March 7, 2017
As someone in the travel industry, travel is both a matter of business and an area of personal interest. For more and more professionals, regardless of what industry they work in, the same holds true.
Travelers are increasingly blurring the lines between business and leisure when they take a trip. We wanted to understand more about this audience segment of “bleisure” travelers, as they’re known. As our research highlighted, this is an attractive audience to marketers for a number of reasons.
Here are three key insights to help you understand — and connect with — bleisure travelers.
Fewer vacations mean more bleisure trips
Our new research into American bleisure travelers shows that there’s high reach within this segment. The crossover of business and leisure is becoming more common — 43% of business trips among U.S. business travelers are bleisure. Many of those trips are for four or more days too. For 60% of people, bleisure is enticing because they don’t take a lot of regular vacations, so many would be an incremental leisure traveler.
Bleisure travelers spend more
Bleisure travelers also tend to be bigger spenders when they’ve reached their destination. Sixty-six percent say they spend more money on leisure activities because of the cost savings involved with getting to their destination since they’re already there.
Trip length influences bleisure stays
What’s the sweet spot in terms of deciding whether to mix work and play? For 62% of people, the duration of the business trip is a critical factor in whether or not it becomes bleisure. Travelers with business trips that are three days or more are 30% more likely to extend their trip for personal reasons.
Get more insight into what influences bleisure travelers and learn how to engage this enticing (and growing) audience segment by downloading our research guide.
