What is Bleisure?
In recent years, the landscape of corporate meetings has seen a significant trend towards integrating leisure activities into business travel, a concept known as “bleisure” or “ombre” travel, as defined by Smart Meetings. This shift has led organizations to seek cost-effective solutions to accommodate this new trend. As a result, second-tier cities have emerged as hidden gems for event planners, offering unique opportunities for both business and leisure without compromising the quality and experience of hosted events.
The Rise of Small Market Destinations in Bleisure Travel
As trends shift in the market, the preference for these small market destinations and the growing importance of blending work with leisure activities is more prevalent than before. Exploring how these dynamics are reshaping the way companies plan and execute their corporate and incentive gatherings will help mold the future of how people meet in person. From cost-saving advantages to enhanced attendee satisfaction, we will discover the benefits of embracing small market trends and integrating ombre travel into the landscape.
Sustainability in Small Market Destinations and Bleisure Travel
By working directly with local growers and suppliers in a small market, sustainability becomes a benefit too. This topic is still top of mind for planners, CEOs, and many Millennial attendees. In fact, Millennials and Gen Z will make up 60% of the workforce by 2025. They are wanting more efficient ways to spend their time and more mindful gifting options. From reusable beverage containers and crossbody bags made of upcycled materials to creating-your-own welcome amenity lounges, each step contributes to the reduction of waste and providing personalized mementos of the trip.
Health and Wellbeing: A New Focus in Corporate Events
This plays perfectly with the emphasis on health and wellbeing which has been on the rise. Incorporating wellness activities, healthy culinary options, yoga sessions, and mindfulness workshops in local settings is a bonus aimed at supporting an integrated approach to wellness. Mixing in immersive activations or some free time a day pre- or post-event is often a popular and cost-effective way to showcase some second-tier city mystique.
Integrating Local Flavor into Event Planning
Smaller market destinations provide personalized activities and marry them with local flavor while still navigating sustainability and prioritizing well-being to truly provide an “ombre” experience. Event planners can tailor agendas, activities, and amenities to the specific preferences and interests of attendees. This helps to create a more meaningful and memorable experience for all involved. There is a destination appeal for extending a day on a business meeting for bleisure that draws attendees in that can’t be denied. Everyone enjoys visiting a city they’ve never been to before so why keep attendees cooped up in the 4-walls of a meeting room the entire time? Options for exploration can be provided to guests within pre-registration materials and selections can be collected during the registration process. Whether it is a group-sponsored event or the option to pre or post-extend. Always provide the option for Ombre.
The Appeal of Second-Tier Cities for Bleisure
At the end of the day, leveraging second-tier cities for corporate meetings and short-haul incentive travel programs provides a cost-effective option while offering opportunities for business, leisure, and crafting memorable moments for participants. This trend is likely to continue as companies continue to work with tight budgets while still trying to maintain the quality of the attendee experience.
Here are some of Brightspot’s favorite second-tier city destinations with Ombre appeal:
- Tucson, Arizona
- Carmel by the Sea, California
- Santa Barbara, California
- Saint Augustine, Florida
- Louisville, Kentucky
- Sante Fe, New Mexico
- Asheville, North Carolina
- Fredericksburg, Texas
- Williamsburg, Virginia
Are You Ready to Work With Us?
Regardless of the industry, corporate meetings are crucial for a company’s success, bringing together individuals from various roles, departments, and locations to strategize and drive the company forward. Integrating bleisure into these gatherings not only enhances productivity but also provides a valuable opportunity for attendees to blend business with leisure, creating a more enjoyable and effective experience. From selecting the perfect venue to coordinating food & beverage services and crafting detailed agendas, our team handles all the logistics. We do the research and groundwork so you can focus on high-level decisions and enjoy a seamless bleisure experience. Drop us a line to save time, reduce labor, and streamline your processes!
