The lines between business and leisure travel have never been more blurred. As remote work and flexible corporate policies become the norm, a new breed of traveler has emerged: the 'bleisure' traveler. This hybrid customer is extending business trips for leisure, working remotely from new destinations, and seeking experiences that blend productivity with pleasure. For retailers—especially those in travel hubs, city centers, and tourist destinations—this shift presents a significant opportunity to rethink how they attract, engage, and serve this lucrative segment.
Bleisure travel is not a new concept, but its scale and impact have accelerated in the post-pandemic era. Traditionally, business travelers might have tacked on a weekend to a work trip or brought family along for a conference in a desirable location. Today, the trend has evolved: remote workers are booking longer stays in new cities, corporate retreats are being held in leisure destinations, and employees are combining work and play in ways that were rare just a few years ago.
This new traveler is:
Retailers in travel corridors, airports, city centers, and tourist hotspots are uniquely positioned to capture the bleisure audience. But doing so requires a shift from traditional retail models to more adaptive, omnichannel, and experience-led approaches.
Bleisure travelers are not a monolith. Some are solo business travelers extending a trip; others are remote workers with family in tow. Retailers can leverage data and digital tools to personalize offers, recommendations, and experiences based on:
For example, a retailer could use mobile apps or digital kiosks to surface curated product assortments for travelers—think travel essentials, local gifts, or wellness products for those on extended stays. Personalized push notifications or in-app offers can drive foot traffic and conversion.
The bleisure traveler values convenience and flexibility. Retailers can stand out by offering:
These services not only meet the needs of the bleisure segment but also create operational efficiencies and new revenue streams.
Collaboration is key. Retailers can partner with hotels, airlines, and travel platforms to:
Such partnerships can drive incremental traffic, enhance brand visibility, and create a more holistic experience for the traveler.
The bleisure audience is seeking more than just products—they want experiences. Retailers can:
These strategies not only differentiate the retail offering but also foster deeper engagement and loyalty.
Traditional loyalty programs—focused on points and discounts—are less effective with the modern traveler. Instead, retailers should consider:
By aligning loyalty with the values and behaviors of the bleisure traveler, retailers can build lasting relationships that extend beyond a single trip.
To succeed in the bleisure era, retailers must:
The rise of bleisure is not a passing trend—it’s a fundamental shift in how people live, work, and travel. Retailers who recognize and adapt to this new reality will be best positioned to capture growth, drive loyalty, and deliver the experiences that today’s hybrid travelers crave.
Ready to reimagine your retail strategy for the bleisure era? Connect with Publicis Sapient to explore how digital business transformation can unlock new value at the intersection of travel and commerce.