2026 Incentive Travel Trends
Incentive travel remains as valuable as ever, and it continues to evolve as a business strategy that motivates, connects and inspires. As interest in incentive travel piques, the pressure is on industry professionals to curate and cultivate these exceptional experiences. Therefore, the business of creating incentive travel is becoming more complex, data-driven and deeply human.
Key trends are already shaping up in 2026 for incentive travel. These themes are supported by the 2025 Incentive Travel Index (ITI), which captured insights from more than 2,700 professionals across 85 countries, and was produced by SITE Foundation and the Incentive Research Foundation with Oxford Economics.
1. Growth Is Stabilizing, But Demand Is Still Strong
According to the Index, most North American buyers expect 2026 and 2027 activity to hold steady or grow modestly from 2025 levels. Optimism has cooled after years of post-pandemic acceleration, with three-quarters agreeing that “the value of incentive travel is as strong as ever, but the business gets tougher every year.”
Read More: 2026 Industry Forecast: A Constant Shift
Planners aren’t feeling a slowdown and are likely to see sustained momentum as more clients recognize the value of incentive travel as part of their overall total rewards and compensation strategy. The shift is not about volume but about precision. Brands are running more targeted, audience-specific programs that reward distinct performance segments and maintain year-round engagement.
2. Budgets Are Climbing, Driven Both by Quality and Inflation
Average per-person spend rose 4% globally to $5,100, with North America leading at $6,000, the highest worldwide. Buyers expect future increases to come from improving program design rather than simple cost escalation.
We are seeing an even more pronounced increase in investment, particularly in experience design, creative storytelling and production value. Clients are trading quantity for impact, with companies evaluating cost-impacting factors such as fewer attendees or shorter durations, allowing for budget shifts to create deeper and more emotionally resonant experiences. The dollars are moving from logistics to connection from luxury for luxury’s sake to meaningful moments that elevate loyalty and culture.
3. Destination Selection Is Shifting Closer to Home
Nearly 70% of buyers are exploring destinations they have not used before, yet proximity plays a major role in decision-making. For U.S. buyers, Mexico, the Caribbean and Western Europe remain favorites, while long-haul destinations have softened slightly due to cost and travel complexity.
At Bishop-McCann, we still see strength in long-haul programs, especially when the destination delivers a once-in-a-lifetime experience. Places like Emerging Europe, South Africa and Japan continue to capture imagination. However, those aspirations must be balanced against budget pressures. Many of our clients are asking more questions about new destinations they have never experienced before because they want their winners to feel that each trip is truly unique. The desire for novelty remains strong, but practicality and value are shaping where that exploration leads.
4. Trending Destinations Reflect a Changing World
The 2025 Index revealed notable shifts in regional demand. North American buyers plan to increase use of Mexico, the Caribbean and Western Europe while interest in the United States and Hawaii has declined. South America and cruises also ranked among the top emerging destination types under consideration.
Compared to prior years, Europe has regained momentum after a period of slower recovery, and Asia continues to re-enter the conversation as airlift stabilizes. Canada, meanwhile, has risen in perception as both accessible and experience-rich.
We are seeing these same dynamics. While North America and nearby regions remain strong, there is renewed curiosity around destinations that deliver a balance of authentic culture, iconic scenery and safety. Long-haul programs are still aspirational, but they are being reserved for milestone anniversaries, top-tier groups or multiyear rotational programs. The result is a more deliberate and data-informed approach to destination strategy.
5. Geopolitics and Perception Are Influencing Destination Choice
Seven in ten respondents believe political instability and shifting DEI and LGBTQ policies are making the U.S. a less attractive destination for inbound incentive travel.
While we have seen some hesitancy from international audiences, we are not witnessing complete avoidance. However, clients are being more intentional. Destinations are chosen for alignment with brand (and personal) values, accessibility, and inclusivity. The emphasis on “welcoming and safe” is now part of every destination narrative.
6. Personalization and AI Are Changing Everything
More than half of respondents agree that the industry must become fully customizable or risk obsolescence. AI adoption is expanding rapidly, especially for research, budgeting and content creation.
Read More: AI: Resistance Is Futile
AI has become an enhancer of creativity, not a replacement for it. We use it to analyze audience data, personalize communication and model engagement outcomes. But the magic still lies in human insight. Technology is enabling us to scale personalization while maintaining the emotional core of what makes incentive travel meaningful.
7. The Next Generation Values Meaning Over Milestones
The ITI data shows a generational shift: Younger qualifiers are more likely to decline a trip if it does not align with personal values. As the ITI showcases in its “Taylor Swift vs. Hawaii” findings, today’s participants want experiences that feel personal, relevant and authentic.
We see this firsthand. Attendees care less about destination prestige and more about purpose, access and story. Programs that incorporate local culture, community engagement or once-in-a-lifetime shared experiences resonate more than five-star sameness. For Gen Z and Millennials, travel is not a trophy; it is a platform for identity and connection.
Read More: Gen Z Has Entered the Building
8. Accessibility, Safety and Simplicity Define Success
Direct air access, top-tier hotels and “bucket-list appeal” remain the top destination must-haves, while safety concerns lead the list of disqualifiers.
For our team, this emphasis on ease and reliability is strong. Clients want confidence that logistics, airlift and infrastructure will not distract from the experience itself. Resilience, contingency planning and strong DMC partnerships are now built-in expectations.
9. Rising Costs and Talent Pressures Continue to Shape the Industry
Rising costs and inflation remain the leading challenges in both the short and long term, followed closely by the need to attract and retain skilled talent.
That is certainly true, but the conversation around cost has matured. Our clients are less focused on cutting budgets and more focused on proving value. They want measurable impact: engagement, retention and brand loyalty. Incentive travel has become both art and science, and the workforce must reflect that.
10. The Opportunity: Integrating Incentive Travel with HR Strategy
A third of companies still treat incentive travel separately from HR or employee experience strategy, a missed opportunity highlighted by the Index.
We are seeing forward-thinking clients bridge that gap. HR leaders are recognizing that incentive programs are more than rewards; they are culture catalysts.
Incentive travel remains one of the most powerful tools for driving performance and loyalty, but the path to success is complex and now requires sharper insights, intentional design and stronger alignment between business goals and attendee experience. Incentive planners’ power lies not in choosing the right destination, but in their ability to create moments that connect people with each other and purpose.
—
Justin Myers, CIS, vice president, client development and marketing at Bishop-McCann, is a results-oriented marketing and events professional with more than 15 years of experience in brand, campaign, incentive travel and event management.
This article appears in the January 2026 issue. You can subscribe to the magazine here.
