Budgets are up, international travel is preferred, more planners are choosing cruises and per-person spend is in a healthy range. Such are the results of Prevue’s annual Incentive Travel Trends Survey, conducted at the end of 2024, and showing some notable differences between the independent and corporate planners who responded.
On the independent side, budgets increased by 62 percent over 2023, and the great majority of these independent planners, 89 percent, were planning trips of 3-5 nights in length, with 84 percent of those international destinations.
Meanwhile, cruises are gaining in popularity—thanks to their all-inclusive and multi-destination formats—which independent planners confirmed, with 64 percent either planning or considering cruise incentives for their clients.
On the corporate side, budget data was more evenly spread, with 49 percent saying their budgets had stayed the same between 2023 and 2024 and 31 percent reporting a budget increase, with 20 percent seeing a decrease. Corporate planners were also in the 3-5-night range for trip length, though their group sizes were smaller—55 percent reported a group size fewer than 100 versus 21 percent at less than a hundred on the independent side.
When it comes to international destinations, corporate planners were less likely than independents to use them (49 percent), while 59 percent had used or were considering cruise incentives.
As we end Q1 and head into Q2, we look ahead to the trends shaping 2025 and present the following destinations, each representing a fascinating spectrum of incentive variety, from all-inclusive comfort to a rising interest in heritage incentives.
America’s 50th state is a bucket-list destination on many wish lists, and you can’t go wrong with its combination of picture-perfect beaches, lush mountainous terrain, luxe properties and something not found anywhere else—the “aloha spirit” of care and kindness received from the people who live there.
“Hawaii’s unique appeal lies in the combination of a thriving native Hawaiian culture and a vibrant multicultural community that has evolved over generations,” says Aaron J. Sala, President and CEO, Hawaii Visitors & Convention Bureau. “This exceptionally diverse island community and our stunning landscapes…inspire deeper connections with one another.”
Developing a deeper connection with Hawaii’s nature is inevitable here, as no matter where you turn, you encounter panoramas of sea and sand, punctuated by palm trees and craggy shorelines.
“Hawaii’s year-round pleasant climate naturally draws visitors outdoors…to enjoy snorkeling, ziplining and scenic helicopter tours,” Sala says. “Groups often gravitate toward experiences that connect them with land, ocean and culture, like guided hikes through lush valleys and outrigger canoe paddling.”
The islands’ variety of ecosystems are on magnificent display along trails that take people to coastal dunes, shrublands, rainforests and high alpine deserts, all the while surrounding them with a profusion of colorful plants. Isolated by over 2,000 miles from the nearest landmass, native flora and fauna evolved into highly specialized species and some native species found nowhere else in the world.
Then there are the volcanoes. Anyone fascinated by the state’s volcanic landscape will want to visit Hawaii Volcanoes National Park on the Big Island, considered one of the most geologically active areas on earth.
Sala notes that in addition to Hawaii’s natural gifts, more groups are being drawn to the history and heritage of the islands, choosing activities like lei-making, ukulele lessons and hula workshops, which are readily available throughout the islands at hotels, cultural centers and dedicated hula schools.
“Groups now seek deeper engagement through heritage incentives that transcend traditional rewards and incorporate opportunities to give back and learn through immersive cultural experiences,” he says. “Groups join conservation efforts, visit historic sites with expert storytellers or engage in local festivals and events.”
The VCB’s Malama Hawaii CSR program offers additional opportunities for incentive groups to connect with Hawaii’s land, culture and community via such activities as sunrise beach clean-ups, restoring a traditional native Hawaiian fishponds or learning about food sovereignty on a sustainable farm.
“Hands-on experiences foster a lasting connection to Hawaii while preserving its beauty and spirit for future generations,” Sala says.
Hawaiian cuisine is a delicious way to connect with island heritage, and groups can engage with Hawaii’s food scene through private farm-to-table dinners, oceanfront luaus and hands-on mixology classes.
“As we often collect and build relationships over shared meals, dining is central to the incentive experience,” Sala says.
Whether your group’s resort will be the primary destination or the place to relax after a full day of sightseeing—or both—Hawaii properties can handle the large, the small and everything in between. From the ultra-deluxe Wailea Beach Resort-Marriott Maui to the family-friendly Aulani, A Disney Resort & Spa on Oahu, the right hotel for your group is like so many things in Hawaii—a slice of paradise.
“We craft incentive programs that transcend beautiful venues and luxury accommodations to deliver transformative experiences with lasting impact,” Sala says.
You’re in luck. An incentive in Ireland will leave your clients feeling rewarded, inspired and culturally enriched, having explored and come to treasure a compact island that straddles the ancient and modern world with ease.
