From boardrooms to beaches
INDIA, FOR centuries, has been an attractive destination for both business and leisure travellers, courtesy its diverse cultural heritage, scenic beauty, historical sites and vibrant cities. Remember, the well-established trade routes that connected the country with other parts of Asia, the Middle East and Africa. These routes facilitated both business and leisure travel as traders and merchants moved goods here and people travelled for religious and cultural purposes. During the Mughal rule, India had well-established trade routes as well, connecting it with Asia, the Middle East and Africa. These routes facilitated both business and leisure travel. The trend continued when the British were here.
Post-Independence, the Government of India recognised the economic potential of tourism and started developing infrastructure and promoting historical, cultural and natural sites. With economic liberalisation in the 1990s, rapid industrialisation and globalisation led to a significant increase in business travel as MNCs set base in India. With the advent of technological advancements and online booking platforms, it became easier for people to plan trips, be it for business or leisure.
Over centuries, though India’s travel landscape has transformed significantly, from ancient trade routes to the modern era of digital booking platforms but both business and leisure travel continue to thrive, contributing substantially to the country’s economy and cultural exchange. The concept of ‘bleisure’ in the hospitality industry is transforming the way professionals approach their work-related trips now. In fact, ‘bleisure’ has witnessed a significant rise, particularly during the period of the pandemic, and has since become an integral part of the sector. This shift was partially driven by remote work becoming common, allowing professionals to work from various locations.
As travel restrictions eased and people sought ways to relieve pandemic-induced stress, they increasingly combined business trips with leisure experiences, making the most of their time away from home. Hotels and accommodations have adapted to cater to ‘bleisure’ travellers by offering flexible booking options, comfortable workspaces and leisure amenities.
Businesses have recognised the benefits of incorporating leisure into their corporate travel policies, promoting employee well-being and productivity. As a result, ‘bleisure’ has evolved into a core aspect of the hospitality industry, and hotels and businesses alike continue to innovate to meet the unique needs of this hybrid traveller demographic.
The new target segment
“Bleisure travel emerged as a transformative trend during the pandemic and reshaped the industry landscape. Many travellers are now incorporating leisure time into their work trips, extending stays in holiday destinations to work and leveraging advanced connectivity to work remotely. Recognising the shifting dynamics and preferences of travellers, we have actively adapted to these trends, ensuring our offerings align with the evolving needs of guests seeking a blend of work and leisure,” shares Sudeep Jain, Managing Director – SWA, IHG Hotels & Resorts, adding that IHG has introduced a range of exclusive programmes and campaigns that go above and beyond, ensuring an unforgettable stay for the guests.
Recalling his tenure with the Taj Group, Veer Vijay Singh, CEO & MD, Trance Hotels & Resorts, says, “Business and leisure guests have been merging over the last 15 years or so. While launching the Vivanta By Taj brand, we had started noticing the trend and got prepared for this segment. As the earlier room designs didn’t cater to the requirements of the business travellers and suited only the leisure guests, several steps were taken to make suitable changes.”
Of the opinion that bleisure is not entirely a new segment but a rapidly evolving one, Blusalz Hospitality Founder & CEO Sunjoy K Sharma says, “Prominent hotels in Goa have embraced bleisure by offering flexible check-in and check-out times to accommodate travellers looking to squeeze in a little more leisure amidst their business commitments. It is about turning a mundane business trip into a delightful getaway,” he feels.
The bleisure trend also promotes repeat business. “Satisfied with hybrid experiences, guests are more likely to return, establishing a loyal customer base. Moreover, hotels equipped with comprehensive conference and meeting facilities are better positioned to cater to this dynamic market. The convenience of conducting business affairs within the same premises is a significant draw for bleisure travellers. Lastly, location plays a pivotal role, with hotels situated in proximity to business districts and tourist hotspots being the favoured choices,” shares Nikhil Sharma, Market Managing Director, Eurasia, Wyndham Hotels & Resort. Underlining the robust demand for travel experience, Manish Tolani, VP & Commercial Director – India, Hilton, says numerous hotels are adapting their offerings to cater to bleisure travellers after recognising this opportunity.
