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AIA Incentive Trip Motivational Posters

AIA Incentive Trip Motivational Posters. This task needs to launch 3 motivational posters to encourage the Life Planners in order to attain this Read More

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How To Design an Event Marketing Strategy for Your Corporate Incentive Trip

Our team was recently struck by a study of over 1,500 Dutch adults, published in Applied Research in Quality of Life , that found people going on a vacation experienced their highest level of happiness in the weeks and months before a trip.

While the study was focused more on leisure travel, the same tenets apply to the corporate world. If building excitement is half the battle, it’s key to approach corporate incentive trips through a marketing lens, assigning them a great, thoughtful brand that can be built on annually — eventually creating a legacy experience that your attendees will look forward to, and want to be involved with, every year.

Because after all — the more your employees get excited to attend the trip, the harder they’ll work to be invited. So, how exactly do you build this excitement? Here are our tips for designing an effective event marketing strategy for your next corporate incentive trip.

1. Clearly communicate the value of the trip.

Great events today are focused on community-building — and incentive trips are all about that, offering a unique environment to connect peers and executives in important, authentic ways.

But community-building can start before the trip even begins. After all, according to Transformative Travel , companies that executed a well-planned incentive program saw a 64% increase in employee engagement — which leads to more productive, happy employees.

Our biggest tip? Put some effort into launching the incentive program, engaging employees with fun videos and other visuals of the destination, along with showcases of previous trips. What’s more, lean on previous winners to advocate for the trip and highlight its value.

2. Build a legacy experience that generates FOMO.

Make your incentive trip something employees want to be a part of every year. One way to do it? Give the program a name, theme, and visual identity that can be used to promote it year-round. Make it creative, easily shareable, and something your employees will remember with positive associations — ensuring they’ll strive to be a part of it.

3. Ensure your employees are thinking about it year-round.

Keep the trip top of mind so it serves as a powerful motivator for your potential attendees. Consider weekly or monthly emails about the trip, showcasing different experiences employees might be able to partake in, or stories from previous winners about the positive experiences they had on an incentive trip.

4. Pay attention to incentive trends — and your company’s culture.

Stay on top of trends to see what locations are big , what event design is resonating, whether CSR is a popular activity, how much leisure time is desired, and more. For example, we’ve found that in 2023 , incentive travel participants are drawn to authentic experiences, sustainable practices, and destinations that are relatively close to home.

Also, consider your company culture when planning a trip. If employees are intimidated by a highly active, sports-filled vacation, they won’t be eager to attend; on the flip side, if your company culture is more physically active, they may not want a simple beach trip. Your best bet? Offer a range of activities to fit different personality types and athletic abilities — and be sure to make the team aware of the different offerings!

5. Start thinking about next year’s trip while you’re still on site.

It’s easy to suffer from short-term vision — but think of your corporate incentive trip as something that’s built to last. Document your experience! Send a photographer and videographer, and use the material they capture to market next year’s event.

What’s more, take notes during the trip on what’s working and what can be changed in future years. Don’t plan the same trip year after year — instead, build on what you learned to make each experience unique and unforgettable, and something your employees will want to work towards every year.

Need help planning your next Incentive Trip?

Previous post how blended travel is shaping the design of corporate events, next post 5 tips on how to do more with your corporate event budget, recommended for you.

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The Five Elements of a Successful Sales Incentive Trip Program

• The sales incentive trip is an important piece of the total sales compensation program
• When designed and deployed appropriately, incentive trips can drive additional performance
• Organizations should consider five critical elements when designing and managing a sales incentive trip

Sales roles are demanding and high-stress positions for every organization. Sales employees have to prospect, build relationships, manage opportunities and perform myriad other tasks in order to achieve short-term and long-term revenue objectives . These roles typically have high turnover rates, and replacing sales reps costs companies hundreds of thousands of dollars a year. Companies need to optimize their hiring process, infrastructure and compensation philosophy to create and sustain a successful sales organization.

One way organizations reward top performers and retain top sales talent is running a sales incentive trip program (also known as Winner’s Circle or President’s Club). When positioned, promoted and executed properly, incentive trips can help drive improved results and foster a competitive environment — and they can be cost-neutral.

• Alignment. The sales incentive trip is an opportunity to promote alignment between functional groups that make up the revenue engine by recognizing both quota-bearing and non-quota-bearing employees. Although some companies limit attendees to sales reps, others foster a more inclusive environment by including sales overlays, sales engineers, marketing and sales support. Another option is to offer multiple versions of an incentive trip. For example, the top sales performers can attend the President’s Club trip, while a second tier of top performers attends a “circle of excellence” event. Each type of incentive program can reward attendees with gifts, dinners or monetary awards.
• Transparency. Create a calendar-year or fiscal-year incentive trip schedule. The schedule should include hard deadlines to calculate winners (beginning of the year or fiscal year), announce the next year’s trip (early Q1), design and set qualifications for next year’s trip (Q1), assess the most recent trip’s feedback (Q2), and plan the incentive trip (Q3). It is in your company’s best interest to plan early and lock in discounted pricing.
• Accountability. Create clear ownership and consensus with a committee and a formal charter. A steering committee should include executive leaders, sales stakeholders and non-sales functional stakeholders. Non-sales stakeholders may include representatives from finance, legal, HR and the compensation team. Sales stakeholders may include sales leadership, top sales reps, sales operations and sales enablement leaders. A charter should include program vision, objectives, scope, milestones, timelines, risks, and roles and responsibilities for each committee member.
• Fairness. Complement existing compensation plans and set attainable thresholds for reps to qualify for the sales incentive trip. Setting unrealistic targets or thresholds can actually have the opposite of the intended motivational effect as reps immediately decide they can’t compete effectively. Create targets that are attainable and quantifiable. Sales reps should have control over the key performance indicators to qualify for the incentive trip, and targets should fit within existing sales compensation plans (e.g. reps must attain 150% of quota to qualify). Do not set qualifications on activity or judgment (e.g. filling out opportunity plans or needs to meet a “qualified” state on the basis of the manager’s discretion).
• Connectivity. Consistently communicate and market the sales incentive trip throughout the organization. Spread posters around the offices and incorporate reminders into the employee portal site to create and maintain excitement. Present data on a monthly and quarterly leaderboard. Communicate results in a way that enables sales employees to easily understand the calculations behind them.

