Top Incentive Travel Destinations

Some things never change when it comes to incentive travel. The classic destinations that entice and inspire salespeople to stay that extra hour, make that extra call, and generally fight to make their quota still inspire and remain the most desired destinations. But there's a new(ish) and growing trend to look outside the traditional, with the Lisbons and Belfasts gaining interest that in the past would have stayed with Barcelona and Dublin.

While conventional destinations "were primarily considered in the past, now middle- and second-tier locations are being considered," says Tania Pasi, global product development manager of destination management firm Pacific World. "Emerging destinations have similar wow factors as their bigger and better-known counterparts."

International Destinations

None of that changes that fact that the five biggest destinations to receive requests for proposals (RFPs) in the first six months of the year are France, the U.K., Spain (specifically Barcelona), Italy and Monaco, according to Pacific World. And Paris alone saw a jump of 28 percent in the number of RFPs received through June, compared to the same period in 2017. 

Rhea Stagner, vice president of sourcing and supplier relations for Maritz Travel — A Maritz Global Events Company, said that once clients have "four or more nights for a destination, Europe is a go-to with Barcelona leading the charge and Paris right behind it."

That said, Pacific World France saw a "significant increase in demand for newer destinations opening up their international offer, such as Bordeaux," according to Laure Le Pendeven, that branch's senior account project manager. Lisa Starr, CMP, CIS, director of purchasing and industry relations for MotivAction, concurs on Bordeaux and adds Lisbon and Porto in Portugal as well as Budapest and Croatia, noting that second-tier cities offer good pricing.

"We are seeing more interest in Ireland outside of traditional Dublin and the castles," says Stagner.

Jeff Broudy, president of United Incentives, says Belfast, Ireland, Havana, Cuba, and Vietnam are all hot destinations that have built out the high-end hotels and infrastructure to support incentive travel.

Marrakech, Morocco, "is a brilliant city of culture and marketplaces that excites newcomers with spices, crafts and an array of activities for incentive guests," says Richelle Taylor, vice president of strategic marketing at One10.

Broudy says that other up-and-coming destinations include Montenegro, Amsterdam, Cartagena, Colombia, and the Galapagos. "All are places where most of our target audience have not been and have an aspirational appeal." Stagner adds Slovenia and Croatia to that list. Starr concurs on Slovenia as an up-and-coming destination. River cruises are still in demand as well, she says.

Global Incentive Summit

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"With the U.S. dollar stronger against the euro, many companies are flying across the Atlantic to second-tier countries in Europe that their winners might have never visited," Mike May, president and owner of incentive house Brightspot says. "Popular countries are Ireland, Portugal, Scotland and Spain, along with interest in the smaller cities in Italy. Many of these are often more budget-friendly than their first-tier neighbors." 

In the Caribbean, "after Hurricanes Irma and Maria whacked many Caribbean islands, the resorts have used the downtime, insurance settlements, and new investments to launch massive renovations in Puerto Rico, the Virgin Islands, St. Martin, Anguilla and more," says May. "I anticipate these Caribbean islands bouncing back strong as 'brand-new' 2020 and 2021 trips."

Turks and Caicos remain top-notch for luxury hotels, spas and restaurants, says Taylor. "It's famous for stretches of uncrowded beaches, picture-perfect sunsets and vibrant snorkeling reefs, which entertain incentive visitors," she says.

Mexico remains strong, with Stagner calling it "hands down, our top non-U.S. destination."

She adds, "the combination of a high-end all-inclusive in Puerto Vallarta and the luxury options of Punta Mita have kept Puerto Vallarta as our No. 1 incentive destination. Cancun, the Riviera Maya and Cabo San Lucas deliver the sun-and-fun experiences our clients are looking for."

United States

If there's something that everyone can agree on, it is that Hawaii is highly desirable among incentive travel travelers.

"We have seen a significant increase in popularity with Maui and Kauai," says Stagner. "While Hawaii has always been popular with guests, we are seeing more programs book in both Maui and Kauai than any other destination. Maui is popular for first-time Hawaii visitors, has great flight options, a variety of activity choices, excellent food and beautiful beaches. Kauai has increased popularity for our guests that have visited the other islands and are looking for a more unique, untouched feeling of the Hawaiian Islands."

In the continental U.S., Florida remains a top destination, with Miami and southern Florida gaining strength and Orlando as popular as ever, says May, "but we see interest in moving up the Atlantic coast a short distance to Palm Beach and Boca Raton, or all the way up the state to Amelia Island [near Jacksonville], or jumping over to the Gulf of Mexico side where Clearwater, Fla., has added several incentive-quality hotels to their award-winning white-sand beaches."

He adds that new hotel development is bringing more interest to the classic southern cities of Charleston, S.C., and Savannah, Ga., while Stagner points to growing popularity of the Orange County, Calif., area as well as Scottsdale, Ariz., which "had dipped in popularity but seems to be on the rise again." 

Broudy points to Asheville, N.C., accessed via Charlotte, and Portland, Ore., saying they are "high on Millennial bucket lists." 

There is a "hunger for authenticity" among incentive travelers, says Pacific World's Pasi.The same applies to dining and beverage experiences, according to Pasi. "Gastronomic storytelling that focuses on discovering the gastronomy, history and culture of the destination is a growing trend," she says. "Guests no longer want just a cooking class. They are now requesting to share food experiences and listen to the stories of local chefs and communities."