New Expedia report explores rise of “bleisure” travelers

The "bleisure" trend – a trip that combines both business and leisure – is on the rise, according to a recent study released by Expedia Media Solutions, and it’s one hotels can capitalize on.

According to the online travel agency, nearly half (about 43%) of all trips taken today are “bleisure” trips, with the focus on the “business” part of the travel enticing customers to also book their “leisure” part of the trip. In fact, according to the report, more than 70% of all business travelers tack on a leisure portion to their business trips.

Expedia’s research, which was done in conjunction with Luth Research, also revealed the following:

• Bleisure trips resulted in an extension of a hotel stay from two nights to, sometimes, more than six nights.
• Business travelers who are interested in bleisure travel research book their trips much faster than their business-only or leisure-only counterparts, mostly because of time constraints.
• Location is also an important deciding factor in bleisure booking – where is the hotel located? What’s the proximity of the hotel to the business meeting? – but flexibility is also listed as an important factor in determining bleisure booking.
• More than 66% of all bleisure bookings are decided based on the destination, and the clear majority of said bookings are done in major metropolitan cities like New York City, Seattle and San Francisco.
  
  

However, while this is certainly a growing trend in the market, Expedia’s Sue Spinney, senior director of owner services, doesn’t suggest that hotels, in particular, shift their focus to the strictly bleisure traveler. Rather, she suggests that the business traveler be incentivized to book a “bleisure” trip, and that amenities – such as high-thread count sheets – be offered for those who are booking a two-purpose trip.

Moreover, an “Extend Your Stay” package that includes some type of value-add such as breakfast, parking, food and beverage or a spa/activity credit, can also prove to be beneficial for hoteliers to get their customers to stay longer.