In a world where the lines between work and play often blur, the tourism industry has witnessed a remarkable evolution in travel patterns since 2022. What began as a niche trend, ‘bleisure’ tourism—blending business and leisure—has now become a major driver in hospitality, adapting and thriving in our post-pandemic reality. Shaun Lamont, Managing Director of First Group Hotels and Resorts, shares some insights into how this phenomenon has transformed over the past two years and its impact on the hospitality industry.
The Changing Landscape of Bleisure
“Bleisure travel looks quite different now compared to two years ago,” says Lamont. “We’ve seen a shift from predominantly domestic, extended-stay remote workers to a more diverse mix of travellers balancing office and remote work. It’s not just about working from a different location anymore – it’s about integrating travel experiences into our new way of work.”
Key Trends
1. The Return to Hybrid Work Models: As companies transition to hybrid arrangements, bleisure travellers are taking shorter, more frequent trips. “We’re seeing a ‘micro-bleisure’ trend,” Lamont notes. “Instead of month-long stays, professionals are opting for 3-5 day trips with family or friends that blend seamlessly with their hybrid work schedules.”
2. Emphasis on Time Efficiency: Today’s bleisure travellers focus on maximising their limited out-of-office time. “Guests are packing more activities into shorter stays,” notes Lamont. “They might have a half day of virtual meetings, followed by an afternoon on the golf course or a hike. Popular destinations cater to both productive workdays and memorable leisure time. For example, First Group’s nationwide portfolio offers facilities that are predominantly suitable for the ‘bleisure’ traveller. These include extensive leisure amenities for families while ensuring business needs are met with spacious workstations, robust WiFi connectivity, and an array of tranquil spaces conducive to productivity.”
3. Rise of “Team Bleisure”: Companies increasingly use bleisure trips as team-building exercises that allow time for rejuvenation and fun. “We host corporate strategy sessions that, for example, might include activities like golf or tennis competitions, spa treatments or local sightseeing. Alternatively, sales team meetings interspersed with mini-Olympics or leisure time at the pool or on the beach,” he adds. “This allows corporate groups to incorporate relaxation similar to a mini break while strengthening workplace relationships.”
4. Sustainable Bleisure: Eco-conscious travel has become a priority. In 2021, the World Economic Forum highlighted business travel as a significant contributor to carbon emissions. Forward-thinking companies are now weaving sustainability into their travel policies, encouraging employees to combine client visits or events into single trips, reducing unnecessary flights.
5. Wellness Integration: “There’s a growing emphasis on incorporating wellness into bleisure trips too,” Lamont observes. “Travel can be physically and emotionally taxing, so maintaining equilibrium while away from home is crucial. Hotels and resorts like First Group with excellent spa and sports facilities and that also offer nature-based activities are particularly appealing to bleisure travellers seeking to balance productivity with wellness and relaxation.”
Looking Ahead
As the concept of “bleisure” travel continues to evolve, hotels and resorts are adapting their offerings to cater to the needs of this dynamic market. “The future of bleisure is exciting and First Group’s diverse portfolio of properties provides amenities and experiences that allow guests to strike a balance between productivity and well-being,” says Lamont. “By offering world-class spa facilities, and nature-based and sports activities, we seek to support our guests in an era where work and leisure continue to blend.”
This commitment to enhancing the guest experience is echoed by one of their loyal guests who shares: “La Montagne is the perfect blend for my husband, who has retired, and me. I get to work and have meetings with the pool or sea as my backdrop while he lies in, enjoys a back massage, or takes a pizza-making class. It’s become my second home.” Lamont concludes: “Our goal is to ensure that guests leave feeling refreshed and rejuvenated, even while balancing their professional responsibilities.”
For more information about First Group Hotels and Resorts and their adaptive bleisure offerings, please visit https://www.firstgroup-sa.co.