The continued popularity of “bleisure” – the blending of business and leisure travel – reflects a growing trend in how professionals now approach their work-life balance. With nearly 48% of business travelers now extending their trips by a few days to explore new destinations, what does bleisure mean for hoteliers and how can technology play a part in achieving guest satisfaction?
There are many reasons why this is popular, such as changing attitudes toward work. A recent survey found that 80% of Americans are comfortable with working from their hotel and can easily blend work with leisure, a trend that gained momentum during the pandemic. Business guests may feel uncomfortable about booking time off for a vacation or want to preserve their PTO, a concern that bleisure effectively addresses. Integrating leisure into work trips offers guests an opportunity to reset and escape from current stresses while many also bring their partners or families along for the journey.
With more travelers planning to take at least two bleisure trips this year, understanding their requirements is a must for hoteliers to attract their business, create a more enjoyable stay and encourage them to return again.
Technology for business and leisure
More than 90% of guests stated that fast Wi-Fi was the most important factor for a hotel stay as they need it to remain connected for work with tasks such as video downloads/uploads, Zoom/Teams meetings, and online collaboration. Staying in contact is also an important part of leisure time too, as many guests like to use technology to keep in touch with family and friends. Another key element is the in-room entertainment, as guests, especially families, love being able to stream their favorite content directly to theTVs, to unwind and enjoy quality downtime together.
A robust, secure and fast internet system is therefore vital for a hotel to meet these tasks and a managed Wi-Fi network is a must as it offers bandwidth control, enabling it to be adjusted to periods of high demand. It also provides valuable insights into guest behavior through its reporting and analytics, to not only enhance the guest experience but to also make each stay more special.
Work from anywhere
Guests appreciate having a comfortable place to work, and while nearly 70% of them are happy enough to work from their own rooms, many would love to work from the hotel bar or even by the pool. Hoteliers can seize this opportunity to create the perfect working environment by offering fast Wi-Fi throughout the property, giving guests the freedom to choose where they feel most productive. A solution like Passpoint, formerly known as Hotspot 2.0, is perfect for providing secure, seamless connectivity with easy, hassle-free authentication. Whether in the conference room or relaxing at the coffee shop, workers can stay connected effortlessly, allowing them to work smoothly and effectively wherever they are.
Time-saving technology
After extending their business trips by a few days, bleisure guests are eager to make the most of every moment, and technology plays a key role in helping them save time. Over 40% of guests are happy to use the hotel’s website, app, or an automatic kiosk for check-in, making their stay even more convenient and enjoyable. By streamlining operations, hoteliers can free up the front desk a bit and offer guests more choices. It’s a win-win situation for guests and managers.
Tourist time
It’s also no surprise that such guests are short on time to research outings and attractions for their upcoming trips, and this is where an in-room digital concierge becomes the perfect assistant. Whether guests are looking for recommendations for local restaurants or need to request room service, or housekeeping, it’s a great solution for busy travelers who want everything at their fingertips. A smart room device can make their stay even more comfortable by adjusting the heating and lighting exactly to their preferences, all without the need to call the front desk. The digital concierge can also recommend the hotel bar for happy hour, enabling advertising and upselling for the property.
Tapping into this market means hoteliers will have to move away from the traditional divisions of business and leisure, but this will bring more opportunities, as this market is forecasted to expand with a CAGR of 19.5% in the next decade. This guest is a loyal guest who will make return visits if they are happy so it makes sense to build loyalty into their offer, whether through a discount for extending their stay or a voucher to enjoy a complimentary spa experience. With AI now on the horizon, now is the time for hoteliers to curate a perfect guest experience, one that is flexible and meets their needs.
As these guests experience a seamless blend of work and leisure, hotel technology should follow suit—being easy to use and hassle-free, working effectively behind the scenes. You can dive deeper and explore more here.
Mike Womack is vice president of Americas partner sales with Nomadix, an ASSA ABLOY company. He brings more than 20 years of successful sales leadership with a proven track record of exceeding annual sales targets, capturing new markets and positioning organizations for growth.