< Previousseveral major conference venues, including Tokyo Big Sight International. The city is also full of exemplary buildings reflecting Japanese design, from the ancient to the grand. And when it comes to innovative meeting and event spaces, Tokyo excels with state-of-the-art venues. U.S. Innovative Spots Closer to home, with its mild temperatures and coastal vibes, Seattle is fast becoming a favorite destination for its innovative meet- ing options. Being easy to access, but off the beaten track is appeal- ing for many attendees as they get a sense of privacy and luxury that’s hard to find in the more well- known destinations. Seattle Convention Center’s Summit building is one of very few centers in North America to achieve USGBC’s LEED Platinum sustainability certification. It has a number of innovative features, such as rainwater harvesting, waste dehydrators, solar panels, upcycled building materials and plenty of reclaimed wood. The Seattle Center is the definition of innovation as it was the site of the 1962 World’s Fair. The center features the Climate Pledge Arena, the world’s first-ever net-zero carbon arena; the Space Needle; and the Chihuly Garden & Glass — all of which leave memorable, innovative experi- ences for attendees. Boston and Cambridge in Massachusetts are also key innovative destinations for meetings and events. This stems from a unique cross-pollination of higher education, world- class healthcare, a rich start-up ecosystem, burgeoning fintech, lots of venture capital and unparalleled biotech innovation. According to David O’Donnell, vice president of strategic communications at Meet Boston, these sectors interact to produce not one but two innovation clusters in Boston - Seaport and Kendall Square (Cambridge). “We’ve heard from many planners and clients that they choose Boston because they want to tap into this culture of innovation via osmosis and through dedicated programming,” O’Donnell says. “Hosting events in Boston drives further investment and enhanced interest in future meetings here and how delegates can be inspired by our singular modality of ingenuity and innovation. It infuses everything here.” Sunny Orlando, Florida is constantly reinventing itself, presenting attendees and planners with a variety of innova- tive meeting venues. Cozy, awe-inspiring and monumental, these Orlando gems offer unique accommodations and amenities aplenty. From Universal Orlando Resort to Rosen Hotels & Resorts to Caribe Royale Orlando, these properties are just a small sampling of the unique venues Orlando is known for. Not only do these venues exude luxury, but they also showcase some of the most up-to-date, innovative ameni- ties available in the meetings and events arena today. Las Vegas has long been a “go to” destination for planners. And this innovative destination never gets old as new resorts, hotels and venues fre- quently come on the scene. As one of the more dynamic, diverse, innova- tive cities in the country, San Antonio, Texas is an attractive landscape for any kind of meeting. It has expansive and versatile infrastructure, an expand- ing culinary and attractions scene, and a recently reno- vated convention center in a highly walkable downtown core. It is also an evolving city, with new and reimagined venues, like the Alamo- dome, Pearl, Hemisfair and South- town, that keep the destination fresh for repeat groups and visitors. San Antonio is a big draw for meeting professionals thanks to its accessibility of location, price and variety of options. In addition, one of the country’s pre-eminent conven- tion centers is located in Dallas. The Kay Bailey Hutchison Convention Center Dallas (KBHCCD) is one of the largest When a planner has the opportunity to bring attendees to an unknown, unexplored, or uniquely innovative location, it immediately sparks that hit of dopamine. LIZ LATHAN, CMP Co-founder, The Community Factory Choosing an exotic location and implementing aspects of local customs and food will help to make your event unfortgettable. Courtesy of Liz Lathan 18 April 2024 | Corporate & Incentive Travel | TheMeetingMagazines.comconvention centers in the nation and connects to the Omni Dallas Hotel via an expansive sky bridge. With over 1 mil- lion sf of exhibit space, the KBHCCD offers three large ballrooms and a 21,290 square-foot arena with 9,815 seats. In addition, Dallas offers more than 35,000 hotel rooms. For San Francisco Bay Area meetings and events, the iconic waterfront city of Sausalito offers a vibrant, beautiful venue. The views are the best-in-the-bay, with panoramas of the Golden Gate Bridge, San Francisco skyline, historic sailing ships and hillside mansions. During their off time, attendees can enjoy outdoor activities like paddle board- ing, myriad hiking trails (accessible directly from the downtown