The "Bleisure" Trend
By Melinda Minton Executive Director, SPAA | July 10, 2016
Just as your entertainment options, food and beverage departments effect your bottom line, so too does your spa and wellness additions. In fact, many properties have realized not only a rise in revenues, from a new form of guest, the "bleisure" guest.
The bleisure traveler is a growing demographic of a business and leisure guest. There is an intuitive blur between business and leisure travel. Properties that play to this request will score more overall repeat bookings and more add on sales with the guest. When mixing wellness with business and leisure, all sorts of revenue streams open up.
According to a 2014 Bridge Street Global Hospitality's Study, a survey of 640 international guests, the majority of annual travel is for leisure, with business making up 30% or less. Eighty-three of respondents use time on business trips to explore the city they're visiting. Six out of 10 travelers are away from home on business 10 or more days per year, with two of those travelers away for 60 or more days.
What is truly exciting are the rising bleisure trends. Not only do travelers want more quality time with their significant other, friends and family members, they are requesting more time to grow personally. The wellness shift that has taken hold globally is only becoming more robust. The majority of respondents (60%) have taken bleisure trips, with most (30%) respondents adding two vacation days to business trips. Nearly half of respondents (46%) add personal travel days to business travel "every trip" or to "most trips." This data adds up to increased hotel revenue that would not otherwise likely be achieved.
The Spa Association (SPAA) recently released similar data about the spa bleisure guest. Wellness is on fire around the world and the global market has responded. Consumers of all walks of life have turned to feeling good with health, fitness and personal enrichment activities. Top trends at the spa and wellness facility now include meditation to assist with better sleep habits, mind ful practice for more healthful eating and well aging that involves a more balanced approach to improving one's lifestyle.
SPAA further decoded the bleisure guest as containing not just the business traveler, but also spouses, significant others and friends with specific marketing guidelines for accommodating the add-on traveler as well as best options for pleasing the guest with an add-on stay.
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