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In the mid-1800s, Scots had a word for the irresistible urge to stay snuggled in bed, even when the day beckoned: “hurkle-durkling.”
This delightful term perfectly captures a travel trend the 80 DAYS team have identified in their latest report: travellers, particularly those in the coveted Zillennial demographic (born 1990-2000), are prioritising relaxation and literally “doing nothing” on their trips.
Hilton’s research reveals a significant portion of global travellers (20%) embrace “hurkle-durkling” on holiday, a figure that jumps to a staggering 30% among Zillennials. This shift in travel priorities presents a unique opportunity for hotels to cater to this growing desire for in-room nirvana.
How To Capitalise On The Hurkle-Durkling Trend?
Embrace the Vibe
- Luxurious Bedding: Invest in high-quality mattresses, plush linens, and cozy throws. Consider partnering with renowned bedding brands to further improve your guest’s sleep experience.
- Elevated In-Room Dining: Offer enticing room service menus with gourmet options, indulgent treats, and curated snack baskets. Yum.
- Create a “Do Not Disturb” Haven: Introduce “Do Not Disturb” packages that include amenities like aromatherapy diffusers, noise-canceling headphones, and blackout curtains to ensure ultimate tranquility.
Transform the Bathroom into a Sanctuary
- Luxurious Bath Amenities: Provide top-tier bath products, fluffy robes, and plush towels. Consider offering a selection of bath salts, essential oils, and bath bombs.
- Spa-Inspired Touches: Budget allowing, incorporate rainfall shower-heads, heated floors, and ample counter space for indulgent self-care routines.
Curated In-Room Entertainment
- Invest in technology: Equip rooms with smart TVs, high-speed Wi-Fi, and premium entertainment options like streaming services and even video game consoles (at least to hire – a potentially ancillary revenue stream).
- Personalised Touches: Offer curated playlists, reading materials, and board games to enhance the in-room experience.
Create a Hurkle-Durkle package
Why not even create a hurkle-durkling package (of course it doesn’t need to be called this!) especially for those who want to do less during their stay. So, packages that include in-room spa treatments, private yoga sessions, gourmet culinary experiences and lots and lots of rest.
Market to the Zillennial Desire:
- Social Media Campaigns: Social media platforms like Instagram and TikTok are perfect to showcase your hotel’s luxurious bedding, inviting ambiance, and enticing in-room amenities.
- Content Marketing: Create engaging blog posts and articles that highlight the benefits of “hurkle-durkling” and a more relaxed approach to travel and how, conveniently, you cater to this very desire.
- Influencer Partnerships: Collaborate with travel influencers who already appeal to the Zillennial demographic to promote the hotel’s relaxed offerings.
By embracing the “hurkle-durkling” trend for cozy getaways and creating an environment that encourages down-time and indulgence, hotels can attract those looking for a more relaxed, yet unforgettable, stay.
