Incentive travel trends: Insights from the SITE Incentive Travel Index (ITI) Survey.

Presented at M&I Transatlantic Vienna by Padraic Gilligan

Introducing the ITI survey

At the recent M&I Transatlantic which took place in Vienna, Padraic Gilligan, Co-founder of SoolNua Consulting and Head of Research & Consultancy at SITE, presented findings from the latest SITE Incentive Travel Index (ITI), offering a data-led perspective on the current incentive travel sector.

The ITI is an annual industry study led by SITE and its partner, Incentive Research Foundation (IRF). It is designed to provide a data-led view of the global incentive travel landscape. Drawing on global research, the session explored changes across programme design, budget allocation, destination strategy and the growing role of AI technology.

This article highlights a selection of the key themes discussed. The full SITE ITI report provides a comprehensive and detailed view of the data, including regional variations, spend benchmarks and destination rankings, drawing on 2,708 responses from across the industry worldwide.

M&I Transatlantic: Connecting buyers and suppliers with purpose

M&I Transatlantic brings together US buyers and European suppliers in a structured programme of one-to-one meetings designed to support international sourcing. The Vienna edition saw particularly strong feedback from participants, reflecting both the continued relevance of the format and the role of research-led content in shaping industry conversations.

A changing approach to incentive travel budgets

One of the first areas explored was how incentive travel programmes are evolving in response to shifting economic pressures that are increasing scrutiny on cost and value.

Teams are reassessing how budgets are structured and how investment is distributed across programmes. The focus is shifting towards provable ROI, with planners placing greater emphasis on ensuring that each element of a programme supports a defined objective.

Per-person investment remains an important consideration, but attention is increasingly placed on how that investment translates into experience. The emphasis is less on scale and more on purpose.

This shift is also reflected in how budgets are being allocated and prioritised across programmes, with emerging variations by region and spend level.

Destination choice is becoming more intentional

Destination strategy is also evolving.

Rather than following a single global pattern, planners are responding to different priorities shaped by market conditions and programme requirements. In North America, there is a clear preference for familiar and controlled environments, with formats such as all-inclusive resorts continuing to appeal due to their perceived safety and budget clarity.

This is reflected in the data, with 46% of North American buyers reporting an increase in the use of all-inclusive programmes.

At the same time, new destinations remain a strong consideration for UK, European and Asian planners. However, this interest is increasingly balanced with practical requirements, with planners prioritising locations that can offer both a sense of difference and confidence in delivery. Alongside this, there are clear signals that planners are continuing to evaluate new and emerging destinations, although often within defined parameters that balance opportunity with practicality.

There is great variation in how destinations are evaluated, with factors such as local infrastructure, destination management expertise, and ease of access playing a more prominent role.

What remains consistent is that safety is now a baseline expectation for all regions. With this established, destination decisions are increasingly shaped by considerations such as air connectivity, cost control, and overall programme delivery.

From reward to experience

One of the more subtle themes running through the session was how incentive travel is being positioned.

Traditionally, incentive travel has been framed as a reward. That idea still holds value, but it is being reconsidered.

Planners are placing more emphasis on how programmes are experienced and remembered. This introduces a different way of thinking about destinations and design.

Some formats offer simplicity and ease, creating space for relaxation and shared experience. Others offer depth, with programmes built around culture, context, and a stronger sense of place.

Both approaches have their role. This shift is reflected in changing preferences, with 39% of respondents indicating that younger audiences may prioritise alternative experiences over traditional incentive travel rewards in certain scenarios.

The role of AI in incentive travel planning

Technology is also starting to influence how incentive travel programmes are designed.

Artificial intelligence is being explored across different stages of the planning process, from research through to communication and personalisation. Planners are assessing how these tools can support both efficiency and creativity.

However, much of this adoption remains at a surface level. Current use is often focused on basic tasks such as search and content support, while more advanced applications across areas like sourcing, RFP management, and budget planning are still largely untapped.

Adoption also varies by region, with North America and APAC markets moving more quickly, while Europe is progressing at a more measured pace in exploring how AI can be applied more strategically.

The focus now is on how it can be used in a way that enhances the process without losing the human elements that define incentive travel experiences.

Early adoption is already visible across areas such as content creation, sourcing and programme design, with usage expected to expand rapidly.

Shifting expectations from the next generation

Looking ahead, the session also explored how expectations may continue to evolve across different audiences.

Emerging perspectives are beginning to challenge some of the traditional assumptions around incentive travel. Considerations such as personal values, individual preferences, and how reward is perceived are becoming more prominent in how programmes are evaluated.

More than half of respondents (56%) believe younger qualifiers would decline an incentive travel programme if the destination conflicted with their personal values.

This introduces a more complex dynamic. Incentive travel is no longer competing solely with itself, but with a broader range of experiences that may be valued differently by different audiences.

As expectations continue to shift, planners are being encouraged to think more carefully about how programmes are positioned, ensuring they remain relevant, meaningful, and aligned with the people they are designed for.

A sector in transition

Taken together, these insights point to an industry in transition.

Incentive travel programmes are becoming more considered in how they are structured, where they take place, and how they are experienced. Decisions are being made with greater intention, shaped by both practical requirements and changing expectations.

These shifts are gradual, but they signal a broader change in how incentive travel is understood, delivered and valued across the industry.

Continuing the conversation

Sessions like this underline the value of shared perspective across the industry.

At M&I Transatlantic, the discussion extended beyond the presentation itself, continuing through meetings and conversations across the forum. While this article highlights a selection of the themes discussed, the full Incentive Travel Index report provides a more comprehensive and fascinating view of the data shaping the sector.

It explores regional variations in spend, evolving destination preferences and how programme design is adapting in response to changing expectations. For those looking to move beyond high-level trends, the full report offers a more detailed and practical perspective.

(These themes continue to be explored across M&I’s wider portfolio of events in the Americas. Upcoming editions include M&I Flagship Nashville M&I Flagship Nashville (30 August – 2 September 2026) which brings together a broad range of MICE buyers and suppliers in a structured format focused on efficient sourcing, and M&I Luxe Jamaica (7–10 December 2026), a more curated, experience-led environment with a stronger alignment to high-end and incentive travel programmes, where destination and programme design play a central role.

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