A New Twist on Incentives: DNA Incentive Travel

December 24, 2024

As more people are exploring their roots through DNA testing, genealogy travel is a growing trend. Could DNA incentive travel be the next big thing for corporate rewards programs?

Ancestry travel is on the rise as more people learn their genealogical roots through DNA test kits and want to explore their familial and cultural roots on a trip to a place that is more meaningful than a typical vacation locale. But could it be a potential option for group or individualized corporate travel incentives?

First, the potential downsides:

Not everyone is all that interested in their family history — and some may have issues with taking a DNA test — so it may not be a great fit for every qualifier.
DNA travel by definition requires a lot of specialized research and planning to create an experience hyper-specific to an individual’s family history, which likely would make it more time-consuming and possibly more expensive than a traditional individual incentive trip.

While DNA travel may not be the right option for every qualifier for an individual travel incentive, it still can be an innovative and meaningful option for companies that want to recognize and reward their top performers by providing a combination of personal discovery with cultural exploration. And it does provide an interesting way to accommodate several growing trends in meetings and incentives:

Personalized experience: Because it’s tailored to each qualifier’s genetic heritage and family history, it meshes with the trend toward individualized incentives — something that is particularly appealing for Millennials and Gen Z. For those who have not already explored their genetic roots, the initial reward could be providing top performers with DNA testing kits from companies like 23andMe or Ancestry.com. The company then could provide access to genealogists who can help qualifiers learn more about their family history before the trip. That personal — and personalized — touch could make a DNA incentive trip more memorable and impactful than a traditional incentive trip.
Educational and emotional value: Companies can partner with specialized travel agencies and tour operators that can design highly personalized trips and customized itineraries that will help top performers learn about their roots, connect with their heritage, and gain a deeper understanding of different cultures. Also, when a company provides this type of deeply personal and meaningful experience, it demonstrates the company’s genuine interest in their employees — and those employees are likely to feel a deeper sense of appreciation and connection to their workplace. This emotional bond can contribute to increased retention rates and long-term commitment to the organization. And because this perk shows that the company values diversity, personal growth and employee well-being, it also could be a powerful tool in attracting top talent.
Emotional impact: Visiting places of ancestral significance can create powerful emotional connections and a sense of belonging. To strengthen that emotional impact, incorporate cultural experiences such as dining on local cuisine, taking part in traditional activities and visiting relevant historical sites.

While DNA travel incentives may not be the right fit for every winner — and would be difficult to offer as a group incentive travel option — it could be a way to offer top performers a unique, personally meaningful experience that goes beyond traditional incentives, fostering a deeper connection between the employee, their heritage, and the company.