Hiring, developing and maintaining a high-performing sales organization is not easy. Best-in-class companies have incentive programs that align with company goals and are understood throughout the organization. The sales incentive trip is an important piece of the compensation program. Create excitement and incent your best performers with a sales incentive trip. Your company will experience lower turnover and increased sales tenure.

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The complete guide for incentive trips for employees

15 great destinations for your next incentive trip, 15 of the best incentive trip locations, 1. santorini, greece.

2. Amalfi Coast, Italy

3. Big Sky Resort, Montana, USA

4. Prague, Czech Republic

5. Four Seasons Resort and Hotel, Mexico City

7. Reykjavik, Iceland

8. Vancouver, Canada

9. Phuket, Thailand

10. Las Vegas, Nevada, USA

11. Queenstown, New Zealand

12. Punta Cana, Dominican Republic

13. Yosemite National Park, California, USA

14. Six Senses, Douro Valley, Portugal

15. Balearic Islands, Spain

Let us help you choose the best incentive trip location for your top-performing employees

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Incentive Travel

Guide, help, costs, ideas, and tips for incentive trips, planning an incentive trip.

So you’re thinking about hiring an incentive travel agency? Good for you and better for your audience! Incentive travel is a tried-and-true tactic for nearly half of all businesses in the United States. Whether you want to boost sales, retain your top-performers, or simply build a more cohesive corporate environment, incentive travel will be the catalyst that moves your goals to the finish line.

With US businesses spending over $22.5 billion on incentive travel annually, you can rest assured that an investment in a top-class incentive trip is going to pay off. However, like everything in life, there is a right way to plan and execute incentive trips, and a lot of wrong ways.

Spent on incentive trips from US companies per year

Of US businesses have an incentive travel program

courtesy of The Incentive Research Foundation

Who am I motivating?

There is no one-size-fits-all incentive trip. Understanding your target audience is the first step in designing an effective set of program rules and selecting a destination that will keep your participants excited.

It’s time to put your personal preferences aside and take the time to examine who you’re motivating. Start with the demographics (the data) and psychographics (the feelings) of your audience to focus your thoughts keenly.

It’s easy enough to collect data on gender, age, and income to form a demographic profile, but it’s only one half of the full picture. Psychographics are the often overlooked attributes of an audience that play into deciding how to properly incentivize and delight your group. On average, are your participants more intrinsically or extrinsically motivated? Do they have the capability to improve their performance? What’s their current level of motivation without the possibility of winning a trip?

Once you have a better understanding of not just who your audience is, but how they think, you’re ready to start organizing them into what the marketing world calls “personas.”

“Probably no aspect of program design has a greater impact on outcomes than understanding the audience.”

Rodger Stotz

Incentive Research Foundation

Who is your target audience?

Demographics

Gender Age Income Job Role Location

Psychographics

Motivations Capabilities Attitudes Interests Aspirations

Crafting Personas

Personas are fictional profiles of a standard member of your target audience created using the most common demographics and psychographics from the group. Using these personas helps those managing and executing the incentive trip get a feel for who they’re trying to reach.

From the below three personas, we can see the differences in what it takes to motivate them, how they’ll each take advantage of a trip, and the impact it would have in their everyday performance. Most importantly, we have a better grasp of what destination would serve as a prize worthy of their aspirational goals.

Abel is a sales rep for a tech start-up.

Income: $120,000

Abel wants some free time but also loves any type of high adrenaline activity. Don’t waste your budget on $300 centerpieces and unidentifiable hors d’oeuvres. Abel’s good with a buffet. But throw in a great band at the after-party, and he couldn’t be happier.

Destination preference: Los Cabos

Gifting preference: Maui Jim Sunglasses

Karen sells beauty products, and lots of them!

Income: $60,000

Make sure there’s a dance floor, because she and her team are going to live it up at the award’s ceremony. A spectacular venue and gorgeous décor will make them all feel special and appreciated.

Destination preference: Paris

Gifting preference: Local artisan shopping experience

Paul is an Inside Sales Rep at a telecom call center.

Income: $45,000

He’s looking forward to a fancy hotel and looking like a rock star to his +1 at the awards ceremony. Throw in a welcome gift and a day-pass for the local hop-on hop-off tour bus, and you will have Paul’s loyalty (for at least another year).

