The report, Investigating the Power of Incentive Travel Across Generations, examined how Boomers, Gen X, Millennials and Gen Z respond to incentive travel and recognition programmes. According to the findings, individual travel ranked as the strongest non-cash motivator, with 61 % of respondents describing it as “extremely motivating”. Group travel ranked second and both categories outperformed cash rewards, gift cards and recognition schemes. The study also found that 89 % of respondents, who had earned an incentive trip in the past three years, were more likely to remain with their employer afterwards.

Research identifies new priorities for incentive travel and event design

The study indicates that today’s incentive travel audience is broader and more operationally focused than traditional programme models suggest. Most qualifying participants worked in operations or technology roles rather than sales positions. The research also found that younger participants, particularly Gen Z, continue to engage strongly with incentive travel. That said, preferences around recognition, flexibility and group formats differ between generations. SITE and Maritz identified several priorities for future programme design. These include flexible guest options, first-time destinations, integrated recognition elements and event formats tailored to multi-generational audiences. The research was conducted jointly by SITE and Maritz with support from Hilton and the SITE Foundation.