Crowne Plaza by IHG has released its second white paper, 'Leading the Charge in Blended Travel,' highlighting a significant shift in how people combine business and leisure travel. A YouGov survey cited in the report found that 66% of U.S. and U.K. travelers actively integrate business trips with personal leisure time, an increase from 53% in 2022.
The report projects the global blended travel market to grow substantially, from $315 billion in 2022 to over $731 billion by 2032. In response to these trends, Crowne Plaza is undertaking a global revitalization, with over 60% of properties across Europe, the Middle East, Africa, and Asia Pacific slated for renovation by the end of 2026.
In the Americas, 70% of Crowne Plaza properties are either new to the system or have undergone renovation. The brand's accelerated growth plan includes 140 properties in the pipeline, which is expected to expand its current system size by more than 35%.
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