By: Stuart Kerr, Travel Correspondent
Published: 12/09/2025 · Updated: 12/09/2025
Contact: editorial@holidaymate.com
The lines between work and leisure have never been blurrier—or more exciting for Europe’s travel sector. What once meant a whirlwind of meetings and red-eye flights now increasingly includes a weekend in Barcelona’s Gothic Quarter, a vineyard detour in Bordeaux, or even a wellness retreat on a Croatian island. This hybrid model of travel, known as “bleisure,” is no longer a corporate perk—it is rapidly becoming the norm across the continent.
Why Bleisure, Why Now?
According to Navan’s latest data, bleisure travel now accounts for nearly 25% of all international business trips. Executives and mid-level professionals alike are seizing the opportunity to extend their stay by a few days, often bringing family or friends along. The motivations are clear: work-life balance, deeper cultural engagement, and cost-effectiveness when airfare and accommodation are already subsidised by an employer.
The concept itself isn’t new. The Wikipedia entry on bleisure travel notes its emergence in the late 2000s. But what’s different in 2025 is scale and acceptance. Employers, once wary of blurred boundaries, now often encourage the practice as part of talent retention strategies. Forbes reports that more than half of multinational firms now include bleisure policies in their corporate travel frameworks.
Europe: A Bleisure Hotspot
Europe is perfectly positioned to capitalise on the bleisure wave. Its dense rail networks, short-haul flight connections, and cultural diversity make it possible to pivot from boardroom to beach in under two hours. A Thursday meeting in Brussels can easily roll into a long weekend in Bruges, Paris, or Amsterdam.
The Accor European Travel 2025 report (PDF) reveals that 19% of corporate travellers extended their trips in 2023—a figure projected to hit 25% this year. Similarly, the Amadeus Business Travel Trends 2025 report (PDF) highlights a rising spend on leisure add-ons, from cultural tours to wellness packages.
The New Travel Behaviour
Bleisure travellers aren’t looking for the five-star, expense-account lifestyle. Instead, they want authentic experiences in line with trends shaping Europe’s broader tourism market. In fact, Holidaymate’s own coverage on Europe’s travel shifts shows travellers opting for slower, more meaningful journeys. For business travellers, extending a trip by two or three nights can turn a rushed work obligation into a balanced experience.
Accommodation plays a key role. Platforms promoting homestays and local immersion are thriving, reflecting the pattern outlined in our feature on the rise of community-driven alternatives. For bleisure travellers, these offer a more personal touch than chain hotels while still providing strong Wi-Fi and workspace options.
Destinations themselves are adapting. Conference cities are marketing their leisure credentials more aggressively, offering bundled packages that combine meeting facilities with cultural excursions. Budget-conscious bleisure seekers are also turning to secondary destinations, such as those featured in Affordable Greek Islands to Visit 2025, where travellers can enjoy authentic local life without overspending.
Challenges and Opportunities
Bleisure’s growth is not without its challenges. For employers, there are tax and insurance implications when staff add personal days to business travel. For destinations, there’s a need to balance the economic benefits of extended stays with the risks of overtourism in already pressured cities. Yet, the opportunities are substantial: longer visitor nights, higher spend per trip, and a stronger connection between corporate hubs and surrounding communities.
Transport infrastructure will play a pivotal role. Expanding high-speed rail and sleeper services across Europe not only supports environmental goals but also caters to bleisure travellers who value convenience and sustainability. Flexible visa and entry policies will be equally important, particularly for UK professionals moving in and out of the EU.
Looking Ahead
As the bleisure trend solidifies, Europe’s cities and resorts must rethink their value propositions. No longer can they rely solely on conference halls or package holidays. The future lies in hybrid offerings: work-ready spaces in leisure destinations, cultural itineraries bolted onto corporate travel packages, and digital tools that make extending a trip seamless.
Bleisure reflects a broader societal shift: work is no longer confined to the office, and travel is no longer just about escape. It’s about integration. In that integration lies Europe’s competitive edge.
About the Author
Stuart Kerr is a travel correspondent for Holidaymate.com, specialising in European slow travel, island escapes, and sustainable tourism. Contact him at editorial@holidaymate.com.
Read more about Stuart here →
