Feature
INCENTIVES: TRENDS AND CHALLENGES
As we navigate towards a post-pandemic world, incentive travel programs are taking on a more thoughtful approach, writes Lana Bogunovich.
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ncentive travel programs have changed a lot over the past few years and even more so since the start of the COVID-19 pandemic. While the demand to reward top performers is still there, and incentives are perhaps more important than ever to motivate teams and boost morale, our values and attitudes have evolved and given rise to new priorities. The Society for Incentive Travel Excellence (SITE) is the largest global association in the world dedicated to incentive travel, with a focus on research, education and professionalism. Here, president of SITE Australia and New Zealand (SITE ANZ) Colette Baini, shares her insights on emerging incentive travel trends, as well as challenges, for the next year.
Above: Low-impact, nature immersive experiences will be front of mind. Image credit: Kayaking Mount Mulligan, QLD, Tourism Australia Top right: People are seeking to connect to a place and its culture in authentic ways. Image credit: Lirrwi Tourism, Tourism Australia
20 Spice Summer 2021
Keeping it local While the lack of stability around insurance cover and other logistics continues to challenge international travel plans, most travel incentive programs will remain focused within Australia and ‘bubble’ markets for 2022. Luckily, when it comes to the unique, authentic and creative incentive experiences people are seeking, Australia delivers it in spades.
“Australia is one of the most stunning and diverse countries in the world and it has everything we need when it comes to incentives,” says Baini. “Not all companies are willing to send their employees away on 10- and 20-hour flights to far-flung destinations and Australia offers so many extraordinary experiences for every level of performance and investment.” While there’s definitely pent-up demand for international travel, Baini says we are still going to be facing plenty of challenges with it for some time. “The appeal for travel will at first be closely aligned with where we are allowed and welcomed to travel and secondly, which destinations offer great flight access,” she says. “But within a year or so, the world will find its stride again and we will have learned to navigate the new norms to allow for international travel.”
Redefining luxury Luxury incentive travel has long been considered the ultimate reward and flashy five-star trips will continue to be desirable and influence the way incentive programs are designed. But people are also yearning for one-of-a-kind experiences that are meaningful, authentic and inspire a sense of connection.
