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In the realm of hospitality advice, we consistently emphasizes the importance of tailoring your services to the specific preferences of your anticipated guests. While travelers can generally be categorized into two primary groups—those on business trips and those on leisurely pursuits—a new and distinctive type of traveler is emerging, blurring the lines between business and leisure. This unique breed is known as the 'bleisure' traveler.
Bleisure, a combination of business and leisure, is swiftly gaining traction in the world of business travel. Surprisingly, over half of the business trips taken in the past year now fall under the category of bleisure.
Understanding Bleisure Trends
Who comprises the bleisure demographic? Unsurprisingly, millennials form the majority of this cohort. For them, transforming brief business jaunts into miniature vacations is a means of satisfying their adventurous inclinations without straining their budgets. Often traveling solo, approximately 36% of bleisure travelers don't have family or friends to visit at their business destinations.
The technology sector is a hotspot for bleisure enthusiasts, particularly those engaging in two to three-night business trips around six times a year.
Bleisure destinations are characterized by being far from the traveler's home, with ideal settings offering a mix of attractions, easy navigation, great food, beaches, historical significance, museums, art, and culture. Unsurprisingly, popular bleisure destinations align closely with general travel preferences, featuring large cities or areas like South- Florida.
Seizing the Bleisure Market
To tap into the burgeoning bleisure market, property managers must adopt a proactive approach. Since bleisure travelers spend minimal time planning the leisure aspects of their trips—typically one to two hours—it's crucial to ensure that a quick glance at your listing conveys its suitability for both business and leisure needs.
Craft compelling descriptions, such as "Quiet neighborhood, 5-minute drive from town center," signaling a space suitable for work and exploration. Given that conferences dominate the purpose of business trips (accounting for 67% of them), staying informed about nearby conferences can be leveraged by incorporating relevant details into your listing title.
Additionally, enhancing your property with eye-catching photographs and a compelling description is essential.
Upselling Opportunities
Bleisure travelers, often pressed for time in planning their itineraries, present opportunities for property managers to step in and enhance their stay. Building partnerships with local vendors and recommending their services can contribute to a seamless experience for guests.
Accommodating Diverse Needs
Given the ambiguity of bleisure travelers' expectations—ranging from strictly business to seeking excitement—effective pre-stay communication is vital. Tailor amenities to cater to business needs, such as reliable WiFi and comfortable workspaces, while adding a touch of fun with suggested "must-sees" and travel guides.
Capitalizing on Opportunities
Identifying potential bleisure candidates, particularly millennial business travelers, opens avenues for suggesting extended stays. Offering discounts for an extra night and emphasizing local attractions can incentivize guests to mix business with pleasure. Collecting guest information for future outreach and directing them to your booking site with special offers further solidifies your presence in their travel plans.
Staying Ahead of the Curve
Successful short-term property management involves staying abreast of industry trends. With insights into the evolving landscape of bleisure travel, you can position your rentals as the go-to choice when business meets leisure.