The Incentive Research Foundation has published a new report analysing current approaches to measuring the effectiveness of incentive travel programmes. While most programme owners believe incentive travel contributes to business objectives such as sales growth, employee engagement and retention, only a small proportion are confident that they can clearly demonstrate these outcomes through robust metrics. The findings also show that fewer than one in four organisations currently measure return on investment or conduct cost-benefit analyses.

IRF research identifies need for stronger business-focused metrics

According to the study, 85 percent of programme owners rate the contribution of incentive travel to business objectives as good or excellent. However, only four percent report being very confident that their measurement approach accurately isolates programme impact, while uncertainty about how to measure outcomes remains the most frequently cited challenge. The research also highlights differing priorities between programme owners and third-party providers. External partners place greater emphasis on demonstrating business impact and justifying programme investment, and are more likely to use ROI-based evaluation methods. The report concludes that more consistent and business-oriented measurement frameworks could strengthen the long-term value and credibility of incentive travel programmes.