planning a corporate incentive trip: how to select a destination

planning a corporate incentive trip: how to select a destination

the power of incentive travel is an ever-evolving innovative platform that satisfies an innate desire for immersive and transformative experiences that, if done the right way, help an organization meet or exceed its business goals.

to be successful you must carefully consider all aspects of your program, including the destination. before you put your finger on the map, make sure you have a clear understanding of the fundamental elements of your program, doing this allows you to focus on your audience and deliver a full incentive program lifecycle that resonates with your travellers.

  1. business objectives

any successful incentive travel program starts by asking the right questions. when choosing an incentive destination, start by determining the goals of your corporate incentive program—specifically, what do you want your incentive program to accomplish? programs are designed to influence behaviour, it may be that your business goals are to increase sales, drive new business relationships, team building, or improve employee retention, your goals when aligned with your personas will help influence the choice of destination for the incentive trip.

is your goal the creation and formation of teams? consider a location that allows for great group interaction, activity, and immersion. do you want to reward and recognize top employees? a luxury destination specializing in vip treatment might be in order.

  1. travellers

knowing the key people is essential to choosing an incentive destination and designing a program focused on the audience. when analysing the personas in your audience, consider their demographics:

what are the levels and style of group activities?

who will they be traveling with? friends, family, partner?

what are your interests? sports, architecture, food.

what are your expectations?

what is your role and job goals?

when analysing your audience demographics, one of the most pertinent questions to ask is, “where have they been before?”

  1. group Size

not all destinations are ideal for any group size, destination options may vary depending on group size so make sure you have a clear understanding of travel count, including on-site staff, event planners and employees.

  1. budget and time frame

time and money go hand in hand when planning a successful incentive program. budget will affect your destination, depending on your business goals, an employee incentive getaway can last anywhere from a few nights to a week or more, but weekend getaways can work for smaller budgets.

once you have a clear understanding of your personas and your budget, you’ll have a better perspective on the destination options that best fit your schedule.

  1. ease of travel

air travel and accessibility are key when choosing your best incentive travel destination, making sure everyone can get to the trip seems like a no-brainer, but it’s an important consideration, both for your budget and for the overall experience.

when it comes to hotel transfer options, it is also crucial to consider the infrastructure of the destination.

how far is the hotel from the airport? what are the conditions of the local roads? ultimately, if the destination is the right one but getting there requires a flight to a private bus, private yacht, just make sure your planning team is prepared.

you’ll need the budget, creativity, and communications plan to make your arrival (and return) comfortable, enjoyable, and memorable.

  1. time of the year

the time of year you travel can have a dramatic effect on all aspects of your event design, weather, holidays and pricing are considerations for each destination.

  1. connectivity

even during leisure time, technology is a way of life. although you can stay connected in most places on the planet today, technology capabilities and cost are key considerations during the recruitment phase of your program, linking this to the business goals of your trip, the ability to stay connected at the hotel, resort, or cruise ship, it may be a priority you don’t want to overlook.

  1. security

the safety and security of your group is not an option, it is paramount. risk management is an important objective in any travel program, but security is especially important for incentive groups, your group of travellers is the most asset of your organization, without a doubt your cities, spaces and itineraries must be insurance.

  1. relevance

keep in mind that the meetings and events landscape is dynamic and entrepreneurial, countries, cities, hoteliers and suppliers around the world are constantly evolving to meet the needs of today’s corporate groups.

as you consider your destination options, be open to variety. part of that creative approach may involve seeing a familiar destination in a new light: re-evaluating the ways it can support your business goals, people traveling, and event architecture.


for all your incentives and for any occasion, get in contact with seven events at or 020 7659 4430