Crowne Plaza by IHG Leads New Global Movement in Blended Travel That Supports Work, Wellness and Growth
Nikhil Prasad 
Hotel News: A New Era of Travel: Beyond Work-Life Balance
Crowne Plaza by IHG, a leading global premium hotel brand, has unveiled its second white paper, “Leading the Charge in Blended Travel,” marking a significant evolution in travel trends since its 2022 report. This comprehensive study reveals a growing demand for holistic flexibility that transcends traditional work-life balance, as a new generation of companies and individuals prioritize personal growth, mind-body equity, and meaningful connections while on the road.
Image Credit: IHG Hotels
To understand the global impact of this trend, Crowne Plaza commissioned a YouGov survey involving over 12,000 participants across nine countries, including Saudi Arabia, the United Arab Emirates, the United States, the United Kingdom, Germany, Australia, Singapore, Japan, and India. The findings indicate a positive outlook towards blended travel, with 70% of respondents in the UAE and 65% in Saudi Arabia reporting increased value and flexibility in blended travel compared to five years ago. This Hotel News report underscores the rising desire among modern travelers—particularly within the GCC—to make their time away more purposeful and aligned with personal aspirations.
Emerging Trends Shaping Blended Travel
The white paper identifies four key trends driving the shift towards blended travel:
–1. Improve and Grow: Travelers are increasingly 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. To experience more, tourists across the Middle East and Africa are now extending their trips by an average of three days compared to pre-pandemic levels. The YouGov survey findings further back this trend, revealing the top motivator globally for combining work and leisure travel is to explore destinations they otherwise would not have visited (40%).
–2. Mind-Body Equity: Wellness is now woven into every aspect of life, and travel is no exception. This is a shift from self-care to self-awareness, with travelers demanding environments that inspire opportunities for better mental and physical well-being. Thirty-five percent of YouGov survey respondents globally said blended travel helps them establish healthier routines and reduce stress, increasing to 41% of UAE respondents. Crowne Plaza addresses this human need through its new Modern design style, where biophilic design ensures guests feel closer to nature. At Crowne Plaza Muscat, a double-deck infinity pool allows guests to immerse themselves in natural vistas, while squash and tennis courts offer stunning views of the surrounding greenery.
–3. The New Personal Travel Economy: New traveler demands are all about getting the most value from time and money. Every moment, dollar, and ounce of energy spent is expected to feel meaningful. In regions like the Middle East, travelers are turning to technology for assistance, with opportunities for AI and other tech solutions to make the travel planning process more seamless and enjoyable. According to the white paper, this can’t come fast enough for one in three UAE consumers and nearly one in five KSA consumers (39%), who say they’d like to have an AI clone of themselves to take care of shopping, admin, and communications tasks on their behalf in the future. The YouGov survey also reveals that extending trips at a lower personal cost is a top benefit of blended travel. Seventy percent of respondents globally said affordable deals or amenities that cater to both business and leisure would encourage them to pursue blended travel experiences. Through the IHG One Rewards program, members staying at a Crowne Plaza hotel can earn and redeem points for free nights, unlock access to exclusive experiences and events, and enjoy Milestone Reward benefits such as bonus points, Food & Beverage Rewards, Confirmable Suite Upgrades, and much more.
–4. Intentional Togetherness: With much of life lived online, travelers are placing greater value on in-person connections with colleagues, loved ones, and new acquaintances. The white paper revealed that family relationships are a central theme in today’s travel landscape. In fact, 65% of people in MENA travel with family. Spontaneous trips with family or significant others are becoming increasingly popular, with 41% of travelers planning spontaneous trips with family, and 35% with a significant other, compared to 27% who plan to travel alone. Crowne Plaza’s Meetings & Events Concierge program caters to this, offering personalized itineraries that enable all guests to explore the locality and enjoy meaningful connections.
Crowne Plaza’s Global Refresh to Meet Modern Travelers’ Needs
Since launching the first business-class hotel in 1983, Crowne Plaza has remained a bold, inventive leader in the hospitality industry. Crowne Plaza is never standing still—always looking to the future—passionate about meeting the evolving needs of travelers on a global scale. From enhanced guest room zoning to reimagined Meetings & Events, Crowne Plaza continues to stay ahead of consumer expectations with a new modern design and guest experience. This includes Crowne Plaza Jeddah Al Salam, which is dedicated to providing seamless business and event services in the region.
Currently, more than 60% of properties across Europe, the Middle East, Africa, and Asia Pacific will have seen a renovation by the end of 2026, and in the Americas, 70% of Crowne Plaza properties are new to the system or have undergone a renovation. This global revitalization positions Crowne Plaza to accelerate IHG’s growth in the global blended travel market, which is projected to grow from USD $315 billion in 2022 to more than USD $731 billion by 2032.
With more than 400 properties across 67 countries, and steady demand from owners and guests, the brand’s accelerated growth plan includes the addition of 140 properties in the pipeline—expanding its current system size by more than 35%.
As the concept of blended travel continues to gain momentum, Crowne Plaza by IHG stands at the forefront of this transformative movement. By aligning their brand renovation with clearly identified consumer trends and backing it with substantial property investments, IHG is executing a methodical strategy to capitalize on the evolving blended travel market, particularly in high-growth regions like the Middle East. Their commitment to reimagining hotel designs, creating curated social spaces, and rolling out purpose-driven experiences reflects a deep understanding of the modern traveler’s needs. This proactive approach not only enhances the guest experience but also positions Crowne Plaza as a leader in the hospitality industry’s future. As blended travel becomes an integral part of our lives, Crowne Plaza’s innovations ensure that travelers can seamlessly integrate work, wellness, and personal growth into their journeys.
The white paper by Crowne Plaza can be found here:
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