Intentional travel begins with possibility, the possibility of motivating people, celebrating achievements, and creating shared experiences that transform teams from the inside out. Whether it’s rewarding your top performers with a luxury escape or designing a once‑in‑a‑lifetime group experience, every successful incentive program starts the same way: with the right partner.
And that story begins long before the first trip is planned.
Legacy of Leadership
More than 50 years ago, Jim Sadie purchased Alabama World Travel, beginning a legacy rooted in curiosity, deep care for people, and a belief that travel changes lives. As the company grew, so did the awareness that travel doesn’t just transform individuals. It transforms organizations, too. That understanding would eventually become the foundation for the incentive division, Sutton Planning.
Jim instilled values that extended far beyond leisure travel. His belief in appreciation, connection, and creating unforgettable experiences naturally evolved into designing incentive programs that celebrate excellence and build stronger, more engaged teams.
The heart behind our incentive travel division began at home. Jim’s daughters, Liz and Jennifer, grew up immersed in the travel world and quickly found it was a calling. Liz discovered early that going the extra mile for others wasn’t optional; it was who she was. She carried that passion into designing experiences that make people feel seen, valued, and celebrated. Jennifer contributed a meticulous eye for detail and operations, the kind of precision that incentive travel requires to run seamlessly.
Today, Liz leads as President, and her daughter, Kristin, serves as Vice President, continuing a generational commitment to meaningful, people‑centered travel experiences that elevate teams and strengthen company cultures.
Core Values That Drive Every Program
Every incentive program we at Sutton Planning design is grounded in the same core values that built Alabama World Travel. These values shape how we collaborate with clients, how we lead our team, and how we deliver every experience.
Positive Mental Attitude
We believe energy is contagious. The optimism we bring to planning is the same energy your top performers will feel when they travel. Every interaction begins with joy, positivity, and possibility.
Always Be Learning
The incentive travel landscape is constantly evolving. Destination trends change quarterly, and the business landscape is new every year. Our team stays informed so your program remains fresh, relevant, and flawlessly executed year after year, and you can focus on what truly matters: building relationships.
Own It & Deliver Excellence
We take full responsibility for every detail of your program from concept to communication to on‑site coordination. Your company deserves excellence, and we deliver it with the same personalized care we give to every individual traveler.
Do the Right Thing
Trust is everything. Our long‑standing relationships with partners ensure you and your travelers receive honest guidance, strong value, and reliable support.
Respect
Every participant, partner, and team member is treated with kindness and dignity. Respect isn’t just part of the experience; it’s the heart of it.
Meaningful Mentorship: The Foundation of Our Team
The mentorship that began with Jim, Liz, and Jennifer set the tone for how AWT and Sutton Planning develop talent today. Just as they poured into one another, our team continues that legacy by investing deeply in every team member’s personal growth.
Each team member is supported by someone who advocates for them, guides them, collaborates with them, and helps them sharpen their skills. This culture of continual mentorship creates program managers who are not only experts but who care deeply about crafting programs that feel personal, thoughtful, and unforgettable.
Why Incentive Travel Matters
Incentive travel is a catalyst that motivates performance, reinforces culture, builds loyalty, and transforms how people feel about their work and the company they do it for. Travel creates shared moments that become part of your team’s story, moments that ignite passion, gratitude, and connection. And those moments don’t fade when the trip ends. They ripple forward into stronger teams and a company culture defined by appreciation.
At Sutton Planning, we design programs that do more than say “thank you.” They inspire people to become their best.
Your team’s achievements tell a story worth celebrating. Whether you’re launching your first incentive program or elevating an existing one, we’re here to help you build meaningful, memorable experiences that reflect the value of your people.
Let’s connect and create something extraordinary together.