Generation Z (Gen Z) is expected to make up around 30% of the workforce by 2030.
These groups have different expectations and values compared to older generations, and it's important to adapt your incentive trips to match their preferences.
In this article, we’ll explore how to create incentive trips that are memorable and connect with your younger employees, helping you build brand loyalty.
Quick summary.
We’ve broken this article down into the 4 key areas Gen Z cares about most when it comes to incentive travel:
- Prioritize memorable experiences over material rewards
- Embrace personalization and customization
- Showcase authenticity and sustainability
- Flexibility and inclusivity
Now, let’s dive in!
1. Prioritize memorable experiences over material rewards.
A big change in incentives is the shift from material rewards, like cash bonuses or gifts, to creating memorable experiences.
Younger generations, especially Gen Z, value experiences over material things—research shows that 70% of Gen Z employees prefer an experience-based reward over physical gifts.
This trend is especially important for incentive travel programs, which offer a chance to create immersive, shareable experiences.
Memorable, shareable experiences.
To resonate with younger generations, your incentive trip should focus on creating experiences that participants will remember and cherish for years to come.
These experiences should be immersive and engaging, appealing to multiple senses.
The goal is to leave a lasting impact that your employees will want to share with others, whether on social media or in conversation.
For example, offering behind-the-scenes tours, access to exclusive events, or guided adventures that push participants out of their comfort zones can help create those unforgettable moments.
These activities provide personal growth opportunities and make for excellent photo ops—something that resonates strongly with the younger generations who value Instagram-worthy moments.
Giving back opportunities.
Millennials and Gen Z are increasingly drawn to travel experiences that offer ways to give back.
Gen Z has grown up amid various crises—economic, political, social, and environmental—and is also the most exposed to sustainability in the public conversation.
They also have the highest regard for corporate social responsibility (CSR) from companies.
When planning incentive trips, incorporating volunteer activities, environmental projects, or charitable events aligns with the values of younger generations and provides a sense of fulfillment that traditional sightseeing often can’t offer.
Adventure and discovery.
Younger generations, particularly Gen Z, are drawn to adventure and discovery.
When planning your incentive trip, look for ways to incorporate thrilling experiences that encourage personal growth and exploration.
These could include outdoor activities such as hiking, zip-lining, or scuba diving, or unique cultural experiences like cooking classes or art workshops.
Adventure-based experiences also help attendees connect with their surroundings and with each other (team bonding).
Instagram-worthy moments.
One of the defining characteristics of younger generations is their desire to share experiences on social media, especially Gen Z, who spend around 6.5 hours a day on their phones.
Give your attendees the chance to capture photos of a beach sunset, a kayaking adventure, or a local cooking experience.
These moments can elevate your incentive trip and get people talking. Plus, when they share their photos on social media, it’s free marketing for your company.
As an incentive planner, choose destinations, activities, and settings that are visually stunning and give your attendees plenty of chances to snap and share their experiences.
2. Embrace personalization and customization.
Personalization is a must-have for designing incentive travel that appeals to younger generations.
Millennials and Gen Z want to have control over their experiences, which means offering customizable itineraries and options that allow employees to choose the activities that interest them the most.
Customizable itineraries.
To ensure that your incentive trips are relevant and engaging for everyone, provide a menu of options for employees to choose from.
For example, some participants may prefer a relaxing spa day, while others may want to go on a guided hiking tour.
Offering multiple options for activities, dining, and accommodations ensures that employees can select experiences that align with their personal interests and preferences.
This level of personalization makes employees feel valued and understood, which ultimately increases the perceived value of the incentive trip.
The more control employees have over their experience, the more invested they will feel in making the most of the opportunity.
Leveraging technology.
98% of Gen Zers own a smartphone, and 91% get their first phone before age 14. This makes Gen Z the first generation to grow up with smartphones.
Younger generations are digital natives and expect technology to play a significant role in their travel experiences.
One of the most effective ways to incorporate personalization is by providing an app that allows participants to customize their travel experience.