Whether celebrating a company milestone or searching for the Blarney Stone (it’s in County Cork), the best incentive here combines town and country, says Alison Metcalfe, Tourism Ireland’s Executive VP of North America & Australia.
“It’s easy to create a variety of city and country itineraries that include iconic cultural attractions and experiences,” Metcalfe says, listing a few of the highlights around the country, starting with Dublin, a UNESCO city of literature whose monuments and buildings celebrate the work of literary legends like Oscar Wilde and James Joyce. Roaming the storied streets of Dublin, groups can take in the Christchurch Cathedral (also great for special private dinners) and the EPIC Immigration Museum, then relax on a Dublin Bay cruise followed by a whiskey tour and tasting at Teelings or Jameson.
Dublin also is home to a number of five-star hotels including the Westerbury, the Merrion, the Shelbourne, the Conrad Dublin and the InterContinental Dublin.
Along the Wild Atlantic Way—a west-country route spanning centuries of history—Killarney is an ideal base for exploring spectacular scenery at the Gap of Dunloe or Killarney National Park, where visitors hike across breathtaking vistas. Metcalfe also recommends packing a gourmet picnic and seeing some or all of the route via car tour.
In Northern Ireland, a tour of HBO’s “Game of Thrones” studio in Belfast is extremely popular, coupled with afternoon tea at Hillsborough Castle and gala dinners at Titanic Belfast, which tells the story of the magnificent (if unlucky) ship.
In addition to history and scenery, “there are many unique experiences that revolve around food, music, sport and culture,” Metcalfe says.
For golfers, Ireland is home to one third of the world’s true links courses, making playing some of the world’s top courses a must: Royal Portrush, Royal County Down, Waterville, Ballybunion, Lahinch, Doonbeg and Portmarnock are a few of the greats.
Other outdoor activities include kayaking and surfing, hiking and cycling against stunning landscapes that are somehow wild and settled at the same time.
As incentive planners well know, great culinary experiences are vital to successful programs, and Ireland excels in the gastronomy department, with everything from Michelin-star dining to local dishes in cafes, distilleries, gastro-pubs, hotels and unique venues.
“As an island we enjoy the freshest fish and seafood, great dairy products and place great importance on the provenance of our ingredients,” Metcalfe says.
Groups can learn about local culinary traditions while savoring them at the same time with “catch and cook” tours offered in many locations including from some castle hotels. They can attend a food festival or take a cookery class and learn how to make the best Irish brown bread, Irish stew or boxty (potato pancakes) or even go foraging for seaweed along the Wild Atlantic way.
“Dining with locals is another great way to get under the skin of a destination and understand its culture,” Metcalfe advises.
Metcalfe also advises planners to contact Meet in Ireland, which, in addition to helping with all aspects of an incentive, offers different types of support, ranging from site inspection funding to program enhancement funding as well as introductions to vetted and approved DMCs and convention bureaus.
This string of islands off the coast of East and Southeast Asia may appear tiny on a map but boasts a disproportionate variety of landscapes, culture, religion and people. With its mix of vibrant cities, coastal beaches and scenic mountain retreats—not to mention its position as a hub for travel between North America and Asia—Taiwan answers the question, how can I send my winners to an exotic destination while staying within budget?
“With direct flights from major cities, compared to other destinations in the region, this translates to significant cost savings for incentive programs,” says Sylvia S.H. Lee, Director of the Taiwan Tourism Administration, San Francisco.
Planners also will appreciate the country’s wide range of accommodations, from luxury hotels like the W Taipei or Grand Hyatt Taipei to boutique inns or—for something truly unique—a waterside resort at Sun Moon Lake, set about three hours south of Taipei and home of the Thao aboriginal tribe.
However, as Lee notes, “almost all incentive groups and travelers are first-timers to Taiwan, and must-see landmarks are always their first choices.”
Many of those “musts” can be found in Taiwan’s vibrant capital city Taipei, offering a wide range of activities, restaurants and luxury hotels, including the Mandarin Oriental and Grand Hyatt. Any itinerary here should include the National Palace Museum—spanning 8,000 years of history from the Neolithic to the modern era; the Chiang Kai-shek Memorial Hall, monument to the former president of China; and Taipei 101, the tallest skyscraper in the country, whose 101 stories are topped by an 89th-floor observatory equipped with high-powered binoculars, a bar, souvenir shops and pre-recorded audio tours in seven languages.
Beyond Taipei, Taiwan expands into many worlds of discovery that Lee says is another key to the country’s magic.
“Taiwan has the ability to offer both outdoor adventure and indoor cultural or luxury experiences, allowing for a well-rounded trip,” she says.
