Why Incentive Travel Isn’t a Trend—and the Association Behind It

By: Rachel Carey, CITP, Vice President of Strategic Accounts
Megan Martinez, CIS, Executive Vice President of Strategic Accounts
Kelly Switzer, Vice President of Strategic Accounts
Jackie Ash, CMP, DMCP, CITP, Senior Director of Strategic Accounts

In the Arabian desert, the wind isn’t just weather; it has a name. Shamal is what the native Bedouin tribes called the northwesterly wind that blows over the Persian Gulf. The Bedouin learned to read the wind because their survival depended on knowing where it would blow next. When three members of our Cohera team traveled to Abu Dhabi for the 2026 SITE Global Conference, they found themselves repeating this ancient practice by reading the winds of change shaping an industry in the midst of evolution.

The question on everyone’s lips: Amidst shrinking budgets and shifting business priorities, does incentive travel have staying power? The answer wasn’t blowing in the wind; instead, it was revealed in this year’s Incentive Travel Index (ITI) produced by IRF & SITE. They surveyed over 2,700 incentive travel industry professionals and, unsurprisingly, they found that securing adequate budget for these efforts is a growing long-term challenge shared by 22% of participants. However, there’s a silver lining: 75% agree that incentive travel is just as valuable as it’s always been; event professionals just need to build a better business case to support it. Our team reflected on lessons learned, trends we’re charting, and how to rise above incentive travel challenges.

From a Perk to a Peak Performance Driver

Rachel Carey, CITP, Vice President of Strategic Accounts

Incentive travel isn’t just a reward; it’s a business strategy built around human connection. There’s no better way to motivate performance, recognize achievements with a magnitude that matches their accomplishments, and create shared experiences that reinforce a company’s culture and values.

Don’t believe me? Check out the Incentive Travel Index, which proved that shared experiences are one of the most desirable attributes of any incentive program. Group cultural sightseeing experiences clocked in at 60%, group dining experiences at 58%, relationship-building at 53%, ‘bucket list’ travel experiences at 44%, and team-building at 35%.

DMCs are more than logistics partners; we are strategic partners and play a critical role in bringing that strategy to life. In fact, the survey found that DMC presence in a destination was a crucial element of selecting it at 29%. We translate goals into experiences, from creative concepts, and turn destinations into “ you had to be there” moments. We help our clients navigate risks, creativity, and impact on the ground.

No matter what the market is doing, people want to feel valued, connected, and inspired. Budgets may be tighter, but that has actually elevated the value of incentive travel. Clients are being more thoughtful about where they spend and why, focusing on experiences that truly matter. Incentive travel continues to prove its value because it delivers results that are emotional and measurable.

Incentive trips builds culture by creating shared memories and stories that teams carry forward. It drives performance because people want to earn that experience again. It strengthens loyalty because recognition feels personal and earned, not transactional. At its best, incentive travel becomes part of how a company shows up for its people. They aren’t just business trips; they are culture-building moments that unlock long-term performance and stronger internal communities.

SITE is the only association fully dedicated to incentive travel, and that focus makes all the difference. It brings together education, research, and community to elevate the entire industry.

For me personally, SITE has been foundational (pun intended 😃). My involvement with SITE Midwest and, now, the SITE Foundation has shaped how I lead, think strategically, and build relationships. The connections go far beyond networking. They are real relationships, mentorships, and partnerships that last. SITE events consistently remind me why I love this industry. Whether it is a local chapter event or Global Conference, there is a shared passion and sense of belonging that you simply do not find elsewhere.       

The focus is shifting from doing more to doing what matters. That shift mirrors what we are building at Cohera. With our Creative Studio, we can partner with clients earlier and more strategically, shaping the story, the flow, and the moments that define an experience. It allows us to move beyond execution and into true experience design. The future of incentive travel is building experiences that are thoughtfully designed, emotionally resonant, and rooted in purpose. That is where this industry is headed, where Cohera is focused, why I’m here, and why I continue to love the work we do every single day!

When the ROI Outlasts the Receipt, the Dollars Makes Sense

Megan Martinez, CIS, Executive Vice President of Strategic Accounts

By 2027, more than one-third of ITI respondents expect program improvements to increase the spend per person. But it’s more than worth the money as its value is realized not just once, but over and over again as something employees will remember for a lifetime. 

Incentive travel goes beyond traditional rewards by creating shared experiences that build culture, loyalty, and motivation. It endures because it works. Companies see the tangible ROI in employee engagement, retention, and performance. People crave connection, and incentive travel delivers that in a way nothing else can. DMCs play a critical role in turning these visions into reality, managing every detail so planners can focus on the strategy and impact.

Beyond the trip, incentive travel strengthens team dynamics, reinforces company values, and fosters a lasting sense of belonging. It creates stories and memories that fuel ongoing motivation and commitment.

