The line between business and leisure travel was blurring even before the pandemic. But now, as companies continue to offer flexible working arrangements and business travel starts to pick up again, the popularity of bleisure travel — the practice of extending a business trip for leisure purposes — is likely to grow, according to some observers.
Glossary: What Is Bleisure Travel? What Is a Workation?
In some cases, the definition of bleisure travel now overlaps with the concept of workations, which usually refers to blending both business and leisure activities while working remotely. As travelers take advantage of newfound flexibility to mix corporate travel with vacation time, savvy travel advisors are likely to find new ways to sell.
Statistics confirm the growth. Travel Edge, an agency network with more than 450 independent luxury advisors and 85 affiliated agencies, reports an increase of more than 25% in interest in bleisure trips and workations this year.
In addition, the duration of these trips has tripled within the last three years, with most long-haul itineraries now lasting for at least 10 days, according to Nadiya Makarenko, the company’s senior vice president.
“To meet the demand of both bleisure and family travelers, hotel partners are introducing new room types focused on longer stays,” Makarenko said. “These room types are offered in a variety of price ranges, characterized by apartment elements that allow for long-stay comfort.”
Travel Edge’s findings align with a 2022 survey of 1,000 travelers by Passport-Photo.Online, which found that 68% of respondents have taken workations lasting between one and four weeks, with 82% traveling domestically and 18% internationally.
How the Next Generation Is Changing Corporate Travel
It’s no wonder that Suzanne Neufang, CEO of the Global Business Travel Association, recently told attendees at her organization’s conference in Berlin that changes in corporate policies present new opportunities for travel buyers and travel management companies.
“There will be new policies that need to be made [and] there will be new kinds of business travel,” she said.
Dave Hershberger, past American Society of Travel Advisors chairman and president and CEO of Prestige Travel Leaders in Cincinnati, agrees about the growing allure of extended business travel in particular.
With COVID-19, our structure completely changed. We did not have the luxury any more of having corporate-only and vacation-only agents.
“It’s a big opportunity for travel advisors,” he said. “Bleisure travel has really taken off, especially with the younger generation.”
The increase in extended business travel bookings has timed perfectly to counter the pandemic-era drop in traditional corporate travel, Hershberger added. It’s also made it necessary for some advisors to broaden their focus. His company paid for its corporate-focused agents to take classes to bring them up to speed on selling leisure travel.
“With COVID-19, our structure completely changed,” he said. “We did not have the luxury any more of having corporate-only and vacation-only agents. Surprisingly, corporate agents have done a pretty good job not just on bleisure trips; they’ll do vacation trips now, too.”
Who’s Taking Extended Business Trips?
As with any type of travel, certain demographics are more likely to book bleisure travel and workations, according to Leslie Tillem, a travel consultant at Eltee Travel/Tzell Travel.
I find the people who most want to extend business trips are younger, single people or young couples without children.
“I find young fathers, if they have young children, they’re not extending their trips,” she said. “The kids are in school, and they want to get back to those young children. But if it’s a summer trip, that’s another thing. I also get the older men who don’t want to extend trips; they travel so much they just want to be home. I find the people who most want to extend business trips are younger, single people or young couples without children.”
Tillem said that one factor driving the growth in extended business travel is the fact that many people spent less money on vacations during the pandemic, and they’re now eager to get out and explore again.
“Now, they have everything in their favor,” she explained. “One, they have excess funds, and two, they have the freedom to work from wherever they want. Why not take advantage of that before they get called back into an office?”
When it comes to qualifying clients for extended business travel, Hershberger and Tillem both agree that clients are the ones who usually bring up the idea first.
“It really depends on which direction the conversation is going,” Tillem said. “That’s a gut call. I never want to push a client to do something unless they’re saying, ‘oh, that’s a place I’ve wanted to take my family.’”
One, they have excess funds, and two, they have the freedom to work from wherever they want. Why not take advantage of that before they get called back into an office?
The Destination Matters
The destination itself also plays a big role in a client’s decision to extend a business trip, according to Hershberger.
“Obviously, the more appealing the destination, the more they want to stay,” he said, noting the popularity of destinations such as San Francisco and other domestic cities that are business hubs, as well as tourist meccas.
Hershberger added that to be successful at selling bleisure travel, advisors must also understand the sometimes intricate policies of their client’s employer.
“We’re still finding some difficulty with how corporations view bleisure travel and how they reimburse for it, so you might have a little bit of work there,” he said. “But bleisure travel is definitely picking up. It’s not a fad. It’s here to stay.”
