Traditional motivational travel modes, rewards that cannot be obtained – a luxury and exclusivity that you cannot create on your own – are changing.
According to McKinsey & Company, the global market for global travel experiences has grown to over $1 trillion. Anyone who can afford it can buy the opportunity to explore the pyramids of Giza with the Egyptian Antiquities Minister or try it out with the Chilean Olympic team in Polynesia boating on Easter Island. The Instagram feed is lined with individual travelers who have the same authority as those who were once the motivational groups.
Michelle Orlando said today’s reward winners are more complicated than previous generations. Michelle Orlando curated his experience throughout his career and set up his own company Extoque in 2021.
“They travel well. They are experienced. They are not moved by velvet ropes; they are moved by moments that feel like they are truly moved by them.”
It depends on the budget
Talk to many motivational companies, they still let clients host those amazing group motivational experiences that go beyond the reach of most people. However, they acknowledge that this is just a small number of companies with budgets that support such programs, and almost always comes from the insurance, finance, automotive and energy sectors.
At Land O’Lakes, there are many different types of incentive programs for clients and in-house employees, Chris Johnson, Director-Global Travel, Enterprise conferences, experience and sports partnerships, and his team has done a lot of thought and planning for a once-in-a-lifetime experience. For example, recent incentives on a chartered cruise ship allow groups to choose stops at various ports along the Mediterranean coast. The last night the ship was docked in Barcelona, and the closing ceremony was immersed in culture through entertainment and food.
“The guests went through a journey of Spanish culinary tradition and finally reached the end of the breathtaking drone performances on the Barcelona skyline,” he said. “The custom performance traces back to every stop in the trip, with illuminated images and music reflecting the local flavor. It was a unique ending, no single traveler could recreate and absolutely appeal to attendees.”
Layered experience
Planners like Orlando believe that the future of inspiring travel is not defined by luxury—that is defined by intention. “Inspiring travel is definitely based on the idea of providing something irreplaceable, but the exclusive currency has changed,” she said.
The answer to the motivational industry is “hierarchical experiences”, those moments that go beyond a wow can create “surprise + layer of joy.”
Attendees want to spend meaningful time with real people (even if they are famous, even better), such as private cocktail parties and cooking experiences hosted by a celebrity chef in the food network on her personal property, curated by One10. “These personalized itineraries are evolving, with a focus on meaningful engagement, cultural authenticity and surprise elements that align with customer goals,” said Kandice Watson, head of procurement and design.
In another experience, renowned new pop artist Peter Tunney not only had the group go on his personal tour of the Winwood Wall Gallery, but also shared stories about his life and art, and he then brought them to a guide throughout the Winwood Wall Complex. “Peter’s personality is so unique that his story is fascinating,” said Jennifer Gruebner, legitimate sales director! Destination management. “They could have been with him for a few days.”
Extoque recently designed an incentive program for a health brand that brings 200 top performers to fields and farms where its product line is grown. They have the opportunity to talk directly to farmers and food scientists and then serve lunch outside the farm. The event is broadcast to audiences around the world.
“The purpose of each detail is not only to impress people, but to connect,” Orlando said.
“It’s no longer about the most luxurious destination or the most gorgeous five-star dinner. It’s about the story we tell through the location, the emotional clarity we convey through the design and what lasting meaning.”
