Blended travel boom amidst cost-of-living pressures rise

Research published by Crowne Plaza, part of IHG Hotels & Resorts, has revealed an increase in the trend of blending work and leisure travel, termed Blended Travel, amidst a cost-of-living crisis.

The report, "Leading the Charge in Blended Travel," highlights that combining work and leisure journeys is becoming a highly regarded option among job seekers, nearly as significant as the preference for a four-day working week, with 20% of people prioritising it compared to 28% for a shorter work week.

A survey conducted by YouGov with over 12,000 participants from nine different countries, including the UK, found that 66% of U.S. and U.K. travellers are now actively blending business with leisure trips. This figure represents a significant increase from 53% in 2022. A majority of 56% cited the ability to travel while working as a major benefit of remote work.

Ginger Taggart, Vice President of Brand Management – Global Premium Brands at IHG Hotels & Resorts, stated, "Flexibility in where and when people work is now a non-negotiable expectation for today's professionals. At Crowne Plaza, we've been tracking 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 with inventive hotel designs, curated social spaces, and purpose-driven experiences that support a more dynamic, fulfilling way of traveling."

The UK-specific insights from the report highlight that 49% of individuals see benefits in Blended Travel. Furthermore, 23% of UK travellers identify extended trips at lower personal costs as a fundamental advantage and 56% indicate that flexible hotel services or affordable travel deals would encourage them to engage in Blended Travel.

Exploration of new destinations serves as a motivator for 40% of those surveyed. Crowne Plaza aims to meet this demand with inspiring meeting and event spaces, such as the Victorian ballrooms at Crowne Plaza Royal Victoria Sheffield or the expansive grounds of Crowne Plaza Atlanta SW – Peachtree City.

Taggart highlighted, "Blended Travel is now key to both personal and professional growth, with travellers linking their journeys to self-improvement, skill development, and creative exploration. Unlike traditional travel, which focused on rest and recharging, today's travellers 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."

Well-being also plays a role, as 35% of respondents believe Blended Travel helps establish healthier routines and alleviates stress. Crowne Plaza supports this with initiatives such as energising morning smoothies at Crowne Plaza Helsinki and guided running events at Crowne Plaza Amsterdam – South.

The research indicates a growing demand for financially savvy travel, with the survey showing 70% of respondents open to affordable deals or amenities suitable for both business and leisure.

The significance of in-person connections is acknowledged, with 37% of surveyed individuals prioritising familial and social bonds when planning blended trips. To cater to this need, Crowne Plaza offers tailored itineraries through its Meetings & Events Concierge programme, ensuring guests can enjoy local experiences and meaningful connections.

Having continuously evolved since its inception, Crowne Plaza plans extensive renovations across its properties. This is intended to align with market growth, which is expected to see the Blended Travel sector rise from USD $315 billion in 2022 to more than USD $731 billion by 2032.

A strong expansion strategy is underway, including over 146 new properties, marking a 35% increase in system size.