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What is bleisure travel, and how is it transforming the hospitality industry.

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Part work, part vacation. That’s the idea behind bleisure travel, a pandemic-fueled trend with ... [+] staying power.

• Bleisure travel, combining business and leisure, is on track to take over traditional business travel.
• The change creates a new type of traveler who is neither a business traveler or a carefree vacationer but a combination.
• The hospitality industry can adapt by offering new services and amenities that make it easy for travelers to move from work to fun.

Time in the boardroom paired with time at the beach. Part work, part vacation. That’s the idea behind bleisure travel, a pandemic-fueled trend with staying power.

What is Bleisure Travel?

As the name implies, bleisure is part business travel, part leisure travel. It’s combining a work trip with an extended vacation before, during or after the work event.

With more people working remotely because of the pandemic and a surge of people starting to travel again, bleisure has seen tremendous growth in recent months.

Bleisure was growing before the pandemic but has taken off recently. It’s poised to take over traditional business travel in 2022 and beyond. 89% of people plan to add personal vacation time to their business travel this year—many of whom will bring family and friends along.

And it’s easy to see the appeal, especially after a tumultuous few years. People can travel for a conference or event and then spend an extended vacation in the area while they work remotely.

What Does it Mean for the Hospitality Industry?

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After a challenging past few years, bleisure travel opens the door to new opportunities in hospitality and creates a new type of traveler, one who is there just for business or just for fun. With this new type of travel, hospitality companies have the chance to adjust and tailor their services. Here are four impacts and opportunities of bleisure travel:

Turn Business Travelers into Loyal Guests

Most bleisure travelers stay at the same place for the work and leisure parts of their trips. That means that hotels traditionally associated with business travelers have a new opportunity to showcase their relaxing sides, deliver great experiences and create loyal guests. These hotels can entice business guests with tour packages and pre-planned itineraries, as well as amenities and services tailored to the family and partners who come along.

Blending Workspaces with Relaxation

Many bleisure travelers are still working remotely and need a place to check in. A growing number of hotels are adding flexible workspaces and meeting rooms. But travelers also need a place to unwind and unplug so they don’t feel the need to stay connected during their leisure travel. Hospitality companies can tap into the need for relaxation by making it easy for travelers to compartmentalize and step away from their responsibilities.

Showcase the Location

It’s not just about traveling for a meeting anymore. It’s about experiencing the destination. In many cases, bleisure travelers are willing to spend more on dining, entertainment and tours because their company paid for their flights. But bleisure travelers may not have time to research everything beforehand. For these travelers, ease is crucial. Hospitality companies can partner to create immersive experiences like full-day tours and well-rounded excursions.

Update the Travel Schedule

Business travelers are known to only stay in a location during the week. But bleisure travelers stay longer and through the weekend, which shakes up weekly booking patterns. There’s no longer a distinct line between business travelers during the week and leisure travelers on the weekend. The best hospitality companies serve all types of customers throughout the week and are prepared to provide tailored service and recommendations, no matter the day.

After a tumultuous few years, the hospitality industry is ripe for disruption. And bleisure travel might just be the reason things change for the better.

Blake Morgan was called The Queen of Customer Experience by Meta. She is a globally recognized keynote speaker and the author of the bestselling book The Customer Of The Future . Read her free ebook: Digital Transformation In A Post-COVID World - 5 Key CX Strategies .

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Bleisure Is the Next Biggest Trend in Travel, and It’s Redefining the Work-Life Balance

“Business or leisure?” It’s a question that’s been asked a million times at hotel check-in desks, car rentals, and airline ticket counters all over the US and the world: “Are you traveling for business or leisure?” Fun or work? Now there’s a new answer: bleisure.

What is bleisure?

Otherwise known as a “bizcation” or “workcation,” bleisure travel is a growing trend where business travelers tack on a few extra days at the beginning or end of a business trip for some “me time.” These extra days can be used to explore the destination more, relax and recharge , or just have a slow day or two to catch up on work.

Why is bleisure becoming so popular?

While in the past bosses might have frowned on this (and employees were unsure of policy and too afraid to ask), over the past few years there’s been a shift in communication with boss and employee being on the same page regarding a bleisure extension.

There are several reasons bleisure travel is starting to take off. First is the type of travelers making these trips: millennials. Growing in power and numbers in the workforce, the millennial generation is traveling more for business and going on more business trips than past generations, taking an average of 7.4 trips a year.

This feeds into the second reason, which is a better work-life balance, something that millennials have expressly prioritized regarding when and where they work. Millennial employees want to be seen and appreciated as valued members of a company, not replaceable cogs, so they apply to and work at companies that treat them as such, allowing them to balance work and their personal lives.

“The rise in bleisure travel correlates with the fact that more and more people want to create a better work-life balance for themselves,” says Hertz vice president of travel distribution sales Maurice Honor.

Employers have been grappling with this new workforce trend and, eager to retain personnel, are opening up to ideas and policies like bleisure as it prevents burnout and promotes loyalty — a happy employee is a better asset to the company overall, with increased productivity and a greater likelihood of staying at the company for the long-term. So if that calls for a few extra days of some off-time here and there (especially given that, as the first generation to enter the workforce with technology and the internet, millennials are constantly tuned in anyway) then companies are getting on board and adding bleisure policies, which vary from company to company on details like hotel stays, what can be discounted as a business expense, length of extension, etc.

And it’s not just hip start-ups full of young people that are incorporating bleisure: major corporations are taking notice, with influential players in the business travel markets like AMEX Global Business Travel writing and sharing blog posts and articles detailing the many benefits of allowing employees to take bleisure time. Top travel companies like Expedia have also been running studies on bleisure travel to demonstrate its benefits and scope.

How does bleisure work practically?

“But wait. Won’t the employee still have to pay for their own hotel for the extra nights, as well as meals and stuff? If they’re in a major city, that won’t be cheap!”

True, adding a bleisure day or two will be on the travelers’ own dime . But they can still take advantage of some of the many perks of business travel that will reduce costs, like asking to use the company’s lodging rate at the hotel. A lodging rate is a reduced per-night fee negotiated between the hotel and the company that can save major bucks, and many companies are already implementing this into their bleisure policies for jet-setting employees to use.

Bleisure has already made itself at home in the US, with top domestic destinations like Seattle , Denver , Atlanta , and more. Smaller cities like Minneapolis or Tampa that may not otherwise receive huge tourist numbers, but do see a lot of business people, can also be appealing for a long weekend. While there may not seem like a ton to do, a craft brewery or trendy food hall is usually never far away, and personal trip expenses can be kept very low.

Adding a bleisure addition to international trips is also on the rise, with 80 percent of business trips abroad having been extended. With the company footing the bill for that international flight to Tokyo , one of the leading international bleisure destinations, why not?

A version of this article was previously published on September 4, 2019, and was updated on February 3, 2022.

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Simple Flying

What is 'bleisure' travel & why is it on the rise.

Business travelers are now choosing to make the most of their work trips as airlines switch gears to cater to this growing market

Until recently, passengers were typically classified into two categories: business and leisure. Fares , service offerings, and schedules were strategized based on these two distinct traveler types. However, as a result of the pandemic, the air travel landscape evolved, blurring the lines between work and holiday travel .

Work hard, play hard

While the demand for 'bleisure' had been growing before the pandemic, the market took off only after the widespread travel disruptions caused by lockdowns worldwide.

So, as the demand for air travel continues to regain momentum , more business travelers are opting to make the most of their work trips by including leisure activities in their travels. In fact, Forbes wrote that as many as 89% of people planned to add personal vacation time to their business travel in 2022.

Discover more aviation news about the passenger experience here.

Another reason ‘bleisure’ is on the rise is the generational shift: the growing population of millennials and Gen-Zs (who tend to value work-life balance more than other generations) in the workforce.

'Bleisure': the perfect blend

'Bleisure' travel has numerous benefits for both travelers and businesses. For travelers, it's a great way to break up the monotony of business travel and explore new destinations. It allows them to experience new cultures, try new foods, and see new sights. Furthermore, some business travelers choose to bring along a companion to spend a few extra days together.

For businesses, 'bleisure' travel can be beneficial as well. It can help attract and retain top talent, as it allows employees to enjoy a work-life balance. Additionally, it can help reduce travel expenses, as employees may be willing to pay for their leisure activities while on their trip. And needless to say, for airlines, the rise of 'bleisure' has created an avenue for new sales opportunities.

Get all the latest aviation news right here on Simple Flying

Rising trends

As stated in the "Top Passenger Behavior Trends to Follow in 2023" report by the Passenger Experience Forum:

“Until recently, airlines had divided passengers into two categories, business and leisure, leading the carriers to bifurcate strategies for pricing, seating and schedules. However, since the pandemic, these distinctions got blurred – forcing airlines to reconsider and retool schedules, prices and even the flights themselves to account for the changing tides.”

This change has resulted in more airlines and travel agents offering packages that include both business-class tickets and leisure activities, such as tours. On that same note, some carriers are providing multi-city flights and flexible booking options so that business travelers can extend their trips beyond their business obligations and take advantage of the opportunity to explore new destinations without breaking the bank.

So, what does the future hold for the ‘bleisure’ market? Marvin Lee, account manager for marketing and alliances at Asiana Airlines , told Travel Weekly:

“With the increasing globalization of business and technology, the once-discrete line between business and leisure travel will blur further.”

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Sources: Passenger Experience Forum , Travel Weekly , Forbes

How to Use Bleisure Travel to Extend Your Vacations

Workcations, bleisure trips, blended travel—whatever you want to call it, the vacation hack of extending business trips into leisure getaways is here to stay. use these tips to plan them smartly..

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More and more, travelers are combining work trips with vacations.

Photo by Michelle Heimerman

If you’ve ever seized the opportunity to spend a few days exploring a new city after a work conference or arrived in town ahead of a client meeting to relax on the beach, go on a hike, or check out a touted restaurant, congrats—you’ve indulged in the art of “bleisure travel.”

The term bleisure refers to combining business and leisure in a single trip. This trend, also referred to as “workcations” and “blended travel,” was well underway before the COVID-19 pandemic and has skyrocketed since, undoubtedly buoyed by the return of business travel and the prevalence of remote and hybrid work.

How popular is this trend? According to last October’s Amex Trendex: Business Travel Edition , 8 out of 10 business travelers said that they had extended a business trip in the past year to work remotely from their travel location or for leisure travel. And per research compiled by online business-travel management company Navan , there was a 72 percent year-over-year increase in blended travel bookings during the first 10 months of 2023 (January through October), compared to the same period in 2022. Additionally, 24 percent of travelers planned to have a friend or relative join them on a business trip in 2024.

The perks of bleisure travel are clear: You are already there and may not need to pay for your flight entirely out of pocket to enjoy a fabulous destination. Whether you are embarking on your first bleisure adventure or your ninth, here are some strategies for elevating your bleisure travel game.

