The Current Issue in Travel or Hospitality Industry: Bleisure Travel

This paper explores the emerging trend of 'bleisure' travel, where business travelers extend their trips for leisure purposes. It examines the motivations behind this trend, the benefits and challenges it presents for both travelers and the hospitality industry, and analyzes a case study of the Powerscourt Hotel Resort and Spa in Ireland. The paper concludes with recommendations for businesses and destinations to capitalize on the growing popularity of bleisure travel.

THE CURRENT ISSUE IN TRAVEL OR HOSPITALITY INDUSTRY

Table of Contents
INTRODUCTION................................................................................................................................2
LITERATURE......................................................................................................................................4
Bleisure........................................................................................................................................4
DISCUSSION.....................................................................................................................................6
CASE STUDY POWERSCOURT HOTEL...........................................................................................6
CONCLUSION AND RECOMMENDATIONS.......................................................................................8
REFERENCES.....................................................................................................................................9
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INTRODUCTION
There is a new trend which has been observed in the tourism industry and it is known as
bleisure in which the employees have a chance to relish their business travel. In the recent
studies, it is evaluated that around 40% of the employees are staying for extra days/nights
during their business travel. The major business destinations of the UK are London, Edinburg,
and Manchester. In addition to this, there is an online platform called “laterooms.com” that is
used for accommodation services by the business travellers. The major requirement of the
business travellers with their accommodations is pool, saunas, and gym which reflect their
requirement of leisure services so that they could enjoy their stay effectively (Gonzalo, 2013).
Still, the major argument that occurs is that it is beneficial for the business or it is just an
opportunity for the employees to spend some good time and forget about their objectives.
In our opinion, it is a great opportunity for employees to go on business travel and also stay
some extra days/nights so that they could explore the city. Still, the prime question is that is it
all about relaxation and enjoyment. In the recent time, the bleisure tourism has been increased
and the effectiveness of the trend could be understood through the example of travel hotels
and agencies that avail huge benefits. It is essential for the hotels to effectively focus on this
area in order to deliver longer stay offers and discounts to the business travellers along with the
more chances of leisure travel. The reality of bleisure is that major people tend to enjoy their
business trip by exploring different sites such that they take off for some days to enjoy the time
with their family members or alone.
The age group of the business travellers has been classified in a category of 18 to 35 years who
are majorly contributing to the business travel. The major generations in this category are
women that belong to diverse ethnicity as compared to the previous generations (Hospitality,
2014). The guidelines of the business travel have been changing by the group as they are
transforming the business travel into personal trips due to the high-class services and
opportunity to enjoy different programs and events. In addition to this, they want to explore
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the destination site and utilize every possible opportunity to gain knowledge and values so that
it could be applied in their life.
The study on this topic is helpful in gaining the effective understanding of the travel industry
along with the deep knowledge of the concept. I addition to this, the impact of the bleisure in
the tourism industry is also assessed along with the issues and challenges that are observed in it
(Ashworth & Page, 2011). There are some journals which are discussed in order to acquire more
data and information regarding the trend.
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LITERATURE
Bleisure
The process through which a person travels for business prospects is known as business travel
and it could be any national or international travel with a certain objective of the organization.
In the recent time, this kind of travel has been increased and attracting the tourists at the huge
level. The data from 2014 to 2015 of the global businesses have been assessed and it is
evaluated that they have spent around 5% on the business travel and they will be developing
revenue of 1.6 trillion by next 5 years.
The bleisure travel is known as the travel in which the professional needs are amalgamated
with the leisure activities that occur during the business travel. The concept of bleisure travel is
a completely new trend in the industry which has been made by combining leisure and business
(Hospitality, 2014). It has gained huge popularity in the recent time and it is a profitable area
for the travel companies and the hotels. There are various groups and people who have
recently joined to such kind of travel for better outcomes.
It has been understood from the bleisure report that most of the people who are travelling for
the business purpose add two more days in their trip for the vacation. The major activities in
the bleisure are restaurants, rides, art and culture. There are various benefits that could be
avail by employees through bleisure such as knowledge of culture and tradition along with the
city that help them in acquiring required ideas for their visits (Tala, et al. 2011). The knowledge
and information of the city could be effectively utilized while exploring the city and
understanding the environment effectively. The concepts which have been understood could
be used by the company in their development and help the employees in becoming more
productive, creative, positive, and motivated.
It is essential to remember that the productivity of the employee will be high when they have
adequate rest. For instance, when the employees are travelling for a long journey to a new city
then they will be feeling exhausted and they will require some period of time to get enough
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rest so that they feel refresh for the meeting (Vivion, 2016). In addition, the employees need to
relax after the meeting as they have to return to their hometown which could be possible when
they rest adequately. The companies are thinking to provide some time to the employees so
that they could enjoy their business trip and also make some time for leisure with the work.
There are people from the age of 45 to 54 who are contributing in the business travel but there
is a second group of the millennial who is majorly interested in the business purposes along
with the leisure time. It is observed that the half of the people in the group asked for extra days
during their trip in order to explore the major destination sites (Jones, et al. 2016). The prime
reason due to which the young people in the group are asking for extra days in their trip is to
gain substantial knowledge and understanding of the culture and tradition along with the city
(McLeay, ND). The advancement of technology is helpful in accessing the destination sites and
leisure. The young generation possessed adequate knowledge of the technology such that they
