A term first coined is 2009 is more relevant than ever. The rise of bleisure: a new frontier in hospitality marketing.
In the evolving landscape of hospitality, “bleisure”—a blend of business and leisure travel—continues to be a significant trend. This hybrid travel model is impacting how hotels and travel marketers approach their strategies, offering an opportunity to boost sales and enhance customer experiences.
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Understanding the Bleisure Traveler – Bleisure travelers are typically business professionals who extend their work trips to include leisure activities. This trend is particularly popular among millennials and Gen Z, who value work-life balance and seek enriching experiences during their travels. According to a study by Expedia Group Media Solutions, 60% of business trips are extended for leisure purposes (or 40% according to Cvent). This shift presents a lucrative market for hotels and travel marketers aiming to capture this dual-purpose traveler.
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Tailoring Marketing Strategies for Bleisure – To effectively target bleisure travelers, it is essential to tailor your marketing strategies to their unique needs. Digital marketing plays a crucial role here. For instance, targeted email campaigns highlighting local attractions, dining experiences, and exclusive leisure packages can entice business travelers to extend their stay. Additionally, leveraging social media platforms to highlight the seamless blend of work and leisure amenities can attract potential bleisure guests.
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Enhancing Sales Through Bleisure Packages – Creating specialized bleisure packages is a strategic way to boost sales. These packages can include discounted rates for extended stays, complimentary access to leisure facilities, and curated local experiences. According to research by Cvent, offering such packages not only increases occupancy rates but also enhances guest satisfaction and loyalty. By promoting these packages through digital channels, hotels can reach a broader audience and drive direct bookings.
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Leveraging Technology for a Seamless Experience – Technology is a key enabler in catering to bleisure travelers. For instance, the new iOS 18 update includes access to nearby trail maps, which can be a great addition for bleisure travelers looking to explore local hikes and other outdoor activities.
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Conclusion – The rise of bleisure travel presents a golden opportunity for hotels. By understanding the needs of bleisure travelers and leveraging marketing, personalized packages, and advanced technology, hotels can drive sales and build loyalty with this valuable segment. Embracing the bleisure trend not only boosts revenue but also positions hotels as forward-thinking and customer-centric.
How can NM+U Help? Since its inception, NM+U has specialized in the hospitality industry. We have assisted more hotel brands with their positioning than any other firm globally. This, combined with over two decades of experience in hospitality marketing, means we know how to help your brand leverage this trend effectively.
CONTACT US TODAY AND WE’LL WALK YOU THROUGH HOW WE’VE DONE THIS BEFORE.
For an interesting take on this subject, check out Cvent’s Bleisure Travel: Mixing Business with Pleasure
Relevant Case Studies
Let’s take a closer look at how these concepts come to life in email marketing. Click through each example below to discover how we’ve successfully transformed user insights into engaging email campaigns that meet and exceed customer expectations.
