Frequent business travellers will generally all agree that the average business trip is no fun. Business travel has little, if anything, in common with the typical holiday and, more often than not, business trips leave the traveller feeling exhausted and stressed out. Most corporate folk who regularly travel for work end up not even using all of their vacation days. There is, however, a solution to this predicament: Bleisure travel.
This buzzword was created from the words “business” and “leisure” and refers to a business traveller who fits in some leisure time during a business trip. This is hardly a new thing, but it has only recently become newsworthy. In fact, for long there has been a segment of business travellers who have had the monetary means, as well as the professional flexibility, to include a few extra leisure days in their scheduled business trips. According to Visa’s 2015 Global Travel Intentions Study, 16% of travellers combined leisure with business on their most recent trip. Whether this is a current trend or whether it has been taking place for quite some time, it definitely highlights the integration of people’s professional and personal lives in the modern world.
Still, why mix business with leisure?
Bleisure travellers believe that planning leisure around business is a very effective way to go about it when it comes to time and money spent on tickets, visas and other travel expenses. Taking a short holiday before the business trip commences helps employees to acclimatize before entering a foreign work environment, plus it gives them a unique understanding of the city and culture in which their business meetings will take place. Most bosses understand, and even appreciate, this sort of time and resource optimisation. Some employers even believe that the additional travel time motivates their employees to perform better; especially when it goes hand in hand with a “digital detox” (a day or two with no access or connectivity to any electronic communication devices). These few extra days, taken at the employee’s expense, can be used to recharge and come back re-energized – ready to tackle the next business project or deal. Bleisure travellers tend to be more content and everybody knows a happy employee is more productive. Bleisure travel, therefore, not only increases job satisfaction, but it also nurtures loyalty towards the company.
Why should the travel, tourism and hospitality sector care? Because bleisure travellers tend to spend more money per trip than their strictly-business counterparts. Since the company normally covers the travel costs, travellers now have more spending money for their trip and they generally strive to make the visit worth their while. This provides a very interesting opportunity for hotels, guesthouses and even self-catering destinations to retain travellers once they have completed the business segment of their trip. Travellers could be motivated to prolong their stay through post-stay leisure packages or exclusive discounts for people coming to a specific conference. The aim is to encourage them to linger a little longer. Perhaps they could even fly their families or partners in and turn the primarily business trip into a well-deserved family holiday or romantic breakaway.
A captive audience is an opportunity not to be missed, which is why the travel, tourism and hospitality sector should tap into this fast growing bleisure travel market.