Crowne Plaza by IHG’s latest whitepaper, Leading the Charge in Blended Travel, has revealed a significant evolution in travel trends since 2022, highlighting a growing demand for holistic flexibility that transcends traditional work-life balance, as a new generation of companies and individuals prioritise personal growth, mind-body equity, and meaningful connection while on the road.
To gauge the global reach of this trend, Crowne Plaza commissioned a YouGov survey of over 12,000 people across Australia, the US, UK, Germany, Singapore, Japan, Saudi Arabia, UAE and India. Globally, 67 per cent of respondents agree they see greater benefits and flexibility in blended travel compared to five years ago, confirming travellers everywhere are more eager than ever before to use their time away to achieve broader personal goals.
Meanwhile, Singaporeans are prioritising work-life balance and blended travel opportunities more than ever, with non-financial perks taking precedence over a high salary (60 per cent) when choosing an employer.
Among respondents, 64 per cent of Singaporeans valued flexible working hours. Meanwhile, 42 per cent highlighted that the ability to combine work with a leisure trip increased happiness levels, and 56 per cent said it would allow them to explore new destinations.
The Leading the Charge in Blended Travel whitepaper reveals four emerging trends driving the shift: Improve and Grow; Mind-Body Equity; The New Personal Travel Economy; and Intentional Togetherness.
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 focuses 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. The global YouGov survey findings further back this trend, revealing the top motivator for combining work and leisure travel is to explore destinations they otherwise would not have visited (40%).
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 opportunities for better mental and physical well-being. Thirty- five per cent of YouGov survey respondents said blended travel helps them establish healthier routines and reduce stress.
Embracing this trend, Crowne Plaza has developed offerings including a series of daily rituals designed to promote mental and physical health during guests’ stays – such as the zoned guestrooms at Crowne Plaza Kuala Lumpur City Centre, and daily sunrise and sunset swims that are hosted at Crowne Plaza Phu Quoc Starbay and Crowne Plaza Penang Straits City respectively.
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. According to the global YouGov survey, the top benefit of this trend is the ability to extend trips at a lower personal cost – with 70 per cent of respondents saying affordable deals or amenities that cater to both business and leisure would encourage them to pursue blended travel experiences.
Intentional Togetherness: With much of life lived online, travellers are placing greater value on in-person connection with colleagues, loved ones and new acquaintances.
Thirty-seven per cent of global respondents surveyed by YouGov cite being able to spend quality time with family and friends around their work as a reason to combine business and leisure travel.
”Flexibility in where and when people work is now an expectation for today’s professional,” said Vivek Bhalla, managing director, South-east Asia & Korea, IHG Hotels & Resorts.
“Crowne Plaza tracked the evolution of work-leisure integration for years – blended travel has now shifted from a trend to a permanent way of life. It could be extending a business trip, working remotely from a dream destination or just finding inspiration on the go. As this shift continues to evolve, we’re reimagining Crowne Plaza hotel designs with curated social spaces and purpose-driven experiences that will allow our guests to experience a more dynamic, fulfilling way of travelling.”
