Bleisure Marketing 101
- Posted by Mandy Muszynski
- On August 19, 2019
What is it?
We’ve all heard it – it’s the buzzword circling the hospitality industry these last few years – “Bleisure” Travel.
Bleisure is a blend of both business travel and leisure travel. Meaning, guests who are traveling for a business trip will then extend the same trip and hotel stay into a leisure trip, potentially inviting their family and friends to join them for a portion of, or the duration of, the hotel booking.
Benefits of “Bleisure” as a traveler:
- More deeply experience the place that you were sent to
- Connect with family and/or friends in a new place
- Airfare included
- Lodging included (for the duration of the business stay)
- Lower tourist activity during weekday stays
According to Expedia, there has been a 40% increase in bleisure travel since 2016.
Travelers, on average, are adding on 2-3 days of leisure travel on top of a business trip, resulting in more revenue for a hotel and filled inventory on days where occupancy slows down. Top destinations for entertainment and activities are the main reasons travelers choose to stay longer in certain locations.
How should my hotel market to “Bleisure” travelers?
Don’t overthink it. Marketing to bleisure travelers can mimic your normal marketing efforts.
Similar to different marketing strategies for “fly markets” and “drive markets”, bleisure should include the same objectives and tactics. Channels to prioritize include website (content and offers), paid search, organic social media, and paid social media.
- Website Content: write blogs geared towards top attractions, dining, and experiences in your city
- Website Offers: design packages specific to extending your trip for exclusive rates or upgrades. You can market these packages through display ads, targeting users based on their interests, website engagement, and placements.
- Social Engagement: have the ability to share upcoming events, attractions, and experiences in order to build an itinerary for your extended stay.
We know not every night of the week is a peak night, so capitalize on bleisure traveler deals/offers to help fill occupancy and drive more revenue during softer times of the week.
Bleisure travel is a top hospitality marketing trend – one that is sure to continue growing.
Stay current in the changing world of hospitality, and reach out to Screen Pilot if you want assistance reaching your top markets!
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