Mixing Work & Play: New Study Profiles the Bleisure Traveler
Overwhelming Majority of Bleisure Travelers Stay at Same Lodging for Business & Leisure Portions of Trip
Alexandria, VA (June 8, 2017) – In the past year, over one-third (37 percent) of North American business travelers extended a work trip for leisure, according to a new study released today by the GBTA Foundation, the research and education arm of the Global Business Travel Association. Millennials (48 percent) did so at a much higher rate than Gen-X travelers (33 percent) and Baby Boomers (23 percent)
The study, Extending Business Travel into Leisure Time – Bleisure Study, conducted in partnership with Hilton identified who takes bleisure trips, why they do and what this means for managed travel programs, as well as the types of accommodations they use throughout their trip.
“This study highlights a variety of ways in which companies can improve the bleisure travel experience for their employees, while also aligning bleisure travel with their own goals,” said Monica Sanchez, GBTA Foundation Director of Research. “Some of these ways include establishing clear rules for reimbursing expenses incurred by non-employees, helping travelers understand the resources available to them on the leisure portion of their trip and developing a policy regarding preferred suppliers and booking channels.”
“Business travel is a lifestyle for many of our guests and we’re seeing a growing desire by these travelers to add a leisure component to their trip and experience the destination beyond the meeting room,” said Kelly Phillips, SVP Global Engagement & Strategic Accounts, Hilton.
Identifying the Bleisure Travelers
Business travelers who have taken at least one leisure trip in the past year are a diverse groupspread across the United States and Canada. On average, these travelers took seven work trips in the past year, earn $79,000 annually and work at companies with 950 employees. They hold middle management positions (42 percent) at a slightly higher rate than entry-level (27 percent) and senior leadership/C-level positions (31 percent). Additionally, almost three in five (58 percent) have children at home and 44 percent traveled with someone else for the leisure portion of their trip.
Business travelers who do take bleisure trips most typically extend them for a short period of time. While 90 percent do so from more than one day, only one-quarter (23 percent) do so for more than three days. On average, travelers typically extend their trips for three days.
What Drives Business Travelers to Extend their Trips for Leisure Purposes?
Business travelers are much more likely to take a bleisure trip in the future when they have taken one in the recent past. The most common reasons business travelers identify for taking bleisure trips are to visit a destination where they like to spend their time (43 percent) or visit a new destination they wanted to see (38 percent). Not far behind are a less expensive way to take a vacation (34 percent) or needing time away from home and work (34 percent).
For business travelers who have chosen not to take bleisure trips, it is rarely because they cannot afford to or do not want to explore the destination they are visiting for work. The most common reason given is lack of time (58 percent). Less common explanations include company policy (18 percent), undesirable location (17 percent) and cost (14 percent).
Bleisure’s Impact on Managed Travel Programs
When taking bleisure trips, travelers frequently incur additional transportation costs. On their last bleisure trip, 39 percent of business travelers paid the difference in air/train travel costs for extending their business trip into personal time off, one-quarter (27 percent) did not and another quarter (26 percent) indicate there was no difference. This presents several challenges for managed travel programs including how to estimate the additional costs stemming from bleisure travel, distinguishing between business and leisure costs and how to address these issues in company travel policy.
Another major area of travel policy that comes into play is duty of care. On their last bleisure trip, 12 percent of travelers experienced an issue where they needed assistance from their company or the person who arranged the travel. This begs the question of when does a company’s liability and obligation to help their traveler begin and end.
When business travelers choose to extend a work trip for leisure, they generally search for accommodations through a third-party site or a hotel’s website or mobile app, meaning it is possible that bleisure travel may incentivize travelers to book outside of their company’s channels. To encourage travelers to stay within the program, companies might make a greater effort to help travelers receive the corporate discount for the leisure portion of their trip.
When taking bleisure trips, travelers overwhelmingly stay at hotels for both the business and leisure segments of their trips with 91 percent staying at a traditional or extended stay hotel for the business portion, while 81 percent stayed at a hotel for the leisure portion. Additionally, 82 percent of business travelers stayed at the same place for both the business and leisure portion of their trip on their most recent bleisure trip.
Gen-X and Baby Boomer travelers are more likely to stay at the same place for both portions of the trip than Millennials as are high-frequency travelers. The most common reason for staying at the same place is convenience (71 percent), followed by location (57 percent) and price (48 percent). For those who chose to change locations, the top reasons were the same, but in a different order: location (49 percent), price (42 percent) and convenience (38 percent).
The report, Extending Business Travel into Leisure Time – Bleisure Study, is available exclusively to GBTA members by clicking here and non-members may purchase the report through the GBTA Foundation by emailing firstname.lastname@example.org. Click here to download a free preview of the report.
The GBTA Foundation will host an education session at GBTA Convention 2017, in partnership with Hilton, on July 18, 2017 at 8am ET to discuss who travels for "bleisure"; why they do it; and what implications it can have for your corporate travel program.
Methodology: The GBTA Foundation conducted an online survey of 675 business travelers in the United States (460) and Canada (215). The survey was fielded using a business traveler panel from February 26-March 6, 2017.
CONTACT: Colleen Lerro Gallagher, +1 703-236-1133, email@example.com
Hilton (NYSE: HLT) is a leading global hospitality company, with a portfolio of 14 world-class brands comprising nearly 5,000 properties with more than 812,000 rooms in 103 countries and territories. Hilton is dedicated to fulfilling its mission to be the world’s most hospitable company by delivering exceptional experiences – every hotel, every guest, every time. The company's portfolio includes Hilton Hotels & Resorts, Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, Canopy by Hilton, Curio Collection by HiltonTM, DoubleTree by Hilton, Tapestry Collection by HiltonTM, Embassy Suites by Hilton, Hilton Garden Inn, Hampton by Hilton, Tru by Hilton, Homewood Suites by Hilton, Home2 Suites by Hilton and Hilton Grand Vacations. The company also manages an award-winning customer loyalty program, Hilton Honors. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits, including a flexible payment slider that allows members to choose exactly how many Points to combine with money, an exclusive member discount that can’t be found anywhere else and free standard Wi-Fi. Visit newsroom.hilton.com for more information and connect with Hilton on Facebook, Twitter, LinkedIn, Instagram, and YouTube.
About the GBTA Foundation
The GBTA Foundation is the education and research foundation of the Global Business Travel Association (GBTA), the world’s premier business travel and meetings trade organization headquartered in the Washington, D.C. area with operations on six continents. Collectively, GBTA’s 9,000-plus members manage more than $345 billion of global business travel and meetings expenditures annually. GBTA provides its growing network of more than 28,000 travel professionals and 125,000 active contacts with world-class education, events, research, advocacy and media. The Foundation was established in 1997 to support GBTA’s members and the industry as a whole. As the leading education and research foundation in the business travel industry, the GBTA Foundation seeks to fund initiatives to advance the business travel profession. The GBTA Foundation is a 501(c)(3) nonprofit organization. For more information, see gbta.org and gbta.org/foundation.