In addition, 75% said incentive trips increased their trust in the company and a further 66% said trips allowed them to interact with high-level management. Meanwhile, 80% cited ‘greater company loyalty’ as a result of incentive travel and 72% said it was ‘motivating’ or ‘extremely motivating’.
However, in the UK it was noted that 50% of respondents would choose cash over incentive travel and 59% would prefer paid holiday. These numbers were significantly higher than in the US, indicating programmes need to be carefully tailored depending on the market.
Alan Wight, managing director of agency Cascade, told C&IT that tailoring was absolutely essential to meet both the client and the individual travellers’ needs. "We balance group time with other activities and create a socially comfortable environment. We talk to each traveller to find out what they really want to do, so there’s a unique experience element for everyone."
Fay Sharpe, managing director at Zibrant, said the industry had a responsibility to move away from talking about the destination and the trip. "It’s about motivating employees and having really clear objectives. You need to communicate with both clients and travellers to find out what they want to get out of it. The desired outcome could be to increase sales, for example. Event planners need to be looking at the group that’s going to really find out what will motivate them."
The survey also noted that 45% of respondents said they’d like to see a CSR element in their trip.
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