Sales Incentive Programs: Why Luxury Resorts Aren’t Enough

“Outperform your peers this year, and you can win the trip of a lifetime.”

That’s the invitation that frames the best sales incentive programs. It may sound appealing, but the reality is that most motivated sales professionals have already taken the trip of a lifetime: Research from Preferred Hotels & Resorts shows that nearly 70% of luxury travelers — a category that likely includes many of these top earners — believe modern luxury properties have lost their souls to standardization. 

The Challenge: Traditional Incentive Programs Are Losing Their Appeal

This puts more pressure on companies to accomplish something much more challenging with a sales incentive trip: Give those top performers a program that restores their sense of purpose, sparks genuine curiosity, and deepens their connection to the company.

“Just as you’re asking top performers to achieve more, sales incentive programs need to delight discerning earners, especially for repeat winners,” Erica Lalk, director, global & event strategy at ITA Group, said. “Sometimes, this means butler service in luxe lodgings. Often, it’s unlocking emotionally fulfilling experiences that money can’t buy.”

What Top Performers Really Want: Emotional Fulfillment Over Luxury

Emotional fulfillment, however, looks different to each attendee. Some may crave the adrenaline rush of a zip line course in the mountains, while others may seek tranquility in a morning meditation session. Animal-loving attendees might long for a chance to volunteer at a rescue shelter, while others may feel a closer connection by reading to children at a local school.

“The meetings industry usually uses personalization to curate content and help the right people connect at large events,” Lalk said. “But personalization matters just as much, if not more, in sales incentive programs..”

Charting a course to that kind of meaningful program starts with gaining a deep understanding of each attendee.

How to build data-driven personalized incentive programs

ITA Group's work across sales incentive programs worldwide points to a consistent methodology, outlined in a new white paper, “How to Use Data to Personalize Incentive Experiences.” 

Across every destination and client, one thing stays the same: The company starts by collecting valuable details to design an attendee journey that creates lasting emotional impact — one that drives sales performance long after the trip ends. 

Download the white paper today to learn:

• The questions to ask to understand attendee expectations and values
• The framework for building segmented personas for streamlined personalization
• The key considerations when selecting amenities and offering activities that match what earners actually want

The trip of a lifetime looks different for every earner. Here's how to figure out what that means for each of them.