Introduction

In the current changing labor and travel landscape, the trend of “bleisure“—the combination of business and leisure—has emerged as a dominant preference especially among Generation Y and Generation Z,

“…temporary visitors who stay at least 24 hours in the visited country and whose purpose of travel can be classified under one of the following headings:

• Leisure
• Business…”

This trend not only reflects a change in the priorities of business travelers but also poses new challenges and opportunities for companies managing these trips. According to studies, adapting travel policies to the needs and expectations of Generations Y and Z is crucial for organizations looking to attract and retain this emerging workforce. This analysis will explore in detail the concept of ‘bleisure’, the importance of personalizing travel policies for these travelers, and achieving effective adaptation.

Generation Y

Known as Millennials, refers to people born approximately between 1981 and 1996. This generation follows Generation X and precedes Generation Z. Millennials grew up during a period of rapid technological advancements and significant sociocultural changes, and are characterized by their familiarity with digital technology, extensive use of the internet and social networks, and an orientation towards globalization and diversity.

Common characteristics of Generation Y include:

• Technology and Digitalization: Millennials have witnessed the rise of the internet, smartphones, and social networks, which has influenced their way of communicating, working, and consuming information.
• Education and Employment: This generation tends to value education and professional development. They have also faced economic challenges such as the global financial crisis of 2008, which has affected their job and economic prospects.
• Values and Lifestyle: Millennials often seek a balance between work and personal life and value flexibility in the workplace. They also tend to be aware of social and environmental issues.
• Adaptation to Change: Growing up in a time of rapid change and globalization has made them adaptable and open to new ideas and experiences.

In summary, Generation Y or Millennials are those who were born during a period of major technological and social transformations, and their characteristics and preferences reflect this context.

Generation Z

Generation Z, also known as Gen Z, refers to the demographic group born approximately between the mid-1990s and early 2010s. This generation follows the Millennials (Generation Y) and precedes Generation Alpha. Key characteristics defining Generation Z include:

• Digital Natives: They grew up with digital technology, the internet, and social networks as an integral part of their lives. They are very familiar with devices such as smartphones, tablets, and computers from an early age.
• Diversity and Inclusion: Generation Z values diversity and inclusion both in their personal lives and in the workplace. Companies and organizations are expected to adopt inclusive and respectful policies towards different gender identities, sexual orientations, and ethnic backgrounds.
• Environmental and Social Concerns: They have a high awareness of social and environmental issues such as climate change and social justice. They are motivated by the desire to have a positive impact on the world and tend to support brands and companies that share these values.
• Mental Health: Mental health is a significant concern for this generation. They are more open to talking about mental health and seek work environments that offer support and resources for emotional well-being.
• Education and Careers: They value education but also seek training options that are practical and directly applicable to their careers. They prefer flexible work environments with opportunities for professional growth.
• Consumer Behavior: They are demanding consumers who research before making purchases and seek personalized experiences. They prefer brands that offer authenticity and transparency.
• Connectivity and Communication: They use social media platforms and instant messaging to communicate and stay informed. Traditional communication methods such as email are less utilized by this generation.

In general, Generation Z is shaping how businesses and organizations approach technology, work, marketing, and social responsibility, leading to a transformation in various aspects of modern and professional life.

The Concept of ‘Bleisure’

The term ‘bleisure’ is an amalgam of the words ‘business’ and ‘leisure’. It describes a growing trend where business travelers extend their work trips to include recreational or tourist activities. This phenomenon reflects a cultural shift where the traditional divide between work and leisure is blurred, allowing professionals to enjoy a more balanced and enriching experience during their business trips.

The rise of ‘bleisure’ can be attributed to several factors. Increasing workplace flexibility and the rise of digitalization have allowed employees to combine their work commitments with personal experiences. Additionally, the COVID-19 pandemic has accelerated the adoption of hybrid and remote work models, leading to a greater willingness to mix business with pleasure. Employees increasingly value quality time outside of work and seek ways to maximize their experience on every business trip.

Travel Preferences

Generation Z and Generation Y, born between the mid-1980s and early 2010s, represent a significant and growing portion of the workforce. This generation has unique characteristics and expectations that influence their travel preferences.

• Identity and Diversity: About 28 percent of Generation Z identifies as LGBTQ+, reflecting greater openness and acceptance towards diversity compared to previous generations. This influences their expectations regarding inclusion and cultural sensitivity in business travel.
• Mental Health: Only 15 percent consider their mental health to be ‘excellent’. This concern for mental and emotional well-being is crucial for understanding how these generations approach the balance between work and leisure.
• Crisis Context: They were born and raised in an environment marked by global crises such as global conflicts, the COVID-19 pandemic, and climate issues. This experience has shaped their values and expectations regarding work and travel.

