Crowne Plaza by IHG’s latest white paper, “Leading the Charge in Blended Travel,” highlights a significant shift towards blended travel, with 66% of US and UK travelers combining business and leisure trips. The report, based on a YouGov survey of over 12,000 people, shows that 72% of respondents find blended travel beneficial, citing flexibility and personal growth.
“Flexibility in where and when people work is now an expectation for today’s professionals,” said Ginger Taggart, vice president of brand management – – global premium brands, IHG Hotels & Resorts. “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.”
The study outlines four major trends redefining the blended travel experience:
1. Improve and grow
More than a vacation, today’s travelers are seeking personal and professional growth during their journeys. Forty percent of respondents said their main motivation for blending travel is the chance to explore places they wouldn’t otherwise visit. Crowne Plaza is meeting this need with a variety of inspiring locations – – from the Victorian ballrooms of the Royal Victoria Sheffield to the 38-acre conference campus of Peachtree City, Georgia.
2. Mind-body equity
Wellness is increasingly central to travel decisions. Thirty-five percent of survey participants said blended travel helps them establish healthier routines and reduce stress. Crowne Plaza hotels are embracing this demand with wellness-focused amenities like smoothie bars at Crowne Plaza Helsinki – – Hesperia and weekly guided runs at Crowne Plaza Amsterdam – – South.
“Today’s travelers want more than a good night’s sleep – – they want experiences that fuel well-being,” said Taggart. “We’re curating spaces and services that support mind-body balance throughout the guest journey.”
3. The new personal travel economy
Blended travel also presents financial benefits. Seventy percent of respondents said they’re more likely to travel if there are affordable options that cater to both work and leisure. IHG’s One Rewards program offers value through points, free night redemptions, suite upgrades, and exclusive experiences – – aligning with the modern traveler’s desire for meaningful, cost-effective experiences.
4. Intentional togetherness
Blended travel enables professionals to reconnect with family, friends, and colleagues during work trips. Thirty-seven percent of respondents cited quality time with loved ones as a major reason to combine work and leisure.
“Blended travel isn’t just about convenience – – it’s about living more fully and working more meaningfully,” Taggart said. “We’re not just responding to these changing expectations – – we’re helping shape them.”
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