Following the success of its inaugural European event last year, The Incentive Research Foundation (IRF) brought together an exclusive group of incentive travel leaders in Copenhagen last month for a curated programme of education and destination discovery.
Hosted at Tivoli Hotel & Congress Center, the 2026 European Thought-Leader Summit combined research-led content, collaborative discussion centred around the future of incentive travel, and hands-on destination experiences.
Attendees included representatives from Evolve Events, Nteractive, Abercrombie & Kent MICE, TERRA Events, Amex GBT, NetApp, Win Events, BCD M&E’s The Collective, Events Taylor Made, Prudential Polska, white leaf events and more.
Navigating uncertainty in incentive travel
A key topic at the summit was the impact of ongoing geopolitical and economic uncertainty on incentive strategy. While budgets remain under pressure and decision timelines continue to shrink, planners agreed the industry has become increasingly resilient and adaptable.
Discussions highlighted that organisations are increasingly being asked to do more with the same or less budget, driving greater creativity in programme design.
Rather than increasing overall spend, many companies are reassessing how budgets are allocated, prioritising meaningful destination experiences over traditional luxury markers.
What top-performing companies are doing differently
Attendees were given a sneak preview of the IRF’s forthcoming European research examining the incentive strategies of top performing European companies. While the full findings will be revealed later this month (watch this space), early insights shared during the sessions pointed to some clear distinctions.
Rather than viewing incentives purely as a reward mechanism, leading companies are embedding programmes more deeply into wider business strategy — aligning incentives with measurable corporate objectives, sales performance and long-term employee engagement.
The research preview reinforces a broader message echoed throughout the summit: incentive travel remains a powerful performance driver when it is intentionally designed, strategically aligned and consistently measured, not simply aspirational.
The rise of ‘quiet luxury’ and wellbeing-led programmes
Over panel and round-table discussions, attendees described a move from overt luxury to what many referred to as “quiet luxury” — where time, connection and personal enrichment are valued more highly than extravagance.
Wellbeing elements, nature-based activities and opportunities for genuine connection are increasingly being woven into incentive programmes to balance high-energy schedules with space to recharge.
Technology — particularly AI — also emerged as an area to watch, with discussion centred on its growing role in personalisation, data-led programme design and participant engagement.
Collaboration and partnership in a changing landscape
Throughout the event, collaboration and knowledge sharing were positioned as essential to navigating industry change. Participants emphasised the growing importance of strong partnerships between agencies, destinations and suppliers in delivering successful programmes in an increasingly complex environment.
The summit program, created in collaboration with Ovation DMC Scandinavia, demonstrated Copenhagen’s incentive credentials firsthand.
Delegates took part in team-building activities inside a royal palace, explored the city on a guided beer walk or architecture tour, and enjoyed a behind-the-scenes visit and dinner at the iconic Carlsberg Brewery.
Check out some photos from the event