Case Study

The Bleisure article was written several years ago. As we head into a Post-Corona Virus era, we know from our previous reading that business travel is likely to be the first market to recover in the travel and hospitality industries. Given this, it may well be the Bleisure Guest that paves the way for the Leisure travel market to return. For this reason it is appropriate that we better understand this guest and how to attract and satisfy them.

Question -

1. Explain the hedonic and utilitarian values derived by the Bleisure guest. Give examples from the case to support your answer. When marketing to a Bleisure guest how might a hotel balance the hedonic and utilitarian motivations?
2. The Value Equation (Exhibit 2.2 on Pg 28) can be described as a calculation comparing what you get, to what you give. Describe the Value Equation in relation to the Bleisure traveler. What specifically will a bleisure traveler get in terms of benefits and what will they have to give up in terms of sacrifices?

How is this different from straight business and leisure guests? Are there advantages in either case for bleisure travelers?