Are changing demographics redefining incentive travel for a new era?

Today’s workforce values meaningful experiences, wellbeing and sustainability, making it essential to design incentive travel programmes that resonate on a deeper level. Now is the perfect time for companies to reimagine traditional approaches.

Incentive travel is no longer just a reward; it’s a symbol of high performance and a source of personal and professional growth. Unique, once-in-a-lifetime experiences that reflect company values and align with attendees’ aspirations are becoming essential to attracting and retaining top talent, fostering loyalty and driving employee motivation.

By moving beyond one-size-fits-all itineraries and embracing tailored, purposeful experiences, organisations can create stronger emotional connections and inspire greater engagement with the incentive programme’s goals.

Understanding the shift in attendee demographics

As demographics evolve, corporate incentive programmes must adapt to meet diverse generational preferences and values. Kristy Moorhouse, Head of Client and Business Development, Australia and New Zealand (AU/NZ), has observed a growing preference among Millennial and Gen Z generations for authentic and immersive travel experiences over traditional luxury, such as high-end hotels.

“Their increasing interest in exploring lesser-known or off-the-beaten-path destinations often pushes planners to create exceptional experiences in locations that may lack extensive infrastructure. This presents great opportunities, such as contributing to local economies in developing destinations, but also requires working with destination management companies or local guides to navigate logistical challenges and ensure smooth execution.” – Kristy Moorhouse

A clear trend is also emerging towards smaller, more intimate and personalised activities, moving away from the larger, formal group formats of the past. According to CTM Meetings & Events leaders, customisation and personalisation are now key. By offering curated itineraries and addressing the individual “what’s in it for me?” mindset, organisations can ensure that incentive travel programmes remain impactful, memorable and highly valued.

What activities and destinations are in demand?

Experiential travel is at the forefront, with individuals seeking authentic, immersive and tech-enabled experiences, according to Teri Awwad, Vice President of North America.

From an Australian and New Zealand perspective, Moorhouse highlights a growing demand for emerging and less-travelled destinations. This includes replacing large luxury coach tours with smaller, more intimate group travel focused on cultural immersion.

In Europe, Mike Leeson, General Manager, UK/Europe, notes a subtle shift towards unique destinations and experiences, with travel access and cost playing a significant role.

“Younger business travellers are still prioritising experiences they will remember or can share on social media, while also seeking socially conscious activities.” – Mike Leeson

How are companies personalising incentive offerings?

In North America, companies are increasingly using data-driven insights to analyse individual preferences and interests, allowing them to enhance engagement and create more personalised experiences.

In Europe, Leeson observes a stronger focus on Generation Z preferences, such as:

• Wellness elements and healthy eating choices
• Increased alcohol-free or low-alcohol options
• Networking and social activities
• A greater emphasis on sustainability

Moorhouse adds that exclusive and unique experiences, such as cultural immersion and corporate social responsibility (CSR) initiatives, are gaining popularity.

“Often, the highlight of an incentive programme is the community element. We run an annual incentive group from Australia to Fiji with 350+ guests. They fly private charters and stay in luxury resorts with fully themed evening events. However, their favourite part is always the CSR activity—visiting a local village or school, planting trees, painting buildings, and sharing a simple meal with the kids. That hands-on experience outweighs even five-star service.” – Kristy Moorhouse

How is sustainability and wellness shaping incentive travel?

Sustainability and wellness are now playing a major role in shaping modern incentive programmes.

“There is a growing awareness among younger travellers regarding their environmental impact and personal wellbeing, and companies are listening. More organisations are prioritising destinations and accommodations that support local communities and offering nature-based experiences.” – Teri Awwad

Moorhouse highlights community engagement as a key priority, with organisations actively incorporating health and wellness activities into itineraries to align with these values.

How data-driven insights support tailored experiences and business needs

Keeping up with changing industry trends and employee expectations is critical to ensuring your incentive travel investment remains relevant and effective.

Leeson advises companies to keep programmes fresh and avoid simply repeating past formats.

“We work with customers to explore new ways to deliver their engagement and incentive objectives. You want an element of surprise and exclusivity. If it’s a cookie-cutter programme, people will lose interest. The programme must also align with the evolving needs of your employees.” – Mike Leeson

By leveraging technology and data analytics, companies can tailor experiences to align with individual interests, ensuring greater engagement. This includes offering a range of activities to suit varied preferences, such as:

• Adventurous excursions for thrill-seekers
• Wellness-focused activities for relaxation and self-care
• Opportunities for personal time to enhance work-life balance

Awwad also emphasises the importance of regular surveys and polls to gather direct insights on customer satisfaction and emerging trends.

“Data is liquid gold for our customers. It helps identify what changes need to be made for future incentive programmes. AI and data analytics can further personalise experiences, predict preferences and optimise programme effectiveness.” – Teri Awwad

Moorhouse agrees, noting that staying informed about new destinations, activities and technology is no longer optional but an expectation in modern incentive travel.

Success lies in creating incentive travel programmes that resonate

Changing demographics and evolving preferences are redefining incentive travel. Success lies in understanding these shifts and creating programmes that resonate—balancing luxury with meaning and personal rewards with collective purpose.

As the workforce continues to evolve, incentive travel must remain flexible, innovative and aligned with the values of a new era.