The May 2025 Northstar/Cvent Incentive PULSE Survey reveals some major shifts and challenges for incentive travel programs. It reveals an industry that's not just weathering storms but charting new courses for success.
Here are the key findings and opportunities from Tuesday's IMEX education session, What’s the Incentive Travel Pulse? With speakers Lisa Grimaldi, Editor, Incentives and Destinations,Northstar Meetings Group and Shawn Sawyer, President and Creative Director, Cacique International Limited.
The pulse of incentive travel: resilience amid uncertainty The incentive travel industry has always thrived on optimism, but recent global developments have tested its mettle. The latest survey of North American incentive planners reveals mixed sentiments: while bookings remain steady, optimism has noticeably declined. Nearly half of planners report that changes in government policies and economic conditions have impacted their programs. Despite this, bookings for 2025 remain steady, with a notable focus on the first half of the year—a shift that highlights how planners are adjusting their timelines to navigate uncertainty. This adaptability is a testament to the industry's ability to pivot and innovate, despite external pressures.
Destinations: Embracing diversity and new horizons The US and Caribbean continue to perform as top destinations, but there's a growing appetite for adventure. Canada, Mexico and Europe are emerging as hot spots for future programs. This diversification opens up exciting new possibilities for incentive travel.
Budget creativity and generational insights About 30% of planners are working with tighter budgets, but this challenge is sparking innovation. We're seeing creative solutions to deliver high-impact experiences within new constraints. The generational mix of participants offers intriguing opportunities. With Gen X leading the pack and Baby Boomers still active, we have the chance to craft multi-generational programs that resonate across age groups.
AI: Empowering planners to focus on what matters The growing adoption of AI tools is a positive trend, with 29% of planners now leveraging technology for tasks like marketing. Far from replacing the workforce behind an event, AI is freeing up planners to focus on the creative and strategic aspects that truly elevate incentive programs.
Looking ahead: Embracing change and opportunity While the current landscape presents challenges, it's also ripe with potential. Our industry is so adaptable in the face of political and economic shifts. We're seeing planners get creative with destinations, program design, and use of technology.
By staying flexible, embracing innovation, and focusing on the unique value of in-person experiences, we're well-positioned to thrive in the evolving world of incentive travel.
The coming years promise to be an exciting time of reinvention and growth. As planners, we have the opportunity to shape the future of incentive travel, creating programs that not only meet but exceed expectations in this new landscape.
