What Incentive Travel Winners Want Most
The Incentive Research Foundation’s (IRF) 2024 Attendee Preferences for Incentive Travel survey provides valuable insights into incentive travel program preferences, including the destinations, trip features, and program elements that matter most to top performers. The fourth annual survey was conducted in March and included responses from 400 sales and marketing professionals aged 23-65, 72% of whom had won an incentive travel award in the past three years. For companies using group incentive travel to motivate employees, sales teams, channel partners, or clients, these findings offer practical direction for building programs that feel meaningful, memorable, and worth earning.
The survey confirms something incentive planners already know: travel rewards continue to be highly motivating when the experience feels exclusive, well-designed, and aligned with what winners actually value. Whether an organization is planning top performer incentive trips, client appreciation travel, employee recognition travel, or sales team rewards, the right destination and itinerary can make the program more inspiring from the start.
Preferred Incentive Travel Destinations
Destination choice remains one of the most important drivers of excitement in an incentive travel program. According to the IRF survey, incentive winners continue to respond strongly to destinations that feel aspirational, relaxing, and different from their everyday environment.
- North American favorites: Hawaii, Las Vegas, and Florida remain top choices for incentive winners.
- International favorites: Western Europe, including France, Spain, and Ireland, along with Central America destinations such as Belize and Costa Rica, ranked highly among respondents.
- New destination demand: Incentive travel is expected to feel fresh and exciting, with 71% of respondents indicating increased demand for destinations that have not been used before.
For organizations comparing top incentive travel destinations, the takeaway is clear: familiar destinations can still perform well, but the experience should not feel routine. A fresh resort, a new activity, an unexpected dining experience, or a more personalized itinerary can help make even a well-known destination feel special.
Destinations Incentive Winners Would Visit Again
The IRF survey also asked respondents which destinations they would like to revisit for incentive travel. Hawaii, the Caribbean, Central America, and Western Europe were among the top responses. This is important for incentive planners because it shows that repeat destinations are not automatically a drawback. What matters most is whether the trip still feels rewarding, premium, and thoughtfully curated.
For companies planning corporate incentive travel, repeat-worthy destinations can offer a strong balance of attendee appeal, logistical reliability, and program flexibility. A destination that has worked before may still be a smart choice when paired with new experiences, elevated service, and intentional program design.
The Incentive Trip Elements Participants Value Most
While destination selection is important, the full program experience is what makes incentive travel memorable. The IRF survey highlights several elements that incentive winners value most when evaluating a trip.
- Free time: The most prized element of incentive trips is free time to relax. Personal time to decompress, unwind, rest, enjoy the resort, or participate in a spa day can be just as valuable as a scheduled group activity.
- Unique experiences: Participants value distinctive moments they could not easily create on their own. Visually appealing activities, memorable excursions, and photo-worthy settings help make the trip feel more exclusive.
- Luxury: Upscale accommodations, elevated dining, strong service, and thoughtful details continue to be important features of a high-performing incentive travel experience.
These preferences are especially useful for organizations designing sales incentive travel programs. Sales teams often work toward a travel reward for months, so the experience needs to feel worth the effort. A strong program should create anticipation before the trip, deliver exceptional moments during the trip, and reinforce recognition after attendees return home.
Why Free Time Matters in Incentive Travel Planning
One of the most valuable insights from the survey is the emphasis on free time. Incentive winners are not only looking for packed schedules and group activities. They also want space to enjoy the destination on their own terms. This can include quiet time at the resort, optional excursions, spa services, beach time, shopping, or simply a slower morning after a celebration event.
For planners, this means the best itinerary is not always the busiest itinerary. A successful incentive travel program often balances structured recognition with personal choice. When attendees feel trusted to enjoy the destination in a way that fits them, the trip can feel more rewarding and less like another work obligation.
Group Travel Still Has Strong Motivational Value
The motivational interest in group travel remains extremely high, especially among Gen Z and Millennial participants. This signals the continued relevance of incentive travel programs as organizations look for ways to connect people, celebrate achievement, and strengthen culture.
Shared travel experiences create recognition that is visible, social, and emotionally memorable. This is one reason President’s Club trips remain a powerful reward strategy for sales organizations and leadership teams. The trip becomes more than a prize. It becomes a symbol of achievement, belonging, and status within the organization.
What This Means for Incentive Travel Program Design
The IRF findings reinforce that incentive travel planning should begin with the participant experience. Before selecting a destination or building an agenda, companies should consider what their audience values most. Are participants motivated by luxury? Exploration? Rest? Recognition? Relationship-building? A strong program is designed around those answers.
Successful incentive travel programs often include a mix of destination appeal, high-quality accommodations, flexible free time, curated group moments, and personal touches that make winners feel genuinely appreciated. A thoughtful incentive travel planning process helps align those elements with the organization’s budget, goals, audience, and desired business outcomes.
“The motivational impact of incentive award travel remains high, and attendees find appeal in a broad array of destinations, program attributes, and trip features,” said IRF president Stephanie Harris. “The insights provided by attendees will ensure incentive planners can feel confident in designing programs that capture the interest and enthusiasm of their attendees while balancing their budgetary and business realities.”
Plan an Incentive Travel Experience Winners Will Value
It’s important to have the right planners and the right team to help design the perfect travel incentive experience. Where will you take your people this year? Let’s connect and start planning your next travel incentive or destination meeting today!