Bleisure is a term for the tourism and hospitality industry. At the present time, this object is occupying a significant number of people and is rapidly growing. As a result, hotels should have suitable marketing strategies and long-term plans in place to attract Bleisure guests in order to increase the hotel’s revenue. The following Hanami Hotel Danang‘s article will provide you with information about ‘What is Bleisure? How hotels attract Bleisure visitors’.
What is Bleisure?
Bleisure is a combination of the words ‘Business’ (the activity of making, buying, selling, or supplying goods or services for money) and ‘Leisure’ (time that is spent doing what you enjoy when you are not working or studying) aimed at the target group of customers who travel for business trips while also enjoy relaxing. This group of subjects frequently has long business travels, enjoys travel, and wants to take advantage of this time for their relaxation and entertainment.
In the tourism and hospitality industry, Bleisure has been around for a long time. Up till now, in recent years, several of these hotels have just considered it as a unique and special object to approach and focus on exploiting to maximize hotel revenue.
Bleisure becomes a “lifestyle”
According to Hotwire magazine, nearly 49 percent of American businessmen spend time on their business trips for vacation and leisure. According to BridgeStrees Global Hospitality, more than 54 percent of bleisure travelers bring family or close friends to the workplaces. In addition, according to this site’s poll, up to 78 percent of customers want to lengthen their leisure time and enjoy their working time.
According to a survey from Expedia, Bleisure travelers are mostly young people between the ages of 18 to 30. According to the company’s announcement, up to 62 percent of people in the above age group extend a business trip into a personal vacation, 51 percent of those between the ages of 31 and 45, and 37 percent of those between the ages of 46 and 65.
According to the data analyzed above, it has been proved that Bleisure is no longer a trend but is gradually becoming a lifestyle of the young and even middle-aged people.
How do hotels attract Bleisure visitors?
Implement the customer loyalty program
Due to the specifics of the profession, Bleisure visitors must make many business trips in a year. As a result, if you want to attract this target group, you should provide programs such as bonus point accumulation, and additional discounts (if guests extend the rental date). When reaching a multi-stipulated limit, customers will receive discount vouchers for food and drinks served at the hotel, or to use some free services or upgrade rooms at a preferential price.
Provide “bizacation” service package exclusively for Bleisure customers
Bizacation refers to the combination of entertainment, sightseeing, resort, and other programs when customers extend their stay after a business trip. As a result, this is a service that is only available to bleisure guests. In order to offer this package, the hotel should collaborate with local places of interest and get more ìnormation about famous tourist attractions around in order to introduce more to bleisure visitors. This is pretty advantageous for local tourist destinations. The locality attracts more visitors so that it also helps the hotel to accommodate more additional visitors.
If the locality does not have attractive places to visit, the hotel can attract and retain the bleisure guests visitors by offering them spa services, discounts at shopping malls, or on-demand recreational activities and so on.
Offer a special discount
With the desire to save costs, bleisure tourists will look for and negotiate with hotels that have preferential programs for customers who book extra days. The discount offered by the hotel before and after the customer’s business event will affect the accommodation the customer chooses. As a result, the hotel should deeply research and offer reasonable discount rates to bleisure tourists.
Analysis of target groups of customers
Hotels must carefully assess and understand their customers insight in order to develop an efficient marketing strategy to attract and retain bleisure guests. A customer analysis is required based on location, duration of stay, percentage of business travelers who wish to extend their stay for a business trip, customer preferences, and desires… Based on this study, the hotel will have the appropriate “bizacation” service packages to meet the requirements of clients.
Currently, Bleisure is gradually becoming a more and more popular lifestyle for young people. As a result, hotels should have appropriate directions to attract this potential group of customers. Hanami Hotel Da nang hopes the article ‘What is Bleisure? How hotels attract Bleisure visitors’ has given you useful and practical information about this subject. See you in the next posts.
