Crowne Plaza by IHG Leads the Charge in Blended Travel - New Research Reveals Demand for Seamless Work-Leisure Integration with Return to Office
With thoughtfully designed spaces and guest experiences focused on connection, Crowne Plaza remains a top choice for hybrid travelers
ATLANTA, Feb. 25, 2025 /PRNewswire/ -- Crowne Plaza by IHG – one of the world's largest premium hotel brands and a thought-leader in the blended travel space – has released its second white paper, Leading the Charge in Blended Travel. The report unveils a major shift in how people live and work since its 2022 report, particularly as companies embrace the 'return to office' more broadly. Currently, 66 percent of U.S. and U.K. travelers 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 (i.e. blended travel) 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 the U.S., U.K., Germany, Australia, Singapore, Japan, Saudi Arabia, U.A.E. and India. The findings revealed 72 percent 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 Ginger Taggart, Vice President of Brand Management – Global Premium Brands, IHG Hotels & Resorts. "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 Evolution of Blended Travel
The Leading the Charge in Blended Travel white paper reveals four emerging trends driven by travelers 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 travelers linking their journeys to self-improvement, skill development, and creative exploration. Unlike traditional travel, which focused on rest and recharging, today's travelers 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 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.
- 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 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.
- The New Personal Travel Economy: New traveler 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 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 experiences and events, and enjoy Milestone Reward benefits such as bonus points, Food & Beverage Rewards, Confirmable Suite Upgrades, and much more.
- Intentional Togetherness: With much of life lived online, travelers are placing greater value on in-person connection with colleagues, loved ones and new acquaintances. Thirty-seven percent of respondents surveyed by YouGov cite being able to spend quality time with family and friends around their work as a reason to combine 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.
Crowne Plaza Unveils Global Refresh to Meet Needs of Modern Travelers
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 travelers on a global scale. From enhanced guest room zoning to reimagined Meetings & Events, Crowne Plaza continues to stay ahead of consumer expectations with a new modern design and guest experience.
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, Asia and Africa 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 140 properties in the pipeline – expanding its current system size by more than 35 percent.
To learn more or to book a stay, visit https://www.ihg.com/crowneplaza/hotels/us/en/reservation or download the IHG One Rewards mobile app.
System and pipeline data as of Q4 2024 unless noted otherwise.
Methodology
The consumer research was conducted by YouGov between 17th December 2024 – 13th January 2025 with a sample of 12,184 adults in the U.S., U.K., Australia, Germany, India, Japan, Saudi Arabia, Singapore and the U.A.E. All figures, unless otherwise stated, are from YouGov. The survey was carried out online. The figures have been weighted and are representative of all adults (aged 18+), respective of their countries.
The Crowne Plaza white paper includes a survey of 296 IHG business and leisure travelers from the U.S. and U.K. conducted with Material via the IHG One Rewards online community between August 28 and September 5, 2024.
Travel trends were identified by Stylus, the expert source of trend and insights, using its proprietary six stage qualitative trend methodology, consolidating new, emerging consumer and traveller trends from its global tracking of consumer lifestyle, product, service and engagement signals.
*The data presented in this one statement is based on surveys conducted in countries other than the U.S. & U.K.
About Crowne Plaza
As one of world's largest premium hotel brands with locations in city, airport, resort and suburban destinations, Crowne Plaza is perfectly placed to meet the needs of today's guest, whether they are traveling for business, leisure, or a blend of both. For more information, visit www.crowneplaza.com, and connect with us on Facebook and Instagram.
About IHG®
IHG Hotels & Resorts ((tickers: LON:IHG for Ordinary Shares, NYSE:IHG) is a global hospitality company, with a purpose to provide True Hospitality for Good.
With a family of 19 hotel brands and IHG One Rewards, one of the world's largest hotel loyalty programmes with over 145m members, IHG has over 6,600 open hotels in over 100 countries, and a development pipeline of over 2,200 properties.
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