• May 20, 2026

Incentive travel outperforms cash across all generations, report finds

Incentive travel outperforms cash across all generations, report finds

Incentive travel outperforms cash across all generations, report finds 1024 683 micebook.

New research from SITE and Maritz has found that incentive travel remains the most effective non-cash motivator across every working generation, outperforming cash rewards, gift cards and recognition programmes.

The study, Investigating the Power of Incentive Travel Across Generations, explored how Boomers, Gen X, Millennials and Gen Z respond to reward and recognition programmes, revealing both the enduring appeal of travel incentives and a significant shift in the profile of today’s qualifiers.

Among respondents, 61% described individual travel as “extremely motivating”, making it the highest-rated reward category across all generations. Group travel ranked second at 50%, with both forms of travel outperforming cash rewards and other incentives.

Annette Gregg, CEO of SITE, said the findings challenge assumptions that cash is replacing travel as the preferred reward mechanism.

“This research confirms that travel is not under threat from cash. If anything, it is the other way around – cash is under threat from travel,” she said. “Incentive travel remains the dominant non-cash motivator across every generation.”

A stronger business case for incentive travel

The research also highlighted a strong business case for incentive travel programmes. Among respondents who had attended an incentive trip within the past three years, 89% said they were more likely to stay in their role afterwards, while the same percentage reported stronger loyalty to their employer. Meanwhile, 93% said they were motivated to qualify again.

More than half of respondents, 54%, described group travel incentives primarily as “a feeling of achievement”, reinforcing the emotional and cultural value of incentive programmes beyond the trip itself.

Sarah Kiefer, vice president, brand at Maritz, said the findings provide evidence for incentive travel’s role in retention, engagement and future performance.

“Incentive travel isn’t just a nice reward. It’s a real driver of retention, loyalty and future performance,” she said. “When more than half of people say a group travel experience feels like an achievement, it’s clear the impact goes beyond the trip to create deeper connections within the organisation.”

The modern incentive traveller is changing

The research also challenges several long-held assumptions around who qualifies for incentive travel. While sales teams have traditionally dominated many programmes, the study found that 60% of qualifiers now work in operations or technology roles, while fewer than 10% work in sales.

The workforce earning incentive travel is also younger and broader than many programmes were originally designed for. Around 80% of qualifiers earn less than $150,000 annually, three-quarters have been with their employer for less than 10 years and fewer than 10% work remotely.

The findings also push back against recent narratives suggesting Gen Z is disengaged from incentive travel. In fact, 40% of Gen Z respondents had won four or more trips in the past three years, compared with 26% of Gen X and Boomer respondents.

However, the study suggests programme design will need to evolve to better engage younger qualifiers. While Gen Z continues to qualify and travel, they were less likely than older generations to associate trips with feeling valued or appreciated, and more likely to dislike travelling with colleagues.

Designing programmes for the future

In response, the study identified several key design priorities for future incentive programmes, including greater guest flexibility and inclusion, more intentional recognition moments, first-time destinations and experiences tailored to a broader, multi-generational workforce.

“The next generation of incentive travel will need to be more intentional, more flexible and more inclusive,” added Kiefer.

“Guest choice, first-time destinations, built-in recognition moments and experiences that reflect a broader workforce are not ‘nice to have’ design details. They are the factors that determine whether a trip feels personal, motivating and worth pursuing.”

The research was conducted jointly by SITE and Maritz, with support from Hilton and the SITE Foundation.

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