Have you heard of the ‘ bleisure’ trend? We shine a light on this new type of business tourism.

A new kind of business traveller has transformed the ‘urban hotel’ concept by mixing work and leisure. Not only are guests’ stays becoming longer as a result; hotels are also expanding their culinar y offerings, wellness experiences, social activities and

In the mere seconds it takes you to read this sentence, hundreds of new mobile apps will have been created, and thousands of clicks will have confirmed holiday bookings and other purchases around the world. This is the kind of breakneck speed that has come to characterise all aspects of modern life—including the tourism industry. It’s now facing the exciting challenge of reviewing business models and coming up with solutions to meet the new demands of customers with various social, demographic and generational profiles. One of the most recent developments is the emergence of ‘bleisure’ (a portmanteau of ‘business’ and ‘leisure’). This trend is changing the game for urban hotels, upending traditional

tourist seasons and dismantling the typical categories that we once boxed travellers into.

After attending their pharmaceutical conferences, art conventions or technology presentations, more and more business travellers are taking advantage of the opportunity to extend their stay and explore their surroundings further—sometimes even bringing their partner or family along for the weekend. They do this safe in the knowledge that their employers—who know that wellbeing and a good work-life balance are crucial for productivity—approve, encouraging a healthy attitude towards both professional and personal life.

Text: ARANTXA NEYRA

‘“Bleisure” travellers are curious, restless and dynamic. They like to keep up to date on the latest trends and they always make the most of their time, whether they ’re on or off the clock. For them, the lines between leisure and business have faded. They don’t want to compromise either their work or their lifestyle’, explains Sofía Muntaner, Global Brand Marketing Specialist for Innside by Meliá. With all this in mind, hotels that once catered specifically to the business sector are undergoing a transformation. They ’re becoming multifunctional, flexible spaces that can serve not only as workplaces and meeting centres, but also hubs of exploration that allow guests to discover the destination in their free time and connect with the city and community. Within the context of their respective market positioning, the world's leading hotel chains (Mercure, Pullman, Hyatt, CitizenM, Soho House, Mama Shelter, etc.) are increasingly adding lifestyle components to their urban hotels, including culinary experiences, spas, culture, sports and social events, however they can. Major capitals (New York City, Chicago, Los Angeles, Tel Aviv, London, Paris, Tokyo, Singapore, Shanghai) and smaller cities like Barcelona are the most popular destinations among these travellers, while good weather, cuisine, culture and beaches are the attractions most likely to persuade them to extend their stay.

SUN, SAND AND… SUITS?

With 63 years of experience in the market, a presence in hundreds of destinations and global recognition as a leader in hospitality, Meliá Hotels International has embraced this evolution easily and naturally. As a result, the company has reinforced its leadership in this new sector. The group is carefully repositioning some of its brands, such as the ‘bleisure’ brand par excellence: Innside by Meliá. Juan Escarrer, General Manager at the Innside Palma Bosque, has been watching things change, even on an island that has traditionally been a holiday destination. ‘Palma is gradually becoming more of a “bleisure” destination, and Meliá’s investment in the sector plays a role in this, as does the fact that the location itself is perfect for anyone who wants to mix business and pleasure. The growing number of restaurants on the island, the improvements in facilities and infrastructure and the good weather have made us a leader both within Spain and throughout Europe’, he says.

A central location that allows guests to make the most of the destination; excellent cuisine and long opening hours (with many restaurants open 24/7); modern, practical design and, of course, state-of-the-art technology (giving guests access to WiFi and mobile apps to enhance their experiences both inside and outside the hotel); sports facilities and the advice of local influencers... Juan Escarrer and his team kept all of this in mind while remodelling the Innside by Meliá Palma Bosque. ‘We’ve completely transformed everything, which has first and foremost required a change of mentality’, Escarrer tells us. ‘We’re offering a much warmer, more homely experience, which we’ve enhanced through social media, free minibars, Chromecast in every bedroom, a 24-hour gym with a virtual personal trainer, events like our vermouth parties—which are already famous on the island—and unique activities that hotels have never included before, like escape rooms. All this without compromising the basic Innside amenities: firstclass beds and showers, and a spectacular breakfast.’

In addition to Palma, the Innside Brand currently has a collection of balanced lifestyle hotels in major cities in Germany (Frankfurt, Düsseldorf, Leipzig and Aachen), France (Paris), Great Britain (Manchester), the United States (New York), China and Indonesia—and over the next three years, it plans to double its portfolio. ‘Up until now the Innside brand has been focused solely on

FOR 'BLEISURE' TRAVELLERS, THE LINES BETWEEN LEISURE AND BUSINESS HAVE FADED.

THEY DON’T WANT TO COMPROMISE EITHER THEIR WORK OR

THEIR LIFESTYLE.