We’re more connected than ever—and it’s changing how we work.
Corporate employees are increasingly inclined to vacation while working. With nearly 400 million business trips booked annually in the U.S., workplace travel is an industry of its own. And the trends that define it are constantly evolving.
Business and leisure travel are merging, hybrid work has shifted patterns and travelers are increasingly seeking physical challenges and holistic experiences during business meetings. It all creates an opportunity for hospitality marketers to cater to corporate clients who want to combine work with a little fun.
First, understanding the mindset of the business traveler.
Audience insights show business travelers are motivated by experiences that have a “newness” factor, and they’re looking to be challenged. As hospitality marketers think about corporate group programming, spotlighting—or developing—experiences that can push the envelope may also push their destination to the top of the list.
Athletic accomplishments appear highly valued by the business traveler community, with their more active vacation style informing the meeting group experiences that resonate most. Biking and walking tours indexed almost 100% over the average for business travelers, making these two programmatic opportunities that any destination or organization courting meeting groups can explore.
Blurring the lines between business and leisure travel.
“Bleisure”—the combination of business and leisure travel—is a term we’ve been discussing for a few years now, and it’s still on the rise. As corporate travel rebounds to pre-pandemic levels, hospitality marketers have a growing opportunity to tap into these shifts.
Corporate travelers are increasingly seeking authentic, local experiences. This certainly informs group programming, but can also spark an extended stay incentive, giving guests more free time to explore. Think creatively about how groups can be courted with special rates for guests to extend their stay at a price that benefits you both.
This approach is becoming more common. In 2023, over 65% of business travelers added a day or two of leisure time to their work trips. As the line between business and leisure travel continues to blur, hotels that offer extended room rates or added-value propositions are well-positioned to capture this growing market.
Zoom with a view.
Employees are increasingly blending remote work and quick calls with their travel arrangements, creating a new type of business traveler that Deloitte has coined the “laptop lugger.”
Those intending to work during holiday trips jumped from 19% in 2022 to 34% in 2023—meaning your leisure guests may also be your business travelers. It’s a significant shift in traveler behavior, driven by the flexibility of remote work and the adoption of hybrid work models.
For hospitality marketers, it calls for a reassessment of traditional guest categories and service offerings. These travelers typically stay longer at their locations than those traveling for professional reasons alone, so capturing their attention is key to capturing their business. Consider how accommodations and amenities can help these hybrid leisure-business guests keep up with the demands and interests they’re juggling.
Sweat the small stuff.
From yoga and meditation to high-intensity interval training fitness classes, exercise is making its way to the top of travelers’ itineraries, and it’s inspiring group programming as well.
Corporate planners are rejecting traditional meeting spaces in favor of formats and schedules that prioritize attendee well-being, giving hotels that offer organized onsite wellness activities or modern gym facilities a competitive edge.
Group activities—from archery classes to sunset strolls—that provide breaks from intense meeting schedules are becoming more common as event planners seek to incorporate local culture. It’s a holistic trend that caters to travelers seeking work-life balance and meaningful experiences while setting new industry standards of how and where they work.
Meet the demands of modern business travel.
From providing flexible workspaces to offering extended stay options and integrating wellness and athletic-oriented amenities and programming, the space between work and leisure is continuing to disappear. To remain competitive, hotels and resorts need to review—and rethink—the strategies they’re using to meet the needs of today’s business travelers.