Contemporary travel looks different from the stereotypical family vacation of yesteryear. Today’s travelers desire sophisticated accommodations, abundant amenities, and the excitement of exploration — but without scaling back the consistency of their responsibilities or accomplishments in the workplace.
In an effort to have it all, many travelers have stumbled upon an exciting opportunity: the chance to extend business trips, dedicating a few (or several) days to recreation once they’ve fulfilled all their workplace obligations. Known as “bleisure,” this fusion of business and leisure is the next big trend in hospitality, and brands are going to great lengths to attract this modern rendition of the business traveler and convince them to make the most of recreational opportunities.
What Is Bleisure Travel?
The hospitality industry has been trending toward greater autonomy and flexibility for some time. Now, this evolution reflects a new ethos regarding what exactly it means to travel for work. So, what is bleisure, exactly? Simply put, this involves combining work and recreation within a single getaway. This term is typically used to describe business trips that travelers extend in hopes of enjoying recreational pursuits, though it increasingly also reflects a broader cultural shift toward fluid integrations of work and leisure.
The Origin of the Term
The concept of blending business and personal travel is far from new; for decades, professionals across numerous industries emphasized the recreational side of business travel. This was especially common in big tech in the 1980s and ’90s, with many conferences specifically planned around this tendency. For instance, Microsoft’s TechEd was a true spectacle, complete with “carnival rides, video games, Cajun food and midway attractions.”
The term “bleisure” appeared in 2009, traced to a trend report from the consulting firm The Future Laboratory. An early overview of the trend explained that this blend occurred as a greater share of travelers chose to “extend their professional visit with a leisure trip, and bring family or friends with them to enjoy the facilities and culture of their destination.”
Who Is the Bleisure Traveler?
The core values underscoring bleisure have remained consistent since this term was initially coined. Bleisure travelers still seek to amplify work-life balance while adapting to the realities of an increasing digital, flexible, and global workforce. (You may delve more into the latest bleisure trends reported in Deloitte’s 2024 corporate travel study.)
These realities help to shape the ‘who’ behind modern bleisure — which, although appealing to travelers from various backgrounds, is most prevalent among a few specific types of professionals:
- Gen Z and Millennials. The original 2009 overview of bleisure claimed that this was a youth-oriented trend, primarily adopted by those in their 20s and early 30s. While slowly catching on among older travelers, this remains more popular with younger professionals. As American Express Executive Vice President of Global & U.S. Large Enterprises states, “Gen Z and Millennials are really driving the trend of blended travel.”
- Remote and hybrid workers. Bleisure should not be confused with the emerging concept of the “digital nomad,” remote workers who can fulfill work responsibilities in many locations. That being said, there is some overlap: Remote or hybrid workers may still need to travel for conferences or other events — and when they do so, they increasingly extend their trips, either spending extra days focused exclusively on recreation or working on a remote basis while carving out a few hours each day to explore new areas or attractions.
- Conference attendees. Many bleisure trips revolve around professional conferences or conventions, which provide not only excellent networking opportunities but also insights into industry trends. After spending several days within conference rooms or convention centers, however, attendees may crave relaxation or exploration. They can achieve this by dedicating a few days to sightseeing. This, in turn, helps them feel refreshed or newly inspired as they return to work.
What Drives Bleisure Travel?
The core trend behind bleisure involves the growing prioritization of work-life balance. While this was previously driven by individual professionals, employers are showing a greater willingness to accommodate these arrangements in hopes of improving recruitment and workplace satisfaction. Contributing factors include:
- Flexible work policies. A greater share of today’s professionals purposefully search for jobs with generous time-off policies or a willingness to accommodate digital nomads. The rise of unlimited paid time off (PTO) underscores this shift. A survey from retirement plan provider Empower suggests that 16% of employers now offer unlimited PTO. This allows professionals to take as much time off as they desire, assuming that they keep up with their work duties.
- Cost efficiencies. Bleisure travelers are often able to avoid paying for flights and, in exchange for these savings, can dedicate more of their travel budget to activities or luxuries that would have previously felt out of reach. Insights from Hotel Business suggest that budgetary concerns factor heavily into the decision to pursue bleisure travel, although, ultimately, most spend the same amount of money (or more) on bleisure trips than on ‘typical’ leisure-exclusive vacations.
Market Growth and Key Statistics Hotels Can’t Ignore
A wealth of promising data indicates significant growth within the bleisure market, indicating both a greater interest in bleisure travel as well as greater follow-through.
- Dramatic growth. Insights from Precedence Research suggest that the bleisure market reached $430 billion in 2024, but this is only the beginning. Dramatic growth is expected in the next decade, as projections note a compound annual growth rate (CAGR) of 17.83% between 2025 and 2034.
- Longer-than-expected trips. In the current bleisure market, the average business trip lasts nearly four days, with an additional couple of days added strictly to accommodate leisure activities (so, anywhere from about five days to a week in total). In 2024, the Global Business Travel Association (GBTA) reported that these “blended” travelers’ stays lasted an average of 4.4 days.
