alberta

BETTING BIG ON BLEISURE
For guests, the biggest benefit is saving money. Since their company has
already paid for their airfare, it’s not much extra personal cost to pay for
a couple nights’ accommodation and leisure activities.
The other big benefit is the opportunity to explore the world. The
Bridgestreet study found that 96% of respondents believe they gain
cultural experiences through bleisure trips, which is why the most
popular activities are sightseeing, dining, and cultural activities.
The benefits even extend to the workplace. Most travellers feel that
adding leisure days to business travel adds value to work assignments.
Besides, as study after study has shown, a little quality downtime results
in much greater productivity. As Iles says, “Our belief is that delegates at a
conference, by being exposed to nature, will be more productive.”
The most popular activities are sightseeing,
{dining, and cultural activities.
Chicago’s Radisson Blu Aqua Hotel also offers group rates for three days
before and after a conference, and has seen an increase in travellers
extending their stay. Here in Canada, Days Inn offers a bizcation package
that allows guests to save up to 15% off the best available rate, and earn
bonus Wyndham rewards points toward a leisure vacation.
Special Rates
At The Fairmont Palliser, leisure travel is only about 25% of the hotel’s
business, and almost all of it takes place on weekends. The solution is
obvious. “We typically see the bulk of our business visitors around midweek,
and encourage leisure travel on weekends with discounted room
rates,” Woodward explains. “What we can do is really offer good value on
the weekends.”
It’s not the only property to offer special rates for business traveller as a
way of enticing them to extend their stay. Universal Orlando Resort in
Florida, which includes four hotels operated by Loews Hotels & Resorts,
offers its group room rate to meeting attendees for three days before and
after an event. Because Orlando is rated the world’s top family vacation
destination, that encourages business guests to bring their families
down after the conference is over. They’ve seen some 20% of their guests
do so - and 30% of their millennials.
More Bang for the Buck
It’s not just saving money that’s the attraction - it’s getting extra value.
Accor’s Pullman Hotels and Resorts, which operates four- and five-star
properties around the world, rebranded itself as a bleisure expert with
a “Time for Pleasure by Pullman” promotion that includes unlimited
Internet access, complimentary breakfast buffet, on-demand television
and discounts in its bars and restaurants.
Similarly, Westin Hotels & Resorts rolled out a weekend package for
business travellers that includes late checkout, extended breakfast hours,
and in-room information about local attractions and events. Another
Starwood chain, Sheraton Hotels & Resorts, launched a weekday winetasting
social hour that’s now been extended through the weekend to
cater to business guests staying on.
Meanwhile, MGM Resorts International aligned its “M life” loyalty
program with Hyatt’s Gold Passport program with the specific intention
of converting Hyatt business travellers to MGM leisure guests.
10 | alberta hospitality