Crowne Plaza by IHG Reveals a New Era of Blended Travel with Demand for Far-Reaching Flexibility on Top of Traditional Work-Life Integration
Crowne Plaza by IHG has released its second white paper revealing significant shifts in blended travel trends. A YouGov survey of 12,000+ people across nine countries showed that 70% of UAE and 65% of KSA respondents see greater benefits in blended travel compared to five years ago. The study identified four key trends: personal growth focus, wellness integration, value optimization, and intentional connection.
The research reveals that the global blended travel market is projected to grow from $315 billion in 2022 to over $731 billion by 2032. To meet evolving traveler needs, Crowne Plaza is undergoing a global refresh, with 60% of properties across EMEA and APAC to be renovated by 2026, and 70% of Americas properties already new or renovated. The brand plans to add 140 new properties, expanding its current system by over 35%.
Crowne Plaza di IHG ha pubblicato il suo secondo white paper che rivela importanti cambiamenti nelle tendenze del viaggio misto. Un sondaggio YouGov su oltre 12.000 persone in nove paesi ha mostrato che il 70% degli intervistati negli Emirati Arabi Uniti e il 65% in Arabia Saudita riconoscono maggiori vantaggi nei viaggi misti rispetto a cinque anni fa. Lo studio ha individuato quattro tendenze chiave: attenzione alla crescita personale, integrazione del benessere, ottimizzazione del valore e connessione intenzionale.
La ricerca evidenzia che il mercato globale dei viaggi misti è previsto crescere da 315 miliardi di dollari nel 2022 a oltre 731 miliardi entro il 2032. Per rispondere alle esigenze in evoluzione dei viaggiatori, Crowne Plaza sta effettuando un rinnovamento globale, con il 60% delle strutture in EMEA e APAC che saranno rinnovate entro il 2026 e il 70% delle proprietà nelle Americhe già nuove o rinnovate. Il brand prevede di aggiungere 140 nuove strutture, espandendo il proprio sistema attuale di oltre il 35%.
Crowne Plaza de IHG ha publicado su segundo informe técnico que revela cambios significativos en las tendencias de viajes combinados. Una encuesta de YouGov a más de 12,000 personas en nueve países mostró que el 70% de los encuestados en los Emiratos Árabes Unidos y el 65% en Arabia Saudita ven mayores beneficios en los viajes combinados en comparación con hace cinco años. El estudio identificó cuatro tendencias clave: enfoque en el crecimiento personal, integración del bienestar, optimización del valor y conexión intencional.
La investigación revela que se proyecta que el mercado global de viajes combinados crecerá de 315 mil millones de dólares en 2022 a más de 731 mil millones para 2032. Para satisfacer las necesidades cambiantes de los viajeros, Crowne Plaza está llevando a cabo una renovación global, con el 60% de las propiedades en EMEA y APAC que serán renovadas para 2026 y el 70% de las propiedades en las Américas ya nuevas o renovadas. La marca planea añadir 140 nuevas propiedades, ampliando su sistema actual en más del 35%.
IHG의 크라운 플라자는 혼합 여행 트렌드의 중요한 변화를 밝히는 두 번째 백서를 발표했습니다. 아홉 개국에서 12,000명 이상의 사람들을 대상으로 한 YouGov 설문조사 결과, UAE 응답자의 70%와 KSA 응답자의 65%가 5년 전보다 혼합 여행의 이점이 더 크다고 응답했습니다. 연구는 개인 성장 집중, 웰니스 통합, 가치 최적화, 의도적인 연결이라는 네 가지 주요 트렌드를 확인했습니다.
연구에 따르면 글로벌 혼합 여행 시장은 2022년 3,150억 달러에서 2032년까지 7,310억 달러 이상으로 성장할 것으로 예상됩니다. 변화하는 여행자 요구에 대응하기 위해 크라운 플라자는 전 세계적으로 리프레시 작업을 진행 중이며, EMEA 및 APAC 지역의 60% 숙소가 2026년까지 리노베이션될 예정이고, 미주 지역 숙소의 70%는 이미 새로 지어졌거나 리노베이션 완료되었습니다. 브랜드는 140개의 신규 숙소를 추가하여 현재 시스템을 35% 이상 확장할 계획입니다.
