“Business or pleasure?” It’s a question travelers are frequently asked when sharing travel plans. However, our latest research reveals that the line between the two is becoming increasingly blurred as more and more business travelers extend trips to make the most of their time away from home.
While the term bleisure – business travel, extended for leisure – has been around for some time, this new study provides a broader look at the influences and motivations of this growing and valuable audience, providing insights will help marketers target and convert business travelers.
Unveiled today at Phocuswright Europe, examines the behavior of American, British, Chinese, German, and Indian bleisure travelers, and shows that domestic and international bleisure travel is booming in each of these markets.
Regular blog readers may recall our first study on bleisure, Profile of the American Bleisure Traveler, which revealed that more than 40 percent of business trips were extended for leisure. Fast forward to 2018 and that number has risen to 60 percent in the U.S., which is consistent with the multi-national average across all five countries we surveyed.
Here are some of the key findings from the study below: