Media Center / New IRF Attendee Preference Study Reports Most Motivating Destinations and Program Design Elements

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New IRF Attendee Preference Study Reports Most Motivating Destinations and Program Design Elements

Washington, DC (May 23, 2024): According to a recent IRF survey of North American employees, the appeal of group incentive travel remains strong. A group incentive travel experience to an appealing destination was rated ‘very’ or ‘extremely motivating’ by 91% of respondents for the third year in a row. 2024 Attendee Preferences for Incentive Travel explores trends in attendee preferences, factors in destination selection, and how incentive travel program design can impact employee motivation.

“The motivational impact of incentive award travel remains high, and attendees find appeal in a broad array of destinations, program attributes, and trip features,” said Stephanie Harris, IRF President. “The insights provided by attendees will ensure incentive planners can feel confident in designing programs that capture the interest and enthusiasm of their attendees while balancing their budgetary and business realities.”

2024 Attendee Preferences for Incentive Travel looks at destinations and program design to determine the elements that provide maximum inspiration to earn the award. Key insights include:

  • Motivational appeal of group travel continues to be extremely high, especially among Gen Z and Millennials, and signals the continued relevance of incentive travel programs.
  • 2024’s top North American destinations preferred by qualified employees include past favorites such as Hawaii, Las Vegas, and Florida.
  • Preferred international locations include countries in Western Europe and Central America.
  • Incentive travel attendees want free time to relax, opportunities for unique experiences, and luxury accommodations and experiences.
  • Previously visited destinations that qualified employees recommend returning to for incentive award travel include Hawaii, The Caribbean, Central America, and Western Europe.
  • Attendees are excited about cruising, with 75% indicating a cruise experience is desirable regardless of the destination.
  • 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.

To download the full study and white paper, visit the 2024 Attendee Preferences for Incentive Travel webpage.

2024 Attendee Preferences for Incentive Travel was supported by IRF’s 2024 Platinum Partner Hilton.

From business to leisure, luxury to family-friendly, Hilton delights guests across its portfolio of world-class brands comprising more than 7,500 properties in 126 countries and territories. Our sought-after destinations are for those who know that where they stay matters.

With a founding vision – and commitment – to fill the earth with the light and warmth of hospitality, Hilton delivers wow experiences for guests. How? Through devoted teams, engaging programs and unsurpassed services. 

Visit to see our outstanding portfolio, to find the perfect spot for your next destination. 

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