1. Check your company’s bleisure travel policies.

Avoiding reprimands is key for an enjoyable bleisure trip, so get acquainted with your company’s guidelines on extending business travel. This includes knowing the level of flexibility for arriving at your destination early or leaving late, especially if there is a difference in the cost of your flights; understanding how to properly file expense reports; confirming permitted activities during business trips; and determining whether bringing companions is allowed.

2. Take advantage of weekends and public holidays.

If you hope to partake in bleisure travel without sacrificing precious vacation days (and who wouldn’t?), consider strategically planning your business trips either right before or after a weekend. For an extended getaway, aim to schedule around a public-holiday or long weekend to maximize your time at the destination while keeping your PTO balance intact.

3. Pack versatile clothes.

Bleisure travel essentially involves two trips in one, which can present a packing challenge. Select versatile and comfortable wardrobe pieces that transition from the boardroom to a leisurely walking tour (like these editor-tested travel pants ). Sticking to a cohesive color scheme, a proven travel tip, can save space in your luggage. ( Packing cubes can help too, as can a one-bag strategy. )

4. Think ahead when making hotel reservations.

Combining business and leisure travel means that you will need to make separate hotel reservations, one for the company-covered leg of the trip and one for your personal time. If you want to stay in the same room at the same hotel for the duration of your stay (a good idea, as it will save you time), contact the hotel in advance and request to stay in the same accommodations from check-in to checkout.

How is bleisure travel transforming the hospitality industry?

From the digital strategist launching a campaign while beachside to the manager checking emails at an alfresco café, the pandemic and its rise in working from home have blurred the lines between private and professional lives and travel.

Today’s business event-goers no longer show up to a business event, let loose at the afterparty, and leave as soon as possible. Instead, a new generation of attendees is going beyond the typical two-to-three-day business travel trips to increasingly add weekends (or entire weeks) to work trips – solo, with a partner, or as a family.

Let’s break down how bleisure travel – the blending of business and personal travel – is transforming the hospitality industry.

1. What is bleisure travel?

Bleisure is a  portmanteau  of business and leisure, first  published in 2009 . It combines a work trip with an extended vacation before, during, or after the work event.

The concept is appealing since the traveler’s employer pays for airfare and hotel stay during the business portion of the trip, leaving only additional leisure hotel nights and other expenses on a personal tab. It’s also more efficient to extend a trip than plan another one – especially if the locale features sightseeing or other activities on a traveler’s bucket list.

Bleisure travelers fall into two categories:

• Corporate, group, or conference guests who tack on a few days of vacation to their business trips
• Business travelers who bring companions like friends or family members to an event

2. What is motivating the bleisure travel trend?

The pandemic pushed more people to work from home, creating a new standard that has persisted despite the reopening of many offices. As a result, employees can travel more while working remotely, discovering new locations, cultures, and environments, or participating in self-care.

Many employers support bleisure travel since it contributes to job satisfaction, increased productivity, and longer career tenures. According to a  Booking.com study , 59% agree that traveling and exploring new places inspires them to be more productive at work.

3. Who are bleisure travelers?

Bleisure travel is typical with millennials: 78% have purposefully carved out personal time during a business trip, according to  Forbes .

But bleisure travel isn’t limited solely to millennials. Past  CWT  research has shown the second largest bleisure travel group are Gen X employees, those 36-54 years old.

4. What has bleisure travel’s impact on the hospitality industry been?

Travel Edge Network  has noted an increase in bleisure travel by over 25%. And while typical business trips average two to three days, bleisure trips often last as many as six days or more.

Sixty-five percent also believe bringing family, friends, or a significant other along on a business trip is appropriate — as long as it doesn’t interfere with work.

Bleisure travelers represent opportunities to capture additional room nights and ancillary revenue for the hospitality industry – but also require new offerings, such as more spacious accommodations or amenities, to meet their needs.

5. What do bleisure travelers want?

After the pandemic, mixing business with leisure allows business travelers to spend less time away from their loved ones and enjoy trips together. As a result, bleisure travelers increasingly want larger or adjoining hotel rooms to accommodate their group.

Since work remains a focus for bleisure travelers, accommodations with separate workspaces are also in demand. Just under half (47%) of employed travelers are interested in  booking accommodations with a co-working space , with 55% of flexible workers also citing this as something they would do.

6. What are bleisure travelers looking for in a hotel specifically?

Hotels catering to bleisure travelers have begun offering additional hospitality amenities, such as:

• A dedicated concierge to provide recommendations and coordinate bleisure itineraries
• Quiet, comfortable workspaces (separate from a guest room)
• Ergonomic desks and chairs
• Multiple power and USB charging outlets
• Complimentary high-speed Internet
• Food and beverage (F&B) credits
• Discounts for on-property amenities, like spa services or beach/pool cabanas
• Group packages that include perks like transportation, photos, or videos

Hotels can offer off-property bleisure itineraries that blend local experiences with culture and cuisine to encourage extended stays. For example, they might partner with local companies to provide:

• Cooking classes
• Wine tastings
• Special excursions
• Guided tours

7. How can hotels capture more business from bleisure travelers?

Get started positioning your property as a “bleisure hotel” by:

• Creating content geared to bleisure travelers, such as blogs with the top hidden gems in your city or suggestions for two to three-day itineraries
• Running targeted social media campaigns that speak to typical job titles that engage in bleisure travel
• Participating and contributing to online travel groups and forums
• Partnering with related businesses like co-working spaces, transport, and even restaurants

8. How can bleisure activities be incorporated into group bookings?

The first step is offering amenities that groups want, like upgraded WiFi, flexible check-in/check-out times, or F&B packages that cater to varied group needs.

Then, start telling meeting planners you’re open for bleisure business. Highlight available bleisure amenities by  offering virtual venue tours  or special rates for guests extending their stays.

Remember to ensure that all corporate group sales promotions highlight bleisure-focused services and amenities.

9. Should all destinations and venues get in on bleisure travel?

Yes! All signs point to bleisure travel as a sizable segment for years to come. Business travelers frequently extend trips due to the location’s available entertainment or activities, being known as a “bucket list” destination, and the ease of getting around the area.

New York City, Chicago, Los Angeles, Las Vegas, and Orlando are particularly popular, but other major North American city centers are increasingly busy.

Due to longer travel times, bleisure Europe trips are also growing to cities like London and Paris.

10. How can bleisure offerings convert business travelers into repeat leisure visitors?

Most bleisure travelers (82%)  stay at the same hotel  for the duration of their trip versus changing accommodations for the business and leisure portions.

Provide a variety of offerings to help bleisure travelers enjoy their extended stay. Hotels can also showcase other properties to encourage future leisure trips – especially if travelers see locations suitable for family travel or different themes such as adventure, mountains, beaches, spas, or golf.

Bleisure travel is changing the hospitality industry. Make it easy for event-goers to see your bleisure-friendly accommodations and amenities.

This article first appeared on Allseated.com

Prismm is a world leader in spatial technology, evolving how organizations and people connect, collaborate and transact across virtual environments and experiences to unlock the infinite possibilities of spaces.

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What Is “Bleisure Travel” and How Can It Benefit You?

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Table of Contents

What is bleisure travel, bleisure travel is trending, bleisure travel offers numerous benefits, bleisure travel benefits both employees and companies, bleisure vs. workcation, how hotels can (and already are) catering to bleisure travelers, bleisure travelers should stay at these hotels, how home rentals can (and already are) catering to bleisure travelers, what to pack for a bleisure trip, final thoughts.

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As corporate and leisure travel have both bounced back after the COVID-19 pandemic, companies, travelers, and the travel industry itself are all figuring out how to navigate the “new normal” in the travel world, which includes concepts like revenge travel, the return of meetings and large events, a major focus on sustainable travel, and a particular concept we’ll focus on with this article: “bleisure travel.”

Business travel was slower to pick back up than leisure travel, but it’s made a comeback in recent months. Now, however, people have a decidedly new outlook on how to handle it, especially now that remote work and hybrid office models have stuck around beyond the end of the pandemic. Corporate travel and personal travel have evolved , and people are looking at these 2 spheres of travel in different ways and combining them like never done in the past.

We’ll discuss the bleisure travel trend, how people are doing it, how it can benefit you, and how the travel industry is (and should be) responding to it . We’ve interviewed professionals in the travel and event planning industry as well as business and bleisure travelers to understand a bit more about why and how this movement is changing the way people travel, work, and vacation.

Bleisure travel is the blending of both business and leisure travel , and it can be manifested in many different ways. Bleisure travel can mean:

• Business travelers who tack on extra personal days before or after a work trip, meeting, or corporate event
• Remote workers who take vacations but can also work remotely from whatever destination they’re in
• Business travelers who bring along friends or family with them to enjoy the hotel or destination while the main traveler is working or in meetings, then take time off to spend with them in the destination
• Any type of trip that combines traveling both for pleasure and professional purposes

We do want to make it clear that bleisure travel isn’t suggesting you take a personal vacation and turn it into a business trip. In fact, it’s really the opposite — ensuring you can make time for leisure and relaxation before, during, or after a work trip or corporate event.

People are more open to bleisure travel than ever before . According to a survey by Booking.com , business travel is picking back up. But in a post-COVID-19 world, employees want team building away from the office, which reflects a feeling that work travel includes “productive play.” In fact, 51% of survey participants are hoping to see their employer use the money saved from the shift to remote work spent on corporate travel and retreats.

And those whose companies have done so seem to have nothing but positive feedback. We chatted with a Paris-based product director in a tech startup who told us his 20-person company has employees around the world in places such as Sweden, France, and the U.S. While he’s able to voluntarily pop into the Paris office a few times a week, he also works from home and connects with his team during the optional quarterly meetup retreats his company offers.

“The trips are fully paid for by the company (travel, hotel, and food), usually a week long in destinations like the Alps, Mallorca, or Marrakech. It’s really helpful to spend time with the team, work in the morning, and do fun activities like yoga or skiing afterward. It’s also such a privilege to bring my family along — my company has even paid for a nanny to help with our 2 children. We work hard all quarter knowing these retreats are coveted rewards that also help with team building and connection,” he explained.

Bleisure Travel Is Everywhere

This move to mix business and leisure travel is happening in all industries and for all kinds of work trips. We spoke to Catherine Chaulet, President and CEO of Global DMC Partners , to understand more about why and how this is happening.

“ The trend to mix work and leisure is requested more and more for groups, meetings, and incentives. Allowing for free time is also now becoming a must. As meeting planners work on attracting attendees to their meetings, incentives, conferences, etc., they’ve had to integrate these into their programs. Attendees want free time to work but also to relax,” she told Upgraded Points.

As combining work and play becomes the norm, travelers, employers, and meeting planners are figuring out ways to incorporate leisure into work travel and events, including adventure, wellness , relaxation, family and friend time, exploring, and beyond.

Not convinced bleisure is for you, or aren’t sure how to incorporate it into your professional life and travels? Read on to find out how.

A study done by the Expedia Group in 2023 showed that 62% of travelers plan to travel in the next few months to relax and disconnect. And this is exactly why you should take a business trip and spin it into a bleisure trip. Why not take a few extra days and turn a work trip into some time to also relax, disconnect, and rejuvenate?

