Incentive travel is set to see modest growth through 2027, tempered by mounting concerns around rising costs, global instability, and shrinking optimism, according to the 2025 Incentive Travel Index (ITI).
The Incentive Research
Foundation (IRF) and the Society for Incentive Travel Excellence (SITE)
have unveiled the 2025 edition of the ITI at IMEX America.
Produced with research partner Oxford Economics, the eighth edition offers a
panoramic global view of incentive travel today and tomorrow, based on insights
from 2,700 professionals across 85 countries.
Expectations for 2026
show flat usage of incentive travel programs in terms of participant volume.
Several powerful forces
dominate the 2025 edition: geopolitical risk, trade tensions, AI disruption,
and demographic change. Regions are consolidating incentive activity locally,
while demand for US destinations is in sharp decline. At the same time, AI is
beginning to affect programme design and delivery, and generational shifts are
reshaping destination preferences, programme formats, and reward structures.
“While 75 per cent of respondents
agree that the value of incentive travel remains strong, they also say the
business gets tougher every year,” said Stephanie Harris, IRF president.
“Incentive professionals are under pressure to deliver more with less - without
compromising quality or impact.”
“Buyers continue to seek out
something new,” said Annette Gregg, SITE CEO. “Nearly 70 per cent are seeking
destinations they haven’t used before - and 63 per cent already have new ones booked
for 2026 or 2027. What hasn’t changed is what matters: direct air access, top-tier
accommodations, and a trusted DMC remain top priorities.”
The report was launched to a
standing-room-only crowd at IMEX America, moderated by Andy Schwarz (IRF) and
Pádraic Gilligan (SITE), with live expert commentary from Genny Castleberry
(Brightspot), Anesa Martin (Hilton), and Justin Myers (Bishop-McCann).
For key insights from ITI
2025 and past editions, visit www.incentiveindex.com.
