Attracting the High-Value Bleisure Traveler: Insights for Hotels
November 16, 2017 9:20am
Seattle, Wash., November 16, 2017 - Combining business and leisure travel, known as a “bleisure” trip, continues to trend in the U.S. and it offers big advantages to properties that can attract this high-value guest. The length of stay for a business versus bleisure traveler jumps from 2 nights to 6-plus, according to a recent study conducted by Expedia Media Solutions and Luth Research.
Further from the study, a massive 43 percent of business trips in the U.S. are bleisure today – and the key to bleisure business is of course appealing to the business traveler first. Seventy percent of business travelers who tack on a leisure portion travel at least every 2 to 3 months. Knowing this audience, along with their needs, can help hotels further attract the business-plus-leisure traveler.
Attracting the High-Value Bleisure Traveler: Insights for HotelsHow Business Travelers Book
Business travelers typically do not book until their dates are fixed, and they research and book much quicker than leisure travelers as well2. They typically book flights first, then accommodations, so hotels offered through a package offering with air often get first access to this audience.
Hotel location is the most important criteria when traveling for business – proximity to meetings and conferences is extremely important as most business travelers prefer to walk from their hotel. Flexibility is also key since business travel plans often change. Star ratings are also a part of the business traveler consideration set, as they have higher expectations for quality and comfort than the leisure traveler.
66 percent of bleisure trips are decided based on the destination1, so perhaps unsurprisingly, cities that are most likely to attract bleisure trips are common leisure destinations.
Figure 1: Source: Expedia Media Solutions and Luth Research, December 2016
How can hotels further attract the bleisure traveler? Expedia’s Sue Spinney, Senior Director Owner Services, offers the following tips:
 Bleisure study conducted by Expedia Media Solutions and Luth Research, December 2016
 Hotels.com research, conducted November 2016
 4th edition Egencia Business Travel and Technology Survey
Expedia, Inc. (NASDAQ: EXPE) is the world’s largest online travel company, with an extensive brand portfolio that includes leading online travel brands, such as:
• Expedia.com®, a leading full-service online travel brand with localized sites in 33 countries
• Hotels.com®, a leading global lodging expert operating 89 localized websites in 41 languages with its award winning Hotels.com® Rewards loyalty program
• Expedia® Affiliate Network (EAN), a global B2B brand that powers the hotel business of hundreds of leading airlines, travel agencies, loyalty and corporate travel companies plus several top consumer brands through its API and template solutions
• trivago®, a leading online hotel search platform with sites in 55 countries worldwide
• HomeAway®, a global online marketplace for the vacation rental industry, which also includes the VRBO®, VacationRentals.com® and BedandBreakfast.com® brands, among others
• Egencia®, a leading corporate travel management company
• Orbitz® and CheapTickets®, leading U.S. travel websites, as well as ebookers®, a full-service travel brand with websites in seven European countries
• Travelocity®, a leading online travel brand in the U.S. and Canada delivering customer service when and where our customers need it with the Customer First Guarantee
• Hotwire®, inspiring spontaneous travel through Hot Rate® deals
• Wotif Group, a leading portfolio of travel brands including Wotif.com®, Wotif.co.nz, lastminute.com.au®, lastminute.co.nz and travel.com.au®
• Expedia® Media Solutions, the advertising sales division of Expedia, Inc. that builds creative media partnerships and enables brand advertisers to target a highly-qualified audience of travel consumers
• CarRentals.com™, a premier online car rental booking company with localized sites in 13 countries
• Classic Vacations®, a top luxury travel specialist
• Expedia Local Expert®, a provider of online and in-market concierge services, activities, experiences and ground transportation in over a thousand destinations worldwide
• Expedia® CruiseShipCenters®, a provider of exceptional value and expert advice for travelers booking cruises and vacations through its network of over 235 retail travel agency franchises across North America
• SilverRail Technologies, Inc., a global rail retail and distribution platform connecting rail carriers and suppliers to both online and offline travel distributors
For corporate and industry news and views, visit us at www.expediainc.com or follow us on Twitter @expediainc.
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