SITE is the hub for the people who make incentive travel happen. It’s where planners and DMCs (CVBs, Hotels, Tourism Bureaus, etc.) connect, share best practices, and learn about the latest trends. The local chapters and global events create real community and professional growth opportunities. As 2026 President of SITE Minnesota, I see firsthand how regional leadership strengthens the global incentive community, creating space for collaboration, education, and innovation at every level.

Looking ahead, I’m excited about the continued focus on personalization and sustainability, and how technology will make these programs even more impactful. The shift toward meaningful experiences is only gaining momentum.

Reframing Incentive Travel as a Strategic Business Tool

Kelly Switzer, Vice President of Strategic Accounts

I’m often asked, “What is incentive travel and why does it matter?” It’s a question I love, because it lets me talk about an industry I’m deeply passionate about and a community that continues to inspire me.

Many assume incentive travel is about destinations, logistics, and budgets, but its real power lives in the emotional impact it creates. A well-designed incentive doesn’t just reward success; it becomes a powerful business tool that motivates performance, strengthens culture, and recognizes people in a way they genuinely feel. That impact doesn’t come from amenities. It comes from experiences rooted in authenticity.

In 2026, companies are prioritizing experiences over merchandise, personalization over standardization, and wellness and purpose alongside luxury. I see it firsthand: top performers don’t just value rewards; they value experiences that create real connection.

Attendees remember the moments that immerse them in the heartbeat of a place: sailing with a San Diego crew who grew up on those waters, sharing Cuban coffee and stories in Miami with families preserving generations of tradition, or meeting Aspen artisans whose craft reflects the history of the mountains. With the insight of trusted DMC partners, these connections unfold naturally, revealing the people and stories that give each destination its soul. These experiences feel deeply human and personal. They create emotional resonance strong enough to shape mindset, strengthen engagement, and reinforce a culture of appreciation in ways a line item never could.

This belief, that meaningful experiences create lasting impact, sits at the heart of SITE.

I’m especially grateful to serve on the Board of Directors for the SITE Minnesota chapter. In 2025, we refined our programming to deepen connection and strengthen membership growth. Watching that vision come to life was incredibly rewarding. In 2026, we’re building on that momentum with an even stronger emphasis on social engagement and community impact, ensuring our events don’t just bring professionals together but cultivate genuine connection beyond the moment.

The global SITE community amplifies this even further. It is where best practices are shared, partnerships strengthen, and standards continue to rise. It is driven by a collective belief that experiences, when designed with intention, truly make a difference. Our industry has always been powered by people, creativity, and a shared commitment to meaningful connection.

Raising the Standard for What Incentive Travel Can Be

Jackie Ash, CMP, DMCP, CITP, Senior Director of Strategic Accounts

The future of incentive travel is becoming more intentional. Programs are being designed with purpose, sustainability, personalization, and measurable impact in mind. Expectations are evolving, and that evolution is healthy for our industry.

Recent ITI research shows that 56% of respondents agree younger generations of qualifiers are more likely to decline a trip if the destination doesn’t align with their personal values. That doesn’t signal resistance to incentive travel. It signals discernment. Gen Z isn’t rejecting experiences, they’re raising the bar for authenticity, responsibility, and meaning.

As 2026 President of SITE Southern California, I see this shift firsthand. The role of chapter leadership extends beyond programming events; it strengthens the professional community that shapes how incentive travel is designed and delivered. SITE SoCal brings together planners, DMCs, CVBs, and hospitality partners to exchange ideas, challenge assumptions, and collectively elevate industry standards.

Technology and AI will continue to enhance in-person programs, adding layers of insight and personalization, but it will never replace the power of shared experience. Incentive travel succeeds because it creates human moments that matter.

At its core, this industry endures for one simple reason: people are motivated by experiences that make them feel seen, valued, and inspired. As leaders, our responsibility isn’t just to plan trips, it’s to design programs worthy of the people earning them.

Back to Abu Dhabi

Pull back to the trip. Three people, Abu Dhabi, a conference full of the industry’s best minds. Different roles. Different markets. Different vantage points. Yet they all came back saying the same thing in different words: this industry is evolving, and it’s rising to meet the moment.

The conversations weren’t about excess. They were about intention. About measurable impact. About personalization that feels earned. About sustainability that is integrated, not performative. The future of incentive travel isn’t louder. It’s smarter. More thoughtful. More aligned with the people it’s meant to motivate.

That alignment is exactly what the latest Incentive Travel Index reinforces. If you haven’t explored the data yet, it’s worth the read. It’s a signal of where high-performing organizations are heading next. The best incentive travel programs don’t just reward the past. They build the people who’ll carry your organization forward.