A New Study from the Incentive Research Foundation Reveals What Truly Motivates European Professionals
A new report from the Incentive Research Foundation (IRF), presented at IMEX Frankfurt 2025, offers valuable insight into how incentive travel is evolving in Europe. The 2025 European Attendee Preferences for Incentive Travel study explores what truly matters to European professionals when it comes to group reward programs, providing a clear picture for companies, planners, and destinations seeking to design more impactful experiences.
Our VP of Global Sales & Strategic Partnerships, Rutger Hoorn, led the panel discussion alongside Jennifer Attersall, Senior Director of Client Engagement at Destination Canada, and Shane Carroll, Managing Director at Precise Events International. Together, they unpacked what’s driving the shift toward personalization, sustainability, and cultural depth in incentive travel programs.
What’s Driving Engagement in Incentive Travel Today?
Based on a survey of 600 full-time sales and marketing professionals across Europe, the study confirms that incentive travel is a powerful motivator:
- 97% of respondents said group travel rewards motivate them
- 55% rated them as “extremely motivating”
- 67% of Eastern Europeans find group travel extremely motivating
- 66% of women versus 50% of men rated it as highly motivating
Rutger Hoorn noted: “We’re seeing renewed energy in incentive travel across Europe, especially in markets like Spain and Greece. These programs are not just back. They are transforming to meet new expectations.”
What Elements Matter Most to Attendees?
European participants are looking for more than a destination. They want meaningful, enjoyable, and personalized experiences that align with their values and lifestyles.
Key elements that matter most:
- Luxury accommodations and experiences – 78%
- Free time – 80%
- Unique and personalized experiences – 82%
- Cultural immersion – 80%
- Ability to bring a guest – 83%
These results point to a growing desire for flexible itineraries, emotional engagement, and thoughtful program design. Attendees value choice, authenticity, and the ability to connect with both the destination and each other.
Preferred Destinations and Travel Design Trends
When it comes to destinations, Europeans prefer locations that are culturally rich and closer to home:
- Western Europe – 48%
- Nordics – 45%
- Eastern Europe – 36%
- East Asia – 35%
- North America – Less than 25%
The study also highlights ideal trip lengths:
- 4 to 6 days for programs within Europe
- 7 to 10 days for long-haul destinations
Top features attendees seek in a destination include:
- Beach and sunshine – 35%
- Cultural importance – 34%
- Adventure travel – 33%
- Historical relevance – 31%
Sustainability and ESG Are Core to Program Design
One of the most notable shifts in the study is the increasing weight given to sustainability, DEI, and ESG considerations. European buyers are significantly more focused on these factors than their North American counterparts.
At Ovation Global DMC, requests are already coming in for “green zones” that allow guests to arrive by public transportation or train. These demands reflect broader societal values and signal a long-term change in program expectations.
“These considerations are no longer secondary,” said Rutger. “They are built into the RFP, shaping everything from hotel selection to transportation and partner choices.”
Creating Incentive Programs That Truly Matter
The IRF report reinforces what industry leaders already feel. Incentive travel is not fading. It is evolving.
Today’s attendees want more than just a reward. They want connection, comfort, inspiration, and purpose. Companies that take these preferences seriously will be better equipped to build loyalty, motivation, and long-lasting impact.
Ovation Global DMC is proud to help shape the future of incentive travel by combining creativity with data and delivering programs that are meaningful, measurable, and memorable.