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IHG’s Crowne Plaza has uncovered patterns in how people live and work in its second white paper, Leading the Charge in Blended Travel.
Currently, 66% of U.S. and U.K. travellers actively combine business trips with personal leisure time, up from 53% in 2022. Among them, 56% say the ability to travel while working (i.e. blended travel) is a key benefit of remote work.
A YouGov survey of over 12,000 people across the US, UK, Germany, Australia, Singapore, Japan, Saudi Arabia, UAE. and India. The findings revealed 72% of respondents in other markets surveyed agree blended travel is beneficial and offers greater flexibility, suggesting travelers everywhere are eager to make the most of their time away.
“Flexibility in where and when people work is now an expectation for today’s professionals,” said IHG Hotels & Resorts Vice President of Brand Management – Global Premium Brands, Ginger Taggart.
“Crowne Plaza has tracked 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 by reimagining Crowne Plaza hotel designs, creating curated social spaces, and rolling out purpose-driven experiences that support a more dynamic, fulfilling way of traveling.”
The white paper reveals four emerging trends driven by travellers seeking greater flexibility as a means to achieve broader goals.
“Blended travel is now key to both personal and professional growth, with travelers 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,” the report found.
“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 destinations they otherwise would not have visited (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 amphitheater.
“Wellness is now woven into every aspect of life, and travel is no exception. Thirty-five (35) % 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 guests’ 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 guests relive stress and wind down.
“New traveller demands are all about getting the most value from our time and money. Every moment, dollar, and ounce of energy spent is expected 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 % 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 experiences and events, and enjoy Milestone Reward benefits such as bonus points, Food & Beverage Rewards, Confirmable Suite Upgrades, and much more.”
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