The future of incentive travelis transforming how companies engage and retain talent. At Ovation Global DMC we’re seeing a clear shift toward experiences that not only reward performance but also inspire loyalty, boost morale, and align with business goals. As we look toward 2025, these changes will play a crucial role in defining the value of travel-based incentives.
Recently, our VP of Global Sales Rutger Hoorn was featured in M&C Asia, sharing insights from the Incentive Research Foundation’s European Outlook webinar. His take? The future of incentive travel is more intentional, sustainable, and experience-driven than ever before.
Key Incentive Travel Trends for 2025
- New & Emerging Destinations – Companies are prioritizing fresh locations to keep incentive programs exciting. Western Europe, emerging Europe, and Southeast Asia are among the top choices.
- Sustainability & Shorter-Distance Travel – With environmental awareness growing, organizations are seeking experiences closer to home, balancing novelty with responsibility.
- Group Dining & Cultural Experiences – Attendees value shared moments that foster connection, making culinary and cultural activities more essential than ever.
- Budget Adjustments & High-Impact Experiences – While some budgets have increased, companies are optimizing resources by focusing on smaller groups and curated, high-value experiences.
“The business tool of incentives is so important, especially for attracting a younger generation of workers. Recognition and reward through travel are essential.” – Rutger Hoorn, VP Global Sales, Ovation Global DMC
Beyond travel, the IRF study also touches on non-travel incentives like gift cards and merchandise. While this isn’t Ovation’s core business, it’s part of a larger industry shift toward personalized and meaningful rewards. Something that all incentive professionals should consider when designing programs.
Personalization Drives the Future of Incentive Travel
While group travel remains core, companies are embracing flexibility. The industry is seeing growth in meaningful, personalized rewards, from wellness-focused retreats to hybrid incentive models. This reflects a broader trend: employees value experiences that feel relevant and authentic.
Bring the Future of Incentive Travel to Life
How is your company preparing for the future of incentive travel in 2025? Let Ovation Global DMC help design programs that inspire, reward, and connect.
Contact us or reach out to any of our offices worldwide.