A new industry study from SITE and Maritz found that incentive travel continues outperforming every other non-cash reward across all working generations.
The report, titled Investigating the Power of Incentive Travel Across Generations, examined how Baby Boomers, Gen X, Millennials, and Gen Z respond to incentive travel, recognition programs, and workplace rewards.
Researchers surveyed 1,000 U.S. workers who had the opportunity to earn travel rewards through company incentive programs during the past three years. After data review, 960 responses formed the study’s final analytical base.
Travel Continues Beating Cash Rewards
According to the findings, individual travel ranked as the strongest non-cash motivator across every generation.
Overall, 61% of respondents described individual travel as “extremely motivating.” Group travel ranked second at 50%. Both travel categories outperformed cash bonuses, gift cards, points programs, and workplace recognition awards.
“This research confirms that travel is not under threat from cash,” said Annette Gregg, CEO of SITE. “If anything, it is the other way around — cash is under threat from travel.”
Researchers said the emotional value connected to travel experiences continues driving strong workplace motivation across all age groups.
Incentive Travel Strengthens Loyalty and Retention
The study also found strong business benefits tied to incentive travel programs.
Among workers who earned trips within the past three years:
- 89% said they were more likely to stay with their employer
- 89% reported stronger loyalty to their company
- 93% said they felt motivated to win again
Meanwhile, 54% described group travel rewards as “a feeling of achievement,” showing the experience itself often carries emotional value beyond the trip alone.
Sarah Kiefer, Vice President of Brand at Maritz, said the data helps companies better understand the long-term impact of incentive travel.
“Incentive travel isn’t just a nice reward,” Kiefer said. “It’s a real driver of retention, loyalty, and future performance.”
Workforce Demographics Continue Changing
The report also challenges several long-standing assumptions about who qualifies for incentive travel programs.
Researchers found that today’s workforce earning travel rewards is younger, broader, and more operationally focused than many traditional industry models suggest.
According to the study:
- 60% of qualifiers work in operations or technology
- Fewer than 10% work in sales
- 80% earn less than $150,000 annually
- Most participants have worked at their company for less than 10 years
The study also found Gen Z workers remain highly engaged with travel rewards programs.
In fact, 40% of Gen Z respondents earned four or more incentive trips during the past three years. That number exceeded both Gen X and Baby Boomer participants.
However, researchers noted that younger workers often prefer more personalized experiences and less rigid group travel formats.
Study Highlights New Design Trends
Researchers said companies must now design incentive travel programs differently to match a changing workforce.
The study identified several important trends shaping future incentive travel programs:
- Greater flexibility for guests
- More personalized experiences
- New destination choices
- Smaller group experiences
- Stronger recognition moments during trips
Researchers also found first-time destinations consistently performed better than repeat locations.
Meanwhile, beach, island, and adventure-focused trips remained especially popular across multiple generations.
Incentive Travel Industry Continues Evolving
Industry leaders say the research provides strong evidence supporting the long-term value of incentive travel programs.
Gregg said the findings give businesses, travel planners, and hospitality professionals better tools for defending incentive travel investments inside executive boardrooms.
The research project was conducted jointly by SITE and Maritz with support from Hilton and the SITE Foundation.
As workforce expectations continue changing, researchers say incentive travel programs will need to become more flexible, inclusive, and experience-driven in the years ahead.
📍 Industry Information
🌐 Download the Full Report:
SITE Global Research Report
🌐 SITE Official Website:
SITE Global
🌐 Maritz Official Website:
Maritz
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