In an era where the boundaries between work and leisure continue to blur, the travel landscape is undergoing a profound transformation. Crowne Plaza by IHG, one of the world’s largest premium hotel brands and a pioneer in the blended travel sector, has released its second white paper titled *Leading the Charge in Blended Travel*. This comprehensive study unveils how traveller preferences are evolving, driven by a desire for far-reaching flexibility that goes beyond traditional work-life balance. Instead, a holistic approach centered around personal growth, mind-body equity, and meaningful connections is redefining experiences, especially in vibrant hubs like Dubai, UAE, and throughout the GCC region.
This blog post delves into the insights from the Crowne Plaza white paper, highlighting key trends, regional findings, and the brand’s forward-thinking strategies to serve the modern traveller's evolving needs. From innovative hotel designs to curated experiences and technology integration, Crowne Plaza stands at the forefront of shaping the future of blended travel.
The Emergence of Blended Travel in the UAE and the GCC Region
Travel has long been associated with rest or work; however, the boundaries between these dimensions are now merging into what industry experts call “blended travel.” Crowne Plaza by IHG's recent white paper underscores a fundamental shift where travellers seek far more than a mere change of scenery. They desire opportunities for personal and professional growth, mind-body wellbeing, and increased social connection while on the move.
In particular, Dubai and the wider UAE market exemplify this transformation profoundly. Crowne Plaza commissioned a YouGov survey spanning over 12,000 people across nine countries, including Saudi Arabia (KSA) and the UAE, to quantify this trend. The findings revealed that 70% of respondents in the UAE and 65% in KSA recognize greater benefits and flexibility in blended travel compared to five years ago. Moreover, about 30% of UAE respondents have already experienced blended travel, a figure slightly higher in Saudi Arabia at 32%. This growing familiarity signals a readiness among GCC travellers to merge business and leisure seamlessly.
Importantly, this demand stems from the evolving lifestyle expectations of today’s professionals, who increasingly value flexibility in where and when they work. Ginger Taggart, Vice President of Brand Management for Global Premium Brands at IHG Hotels & Resorts, articulates this succinctly: flexibility is no longer a privilege but an expectation. Whether extending a business trip, working remotely from dream destinations such as Dubai Marina, or seeking inspiration on the go, blended travel is fast becoming a permanent way of life. Consequently, Crowne Plaza is not merely reacting to this shift; through strategic reimagining of its hotels, social spaces, and tailored experiences, it is actively shaping this new paradigm.
Key Trends Defining the New Age of Travel – Insights from Crowne Plaza's White Paper
Crowne Plaza’s white paper identifies four major emerging trends that drive the shift toward blended travel:
**1. Improve and Grow:** Unlike traditional travel focused primarily on rest, blended travel encourages active personal and professional development. Travellers now link their journeys explicitly to self-improvement, skill enhancement, and creative exploration. The Middle East and Africa, including the UAE, reflect this trend vividly, with tourists extending their trips by an average of three days compared to pre-pandemic times. The YouGov survey supports this, showing that globally 40% of travellers pursuing blended travel are motivated by the desire to explore destinations they would not typically visit.
Crowne Plaza Dubai Marina is a testament to meeting this demand, offering state-of-the-art meeting spaces, including the Marina’s first ballroom with natural light, facilitating a blend of productive work and leisure. The hotel’s innovative lobby design doubles as a vibrant co-working or relaxation space that caters to the evolving needs of dynamic travellers eager to combine productivity with recreation.
**2. Mind-Body Equity:** Wellness is now central to travel experiences, transcending beyond self-care into self-awareness. Globally, 35% of survey respondents agree that blended travel plays a crucial role in helping establish healthier routines and reducing stress. Notably, this figure rises to 41% among UAE respondents—a reflection of the region’s heightened awareness of mental well-being. The white paper also highlights that stress levels in the Middle East and North Africa are significantly higher than the global average, with 52% of workers experiencing substantial stress the day before the survey.
In response, Crowne Plaza has embraced biophilic design principles to foster environments that encourage wellness. For instance, Crowne Plaza Muscat features a dramatic double-deck infinity pool with views of pristine natural landscapes, complemented by tennis and squash courts surrounded by lush greenery. These thoughtful design elements facilitate mindfulness, relaxation, and physical activity, aligning perfectly with the concept of mind-body equity in travel.
**3. The New Personal Travel Economy:** Travellers across regions increasingly demand meaningful returns on their investment of time, money, and energy when travelling. In the UAE, this is exemplified by a growing reliance on technology to make travel more seamless and enjoyable. Remarkably, nearly 39% of UAE travelers express a futuristic desire to have an AI clone manage administrative and shopping tasks during travel, an indicator of the region’s openness toward pioneering tech solutions.
