Your Newest Target Audience - The “Bleisure” Traveler
By Matthew Hoffman Sales Director, Kigo, RealPage, Inc. | February 15, 2015
Hotels should take notice of the emergence of "Bleisure" travelers-executives looking to mix both business and leisure during their travel experience. This growing demographic is demonstrating distinct buying behaviors that should cause hotels to update their marketing strategies.
Many Bleisure travelers are shifting their focus to services similar to Airbnb® that provide access to accommodations that feel more like a "home away from home." Their buying behaviors alone signal that major changes coming to the hotel industry. Now's the time to invest in this growing demographic-but first hotels must understand their behaviors and travel habits, who they are and how they think and, most importantly, what it is they need.
Meet the Bleisure-Seeking Demographic
A Product of the "Sharing Economy"
Bleisure travelers are predominantly comprised of younger professionals(1) looking to incorporate leisure and relaxation into their business trips. They are a millennial generation of travelers that strive to both work hard and play hard.
This group actively participates in what we now know as the Sharing Economy, a business shaped around the exchange of goods and resources, most of which is done online. Brands like eBay® and Amazon® have seen huge success by leveraging this collaborative consumer atmosphere. As the Bleisure traveler continues to emerge as a predominant demographic in the travel space, the need for transparency into previous traveler experiences and social engagements will be in high demand. This collaborative consumption only thrives when trust can be established between both seller and buyer.