The lodging industry is destined for recovery. It's just a matter of time before the lodging industry experiences the inevitable upswing of consumer demand and will realize increased profitability once again. But what will this upswing look like? How will we as a collective industry know it when it arrives? Will it be as robust as the verge of the Millennium or even four years after the 9-11 tragedy? Or will it sneak upon us in a more stealthy and unrecognizable manner? This article discusses how leisure guests will lead the charge back to profitability and what they will demand from hotels to earn their business. Additionally, five strategies for hoteliers to implement to earn more leisure business are presented.