emerging
Frolleagues Blend Work & Leisure
The lines between work and leisure are blurring, with colleagues traveling together for both business and pleasure, giving rise to "Frolleagues."
Timeframe
near-term
Categories
Impact areas
Detailed Analysis
The rise of remote work is fueling a surge in group bookings and 'bleisure' travel, leading to the emergence of 'Frolleagues' – friends who are also colleagues. The report states that 'nearly 30% of global travelers (29%) often travel with Frolleagues on leisure trips.' This trend is driven by the increasing number of smaller meetings, off-site team gatherings, and incentive travel. With '1 in 4 business travelers expect[ing] team building to be their reason for hitting the road next year,' the demand for accommodations that cater to both work and leisure needs is growing. Hilton's LivSmart Studios brand, with its spacious accommodations and communal spaces, is an example of a response to this trend.
Context Signals
Increase in group bookings and smaller meetings.
Growth of 'bleisure' travel, combining business and leisure.
Demand for accommodations with both work and leisure amenities.
Edge
Development of co-working and co-living spaces within hotels.
Tailored travel packages for Frolleague groups.
Integration of technology to facilitate both work and leisure activities during trips.
