One of the most significant buzz phrases in the travel world today is “bleisure travel.” A growing trend, this sect of travelers is opening new opportunities for hotels, planners, and the travel world as we know it. Join us as we introduce you to the world of bleisure travel and why it matters for your meeting-planning needs.
What is Bleisure Travel?
As you can tell, bleisure travel combines business and leisure travel. It refers to a particular type of traveler enhancing their business trip with pre- or post-leisure stays. It can also refer to the traveler bringing a spouse, friend, or family on their business trip. It is a trend growing in popularity in a post-pandemic environment and is changing how people travel and work.
Who is the Bleisure Traveler?
The bleisure traveler is often someone who can work remotely or in a hybrid environment. They are professionals who occasionally travel for business or can attend conventions and meetings in other destinations. Their demographic is vast, with an age range of 25 to 54.
Why is Bleisure Travel on the Rise?
Believe it or not, bleisure travel isn’t exactly new. It has been a means of travel for many years before 2020. Popular amongst the younger or tech sect, bleisure was a fringe business that didn’t receive much attention. However, a recent Expedia Group™ Media Solutions and Luth Research study found that bleisure travel is booming. On average, more than 60% of post-pandemic travelers extended their business trips for leisure. It’s speculated that the change was due to the previous loss of vacation experiences, revaluations of personal vs professional priorities, and the rise of a remote workforce. Whatever the cause, it shows no signs of stopping any time soon.
What are the Benefits of Bleisure Travel?
For employees, bleisure travel is wildly appealing. In most cases, the company pays for airfare and a portion of the hotel stay. Without the cost of travel, employees have more freedom to spend their money on dining and excursions, which is a revenue boost for the local economy. And because the employee is extending their travel dates, the hotels benefit from additional room nights. Travelers are more likely to take advantage of the services and experiences offered through the hotel and surrounding areas. 57% of bleisure travelers spend the same or more than they would on a typical vacation.
The benefits extend to the employee’s company as well. As far as the company is concerned, disruption is minimal, given that bleisure employees are more likely to work remotely. The company’s spending is the same, but the work/life balance they’ve given their employees has increased exponentially. Studies show that employees are willing to accept a lower-paying job if it offers more business trips. With this draw, companies realize that bleisure travel has become an incentive to attract and maintain happy employees.
How to Attract the Bleisure Traveler
Attracting the bleisure traveler comes down to a few key elements. When planning for this group, you must consider the details driving their decision-making.
Give Them Work and Play
Because the bleisure traveler blurs the line between business and pleasure, hospitality partners should cater to both sides to attract this type of guest. Most bleisure travelers will be working remotely, so their accommodations must cater to their offsite office lifestyles. Ideal hotels will walk the line between function and fun. Solid accommodation options will include nooks and crannies for workspaces and private meetings. The standard meeting rooms are expected, along with access to top-notch Wi-Fi.
But it can’t all be business. Because the bleisure traveler will be extending their visits on the front or back end of their meeting, the hotel must also offer the opportunity to unplug. Resorts or properties with spas, pools, and restaurants provide an ideal escape once the laptop closes.
Destination Driven
When it comes to bleisure travel, the destination is just as important, if not more, than it is for a standard corporate traveler. Corporate travelers often focus on destinations that make the most geographic sense when bringing their team together. In those scenarios, the attendee sees only the inside of boardrooms more than anything else.
While ease of access is also relevant for bleisure travelers, the destination should also have some pizazz. It needs to be a desirable location that guests would want to explore but haven’t yet had the opportunity to research. Ideal cities would include bucket list destinations with exciting options outside the hotel. Restaurants, activities, beaches, and places of interest are types of experiences bleisure travelers are searching for.
In addition to being a great destination, the hotel and surrounding areas should cater to a family-friendly focus. Locations with outlets and experiences suitable for multiple age ranges and personality types will be the most attractive.
Why Bleisure Travel Matters to Meeting Planners
According to a recent article by Forbes, bleisure travel has seen tremendous growth since the pandemic. Its impact is poised to influence how people will travel in the future, which means meeting planners need to think ahead. Having a trusted planner familiar with properties that tick the boxes for both the company and the attendees is the easiest way to navigate the bleisure waters. Offering meetings and events that already take this group into consideration allows companies to provide work-life balance opportunities for their employees.
Our team understands the nuances of these new travelers. When you’re ready to plan your next meeting with this audience in mind, reach out to us. We’ll make your next meeting planning a breeze!
