Interest in incentive travel has never been higher.
Whether as a motivating sales reward or bringing teams together, demand is
booming for corporate trips offering exceptional experiences.
Here we examine the requirements of participants in the post-pandemic world of
work and how the myriad attractions of the U.S. capital can boost your next
motivational event
It’s perhaps not surprising that with many staff still
working from home and meetings taking place online, there is a greater need for
physical connection.
And where better to bring your team together than
arguably the world’s most connected capital? Washington, DC is a thrilling city.
With more than $9.6 billion being spent on major development projects
and 15 new hotels in the pipeline, there is always something fresh to be
discovered from unique venues, vibrant neighbourhoods and a glittering
Michelin-starred restaurant scene, in addition to the city’s iconic monuments,
memorials and museums.
Whether
it is boosting sales by rewarding employees for achieving targets with an
exceptional incentive trip, taking your team off-site to brainstorm, reconnect
and build trust or an executive/partner retreat to strategise, companies are
increasingly seeing the value in travel.
The
2023 Incentive Travel Index from the Incentive Research Foundation reported
that 53 per cent of senior leaders consider incentive travel a “need to have”
while 48 per cent call it an “essential strategic differentiator”.
Another recent study by the Incentive Research
Foundation 2024 Attendee Preferences for Incentive Travel found
that the motivational appeal of group incentive travel continues to
be exceptionally strong, with 91 per cent of respondents describing a group
incentive travel experience as ‘very’ or ‘extremely’ motivating. The most
positive responses are from younger generations with 64 per cent of Gen Z
(21-26 years of age) and Millennials (27-42 years) finding group travel awards
to be ‘extremely motivating,’ higher than in older generations.
Overall, 99 per cent of respondents see ‘some’ or ‘a great
deal of value’ associated with an incentive travel award.
Last year Washington, DC proved its increasing popularity by recording
its highest ever number of visitors.
Reinventing incentives
Recent trends show participant requirements are changing,
however, with an increasing demand for flexibility built into itineraries and
opportunities for free time.
With a growing focus on ‘Wellness’ generally, participants rate being given time to relax on an incentive trip as
the most important factor. Rather than being overscheduled with group
activities, attendees want to be given choice and options – the most important
trend to emerge over the past two years.
With its
world-class spas and boundless fitness opportunities, Washington, DC has much
to offer in the Wellness category. Rock Creek Park, for
instance, offers golf, tennis and horse-riding. You can even enjoy yoga with
the Lincoln Memorial as your backdrop.
With no fewer than 25 Michelin awarded
restaurants and chef-inspired
experiences, this is a city beloved by foodies. As planners
rethink incentive event menus with an emphasis on health and creativity, there
is a heightened focus on dishes with locally sourced ingredients, as well as plant-based
and gluten-free options. Washington, DC has a fantastic range of fine dining
vegan and vegetarian options including Elizabeth’s Gone Raw, Oyster Oyster and
MITA.
Just four
blocks from the National Mall, The
Wharf is fast becoming
the city’s most exciting neighbourhood and an excellent destination for dining
and entertainment. With piers and green spaces, it is home to music venue
Anthem and the InterContinental The Wharf, with its luxurious spa and rooftop
pool. The stylish Moonraker rooftop bar at the upmarket Pendry is a fabulous
spot to sip a Japanese-inspired cocktail.
Infact,
there are so many gorgeous rooftop bars and restaurants in the city, you’ll be spoilt for choice.
Harness
the power of connections
In this new era, participants feel empowered and rewarded by a focus on their well-being and the excitement of discovery. Connecting with colleagues and locals, an emphasis on experiences and a deeper sense of belonging is proving powerful with today’s cohort. Greater flexibility within a programme can actually enable and foster more meaningful interactions with colleagues in this age of reduced office time.
Today’s incentive travel programmes should offer
opportunities for participants to connect with new cultures and communities, learn
a new life skill, offering time to appreciate the arts and allow participants
to open their minds and bodies to engaging experiences. Washington, DC offers an exceptional array of unique experiences that do just that from a behind the scenes tour of the National Gallery of Art, home to the only Da Vinci in the Americas, to a West Wing Writers workshop, custom leadership course in Georgetown or photography lesson with the National Geographic Society.
