The lines between work and leisure travel are dissolving. New segments — bleisure travellers extending business trips, workation seekers combining remote work with holiday destinations, and digital nomads living location-independently — represent some of the fastest-growing travel categories. But most travel teams aren't equipped to sell to them.
The New Segments Defined
Bleisure Travel
Definition: Business travellers who extend work trips to include leisure time — adding a weekend, bringing a partner, or booking activities around meetings.
| Metric | Value | Source |
|---|---|---|
| % of business travellers who add leisure | 60-65% | GBTA (Global Business Travel Association) |
| Average leisure extension | 2-3 nights | Expedia Group |
| Additional spend on leisure component | £400-£1,200 | Booking.com for Business |
| Growth rate | 15-20% annually | Skift Research |
Workations
Definition: Trips where the primary purpose is combining remote work with a holiday environment — typically 1-4 weeks in a destination with reliable internet and pleasant surroundings.
| Metric | Value | Source |
|---|---|---|
| % of remote workers who've taken a workation | 42% | Booking.com Travel Trends |
| Average workation length | 10-14 days | Airbnb |
| Average daily spend | £80-£180 | Industry estimates |
| Preferred destinations | Portugal, Spain, Bali, Thailand, Mexico | Nomad List |
| Growth rate | 25-35% annually | Phocuswright |
Digital Nomads
Definition: Location-independent workers who travel continuously or for extended periods, using technology to work remotely from different destinations.
| Metric | Value | Source |
|---|---|---|
| Estimated global digital nomads | 35-40 million | MBO Partners |
| Average annual travel spend | £15,000-£25,000 | Nomad List |
| Average stay per destination | 1-3 months | Nomad surveys |
| Key requirements | Wi-Fi, co-working spaces, visa flexibility | Consistently cited |
| Growth rate | 20-30% annually | MBO Partners |
Why These Segments Matter Commercially
The Revenue Opportunity
| Segment | Market Size (Global) | Average Transaction Value | Growth Trajectory |
|---|---|---|---|
| Bleisure | $200-$300 billion | £500-£1,500 (leisure extension) | Steady growth (15-20%) |
| Workation | $50-$80 billion | £1,500-£4,000 (full trip) | Rapid growth (25-35%) |
| Digital nomad | $40-$60 billion | £2,000-£5,000 (per destination stay) | Rapid growth (20-30%) |
Why Traditional Selling Doesn't Work
These segments have requirements that don't fit standard holiday selling:
| Traditional Approach | Why It Fails |
|---|---|
| "How many nights would you like?" | Workation length is flexible and often undefined |
| "Which resort appeals to you?" | They need Wi-Fi speed, desk space, and time zone compatibility |
| "Would you like half board or all inclusive?" | They need kitchen facilities and local restaurants for long stays |
| "Here's the hotel transfer" | They need apartment, coliving, or extended-stay options |
| Standard travel insurance | They need cover that includes remote work, equipment, and long stays |
The Training Gap
What Agents Don't Know
| Knowledge Gap | Consequence |
|---|---|
| What these segments need | Agents recommend wrong products |
| How to identify these customers | Opportunity goes unrecognised |
| Relevant product options | Agents default to standard packages |
| Pricing and packaging | Can't construct appropriate offers |
| Legal and visa considerations | Miss critical compliance issues |
| How to sell value | Undersell the proposition |
What Agents Need to Learn
| Topic | Training Content |
|---|---|
| Segment identification | Questions that uncover work-travel hybrid needs |
| Product requirements | Wi-Fi, workspace, long-stay accommodation, local logistics |
| Destination suitability | Which destinations work for workations and why |
| Legal awareness | Visa requirements for working remotely (e.g., Digital Nomad Visas) |
| Insurance | Specialist policies for remote workers abroad |
| Selling techniques | How to package and present work-travel options |
How to Train for These Segments
Training Module 1: Understanding the Customer
Agents need to recognise work-travel hybrid customers through their questions:
| Customer Signal | What It Means | Agent Response |
|---|---|---|
| "I need good Wi-Fi" | Potential workation or bleisure | "Will you be working while you're away?" |
| "I'm thinking of a longer trip" | Possible workation or digital nomad | "Interesting — what's driving the longer stay?" |
| "I have a conference in Barcelona" | Bleisure opportunity | "Would you like to extend your stay? Barcelona is perfect for a few extra days" |
| "We're thinking of a month somewhere warm" | Workation or extended leisure | "That sounds wonderful. Will either of you be working remotely?" |
AI roleplay can simulate these conversations, training agents to spot and explore hybrid travel needs naturally.
