What better place to explore innovations in the incentive travel industry than Cancun? This June, the Incentive Research Foundation (IRF) hosted its annual Invitational at the new Ava Resort Cancun, bringing together over 500 incentive and meeting professionals. Our own Sales and Marketing Advisor, Taylor Fain, and Vice President of Finance, Kristin Walston, gathered for a week of learning, networking, and sharing insights on the future of incentives.
What is the IRF?
The IRF is a nonprofit organization dedicated to advancing the incentive industry through data-driven research and education on non-cash rewards. Every year, the IRF conducts in-depth studies on incentive programs and shares these insights at their annual Invitational, providing an opportunity for industry professionals to gather, share ideas, and explore how incentives can both reward and drive business outcomes.
Photo By Lila Photo | @LILAPHOTO
What Are Top Companies Doing Differently?
IRF research presented at this year’s Invitational highlighted how top-performing companies use incentives as strategic tools to achieve meaningful business outcomes. According to their findings, these organizations:
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Align their incentive programs with corporate goals to ensure that rewards drive behaviors that support growth, retention, and customer acquisition.
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Secure strong executive buy-in, with business leaders viewing incentive programs as high-impact tools that influence behavior, build loyalty, and help recruitment.
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Diversify their noncash rewards, offering a mix of travel, merchandise, and points to engage participants across generations.
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Leverage data, technology, and outside partnerships to design and measure the success of their programs more effectively.
These companies recognize that incentive programs are business tools, creating moments that motivate, inspire, and deliver desired results.
Photo By Lila Photo | @LILAPHOTO
How Can Strategic Planning Have an Emotional Impact?
One of the most inspiring themes at the 2025 Invitational was the power of unreasonable hospitality and the importance of human connection—going beyond what’s expected to create unforgettable moments. Keynote speaker Kevin Brown shared how even small, thoughtful gestures can leave a lifelong impact, and these emotional connections are what turn incentives into powerful stories that cultivate relationships and build loyalty long after the incentive is delivered.
The IRF emphasized that in today’s digital world, human interaction (HI) is what makes incentive programs truly meaningful. Brown reminded us that “nobody notices normal”—it’s our above-and-beyond moments that inspire and reward. As planners, we have the opportunity to design programs and curate transformative travel experiences that help you and your business grow.
Thank you to the IRF for an exceptional week of connection, insight, and strategy. We look forward to next year’s Invitational in Scottsdale, Arizona!