Destination preference: San Francisco

Gifting preference: Room credit for a nice dinner at the hotel

Destinations

Selecting an incentive travel destination.

As you’ve seen from understanding your audience, selecting a motivational destination can be a delicate mix of both science and art. This is where the expertise of an experienced incentive travel professional can be extremely valuable.

Professional incentive travel managers and meeting planners are well-versed in matching audiences with the right destinations, as well as flight options, “incentive-quality” hotels, and activities that are crafted specifically for the trip.

They’ve traveled all around the globe, seen plenty of resorts from the inside-out, vetted amazing experiences, and built strong local partnerships. They know the hot-list of new openings and the properties with not-so-hot service.

according to Incentive Travel Index from The Incentive Research Foundation , Society for Incentive Travel Excellence , and Financial & Insurance Conference Professionals

Hot Spots for Incentive Trips

Keeping up with the top incentive travel destinations is a part-time job in it itself. Knowing the trends, risks, and value of each destination is just another strong reason why hiring a professional incentive travel planner is worth the line in the budget.

Here is a list of the top 20 incentive travel destinations for 2022, 2023, and beyond to draw inspiration and provide fresh ideas.

Umbria & Puglia

Undiscovered Italy

Castles & Green Countryside

Good Value for your Euro

Second-Tier Europe

Northern Lights & Geothermal Baths

Muy Mucho 5-Star Resorts

Rebuilt, Renovated, Reopening

West Indies

Secluded Island Luxury

3 Resort Options in 1

Sub-Sahara Safaris

New Zealand

Fantastic Scenery

Machu Picchu & Peruvian Culture

Journey the Malacca Strait

Bucket-list Bungalows

Deep South, USA

Lowcountry Hospitality

Say Aloha to Hawaiian Renovations

Whistler & Banff

Great Outdoors of Canada

Festival Spots

Local Extravaganzas

Wild West Glamping

5-Star Tents

Euro River Cruise

Explore Villages

Avoiding Common Mistakes

NOT a CEO Getaway

Many CEOs are avid golfers, so the 4-handicapper thinks the most motivational destination would be Pebble Beach or last year’s British Open . However, golf is on the decline with Millennials and Gen-X. It can be difficult to steer the ship away from the boss’s favorite course, but always keep the true purpose of the trip in front of everyone’s mind.

NOT an Executive Committee Retreat

The Sales VPs love the 5-star brands of Four Seasons and Ritz-Carlton , but the rank-and-file folks live on 3-star budgets and feel uncomfortable with $40 breakfast buffets, $30 cheeseburgers, and $20 drinks. Sometimes there’s no need to use up the budget on high-end accommodations or dining options, especially when it comes to the comfort of attendees.

NOT the Meeting Planner Favorite

If you’re the corporate planner tasked with choosing destinations, avoid projecting your personal preferences too – whether it’s beach or mountain, historical or metropolitan, Mexico or Europe, etc. Always hold your audience’s preferences above your own (as difficult as it may be.)

Typical Agenda

Incentive trip itinerary at-a-glance.

Staying on schedule can be one of the most difficult parts of managing an incentive trip.  Providing itineraries that foster relationship-building, celebrate accomplishments, and offer some freedom and flexibility of choice will keep your group happy and organized.

Arrivals Welcome Reception Dinner

Group Activity Dine-arounds

Choice of Activity Award Dinner

Day at Leisure Dinner at Leisure

Choice of Activity Farewell Reception Farewell Dinner

Building a Budget

How much should we spend on our incentive trip.

Recent research from both SITE ( Society of Incentive Travel Excellence ) and the IRF ( Incentive Research Foundation ) pinpoint the average incentive travel budget per person at $5,193.

However, the number of nights and locations will drastically impact the budget. For example, $2,000 per person might be enough for a domestic 3-night trip to Miami, San Diego, or Las Vegas for retail managers or call center reps. But, a budget of $6,000+ per person would be necessary for a Hyatt resort in Hawaii or a 6-night trip to Italy to motivate a six-figure sales audience.

The average cost of an incentive trip per person

Budget Drivers

Number of trip qualifiers (and guests) Destination 3, 4, or 5-star Hotel Duration – # of Nights Airfares Ground Transportation

Events, Receptions, and Gala Dinners Decor & Entertainment Other Meals or Meal Allowances Number of Activities Gifts & Giveaways Promotional Communications

Zero Net Cost

Some may be intimidated by reaching out to incentive travel companies fearing cost or long commitment contracts. Rest assured that incentive travel companies work diligently to keep your business year-over-year by adding fresh ideas, impeccable service, and stringent negotiating to meet your bottom line.

In fact, when most clients ask if hiring an incentive travel company is more expensive, they discover that the ~15% agency fee is offset by savings generated by an incentive agency’s expertise in finding better rates on lodging and events, local partnerships with the best discounts on activities and dining, and avoiding hidden costs and fees ahead of time.

More often that not, clients realize there’s zero net cost overall by hiring an incentive agency due to these advantages, and that doesn’t include your valuable time as the owner of the program internally. Freeing yourself from having to plan an entire incentive trip alongside your day-to-day responsibilities can prove to be invaluable for both you and your team.

Calculate your Budget

The budget drivers are helpful in realizing what factors will need to be considered before making your cost projections, and ultimately, what your incentive trip will include and what will be left out.

But how much does each budget driver affect your bottom line?

