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The bleisure opportunity for the rail industry

September 11, 2017
Author: Marta Desviat

Is bleisure travel an opportunity for the rail industry? Is it still a trend? During the Amadeus Rail Innovation Forum 2017, the Guild of European Business Travel Agents, GEBTA gave us some good insights on this trend. Read on to discover the analysis that Mirja Sickel presented on behalf of GEBTA's Director, Marcel Forns.  

What is bleisure

Bleisure is the combination of a business trip with leisure. Today, more and more travellers are willing to join this buzzword. But what does the traveller need to extend their business trip into a leisure one?

  • Longer business trips
  • Week's end proximity
  • Exciting destination and affordable cost to trip extension

IS BLEISURE STILL A TREND?

According to Expedia, more than 43% of US business trips are extended for leisure purposes. On the other hand, CWT research highlights that 20% of business travellers take bleisure trips every year, based on 2,9M worldwide air trips.

43% of business trips are bleisure

There are many different statistics, but they all have something in common: bleisure is growing trend that you can now benefit from. The reasons:

  • The percentage of leisure trips that have a business component is growing
  • According to CWT, by 2020 millennials will represent the highest bleisure rates
  • TMCs and corporations have embraced bleisure as a necessary part of their travel policies

"Only by adapting to the modern business traveller can businesses retain top talent, while increasing productivity.”  Philip Haxne, EMEA  Regional Director, Global Business Consulting American Express GBT

the opportunity for the rail industry

If you are looking to address this trend we bring you some tips to succeed:

  1. The right segment. As we have seen before, millennial workers are top bleisure travellers. Your offer should address the different youngest generation's needs. Don't forget about Generation Z! After baby boomers are the next big fans of rail. 
  2. The right offer. Use big data to boost travel efficiency and get a competitive advantage! This will help you differentiate your offer through the different segments and offer personalised travel options. 
  3. Partnering to winCombining rail travel with cross-selling products typically common in business trips such as hotels or airport express services would integrate your rail offer into the travel ecosystem.
  4. International distribution. Adjusting your rail distribution strategy to effectively sell to both domestic and international travellers, across all rail distribution channels.

Did you miss the Amadeus Rail Innovation Forum in Prague? Take a look at Mirja's presentation now

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