Choosing the right destination is one of the most elevating aspects of a corporate retreat or incentive travel program, but it takes more than picking a location that’s trending or “bucket list worthy.” When both clients and planners align destination choice with their attendees’ preferences, they can drastically improve motivation and performance before and after the incentive, optimizing ROI overall.
So, how exactly do incentive planners choose the right destination to do so?
1. Prioritize Strategy over Popularity
Destination selection should begin with clearly defined strategy and success metrics, ensuring the program supports its attendees’ experiences. Establishing success metrics, such as budget efficiency, participant satisfaction, and alignment with company values, helps ensure the trip delivers meaningful results. Additionally, while iconic or bucket‑list destinations can deliver exceptional value, they may not always be the strongest motivator for every audience, particularly for seasoned qualifiers who have participated in multiple incentive trips. However, even familiar or popular locations can feel renewed when planners design exclusive, thoughtfully curated experiences that aren’t easily accessible to independent travelers.
2. Design Destinations Around Participant Preferences
Understanding the audience is one of the most crucial elements, and incentive planners can create simple tools in order to get a better feel of the destinations that attendees are interested in. For example, Sutton Planning’s Post-Program Surveys can reveal these preferences, such as how guests prefer to spend their time, what activities they enjoyed the most, what about the resort or cruise stood out as important, and ultimately, which destinations they would like to see in the future. When planners precisely tailor the destination and experiences to exactly what their attendees want, a strong sense of FOMO naturally builds, boosting motivation to qualify and ultimately increasing overall program ROI.
3. Evaluate Travel Logistics to Maximize Attendance and POI
A destination’s feasibility influences attendance and overall experience just as much as the destination itself. Research from the Incentive Research Foundation notes that high‑demand locations, such as Hawaii, the Caribbean, Western Europe, and Alaska, for example, offer strong motivational appeal, but their popularity often results in higher costs and limited availability. Exploring nearby or comparable alternatives can deliver a similar level of excitement while providing greater flexibility and cost efficiency, and taking this approach allows planners to protect both the attendee experience and the program’s financial performance without sacrificing the motivational impact.
4. Invest Budget Where It Creates the Most Impact
Lastly, a travel incentive’s budget should prioritize high-impact experiences, as these may not always result from the most expensive hotels and excursions. For example, instead of booking a top-tier luxury resort that consumes most of the budget, planners might select an upscale four-star property in a prime location, and this shift can save a percentage of the budget for a standout group excursion or signature event that attendees will remember long after the trip. So, access to meaningful local experiences and quality accommodations should guide the decisions more than the destination’s name recognition.
The right destinations do far more than check the box for your clients; they should shape your attendees’ motivation, which strengthens their participation and ultimately maximizes the value of every dollar spent. When you match your destination to your audience, your brand, and your incentive’s goals, the results can be extraordinary.
Ready to plan your next travel incentive or corporate retreat in a one-of-a-kind destination that truly motivates? Contact us to begin designing your next unforgettable experience!