IRF Survey Reveals Incentive Winners’ Preferred Destinations

The new Incentive Research Foundation’s2024 Attendee Preferences for Incentive Travel reveals which destinations are most motivating for incentive winners, and which travel-program elements and design they prefer.

The comprehensive survey of 400 full-time sales professionals was conducted in March, the fourth year the IRF has conducted this research. This current survey’s respondents were between the ages of 23-65, and 72 percent had won an incentive travel award in the past three years.  

Following are some of the study's key findings: 

• 2024’s preferred North American destinations for winners include Hawaii, Las Vegas and Florida.
• Preferred international locations include countries in Western Europe and Central America.
• Among the previously visited destinations that respondents recommend returning to for incentive travel are Hawaii, the Caribbean, Central America and Western Europe.
• Incentive travel winners prize free time to relax above all other trip elements. Other favorite activities cited are unique experiences, and luxury accommodations and experiences.
• 75 percent of respondents consider cruises desirable, regardless of the cruise destinations .
• According to data provided to the IRF by Cvent, nine out of the top ten incentive destinations being booked are in Mexico and the Caribbean. This points to a common gap between what attendees want (when given no limits) and the trade-offs planners face when designing and operating programs with real-world considerations, such as budget, time and hotel/flight availability.
• The motivational appeal of group travel continues to be extremely high, especially among Gen Z and Millennial participants. 

“The motivational impact of incentive award travel remains high, and attendees find appeal in a broad array of destinations, program attributes, and trip features,” said IRF president Stephanie Harris. “The insights provided by attendees will ensure incentive planners can feel confident in designing programs that capture the interest and enthusiasm of their attendees while balancing their budgetary and business realities.”

The full study can be downloaded here.