Bleisure travel has unequivocally emerged as a thriving customer segment and a lucrative business vertical within the hotel industry. The seismic shifts brought about by the pandemic, coupled with the widespread adoption of remote work practices, have given rise to a substantial upswing in the fusion of business and leisure travel, feels Monisha Dewan, VP - Sales & Distribution, South Asia - Marriott International. “The concept of bleisure travel embodies the juxtaposition of corporate boardrooms with idyllic beachfronts, seamlessly blending professional commitments with leisure getaways. It is an enduring trend, fortified by the enduring effects of the pandemic, and one that holds significant potential for sustained growth within the hospitality landscape,” she adds.
Not only at the brand level but at the property level too, bleisure as a segment seems to be significant. “At Novotel Mumbai Juhu Beach, our strategic offerings cater to this demographic by seamlessly blending work and play. With well-equipped meeting facilities, high-speed connectivity and a serene beachfront location, we provide a conducive environment for business activities,” says hotel General Manager Vishal Gupta. In agreement is Aloft Outer Ring Road Bengaluru’s General Manager Sita Lekshmi.
“Bleisure is a relatively newer but rapidly growing target segment. It gained prominence, especially during the pandemic, as professionals seek to combine work and leisure during their trips,” shares Tanvir Kwatra, General Manager, W Goa.
Combining business and leisure
Tolani opines that combining the two has several advantages as it includes the opportunity to achieve a better work-life balance and improve overall wellbeing. He cites a research from AMEX Global Business Travel highlighting that 57 per organisations having policies that allow young employees to extend business trips with vacation time. “Bleisure enables employees to engage in local experiences, generate innovative ideas, understand local culture and engage in meaningful interactions. These aspects can enhance customer satisfaction and bolster employee productivity, ultimately reducing the costs associated with employee turnover,” he says, adding the business traveller has the option to switch off after work and explore a new city. “This, in turn, stimulates creativity and productivity and supports personal growth. It also offers an opportunity to discover new places with reduced expenses and fewer vacation days, compared to separate leisure trips,” he says.
Dewan adds the last two years have ushered in a paradigm shift in global workforce, instating a hybrid work model where a significant portion of professionals operated successfully from their homes. “This transformation forged a new standard that endures, even as many offices have reopened. Consequently, employees have gained greater flexibility to travel while maintaining remote work capabilities, affording them the opportunity to explore novel destinations, cultures and environments. Simultaneously, they remain committed to their physical and mental wellbeing, a tenet that continues to shape and dominate the work-life equilibrium,” she avers. Singh too feels the idea is good.
However, Wyndham’s Sharma draws attention to the cons. “Balancing work commitments with leisure activities can be challenging, leading to potential distractions and decreased work productivity. The added expense of extending a business trip for leisure purposes and logistical challenges of managing different aspects of travel can be daunting,” he says.
Noshir Marfatia, Sr VP - Sales & Marketing, The Fern Hotels & Resorts, says offering flexibility to combine business and leisure can be a smart strategy. “Business travellers who can add a few extra days for leisure are more likely to choose hotels that provide the amenities and services they need for work and relaxation. To accommodate this trend, hotels can consider offering packages that cater to bleisure travellers. These packages might include discounted rates for extended stays, access to co-working spaces or curated experiences that highlight local attractions,” he feels. Gupta too opines that combining business and leisure allows professionals to maximise their trips by blending work commitments with leisure activities, making travel more rewarding and balanced.
There is nothing wrong in combining business and leisure while on a tour, says Souvagya Mohapatra, Managing Director, Atmosphere Hotels & Resorts - India, Sri Lanka, Nepal, and Bhutan. “People who indulge in mixing business and personal travel find that the combination can add flexibility and fun to otherwise standard business trips. The most tangible benefit of extending a business trip with leisure time is to save on transportation costs and, in some cases, lodging expenses,” he says.
