Crowne Plaza by IHG – one of the world's largest premium hotel brands and a thought-leader in the blended travel space – has released its second white paper, Leading the Charge in Blended Travel. 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.

New research commissioned by Crowne Plaza reveals Australians are prioritising work-life balance and blended travel opportunities more than ever, with non-financial perks taking precedence over a high salary (53%) when choosing an employer. Among respondents, 59 per cent of Aussies considered a great team their top priority, while 58 per cent valued flexible working hours, and 31 per cent highlighted the ability to work remotely and combine it with a leisure trip.

To gauge the global reach of this trend, Crowne Plaza commissioned a YouGov survey of over 12,000 people across Australia, the U.S., U.K., Germany, Singapore, Japan, Saudi Arabia, U.A.E. 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. 

"Crowne Plaza has been tracking the evolution of work-life integration for years, especially as it shifts from a trend to a permanent way of life for today's professionals," said Dean Jones, Vice President, Commercial, East Asia & Pacific, IHG Hotels & Resorts. "Flexibility in where and when people work is now an expectation, and Crowne Plaza has been actively shaping the future of blended travel—whether extending business trips or working remotely from dream destinations. We're reimagining hotel designs with inventive social spaces and purpose-driven experiences that empower our guests to achieve a more dynamic and fulfilling way of travelling.” 

The Evolution of Blended Travel in Australia 
 
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. The Australian YouGov survey findings further back this trend, revealing the top motivator for combining work and leisure travel is to explore new destinations (41%), increase time spent with family and friends (37%) and increase happiness by making work more enjoyable (35%). 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 – such as the Plaza Workspace at Crowne Plaza Adelaide, an innovative coworking area and social lounge, equipped with business essentials while also fostering dynamic conversations and idea exchanges. 
   
• 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. 27 per cent of Aussies surveyed said blended travel helps them reduce stress while 19 per cent said it allows them to create a healthier routine. Crowne Plaza addresses this human need through its New Modern design style, where biophilic design ensures guests feel closer to nature. Crowne Plaza Hawkesbury Valley integrates biophilic design, located at the gateway to the iconic Blue Mountains with premium guest rooms set among eight hectares of beautifully landscaped gardens. Beachfront Crowne Plaza Terrigal Pacific enables guests to soak up captivating views and sea breezes. Holistic and whole-day mindsets are another way the trend of Mind-Body Equity is addressed at Crowne Plaza hotels throughout Australia. At Crowne Plaza Darling Harbour, guests have access to a self-serve smoothie bar for breakfast to make their own mix based on their physical and mental needs.
   
• 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 Australian YouGov survey, a top benefit of combining travel for work and leisure is the ability to cut costs (34%). 39 per cent of respondents say deals that make their trip more affordable would encourage them to pursue blended travel experiences and 66% indicated that at least one of a list of amenities catering to both business and leisure needs would encourage them to do so. Through the IHG One Rewards program, members staying at any 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. The New Personal Travel Economy is also transforming how people approach their trips and the rewards they receive, with a growing desire for everything we spend to feel meaningful and worthwhile. Travellers are becoming more mindful of their impact on the places they visit, a value that aligns with Crowne Plaza's commitment to making a positive contribution to local communities.
   
• Intentional Togetherness: With much of life lived online, travellers are placing greater value on in-person connection with colleagues, loved ones and new acquaintances. 37 per cent of Aussies surveyed by YouGov prioritise family and friends when combining business and leisure travel. 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. To support the desire for intentional togetherness, many Crowne Plaza hotels across Australia offer weekly social events, designed to bring guests together in a welcoming and relaxed setting – whether it's sampling produce at Crowne Plaza Adelaide Mawson Lakes or toasting s'mores at Crowne Plaza Hawkesbury Valley. 

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. 

Currently, 70 per cent of Crowne Plaza properties in the Americas are new to the system or have undergone a renovation, while more than 60 per cent of properties across Europe, the Middle East, Africa, Asia and Asia Pacific will have seen a renovation by the end of 2026. In Australia, Crowne Plaza's expansion continues with the recent openings of Crowne Plaza Adelaide Mawson Lakes, Crowne Plaza Sydney Airport, and Crowne Plaza Macquarie Park. These openings mark the first of five new hotels to debut across the country in the next year, followed by Crowne Plaza Melbourne Carlton and Crowne Plaza Shell Cove Marina in mid-2025. Crowne Plaza Geelong will open in 2026. This global revitalisation 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 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. 

ENDS  

*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 U.S., U.K., Australia, Germany, India, Japan, Saudi Arabia, Singapore and the U.A.E. All figures, unless otherwise stated, are from YouGov. The survey was carried out online. The figures have been weighted and are representative of all adults (aged 18+), respective of their countries.  
 
The Crowne Plaza white paper includes a survey of 296 IHG business and leisure travellers from the U.S. and U.K. conducted with Material via the IHG One Rewards online community between August 28 and September 5, 2024.  

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.