Chasing The ‘Staycationer’ Smart Ways to Win Loyalty
Coming off the Quebec Hotel Investment Conference (QHIC) conference in Montreal, it seems the term “staycation” isn’t just a buzzword; it’s a real and growing opportunity for hotels in Canada. With the turbulence in the U.S., the whole “elbows up” thing makes us feel proud to be Canadian, as domestic travel is certainly surging as many take a pass on U.S. visits.
As airfares creep higher and international uncertainties linger, more Canadians are opting for long weekends, midweek escapes and full-on holidays, all close to home.
The question is: How can operators not just fill rooms, but truly capture the hearts, minds, and wallets of this surging segment? And how can we ensure this will not be a missed opportunity to shift Canadian travel patterns?
First, let’s remember that staycationers are looking for more than just a bed and a hot shower. They want experiences, moments, and feelings that are somehow “special”, unique and can I dare use the word (that we all seem to forget) hospitable! Even if it’s just a few hours from home.
The usual North/South migration seems somewhat instinctive. But increasingly, people are travelling from East to West to see our great country. It’s surprising how many people have travelled across the U.S., the Caribbean, and Mexico, yet have never visited Banff, Quebec City, experienced the warmth of our East Coast hospitality, or explored the rugged beauty of Vancouver Island’s west coast.
Canadian travellers are really helping hoteliers survive in these trying times. But can we make it more permanent? To me, that’s where hoteliers need the magic of making true hospitality come into play.
QHIC delegate Garth Ruggiero, director of F&B product and procurement for Atlific Hotels, agrees: “Traffic has been consistent with occupancy being stable. So, we must be more creative to drive more revenue to combat rising costs. While we continue to work with the U.S. and international planners, the tour market is often not the most profitable, with set rates/menus, etc. There is a whole untapped regional market that we are now mining.”
Ruggiero went on to say he even contacted Destination Canada, which develops marketing and programs to attract international visitors to Canada. “With that market being soft, why not create a “Visit Canada for Canadians…” Hard to disagree with that premise.
At Foodbuy’s recent North America conference in Nashville, and I must say, as a bit of a vocal non-supporter of the current U.S. political regime, I was panicked at the border when the customs agent called my name to come up in the NEXUS line… I envisioned someone going through my phone and the ensuing ordeal. Many Canadians are feeling the same way.
Our guest speaker was Will Guidara. In his book, Unreasonable Hospitality, he talks about going the extra mile in ways that seem small but leave a big impression. I know my team would tell you that one of my Troyisms is that “it’s the little things that matter.” Guidara explains this and encourages these activities to the nth degree, and the basis of his ideas could help hotels in these times.
He shared the story of a restaurant table of guests that lamented that they missed trying a New York hot dog while travelling the city. Guidara’s team overheard, ran to a street vendor, bought a hot dog that their chef plated elegantly, and served it to the table. It wasn’t flashy or expensive, it was personal; You can imagine the response. The couple didn’t just remember the meal; they remembered how it made them feel, which is the key.
That’s exactly the mindset we need to adopt in hotels: anticipate, personalize, and delight.
One simple way to do this is by creating tailored packages that appeal to local guests. Think about family-friendly weekend bundles with breakfast included, spa add-ons, or curated city experi-ences. But don’t stop there. Think of the even smaller touches that make guests feel seen.
For staycationers, those little “wow” moments can turn a single visit into repeat business. And as Canadians, we are naturally really good at this.
Technology can help, too. But it’s not just about fancy apps or digital check-ins. It’s about using data wisely. If a guest booked a spa package last summer, why not suggest a similar experience this time, maybe with a local twist? If they love local craft beer, leave a tasting menu in their room. As Guidara pointed out to us, the key isn’t simply doing things differently… It’s doing them thoughtfully. Personalization builds loyalty in a way that generic marketing never will.
“That’s exactly the mindset we need to adopt in hotels: anticipate, personalize, and delight.”
Of course, attracting staycationers isn’t only about surprises; it’s also about visibility. Social media and local marketing campaigns can showcase what makes your property special. Highlight rooftop views, cozy lounges, or chef-led tasting events. Even a simple “weekend getaway” post featuring a curated itinerary can inspire locals to pick your hotel over staying at home. Pair that with exceptional, personalized service, like Guidara’s teams deliver, and you’re not just filling rooms, you’re creating advocates.
Remember that staycationers are often juggling the comforts of home with the desire to escape. They want ease, familiarity, and delight—all in one package. By anticipating needs, personalizing experiences, and sprinkling in those small but memorable touches, you turn a routine overnight stay into a cherished memory. And, as Guidara reminded us repeatedly, it’s not about being flashy, it’s not big budget stuff, it’s about being thoughtful, intentional, and unreasonably hospitable. Each of those is, in its own way, extravagant, but the idea is not the cost. It’s about listening, noticing, and surprising.
Why do these work? They are unexpected and personal, and that gap between expectation and emotional need is very powerful. The expense is in the creativity of these “investments,” and when done with flair, they make lasting memories.
The big key is staff empowerment. To pull these off, you need people who are listening, who care, and who have the authority to act quickly. If a front desk hears something, they should have a “toolkit” to enable a small surprise, a “Dreamweaver-type” mentality or simply a culture that encourages spontaneity.
So, the next time a local guest books a night, don’t just see it as another one-off room booking. See it as an opportunity to create an experience they’ll tell their friends about, post on Instagram, and remember long after checkout.
Chase the staycationer, not only with deals or discounts, but with care, creativity, and a touch of that Guidara-inspired magic. Because when you make them feel seen, valued, and delighted, they’ll keep coming back – weekend after weekend. And then, just maybe by being more hospitable… we can change the travel patterns of Canadians for years to come!