Report on Contemporary Hotel Marketing (Doc)
Added on 2020-05-03
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Running head: CONTEMPORARY HOTEL MARKETING 1CONTEMPORARY HOTEL MARKETINGStudent NameInstitution
CONTEMPORARY HOTEL MARKETING 2IntroductionBleisure is a term that was coined in the hotel industry to refer to adding a leisure component to business trips. This trend has become common, especially among the Millennials. Bleisure makes employees comfortable, motivated, committed and focused. These factors result in high productivity and profits for an organization. Despite what research has shown the benefits of bleisure, there is a section of people who believe that bleisure should not be encouraged since it is not documented in corporate travel policies. Additional, they argue that it is expensive and difficult to manage. Nevertheless, research has shown that more companies have become accustomed to the concept of leisure thus allocating time and resources for it. However, a gap exists in the literature on bleisure travelers target market. Information is important since it helps hotels to tailor services to fit customer needs. Therefore, this report explains the research steps involved in ascertaining the information used to profile target market for bleisure travelers. This will involve analyzing reasons for support of bleisure, considerations in bleisure travels and bleisure target market demographics. Understanding support for bleisureSince the emergence of bleisure, various businesses have adjusted management to ensure that they prioritize comfort and morale for employees while on business trips. Meaning, they must have established that there are benefits for supporting bleisure (Zahra, 2016). Understanding advantages and support for bleisure will enable hotels to find the basis for developing bleisure activities (arts/culture, sight-seeing, and dining experience) (Zahra, 2016).Bleisure instills a positive attitude in employees thus making them more productive. Admittedly, travel can be an emotional and physical burden on staff (Bridgestreet.com, 2014). Therefore,
CONTEMPORARY HOTEL MARKETING 3introducing leisure can make them more productive while overseas. Consequently, businesses experience a better return on investment. Understanding this factor helps hotel management to create activities that are fun for people on business trips (Truong, 2015). For example, they couldorganize for neighboring city visits, introducing serviced apartments and games.Similarly, businesses support bleisure because it portrays their commitment to employee morale and satisfaction. 30% of trips are done for business purposes (McLeod, 2017). 83% of people in business trips admit taking 3 or less extra days to explore the city or relax (McLeod, 2017). Meaning, even before businesses started incorporating bleisure in their travel policies, employees had ways of ensuring they have leisure during business trips (Luca, 2015). Therefore, by officially supporting bleisure, businesses show that employees’ comfort is a priority instead ofan afterthought. Understanding the basis of support for bleisure is a critical step in developing information to be used in profiling target market for bleisure travel (HJ Crawford, 2015). Apart from helping in creating bleisure schedules, it ensures that services and experiences are fit to the preferences of staff on business trips.Bleisure travels considerationsAccording to a research conducted by Travel Associates, between 20% and 30%, hotel bookings can be classified as bleisure travel (Bridgestreet.com, 2014). This calls for the need to understand factors that influence employees to turn business trips intobleisure trips. Therefore, this section provides the two main factors: business travel location and cost of extending business trips which are considered in bleisure travel.
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