For example, the capital is close to Yangmingshan National Park, known for a volcanic landscape that includes thermal hot springs as well as cherry blossoms and grassy plateaus. Here, groups can hike or cycle along scenic mountain trails in the morning, visit one of the city’s museums in the afternoon and enjoy an upscale restaurant in the evening.
Farther afield, the mountain village of Wulai can be experienced in a day trip by bus from Taipei. Named by the indigenous Atayal people, “Wulai” means “hot springs,” which are crystal clear and part of local water features that include the famed Wulai Waterfall. You can’t swim by the waterfall, but there are restaurants overlooking this landmark, as well as a museum showcasing the aboriginal folk art of the Atayal.
“There is a rising demand for exclusive and authentic experiences,” Lee says. “Heritage incentives immerse participants in cultural and historical experiences, and usually include visits to historical landmarks, ancient temples and traditional markets, allowing participants to explore a place’s rich history through local customs, craftsmanship and storytelling. Heritage incentives require more effort, time and attention, but they tend to be more rewarding in the long run,” she adds.
Seeking local culture is one reason why many visitors prioritize typical Taiwanese cuisine.
“Food is the best way to know the destination deeply and better,” Lee says. “From the bustling night markets offering local street food to Michelin-star restaurants, Taiwan is a food lover’s paradise.”
Adding a Taiwanese cooking or tea-making class also will further your group’s culinary education in Taiwan.
Tropical Taiwan is best experienced in spring and autumn, though winters are quite moderate, with lows near 50°F—what many in the Northern Hemisphere would call “sweater weather.”
How do clients like to be pampered? Let Sandals count the ways.
First, it begins with you, the planner. All-inclusive Sandals resorts save you the trouble of booking accommodations, dining and activities separately; they’re all included at these luxe getaways sprinkled throughout the Caribbean—Jamaica, The Bahamas, Saint Lucia, Antigua, Grenada, Barbados, Curaçao and St. Vincent.
“It makes planning seamless for the organizers,” says Tonya Hawryluk, Sr. VP of Group Development at Unique Vacations Inc., an affiliate of the exclusive worldwide representative of Sandals resorts. “A la carte meals, top-shelf spirits, unlimited water and land sports—think snorkeling and pickleball—are all at Sandals.”
Planners can get more bang for the buck while also impressing their clients, since larger groups receive additional perks like private check-ins and exclusive offers that include complimentary rooms, discounted room rates and VIP upgrades.
Second, Sandals puts the “sand” in every getaway. Every property is on a pristine beach, yet each is distinctly different from the others.
“Every Sandals resort is rooted in the island destination it calls home, each with something different to offer and all with a wide range of accommodation options, from club-level rooms to private bungalows with butler service,” Hawryluk says. “This also means a variety of local tours designed to fully immerse travelers in the islands through the resorts’ destination adventure company, Island Routes.”
Here’s a look at a few features unique to certain resorts:
• Set within a royal estate, Sandals Royal Curaçao boasts the island’s largest reception space, with 38,000 sf of indoor and outdoor venues.
• Sandals South Coast in Jamaica offers a passport to pickleball with 12 dedicated courts, a huge draw for teambuilding or networking.
• Sandals Royal Bahamian recently revamped all of its experiential touchpoints including the offshore island, Sandals Barefoot Cay.
• Sandals Saint Vincent and the Grenadines is among the most requested resorts by planners looking to immerse their guests in a side of the Caribbean unlike anything they’ve ever seen—nestled between mountains with a rainforest on one side and spectacular ocean views on the other. In addition, it’s a new destination for the brand in general, with many “Sandals Firsts” at the property, from 2-story overwater villas to communal-style dining using local ingredients.
Anyone who wants to experience more than one resort can take advantage of the Stay at One, Play at All exchange program, allowing them to enjoy the amenities and services of other nearby resorts in the portfolio, with roundtrip transfers included between properties.
One thing all Sandals resorts share: excellence, variety and local flavor in dining.
“Dining is an important part of any getaway and the culinary program at the resorts is among the top reasons why planners book with Sandals,” Hawryluk says. “Across the portfolio, guests can expect an inspired and diverse mix of cuisine, from local specialties like the Jerk Shack, home to Jamaican favorites, to international favorites like Italian, Asian and beyond.”
Finally, Sandals takes care of the communities where resorts are set, as Hawryluk explains: “As a family-owned company with Caribbean roots, Sandals makes it a priority to give back to the local community through the work of its philanthropic arm, the Sandals Foundation, so just by booking at Sandals, you’re helping to make a positive impact. Guests can get even more involved through organized activities...like helping to restore a coral reef while on a dive. The team can even create a custom activity for a company, too.”
meethawaii.com; meetinireland.com; tourismireland.com; eng.taiwan.net.tw; sandals.com/groups
