The IRF today unveiled a new study examining how sustainability considerations are being integrated into European incentive travel programs. Based on roundtable discussions held at the IRF’s inaugural European Thought Leadership event in Portugal, the report captures the perspectives of program designers, third‑party planners, hotel operators and corporate leaders.

Key Trends for European Incentive Travel

Findings show that hotels and cruise lines face growing demands for sustainability data, yet cost continues to outweigh eco‑criteria in selection processes. While RFPs increasingly include sustainability weighting, planners report that luxury experience still ranks above most green measures, and attendees do not uniformly insist on sustainability features. Event gifting is shifting toward local, high‑end items, and opportunities exist for destinations to stand out by adopting advanced practices—such as renewable fuels, waste‑reducing culinary methods and surplus‑food donation programs—and by opting for secondary locations to boost local economies and attendee engagement.