Luckily for you, we have a handy incentive trip budget calculator that gives you a decent starting point. Play around with different “what-if” scenarios, like increasing your number of winners or choosing a domestic over international.

Unique Events

Creating unforgettable events.

Extraordinary, memorable events are what separates a top-notch incentive trip from a mere corporate-funded vacation. For new trips, experienced planners can be a huge help in crafting superior, and budget-friendly, events.

A typical schedule will open with a welcome reception on-property to facilitate new relationships and keep the schedule light after a day of travels. Creative planners will highlight the best venues, whether it’s poolside, on the beach, or on a patio or lawn with jaw-dropping views. Don’t be afraid to ask resorts if you can utilize space outside of the ballroom.

Mid-trip evenings are often filled with “dine-arounds” to take winners off property to experience popular restaurants. Or, incentive planners will tap unique local venues for a creative group dinner experience, like a Napa wine cave dinner or renting a celebrity’s private estate. You can dive even deeper into local authenticity by finding dining club parties where locals prepare a meal for guests in their own homes.

The final night is traditionally a gala dinner filled with recognition of top achievers, step-and-repeat photos, a refined menu, and upscale décor and entertainment. Creative planners will recommend the best spot, whether it’s on the beach, dressing up a ballroom, or a unique venue nearby. 

Activity Options for Incentive Trips

Unique, local, and authentic experiences are becoming the biggest trend of successful incentive trips. In years past, activities usually included golfing, spa days, and a catamaran sail. Today, it seems every destination has a zip line tour, a snorkel sail, and an ATV excursion!

Incentive travelers crave new experiences, especially the up-and-coming Millennials. Many travel planners are adding new twists to the traditional tours to stray from the beaten path and keep participants excited.

CMPs ( Certified Meeting Planners ) will collaborate with destination partners to offer activities that are unique to the location – such as cenote cave swims in Riviera Maya, Napali coast boats in Kauai, or Lord of the Rings tours in New Zealand.

Gifts that "WOW"

Incentive travel gifting is an art.

Room gifts, or “pillow gifts,” are a fun way to surprise and delight newer winners. They are simple to administer because everyone gets the same item, and they are often less expensive at $25 to $50.

Individualization   was the first trend in gifting by engraving or monogramming the standard pillow gift, such as a monogrammed bathrobe, an embossed leather item, engraved wine glasses, or a Waterford crystal bowl.

Choice   became the next trend in personalization. Maui Jim pioneered gifting experiences by bringing 12 styles of their high-end, polarized sunglasses and letting attendees pick their favorite pair of shades. Recent entrances to the gifting category include other sunglasses brands, Bose headphones and Bluetooth speakers, watches, shoes, sandals, handbags, and more.

One word of caution : executing a gifting experience in a foreign country or small island is not as easy as shopping your local megamall. Adequate inventory, shipping challenges, and high import duties can create headaches quickly.

Localization   is the most recent trend where gifts are sourced locally with artisans, which can be unique and cost-effective in foreign countries. One of our all-time, most popular gifts were custom-fitted, Italian-leather gloves in Florence.

Communications

Don't let your trip be the best-kept secret.

Far too often, the incentive promotion strategy is an afterthought. Like any successful marketing effort, an effective incentive program needs a comprehensive campaign strategy, creative theme, and rhythmic messaging to create top-of-mind awareness.

In today’s world, people are bombarded with media. Emails stuff inboxes at the rate of 200+ per day. Users glance for a nanosecond, with their index finger on the delete-key, rapidly clicking like a teenage video gamer.

It’s vital that your promotional strategy does not depend solely on a few emails. Your message must break through the clutter.

Create a Trip Website

A trip website offers dual benefits – good promotion during the qualifying period and an efficient registration form after winners are announced. A pretty web design can be easy because travel is visually engaging. A microsite serves as a central portal for the schedule, hotel info, activities, rules, and a contact page.

During registration, the online form automates data capture of the winner’s information including guest name, flight departure airport, passport numbers and expiry dates, activity selections, food allergies, and dozens of other preferences. While a microsite provides pull communications, motivational push communications must be sent too.

A clever, attractive theme can go a long way. Use the natural attraction of the travel destination for visual interest. Here’s a quick list of communication recommendations:

Teasers .   Before officially announcing the program, distribute a teaser — something that hints of events to come. It might be a small promotional item or a visually-appealing mailer to pique interest. We recommend one giveaway at kickoff and another at program mid-point to serve as an effective reminder.

Kickoff Announcement.   Custom design a promotional flyer to generate excitement and share high-level details. Promote the trip and direct everyone to the incentive website for full details.

Sales Kickoff.   If you have an SKO (sales kickoff), put together a video or PowerPoint slides. One client rolled in iced buckets of Jamaican Red Stripe beer to announce a Caribbean trip.

Graphical Email.   Create an HTML email template for year-long use.  

Postcards.   Direct mail postcards are making a dramatic comeback. Email marketing is over-saturated with declining open rates and click-through. Mail an inexpensive postcard each quarter. Mail it to their home, and you catch the attention of the family too!

Posters.   18×24 sized posters are super billboards in large offices.

Leaderboards.   Track achievements, promote competition, and give recognition with regularly-updated, online leaderboards. 

Winners’ Kits. Make your qualifiers feel like VIP’s before the trip begins with a themed winner’s kit that has some destination-specific gifts and information on what’s to come. 

