How Hotels Can Capitalize on the Growing Trend of Bleisure Travel

The hospitality industry is experiencing a welcome resurgence. Business travel is booming, but a new twist is emerging - the rise of "bleisure" travel, where business trips are seamlessly blended with leisure experiences. This trend presents a significant opportunity for hotel chains to attract new guests, increase revenue, and differentiate themselves in a competitive market. 

Several factors drive this trend, including the pent-up demand for travel following global lockdowns and a more flexible approach to work, allowing employees to blend their professional and personal lives seamlessly.

Table of contents:

I. Why Bleisure is Booming?

II. Who is the Bleisure Traveller?

III. Bleisure Strategies for Hotels

IV. Case study: Accor Group's Embrace of Bleisure Travel

Why Bleisure is Booming?

Statistics tell a compelling story. According to a recent Expedia Group Media Solutions report¹, a staggering 32% of business travellers plan to take a bleisure trip in the next 12 months. Another study by the Global Business Travel Association (GBTA) shows around 40% of business trips already include a leisure component², highlighting a shift in traveller behaviour. 

This surge can be attributed to several factors: 

• Pent-up Demand: After years of pandemic restrictions, professionals crave a return to face-to-face interactions. However, they also desire a break from the usual routine. Bleisure travel allows them to fulfil both needs. 
• Shifting Work Styles: Remote and hybrid work models are becoming increasingly common. This flexibility empowers employees to extend business trips and explore new destinations. 
• Work-Life Balance: Bleisure travel fosters a healthy work-life balance. By incorporating leisure activities, employees return to work refreshed and more productive. 

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Who is the Bleisure Traveller?  

The typical Bleisure traveller is often a millennial or Gen Z professional, although the trend is gaining traction across all age groups. These travellers usually occupy roles that involve frequent travel, such as consultants, sales professionals, and executives. Their motivations for extending business trips may vary. 

Beyond work and exploration, bleisure travel caters to various desires: 

• Family Considerations: Travelling for work can disrupt family life. Bleisure trips allow professionals to reconnect with loved ones in a new environment. 
• Personal Well-being: Bleisure travel fosters relaxation and stress relief. 

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Bleisure Strategies for Hotels 

Hotels have a unique opportunity to capitalise on the growing demand for bleisure travel by tailoring their services and offerings to meet the needs of these hybrid travellers. Here are several strategies hotels can implement: 

Enhance In-House Amenities

While comfortable rooms remain essential, bleisure travellers also seek amenities that cater to their work needs. Here's how to elevate your offerings: 

• High-Speed, Reliable Wi-Fi: This is non-negotiable. Ensure seamless, high-speed internet access throughout the hotel, allowing guests to stay connected and productive. Consider offering tiered Wi-Fi packages with varying speeds to cater to different needs. 

• Dedicated Workspaces: Create designated work areas beyond the traditional guest room desk. Think co-working style spaces with ergonomic chairs, ample power outlets, and privacy dividers. 

• Meeting Rooms and Business Centres: Offer well-equipped meeting rooms for small gatherings or presentations. Consider a business centre with printing, photocopying, and scanning services for added convenience. 

• Flexible Work Arrangements: Recognise that work doesn't always happen behind a closed door. Offer creative workspaces, like comfortable lobby areas with ample seating and tables, to cater to those who prefer a change of scenery. 

• 24/7 Business Support: Consider a limited concierge service available during off-peak hours to assist with business-related needs, such as courier services or restaurant reservations. 

By providing these amenities, you demonstrate your understanding of the bleisure traveller's needs and create an environment that fosters productivity and well-being during their blended business and leisure stay. 

Develop and promote Bleisure packages

Craft packages that combine business stays with leisure activities. These might include tickets to local attractions, guided cultural tours, or weekend getaways. 

Partner with local businesses

Collaborate with local restaurants, museums, and entertainment venues to offer exclusive deals or discounts to hotel guests. These partnerships can enhance the guest experience and encourage longer stays.

