Incentive travel, essentially the trips awarded by companies to high-performing employees or partners, is becoming very good business of late.
Judging from the report Incentive Tourism Market: Size, Trend, and Outlook 2025-2035 released by Future Market Insights, the global sector earned US$58.7 billion in 2025 and is growing at a compound annual growth rate (CAGR) of 11.9 percent.
Experts see this as the dawn of the golden age of incentive travel, especially as many Fortune 500 companies are replacing traditional bonuses with once-in-a-lifetime trips for deserving individuals.
What you need to know
A recent report from Corporate Travel Management pointed out that buyers in the Asia Pacific region have shown the highest confidence, with activity expected to rise 32 percent this year and 46 percent in 2027.
Activity in North America is likewise expected to go up by 29 percent this year and around 36 percent next year; however, European buyers remain cautious.
Overall, growth expectations indicate strengthening into 2027, with 37 percent anticipating increased program activity, the strongest forward indicator this year.
Nevertheless, up to 38 percent of buyers worry about inflation and cost increases, particularly concerning accommodation, airfare, and food.
There’s also a notable trend taking incentive trips off the beaten path, pushing for deeper, personal experiences to alleviate modern travel stress.
Upcoming trends
Experts predict global incentive travel will shift towards slow travel, with recipients seeking more authentic, immersive, personalised, and purpose-driven experiences.
Incentive travel in 2026 may feature three key trends:
- Emergent destinations: Companies are moving away from crowded hotspots like Tokyo and Bali to lesser-known, tranquil locations.
- Hyper-personalisation: Smaller firms are learning individual preferences to tailor trips uniquely rather than adopting a standardized approach, introducing wellness options to enhance relaxation during travel.
- Whycations: This purposeful travel trend merges company CSR initiatives with leisure, such as conservation efforts or cultural experiences, resulting in transformative trips that enrich participants.
Incentive travel isn’t just a reward but may transform workplace cultures towards sustainability and individual growth.
