Here are key takeaways from the 2024 IRF Attendee Preferences for Incentive Travel Survey:
- Motivational appeal of group travel continues to be extremely high, especially among Gen Z and millennials.
- Participants seek a getaway that allows for taking part in unique experiences and luxury accommodations. They also desire to share this opportunity with a guest brought along on the trip.
- Beach and sunny destinations continue to be highly desired and align well with a destination that provides a much-appreciated opportunity for downtime to relax.
- Nearly six out of 10 recent winners extend their trips.
- The popularity of cruising continues to grow after the pandemic-related declines. Three- quarters of respondents say cruises are desirable regardless of destination, and improved perceptions of safety and comfort drive up cruising appeal.
- Similar to last year’s responses, survey results indicate interest in a broad range of destinations, while booking data indicates a critical mass of programs focusing on Mexico and the Caribbean for destinations.
- Hawaii was rated high across the board for incidence of previous visits, interest in returning for leisure, and likelihood to be recommended for incentive travel reward. Despite this, bookings realized for Hawaii have been declining for several years and the Hawaiian destinations are not in the top 20 of Cvent bookings.
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