High-Touch Logistics

On-site management is key.

While we focus on on-site logistics and hospitality services, it would be a big mistake to overlook the many, many more hours of pre-trip meeting planning. A globe-trotting incentive planner gives valuable advice, manages the hundreds of pre-trip planning details, and guarantees your program goes off without a hitch.

An on-site, travel manager serves as a single point-of-contact, ensuring the highest level of service. The experienced manager will coordinate transportation to the hotel, host the hospitality desk, and supervise support staff and suppliers. Additional “TDs” (Travel Directors) will ensure your winners are treated like VIPs and oversee all functions and activities.

CAUTION!  Be careful when sending internal corporate employees to manage the trip as a perk. Not only will they lack the expertise, but more importantly, if their travel was presented as a perk, they will not want to stay up until midnight waiting for delayed flights, advance breakfast preparation at 6 a.m., or sweat with vendors on event décor setup.

Just how much needs to be managed on-site?

Attendee Flight Arrivals Transportation and Pickups Hotel Room Check-Ins Hosting the Hospitality Desk Food & Beverage Management Arranging Room Drops and Pillow Gifts

Directing Support Staff Security and Emergency Planning Setting Up and Checking Audiovisual Enforcing the Schedule and Itinerary VIP Services for Winners and C-Suite and so much more…

Risk Management

The ultimate responsibility of any meeting planner or incentive travel director is safeguarding the health and safety of their travelers. Incentive travel companies are certified experts in preparing for all possibilities because they’ve seen everything that can impede on your incentive travel plans.

Work with a professional agency to create contingency plans for everything: What if a participant gets sick or hurt onsite? What if transportation breaks down en route to an activity? What about if a weather catastrophe forces a cancellation?

There are seemingly endless questions to ask yourself when preparing ahead of time to   manage your incentive travel program’s risk . Hiring an incentive pro will take the guesswork out of the equation and insure you and your group focus on having an amazing experience rather than worrying about what could go wrong at any moment.

Hire an Incentive Pro

How to hire an incentive travel agency.

If your incentive travel group is larger than 40 people (usually 20 qualifiers and 20 guests), we highly recommend that you hire an incentive travel company to take the reigns and work with you on creating an unforgettable trip.

Take Your Learning to the Next Level

This site is an informational resource for companies starting an incentive trip or looking to improve their trip with new ideas, travel trends, or tips from the experts. If you have any questions or want to discuss program needs, feel free to reach out!

gobrightspot.com

972-661-6000

[email protected]

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5 Unique Incentive Trip Ideas

Sales Incentive Trip Ideas

Nearly 40% of u.s. businesses now use incentive travel to reward and recognize their top-performing employees, salespeople, and channel partners, according to the incentive research foundation..

With more businesses offering incentive trips as a reward, and consumers experiencing more on their own (and sharing their experiences on social media) you might be asking yourself, “How do I make this incentive trip unique enough to be memorable and motivating for years to come?” Here are some unique incentive trips we’ve planned and how we make them that way.

• Make it have an inspiring theme
• Make it a learning experience
• Make it a game
• Make it exclusive
• Make it a journey

Incentive trips should have an inspiring theme

A little bit of creative thinking can go a long way. When you tie all of the elements of an incentive trip back to a main theme or purpose, the experience becomes more memorable. A nice dinner in a sculpture gallery was infinitely enhanced when attendees were invited to celebrate the essence of human movement. Strolling through the garden, attendees were immersed in acrobatic Cirque performances; and inside the gallery, paintings were mimicked by living replicas in the lavishly set dining room. Additionally, guests enjoyed an interactive cooking display with a celebrity chef, as he showcased creatively designed canapés. Learn more about this inspiring theme here: The Art of the Human Spirit.

Incentive trips should be learning experiences

An incentive trip becomes transformational when participants are offered an educational opportunity. To foster an emotional attachment to the client brand and its coffee products, this Origin Experience trip featured education unique to the Costa Rican coffee origin location, its farms, mills, people, and culture. Throughout the five-day event, participants visited five farms, a co-op, and a mill where the hulling, polishing, cleaning, sorting, and grading of the coffee bean takes place. While participants were able to experience coffee harvesting techniques, they also experienced so much more than that. In the words of an attendee, “This experience has been life-changing for me personally and at work. I am even prouder to be a partner and feel very blessed to be part of such an amazing company.”

Incentive trips should include a game

There’s no better way to get incentive travel participants engaged than to immerse them in a game. At a Las Vegas event, we scripted and designed an experience that navigated winners through a dramatic and theatrically choreographed “Bond-like” production. Complete with villains and heroes, the interactive cash game included six separate performances and various on-the-spot awards, all while delivering our client’s executive messages. The Grand Finale topped off the celebration with lavish prizes, blasts of confetti, and an entrancing light show. Read more about the incentive event here: One Night. Three Hours.

