India, U.S., U.K., Germany, Australia, Singapore, Japan, Saudi Arabia, U.A.E : Crowne Plaza Leads Global Shift Towards Holistic Blended Travel Focused on Personal Growth - Travel And Tour World (2025)

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Friday, April 18, 2025

India, U.S., U.K., Germany, Australia, Singapore, Japan, Saudi Arabia, U.A.E : Crowne Plaza Leads Global Shift Towards Holistic Blended Travel Focused on Personal Growth - Travel And Tour World (1)

Crowne Plaza by IHG, a prominent player in the global premium hotel sector, has announced the release of its second white paper, Leading the Charge in Blended Travel. This report highlights the shift towards a more flexible and holistic approach to work and travel, driven by both individuals and businesses seeking enhanced personal growth, mind-body equity, and deeper connections while on the go.

India has emerged as a leader in embracing blended travel, with 33% of Indian respondents having already experienced this unique blend of work and leisure—making it the highest percentage among all countries surveyed. The report, based on a YouGov survey of over 12,000 respondents from countries including the U.S., U.K., Germany, Australia, Singapore, Japan, Saudi Arabia, the U.A.E., and India, reveals that 67% of those surveyed agree that they see greater benefits and flexibility in blended travel compared to just five years ago.

Blended Travel: A Holistic Approach to Work and Leisure

The white paper emphasizes that blended travel has evolved from a temporary trend to a permanent lifestyle. Crowne Plaza hotels are adapting to meet the needs of this new breed of travelers, offering thoughtful designs, curated social spaces, and purpose-driven experiences that cater to both work and leisure. Blended travel is now seen as an opportunity for personal growth, skill development, and creative exploration, with travelers actively seeking experiences that enhance well-being and spark creativity.

Ginger Taggart, Vice President of Brand Management – Global Premium Brands at IHG Hotels & Resorts, highlighted, “Flexibility in where and when people work has become an expectation for today’s professionals. Blended travel is no longer just a trend; it’s a permanent way of life—whether it’s extending a business trip or working remotely from an inspiring destination.”

The Emerging Trends in Blended Travel

The Leading the Charge in Blended Travel report outlines four emerging trends that are driving the shift:

  1. Improve and Grow: Travelers are increasingly linking their journeys to self-improvement and creativity. Unlike traditional travel focused on rest, today’s travelers view their time away as an active pursuit that fuels creativity and enhances well-being. 40% of respondents worldwide cited exploring new destinations as a top motivator for blending work and leisure, with 42% of Indian respondents prioritizing discovery as a reason for blended travel.
  2. Mind-Body Equity: Wellness is now a central part of travel, with travelers seeking environments that nurture both mental and physical well-being. 35% of global respondents and 38% of Indian travelers see blended travel as a way to reduce stress and establish healthier routines. To meet this demand, Crowne Plaza has introduced wellness rituals such as energizing smoothies and rejuvenating spa therapies to promote guest health and relaxation.
  3. The New Personal Travel Economy: Travelers now expect every moment of their trip to offer value. According to the survey, 70% of respondents would be encouraged to pursue blended travel if they had access to affordable deals that cater to both business and leisure needs. Crowne Plaza’s IHG One Rewards program allows members to earn points, unlock exclusive experiences, and enjoy significant perks like suite upgrades and food and beverage rewards.
  4. Intentional Togetherness: With much of life conducted online, there is a growing desire for in-person connections. 37% of global respondents, and 51% of Indian travelers, cited spending quality time with family and friends as a primary motivation for blending work and leisure travel. Crowne Plaza’s Meetings & Events Concierge program supports this need by offering personalized itineraries to help guests explore new destinations and create meaningful connections.

Crowne Plaza’s Global Refresh and Commitment to Blended Travel

As part of its commitment to evolving with traveler expectations, Crowne Plaza is undergoing a global revitalization. The brand’s refreshed designs and guest experiences aim to meet the needs of modern hybrid travelers. Currently, 70% of Crowne Plaza properties in the Americas have been renovated or are new to the brand, and over 60% of properties across Europe, the Middle East, Africa, and Asia Pacific are set for renovation by the end of 2026.

Crowne Plaza’s global growth is also accelerating, with the brand planning to expand its footprint by adding 140 properties, increasing its current system size by over 35%. The global blended travel market is expected to grow from USD 315 billion in 2022 to more than USD 731 billion by 2032, positioning Crowne Plaza to lead in this space.

Looking Ahead: Empowering Travelers Through Flexibility and Purpose

With more than 400 properties in 67 countries, Crowne Plaza is well-positioned to continue its leadership in the blended travel market. As travelers seek more flexible, purposeful ways to combine work and leisure, Crowne Plaza is reimagining the hotel experience to support their dynamic and fulfilling travel needs. From extended business trips to remote work opportunities in dream destinations, Crowne Plaza is shaping the future of blended travel, ensuring that every journey is an opportunity for growth, creativity, and connection.

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India, U.S., U.K., Germany, Australia, Singapore, Japan, Saudi Arabia, U.A.E : Crowne Plaza Leads Global Shift Towards Holistic Blended Travel Focused on Personal Growth - Travel And Tour World (2025)
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