New motivation trends for digital nomads and overachieving producers
Trends are changing in the world of incentive travel as we are adapting to “post-Covid” tourism and meeting planning as well as the influx of younger meeting professionals. The traditional activities and offers at all-inclusive resorts are giving way to customization, personalization, adventures and experiences.
Corporate travelers, both young incentive recipients and executive retreat attendees, want opportunities to experience the cuisine, culture, music and history of the host destination. Meeting planners are recognizing the trend and incorporating experiences into planning for corporate retreats and incentives.
Experience Nature
Destinations providing access to incredible natural experiences and adventures are trending with not only the younger generations but across all incentive and executive retreat travelers. From beach adventures to desert excursions, incentive travelers are excited to see the natural beauty surrounding them.
Arizona is known as one of the most scenic desert destinations and the home of the Grand Canyon, a geographical wonder of the world on many people’s bucket lists to visit. For incentive travelers who are looking for a nature experience, the Sonoran Desert offers almost year-round sunshine and outdoor adventures not far from luxury and metropolitan centers.
Read More: Biophilic Design Brings the Genius of Nature Inside
“The uniqueness of the Sonora is that within five minutes you are in the middle of the desert,” says Chris White, director of Sales at Fairmont Scottsdale Princess. “The younger generation of incentive travelers want the outdoors.”
Embracing the trend for nature experiences, the resort offers ATV excursions and Hummer Jeep Tours in the desert and day trips to see the famous Grand Canyon. Yet a unique advantage of resorts in Scottsdale and the Sonoran Desert is their proximity to metropolitan life in historic Old Town Scottsdale. Groups can tour through wild-west-era landscape motifs while enjoying the modern art, music, cuisine and nightlife of Arizona.
“The younger demographic, those are the incentive winners. Those companies are truly looking for something that’s experiential, unique.”
– Chris White, Director of Sales, Fairmont Scottsdale Princess
Another Grand Canyon is in a very different geographical and environmental location yet equally as beautiful. Waimea Canyon State Park in Ko Olina, Hawaii, has claimed its title as the “Grand Canyon of the Pacific.” While lesser known than the gorge on the mainland, there is a level of appeal amongst younger incentive travelers to explore more obscure destinations and pursue new adventures. Aulani, A Disney Resort & Spa brings adventurers to Hawaii’s untouched scenery they might not have ever been to or known existed with the Waimea Canyon & Fern Grotto Experience. Groups then come down the mountain to experience the Spouting Horn. This natural geyser shoots water high in the air through a lava tube. Depending on the volume of the surf and waves, it can get as high as 60 feet.
The natural beauty doesn’t end there. Fern Grotto, which is accessed via a riverboat, is much more than a tourist destination. Known for the first landing place of Polynesian immigrants, it is not only an important feature of Hawaii’s history but a natural amphitheater. With the grotto’s natural acoustics, many musical events utilize nature’s concert hall.
Explore Culture and History
Discovering other cultures is rewarding, educational and creates meaningful memories for incentive travelers. Through off-site excursions offered by incentive destinations, visitors will experience a more meaningful trip as they see the rich culture and traditions of the local community. Incentive resorts are making a more conscious effort to provide options for visitors to have memorable experiences and expand their knowledge of different cultures.
International incentive travel is very popular for those looking for memorable experiences and broadening their global understanding. International luxury resorts have been creating more off-site programs to introduce the local culture to visitors.
Costa Rica continues to be a popular incentive destination and is famous for its ziplining and exotic animals. Yet resorts such as Kalon Surf Resort want to ensure incentive travelers can also understand the beauty and culture of Costa Rica with experiential outings.
“Costa Rican people are very proud of their country,” says Kjeld Schigt, founder of Kalon Surf Resort. “There is an authenticity and connection.”
The resort offers excursions such as farm tours where attendees will meet the local farmers and taste the freshest of ingredients. “They are very nice people,” says Schigt. “They care about the animals, the people and the land.”
