Where will incentive travel go next?
A new report from SITE and Radisson Hotels—Going the Extra Mile in Incentive Travel—makes a case for looking beyond the usual destinations, highlighting five places that could be the next hot spots: Auckland, (New Zealand), Galle (Sri Lanka), Antananarivo (Madagascar), Lyon (France) and Helsinki (Finland).
The destinations couldn’t be more different, but they share one important characteristic: Each offers something that feels new, which matters most to respondents. The research referenced in the report consistently puts “somewhere I haven’t been before” high on the list for incentive travelers. For a program designed to motivate and reward, the destination itself can be part of the prize.
The five destinations each have their own draw:
Auckland combines a vibrant waterfront city with Pacific culture, nature and adventure, from Waiheke Island and vineyards to experiences beyond the city.
Galle pairs the Indian Ocean with historic Galle Fort, a UNESCO World Heritage Site. Sri Lanka is already well known to travelers, but the report points out that it remains relatively underused for incentive programs, giving it an interesting element of discovery.
Antananarivo might hold the most distinctive and adventurous possibilities of the five, with Madagascar’s wildlife, landscapes and distinctive culture providing experiences that are difficult to duplicate elsewhere.
Lyon offers another kind of alternative: A sophisticated European destination without defaulting to Paris, with food, wine, history and Renaissance architecture at its core.
Helsinki brings together Nordic design, nature, maritime heritage and Finnish sauna culture; and, according to the report, remains somewhat underused for incentive travel.
The report also makes an interesting case for the hotel as part of the destination experience. The featured properties aren’t simply places to stay; they connect to the character of their surroundings—from a former cheese warehouse in Helsinki to Renaissance buildings in Lyon and a private beach in Galle.
Indeed, the next great incentive destinations may not be the most famous or tied to traditional luxury. They may be the places that surprise participants, challenge expectations and give attendees a story worth telling.
Access the full report here.
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