A Bleisure Path to Purchase and How to Market to It - By Ashley Proceviat
'Bleisure' travelers, those who sneak in some leisure while travelling primarily for business, are probably not a new phenomenon. But, that doesnt mean they arent increasingly attractive to travel marketers.
According to a survey from Bridgestreet Global Hospitality, 83% of respondents say they use time on business trips to explore the city theyre visiting. Sojerns latest Path to Purchase report examines eight travel profiles, and provides insightful marketing takeaways. Lets take a look at bleisure traveler Michael to see how travel brands can reach him in the best way.
Heres what a Bleisure path to purchase might look like
Michael is frequent traveler based in Dallas, Texas, and often travels to Singapore for business. He enjoys sporting events and is an avid travel researcher. Lets look at his path to purchase below:
Use data to target precise dates
Major regional hubs like Singapore, London, and New York provide many low-cost flight options to nearby destinations. Our Destination Report: A Focus on the United Kingdom and France shows that people who visit London are likely to tag on a trip to Paris and vice versa. So, if youre within a couple hours flight of these cities, its worth advertising to people traveling there.
For example, on December 25, while Michael is in Singapore, he books a long weekend trip to Kuala Lumpur. With Sojerns access to real-time search and booking data, we can help travel brands target travelers when they are in-destination, for more targeted messaging.
Incentivize business travelers to stick around
Michael, like many travelers, worries about missing out on the best dealhence conducting multiple hotel searches before and even after he books. This is a great opportunity to upsell a few extra nights. Hotels that typically cater to business travelers during the week can offer a discount to promote them to stay over the weekend. Dynamic Creative is one way to promote cheaper weekend options, prompting the Michaels of the world to book and extend their stay in-destination.
Build brand loyalty across destinations
Theres a luxury hotel brand in particular that made a big impression on Michael while he searches. So much so, he returns to search it once back home. Then when hes back in Singapore, his leisure planning returns. He looks specifically to head to Kuala Lumpur, a short journey away from Singapore. It is that luxury hotel brand that continues to be the focus of his travel planning. Ultimately, after a month of searching, he converts with them.
Michael is clearly interested in this particularly hotel chain. Stay top of mind by highlighting other properties that Michael may be interested in staying at. Video is a great way to show of a propertys particular offerings. This then, gives Michael an opportunity to dream of his next Bleisure adventure.
Want even more marketing takeaways on different paths to purchase? Check out our entire report now!
Ashley is Sojern's Marketing Manager, EMEA & APAC and works in the London office. Originally from Canada, she's been living in London for over four years, and is actively trying to fill all the pages in her passport. She has never met a cheese she didn't like.
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