Crowne Plaza by IHG has unveiled its second white paper, “Leading the Charge in Blended Travel.” The paper reveals a significant shift in travel trends since its 2022 report, noting a rising demand for flexibility beyond the traditional work-life balance. The new approach focuses on personal growth, mind-body equity, and fostering connection when travelling.
To understand the global impact of this trend, Crowne Plaza conducted a YouGov survey of over 12,000 people across nine countries, including the U.S., U.K., Germany, Australia, Singapore, Japan, Saudi Arabia, U.A.E. and India. The survey results indicate a positive outlook towards blended travel, with 67% of respondents agreeing that it offers greater benefits and flexibility than five years ago.
This shift in travel trends is particularly prominent in India, where 33% of respondents have already experienced blended travel, the highest among all countries surveyed. Indian travellers prioritise flexible work hours (51%) over high salaries (46%), and 38% cite experiencing less stress as a key advantage of blended travel.
Blended travel combines business and leisure travel, allowing individuals to work remotely from various locations and extend their business trips for relaxation or exploration. The white paper identifies four key trends driving this shift, namely personal and professional growth, mind-body equity, the new personal travel economy, and intentional togetherness.
The first trend, personal and professional growth, refers to travellers linking their journeys to self-improvement, skill development, and creative exploration. The second, mind-body equity, highlights a shift towards self-awareness, with travellers demanding environments that inspire better mental and physical well-being.
Thirdly, the new personal travel economy emphasises the need to get the most value from time and money, with travellers expecting every moment and dollar spent to be meaningful. Lastly, intentional togetherness points towards the increased value placed on in-person connections with colleagues, loved ones, and new acquaintances.
As Ginger Taggart, Vice President of Brand Management—Global Premium Brands, IHG Hotels & Resorts, noted, Crowne Plaza is implementing these trends to shape the future of travel. The hotel chain is reimagining its designs, creating curated social spaces, and rolling out purpose-driven experiences that support a more dynamic, fulfilling way of travelling.
This report underscores the evolving nature of travel and the growing importance of blended travel in meeting the diverse needs of today’s travellers, whether for business or leisure. As this trend continues to evolve, it will inevitably shape the future of the global travel industry.
