Traditionally, hotel managers divided guests into two buckets: business and leisure. Each had its own broad characteristics. While business travelers tended to be in house on the busiest midweek nights, Tuesday and Wednesday, they had shorter lengths of stay. Longer lengths of stay, including weekends, were more typical of leisure travelers.
While many business guests had discounted rates negotiated as part of a corporate managed travel program, they still tended to pay a higher ADR than the even-more heavily discounted rates paid by their leisure counterparts.
Operationally, these two types of travelers tended to have different profiles. Self-sufficient business travelers were likely to leave early in the morning and be gone all day, vacating their rooms and enabling the housekeeping staff to clean early in the day. Leisure travelers, on the other hand, were more likely to come and go and, often be in the room when housekeeping came knocking, making cleaning more complicated. On another level, leisure guests are less likely to be as knowledgeable about the location, thereby requiring more support from the front desk, guest services manager and/or concierge.
But the lines have blurred significantly in recent years. The latest evidence: this year’s Gensler Experience Index, compiled by the Gensler design firm, reported that 69 percent of business travelers polled said they pursued leisure-related activities during their business stay, while 20 percent of leisure travelers reported conducting business during their stays.
The Gensler survey isn’t too surprising, considering that so many business travelers, chronically stressed by work deadlines and commitments, would try to find time for some R&R on business trips. It’s also no surprise that many leisure travelers, unable to leave their offices fully behind, would take time every day to at least check their office email to keep on top of what’s going on.
For hotel managers, the message has become clear: avoid easy labels and stereotypes. View each guest as his or her own person and be prepared to provide whatever services and support needed (likely a mix) to ensure a successful stay.