shopping area), seaplane tours, as well as art galleries and artisanal cuisine. When it comes to unique, innovative venues, Sausali- to’s Conference Campus, through the Sausalito Center for the Arts, is located in the heart of downtown and features a number of cultural exhibits and speakers throughout the year. They provide flexibility with hourly, day or multi- day rental options, and are easy walking distance to the ferry and bus lines. “The Sausalito Center for the Arts, right in the center of downtown, made it easy for people to see how beautiful the city is,” says Justine Kahn, Founder and CEO of Botina Skincare and event organizer of Winter Market. “It was easy to walk to the restaurants and shops, and the venue provided the versatility we needed to put our own imprint on the event and brand it professionally. The city of Sau- salito helped make it easy for us to coordinate, clean and prepare for the event. Plus there was plenty of parking.” The space is 4,600 sf, with an open modular floor plan — making it versatile enough to host any event. There is also an opportunity to coordinate team-building activities, guest lectures, food from local chefs and special lodging packages through SCA. Other meeting spaces include Casa Madrona and a number of stellar restaurants. Neighbors to the North Recently, Korrin Bizek, senior director event operations at SHW in Seattle, WA, looked to the north — specifically Montreal — to experience the innovative environs of Mon- treal for her corporate client and planning team. “We experienced Montreal’s robust spirit in three diverse seasons — site visits in winter’s several feet of snow and spring’s abundant floral, then held the meeting during summer’s mild temps,” Bizek says. “The meeting attendees could not stop raving about the city’s charm, its beauty, the ease of navigation and the warm hospitality of the locals. From indulging in the vibrant culture to picking up a few French phrases along the way, our experience was nothing short of unforgettable.” The city’s innovative prowess can be experienced most readily at The Palais, Montréal’s convention center in downtown and featuring 508,756 sf of exhibition surface area, in a building that has been awarded BOMA Best 3 sustainability certifications. Space rental options include an array of high-definition screens (perfect for advertising sponsors), a configurable mobile event app, an e-commerce client portal and a stunning rooftop space. Another innovative space is Montreal’s PHI Centre, a meeting place for creative minds, where new concepts reflect a continuing exploration and understanding of art and technology. Along with a specialization in virtual reali- ties and flexible halls that can be transformed for a variety of events, including launches, conferences, screenings, shows, concerts and installations, the PHI also contains creative and production studios. Espace 4 is the largest space, a multifunctional salon equipped with a professional kitchen and linked to the rooftop terrace. Continuous Innovation “Events are on the rise as a way to connect and a way to create content,” Lathan says. “With this increase in quan- tity, enticing people to your event is harder and harder. I believe that everyone will attempt to differentiate them- selves by making their destination feel more innovative and that’s a good thing. Rising tides lift all ships.” Grinnals also believes that innovative destinations will continue to be the preferred choice for companies, planners and attendees alike. “With more and more unique destination resorts being unveiled,” Grinnals says, “they are both an event planner and attendee’s dream.” C&IT © Daph & Nico / Tourisme Montréal Giving attendees time to explore the destination on their own is key. Pictured: The rooftop of the Palais des congrès de Montréal, the city’s convention centre. TheMeetingMagazines.com | Corporate & Incentive Travel | April 2024 19L egal issues are part of every convention and meeting — yet there’s no one-size-fits- all scenario when it comes to dealing with those legal issues. “The legal issues involved in planning a meet- ing are as varied as the meetings themselves,” says Jill Blood, VP, Deputy General Counsel with Maritz. “For a small, low risk meeting, the legal issues are typically straightforward and often primarily focused on contract- ing. For larger complex events, it can be more complicated to manage risk.” On any given day, Blood’s inbox might have questions about what activities are too high risk to include on an incentive trip, how changing data-privacy regulations impact the collection and use of attendee data, how they can safely and thoughtfully use AI to make the planning process more efficient, how trademarked and copyrighted material can be used at events, or how they can navigate visa