Incentive Research Foundation Appoints Caroline Lumgair Wiseman as Strategic Advisor, Europe

Appointment will support the Foundation’s ambition to increase awareness of its research, strengthen industry engagement, and advance the strategic value of incentives across Europe.

Washington, DC (October 19, 2026): The Incentive Research Foundation (IRF), a leading independent, not-for-profit organisation dedicated to research and education in incentives, rewards and recognition, has appointed Caroline Lumgair Wiseman as Strategic Advisor, Europe. The IRF plays an important role in helping organisations understand the impact of incentive programmes on business performance, employee motivation, engagement and retention.

Through independently funded research, industry insights and educational initiatives, the Foundation provides evidence to support more informed decisions about incentive strategies, programme design and investment. Its extensive library of research is freely accessible, providing a valuable resource for corporate incentive programme owners, agencies, destinations, hospitality partners and industry organisations worldwide.

Strengthening engagement across Europe

Caroline’s appointment reflects the Foundation’s continued commitment to increasing awareness and engagement across the European market. Working alongside the IRF’s leadership team and European Advisory Board, she will focus on developing relationships with corporate decision-makers, incentive agencies and industry partners, encouraging greater participation in research and strengthening collaboration across the sector.

An important priority will be connecting the IRF’s research with the organisations that can benefit from it, including businesses developing incentive strategies, agencies advising their clients and destinations seeking to understand the wider economic value of incentive travel.

The IRF’s European Thought Leader Summit, taking place in Marbella from 22–24 February 2027, will provide an opportunity to bring senior corporate and agency leaders together to explore new research, exchange perspectives and contribute to discussions about the future of the European incentive market.

“I am delighted to be joining the Incentive Research Foundation and look forward to supporting the important work it undertakes across our industry,” commented Caroline Lumgair Wiseman. “What particularly excites me about the IRF is the depth and quality of its research and the opportunity to make these valuable insights more widely understood and accessible across Europe.”

Bringing extensive international industry experience

Caroline brings 30 years of experience across global events, incentive travel and luxury hospitality. She has founded and led two successful international event and incentive travel agencies, working with leading global brands on executive events, luxury brand experiences and high-end incentive programmes.

“Throughout my career, I have had the privilege of designing and delivering incentive travel programmes around the world for a wide range of organisations,” continued Wiseman. “I’ve seen first-hand how a well-designed and expertly delivered programme can recognise and reward achievement, inspire continued high performance and strengthen loyalty and retention among an organisation’s most valued people.

She is currently Founder and Managing Director of The Event Strategists, an independent international events consultancy and agency. Caroline served for seven years on the Board of SITE Great Britain, with responsibilities spanning membership, events and education. Her wider industry involvement includes advisory board roles with Destination Canada, Convene and Four Seasons Hotels and Resorts.

Caroline will undertake her responsibilities with the IRF on a fractional consultancy basis alongside her leadership of The Event Strategists.

“We are delighted to welcome Caroline to the IRF as we continue to strengthen our engagement across Europe,” said Stephanie Harris, IRF President. “Her extensive international experience, commercial understanding and established relationships across the incentive travel and hospitality sectors will be valuable in helping us connect more organisations with the IRF’s research.”

About the Incentive Research Foundation

The Incentive Research Foundation (IRF) is an independent, not-for-profit organisation dedicated to advancing the understanding and effective use of incentives, rewards and recognition through research and education.

The Foundation produces independent research examining the relationship between incentives, motivation, performance and organisational success. Its research explores industry trends, incentive programme effectiveness, participant preferences, reward strategies and the evolving global incentive travel market.

Freely accessible to businesses and industry professionals worldwide, these resources support more informed investment decisions and help organisations design, deliver and evaluate effective incentive programmes.

Through its research, educational initiatives and thought leadership events, the IRF also encourages collaboration between corporate leaders, agencies, destinations and industry partners, contributing to the continued development and professionalisation of the global incentives industry.

Further information and access to IRF research: www.theirf.org and IRF European Resources