More attendees than ever are extending stays to relax, recharge and explore after meetings. Here’s how you can do it too, in one of California’s best-kept secrets: the San Francisco Peninsula.
Bleisure is reshaping how meeting attendees plan their trips, and, correspondingly, provides an opportunity for planners to elevate their programs.
Rather than rushing home after a conference or incentive trip, more travelers are tacking on a day or two to decompress, explore and take advantage of being in a destination that their work has brought them to. According to Maggie Lang, chief marketing and sales officer for The San Francisco Peninsula, this mindset is especially prevalent in the Bay Area: bleisure is their number one performing segment.
A Natural Next Step
For many travelers flying into San Francisco International Airport (SFO), their default instinct is to head into the city. But, Lang says, the surrounding peninsula is a compelling and often underestimated area, and a destination all in its own.
“People want something more nourishing and something more calming,” she says. “They really do seek out the coast.”
This makes the San Francisco peninsula a perfect fit for today’s bleisure travelers. From San Mateo to Half Moon Bay to Pescadero, the region offers a rich culinary culture, delicious fresh seafood, pristine beaches and coastal vistas; visitors can discover local breweries, iconic restaurants like Sam’s Chowder House, go hiking or biking along the expansive coastal trails in and around Half Moon Bay, or choose from many other protected parklands and redwood groves.
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In fact, Lang says one of the most common requests from attendees after a full day of meetings is simply the chance to move and breathe in fresh air. “You don’t have to go as far as Big Sur to get this statuesque, amazing coastal vista,” she says.
The author recommends: From downtown San Francisco, drive down Interstate 280 to Highway 1 (the gorgeous Pacific Coast Highway) all the way to Half Moon Bay for some of the most scenic views you never knew you needed. Grab lunch at famous local gem Sam’s Chowder House.
The numbers support Lang’s claim. Hotel stay data collected by the DMO shows average lengths of stay have increased from about 1.9 nights to 2.6, showing a growing interest across the board among business travelers in extending business trips for a few days of personal enjoyment.
Lang says that a large part of it is simply about the economy. The people who take advantage of bleisure are today’s smart and savvy travelers. “You’re already there. You may not spend the money if you weren’t already there, but since you are, it’s like, ‘Heck, I’m going to use my hotel points and stay an extra night or two,’” she says.
From Meetings to Mindfulness
The Peninsula delivers a rich variety of activities, from rugged hiking trails around Crystal Springs and Woodside, to beach bike paths and kayaking options in Half Moon Bay, to historic lighthouses and hidden gem towns like Pescadero.
Luxury and wellness seekers can visit Canyon Ranch Woodside, a 38-room resort offering workshops, yoga, spa services and immersive nature experiences.
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Lang recommends a sample itinerary: start with a morning at Filoli Gardens—a country house with 16 acres of formal gardens—before grabbing lunch in Woodside. Take the Pacific Coast Highway to Half Moon Bay, bike along the ocean and end your day by grabbing a cocktail at Sam’s Chowder House and watching the sunset.
“There’s just so much to see and do, and it’s all so close,” Lang said.
That convenience is a major draw. SFO is connected directly to car rental services, Caltrain runs up and down the Peninsula and bus routes connect the Bay side to the coast. Still, Lang recommends a rental car for the most flexibility, especially for those who want to explore smaller towns or make impromptu stops at farm stands, distilleries or hidden beaches.
How Planners Can Tap In
Bleisure is proving itself to be a tool for planners to drive engagement and boost attendee satisfaction. Lang says her team has been increasingly partnering with hotels and meeting organizers to build custom add-on experiences.
“We actually take our hotel sales teams on FAM trips, similar to what we do with meeting planners,” she said. “Let us show you why Woodside is magic. Let us show you all these new cool restaurants.”
Lang encourages planners to bring in the DMO early. They’ll serve as your local experts on the ground and your foot in the door towards whatever you need to make your meeting a success.
In one standout example, the DMO supported a two-week incentive trip for 1,200 top-performing salespeople. With activities ranging from kayaking and surfing to golfing and dining at coastal restaurants, the variety ensured there was something for everyone, and seamless transportation coordinated by the DMO made it easy.
“We heard from our attendees that this was the best part of our trip,” the event planner wrote after the program.
Beyond the City Limits
While San Francisco remains a major draw, Lang believes many travelers are seeking off-the-beaten-path experiences and want to explore beyond the main iconic landmarks. Especially after the pandemic, there’s a stronger pull toward nature, outdoor experiences and authentic local culture.
The San Francisco Peninsula is a destination rich with history that too few people, residents and visitors alike, know about. Lang says, “The San Francisco Bay was actually discovered by accident, back in the day, in the 1700s. Somebody got shipwrecked in Pacifica, hiked over Sweeney Ridge, and that’s when they looked down and they saw San Mateo County. Where the Golden Gate Bridge is was always covered by fog, so nobody had discovered that inlet. So, the Bay was actually originally discovered up on San Bruno Mountain, looking down.”
The Peninsula is steeped in California history, from the Gold Rush to coastal towns that predate the city by the bay.
“[History is] everywhere around here,” says Lang. “If you go to Filoli, for example, you see what their vacation homes looked like. That’s my wish for everybody: that they discover the rich history of the Peninsula. It’s, I would say, magic. All the magic that you find here.”
