Business travel Tourism definition
Today, in order to motivate employees to invest extra efforts at work, they must be offered something more than a pleasant experience. It is not only a trip any more, but an experience on the trip which would enliven them with surprises, special moments and unusual events. The experience they can not relive... no matter how rich they are.
The incentive travel basically implies unforgettable and entertaining trips paid by employers, with the main purpose of encouraging employees to reach challenging business goals of the company by achieving individual and/or group goals.
The incentive travel is predominantly used with the basic aim of increasing sales.
One of the most quoted definitions is the one of the Society of Incentive & Travel Executives (SITE), being: “Incentive travel is a global management tool that uses an exceptional travel experience to motivate and/or recognize participants for increased levels of performance in support of organizational goals”.
Unlike other types of the MICE (Meetings, Conferences, Incentives, Events) tourism, the incentive travel is focused on fun, food and other activities rather than education and work.
Likewise, depending on the culture and social factors, the incentive travel differs in its application and understanding in certain countries.
In some developing markets (such as the Indian market), the incentive travel implies a simple arrangement or only a plane ticked and paid accommodation. In the USA for instance, there is a considerable number of individual incentives using catalogue offer as incentive programmes.
However, the majority of traditional incentive trips imply a group of people for whom an activity and entertainment programme is tailored.
Also noteworthy regarding various national markets, French, Italian and German companies mostly organise incentive trips in their local markets, whereas the local market of Great Britain is apparently relatively small, since most of their companies do not consider it suitable for the incentive travel.
Industries mostly using incentive trips are those operating in extremely competitive sectors where retaining or increasing market shares demands constant great efforts in the sale and management fields, making them incentive trip consumers in their nature.
Generally, the largest buyers of incentive programmes come from the automotive industry, financial services, pharmaceutical industry, office equipment industry, electronics, telecommunications, food processing and tobacco industry, etc.
Effectiveness of the incentive travel
- Facilitating communication and networking opportunities, especially in senior management
- Encouraging the corporate culture and social interaction
- Strengthening company loyalty
- Creating enthusiasm for next business period
The incentive travel impacts those employees who have not been among the rewarded as well. When rewarded colleagues return from their trips excited and with fascinating descriptions of events and the complete experience, other colleagues will be stimulated to work harder in order to be rewarded next time.