Chapter 5: Killing Two Birds with One Stone: Systematic Review on Elevating Bleisure Travel Through Big Data Insights

The burgeoning trend of bleisure travel combines business and personal travel to boost productivity and satisfaction. A comprehensive review investigates how big data analytics improves bleisure travelers’ experiences. This analysis synthesized the literature to see if data-driven initiatives might boost social consumer participation and happiness in this travel sector. This study examined the systematic use of big data analytics to understand leisure travel. Leisure travelers’ recurring tendencies, choices, and behaviors will be examined to determine how data-driven insights might better target marketing and customized services. A thorough literature search was conducted in PubMed, Scopus, Web of Science, and Google Scholar. In 2010–2024, this investigation was undertaken. The inclusion criteria were big data analytics in leisure travel, social consumer interaction, and personalized marketing. Qualitative analysis and critical appraisal skills programme (CASP) protocols assessed methodological study quality. The findings show that big data analytics can transform leisure travel. Understanding travelers’ wants and preferences improves marketing and service. An understanding like this does not help the travel sector. Understanding traveler behavior helps acquire and use data from more sources using advanced analytics techniques, improving customer engagement and happiness. Big data analytics can enhance leisure travel by offering tailored and attractive travel offerings. It advances the literature on data-driven methods to understand and address leisure travelers’ demands. In the dynamic travel market, we must continually adapt, develop new analytical methods, and investigate new data sources to better our personalization efforts.