The Rise of Bleisure: How Hybrid Work is Reshaping Business and Leisure Travel

Introduction: The New Era of Blended Travel

The travel landscape has undergone a seismic shift. As remote and hybrid work models become the norm, the boundaries between business and leisure travel have blurred, giving rise to the phenomenon known as “bleisure.” No longer a niche or occasional perk, bleisure is now a mainstream, high-value segment—driven by flexible corporate policies, digital connectivity, and evolving traveler priorities. For hotels, airlines, and travel brands, this presents both a challenge and a significant opportunity: to reimagine offerings, digital experiences, and loyalty programs for a new generation of travelers who expect to work and play, seamlessly, wherever they go.

Understanding the Bleisure Traveler

Bleisure travelers are not a monolith. They span generations, professions, and travel motivations, but share a common desire for flexibility, convenience, and meaningful experiences. Traditionally, business trips were rigid, with little room for personal time. Today, travelers are extending work trips for leisure, bringing family or friends along, or even relocating temporarily to new destinations while working remotely. This shift is fueled by:

Remote and hybrid work policies that allow employees to work from anywhere
Pent-up demand for travel and experiences after pandemic restrictions
Digital tools that make it easy to stay connected and productive on the road
Changing attitudes toward work-life balance, with travelers seeking to maximize both professional and personal fulfillment

The Bleisure Opportunity: Why It Matters

Bleisure is more than a passing trend—it’s a structural change in travel behavior. Business travel has not fully rebounded to pre-pandemic levels, but leisure travel is booming, and the lines between the two are increasingly indistinct. For travel brands, this means:

Incremental revenue: Bleisure travelers tend to book longer stays, upgrade rooms, and spend more on amenities and experiences.
Loyalty potential: These travelers are less likely to be swayed by traditional loyalty programs based solely on frequency; instead, they seek personalized, flexible rewards and recognition.
New customer segments: The rise of remote work has introduced new types of travelers—such as digital nomads, families combining work and vacation, and teams gathering for offsite retreats—each with unique needs.

How Hotels, Airlines, and Travel Brands Can Adapt

1. Rethink the Guest Experience for Flexibility and Comfort

Bleisure travelers expect environments that support both productivity and relaxation. This means:

Reliable, high-speed Wi-Fi and ample workspace in rooms and public areas
Flexible check-in/check-out to accommodate varying schedules
Amenities that bridge work and leisure—from wellness classes and local experiences to business centers that feel more like co-working spaces
Family-friendly options and the ability to easily add leisure days or guests to a booking

2. Enhance Digital Experiences and Seamless Journeys

Digital-first expectations are universal among bleisure travelers. Brands should:

Offer mobile-first booking, check-in, and room access
Provide personalized recommendations for both work and leisure activities, leveraging customer data platforms (CDPs) to anticipate needs
Integrate virtual and augmented reality previews of rooms, amenities, and local attractions to inspire and inform
Ensure transparent, real-time communication about policies, amenities, and local events

3. Reimagine Loyalty Programs for the Hybrid Traveler

Traditional points-based loyalty models are losing relevance for travelers who no longer rack up weekly business trips. Instead, brands should:

Reward length of stay, total spend, and engagement with ancillary services (spa, dining, local tours)
Offer flexible rewards—such as room upgrades, wellness experiences, or family add-ons—tailored to individual preferences
Recognize and incentivize milestone events (e.g., first bleisure trip, bringing a family member, or attending a corporate retreat)
Enable easy redemption and transfer of rewards across business and leisure bookings

4. Build Partnerships and Ecosystems

Bleisure travelers value convenience and curated experiences. Travel brands can:

Partner with local attractions, restaurants, and wellness providers to offer bundled experiences
Collaborate with co-working spaces and event venues to support remote work and team gatherings
Integrate with mobility and transportation services for seamless end-to-end journeys

Practical Recommendations for Capturing the Bleisure Market

Invest in Unified Customer Data: Break down silos between business and leisure segments. Use CDPs to create a 360-degree view of each traveler, enabling personalized offers and seamless experiences across touchpoints.
Leverage AI for Personalization: Use AI-driven insights to recommend relevant amenities, local experiences, and flexible booking options based on traveler profiles and real-time behavior.
Modernize Measurement and Feedback Loops: Track not just bookings, but engagement with ancillary services, digital touchpoints, and loyalty program features. Use these insights to refine offerings and marketing strategies.
Prioritize Trust and Transparency: Clearly communicate health, safety, and cancellation policies. Ensure that digital and in-person experiences deliver on the brand promise, building trust and reducing friction.
Enable Agile, Cross-Functional Teams: Rapidly prototype and deploy new features—such as flexible booking, bundled experiences, or digital concierge services—to respond to evolving traveler needs.

The Road Ahead: Future-Proofing for the Hybrid Traveler

The rise of bleisure is not a temporary response to the pandemic—it’s a lasting transformation in how people live, work, and travel. Brands that embrace this shift, invest in digital and operational agility, and put the hybrid traveler at the center of their strategy will capture incremental revenue, build deeper loyalty, and set new standards for guest experience.

At Publicis Sapient, we help travel and hospitality leaders design and deliver intelligent, data-driven experiences that bridge business and leisure, unlocking growth in a rapidly changing world. Ready to reimagine your offerings for the future of work and travel? Let’s start the journey together.