The effectiveness and impact of incentive travel programs are a direct result of the immersive, experiential nature of the reward. Destination choice and features are crucial to the design of a high-impact program, and considerations for location features, past travel destinations, cost, and recommendations of others combine to affect the attendee response to the trip. _2024 Attendee Preferences for Incentive Travel: How the Right Destinations and Good Program Design Boost Employee Motivation _examines the role of destination appeal and value to participants as well as the influence of key features and experiences of trip design. The study also explores differences between preferences and real bookings for destinations.

Key findings include:

• The appeal of incentive travel is very high; even the least-preferred trip destinations and features are appealing and motivating to attendees.
• 2024’s top North American leisure destinations preferred by qualified employees include past favorites such as **Hawaii, Las Vegas, **and Florida.
• Preferred international locations for leisure include countries in **Western Europe **and Central America.
• Previously visited destinations that qualified employees recommend returning to for incentive award travel include **Hawaii, the Caribbean, Central America, **and Western Europe.
• Cvent booking data illustrates **Mexico **and **the Caribbean **are still trending high for incentive destinations with nine out of the top ten booking destinations being in those regions.
• **Hawaii’s **top billing with attendees does not translate to top bookings by planners, illustrating a common gap between attendee preference when given no limits and the trade-offs planners face when designing and operating programs with real-world considerations.

Beyond destination preference, program designers work to address the interests of participants for activities, experiences, and unstructured time. Attendees prefer unique experiences, varied activities, and provision of sufficient finances for the trip, with costs covered for any extras.

Another trade-off between attendee preference and program design realities emerges in the length of the trip. Attendees generally hope for longer trips than planners are booking, particularly for trips outside of North America. And although extensions are down somewhat since the 2023 survey, 57% of attendees continue extend their trips, split evenly between pre-trip and post-trip extensions.

The 2023 study saw a rebound of cruises booked for incentive travel programs. In 2024, attendee perceptions of cruise ship safety and comfort continue to rise. Three-quarters of the 2024 study’s respondents agree that a cruise experience is desirable regardless of the destination.

After the post-pandemic rebound in incentive travel seen in 2023, there is likely to be some stabilization of destination and design preferences as attendees and planners settle into business as usual. Early returns to incentive trips prioritized domestic destinations and properties ready to accommodate requirements for safety and service. With increasing distance from the peak of the pandemic there is less variability in safety and service readiness and generally higher comfort levels for international destinations, and attendees are signaling they’re ready to travel.

1. Introduction
2. Methodology
3. Incentive Travel Awards Continue to Have High Motivational Appeal
4. Priorities of the Most Motivating Incentive Trips: Time to Relax & Flexibility
5. Length of Trip: North America Shorter than International
6. Increased Interest in Incentive Travel Cruising
7. Destination Features: Beach & Sunshine Remain on Top
8. Previous Experiences with Destinations
9. Destination Preferences: Hawaii Still on Top, Domestic Rising
10. Preferences vs. Actual Planned Incentive Trips: Cvent Booking Data
11. Summary and Key Takeaways