Bring on the Bleisure Traveler
As the world collectively and cautiously considers an environment where COVID-19 is more manageable, industries and individuals are taking the opportunity to evaluate the big and small changes we’ve made at work and home over the past two years.
That’s certainly the case for the travel industry. On one hand, the basic truth that people love to travel hasn’t changed, and all signs indicate that they’ll increasingly come back to it as soon as they feel safe doing so. PGAV’s recent Voice of the Visitor 2022 revealed that 83% of respondents planned to travel for leisure in 2022, similar to pre-pandemic levels. And experts are predicting a similarly strong bounce-back for business travel.
But the distinctions between these types of travel are now blurred, marking a trend that emerged from the pandemic but is likely here to stay. More and more travelers are taking so-called “bleisure” trips, and both employers and destinations are starting to embrace the trend as well.
Much like the mullet hairstyle that also inexplicably made a comeback during the pandemic, bleisure travel is defined equally by the business in the front and the party in the back. On one hand, businesses are increasingly looking at bleisure opportunities as a perk for employees and are making it easier for employees to tack a weekend getaway onto their business trips. On the other, many of those who were fortunate enough to be able to conduct their work from home over the past two years also realized they could just as easily work from a hotel room in Manhattan or a cabana in Maui.
All told, a recent Expedia study found that 56% of respondents planned to either extend a work trip for leisure or take their work with them on a leisure trip in 2022.
That should translate to good news in general for attractions and for the broader travel industry, but it also begs important questions. What do we need to do to best meet the needs of these travelers with mixed motivations? And how can we stand out as ideal destinations for attracting this growing crowd?
For example, what happens if a bleisure traveler needs to take an important meeting in the middle of the afternoon? More than likely, they’re going to look for a quiet place where they can focus as they conduct business. If they’re not able to find that place within the attraction, they’re likely to retreat to a hotel room or nearby coffee shop. And once they’re gone, the likelihood of them returning to the attraction is greatly diminished.
Bleisure needs could greatly enhance the value of seemingly simple attraction amenities.
A charging station near a park bench could be a lifesaver for a traveler looking to fire up their laptop between coaster rides.
Shade, or an indoor space without glaring overhead lights, could allow color-specific work to be viewed on monitors.
A changing closet could allow bleisure travelers to easily switch from their t-shirts to a business casual look (at least from the waist up, right?).
Business-exclusive wi-fi zones could help ensure that reliable connectivity is never a concern.
Business amenities adjacent to a playground or indoor playscape allow solo adults with kids to keep their children occupied while on a call.
Credit: Landscape Forms
And on the flip side, how do we encourage bleisure travelers to take a breath after their meeting and return their focus to family and fun? We all have felt the stress and anxiety of work bleeding over to our family-and-friends time. How do we help people transition back to a state of relaxation and leisure?
As an industry, we’ll need to get creative on how best to cater to this growing audience. As we find those solutions, we can also realize new opportunities to attract the bleisure crowd, and to keep them with us for the long haul.
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