Crowne Plaza par IHG a publié son deuxième livre blanc révélant des changements significatifs dans les tendances du voyage mixte. Une enquête YouGov auprès de plus de 12 000 personnes dans neuf pays a montré que 70 % des répondants aux Émirats arabes unis et 65 % en Arabie saoudite perçoivent davantage d’avantages dans le voyage mixte par rapport à il y a cinq ans. L’étude a identifié quatre tendances clés : focalisation sur la croissance personnelle, intégration du bien-être, optimisation de la valeur et connexion intentionnelle.
La recherche révèle que le marché mondial du voyage mixte devrait passer de 315 milliards de dollars en 2022 à plus de 731 milliards d’ici 2032. Pour répondre aux besoins évolutifs des voyageurs, Crowne Plaza procède à une rénovation globale, avec 60 % des établissements en EMEA et APAC devant être rénovés d’ici 2026 et 70 % des établissements en Amériques déjà neufs ou rénovés. La marque prévoit d’ajouter 140 nouveaux établissements, augmentant son parc actuel de plus de 35 %.
Crowne Plaza von IHG hat sein zweites Whitepaper veröffentlicht, das bedeutende Veränderungen bei den Trends des kombinierten Reisens aufzeigt. Eine YouGov-Umfrage unter über 12.000 Personen in neun Ländern ergab, dass 70 % der Befragten in den VAE und 65 % in Saudi-Arabien größere Vorteile im kombinierten Reisen im Vergleich zu vor fünf Jahren sehen. Die Studie identifizierte vier zentrale Trends: Fokus auf persönliches Wachstum, Integration von Wellness, Wertoptimierung und bewusste Verbindung.
Die Forschung zeigt, dass der globale Markt für kombiniertes Reisen von 315 Milliarden US-Dollar im Jahr 2022 auf über 731 Milliarden US-Dollar bis 2032 wachsen wird. Um den sich wandelnden Bedürfnissen der Reisenden gerecht zu werden, unterzieht sich Crowne Plaza einer globalen Erneuerung, wobei 60 % der Immobilien in EMEA und APAC bis 2026 renoviert werden und 70 % der Immobilien in Amerika bereits neu oder renoviert sind. Die Marke plant, 140 neue Immobilien hinzuzufügen und ihr aktuelles System um über 35 % zu erweitern.
- Global blended travel market projected to grow from $315B to $731B by 2032
- Significant renovation plans with 60% of EMEA/APAC properties to be renovated by 2026
- Strong expansion pipeline with 140 new properties planned (35% system growth)
- 70% of Americas properties are either new or renovated
- High market acceptance with 70% UAE and 65% KSA respondents seeing increased benefits in blended travel
- None.
Insights
IHG's strategic Crowne Plaza refresh targets the growing $731B blended travel market with property renovations and experience enhancements.
IHG's Crowne Plaza brand is positioning itself at the forefront of a major shift in travel preferences, backed by convincing consumer research. Their latest white paper reveals a significant evolution beyond basic work-life integration toward a more sophisticated form of blended travel focused on personal growth, wellness, and meaningful connections.
The strategy is supported by robust market data, with 70% of UAE respondents and 65% in Saudi Arabia reporting increased benefits from blended travel compared to five years ago. What's particularly notable is the projected market growth - from
IHG is backing this strategic direction with significant capital investment, with 60% of properties across EMEA and APAC undergoing renovations by 2026, and 70% of American properties already renovated or newly constructed. Their pipeline of 140 new properties will expand their current system by
The four key trends identified - personal growth, wellness integration, value maximization, and in-person connection - are being addressed through redesigned spaces and new service offerings. Their focus on meeting rooms with natural light, biophilic design elements, and personalized concierge services directly addresses the needs identified in their research.
This refreshed positioning allows Crowne Plaza to potentially capture a larger share of Middle Eastern travelers who are increasingly extending trips by an average of three days compared to pre-pandemic levels, particularly targeting the
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.
