The Evolving Nature of Business Travel and the Rise of Intentional Togetherness
The way we approach business travel is changing. With the rise of hybrid working, we’re seeing a shift towards blended travel, where the lines between work and leisure become increasingly blurred. This blending of work and leisure has led to a renewed emphasis on togetherness and prioritizing quality relationships, both on and off the road. Business travel has long been a necessary evil, a necessary step to advance one’s career. However, as we navigate the complexities of modern life, travelers are recognizing the importance of taking time to nurture their relationships and prioritize self-care. This has given rise to a new trend – “Bring Your Bestie” travel, where travelers invite friends and loved ones to accompany them on work trips, blending business with leisure and creating opportunities for deeper connections and shared experiences. The statistics are clear: 74% of U.S. travelers have invited a friend or family member on a work trip, with Gen Z and Millennials leading the charge. This trend is not limited to business travelers alone; nearly 40% of U.S. travelers combine work and leisure travel specifically to spend quality time with family and friends. By doing so, travelers are able to achieve a healthier balance between work and relaxation, reducing stress and boosting overall well-being. Traveling for business with a companion offers numerous benefits, including a more enjoyable experience, improved productivity, and enhanced cultural exploration. Sharing downtime with someone can lead to a greater sense of rejuvenation and focus, which can, in turn, improve work quality and overall performance. Additionally, having a companion allows for a fuller exploration of the destination, with opportunities to enjoy local sights and cultural experiences together, strengthening bonds and creating lasting memories. However, there are still opportunities to enhance the experience for both travelers and their guests. Key findings from a recent survey include:
• Nearly 1 in 5 U.S. respondents have invited a family member or friend to join them on a work trip without disclosing it to their employer, and 34% of respondents noted that company policies or guidelines influenced their decision to bring a guest on their trip. • Streamlining costs makes traveling with a companion more accessible, as over a third of U.S. respondents mentioned they may hesitate to invite friends or family on work trips because of the added costs. • Travelers are looking for ways to keep their guests entertained while they work, with 1 in 4 people noting that itineraries or activities for the person they are traveling with to keep them occupied while they are working would be a valuable amenity to encourage blended travel. In response to these findings, Crowne Plaza has launched the Bring Your Bestie package, a new offering designed to encourage travelers to bring a plus one on their next work trip. This package includes complimentary breakfast, a signature drink per night, 1,000 bonus IHG One Rewards points, and curated itineraries to enhance solo time and foster meaningful interactions during downtime. The limited-time offer is available at select Crowne Plaza properties featuring the brand’s New Modern design, from now through May 12, for stays until July 10. Guests can book the package and enjoy new spaces and inventive guest experiences designed to support both professional and personal growth. The Bring Your Bestie package is just the beginning, as Crowne Plaza continues to innovate and adapt to the evolving needs of business travelers. With a focus on creating meaningful connections and shared experiences, the brand is committed to delivering True Hospitality for Good. When booking the Bring Your Bestie package, guests will have access to a range of amenities and services, including:
• Reimagined guest rooms designed with three distinct zones – work, relaxation, and sleep – promoting focus and calm. • Social spaces envisioned as lively plazas, creating the perfect setting for morning coffee, informal meetings, or evening cocktails. • Upcoming Crowne Plaza programming will provide complimentary access to FIIT, a world-class fitness and movement platform, and BBC Maestro, offering expert-led masterclasses on topics ranging from wine appreciation to finding happiness. By offering this package, Crowne Plaza is not only catering to the growing demand for blended travel but also recognizing the importance of togetherness and intentional connections in the workplace. As we move forward, it’s clear that business travel is evolving, and with it, our approach to work-life balance and personal relationships. By embracing this shift and providing innovative solutions like the Bring Your Bestie package, we can create a more meaningful and connected experience for business travelers and their guests. Ultimately, the key to success lies in recognizing the importance of intentional togetherness and prioritizing quality relationships, both on and off the road. By doing so, we can create a more balanced and fulfilling life, and by extension, a more successful and connected career. The future of business travel is here, and it’s all about blending the boundaries between work and leisure to create a more meaningful and intentional experience for all. As we continue to navigate this evolving landscape, one thing is clear – the art of intentional togetherness is here to stay.

• Come with complimentary breakfast and a signature drink per night
• Receive 1,000 bonus IHG One Rewards points
• Enjoy curated itineraries designed to enhance solo time and foster meaningful interactions during downtime
• Take advantage of reimagined guest rooms and social spaces, designed to promote focus and relaxation
• Complimentary access to FIIT and BBC Maestro

“Today’s professionals are embracing blended travel and the perks it offers. Bringing a plus one on a work trip was once kept under the radar, but times have changed.” – Ginger Taggart, Vice President of Brand Management – Global Premium Brands, IHG Hotels & Resorts

As the hospitality industry continues to evolve, it’s clear that business travel is becoming increasingly intertwined with leisure travel. By embracing this shift and providing innovative solutions like the Bring Your Bestie package, we can create a more meaningful and connected experience for business travelers and their guests.

Ultimately, the key to success lies in recognizing the importance of intentional togetherness and prioritizing quality relationships, both on and off the road. By doing so, we can create a more balanced and fulfilling life, and by extension, a more successful and connected career.

The future of business travel is here, and it’s all about blending the boundaries between work and leisure to create a more meaningful and intentional experience for all.