So, does he look at bleisure as a segment? “Post-pandemic, bleisure has evolved as a very strong segment in India as Covid19 had a positive impact on the world like encouraging all to seek a better work-life balance and overall improvement in general wellbeing. This desire has led to more domestic trips, staycations and extension of business trips to have a couple of leisure days,” shares Mohapatra. In agreement with Mohapatra is Vivek Sharma who feels post-pandemic, business travellers have encouraged themselves to strive for a healthier work-life balance. “This balance has resulted in an increase of staycations, extension offers for the employees, to explore the new destination,” he says.
Bleisure overtaking traditional business travel?
Nikhil Sharma says despite gaining popularity, it’s unlikely to entirely supplant traditional business travel. “The very concept of travel often dictates the feasibility of incorporating leisure activities. Some trips demand an unwavering focus on business, leaving little room for recreational diversions. Moreover, the nature of various industries plays a pivotal role; some require consistent face-to-face interactions, limiting the flexibility for leisure additions. Additionally, company policies and work obligations, which can range from tight schedules to stringent expense regulations, may curtail the opportunity for bleisure extensions. Budget constraints further underscore the limits of bleisure, as not all professionals can afford to indulge in leisure activities during their work-related travels,” he adds.
In contemporary corporate landscape, with expanding possibilities of remote work, individuals are increasingly encouraged to extend their business trips well into weekends and beyond. “This extension does not compromise work objectives or performance standards; rather, it reflects a transformation in the mindset of the traditional business employee. This evolving trend is poised for substantial growth, gaining traction as more professionals seek to infuse a leisurely dimension into their business travels,” opines Dewan, adding the unified growth of advanced technology has played a pivotal role in facilitating this new work paradigm, enabling virtually seamless communication among business channels.
The future of bleisure in India looks promising to Tolani too, especially with the increasing number of international business travellers and return of high-profile MICE events. “It’s crucial for the hotel industry, especially traditional business hotels to recognise the potential and adapt accordingly. Creating special packages and offerings that incorporate leisure elements can attract corporate guests looking to extend their trips,” he says.
Trance Hotels & Resorts’ Singh confidently states it will never happen. “There are going to be several corporate clients visiting hotels only for business and travelling by themselves. There is also a huge MICE segment where the customers are travelling mainly for business,” he says.
While bleisure is gaining popularity, it’s essential to recognise that it complements traditional business travel than replacing it entirely. “Hotels and hospitality providers can capitalise on this trend by offering tailored services and packages. However, the coexistence of both forms is likely to persist, each serving its distinct purpose in the corporate world,” shares Marfatia.
The people who get to witness trends up, close and personal, Vishal Gupta and Vivek Sharma are divided over the same. While the former feels bleisure travel won’t entirely replace traditional business travel but will evolve due to its benefits, the latter opines that hotels have transformed their systems to cater to this new trend. On the other hand, Lekshmi feels there are strong reasons to support the changing trends. “The biggest factor is the changing dynamics of the workforce where millennials and Gen Z are forming the crux of business travellers. They are more adventurous and open to the idea of exploration. With the reach of social media, the traveller can access varieties of options to club leisure into their business travel, without having to go through the pain to ask city dwellers or searching for places in a map,” she says.
Growing popularity of bleisure travel
Hotels have substantially benefitted from bleisure travellers, says Mohapatra. “If a bleisure traveller is already planning to stay at a hotel because it is the venue of conference or the company has a corporate preferred rate, then the acquisition cost of that guest is generally lower than a standard leisure traveller who books through an OTA. The bleisure traveller’s average length of stay is longer than an average leisure or business traveller,” he adds.
Bleisure travel helps align with the evolving priorities and lifestyles of modern professionals, feels Dewan and offers a win-win situation for both travellers and hoteliers, providing added value, flexibility and opportunities for personal and professional growth. “Hoteliers can leverage this trend to curate tailored experiences, upselling services such as room upgrades, bespoke food and beverage offerings, complemented by enticing discounts and a gamut of recreational activities,” she says. Furthermore, this trend underscores the amplified advantages of loyalty programmes, serving as a catalyst for heightened brand preference and increased enrolments among valued patrons, she opines.