Incentive trips should be exclusive

Not just any trip to Rome, the highlight of this incentive trip was the access granted to the group to many areas not normally open to the public. The guests enjoyed a private tour of the Vatican museums, including a tour of the Sistine Chapel where permission for photography was granted. Special approval was also received for dinner to be held in a beautiful, intimate “behind the curtain” room within the Vatican museums, where the group sipped wine and listened to the Vatican choir, led by the famous choir director, Monsignor Colino. The evening was capped off with an exclusive performance by an opera-caliber tenor and soprano that moved the audience to tears. More on this trip to remember here:  The Italian Job

Incentive trips should be a journey

This group experienced an authentic desert adventure outside of Cabo San Lucas, Mexico during their trip. Participants caravanned through the desert in enclosed off-road vehicles and enjoyed themed pop-up stops along the way. First a thirst-quenching smoothie stand and then a history stop; where a naturalist guide spoke about the local flora and fauna and how/why people settled in Cabo. The final stop was the crown jewel of the day. The caravan ended at a beautiful beach that seemed to appear out of nowhere. A surprise brunch was waiting in a lovely white tent at the edge of the water. The group enjoyed champagne and an elegant brunch before taking a coach bus back into town. Read more about this group’s adventures here:  Keeping It Real For a Millennial Audience.

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What is Incentive Travel? (With 4 Examples + Top Locations)

More and more companies are considering incentive travel for their internal teams to reward employees and even external partners to incentivize sales.

But what is incentive travel? What are some examples of incentive trips? And is an incentive travel program right for your team?

This article breaks down everything you need to know.

What is incentive travel?

Let's start with incentive travel meaning: Incentive travel is the use of an all-expenses-paid trip to reward and motivate employees or channel partners for achieving specific business goals. Incentive trips can be given to individuals to use independently or designed as a group travel experience.

Incentive travel group trips can include a range of activities, from luxury cruises and beach vacations to adventure travel and cultural tours.

Most companies use incentive programs to create a memorable and unique experience that inspires participants to work harder and feel more connected to their company and colleagues. By offering these programs, businesses can boost employee morale, retention, and productivity, while also increasing loyalty and sales.

Incentive travel trips typically include a luxury hotel or resort, exciting itineraries, white-glove service, and networking opportunities that reward and connect top performers.

Who is incentive travel best for?

Incentive travel is best for companies looking to motivate, reward, and inspire employees or partners. It's typically considered a "VIP access" event.

It’s especially effective for businesses that are focused on boosting sales team engagement, improving retention rates, reducing employee turnover and burnout, and increasing productivity. Sales incentives are great ways to encourage your teams to hit their sales targets as well.

These types of attendees are typically given a qualification period to hit their target number and then selected for the trip based on their performance.

Incentive travel programs are also great for companies looking to create a stronger sense of community and teamwork within their organization.

Corporate incentive travel programs don’t just have to be for big businesses with a ton of money. With the right budget, incentive programs can be a perfect opportunity to connect your teams and inspire success.

Incentive travel is also not limited to any particular industry, as any business can benefit from incentivizing its employees to achieve specific goals. Neither is it limited to a department (though most programs focus on sales teams).

Analyzing your business needs will help you decide whether group travel incentive programs are best for your company.

What are the benefits of incentive travel? Why incentive travel works.

There are several benefits to incentive travel. It’s a highly effective way to motivate and reward employees for their hard work and dedication. As companies implement travel incentive programs in their business, they begin to realize the importance of incentive travel.

For businesses that are still on the fence, here are some of the key benefits of incentive travel :

1. Increased employee motivation and engagement

Incentive travel provides employees with a tangible goal to work toward and the promise of a reward to achieve it. It also creates competition and a sense of scarcity among employees, as not everyone gets to partake. This can help increase motivation and engagement levels, leading to improved performance and productivity, including hitting a specific sales target or quota.

2. Improved retention rates

Employees who feel valued and appreciated are more likely to stay with their company. Incentive travel programs are an especially effective way to show that appreciation, which can in turn help improve retention rates.

3. Enhanced team building and communication

Incentive travel trips often involved team-building activities that can help improve communication and collaboration among employees. They also offer a more relaxed environment in which to connect, as well as an opportunity to connect with executive leaders. All of these combine to form a better sense of community, which can help with business performance.

4. Increase company culture and brand reputation

Offering incentive travel programs can help create a positive company culture. This can make the company more attractive to potential employees, customers and partners, leading to increased success and growth.

5. Increased customer loyalty and sales

Incentive travel programs can also be used to reward channel partners or customers, which can help improve loyalty and drive sales.

Overall, there are many benefits to incentive travel trips. They offer a unique opportunity to inspire, engage and motivate attendees, and can be more effective than cash rewards or other gifts. Compare the incentive travel to cash rewards in our latest article.

What are some disadvantages of incentive travel?

Although incentive travel can be incredibly effective for some teams, there are also a few disadvantages to consider.

Incentive travel can be expensive to plan and execute, requiring substantial financial resources. Companies need to allocate budgets for travel expenses, accommodation, meals, activities, and other related costs. This expenditure can strain the company's finances, particularly for smaller businesses or during periods of economic uncertainty.

2. Perceived inequity among employees

Offering incentive travel may create a sense of inequality among employees. Those who don't qualify for the incentive or are unable to attend due to personal circumstances may feel demotivated or undervalued.

3. Distraction from work

Planning and participating in incentive travel programs can temporarily divert employees' attention away from their regular work responsibilities. While the intention is to reward and motivate employees, excessive focus on the trip itself can lead to decreased productivity and potentially impact overall business operations. Companies should carefully balance the benefits of incentive travel against the potential disruption it may cause.