Here are just some of the ways bleisure travel can be beneficial to you.

If your company pays for airfare or you get a discount on additional hotel nights (or you can write the trip off as a business expense), you’re saving money on your vacation . And now, with the cost of airfare and accommodations on the rise, being able to travel affordably is key .

To understand a bit more about how employees can save money on bleisure travel, we spoke to Nick Morse, a Group Category Director at Rubix Group, who frequently travels for work and meetings.

He told us that since the pandemic ended, business travel has picked up once again, and he’s been traveling during weekdays and then using weekends to stay in destinations like London, Germany, and France. “It’s been a great way to get some fresh air and take a break, and at a reduced cost because my air travel is already paid for. When possible, I take my wife along, too, and she has time to relax and enjoy while I’m working; then we take the weekend exploring together, saving us money on a vacation.”

To understand the other side of things, we spoke to Michael Johnson, Senior Events Ninja at Event Dojo , who primarily plans incentives. He told us that he’s started to plan entire leisure days into incentive trips, and has had a 100% positive response from attendees. “People get to enjoy themselves without having to spend their own hard-earned money to do so. Additionally, with the costs of flights soaring, this huge expense is covered by their company, which allows them to extend their stay by a few nights on their own to really make a memorable vacation out of it.”

It’s a Better Use of Time

If you’re already on that 8-hour flight for a business trip, take advantage of this time . You’ve already spent the time flying and overcoming the jet lag. Now you can enjoy a getaway without having to fly long-haul again or catch up on missed sleep.

For example, we talked to an IT Project Manager for a global consulting firm who explained he loves flying to destinations that have a 1 to 2 hour time difference, but earlier. “I can get a head start on the East Coast with work, complete all my tasks by about 4 p.m. local time, and then enjoy the beach, restaurants, and nightlife like a local.”

Make Sure You Get the Leisure Time You Need (And Deserve)

According to a study by Pew Research Group , 51% of Americans don’t take all their vacation time. Tacking a leisure trip onto a business trip ensures you’ll take the vacation time you’re entitled to, especially if you don’t have the time and energy to plan a standalone vacation. You earned this time off — take it!

Have New and Memorable Travel Experiences

If you have a business trip or event in a foreign, far-flung destination, you may be exposed to a part of the world or a culture that you may never have gotten to see otherwise. You may even get to visit a state you hadn’t previously considered planning a vacation in. The IT Project Manager told us that his company has a small presence in Brazil, with 3 employees there that directly report to him.

By combining a trip to see the team with a vacation, he could both connect with his team and explore São Paulo. “I used less vacation time by combining a work trip with a vacation, and I was exposed to a whole new culture, which was exciting and novel,” he said.

And people within the travel industry are seeing this type of travel more and more, especially when it comes to meetings and events. Mr. Johnson mentioned that “ After unprecedented lockdowns, we’ve seen more excitement in getting out and exploring the world than in the years previous .”

The next time your company considers that meeting in Buenos Aires, an event in Bangkok, a corporate retreat to Egypt, or even a sales meeting in Wyoming, make sure to take advantage by tacking on a few extra days, turning a business trip into a bleisure experience to see a new place.

Feel More Fulfilled and Become a Better Employee

Rested employees are happy ones, and according to that aforementioned Booking.com study , more than half (59%) of workers around the world believe traveling can help them to be more productive at work, which brings us to our next point: Bleisure travel is good for businesses , too.

With a focus on remote and hybrid work, it’s more important than ever to get employees together — not just in business settings, but in leisure ones, too.

According to Ms. Chaulet, “Corporations sometimes have challenges building team spirit within their companies with staff working from home. Combining business and leisure on these trips helps build this sense of camaraderie among employees. This brings efficiency, better teamwork, and ultimately stronger loyalty to corporations .”

Extending a work trip to include some leisure time, or better yet, having leisure time built into a corporate retreat, event, or incentive trip, can boost employee efficiency, productivity, and fulfillment, leading to happier, healthier, and more loyal employees. This can boost team morale and company productivity , achieving a strong ROI and benefitting the bottom line in the process.

“ Workcations” and “bizcations” are terms that are often used interchangeably with bleisure travel, but it’s important to note that they aren’t the same thing .

Working during what’s supposed to be a relaxing vacation often happens (a workcation). Many Americans don’t take their allotted time off as it is, so if working on a vacation can be avoided, we suggest trying your best to make that happen (we know it’s not always possible). And workcations are also different than working remotely from a new destination — or digital nomad-ing — where you may travel to a place to work “from home” for a significant amount of time, but also build in some leisure or vacation time.

According to a JobSage survey , “More than half (59%) of Americans don’t like the concept of workcations.” And honestly, neither do we. Working during your vacation kinda stinks, after all. But the reality is that many people take workcations because they simply can’t take vacations. Some can’t fully disconnect, while others can’t dedicate the time to really relax and not work. According to the survey, 47% of respondents have taken a workcation because they felt they couldn’t take time off.

Instead of thinking of workcations and bleisure travel as the same thing, perhaps it’s time to think about bleisure travel as a possible solution (or at least a Band-Aid) to banishing workcations .

We can’t expect centuries of ingrained ideas about hard work to dissipate overnight, but perhaps tacking on a few days of “true vacation” after working hard during a corporate trip is a realistic scenario.

Employers aren’t the only ones capitalizing on bleisure to benefit their companies. Hotels are also taking note of this movement and offering amenities and features that benefit bleisure travelers.

IHG, for example, has called it “blended travel,” understanding that flexibility is key when it comes to providing comfortable stays for all kinds of travelers. Ginger Taggart, Vice President, Brand Management, Global Crowne Plaza, said in a white paper discussing the future of travel : “Our guests are looking for more flexibility to rebalance their lives, and we’re continuing to evolve and invest in the blended travel space to provide the lives that they now want to live as they travel.”

The paper states that 60% of U.S. travelers plan to add leisure days to future business travel, so hotels need to be ready, offering elements that bleisure travelers want.

How Bleisure Travelers Can Maximize Hotel Stays

A study by Passport Photo Online showed that 65% of Americans book hotel rooms for work 1 to 4 times a month, and nearly 72% of working professionals plan to use hotels for work in 2023 and beyond, noting that they have higher levels of productivity and creativity when working at a hotel.

According to travelers, things like having their bed made every day ( hotels that are cutting housekeeping — take note!) are really important for creating a comfortable working environment, as are things like plentiful food and drink offerings, speedy Wi-Fi, special discounted rates for those who extend business travel into leisure travel, comfortable in-room workspaces, business-friendly amenities like free adapters upon request or plenty of electrical outlets in guestrooms, a business center or dedicated co-working space, printing options, childcare options, and flexible check-in and checkout times.

The aforementioned study also stated good lighting and quiet rooms as additional wants and needs for bleisure travelers.

Beyond just amenities for business travelers, hotels need to embrace the versatility that a bleisure traveler needs to enjoy themselves during the leisure part of their trip, too, by offering things like pools, fitness centers, beach access, and beyond, all things someone might want to enjoy after a few days of meetings or work events.

Bleisure travelers need the best of both worlds: amenities that benefit business travelers as well as amenities that make for a fun and comfortable leisure vacation. Find a hotel that has it all for the best bleisure travel possible.

Credit Cards, Elite Status, and Rewards Are Key

Holding certain travel credit cards , membership, or elite status can make it easier for travelers to get some of these perks. For example, the Marriott Bonvoy Business ® American Express ® Card offers a 7% discount on standard rates for reservations of standard guest rooms at participating Marriott Bonvoy hotels when booked direct (terms apply), as well as complimentary Gold Elite status , which offers late 2 p.m. checkout (upon availability), among other benefits. The Amex Fine Hotels + Resorts program offers early check-in when available and late checkout at 4 p.m.

Looking to capitalize on hotel benefits like late checkout? A host of c redit cards offer hotel complimentary elite status so you can take advantage of perks like free Wi-Fi, late checkout, early check-in, and much more

These benefits can provide essential value for bleisure travelers. The IT manager we spoke to told us, “When I go to European destinations like Madrid, I stay in hotels with free and fast Wi-Fi and work U.S. ET hours. This frees up my morning on Central European Time for exploring the city, cafes, etc., and as Madrid has a later nightlife, I still have time for dinner after work. Without early check-in, this would be more difficult. And thanks to late checkouts due to hotel [elite] status, I can often put in 8 hours at a hotel on the day of departure and then fly home or onwards to another destination for some additional time off. That certainly helps, too.”

The Future of Bleisure Travel Rewards

Mr. Johnson looks at these types of perks from the eyes of an event planner, floating the possibility that hotels could further reward business travelers that tack on additional leisure days after meetings and events. “I’d love to see hotel properties get creative with how they reward and incentivize business and bleisure travel , especially for meetings and incentives attendees,” he said.

And we’re hoping to see the same. We think that beyond just a variety of amenities, hotel loyalty programs should incentivize business travelers with discounts, additional points, and perks, encouraging them to become bleisure travelers, which is a win-win for everyone.

Obviously, you can’t always pick where your company is hosting a business trip, meeting, or corporate retreat. But if you have any say in the matter or are able to work remotely, consider these hotel brands, which offer amenities and perks to bleisure travelers, digital nomads, and remote workers . Likewise, meeting planners and corporations should take note of which hotels are catering their offerings toward bleisure travelers.

Hyatt Hotels

Hyatt’s Work from Hyatt program offers hotel rooms for daily work use, but bleisure travelers should perhaps consider its Great Relocate program, ideal for digital nomads and remote workers who want to combine working with a vacation for a period longer than 29 days. Find this program in 125+ hotels throughout Africa, Europe, India, and the Middle East, including popular destinations like Paris and Dubai. It offers perks like discounts on laundry services and complimentary boardroom access.

Loyal to Hyatt? Get The World of Hyatt Credit Card to earn bonus points on Hyatt hotel stays.

Crowne Plaza Hotels

Crowne Plaza’s Plaza Workspaces are hybrid spaces designed to adapt to whatever a bleisure travel needs, from co-working and collaboration spaces to large meeting rooms. Find them at Crowne Plaza locations in cities including Atlanta and Los Angeles.

Arlo Hotels

This trendy boutique chain has business offerings like cool co-working spaces and rooftop bars for when you’re ready for an after-work drink or weekend hangout spot. Booking an Arlo Means Business stay means you’ll get 40% off the best available rate , waived urban fees, and late checkout when available. Arlo properties are located in Chicago, Miami, and New York.

Home rentals are also an easy way to combine meetings, remote work, or corporate travel of any kind with a leisure trip . They’re especially ideal for longer trips or for anyone who wants to work remotely but also take time off for a vacation, too.

How Bleisure Travelers Can Maximize Home Rentals

Websites like Airbnb have filter options like “dedicated workspace,” and you can also filter for any leisure amenities you’d like to have from pools to BBQ grills and more.

