The boundaries between business and leisure travel have never been more fluid. As remote work and flexible corporate policies become the norm, a new traveler archetype has emerged: the bleisure guest. No longer confined to the rigid schedules of pre-pandemic business trips, today’s travelers are extending work trips for leisure, working remotely from new destinations, and seeking experiences that blend productivity with relaxation. This shift is not just a passing trend—it’s a fundamental transformation that is reshaping guest expectations and challenging hospitality and travel brands to rethink their strategies.
Bleisure travel refers to the blending of business and leisure in a single trip. While the concept has existed for years—think of a business traveler tacking on a weekend at a conference destination—the post-pandemic era has accelerated and diversified this behavior. Now, bleisure encompasses:
This evolution is driven by the rise of remote work, the normalization of hybrid lifestyles, and a growing desire for flexibility and meaningful experiences.
Bleisure travelers are more intentional about where they stay and what they do. They seek accommodations that support both work and play—think high-speed Wi-Fi, dedicated workspaces, and proximity to local attractions. The decision-making process now weighs factors like:
Today’s bleisure guests expect frictionless digital experiences at every touchpoint. From mobile check-in and digital room keys to personalized offers and real-time updates, the guest journey must be intuitive and responsive. Research shows that across generations, trust and transparency in digital booking are paramount, with 44% of travelers citing trust as their biggest online booking frustration. Bleisure guests, often booking longer or more complex stays, are especially sensitive to these pain points.
Bleisure travelers want more than a generic stay—they crave experiences tailored to their unique blend of business and leisure needs. This includes:
Traditional loyalty programs, built around frequent business travel, are losing their grip as travelers become more selective and less brand-loyal. Bleisure guests are motivated by value, flexibility, and unique experiences rather than just points accumulation. Brands that can deliver on these evolving priorities will win repeat business and advocacy.
Go beyond the basics. High-speed Wi-Fi and a desk are table stakes. Consider:
Bleisure travelers need flexibility. Brands should:
Help guests make the most of their destination:
Leverage technology and data to deliver seamless, relevant experiences:
Move beyond points. Build loyalty through:
The blending of business and leisure is not a temporary response to the pandemic—it’s a structural shift in how people travel, work, and live. As bleisure becomes the new standard, brands that embrace this change will unlock new revenue streams, deepen guest relationships, and differentiate themselves in a crowded market.
Publicis Sapient partners with travel and hospitality leaders to design and deliver intelligent, data-driven guest experiences that meet the needs of the modern bleisure traveler. From unified data platforms and AI-driven personalization to integrated digital journeys and local partnerships, we help brands reimagine what’s possible in the era of hybrid travel.
Ready to transform your guest experience for the bleisure era? Let’s reimagine the future of travel—together.