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The Rise of Bleisure: Blending Business and Leisure Travel
By Paul Bertram, Head of Brand, Group Tour Shop.
In an era where the lines between work and personal life are increasingly blurred, there’s a growing shift in how professionals approach travel. Enter bleisure — the fusion of business and leisure travel. While not an entirely new concept, bleisure is now gaining unprecedented popularity, driven by the shift towards remote and hybrid work models accelerated by the pandemic. This change represents a massive opportunity for businesses in the travel industry, especially for group tour operators, to tap into a rapidly evolving market.
The Allure of Bleisure
The allure of bleisure is undeniable. For the modern business traveller, the idea of adding a few extra days to a business trip to explore a new destination isn’t just a perk; it’s a strategic way to make the most out of the travel experience. It’s also a win for companies, as it can help balance the need for travel with cost savings.
From an employee’s perspective, bleisure offers an excellent opportunity to strike a better work-life balance, a factor that has become increasingly important for mental well-being and job satisfaction. The chance to unwind after a busy week of meetings, while also experiencing a new location, can recharge the mind and boost productivity.
Whilst bleisure is traditionally thought of as something more applicable to individual travellers, this represents a unique opportunity for group tour operators to partner with businesses looking to offer their employees an all-in-one travel experience that seamlessly blends work with leisure. By offering tailored group tour experiences that cater to both business needs and leisure activities, tour operators can provide a more holistic travel experience for corporate clients.
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The Business Perspective
For employers, the rise of bleisure can be seen as a win as well. Employees who are able to extend their business trips to include leisure time often return more motivated and energised, improving their performance and creativity. It’s an effective way to prevent burnout and keep teams focused and engaged.
In fact, research shows that 45% of companies reported their employees extending their business trips to incorporate leisure activities. Among those travellers, Millennials are the most likely to add on extra days, with 86% of them choosing to stay longer compared to 75% of Gen Xers.
Choosing the Right Destination
The success of a bleisure trip relies heavily on choosing the right destination — one that offers both professional opportunities and exciting leisure activities. Cities such as New York, Paris, and London have long been popular choices, as they offer dynamic business environments and a wealth of cultural experiences, dining, and sightseeing options.
The trick for group tour operators is to identify destinations that align with both business and leisure goals, ensuring their clients can attend key meetings while also enjoying everything these cities have to offer.
For a bleisure trip to truly thrive, it’s important to strike a balance between work and relaxation. Providing curated group tour experiences that offer flexibility, such as after-hours city tours, local culinary experiences, and cultural excursions, can help make these trips unforgettable.
The Hospitality Industry’s Response
The hospitality industry has also taken notice of the bleisure trend and is adapting to cater to these evolving needs. Traditionally, business travellers typically stayed at hotels during the week, leaving hotels to switch gears and accommodate leisure travellers over the weekend. Now, with more bleisure travellers extending their stays beyond the typical business trip, hotels are adjusting their offerings.
These travellers are more likely to stay at the same hotel for an extended period, which creates a unique opportunity for the hospitality industry. To cater to the needs of bleisure travellers, many hotels have started collaborating with local restaurants, museums, excursion companies, and entertainment venues. By offering curated leisure packages, such as guided city tours, access to local events, and exclusive dining experiences, they enhance the overall travel experience.
For these travellers, the company may already be covering the flight costs, meaning there’s more disposable income available for enjoying meals, day trips, and shows — allowing them to experience the destination in a deeper way. However, it’s crucial for companies to clarify the boundaries when it comes to what can be expensed during these extended stays. Having clear guidelines on which expenses are covered is key to avoiding misunderstandings. Additionally, companies should ensure that proper travel insurance is in place, as some of the leisure time activities may not be covered by corporate policies.
Group tour operators can help bridge this gap by offering transparency in pricing and providing packages that fit within corporate guidelines, insurance included.
Capitalising on Bleisure Travel
For group tour operators, the rise of bleisure presents an exciting chance to cater to the growing demand for work-leisure hybrid travel. With careful planning and the right partnerships, operators can offer tailored group tours that meet the needs of businesses and employees alike. From providing after-hours tours to offering custom itineraries that blend productivity with relaxation, there’s enormous potential to create memorable and valuable travel experiences.
As the future of travel continues to evolve, bleisure is likely to be a lasting trend. By capitalising on this shift, group tour operators can not only enhance the travel experience for business travellers but also position themselves as key players in this emerging space.
Paul Bertram brings 30+ years of industry expertise to Group Tour Shop, empowering businesses to design seamless group travel solutions.
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