Bleisure is a term made of the combination of the words business and leisure. It is used to describe when a business trip combines leisure activities. Bleisure travel has become extremely important in the last decades. Formerly, people who went on business trips were usually corporate executives and entrepreneurs. However, with the increase in remote positions, freelancing, and digital nomads, more and more people are looking for bleisure travel tips.
In fact, a report by Expedia1 shows that 60% of business guests extend their trip into bleisure in order to enjoy the hotel amenities and destination’s activities. As business trips happen all year-round and do not depend on seasonality, appealing to bleisure travelers may be a surefire way to increase your yearly revenue.
We selected 6 tips for you to make your hotel more appealing to this audience:
- Offer excellent business traveler service.
Guests traveling for business look for specific business traveler services. First, they look for fast and free internet connection as they need to upload and download files, as well as to communicate through video calls.
Business traveler services include co-working space and conference rooms in case a guest needs to arrange a meeting or just want to work comfortably in an appropriate space. Most properties also offer the traditional desk in their rooms.
Properties near important business centers tend to appeal more to bleisure guests. Ease of travel is another appealing factor for this audience as they want to fit leisure activities into their tight schedule.
- Create specific offers for business guests.
One way to attract more bleisure travelers is to create specific offers for the business audience.
Packages are excellent for business travelers as they stay at least a couple of days at the same destination. You can offer add-ons, such as breakfast and dinner menus. Food offers may come in handy as they are planning on saving time to spend on leisure activities.
Also, it is important to remember that business travelers may not be thinking of leisure in the first place. This means that hoteliers may present leisure activities nearby and entice these guests to stay longer. For instance, a hotel may offer a discount of ten percent in extra nights for business guests.
- Leverage local entertainment activities.
Bleisure travelers have little time to spend on leisure activities. Your hotel can act as an advisor to help them choose the best activities at your destination.
You can present tours as well as landmarks near your hotel. As you know well the destination, you can give guests suggestions that are off the beaten track.
In addition to it, you can leverage local entertainment even before the guest arrives at your property. For instance, you may market nearby sights on your website and social media channels. Do not forget to mention the proximity to your hotel as bleisure travelers do not want to waste time commuting to distance spots.
- Improve personalization.
Successful hotel brands cater to guest preferences. By looking at the data you collect, such as group-age and purpose of travel, you will have some information to personalize your guests’ experience.
You can also contact them previously and ask about their preferences relating to room service, transportation, food, etc.
For instance, many bleisure travelers take their partners on their trips. You can create itineraries and make suggestions of relevant activities for couples. You may also have a list of recommendations of nearby restaurants that may appeal to your bleisure guests.
The personalized experience you offer will make their lives easier, which is of high value, given that most bleisure travelers do not spend much time researching a destination.
- Offer leisure services.
Bleisure guests also look for relaxation at the hotel. Properties that have relaxation amenities (e.g. saunas, spas, swimming pools) may offer leisure services to enhance their experience. For instance, a business guest looking for a spa is also likely to book massage sessions. Other options include yoga and pilates classes, as well as a fitness center for guests who want to work out.
Hotels may also partner with tour agencies and entertainment facilities. For instance, your hotel may partner with a local movie theater so that your guests get discounts on tickets.
Offering leisure services increases the ancillary revenue of your property. It also presents in-market opportunities as bleisure travelers may not book all their trip components in advance.
- Choose the right distribution channels.
You have to market your property on the channels where business travelers are. You may already use your website and OTAs, which are the always go-to source for most travelers, including bleisure guests.
To make your hotel stay ahead of the competition, you could consider partnering with corporate travel agents. Most enterprises hire these professionals whenever they need to plan events and arrange business trips.
Making your hotel known by corporate employees can bring a considerable return on investment, especially if you leverage leisure services at your property.
Targeting bleisure travelers may be highly profitable as business travel is up and running throughout the whole year. Also, it may comprise an important share of business during the low season, when hotels cannot rely on their usual audiences.
As business travel has diversified, hotels offering business services are likely to appeal even to other audiences that occasionally need to work during their trips, such as writers, photographers, programmers, and other self-employed professionals.
For more tips on how to expand your guest lists, check out our article on what millennials expect from independent hotels.