Traditionally, three key factors are needed for an incentive travel programme to be successful:
- easy and speedy accessibility
- quality hotel accommodation (including food & beverages)
- excellent value for money
Memorable incentive moments are the “creative touches” or “aha” experiences that surprise and delight beneficiaries and participants.
These exceptional moments are what particulary define an incentive travel programme as an authentic and extraordinary experience offered as a reward for / or in recognition of exceptional work / and or sales performances.
Exceptional incentive travel programme delivery is, however, no longer necessarily exceptional because many companies and incentive travel planners have come to expect exceptional professional service as par for the course in their dealings and interactions with destinations, convention bureaux, DMCs, PCOs, accommodation providers, locations, venues, transport and other suppliers.
A growing number of corporate decision-makers are also increasingly seeking incentive travel destinations and partners that are not only bespoke and creative but also fine-tuned to their particular business sector, its culture, targets, goals and other requirements (e.g. automobiles, IT, pharmaceuticals, medicine, banking, biotechnology, media, insurance).
The Business Case rationale, so to say.
"By establishing CampX by Volvo Group we will drive the transformation to new disruptive business models and technologies, with a focus on automation, electromobility and connectivity. "
Such are the corporate goals which DMOs, CVBs, DMCs and PCOs should understand when bidding for MICE business and offering solutions to RFPs. Fundamental questions that should be asked - and answered - are why participants are there and what does the client actually wish to achieve?
Another example of Swedish thinking is the Lindholmen Science Park in the smart and sustainable convention city of Gothenburg - a dynamic space and an arena for collaboration across geographical borders and home to several of Sweden’s leading development projects, with a focus on mobility for tomorrow.
Photo: Lindholmen Science Park, Göteburg, Sweden © Lindholmen Science Park
Bearing these examples of contemporary business practice and motivation in mind, incentive travel providers should develop and adopt customised Incentive Travel Business Cases spelling out in detail why companies and organisations should organise their incentive travel programmes, conferences, meetings and motivational events in any particular city, region and / or country.
These case arguments should be strategically aligned to client objectives, consisely defined and carefully incorporated into and / or reflected in the travel programmes when and where relevant.
Stakeholders should be appropriately educated and briefed - ensuring that all actors are finely in tune with the appropriate message and singing loudly from the same book.
Your clients will be eminently inspired and indeed most suitably impressed!
Photo: "Making the Case" at CONVENTA 2019 in Ljubljana © Dr. Patrick Patridge