As we enter the 9th month of the pandemic in the U.S, one thing is clear. We have all been home waaay more than we have in years past. October is usually the start of our business travel season, and around this time is when I am finally over the jet lag from my China Sales mission with East West Marketing, and starting to pack for WTM in London. But I have not left my home state of NY since I returned from Sedona in early March.
Spending time at home makes you notice things
In the ‘before times’ home was the place you came back to at the end of a busy day, and the space you launched from for your next activity. If families spent an extended amount of time at home together it was usually because a weather event kept us indoors, or it was a holiday. “We don’t love the way our deck looks, but it’s fine for now. We really should do something with the kitchen, but I hardly ever cook anymore.” Sound familiar? Once Americans realized we should be staying home for health and safety reasons, all those home challenges came to light. And I read quotes from more than one homeowner saying that since they weren’t going to be spending money on travel in 2020, they decided to update their home, patio, backyard, etc.
Home improvements in 2020
A recent article on CNBC.com showed just how popular home improvement projects are this year:
- Kitchen and bath have always been popular remodeling choices, but even those saw a 40% jump in demand in June compared with a year ago. More people are cooking and eating at home, and kitchens are now, even more, the center of family life.
- Home extensions and additions jumped 52%, and security and privacy also saw much greater demand with interest in fence installation and repairs up 166%.
- Pool demand is so strong that even Wall Street investors are taking note. Poolcorp, an international distributor of swimming pool supplies, parts and outdoor living products, hit an intraday all-time high this week and is up over 54% year to date.
An article by BusinessWire confirms the same trends:
- A Consumer Specialist Survey revealed that 57% of respondents said they had undertaken a home improvement project and spent an average of $1750.
- Home Centers, Garden Stores and Hardware stores report a 22% sales increase over last year.
How can Tourism destinations and businesses capitalize on this information?
I often do a S.W.O.T analysis ( Strengths, Weaknesses, Opportunities and Threats) when I am thinking through a challenge. And here is what I see:
Strengths:
- People have money to spend
- People will be staying closer to home to enjoy their improvements so your target market just got narrower
Weaknesses
- People will just want to stay home to justify their expenditures
- People may not have as much money to travel as they pay off their improvements
Opportunities
- Target a 2-4 hour drive market. People will feel guilty if they go away too long after all these investments, but they will still want to get away.
- Can you offer garden tours, DIY projects programs that can be held outside, or virtual tours that will make potential visitors want to come visit
- Change your advertising and marketing to reflect the idea that people have created paradise at home, but you still need to get away.
Usually, I tell clients to list at least 10 opportunities when we undertake a S.W.O.T analysis, so I will leave the remainder to you, dear reader!
Threats
- Ongoing home improvement projects could lead to people wanting to stay home.
- Paying off larger improvements might hinder people from big trips for the next few years.
Want more information on creating your own S.W.O.T. Analysis? Check out this online Course for only $29.99!
How can I help you in October 2020?
DMOs/Tourism Organizations:
Are you looking for a way to provide value to your partners during this challenging time? Check out the Online Tourism Training Program with this link. I can help you provide monthly virtual training for you to offer to your partners/members.
Janet Kasic, Director of Circle Michigan: My company, Circle Michigan, recently contracted with Sally Davis Berry for her Online Tourism Training Program. I am grateful to have been able to offer these educational webinars to our membership. We had phenomenal feedback to the three webinars we participated in. And Sally made it so EASY!
My team will take care of registration, reminders, and even a post-webinar survey! Let me know what topics your partners need help with and we will develop impactful training. I am booked through the end of the year, but am booking new clients starting in January 2021. Prices start at just $995 for each training. Click here to email me and we can set up a time to talk!
Looking to increase your Tourism knowledge and skills?
Then check out Tourism Pro Academy. This platform is a one-stop-shop. You can check out free resources, courses and other ways to work with me. I am adding new offerings this month.The S.W.O.T analysis course is one of the popular offerings. Click here to see what’s available.
Can I ask a Favor?
I am a goal setter and I want to have 2000 readers by the end of this year. Can you forward this email to two other tourism professionals you know? If you work at a DMO or Tourism Organization, I would love it if you would encourage your partners to sign up to receive my weekly posts. Thank you! Just click here to be added to the mailing list.