Crowne Plaza’s Research Unveils Rising Demand for Work-Leisure Travel Integration

Crowne Plaza has released a white paper revealing a significant increase in blended travel. This concept combines business trips with personal leisure time, and it is increasingly popular among U.S. and U.K. travelers.

Crowne Plaza launched its second white paper, “Leading the Charge in Blended Travel.” The report highlights a fundamental shift in people’s lifestyle and work patterns since its 2022 report, especially as companies globally embrace the ‘return to office’ trend. Notably, 66% of U.S. and U.K. travelers are now integrating business trips with personal leisure time, a significant increase from 53% in 2022. Of these, 56% consider blended travel a crucial benefit of remote work.

Crowne Plaza collaborated with YouGov to survey over 12,000 individuals across nine countries, including the U.S., U.K., Germany, Australia, Singapore, Japan, Saudi Arabia, U.A.E., and India to understand the global impact of this trend. The survey results revealed that 72% of respondents from these markets agree that blended travel offers greater flexibility and is beneficial, indicating a worldwide eagerness to optimize travel time.

“Today’s professionals expect flexibility in their work location and timing,” said Ginger Taggart, Vice President of Brand Management – Global Premium Brands, IHG Hotels & Resorts. “Blended travel has evolved from merely a trend to a permanent lifestyle choice. Whether it involves extending a business trip, working remotely from a dream destination, or finding inspiration, we aim not just to respond to this shift but actively shape its future. We’re doing this 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 outlines four emerging trends driven by travelers seeking greater flexibility to accomplish broader goals. These include personal and professional growth, wellness, the new personal travel economy, and intentional togetherness.

Access the white paper here.