requirements in foreign countries. “Every day is different!” says Blood. Not surprising, hotel contracts typically remain front and center. “Hotel contract negotiations are, and will always be, a huge part of the event-planning process. Hotel agree- ments often serve as a cornerstone of the process, so a lot of focus is rightly put on those agreements,” she addds. Still, there are plenty of challenges beyond hotel con- tracts. “Because there are so many moving pieces involved in planning and executing a great meeting, it’s important to keep an eye on the larger risk picture beyond contracts,” Blood says. “DMCs, transportation, food and beverage, AV and other vendor agreements are also critical elements of managing risk for an event. And it’s important to make sure attendee data is being used thoughtfully and in compliance with data privacy regulations.” Like others, Blood points to the pandemic as a time when many things changed in the industry. The event industry’s approach to risk, contracts and legal issues changed significantly during and following the pandemic. “The good news is that after facing those pan- demic-related concerns, event planners and suppliers are now even more aware than ever of the risks associated with events and the terms of their contracts,” says Blood. One result of that, she notes, is that it contracts are more detailed and comprehensive, and events are safer for attendees. Unfortunately, there’s also a down- side. “The bad news,” Blood says, “is that it can be harder than ever to get contracts across the finish line. Throughout the event ecosystem, every party is looking at contracts closely and evaluating their risk very thoughtfully. That can add extra time to the contracting process and make the planning pro- cess more complex.” In some cases, says Blood, they’re also seeing new stake- holders such as in-house lawyers, CFOs and other executives enter the planning process, who maybe aren’t as familiar with the nuances of the industry. Educating these new stakeholders can be time consuming and stress- ful for planners. As if all that weren’t enough of a challenge, Blood says the use of AI is now another concern in the meetings industry, just as it’s a concern in almost every other industry. “The technology offers huge potential but also creates risks to navigate. For Maritz, our AI initiative Legal-Ease Understanding Your Legal Obligations Makes Planning Easier INDUSTRY INSIGHT For a small, low risk meeting, the legal issues are typically straightforward and often primarily focused on contracting. JILL BLOOD VP, Deputy General Counsel Maritz 20 April 2024 | Corporate & Incentive Travel | TheMeetingMagazines.comBY CHRISTINE LOOMIS Planning Easier has been a balancing act between moving quickly to take advantage of the potential of the technology, while also ensuring that we’re using it safely and thoughtfully.” The many uses of AI are among the newer issues planners must think about, while also continuing to deal with longtime core issues such as data privacy and security. “As an industry, we’ve always put guest experience first, and I think of data privacy and security compliance as an extension of that approach,” Blood notes. “We want attendees to be confident that their data will be kept safe and used responsibly. That said, as new regulations are passed each year, compliance can feel like a constantly moving target for planners.” Much of the complexity stems from the fact that legal obligations related to data privacy and security are different in different countries and even vary state to states. Blood DepositPhotos.com TheMeetingMagazines.com | Corporate & Incentive Travel | April 2024 21recommends that planners seek the counsel of external privacy experts to help navigate the changing landscape around privacy and security. “That said, at a high level, many of these regulations require that those who collect and pro- cess attendee data ensure that the data is safe and secure and that it is used in line with the expectations and wishes of the attendee,” says Blood. At Maritz, data privacy and security are an ongo- ing conversation between their legal, information security and operations teams to ensure that they’re complying with applicable laws while also delivering the best events possible. For them, that often involves asking a series of questions before they col- lect or share data: • Are we collecting the least amount of data possible to allow us to achieve our goal? • Could this data be aggre- gated or anonymized? • Is the data being used in a manner that attendees have consented to?” Blood cautions that planners should also be aware of new laws in Washington, Nevada and Connecticut that govern the collection and sharing of health data. “In some cases, the definition of health data under those new laws is defined