Some vacation rentals also offer long-term discounts for week or month-long stays that can make them more affordable for bleisure travelers. Some may even have multiple work areas, relaxing outdoor spaces, or office supplies, or are kid- and pet-friendly so you can take the whole family along. VRBO allows users to filter properties by “family-friendly,” ideal for bleisure travelers who want amenities for the kids like high chairs, cribs, play areas, etc.

It’s always a good idea to read reviews and see what people say about working remotely at a given property. Message the host to check the Wi-Fi speeds, too!

One senior marketing executive at a New York City-based media agency told us he loved a recent bleisure trip to Mexico, thanks to an incredible rental he was able to find. He was there for almost 4 months, working during the week and taking long weekends to relax, unwind, and discover more about the local culture. “The most important amenities to me were speedy Wi-Fi and organizing with the host to have a weekly cleaner, with whom I was able to chat and practice my Spanish. It felt like home and was the perfect place to decompress and have a vacation after long work days,” he said.

How Rental Property Hosts Can Cater to Bleisure Travelers

If you’re a host, make sure to update your listing and explain why it’s a great fit for business or bleisure travelers, take photos that accurately reflect workspaces (extra points for Zoom-friendly backgrounds) and leisure amenities, and offer discounts for longer stays . You can even include words like “leisure,” “business,” “digital nomad,” or “remote work” in the description. Extra amenities, such as complimentary office supplies or well-stocked kitchens, can go a long way, too.

Every bleisure trip is different, of course, but it’s best to pack day-to-night pieces that can work for both a meeting and a leisure activity, like dinner or a stroll around town. Obviously, weather and destination are both big factors when it comes to packing, but packing layers is a good idea, as well as pieces that can pull double duty. A mix-and-match capsule wardrobe that works for a variety of occasions and situations is key.

When in doubt, make sure you concentrate on business wear because it’s a lot easier to pick up a swimsuit coverup or sunglasses at the hotel gift shop or in town than it is to find a perfectly tailored suit. Don’t forget any gear you’ll need for work, like a mouse, chargers, microphone, headphones, etc., and throw in your favorite vacation items, too, like that beloved baseball cap and a good poolside read.

Bleisure travel is trending, and we don’t see it going anywhere anytime soon . As Ms. Chaulet put it, “Bleisure is much more convenient today,” and we couldn’t agree more. Take advantage of that company-funded plane ticket and add on a few vacation days after a business trip. You’ll likely return home a healthier and happier employee.

The information regarding The World of Hyatt Credit Card was independently collected by Upgraded Points and not provided nor reviewed by the issuer.

For rates and fees of the Marriott Bonvoy Business ® American Express ® Card, click here .

Frequently Asked Questions

What are the benefits of bleisure.

Bleisure travel has numerous benefits. To start, it can benefit the traveler, because they can save money and time while having leisure and vacation time during a work or corporate trip. It also helps companies, as employees are happier and better rested after a bleisure trip. Finally, hotels can benefit from customers staying longer by adding additional days to a corporate trip, event, or meeting.

What is the concept of bleisure?

Bleisure is the combination of business and leisure travel. It refers to anyone that takes a work trip but also enjoys a vacation, too. Post-pandemic, bleisure travel has become very popular, as flexible work schedules make the concept easier to manifest.

What is the difference between workcation and bleisure?

A workcation isn’t as great as it sounds. It happens when you take a vacation but end up doing work. In contrast, a bleisure trip is taking a work trip and adding an element of vacation to it.

What does bleisure mean in tourism?

Bleisure is the combination of 2 types of travel: business and leisure. Bleisure travelers usually work or are in meetings during the day, but enjoy tourism during the vacation element of their trip.

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About Lori Zaino

Lori is an intrepid traveler who loves creating itineraries that exude “luxe on a budget.” She’s written for CNN, NBC, The Infatuation, and more, and loves to muse about points-fueled trips to Sri Lanka, Sicily, and Myanmar.

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What Is Bleisure Travel and How Does It Impact the Hospitality Industry?

Bleisure travel what is bleisure travel and how does it impact the hospitality industry.

While on-premise dining, leisure travel and other pre-COVID practices have returned in the travel and hospitality industry, business travel has yet to recover. But that doesn’t mean it’s gone.

It’s just morphed into a different form, often referred to as “bleisure travel,” or the combination of business and leisure travel.

According to Publicis Sapient’s 2022 Generational Travel Survey , millennial travelers (ages 26-40) can complete almost 50% of their workload remotely.

About ⅕ of this age group has planned to take four or more leisure trips in 2022, with the average being 2.5. However, the average number of purely business trips planned for the same time frame is just 1.6.

Reveal the full 2023 Outlook

With the rise of remote work, pent-up demand for vacations, and new norms for socializing and working, the hybrid business travel trend is allowing travelers to combine vacations and business trips to accommodate their lifestyles better.

How can the travel and hospitality industry capitalize on this growing movement to replace lost business travel revenue, increase loyalty and find new customers? One answer is optimizing travel offerings for corporate retreats.

What is bleisure travel? Bleisure travel is a term describing a hybrid between business travel and leisure travel.

“It’s gone through several evolutions at this point,” says Ed Vanga, head of product at Publicis Sapient for Homes & Villas by Marriott International. “Now, it’s a verb: I’m going to go bleisure.”

Remote work in exotic locations

In the early pandemic days, bleisure travel was a synonym for digital nomad life. Picture a young, single corporate or startup worker whose company goes remote. People started traveling to exotic locations to simultaneously work a 9-to-5 and travel in their spare time. Slowly, the trend picked up to include families as well.

New patterns are emerging within the bleisure category outside the typical remote work stereotype.

The extended business trip

Extending a business trip to accommodate leisure travel with family and friends has existed since long before COVID-19. Still, it’s become a much more accepted practice in recent years.

Picture a married businesswoman heading to a conference in Paris. After the conference, her partner flies to the conference location to meet up, spending a week together in Paris and the South of France. With limited vacation time and a limited budget, it makes sense for consumers to combine business trips with vacations in 2023.

The corporate retreat

The third category of bleisure travel, corporate retreats, has transformed to take on a whole new meaning in a remote work–fueled world and is quickly becoming a staple of bleisure travel.

Corporate retreats used to describe C-suite executives flying to a luxurious location to discuss big ideas, or on the other end of the spectrum, a day of out-of-the-box brainstorming at the office. Now, they’re a modern combination of vacation and team bonding.

Also known as company offsites, these corporate trips gather teams, departments, intern classes or entire companies together for a vacation in a new destination. Maybe it’s a thriving cultural metropolis like London. It could even be the Grand Canyon.

The goal of these trips is to allow co-workers to meet face to face, which is often a first for many who live on opposite sides of the country, or even the world.

What is a bleisure corporate retreat? So, what types of itineraries are modern corporate retreats looking for?

The destination.

For starters, companies are looking into unique and new destinations to plan trips. The location won’t be limited to hotels next to the home office; they could be looking for vacation spots central to employees, conducive to fun activities, or motivating enough to convince employees to travel.

The accommodation

Many corporate customers are open to different accommodations than the typical hotel block with a partner hotel chain. Depending on the size of the group and the location, they’ll consider local hotels, inns or even vacation rentals—whichever option provides the best value, offers seamless booking and has the most added perks will be the winner.

The activities

Alongside the traditional conference room PowerPoint presentation meeting, many teams want to engage in large group recreational activities, like fitness and wellness workshops, sports, games or cultural experiences.

Millions of employees have entered the workforce or new roles fully remotely and haven’t yet met their teams. While pandemic health concerns have postponed corporate retreats and offsites, companies are now ready to plan future trips.

How can the hospitality industry capitalize on the corporate retreat and other bleisure travel trends moving forward?

“The flawed assumption that a customer is yours for a period of time because they are chasing status funded by their company no longer holds,” Vanga said. “It’s time to make the loyalty experience a bit more interesting.”

— Ed Vanga , Head of Product, Publicis Sapient

Five ways the hospitality industry can capitalize on bleisure travel

According to vanga, hotel companies can make their offerings more attractive to the bleisure traveler through micro strategies. it’s time to put more thought into those little enhancements around the edges that can keep a customer loyal., one investing in short-term rentals for business and bleisure travel.

Home rentals are almost always optimized and advertised for vacations. Still, as business and vacations begin to blend, companies can consider what offerings will make short-term rentals more attractive to business and bleisure travelers.

Some companies are even looking for short-term rentals rather than hotel blocks for company travel and retreats.

Curating homes or villas with the appropriate working areas, Wi-Fi, bedroom/bathroom setups and accessibility is key, whether rental properties are being used for corporate retreats or just remote work.

“This is something hotels wouldn’t have entertained before the pandemic. ‘It’s too wacky. We’re too conservative for that. There’s not enough money in the business,’” Vanga said. “But there’s been a mindset shift.”

Two Partnering with brands for product extensions

The top concern for travelers planning a trip is getting good value for their money, whether they travel for business or leisure. Companies planning retreats are often looking for perks that will set hotels, restaurants and other experiences apart from the rest.

Hotel chains can partner with brands to offer company swag as part of a retreat experience, like notebooks, clothing, whiteboards, backpacks and more.

“Now, even the business travel coordinators are looking for value,” Vanga said. “It might be the same price, but if we do this , the team gets this extra perk. At the end of the day, they’re buying an experience.”

Three Creating a hospitality experience ecosystem

Another perk that bleisure travelers are looking for is integrated travel experiences. More than half of travelers are looking to stay in hotels that offer all-inclusive experiences, including food and drink as well as activities, according to Publicis Sapient 2022 research.

Hotels can set themselves apart by offering team dinners, classes, games, activities and more as convenient on-site add-ons through the same booking portal. This upselling will make every single retreat purchase more valuable for the consumer and more profitable for the hotel.

Vanga refers to this as the “experience ecosystem.” “Hospitality companies need to start building solutions for these customer needs. The ultimate goal is to own the entire travel itinerary.”

Four Renewing the focus on the daily guest experience

While Airbnb has previously dominated the rental and experience space, research shows a renewed interest in the reliability of the guest experience that hotels bring to the table.

Over 60% of travelers prefer to stay in an upscale or budget hotel, compared to just 15% that prefer a short-term rental like an Airbnb.

“One of the major differences between Airbnb and hotels is the guest experience,” Vanga said. “Airbnb makes no attempt to guarantee your experience. It’s ‘guest, meet host.’ With hotels, it’s ‘Can we get you a glass of water while you check in? Here’s a hot towel if your room is not ready yet.’”

One of the biggest concerns that bleisure travelers face when booking trips is getting what they’re paying for. This concern is amplified when it comes to corporate retreats.

Vanga suggests going back to basics when it comes to the experience of a typical guest at a hotel property—from the concierge service, to transportation, to the communication if any issues arise.

These little things matter for the bleisure traveler moving forward as they decide where they’re going to stay.

Five Optimizing for optionality and bleisure travel

The travelers of 2023 won’t exactly be corporate or leisure; they’ll be both. The optimal customer travel experience will ideally offer optionality for work, play or a personalized combination.

