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TRAVELER TRENDS
131M
MONTHLY
SMART DATA UNIQUE
VISITORS
LEADS TO
BETTER RESULTS 1.9B
MONTHLY
SITE PAGE
VIEWS
2
comScore, Expedia Group Global Data,
January 2018
DEFINITION:
BLEISURE
bəˈ lēZHər
• the practice of combining
business travel and leisure
travel into one trip.
3
Data Collection Method
Online survey translated and tailored to
bleisure travelers’ native languages
inquired details of their bleisure travels
in the past 12 months (since March
2017) and beyond
Sample Size
METHODOLOGY
More than 2,500 bleisure travelers from
China (511), Germany (515), India
(510), the United Kingdom (511) and the
United States (504) Bleisure Traveler Trends
Qualifying Criteria
Must have traveled for bleisure in the
past 12 months since March 2017
4
WHO IS THE
BLEISURE TRAVELER?
BLEISURE IS BOOMING
65%
Nearly 40% increase since 2016 study when
60% 60% 62%
43% of US business trips were bleisure trips 56% 58%
60%
of business trips turned into
bleisure
TOTAL US UK DE IN CN
8% 23%
6%
31%
Technology/IT/Software
36%
Manufacturing
Once a week 3+ times a month 2 Nights 3 Nights
Finance
4+ Nights 1 Night
Healthcare Once or twice a month Once every 2-3 months
29%
71%
12%
36% 36%
64% 64%
88%
23%
38%
62%
77%
International Domestic
Expedia Group Media Solutions – Bleisure Traveler Trends
A2: Roughly what percentage of your business trips are domestic vs.
international? 10
Trips Trips
BUSINESS TRIP
PURPOSE
67%
46%
42%
30%
5%
51% 52%
of domestic of international
business trips business trips
are bleisure trips are bleisure trips
40%
30%
20%
10%
0%
Mar-17 Apr-17 May-17 Jun-17 Jul-17 Aug-17 Sep-17 Oct-17 Nov-17 Dec-17 Jan-18 Feb-18
US UK DE IN CN
35%
Not Alone
Alone
65%
64% 36%
do not have have friends/
friends/family in family in the
the destination destination
5.0
3.9 3.7 3.8 4.0
3.4 3.4
3.2
2.9 2.8
2.6
2.0
TOTAL US UK DE IN CN
15
Expedia Group Media Solutions – Bleisure Traveler Trends
C2: How many of those days were for business, how many of those days
LEADING FACTORS IN
BLEISURE CONVERSION
TRIP DURATION & PROXIMITY
Business trips that are two nights or more, and far away from home, are most likely to convert to bleisure
When are you more likely to turn a business trip into a bleisure trip?
16%
I have to stay for 4+
nights Destination is far from
49%
home
I have to stay for 2 or 3
50%
nights
Equally likely
I only have to stay for 1
night 36%
12%
17
Expedia Group Media Solutions – Bleisure Traveler Trends
A13/A14: In which of the following scenarios are you more likely to turn a business trip into a
LEADING FACTORS IN
EXTENDING FOR BLEISURE
Great entertainment/activity city 48%
18
Expedia Group Media Solutions – Bleisure Traveler Trends
A11: What are the biggest factors that influence your
decision to turn a business trip into a bleisure trip?
WHAT MAKES A GREAT Food/restaurants 56%
BLEISURE DESTINATION
Beaches 52%
Every destination has great food; those
with unique cuisine or a culinary scene Natural sightseeing locations 51%
can capitalize on the rise of culinary travel
Weather 50%
Sightseeing, both natural and historical, is
appealing to bleisure travelers, and can Historical monuments/sightseeing 49%
also be promoted in connection with other
activities or experiences
Museums/art/culture 41%
Museums, art and culture play a role in
drawing travelers to a destination for Iconic/bucket list/must visit 39%
bleisure
Almost None
4% 7%
7% Talk to friends/family 54%
1-2 hours
Travel related websites 47%
3-5 hours
35% 44% Talk to coworkers 45%
6-10 hours
Destination websites 44%
10+ hours
Social media 30%
Online using
Online using search
search engine
engine 65%
3% 9% Almost None
7% Talk to friends/family 48%
1-2 hours
Travel related websites 44%
34% 3-5 hours Travel related websites
Destination websites 44%
48%
6-10 hours
Destination websites
Talk to coworkers 42%
10+ hours
Social
Talk media
to coworkers30%
33% 20%
Ground Transport Guided Tour
27% 19%
23Trends
Expedia Group Media Solutions – Bleisure Traveler
C3: Researched & booked: Which of the following items did you
Car Rental Sporting Events
personally research and/or book for the leisure portion of your
GOING THE DISTANCE
WILLINGNESS TO TRAVEL FOR BLEISURE
STAYING PUT VERSUS VENTURING OUT
of bleisure trips were in the of bleisure trips were in a
67% same city as business trip on 33% different city as business trip on
average average
79%
72%
67% 66% 65%
54%
46%
TOTAL US UK DE IN CN
60%
50%
40%
30%
20%
10%
International Domestic
26
Expedia Group Media Solutions – Bleisure Traveler Trends
A8: How far from the business destination are you willing to travel for the leisure portion on a domestic or an international bleisure trip (by different mode of transportations)?
