Focus on personalisation rather than luxury during incentives, says Black Tomato

Incentive travel specialist Black Tomato urged event planners to focus on personalising the incentive travel experience during its huddle at Event 360 (1 June).

Black Tomato website
Black Tomato website

 

Leading the huddle was David Heron, head of sales at Black Tomato, who advised "rather than just throwing luxury at delegates, consider touches which will make them feel valued."

Heron spoke about how the personalisation process begins once all the places for the incentive have been allocated and the need to begin gathering intel during the registration process as an opportunity to collect and utilise delegates’ information for the upcoming event.

"The main thing is to identify them as individuals, not just as part of a uniform group, by recognising their individual performance that won them a place on the trip," he said.

Examples of personalisation which Heron gave the group included:

  • Travel itineraries which give delegates the ability to select different options to personalise the incentive for themselves, for example dining options and activities.
  • A tailored app which provides details of their itinerary. Heron gave the example of an incentive trip where delegates were able to select their top 12 music choices and these were played to them as they drove their vehicles around.
  • The option to send a gift home to a loved one who isn’t on the trip.
  • Travel packs can also be tailored to the delegate, with items which show an understanding of their hobbies or which will be useful on their trip.
  • Using first name terms to make delegates feel like you care about them and create chemistry.
  • Using the delegate's own language- so perhaps asking the company to allocate a representative for each language group to act as a conveyer of information in their native tongue.
  • There is also the opportunity to catalogue photos and videos to analyze the post event experience. This has a dual use of creating some interesting press and also for giving a personalised gallery to delegates.
  • Selecting a few individuals and giving them private time with senior staff.

Heron emphasised the value of personalisation in offering an opportunity to maximise a company’s time and energy investment, rather than just purely the financial.

"With personalisation, the individual comes back feeling valued and motivated to deliver the company objectives in the future so that they can experience that reward again.

"Companies should nurture that culture of success and reward. This sends a message to the wider organisation that you cannot miss out on this."

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