The Key Incentive Industry Statistics That Matter

If there’s one word that best describes the state of the industry right now, it’s uncertainty.

Industry research is a place to look for some clarity, and Skift Meetings will continue to cover the research that takes the pulse of the industry, establishes benchmarks, and helps contextualize the changes and establish trends.

Skift Meetings identified the most important trends and predictions below.

Industry Outlook

Only 37% of incentive buyers anticipate activity above or significantly above 2025 levels over the next two years. Suppliers are more optimistic: The majority of DMOs (56%) anticipate greater incentive travel activity levels in 2027 than in 2025, followed by DMCs (49%). 2025 Incentive Travel Index

Budgets & Spend

Cost is no longer just a constraint — it’s the primary lens through which programs are evaluated, approved, and prioritized. A full 85% of companies view inflationary or cost pressure as their greatest external challenge. BCD 2026 Global Client Survey

In 2025, the average spend per person for incentive travel increased by 4% to $5,100. In 2026, 55% of buyers expect budget increases that either keep pace with or exceed inflation; however, to maintain quality, 25% plan to trim per-person spending. Incentive Research Foundation 2026 Trends Report

Almost a quarter of planners (23%) expect the number of attendees will decrease for their 2026 programs. Other common ways organizations are trimming program spend per person include reducing gifting (45%), selecting less expensive destinations (42%), and opting for shorter-duration trips (42%). 2025 Incentive Travel Index

Executive support for reward and recognition programs is deeply embedded, with 64% of “top performing” companies rating executive support as “excellent” (10% higher than comparators). Support is backed up by budget dollars, with these companies spending nearly $3,000 more on top sales trips and $2,000 more on non-travel rewards per salesperson than comparator companies.  IRF 2025 Top Performers Study

Site Selection

Air access can make or break a destination selection decision. Direct air access is the most commonly cited “must-have” (41%), and difficult air access (40%) was rated the second most significant deterrent. 2025 Incentive Travel Index 

Political considerations will dominate incentive plans for 2026 and 2027. 70% of organizers believe recent political events will result in a decline in inbound incentive travel; 65% think that the complex visa process and travel restrictions are making the U.S. less attractive; and 46% point to shifting views around DEI and the LGBTQ community. 2025 Incentive Travel Index

The U.S. is preferred over international destinations by 44% of attendees. Asia ranks higher than Europe. Of those who prefer the U.S., the highest percentage is Gen Zers, while Boomers were the lowest. Investigating the Power of Incentive Travel Across Generations

The sentiment toward traveling to the Middle East is negative across respondents from every region of the world, with the lowest net sentiment score (-82%) coming from U.S. respondents. Mexico also scored low among U.S. respondents, with a net sentiment score of -30%, along with Northern Africa (-55%) and Southern Africa (-49%).  SITE-Maritz pulse survey

Non-Travel Incentives

Merchandise spend is on the rise. In North America, the average per-instance spend has climbed to $276, nearly $100 higher than in previous years. European programs report an average of €306, up €74 over the same period. However, the buying power of these increases is offset by significant price volatility Incentive Research Foundation Industry Outlook for 2026: Merchandise, Gift Cards, and Event Gifting

Gift cards continue to be the most widely used reward across North America and Europe, accounting for 30% and 34% of program allocations, respectively. This popularity is expected to continue in 2026. Nearly 70% of North American organizations and just under 60% of European organizations anticipate a moderate or significant increase in gift card use in the coming year, reflecting the reward’s enduring appeal and flexibility.  Incentive Research Foundation Industry Outlook for 2026: Merchandise, Gift Cards, and Event Gifting