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As a high-value experience, incentive travel remains one of the most impactful ways an organization can drive employee performance and strengthen company culture. To maximize the effectiveness of these programs, it’s crucial to design them with careful attention to both the destination and the experiences offered. Whether it’s a relaxing beach retreat, an adventurous mountain escape, or a culturally immersive city trip, the right destination, accommodations, and actives ensure that employees fully engage with and appreciate the reward.
Designed and commissioned by the Incentive Research Foundation, the 2025 European Attendee Preferences for Incentive Travel study builds on a similar study conducted in North America, providing valuable insights into the specific preferences and motivations of European employees. By identifying what participants value most in terms of destination features, travel accommodations, and overall program design, the study offers a data-driven foundation for companies to create more personalized and effective incentive travel programs.
The 2025 European Attendee Preferences for Incentive Travel study, conducted in the fourth quarter of 2024, surveyed 600 full-time employees from across Europe. Respondents were selected from sales and marketing roles, who were all eligible for an incentive travel award within the past three years to ensure the relevance of their insights.
The survey was distributed across three key regions: Central Europe (including Austria, Germany, and Switzerland), Eastern Europe (including Poland and Turkey), Southern Europe (including France, Italy, and Spain), and the UK/Ireland, providing a broad perspective of the region. Respondents represented a diverse range of industries, including retail, IT, manufacturing, professional services, banking, education, and healthcare, among others. The respondent pool was predominantly male (70%), ranging in age from 23 to 65 years old. Notably, 71% were from the Gen Z and Millennial age groups, while 29% were from Gen X and Baby Boomer generations. Additionally, 79% of respondents have children living at home.
It is important to note that 69% of study respondents have previously won an incentive travel award within the last three years. Noting that this concentration is considerably higher than the general population of incentive reward program participants, response data has been analyzed by each of the various demographic segments. Significant differences are noted where there is potential for organizations to tailor their incentive travel award program to their specific employee base.
As a high-value experience, incentive travel remains one of the most impactful ways an organization can drive employee performance and strengthen company culture. To maximize the effectiveness of these programs, it’s crucial to design them with careful attention to both the destination and the experiences offered. Whether it’s a relaxing beach retreat, an adventurous mountain escape, or a culturally immersive city trip, the right destination, accommodations, and actives ensure that employees fully engage with and appreciate the reward.
Designed and commissioned by the Incentive Research Foundation, the 2025 European Attendee Preferences for Incentive Travel study builds on a similar study conducted in North America, providing valuable insights into the specific preferences and motivations of European employees. By identifying what participants value most in terms of destination features, travel accommodations, and overall program design, the study offers a data-driven foundation for companies to create more personalized and effective incentive travel programs.
The 2025 European Attendee Preferences for Incentive Travel study, conducted in the fourth quarter of 2024, surveyed 600 full-time employees from across Europe. Respondents were selected from sales and marketing roles, who were all eligible for an incentive travel award within the past three years to ensure the relevance of their insights.
The survey was distributed across three key regions: Central Europe (including Austria, Germany, and Switzerland), Eastern Europe (including Poland and Turkey), Southern Europe (including France, Italy, and Spain), and the UK/Ireland, providing a broad perspective of the region. Respondents represented a diverse range of industries, including retail, IT, manufacturing, professional services, banking, education, and healthcare, among others. The respondent pool was predominantly male (70%), ranging in age from 23 to 65 years old. Notably, 71% were from the Gen Z and Millennial age groups, while 29% were from Gen X and Baby Boomer generations. Additionally, 79% of respondents have children living at home.
It is important to note that 69% of study respondents have previously won an incentive travel award within the last three years. Noting that this concentration is considerably higher than the general population of incentive reward program participants, response data has been analyzed by each of the various demographic segments. Significant differences are noted where there is potential for organizations to tailor their incentive travel award program to their specific employee base.
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