A key finding from the recently released Incentive Travel Index 2024 (a joint project of IRF and SITE) is that 65% of North American respondents prefer free time as their “primary activity.” This is well above 2023 (39%) and global responses (only 38% of European respondents ranked free time first) and well ahead of other traditional reward activities such as meals and Cultural/tourist experience.
“This preference for individual freedom—whether physical or mental—reflects a deeper social shift,” said Padraic Gilligan, SITE’s chief marketing officer. “Incentive travel participants may crave unique experiences, but not at the expense of their own happiness or the ability to spend quality time with loved ones. In today’s world, the freedom to choose how to spend their time is a reward in itself.
For Greg Bogue, chief experience architect at Maritz Global Events, the reality is that group incentives as we know them began to disappear about 10 years ago, when people started doing their own research on destinations. “As soon as that happens, people start saying, ‘I don’t want to do that, I want to do things that interest me.'” Companies have to learn how to make this happen more often. The choice is going to be a big deal.
Values-Based Choice
Millennials and Generation Z (approximately 16-44 years old in 2025) are expected to make up about 60% of the workforce by 2025, according to the 2024 IRF Trends Report.
“The behavior of the younger generation is based on their personal values,” Borg said. “It’s not just about designing the rewards, it’s about designing the entire program. I think there’s a lot of opportunity to activate personal values and personal goals during the announcement of the program, the attention it gets, and the qualification process.
This need for individuality will also influence incentive travel destination and hotel choices. Take second-tier cities like San Antonio, for example, where the Pearl District has farmers markets and other features that attract younger generations of local makers and artisans. Or in Columbus, the Short North Arts District has a variety of boutique hotels and dozens of galleries, restaurants, and wineries within walking distance that can host groups or serve as event venues.
From Marriott’s Moxy to Hyatt’s Centric, the entire conglomerate of hotel brands is designing with Millennials in mind and working hard to cultivate their loyalty.
Authenticity is important
In addition to personality, authenticity drives the next generation of participants, influencing every aspect of incentive travel planning, from food to activities to gifts. “Younger attendees prefer a local taco shop to a group meal at a five-star Mexican restaurant,” said SITE President Annette Gregg. “Or give me a stipend so I can go out and find this great local place that I heard about from a tour guide.”
As for gifting, “Maybe they want something locally made. Or give them a choice. There’s a lot of support for micro-businesses, local businesses and things that really fit that context.
Gregg recalls a local craft market hosted by SITE in Punta Mita, Mexico. “Grandma was there sewing the blankets we gave out,” she said. “You can talk to her about it. That would be so meaningful.
Younger attendees are also expected to extend their trips. “We’re seeing this prevalent because people can work from anywhere. So they’re increasing the number of days they can work remotely near the beautiful place you’re paying them to take them to,” she said.
This preference extends to air as well. Many younger attendees don’t need high-touch flight booking services, preferring to book their own flights where they can have more control and freedom.