This could include allowing attendees to choose activities, book excursions, or even connect with fellow travelers before the trip.
In addition to personalized itineraries, technology can also enhance the attendee experience by providing real-time updates, detailed itineraries, and easy access to event schedules.
Inclusive accommodations.
Younger generations are increasingly looking for inclusivity and equity in their experiences.
Allowing participants to bring a friend or chosen family member, rather than only a spouse, ensures that everyone feels comfortable and included.
With the rise of non-traditional family structures and changing social norms, offering more flexible accommodations makes the incentive trip more appealing to a wider range of participants.
Another important aspect of personalization is offering flexible accommodation options.
Consider offering multiple hotel options at various price points to ensure that all employees can find accommodation that fits their needs.
3. Showcase authenticity and sustainability.
Authenticity is a key value for younger generations.
Millennials and Gen Z want to feel connected to the culture, history, and community of the destination they’re visiting.
Prioritize authentic local experiences and incorporate sustainable practices into your attendee’s itineraries.
Local experiences.
One of the best ways to showcase authenticity is by partnering with locally owned businesses and creating experiences that allow employees to immerse themselves in the local culture.
For example, consider organizing a private dinner at a local farm-to-table restaurant, a guided tour through a historic neighborhood, or a hands-on art or cooking workshop led by local artisans.
These experiences help participants connect with the place they are visiting and create a deeper appreciation for the culture.
Sustainable practices.
Sustainability matters to both Millennials and Gen Z.
These generations are particularly focused on eco-friendly and sustainable products, with 94% of Millennials and 93% of Gen Z being driven by sustainability.
Organizations that prioritize sustainability in their incentive trips can attract and engage younger employees who care about environmental conservation.
Incorporating green initiatives—like using eco-friendly transportation or staying at green-certified hotels—helps align the trip with the values of younger employees.
Environmental appreciation.
Younger generations are passionate about environmental issues, so incentive trips that offer a chance to connect with nature can be especially meaningful.
Consider including nature-focused experiences like eco-tours, hiking, or wildlife safaris in your incentive trip itinerary.
4. Flexibility and inclusivity.
Finally, it’s important to recognize that younger generations value flexibility and inclusivity in every aspect of their lives.
Incentive trips should reflect this by offering flexible schedules, a variety of accommodation options, and activities that appeal to different interests.
Flexibility in scheduling.
75% of Gen Z say they’d pick a job with more flexibility over one that pays more.
Younger generations, especially Gen Z, are used to managing their own time and juggling personal and work commitments.
Offering flexibility during an incentive trip—like free time between activities—lets employees find the right balance between work and play.
This kind of flexibility also gives attendees the chance to explore the destination, recharge, or connect with colleagues on a more personal level.
Inclusivity in activities and social programs.
When planning your incentive trip, think about the different preferences of your attendees.
Millennials often enjoy activity-based networking, like team-building exercises or outdoor adventures, while Gen Z tends to lean toward more laid-back, festival-style events with music and entertainment.
By offering a mix of structured activities and casual social events, you’ll make sure there’s something for everyone to enjoy.
Conclusion: designing for the future.
Designing incentive travel for younger generations requires a shift in perspective.
While older generations may have been content with traditional rewards like physical gifts or cash bonuses, Millennials and Gen Z seek experiences that are immersive, customizable, and authentic.
They value sustainability, flexibility, and the opportunity to give back, and they want to share their experiences with others.
By embracing these preferences and incorporating them into incentive travel programs, organizations can create rewarding experiences that motivate, engage, and retain top talent for years to come.
What’s next?
The future of incentive travel is all about designing programs that align with the values and preferences of younger generations.
To keep your incentive travel program relevant and impactful for years to come, focus on:
- Creating memorable experiences
- Offering personalization
- Staying authentic
- Embracing sustainability
Ready to plan your next incentive trip?
GoGather can help you design an incentive travel program that your attendees remember for years to come. Let’s connect to start planning your most successful incentive program yet!
