ATLANTA, Georgia—Crowne Plaza by IHG launched its second whitepaper, Main the Cost in Blended Journey. The report revealed a serious shift in how folks reside and work since its 2022 report, significantly as firms embrace “returning to workplace” extra broadly. At present, 66 p.c of U.S. and U.Ok. vacationers actively mix enterprise journeys with private leisure time, up from 53 p.c in 2022. Amongst them, 56 p.c say the power to journey whereas working (i.e. blended journey) is a key good thing about distant work.
To gauge the worldwide attain of this development, Crowne Plaza commissioned a YouGov survey of over 12,000 folks throughout america, the UK, Germany, Australia, Singapore, Japan, Saudi Arabia, the United Arab Emirates, and India. The findings revealed that 72 p.c of respondents in different markets surveyed agree that blended journey is helpful and provides better flexibility, suggesting vacationers in all places are wanting to take advantage of their time away.
“Flexibility in the place and when folks work is now an expectation for in the present day’s professionals,” stated Ginger Taggart, vp of brand name administration—international premium manufacturers, IHG Accommodations & Resorts. “Crowne Plaza has tracked the evolution of work-leisure integration for years. Blended journey has shifted from a development to a everlasting lifestyle—whether or not it’s extending a enterprise journey, working remotely from a dream vacation spot, or discovering inspiration on the go. As this shift evolves and turns into extra subtle, we’re not simply responding to it—we’re actively shaping the way forward for it by reimagining Crowne Plaza lodge designs, creating curated social areas, and rolling out purpose-driven experiences that help a extra dynamic, fulfilling means of touring.”
The Evolution of Blended Journey
The Main the Cost in Blended Journey whitepaper confirmed 4 rising tendencies pushed by vacationers in search of better flexibility to realize broader objectives.
- Enhance and Develop: Blended journey is now key to private {and professional} development, with vacationers linking their journeys to self-improvement, talent growth, and artistic exploration. In contrast to conventional journey, which focuses on relaxation and recharging, in the present day’s vacationers see time away as an lively pursuit that fuels creativity and enhances wellbeing. Blended journey provides a catalyst for creativity by exposing people to new environments that encourage recent concepts. The YouGov survey findings additional again this development, revealing the highest motivator for combining work and leisure journey is to discover locations they in any other case wouldn’t have visited (40 p.c). The need to be stimulated by new environment has all the time been a part of why folks journey, and Crowne Plaza meets this want with a wide range of assembly and occasions areas, from Victorian ballrooms at Crowne Plaza Royal Victoria Sheffield in the UK to the 38-acre campus of Crowne Plaza Atlanta SW – Peachtree Metropolis in america with an out of doors amphitheater.
- Thoughts-Physique Fairness: Wellness is now woven into each side of life, and journey is not any exception. Thirty-five p.c of YouGov survey respondents stated blended journey helps them set up more healthy routines and scale back stress. Crowne Plaza has developed a sequence of every day rituals designed to advertise psychological and bodily well being throughout friends’ keep, resembling smoothies at Crowne Plaza Helsinki – Hesperia throughout breakfast to Crowne Plaza Amsterdam – South internet hosting weekly guided runs.
- The New Private Journey Economic system: New traveler calls for are all about getting essentially the most worth from money and time. Each second, greenback, and ounce of power spent is anticipated to really feel significant. In accordance with the YouGov survey, the highest good thing about this development is the power to increase journeys at a decrease private price—with 70 p.c of respondents saying inexpensive offers or facilities that cater to each enterprise and leisure would encourage them to pursue blended journey experiences. By means of the IHG One Rewards program, members staying at a Crowne Plaza lodge can earn and redeem factors totally free nights, unlock entry to experiences and occasions, and use Milestone Reward advantages resembling bonus factors and extra.
- Intentional Togetherness: With a lot of life lived on-line, vacationers are inserting better worth on in-person reference to colleagues, family members, and new acquaintances. Thirty-seven p.c of respondents surveyed by YouGov cite with the ability to spend high quality time with household and mates round their work as a cause to mix enterprise and leisure journey. Crowne Plaza’s Conferences & Occasions Concierge program caters to this, providing customized itineraries.
Crowne Plaza Unveils World Refresh to Meet Wants of Fashionable Vacationers
Since launching the primary business-class lodge in 1983, 70 p.c of Crowne Plaza properties within the Americas are new to the system or have undergone a renovation, whereas greater than 60 p.c of properties throughout Europe, the Center East, Asia, and Africa could have seen a renovation by the tip of 2026. This international revitalization positions Crowne Plaza to speed up IHG’s development within the international blended journey market, which is projected to develop from $315 billion in 2022 to greater than $731 billion by 2032.
With greater than 400 properties throughout 67 nations, the model’s development plan consists of the addition of 140 properties within the pipeline, increasing its present system measurement by greater than 35 p.c.