Training Module 2: Product Knowledge
| Accommodation Type | When to Recommend | Key Selling Points |
|---|---|---|
| Extended-stay hotels | Bleisure (1-5 extra nights) | Business facilities + leisure amenities |
| Serviced apartments | Workation (1-4 weeks) | Kitchen, desk space, residential feel |
| Coliving spaces | Digital nomads (1-3 months) | Community, workspace, flexible terms |
| Boutique hotels with co-working | Premium workation | Design, service, dedicated workspace |
| Villa/holiday home | Family workation | Space, privacy, outdoor workspace |
Training Module 3: Destination Suitability
Not all destinations work for work-travel segments:
| Factor | Requirements | Example Destinations |
|---|---|---|
| Internet reliability | 50+ Mbps consistently available | Portugal, Estonia, South Korea, Bali |
| Time zone compatibility | Within 3 hours of client's business hours | Europe for UK businesses; SE Asia for flexible hours |
| Cost of living | Affordable for extended stays | Portugal, Mexico, Thailand, Colombia |
| Visa/work permissions | Legal to work remotely | Digital nomad visa countries: Portugal, Spain, Croatia, Barbados |
| Quality of life | Cafés, co-working, healthcare, safety | Lisbon, Chiang Mai, Medellín, Split |
| Climate | Comfortable year-round or seasonal | Varies — match to travel dates |
Training Module 4: Legal and Compliance
Critical knowledge agents must have:
| Issue | What Agents Need to Know |
|---|---|
| Visa requirements | Many countries now offer Digital Nomad Visas; standard tourist visas may not cover remote work |
| Tax implications | Extended stays can trigger tax residency; agents should advise customers to seek professional tax advice |
| Insurance | Standard travel insurance may not cover remote work equipment, extended stays, or work-related liability |
| Health cover | Long-stay travellers may need private health insurance beyond standard travel medical cover |
| Employment law | Some employer policies restrict where employees can work remotely |
Important: Agents are not legal advisors. They should flag considerations and recommend professional advice — not provide definitive legal guidance.
Training Module 5: Selling Techniques
| Selling Strategy | Application |
|---|---|
| Value packaging | "A month in Lisbon costs less than your London rent — and you're working with ocean views" |
| Co-traveller positioning | "Your partner can explore the city while you work mornings, then you explore together afternoons" |
| Productivity framing | "Studies show remote workers in new environments are more productive and creative" |
| Experience bundling | Include weekend activities, cooking classes, and local experiences with workation packages |
| Insurance as value | Position specialist insurance as peace-of-mind, not additional cost |
AI coaching can provide feedback on how agents present work-travel options, ensuring they articulate value rather than just listing features.
Implementation for Travel Businesses
For Tour Operators
| Action | Priority |
|---|---|
| Develop workation packages with suitable accommodation partners | High |
| Create agent training modules on work-travel segments | High |
| Add Wi-Fi speed and workspace details to product descriptions | High |
| Partner with co-working space networks | Medium |
| Develop 2-4 week extended-stay options | Medium |
For Travel Agencies
| Action | Priority |
|---|---|
| Train agents to identify and sell to work-travel segments | High |
| Develop workation-specific booking processes | Medium |
| Build specialist knowledge of Digital Nomad Visa countries | Medium |
| Create roleplay scenarios for work-travel conversations | High |
| Establish insurance partnerships for long-stay and remote-work cover | Medium |
For Hotels
| Action | Priority |
|---|---|
| Create workation packages (weekly/monthly rates + workspace) | High |
| Train reservations and sales teams on workation needs | High |
| Upgrade Wi-Fi and create dedicated workspace areas | High |
| Partner with local co-working spaces | Medium |
| Market directly to remote-work communities | Medium |
For DMOs
| Action | Priority |
|---|---|
| Position destination for workation market | High |
| Create agent training on destination suitability for work-travel | High |
| Develop digital nomad infrastructure data (Wi-Fi maps, co-working) | Medium |
| Lobby for Digital Nomad Visa (if not already available) | Medium-High |
| Market to remote-work communities and platforms | Medium |
These segments aren't temporary trends — they represent a structural shift in how people combine work and travel. The travel businesses that understand, train for, and sell to these customers will access a fast-growing market that competitors are poorly equipped to serve.
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This article is part of our Travel Industry Trends series. Related reading:
