not the case. The definition has spanned all types of industries and demographics, including entire families, couples, and groups of friends living and working together from a vacation home.
In a recent study, HomeToGo found that 70% of American travelers plan to bring their work with them at least once on vacation this year. The percentage is also high for European markets, notably France (57%), Germany (52%) and the United Kingdom (50%), although, comparatively, Americans still live up to their stereotype. of hard work and without leave. .
Property managers looking to capitalize on the emergence of workstations should keep domestic and U.S. clientele on their radar and broaden their target guest personality, exploring distribution channels appealing to the broader definition of a digital nomad.
Encourage a change of scenery
Throughout the pandemic, many people felt stuck at home and missed their typical daily excitement and adventure. When offices and schools remained closed for the foreseeable future, many began to think about the possibilities of living and working in a different destination.
In terms of dream travel destinations, more than half of American travelers cited beach and mountain vacations as their trip of choice.
This has been the case for much of the past two years, as lakes, mountains and resort towns have been in the spotlight thanks to the rise of domestic travel and social distancing.
For property managers interested in the best growth markets this fall, charming places like Brown County, IN (+ 598%); The Hamptons, NY (+ 418%); Hocking Hills, OH (+ 345%) is among those with the largest year-over-year increase in search demand on HomeToGo.
There is hope for property managers in the markets still struggling to see a rebound in domestic clients. With the return of events, nightlife and international travel, urban destinations are also quickly getting back on track, in terms of traveler demand. HomeToGo searches for vacation rentals in urban areas are up + 29% from fall 2020 and that number is expected to increase as the United States reopens its borders to international travel.
To capitalize on the demand that exists for a change of scenery, property managers in urban markets need to focus on the type of community and the area where their property is located. Including photos of nearby sights and attractions will appeal to travelers looking for local experiences. All community restaurants, concert halls, and local markets should be prominently featured in listing descriptions.
Don’t overlook the details
Furniture sales and home improvement have exploded in recent years as people spend more time at home and prioritize their personal comfort and space. The same trend also applies to travelers who prioritize the comforts of home in their travel accommodations.
Fortunately, vacation rentals already have a big advantage over other types of accommodation when it comes to extra space, as well as these types of amenities. When asked what type of accommodation they would choose for a remote working vacation, nearly half of U.S. respondents said they would book a vacation home (47%) rather than any other type of accommodation. .
When observing long-term (20+ days) customer search behaviors, the most requested amenities include:
- accepted animals
- the Internet
- Washing machine
Property managers looking to better cater to long-term travelers should focus on the special amenities of their properties; even seemingly mundane items like coffee machines or blackout curtains could be obstacles for some guests.
It is also important to be precise with internet speeds. Screenshots of a property’s upload and download speeds are starting to appear alongside images more often, along with messages on dedicated workspaces and private areas of the home to take calls.
All of this to say that workstations present a huge opportunity for property managers to secure longer term, off-season bookings. However, in order to cater for the growing number of digital nomads, property managers need to pay special attention to the amenities they offer, creating a space where they themselves would like to live and work.