Business Wire

Bleisure Travelers are Hungry for Sunshine, Sightseeing, and Cuisine

Del

New insights released today by Expedia Group™ Media Solutions, the advertising arm of Expedia Group, reveal that domestic and international bleisure travel is booming, and business travelers are invested in making the most of their time away from home. The findings, from a multi-national study commissioned by Expedia Group Media Solutions and conducted by Luth Research, spotlight the behaviors, influences, resources, and preferences of American, British, Chinese, German, and Indian bleisure travelers—or business travelers who extend their trip for leisure.

Unveiled today at Phocuswright Europe, Unpacking Bleisure Traveler Trends shows that on average, across the five countries, bleisure travelers take more than six business trips per year, and more than 60 percent of business trips during the last year were extended for leisure purposes. In the U.S., bleisure travel conversion is consistent with the multi-national average of 60 percent, revealing a nearly 40 percent increase in American bleisure travel since 20161.

On average, 72 percent of bleisure travelers said there are destinations they have visited or will visit in the future for business that they would like to extend for bleisure, but what makes a destination appealing for bleisure travel? Fifty-six percent said they are more likely to consider a bleisure trip in a destination with great food and restaurants, closely followed by approximately 50 percent influenced by beaches, weather, nature, historical monuments or sightseeing. This further validates the importance of experiences and activities for all travelers, and illustrates an opportunity for marketers to attract bleisure travelers from around the world.

“The study provides a deeper look at the influences and motivations of the growing and valuable bleisure audience, and the actionable insights will empower marketers to strategically target and convert these travelers within the condensed research and booking window,” said Andrew van der Feltz, Senior Director, EMEA & APAC for Expedia Group Media Solutions. “By showcasing unique experiences and activities, which are influential factors during the decision-making process, every destination, hotel, restaurant, attraction, airline, and more, can entice business travelers to extend their trip for leisure.”

Converting to Bleisure

  • Business trips lasting 2-3 nights are most likely to result in bleisure trips (50 percent), as are trips where the business destination is far away, or more than 400 miles from home (49 percent)
  • Leading factors that influence bleisure travel decisions include traveling to a destination with great entertainment (48 percent) and visiting an iconic or bucket list destination (43 percent); easy-to-navigate destinations, proximity to the weekend and additional personal costs required to extend the trip for leisure are also influential factors

Bleisure Research & Booking Resources

  • Approximately 80 percent of bleisure travelers spend 1-5 hours on research during both the inspiration and planning phases, which is more condensed than more traditional leisure booking windows
  • Before deciding to bleisure, 68 percent of travelers conduct research using a search engine, 47 percent use travel-related websites – including OTAs, airline and hotel sites, and review sites – and 44 percent use destination websites
  • Most bleisure travelers personally research and book accommodations (61 percent), airfare (42 percent) and dining (38 percent) for the leisure portion of their trip

Willingness to Travel for Bleisure

  • Two-thirds of past bleisure trips were in the same city as the business trip, but more than 80 percent of bleisure travelers are willing to travel from the business destination for leisure
  • On domestic and international trips, more than 50 percent of bleisure travelers are willing to travel 1-2 hours via car from the business destination for the leisure portion of their trip, and more than 28 percent would travel 1-2 hours via plane
  • When traveling domestically between the business and leisure destinations, 38 percent of bleisure travelers are unwilling to travel via bus and 25 percent are unwilling to travel via plane

Bleisure Budgets & Payment Preferences

  • Compared to a typical vacation, 57 percent of bleisure travelers spend the same amount of money or more on a bleisure trip, and more than 75 percent save money specifically for bleisure travel
  • When on a bleisure trip, credit cards are the leading preferred payment method (69 percent), followed by cash (47 percent) and debit or ATM cards (44 percent)
  • More than two-thirds of bleisure spend is allocated to hotel, airfare and dining for the leisure portion of the trip

