Summer 2025 is officially here, but not everyone is island-hopping and sipping margaritas poolside. Some are reviewing 529 plans. Others are holding off on vacations to stretch their savings.
Let’s talk about why your Summer 2025 campaign should speak to the clients who are staying put (and thinking long-term), and how to meet them where they actually are this summer.
1. Most of your audience isn’t off the grid.
Summer marketing often leans into a single narrative: that everyone is checked out and traveling. But in 2025, that assumption falls flat.
This season isn’t just about laying by the pool, it’s about pressing pause near home. In fact, travel platform Airbnb has dubbed 2025 “the year of the staycation,” as more Americans opt for local comforts and short retreats over long-haul flights (Sunset Magazine, Airbnb Summer 2025 Trends, hostex.com).
- Airport and hotel bookings are trending down—flights are ~10% lower YoY despite falling prices (reuters.com).
- Nearly half (46%) report cutting back on travel due to the economy, and 41% are postponing plans amid recession fears (ssrs.com).
- Domestic road trips are surging: AAA projects a record ~72 million travelers for Independence Day road trips, with Memorial Day car travel up ~2% YoY (investopedia.com).
What this means:
Your clients aren’t checked out. They’re here—budget-conscious, awaiting clarity, and still paying attention. They’re looking for peace of mind, ease, and a little relief from the everyday hustle. The brands that acknowledge that? They’re standing out more than ever.
2. Summer looks different when the future is on your mind.
This season, many are:
- Prioritizing retirement, education funding, and multi-generational planning
- Taking time to reflect: Is our 529 plan on track? Does our retirement plan still work?
- Choosing comfort and restorative time over FOMO.
It’s a season of quiet strategy, not escape—with people seeking calm clarity, not escapism.
3. Speak to presence, not escape.
Change your messaging accordingly:
Replace This… | With This… |
| “Hope you’re relaxing by the beach” | “Summer’s a great time to check in on your goals.” |
| Images of palm trees and sunsets | Scenes of home: iced coffee, cluttered desks, family calendars, and backyard lounging. |
| “Summer Vacation Must-Haves” | “Everything you need for a relaxing night in.” |
Even small shifts can send a clear message: You’re paying attention.
4. Campaign messaging your audience will appreciate
- Mid-year planning checklist
- Ask: “Reviewing your retirement roadmap this summer?”
- “Summer reset” sessions
- Short 15-minute calls to revisit college, retirement, or legacy plans
- Share a simple resource
- Like “5 things to revisit while you’re home this summer”
- Real-time check-in message
- “Hi [Name], let me know if you’re recalculating goals this summer. I’m here.”
5. Speak to the Stay-In Summer of Comfort
Highlight everyday comforts
Focus your campaign on small joys: cold drinks, cool spaces, little breaks in the day. Even a well-timed scroll on social can be a bright spot.
Lead with the relatable, not the aspirational
Skip the polished vacation shots. Show real people working, relaxing, and making the best of summer at home.
Offer practical “Stay-In” bundles
Tailor your summer offers to meet clients where they are: shorter sessions, value-based check-ins, helpful content drops, or limited-time service bundles that feel light but useful. Staying in doesn’t mean standing still—it’s just a different rhythm.
Final Thought:
Not everyone is traveling.
Many are staying grounded and getting strategic.
Your summer campaign can show up for them—if you speak to where they actually are.
Market like you’re in the room with them—not watching from the beach.
In our final post, we’ll help you avoid sounding like a robot. Because in Summer 2025, real connection still matters.
Catch up on the full series so far or prep your brand voice for the AI age in next post:
“AI Is Your Intern, Not Your Identity.”
Let Plum take it from here.
Whether your audience is staying in or heading out this summer, we build campaigns that meet them where they are. You focus on running your business—we’ll make sure your marketing connects in a way that feels real, relevant, and timely. Let’s talk.