Also offered is a coffee-tasting tour. Coffee is not only a drink in Costa Rica, but a connection to their culture and history. Tour groups can learn about Costa Rican culture while tasting coffee so celebrated it is shipped around the world.
History, art and unique culture is everywhere in Europe, yet trending for incentives is “second-tier cities.” Rather than the obvious Rome, Paris or London, lesser-known cities are catering to incentive travelers who discover a new culture with luxury accommodations. Croatia’s coastline is known for its stunning beauty and picturesque coastline, and the history and culture is just as interesting. Walking tours in the alternative city of Dubrovnik take incentive travelers out of the country’s many luxury resorts and back in time with an expert tour guide. With walls, monasteries and tiled streets dating back to the medieval era, attendees will have an interactive historical and cultural immersion as they walk through the city.
Wellness Retreats
Mental, emotional and physical well-being have become increasingly more discussed within the meetings industry, the workplace and in society as a whole. Stress relief, downtime, turning off screens and taking care of oneself and each other is no longer something to be ignored. Incentive experiences and executive retreats can find destinations where business can be conducted yet much-needed wellness treatments are available as well.
Resorts such as Mohonk Mountain House in upstate New York have recognized the younger average age of incentive travelers and their focus on well-being. “The trend I’m seeing which is really coming on strong is they’re concentrating more on health and wellness,” says Eric Domitrovits, director of sales at Mohonk Mountain House. “We have a director of mindfulness here and she does a lot of different events. They’re coming here to do a lot of meditation, yoga, hikes, forest bathing…I’ve noticed a lot more of these types of events.”
Read More: Wellness Hacks: Deep Relaxation Trends
The wellness practice of Ayurveda has become increasingly popular in wellness resorts and spas. The ancient Indian practice has a regiment for nutrition, sleep, exercise and mental wellness. For incentive travelers who have worked hard for the reward, a getaway to an Ayurveda wellness retreat might be just what they need to reset. Not only will visitors have treatments and activities for health and wellness, but they can also be taught practices for continued wellness upon return to their daily routines.
Digital Nomads
Since the global pandemic changed the world and the newer generation of professionals were raised parallel to the evolution of portable technology, one of the most important factors of incentive travel is to ensure the “digital nomads” have both off-site experiences yet high-quality internet accessibility. This is especially important when traveling internationally. While continuing to work on incentive trips may not seem experiential, to a large population of younger incentive travelers it is a mandatory provision that will enhance their experience in remote luxury destinations.
Perla Moreno, public relations manager for Mazatlán Tourism Board, emphasizes the importance of ensuring technological excellence—even in a luxury location. Referred to as “The Pearl of the Pacific,” Mazatlán is an incentive dream.
“The nickname represents the atmosphere travelers will find when they visit,” says Moreno. “Due to its beauty and cultural, historical and natural wealth, Mazatlán is a pearl found within the Pacific Ocean.”
Yet Mazatlán is modernizing quickly with its recognition of the new generation of incentive travelers. The digital nomads are becoming a larger population within the city’s luxury resorts and the tourism board is taking notice.
When visiting a tourist destination, the main component is getting to know it, particularly when visiting it professionally, there will be moments of freedom where the visitor will want to know something about the destination.
— Perla Moreno, public relations manager, Mazatlan Tourism Board
“A digital nomad is a professional who works remotely and with the support of new technologies,” says Moreno. “The geographical location cannot be an impediment for them to carry out their work activities.”
This lends itself to the Mazatlán tourism campaign “where business meets paradise.” The beach destination is recognizing the trends in incentive travel because of the new immersion of the digital nomads demographic. “Digital nomads are still considered a new tourist sector in (Mazatlán),” says Moreno. “Longer stays are observed, and new establishments continue to constantly emerge with innovative and attractive concepts.”
This article appears in the September/October 2023 issue. You can subscribe to the magazine here.
