The topic for 2016 was ”Heritage Tourism”; in 2015 it was “Sustainable Adventure Tourism,” and in 2014 it was “Technology and Sustainability.”
Contact the GTTP Director in your country if you want to enter the 2017 competition.
The topic for 2017 is “Bleisure” Travel. This is a category of travel that describes travelers who are able to able to take business trips and add a day or two for leisure activities before returning home.
The word has been created by taking the letter “B” in “Business Travel” and combining it with “leisure” to create the word “Bleisure.”
In addition to “bleisure” there are other equally awkward combination names: “bizcation,” “workcation,” or “bleasure” which combines “business” with “pleasure, but they all mean the same thing: adding one, two or three extra days of fun and relaxation to a business trip.
In 2016 The Carlson WagonLit Travel company analyzed 7.3 million flights taken by 1.9 million business travelers in 2015 plus flights taken in other years. Their research showed that 20 percent of business travellers take bleisure trips and that these account for 7 percent of all business trips. (We show you later where you can find this and other reports.)
You are going halfway around the world from Campinas, Brazil, to a business meeting in Eger, Hungary. It is a long, very expensive trip and you are unlikely to return anytime soon to Eger, which is a very nice town. Your meeting is two hours away by train from a World Heritage Site you have always wanted to visit; the day after your meeting there is an exhibition opening of (take your pick) rare orchids/old master paintings/old automobiles that you would really like to see. Or perhaps you want to take a one-day cooking course to learn about Hungarian cuisine; or go kayaking on this wonderful little river. That extra day or two you add to your trip is “bleisure,” and maybe your family or friends would like to join you.
Here are some of the things you can research when exploring what Bleisure means for your communities, and what it could mean in the future.
“The large number of trips involving bleisure show there is a lot of scope here for travel management companies, local travel companies and communities in how they market themselves to the business traveller.”
“Do hotels in your area offer different rates to encourage people to stay on – so they arrive as a business traveller but leave as a holiday maker?”
“Is the hotel suitable for holiday makers — or do TMCs (Travel Management Companies) need to think about hotels that are convenient for business travellers but also leisure?”
“If the business traveller wants to go off and explore local areas, what about transport options? For instance, what if they arrive for a meeting in Paris but want to travel to another area of France for a holiday and have their family join them?”
“Is there a demographic difference in the types of people who take bleisure trips? A young business traveller who has to go somewhere on business would likely want a very different leisure experience compared to an older traveller.”
“And then there is that whole universe of travel apps to help visitors navigate city transportation, attractions, events, and lodging. Does your community appear in them, or do you need to create one just for your town? And how would bleisure travelers find it and add it to their smart phone or tablet?”
—- Examples provided by Claire Steiner, director, GTTP – United Kingdom
Be sure to read the article on How to Write a good Case Study in the Guidelines for the Research Award.
Here are two links to sources of information to start you on your own research. There are many more.
Combining Business and Leisure Trips: a Quantitative Look at the Bleisure Phenomenon. Carlson WagonLit Travel 2016
Go to www.carlsonwagonlit.com. Scroll down and find “News and Media” and click on it. Scroll down until you find “Combining Business and Leisure Trips: July 2016.” Click on it and download the report.
The Rise of the ‘Bleasure’ Traveller, by Sheridan Rhodes, Micenet Magazine, an online publication of BTP (Business & Tourism Publishing)
Input to your browser: The Rise of the ‘Bleasure’ Traveller + MICE, and then click on the article.
NOTE TO STUDENTS: Do not borrow images from the Internet unless the website states clearly that you may use the images. Taking images without permission is called “copyright infringement” and can result in expensive financial penalties. GTTP will remove images from case studies if it believes there may be a copyright problem.