Bleisure travel has been cited as an emerging trend for years. During the Amadeus Rail Innovation Forum, we explored the bleisure travel opportunity for the rail industry. Who are the travelers that are predisposed to combine work with some days off? How can you inspire them to book rail?
Carlson Wagonlit Travel recent study states that bleisure is a matter of frequency, gender, and age. How true can this be? We asked 3 different travelers how they got inspiration for booking their trip to the Amadeus Rail Forum in Prague.
Millennials: a frequency matter
"Frequent travelers are the least likely to take bleisure trips. This was my case, as I only stayed in Prague for the business trip."
What about the booking process? Millennials are confident to find the same information on a mobile device or a desktop. Millennials are a mobile synonym, that’s why you need to make sure that your rail offer is bookable across all channels.
"For booking my Prague trip, I used the Amadeus e-travel management mobile app. It’s easy to book and find all travel content. Lastly, the CheckMyTrip app is a must in all my trips. A single platform to store and find all my trip information."
FEMALE TRAVELER: A GENDER MATTER
Female travelers are the most likely to add a leisure trip when going on a business trip.
"I added some leisure days before the event started. What was my motivation? In my case, seeing Prague’s Instagram page inspired me to stay longer. Just imagine that on this page, I could find a short video of how quick it is to take a train from Prague to Karlovy Vary. Including a link to book my rail journey." Such initiatives could inspire bleisure travelers to add a rail component to their journey.
Rail should be present at the inspiration stage. Platforms such as Instagram or Facebook can help you to inspire your travelers.
Generation Z: an age matter
Travelers between 20 -25 years old are most likely to add a leisure component to their business trip. What do you need then to inspire generation Z to book rail?
The core part of inspiring this generation’s booking process is made through inspiring content that will be consumed in seconds. Again it is all about inspiration.
"What did inspire me? Mirja convinced me to add some extra days before the event started, after seeing a nice Prague time-lapse video on her Facebook account. The city’s video convinced me to start looking for some leisure activities to do, making the booking reservation directly through the airline’s website."
Now it's your turn to inspire your travelers to book rail. Get to know them, personalize your offer according to their different needs and you will win the battle for the customer.
Did you miss the event? Watch now the video experiment!