European & Canadian Incentive Travel Trends

The world of incentive travel is booming, with a growing emphasis on international experiences. To design successful programs, it’s essential to understand the specific needs and preferences of European and Canadian meeting planners. Offering valuable insights for meeting professionals, this insightful report by the Incentive Research Foundation (IRF), “The State of International Incentives,” delves into this dynamic market.

A World of Opportunity: International Incentive Travel Takes Center Stage

Get ready to pack your bags! The report reveals a significant surge in international incentive travel, with Europe and Canada emerging as key source markets. Popular destinations include European hotspots like Spain, Italy, and France (likely fueled by the upcoming 2024 Summer Olympics). Long-haul escapes to Vietnam, Singapore, and Thailand are also gaining traction, showcasing the thirst for exotic experiences.

Beyond the Usual Suspects: Craving New and Exciting Experiences

Meeting planners are no longer satisfied with bland programs. The focus is on creating unique and unforgettable experiences that leave attendees awestruck. Destinations beyond the traditional North American staples like New York, Los Angeles, and Las Vegas are gaining ground. Palm Beach, Florida, took the spotlight as a hidden gem, offering attendees a luxurious escape with heaps of unexpected charm. This shift towards fresh and exciting locales highlights the desire to surprise and delight attendees.

Budget Blues: Finding Innovative Solutions in a Cost-Conscious Market

Despite many meeting planners’ quest for extraordinary experiences, budgetary limitations are a reality. A planner may often wear the hats of both magician and budget hawk, striving to deliver impactful programs while keeping costs in check. They employ smart strategies, such as:

• Creative Cost-Cutting: Resourcefulness is key. This might involve seeking out-of-the-box solutions for activities, negotiating smart solutions with suppliers, or focusing on cost-effective details that enhance the experience without breaking the bank.
• Make Every Dollar Count: Planners are getting down to the nitty-gritty, focusing on affordable alternatives for elements like local transportation or welcome gifts.
• Leveraging Incentives: Tax rebates and commissions offered by destinations can make a significant impact on the bottom line. Exploring these options with Destination Management Companies (DMCs) and Convention and Visitors Bureaus (CVBs) can unlock hidden savings.

A Growing Focus on Sustainability: Beyond Greenwashing

Sustainability is a growing concern for European and Canadian planners. However, cost remains a primary driver in decision-making. Destinations that showcase genuine commitment to responsible practices, like Palm Beach with its beach cleanup initiatives, are gaining favor.

While sustainability might not yet be the sole deciding factor, its importance is undeniable. As corporations adopt ambitious sustainability goals, the conversation is likely to shift towards prioritizing destinations that align with these values.

The Power of Storytelling: Weaving Authenticity into the Experience

Destinations with a rich history and compelling narratives are magnetic draws for planners. Palm Beach captivated attendees with its tales of the Gilded Age and its connection to iconic fashion brands like Lilly Pulitzer. Incorporating authentic local stories into the program design allows attendees to connect with the destination on a deeper level, enriching the overall experience.

Service Matters: Setting the Bar High for Unwavering Quality

Meeting planners have high expectations for service levels across all aspects of the program. Consistency is paramount, ensuring every touchpoint reflects the desired level of quality. The responsiveness and flexibility of partners during the RFP and contracting process are crucial factors. The report suggests that European and Canadian planners often perceive U.S. partners as less flexible and slower to respond compared to their counterparts in other regions.

Winning over European and Canadian Clientele: Key Strategies for Success

To summarize, how do you secure the business of European and Canadian meeting planners? The report offers a roadmap to success:

• Cultural Sensitivity: Respect for cultural differences is essential. Understanding that what might be common knowledge in one region might be unfamiliar to another fosters smoother communication and builds trust.
• Adaptability: Tailoring programs to cater to the specific needs of the attendee base demonstrates a commitment to delivering a seamless experience.
• Generational Considerations: Cater to a mix of generations. Younger attendees (Gen Z) might value downtime, personalized experiences, and wellness options. Consider incorporating flexible program structures and activities promoting choice and well-being.
• Sustainability in Action: Move beyond greenwashing and showcase genuine sustainability efforts. Partner with organizations like 4Ocean for beach cleanups or highlight hotels offering local, sustainable food options.
• Ditch Generic Proposals: Generic proposals rarely impress seasoned planners. Take the time to understand the client’s objectives, past program successes, and desired “wow” moments. A personalized approach shows genuine interest and increases your chances of landing the business.
• Build Partnerships: Building strong relationships with DMCs and CVBs can be invaluable. Leverage their expertise to navigate complexities like pricing structures, cultural nuances, and securing local incentives.
• Transparency Builds Trust: Be upfront about pricing structures, highlighting any hidden fees or additional costs.
• Go the Extra Mile: Incentives like complimentary welcome receptions or unique local experiences can make a significant difference. Collaborate with CVBs to unlock these additional perks and showcase the destination’s value proposition.
• The Human Touch Still Matters: Despite the rise of technology, attendees still value personal connections. Ensure your program fosters interaction and opportunities to build relationships.
• Respect Timelines: European and Canadian planners often operate on stricter timelines.

The IRF report emphasizes the importance of ongoing dialogue and collaboration between planners, suppliers, and destinations. By fostering these connections, the incentive travel industry can continue to thrive and deliver exceptional experiences for international attendees. This spirit of cooperation is a key ingredient in unlocking the full potential of international incentive travel.