REDEFINING INCENTIVE TRAVEL: THE STORY-DRIVEN, BRAND-ALIGNED EVOLUTION OF EXPERIENCE

Incentive travel has long been a staple in the toolkit of brands seeking to recognise performance, inspire loyalty, and deepen engagement. But as the economic, cultural, and behavioural contexts shift, so too must our approach. We’re entering a new era, one not defined by location or luxury alone, but by narrative, relevance, and resonance that is redefining incentive travel.

We believe there is a timely opportunity to launch a bold, disruptive offer in this space. By combining the expertise and creative power of brands like Strata and Element, and integrating tools like Sherbet, we can respond to evolving client demands and market dynamics with agility, imagination, and scale.

A Market in Motion: The Context for Change

Despite global economic headwinds, the luxury incentive travel market remains buoyant. Why? Because experiences now matter more than ever. The rise of the experience economy has reshaped consumer and employee expectations: experiences are no longer a perk – they’re a personal investment in identity, connection, and value.

At the same time, post-pandemic shifts in workplace engagement have left a gap. Incentive programmes are no longer just rewards; they’re critical levers for building culture, community, and leadership visibility, especially in hybrid environments where ‘together’ time is precious and productivity can’t be measured by proximity alone.

The Shift from Reward to Resonance

Incentives today must do more than deliver sun, sand, and status. They must deliver Return on Time. This emerging metric reframes the traditional ROI/ROE lens: if time is the most valuable currency, the experience must be worth the spend, both for those attending and for those commissioning the programme.

This mindset shift is already affecting design and delivery. Audiences want meaningful, brand-aligned experiences. Organisations want measurable outcomes, not just memories. That demands a new approach, one that:

• Embeds storytelling throughout the journey (pre, during, and post)
• Aligns to brand values and campaigns
• Balances personalisation with purpose
• Elevates ROI through creativity and authenticity

The Offer: Campaignable, Creative, Connected

This is where we see the potential to lead the market with a distinctive offer.

By combining our collective capabilities, we can create immersive, story-rich incentive programmes that function as both rewards and campaigns. These aren’t just events, they’re brand experiences that live across channels and touchpoints.

Imagine an offer that is:

• Strategic: Built on client insight, campaign integration, and clear KPIs
• Creative: Delivered with concept-first thinking, not just logistics
• Scalable: From global flagship destinations to high-impact local experiences
• Authentic: Community-led, ESG-considered, wellness-aware
• Measurable: Amplified through content, storytelling, and digital tools like Sherbet

Key Trends Shaping the Future

• Shorter Lead Times: Clients are increasingly reactive. Agile delivery models, adaptable formats, and strategic readiness are essential.
• Value Reframed: Not about cost-cutting, but value-maximising. Experiences must feel premium in meaning, not just money.
• Authenticity over Excess: ESG and purpose-alignment matter. Destinations and experiences need to reflect personal and corporate values.
• Wellbeing as a Priority: Wellness is no longer a niche, it’s a baseline expectation. Programmes must accommodate this through curated options, not one-size-fits-all solutions.
• From One-Offs to Campaigns: Comms must lead, not follow. The pre- and post-journey phases are as critical as the trip itself.

A Model for Now

This new offer isn’t just aspirational, it’s operational. It’s built to flex across industries, team sizes, and geographies. It lets us meet the demands of today’s market while elevating the standards of what incentive travel can be.

Because when the journey tells a story, it leaves more than just memories. It leaves meaning.