broadly enough that it encompasses fre- quently collected information such as allergies and onsite accommodations.” In addition to differing international laws, when a meet- ing is set outside of the United States it can also complicate basic contract negotiations. “Negotiations can be more challenging outside of the U.S. for a number of reasons including language barriers and cultural differences in con- tract standards,” Blood says. “For example, we often find that standard contractual language around insurance varies widely based on the location of the vendor. The EU also has a robust data privacy and security law (GDPR), that in many cases is stricter than corresponding U.S. laws.” When it comes to overall security, Blood believes it’s all about being prepared. “One of the most important steps a planner can take to mitigate risk on events is to have a robust emergency preparedness plan ready to execute if something goes wrong. It’s impossible to operate an event with zero risk, but having a crisis plan ready if the unex- pected happens can go a long way to mitigating risk.” Lisa M. Sommer Devlin, a Phoenix-based attorney with many years in the meetings industry, says, when it comes to legal issues, attention to detail is crucial. Planners should “make sure the contract is property drafted to state the terms and conditions the parties have agreed upon, understand the financial impact of clause like Attrition/Performance or Cancellation, and understand that privacy issues impact many areas of event contracting.” Although these aren’t new issues, Dev- lin points out that some elements have become more significant in recent years. Privacy, she says, “is increasingly important,” and Force Majeure took on new significance when the pandemic hit. In most cases, she adds, the most serious result of not understanding the issues or failing to pay full attention to every detail is that groups may end up paying for things they didn’t anticipate or include in their budget. Like others, Devlin says data privacy has become more and more challenging. “Customers need to understand that all hotels have their own privacy and data protection policies and can’t enter into a different clause with every customer. Groups need to get permission from their attend- ees for the group to share personal information with the hotel or for the hotel to provide information about group guests to the group.” Moreover, she says, hotels can’t let groups review its in-house guests list or even always provide a list of all of the group’s guests staying at the hotel. “Hotels also can’t let one group know which other groups are in-house and can’t let a group approve other bookings in conjunction with its events. The hotel can agree not to book competitors or named other events, but it can’t go to the group to let it approve or disapprove other bookings.” Devlin points out that Force Majeure events are tied to existing laws, which means a Force Majeure clause must be tied to the applicable legal standards. “The law will automatically excuse parties from their contract if a Force Majeure occurs, whether or not there is a clause,” she says. “If the parties agree on a clause, then its terms will control their obligations.” In addition to adhering to relevant laws, Devlin says clauses should not include vague, ambiguous or subjective DepositPhotos.com 22 April 2024 | Corporate & Incentive Travel | TheMeetingMagazines.comwords “such as ‘inadvisable,’ ‘fear of personal safety,’ or ‘in group’s reasonable judgment.’ These are not legal standards under the law of Force Majeure and should be avoided, as they only result in legal disputes.” Attrition clauses are another challenging element to navigate. “The hotel has the legal right to require a group to fill 100% of its block. Hotel contracts are the only type I know of in which the parties enter into an agreement, but one side does not have to fully perform. You don’t enter into a one-year lease and expect to only have to pay 11 months’ rent,” Devlin points out. “Yet, it has become customary for hotels to agree that groups do not have to fill all of their room block.” She says that negotiating attrition clauses may depend in part on the group’s booking behavior. “For some events, it might make sense to allow the group to release a certain percentage of rooms without obligation at various points, like 90 or 60 days before arrival. That can be attractive to the hotel as getting back the inventory early gives it more opportunity to potentially resell. If the group attendees are last-minute bookers, it may be better for the attri- tion clause to include an allowance that is not ‘use it or lose it.’” Devlin cautions planners to remember that the law of liquidated damages — which is what attrition and cancellation clauses are — does not require damages