Local vs Guests that Travel

As resort marketers we have found it is easier to market to non-local guests. Turns out, there's some science behind why. You would think marketing a resort close to home would be a slam dunk. But, its not. And, why is that? 

There are several reasons why people sometimes prioritize traveling to distant destinations over exploring their local areas:
-The Lure of the Exotic: We're naturally drawn to the unfamiliar. Distant places offer new experiences, different cultures, and a sense of escaping our everyday lives.
-Social Media and Travel Inspiration: Travel blogs, social media, and movies showcase breathtaking, far-off destinations. This can create a desire to visit those places and make local areas seem less exciting by comparison. 

-Search for Unique Experiences: Some people believe that their local surroundings lack unique or interesting places to visit. They may want experiences they don't think they can find close to home.
-Fulfilling Bucket Lists: Many people have 'must-see' destinations on their bucket list that may be further afield. There's a sense of accomplishment in ticking those places off.
-Work and Time Constraints: Sometimes busy work schedules and limited vacation time make far-off journeys seem more worthwhile than short local trips.
-Underestimating Local Gems: People often don't realize all the hidden gems that can be found close to home. It takes a shift in perspective and some exploration to discover them.

Does this mean we ignore local marketing? That's a big NO. Instead, its important to build specific marketing campaigns that inspire day trips. Stay tuned for specific examples of successful local marketing in our next installment of our Resort Marketing Series. Until then, what challenges have you faced?