Incentive Travel Outperforms Cash Across Every Generation, SITE-Maritz Study Finds

A new study by SITE and Maritz finds that incentive travel remains the most powerful non-cash motivator across all generations, outperforming cash, gift cards, points and recognition programs while strengthening employee retention, loyalty and future performance.

Travel Beats Every Other Non-Cash Reward
The Business Case for Incentive Travel
Today's Qualifier Is Not Who Many Assume
Gen Z Wants Travel—But on Different Terms
Five Design Lessons for Program Owners

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For years, incentive travel advocates have argued that travel creates a level of motivation and emotional impact that cash simply cannot match. New research from the Society for Incentive Travel Excellence (SITE) and Maritz, the St. Louis based engagement and motivational event company, now provides compelling evidence to support that claim. The study, Investigating the Power of Incentive Travel Across Generations, finds that individual and group travel are the top two non-cash motivators among Boomers, Gen X, Millennials and Gen Z. Just as importantly, the research demonstrates that incentive travel delivers measurable business benefits, including higher employee loyalty, stronger retention and increased motivation to achieve future performance goals. The findings also reveal that today's incentive travel qualifiers look very different from the traditional stereotype, requiring organizations to rethink program design and eligibility criteria.

Study methodology. The research was conducted jointly by SITE and Maritz, with support from Hilton and the SITE Foundation. The study surveyed 1,000 U.S.-based individuals who had the opportunity to earn incentive travel or participate in a reward and recognition program during the previous three years. After data validation, 960 responses formed the core analytical sample. Participants represented four generations—Boomers, Gen X, Millennials and Gen Z—allowing researchers to compare motivational preferences and program experiences across age groups. The study is described by SITE as its most comprehensive examination to date of how different generations respond to incentive travel, rewards and recognition.

Travel Beats Every Other Non-Cash Reward

When respondents were asked to rate nine different reward types, individual travel ranked as the most motivating reward across all generations. Sixty-one percent of respondents described individual travel as "extremely motivating." Group travel ranked second, with 50% giving it the highest motivational rating. Both forms of travel outperformed cash awards, gift cards, points programs, and both public and private recognition.

The findings directly challenge the common assumption that younger employees increasingly prefer cash over experiential rewards. According to the research, travel remains the dominant non-cash motivator regardless of age group. SITE CEO Annette Gregg summarizes the finding succinctly: travel is not under threat from cash; if anything, cash is under threat from travel.

The Business Case for Incentive Travel

The study also provides significant evidence that incentive travel influences employee behavior beyond the reward itself. Among respondents who had earned an incentive trip during the previous three years:

89% said they were more likely to remain with their employer after winning.
89% reported stronger loyalty to the sponsoring company.
93% said they were motivated to qualify again for future programs.
54% described the experience primarily as "a feeling of achievement."

These findings suggest that the value of incentive travel extends beyond the destination or experience. The achievement associated with qualifying for a trip appears to reinforce emotional connections with both the organization and future performance goals. Maritz Vice President of Brand Sarah Kiefer notes that the results move the discussion beyond assumptions and demonstrate that incentive travel is a measurable driver of loyalty, retention and performance.

Today's Qualifier Is Not Who Many Assume

Perhaps the study's most surprising finding is that the profile of incentive travel qualifiers has shifted dramatically. Contrary to the long-standing perception that incentive travel primarily serves sales organizations, the study found that approximately 60% of qualifiers work in operations or technology roles, while fewer than 10% work in sales. In addition:

80% earn less than $150,000 annually.
About 60% hold a college degree.
Roughly three-quarters have been with their employer fewer than 10 years.
Fewer than 10% work remotely.

The findings suggest that incentive travel is increasingly being used to motivate broader segments of the workforce rather than only top-performing sales professionals.

Gen Z Wants Travel—But on Different Terms

The research also challenges assumptions about Gen Z. Far from rejecting incentive travel, Gen Z respondents were among the most active participants. Forty percent reported earning four or more trips in the previous three years, compared with only 26% of Gen X and Boomer respondents. However, Gen Z's expectations differ from those of older generations. Thirteen percent reported disliking group travel with colleagues, compared with 6% of Millennials and 7% of Gen X respondents. Gen Z participants were also less likely to say that winning a trip made them feel valued or increased their likelihood of staying with their employer.

The implication is not that Gen Z rejects incentive travel, but that organizations must design programs differently to maximize impact.

Five Design Lessons for Program Owners

Based on the findings, SITE and Maritz identified five key principles for future program design:

Build flexibility and guest inclusion into programs.
Favor first-time destinations over repeat destinations.
Incorporate recognition moments intentionally into the experience.
Design programs around five-night-or-longer trips, particularly beach, island and adventure destinations.
Expand eligibility beyond traditional sales roles to include operations, technology and other workforce segments.

The research suggests that incentive travel remains highly effective, but that programs designed around yesterday's workforce may fail to maximize results with tomorrow's participants.

For incentive professionals seeking to defend program budgets, the study offers an important conclusion: incentive travel is not merely a discretionary reward. Properly designed, it remains one of the most powerful tools available for driving motivation, loyalty, retention and future performance across an increasingly diverse and multigenerational workforce.

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