Key Insights from the IRF’s First European Study on Attendee Incentive Travel Preferences 2025

The Incentive Research Foundation (IRF) has released its first-ever European study on attendee incentive travel preferences for 2025. The research provides valuable insights into what motivates European professionals when it comes to incentive trips and how companies can design more impactful travel experiences.

Research Overview:

The survey was distributed across three key regions: Central Europe (including Austria, Germany, and Switzerland), Eastern Europe (including Poland and Turkey), Southern Europe (including France, Italy, and Spain), and the UK/Ireland, providing a broad perspective of the region.

Respondents represented a diverse range of industries, including retail, IT, manufacturing, professional services, banking, education, and healthcare, among others.

The respondent pool was predominantly male (70%), ranging in age from 23 to 65 years old. Notably, 71% were from the Gen Z and Millennial age groups, while 29% were from Gen X and Baby Boomer generations.

Additionally, 79% of respondents have children living at home.

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Here is our breakdown on the key points of the this study:

1. Personalisation & Unique Experiences Matter

Attendees are looking for more than just a getaway—they want immersive experiences. Personalisation, such as tailored activities and local cultural engagements, significantly enhances the appeal of incentive travel programs.

2. Destinations & Accessibility

European travellers favour destinations that are easily accessible with direct flights, ensuring convenience without long layovers. Popular choices include both classic luxury destinations and emerging unique locations that offer an exclusive feel.

3. Sustainability Is a Priority

Sustainability has become a key factor in destination and program selection. Attendees prefer eco-conscious hotels, carbon-neutral travel options, and activities that support local communities.

4. Work-Life Balance & Wellness Integration

With growing emphasis on well-being, attendees appreciate incentive travel programs that include wellness-focused elements, such as spa experiences, outdoor adventures, and flexible schedules that allow for relaxation and personal time.

5. Luxury with Purpose

While luxury remains attractive, today’s incentive travellers value experiences with meaning—whether it’s a philanthropic component, a deeper cultural connection, or an adventure that aligns with their values.

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What This Means for Incentive Travel Planners:

• Customise experiences to align with individual preferences.

• Choose accessible, high-impact destinations that offer both prestige and practicality.

• Incorporate sustainability into every aspect of the travel program.

• Prioritise well-being with a balance of leisure and activity.

• Design meaningful luxury experiences that resonate beyond just exclusivity.

To download the full study and white paper, visit - 2025 European Attendee Preferences for Incentive Travel.

2025 European Attendee Preferences for Incentive Travel was supported by IRF's Strategic Partner, Destination Canada.

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As European professionals redefine what incentive travel means to them, companies must evolve their offerings to create rewarding, memorable, and sustainable experiences.

So when it’s decision-making time for buying groups, how can you make sure these factors have been taken into account with your events strategy? Reach out to discuss your next approach to your future incentive event programs.

Get in touch with the team - info@wearemeat.com