Companies are being urged to prioritize incentive travel programs that engage a multigenerational workforce, with research revealing existing itineraries are outdated and do not meet the diverse needs of each generation. Incentive travel experts have shared insights on how companies can tailor trips to accommodate diverse, cross-generational teams, improving motivation and encouraging targets, while also highlighting destinations and itineraries to appeal to a varied workforce. According to new research from incentive travel experts Motivate by Conscious Travel, 41 percent of travel industry professionals believe there is future risk to incentive travel because the design is lagging in an era of generational change.
Nathan Stubbs, incentive travel expert from Motivate by Conscious Travel, said, “Integrating incentive travel programs that cater to a multigenerational workforce can significantly elevate employee motivation and engagement. To maximize the impact of these travel programs, it’s crucial to have an inclusive culture that recognizes and values the distinct strengths of each generation, from Baby Boomers to Generation Z.
“Failing to consider the diverse preferences and needs of a team of varied age groups in incentive travel planning can lead to lower employee engagement, higher turnover and, ultimately, a negative impact on a company’s culture and competitive standing.”
For the first time in history, four generations are present in the workplace, with employees born in the 1950s and 1960s working alongside those born in the 2000s, and experts warn that if incentive travel does not align with the diverse groups and their expectations and needs of these generations, it could lead to significant implications for both businesses and employees.
Research shows that Baby Boomers seek social connection and comfort, Generation X values professional networking with relaxation, Millennials desire meaningful experiences for personal growth and Generation Z have a focus on mental health.
When planning an incentive trip for a cross-generational workforce, Stubbs believes it’s crucial for businesses to select destinations and itineraries that cater to diverse interests, preferences and budgets. “A variety of locations worldwide provide engaging activities for all age groups, ensuring a memorable experience for every participant or employee while accommodating different financial considerations,” he explained.
“Personally, we’ve noticed a significant shift in incentive travel from alcohol-focused activities to enjoyable, wellness-oriented experiences that bring everyone together and strengthen connections, as companies recognize that prioritizing employee well-being and offering memorable experiences are essential for motivating their teams.”
Stubbs believes that by embracing the diverse needs and desires of employees, organizations can create incentive travel experiences that inspire, unite and motivate their workforce. This will ultimately enhance employee engagement, and companies that recognize the distinct preferences of various generations in the workforce will reap the benefits long term.
According to The Incentive Travel Index (ITI) the incentive travel industry is set to grow over the next few years with incentive travel buyers expected to spend more per person than in 2024. “The strategic importance of incentive travel is being bolstered by key workplace trends,” said Stephanie Harris, Incentive Research Foundation (IRF) president and collaborator on the ITI report. “Retaining talented employees and competitive advantages in hiring are cited as increasing in importance, as well as more recent trends such as new generations of qualifiers and leaders and a more dispersed workforce.”
For more information, visit www.conscious-travel.co.uk/motivate.
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