Elevate the guest experience

Think beyond just a comfortable bed. Bleisure travellers seek a complete experience. Here are some ways to add value: 

• Personalised Itineraries: Offer curated recommendations for local attractions, restaurants, and activities based on guest preferences. 
• Flexible Booking Options: Cater to the bleisure traveller's dynamic schedule by offering flexible check-in/out times and luggage storage services. 
• Digital Convenience: Ensure a seamless digital experience with a user-friendly website, mobile app for bookings and communication, and efficient contactless services. 

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Case study: Accor Group's Embrace of Bleisure Travel

Accor Group has effectively adapted to the growing trend of bleisure travel by acknowledging the inseparable nature of business and leisure for modern travellers. During the company's 2023 Global Meeting Exchange in Paris, Accor Group Chairman and CEO Sébastien Bazin emphasised the importance of this shift. Bazin noted that the distinctions between business and leisure travel have blurred significantly, driven largely by the rise of remote work. He recognised that work-from-anywhere policies have been highly beneficial for Accor, generating repeat loyal business. 

Accor's strategy focuses on transforming the entire guest experience beyond just the hotel room. Bazin highlighted the importance of community spaces such as lobbies, bars, and restaurants, describing them as "critical" to hospitality's success in the new paradigm. The hotel room is now considered an "accessory" to the overall experience, which prioritises social and communal interactions. 

One innovative approach Accor has adopted is designing new hotels and brands with the local community in mind. Bazin argued that catering to locals ensures that these spaces are vibrant and attractive, thus drawing in travellers who seek bustling, trendy, and culturally rich environments. This strategy underscores the notion that appealing to the local population inherently makes a location more attractive to visitors. 

Accor is also looking ahead to the next wave of international travel, particularly from India. Bazin highlighted the potential of India's emerging middle class, predicting a significant increase in outbound travel from this demographic in the coming years. He anticipates millions of new travellers from India exploring destinations across Southeast Asia, the Middle East, and beyond, presenting a substantial opportunity for Accor's extensive network in these regions. 

By embracing the bleisure trend and adapting its approach to meet the evolving needs of travellers, Accor Group exemplifies how hotels can successfully navigate and capitalise on the changing landscape of the hospitality industry.  

The Road Ahead: A Bleisureful Future for Hospitality 

The future of hospitality is bright, with bleisure travel poised to be a major driver. By understanding the evolving needs of this new generation of travellers and implementing strategic initiatives, hotel chains can create a winning formula. Embrace bleisure travel, and transform your hotels into destinations that cater to the complete business and leisure experience. 

Understanding and catering to the evolving needs of bleisure travellers is no small feat. It requires a holistic approach that goes beyond comfortable rooms and traditional guest services. Here's where a robust hotel management system (HMS) like Infor HMS becomes your strategic partner. 

Infor HMS equips you with the tools and insights to seamlessly manage bleisure experiences.  Its capabilities include: 

• Guest Preference Management: Craft personalized guest profiles to understand preferred amenities, leisure interests, and work schedules. This allows you to tailor recommendations and offerings for bleisure travellers. 

• Dynamic Package Creation: Develop and promote flexible bleisure packages that combine comfortable accommodation with exciting local experiences. Infor HMS facilitates easy integration with local attractions and activity providers, streamlining the booking process for guests. 

• Data-Driven Insights: Gain valuable data on guest preferences and booking trends to optimize your bleisure offerings. Infor HMS provides comprehensive reporting and analytics to help you understand what resonates with bleisure travellers and refine your strategies accordingly. 

By leveraging the power of Infor HMS, you can transform your hotel into a haven for the modern bleisure traveller.  Embrace the bleisure boom and elevate your guest experience.   

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Request a tailored demo today to learn more about how Infor HMS can empower your hotel to thrive in the evolving hospitality landscape. 

Sources:

1. advertising.expedia.com/blog/travel-trends/return-of-business-travel/

2. gbta.org/can-we-close-the-gap-between-business-travelers-and-their-corporate-travel-programs/