Incentive travel is an incredibly effective way for organisations to motivate and reward teams, offering many benefits to employees as well as a range of benefits to companies. But with an increasing number of event planners seeking to maximise their budgets and deliver to their sustainability objectives, many businesses are seeking new ways to plan domestic incentive travel experiences. In this blog we explore some of the ways you can deliver incredible incentive travel experiences closer to home. 

Think Local 

Every region has local hidden gems and attractions waiting to be explored. Do some research – or you can have ChatGPT do this for you – on local landmarks or areas of interest that can provide a memorable backdrop for your incentive trip. Your schedule could include exclusive guided tours, scavenger hunts or themed events that tie in to the local history and culture, creating a more special local experience on your incentive travel itinerary. 

While you’re thinking local, you can also consider the types of dining experiences offered during your incentive trip. Food can be a great way to promote an emotional connection between your attendees and their location during an incentive experience, driving impact and engagement. Locally sourced, traditional local cuisine can help tell the story of your location, if planned creatively. By working with local restaurants and chefs you can elevate a meal into an experience. 

Locally sourced food also has a smaller environmental footprint, which can support your sustainability aims. The same is also true of vegan and vegetarian food, so offering a plant-based menu can be an effective way to deliver on your sustainability roadmap. It is always advisable to validate your attendee F&B preferences in advance of switching to an all- vegan dining offering, to ensure that expectations are met and satisfaction is not affected.  

Embrace Slow Travel 

As we discussed in our blog on incentive travel trends for 2024, attendees are increasingly expressing a preference for shorter-distance journeys when on incentive travel trips. This creates an opportunity to consider new forms of travel and transport that would be untenable on a long-haul trip. These options can themselves become part of the experience. Travel by train, tram, boat or cable car can be much more time-consuming than a short flight or a taxi ride but is sure to be more memorable.  

Slow travel encourages greater engagement with the local culture and can be an effective way to promote a theme of mindfulness and wellbeing on your incentive trip, as it offers an escape from the hustle and bustle of air travel. Slow travel works well when coupled with wellness incentive activities, such as yoga sessions, hikes in nature, or spa experiences. You could actively schedule a ‘digital detox’ incentive trip, to help promote attendee health and wellbeing, which can make the experience more appealing and rewarding.  

Collaborate with Local Businesses 

Seeking out local businesses with a unique or interesting service offering can be an effective way to promote engagement on your incentive trip and make the experience more memorable. Conduct some research on the local restaurants, craftspeople, artisans, or tour operators to understand the opportunities. You may be able to plan a private cooking class with a local chef or arrange a workshop with a local artist or craftsperson.  

These new local contacts may themselves have other local connections that might not be on your radar, such as venues or experiences. They may also know of local events taking place which you can include in your itinerary, such as festivals, theatre or concerts. Depending on the type of event, you may be able to leverage the theme as a source of inspiration for other activities, to make the experience more immersive and memorable. 

Understand What Attendees Are Looking For 

In order for your incentive travel experience to be impactful, it needs to deliver to your attendee expectations. The Incentive Research Foundation (IRF) found that attendees are looking for: 

• Free time so they can relax  

• Luxury accommodation and luxury experiences  

• Opportunities for unique experiences 

• The option to bring a guest along with them 

• Spending money provided for ‘extras’ and to cover out-of-pocket costs   

• The opportunity to experience a unique culture 

 Source: IRF report: 2024 Attendee Preferences for Incentive Travel. 

One of the best ways to understand your attendees’ expectations is to ask them via a simple survey. This will allow you to identify their preferences as well as any special requirements – such as dietary considerations or accessibility needs.  

Your itinerary may need to accommodate a diverse range of interests and preferences, which can be managed by offering a range of activities for participants to choose from, allowing them to tailor their experience.  

Work with a Destination Expert 

It can be challenging knowing where to start when organising an incentive travel trip, which is where Black Book can help. Our professional, experienced team can help you create the perfect incentive trip – whether you’d like some help selecting a destination or venue, or planning impactful activities. We will work as an extension of your team, to your budget and your objectives. Contact us today!