In the post-COVID world, the travel industry is experiencing a resurgence as eager travelers hit the roads and skies, seeking new adventures and experiences. Among these travelers, a familiar category has emerged – the “bleisure” traveler, a term that combines business and leisure travel. These individuals, often on work-related trips, choose to extend their stays to explore the destination’s unique offerings, effectively merging business with pleasure. The hospitality industry has recognized the value of bleisure travelers and is eager to harness their potential for financial gain. In this blog, we will explore the steps that hotels can take to attract and cater to bleisure travelers effectively.
Understanding Bleisure Travel
Bleisure travel, as the name suggests, is the art of blending business commitments with leisure experiences. Business travelers, during their work-related sojourns, seize the opportunity to extend their stays and immerse themselves in the local culture and attractions, transforming their trips into memorable and enriching experiences. This phenomenon has led to the coining of the term “bleisure travel.”
The Demographics of Bleisure Travelers
Bleisure travelers represent a diverse demographic, transcending generational boundaries. However, studies indicate that a significant portion of these travelers comprises the younger generation. Occupations in healthcare, technology, or the public sector are more likely to entail business travel, fostering the bleisure trend. The typical duration of a bleisure trip ranges from 2 to 3 nights. Interestingly, gender plays a role in this trend, with women more inclined to extend their stays, despite men being the primary demographic for business travel. Furthermore, bleisure travelers are often solo explorers, emphasizing the need for accommodation providers to cater to diverse scenarios, from individual to group travelers.
The Benefits of Bleisure Travel
Bleisure travel presents several advantages for both employees and employers. The integration of business and leisure activities allows employees to unwind and relish the local culture, serving as a morale booster and motivator for enhanced performance. Since business trips are typically funded by employers, extending these trips for leisure effectively reduces travel expenses for the additional stay.
Furthermore, blending business and leisure mitigates the stress associated with work-related travel, resulting in more productive and enthusiastic employees. Bleisure travelers often cover the costs of their extended stays and leisure activities, ultimately making the trip more economical. For hotels, the rise in bleisure travel translates to increased revenue opportunities.
Attracting Bleisure Travelers: Key Strategies
To attract bleisure travelers, hotels must adopt innovative strategies that align with the needs and preferences of this unique category of travelers.
1. Embrace Technology
Bleisure travelers favor hotels that leverage technology to streamline travel and enhance the quality of their stay. Implementing a web booking engine integrated into the hotel’s website simplifies room availability checks and reservations. A Property Management System (PMS) enables efficient day-to-day operations, such as storing guest preferences and providing tailored services. Touchless technology linked to a PMS facilitates seamless check-ins and check-outs, eliminating guest wait times.
2. Provide Reliable Internet
Bleisure travelers often require a dedicated workspace and a stable, high-speed internet connection for tasks like file uploads, downloads, and video calls. Hotels must ensure robust internet infrastructure to cater to these needs, potentially offering high-speed internet access as a paid service.
3. Strategic Distribution Partnerships
Effective distribution channels are vital for attracting bleisure travelers. Utilizing technology such as a Channel Manager can connect hotels with distribution partners catering to business travelers. Establishing partnerships with travel management companies that specialize in bleisure offerings can be advantageous.
4. Tailored Packages
Segmentation is key to making bleisure travelers feel valued. Hotels can create customized packages and discount offers specifically designed for this demographic. Personalizing offerings based on traveler data enhances the overall experience.
5. Showcase Business and Leisure Amenities
Highlighting a hotel’s offerings for both business and leisure is essential. Amenities such as workstations, charging ports, office supplies, and headphones cater to business needs. Simultaneously, leisure amenities like spas, saunas, swimming pools, and gaming areas appeal to travelers seeking relaxation and entertainment.
The rise of bleisure travel is a trend that shows no signs of slowing down. As this unique blend of business and leisure becomes increasingly popular, hotels must adapt to cater to the needs and preferences of bleisure travelers effectively. By embracing technology, offering reliable internet access, forming strategic partnerships, tailoring packages, and showcasing comprehensive amenities, hotels can position themselves as preferred choices for bleisure travelers. As this trend continues to reshape the travel landscape, accommodation providers have a golden opportunity to tap into this lucrative market segment and enhance the guest experience. Hotelogix, with its suite of solutions including a Property Management System, Channel Manager, and Web Booking Engine, equips hotels to excel in this evolving landscape.