The pandemic put all incentive travel on hold. Now that travel restrictions have been lifted around the world, incentive travel is making a return and the industry is eager to discover what the market wants. Fortunately, the Incentive Research Foundation (IRF) has shared some of its research findings that answer this need.
Between March and April 2022, the IRF surveyed 405 US-based, full-time salespeople who have been eligible for an incentive trip at some point within the past three years. Cvent and 3D Cruise Partners also shared booking data with IRF so they could determine the degree of alignment between what travel planners were booking and participant preferences.
Here are some of the findings they have since shared in their Incentive Travel Destination Preferences & Their Impact On Motivation 2022 research report:
Most important qualities of an incentive trip in 2022
Respondents ranked which qualities they most valued in an incentive trip in 2022, which led to these percentage weightings.
- You are given ample time to relax – 87%
- You can take your spouse, significant other or a friend – 81%
- The trip offers luxury accommodation and experiences – 80%
- You are provided with spending money to cover extras or out-of-pocket expenses – 77%
- The trip was to a destination you had never been to before – 67%
- Your seat is upgraded to a better seat than economy class – 66%
- The trip provides a more intimate and exclusive experience even if it means fewer winners – 65%
- You have the opportunity to be recognized in front of your peers – 52%
- You receive a merchandise gift as part of your experience – 50%
- You have the opportunity for significant professional networking – 47%
The three top ranked holiday types have remained the same between 2021 and 2022.
Preferences for types of destinations (ranked) in 2022
The three top ranked holiday types have remained the same between 2021 and 2022. The red highlights show those that have dropped in ranking since a similar survey in 2021, and the green those that have moved up the ranks in 2022.
- Beach/sunshine – 4.16
- Adventure travel – 5.56
- Mountains – 6.42
- Wellness Spa – 6.45
- Culture Importance – 6.51
- Cruise – 6.63
- Large Metropolitan Area – 6.65
- Historical Location – 6.73
- Shopping – 6.97
- Wooded/Natura Area – 7.00
- Primarily English Speaking – 7.33
- Smaller City – 7.58
Ideal length of an incentive trip in 2022
The respondents also indicated that the optimal length of time for a trip is between 4-6 days (50%) or between 7-10 days (38%).
Only 8% supported the idea of a trip of 3 days or less, and 4% of a trip greater than 10 days.
To access the full IRF Incentive Travel Destination Preferences & Their Impact On Motivation report, click here.
Cover photo by Jailam Rashad on Unsplash
