How do top-performing companies utilize incentive travel as a strategic tool for growth, especially when designed with intention? At Sutton Planning, we keep a close eye on how top-performing companies are evolving their incentive strategies to drive even greater impact, and recent research from the Incentive Research Foundation (IRF) reveals exactly how top-performing companies are setting themselves apart. Across multiple studies, one result is clear: incentives are critical for recruiting, retaining, and motivating high-impact employees.
So, what are top performing companies doing differently?
They Invest in High-Impact, Non-Cash Rewards
Top companies design rewards that reinforce behaviors that drive results. While they often reward fewer employees overall, they offer more meaningful rewards to those who earn them. According to the IRF’s 2024 study Driving Growth Through Total Rewards, top-performing companies invest significantly more in non-cash rewards than standard-performing companies—and this budgeting often goes toward luxury accommodations, live gifting experiences, and personalized excursions that make each program feel exclusive and unforgettable. Whether through incentive travel or personalized gifting, these companies focus on quality over quantity, and it pays off.
They Build Programs from the Bottom Up
How do top-performing companies budget for incentive programs? These companies do more than recycle their previous year’s budgets; they are twice as likely to use income-based budgeting, building their incentive strategies around a percentage of anticipated revenue, sales, or departmental performance, as noted in IRF’s study Ten Things Top Performing Companies Do Differently. In addition, many of these companies allow each department to determine how their non-cash budgets are spent, helping ensure that rewards are aligned with team-specific goals and KPI’s (IRF, Driving Growth). This level of ownership empowers managers to tailor incentives more strategically and increases the relevance and effectiveness of the rewards themselves.
They Prioritize Communication & Culture
Designing a strong incentive program is only part of the equation; communicating it clearly and consistently is what makes it stick. Top-performing companies communicate their total rewards strategy more consistently across the employee experience, such as during recruiting, onboarding, and annual reviews, helping employees clearly understand the full value of what’s being offered. In fact, 89% of top-performing professional services companies communicate their rewards strategy at least once, and 58% do so during onboarding alone (IRF, Driving Growth). These companies also build programs around a people-centered culture, not just performance metrics, to ensure that employees feel seen, valued, and motivated.
A thoughtful, well-aligned incentive strategy can turn great performance into lasting momentum. Ready to take your incentive strategy to the next level? Contact us today to bring the best practices of top-performing companies into your next travel incentive, destination meeting, or corporate retreat!