Bleisure’s Two-pronged Agenda- Offers Travel Pleasure And Boost To Employee Efficiency

Bleisure is a portmanteau, combing business with leisure. It is a lucrative part of business tourism and is increasingly becoming a key component of corporate culture, mixing fun activities with work trips. It reflects the meetings and events industry featuring MICE programmes. Companies are strategically investing in bleisure to involve employees and curb their attrition rate. Many hotels and resorts are also reaping rich revenues by hosting corporate guests as part of their bleisure travel packages on offer.

Industry pundits espouse that the recipe for workplace success lies in bringing the corporate hierarchy on an equal plane to blur differences at all levels of the organisational pyramid so that it acts as a unified force. This not only revs up the respective company’s productive engine, providing a morale boost to its staff but also adds an effective impetus to the latter’s professional efficiency.

Business Plus Leisure
The concept of bleisure could be dubbed a modern-day corporate tactic to give the office personnel a vital sop and a reward for their excellent performance, plus motivate them to further deliver their best goods when it matters.

Notes Heeta Parikh, founder and CEO of reputed Indian PR firm Silverspun Brand Solutions: “The way one cannot sleep over his/her job, similarly, the job cannot suck up a professional’s me time. Striking a balance is therefore crucial for the well-being of an employee as much as it is to boost his productivity and capabilities,” she further explains.

Slice Of The Market Pie
Going by the Allied Market Research stats, the global bleisure travel market size was calculated at $315.3 billion in 2022, which is projected to reach USD 731.4 billion by 2032, seeing a CAGR of 8.9 per cent from 2023 to 2032. Also known as blended or hybrid travel, bleisure has gradually become a much-touted tourism trend in recent years.

Business travel can improve employee relations as it allows companies to invest in human resource, sending staffs on work tours peppered with leisurely outings. This may encourage those with a yen for travel to fly around desirously and look for a climb up the ladder of their career with an expected promotion and increment. Industry consultants analyse this as a win-win situation between both parties as it fortifies employee performance and in turn amps up the company’s productive power.

On The Work Front
When a person feels connected to a company, it develops a sense of belonging for him. “If an employee enjoys working with the people around, he or she works better and raves about the company outside its compound wall. This snowballs into positive publicity, leading to an image-building exercise. This is like spreading the word around somewhat like a campaign, building reputation for the house one works with. No wonder the individual will feel the urge to stay in the firm longer. Hence, bleisure travel in the contemporary context is paramount for creating an impressive brand, a favourable work environment and a work culture one loves to work in,” infers Parikh.

MICE Is Nice

A MICE event comprising meetings, incentives, conferences and exhibitions has steadily gained popularity as a core constituent of business sector of late. It is frequently held in business tourism or industry meetings.

“The principal purpose behind hosting MICEs wherein all corporate top bosses converge as part of a planned bleisure outing is to help brands leverage strategic business communication, clinch contracts, cement the ecosystem, reinforce joint ventures and exchange knowledge in a common forum amid corporate leaders and the who’s who of the industry,” informs Shivam Mishra, manager of SKIL Events, a leading event management company.

Varied sectors like software, BPO (business process outsourcing), banking institutions, law firms, fashion houses, entertainment and cultural organisations, media establishments, ad companies or public relations agencies take part in MICEs to synergise with peers and clients on the same platform only to expand their geographies, penetrate the untapped distribution channels, net in investments and form a wider clientele base.

“The design and content of MICE events are tailored to different industrial arenas. Each industry has its own specific objectives, vision and interests that influence the planning and execution of these events,” highlights Louis D’Souza, managing director at Tamarind Global, a destination management company.

The acronym of MICE sets the tone for professionals from the same company, industry or a project to come together and solve problems, discuss plans and set goals. It's all about linking people to forge liaisons, learn, grow and be reinvigorated! “MICE is a major lever of economic growth worldwide, incorporating company meetings and incentivised travels to conventions and exhibitions. Such elaborate events shore up local economies and create meaningful experiences for the registered participants,” highlights D’Souza.

