The travel industry has seen a noticeable shift in recent years, with customers booking longer stays and a rise in guests who blend business and leisure, or “bleisure”.
Hoteliers are capitalizing on the bleisure trend by offering amenities and services that appeal to business and leisure travelers alike. This article explores the wants and needs of these guests to help you decide if adding a bleisure option to your central reservation system (CRS) is the right move for your hotel.
What Attracts Bleisure Guests to a Hotel?
A recent study by the Global Business Travel Association (GBTA) found 60% of business travelers have taken a bleisure trip in the past year. The study also found that compared to traditional business travelers, bleisure travelers are more likely to:
- Spend more money on their trips
- Book longer stays
- Return to the same destinations
Below are some key preferences of business travelers who seek an experience beyond work.
Flexible Workspaces & Seamless Technology
Bleisure travelers seek a balance of business and leisure amenities. A hotel that is too focused on business amenities will not appeal to this class of travelers. Bleisure travelers need a place to work, but they also want to be able to relax and enjoy their leisure time. A hotel that offers flexible workspaces, modern business centers, or a dedicated Zen-like office space within their suite can meet the needs of both types of travelers.
Naturally, travelers engaging in both leisure and business will need to stay connected to the world at large. A hotel that offers high-speed Wi-Fi, reliable printing services, smart speakers, and other easy-to-use technological amenities make it easy and convenient for business travelers to stay productive while on the go.
Authentic Experiences & Creative Leisure Amenities
Many bleisure travelers want to experience local culture. A hotel that offers recommendations for the best local independent restaurants, attractions, and activities can help travelers make the most of their time in a new destination. If your facilities allow, these guests also enjoy experiences brought to their hotel, such as cooking classes focused on authentic cuisine of the region, taught by a local chef.
Bleisure travelers also want to relax and have fun. A hotel that offers a high-tech fitness center, spas, and pools or other leisure amenities such as candle-lit yoga or karaoke rooms can help travelers unwind after a long day of work. Other amenities such as blow out bars, reiki practitioners, bike rentals, or offering live plants for guest rooms also keeps travelers looking and feeling their best.
Inclusive Dining Options & a Commitment to Sustainability
Bleisure guests often appreciate a range of dining options within the hotel or in nearby areas. They may prefer on-site restaurants or room service that offer a variety of cuisines and different diet choices, including vegetarian, vegan, gluten-free options, and kitchens that responsibly cater to people with food allergies. Guests may also enjoy special activities such as chocolate tastings, wine tastings, or events featuring a special ingredient your locality is famous for.
Bleisure travelers prefer booking their stay at establishments with a true commitment to sustainability and responsible environmental practices, such as facilities working towards or those that have achieved carbon neutrality. Additionally, guests may appreciate the opportunity to participate in activities like recycling, composting, or using public transportation.
What Bleisure Guests Wish to Avoid
Similar studies found that bleisure travelers are more likely to be disappointed when their hotel experience includes:
Formality & Inflexible Schedules
Bleisure travelers are looking for a relaxed and informal atmosphere. A hotel that is too formal or stuffy will not appeal to this demographic. Because many have the luxury of a flexible schedule, hotels with unyielding check-in and check-out times will be less appealing.
Excessive Noise
Bleisure travelers need a quiet space to work and relax. A hotel that is noisy or overcrowded will not be appealing to these travelers. That isn’t to dissuade live music or parties altogether, but there is a time and place for noise and crowds.
Cookie-Cutter Experiences & Tourist Traps
Bleisure travelers are looking for unique and personalized experiences. Hotels that recommend the same generic travel activities to all guests will not appeal to them. Tourist traps are also off the menu, that is, unless your guests appreciate a kitschy activity or location.
Are You Ready for the Bleisure Boom?
By offering amenities and services that appeal to both business and leisure travelers, your hotel will attract and retain more bleisure guests. This can lead to increased occupancy rates, revenue, and guest satisfaction. Are you implementing a third booking option in your CRS beyond travel and leisure? Let us know in the comment section!
I always come to business meetings in a rented car. For me, it is important that everything in the hotel is comfortable, but there is nothing superfluous. So that you can fully relax and enjoy. I often like to drink coffee and look at a rented car in order to buy the same one later