Agrees Tolani. “By providing tailored experiences, hotels can not only increase occupancy rates but enhance revenue streams. Additionally, offering personalised, memorable experiences contributes to guest loyalty, ensuring that travellers choose the same hotel for both their business and leisure stays,” he says. Meanwhile, Sunjoy K Sharma cites the example of Marriott Jaisalmer Resort and Spa’s offer around the ‘Work & Play’ package theme, combining business amenities with guided tours of the historic city – a win-win for both guests and the hotel’s bottom line.
“Millennials and Gen Z, valuing experiences, find appeal in combining business and leisure. For travellers, the cost-efficiency of leveraging employer-covered business travel enhances the attractiveness of bleisure. In turn, hotels strategically embracing this trend not only cater to evolving guest preferences but benefit from extended stays, maximising occupancy rates and revenue. The convergence of these factors underscores bleisure as a mutually beneficial trend for both travellers and hoteliers,” feels Marfatia.
Nikhil Sharma echoes the thoughts of his fellow hoteliers. “For travellers, it serves as a harmonious bridge between their professional commitments and personal desires. This trend allows individuals to indulge in exploration, discovering new destinations and cultures during their business trips, thereby transforming routine journeys into memorable adventures. On the flip side, hoteliers stand to benefit substantially as bleisure travel presents a unique avenue for increased revenue as guests extend their stays to enjoy leisure activities, dine in local restaurants and engage in various experiences,” he observes.
For Vishal Gupta, the trend of bleisure gaining popularity among travellers is due to the fact that optimises travel experiences. “Travellers get more value from their trips by adding leisure activities. For hoteliers, it’s a lucrative market as it extends guest stays and boosts revenue,” he says. Agrees Kwatra, “Remote work options have enabled professionals to extend their stays for leisure purposes, providing a better work-life balance.”
Growth of bleisure
Hospitality industry experts opine that the sector stands to benefit from the rise of bleisure travel. “Bleisure travel represents a positive change as it opens up new possibilities for flexible booking options and provides a chance to win over frequent business travellers with enticing offerings and exceptional experiences. Bleisure travel is not just a good idea; it’s a catalyst for positive change in both work-life balance and the hospitality industry,” feels Tolani.
The industry views this as expanding customer segments, beneficial for hotels. Diversifying beyond a singular focus, unlike some Indian hotels fixated solely on weddings, proves advantageous. “The hotel industry needs to prepare itself with closely working with architectures and interior designers who add new services to cater to this segment,” shares Singh.
For Kwatra, blesiure means adapting to the changing preferences of travellers by providing versatile amenities such as comfortable workspaces and leisure facilities. “It emphasises the importance of flexible booking options and personalised experiences,” he says. The rise of bleisure travel is undeniably reshaping the landscape of the hospitality industry, feels Nikhil Sharma, adding, “Hoteliers can expect increased revenue streams as guests extend their stays to explore destinations further, resulting in higher room occupancy rates and enhanced profitability.” He quickly adds this shift can confer a competitive edge, distinguishing hotels that accommodate both work and leisure travellers. “Diversifying services to cater to bleisure guests can foster a stronger brand image and customer loyalty, while customisation allows hotels to tailor experiences to individual preferences. Midweek occupancy rates can see a welcome boost as bleisure travellers frequently opt for longer stays,” he says.
However, this shift does not come without its set of challenges. Logistical complexities may arise as hoteliers strive to balance the distinct needs of business and leisure travellers under one roof. Managing expenses, especially when business travellers seek reimbursement, can be cumbersome. “Fluctuations in demand throughout the week can disrupt traditional booking patterns and require agile revenue management strategies. Furthermore, accommodating the work obligations of business travellers while providing leisure amenities can be a delicate balancing act,” expresses Sharma.
It is time that hoteliers need to think beyond room bookings and create memorable experiences just as happens at Blusalz’s Anant Rasa Shitlakhet property that offers traditional Kumaoni cooking classes for C-level business guests seeking authentic cultural immersion.