Basically, these events are devised to solidify business ties and collaborative efforts, and help pave a path to discuss industry trends, innovations and long-term opportunities. Industry stalwarts, commercial units and relevant audiences join the fray to connect, develop and promote or market their respective trades for professional gains.

Beyond Business
Amusingly, MICE events go beyond discussing mainly business issues and further include cultural (open mike sessions) or a tapestry of fun-filled activities. They are quite a draw for people from various places and industries, digging a pool of opportunities for myriad participants.

“Beyond the periphery of business jargons, which could be dull and jarring at times, we try and incorporate recreational and immersive activities to perk up the visitors’ mood and enrich their overall experience,” avers an event impresario. Karaoke sessions, performances, team-building exercises and leisure tours assist attendees in getting a much-needed exposure and having a ball. “Such elements are deliberately integrated to spice up the event, delivering a well-rounded and treasurable experience to the headcount and nurturing the latent talent in the present gathering,” claims the emcee.

From bartering ideas to spotting and promoting versatile qualities amid the crowd, MICE events not only help businesses prosper but also inspire a social cohesion. Activities include teambuilding exercises, icebreakers, entertainment and other engrossing experiences that leave a lasting impression.

MICE Tourism
MICEs are big-ticket but profitable events that play a pivotal role in advancing the travel and tourism industry. It entails high spending by attendees, a deep economic impact, job creation and infrastructural development that ultimately translate to the notion that MICE events aid in comprehensively thriving the destination and other allied industries.

Industry watchers endorse that MICE travellers are much likely to spend more wads of megabucks without hesitation than the overly-hyped leisure jetsetters. This, in turn, churns out chunks of revenues for the destination in view, wooing more events and people to its hotspots in the process.

MICE tourism is a major revenue generator in the modern travel and tourism economy. The travellers hailing from industries like tech, banking, pharma, automotive and insurance industries feel no pinch to loosen their purse strings. “At times, many MICE travellers don’t have to even shell out money from their pockets to bear their trip expenses, as companies reimburse the same unlike in the case of regular tourists. The catalogue of expenditure chiefly includes flights, accommodation, dining, transport and leisure activities,” apprises D’Souza.

By hosting MICE events, a city can also eventually exalt its image and reputation to both tourists and to the stakeholders, thereby showcasing to the world that it is a dynamic place to visit and carry out business from.

Lucrative Bleisure
Netting in bulk revenues from bleisure events, the service industry metes out some exciting offers to lure in prolific corporate heads and their friends-n-families, keeping them preoccupied with the constituents in and around its smart, swish venues.

“From local community bonding, art-historical site visits, adventure sports, camping, meditation, indigenous craft workshops to thrilling pool games in crystal-clear waters, we cater to diverse interests with an eclectic mix of amenities. This makes the stay of the business class worthwhile, thus balancing their work commitments with enjoyable pastimes,” reports Sakshi Sehdev Dogra, spearheading sales and marketing (Eurasia) at Wyndham Hotels & Resorts.

Royal Treatment
Somesh Agarwal, MD and chairman of Radisson Blu Palace in Udaipur, promises a regal affair to his visitors with Rajathani hospitality and its vibrant, colourful culture. “We believe in dishing out the best to our guests and bleisure travellers are on our priority agenda as one of the chief target segments that we woo,” he imparts.

Gourmet dinners with Rajasthani thalis, decadent wellness packages, nature walks, classical folk music of the Manganiyars, traditional handicraft learning of bandhani or tie and dye, pottery, puppetry, jewellery making — a facet of the princely lifestyle and Rajput cultural heritage is always presented to a select footfall of bleisure enthusiasts.

Such tours are dedicated to enhance the travel spell of the visiting guests who can connect with the local populace through curated experiences. Hopping to famous landmarks and museums, enjoying thrilling adventure sports such as trekking, camping and water games, undergoing spiritual healing, partaking in meditation practices, indulging in body-pampering sessions plus discovering the beauty of Udaipur with sightseeing tours — all this and much more dominate the planned travel programmes with lavish leisure facilities.