to be based on “profit,” nor does it require credit for resale. “If you insist on including those things, it’s critical to define the profit percentage and to have a clear and detailed formula for how resale will be calculated.” As to what planners can do to become sufficiently knowledgeable about legal issues, Devlin advises, “Go to as many industry events as possible, learn from experts, take classes to get designations like CMP. Ask your insurance company for a safety review, as they may have ideas to help you do things better.” Shanondoah Nicholson, a marketing events manager with Canada-based Landscape Management Network, a provider of business-management software for land- scape companies, also points to privacy laws and con- tract clauses as primary concerns for planners and adds local laws as well — particularly for meetings in interna- tional destinations. She says even seemingly inconsequential laws might impact a meeting. “I recently hosted an event in Pittsburgh where I needed to pick up beer and wine for an office party. I went to the grocery store only to discover that Pennsylvania laws limit the amount of beer you can pur- chase at a grocery store. By the time I realized, most ‘beer stores’ had closed for the day. Luckily, I had an extra day; however, it would never have occurred to me that there would be a limit in a grocery store versus a beer store. Other laws may have a more serious impact on your event, so it’s important to work with local suppliers to ensure you’re in compliance.” Nicholson adds that any event with international attendees should include lots of early information about visa and passport requirements so that attendees have plenty of time to get required documents. She also cautions that legal issues aren’t just a concern during events but also before and after them. “Before, you need to be aware of any contracts you’re sign- ing and what those obligations are beyond the hotel. During the event, your team should have a plan for legal issues that may arise onsite, particularly if you are serving alcohol or traveling offsite. After the event, you need to have a plan on how you’ll handle people’s data in compliance with the applicable laws.” She agrees that one result of the pandemic is that Force Majeure clauses were suddenly an increased concern. “When the pandemic hit, it was the first time many of us had to invoke our Force Majeure clause. Many of us had never seen it in practice. That awareness is now carrying forward to our events, as we may be asked to review those clauses more care- fully than before.” As for privacy laws, Nicholson says there’s a lot of detail involved. “As event planners, we may have access to attend- ees’ personal identifiable information including passport details and dates of birth. We may also be privy to health information because of vaccine requirements or accommoda- tions needed onsite. Even dietary restrictions are considered personal health details that should be handled appropriately. Laws like CASL and GDRP can impact how you use contact details following an event. Teams should have a plan in place to ensure this information is secure, handled as attendees were informed and only kept for as long as necessary.” At the end of the day, Nicholson notes, “Event planners are responsible for the security of their attendees. Having a clear understanding of laws impacting your event is imper- ative to ensuring the best experience for your attendees.” Whatever type of meeting you have and wherever it’s held, understanding your legal obligations — whether under U.S. law or the laws of the local jurisdiction — should be among your first steps in the planning process. C&IT If the group attendees are last- minute bookers, it may be better for the attrition clause to include an allowance that is not ‘use it or lose it.’ LISA M. SOMMER DEVLIN Attorney TheMeetingMagazines.com | Corporate & Incentive Travel | April 2024 23I t’s not a secret that amazing, personalized incentive travel programs lead to brand loyalty. When companies award their best employees with awe-inspiring destina- tions and memorable moments that redefine extraor- dinary or can’t-get-anywhere-else experiences, with exclusive access to venues, entertainment, events and more — this fosters team bonding and inspires productivity. From off-the-beaten-path adventures to immersive cultural experiences, understanding the facets of creating unique incentive travel experiences to impress attendees in today’s competitive business environment is paramount. Now for planners, choosing the right incentive travel destination involves a lot more than simply selecting the latest hotspot. For attendees who have seen it all, it’s about sparking their imagina- tion and giving them something they’ve never seen. For Shana Davison, CMP, founder and