Customers might want to book accommodations for a retreat—and continue that retreat into a vacation. Or, they might be looking to book a workspace and a yoga class for their team offsite. The more optionality, seamlessness and ease of booking hotels can provide, the better.

“The flawed assumption that a customer is yours for a period of time because they are chasing status funded by their company no longer holds, it’s time to make the loyalty experience a bit more interesting.”

Read the rest of the series:

• Article 1: Regenerative Tourism: Building Sustainable and Luxury Experiences Driven by Technology
• Article 2: The Food and Dining Industry Enters the Metaverse

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The Rise of Bleisure Travel and How to Make the Most of it

Table of Content

What is bleisure, who are bleisure travelers, reaching bleisure travelers, adjusting your offers for bleisure travel.

Over the last few years, there’s been a growing trend around business travel. People are starting to mix their work trips with leisure, also known as bleisure travel.

This trend presents a new opportunity for tour and activity providers. The growing bleisure segment largely consists of both millennials and more experienced travelers. Both groups have their own purchasing habits, different from the typical tourist.

By reaching them at the right place and time with special offers, you gain an advantage over competitors. In addition, the opportunity to boost your referrals and positive reviews online can have a long-term impact on your business.

In this post, we’ll suggest the best ways to reach bleisure travelers and tailor your deals for them. But first, we need to look at what exactly bleisure is and what characterizes bleisure travelers. This way, we’ll get a better understanding of the trend.

Ready? Let’s dive in.

Bleisure is a mix between “business” and “leisure”. It means combining work trips with fun activities while abroad. In simple terms, bleisure mixes business travel with entertainment.

This travel style is getting more common according to studies. Consider this data quoted by Forbes:

• 78% of millennials intentionally add personal time on a business trip ( source: Chase )
• 57% of companies have a policy for young employees to extend business trips with vacation time ( source: AMEX Global Business Travel )
• 74% of frequent business travelers wish their corporate travel policy included a budget for entertainment ( source: Swapnil Shinde, Co-Founder and CEO of Mezi )

And while normal business trips last 2 days on average, bleisure travels can often be 6 days long or more .

Not only do the stats back it up, but many companies see considerable effects from bleisure travel on their bottom line. For example, travel agency CheapOair reports over 20% annual revenue growth in bleisure travel for the last 3 years straight .

There are many reasons bleisure travel is on the rise. To start with, it’s beneficial for employee satisfaction and it costs next to nothing for employers. Tickets are often cheaper when you stay over Saturday. This means companies don’t spend much extra while improving staff morale and attracting better talent. In fact, Booking.com suggests that 30% of people would accept a job with a lower salary if it offers more business trips .

Aside from offering cheaper plane tickets, airlines, and travel agents encourage bleisure through their sales and marketing. This is no surprise – they also get extra revenue through referral fees and longer stays.

In addition, more and more companies are ditching the office and work remotely, making it easier to work and travel for fun at the same time. This is magnified by freelancers and indie entrepreneurs who travel almost full-time, also known as “digital nomads”.

If that’s not enough to prove bleisure is a thing, consider apparel startup Par en Par which creates clothing specifically for bleisure travelers.

According to the CWT survey , bleisure travel is common among millennials aged 25-34. However, the second largest group are middle managers aged 36-54 with average annual incomes close to $80,000. They most often come from the tech industry and represent a lucrative segment overall.

Sometimes it could be a full team retreat where all employees in a company meet in a single location for a few days or weeks of work and fun. Bleisure travelers are typically male, with a US study suggesting that men take more work-related trips (70% male vs 30% female). For a full profile of bleisure travelers, you can also check out this research summary by Altexsoft .

As you can see, bleisure presents a new, lucrative, and growing market segment to target. Considering bleisure travelers in your offerings and marketing communication can give you an advantage over competitors. Not just in terms of revenue, but also valuable referrals and online reviews leading to a long-term benefit for your business.

So how do you capitalize on this opportunity? By knowing who bleisure travelers are and what they want, you can reach them at the right time and place with high-value, tailor-made offers. Following are some of the best ways to target bleisure travelers based on their profile and purchasing habits.

Travel agents and related businesses

You can advertise on travel agent networks so bleisure travelers see your offer while booking a trip. You can also partner up with related businesses like co-working spaces, transport, and even restaurants. This way you can delight your bleisure customers while getting referrals and new business relationships.

Did you know Regiondo partners with 150+ travel agents so you can get your offer in front of millions of people each month? Try our booking software for free and see what you can achieve with such a vast distribution network.

Content marketing

You can also create special content offers for bleisure travelers. What are the things they need to know about your city? What are the best places to stay? The coffeeshops with the fastest wi-fi? The most convenient office spaces? If you pop-up in Google while they do their research, it’s more likely that they’ll try your tour or activity and even get on your email list. This leads to the next good way to reach bleisure travelers:

Email newsletters

If you do your research well, you can find a number of companies with dedicated bleisure policies for their employees. You might even find out if they have a client in your location that they visit often. This is especially relevant if you’re based in a large financial or business center. Find out which companies allow and encourage their employees to mix business trips with some fun. Then offer them a special newsletter with discounted packages. You might just get a spotlight feature every time someone in the company is coming your way.

Networking events

You can also stay on top of relevant networking events and promote them in exchange for a mention as a sponsor. And if you have the capacity, why not organize an event yourself? This way you can raise awareness among both local businesses and international travelers.

If you’re in a location that’s popular with digital nomads, you can create a special event that can result in substantial referrals later. There are many digital nomad online groups where people exchange recommendations for places around the world.

Partnerships

You can also partner up with some loyalty programs, even credit cards if you’re lucky. Frequent travelers will often amass points so they might as well spend them on your tour or activity.

Highly targeted advertising

You can advertise on specialized blogs for bleisure, such as the Tagalong Traveler . Other channels are Facebook and especially LinkedIn, which allows you to reach people with specific job titles. Professional groups and forums online can also be a good way to get your tour or activity in front of a relevant bleisure audience.

Now that you know how to reach bleisure travelers, what are the offers that they are most receptive to?

Special discounts

Being millennials and digital nomads , bleisure travelers are often price sensitive. Adding juicy discounts and coupons can be a great way to entice them to come along and try out what you have to offer. If you’ve already set up your online shop with Regiondo, here’s a guide to creating your first discount code .

Group packages and +1 offers

The more experienced group of bleisure travelers often bring a partner or even their whole family along. For them, as well as for team retreats, it’s a good idea to set up fun group packages that come with perks like transportation, photos, and videos. Many corporations will appreciate the ability to share photos and videos of their fun retreat on their social channels – hassle free. This might even get you a few backlinks and social mentions!

Back to the basics

Of course, you also need to get the basics right which is valid for non-business travelers as well. Things like having your website and offers translated in major languages or at least English , as well as providing easy travel instructions are a must.

While bleisure travel is relatively new, it seems like it’s here to stay. The data and research so far indicate that the segment is growing and represents a good opportunity for tour and activity providers. As long as you reach bleisure travelers at the right time and place with the right offers, you should get a strong advantage and long-term profits from it.

You might also like:

• Travel Like a Local: How Tour Operators Can Make the Most of This Trend
• Health Tourism in the EU: Facts and Figures
• Virtual Reality in Travel: 9 Applications for Tours, Destinations & Activities
• 9 Tourism Trends That Will Shape the Travel Industry in 2020 and Beyond
• The Rise of Solo Travel and How to Make the Most of it
• When Numbers Matter: The Travel Statistics You Need to Know About
• The Rise of Experience Tourism and What It Means for the Leisure Industry

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The rise of bleisure travel: combining business and leisure in the hospitality industry

“Are you traveling for business, or for pleasure?”

That's a very common question asked at airport checkouts. But why not both? Well, the hospitality sector is now aiming to unleash the potential of one of its hitherto unexplored business niches that will revolutionize the sector as a whole. Business + Leisure = Bleisure travel, which is set to become the next big thing in hospitality.

Combining tourism opportunities with business trips makes sense for both employees and employers. Employees are happy working in an exotic location and meeting their commitments, and many will extend a work trip to add more vacation elements. When workers are happy , it's good for the bottom line.

The rise of bleisure travel has contributed to a shift in the demography of the hospitality sector's target audience. To understand this shift, let's explore what bleisure travel is, and also take a look at digital nomadism.

How to attract digital nomads to your property

5 ways corporate travel is changing — and how to stay ahead

Hotel trends 2023: Five factors that will shape the hospitality industry

What is bleisure travel?

Bleisure travel refers to the practice of combining business and leisure travel, allowing travelers to extend their stay beyond work obligations and explore the destination and immerse themselves in the local culture .

The popularity of bleisure tourism began to pick up steam around 2016, and it has two main categories of travelers. The first comprises business travelers who bring friends or family along with them to share the experience. The second group consists of guests who opt to add a few days of vacation to their business trips.

To make the most of their trips, many bleisure travelers will often take advantage of flights or hotel accommodations paid for by their employers. This arrangement allows them to enjoy some downtime or explore local sights before or after their professional commitments.

A healthy and happy brain always comes up with better ideas and execution. When the happy juices flow, employees are more creative. This logic dictates the foundation of bonuses, performance-based raises and other incentives. A paid vacation where an employee is committed to business needs works like a charm.

When the COVID-19 pandemic hit, the number of business travelers to the US dropped from 7 million in 2019 to 1.6 million in 2020. However, according to a survey from Booking.com, business travel is increasing steadily again, with companies incentivizing corporate trips to bring their employees together:

More than half (52%) of employers are currently planning corporate travel trips to bring together employees who now largely work remotely. In doing so they can acknowledge the importance of in-person communication, and encourage attendance by providing an appealing location.... 56% of employed people agreed that the importance of face-to-face internal meetings, and meetings with clients, underline the need for business travel. But these trips also present opportunities for business travelers to act on their desires for adventure.

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Work-free vacations: the old version of employee benefits.

On paper, bleisure travel seems like a great way for employers to increase their brand value and corporate social responsibility. On the other hand, what if seasoned business travelers don’t want to be a part of it? According to that Booking.com survey, there are growing numbers of business travelers who want their vacations to be strictly work-free. Both Argentina (154%) and New Zealand (218%) saw a dramatic increase in the number of employees who say they prefer non-working vacations.

Many employees choose to utilize the freedom of flexible working to completely disconnect from work and make the most of their downtime wisely. For instance, overcrowding at popular tourist attractions can significantly deter travelers, especially in the post-pandemic era when people value personal space more than ever. This could explain why around 65% of US employees plan to utilize their flexible work arrangements to visit tourist attractions during quieter periods.

However, not all employees seek out typical tourist traps for their travel breaks. We have also examined the preferences of workers regarding getaways, and a notable percentage of them express a desire to explore offbeat destinations.

Travel has become a style statement for millennials. The fact that employers are paying the expenses makes it even sweeter. According to a survey by Marriott and Chase , 78% of the millennial population wants to include personal time in business travel.

