Business + Leisure = Bleisure Travel
Business or pleasure is a common question posed to travellers. But why can’t it be both? The big avenue for the hospitality sector is the constant rise of an unexplored niche, the combination of business and leisure travel.
Several studies have indicated that a happy and healthy brain is the birthplace of creative ideas. A work-leisure trip ticks all the boxes and is beneficial for both employees and employers. A relaxed employee is a more productive resource, which ultimately improves the bottom line of the company. From an employee point of view, once the work commitments have concluded, many prefer to extend the trip and explore the destination and local culture. Catering to this bleisure traveller has resulted in a demographic shift in the hospitality sector’s target audience.
Evolution of bleisure travel
There are two types of travellers in this category, one who travels with family or friends on a business trip and the other who prefers to extend the trip beyond the business period. The bleisure traveller is looking for cost benefit solutions and wants to explore tourist spots while taking advantage of hotel or flight arrangements made by employers. Thus, their itineraries are planned in a fashion where they can enjoy downtime before or after professional commitments have been taken care of.
The initial spurt in bleisure tourism was witnessed in 2016. But in the aftermath of the COVID-19 pandemic, numbers for business travel across the globe reduced by millions. These numbers have started to pick up again, and several surveys across travel platforms have indicated corporates contributing a bulk to the increased volume. The change in work dynamics and the rise of remote operations has also played a part in the growth of bleisure tourism. This offers professionals the opportunity to extend trips for longer duration before or after the conclusion of business commitments. The emphasis on work-life balance has also played a significant role in increasing the appeal of bleisure travel.
Appealing to the bleisure traveller
Hotel chains need to understand the demands of business and leisure travels and craft a perfect blend to appeal to this sector. Here are a few basic requirements of the bleisure traveller.
• Scheduling flexibility is of paramount importance when targeting a bleisure traveller. So, they need to be offered flexible options for booking, check -in, and check-out.
• It is crucial to offer business amenities like high-speed internet, comfortable workspaces and access to facilitates like printing. It is equally important to target the leisure side of the travel with complimentary breakfast or concierge services to explore the destination.
• Wellness and relaxation are an attractive draw for travellers. Apart from gym, spa and yoga sessions, it is a good idea to offer in-room solutions like bath salts or aromatherapy.
• Personalise the experience for the bleisure traveller. This could range from offering room upgrades, to recommendations for local experiences or special deals for tourist attractions.
Bleisure travel provides corporates the opportunity to enhance work trips with delightful activities. Increased work travel coupled with flexibility of remote work arrangements create an ideal environment for the growing sector of bleisure travel. It has a great potential for growth and turn into a booming business for the hospitality industry and the local economy.
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