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The way people travel for work is changing. Bleisure travel -blending business trips with leisure time- has moved from a growing trend to an established part of the travel industry.
According to Presedence Research, the global bleisure travel market size is calculated at USD 816.24 billion in 2025 and is forecasted to reach around USD 3,573.74 billion by 2034.
These numbers show that more professionals will continue to extend their business trips to take some personal time and explore local culture, cuisine, and attractions.
Today, being a bleisure traveller is not crazy anymore. Companies are increasingly supportive of flexible travel policies, which means bleisure is a vital opportunity for the hospitality sector.
Hotels that want to stay competitive must adapt their offerings to meet the evolving needs of this valuable audience.
Bleisure guests are typically business professionals who have extended their stay on a work-related trip to experience the culture, cuisine, and attractions of the area.
These travellers are usually young (aged 23-34), educated (graduates or post-graduates), tech-savvy, well-travelled, and affluent. They frequently come from Western countries, including the United States, Australia, Canada, Germany, and the UK.
According to The Harris Poll’s new Travel and Hospitality Snapshot from 2024, 1 in 3 Americans extend their work travel with personal time away. More than half of the respondents said they usually book with the same brands for personal and business travel accommodations.
This means there is an excellent opportunity for hospitality brands to adapt their offering and show leisure guests they can also stay there during business trips.
That being said, the key to tapping into this market segment is to focus on offering experiences that appeal to business travellers. It is not the same as talking to a leisure traveller entirely or to a family booker, and therefore, you should focus on preparing an attractive offering for them.
This could mean providing amenities such as:
- Airport transfers
- Flexible check-in/check-out times
- High-quality Wi-Fi (it is not enough with free wifi, it needs to be as stable as possible)
- Mobile apps that allow guests to book services or activities during their stay.
- On-site leisure facilities such as a fitness centre or pool.
- In-room workspaces
- Meeting rooms
- Mobile keys
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Furthermore, providing discounts for longer stays can be an effective way of appealing to this market segment. The research conducted by BCD Travel found that travellers would like to add leisure elements to their business trips, and around half of them mentioned they would like to extend their trip a few days, bring their partner along or be able to work remotely.
In terms of marketing efforts, hospitality brands should consider using social media platforms such as Instagram and Twitter as well as email campaigns in order to reach out directly to potential bleisure travellers. As highlighted by a recent survey conducted by EyeforTravel, 79% of people in the 18-34 age bracket use online channels when making travel decisions – so effective digital strategies are essential when targeting this demographic.
Overall, it’s clear that businesses across all sectors should seek to capitalise on the growing trend of bleisure travel to remain competitive in today’s market. But that is not the only trend that is gaining momentum in hospitality. You might also want to take a look at these 3 communication trends you can use for your hotel marketing strategies.
Bleisure travellers require special strategies to reach out to them. As a hotelier, you must first understand what bleisure is and who the target audience is in order to create an effective marketing strategy.
Use your guest data to understand where these travellers are coming from. Look for the type of reservations and extended stays to understand if you are already receiving bleisure travellers. This could be a good starting point to prepare your offering since it is already happening.
If you are not receiving any bleisure travellers at the moment, you will have to make certain assumptions that match the target but don’t worry, you can always iterate based on the results.
Find out how Bookboost can help your hotel uncover hidden gems in your guest data by segmentation.
Typically, bleisure travellers are looking for experiences that will make their travels memorable and enriching, not just a place to sleep or a quick meal in between meetings.
To reach out to bleisure travellers, it is not enough with knowing that you offer the right facilities or amenities, you also need to communicate it and create an appealing offer.
You must offer unique experiences tailored to their age group. Focus on developing activities that are interactive and educational, such as visits to cultural sites or engaging workshops hosted by local experts.
Here is one idea you can leverage: Offer activities or packages for “after-work”
Why wait until the end of the trip to get a little bit of fun or relaxation?
Create simple, pre-built packages aimed at business guests looking to relax after meetings: spa appointments, a glass of wine at the bar, access to a rooftop pool, dinner discount, etc.
Important: Label and communicate these clearly as Perfect for Business or Bleisure Travellers, using emails or WhatsApp messages.
Why it works:
- You will clearly tailor it to them, getting their attention: "For professionals on assignment - relax after your workday!"
- No heavy operational changes needed (most hotels already have spa, restaurant, etc.)
- It makes the guest feel the hotel understands their lifestyle -not just selling leisure.
Learn more about creating personalised and valuable guest communication.
If your website doesn’t acknowledge that your brand is a great spot for bleisure travellers, how would they find you?
Dedicate a specific section or landing page on your website just for them. Look to highlight what matters most to them, combining both the business essentials and the leisure perks they care about.
Important: Leverage SEO, using the right keywords and tailoring the message specifically for this audience, positioning your property as the go-to accommodation for these trips.
Why it works:
- Bleisure travellers search online first and want to feel like the hotel "gets" them without needing to ask a lot of questions.
- It shows you are proactively welcoming business + leisure stays - not just a hotel that happens to allow them.
- It boosts SEO if you optimise for terms like "Business and Leisure Hotel in [City]".
Turn your website into a direct bookings machine with these tactics.
Utilise digital tools like social media platforms or influencers to create excitement around your offerings. Ensure that all of your marketing materials are lively and convey the spirit of the place you are promoting.
For hotel marketing strategies, direct communication is crucial. Social media platforms like Instagram and Twitter are key to reaching bleisure travellers. Recent research shows that 90% of Gen Z travellers make their travel decisions based on social media content (Condor Ferries, 2025).
With younger generations increasingly blending work and leisure trips, effective digital strategies are now essential for hotels aiming to attract and engage this growing bleisure segment.
If you are wondering how to personalise your communications for bleisure and all the other types of guests, here is an article on the 7 steps to creating a guest journey for the first time.
Longer stays are a natural fit for bleisure guests and a smart opportunity for hotels. Research from BCD Travel shows that nearly 40% of business travellers are open to extending their trip if they find an attractive offer.
Create meaningful incentives by offering discounts for extra nights or exclusive deals on local experiences.
You can also find useful partnerships within the community. Partnering with nearby tours, museums, or entertainment venues not only adds value to the guest experience but also helps position your hotel as the ideal base for mixing work and exploration.
Now that you are caught up with bleisure travel, it’s time for you to know these 5 communication trends to be aware of for your hotel marketing strategies.
Tapping into the bleisure market isn’t just about following a trend - it’s a smart way to future-proof your business.
Bleisure travellers often stay longer, which directly boosts occupancy and revenue. Plus, many are high-earners who are happy to spend more on luxury services like spa treatments, fine dining, and room upgrades.
By adapting your offering to suit both business and leisure needs, you also diversify your guest portfolio. This opens new revenue streams and strengthens your position against competitors who still treat business and leisure travellers as two separate audiences.
Focusing on this segment can also pay off in loyalty and reputation. Guests who feel understood and cared for are more likely to return — and to recommend your hotel to others.
Finally, catering to bleisure guests makes your business more agile. With more flexible offerings, you’ll be better equipped to handle last-minute bookings and unexpected changes, helping you stay competitive even during uncertain times.
Are you ready to take action? Let’s look at some resources for inspiration:
Beyond the basics: 7 digital marketing trends for hotels in 2025
Hotel Guest segmentation: 5 basic tips to boost conversions
What you should know to design the guest experience of the future
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