The Incentive Research Foundation’s (IRF) 2024 Attendee Preferences for Incentive Travel survey provides valuable insights into the preferences of sales professionals regarding incentive travel destinations and program elements. This fourth annual survey was conducted in March and included responses from 400 sales/marketing professionals aged 23-65, 72% of whom had won an incentive travel award in the past three years.
Here are the key takeaways:
- Preferred Destinations:
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- North American Favorites: Hawaii, Las Vegas, and Florida are the top choices.
- International Favorites: Countries in Western Europe (France, Spain, Ireland) and Central America (Belize, Costa Rica) are highly motivating for incentive winners.
- New Places: Incentive travel is expected to be fresh and exciting, with 71% of respondents indicating an increased demand for new destinations not used before.
- Recommended Destinations for Repeat Visits:
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- Hawaii, the Caribbean, Central America, and Western Europe are the top destinations that respondents would like to revisit for incentive travel.
- Preferred Trip Elements:
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- Free Time: The most prized element of incentive trips is free time to relax. Personal time to decompress, unwind and rest or spa day activities are coveted items in an itinerary.
- Unique Experiences: Participants value distinctive experiences. Choose destinations and activities that are visually appealing and offer opportunities for Instagram-worthy photos and videos
- Luxury: Extravagant accommodations, over-the-top dining, and good services are highly favored.
- Group Travel:
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- The motivational interest in group travel remains extremely high, especially among Gen Z and Millennial participants and signals the continued relevance of incentive travel programs.
“The motivational impact of incentive award travel remains high, and attendees find appeal in a broad array of destinations, program attributes, and trip features,” said IRF president Stephanie Harris. “The insights provided by attendees will ensure incentive planners can feel confident in designing programs that capture the interest and enthusiasm of their attendees while balancing their budgetary and business realities.”
It’s important to have the right planners and the right team to help design the perfect travel incentive experience. Where will you take your people this year? Let’s connect and start planning your next travel incentive or destination meeting today!