Kelsey Nicol, VP of Strategic Accounts for One10 identifies key incentive travel trends for 2025 and beyond. One10 LLC is a leader in incentives and recognition, travel and events, and marketing services across the U.S. and Canada.
Incentive travel continues to evolve, adapting to shifting workforce demographics, economic factors, and new experiences that captivate and motivate high performers. One10 has seen firsthand how incentive travel programs can drive business results while creating unforgettable experiences. Based on recent industry insights and their own experiences designing top-tier incentive programs, here’s what’s shaping the future of incentive travel.
Are shifting program structures leading to a rethink of the final night event?
Traditional incentive travel programs often culminate in a high-end gala or awards dinner. However, a growing number of clients are repositioning these celebrations earlier in the itinerary to allow for a more relaxed and immersive final night experience.
For example, during a Scotland and Ireland incentive program, we hosted a lavish gala at Stirling Castle followed by an upscale event at the Guinness Storehouse. Instead of ending on this high note, the program concluded with a casual, intimate pub night featuring Irish storytellers and musicians. This unexpected finale allowed attendees to connect on a deeper level while still experiencing the destination’s rich culture.
Clients are also experimenting with more interactive and immersive entertainment rather than passive spectator experiences. One company, which typically books a top-secret A-list entertainer for its final night, opted for a more intimate performance featuring audience participation—a move that was met with overwhelmingly positive feedback.
What about personalization & choice-based experiences?
The modern workforce values choice and flexibility, and incentive programs are evolving to reflect this. At One10, we’ve designed recent programs that give participants multiple destination and experience options, ensuring they have a trip that aligns with their personal preferences.
A recent Argentina incentive provided winners with three distinct travel experiences. Attendees could chose to visit Mendoza, a wine region retreat that included vineyard tours and culinary experiences at the foothills of the Andes. Or, attendees could choose Bariloche, a scenic alpine escape that offered outdoor adventures among stunning Andean peaks. The third option for attendees was visiting El Calafate with an extreme adventure itinerary that included helicopter transfers to breathtaking Patagonian glaciers.
After these tailored experiences, all attendees regrouped in Buenos Aires for a signature event, including a charter flight to Iguazu Falls, with a choice of a guided park tour or an adrenaline-pumping speedboat ride.
This multi-choice approach reflects a growing trend in incentive travel: not every reward traveler wants the same experience. By offering tiered adventure levels and activity options, planners can ensure that every participant feels valued and engaged.
Can you look beyond the “classics” at some hot incentive destinations?
The hottest destinations in 2025 balance bucket-list appeal with accessibility and variety. Based on our expertise and industry demand, the top emerging incentive destinations include:
- Machu Picchu – This UNESCO World Heritage site offers a luxury train experience, allowing travelers to enjoy historic ruins without compromising comfort.
- South Africa – From safaris to wine regions to vibrant Cape Town, this destination delivers a diverse mix of adventure and culture.
- Portugal – With its affordability, rich history, and scenic coastlines, Portugal is gaining traction as a versatile incentive destination.
- Ocean and river cruises – Charter cruises continue to grow in popularity and offer organizations the ability to brand the entire ship as their own, or visit multiple destinations and countries.
Additional noteworthy options include:
- Iceland – Adventure tourism, stunning landscapes, and new countryside resorts.
- Sicily – Increased interest in the region’s history, cuisine, and scenic beauty, fueled by the “White Lotus” effect.
- Japan – A mix of ultramodern cityscapes, ancient culture, and Michelin-star dining experiences.
- Greece – Beyond the beaches, travelers are exploring active tourism and cultural experiences in lesser-known areas.
- North America – A majority of the incentive business is booked in the U.S. and Mexico. Hot destinations within North America include Montana (thanks to Yellowstone fame) and Park City, Utah.
Tell us about integrating purpose into incentives
Companies are placing a greater emphasis on health and wellness within their incentive travel programs, recognizing that well-being directly impacts energy levels, engagement, and overall trip satisfaction. Travelers who participate in wellness activities often experience reduced stress, improved focus, and higher productivity, making the experience even more rewarding.
We’ve helped clients integrate wellness-focused activities that go beyond traditional relaxation, offering restorative, energizing, and immersive experiences that enhance both physical and mental well-being. These include Tai Chi on the lawn to encourage mindfulness and balance, helping participants feel refreshed and centered. Yoga on the beach or with resort flamingos is a wonderful way to combine movement with nature, reducing travel fatigue and boosting mood. Incorporating juicery and energy booster stations on-site provide nutrient-rich, hydrating options that help attendees stay alert and focused throughout the program. Adding a steps challenges with leaderboard gamification or a pickleball tournament is also a fun way to bring attendees together and promote movement and camaraderie among attendees while reinforcing healthy habits.
By incorporating intentional wellness experiences, incentive programs create a more meaningful connection between travel, personal well-being, and professional achievement, ensuring attendees return home revitalized, inspired, and ready to perform at their best. Additionally, wellness activities provide a deeper way for attendees and senior leadership to connect through these experiences.
What are some key takeaways for your fellow planners?
As the workforce evolves, so must incentive travel.
- Today’s top performers seek more than just luxury. They crave meaningful, immersive, and personalized experiences that inspire, energize, and foster lasting connections.
- A well-crafted incentive travel program does more than reward employees. Instead, it strengthens company culture, reinforces brand values, and builds deeper loyalty.
- By offering once-in-a-lifetime experiences that attendees couldn’t cultivate on their own, organizations can create a more engaged, motivated workforce while driving stronger performance and long-term success.
- Investing in thoughtfully designed incentive programs goes beyond simply recognizing your top performers. Incentive programs are a proven strategy to elevate your business and improve your bottom line.
Kelsey Nicol, One10 VP, Strategic Accounts provides strategic sales direction and new business growth across the company’s three solution areas – marketing services, travel and events, and incentives and recognition.
