Some changes are coming in 2017 to the way the travel industry views business travellers. No sooner has a trend come along before another takes it place.
Recently, ‘bleisure’ travellers have been all the rage for hotel marketers. The group who like to extend their business trip to indulge in some leisure time have been prominent targets for all hotels.
But now bleisure is now being overtaken by a new term; ‘workventure’.
With World Travel Market’s 2016 global trends report indicating people are increasingly looking towards wellness travel and exercising more often, workventure has been birthed.
It’s a term that describes a business traveller who wants their extra trip time to be a little more adventurous. This new trend is closely related to the rise of microadventures, in which people take quick but highly active getaways.
What defines a workventure traveller?
There are a number of ways workventure travellers differ from your average business man or woman. Whether they are getting up early to take a hike or extending their stay to go rock-climbing, workventure travellers are refusing to segment business and personal travel.
They’re more likely to:
- Be spontaneous
A spur of the moment decision to take a last-minute adventure is common for a workventure traveller.
- Travel with family or friends
It’s common to take someone with them to make the most of their time in a different country or location. About 75% of ‘workventurers’ have done this.
- Take a roadtrip
Neglect domestic flight and spend some extra time seeing the sights.
- Splurge on a fancy meal
In other words, try new things.
In addition, workventurers are more savvy travellers. According to these insights from Hotwire, workventure travellers are:
- More informed
They’re better at using technology, and much more likely to seek out knowledge about technology.
- Better at finding travel deals
They’re more likely to do research to make the most of their trip.
- More likely to make bookings after they arrive
They like to keep options open in regards to what kind of adventure or extra activity they embark on.
There are two big factors which may influence the workventure trend in 2017 and see it become even more commonplace.
1. Millennial Business Travellers
New reports suggest that millennials are now the most frequent business travellers. Throughout the past year millennial business travellers took 7.4 trips compared to average 6.8. In June, the Portrait of Business Travelers from MMGY Global report asked 1,007 business travelers about their business travel habits and expectations and millennials led the charge in most categories.
The findings included:
- 74% of millennials took a trip to attend a conference
- 77% took a trip to attend a meeting with another company
- 63% took a trip for professional development or training
- 59% expected to take more business trips in the next 12 months
- 69% book their own trips
- Most common booking method was via a hotel website on desktop (17%) but this was extremely fragmented through different channels and methods
Given that millennials are also the most adventurous type of traveller, this is quite the combination driving the workventure trend.
2. Business Check with LinkedIn
A new partnership between two major companies has made it much easier for business travellers to work on the move. AccorHotels, a world-leading travel and lifestyle group, has joined forces with LinkedIn, the world’s largest professional online network, to enrich its mobile app with an unprecedented new service for travellers. The new feature, Business Check powered by LinkedIn allows travellers to identify people in their professional network who are based in the city they are in, suggesting relevant profiles to connect with.
With the app, mobile and tablet users with bookings at AccorHotels can:
- Connect to their LinkedIn account and share their next business trip destination with their network in one click.
- Find out which of their LinkedIn contacts are in the city they are staying in and connect with them.
- Develop their network via a suggested list of relevant profiles residing in their travel destination.
Given these major factors, the workventure looks set to supersuede bleisure travel and remain prominent in 2017, as enthusiastic millennials dominate the business sector. Hotels should look to exploit this by offering incentives for travellers to extend their stay pre- or post-work.
Discounts on extra nights or package deals for local attractions and in-house amenities are good marketing techniques to push a sale.
Collecting customer data with a hotel booking engine is also a smart idea, to know how much of this group your hotel is attracting and if you can do more to drive bookings.
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