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

Hilton Launches New Brand, Signia Hilton, Delivering Sophisticated Travel While Reimagining Meetings and Events22.2.2019 17:00:00Pressemelding

Hilton (NYSE: HLT) today announced the launch of Signia Hilton, its dynamic, new meetings-and-events-focused brand. The portfolio of hotels is setting out to transform the industry for meeting professionals and sophisticated business travelers by infusing state-of-the-art technology and design into every aspect of the guest experience. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20190222005071/en/ The brand further reinforces Hilton’s commitment to innovation that meets the evolving needs of today’s travelers and will bring premium experiences to top urban and resort destinations around the world. “In our 100th year of hospitality, we are more focused than ever on providing exceptional experiences to all of our guests – and that includes evolving those experiences to meet their changing needs,” said Christopher J. Nassetta, president and CEO, Hilton. “We are proud to launch Signia Hilton, which exemplifies our innovative sp

Axonics® Granted Expanded CE Mark Label; First and Only Sacral Neuromodulation System Approved for Use with Full-Body MRI Scans22.2.2019 16:30:00Pressemelding

Axonics Modulation Technologies, Inc. (NASDAQ: AXNX), a medical technology company focused on the development and commercialization of novel implantable Sacral Neuromodulation (“SNM”) devices for the treatment of urinary and bowel dysfunction, announced today that it has received CE mark approval for 1.5T and 3T full-body magnetic resonance imaging (“MRI”) conditional labeling for the Axonics r-SNM® System. The Axonics r-SNM System is the only implantable SNM system that has received full-body MRI conditional labeling for sale in Europe1. Raymond W. Cohen, Chief Executive Officer of Axonics, said, “Without this labeling, any patient requiring an MRI scan on any body part below the head must have their neurostimulator surgically explanted prior to the MRI scan, resulting in an additional surgery for the patient and additional costs to patients and the healthcare system. This authorization of full-body MRI scans in Europe is another important milestone for Axonics, differentiating our te

Fantastec Joins Forces with Arsenal FC Launching Official Blockchain Collectibles App22.2.2019 14:30:00Pressemelding

Fantastec announced today its first football licensing agreement with Premier League club Arsenal FC for a new blockchain authenticated collectibles app called Fantastec SWAP. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20190222005277/en/ Arsenal players appear on Fantastec SWAP in official licensing deal (Graphic: Business Wire) London-based Fantastec is a leading sports fan technology innovator, and its blockchain based ‘SWAP’ app will have broad appeal to global sports fans, gamers and sports card collectors alike. Fantastec SWAP unlocks unique and authentic club content through the app, like player autographs and exclusive footage. With its innovative blockchain technology, fans around the world can now discover, collect and swap officially licensed club collectibles with other fans with complete trust. “Fantastec SWAP is a game-changer for international football fans as well the sports collectibles industry,” commented

Volkswagen Protects Virtual Key Sharing App with Trustonic Application Protection22.2.2019 13:42:00Pressemelding

Volkswagen is working with mobile cyber security leader Trustonic to enable customers to use smartphones to access their vehicles, and to securely share their digital car keys to grant access to others via a smartphone app. Volkswagen is using the Trustonic Application Protection (TAP) platform to secure the mobile app and ensure that sensitive information and key transfer requests are securely displayed to, and approved by, a real authenticated user on a trusted device and not by hackers or malware simulating a user or device. “The smartphone is becoming the vehicle key of the future and our We Connect service is the interface for this today in the new Volkswagen Passat,” comments Alf Pollex, Head of Infotainment and Connected Car at Volkswagen AG. “The user installs the We Connect app on their smartphone which is then authorized via the infotainment system with a Transaction Number. The Mobile Key will be compatible with Android-based Samsung devices. No mobile network connection is

Mundipharma EDO GmbH: US FDA grants Orphan Drug Designation for etoposide toniribate in relapsed/refractory biliary tract cancer22.2.2019 13:30:00Pressemelding

Mundipharma EDO GmbH, part of the Mundipharma network of independent associated companies, and Imbrium Therapeutics L.P., an operating subsidiary of Purdue Pharma L.P., today announced that the US FDA has granted Orphan Drug Designation (ODD) to etoposide toniribate for the treatment of relapsed/refractory biliary tract cancer, also known as cholangiocarcinoma.3 This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20190222005126/en/ Biliary tract cancer is a rare tumour with approximately 8,000 patients diagnosed in the US every year and 10,571 in Europe.4,5 The FDA grants ODD status to medicines intended for the treatment, diagnosis or prevention of rare diseases or disorders that affect fewer than 200,000 people in the US. Radical surgery is the only curative treatment for biliary tract cancer but, in most cases, the cancer is inoperable. Patients who fail first-line chemotherapy have limited treatment options and the standard of

Lenovo Data Center Group Delivers Broad Edge Computing Portfolio, Expands Investments in IoT22.2.2019 13:13:00Pressemelding

Next week at MWC Barcelona, Lenovo Data Center Group (DCG) will showcase continued investments in its solutions supporting IoT and edge computing as part of its IoT growth plan over the next few years. Building on the momentum of its fifth consecutive quarter of profit growth, Lenovo DCG is building a portfolio that takes infrastructure to where the data is, whether that be in the traditional data center, in the cloud or increasingly, at the edge. Today, around 10 percent of enterprise-generated data is created and processed outside a traditional centralized data center or cloud. By 2022, Gartner predicts this figure will reach 75 percent. This migration is driving increased concerns around data privacy, security and regulations coupled with challenges of latency, bandwidth and downtime. Lenovo is addressing these challenges by creating a broad portfolio of edge computing offerings that address the different ways that customers want to deploy edge computing solutions for IoT use cases.