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Bleisure trend takes off with trade fair visitors

CHICAGO — The webpage for Informa Connect’s upcoming Greenbuild International Conference and Expo, which will be held Nov. 1-3 in San Francisco, includes a well-placed video in which Mayor London Breed welcomes potential attendees to her city. “Our food and wine scene is second to none, and the cultural experiences on offer are vast and inspiring. Take the time to enjoy all that San Francisco has to offer.”

For convention attendees, that used to mean a night out on the town with co-workers, or maybe leaving the show floor a little early one afternoon to explore the shops near Moscone Center or make a quick stop at the Ghirardelli Chocolate Factory.

Not anymore. Today, a trade show trip often includes a weekend or more, according to the latest research on what’s become known as “bleisure” travel. Forbes said bleisure is poised to overtake traditional business travel, including trade show travel, in 2022 and beyond: “89% of people plan to add a personal vacation to their business trip this year, and many will bring family and friends along.”

The reasons for this trend are varied. On the one hand, overworked employees find it increasingly difficult to take a week’s vacation. They can work from anywhere. And adding a few days to a trip to attend a conference is economical since their airfare and hotel are already covered.

Industry adapts to bleisure

Hospitality companies are responding in a variety of ways, from redesigning their large hotels to make them more experiential and lifestyle-oriented, to partnering with tour operators to offer itineraries and amenities that showcase the destination.

Trade fair organisers have also followed the trend and, in some sectors, are promoting the destination more visibly or even choosing destinations that excite potential attendees and encourage them to participate.

“We are seeing a growing interest in selecting destinations that are engaging for attendees and take them beyond the four walls of the convention center,” said Leslie Zeck, CMP, CMM, HMCC, Director of the International Association for Dental Research and the American Association for Dental, Oral and Craniofacial Research meetings, said.

The website for the association’s upcoming congress in Marseille is one example: it presents the city, renowned for its gastronomy and leisure activities. “In addition, the beautiful weather in September allows for sailing, swimming, hiking and climbing in the famous calanques.”

“Our site selection criteria prioritize destinations that offer easy access to shopping, dining and historic sites. Our board also voted to select destinations that offer pre- and post-conference tour options to increase attendance and interest. By selecting these locations at least four to five years in advance, our members can plan their trips well in advance,” said Zeck.

Contact Leslie Zeck at lzeck@iadr.org

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