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:
II. Who is the Bleisure Traveller?
III. Bleisure Strategies for Hotels
IV. Case study: Accor Group's Embrace of Bleisure Travel
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:
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:
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:
While comfortable rooms remain essential, bleisure travellers also seek amenities that cater to their work needs. Here's how to elevate your offerings:
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.
Craft packages that combine business stays with leisure activities. These might include tickets to local attractions, guided cultural tours, or weekend getaways.
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.
Think beyond just a comfortable bed. Bleisure travellers seek a complete experience. Here are some ways to add value:
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 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:
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.
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/