TL;DR: It’s time to stop treating your incentive trip like a perk and start using it as a business tool.
Well-designed incentive travel programs can boost sales productivity by 18% and produce an ROI of up to 112%. But for too long, these trips have leaned on the same formula: sun, spa credits, and a group dinner.
They might check the “reward” box, but they often miss the mark on business impact. And as budgets tighten and expectations shift, incentive trips need to work harder for your business.
The good news? You don’t need to spend more. You need to rethink your strategy and planning approach.
An incentive trip brings your top performers together in one place. That’s a huge opportunity.
The question is: what are you doing with it?
Quick summary.
Here’s what we will be covering in today’s article:
- What’s broken with the “set it and forget it” approach
- Why shifting from vacation mode to business mindset matters
- How executive involvement changes the game
- How to build purpose and connection into the experience
- 10 practical steps to make it happen
Let’s break it down and build something better.
The problem with “set it and forget it” incentives.
Many traditional incentive programs fall into a predictable rhythm:
- Book a desirable location
- Add resort credits
- Include a group dinner
- Offer a mix of optional excursions
That structure might feel rewarding at first glance, but in reality, it’s easy to cut when budgets are under review.
Why?
Because a $10K check or solo vacation is often just as appealing to a high-performing employee, and far less effort for the company.
If your trip could be replicated by a credit card and a travel agent, it’s not worth the time away from the business. And your top performers know that too.
When there’s no larger purpose to your incentive trip, your executives see no reason to keep it when money gets tight.
Flip the script: From vacation to business advantage.
Instead of planning a luxury getaway, think about framing your incentive trip as a strategic, business-driving retreat for top performers. A gathering of the best in your company, with access to executive leadership, peer insights, and purpose-built experiences designed to push the business forward.
This is a chance to give your winners more value, connection, and say in the future of the business they help grow.
If you can structure the experience so it becomes part of your business development strategy, then it’s a must-have for your company.
Executive buy-in is the secret ingredient.
The presence of senior leadership at your incentive trip is a strategic tool. And when we say presence, we mean thoughtful, consistent presence in conversations and networking, not just a room on property.
Your leaders should be involved from the very beginning and active participants in the full experience.
When executives and stakeholders join your incentive trip with a clear goal to connect, listen, and learn, it changes the tone of everything.
Here are some ways you can involve your leadership:
- Schedule one-on-one time between your president and top sales leaders.
- Open up real channels for two-way feedback.
- Give leadership direct insight into what drives top performers and how that can shape company strategy.
That kind of connection can’t happen over email. It needs the right setting, and your incentive trip is the perfect time.
Build your trip around business-driven moments.
This doesn’t mean turning your trip into a four-day workshop. No one wants to sit in a ballroom from 8 to 5.
But it does mean layering in meaningful moments that matter to your company’s growth, like facilitated brainstorms, leadership panels, or cohort conversations led by internal stakeholders.
- Organize an executive breakfast that turns a casual meal into a strategic or tactical conversation.
- Create small groups with shared business goals that meet throughout the year, post-trip.
- Even something as simple as a post-golf debrief to talk about team challenges or success stories can create space for reflection and learning.
If you’re already hosting dinners or excursions, use those existing moments more intentionally. Make sure to communicate the importance of these meetings with your executives so they show up and participate accordingly.
Build cohorts that last beyond the trip.
Your incentive trip doesn’t have to end when the return flight lands. You can extend the value all year long by structuring post-event connections.
- Assign an executive to each small group of winners (8 to 10 people) and have them check in quarterly.
- These cohorts become cross-functional, regional think tanks that can share ideas, flag challenges, and drive alignment across departments.
Over time, being part of the “President’s Circle” or the “Chairman’s Club” means your attendees are part of a living, breathing business unit.
Why purpose wins.
The key message here isn’t that you need to overhaul your entire program or double your budget. It’s about rethinking how you use the structure you already have.
Flights, rooms, meals, and excursions are big costs that you have to cover. But once those are covered, a bit of thoughtful planning can turn a simple trip into a strategic advantage.
Use your internal resources to lead sessions, run discussions, and provide feedback. Create experiences your attendees can’t get on their own.
- If attendees are traveling in early, offer optional peer-led skill shares or micro sessions before the kickoff.
- If you're hosting a welcome reception, have department leaders share one key insight or priority for the year.
- If you're offering a morning yoga session, invite a speaker to tie it back to leadership mindset or resilience.
Make the trip worth their time and your budget.
10 steps to make your incentive trip more strategic.
Here are 10 steps you can take to turn your incentive trip into a powerful tool for achieving real business results.
