Five Years of Incentive Travel Data: What Incentive Destination Trends Reveal About Changing Participant Expectations 

Beach destinations dominate. Europe is gaining momentum, and participants are placing more value on authentic experiences than ever before. These are just a few trends we’ve been observing as we execute incentive travel programs all around the globe.  

Interestingly, our observations closely mirrored recent research from the Incentive Research Foundation (IRF), suggesting that participant expectations are evolving in remarkably consistent ways. 

Every year, I look forward to reviewing the latest research from the Incentive Research Foundation (IRF). The studies they produce provide a valuable perspective on where the industry is headed and how participant expectations continue to evolve.   

This year, I decided to compare those findings against something equally valuable: our own experience. 

We analyzed hundreds of travel, sales, recognition, leadership, and customer events managed by Next Level between 2022 and 2026. While every audience is different, the destination trends were remarkably consistent; and closely aligned with what the research has been telling us for several years.   

Beach Destinations Still Lead the Way 

If you've been wondering whether beach destinations have lost their appeal, the answer is simple: not even close.

More than 40% of the programs we reviewed were held in beach, island, cruise, or resort destinations. Mexico, the Caribbean, Hawaii, Costa Rica, and similar destinations continue to be among the most popular choices. 

That aligns well with IRF research showing that relaxation, sunshine, flexibility, and memorable destination experiences remain among the most desired elements of an incentive trip. Participants continue to value opportunities to disconnect, recharge, and spend meaningful time with colleagues and guests.   

Despite all the changes we've seen in the workplace over the last several years, people still value an experience that feels special and worth striving for. 

Buyers Are Looking Beyond the Usual Suspects 

At the same time, we're seeing growing interest in destinations that feel fresh and unexpected. 

According to the Incentive Travel Index, nearly 70% of buyers are actively seeking destinations they have not used before.   

We're seeing that trend play out firsthand. 

While beach destinations remain dominant, European destinations have steadily gained ground. Rome, Lisbon, Switzerland, Greece, Ireland, Norway, and European cruise itineraries are just a few of the European destinations that appeared in our portfolio during the past five years. In 2026, European programs represented a noticeably larger share of programs than they did just a few years earlier. 

The reason isn't necessarily that participants no longer want “fun in the sun.” Rather, many organizations have mature, successful programs and are looking for ways to keep the experience exciting and differentiated. For some groups, Europe provides that "something new" without sacrificing appeal. 

The Experience Matters More Than Ever 

Perhaps the biggest shift we've seen isn't where people are going; it's how they're thinking about the trip itself. 

A decade ago, destination selection often focused on the property, amenities, and weather. Those factors still matter, but today's participants place increasing value on authentic experiences, local culture, flexibility, and opportunities to explore on their own. The research points in the same direction.   

That's why we're seeing greater interest in cultural immersion, unique excursions, personalized activities, and schedules that include meaningful free time rather than filling every moment of the itinerary. 

In many ways, incentive travel has become more personal. 

Domestic Destinations Continue to Deliver 

International destinations may generate excitement, but domestic programs remain an important part of the mix, particularly when meetings or tradeshows are part of the agenda, and certainly for executive meetings and board retreats. 

More than a third of the programs in our analysis were held in U.S. destinations such as Scottsdale, Nashville, San Diego, New Orleans, Chicago, and Washington, D.C. 

For many organizations, domestic destinations offer the right balance of accessibility, budget management, logistics, and participant experience. A well-designed program in a great U.S. destination can be just as impactful as a more exotic location, but can offer practical benefits. 

What This Means for Program Owners 

The biggest takeaway from both the research and our own data is that there is no universal "best" destination. 

The most successful programs start with the audience. 

What motivates them? What experiences would feel meaningful? Have they visited the same type of destination repeatedly? Are they looking for relaxation, adventure, culture, networking—or some combination of all four? 

The organizations seeing the strongest results are using destination strategy as a tool, not a checkbox. They balance participant preferences with business goals, stay open to new ideas, and focus on creating experiences that people genuinely want to earn. 

At the end of the day, participants remember how the experience made them feel. And that's what continues to make incentive travel one of the most powerful tools for engagement, recognition, and motivation.   

Want to know more? Check out the research, and contact us today for a conversation.

Expand for Research Sources

Incentive Research Foundation, 2024 Attendee Preferences for Incentive Travel
Incentive Research Foundation & Site, Incentive Travel Index
Incentive Research Foundation, 2025 Trends Report 
Incentive Research Foundation, Measuring Incentive Travel Effectiveness