These characteristics drive them to seek a more flexible balance between their professional commitments and personal interests, driving the demand for travel policies that align with their needs and expectations.

Seven Keys to Adapting Travel Policies

Seven essential keys have been identified for companies to adapt their travel policies to the needs of Generation Z. These keys are explored in greater detail below:

1. Flexibility in Travel Scheduling: They value flexibility and the ability to adjust travel plans according to personal needs. Travel policies should allow changes in travel dates and duration without severe penalties. Flexibility can also include the option to extend the trip for leisure activities or to choose additional destinations.
2. Inclusion and Diversity in Providers: Given the high percentage of Generation Z identifying as LGBTQ+, companies must ensure their travel policies include inclusive and respectful providers and accommodations. This includes offering lodging options with clear policies on equality and non-discrimination.
3. Support for Mental Health and Well-being: With only 15 percent feeling excellent in terms of mental health, it is crucial that travel policies include resources and support for well-being. This can include access to mental health services during travel as well as options for managing stress and maintaining a healthy work-life balance.
4. Options for Local and Authentic Experiences: These travelers seek meaningful and authentic experiences during their trips. Travel policies should encourage the exploration of local and cultural activities and provide personalized recommendations that go beyond traditional tourist options.
5. Technology and Planning Tools: They are digital natives and expect to use technological tools to manage their trips. Companies should offer intuitive platforms and mobile applications that allow employees to plan, book, and adjust their trips efficiently. Additionally, the integration of real-time communication tools can facilitate coordination during travel.
6. Clear Compensation and Reimbursement Policies: Clarity in compensation and reimbursement policies is essential to avoid misunderstandings and ensure a positive experience. Companies should establish transparent procedures for the reimbursement of expenses related to leisure activities and ensure employees are aware of and understand these policies.
7. Education and Open Communication: Open communication about travel policies and education on how to make the most of ‘bleisure’ opportunities are fundamental. Companies should provide clear and accessible information about travel policies and encourage continuous dialogue with employees to understand their needs and adjust policies accordingly.

Impact on Companies and the Workforce

Adapting travel policies to meet these expectations not only benefits employees but also has a positive impact on companies. By implementing well-designed ‘bleisure’ policies, organizations can enhance employee satisfaction and engagement, leading to higher retention and productivity.

Additionally, by providing an inclusive and flexible environment, companies can attract a diverse pool of talent, aligning with modern expectations about equity and quality of work life. This adaptation can also strengthen the employer brand, positioning the company as an attractive place to work.

On the other hand, companies must be prepared to manage the challenges associated with these new policies. Effective implementation requires careful planning and a deep understanding of employee needs, as well as an investment in appropriate technology and resources.

From the perspective of companies providing services to bleisure travelers, this trend offers a significant opportunity to diversify and expand their offerings. Travel agencies and service providers must adapt to the growing demand for solutions that integrate work and pleasure, developing personalized packages and services that reflect the preferences of Zoomers and Millennials. This can include offering accommodations that align with values of diversity and inclusion, as well as incorporating advanced technologies that facilitate travel planning and management. By doing so, these companies not only enhance their competitiveness in an expanding market but also contribute to creating more satisfying travel experiences tailored to the needs of a new type of traveler.

Furthermore, the ability to understand and anticipate the demands of travelers allows these companies to establish stronger relationships with their corporate clients, who increasingly value the ability to offer integrated and personalized experiences to their employees. Close collaboration between providers and companies can result in higher customer satisfaction and greater loyalty, consolidating the position of providers as strategic partners in business travel management.

Conclusion

The rise of ‘bleisure’ and the unique characteristics of this sector are redefining the business travel landscape. Adapting travel policies to meet the expectations of this generation is crucial for companies that want to remain competitive and attract top talent. The seven proposed keys offer valuable guidance for effective adaptation, highlighting the importance of flexibility, inclusion, well-being, and technology.

Furthermore, this phenomenon presents a significant opportunity for companies providing travel services, which must innovate and tailor their offerings to meet the changing needs of their clients. In doing so, these companies not only enhance their competitiveness but also contribute to a more satisfying and enriching travel experience for the new generation of travelers.

In summary, understanding and addressing the preferences and expectations of bleisure travelers is crucial for companies and service providers seeking to thrive in a rapidly changing environment. The ability to adapt and innovate will be key to navigating this transformation successfully and ensuring lasting success in the business travel sector.

You can always count on le Luxure to help you with your bleisure travels to Mallorca!