Key Takeaways for Marketers

  • Bleisure Travel is Booming: Sixty percent of business trips convert to bleisure, and with travelers taking more than six business trips per year, on average, there’s a profound opportunity to reach and entice this valuable audience.
  • Bleisure Knows No Boundaries: There is nearly equal likelihood of bleisure travel for both domestic and international business trips, and travelers are willing to travel away from the business destination for leisure.
  • Destination To-Do’s: With nearly 70 percent of business trips being for conferences, there is an opportunity for destinations to encourage extending for leisure by highlighting activities and experiences to drive repeat visitation.
  • Condensed Path to Purchase: Most bleisure travelers spend less time on research than they would on a leisure trip, so marketers have a shorter window to strategically target and influence behavior and purchases with call to action messaging.
  • In Market Targeting: Bleisure travelers may not book everything in advance, highlighting opportunities for marketers to reach and convert travelers in-trip – especially for ancillary products like dining, tours and activities, entertainment and transportation.

For more data and actionable insights that marketers can leverage to reach the growing bleisure audience, and to view the full multi-national study, please visit: bit.ly/bleisure-trends. Check out our blog and connect with us on Twitter and LinkedIn for more travel trends and insights, and stay tuned for additional regional and generational bleisure research throughout the year.

About Expedia Group Media Solutions

Expedia Group™ Media Solutions, the advertising arm of Expedia Group, offers industry expertise and digital marketing solutions that allow brands to reach, engage and influence its qualified audience of travelers around the world. Through its vast network of leading travel brands and global points of sale, Expedia Group Media Solutions provides marketing partners with proprietary data-driven insights about traveler behaviors during every stage of the purchase journey, along with dynamic advertising solutions, to deliver strategic campaigns and measurable results. For more information, visit www.advertising.expedia.com.

Trademarks and logos are the property of their respective owners. © 2018 Expedia, Inc. All rights reserved. CST: 2029030-50

1 Discover the Untapped Mind of a Bleisure Traveler, Expedia Group Media Solutions, 2016

Contact information

For Expedia Media Solutions
Ashley Goncena
ashley@craftedcom.com

Om Business Wire

Business Wire
Business Wire
24 Martin Lane
EC4R 0DR London

+44 20 7626 1982http://www.businesswire.co.uk

(c) 2018 Business Wire, Inc., All rights reserved.

Business Wire, a Berkshire Hathaway company, is the global leader in multiplatform press release distribution.

Følg saker fra Business Wire

Registrer deg med din epostadresse under for å få de nyeste sakene fra Business Wire på epost fortløpende. Du kan melde deg av når som helst.

Siste saker fra Business Wire

Nearly 1 Billion People Worldwide Have Sleep Apnea, International Sleep Experts Estimate21.5.2018 18:15Pressemelding

A new data analysis presented by ResMed (NYSE: RMD, ASX: RMD) this week at the ATS 2018 International Conference indicates that the prevalence of sleep apnea impacts more than 936 million people worldwide – nearly 10 times greater than previous estimates. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20180521005096/en/ Woman wearing CPAP, the gold standard treatment for sleep apnea (Photo: Business Wire) The study “Global Prevalence of Obstructive Sleep Apnea (OSA)” was conducted by an international panel of leading researchers seeking to provide a clear scope of the impact of the chronic sleep-disordered breathing condition. The previous estimation of OSA prevalence (100 million) came from a 2007 World Health Organization study that used methods and data available at the time. By analyzing technology improvements in detecting OSA and underreported statistics from other areas of the world, this latest study depicts an impacte

Pietro Rosa TBM Signs Long-Term Agreement with Pratt & Whitney21.5.2018 15:13Pressemelding

Pietro Rosa TBM (Turbine Blade Manufacturing) today announced that it has signed a 10-year, long-term agreement (LTA) with Pratt & Whitney, a division of United Technologies Corp., to supply airfoil products for both commercial and military engines. The LTA, which may extend to the entire Pietro Rosa TBM Group in Europe and the United States, will support Pratt & Whitney’s F135, PW2000 and the Geared Turbofan™ (GTF) family of engines. This agreement represents a significant step in the collaboration between the two companies, enabling the Pietro Rosa TBM Group to utilize its advanced engineering capabilities and the vertical integration of hot forming, machining and surface finishing technologies. “We’re pleased to sign this agreement with Pietro Rosa,” said Art Erikson, executive director of Strategic Sourcing, Pratt & Whitney. “We have tremendous growth ahead, and suppliers like Pietro Rosa that sign up to our contractual governance, commitment to cost competitiveness and continuous