- Repeat bookings. Bleisure travelers often prioritize convenience and credibility when booking accommodations, leading to repeat bookings that reflect strong customer loyalty. Insights from the GBTA show that one-third of bleisure travelers intentionally opt for hotels with loyalty programs.
Evolving Expectations of Bleisure Guests
Bleisure guests share many expectations with other types of travelers: clean and quiet accommodations, reasonable prices, and attentive service. Beyond this, however, they may show a preference for unique attributes that might not prove as necessary for strictly leisure-focused travel.
Productivity-Driven Spaces
While bleisure travelers and digital nomads are not one and the same, both may need to answer emails, submit documentation, or handle other workplace tasks on the go. Therein lies the value of the dedicated office, in which traveling professionals can focus on their work.
This is where rental properties may have a leg up. Many Airbnb properties, for example, now feature dedicated home offices decked out with computers and ergonomic chairs. A simple, dedicated workspace can serve a similar purpose, with in-room desks offering multiple outlets, quality lighting, and other work-friendly features.
Seamless Transition to Leisure
Bleisure travelers may prioritize productivity, but they aren’t willing to forgo recreation or relaxation. They demand easy transitions between work and play, actively seeking environments that allow them to shift between focused tasks and downtime as they see fit.
Flexible spaces accommodate this; think outdoor terraces with shaded tables for laptops along with relaxation-oriented fire pits or pools. Meanwhile, wellness amenities encourage travelers to recharge without enduring the inconvenience of moving offsite.
Accommodations for Companions
Bleisure travelers are often accompanied by loved ones, as evidenced by results from a YouGov survey commissioned by Crowne Plaza. In this study, the 74% of respondents claimed that they would invite friends and family members on work trips.
Recognizing that bleisure travel companions also have unique needs, many properties now offer curated onsite entertainment or amenities (such as swimming pools, fitness centers, or playgrounds). Shuttles or planned excursions can help companions keep busy while their loved ones focus on work priorities.
Amenities and Services That Win Bleisure Travelers
The qualities above are increasingly regarded as non-negotiable, but additional amenities can provide a significant edge — allowing hotels or resorts to gain repeat business from a growing subset of bleisure travelers.
High-Speed Connectivity and Smart Workspaces
Strong Wi-Fi is non-negotiable for the modern bleisure traveler and, often, travelers in general. Without a reliable connection, travelers cannot handle video calls or work emails. Smart workspaces expand on this by helping travelers work efficiently so they can dedicate more of their limited time to recreational activities.
Wellness and Lifestyle Enhancements
Bleisure travelers will happily take extra steps to manage their stress so that they can fully enjoy their adventures. Hotels can help by offering spa services or other wellness offerings that encourage travelers to unwind. This includes massages and fitness centers, yoga sessions, or nutritious dining options.
Family and Partner-Friendly Services
With most bleisure travelers now traveling alongside loved ones (or at least considering it), hotels cannot get away with providing strictly business-oriented amenities. Some access to entertainment will ideally be available. Childcare and family-friendly activities in particular are welcome, with family travelers gravitating toward hotels with babysitting services or kids’ clubs that allow parents to take a break.
Designing Spaces for the Work-Leisure Balance
The spaces bleisure travelers occupy can signal that hotels prioritize both productivity and relaxation. Key elements of bleisure-friendly design include:
Versatile Guest Rooms
Guest rooms and suites should not simply feel like places to sleep. They should provide the chance to truly unwind, along with the ability to catch up on work, if needed. Thoughtful layouts may incorporate distinct zones for working or relaxing. Small touches like coffee stations and blackout curtains help bleisure travelers maintain productive routines while pillow menus or calming decor promote relaxation.
Zoned Public Areas
Multi-purpose public spaces can simultaneously cater to numerous types of guests. For example, social lounges can also function as coworking spaces, particularly if they feature coffee bars and strong Wi-Fi. Meanwhile, flexible lobbies may be split into multiple zones that invite different types of visitors or encourage travelers to transition to various tasks based on their current needs or desires.
Functional Outdoor Spaces
While bleisure travelers accomplish much of their daily work from the comfort of their rooms or suites, they may eventually crave a change of scenery. This can be provided through work-ready outdoor spaces that include reliable surfaces for laptops, along with excellent internet connections.
Leveraging Technology to Elevate Experience
Advanced technologies support the modern bleisure experience, drawing from a wealth of traveler data to improve efficiency and even adapt services according to individual preferences. A solid internet connection is only the beginning, though. Moving forward, bleisure-oriented businesses may want to leverage these opportunities:
Streamlined Guest Services
Busy bleisure travelers crave seamless experiences that enable them to get checked in and out with ease. Digital kiosks help guests avoid lengthy waits at the front desk, allowing for prompt departures. Similarly, keyless entry allows guests to easily return to their rooms to unwind after long days of meetings or presentations.