1. Start with a purpose.
Before you launch into the logistics, start by asking what business outcomes you want to drive. Whether it’s stronger cross-team collaboration, fresh ideas for the business, or deeper executive insights, let those goals guide your planning.
How to do this:
- Define what success looks like beyond “fun in the sun”
- Set business goals for the trip (e.g., cross-functional connection, executive visibility, feedback gathering)
Related: Running a franchise? Here’s how to make incentive travel part of your growth strategy.
2. Involve executive leadership early.
Make sure your leadership is involved in shaping the incentive trip from the start. Their presence is a core part of making the event experience feel valuable for attendees and connected to the business.
How to do this:
- Include leaders and key stakeholders in the planning process
- Assign them clear roles during the trip (e.g., breakfast host, cohort leader, discussion panelist)
Related: How to get buy-in from your senior management on your incentive travel.
3. Build feedback loops into the experience.
Structure time for real conversations that go both ways. Incentive trips are a great opportunity to hear directly from top performers.
Structure time for conversations that go both ways: between leadership and attendees, and among peers.
How to do this:
- Schedule sessions where top performers can share insights with leadership
- Facilitate peer-to-peer learning moments
4. Create ongoing cohorts.
Plan for the relationships to continue after the trip ends. Don’t let connections fade once the trip is over.
Form cohorts that stay in touch throughout the year, ideally with executive sponsorship. This extends the ROI and impact of the trip long after everyone’s home.
How to do this:
- Group attendees into small, cross-functional teams led by an executive
- Encourage quarterly virtual meetups to keep the momentum going
5. Reframe existing moments.
Take a second look at what’s already on your agenda and give it a little more purpose. You're already planning meals, activities, and social hours, so use them more intentionally. Add prompts, conversation starters, or facilitators to turn casual time into useful touchpoints.
How to do this:
- Turn meals into roundtables
- Add a purpose to excursions (e.g., post-activity debriefs)
- Use social time for guided conversations
Related: Here are 6 incentive travel trends to incorporate in your next event.
6. Make the invitation mean something.
Position your incentive trip as an achievement. Being invited to this event should mean membership in an elite, business-driving community. Brand it, name it, and give it weight inside your organization.
How to do this:
- Tie the trip to a larger business unit or elite group (e.g., President’s Circle)
- Give it an identity that carries weight all year
Related: Not sure where to host your next incentive trip? Here are 14 new all-inclusive resorts to consider.
7. Avoid what they can do on their own.
Focus your efforts on the value only your company can create. Top performers already know how to book a great vacation.
Focus your planning on things they can’t get without your company, whether that’s access to leadership, strategy sessions, or team-building experiences.
How to do this:
- Skip activities that attendees could plan better themselves
- Focus on things that only your company can offer: unique access, custom content, and curated connections
Related: Looking to make your incentive trip or President’s Club feel extra special? Check out these 10 room drop ideas.
8. Use internal resources to power sessions.
You don’t need a keynote speaker at your incentive trip. Your top performers are already full of valuable insight. Create space for them and your leaders to share their experiences, teach each other, and grow together.
How to do this:
- Pull in leaders to run brainstorms or panels
- Let top performers share what’s working in their regions or departments
Related: Putting together a sales incentive trip for your top performers? Here are 6 practical ways to make it a success.
9. Be honest about the experience.
Audit your agenda like you would any business plan. If a session feels like filler or doesn’t serve a real purpose, skip it. If something could be better with a small shift, make the change.
How to do this:
- If something feels like filler, cut it
- If something could be more useful with a small change, make it happen
Related: Trying to keep your incentive trip relevant as attendee expectations shift? Here’s how to design experiences that connect with future generations.
10. Treat it like a business unit.
Track it, measure it, and report on it. Capture insights from your incentive trip. Report back to the broader company.
When you treat this like part of your business strategy, it earns its place in next year’s budget.
How to do this:
- Track outcomes from the event
- Share takeaways across the organization
- Use insights to inform broader strategy
Related: Looking for a team to take all the logistics off your plate? Here’s our list of the top incentive travel companies.
Conclusion.
If your incentive trip looks and feels like a vacation, it will be the first thing to go when budgets get tight. But if your corporate event is tied to strategy, talent development, and meaningful business outcomes, it becomes something that can’t be replaced.
No, it doesn’t always mean spending more on your event. It’s about being thoughtful, intentional, and strategic with what you’re already doing. (Here are 10 easy ways to personalize your incentive trip experience.)
That’s what will make your next incentive trip actually worth it, for your company and your attendees.
Ready to plan your next incentive trip?
Our team brings decades of experience designing incentive trips that inspire, connect, and drive real results. If you're ready to build a purpose-driven experience from the first invite to the final sendoff, we’re here to help. Let’s talk about how to make your next incentive trip your most impactful yet.
