In recent years, the line between work and leisure has become increasingly blurred. With the spread of smart working and the evolution of travel habits, a new phenomenon has emerged (and is now consolidated): the “bleisure travel”, crasis of business e leisure.
A trend that is no longer just a trend, but a real cultural change in the way of experiencing travel.
What is “bleisure travel”?”
The term bleisure indicates travellers who combine professional commitments and holiday in the same stay.
Business travellers decide to extending the stay a few days to discover the destination, relax or share time with the family.
Similarly, leisure travellers can take advantage of this to working remotely, using appropriate digital infrastructure and comfortable environments.
Who are the “bleisure” travellers”
According to the latest market data, the bleisure traveller belong mainly to the 25-45 years, digital professionals, freelancers or managers working remotely.
These travellers:
- seek easily accessible destinations, but with an interesting cultural and natural offer;
- attach great importance to the quality of the Internet connection and the presence of coworking spaces or meeting rooms;
- prefer flexible structures, capable of adapting to work and relaxation needs;
- wish to have authentic, local and sustainable experiences.
How accommodation is adapted
Bleisure is redefining the strategies of the tourism and hotel sector.
Hotels, resorts and coworking spaces are investing in:
- Ultra-fast Wi-Fi and well-equipped workspaces in rooms or common areas;
- hybrid packages combining business and leisure services (e.g. day office + spa or experiential tours);
- flexible design with rooms that easily transition from professional spaces to relaxation areas;
- partnerships with local operators to offer food, wine, cultural or sports experiences.
Many hotels are introducing "workation” (work + vacation), allowing you to stay for longer periods with subsidised rates and integrated services.
Why bleisure is the future of business tourism
Traditional business tourism is transforming: today, people no longer want to “detach” work from travel, but living an integrated and balanced experience.
For companies, encouraging this type of travel means:
- improve the employee well-being and productivity;
- strengthen the team building and motivation;
- support practices of sustainable tourism and seasonally adjusted.
An opportunity for training in tourism management
The bleisure phenomenon also represents a new frontier for tourism and management professionals.
Understanding the needs of this target group requires transversal skills in:
- experiential marketing,
- hospitality management,
- digital innovation e
- tourism sustainability.
For those training today, knowing how to manage and enhance the bleisure segment can become a decisive competitive advantage. The bleisure travel is not just a passing trend: it is the natural response to an increasingly flexible and digital world of work.
The destinations and facilities that will be able to intercept this phenomenon will offer more complete, authentic and human travel experiences, where work and pleasure are no longer opposites, but part of the same path.
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