The Amex Global Business Travel research report indicates that 74% of business travelers want entertainment as a part of the travel budget designed by employers.

Reasons for the increasing popularity of bleisure travel

The rise of bleisure travel can be attributed to the growing emphasis on increased flexibility in work arrangements and the desire to make the most out of business trips by combining them with enjoyable experiences.

Work-life balance

Bleisure travel offers a way for professionals to strike a better work-life balance by blending corporate travel with personal enjoyment. It allows them to take some time off work and enjoy fun activities without having to take additional leave.

Cost efficiency

For business travelers, extending their stay for leisure purposes can be financially beneficial. Since the employer typically covers the cost of the initial trip, adding personal days can be a cost-effective way to explore a destination without bearing the full expense.

Cultural exposure and immersion

Business travelers often visit diverse and interesting locations. By extending their stay, they get the opportunity to immerse themselves in the local culture, try new cuisines, visit landmarks and experience the destination beyond conference rooms and meetings.

Networking opportunities and career enhancements

Bleisure trips can provide additional networking opportunities. By spending more time in a location, professionals may have the chance to interact with local professionals or clients, leading to potential business collaborations.

Boosting the hospitality industry

The rise of bleisure travel has a positive impact on the tourism industry. It means more people exploring local attractions, staying in hotels, dining at restaurants and participating in leisure activities, thus contributing to the local economy.

Stress reduction

Business travel can be stressful, but the addition of leisure time allows individuals to unwind and relax. This can lead to increased job satisfaction and improved mental well-being.

Flexibility in scheduling

With technological advancements and remote work options, professionals often have more flexible schedules. This enables them to adjust their travel plans and include suitable leisure days.

Experience accumulation

Many business travelers enjoy collecting unique experiences from different places they visit. Bleisure travel offers an avenue to enrich their experiences and create lasting memories.

Family time in tourist destinations

By bringing family members along on business trips, individuals can enjoy quality time with loved ones and transform what would have been a solo business trip into a memorable family vacation.

What's in it for the hospitality industry?

As mentioned earlier, the demographics of business travel have significantly changed over a few years. In fact, employers are also focusing more on the overall well-being of valued employees. Besides the productive benefits of bleisure trips for employers, the hospitality industry enjoys the following benefits:

Extended stays

Bleisure travelers often extend their stays in a destination, which translates to more nights booked in hotels. According to the Global Business Travel Association, an overwhelming majority of business travelers (82%) stay at the same place for both the business and leisure travel portions of their stay . This increases occupancy rates and higher revenue for hotels and other accommodations.

Additional spending contributing to revenue growth

Bleisure travelers are more likely than the strictly business traveler to engage in leisure activities, dine at local restaurants and explore the destination. This results in additional spending on entertainment, dining and other experiences, boosting the local economy.

Business travel upsells

By promoting the concept of bleisure, hotels and airlines can offer special packages or incentives for travelers on business trips to extend their stays for leisure. This upselling opportunity can lead to increased revenue for the hospitality business.

Loyalty and repeat buying

A positive experience can create loyal customers who may choose the same hotel or accommodation for future business or leisure trips. This loyalty can lead to repeat business and word-of-mouth referrals.

Off-peak travel

Bleisure travelers tend to have more flexibility in their travel schedules, allowing them to visit destinations during off-peak periods. This helps hotels maintain a more consistent flow of guests throughout the year, even during low seasons.

Meeting and event opportunities

Corporate travelers who opt for bleisure may be more likely to attend meetings, conferences, or events at hotels or convention centers. This increases the chances of booking meeting spaces and generating revenue from these events.

The art of maximizing flexibility

Bleisure travel is the art of maximizing the flexibility of remote working for the business traveler. It allows corporate travelers to enrich their work journeys with pleasurable activities, providing a rewarding experience. Employers can also benefit by ensuring that business travel isn't solely about work but also a chance to fulfil their employees' travel aspirations that may have been out of reach previously.

The increasing frequency of business trips, coupled with the rise of flexible and remote work arrangements, creates an ideal environment for the flourishing of bleisure. The integration of work, travel and recreation has the potential to bring advantages to both employees and employers, potentially leading to improved productivity and higher job satisfaction.

The brilliant combination of business and leisure can be a great boon to a travel destination's economy. Surveys and reports provide data-driven insights into how this trend is growing much faster than expected. The wide range of demographic features and exclusive travel plans specifically designed to meet business needs are contributing to its growth.

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The Rise of Bleisure Travel and How Tourism Brands Can Capitalize on the Trend

In recent years, there has been a significant increase in the trend of “bleisure” travel, a combination of business and leisure travel. In fact, 89% of people are considering combining personal vacation time with business travel . This trend is driven by several factors, including increased flexible work arrangements, the ability to work remotely, and the desire to make the most of business trips by adding a leisure component.

As a result of this trend, tourism brands and destinations can take advantage of the bleisure travel trend by promoting packages and services online that cater to the needs of both business and leisure travelers.

What is Driving the Bleisure Travel Trend?

Here are a few of the recent trends driving the bleisure travel trend we are seeing.

Remote Work

One of the biggest drivers of bleisure travel is the rise of remote work. With more and more companies allowing their employees to work from anywhere, it has become increasingly common for people to extend their business trips to include some leisure time. This arrangement will enable them to explore a new city or country while still being able to fulfill their work obligations.

Experiential Travel

Another factor contributing to the upsurge of bleisure travel is the growing interest in “experiential” travel. People are increasingly looking for unique and memorable experiences when they travel, and bleisure travel allows them to combine the opportunity to explore a new place with the ability to conduct business.

Affordable & Convenient Travel Options

The rise of bleisure travel is also driven by the growing availability of affordable and convenient travel options. Online travel booking platforms and apps have made it easy for people to plan and book their trips, while budget airlines and vacation rental properties have made it more affordable for people to add a leisure component to their business trips.

How Tourism Brands Can Capitalize on the Bleisure Travel Trend

If your destination is interested in capitalizing on the bleisure travel trend, here are some ideas you can explore.

Offer Package Deals

Tourism companies can capitalize on the bleisure trend by offering package deals that combine hotel accommodations, transportation, and meeting or event spaces. These packages could also include leisure activities such as tours, activities, or excursions designed to appeal to both business and leisure travelers. 

Customized Travel Experiences

Tourism brands can make the most of the new bleisure travel trend by offering customized experiences for business travelers. These experiences could include arranging specialized tours or activities related to the traveler’s industry or expertise. 

If your destination is known for its health and wellness experiences or unique cuisine, offer special packages that explore these interests. This type of tailored experience can make business trips more valuable and memorable for travelers and make them more likely to return to leisure travel.

Perks & Discounts

Tourism destinations can also benefit by offering special perks and discounts to bleisure travelers. For example, you can offer discounts on dining, shopping, or entertainment to those who book a bleisure package or provide early check-in or late check-out at hotels to help bleisure travelers make the most of their trip.

Bleisure Travel Marketing Opportunities

Now that you have enticing packages, experiences, and discounts in place to target bleisure travelers, you need to start marketing your offerings to your target audience. Here are some ideas to get you started.

Promote Bleisure Travel Packages on Your Website

Tourism brands should include bleisure travel packages on their website. By providing potential visitors with a website design featuring a one-stop-shop solution, destinations can make it easy for travelers to plan and book their trips. Additionally, tourism brands can promote their bleisure tailored offerings in their social media marketing or paid advertising to reach a wider audience. 

Provide Valuable Content About Belisure Travel

Blogging about the top attractions, dining, and experiences in your destination city is another way to promote bleisure travel. Not only does it give potential travelers an idea of what they can expect during their trip, but it also showcases the unique offerings of your city and sets it apart as a desirable travel destination. By providing valuable and informative content, you attract and engage with a wider audience, which can lead to increased tourism and more business for local hotels, restaurants, and attractions in your area. Writing about these topics also allows your destination to position itself as a travel expert and build a strong online presence, boosting your credibility and reputation as a top travel destination for bleisure travelers.

Partner with Influencers in Your Destination

Consider partnering with a digital nomad on social media traveling in your market for an effective influencer marketing campaign to expand that audience even more. Leverage popular social media platforms such as Instagram, YouTube, and TikTok to reach a wider audience with engaging social media posts from popular influencers. Influencers can create content that showcases the benefits of bleisure travel, such as combining work and play and share it with their followers.

View this post on Instagram A post shared by Official Thailand Tourism (@thailandinsider)

Instagram Influencer campaign for Thailand Insider

Attract a New and Growing Market

In summary, the bleisure travel trend is a growing trend that allows tourism brands and destinations to increase revenue by promoting package deals, customized experiences, and special perks and discounts. By understanding the needs of bleisure travelers and catering to them, tourism brands can attract a new and growing market and drive repeat business in the long term.

If your tourism brand or destination is looking to get in on the booming bleisure travel trend in 2023, follow these tips or contact our team of tourism marketing experts to get you set up for success.

• By: Julie Chung
• February 14, 2023

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What is Bleisure Travel and why is it becoming a trend? 

For those who must travel for business purposes, bleisure travel has become an excellent opportunity.  in fact, more and more business travelers prefer bleisure travel, which is precisely why the hotel industry must consider it in order to provide users with the best possible comfort. in this article we will explain what bleisure is and […].

For those who must travel for business purposes, bleisure travel has become an excellent opportunity .   In fact, more and more business travelers prefer bleisure travel, which is precisely why the hotel industry must consider it in order to provide users with the best possible comfort.

In this article we will explain what bleisure is and what its main benefits are . Knowing this, you will discover how your hotel can take advantage of this increasingly popular form of travel.

Table of Contents

What is Bleisure travel?

The phrase Bleisure travel is the result of combining “business travel” with “leisure travel”. Consequently, Bleisure travel is now used to refer to travel that combines the characteristics of business travel with those of leisure travel.  

In other words, people travel to certain destinations mainly for business commitments and extend their stay for a few extra days to enjoy activities like an ordinary tourist . These activities can be walks through places of historical and cultural importance, walks through parks or visits to the beach.  

This type of travel can bring advantages for business travelers and their employers as well as for those who work in the tourism industry. For the business traveler, a few days of leisure can translate into reduced stress and increased motivation and productivity. In this way the employer would also be earning more.

And of course, for the owner of a tourist accommodation, the growth of bleisure travelers means more hotel occupancy.

Bleisure Travel: a growing market segment

Bleisure travel has been showing good growth in recent years. It is estimated that since 2015, business travel spending has been increasing by 6-7% every year. For this reason, the tourism and hotel market has put its focus on this type of travelers, developing bleisure hotels .  

On the other hand, according to some studies conducted by travel agencies, such as Expedia, it is estimated that at least 40% of business travelers add a leisure element to their trips.   It is also estimated that most bleisure travelers take at least 1 trip every 2 to 3 months. This indicates that bleisure travel is growing considerably.

In addition, according to a study published by the Global Business Travel Association, among business travelers, millennials are the group most likely to extend their business travel with leisure activities. This group is followed by Generation X and Baby Boomers.