Moreover, financial accessibility remains a key factor encouraging blended travel. Seven in ten respondents worldwide say that affordable deals designed for both business and leisure pursuits would encourage them to adopt blended travel practices. Crowne Plaza’s integration with the IHG One Rewards program provides such incentives, offering members the ability to earn and redeem points for free stays, exclusive events, and special benefits. This approach enhances the value proposition and encourages sustained engagement among modern travellers.
**4. Intentional Togetherness:** The pandemic-induced era emphasized virtual connections, but the Crowne Plaza white paper reveals a growing desire for in-person interactions. In the Middle East and North Africa, 65% of travellers frequently journey with family, underscoring the importance of strengthening relationships during travel. Spontaneous trips with loved ones are also on the rise; 41% of travellers plan such trips with family, while 35% do so with significant others.
Crowne Plaza has adapted by offering specialized programs such as its Meetings & Events Concierge, which provides bespoke itineraries that emphasize local exploration and meaningful connections. This shift reflects a broader societal yearning for authentic experiences that go beyond the screen and enable shared moments of joy and discovery.
Crowne Plaza’s Strategic Innovations to Serve the Modern Traveller
Crowne Plaza by IHG has a storied legacy dating back to 1983 as a leader in business-class hospitality. Today, it stands at the cutting edge of transforming the hospitality industry to accommodate the demands of blended travel. This requires continuous innovation not only in hotel infrastructure but also in the holistic guest experience.
Significantly, the brand has embarked upon a global refresh, particularly in the EMEA and Asia-Pacific regions, with renovations slated for over 60% of properties by 2026. In the Americas, 70% of Crowne Plaza properties are either new or recently modernized. Such investment ensures guests worldwide enjoy modern design, enhanced technologies, and thoughtfully curated spaces.
For example, in the GCC, Crowne Plaza Riyadh RDC Hotel & Convention by IHG serves as a flagship property dedicated to seamless business and event services aligned to modern expectations. Meanwhile, Crowne Plaza Jeddah Al Salam has been refreshed to integrate contemporary design with tailored business solutions, supporting the region’s thriving corporate and leisure sectors.
In addition to physical upgrades, Crowne Plaza is expanding its portfolio strategically—adding 140 new properties globally to increase system size by more than 35%. This growth is designed to position the brand as a preferred partner in the expanding blended travel economy, which financial analyses project to surge from USD 315 billion in 2022 to over USD 731 billion by 2032. This proactive approach underscores Crowne Plaza’s commitment to anticipating travellers’ needs rather than reacting to them.
The Future Outlook – Empowering the New Generation of Global Travellers
The Crowne Plaza white paper does not merely document current trends but provides a compelling roadmap for the future of travel. As travellers increasingly embrace blended travel for its enhanced flexibility, personal and professional benefits, and wellness support, hospitality brands must evolve accordingly.
Central to this future outlook is Crowne Plaza’s dedication to fostering environments where guests can thrive. This involves an integrated approach that spans innovative architecture emphasizing natural elements, curated social spaces that foster meaningful connection, and purpose-driven programming designed to inspire and support personal growth.
Moreover, technology will play a pivotal role in this evolution. From AI-powered travel assistance to apps like IHG One Rewards, which offers personalized rewards and experiences, Crowne Plaza is leveraging technological innovation to streamline travel logistics and enrich guest experiences. This approach is particularly welcomed in technologically savvy regions such as the UAE and Saudi Arabia, where consumers demonstrate an openness to cutting-edge solutions.
Furthermore, as flexibility in work location and scheduling becomes ubiquitous, destinations like Dubai and Riyadh are uniquely positioned to benefit from the influx of blended travellers. Their vibrant business ecosystems coupled with world-class leisure offerings make them quintessential destinations for those seeking a sophisticated, balanced travel experience.
Crowne Plaza by IHG – Shaping the Future of Blended Travel in the UAE and Beyond
The shift toward blended travel represents a holistic redefinition of how professional and personal journeys intersect. Crowne Plaza by IHG emerges as a clear leader in this space by recognizing that today’s traveller seeks more than a hotel stay—they seek an experience that nurtures growth, wellness, connection, and value.
From insightful data gathered via extensive YouGov surveys across the UAE, Saudi Arabia, and other global markets, to innovative renovations and tailored experiences at premier properties such as Crowne Plaza Riyadh RDC Hotel & Convention by IHG and Crowne Plaza Dubai Marina, the brand embodies the pioneering spirit required to meet modern expectations.
In closing, as blended travel solidifies as the new norm rather than a passing trend, Crowne Plaza’s commitment to innovation, sustainability, and guest-centric design promises to elevate hospitality standards universally. Prospective travellers and industry stakeholders alike will find valuable insights and inspiration in following the trajectory set by this visionary brand. To explore these experiences firsthand or to participate in the IHG One Rewards program, visit [Crowne Plaza Reservations](https://www.ihg.com/crowneplaza/hotels/us/en/reservation).