Smart Room Features
Smart rooms leverage the Internet of Things (IoT) to enhance guest comfort and convenience, often incorporating smart thermostats or coffee makers to help travelers personalize the hotel environment. This ensures that rooms or suites adapt seamlessly to reflect evolving needs while facilitating a smoother transition between work and leisure.
Digital Concierge Support
Virtual personal assistants handle a variety of traveler requests, offering recommendations or even making bookings for desired experiences so that busy bleisure travelers can spend more time relaxing instead of coordinating recreational activities.
Local Partnerships and Curated Experiences
Bleisure travelers increasingly prioritize local exploration and regional culture, which help them move beyond the largely identical conference rooms to make each getaway feel unique. Hotels of all types — including global chains — have made a greater effort to maintain a regional emphasis, with individual hotels developing partnerships that showcase local cuisine and other cultural touchstones.
Cultural and Recreational Packages
Occupied by work responsibilities, bleisure guests may have limited time available for planning new adventures. Hotels or resorts can step in by offering curated packages that introduce guests to the best of the local culture. These packages may be personalized to reflect travelers’ interests, for instance, focusing on local restaurants or outdoor expeditions.
Collaborations with regional businesses or nonprofits allow hotels to craft authentic experiences that engage travelers and also benefit the local community. These partnerships could involve eco-tourism operators, wellness providers, or cultural institutions.
Encouraging Loyalty Through Variety
Bleisure travelers crave novelty. Hotels can satisfy this desire by offering a wide range of excursions or amenities that reflect local cultures or lifestyles. This intentional focus on variety ensures that every bleisure trip feels fresh, with novelty ultimately encouraging future bookings.
How Is Bleisure Travel Transforming the Hospitality Industry?
Bleisure travel has brought exciting new opportunities to the hospitality industry, reshaping guest expectations while delivering additional revenue streams and sparking innovation. Already, the following changes are well underway:
Redefining Guest Segmentation
The line between business and leisure was once crystal clear, but now, many guests prioritize both areas. This means that, for segmentation purposes, businesses no longer depend on the static labels that served them well in the past. Now, travel intent exists on a continuum, fueling the need for dynamic segmentation strategies.
Evolving Occupancy Patterns
On average, bleisure trips are longer than conventional trips, resulting in extended bookings that can dramatically improve both occupancy rates and overall revenue. Hotels can encourage longer bookings by offering discounted rates for extended stays or designing loyalty programs that reflect bleisure travelers’ distinct needs and preferences.
Expanded Ancillary Revenue Opportunities
Eager to reward themselves for their hard work, bleisure travelers are more likely to spend extra on onsite services, including everything from in-room dining to spa treatments or even special excursions. This means higher spending per stay.
Hotels can leverage this propensity for ancillary spending by offering upgraded room packages, which can be tailored to reflect bleisure travelers’ personal preferences or their general desire for relaxation and pampering.
Marketing Strategies to Attract the Hybrid Traveler
Bleisure travelers may now represent a greater share of the overall hospitality market, but they are not willing to stay just anywhere. Capturing these potentially loyal guests can deliver long-term benefits, so it behooves hospitality businesses to actively seek out bleisure travelers. Best practices include:
Hyper-Targeted Advertising
Targeted campaigns can leverage data analytics to pinpoint behaviors that indicate bleisure intent. Dynamic segmentation can help businesses create tailored customer profiles that address bleisure travelers’ evolving needs based on search behavior or other patterns. Geolocation can influence this effort, too, utilizing location-specific offers to help working guests relax while also promoting ancillary spending.
Social Proof and Influencer Marketing
There is a growing niche among travel influencers, with many connecting with bleisure travelers in hopes of showcasing how work and play can be seamlessly integrated within each getaway. Hotels can leverage these influencers by encouraging user-generated content or even launching co-branded campaigns that highlight unique, bleisure-oriented offerings. In addition, social proof is important and can be achieved not only via influencer marketing but also by encouraging loyal bleisure travelers to leave positive reviews.
Search-Optimized Content Strategy
Search optimization is crucial to success in today’s competitive hospitality industry — but in the context of bleisure travel, this should move beyond tried-and-tested SEO strategies. Content needs to feel authoritative and genuinely helpful. This might include FAQs that address common bleisure traveler concerns, along with blog posts that offer curated insights for relaxing after a busy day of work.
Measuring Success and Refining the Offer
As hotels develop bleisure-oriented strategies, it’s important to monitor this evolution carefully to confirm that new offerings actually align with bleisure travelers’ priorities. Key metrics include booking patterns and length of stay, but moving forward, insights into companion travel and ancillary services could also prove influential. Based on these findings, businesses can refine their offers to reflect documented preferences and behaviors within this targeted group of guests.
Key Takeaways for Hoteliers
Bleisure travelers are a growing force in the modern hospitality market. These travelers carry high expectations, but they hold great potential. With a little nurturing, they can become loyal guests, capable of driving long-term revenue. Flexible spaces, curated experiences, and tech-driven conveniences are key to attracting the bleisure traveler of tomorrow.
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