managing director at ASPIRE Event Management in Ankeny, IA, unique incentive travel involves destination diversification because she recognizes the importance of highlighting emerging and uncon- ventional travel destinations that offer unforgettable experiences for corporate incentive trips. “Our success as professional planners highly depends upon the perception of others and whether the experiences we create are per- ceived to be positive, enjoyable, valuable and unique,” Davison says. “Unique incentive experiences capture attendees’ atten- tion and spark excitement, leading to higher engagement levels,” she adds. When attendees are genuinely interested and engaged, they are more likely to participate actively and derive greater value from the experience. The attend- ees’ experience is a direct reflection of Davison’s planning services and ultimately benefits the companies she repre- sents in many ways. Specifically, Davison says that offering unique corpo- rate incentive experiences can help attract top talent to the company and retain existing employees. Employees are more likely to stay with a company that values their contri- butions and invests in their well-being, including providing opportunities for unique experiences and personal growth. “Also, providing attendees with unique experiences cre- ates lasting memories that they are likely to associate with the company or brand. These posi- tive memories contribute to stronger brand loyalty, increased satisfaction and favorable word-of-mouth rec- ommendations,” Davison says. “And sharing unique experi- ences fosters camaraderie, strengthens bonds and cultivates a sense of com- munity, both within the company and with exter- nal stakeholders. Recently, Davison set out to curate an incen- tive program for an event that showcased the best of Charleston, SC, while offer- ing unique and immersive activities that would capture the essence of Charleston’s charm while offering an eco-friendly element. Attendees embarked on their exploration of Mount Pleasant, SC, by way of beach cruisers, immers- ing themselves in the serene panorama of the Cooper River and the bustling Charleston Harbor. Guided by experts, this leisurely tour wove through iconic landmarks and historic sites, offering participants not only a sense of adventure but also opportunities for wellness and educa- Redefining Extraordinary BY MAURA KELLER Driving Brand Loyalty with Incentive Travel Programs COVER STORY Employees are more likely to stay with a company that values their contributions and invests in their well- being, including providing opportunities for unique experiences and personal growth. SHANA DAVISON, CMP Founder, Managing Director ASPIRE Event Management 24 April 2024 | Corporate & Incentive Travel | TheMeetingMagazines.comPhotos by Marcelo Murillo / Courtesy of Joe Fijol tional enrichment. Attendees also were able to experience an authentic and nos- talgic journey through the city of Charleston aboard horse-drawn carriage rides. “This experience offered more than just sightseeing – it was a captivating exploration of Charleston’s architecture, culture and pivotal historical events. Through engaging sto- rytelling, attendees gained profound insights into the city’s rich heritage, deepening their appreciation for its unique charm and character,” Davison says. Attendees were whisked away to a historic venue, where they began a culinary journey through the heart of the South. They enjoyed a Lowcountry Boil, also known as a Frogmore Stew — a one-pot meal consisting of shellfish, crab, corn, potatoes, sausage, onions, and butter, which captures the essence of the region’s rich flavors and cherished traditions. According to Taya Paige, CMM, strategic advisor at ITA Group, incentive travel can and should engage and motivate the entire audience it is designed for. “When a unique trip is properly designed for the audience with communications that tell the story of a unique trip, it’s aspirational and there is a sense of urgency, that if they don’t make the trip, they may never get an experience like it again,” she says. No matter the destination, Paige finds ways to make it unique with a twist that will surprise and delight. One of her favorite incentives that ITA Group planned was to South Africa. They incorporated two nights in Cape Town at Mount Nelson and three nights at Sabi Sands in Kruger. “In orchestrating an unforgettable incentive trip for a close-knit group of 50, we transformed a routine tour into an extraordinary adventure. Witnessing tears of gratitude, we defied expectations with unique experiences, such as a day tour to the Cape of Good Hope via jeeps and Harley Davidsons,” Paige says. “From a picturesque viewpoint rest stop with hot coffee and treats to a private beach lunch, culminating in a speed boat tour around the