At the 2025 IRF Invitational in Cancun, new data was unveiled that paints the clearest picture yet of what motivates incentive travel attendees in North America and Europe. In a breakout session titled “Give Them What They Want”, our VP of Global Sales & Strategic Partnerships, Rutger Hoorn, joined a panel to dissect the findings from two major Incentive Research Foundation (IRF) studies. The results reveal surprising similarities, stark differences, and crucial new considerations for anyone designing motivational events today. 

While the appeal of group travel is universally strong, a deep dive into the data shows that North American and European professionals define the perfect incentive trip in distinctly different ways. 

The Core Motivators: Similar Desires, Different Priorities 

When asked what features of an incentive trip are most important, a nuanced picture emerges. While both groups value high-quality programs, their top priorities diverge. 

For North American attendees, the leading drivers are free time (85%), unique experiences you could not otherwise have (81%), and luxury accommodations and experiences (80%). The ability to bring a guest comes in at 76%. 

For European attendees, the top priorities are the ability to bring a guest (83%), followed by unique experiences (82%) and the opportunity to experience a unique culture (80%). 

The key takeaway is that while a desire for unique and luxurious experiences is a shared value, North Americans place a higher premium on unstructured time, while Europeans prioritize the social and cultural aspects of the trip. 

Destination Deep-Dive: A Tale of Two Maps 

Nowhere are the differences more apparent than in destination preferences. 

North Americans are equally motivated by domestic and international destinations, with Western Europe and Hawaii tied as the top motivating locations (both at 72). These are followed by other sunny or high-energy destinations like Central America (56), Las Vegas (51), and Florida (50). 

Europeans strongly prefer to stay closer to home, with Western Europe (48%), the Nordics (45%), and Eastern Europe (36%) being their top choices. 

When it comes to destination features, both groups rank Beach/Sunshine as number one. However, the second choice is telling: for North Americans, it is Adventure Travel, while for Europeans, it is Cultural Importance. 

Surprising Alignments: Cruises and Global Concerns 

Beyond the differences, the data revealed two critical areas of alignment that are essential for global program design. 

1. 1. First, cruising is a globally appealing reward. Motivation for a cruise experience is nearly identical between North Americans (75%) and Europeans (76%). This confirms that both ocean and river cruises are a powerful and equally effective option for a diverse, international audience.
      
   2. Second, and perhaps most importantly, is the shared perception of risk. When asked about the impact of geopolitical issues on their perception of incentive travel, the results were identical: 28% of North Americans and 28% of Europeans indicated a negative impact. This highlights a universal need for clear communication, reassurance, and secure program design in today’s world. 

The Sustainability Divide: A Note on Planner Priorities 

While attendee preferences show some alignment, data on buyer priorities reveals a significant gap in the realm of sustainability. The 2024 Incentive Travel Index highlighted a clear divergence between European and North American planners on the increasing importance of these issues: 

• Diversity, Equity, and Inclusion (DEI): 54% of Western European planners see DEI as increasing in importance, compared to 23% in North America. 

• Lower Carbon Footprint: 46% of European planners are prioritizing a lower carbon footprint, versus 18% in North America. 

• Environmental, Social, and Governance (ESG): 40% of European planners report an increasing importance for ESG, compared to 28% in North America. 

This data underscores a key difference in the current market landscape. For global companies, this means a uniform approach to sustainability is unlikely to be effective, and program design may need to be adapted to meet regional expectations. 

Designing for a Global, Nuanced Audience 

The latest IRF research reinforces that a one-size-fits-all approach to incentive travel is a thing of the past. The data provides a clear roadmap to designing programs that resonate on a regional and cultural level. By understanding that a North American may define a dream trip by its flexibility and adventure. At the same time, a European may be more motivated by its cultural depth and shared experiences, planners can create truly powerful and lasting motivational impact. 

Looking to organize an impactful incentive programme? Get in touch!