“Guests can also join studios to learn traditional crafts from local artisans and opt for other amusing activities to let hair down after a day of consecutive meetings. Additionally, our in-house state-of-the-art gaming arcade provides a fun and entertaining environment for guests of all ages,” avers Agarwal.

Glamping In Style
Adding value for money to the travel diaries of both domestic and international bleisure seekers with subsidies and uniquely curated packages, the bleisure hosts across the world try and tick all the boxes to leave no room for complaints.

“Providing for our guests with nothing short of optimised resources and facilities is our ultimate aim and that is by far non-negotiable,” assures Pardeep Siwach, deputy general manager (accommodation) at Mayfair Spring Valley Resort in Guwahati.

“Besides booking hotel rooms, we look for the X-factor if any, like glamping outside during our bleisure backpacking days as the idea is to make every experience uplifting and unforgettable. The Gen-Z just loves these trips and look to travel repeatedly as for many, the opportunity appears to be life-altering and often gives them a positive career push with a competitive edge,” dispenses Akash Bothra, a corporate leader.

Hotels and resorts orchestrate outdoor and indoor activities like local community bonding, art-historical site visits, adventure sports, camping, hiking, sightseeing, spa sessions, spiritual healings, indigenous craft learning, yoga classes, pool games, visit to the nearest amusement parks to attract an impressive traffic and pep up its bleisure sojourn.

A Spa Session During Bleisure Trip

Bleisure: A Boost To Revenue Stream
The importance of bleisure can be felt as a growing trend in the corporate sector and the metric is a key catalyst to business economy. Hotels too earn a decent percentage of their revenue from accommodating corporate guests as part of their bleisure junkets. “Our bleisure guests use additional services, such as the spa regimen, food and beverage options as well as other recreational activities. While corporate heads remain busy with their heavy workloads, their families go all out to enjoy various activities on offer at the hotel, thus bumping up the revenues further,” confirms Dogra.

Agarwal recalls that “from the very outset of our property’s establishment, our primary motive has been to cater to the diverse markets. Our business perspective was never to restrict ourselves to just one niche but spread our wings to several quarters. Our larger vision was to acquire the reputation of a leading hospitality player. From our initial focus on the wedding industry, we explored other avenues along the way and had the opportunity to serve different sectors, ranging from MICE events, corporate galas and offsites to prominent industry gatherings, etc.”

Today, a significant portion of the resort’s revenue stream is generated from corporate guests who often demand bleisure travel services. “This trend has been visibly proliferating as more and more professionals merge business with luxurious leisure owing to flexibility of working norms. This way, they can work with an open mind, keeping an outlet at hand to grab a chance to unwind and recharge their exhaustive batteries,” notes Agarwal.

Post the Covid-19 era, bleisure travel gained substantial fillip among both domestic and international touristers looking to save time and money. This trend is especially prominent among younger backpackers who often extend their stays by a few days beyond their official commitments. “Travellers can benefit from lower rates for longer halts, such as attending a conference, which allows them to save on airfares and lodging. Essentially, their companies help subsidise a part of their vacation. These indirect savings encourage trippers to spend more on hotel amenities, directly driving hotel revenues,” shares Siwach.

Corporate Entourage
A company's top brass can also include its family and personal relations in the itinerary of business vacations when it overstays to enjoy the holidays. “Well, this practice is not uncommon to corporate honchos who include their kith and kin on the travellers’ list. However, it depends on the organisation itself and how it manages its cost-to-company agenda. Many companies have specific policies regarding bleisure travel and the inclusion of friends and family members in the vacays,” reports Parikh,

The aforesaid factors often determine the extent of expenses the company will cover and what must be borne by the executives personally. “In lenient corporate set-ups, it is an acceptable norm to fuse business and leisure travel by inducting in families, whereas the majority of others might frown upon this decision,” distinguishes Parikh, explaining further that “transparency and ethical behaviour are crucial. The bosses must ensure that their personal contingent does not cause a conflict of interest or misuse the company resources. Thus, family arrangements are made separately and kept usually detached from the respective company’s capex to avoid any confusion or potential misappropriation of corporate funds.”

