Dear WuBookers, in the industry dictionary of recent years, a new word, among others, has emerged: Workation. A mix of work and vacation that is reminiscent of the better-known Bleisure Travel and, in part, shares its principles and opportunities: let’s see what it is and how it can help increase hotel occupancy.

What Workation means

As is often the case in the tourism industry, the word Workation is derived from the union of two other English terms “work” and “vacation” and expresses a concept similar to Bleisure Travel (“business” and “leisure”) or Bizcation (“business” + “vacation”). Again, we are dealing with a combination of personal and professional needs.

However, while it is not entirely wrong to overlap the two trends, Bleisure and Workation are not the same thing. Bleisure travelers travel for work and extend their stay for a few extra days to spend on leisure (often in the company of family or friends).
Workation, on the other hand, involves working from a vacation spot for a defined period of time.

Data on the phenomenon

The phenomenon is affecting a growing segment of people: according to 2024 estimates by EY Future Travel Behaviours, 1 out of 2 European travelers intend to combine vacation and work in the future, especially among younger people (63% of Millennials and over 70% of GenZ).

The percentages vary slightly from country to country depending on the type of travel (Bleisure, Workation, Digital Nomad or Team Bonding), but in summary Workation is the formula preferred French people (along with Team Bonding), Spanish and British next in line, while Italians and Germans seem to prefer Bleisure Travel.

Whether it is one or the other case, business travel increasingly includes moments of leisure and vice versa, according to a pattern that is now widespread and quite frequent especially among so-called smart workers: professionals who can work remotely with just a PC and a good Internet connection.

What to offer to remote workers

So, what to offer to those who decide to work from a typical vacation location?

The first aspect to worry about concerns the facility and its equipment, that is, the part of the Workation that has to do with work, because this remains the main interest of the guests.

An optimal Internet connection, both in common areas and in rooms, is essential to ensure smooth operation from any location.

Speaking of workstations, it is good that accommodations are equipped with all the amenities for those who have to work several hours a day: a sufficiently spacious table, a comfortable chair and good lighting are the bare minimum. Any additional details, such as having several electrical outlets close together or choosing furniture and upholstery in neutral, restful colors, or even an effective soundproofing system to facilitate concentration, will certainly be appreciated.

In addition to the room, a smart worker may want to take advantage of different spaces, such as meeting rooms or dedicated coworking areas, but also a less formal but still suitable lounge area for remote work. Providing one or more of these environments – and equipping them accordingly – is certainly a plus.

As for leisure time, however, working guests are likely to be interested in activities that promote relaxation. Swimming pool, spa, gym and yoga classes, for example, may be an attractive proposition for them, as well as the possible in-house restaurant (even better if with flexible hours or free access) or room service.  

How to take advantage of Workations in hotels

Unlike other types of guests, those who prefer to balance work and leisure are less tied to vacations, events, and company closures and can become potential customers even in the off-season. They are also more likely to stay longer at the facility, especially for more distant destinations.

Workations are therefore an important opportunity to ensure steady occupancy even when the peak of “pure vacationers” dwindles. But how to take advantage of it in practical and strategic terms?

Here are a few tips:

• Create ad hoc rates and packages for this category of guests. The right balance of services for work, such as the ability to print documents or unlimited coffee and snacks, and for wellness (including any organized experiences), is key to attracting those seeking to balance work life and pleasure;
• propose events dedicated to professionals or times when they can meet, socialize, and promote themselves, such as aperitifs and breakfasts, as well as theme nights or small organized rendezvous;
• enhance the additional services and features of the facility that might appeal to this audience segment, such as relaxing massages, tasting tours or proximity to natural parks and tourist attractions where they can spend a few hours of rest;
• clearly communicate your offer both on your website and on your social channels to attract interested potential customers. Highlight positive testimonials and reviews from those who have already used it (social proof is a very effective business lever) and, whenever possible, create space for your success stories, for example by recounting the experience of satisfied customers within your blog or social editorial plan;
• Also, influencer marketing can be a good way to highlight the presence of facilities designed for an audience of young smart workers, of which the influencers themselves are part of.

Many of these operations – especially those related to the operational management of the facility – can be conducted nimbly through ad-hoc tools such as Zak, the PMS for hotels by WuBook that facilitates the entire process both on the hotelier side (from setting rates to distribution on sales channels) and on the customer side (including online booking and payment). It is important to have advanced technological solutions that will save valuable time for the hotel and its guests, especially those engaged in work activities, who are less inclined to waitsfor long times.

Now that you know what a Workation is and how to make the most of it, all you have to do is consider whether it might be right for you!