2023 Incentive Travel Index Results

The IRF 2023 Incentive Travel Index has once again produced its annual report on the state of incentive travel, providing data on current and future evolution of interest to destination management companies globally.? Here, we will focus on summarising the travel aspects, but a link is provided to access the full survey findings at the end.

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1.?????? Group Travel Reward Components

When asked for the ‘main component’ of a group travel reward, the responses across all ages were:

·??????? 25% put ‘Beach’ as their preferred travel reward component.?

·??????? 21% food/dining experiences

·??????? 19% sightseeing/educational

·??????? 18% activities

The takeaway for travel organisers and destination management companies crafting programmes and itineraries would be to ensure plenty of ‘free’ time, perhaps with a more leisurely structured programme, and optional activities included for the younger participants who indicate a higher interest in group-led activities and experiences.? There is no ‘one-size fits all’ option, and programmes that are flexible enough to cater to a range of requirements will be the most successful.

2.?????? Unique Destinations

71% of respondents indicated an increased demand for new and unique destinations, particularly amongst the younger participants (18-30).? Caribbean, Western Europe and South Asia were amongst the most popular destinations.

3.?????? Individual Travel Vs Group Travel

If given the option, most would prefer individual travel rewards with a partner over group experiences with colleagues.? However, the benefits for the organisation of group travel rewards still include increased opportunities to build relationships and share ideas, making this a desired travel incentive option.?

To satisfy both requirements, leaning away from a series of highly structured events towards more opportunities for spontaneous social interaction are preferred – such as beach or pool parties and fire-pit evenings, rather than formal, seated dinners.? Interactive activities that bring people together, and allow for individuals to select their level of engagement may cater to all requirements.

4.?????? Openness to Group Travel Rewards

Higher income earners, and those who have previously experienced incentive group travel are more open to group travel rewards, as are younger participants (ages 18-30).? These groups are also more open to experiencing new destinations, and long-haul flights.

5.?????? Interesting Takeaway

Despite media reports of increased social responsibility and social conscience amongst younger generations, 93% of respondents across all age groups would prefer a $500 gift card to a $750 donation in their name to their favourite charity, and given the choice between taking a day off from work to volunteer in the community alongside teammates, or simply taking the day off, 92% of respondents will choose the day off (not the volunteering option), regardless of age or income.

Terms of Reference

The 2023 online survey took place from June – July 2023. More than 2,400 incentive travel professionals participated in the survey (US based). Respondents represented five distinct incentive travel professional roles: corporate end user, third party agency, DMC, destination supplier and DMO.

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Link to access the full survey? https://theirf.org/research_post/2023-incentive-travel-index/

For contact details of our destination management company members, visit www.world-of-dmcs.com

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