What is a lifestyle hotel? Plus 6 questions about hospitality’s current direction
May 09, 2025
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A hospitality boom: The need for wellness and belonging are reshaping hotel offerings
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What are the big hospitality trends for 2025 and into 2026? And what is a lifestyle hotel? As the pandemic and lockdown fade away in our memory, we’re still feeling its effects in the travel and hotel industry.
The pandemic reset our expectations for the value of our time, particularly our vacation time. Those new expectations for travel continue to reshape it. And that’s got us asking a lot of questions. And looking at takeaways on the key spaces and offerings that hotel and resort brands should consider to meet the moment.
Let’s start with a big question …
What’s a lifestyle hotel?
Not long ago, those of us in the industry began using the term “lifestyle hotel” to describe a new category of hospitality. So, what is a lifestyle hotel?
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The Virgin Hotels NYC in New York, New York, combines the classic Virgin aesthetic with the inspiration of the Big Apple. (Building design and Architect of Record services: Stantec; interior design of public areas and hotel rooms led by MARKZEFF in collaboration with Stantec)
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Lifestyle hotels aren’t exactly boutique hotels. Boutique hotels are usually smaller and a one-of-a-kind place. Lifestyle hotels, like boutique hotels, draw on experiences to create a meaningful connection with guests. But they are also big on style, hosting events, and providing a destination that has a strong sense of place with a unique identity. They are found near energetic culture, food, and music. They go for cool comfort over luxury and unique experiences over attentive service.
Lifestyle hotels are less about a cushy room and more about what is going on down the hall. Think about the Virgin Hotels NYC, for example, in the NoMad district. The emphasis at Virgin is on the cocktail bar, views of Manhattan, and access to the city.
Now, many more are trying to get in on the game. The term “lifestyle” is expanding beyond boutique or upscale properties to include a broader range of accommodations. Luxury properties are picking up on the lifestyle trend. They are offering more programmed events and cultural experiences. There are versions for the budget traveler, too, with more back-to-basics minimalist rooms, for example.
Takeaway: Food and beverage (F&B) offerings in hotels used to be bland necessities. Now, hoteliers are finding that when done right, F&B can become a positive part of the hotel’s identity.
So, what’s the mark of a truly successful lifestyle hotel? The bar or restaurant is a buzzy destination in its own right: the Virgin’s Riff Raff Club is a good example.
Many of the more mainstream brands have done away with brand-standard specific stylistic periods or outdated color schemes. They are moving towards identity and experience. They’ll need to create unique destinations that draw from local culture and encourage neighborhood adventure.
That’s a look at lifestyle hotels. Now, let’s dig into where hospitality is headed—with six big questions.
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The Hotel Zachary in Chicago, Illinois, serves as a dramatic counterpoint to the Cubs’ Wrigley Field. There is a sense of nostalgia and place in the hotel.
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1. Will leisure travel slow down?
Driven by new technology (image-sharing apps, booking apps, etc.) and trends like a desire for wellness, the hospitality market has rapidly evolved. Post-pandemic, change was driven by pent-up demand initially, but the travel resurgence continued in 2024. And the industry, supported by surveys from Sabre Hospitality Group and Internova Travel Group, expects that the leisure travel boom will continue in 2025 and 2026.
Internova says 25 percent of North American travelers plan to take more leisure trips in 2025. Regional trips will be big. Sabre says Generation Z travelers will be both the most budget minded. But they will also be the most adventurous, looking for outdoor and sports activities on their trips. But Boomers are also looking for active experiences in their travel.
Takeaway: Some hoteliers are better positioned. Can they offer active experiences? What about proximity to sporting events (in boutique hotels like the Hotel Zachary, for example)? Or do they offer access to nature? Do those things at a variety of price points and the hotels should be able to capitalize on the growing active traveler segment.
2. Can we stay a little longer?
Travelers want to book longer stays. The work-from-anywhere or hybrid work flexibility will make these longer stays more realistic for some. And many travelers are simply looking for a slower, more immersive experience rather than a rushed Instagram opportunity.
