SHERIDAN, WYOMING – Feb. 26, 2025 – 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.
The data reveals a significant uptick in the integration of work and leisure. Currently, 66% of U.S. and U.K. travelers actively combine business trips with personal leisure time, up from 53% in 2022. This surge underscores a fundamental change in how professionals perceive and utilize travel. Among those engaging in blended travel, 56% say the ability to travel while working (i.e. blended travel) is a key benefit of remote work.
To further understand the global reach of this evolving 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.
The Evolution of Blended Travel: A New Era of Flexibility
“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 white paper identifies four key emerging trends that are driving this shift, all rooted in the desire for greater flexibility and a more holistic approach to work and life.
Improve and Grow: Blended Travel as a Catalyst for Personal and Professional Development
Blended travel is now seen as a crucial tool for both personal and professional growth. Travelers are increasingly linking their journeys to self-improvement, skill development, and creative exploration. Unlike traditional travel, which focused primarily on rest and relaxation, today’s travelers view their time away as an active pursuit that fuels creativity and enhances overall well-being. Blended travel offers a unique opportunity to expose individuals to new environments that inspire fresh ideas and perspectives. The YouGov survey findings support this trend, with the top motivator for combining work and leisure travel being the desire to explore new destinations (40%).
Mind-Body Equity: Integrating Wellness into the Travel Experience
Wellness has become an integral part of everyday life, and travel is no exception. Thirty-seven percent of YouGov survey respondents stated that blended travel helps them establish healthier routines and reduce stress. This highlights the growing emphasis on maintaining a balanced lifestyle, even while traveling for work.
The New Personal Travel Economy: Maximizing Value and Meaning
Today’s travelers are demanding greater value from their time and money. Every moment, dollar, and ounce of energy spent is expected to be meaningful and contribute to a fulfilling experience. According to the YouGov survey, the top benefit of this trend is the ability to extend trips at a lower personal cost. Specifically, 70% of respondents indicated that affordable deals or amenities that cater to both business and leisure would encourage them to pursue blended travel experiences.
Intentional Togetherness: Prioritizing Human Connection
In an increasingly digital world, travelers are placing a higher value on in-person connections with colleagues, loved ones, and new acquaintances. Thirty-nine percent of respondents surveyed by YouGov prioritize spending time with family and friends when combining business and leisure travel. This highlights the desire to leverage travel opportunities to strengthen relationships and create meaningful shared experiences.
The “Leading the Charge in Blended Travel” white paper underscores the profound and lasting impact of blended travel on the modern professional. As companies and individuals continue to navigate the evolving landscape of work and leisure, the demand for seamless integration and enhanced flexibility will only continue to grow. Crowne Plaza's proactive approach to addressing these trends positions them as a leader in shaping the future of travel.
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