Business Tourism Partnership Mission

Nevertheless, a thriving industry exists to service the needs of
corporate incentive buyers and includes such specialists as voucher
companies, caterers, creative theming agencies and corporate
entertainment companies.
Characteristics of Incentive Travel Programmes
The fulfillment of an incentive programme is the travel experience
itself, but this is preceded by a motivational campaign, beginning
with a launch event. Planning cycles vary depending on the
industry sector of the provider. Approximately a third of incentive
campaigns start six months before the trip takes place; the
remaining two thirds start between six and 18 months ahead.
Measurable objectives are set by the incentive providers – usually
the company’s sales or marketing director, often working in tandem
with a specialist incentive travel agency. A continuous promotional
campaign encourages participants to maintain high levels of
performance throughout the period and the highest achievers will
qualify to participate in the reward.
Historically, incentive travel has been experienced by groups of
qualifiers. In recent years, however, there has been an emerging
trend for winners to select the time and sometimes even the
location of their reward, thus turning the reward into a private
holiday with partner and/or family. This trend currently applies to
about five per cent of incentives, but there is no indication that this
figure is increasing. Employers generally prefer to structure the
rewards as group experiences, so that the perception of being part
of an elite ‘achievers’ club’ can be maintained.
Destination Selection
Selection of incentive destinations is based on a number of factors,
including:
• Value for money
• Climate
• Ease of (travel) access
• Business links
• Sophisticated tourism infrastructure
• The ‘wow’ factor
There is a slight overlap in perception between conferences and
incentives. Some incentives incorporate business meetings, while
some conferences nowadays have a significant social and leisure
36