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International business Travellers Definition

The Growing Trend of Bleisure Travel

Laptops and mobile devices, hotels and travelWhat do you get when more and more business travelers extend their stay at their destination for leisure purposes? Bleisure travel is the awful moniker coined to define what is undoubtedly a growing trend in the travel industry, as the blurring of personal and professional lives of travelers increases on a global level. Others refer to this recent phenomenon as “bizcations” where the business trip leads to a short vacation, with some rest & relaxation – also known as R&R.

According to a recent survey by Pullman Hotels, conducted by the research firm Ipsos, and looking at the behaviors of 2, 200 seasoned international travelers, company-owned mobile devices are indeed very much at the heart of their everyday travel behaviors, as reported by Skift:

  • 43% of international travelers always take their mobile professional devices with them on holiday or on weekend trips;
  • The Chinese and the Brazilians are “blurring” champions and the most connected travelers. 79% and 71% respectively have at least one mobile professional device (compared with 60% in the other countries);
  • French and German travelers are the ones that blur their professional and private lives the least;
  • The French have a very negative opinion of the use of mobile professional devices. Most notably, 59% of them believe it to be a source of stress;
  • 43% of the survey sample acknowledges that they work before going to their workplace.

business travel trendsAN OPPORTUNITY FOR DESTINATIONS

While these statistics point towards a very real potential conflict between personal time and business, it also underlies another phenomenon where business travelers are now more upfront about going on some business trips with spouse and even sometimes children. According to a US report published by Orbitz in 2012, polling 600 American business travelers, 72% said that they take extended executive trips that have a leisure component. And 43% had a significant other accompany them on a business trip!

Knowing how much vacation time goes unused by most Americans, specially compared to Europeans, this can therefore represent a great opportunity for destinations catering to the American business traveler segments. Europeans cities and most big American cities can reap the rewards from this trend, where a business trip to Paris can be extended into a weekend in London, Belgium or South of France, or a trip to Philadelphia or New York be followed up on the seashore to Atlantic City, for example. Of course, many may decide to extend their stay in the city where the conference or meeting took place, to discover and make the most of their hotel rooms.

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