The rise of business travel is a “massive opportunity” for marketers as more business travellers embrace ‘bleisure’, said Gianluca Armando, APAC director of Group Media Solutions at Expedia.
Business travel is expected to reach US$1.6 trillion in spend by 2020, based on forecasted figures by Washington D.C.-headquartered Global Business Travel Association.
Speaking at at the recent Mumbrella Asia Travel Marketing Summit in Singapore, Armando defined bleisure as “the practice of combining business travel and leisure travel into one trip”.
Recent research by the travel technology company found that on average, 60% of business trips from China, Germany, India, the UK and the US turned into bleisure trips.
This represents nearly a 40% uptake in the trend since 2016, where an older Expedia study found just 43% of US business trips were converted into bleisure trips.
Across all five surveyed markets, business travellers take at least six business trips per year and extend their trips by an additional 2.9 days for leisure on average, on top of an average of 3.9 days for work.