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INDUSTRY ANALYSIS Bleisure travel: The challenges and rewards
A rise in business travelers extending their trips to spend time in a destination is boosting demand for the provision of leisure travel services for corporate clients. By Geri Bain
After a work trip to
Glasgow, some may choose to explore the Isle of Skye
Bleisure travel is like the Wild West, says Dave Hershberger, VTA, CTC, CBTS, president, Prestige Travel. “Each trip will be different and every business handles it differently.” The term ‘bleisure’ can refer to a few non-
working days added pre- or post-conference days at a resort or city hotel, or an add-on to an individual business trip that can range from an extra night to a full-fledged FIT family vacation through China or Spain. “Bleisure takes so many forms, but you
know it when you see it. While it has been happening since the first business trip, it’s definitely on the rise and presents a clear opportunity for the industry,” says Marc Casto, president of leisure brands, Americas division, Flight Centre Travel Group. One reason for the increase is likely a form
of post-pandemic ‘revenge travel’. Industry watchers also cite more enduring factors such as the influence of millennials and their emphasis on work-life balance.
According to Kathy Bedell, senior vice
president, BCD Travel, “Companies are becoming more conscious of wellness and the fact that taking time off is an important part of that.” This year is also seeing the return of
conferences, which often bring about extended trips that can include family, a plus one or others, says Gloria Bohan, president/CEO, Omega World Travel. Millennials, who sometimes have limited
vacation time, tend to extend their trips by flying home from a business trip on a Sunday instead of Friday, but as they get married, have children and earn more money and vacation time, they will extend their work trips more often — “especially as soon as grandma or grandpa will watch the kids,” says Hershberger. The opportunity to leverage their work-
paid airfare into a getaway — especially in a bucket-list locale — is not just irresistible to
millennials. “It’s happening across the board… all ages, although generally it’s with our workforce that can afford it. Younger workers tend to extend business trips as solo travelers; older millennials and Gen X with older kids are often expanding their business trips into a family vacation,” says Sandy Schadler, CMO and executive vice president, Vacation Travel Services, Travelink. Quality family time has become even more
important since COVID, Schadler added. “We handle a lot of add-ons with London. U.S. companies do a lot of business there and it’s so easy to bring your kids. The further away the destination is from home, the more time they look to add to their trip to experience the local culture outside conference and dining rooms.”
An Employee Benefit Some TMCs refuse to book leisure travel because they worry that if even the smallest
Worldwide Destination Guide 2024/25 | ASTA | 15
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