The Incentive Research Foundation (IRF) today released its signature study, the IRF 2025 Trends Report.

“In 2025, incentive programs and rewards will see significant shifts in response to evolving corporate priorities, changing audience preferences, and budget demands,” said Stephanie Harris, president, IRF. “As competition for talent and employee retention continue, a strong portfolio of incentive, reward, and recognition programs is a strategic driver of company culture and employee loyalty.”

The 2025 trends for incentive, reward, and recognition programs outlined in the report, which is supported by The IRF’s advocacy partner, Brightspot, include:

Desire for New Locations for Incentive Travel: New destinations became a priority coming out of the pandemic as people resumed travel but wanted more space, open air and fewer crowds. The current desire for previously unvisited destinations reflects a renewed sense of adventure, the desire for bucket-list destinations and experiences, and access to travel experiences attendees would not be able to get on their own.

Gen Z and Millennials are Changing the Game: The workforce is getting younger, with major shifts in values, behaviors, priorities, and preferences among these newer employees. Expect attendees to want to hear edgier music, choose from a variety of mocktail options, and experience more visually stunning Instagrammable moments on incentive travel programs in 2025.

Gift Cards & Merchandise Fit into Fluctuating Budgets: As incentive professionals work with flat or decreased budgets, merchandise and gift cards offer flexibility and price points so that programs can be scaled according to budget and participant preferences.

Cruise Appeals to Attendees and Planners Alike: Depending on the location and route, taking incentive trips on cruises meets the priority of aligning with attendee preferences, experiencing new destinations, or managing budgets. According to the 2025 Attendee Preferences for Incentive Travel report, 75 percent of attendees indicate a cruise experience is desirable regardless of the destination.

Increased Use – and Understanding – of AI: Incentive professionals will continue to increase their understanding of both practical applications and the potential uses of AI in 2025 – focusing on the most appropriate and effective uses for this tool, how reliable AI is, and best practices around data privacy and security.

To read the full list of 2025 trends, and to view or download a copy of the full report, visit the IRF 2025 Trends Report webpage.