How Hotels Can Prepare For Blended Travel
In 2023, a staggering 76% of business travelers wove leisure into their work trips, while 28% intend to embark on "flexcations," as revealed by Expedia's Value Index. These statistics underscore the undeniable reality: "bleisure" travel has transcended mere trendiness, evolving into a fundamental shift in traveler behavior. This phenomenon heralds significant opportunities for hotels to amplify their revenue streams.
Blended travel expands the scope of target audiences, erasing the traditional boundaries between business and leisure trips. Now, it's a harmonious blend, offering properties of all sizes opportunities to captivate diverse guests.
To capitalize on this emerging trend, hotels need to prepare and attract this evolving demand. The good news is that preparation doesn't have to break the bank. In this article, discover three cost-effective ways to ready your hotel for blended travel. But first, let's delve into what "bleisure" travel entails and why it's pivotal.
What is "Bleisure" Travel?
Bleisure travel epitomizes the contemporary fusion of business and leisure in a single trip. While often associated with extending a work trip for a vacation before, during, or after a business event, its definition encompasses a broader spectrum. Blended travelers include remote workers, digital nomads, families, workcation enthusiasts, and corporate retreat attendees, demanding diverse accommodation options and amenities.
Professionals from various sectors now prioritize flexibility. The rise of remote workers seeking both work productivity and tourist experiences blurs the distinction between business and leisure travel.
Implications for the Hotel Industry
This trend is reshaping travel patterns. Cloudbeds' State of Independent Lodging Report for 2022 indicates a 3% increase in 3 to 6-night stays at independent properties compared to 2019 levels. Extended weekend stays are also on the rise.
This shift has created a surge in demand for accommodations offering both leisure and business facilities. Even if your property caters predominantly to leisure travelers, be prepared for an influx of business travelers seeking blended stays and expecting business-friendly services.
In response, lodging properties are reimagining room and public space designs, enhancing services and facilities to provide the seamless infrastructure needed for both travel and work.
3 Ways to Prepare for Blended Stays
Adapt Spaces and Amenities: Repurpose parts of your restaurant for meetings, coworking, or flexible use of public spaces throughout the day. Reconfigure rooms to appeal to a broader range of guest segments and budgets, accommodating remote workers or the families of business travelers.
Partner with Local Companies: Collaborate with local businesses to create immersive experiences, from full-day tours to unique excursions. Beyond standard activities, find partners offering services like healthy meal delivery or fitness options to cater to diverse guest needs.
Create Discounts: Leverage the growing demand for extended stays by offering discounts on food, beverage, and other services for stays surpassing 28 days. Alternatively, incentivize weekend stays with additional day discounts, enhancing occupancy rates during shoulder nights.
Final Considerations
As the number of people working remotely continues to rise, the hospitality industry can adapt by tailoring its services. Rather than pigeonholing your property, focus on conveying the experiences guests can expect. Emphasize amenities and room types, and broaden your property's visibility on OTA platforms beyond the conventional distribution mix.
As blended travel gains momentum, anticipate an extension of peak seasons and increased occupancy during shoulder and off-peak periods. Embrace this evolving trend within the hospitality industry, and witness your occupancy and revenue flourish throughout the week.
