with participant desires. Individual travel is almost universally coveted.
Ninety-six percent of survey respondents rate individual incentive travel as extremely or very motivating, up from 84% last year, according to this recently published 2022 Incentive Research Foundation Travel Study, compared with 91% who find group travel to be extremely or very motivating, up from 81%.
The 2022 Incentive Research Foundation Travel Study, conducted in March and April of 2022, and building on the 2021 Destination Preferences Study conducted in June 2021, surveyed 405 full-time US salespeople who have been eligible for an incentive trip at some point within the past three years. The survey asked about several areas including perceived motivational appeal of incentive travel awards, fairness of the award process, destination preferences, and the aspects of an incentive trip they prioritized as being most important or motivating.
Perhaps the most surprising findings are respondent preferences for outdoors and cultural experiences while on the incentive trip. Ranked in order of preference, they are: beach, adventure travel, mountains, wellness spa, cultural importance, and cruises.
Here are other key findings.
The most popular destinations are Hawaii, the Caribbean, Western US, and Western Europe.
- Perhaps because of easing concerns about the pandemic, cruising, which ranked last as a preferred experience in 2021, rose significantly in rankings in 2022 as did visiting larger metropolitan areas.
- The most valued characteristics of incentive trips are having ample free time, being able to take along a significant others, enjoying luxury accommodations and experiences, and receiving spending money to cover out-of-pocket expenses.
- The survey found a marked increase in the desire for public recognition for accomplishments in group events.
- Four- to six days is the favored length of incentive trips.
- In all cases of the 20 top-booked destinations, the most frequently booked regions also rank either in the 1st or 2nd tier of participant preferences. All the top 20 booked destinations were either US, Caribbean, or Central America locations, with Hawaii bookings getting hit by cost and distance issues.
- There is a “dramatic increase in cruising, mingling with large groups of people and taking an incentive trip that involves aflight”—almost back to pre-pandemic levels.
- 50% rate receiving a merchandise gift as high or somewhat high on the list of preferences, up from 45% of respondents from the previous years’ study.
Crested Butte Photo by Gary Stoller.
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Education, Certifications, and Information to Activate
Brand Media and Enterprise Engagement
A complete learning, certification, and information program and a course syllabus for educators.
Resources: The Brand Media Coalition, the only guide to the story-telling power of brands and where to source them for business, event, promotional gifting, and rewards and recognition. Enterprise Engagement Solution Provider Directory. The only directory of engagement solution providers covering all types of agencies and tactics as well as insights on how to select them.
Communities: The Enterprise Engagement Alliance and Advocate and the Brand Media Coalition free resource centers offering access to the latest research, news, and case studies; discounts, promotions, referrals, and commissions, when appropriate to third-party solution providers from participating coalition solution provider members.
Training and Certification
Enterprise Engagement Alliance Education: Certified Engagement Practitioner; Advanced Engaged Practitioner, and Certified Engagement Solution Provider learning and certification programs on how to implement Stakeholder Capitalism principles at the tactical level.
International Center for Enterprise Engagement: The only training and certification program for ISO 30414 human capital reporting and ISO 10018 quality people management certification.
The EEA offers a complimentary course syllabus for educators.
This is the definitive implementation guide to Stakeholder Capitalism, written specifically to provide CEOs and their leadership teams a concise overview of the framework, economics, and implementation process of a CEO-led strategic and systematic approach to achieving success through people. (123 pages, $15.99)
The first and most comprehensive book on Enterprise Engagement and the new ISO 9001 and ISO 10018 quality people management standards. Includes 36 chapters detailing how to better integrate and align engagement efforts across the enterprise. (312 pages, $36.)
10-minute short course: click here for a 10-minute introduction to Enterprise Engagement and ISO standards from the Coggno.com learning platform.
• The Engagement Agency at EngagementAgency.net, offering: complete support services for employers, solution providers, and technology firms seeking to profit from formal engagement practices for themselves or their clients, including Brand and Capability audits for solution providers to make sure their products and services are up to date.
• C-Suite Advisory Service—Education of boards, investors, and C-suite executives on the economics, framework, and implementation processes of Enterprise Engagement.
• Speakers Bureau—Select the right speaker on any aspect of engagement for your next event.
• Mergers and Acquisitions. The Engagement Agency’s Mergers and Acquisition group is aware of multiple companies seeking to purchase firms in the engagement field. Contact Michael Mazer in confidence if your company is potentially for sale at 303-320-3777.
Enterprise Engagement Benchmark Tools: The Enterprise Engagement Alliance offers three tools to help organizations profit from Engagement. Click here to access the tools.
• ROI of Engagement Calculator. Use this tool to determine the potential return-on-investment of an engagement strategy.
• EE Benchmark Indicator. Confidentially benchmark your organization’s Enterprise Engagement practices against organizations and best practices.
• Compare Your Company’s Level of Engagement. Quickly compare your organization’s level of engagement to those of others based on the same criteria as the EEA’s Engaged Company Stock Index.
• Gauge Your Personal Level of Engagement. This survey, donated by Horsepower, enables individuals to gauge their own personal levels of engagement.
For more information, contact Bruce Bolger at Bolger@TheEEA.org, 914-591-7600, ext. 230.