Cape to see the penguins in their natural habitat on Boulder Beach, we converted a potential lengthy bus ride into a series of cherished memories. This was just the beginning of our creatively crafted, once-in-a- lifetime journey for our attendees,” she says. “Distinct incentives and experiences create fond memo- ries and foster a deeper emotional connection between a company and its employees, employees and their company’s mission statement, and finally, between employees and a destination,” says Rachael Signer, vice president of events and business development at Signature Travel Network. Focus on a destination that is unique and include fun activities to keep attendees engaged. TheMeetingMagazines.com | Corporate & Incentive Travel | April 2024 25“These novel experi- ences stimulate better employee engagement. It’s the most effective form of ‘team-building’ you’ll find,” she says. Signer strives to pro- vide once-in-a-lifetime experiences for attendees at events. But, it’s equally important to leave a positive impact. “We need to leave a place better than how we found it when hosting an event — especially a desti- nation like Maui, where our support did and can still make a significant differ- ence to a community facing adversity,” Signer says. During the annual owners’ meeting, more than 450 Signature Travel members gathered in Maui at the Grand Wailea to celebrate the company’s progress in 2023 and look forward to 2024 initiatives. While they conducted their traditional business, most attendees identified the giveback opportunities as the event’s true highlight. “The devastating wildfires hap- pened in Maui on August 8, 2024, only a month before our event,” Signer says. “We continued with the event after careful consider- ation and in-depth discussions with our local partners and tour- ism authorities. An event like the Owners’ Meeting is crucial in supporting businesses of all sizes, ranging from drivers to hotel employees, photographers, audio- visual professionals and even fam- ily entertainers.” The event was incredible with the backdrop of breathtaking Maui sunsets. As a special gesture, they delighted all attendees with a pair of Maui Jim sunglasses, which were met with tremendous enthusiasm. This not only brought joy to participants but also provided the company with an excellent opportunity to support a local business. Each night held its unique charm, especially the pre- dinner event they had at the Andaz. Before dinner, they arranged a market pop-up featuring local vendors from the Lahaina area, providing them with an opportunity to sell their unique products. “I came home with authentic jewelry, hot sauces, Maui clothing and my new favorite Aloha mug. Attendees not only enjoyed the shopping experience but also left a lasting impact on the artists, who were moved to tears by the end of the evening,” Signer says. “Their expressions of grati- tude echoed the kindness and generosity displayed by all attendees.” Ultimately, more than $2 million was infused into Maui’s economy from the Signature Travel event. Notable Trends Other destinations that Davison suggests are ideal for incentive trips include Jackson Hole, WY; Palm Springs, CA; Austin, TX; Saint Thomas, U.S. Virgin Islands, as well as international locations, including Greece, Italy, Costa Rica and Africa. “Outdoor adventure destinations are gaining in popular- ity. I accompanied a group in 2022 to Jackson Hole, WY, and they had the time of their lives,” Davison says. “Sustainable and eco-friendly destinations are also seeing an increase in activity, includ- ing Costa Rica, Iceland and New Zealand.” Paige points out that Formula One, Superbowl, and other major events are more popular than ever, motivating people to meet the requirements so they can attend. “It can make a program interesting to mix in city and coun- try, or luxury and culture. Turkey is a good example of the perfect mix of a bustling city with iconic sites and seaside escapes with unique get- aways,” Paige says. “It’s a uniquely positioned location that allows you to visit Europe and Asia in a single day.” Paige also points out that people are seeking more cus- tomized and unique experiences, and she doesn’t see this trend changing, especially with Gen Z in the workforce. Depending on the size of the group, Signer says river cruising is an excellent option for a corporate incentive program. Last year, they did a full buyout for Signature’s Courtesy of Shana Davison Planners can attract top talent by offering unique experiences and incorporating wellness activities, like hiking the buttes in Sedona, AZ. “[These trips] are about creating stories that can be shared, fostering a sense of accomplishment that extends beyond the workplace.” DEVEN CRANE Director of Travel Services Extu 26 April 2024 | Corporate & Incentive