Existing incentive travel programmes do not meet the diverse needs of today’s multigenerational workforce, according to expert insights from Motivate by Conscious Travel.
“We’ve noticed a significant shift in incentive travel from alcohol-focused activities to enjoyable, wellness-oriented experiences that bring everyone together and strengthen connections, as companies recognise that prioritising employee well-being and offering memorable experiences are essential for motivating their teams,” said Nathan Stubbs, an incentive travel expert at Motivate by Conscious Travel.
Almost three-quarters (73%) of senior business leaders in Britain have multiple generations in their workforce and the UK’s workforce is continuing to become increasingly multi-age as working lives extend.
For the first time in history, four generations are present in the workplace. Employees born in the 1950s and 1960s work alongside those who entered the world in the present century.
Experts warn of significant implications for both businesses and employees if incentive travel does not align with the expectations and needs of diverse groups.
Research shows that Baby Boomers seek social connection and comfort, Generation X values professional networking with relaxation, Millennials desire meaningful experiences for personal growth while Generation Z focuses on mental health.
“Integrating incentive travel programmes that cater to a multigenerational workforce can significantly elevate employee motivation and engagement. To maximise the impact of these travel programmes, it’s crucial to have an inclusive culture that recognises and values the distinct strengths of each generation, from Baby Boomers to Generation Z,” said Stubbs.
He warned that failing to consider the preferences and needs of age groups risked lowering employee engagement, increasing staff turnover and having a negative impact on a company’s culture and competitive standing.
Stubbs said businesses must select destinations and itineraries that cater to diverse interests, preferences and budgets.
By embracing the diverse needs and desires of employees, organisations can create incentive travel experiences that inspire, unite and motivate their workforce, enhancing engagement.
The Incentive Travel Index (ITI), published in October 2024, predicts growth for the incentive travel industry over the next two years with an increased spend per person than in 2024.
The report reveals that 41% of the travel industry professionals surveyed believe there is a risk to future incentive travel because its design is lagging in an era of generational change.
“The strategic importance of incentive travel is being bolstered by key workplace trends,” said Stephanie Harris, Incentive Research Foundation (IRF) President and collaborator on the ITI report.
“Retaining talented employees and competitive advantages in hiring are cited as increasing in importance, as well as more recent trends such as new generations of qualifiers and leaders and a more dispersed workforce,” concluded Harris.