With thoughtfully designed spaces and guest experiences focused on connection, Crowne Plaza remains a top choice for hybrid travellers in the
The report unveils a major shift since its 2022 report, driven by a new breed of companies and individuals seeking far-reaching flexibility that extends beyond traditional work-life balance and into a holistic approach focused on personal growth, mind-body equity, and connection when travelling.
To gauge the global reach of this trend, Crowne Plaza commissioned a YouGov survey of over 12,000 people across
The findings revealed 70 per cent of respondents in the
"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. "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 Evolution of Blended Travel
The Leading the Charge in Blended Travel white paper reveals four emerging trends driving the shift:
- Improve and Grow: 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. And to experience more, tourists across the
Middle East andAfrica 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 per cent). The desire to be stimulated by new surroundings has always been part of why we travel, and Crowne Plaza meets this need with a variety of inspiring meeting and events spaces. Crowne PlazaDubai Marina boasts state-of-the-art meeting facilities including the Marina's first ballroom with natural light and also features a new approach to lobby design which can be used for meetings, co-working or relaxing and the hotel - 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 travellers demanding environments that inspire opportunity for better mental and physical well-being. Thirty-five per cent of YouGov survey respondents globally said blended travel helps them establish healthier routines and reduce stress, increasing to 41 per cent of
U.A.E respondents. Stress is more common among employees in theMiddle East andNorth Africa region than any other, with the white paper revealing 52 per cent of workers reported feeling "a lot of stress" the day before they were surveyed (compared to 41 per cent worldwide). Crowne Plaza addressed 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. - The New Personal Travel Economy: New traveller demands are all about getting the most value from our time and money. Every moment, dollar, and ounce of energy spent is expected to feel meaningful. In regions like the
Middle East , travellers 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 threeUAE consumers and nearly one in five KSA consumers (39 per cent), 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 per cent 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 programme, 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. - Intentional Togetherness: With much of life lived online, travellers are placing greater value on in-person connection 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 per cent of people in MENA travel with family. Spontaneous trips with family or significant others are becoming increasingly popular, with 41 per cent of travellers planning spontaneous trips with family, and 35 per cent with a significant other, compared to 27 per cent who plan to travel alone. Crowne Plaza's Meetings & Events Concierge program caters to this, offering personalised itineraries that enable all guests to explore the locality and enjoy meaningful connections.
Crowne Plaza Unveils Global Refresh to Meet Needs of Modern Travellers
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 travellers on a global scale. From enhanced guest room zoning to reimagined Meetings & Events, Crowne Plaza's 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 per cent of properties across
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 per cent.
To learn more or to book a stay, visit https://www.ihg.com/crowneplaza/hotels/us/en/reservation or download the IHG One Rewards mobile app.
*System and pipeline data as of Q3 2024 unless noted otherwise.
Methodology
The consumer research was conducted by YouGov between 17th December 2024 – 13th January 2025 with a sample of 12,184 adults in the
The Crowne Plaza white paper includes a survey of 296 IHG business and leisure travelers from the
Travel trends were identified by Stylus, the expert source of trend and insights, using its proprietary six stage qualitative trend methodology, consolidating new, emerging consumer and traveller trends from its global tracking of consumer lifestyle, product, service and engagement signals.
About Crowne Plaza
As one of world's largest premium hotel brands with locations in city, airport, resort and suburban destinations, Crowne Plaza is perfectly placed to meet the needs of today's guest, whether they are traveling for business, leisure, or a blend of both. For more information, visit www.crowneplaza.com, and connect with us on Facebook and Instagram.
About IHG®
IHG Hotels & Resorts [(LON: IHG), (NYSE: IHG) (ADRs)] is a global hospitality company, with a purpose to provide True Hospitality for Good.
With a family of 19 hotel brands and IHG One Rewards, one of the world's largest hotel loyalty programmes with over 145m members, IHG has more than 6,600 open hotels in over 100 countries, and a development pipeline of over 2,200 properties.
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FAQ
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