During IMEX Frankfurt 2025, Annette Gregg, CEO of the Society for Incentive Travel Excellence, sat down with Northstar Meetings Group editor Lisa Grimaldi to share insights on how incentive travel is faring in a turbulent global landscape. With Europe
being SITE's second-largest membership base, Gregg emphasized the importance of understanding international sentiment — and why incentive travel continues to thrive despite uncertainties.
She revealed that while economic headwinds and political
anxieties have made some companies hesitant about regular meetings, incentive travel appears largely immune to cancellations, as these programs are viewed as non-negotiable components of executive compensation and company culture.
Gregg also
addressed budget constraints, noting that while many budgets are flat, expectations for high-quality trips remain, placing increasing pressure on planners and third-party providers to deliver the same wow factor with fewer resources.
Watch
the interview, including the following key takeaways:
- Incentives are resilient, despite uncertainty: No widespread cancellations have been seen, even amid geopolitical tension. [1:00]
- Future bookings are being delayed, not canceled:
Hesitancy is due more to market volatility than waning interest. [3:20]
- Budgets are flat: It's ever-more challenging to deliver full incentive experiences with fewer resources. [5:00]
- Cost pressures are hitting partners: DMCs and third
parties are being asked to reduce pricing. [6:40]