Travel | TheMeetingMagazines.comMember Appreciation Cruise with AmaWaterways aboard the AmaMagna, sailing the Danube River from Vilshofen, Germany, to Budapest, Hungary. “This experience was truly a storybook sailing, with breathtaking views as the backdrop, creating the perfect setting for our attendees to be inspired and create unforget- table memories together,” Signer says. Being Strategic ETHOS Event Collective Principal Joe Fijol says that experienced corporate planners know what works and what doesn’t, along with what’s feasible given local knowl- edge. Being unique doesn’t always mean spending more; it means being more considerate of attendees. “Creating unique expe- riences boils down to ask- ing: Why is this needed, and what can we do? Corporate incentive events can motivate, inspire and reward participants,” Fijol says. “When planners pri- oritize maximizing ROI for their clients, customiz- ing unique experiences for attendees is key.” Destinations offer their own distinct attrac- tions. What the ETHOS team particularly enjoys is incorporating the local community into innova- tive ideas or themes, high- lighting the significance of being in the chosen destination. By educating attendees about the purpose and importance of the event, they’ve found that they garner greater engagement and achieve more meaningful outcomes. “We begin by focusing on the ‘why,’ encouraging plan- ners to anticipate the unexpected elements that will bring extra excitement for attendees. Since the pandemic, tier two cities have offered new experiences that wouldn’t typically be considered,” Fijol says. Cities such as Santa Fe, Austin, Savannah, Asheville and others provide unique opportunities for attendees to live like a local. To enhance a corporate incentive travel program, Fijol suggests incorporating a giveback initiative that supports the local community. As the competition for top talent intensi- fies, the significance of unique incentive travel experiences in attracting and retaining employees is growing. “An experienced planner prioritizes understanding the preferences and interests of attendees by asking pertinent questions,” Davison says. “Not all planners personalize the planning experience to suit their clients. Some may rely on automated processes that fail to gather information neces- sary for crafting a successful incentive travel experience.” Paige says it is also important that meeting planners consider audience engagement motivators. For example, when it comes to what motivates an audience to participate in an incentive trip, the Gen Z or millennial to baby boomer generations can be polar opposites. “Gen Z and millennials tend to appreciate more free time to explore on their own and immersive cultural expe- riences while boomers enjoy the social aspect of group events and activities,” Paige says. “Your audience is think- ing one thing: ‘What’s in it for me?’ And the more the communication for the event answers this question, the more engaged they’ll be and the more inspired they’ll be to do the work needed to win the trip.” Deven Crane, director of travel services at Extu, says the future of corpo- rate incentive travel lies in its ability to offer unique and unforgettable experi- ences. As the workforce evolves, with a growing emphasis on work-life balance and experiential rewards, the demand for unique travel experiences that offer more than just relaxation is increasing. “These trips are a symbol of status, achieve- ment and personal growth. They are about creating stories that can be shared, fostering a sense of accomplishment that extends beyond the work- place,” Crane says. “In this context, the uniqueness of incentive travel expe- riences is not just important; it’s crucial. It’s about offering something that cannot be found elsewhere, a once-in-a- lifetime experience that echoes the company’s values and the attendees’ aspirations.” In Crane’s experience, a common pitfall in planning cor- porate incentive travel is the lack of customization. Adopt- ing a one-size-fits-all approach can result in experiences that fail to resonate with attendees, missing the mark on delivering a truly impactful and memorable reward. “Moreover, underestimating the complexity of organiz- ing trips to unique or remote destinations can lead to logis- tical challenges that detract from the overall experience,” Crane says. “Successful incentive travel requires meticulous planning, deep understanding of the attendees’ interests, and a keen eye for details that elevate the experience from ordinary to extraordinary.” C&IT Courtesy of Rachael Signer Perfect for outdoor events, Maui offers beautiful landscapes. When not in meetings, attendees can snorkel, hike and learn about the rich culture. TheMeetingMagazines.com | Corporate & Incentive Travel | April 2024 27Next >