With MMGY Global’s projection of a slowdown this year in leisure spend and frequency, it is important for industry marketers to focus on audience segments that are still driving growth. And, based on the Portrait of Business TravelersTM study that we released last year, the business travel segment remains one of those prime targets. However, the profile of that traveler is changing and creating an even greater prevalence of trips where the lines between business and leisure blur.
This week, MMGY Global was honored to sponsor Expedia Media Solutions’ presentation on Bleisure travel at the Destinations International (DMAI) annual conference in Montreal. And the presentation – delivered by Global Senior Director Wendy Olson Killion – highlighted great opportunity for destinations to grow in-market spend, increase length of stay and drive potential repeat business by catering to these travelers.
According to a custom study Expedia Media Solutions commissioned with Luth Research, 43 percent of all business trips taken include some form of Bleisure spend. And, when Bleisure is added, those travelers are spending more in the destination and increasing their room nights within the destination.
Motivations among this group vary, but understanding those variables can create better targeted messaging, group sales strategies and lead generation tactics. Some of these travelers – 66 percent, according to the study – are motivated by the cost savings of adding leisure to an already-paid-for business trip, while others (60 percent) are less likely to travel frequently for leisure purposes and see these trips as an incremental opportunity.
To learn more about the motivations of these travelers, their purchase path behaviors and other insights, you can download the full study on the Expedia Media Solutions site.