Bulk corporate bookings are an important revenue source for the resort owners and hoteliers. The size of the corporate groups and the number of bookings do vary but typically range from a small team of 15-20 officials to larger delegations of 600 people. “We generally receive the bookings well in advance as companies plan their retreats and conferences meticulously to ensure a seamless experience for their staff,” informs Agarwal.

The capacities of corporate cohorts greatly hinge on the given event. Companies’ travel agents are quickly pressed into service to secure the preferred venues and service packages. “However, post pandemic, the booking windows became less predictable with some organisations opting for shorter lead times due to certain uncertainties experienced in the recent past,” chips in Dogra.

Statistically on a comparative basis, Siwach asserts that the corporate entourage nearly doubled in size from what it was five years ago. “The introduction of corporate travel desks, collaborations with event companies and partnerships with hotel chains made planning and organising such tours — precisely of short durations —more facile with easy and minimal preparation,” he claims.

Shape Sightseeing From A Corporate Bleisure Trip

Package Stimulus
Tailor-made trips are designed with special packages featuring alluring cuisine and adventurous activities at the hotel that house bleisure travellers for a brief period. “A packed schedule of personalised rapport-building activities during work hours or on the weekends attracts bleisure participants in huge numbers. The culinary world also embraced this trend, catering to distinctive tastes and palates with curated buffets as well as special table d'hôte menus, which play a crucial role in enhancing the travel experience,” intimates Siwach.

Dogra talks about serving exclusive food and beverage options right in the guests’ room for a comfortable dining experience and for the visitors’ downtime, curated sightseeing options are provided to explore the local attractions and culture. “Whether you're here for business or pleasure, our packages ensure making the most of your stay with a perfect balance of productivity and relaxation,” she sums up. A roster of activities is conducted during bleisure beyond talking shop to involve the office personnel and elevate their equation with the senior executives.

Cost Of Service Suite Dependent On Location
The service packages offered by the hospitality industry vary in cost location wise. “Yes absolutely. The amenities can differ in price based on the sites under consideration. Several factors contribute to this,” deduces Gupta.

Local operating costs, hotel property, package inclusions, et al can outline the cost of services in the offing. “The cost of staffing, facilities and local taxes can vary enormously depending on the geographical address. For example, a package in a major international cosmopolis like Dubai might be more expensive than the one in a smaller domestic city. The volume and the level of luxury can also impact the expense package. A mammoth hotel with additional facilities like a spa or multiple restaurants with multi-cuisines will likely have a higher price point than a mid-size property. The specific integrations within the package will also influence the cost. An extravagant package inclusive of breakfast, airport transfers and holistic spa treatments among others will naturally be dearer than the modest bundle offer with just a basic room and breakfast,” amplifies Gupta.

Special Concession
Good news is that corporate clients get special discounts for bleisure jaunts at plush properties. “Well, corporate guests do receive special markdowns for their bleisure stays at our facilities. The hotel offers tailored packages and perks to encourage bleisure travel, including discounted rates, complimentary amenities, access to the hotel's exclusive club lounge, late checkouts and Marriott Bonvoy points (the Sheraton Hotels and Resorts chain is owned by Marriott International), specifically designed for business travellers who extend their stopovers for leisure purposes,” notifies Gupta.

By ensuring a smooth transition from work to leisure and providing special sops during bleisure sojourns, the swanky haunts upgrade the overall travel experience for corporate clients, making it both convenient and cost-effective to combine business with leisure on their trips. “This approach embraces the broader industry trend of complying with the rising demand for bleisure travel, thereby ensuring guests with a completely satisfying stay,” assures Gupta.

Pramita Bose

Guest Author Pramita Bose is a writer on matters related to Personal Finance