NioCorp Awards Contract to Rockwell Automation on Groundbreaking Critical Minerals, Mining and Processing Facility in Nebraska21.5.2018 12:00Pressemelding

NioCorp Developments Ltd. (TSX: NB, OTCQX: NIOBF), a developer of superalloy metals, has awarded a major contract to Rockwell Automation (NYSE: ROK) to engineer, design and procure process automation and instrumentation for NioCorp’s proposed critical minerals, mining and processing facility in Elk Creek, Nebraska. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20180521005228/en/ Three superalloy metals – niobium, scandium and titanium – are expected to be produced by the facility as early as 2021. These critical materials are used in the aerospace, defense, automotive, clean energy, commercial aviation and mega-infrastructure sectors. Generally, these superalloys enable increased strength and lighter weight in transportation and other systems, leading to better fuel efficiency and lower greenhouse gas and other air emissions, according to NioCorp. “We selected Rockwell Automation and its partners to automate our process equip

Ultra-Low Power Lattice sensAI Leads Mass Market Enablement of Artificial Intelligence in Edge Devices21.5.2018 12:00Pressemelding

Lattice Semiconductor Corporation (NASDAQ: LSCC) today unveiled Lattice sensAI™ – a complete technology stack combining modular hardware kits, neural network IP cores, software tools, reference designs and custom design services – to accelerate integration of machine learning inferencing into broad market IoT applications. With solutions optimized for ultra-low power consumption (under 1 mW–1 W), small package size (5.5 mm2 –100 mm2), interface flexibility (MIPI® CSI-2, LVDS, GigE, etc.), and high-volume pricing (~$1-$10 USD), Lattice sensAI stack fast-tracks implementation of edge computing close to the source of data. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20180521005011/en/ (Graphic: Business Wire) “Lattice sensAI addresses the unmet need for flexible, low cost, ultra-low power AI silicon solutions suited for rapid deployment across a wide range of emerging, mass market IoT applications,” said Deepak Boppana, senior

Biosimilars could facilitate early access to life changing biological treatments for patients says Celltrion Healthcare21.5.2018 11:27Pressemelding

At the International Society for Pharmacoeconomics and Outcomes Research (ISPOR) 23rd Annual International Meeting in Baltimore, Celltrion Healthcare today advocated for healthcare systems to introduce biologics earlier in a patient’s treatment regimen in order to improve clinical outcomes. Several studies show that the early introduction of biologics can bring greater clinical benefit to patients.1,2,3,4,5,6 However, only a limited number of patients have access to biological treatment due to the high-cost of biologics and current reimbursement policies determined by pharmacoeconomic evaluations. Since the introduction of biosimilars, the overall cost of biological treatments has reduced in Europe, allowing an increased number of patients to access this important treatment option earlier in their course of treatment.7 Professor Jørgen Jahnsen said, “For the treatment of inflammatory bowel disease, biological treatments are proven to be the most efficacious medical therapy and their ea

Dole’s Joint Venture Recycling Company Celebrates 25 Years21.5.2018 11:00Pressemelding

Dole Food Company announced today that Recyplast S.A., an innovative plastic recycling company based in Costa Rica and with joint ownership including a subsidiary of Dole Fresh Fruit, recently surpassed 25 years in its mission to dramatically reduce and reuse agricultural waste. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20180521005160/en/ Raul Martinez (right), General Manager of Dole Standard Fruit de Costa Rica, receives a plaque from Jose Miguel Ramirez, General Manager of Recyplast, in recognition of the contribution of Dole's banana plantations in the correct handling, storage, and provision of field plastic waste. The plastic recycling facility pioneered the collection of field plastics after use in banana growing operations in Costa Rica. This reuse and recycling process includes reclamation of plastic bags that protect bananas from weather and insects, as well as the collection of plastic twine used to prop the ba