Incentive travel isn’t what it used to be, and that’s a good thing. Companies are stepping up their game, finding fresh ways to wow their top performers and keep them engaged every single year. More teams are working from home, spread all over the country — or the globe even—so these trips have become prime time for building community, especially when it comes to engaging the next generation of talent, without losing the magic for seasoned achievers. Retention is the name of the game.
And when we talk about destinations, the hottest tickets right now are unique, less-traveled gems that feel like you’ve uncovered a secret. There’s also a big uptick in experiential U.S.-based programs for companies keeping things closer to home, a move that’s as much about convenience as it is about navigating today’s unpredictable travel landscape.
The point is, whether it’s halfway around the globe or a quick hop from headquarters, incentive travel is leaning into experiences that make people feel valued, inspired and ready to chase the next win.
Here are five trends shaping where incentive travel is headed next.
1. Reenergizing the Senses to Strengthen Connection and Celebration
Screens and conference calls don’t exactly create lifelong memories. That’s why incentive programs are doubling down on experiences that wake up every sense—sight, sound, smell, taste and touch—so participants are fully in the moment. Moments like strolling through a sun-soaked vineyard, picking fresh herbs for a cooking class, hearing the sizzle in the pan and tasting a culinary delight that you helped prepare, while overlooking a jaw-dropping view. This is a core memory in the making. These sensory-rich moments pull people out of the daily grind and into something they’ll talk about for years.
2. Supporting Relationship Building with More Flexibility and Free Time
Smart incentive travel programs know that the real magic often happens in the “in-between” moments. The trick is balancing high-energy group activities with enough downtime for people to do what makes them happiest with their plus-one. That could be tackling a morning hike, heading to the spa, or sleeping in and waking up to a panoramic view with room service. When participants can pick and choose, they leave the trip feeling energized instead of needing a vacation from their vacation.
3. Deepening Cultural Connection and Recognition
A great incentive trip reflects a company’s personality and values. The best programs weave culture into every detail, from the activities to the way top achievers are recognized.
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Maybe it’s an intimate workshop with a master craftsperson whose story ties back to themes such as sustainability, inclusion or leadership. Maybe it’s a surprise celebration on a cliffside under the stars where accomplishments are toasted in front of peers. These moments say, “We see you. We appreciate you. And we’re proud you’re part of this team.” That recognition, paired with a one-of-a-kind cultural connection, is what keeps people striving for a spot year after year.
4. Making Destination Experiences Local, Authentic and Transformative
Top performers aren’t looking for cookie-cutter itineraries. They want the kind of experiences that make them feel like insiders. These are the ones you can’t just Google and book yourself. That might be exploring an indigenous village in Panamá, dining with a chef who redefined a region’s cuisine or uncovering a hidden architectural gem.
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Authentic, local and a little bit exclusive — that’s the sweet spot. These experiences create connections to the destination, while strengthening the bonds between attendees. Sharing something extraordinary together makes the trip feel like a once-in-a-lifetime opportunity, not just a line on the company calendar.
5. Navigating Tight Budgets and Constraints with Creativity
Yes, budgets are sometimes tighter. Yes, travel costs keep climbing. But sometimes, limitations can be the best catalyst for creativity. The right partnerships, smart timing and clever design can stretch dollars without sacrificing the “wow” factor.
Maybe that means finding destinations with all-inclusive perks, booking during shoulder seasons or using unique onsite amenities to cut costs without cutting impact. Sometimes it’s about tweaking qualification criteria, so the program essentially funds itself through increased performance. Whatever the approach, the goal stays the same: deliver an experience that makes attendees feel like VIPs, no matter what the budget looks like behind the scenes.
All in all, the core of incentive travel hasn’t changed. We’re bringing people together, celebrating wins and lighting a fire for the future. What’s changing is how it’s done, with more sensory engagement, built-in flexibility, authentic cultural immersion and fresh thinking to make every dollar count. The best programs send participants home with unforgettable memories and a stronger connection with the company and the people in it. That connection is the real prize and the reason they’ll be working to be part of this experience every time.
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Valerie Mortimer is vice president of strategic events, meetings and incentives for MCI USA. With more than three decades of experience in hospitality, travel and global event strategy, Mortimer has been passionately advocating and leading event strategy for an array of industry organizations, ranging from startups to Fortune 500 companies.
