New Research: Business and Leisure Travel are Becoming Increasingly Blurred

Travelers have commonly combined their business and leisure travel for a number of years now, but the phenomenon continues to grow, especially as young professionals increasingly travel for business. “Bleisure,” or business travel extended for leisure, has brands across the travel industry waking up to the potential opportunities offered by these travelers.

Our recent study, Unpacking Bleisure Travel Trends, reveals that the line between business and leisure travel is becoming increasingly blurred as more and more business travelers extend trips to make the most of their time away from home, or the office.

Our 2016 study, Profile of the American Bleisure Traveler, shed light on trends and behaviors of U.S. travelers who combine business and leisure travel. As the rise of global bleisure continues, we revisit some key findings to examine how this trend has developed over the past couple of years.

Here are three key takeaways from the 2018 study:

– Bleisure is on the rise. In 2018, 60 percent of U.S. business trips featured an added leisure element, up from 43 percent in 2016. Leading factors that help these trips convert include traveling to a destination with great entertainment, visiting an iconic or bucket list destination, and the destination being easy-to-navigate.

– Domestic locations still rule. Domestic trips account for almost 90 percent of U.S. business travel, so it’s unsurprising that cities like New York remain popular destinations for combining business and leisure travel. However, since 2016, several new cities have carved out reputations as being top destinations for these types of trips, including Phoenix, Boston, Orlando, and Houston.

– Extending international business trips for leisure is on the rise. While U.S. travelers are far more likely to travel domestically, the growth of international bleisure trips has skyrocketed. In 2016, 52 percent of international business trips were extended for leisure. Fast forward to 2018, and this figure has risen to 80 percent.

For more insights on influences and motivations of U.S. bleisure travelers, in addition to travelers from China, India, the U.K., and Germany who combine business and leisure travel, download the full report here.

bleisure travel stats

This article originally appeared in Skift.

Expedia Group Media Solutions

Expedia Group Media Solutions is a global travel advertising platform that connects marketers with hundreds of millions of travelers across the Expedia Group brands. With our exclusive access to more than 70 petabytes of Expedia Group traveler search and booking data, we offer advertisers actionable insights, sophisticated targeting, and full-funnel results reporting. Our suite of solutions includes display, sponsored listings, audience extension, co-op campaigns, and custom creative campaigns – all designed to deliver on the objectives of our advertising partners and add value for travel shoppers on our branded sites globally. With a consultative approach and more than 20 years of travel and media experience, we help our advertising partners inspire, engage, and convert travelers for meaningful results.

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