As the warm days of summer start to dwindle and the school year looms on the horizon, families are eager to make the most of the remaining vacation days. August, often dubbed the "Back to School" month, presents a unique opportunity for outdoor recreation operators to attract families looking for one last adventure before school and work routines take over. This blog will explore tips and strategies to help you capitalize on this end-of-summer rush and make it a memorable season for families.
Table of Contents
Understanding the Opportunity
Families are particularly keen on August activities to create lasting memories before the school year begins. This final push for summer fun is driven by a desire to maximize quality time together, making August a prime month for family-friendly events.
The Family Travel Association states summer remains the most popular travel season. However, beach vacations (54%), visiting family and friends (49%), and cultural attractions (41%) are the top choices for family trips. With these being high on the list, there are ways you can capitalize on these trends to help your recreation activity be an excursion of their journey or the destination.
Additionally, nearly 85% of American adults intend to travel during the summer, with a significant portion of these being parents seeking opportunities to have experiences everyone in the family can enjoy and participate in.
Ways to Capitalize on What the Families Want
1. Designing Family-Friendly Activities
You likely already have activities catering to all age groups and interests, and there is always room to bring creativity and emphasis to your offerings. Here are some suggestions to cater to families looking to make the most of their final summer adventure:
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Themed Events: Organize back-to-school-themed events such as "Summer’s Last Hurrah" festivals or adventure days. These can include special performances, games, and contests that celebrate the end of summer.
- Refer to the targeted marketing strategies to promote these events to travelers and locals alike.
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Interactive Experiences: Offer interactive experiences like treasure hunts, nature walks with educational components and DIY craft stations. According to a survey, 62% of parents believe family travel helps their children become more adventurous and comfortable around new people. These activities not only entertain children but also provide educational and social value.
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Special Packages: Create family discount packages, bundle offers, and multi-activity passes. These packages should be designed with families in mind and encourage them to participate in multiple activities during their visit. Studies show that 89% of family travelers prioritize deals and values when planning their travels. So give them a reason to book with you over another attraction in the area.
- The Flybook reservation software offers several ways to create promotions, discounted packages, add-ons, and bundled offerings. Connect with a Flybook Team Member to discover more.
Ensuring that your activities are safe and accessible is crucial. This includes having well-trained staff, clear signage, and facilities that cater to families, such as clean restrooms and shaded rest areas.
2. Marketing Strategies to Target Families
Effective marketing is critical to attracting families during this last-minute period. Here are some strategies to consider:
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Targeted Campaigns:
- Social Media: Leverage social media platforms to share family-centric content and promotions. Use vibrant images and videos to showcase the fun and excitement of your activities. This can be a highly effective strategy, given that 37% of millennial parents refer to online peer evaluations and social media posts by family members and friends when planning trips.
- Email Newsletters: Send out a unique "End of Summer" edition of your newsletter or a one-off email highlighting family-friendly deals and upcoming events. Personalize the content to resonate with families.
- Flybook offers customizable emails and an internal Customer Relationship Managment (CRM) module to help you organize and implement targeted campaigns and lists. Take a tour of the marketing tools in Flybook.
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Partnerships: Collaborate with local schools, parent organizations, and family-oriented businesses to cross-promote your activities. This approach can help capitalize on traveling families and locals already in your area looking for last-minute activities.
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User-Generated Content: Encourage families to share their experiences on social media with specific hashtags. Feature these posts on your social media channels to build community and authenticity.
3. Customizing the Customer Experience
Creating a memorable experience for families goes beyond the activities themselves. Making the whole family feel welcome can take intentional work. Consider the following:
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Personalized Service: Train your staff to provide excellent service tailored to families. This includes being attentive to children’s needs and prioritizing interacting with each family member if possible.
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If your business is family-owned and operated, don't be shy about showcasing it proudly. According to a survey, family-run hotels often excel in providing personalized service. Many families resonate with the concept of a business that prioritizes family values and connections.
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Amenities and Facilities: Ensure that your facilities are family-friendly. This includes clean restrooms, changing stations, and shaded areas where families can rest and recharge. Amenities like free Wi-Fi, swimming pools, and privacy are among the most sought-after by family travelers.
- Promote these offerings in the messaging and marketing you share to target your family travelers.
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Memorable Souvenirs: Offer back-to-school-themed souvenirs or memorabilia that children can take home. These keepsakes can remind them of their fun and encourage repeat visits.
5. Post-Visit Engagement
Maintaining a connection with your guests after their visit can turn one-time visitors into loyal customers:
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Follow-Up: Send a thank-you email with a discount code for future visits. This gesture shows appreciation and incentivizes return visits. Include messaging that caters to the End-of-Summer memories and the fun of seeing how everyone is growing through the years by coming again next year.
- Plan and set up a marketing campaign for the upcoming summer, allowing you to automate and focus on other tasks. Target families who visit during this period and include messaging that evokes fond memories of their current visit.
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Feedback Collection: Encourage families to leave reviews and provide feedback on their experiences. Use this feedback to improve your services and address any concerns. Positive online reviews are crucial, as they influence future family travel decisions.
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Loyalty Programs: Introduce or promote loyalty programs that reward repeat visits and referrals. This can include offering points for each visit or discounts for bringing friends and family.
- Utilize the capabilities of Flybook's platform to establish membership options that enable you to monitor and oversee loyalty programs effectively. Discover more details about Flybook's Membership Feature here.
Conclusion
As August rolls in and the back-to-school season approaches, outdoor recreation operators have a golden opportunity to attract families seeking one last summer adventure. You can make the most of this end-of-summer rush by designing engaging, family-friendly activities, implementing effective marketing strategies, enhancing the customer experience, and maintaining post-visit engagement. We understand that implementing these strategies may seem daunting, so start by trying out just one and observe how it attracts more families to your property.
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