A NEW NICHE: ‘Blended travel’ leads biz travel rebound

Travel for both leisure and work are back – but it’s different now. And as many businesses struggle to find and retain workers, potential employees are more inclined to work for a company that offers frequent travel or flexible (work + leisure) “blended travel” possibilities as a perk, according to a new survey by Crowne Plaza Hotels & Resorts.

The ‘Future of Blended Travel’ white paper, based on a survey of 1,200 consumers, revealed:

• Four in five business executives worry that, unless they increase business travel, their professional (80%) and personal lives (80%) will suffer

• Today’s consumer (54%) believes flexibility in working hours is just as important as a high salary (56%) or a four-day work week (36%)

• Millennial (65%) and Gen Z (59%) consumers are most inclined to work for a company that offers frequent travel or flexible (work + leisure) travel possibilities as a perk.

As, such, employers looking to retain or attract talent must act to harness this increased desire for blended travel, despite the cost-of-living crisis, says the report.

And travel sellers would do well to target the new niche.

Of those surveyed, 31% believe that combining work travel and leisure would allow them to progress further in their career and also 39% said that it would increase their happiness levels.

Meanwhile, the white paper says that 35% of consumers believe that it would be beneficial to them, and allow them greater flexibility, to combine work with a leisure trip abroad.

And nearly two-fifths (36%) would add on average two to three more leisure days on to future business trips and feel a bit more confident in travelling this summer if their holiday was blended into a work trip.

Top reasons for wanting to travel for work include discovering new places, countries, and cultures (48%).

Developed in partnership with global trends and insights business, Stylus, the report further identified four emerging sub-trends that speak to guest’s evolving needs:

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.

Hybrid Living, hybrid lives: An increasing number of business travellers 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 travelling – whether it is a long-haul trip or a weekend visiting family – that’s enabled by new working practices.

Upskilling and side-hustles: Upskillers and Side Hustlers are using the power of travel to fuel inspiration, feed curiosity, and enable networking and connections.

New care economy: More than ever before, families want to travel with children and grandparents. Multi-generational travellers seek out destinations that cater to all ages.

Fuelled by the pandemic, the evolution of remote work also includes the desire once again connect in person, the paper also points out.

Crowne Plaza says it is experiencing an uplift in business travel stays at its 400 hotels. And with renovations ongoing at 50% of its portfolio, and 107 new properties in the pipeline, the company says it has already begun to “lay the groundwork” to be able to offer purposefully designed service and spaces that lend themselves to a blended lifestyle.

Examples include the introduction of the Plaza Workspace, a grouping of work and relaxation areas including the 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. And the WorkLife Room offers a combination of comfort, connectivity and flexibility with distinct zones that maximize space for work, relaxation, and sleep.

“The shift since the pandemic has accelerated dramatically,” says Global Crowne Plaza Hotels & Resorts VP Ginger Taggart. “We’ve seen an uplift in those who blend work travel with leisure… People want in-person connections, and they also want the space to satisfy demands outside of the traditional 9-5 to enhance their well-being.”