There are also countless opportunities for participants to engage with local communities and give something back including the American Experience Foundation, designed to support the next generation of hospitality professionals, Impact 4 Good, DC Central Kitchen, Bread for the City, National Park Service, Ronald McDonald House and Bright Beginnings. From educational initiatives such as literacy to awareness of community hunger via food pantry projects, there are many engaging causes to support through meaningful activities.
And
with so many world-class activities available for free, Washington, DC is ideal
for participants looking to explore the city. It’s easy to ride the Metro or
hop on a bike and discover all that the city has to offer. Entrance to the
stunning Smithsonian Museums is free as is a trip to
the Smithsonian Zoo, which is looking forward to the arrival of two young giant
pandas later this year. Destination DC lists 100 Free Things to Do in DC from the iconic National Mall to Black
Lives Matter Plaza, the world’s largest library and the 446-acre wonder that is
the National Arboretum. Participants can wander the city exploring their own
interests allowing the host to invest more into organised events and upscale
hotels.
A
bespoke Nautiste yacht cruise with local seafood and signature drinks offers
participants a view of the city from the water while the more adventurous could
paddle on the
Potomac and Anacostia rivers. Others
will enjoy meeting with former presidential speechwriters or
an exclusive tour and reception at Smithsonian museums. Join an historian-led
walking tour of the iconic monuments, a photographer-led session to capture the
monuments at sunrise or take an entertaining history tour from a double-decker bus.
This
very walkable city is also ideal for simply exploring, browsing the local shops
and funky marketplaces before meeting up for a drink at a local brewery.
A team of experts is available to assist planners whether it’s a
Segway tour you’re after or a new attraction such as the International Spy
Museum or the REACH at the John F. Kennedy Center for
Performing Arts. The first major expansion in the Kennedy Center’s history, it
has a green roof, pedestrian bridge, café and 11 flexible spaces that transform
any event into an interactive arts experience. The stunning Skylight Pavilion
features views of the Potomac River and theatrical lighting to transform the
room for special events, while the Moonshot Studio is a 'Maker Space' where
groups can hold interactive workshops or meetings.
Famous as the home of the federal government of the U.S., this
68-square-mile city boasts a wide variety of excellent hotels from luxury at
the Conrad Washington DC and Four Seasons, which has just unveiled a
multi-million-dollar renovation to its highly-rated spa, to lifestyle at The
LINE DC and the Riggs Washington DC. The 200-year-old Willard InterContinental
Hotel has recently undergone renovation and offers a spa and 22,000 sqft of
event space. The Westin Washington, DC has completed an $80 million renovation
and boasts the city’s largest hotel fitness studio while the St Regis
Washington, DC, which opened in 1926, has undergone an extensive redesign and
renovation.
Kick-off your programme atop a rooftop overlooking the iconic
skyline followed by a Monuments by Moonlight sightseeing tour. Have Abraham
Lincoln – in the form of a presidential impersonator - greet you at his own
Lincoln Memorial for added magic. Take in a foodie tour in charming Georgetown while optional excursions
can include anything from art and architecture to American history and politics.
An evening event doesn’t come more memorable than an exclusive hire of one of
the Smithsonian Institution’s iconic museums or dining on the lawn of the first
president’s home at George Washington’s Mount Vernon. Networking can continue
at any of the District’s live music venues and cocktail lounges.
In the 2024 Incentive Foundation Research
survey, 45 per cent of participants said the ideal length of an incentive trip
is 4-6 days and another 41 per cent indicated 7-10 days is preferred while
between 66 and 70 per cent expressed a preference for extending a trip.
Washington, DC provides the perfect base for participants
looking to extend and explore the Capital Region further. From wineries in
Virginia, sailing in Annapolis, fishing for crabs in Baltimore or enjoying the
great outdoors in Shenandoah National Park, there are many exceptional options
in the area.
Data from Cvent shows that 79 per cent of incentive trips are
now planned for 4-6 days while trips planned for 1-3 days has declined from 21
per cent in 2019 to 11 per cent in 2023.
Contact
Destination DC
serves as the lead organisation to successfully manage and market Washington,
DC as a premier global convention, tourism and special events destination, with
a special emphasis on the arts, cultural and historical communities.
To discover more about incentive trips in Washington, DC visit washington.org
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