IRF releases Attendee Preferences study

i By May 19, 2023 No Comments

Ninety-one percent of North American employees consider group incentive travel highly motivating, according to Incentive Research Foundation’s latest Attendee Preferences for Incentive Travel.

Now in its third year, the study explores trends in attendee preferences, factors in destination selection, and how incentive travel program design can impact employee motivation.

“Incentive travel is a top motivator, and the destination can make all the difference. Attendee Preferences for Incentive Travel discusses how the right destination combined with attendee-focused incentive travel program design can maximize your investment in this powerful business tool,” said Stephanie Harris, president, Incentive Research Foundation (IRF). “It is fantastic to see group travel awards are ‘extremely motivating’ to Gen X and Millennials. The future is bright for incentive travel!”

Top destinations indicated by employees were Hawaii, Western United States, the Caribbean, Eastern United States, Southwest United States, and Western Europe. Using data from the IRF survey, Cvent, and 3D Cruise partners, the study examines the top employee destination preferences and compares them to actual bookings and quote requests.

Attendee Preferences for Incentive Travel looks at the aspects of how experiences are designed to determine the elements that provide maximum inspiration to earn the award. Key insights include:

  • Top destinations indicated by employees were close to home: Hawaii, Western United States, the Caribbean, Eastern United States, and Southwest United States.
  • Employees also reported top destinations they previously visited and would recommend for an incentive trip: the Caribbean, Las Vegas, Western Europe, Hawaii, and Southern Florida.
  • Booking data from Cvent shows that Mexico is a top incentive destination, with four Mexican destinations in the top five most booked destinations for incentive trips.
  • Employees want time to relax, individualized experiences, and flexibility in their schedules.
  • Beaches, sunshine, and adventure travel were the top destination experiences, with a growing interest in cruising.
  • 66% of recent winners indicated that they extended their North American incentive trips and 70% extended their international incentive trips.

To download the full study and white paper, visit the Attendee Preferences for Incentive Travel webpage.