Low Hanging Fruit

I can’t remember how long ago American Express released research that indicated that roughly 50% of travelers preferred staying in hotels when visiting friends and relatives (and the friends and relatives felt the same way). And in my presentations at tourism conference and my workshops with Destination Marketing Organizations, I have (for decades) stressed that this is the kind of low hanging fruit that is a gift.

Especially today, when international travel to America is in freefall and domestic travelers are staying closer to home, a campaign to encourage local residents to invite their friends and relatives to visit would seem to be a no-brainer. And for those hoteliers that never saw the AmEx research…it gets even better. A new study by HotelTonight indicates the numbers are on the rise…as 61% of travelers now say they’d rather stay in paid lodging than on that Murphy Bed or inflatable mattress.

For DMOs, it’s never been a better time to invite your residents to invite their friends for a visit.