HOW TO CHOOSE THE PERFECT INCENTIVE TRAVEL DESTINATION FOR YOUR TEAM
A well-chosen destination can do more than reward top performers—it can inspire, energise, and bring teams together in ways that cash bonuses simply can’t. Incentive travel has become one of the most effective tools for motivating employees, driving performance, and reinforcing company culture.
But not all destinations will offer your organisation the same experience. The success of an incentive trip relies upon choosing the right location—one that speaks to your team’s aspirations, aligns with your business goals, and delivers an unforgettable experience. Whether you’re planning your first incentive programme or refining an existing one, selecting the perfect destination is where the magic begins.
In this blog, we’ll explore what to consider when picking a destination that makes your incentive travel programme truly stand out and resonate with your team.
1. TAILORING INCENTIVE TRAVEL TO YOUR TEAM’S PREFERENCES
According to the 2024 report on Attendee Preferences for Incentive Travel by the Incentive Research Foundation (IRF), employees prioritise destinations that offer unique experiences, opportunities for cultural exploration, luxury accommodation and relaxation. These aren’t just nice-to-haves—they’re essential elements that organisations should consider when selecting where to go. But how do you know which destination will truly resonate with your team?
It starts with listening and analysing.
Understanding the specific preferences, motivations, and interests of your attendees is key to designing a memorable and meaningful experience. From food and activities to adventure levels and comfort zones, gathering these insights allows you to create a tailored programme that feels personal and intentional—rather than generic or one-size-fits-all.
When your team feels seen and considered, incentive travel becomes more than a reward—it becomes a reflection of their value to the organisation.
And that’s when the real impact happens: deeper engagement, higher motivation, and a stronger emotional connection to your company’s culture and mission.
2. ALIGN WITH ORGANISATIONAL GOALS
Organisations are now recognising that ‘profit’ goes beyond purely numerical statistics. As highlighted by the Incentive Travel Index (ITI), intangible outcomes—such as stronger workplace relationships, improved communication, and other ‘soft benefits’—are becoming just as important when planning incentive trips and choosing destinations.
Whether the goal is to build team cohesion, drive competition, or reinforce brand values, the destination and structure of the incentive travel programme should reflect these objectives. For example, if collaboration and unity are the focus, a destination offering outdoor group activities that require teamwork and coordination can deliver far greater impact than a passive luxury experience.
Choosing a destination that mirrors your organisational goals helps reinforce the purpose of the incentive and contributes to its long-term success.
3. CONSIDER ACCESSIBILITY
A stunning destination may tick all the boxes on paper, but if it’s difficult to reach, it could dampen the overall experience. Long flights, multiple connections, and complex visa requirements can create friction before the trip even begins.
When choosing a destination, think about where your team is travelling from and how easy it will be for them to get there. Direct flight availability, short transfer times, and efficient transport infrastructure can greatly affect how relaxed and ready participants feel when they arrive.
An accessible location also means fewer logistical headaches, lower travel costs, and more time spent enjoying the experience rather than navigating it. Furthermore, prioritising convenience helps maintain energy and enthusiasm from start to finish.
If minimising the logistical intricacies of planning an incentive trip is a concern, partnering with a DMC, like Extraordinary Britain, is advisable; they act as your on-the-ground expert and plan every detail to ensure the trip is a smooth experience.
4. CHECK THE DESTINATION’S INFRASTRUCTURE
Behind every seamless incentive trip is a destination with reliable infrastructure. Quality accommodation, efficient transport networks, experienced service providers, and access to event venues all contribute to a stress-free and enjoyable experience – for both attendees and event organisers.
Destinations that are business-friendly and well-developed make planning and execution significantly easier, reducing the risk of delays, miscommunication, or logistical headaches. Strong infrastructure normally translates into smoother operations and higher-quality experiences overall.
Even in the most dynamic cities, working with an experienced local DMC can elevate the programme. For instance, in a recent showcase, Extraordinary Britain arranged VIP electric car transfers across London for an incentive group—ensuring sustainability and seamless movement throughout the stay. It’s this level of detail and support that can transform a great trip into an exceptional one.
5. PRIORITISE SAFETY AND STABILITY
The safety of participants is non-negotiable. With increased geopolitical tension in today’s ever-changing world, corporate buyers are now looking more into stable destinations. The 2024 ITI shows that 71% of corporate planners now prioritise political stability and safety over other destination features—up significantly from 51% in 2023.