Why Bleisure Travel is becoming so popular? Bleisure hotels are a new trend

There are several reasons why Bleisure Travel is catching on, here are some of them:

• When business travelers add bleisure time to their travel, their trips tend to be more enjoyable and therefore create a very favorable outlook on work. In this sense, the end result is that travel will be less stressful and productivity can be much higher.
• Bleisure travel is an excellent opportunity to visit certain destinations at a lower cost . This is because in many cases the employer pays for the main costs of the trip, such as airfare and hotel days for the duration of the work engagement. Therefore, the traveler will only have to pay for hotel days in addition to business time and leisure activities.  
• Hotels receive additional revenue from bleisure travel guests, as they extend their stay to enjoy the area’s tourist attractions. In turn, this translates into higher hotel occupancy.

With all the benefits offered by bleisure travel , which affect the travelers as well as the company they work for and the hotel, there is no doubt that this type of travel is here to stay.  

In fact, according to a survey conducted by the American Hotel and Lodging Association , nearly 89% of business travelers want to take some time off on their next trip.

Undoubtedly, this is a type of guest that every hotel should consider, in order to design plans, offers and services tailored to their needs.

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What Is Bleisure Travel and Why Is It Important?

Even if you haven't heard of bleisure travel, chances are it's happening at your venue.

Bleisure travel, as the name implies, is simply a blending of business and leisure travel. There are two main types of bleisure travel: business trips or group business travel that is extended on the front or back end of a visit, and business trips taken with friends and family coming along for the ride.

The trend has become more popular over the years, especially with younger generations. According to the Global Business Traveler Association (GBTA) 37% of North American-based business travelers extended a work trip for leisure in 2017, up from 36% the year before.

Another survey from Hilton Hotel & Resorts found that seven out of 10 business travelers ages 25-30 want to extend work trips for mini vacations.

Another GBTA stat: On their last bleisure trip, 44% of business travelers traveled with someone else for the leisure portion of their trip.

The most common trips that morph into bleisure are for conference travel, followed by external meetings and sales meetings, according to Expedia Group. Couple these statistics with the fact that, according to the U.S. Travel Association's State of American Vacation 2018, more than half of Americans reported having unused vacation days at the end of 2017, and it's clear that the hospitality industry is staring at a huge opportunity.

Use bleisure travel opportunities to start growing your business

Hoteliers who can use this knowledge will see longer stays and higher traveler satisfaction , according to experts.

“Our research shows that an overwhelming majority of bleisure travelers stay at the same place for both the business and leisure portions of their trip,” explains Scott Solombrino, COO and executive director of GBTA. “While companies still have a lot to work out when it comes to understanding liability and duty of care implications around bleisure travel, this presents a great opportunity for property managers to provide a memorable experience or encourage travelers to join their loyalty program, both of which will drive returning customers.”

So how can hoteliers boost their bleisure travel bookings and use the trend to attract more planners? Here are four strategies that can help.

Discover 4 ways to take advantage of bleisure travel opportunities:

1. let planners know bleisure travel is a focus..

You can't sell what you don't publicize, so getting the message out about bleisure offerings early in the booking process will be paramount. You can create bleisure travel packages and offer them to planners to pass along to attendees. You can also reach out directly to business travelers with bleisure packages, says Sarah Howell, a business travel expert and founder of Road Warriorette , an online business travel blog.

“I've gotten emails directly from the hotels I've visited for business travel regarding extending my business trips ,” she explains. “Depending on the reservation process, you might not get their information directly, but most planners are happy to pass along offers that will help employees make the most of their business trip.”

2. Give travelers a reason to stay where they are.

When it comes to business travel, it's typically the planners and in-house travel agents who make reservations for sales meetings and book room blocks for conferences. While price is definitely an issue for them, bleisure travelers are often even more price-conscious. You don't want to offend planners by giving bleisure travelers prices that are less than the corporate rates, but you can offer them specific perks that will make your venue more appealing.

“Consider a discounted rate for the extended stay or a free appetizer or glass of wine as part of their reservation,” Howell says.

A free breakfast for all travelers in the bleisure party, for example, can be very appealing and doesn't cost a lot in the long run.

3. Make it easy for people to switch between business and pleasure.

Bleisure travelers extend their stays for days, not weeks, so they want fun, fast activities that will keep them entertained. Consider putting together two- to four-day post-conference or meeting programs that incorporate sightseeing, meals, and athletic activities such as hikes, bicycling, and water sports. Pass that information on to planners so they can do your marketing for you.

Four out of five bleisure travelers spend up to five hours researching what they can do once their business trip is over, exploring online or talking to co-workers. Venues that can take that planning off the traveler's shoulders will earn brownie points — and loyalty — from already-overworked guests.

“As travelers, we don't really have a lot of extra time to plan,” Howell says. “If hotels can have packages for us or someone who can make us reservations for sightseeing or dinners when we are off, it's going to be welcome help.”

Activities aside, hoteliers should also take into account that bleisure travelers appreciate suites or one-bedroom accommodations so they can stay on task once their travel companions go to sleep. And planners will, too, since they'll know employees will be focused on work when they need to be. If these accommodations aren’t available (or affordable) for planners, coworking spaces and business centers also hold value and appeal.

4. Consider the family.

According to the GBTA, almost three out of five (58%) bleisure travelers have children at home, and travelers with kids are just as likely to extend their trips as childless travelers. While venues don't necessarily need to create kid camps or child-centric events, doing so can definitely boost the appeal of a bleisure trip. Howell says she recently brought her husband and young children along on a business trip because the venue offered s'mores roasting, pool games, and arts and crafts programs.

“With woman travelers taking almost 50% of business trips, it's a good idea to offer programs that can help keep families busy while Mom or Dad is being productive.”

Don't forget to play up the bleisure travel benefit!

Companies that offer bleisure options may see better employee retention and satisfaction, especially for notoriously fickle millennials. Let planners know that you want to be part of that retention process and will do whatever you can to make both the business and leisure parts of employee travel as seamless and easy as possible. Up next, check out some   destination marketing tips you need to know,

Boost your bleisure business today

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Mena region leads global growth in luxury travel reports mastercard.

The Middle East and North Africa is one of the main regions driving growth in affluent travel, recording high spends. It is also displaying an appetite for sustainable eco-luxury and meaningful cultural experiences. Mastercard’s ‘Affluent Travel: A Middle East Perspective’ report reveals an appetite for new experiences in unexplored destinations. The global luxury travel market is expected to grow by 7.9% (CAGR) between 2024 and 2030. Mastercard reports that high-net-worth travellers contribute approximately 36% of the global spend on travel.

“At Mastercard, we are committed to connecting people to their passion for travel. This report gives a great snapshot of how high-net-worth individuals choose to travel. It’s wonderful to see sustainability, cultural immersion and purpose as key considerations, along with quality accommodation, seamless technology and loyalty benefits. We will continue to harness the power of partnerships with leading industry players to come up with innovative solutions that unlock access to a whole new world of unparalleled travel experiences,” said Amnah Ajmal, Executive Vice President, Market Development EEMEA, Mastercard.

The rise of the ‘bleisure’ traveller

Over a third (36%) of luxury travellers say they want to experience different cultures. The combination of business and leisure, or ‘bleisure’, is also resulting in more remote-work trips as digital nomads change the face of travel. Affluent travellers are almost twice as likely as the global average to have taken a vacation as an extension to a business trip. Furthermore, Marriott Bonvoy research also showed that solo travel is being embraced, with 70% of respondents in the UAE and 69% in Saudi Arabia saying they’ve travelled solo.

Seeking out sustainable credentials and authentic eco-luxury

Affluent consumers are keen adopters of the conscious travel trend and place a premium on the authenticity of eco-luxury experiences. These include associating with travel brands that support local communities. Globally, one in 10 consumers have stayed in luxury eco-friendly accommodation in the last three years. This compares to five of 10 among 18–34-year-old affluents.

Meaningful experiences over material things

The report notes that this market segment places more emphasis on experiences than on physical goods. More than half of affluent travellers, compared to 43% of the global total, prioritise meaningful travel experiences over shopping and souvenirs.

Luxury travellers are prioritising unique personalised experiences over location. However, they also want their money’s worth in the form of exemplary customer service and pampering.

High-spending loyalty supporters

Based on average spend per card by origin market, GCC travellers are among the highest spenders. According to a 2023 Mastercard Economics Institute report, Kuwaiti tourists, for instance, spend on average of $3,390 per card in Paris, five times as much as their American counterparts. High-net-worth individuals are also power users of loyalty schemes and membership cards – 34% versus the overall average of 24%.

As wealth migrates to younger generations, Millennials (aged 30 to 44 years) now comprise the highest percentage of luxury seekers, followed by Gen Z (aged 15 to 29). Within the GCC, however, Gen X (aged 43 to 58 years) is expected to make the highest contribution to travel growth.

"MENA region leads global growth in luxury travel reports Mastercard" was originally created and published by Electronic Payments International , a GlobalData owned brand.

The information on this site has been included in good faith for general informational purposes only. It is not intended to amount to advice on which you should rely, and we give no representation, warranty or guarantee, whether express or implied as to its accuracy or completeness. You must obtain professional or specialist advice before taking, or refraining from, any action on the basis of the content on our site.

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• MENA region leads global growth in luxury travel, reveals Mastercard Affluent Travel report

• Report highlights the role of high-net-worth travelers in boosting the travel and hospitality industry
• Over a third (38%) of luxury seekers are willing to pay 30-50% more for sustainable travel features 1
• Affluent travelers in the MENA region are power users of loyalty and membership card programs
• GCC tourists are some of the highest spenders, whether vacationing within the region or further afield

Dubai, UAE; 7 May 2024: The Middle East and North Africa (MENA) region has emerged as one of the main regions driving growth in affluent travel, recording high spends, while also displaying an appetite for sustainable eco-luxury and meaningful cultural experiences. Mastercard’s latest report, ‘Affluent Travel: A Middle East Perspective’, released during the Arabian Travel Market 2024, unpacks some of the key trends.

The appetite for new experiences in unexplored destinations, micro-trips and ‘bleisure’ will likely drive the growth of the global luxury travel market, which is expected to grow by 7.9% (CAGR) between 2024 and 2030, according to Grand View Research 2 . While the world awaits the emergence of the first trillionaires, high-net-worth travelers contribute approximately 36% of the global spend on travel as stated in a Jones Lang LaSalle study 3 .

“At Mastercard, we are committed to connecting people to their passion for travel. This report gives a great snapshot of how high-net-worth individuals choose to travel, and it’s wonderful to see sustainability, cultural immersion and purpose as key considerations, along with quality accommodation, seamless technology and loyalty benefits. We will continue to harness the power of partnerships with leading industry players to come up with innovative solutions that unlock access to a whole new world of unparalleled travel experiences,” said Amnah Ajmal, Executive Vice President, Market Development EEMEA, Mastercard.

