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Until recently, passengers were typically divided into two categories: business and leisure. Fares, service offerings and schedules are strategized based on these two distinct types of travelers. However, the landscape of air travel has changed due to the pandemic, blurring the lines between work and holiday travel.
Work hard and have fun
While demand for ‘bleisure’ was booming before the pandemic, the market took off after travel disruptions caused by lockdowns around the world.
So, as demand for air travel continues to rise again, more business travelers are choosing to make the most of business travel by incorporating leisure activities into their trips. In fact, Forbes reports that up to 89% of people plan to add personal vacation time to their business trips by 2022.
Another reason the ‘flash’ is on the rise is generational change: the growing population of millennials and Gen-Zs (who value work-life balance more than other generations).
‘Bleisure’: the perfect mix
‘Bleisure’ travel has many benefits for travelers and businesses alike. For travelers, it’s a great way to break the monotony of business travel and explore new destinations. It allows them to experience new cultures, try new foods and see new sights. Additionally, some business travelers choose to bring a friend along to spend a few extra days together.
For businesses, ‘bleisure’ travel can also be beneficial. It helps attract and retain top talent as it allows employees to enjoy a work-life balance. Additionally, it helps reduce travel costs as employees may be willing to pay for their leisure activities while on the go. And needless to say, for airlines, the increase in ‘flash’ has paved the way for new sales opportunities.
Increasing trends
According to the “Top Passenger Behavior Trends to Watch in 2023” by Passenger Experience Forum:
“Until recently, airlines divided passengers into two categories: business and leisure, allowing carriers to divide pricing, seating and schedules. However, since the pandemic, these distinctions have blurred – forcing airlines to rethink and adjust schedules, prices and even flights to account for the changing tides.” He forced them to enter.
This change has led to many airlines and travel agents offering packages that include both business class tickets and leisure activities such as tours. Similarly, some carriers are offering multi-city flights and flexible booking options to allow business travelers to extend their trips beyond their business obligations and take advantage of the opportunity to explore new destinations without breaking the bank.
So, what does the future hold for the bleisure market? Marvin Lee, Marketing and Alliances Account Manager at Asia Pacific Airlines, told Travel Weekly:
“With the increasing globalization of business and technology, the once clear line between business and leisure travel is becoming increasingly blurred.”
Sources: Passenger experience platform, A trip every week, Forbes
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