July 18, 2024 |  Katelynd Gibbons 



 Whether you call it "bleisure," “bizcation,” or simply adding a touch of fun to a work trip, this trend has been steadily gaining traction in recent years and has now firmly taken hold.[1] It’s the idea of a standard business trip combined with extra time for leisure, adventure, relaxation, or exploration. Businesses, locales, and consumers alike are reaping the benefits of this evolving travel approach. For businesses, it means potentially seeing out-of-towners taking advantage of their charming offerings outside typical tourist schedules. Localities can capitalize by promoting their unique cultural, culinary, and recreational offerings to a new audience of business travelers-turned-leisure explorers. Meanwhile, consumers enjoy the flexibility of extending their trips to explore destinations beyond conferences and offices, transforming their calendars from the traditional confines of summer vacations and holidays to year-round opportunities for adventure and relaxation in a wider range of destinations.

The Evolution of Bleisure Travel

While it's not unheard of for business travel to include sampling local cuisine or enjoying simple pleasures nearby, the approach to planning and extending these experiences has evolved significantly throughout recent years. The term appeared in publication for the first time in 2009 and has steadily gained attention, with a bigger shift over the last few years.[2] Bleisure travel now emphasizes thoughtful preparation and broadening the scope of exploration. Travelers who head to a destination for work may decide to add a bit of vacation so that the trip hits more than just one goal. It’s built on the idea of making the most of required travel and can be incredibly convenient for travelers who want to learn more about a region, kick back and relax, or integrate vacation activities into an otherwise non-vacation trip.

Destinations Maximizing Opportunities

Destinations of all sorts can benefit by advertising their unique offerings to out-of-towners and business people, regardless of the time of year or the types of attractions they promote. This type of combination work/fun travel may involve traveling an hour or more outside of the business destination to experience something special: state parks and conservancies, historical sites, art museums, luxurious spas, breweries, wineries, concert halls, architectural tours, or vibrant nightlife districts, just to name a few. It's also more likely to include coordinating with friends or family than a standard business trip would. For example, bringing friends along to a work meeting doesn’t make sense, but scheduling an extra day or two, or planning a long weekend before or after work commitments allows for coordinating with friends to meet up at a practical and opportune destination, thus switching the theme of the trip from work to play!

Why the Rise in Bleisure Travel?

Americans are known to log more hours than workers in most other countries, averaging around 1,811 hours per year, with around 11.1% clocking over 50 hours per week. For American workers, who on average work longer hours with fewer specified vacation days, there’s often limited free time (even during summer), so planning complete vacations during busy seasons isn't always feasible.[3] However, integrating leisure into required work travel offers an opportunity to sprinkle vacation throughout the year. This integration allows travelers to achieve dual goals with a single trip and can fit more efficiently into the busy working person’s schedule.

Marketing to the Bleisure Crowd

So, who should take note of this trend, and what implications does it hold for marketing and advertising strategies? The answer is clear: states and cities themselves should actively promote their attractions year-round. While tourism departments understand the potential, they may not always seize the opportunity to cater to the bleisure crowd effectively. However, a simple shift in marketing and advertising mindset can make a significant difference. When professionals visit well-known business hubs, how can these areas encourage them to extend their stay, explore local attractions, and contribute economically to lesser-known spots? The key lies in promotion. Unique geographical features, rich histories, upscale shopping, and culturally vibrant towns can all benefit from innovative advertising approaches.

Effective Advertising Tactics

Effective tactics include targeted programmatic display ads that highlight specific attractions aligned with both the location and the consumer's interests. Segmented messaging through display advertising means tailored ads for different audience segments. Video and social media ads also play a crucial role in capturing attention and engagement, calling out the opportunities for excitement and picture-worthy places. Digital out-of-home advertising in airports, taxis, ride-shares, and high-traffic areas frequented by travelers can attract the spontaneous bleisure traveler looking to fill downtime or extend their stay.

The Long-Term Benefits of Bleisure Marketing

Catering to travelers outside of typical tourism calendars not only encourages immediate spending but also plants seeds for future leisure trips. By strategically integrating a bleisure mindset into their marketing plans, destinations can cultivate a reputation as appealing year-round destinations, enhancing their overall tourism appeal.

[1] Karen Zak, "Maximizing the Value of Conferences to Communities: 'Bleisure Travel' and 'Bizcations' Emerge with Social Media Boosts," Law Journals & Books, accessed July 18, 2024, https://law-journals-books.vlex.com/vid/maximizing-the-value-of-641761817.

[2] "Maximizing the Value of Conferences to Communities: 'Bleisure Travel' and 'Bizcations' Emerge with Social Media Boosts," Global Business Travel Association, last modified June 2, 2017, accessed July 18, 2024, http://www3.gbta.org/l/5572/2017-06-02/55l1xn.

[3] "Average Work Week Hours by Country," World Economic Forum, March 13, 2019, accessed July 18, 2024, https://www.weforum.org/agenda/2019/03/average-work-week-hours-country-wise/; "Working Hours Statistics by Country," Clockify, accessed July 18, 2024, https://clockify.me/working-hours; "Most Overworked Countries," World Population Review, accessed July 18, 2024, https://worldpopulationreview.com/country-rankings/most-overworked-countries.