IRF Releases Study on Sustainability in European Incentive Travel Programs

Washington, DC (May 6, 2025): The Incentive Research announces the release of The Top Ten Takeaways on the State of Sustainability in European Incentive Programs. As companies strive to reduce their environmental footprint, the incentives industry is also evolving to incorporate sustainability initiatives that align with these goals. This new report reflects the insights of incentive travel professionals from across Europe and the UK, who participated in roundtable discussions during the IRF’s Inaugural European Thought Leadership event in Portugal in February.

“European incentives professionals are increasingly focused on incorporating sustainable practices in incentive program design, reflecting a broader cultural shift towards more responsible and eco-friendly practices across Europe,” said Stephanie Harris, IRF President. “Yet despite increased attention on sustainability, efforts are inconsistent, and cost continues to drive decision making.”

The Top Ten Takeaways on the State of Sustainability in European Incentive Programs explores the perception and priorities around sustainability from the perspective of European incentive program designers, third parties, hotels, corporate leadership, and incentive travel participants. Key insights include:

• Hotels and cruise lines are expected to deliver on sustainability and have seen an increase in requests for sustainability assessments and data.
• Cost continues to be the primary driver for incentive program decisions. Sustainability is being given a higher weight in decision-making for RFPs and procurement, but it is still not the deciding factor.
• Attendees are not consistently demanding sustainability measures, and planners note that the luxury experience is considered more important than most sustainability elements.
• Event gifting is shifting from branded merchandise to an increasing use of local, cultural, and high-end items that are more likely to be kept and used by attendees.
• There is opportunity for properties and hotels to differentiate themselves by adopting cutting-edge sustainability practices such as use of renewable fuels, enhanced reduced waste cooking, and local donation programs for surplus food.
• Avoiding high tourism areas and opting for secondary destinations not only supports local economies but also enhances the overall experience for attendees.

View or download a copy of the study at The Top Ten Takeaways on the State of Sustainability in European Incentive Programs webpage.