Here's a scenario that will be familiar to anyone who plans corporate incentive travel right now.
You have a group of high performers heading to an exceptional destination.
Senior leaders who want comfort and great wine. Millennial sales stars who expect something genuinely surprising. Gen Z newcomers who will share the whole thing on social media before the welcome drinks are finished. And Generation X in the middle, quietly hoping for something genuinely engaging rather than a forced group exercise.
One trip. Four generations. One chance to get it right.
For the first time in history, organisations are managing workforces that span four distinct generational cohorts, each with different ideas about what makes a reward feel genuinely rewarding. And according to the data, most incentive travel programs aren't designed with that reality in mind.
This is exactly where a specialist Destination Management Company (DMC) like TERRAEVENTS stops being a logistical convenience and becomes a genuine strategic partner.
Keep reading to find out more.
What Does Data Tell Us About Multigenerational Workforces?
The 2025 Incentive Travel Index, produced by SITE and the Incentive Research Foundation in partnership with Oxford Economics, drawing on insights from 2,700 professionals across 85 countries, is unambiguous about both the opportunity and the challenge.
75% of respondents agree that the value of incentive travel remains strong
67% believe younger generations of qualifiers will drive a fundamental "retool" of how incentive travel is designed
50%+ say younger participants will decline a trip that doesn't align with their personal values
That last finding is the one that should give every incentive travel planner pause. It's not a soft preference; it is actually a hard qualifier. And it means that a program designed without generational intelligence isn't just less effective. For a growing share of your workforce, it may not work at all.
As SITE CEO Annette Gregg put it at the launch of the 2025 ITI: "What hasn't changed is what matters: direct air access, top-tier accommodations, and a trusted DMC remain top priorities."
Four Generations, Four Different Ideas of “Reward”
So, what do Baby Boomers, Gen X, Millennials and Gen Z each want from incentive travel?
Here’s a quick, honest breakdown of what research tells us each generation actually wants today from an incentive trip:
1. Baby Boomers value social connection above almost everything else. They want excellent food, genuine hospitality, unhurried itineraries, and time to connect with colleagues properly. According to McKinsey, experiencing a new destination is significantly less important to them than to younger cohorts; what matters is the quality of the experience and the people they share it with.
2. Generation X wants discovery without chaos. They bridge old and new: they appreciate cultural depth and culinary excellence, but they rely on technology and expect everything to work seamlessly. Give them something genuinely exclusive, like private access to a historic site or a behind-the-scenes experience, and they'll be won over.
3. Millennials want meaning alongside the memories. They are the generation most likely to blend work and leisure travel, most attuned to sustainability, and most vocal about whether a reward reflects their values. 83% say it's important to feel genuinely cared for while travelling. They want immersive, local, authentic, and they notice when something feels generic!
4. Generation Z are the newest entrants to the professional world and already reshaping expectations. The majority say social media plays a role in their travel decisions, while also prioritising mental wellness and personal growth alongside adventure. They are also twice as likely as other generations to seek out non-traditional experiences. Authenticity isn't a nice-to-have for them, it's the baseline.
How Does a DMC Design Incentive Travel for a Multigenerational Workforce?
Designing one program that genuinely works for all four cohorts can be hard: it requires on-the-ground destination knowledge, creative program architecture, and the kind of relationships with local suppliers that only come from years of consistent presence in a place. This is what a DMC like TERRAEVENTS actually does.
Here are a few principles that shape how we approach multigenerational incentive design at TERRAEVENTS:
- Build optional activity streams that are equally premium. Not a “main” agenda and a compromise alternative; an exclusive sommelier-led wine workshop and an artisan market walk can both be exceptional, both tell a story, and both feel like genuine rewards.
Just like what we recently planned for a 6-day incentive trip in France. Read our latest case study to find out more: A Curated French Immersion.
- Design shared 'wow' moments that transcend generational preference. A private terrace in Rome overlooking a UNESCO site at sunset, a locally curated welcome dinner, a destination-specific celebration, like the Palio di Siena in Italy, for example, or the Feria de Abril in Seville, Spain — these create collective memories that build company culture in a way no offsite meeting can replicate.
- Choose destinations that layer multiple strengths.
Nearly 70% of incentive buyers are actively seeking destinations they haven't used before, and 63% have already booked new ones for 2026 or 2027.
But novelty alone isn't enough. Destinations with natural depth across culture, wellness, food, and adventure — think a multi-destination incentive trip combining Portugal's Alentejo with a curated circuit through Andalusia — consistently perform well across generational lines because they offer something genuinely compelling for everyone in the group.
- Embed sustainability meaningfully. Younger cohorts are vocal about it; older ones are increasingly asking the same questions. Working with genuinely local suppliers, building community impact into the program, and minimising environmental footprint adds authenticity that resonates across the whole group.
What is the ROI of Multigenerational Incentive Travel Programs?
Recent industry benchmarks show that average per‑person incentive travel spend has continued to rise, climbing to approximately $5,100 in 2025 (+4%).
The pressure to deliver more with less has never been greater, which makes smart program design, rather than simply bigger budgets, the real competitive differentiator.
Companies are seeking shorter, more flexible itineraries, improved ROI measurement, and greater alignment with corporate sustainability goals — all of which demand exactly the kind of on-the-ground expertise a DMC can provide.
Therefore, a multigenerational program that resonates with every participant reduces the risk of high performers feeling unseen, builds bonds across generational lines, and generates the kind of internal advocacy that no internal comms campaign can replicate. The ROI is real, but only if the program is designed to earn it.
Incentive Travel as a Talent Strategy, Not Just a Perk
The multigenerational workforce isn't a temporary challenge to navigate around. It is the permanent reality of modern business. And the organisations that treat incentive travel as a craft rather than a checklist are the ones that will see it deliver real returns in motivation, loyalty, and culture.
At TERRAEVENTS, we've been designing incentive programs that work for everyone in the room for over 25 years. We know our destinations, we know the suppliers, and we know how to build a trip that a senior VP and a 26-year-old sales associate will both be talking about on the flight home.
So, let’s design your next incentive program in Europe together. Tell us about your group, your goals, and the kind of experience you’re imagining. Our team will take it from there.
