Some 48% of business travellers are more likley to extend a business trip if the event or meeting takes place in a coastal destination over city breaks (26%) and rural locations (5%).
The research, which was commissioned by Southport Conferences in partnership with Davies Tanner, also showed that 73% of respondents choose to stay on in a destination following a business trip, with 61% deciding to stay an extra one to two days.
Some 72% of people surveyed said they would be persuaded to extend their stay by discounts and an additional 52% by added value. However, only 14% of respondents said they would be willing to earn this added value via a loyalty scheme.
The least-popular response was CSR-related activity, with only 2.5% of people wanting to use their time for the good of others during a leisure break. However, 84% of respondents agreed that an extended business trip does have a positive impact on their own wellbeing.
The research was completed by 120 respondents with the aim to assess the habits of business travellers in the UK.