As companies continue to embrace the ‘return to office’ more broadly, Crowne Plaza by IHG – one of the world’s largest premium hotel brands and a thought-leader in the Blended Travel space – releases its second white paper, Leading the Charge in Blended Travel, unveiling a major shift in how people live and work since its 2022 report. Today, 66 percent of US and UK travellers actively combine business trips with personal leisure time, up from 53 percent in 2022. Among them, 56 percent say the ability to travel while working is a key benefit of remote work.
To gauge the global reach of this trend, Crowne Plaza commissioned a YouGov survey of over 12,000 people across nine countries, including the US, UK, Germany, Australia, Singapore, Japan, Saudi Arabia, UAE and India. The findings revealed 67 percent of respondents in other markets surveyed agree Blended Travel is beneficial and offers greater flexibility, confirming travellers everywhere are more eager than ever before to make the most of their time away.
"Flexibility in where and when people work is now a non-negotiable expectation for today’s professionals," said Ginger Taggart, Vice President of Brand Management – Global Premium Brands, IHG Hotels & Resorts. "At Crowne Plaza, we’ve been tracking the evolution of work-leisure integration for years. Blended Travel has shifted from a trend to a permanent way of life—whether it’s extending a business trip, working remotely from a dream destination, or finding inspiration on the go. As this shift evolves and becomes more sophisticated, we’re not just responding to it—we’re actively shaping the future of it with inventive hotel designs, curated social spaces, and purpose-driven experiences that support a more dynamic, fulfilling way of traveling."
The Evolution of Blended Travel
Leading the Charge in Blended Travel white paper reveals four emerging trends driven by travellers seeking greater flexibility as a means to achieve broader goals.
Improve and Grow: Blended Travel is now key to both personal and professional growth, with travellers linking their journeys to self-improvement, skill development, and creative exploration. Unlike traditional travel, which focused on rest and recharging, today’s travellers see time away as an active pursuit that fuels creativity and enhances well-being. Blended Travel offers a powerful catalyst for creativity by exposing individuals to new environments that inspire fresh ideas.
The YouGov survey findings further back this trend revealing the top motivator for combining work and leisure travel is to explore new destinations (40%). The desire to be stimulated by new surroundings has always been part of why we travel, and Crowne Plaza meets this need with a variety of inspiring meeting and events spaces – from Victorian ballrooms at Crowne Plaza Royal Victoria Sheffield in the U.K. to the expansive 38-acre campus of Crowne Plaza Atlanta SW – Peachtree City in the U.S., complete with an outdoor amphitheatre.
Mind-Body Equity: Wellness is now woven into every aspect of life and travel is no exception. Thirty-five (35) percent of YouGov survey respondents said Blended Travel helps them establish healthier routines and reduce stress. Embracing this trend, Crowne Plaza has developed a series of daily rituals designed to promote mental and physical health during your stay, such as energizing smoothies at Crowne Plaza Helsinki – Hesperia during breakfast packed full of ingredients to kick start your morning to Crowne Plaza Amsterdam – South hosting weekly guided runs to help you relive stress and wind down.
The New Personal Travel Economy: New traveller demands are all about getting the most value from our time and money. We want every moment, dollar, and ounce of energy spent to feel meaningful. According to the YouGov survey, the top benefit of this trend is the ability to extend trips at a lower personal cost – with 70 percent of respondents saying affordable deals or amenities that cater to both business and leisure would encourage them to pursue Blended Travel experiences. Through the IHG One Rewards program, members staying at a Crowne Plaza hotel can earn and redeem points for free nights, unlock access to exclusive, unforgettable experiences and events, and more.
Intentional Togetherness: With much of life lived online, travellers are placing greater value on bonding with loved ones, colleagues, and new acquaintances. Thirty-seven percent of respondents surveyed by YouGov prioritize family and friends when combining business and leisure travel. Crowne Plaza’s Meetings & Events Concierge program caters to this, offering personalized itineraries that enable all guests to explore the locality and enjoy meaningful connections, whether they are conference delegates or their friends, family or partners.
Crowne Plaza Unveils Global Refresh to Meet Needs of Modern Travellers
Since launching the first business-class hotel in 1983, Crowne Plaza has remained a bold, inventive leader in the hospitality industry. Crowne Plaza is never standing still – always looking to the future – passionate about meeting the evolving needs of travellers on a global scale.
Currently, 70 percent of Crowne Plaza properties in the Americas are new to the system or have undergone a renovation, while more than 60 percent of properties across Europe, the Middle East and Asia Pacific will have seen a renovation by the end of 2026. This global revitalization positions Crowne Plaza to accelerate IHG’s growth in the global Blended Travel market, which is projected to grow from $315 billion in 2022 to more than $731 billion by 2032.
With more than 400 properties across 67 countries, and steady demand from owners and guests, the brand’s accelerated growth plan includes the addition of 146 properties in the pipeline – expanding its current system size by more than 35 percent.
From enhanced guest room zoning to reimagined Meetings & Events, Crowne Plaza’s continues to stay ahead of consumer expectations with a new modern design and guest experience.
To learn more or to book a stay, visit https://www.ihg.com/crowneplaza/hotels/us/en/reservation