access the information regarding the sites which makes them interested in the bleisure.
Generally, the trip is extended by the people for 3 to 4 days in order to stay some more days
but this opportunity is not possessed by major of the people due to the lack of time,
undesirable destination, cost, and company policy. Furthermore, there are various companies
who are prioritizing an adequate balance between the personal and professional life which
states that they are introducing leisure travel programs for their employees in order to
motivate them to enjoy at their every business trip (Lichy & McLeay, 2017). Still, it not for the
business purposes and for such kind of travel someone has to pay for the expenses. It is
observed that not all the companies are willing to spend such amount of money on their
employees but the rapid growth of bleisure in the market makes company avail the benefits
such that they provide the opportunities to the employees.
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DISCUSSION
CASE STUDY POWERSCOURT HOTEL
The Powerscourt Hotel has been located in the Powerscourt Estate, Tinnehinch, Enniskerry,
Wicklow, Ireland. There are various facilitates and services are offered by them to the visitors
that are visiting the place for both business and leisure. The Great Sugar Loaf Mountain is easily
visible through the valley and it could be seen between the tall beech trees. The avenue slopes
down around the woodland before meeting up the Palladian elegance of the Powerscourt Hotel
Resort and Spa (Ali, et al. 2014). The location of Powerscourt Hotel Resort and Spa is on the
finest estates of Ireland as it has a historic view along with a manicured garden and waterfall
which is highest in Ireland. The resort provides leisure activity such as picnics and barbecues
near the waterfall which is an attraction for the visitors.
It is one of the scenic resorts in Ireland as it provides the beautiful view along with the historic
estates in the country. There are various services and amenities provided by the resort to the
visitors like for sports-loving people, there are two huge golf courses and a luxury spa expanded
in around 30 thousand square foot. The hotel also possesses a signature restaurant along with a
traditional Irish pub which makes a huge attraction. In addition to this, the hotel provides the
facility of visiting Wicklow which is known as the Garden of Ireland. There are various activities
which are available for the visitors such as walks, cycle, golf, cook, equestrian, surf, fish, paddle,
archery, and spas (Hudson & Hudson, 2017). In addition to this, there are several attraction
sites that could be visited by the visitors such as Glendalough, Killruddery, Russborough House,
etc.
During the stay of visitors for some extra days, they could travel and visit the nearby areas for
enjoyment and relaxation which also provide the best experience. It has been stated by Forbes
magazine that major of the business travellers possess the required budget in order to fulfil
their extracurricular activities and personal entertainment (P. Crick & Spencer, 2011). The
management team of the Powerscourt Hotel Resort and Spa effectively maintain a healthy
relationship with the travel groups in order to conduct their business functioning.
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In addition to this, the Powerscourt Hotel Resort and Spa conduct several events and seminars
in which the visitors are provided with accommodation in discounted prices along with several
services and facilities (Verma, et al. 2012). Also, they provide accommodation to the family
members of the visitors at discounted prices. The Powerscourt Hotel Resort and Spa also
provide the internet services which are highly strong in the mountainous region.
Millennial are highly attracted to bleisure as they have the facility of travelling without any
concern for returning as they don’t have any spouse or children (Mok, et al. 2013). Whenever
an event or seminar is conducted in Powerscourt Hotel Resort and Spa, the management team
ensures that the visitors enjoy the events or seminars and also spend some relaxation time in
order to overcome from the stressful and hectic life of the metro cities.
It has been understood from the activities and services provided by the resort that it is highly
suitable for bleisure (Yeoman, et al. 2012). In addition, their management team plays a major
role in the success of their resort and help in delivering high-quality facilities to their visitors.
The effective promotion strategies are helpful for them in gaining effectiveness among the
customers and building the strong image in the market.
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CONCLUSION AND RECOMMENDATIONS
The business travel has been changing due to bleisure as it has been providing the huge benefit
to the travel agencies and hotels because they are developing more profit by providing
packages to the business travellers. It is observed that the trend is appropriate for the
millennial whose age group is 24 to 35. The people who belong to the old age prefer to go on a
business strip without extending their stay at the destination.
The emergence of the bleisure possesses a huge influence of technology and the millennials
because they have the adequate access to the information and they grab every opportunity to
enjoy every moment. The generation has changed the purpose of travel business such that
making it funnier and enjoyable without forgetting the main purpose of the business trip. The
major benefit of bleisure is that new culture and tradition could be explored along with the
attainment of knowledge regarding the destination which provides the employees with new
opinions and perspectives in order to become stress-free and relax. Still, the disadvantage of
bleisure is that the increase in days of trip incurs more cost and also affects the time. The case
study of Powerscourt Hotel Resort and Spa in Ireland are successful in conducting bleisure trips
for the visitors such that providing high-class experience to the business travellers along with
several services.
The trend of bleisure has been growing with time and it is attracting the huge number of people
who want to travel and discover different areas. In addition to this, the companies are also
interested in conducting such kind of business trips for their employees in order to enhance
their efficiency and help in gaining effectiveness.
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REFERENCES
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Travel In 2014. Skift. Available online at http://skift. com/travel-trends/14-global-trends-
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paradoxes. Tourism management, 32(1), 1-15.
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content/uploads/2014/10/BGH-Bleisure-Report-2014. pdf.
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Digital Approach. Sage.
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Tourism Marketing, 1-14.
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tourism, and leisure. Routledge.
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International Journal of Contemporary Hospitality Management, 23(4), 463-478.
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 Verma, R., Stock, D., & McCarthy, L. (2012). Customer preferences for online, social
media, and mobile innovations in the hospitality industry. Cornell Hospitality Quarterly,
53(3), 183-186.
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 Vivion, N. (2016). Bleisure travel: The benefits of mixing business travel with leisure.
 Yeoman, I., Robertson, M., Ali-Knight, J., Drummond, S., & McMahon-Beattie, U. (Eds.).
(2012). Festival and events management. Routledge.
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