Crowne Plaza launches new study on blended travel

Plaza Workspace, the lobby of newly opened Crowne Plaza Vinh Yen City Center. Photo by Crowne Plaza Hotels & Resorts

A recent survey commissioned by Crowne Plaza Hotels & Resorts, part of IHG Hotels & Resorts and one of the world’s largest premium hotel brands, revealed that 65% of millennials (25 to 44 years old) and 59% of Gen Z (18 to 24 years old) consumers are more inclined to work for a company that offers frequent travel or flexible, blended travel possibilities as a perk.

The survey also found that over a third (35%) of respondents believed that it would be beneficial to combine work with a leisure trip abroad, and 36% would add on average two to three more leisure days on to future business trips.

The evolution of remote work as a result of the pandemic, combined with the renewed ability to connect in person, is adding to this trend and accelerating Crowne Plaza’s plans for further hotel openings to keep up with demand. The brand is aiming to build 107 new hotels (27,342 rooms) in the next three years alongside renovating 50% of its existing portfolio, which consists of over 400 hotels.

To explore the changing needs of its guests in relation to the uplift in demand for combined work and leisure travel, Crowne Plaza Hotels & Resorts, has launched the first “Blended Travel” white paper by a hospitality brand: The Future of blended travel.

The “Blended Travel” white paper, developed in partnership with global trends and insights business, Stylus, identifies four emerging sub-trends that speak to guests’ evolving needs.

The first is reworking work. Travel to a hotel or resort in a warm, exotic overseas location or an exciting city as a base for remote flexible working has boomed over the past two years.

Second is hybrid living, or hybrid lives. Increasing numbers of business travelers are planning to extend their work travel with leisure days to get the most from their trips. Key to this is the flexibility and ability to work while traveling – whether it is a long-haul trip or a weekend visiting family, that’s enabled by new working practices.

Third is upskilling and side-hustles. Upskillers and side hustlers are using the power of travel to fuel inspiration, feed curiosity and enable networking and connections.

Fourth is new care economy. More than ever before, families want to travel with children and grandparents. Multi-generational travelers seek out destinations that cater to all ages.

Travel for both leisure and work are back – but it’s different now. Guests of Crowne Plaza are rediscovering what’s special about the brand: it’s one of the world’s largest premium hotels offering purposefully designed services and spaces, which lend themselves to a blended lifestyle.

From Plaza Workspace, a grouping of work and relaxation areas including private, creative studio zones that enable guests to work, eat and play, to the signature bar, providing a dynamic environment to socialize, work, and relax, Crowne Plaza’s design is purposely built to promote connections and encourage informal gatherings. The brand’s perfectly balanced and patented WorkLife Room offers a combination of comfort, connectivity and flexibility with distinct zones that maximize space for work, relaxation and sleep.

Premium room with ocean view at Crowne Plaza Phu Quoc Starbay. Photo by Crowne Plaza Hotels & Resorts

In Vietnam, the launch of the Crowne Plaza Phu Quoc Starbay in October 2021 and Crowne Plaza Vinh Yen City Center in November 2022 introduced the new era of intuitive accommodation and amenities that are tailored to the blended travel generation.

On Thursday, Nov. 17, Crowne Plaza’s “The Future of Blended Travel – Panel and Networking Evening” will invite three of Vietnam’s top young influencers and entrepreneurs to reveal how they balance the way they live, work and travel. This exclusive event will be hosted at the newly opened, Crowne Plaza Vinh Yen City Center, in Vinh Phuc, just a 45-minute drive from Hanoi.

(From L) Linh Le, Le Ha Truc, Quang Vinh will attend “The future of blended travel, panel and networking evening” event. Photo by Crowne Plaza Hotels & Resorts

Singer and travel blogger Quang Vinh, model and entrepreneur Le Ha Truc, and travel expert Linh Le will come together to discuss and share insights about their lives and the latest trends in blended travel.

They will be joined by Benjamin Schwarz, general manager of Crowne Plaza Vinh Yen City Center, and Winston Gong, general manager of Crowne Plaza Phu Quoc Starbay, who will share their take on how Crowne Plaza hotels are uniquely designed to accommodate this growing segment of global travelers. Discussions from the panel will be shared after the event.