The travel industry has spent more than a year bemoaning the long-delayed return of business travel. In October 2021, Morning Consult data revealed that 39 percent of frequent pre-pandemic business travelers said they’ll never return to the road. That number, has climbed a bit to 42 percent, according to February 2022 data. But that doesn’t mean business travel is gone for good. It has just taken a new form: "Blended" travel, sometimes known as “bleisure” or “workcations.”
The data revealed that in-person work has permanently changed, prompting more travel opportunities. Around four in 10 employed adults said they will travel more frequently, and at different times of the day, week and year than pre-pandemic due to flexible work schedules. Employed adults were asked what type of trip they anticipate taking in the next year, and 76 percent said leisure only. The new part is the broadening scope of “bleisure” trips: A worker might take a vacation for two weeks instead of one, and bring along the technology needed to work from the road. Or they might decide not to return home between two business trips, instead opting to work from a third, more leisure-centric location in between. The audience for such trips is big: The share of workers who anticipate taking each type of blended trip in the coming year is nearly equal to the share who responded that they will travel solely for business.
The report shows that brands must address the blended traveler’s need for connection. For younger travelers (ages 18 to 34), Wi-Fi ranks at the top of preferred amenities but is less of a differentiator. Instead, this group is more likely to want tech-forward offers such as self check-in and checkout, equipment to facilitate meetings, and lifestyle amenities such as workout facilities and laundry. For those aged 35 to 44, a dedicated workspace stands out as a unique driver, likely because members of this group are most likely to be taking blended trips with children in tow. As for the oldest blended travelers, proximity to both business and leisure activities rises in importance.
According to Lindsey Roeschke, travel and hospitality analyst at Morning Consult, “Companies must invest in the amenities that these travelers find compelling. Once properties are workcation-friendly, brands can adapt their messaging and communications to highlight the wide variety of motivators and benefits that blended travelers enjoy—an approach that should be integrated into long-term strategies now that blended travel is here to stay.”
Source: Morning Consult
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