As per YouGov research, over a third (36%) of luxury travelers say they want to experience different cultures 4 . The combination of business and leisure, or ‘bleisure’, is also resulting in more remote-work trips as digital nomads change the face of travel. Affluent travelers are almost twice as likely as the global average to have taken a vacation as an extension to a business trip 4 . Furthermore, Marriott Bonvoy research also showed that solo travel is being embraced, with 70% of respondents in the UAE and 69% in Saudi Arabia saying they’ve travelled solo 5 .

Seeking out sustainable credentials and authentic eco-luxury

Affluent consumers are keen adopters of the conscious travel trend and place a premium on the authenticity of eco-luxury experiences. These include associating with travel brands that support local communities. Globally, one in 10 consumers have stayed in luxury eco-friendly accommodation in the last three years, compared to five of 10 among 18–34-year-old affluents. According to Euromonitor, a sizeable 38% of luxury seekers are willing to pay between 30% and 50% more for sustainable travel features such as energy-efficient services. A quarter would pay even higher to find less carbon-intensive transport 1 .

Meaningful experiences over material things

The YouGov report notes that this discerning segment places more emphasis on experiences than on physical goods. More than half of affluent travelers, compared to 43% of the global total, prioritize meaningful travel experiences over shopping and souvenirs 4 . Close to a quarter say that they are willing to pay more for a remote destination experience, customized tours to connect with local culture, and eco-friendly resorts 4 .

Personalization, privacy and pampering  

Luxury travelers are prioritizing unique personalized experiences over location. However, they also want their money’s worth in the form of exemplary customer service and pampering. Quality luxury accommodation is a high priority, with 27% saying they would pay more for villas and chalets in secluded and private locations and 21% happy to splurge on luxury stays on a private island 4 . Younger affluent travelers are more likely to pay more for Michelin-starred or unique gourmet experiences. According to Marriott Bonvoy research, light, air, temperature, and sound in future hospitality spaces guided through digital concierges will recognize and respond to guests in real-time, based on mood, schedules, and health requirements.

High-spending loyalty supporters

Based on average spend per card by origin market, GCC travelers are among the highest spenders. According to a 2023 Mastercard Economics Institute report, Kuwaiti tourists, for instance, spend on average of $3,390 per card in Paris, five times as much as their American counterparts. High-net-worth individuals are also power users of loyalty schemes and membership cards – 34% versus the overall average of 24% 6 . Exclusive airport lounges, as well as priority check-in and boarding, are among the most used perks of loyalty membership, highlights the Euromonitor report 1 .

As wealth migrates to younger generations, Millennials (aged 30 to 44 years) now comprise the highest percentage of luxury seekers, followed by Gen Z (aged 15 to 29) 1 . Within the GCC, however, Gen X (aged 43 to 58 years) is expected to make the highest contribution to travel growth, according to Arabian Travel Market 7 . While much of the world is still catching up to pre-pandemic travel levels, MENA is the only region to show airport arrivals at 22% above 2019 numbers. According to the World Tourism Barometer, specific destinations such as Qatar (+90%) and Saudi Arabia (+56%) have contributed to this surge 8 .

To read more about the report, please visit here .

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‘Sports Tourism’ Is the Travel Bug You Didn’t Know You’d Caught

Posted: May 9, 2024 | Last updated: May 9, 2024

Sports tourism is another travel trend on the rise! You might’ve heard the term ‘gig-tripping’ , namely thousands of ‘Swifties’ traveling far and wide to attend one of Taylor Swift’s concerts. Now, according to the United Nations World Tourism Organization, ‘sports tourism’ is one of the fastest-growing sectors in the travel industry. Buzz60’s Chloe Hurst has the story!

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1 visa, 6 countries: Unified GCC entry permit to boost business-leisure travel

Gulf countries will put in place the system to launch the single tourist visa by the end of the year.

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Published: Wed 8 May 2024, 2:32 PM

Last updated: Thu 9 May 2024, 4:50 PM

The much-awaited unified GCC tourist visa will boost ‘bleisure’ (business-leisure) travel in the region, as visitors will increasingly mix the two to extend their trips to explore the neighbouring countries.

As reported by Khaleej Times on Monday, the Gulf countries will put in place the system to launch the single tourist visa by the end of the year, which will enable the rollout of the GCC unified visa and allow visitors to explore all the six countries on a single visa, similar to Schengen countries.

In addition, more attractions and ease of visas by the GCC countries are luring new tourists while the growing importance of regional cities as a business and tourist destination for meetings, incentives, conferences, and exhibitions (MICE) are also bringing in a new set to business travellers to the UAE region. Hence, demand for the hospitality, travel and tourism sector is growing.

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Rikant Pitti, the co-founder of EaseMyTrip.com, said the unified GCC tourist visa will give a substantial boost to ‘bleisure’ travel from India to the UAE and wider region.

Travellers coming from India to the UAE are extending their stays in the Emirates for a few days to make the most of their trips and this trend will pick up with the introduction of the visa.

“There is a huge trend in India where people from the corporate side to UAE come with their families. They want to mix their business and leisure together and hang out for a few more days to explore multiple destinations as both Dubai and Abu Dhabi have a lot to offer,” he said.

Pittie added that the Arabian travel industry is witnessing remarkable growth, driven by factors such as technological advancements, evolving consumer preferences, and a renewed focus on sustainable travel. “We are keen to explore collaborations and initiatives that enhance travel experiences while promoting responsible tourism.”

Philip Barnes, chief executive officer of Rotana, said there is an increase in ‘bleisure’ travel as guests opt to extend their business trips to the region to explore more of what the UAE and its neighbours have to offer.

“We are in the fortunate position that we can cater to diverse travel needs with a variety of accommodation options, from serviced apartments to five-star hotels, capitalising on these market trends,” he said.

He added that as the region looks to grow its tourism offering with enhanced investments, strategies, visa procedures, and more, there is a growing trend among travellers to visit multiple countries per trip.

“With initiatives to simplify cross-border travel, the region is becoming more accessible and appealing to visitors looking to explore the region as a whole. The MICE sector also plays a pivotal role in driving demand in the UAE as it hosts major events, global concerts, and international trade exhibitions, attracting thousands of visitors,” Barnes added.

Vincent Miccolis sees a growing demand for flexible accommodation and travel amongst both business and leisure travellers in the GCC.

“Additionally, We have noted a rising trajectory in long-stay bookings from both business and leisure travellers. In Q1 2024, we saw an exceptional 28 per cent increase in long-term stays as compared to Q1 2023 across its regional properties in Dubai, Riyadh, Al Khobar and Doha. These cities also stand as essential business hubs in their respective regions, home to significant business projects and developments, attracting many business travellers who are either planning to relocate to the GCC permanently or visiting for an extended period,” he said.

Similarly, he said they witnessed a sharp increase in long-term bookings from leisure travellers during holiday periods such as Eid Al Fitr, Eid Al Adha, and school breaks. “Families are increasingly seeking spacious accommodations that offer engaging entertainment and leisure activities. The combination of the GCC’s growing business and leisure offerings have made it a prime destination for long-term stays from every segment of travellers,” he said.

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What Is Sports Tourism?

Senior Reporter, HuffPost Life

There’s been a lot of buzz lately in the travel industry about “gig-tripping,” as fans of Taylor Swift and other musical artists plan vacations all around the world just for the live concert experience.

Meanwhile, another experience-driven trend is also on the rise: sports tourism. Whether you’re an athlete yourself or just a big fan, you might want to consider this approach to travel.

So what exactly is sports tourism, and what does it involve? Below, industry experts break down the benefits and downsides.

What is sports tourism?

“‘Sports tourism’ refers to when individuals plan their travel tied to specific sporting events, typically to spectate but, depending on the event, it could include participation as well,” said Carolyn Addison, the head of product at travel company Black Tomato . “Some of the classic examples are the Olympics and we’ve often seen this type of travel for events like F1 [Formula One racing] or the Tour de France.”

Sports tourism can sometimes involve venturing to a different city to watch a regular-season away game for your favorite team. Or you might travel to participate in your own athletic endeavor, like a marathon or team competition.

“Sports tourism ranges all the way from youth sports to professional leagues,” said Nate Hardesty, the managing director of the Thompson Austin and Tommie Austin hotels in Texas. “For instance, we see so many families traveling around the country for tournaments that it’s become their spring break or summer trip. The same goes for collegiate and professional sports. We see so many fans follow their teams around the country and take the opportunity to check out the destination while they are here.”

If you live in a popular sports market, it might be easier to get good tickets to your team’s away game in another city. Some people also just like to merge their love of travel and sports into one experience.

Although taking a trip for a sporting event is not a brand-new phenomenon, more fans seem eager to have these kinds of experiences after being forced to stay at home amid the COVID-19 pandemic.

“People have been traveling for sports for years,” Hardesty noted. “However, experiential tourism has skyrocketed post-COVID.”

The popularity of shows like “Formula 1: Drive To Survive,” which gives a behind-the-scenes look at the world of auto racing, and “Welcome to Wrexham,” a docuseries about a Welsh soccer team, has also sparked greater interest in professional sports experiences.

The sports documentary movement has now expanded to golf with “Full Swing,” as well as to football with “Quarterback.” And with the buzz around the new sports drama “Challengers,” perhaps we’ll see more travelers planning trips around big tennis tournaments.

What are the benefits?

“We find that planning a trip around a sporting event gives a nice framework and intention to an itinerary,” Addison said. “Special events can also be a compelling way to interact with locals in a way that feels spontaneous and unforced.”

She pointed to the powerful energy in crowds at big events and the opportunity to bond with people who have similar interests. Sports tourism might take you to an exciting destination you wouldn’t have otherwise visited.

“You’re crafting your trip around a pivotal core memory and occasion which is supplemented by other local attractions, creating a comprehensive travel experience,” added Nikki Glass, the general manager at The Sawyer in Sacramento, California.

She noted that many sports tourism destinations have made efforts to ramp up various attractions and offerings around sporting events to give fans a multifaceted travel experience.

“These travelers tend to stay in their destination for extended periods to immerse themselves in the cultural tapestry and urban milieu, from vibrant dining scenes to museums and green spaces,” Glass said. “Sports tourists are tapping into it all.”

What are the downsides?

“There can be some additional challenges around planning travel during a major event,” Addison said. “Crowds and traffic can make the overall travel experience less enjoyable, and properties often impose higher rates and/or longer minimum stays.”

She emphasized the importance of advance planning to secure hotel reservations, airfare and tickets for sporting events.

“Sometimes the availability will be tight, and you need to book as soon as you can to get the best available rate,” echoed Lisa Bush, the director of sales and marketing at Thompson Nashville in Tennessee. “The last-minute booker usually learns that procrastination is not the best.”

Expect longer wait times and higher costs for things like accommodation and transportation. If you plan a trip based around sports tourism, you might find yourself in overcrowded areas that aren’t always equipped to deal with a surge of people. And you may have to put in extra effort to get an authentic local experience during times when so many tourists have taken over a destination.

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