Crowne Plaza by IHG, in partnership with Stylus, has released its second white paper, “Leading the Charge in Blended Travel,” which 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% of U.S. and U.K. travelers 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.
To gauge the global reach of this trend, Crowne Plaza commissioned a YouGov survey of more than 12,000 people across the U.S., U.K., Germany, Australia, Singapore, Japan, Saudi Arabia, U.A.E. and India. The findings revealed 72% of respondents in other markets surveyed* agree blended travel is beneficial and offers greater flexibility, confirming travelers everywhere are more eager than ever before 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, VP, 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 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 new destinations (40%).
- Mind-Body Equity: Wellness is now woven into every aspect of life, and travel is no exception. Thirty-seven percent of YouGov survey respondents said blended travel helps them establish healthier routines and reduce stress. 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% of respondents saying affordable deals or amenities that cater to both business and leisure would encourage them to pursue blended travel experiences.
- 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-nine percent of respondents surveyed by YouGov prioritize family and friends when combining business and leisure travel.
*The data presented in this one statement is based on surveys conducted in countries other than the U.S. & U.K.
