The traditional incentive travel model that rewards inaccessibility, a level of luxury and experience that cannot be created on your own, is changing.
The global market for travel experiences has increased to more than $ 1 billion, according to McKinsey & Company. Anyone who can pay it can buy the opportunity to explore Giza’s pyramids with Egyptian minister or antiques or try his luck in the Polynesian Remark on Easter Island with the Chilean Olympic team. Instagram feeds are aligned with individual travelers who have the same exact experiences that once were the scope of incentive groups.
The winners of today’s incentives are more sophisticated than previous generations, said Michelle Orlando, who has spent his entire career healing the experiences, forming his own company, elevated, in 2021.
“They are very busy. They are experts in experience. They are not moved by velvet strings; they move at times that feel they really are for them.”
It depends on the budget
Talk to many incentive companies, and still have customers who organize experiences of group incentives that are beyond the reach of most people. However, they admit that it is only a small percentage of companies that have the budgets to support these types of programs, and are almost always of the insurance, financial, automotive and energy sectors.
In Land or ‘Lakes, which has several different types of incentive programs for internal clients and employees, Chris Johnson, Director-Global of Travel, Business Meetings and Experiences and Sports Associations, says that his team thinks of a great idea and planning on the creation of unique experiences in life. A recently incentive on a rented cruise, for example, allowed the group to choose their stops in several ports along the Mediterranean. The last night, the ship was docked in Barcelona, and the closing event was a cultural immersion through entertainment and food.
“The guests experienced a trip through the Spanish culinary traditions, which culminate in an impressive show of drones about the horizon of Barcelona,” he said. “The personalized performance drew each stop along the trip, with illuminated images and music that reflects the local flavor. It was a unique final in which no individual traveler could place again, and the attendees were absolutely captivated.”
Layer experiences
Planners such as Orlando believe that the future of incentive trips is not defined by extravagance, it is defined by intentionality. “Incentive trips are still based on the idea of providing something irreplicable, but the exclusive currency has changed,” he said.
The response of the incentive industry is “Layer Experiences”, which extend beyond a single Wow moment to create “layers of surprise + delight.”
Assistants because to spend a significant time with real people (even better if they are famous), such as the private cocktail event and the culinary experience organized by a chef of celebrities of the food network in their personal heritage, curated by One10. “These personalized itineraries go further, focusing on a significant commitment, cultural authenticity and surprise elements that are aligned with the objectives of our customers,” said Kandice Watson, purchasing and design director.
Duration Another experience, the well-known Neo-Pop artist Peter Tunney not only gave the group a personal tour of his Wynwood Walls gallery and shared stories about his life and art, but he played them in a guided tour of the Wynwood complex. “Peter’s personality is so unique, and his stories are captivating,” said Jennifer Gruebner, right sales director! Destination management. “They could have stayed there with him for days.”
Slocque recently designed an incentive program for a well -being brand that brought 200 best artists to the fields and farms where their product line is cultivated. They had the opportunity to speak directly with food farmers and scientists, followed by a lunch served outside on the farm. The event was transmitted to a global audience.
“Every detail was designed not only to impress, but to connect,” said Orlando.
“It is no longer the most luxurious destination or the most striking five -star dinner. These are the stories we tell through the place, the emotional clarity we offer through design and a lasting meaning.”
