The Incentive Research Foundation’s first-ever study focused solely on the European market reports that 97 percent of European employees surveyed consider group incentive travel a strong motivational tool.

2025 European Attendee Preferences for Incentive Travel explores trends in attendee preferences, factors in destination selection, and how incentive travel program design can drive employee performance and strengthen company culture. The study was supported by IRF’s strategic partner, Destination Canada.

“The IRF is excited to produce this new research specifically for the European incentives market,” said Stephanie Harris, president, IRF. “We previewed this study at our European Event in Portugal last month, and it’s clear that incentive travel is a useful and motivating tool for European employers. The data sparked lively discussions about attendee preferences including showing favor for close to home destinations and the inclusion of free time, providing some potential relief to program owners in a challenging economy.”

The study builds on a similar study conducted in North America, providing valuable insights into the specific preferences and motivations of European employees, then drilling down by region. By identifying what participants value most in terms of destination features, travel accommodations, and overall program design, the study offers a data-driven foundation for companies to create more personalized and effective incentive travel programs.

2025 European Attendee Preferences for Incentive Travel looks at destinations and program design to determine the elements that provide maximum inspiration to earn the award. Key insights include:

• When asked about group incentive travel, 97% of European employees surveyed consider the experience to be ‘very’ or ‘extremely motivating.’
• Western Europe ranks as the most highly motivating destination, with 48% of all respondents selecting it as one of their top choices. The Nordics (45%), Eastern Europe (36%), and East Asia (35%) are also very popular destinations.
• Eastern Europe is particularly favored by respondents from Southern Europe (39%), the UK/Ireland (37%), and Central Europe (37%).
• Free time for relaxation was an essential feature according to 80% of respondents, and luxury accommodations were considered important by 78% of respondents.
• A beach or sunny environment was the most highly ranked feature overall (35%), followed closely by cultural importance (34%), adventure travel (33%), and historic location (31%).
• Central Europeans are likely to prefer metropolitan destinations (32%), while Eastern Europeans favor adventure travel (43%), and Southern Europeans lean toward historical sites (42%).
• Respondents from the UK/Ireland show the highest level of enthusiasm for cruises, with 85% supporting ocean cruises and 81% favoring river cruises.

To download the full study and white paper, visit the 2025 European Attendee Preferences for Incentive Travel webpage.