The Incentive Research Foundation (IRF), a leading independent, not-for-profit organisation dedicated to research and education in incentives, rewards and recognition, has appointed Caroline Lumgair Wiseman as executive Director, Europe.
The appointment reflects the Foundation’s continued commitment to increasing awareness and engagement across the European market. Working alongside the IRF’s leadership team and European Advisory Board, she will focus on developing relationships with corporate decision-makers, incentive agencies and industry partners, encouraging greater participation in research and strengthening collaboration across the sector.
An important priority will be connecting the IRF’s research with the organisations that can benefit from it, including businesses developing incentive strategies, agencies advising their clients and destinations seeking to understand the wider economic value of incentive travel.
The IRF’s European Thought Leader Summit, taking place in Marbella from 22–24 February 2027, will provide an opportunity to bring senior corporate and agency leaders together to explore new research, exchange perspectives and contribute to discussions about the future of the European incentive market.
“I am delighted to be joining the Incentive Research Foundation and look forward to supporting the important work it undertakes across our industry,” commented Wiseman. “What particularly excites me about the IRF is the depth and quality of its research and the opportunity to make these valuable insights more widely understood and accessible across Europe.”
Currently founder and MD of The Event Strategists, an independent international events consultancy and agency, she brings 30 years of experience across global events, incentive travel and luxury hospitality, including serving seven years on the Board of SITE Great Britain, with responsibilities spanning membership, events and education.
“Throughout my career, I have had the privilege of designing and delivering incentive travel programmes around the world for a wide range of organisations,” continued Wiseman. “I’ve seen first-hand how a well-designed and expertly delivered programme can recognise and reward achievement, inspire continued high performance and strengthen loyalty and retention among an organisation’s most valued people.
Wiseman will undertake her responsibilities with the IRF on a fractional consultancy basis alongside her leadership of The Event Strategists.
“We are delighted to welcome Caroline to the IRF as we continue to strengthen our engagement across Europe,” said Stephanie Harris, IRF President. “Her extensive international experience, commercial understanding and established relationships across the incentive travel and hospitality sectors will be valuable in helping us connect more organisations with the IRF’s research.”
Through independently funded research, industry insights and educational initiatives, the IRF provides evidence to support more informed decisions about incentive strategies, programme design and investment.