Targeting ‘bleisure’ business
The longstanding distinction between business and leisure travelers is blurring. Now hoteliers are looking for ways to identify and reach hybrid customers.
GLOBAL REPORT—Hoteliers are pursuing a new segment of the travel market, known as "bleisure" or, as Avis has dubbed it, "bizcation." The overarching question now is what hoteliers can do to target and attract that business.
Pullman Hotels & Resorts, which operates 84 4- and 5-star properties around the world and recently released a study about the blurring distinction between work and leisure lifestyles, has introduced a "Time for Pleasure by Pullman" promotion designed to convert business travelers to leisure stayovers. Now available at more than 50 hotels, the packages—which require a stay of at least three consecutive nights—include unlimited Internet access; "Lounge Connectivity by Pullman" services; breakfast buffet; and a discount on hotel services such as bar, restaurant or video-on-demand.
Another major luxury hotelier interested in developing specific offers for "bleisure" travelers is Belmond, formerly Orient-Express, which operates 45 global hotel, rail and river cruise assets.
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