Destination Debrief: The Places Everyone Will Be Talking About Next 

From iconic mountain retreats to under-the-radar European escapes, the next generation of incentive destinations offers something extraordinary for every kind of program. Susan Adams sat down with Sarah Thompson, Senior Director of Travel, to discuss the places creating buzz now, and the experiences poised to make a lasting impression. 

Susan Adams: Sarah, you've traveled the globe and seen just about every incentive destination imaginable. What destinations are most exciting to you right now, either because you've recently seen successful programs operating there or because they're emerging in the marketplace? 

Sarah Thompson: Banff is at the top of my list. You really can't beat it for bang for your buck. The CAD-USD exchange rate creates opportunities for upgrades and special offsite experiences that may otherwise be out of reach for some groups. Beyond that, the scenery is absolutely outstanding. It's a true bucket-list destination for many winners, and the Fairmont Banff Springs can comfortably accommodate large groups with plenty of outdoor adventures and unique venues for events. One of our teammates is heading to the Fairmont Jasper Park Lodge on a site visit soon, and I'm excited to hear her perspective on that property as well. 

Susan Adams: You've also recently had the opportunity to experience a charter cruise in the Mediterranean for a large channel program firsthand. What stood out to you about that as an option? 

Sarah Thompson: Charter cruise programs offer incredible flexibility. The destination possibilities are endless, and the level of customer branding and customization is hard to match if the budget supports it. On the Crystal Serenity, what struck me most was how well the ship could accommodate meetings and events. With multiple lounges, theaters, and gathering spaces, it was easy to host simultaneous breakouts and general sessions for our program agenda. It's a unique way to combine travel, meetings, and exclusive experiences in one package. What’s more, we spent time every day in Italy, France, and Spain, where we were able to offer once-in-a-lifetime excursions for over 700 guests. Pretty unforgettable! 

Susan Adams: Where else would you love to see more incentive programs consider? 

Sarah Thompson: Ireland immediately comes to mind. I love the idea of combining Dublin with the countryside for a two-part experience for the right program. The Conrad or Shelbourne (currently undergoing renovations) in Dublin, but pair with an iconic property such as Adare Manor or Ashford Castle creates an exceptional contrast between city and countryside. 

Similarly, England offers tremendous potential. Many planners automatically eliminate major cities as incentive destinations, but they can be incredibly special when paired with exclusive experiences. I attended an incentive event that combined Four Seasons Hampshire with Four Seasons Park Lane in London, and it was unforgettable. Participants enjoyed experiences like private functions at iconic venues, and there are countless opportunities for unique moments such as Abbey Road recording sessions, vintage MINI Cooper tours, or events at locations like Kensington Palace or Highclere Castle, the filming location for Downton Abbey. At Hampshire, the team even recreated a Glastonbury-style festival with multiple tents and live music. Guests received Hunter boots and colorful socks, which everyone wore to the event. It was a perfect example of how creative design can elevate a destination. 

Susan Adams: Finally, what's one under-the-radar destination you'd recommend for groups looking for something truly different? 

Sarah Thompson: Croatia's Istria Peninsula is one I would love to see more groups explore. I visited a couple of years ago and was incredibly impressed. I stayed at the Grand Park Hotel Rovinj, which offers stunning views and exceptional accommodations. The region combines beautiful scenery, authentic culture, great offsite opportunities, and a sense of discovery that many seasoned travelers appreciate. It's definitely off the beaten path. The biggest consideration is that airlift from the U.S. isn't as direct as some other destinations, so it's best suited for smaller groups that are willing to trade convenience for a truly unique experience.

Let’s talk about your next incentive program and how we can bring over 50 years of expertise to make it unforgettable. Contact us today.

Interested in learning more? Here's a quick side-by-side look at the destinations featured above, including who they're best suited for and what to keep in mind during the planning process.