Crowne Plaza Hotels & Resorts has unveiled its latest white paper, Leading the Charge in Blended Travel, highlighting a global shift in travel behaviour as work and leisure continue to merge.
Backed by a YouGov survey of over 12,000 people across nine countries, including the U.A.E. and Saudi Arabia, the report shows a strong rise in blended travel — where trips combine professional duties with personal enrichment.
In the GCC, 70% of U.A.E. and 65% of KSA respondents reported greater benefits in blended travel compared to five years ago. Flexibility, wellness, value, and in-person connection are the four trends redefining how people travel.
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Respondents cited mental well-being, creative inspiration, and the chance to explore new destinations as top motivators, with 41% in the U.A.E. saying it reduces stress.
Crowne Plaza is responding with redesigned spaces and experiences that reflect this shift. Hotels like Crowne Plaza Dubai Marina and Muscat now offer multipurpose lobbies, biophilic design, and wellness amenities.
The IHG One Rewards program further supports value-driven travellers with perks like suite upgrades and exclusive experiences.
The brand is undergoing a global refresh, with over 60% of properties across EMEAA and 70% in the Americas either renovated or new by 2026.
With 140 new hotels in the pipeline, Crowne Plaza is poised to grow its footprint by more than 35%, supporting IHG’s push in a blended travel market projected to more than double to $731 billion by 2032.
