Incentive travel has long been a powerful tool for recognising employee achievements, strengthening teams, enhancing workplace morale and adding value to business events with pre- and post-conference initiatives.
However, shifting corporate priorities, post-COVID-19-pandemic realities and changing attitudes are bringing a change in how we approach incentives.
Sustainability focus
It has become almost cliche to say sustainability is a major trend, but with travel being at the forefront of sustainability discourse, organisations are keen to make it a cornerstone of incentives.
Businesses are focused on booking incentives that have proven sustainability credentials, and organisations providing experiences are increasingly seeking to align their programs with eco-conscious values.
This is strengthening the appeal of some regions and experience offerings to people booking incentives. For example, Tasmania has emerged as a leader in sustainable travel, leveraging its net-carbon-negative status and deep environmental connection as part of its sales pitch.
In many cases, being sustainable is only part of the agenda. Learning something about sustainability is becoming an incentive in its own right.
Business Events Tasmania has integrated sustainability into its incentive programs, partnering with local charities and promoting eco-conscious activities such as farm visits and nature-based excursions.
“The beauty of Tasmania makes it hard not to be leaders in sustainability,” says Business Events Tasmania CEO Marnie Craig.
“We are actively engaged in mapping out how we might provide sustainable measurements in terms of social, economic and environmental success metrics – in partnership with organisations – while also understanding more traditional success metrics.”
Another example of an incentive experience gaining heavy traction due to its educational element is SEA LIFE Sydney, in Darling Harbour, which Merlin Entertainments utilises for corporate and cocktail events.
At the aquarium, participants can learn about marine conservation efforts, participate in eco-conscious events and see firsthand how sustainability is woven into daily operations, with an added dash of exclusivity about the experience to heighten its value as an incentive.
“Our guests get a unique and exclusive look at our attractions that they otherwise wouldn’t be able to access as an ordinary guest,” says Rachel Anker, Merlin Entertainments’ head of public relations.
“That exclusivity makes it a once-in-a-lifetime experience.”
Sustainability incentive experiences that have a lasting, positive impact are particularly in demand.
The Reef Renaissance Experience, offered at Hayman Island, in Queensland’s Whitsundays, is a program that not only indulges in Australia’s world-famous Great Barrier Reef, but ensures every participant gives back to one of the planet’s most precious ecosystems.
The Reef Renaissance Experience enables companies booking conferences or incentive events to contribute directly to reef conservation efforts. A percentage of every booking is allocated to Great Barrier Reef Foundation, funding projects that support reef restoration and sustainability. With the health of coral reefs increasingly under threat, this initiative allows businesses to align their travel programs with environmental responsibility.
Hayman Island offers the ideal blend of adventure and relaxation. Visitors can enjoy luxury spa treatments or indulge in yacht charters for private excursions. Whether unwinding with yoga sessions on the beach or jet-skiing across turquoise waters, visitors experience the Whitsundays at its finest, with an added sense of purpose through contributions to reef conservation.
“Cost can be a consideration – chartering boats or accessing remote areas can get pricey, especially for smaller groups – however, for larger groups, the per-person cost works out well,” says Jayson Heron-Smith, director of sales marketing at Intercontinental Hayman Island Resort.
“There are some trends towards value consciousness, but at the same time, people are looking for much more than a room rate with breakfast.
“People are focusing on experiences that matter the most to them. They’re happy to trim costs in some areas to really value their delegates’ time and provide experiences with impact.”
Prioritising wellness and wellbeing
Another trend shaping incentives travel is focusing on wellness. Corporate clients are increasingly incorporating wellness elements into their itineraries, driven by the understanding that healthy, rejuvenated employees are more motivated and feel better about their work.
Across Australia, wellness experiences have become a vital component of incentive travel programs, providing participants with opportunities to recharge and reflect.
The Northern Territory has embraced this trend by offering wellness-focused activities integrated with cultural immersion.
Experiences such as sunrise journeys at Uluru combine mindfulness practices with Indigenous storytelling, giving participants a chance to connect with nature and local culture while promoting wellbeing.
Similarly, Tasmania’s programs include luxury retreats that emphasise slowing down, reconnecting with nature and fostering creativity.
“Our incentive programs gift delegates with space and time to be more creative, and to make connections with people and places that might otherwise not have been made,” says Craig.
“These connections and experiences lead to a deep sense of reward, which resonates post-experience.
“By stepping foot in Tasmania, you’re finding space to breathe and focus on what really matters.”
The focus on health means countries that are highly regarded for wellness have plenty to offer modern incentive travellers.
South Korea ranks ninth in the world for wellness, and this plays into many of its incentive experiences.
“One popular option is a temple stay that offers participants the opportunity to practice meditation, enjoy traditional tea ceremonies and take part in a cooking class led by Buddhist monks,” says Hyeongjoon Kim, Korea Tourism Organisation’s Sydney office director.
“In this class, participants learn to prepare vegan temple food, which reflects Buddhist principles of mindfulness, non-harm and respect for nature.
“The simple, plant-based dishes focus on natural ingredients and sustainability, providing a truly immersive and calming experience.
“For something equally relaxing, Korea’s tranquil gardens offer an escape into nature, which is perfect for recharging between meetings.”
Experiencing culture
The shift towards experiential travel is another defining trend in the incentives travel market. Organisations are moving beyond standard itineraries, seeking out culturally immersive and engaging experiences that resonate on a personal level.
Australian destinations are well positioned to meet this demand, offering a variety of meaningful activities that connect participants with local traditions, stories and landscapes.
The Northern Territory stands out for its focus on Indigenous cultural experiences. Participants can engage with the Larrakia people in Darwin, experience Aboriginal artwork or explore ancient rock art in Central Australia.
Australians are also enthusiastic to learn about the world, and incentive travel to overseas destinations generally incorporates cultural experiences.
In South Korea, there is a big opportunity to craft incentive programs that blend traditional and modern experiences. Visitors can explore ancient palaces at the start of the day and then engage with K-pop culture through dance classes and interactive tours, for a look at modern Korea that is sweeping the world.
“One of our standout incentive programs was for Anjia Zhengxin Group, who brought 1030 of their employees to Korea,” says Kim.
“What made this trip successful was the blend of traditional sightseeing with unique and personalised experiences.
“The group visited some of Korea’s iconic tourist attractions, such as Gyeongbokgung Palace and the former Blue House (Cheong Wa Dae), which gave them a glimpse into the country’s rich history.
“But beyond the well-known spots, we arranged a special chi-maek [chicken and beer] party at Imjingak Pyeonghwa Nuri Park. This added a unique historical and cultural dimension to their trip.”
Leading into the second half of 2025 and beyond, an overarching trend of incentives travel is flexibility and personalisation.
Whether it’s crafting gin in Darwin, breathing fresh air in Tasmania, enjoying a VIP experience in Sydney, or travelling to an international locale such as South Korea, every destination is motivated to provide something bespoke, honest and authentic.
Photo at top: Nurimaru APEC House conference centre in Busan, South Korea.
