This article was written by Henri Roelings and Karen Stephens and originally published on Hospitality Net. 

The post-pandemic “revenge travel” surge has cooled, but demand hasn’t disappeared. It has simply shifted. Today’s guests are more deliberate. They still spend and explore, but many now travel to recharge, extend a business trip into leisure, or set up a temporary remote office.

Bleisure and workations are no longer fringe. Flexible work and the growing preference for experiences over things are fueling blended travel, creating a major loyalty opportunity.

For hoteliers, the message is clear: Adapt your loyalty program to these new behaviors, and you’ll do more than capture a booking — you’ll build long-term repeat business. Whether you’re running a 50-room boutique hotel or shaping loyalty across a global portfolio, the same principle applies: Blended travel is here to stay, and your loyalty program needs to account for that.

Building loyalty in the age of blended travel

Here are 10 guest loyalty strategies for the blended traveler in 2025, each with a practical action you can put into practice right away.

1. Design for blended travel stays, not single nights

Guests who combine weekday work and weekend leisure are among the most profitable: They stay longer, spend more on F&B, and are more likely to return. Recognizing this behavior gives them a reason to repeat it.

What to do: Build earn and recognition mechanics that encourage blended itineraries (e.g., points multipliers for stays that include both Thursday and Saturday). You can do this by launching a Bleisure Bonus. A group program might tie it to accelerated tier points, while an independent hotel could simply add a free drink or welcome gift when midweek + weekend are booked together.

2. Make workation benefits explicit

Remote and hybrid work are here to stay. Guests often choose hotels as work bases, but only if the amenities are clear and reliable.

What to do: Define “work from hotel” benefits: quiet rooms, ergonomic chairs, strong bandwidth, printing, late check-out. Start by adding a redeemable Work From Hotel Pass to your loyalty catalogue. Groups can bundle access across cities; independents can highlight it as a unique perk in marketing campaigns.

3. Offer subscription-style value for frequent locals

Locals are an underused loyalty segment. They can become regulars at your bar, spa, or coworking spaces, generating repeat revenue even when they aren’t booking rooms.

What to do: Explore “light membership” options like workspace credits, midweek F&B discounts, or spa passes. Consider piloting a Local Pass. A group can test in one metro area; an independent can trial with regular café or wellness visitors.

4. Shift more rewards into blended travel experiences

Travelers are prioritizing experiences over possessions. They value rewards that help them create memories as much as free nights.

What to do: Expand redemption beyond rooms: cooking classes, guided runs, or partner-led cultural experiences. To start, ring-fence a modest points budget for experiences. A group can onboard new partners quarterly across markets, while independents can partner with one or two standout local businesses.

“One reason we have quadrupled our membership is that we look for new ways to care for members by offering benefits that matter most.” — Mark Vondrasek, Chief Commercial Officer, Hyatt

5. Build the right partnerships (air, mobility, retail, coworking)

Guests interact with many brands during their journey. Loyalty partnerships make your program more present in their daily life, not just their stays.

What to do: Offer co-earning and redemptions with airlines, coworking spaces, retailers, or mobility services that fit your guests’ routines. Focus on adding at least one new partner per market this year. Groups might secure airline or retail partners; independents could focus on coworking spaces, local gyms, or EV rentals.

6. Personalize with consented first-party data

Guests will share intent data if they get something useful in return. Personalization builds stronger connections and higher conversion.

What to do: Ask guests why they’re traveling this time — business, leisure, family, or wellness — and tailor offers accordingly. You can add one simple pre-arrival question in booking confirmations: “What brings you this time?” Groups can integrate answers into CRM campaigns at scale; independents can prepare small touches like family amenities or workspace bundles.

7. Recognize often, not only at status year-end

Recognition drives loyalty. Guests want to feel valued earlier, not just at the end of a long qualification year.

What to do: Introduce micro-milestones and small gestures at logical intervals (every 5 to 10 nights, or after a third stay). How do you do this? Groups can formalize milestone choice benefits (club access, F&B credits, bonus points). Independents can empower staff to send hand-written thank-you notes or offer a complimentary coffee to frequent guests.

8. Be transparent on value as dynamic pricing expands

Guests notice when points are devalued. Lack of transparency erodes trust, but honesty builds credibility.

What to do: Publish point-value estimators, guarantee off-peak rates, and guide guests toward the best uses of points. To start, create a points value range tool. Groups can embed it in apps or loyalty sites; independents can simply state: “Your points are always worth €X toward your next stay.”

9. Reward wellbeing and purpose

Wellness and sustainability are top priorities for blended travelers. Loyalty programs that align with these values build deeper emotional connections.

What to do: Link rewards to sleep quality, fitness, sustainability, or community experiences. Consider adding a Green Choice Bonus or wellness redemption option. Groups can let guests redeem for carbon offsets or yoga passes; independents can partner with local gyms, running clubs, or community projects.

10. Equip the frontline to deliver the “magic touch”

The human element is where loyalty truly lives. Guests remember small gestures long after points are spent.

What to do: Provide your staff with a short playbook of situational gestures that make a big impact. Groups can roll out training modules across regions. Independents can give their teams freedom with a simple list of 3–4 gestures, such as offering a quiet room for video calls or leaving a kids’ welcome treat.

“It is the magic touch at the hotel that makes all the difference. That is what loyalty is about today.” — Mehdi Hemici, Chief Loyalty & Ecommerce Officer, Accor

Why blended travel loyalty matters now

Blended travel isn’t a passing trend. Analysts expect leisure demand to grow steadily through the decade, while flexible work continues to reshape when and how people travel. At the same time, guests are more selective: they want meaningful stays, personalization, and clear value from the programs they join.

This creates a window of opportunity. Hotels that evolve their loyalty strategy now can lock in repeat business before guest expectations become the new baseline. Those that don’t risk being left behind as competitors define the loyalty standard.

A simple scorecard to keep you honest

Track these four loyalty KPIs, property by property:

• Attach rate: % of nights with a loyalty member attached
• Repeat rate: % of members returning within 6 months
• Incremental revenue: Uplift vs non-members
• Recognition satisfaction: Post-stay survey asking, “Did you feel recognized and cared for?”

Share results monthly. Celebrate the best examples — whether from a boutique hotel or across a regional group.

Conclusion

Loyalty in 2025 is no longer just about points. It’s about understanding the purpose of each stay, creating reasons for guests to return, and delivering small but memorable touches that make them feel cared for. That’s what really builds hotel customer loyalty.

Whether through partnerships, recognition, or a simple welcome gesture, hotel guest loyalty programs that feel relevant to blended travelers will drive stronger repeat business and healthier margins.

That’s why loyalty program optimization is one of the six tracks of the Direct Booking Mastery Certification. Explore the other articles in the Loyalty program optimization track to learn how to keep your guests coming back for more.