This shift underscores the importance of choosing locations with stable governance, a strong healthcare infrastructure, and reliable local support to ensure your next incentive travel destination is safe for your programme.
6. FACTOR IN SEASONALITY AND WEATHER
Traditionally, seasonality has been a major factor in planning incentive travel—with weather patterns, local holidays, and peak tourist periods playing a big role in the decision-making process. Furthermore, high season often promises ideal weather but can also mean higher costs and overcrowded experiences. Low season may offer better rates, but sometimes at the expense of climate reliability or access to certain activities.
However, the lines are increasingly blurring—especially across the EMEA region. Thanks to year-round infrastructure, climate diversity, and evolving traveller preferences, many destinations are no longer bound by rigid high or low seasons. A growing number of locations offer premium experiences even in what used to be considered “off-peak” months.
Rather than avoiding certain times of year altogether, it’s about understanding what each season uniquely offers and aligning that with your programme’s goals. The key is to ensure the timing enhances—not hinders—the sense of reward.
7. CHOOSE UNIQUE AND INSPIRING VENUES
The venue you choose can make all the difference between a good incentive travel experience and an unforgettable one. It’s not just about five-star luxury—it’s about the setting, the atmosphere, and the emotional impact it creates.
In a destination like the UK, you’ll find a wealth of inspiring options that go far beyond the ordinary. Picture a private estate in the rolling hills of the Cotswolds, an exclusive-use Scottish castle steeped in history, or a contemporary venue overlooking the dramatic coastline of Cornwall or the rugged peaks of the Lake District. These are the kinds of spaces that stir imagination and spark connection.
Whether it’s a countryside retreat or a cutting-edge venue in the heart of London, choosing a location that reflects the tastes and interests of your group adds a layer of thoughtfulness and exclusivity to the experience.
8. BE MINDFUL OF SUSTAINABILITY AND CSR
As we mentioned in our previous blog, sustainability and corporate social responsibility (CSR) are no longer optional in today’s incentive travel landscape—they’re expected. Organisations increasingly seek destinations and partners that align with their values, from reducing environmental impact to supporting local communities.
The Futures Landscape Report 2025 from the Events Council states that ‘97% of event professionals believe that social responsibility will be an integral part of their future events,’ which indicates that we can expect to see destinations selected because of their efforts to support sustainability.
At Extraordinary Britain, event sustainability isn’t an afterthought—it’s woven into everything we do. Over half of our supplier network across the UK and Ireland offer green, eco-friendly, and socially responsible services as a core part of their business. Whether it’s sourcing venues with robust environmental certifications, choosing low-emission transport options, or designing programmes that give back to local initiatives, we’re committed to building meaningful, future-focused experiences.
Therefore, incorporating sustainability into your incentive travel plan not only enhances brand reputation but also resonates with a growing segment of socially conscious employees.
9. WORK WITH EXPERIENCED PARTNERS
A destination management company (DMC), like Extraordinary Britain, can significantly reduce the stress and complexity of planning incentive trips. These experts bring local insight, handle logistics, manage supplier relationships, and ensure that every aspect of the programme runs smoothly. Their support allows internal teams to focus on objectives and participant engagement rather than navigating unfamiliar terrain.
For more information on how a DMC can help your event planning process, check out our blog, ‘What Does an Event Planner Do? A Comprehensive Overview.’
10. GATHER FEEDBACK AND CONTINUOUSLY IMPROVE
Post-trip feedback is crucial for measuring impact and identifying areas for improvement. Gathering honest input from participants helps refine future programmes and ensures that your incentive strategy evolves in step with your team’s needs and expectations.
Consider asking attendees, through questionnaires/surveys/discussion groups, what their favourite parts of the trip were and whether they enjoyed the destination and always include a section looking for constructive feedback – this process is all about making the next trip better than the last, to keep the incentive-nature of the reward alive!
A data-informed approach to feedback also supports ROI evaluation, demonstrating the value of the programme to senior leadership.
FINAL THOUGHTS
Choosing the right incentive travel destination is both a creative and strategic exercise. It requires a deep understanding of your team, a clear alignment with business goals, and an awareness of market trends and logistical realities. By using the latest industry insights and prioritising experiences that genuinely resonate, companies can design incentive travel programmes that do more than just reward—they inspire, engage, and transform.
Contact the Extraordinary Britain team today, and let’s make your next incentive trip one that your team will treasure for a lifetime!
