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Crowne Plaza by IHG Reveals a New Era of Blended Travel with Demand for Far-Reaching Flexibility on Top of Traditional Work-Life Integration

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.

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IHG® Hotels & Resorts

With thoughtfully designed spaces and guest experiences focused on connection, Crowne Plaza remains a top choice for hybrid travellers

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 since its 2022 report, driven by a new breed of companies and individuals seeking far-reaching flexibility that extends beyond traditional work-life balance and into a holistic approach focused on personal growth, mind-body equity, and connection when travelling. Notably, the report highlights India’s leading role in embracing blended travel, with 33% of Indian respondents having experienced blended travel before – the highest among all surveyed countries – positioning India at the forefront of this trend.

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 67 per cent of respondents surveyed agree they see greater benefits and flexibility in blended travel compared to five years ago, suggesting travellers everywhere are eager to use their time away to achieve broader personal goals. In fact, the research revealed Indian travellers are prioritising flexible work hours (51%) over a high salary (46%) and 38 per cent cited experiencing less stress as a key benefit of blended travel, solidifying the value of this new holistic approach.

“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 driving the shift:

• 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 destinations they otherwise would not have visited (40%). In India, this was slightly higher as 42 per cent of respondents cited exploring new destinations as a key reason for blended travel, highlighting the desire for discovery and inspiration. This desire has always been part of why we travel, and Crowne Plaza meets this need with a variety of inspiring meeting and events spaces – from the panoramic views of the backwaters at Crowne Plaza Kochi to the expansive ballrooms of Crowne Plaza Rohini New Delhi.
• Mind-Body Equity: Wellness is now woven into every aspect of life, and travel is no exception. This is a shift from self-care to self-awareness, with travellers demanding environments that inspire opportunity for better mental and physical well-being. 35 per cent of global YouGov survey respondents said blended travel helps them establish healthier routines and reduce stress. Indian travellers particularly value this aspect, with 38 per cent citing reduced stress and 32 per cent highlighting the ability to maintain a healthy routine as key benefits of blended travel. Embracing this trend, Crowne Plaza has developed a series of daily rituals designed to promote mental and physical health during guests’ stays, such as energising smoothies at Crowne Plaza Helsinki – Hesperia during breakfast packed full of ingredients to kick start your morning. Closer to home, Crowne Plaza Gurugram offers a holistic wellness experience, featuring relaxing and rejuvenating spa therapies set in a serene, private ambiance, ensuring a restorative stay.
• The New Personal Travel Economy: 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 per cent 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, travellers are placing greater value on in-person connection with colleagues, loved ones and new acquaintances. Thirty-seven per cent 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. This is especially pronounced in India, where 51 per cent of respondents – the highest among all surveyed countries – cited spending quality time with family and friends as their top reason for blended travel. Crowne Plaza’s Meetings & Events Concierge program caters to this, offering personalised itineraries that enable all guests to explore the locality and enjoy meaningful connections.

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. 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.

Currently, 70 per cent of Crowne Plaza properties in the Americas are new to the system or have undergone a renovation, while more than 60 per cent of properties across Europe, the Middle East, Africa, and Asia Pacific will have seen a renovation by the end of 2026. This global revitalisation positions Crowne Plaza to accelerate IHG’s growth in the global blended travel market, which is projected to grow from USD$315 billion in 2022 to more than USD$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 per cent.

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 Q3 2024 unless noted otherwise.

Methodology 
The consumer research was conducted by YouGov between 17^th December 2024 – 13^th 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.

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 for ADRs) 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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