Overall, we've seen the benefits of incentive travel majorly outweigh the drawbacks, but it's important to evaluate the program for your own business.

Examples of Incentive Travel Programs

Here are some ideas for your next trip:

Luxury beach vacations

A trip to a luxurious beach resort in a place like Cabo, Mexico, or Bali can be a great incentive option. This type of incentive travel program offers the chance to relax, enjoy the sun, and participate in activities like snorkeling, sailing, paddle boarding, and beach games.

Adventure travel

For more adventurous teams, an incentive travel program that includes activities like hiking, rock climbing, or white-water rafting can be a great motivator. This type of program offers unique and memorable experiences to build teamwork.

Cultural tours

A cultural tour can be a unique opportunity for teams to immerse themselves in a local culture they may not otherwise be able to. This type of program might include visits to historical sites, museums and local markets, as well as opportunities to sample local cuisine.

Wellness retreats

A wellness retreat can be a great way to help employees relax and reset, both physically and mentally. This type of program would include activities like yoga, meditation, spa treatments and healthy eating workshops.

These are just a couple of examples of the many types of incentive programs available. We encourage you to think beyond the typical go-to destinations to find an incentive program structure that works best for your team.

What are the best locations for incentive programs?

The best location for your incentive travel program depends on your team, the structure of your event, and your budget. We recommend starting with those three pillars and selecting several options to compare before you select a destination.

These programs can happen in any location, whether domestic or exotic locations.

With that said, here are some of our favorite incentive travel destinations from recent years:

Perfect for adventurous souls, Costa Rica offers several activities like zip-lining, hiking and water sports. The country also has a strong focus on sustainability and eco-tourism, making it a great destination for companies with a green focus.

Hawaii offers a multitude of options for those looking to relax, explore, or a little of both. Activities like surfing, hiking, and snorkeling are popular, as well as cultural experiences like hula dancing and lei making. Those looking to unwind also have the option of simply relaxing on the beach.

Tuscany, Italy

Tuscany offers stunning landscapes, historic architecture, and world-renowned cuisine. Activities like wine tasting, cooking classes, and visits to historic sites are popular.

Northern California

Northern California offers a multitude of resorts catering to those looking to escape for wellness retreats. With great weather year-round, this is a great option for companies looking to stay closer to home while still offering an escape.

With its mix of Mediterranean culture, pristine water, and gorgeous landscapes, Mallorca offers groups an amazing escape just off the coast of Spain. As one of our top-performing locations, Mallorca always offers that "wow" factor.

Not sure where to start when looking for the right destination for your team? Check out our guide to selecting the best destination for your incentive trip.

How is an incentive program typically structured?

To create an effective incentive trip program, organizations should start by defining clear goals and objectives. This involves determining the behaviors or outcomes they want to incentivize and the desired results they hope to achieve.

Next, consider factors such as timing, eligibility criteria, and performance metrics. Some companies choose to select the top percent of employees to include in their trip, some select specific departments, and others choose to bring their whole company. Whatever the selection criteria, make sure it's clearly defined and communicated to everyone involved, so they can understand how they can become a part of the group selected to go.

From there, your company can structure your incentive program by selecting destinations and activities that align with your goals, interests, and budget. Decide whether it should be a group trip or an individual reward trip.

Example Incentive Trip Agenda

According to the Incentive Research Foundation, 3 - 5 day trips are ideal for incentive trips. This agenda is created around that recommendation and designed in a group travel format.

As you build your agenda, consider what mix of leisure and business activities you want, or how much free time to provide guests. Develop activities related to group interests instead of just what's available. And considering leveraging local knowledge to find cultural activities throughout.

• Arrivals at destination, hotel check-in and welcome reception
• Group dinner
• Morning casual activities, such as yoga, spa, pool, or other
• Afternoon small groups activities on site, such as sailing, golf, kayaking, or horseback riding
• Evening cocktail reception and dinner
• Full-day excursion or private tour to nearby cultural or natural attraction (e.g. city tour, national park)
• Group lunch at local restaurant
• Evening time to explore destination or attend optional activity (e.g. cooking class, wine tasting)
• Morning volunteer event, such as school supply drive, beach cleanup, etc.
• Afternoon time to explore destination or participate in optional activity (e.g. spa day, painting class, team-building exercises)
• Evening awards dinner and celebration

This itinerary is just an example and can be customized to fit the specific goals and preferences of the group. The key to a successful trip agenda is to provide a balance of team-building activities, cultural experiences, free time for exploration, and leisure activities for relaxation. Learn how to make your sales incentive trip a success here.

Is incentive travel right for my company?

Incentive travel may or may not be right for your company. There are several areas to consider as you decide if you should plan an incentive program.

Consider whether your team would benefit from a luxury trip with some rest and relaxation. Are your teams feeling burnt out or overwhelmed? This may be a good opportunity to reset.

Are your teams not hitting their sales targets? An incentive program might be the nudge they need to perform better -- beyond just getting a cash bonus.

Or, on the flip side, are your teams hitting certain achievements beyond expectations? Maybe it's time to reward those top performers with a little incentive travel trip.

Whatever your team looks like, it's important to understand if your budget and the outcomes are right for your company. Dive further into how to plan a successful incentive trip here.

Can I get help planning my incentive trip?

Yes, absolutely. Destination management companies and event planning companies are your ideal partners to help plan your event.

