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On the Ale Trail: Mathews Brewing Co.
On the Ale Trail: Mathews Brewing Co. In this series,…
Uncover the secrets to success in European & Canadian Incentive Travel. Explore budget hacks, sustainability trends, generational preferences, and why The Palm Beaches surprised attendees.
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.
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.
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.
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:
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.
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.
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.
To summarize, how do you secure the business of European and Canadian meeting planners? The report offers a roadmap to success:
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.
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