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INCENTIVE TRAVEL: TRENDS DEFINING INCENTIVE TRAVEL AND EVENTS
TRENDS DEFINING INCENTIVE TRAVEL AND EVENTS
Sustainability, flexibility and culture is shaping modern incentive travel and business events, where personalised and authentic experiences rule, writes Matthew Sainsbury.
Incentive travel has long been a powerful tool for recognising employee achievements, strengthening teams, enhancing workplace morale and adding value to business events with pre- and post-conference initiatives. However, shifting corporate priorities, post-COVID-19-pandemic realities and changing attitudes are bringing a change in how we approach incentives.
Sustainability focus
It has become almost cliche to say sustainability is a major trend, but with travel being at the forefront of sustainability discourse, organisations are keen to make it a cornerstone of incentives. Businesses are focused on booking incentives that have proven sustainability credentials, and organisations providing experiences are increasingly seeking to align their programs with eco-conscious values.
This is strengthening the appeal of some regions and experience offerings to people booking incentives. For example, Tasmania has emerged as a leader in sustainable travel, leveraging its net-carbon-negative status and deep environmental connection as part of its sales pitch.
In many cases, being sustainable is only part of the agenda. Learning something about sustainability is becoming an incentive in its own right. Business Events Tasmania has integrated sustainability into its incentive programs, partnering with local charities and promoting eco-conscious activities such as farm visits and nature-based excursions.
“The beauty of Tasmania makes it hard not to be leaders in sustainability,” says Business Events Tasmania CEO Marnie Craig. “We are actively engaged in mapping out how we might provide sustainable measurements in terms of social, economic and environmental success metrics – in partnership with organisations – while also understanding more traditional success metrics.”
Another example of an incentive experience gaining heavy traction due to its educational element is SEA LIFE Sydney, in Darling Harbour, which Merlin Entertainments utilises for corporate and cocktail events. At the aquarium, participants can learn about marine conservation efforts, participate in eco-conscious events and see firsthand how sustainability is woven into daily operations, with an added dash of exclusivity about the experience to heighten its value as an incentive.
“Our guests get a unique and exclusive look at our attractions that they otherwise wouldn’t be able to access as an ordinary guest,” says Rachel Anker, Merlin Entertainments’ head of public relations. “That exclusivity makes it a once-in-a-lifetime experience.”
Sustainability incentive experiences that have a lasting, positive impact are particularly in demand. The Reef Renaissance Experience, offered at Hayman Island, in Queensland’s Whitsundays, is a program that not only indulges in Australia’s world-famous Great Barrier Reef, but ensures every participant gives back to one of the planet’s most precious ecosystems.
Rydges Pit Lane’s adrenaline incentive
Rydges Pit Lane provides a unique incentive destination for the way it blends adrenaline-fuelled activities with personalised comfort. Located at Shell V-Power Motorsport Park at The Bend, in regional South Australia, Rydges Pit Lane offers a unique mix of motorsport thrills, wellness and bespoke hospitality.
The shift towards regional destinations post-COVID-19-pandemic has increased demand for outdoor activities and exclusive experiences. Rydges has responded by taking advantage of its proximity to the track to offer high-adrenaline activities such as hot laps, karting and rally driving, only to then give guests the opportunity to unwind with luxury dining featuring local wines and produce.
One of the most popular standout programs features multi-day events with exclusive track access, helicopter tours and whisky tastings, creating the perfect balance between excitement and relaxation.
Clients can fully tailor event schedules and arrange bespoke dining menus. They can also integrate branding into an event, including on the track and the cars, providing a connection between corporate identity and participants’ experience, as well as opportunities for photography that won’t be forgotten.
