Previous researchers have undertaken detailed examinations of the factors impacting on aspirant perceptions of tourism and hospitality careers. This paper moves beyond personal and internal dimensions to explore business conditions in the cities where hospitality and tourism students are studying or where recent graduates are making their careers. By examining the prevalent business environments in cities in both North America (Calgary) and in Asia (Macau), the researchers show how such settings influence the perceptions of hospitality and tourism aspirants towards their industry futures, including peer influence.

Purpose This study aims to progress scholarly understanding of the staycation phenomenon by examining customer segments and documenting local customers’ attribute preferences. Design/methodology/approach A stated choice experiment is used to examine customer preferences for staycation package attributes. Latent class discrete choice modeling is deployed to classify customers into market segments based on their preferences. The profile of each segment is enhanced by documenting customer characteristics and consumption styles. Findings Six prominent market segments are identified using a combination of sociodemographics, consumption styles and staycation attribute preferences. The findings draw on consumer experiences during the COVID-19 pandemic to generate theoretical insights into preferred staycation packages. Empirically, the estimation results from the research framework and choice experimental method demonstrate that staycation market segments exhibit distinct preference structures. Research limitations/implications Practitioners and policymakers can incorporate the findings of this study in designing and/or assessing staycation packages. This can ensure differentiated products for defined segments that resonate within local communities through positive word of mouth, thus offering prospective spillovers to visiting friends and relatives. Originality/value This is a pioneering study on preference heterogeneity from the customer perspective, with a focus on staycation markets. The findings can encourage and assist hotel sector leaders to capitalize on local market developments to achieve a more resilient hospitality business model.