Choosing the right incentive travel destination involves much more than simply booking the latest hotspot. Today’s travel trends point to a variety of considerations and here are some do’s and don’ts.
Don’t fixate on bucket-list destinations
Everyone’s dream destinations are different based on what activities they enjoy and what they’ve already seen. Especially for repeat earners, luxury resorts quickly become “been there, done that”. This doesn’t mean you have to scour the globe for hidden gems.
Rather than focus on finding a destination that is truly unexplored, there are other ways to add novelty to create a memorable event. We believe any destination can shine by incorporating immersive experience strategies. Even popular places like Italy and Mexico can be reimagined with meaningful surprises, like can’t-do-on-your-own opportunities tailored to the audience’s passion.
During one trip for car enthusiasts, a custom vintage Fiat driving tour included lunch at Castello di Monsanto. London might be a popular destination, but an exclusive dinner on the London Tower Bridge Walkway gave attendees the best views overlooking the city that they wouldn’t have otherwise experienced. It didn’t matter if guests on an incentive trip to Italy had already seen the Vatican City. We offered them an elevated experience by hosting a private dinner in the Sistine Chapel.
Do understand the incentive travel audience
Incentive travel is about creating an unforgettable experience for the people who have earned the trip. Start your destination selection process by considering what you already know about your audience and their connection with your brand. Are they repeat earners? Channel partners who compete for trips from other brands in addition to yours? Regionally or internationally dispersed teams?
It can be tempting to infer what locations will excite attendees based on role-related information. But digging deeper into audience preferences will help you create a stronger connection. Consider sending a simple survey that asks: How they want to spend their free time How far they’re willing to fly Whether they want to be immersed in a single place or explore a region Who they will be travelling with.
As an event designer, it’s up to you to set up a storyline that excites participants and engages them from arrival to departure. Frame a return trip around traditions to build anticipation and foster a sense of belonging. Connect the experiences so they build off each other, peaking in a memorable event. And remember to book space early so you have more options during your desired dates. It’s no fun to find out your first choice is already booked.
Do flex your budget where it counts
Be smart about how you allocate your incentive travel budget. Global markets are dramatically affecting availability and rates. Factor in local costs for food and beverage spends too. Based on what matters most to attendees, invest in areas that will make an impact.
This might mean opting for a more affordable destination so that a bigger allowance goes toward enhancing the experience, like securing luxury cars to greet attendees at the airport instead of charter buses. Adjusting accommodation can also bring costs down and better serve attendees. A 4-star hotel in the city centre is more suitable than a remotely located 5-star resort where it would be difficult for attendees to explore during their free time. Or opt for a boutique property with fewer amenities, but breathtaking views from the rooms and connections to a renowned local chef.
Don’t ignore social impact considerations
More and more companies are aligning to their brand values when choosing event or incentive travel destinations. This could mean skipping spots with active anti-LGBTQ+ legislation or tying trips to corporate social responsibility (CSR) programmes through volunteerism or other environmental, social and governance (ESG)- related.
Do seek out experts
Photos don’t provide a complete picture of any place. A partner with on-the-ground experience can help navigate the selection process and take the stress out of long-distance planning. Trusted relationships with destination management companies and resort staff are essential for creating the extra-special moments that incentive travel guests crave.
Next time, in Part 5, event sustainability is consistently at the fore … ITA Group helps organisations captivate, motivate and celebrate employees, their partners and their clients through engagement, performance, incentive and event solutions. For further info: https://www.itagroup.com/
