Brand Strategy
Inside the $692 Billion Blended Travel Shift and Crowne Plaza’s Response
- Crowne Plaza is reshaping what hotel stays look like in a world where work and downtime often overlap, implementing new hotel experiences designed for the growing blended travel market, which was valued at $692.7 billion in 2024 and is projected to reach $816.2 billion by 2025, according to Navan research.
- With 60% of travellers already combining business and leisure in a single trip, the brand’s new approach meets rising demand for hotel spaces that support both productivity and relaxation.
I’ve spent the last five years writing from airports, hotel lobbies, co-working cafés, and poolside loungers.
Some trips start with spreadsheets and end with sunsets. Others flip—weekend escapes that turn into pitch-deck marathons.
What I’ve learned is that modern travel isn’t about choosing between work or leisure. It’s about making room for both.
This is where the idea of blended travel comes in.
What Is Blended Travel?
Blended travel is what happens when business and leisure meet in one trip.
You fly in for a meeting. You stay for the food scene. Maybe you tag on a spa afternoon or extend your stay for a partner to join.
You work during the day and unwind at night, or vice versa.
It’s not about squeezing a holiday into a work trip. It’s about shifting how we travel—seeing work and leisure as part of the same rhythm.
Data supports the trend.
According to IHG Hotels & Resorts, 60% of travellers now add leisure time to business trips. In a separate industry-wide study by Navan, 54% of business travellers reported taking at least two blended trips in 2024. And nearly 9 out of 10 said they want to add leisure time to work trips in future.
The global market for blended travel was valued at approximately $692.7 billion in 2024, with forecasts suggesting it could reach $816.2 billion by 2025. Longer term, it’s projected to grow to $3.57 trillion by 2034.
Those numbers don’t come from marketing spin—they reflect a real change in how people are travelling. IHG Hotels & Resorts reports that 60% of travellers now add leisure time to business trips.
As a blogger, I’ve seen this firsthand. I meet freelancers checking emails from rooftop lounges. Startup teams pitching clients from hotel lobbies. Remote workers logging on from the bar after breakfast.
It’s not just solo travellers. Families are joining too. Spouses are flying in. Kids are popping by post-conference. People are using travel as a way to connect, not just to destinations, but to each other.
Who Is Embracing It?
Blended travel is growing across industries and age groups.
Young professionals who value flexibility. Mid-career execs extending travel for personal time. Digital nomads are building long weekends into work weeks.
Corporate policies are changing, too. Some companies now encourage blended trips as part of employee well-being. It cuts burnout and increases engagement.
I’ve met consultants who take their kids to Lisbon after a client visit. Creatives who shoot content while attending a training event. It’s a mindset as much as a method.
Why It Works
Blended travel works because it matches how we live.
Work doesn’t end at 5 p.m. anymore. And free time isn’t confined to weekends. We’re juggling Zoom calls and museum visits. Espresso breaks and keynote prep.
Here’s why it’s catching on:
- It adds purpose to business travel
- It makes work more human
- It offers a better return on time and money
- It reduces the mental strain of strict schedules
You don’t need a new lifestyle to try it. You just need a hotel that gets it.
Enter Crowne Plaza
When I heard that Crowne Plaza was redesigning its hotels for blended travel, I paid attention.
I’d stayed with them before. Good locations. Dependable rooms. But this felt different.
They weren’t just tweaking furniture. They were rethinking the guest experience.
Over 200 Crowne Plaza hotels are adopting a new look and feel based on four pillars:
- Plaza Workspace – Flexible lobbies with communal tables, phone booths, and solo nooks. Not just a lounge. A place to get things done.
- Zoned Guest Rooms – Each room has defined areas for work, sleep, and downtime. I stayed in one where the desk didn’t face the bed—a small touch, but one that mattered.
- F&B That Fits Your Schedule – Breakfast that starts early. Bites you can grab between calls. Menus that work whether you’re on the go or off the clock.
- Wellness in Reach – Think filtered water stations, fitness gear in-room, and smart tech to manage rest. Not spa-level luxury. Just things that support your pace.
When I visited their Manchester property recently, I noticed it right away. The lobby was buzzing—but not noisy. Someone was on a call near the bookshelves. A couple were sharing lunch. I had space to plug in and plan content. I didn’t feel rushed. I didn’t feel out of place.
That’s the goal.
Crowne Plaza is repositioning itself as the hotel for the blended traveller. Whether you’re pitching or pausing, they want to be the place that fits.
Why It’s a Brand Move
This isn’t just design.
It’s a branding strategy.
Crowne Plaza is shifting its tone, imagery, and guest interaction model to reflect how people travel now.
It’s a clear message: you don’t have to choose between getting stuff done and having a good time.
The brand refresh includes everything from signage to service scripts. I noticed even the check-in team asked how my stay was “balancing out”—a nice nod to the concept.
They’re also using guest feedback to drive decisions. Their latest global study showed that guests value adaptable spaces more than old-school luxury. That insight shows in the redesign.
Looking Ahead
IHG plans to expand this model to more than 400 hotels by 2028.
UK cities like London, Edinburgh, Birmingham, and Manchester are early adopters. Airport locations and business hubs are next.
Competitors are watching. Hilton, Marriott, and others are testing their spins on blended space. But Crowne Plaza’s head start matters.
It’s more than a trend. It’s a shift in how we travel—and where we stay.
If you’re someone who checks email between excursions or extends a work trip to unwind, you’ll feel at home here.
You’ll find that balance, not by forcing it, but because the hotel makes space for it.
