REIMAGINING HOSPITALITY: THE RISE OF HYBRID HOTEL MODELS
REIMAGINING HOSPITALITY: THE RISE OF HYBRID HOTEL MODELS

Author(s): Galina Ilieva
Subject(s): Economy, Business Economy / Management, Marketing / Advertising, Tourism, Human Resources in Economy, ICT Information and Communications Technologies, Green Transformation
Published by: Икономически университет - Варна
Keywords: hybrid model; digital nomads; laptop-lugging traveller; blended travel models; bleisure phenomenon
Summary/Abstract: The hospitality industry is undergoing a profound transformation driven by evolving traveller preferences, technological advancements, and the widespread adoption of remote work. In response, hybrid hotel models have emerged, integrating accommodation, co-working spaces, and communal areas to meet the dynamic needs of modern travellers. These models appeal particularly to digital nomads, business travellers, and bleisure tourists seeking flexibility, connectivity, and experience-oriented stays. This study explores the concept of hybrid hotels, analyses the growing phenomenon of bleisure travel, and examines the market segmentation driving their adoption. Furthermore, it assesses their impact on tourism patterns and presents comparative insights into hybrid versus traditional hospitality models. The findings suggest that hybrid models, by offering sustainable, technologically enhanced, and community-driven experiences, are poised to become a dominant force in the evolving tourism landscape.

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