TOP DESTINATIONS
FOR BLEISURE
TOP DESTINATIONS FOR AMERICAN BLEISURE
TRAVELERS NASHVILLE AUSTIN LAS VEGAS
WASHINGTON, DC
CHICAGO
SILICON
ATLANTA
VALLEY
BOSTON
DENVER FORT
MINNEAPOLIS
PHILADELPHIA LAUDERDALE
PHOENIX
RIVIERA MAYA
DALLAS
MIAMI
COUNTY NEW
ORANGE
HOUSTON
ORLEANS
PORTLAND
CANCUN
LONDON AMSTERDAM
BIRMINGHAM
MILAN
EDINBURGH GLASGOW
MUNICH
BANGKOK ISTANBUL
BERLIN
MANCHESTER
ORLANDO
ALGARVE
EAST MIDLANDS
DUBLIN BARCELONA
PARIS
DUBAI
NEW YORK LAS VEGAS
BUDAPEST ISTANBUL
YORKSHIRE
MALLORCA ISLAND
VIENNA
MADRID
LISBON
Expedia Group Media Solutions – Bleisure Traveler Trends
D4: How would you classify the following place as it relates to bleisure travel? -
ROME 29
Better for bleisure
TOP DESTINATIONS FOR GERMAN BLEISURE
TRAVELERS LOS ANGELES
BERLIN LISBON
DUESSELDORF
BANGKOK
AMSTERDAM
PRAGUE
AUSTRIA CITIES
PHUKET
BALTIC
MUNICH
HAMBURG
COLOGNE
SEA
PARIS NEW
YORK
BARCELONA
FRANKFURT
ISTANBUL
LONDON
VIENNA
LAS VEGAS
ROME
DUBAI FRANCISCO MIAMI
STUTTGART MALLORCA ISLAND
STOCKHOLM
SAN
DRESDEN
GARDA LAKE
Expedia Group Media Solutions – Bleisure Traveler Trends 30
D4: How would you classify the following place as it relates to bleisure travel? -
Better for bleisure
TOP DESTINATIONS FOR INDIAN BLEISURE
TRAVELERS PHUKET
NEW YORK PUNE
JAIPUR
LONDON CHENNAI
PARIS
KOLKATA
AMSTERDAM
SINGAPORE GOA
DUBAI HONG
KUALA LUMPUR
KONG
MUMBAI
GURGAON
DELHI NEPAL
SYDNEY
BANGALORE
ROME
VIENNA
COLOMBO
ZURICH
BANGKOK
HYDERABAD
VEGAS
LAS
PATTAYA
BALI
SHANGHAI
PARIS
FUKUOKA
HONG KONG
SINGAPORE
CHIANG MAI
SAN FRANCISCO
BALI LAS VEGAS
KYOTO
GUANGZHOU KUALA
LUMPUR
TOKYO BEIJING
NEW YORK
LOS
TAIPEI
ANGELES
LONDON
SEOUL PATTAYA
SYDNEY
OSAKA
MACAU
DUBAI SHENZHEN
PHUKET GUAM HAWAII
OKINAWA
Expedia Group Media Solutions – Bleisure Traveler Trends
D4: How would you classify the following place as it relates to bleisure travel? -
Better for bleisure 32
BUDGET BASICS
& PAYMENT PREFERENCES
SAVVY SPENDERS OR SAVERS?
More than half of bleisure travelers spend the same amount or more on a bleisure trip
versus solely leisure, and most save for bleisure travel
Hotel 32%
Airfare 19%
Dining 16%
Ground Transport 6%
Souvenirs 6%
Recreation passes 4%
Plays/Musicals 4%
Guided tours 3%
Museum passes 3%
Sporting events 3%
Other 1%
Cash 47%
QR codes 4%
Cash 47%
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