GoGather is your go-to event planner for your next incentive program. We have developed and planned travel incentives across the world, from Bali to Mexico to Mallorca. We help you design VIP trips to reward your top achievers and inspire success. Let's review your company goals and develop an amazing incentive trip specifically designed for your company. Start planning with us now.

Katie Moser

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How Do You Know If Incentive Travel Is Successful?

On a beach, with one of those umbrella-adorned drinks in hand, your top performers know that all the extra work it took to make the cut for your incentive travel trip was worth it.

They lounge back and, deservedly, soak up the sun.

Meanwhile, the number-crunchers on your team are back at headquarters, neck deep in Excel, calculators buzzing. They’ve got questions on their minds: Was this worth it? How do we know if this incentive travel thing is actually successful?

Sure, your company is in the black this year. Sales seem fine. But from there, the details get foggy.

How much did incentive travel really benefit our bottom line? Why? And what can be optimized to make things even better?

If that sounds like your company’s struggle with incentive travel, you’re not alone.

While 100% of “best-in-class” companies offer some sort of group incentive travel program, and they can even help companies find success after a merger. That said, very few of them are actually measuring the ROI achieved through incentive travel programs.

Incentive travel is more than just a flight to a fancy locale. There are real bottom-line benefits for your organization, but only if you manage incentive travel strategically.

Knowing if your incentive travel program was successful takes a careful, proactive approach, every step along the way.

Here’s how to do it:

Before Your Incentive Travel Program

Understand program goals. Well before your participants begin the process of earning an incentive travel trip, or even before your incentive travel destination is chosen, make sure you know the specific, achievable goals of your program.

For example, an incentive travel program is a great way to inspire your sales team to sell more. However, “sell more” is an ineffective goal, because it lacks context and specificity.

By segmenting your audience into different tiers—top, middle and low performers, for instance—you can assign different, specific goals targeted to motivate different audiences in different ways.

Your program can also drive specific behaviors, such as more sales activity around a higher-margin product, by incorporating those into the rule structure at the program’s base.

Have a measurement plan. It’s an old yarn of business: if it matters, measure it. For any program, it’s a best practice to have a measurement plan.

Having a plan in advance of implementing any incentive program is critical. This way, you can ensure you execute exactly what is needed to capture the data you’ll need. What data files might you need? Will you need to execute a survey to capture the information? Who will manage all of this data?

On the whole, preparing for and using a combination of quantitative and qualitative measurement methods creates the best possible environment for program growth and success.

During Your Incentive Travel Program

Monitor your data. While your participants are in the earning phase of your incentive travel program, it’s time to press “record” and gather as many important facts and figures as you can. By gathering metrics while the program is underway, you can interpret what the figures mean and monitor the ongoing progress of your program.

Survey participants. The other side of the coin from data monitoring is qualitative data, and which is gathered to understand the sentiment of your participants that can’t be summarized in a number. Polling your participants is a key way of understanding participant sentiment during the program.

Adjust on the fly. Are there any statistics that raise red flags? Any recurring survey responses that warrant a response? Don’t be afraid to consider readjustments to your program.

After Your Incentive Travel Program

Your incentive travel trip was flawless from beginning to end and the program’s ROI rocketed off the charts…right? Don’t just guess. You’ve got to take a more precise look to find that out.

Analyze program experience. Taking a close look at participant experience can determine which parts of the program went over well, which didn’t and what could be improved.

To evaluate your program in a qualitative context, survey your participants to understand the effectiveness of your earning structure, as well as the destination and trip inclusions.

Example survey questions include:

• What was your favorite part of the trip?
• How would you improve the earning period of the incentive travel trip?
• What would you change on your trip?

Analyzing your program experience in a quantitative context is important in order to identify how behavior has changed: not only for those who earned the trip, but for those who didn’t make it. For those that didn’t make the trip, how can middle- and low-tier rule structures be optimized? For top performers who made the trip, which activities and excursions were the most attended?

Analyze program design. Conversely, how did the design and rule structure of your program factor into its overall success? Investigating qualitative and quantitative progress is the best way of determining its success.

To evaluate qualitative progress, survey your people about the tactics used leading up to the launch of the program and throughout the program. How familiar were they with the program? Did participants know what their goals were? From a participant standpoint, what would they improve to make it better?

Evaluating the quantitative success of your incentive travel program design requires dipping into the analytics of your program. For instance, what were the response rates to your communication strategies, such as emails or website visits? To what extent are you driving the behaviors you desire?

All of that planning paid off—you’ve got great information about the standout (and less-than-perfect) aspects of your program. Now what?

Turn what was learned into recommendations for improvements. For your travel incentive trip, measurement is an ongoing process, not just facts and figures at the end. That’s why it’s collecting data with an emphasis on the life cycle of your program, not just for myopic goals, is a must for a thriving program.

Incentive travel is about so much more than just the destination. It’s about aligning and motivating your people while delivering an awe-inspiring experience. In turn, you’ll get the sales, service and loyalty results you need.

Ready to get started with strategic incentive travel that really takes your people places? Learn more about Incentive Travel .

For the past 15 years, Angie Jackson has helped clients execute and analyze initiatives. As manager of the analytics and decision support team at ITA Group, Angie helps develop meaningful strategies and provides insight into the impact of customer engagement and incentives. You can find her on the tennis court, gardening, reading or at the lake with her family.

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