Takeaway: Hybrid travelers will gravitate toward attractive common areas like a lobby café/bar that offers all-day comfort for coffee and work or cocktails. Hoteliers are transforming their public areas and lounges into coworking spaces. The new essentials are seating, power, and lots of bandwidth for Wi-Fi. In a booth at an affordable lifestyle hotel in downtown Los Angeles, for example, one can brunch, work through the day, and order from the bar at happy hour within walking distance to several art museums.
3. Will business travel ever be the same?
Compared with the LA experience above, intensive business travel is on the decline. That’s probably a side effect of the new normal: online meetings. But some kinds of business travel are growing. “Bleisure,” where travelers mix business and pleasure, is catching on. Some are “hacking their PTO” or using their paid time off alongside paid holidays and remote work opportunities to extend travel. This enables travelers to take longer trips without using more vacation days or missing important meetings.
But work is still about personal connections. And many firms are embracing the company retreat as a necessary tool to reconnect hybrid workers. Conferences are also making a comeback. Businesses realize that face-to-face contact is important, even in a wireless world. Cendyn’s 2025 State of the Meetings Industry report says medium to large meetings are growing in 2025. And conference planners are looking at secondary markets to control costs.
Business travel won’t be the same, but it’s far from dead.
" }Business travel won’t be the same, but it’s far from dead.
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Takeaway: With bleisure driving longer stays, hotels should look into more apartment-style elements that suit extended living arrangements. In the room, this means ample desks and kitchenettes. Others will emphasize shared amenities from the coworking café to a more robust fitness room and spa.
Hoteliers should be able to tailor experiences for medium and large conferences. And make sure their venues in secondary markets deliver quality experiences for guests.
4. What kinds of leisure travel are doing well?
Many kinds of leisure travel are growing. We’re seeing more resorts, more cruise ships, and more themed experiences with venues that offer something for each member of the family. Family-oriented destination resorts are booming.
And the cruise industry has been on a tear since the pandemic. During the pandemic, many (including yours truly) thought the cruise industry was permanently damaged. I couldn’t have been more wrong. People want to get away and immerse themselves in a curated environment and experience. Cruises have come roaring back stronger than ever.
Takeaway: Curated environments and themed experiences can take many forms—from culinary tours to pop culture and history getaways. For resorts and cruises, the challenge is to find and provide that level of curation and quality in content that really feels like an escape.
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Eve at the District in Miami, Florida. Internova Travel Group says 25 percent of North American travelers plan to take more leisure trips in 2025.
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5. Can we bring grandma on vacation?
Multigenerational, family, or group travel is growing more popular. Perhaps because of our highly scheduled work and school weeks, many parents want to make these leisure getaways a time for their elders and offspring to spend quality time together. Sabre’s survey says retired Baby Boomers are increasing their spending from 2024, which is driving a travel boom. They want to travel with their family. Sabre’s data shows that bookings for eight or more people are way up in 2025.
Takeaway: Larger groups need more space to stay. This trend will fuel a growing market for leisure travel spaces that can handle extended family members. Bigger groups may need bigger rooms or more connected spaces. Universal design and accessible accommodation, as always, will be essential.
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The San Juan Hotel in Miami, Florida. Lifestyle hotels highlight facilities—like an amazing bar—to attract guests
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6. What are today’s travelers really looking for?
Not that long ago, the world turned upside down. The pandemic fades from memory but continues to influence our taste in travel. A few years on, we want to feel good about ourselves. So, we’re naturally gravitating toward hotel design that feels clean. We want an identity. So, we’re drawn to accommodations that offer a sense of belonging.
This is no short-lived trend. Data from Internova shows that younger travelers are interested in “wellness” for 2025.
Takeaway: Hospitality design will continue to be redefined by the “wellness” and “lifestyle” movements. Travelers will seek places that enhance their wellness. And that means everything from natural materials in the guestroom to unique experiences.
What’s your identity?
Identity is subjective. And offering a sense of belonging can be a challenge for traditional hospitality brands.
Hotels that can give travelers a blend of cool, comfort, and acceptance will stand out in the marketplace. So, think bleisure. Or be even more family friendly. Being on trend is always important—and never more so than now.
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