The fourth in a series exploring the impact of hybrid work on Western European industries, this episode explores the opportunities for destinations and brands in the growing "Bleisure Travel" market.
Bleisure, the idea of combining business travel with leisure travel, is not new but it is booming. Instead of extending business travel to include a little leisure, hybrid workers are taking advantage of flexible work to extend their vacations by getting some work done. But what, if anything, are destinations and brands doing to cater to this growing crowd?
Euromonitor's Alexander Göransson and Stephen Dutton talk us through some of their findings from their recent report, Bleisure and the Future of Travel and Work. Who are Bleisure travellers? What's different about them? What are they looking for in accommodation? What are the biggest opportunities for destinations and brands? And how big IS the market for Bleisure travel?
Want to read more about Bleisure travel? Check out Stephen's recent article. Learn more about the effect of hybrid work on fashion, food, and home in our previous episodes. And find all the latest insights on travel on our insights page.