Industry Trends
4 min read
Incentive Travel in 2027: Discovering New Places
When it comes to considering incentive travel destinations for 2027, research clearly shows that the ‘where everyone goes’ approach is increasingly losing appeal, with nearly 70% of incentive travel buyers seeking new and up-and-coming destinations that they’ve never used before. A sense of ‘first time discovery’ and exploration in new and unique places is particularly important, and this trend is reflected in overall traveller trends, with 63% of people more likely to choose a ‘detour destination’ over a major capital on their next trip.
For event professionals and corporate clients, this means that pulling on trusted partnerships and experience becomes critical to select emerging destinations that are supported by the right level of hospitality and infrastructure that makes a great incentive experience.
We’ve compiled a list of our current favourites to inspire you for 2027:
Closer to home?
Champagne, France
The Champagne region offers incentive groups an indulgent taste of French elegance, from private tastings in historic Maison cellars, to gourmet dining amid rolling vineyards, and exploring the beauty of Reims. Just a short journey from the UK, it delivers every time on accessible luxury and refined exclusivity, rewarding your people in style.
Puglia, Italy
Puglia offers incentive groups an authentic taste of Italian charm, from whitewashed trulli villages and sun-drenched olive groves to idyllic coastal towns and exceptional regional cuisine. It’s a relaxed yet refined escape that blends genuine ‘dolce vita’ appeal with a sense of discovery, ideal for those looking for something a little different.
Hydra, Greece
Hydra offers ultra-high-end incentive groups an exclusive, car-free island escape, where private yacht arrivals and boutique luxury accommodations replace the usual resort crowds. Its intimate scale, refined charm, and ease of access from Piraeus port make it the perfect choice for smaller, discerning groups seeking genuine exclusivity and a sense of true discovery.
Lapland, Finland
Lapland offers incentive groups a magical Arctic adventure, from husky sledding and snowmobiling across pristine snowscapes to the chance of witnessing the Northern Lights dancing overhead. It’s a wonderfully unique reward that combines exhilarating activity with pure winter wonder, creating memories to be discussed for years.
Montpellier, France
Montpellier offers incentive groups a stylish blend of southern French charm, from its elegant historic centre and buzzing café culture, to nearby Mediterranean beaches and world class vineyards. With excellent connectivity from the UK, and a sophisticated yet relaxed atmosphere, it’s a refreshing alternative destination that feels effortlessly chic without the crowds.
Further afield?
Kyoto, Japan
Kyoto blends centuries-old templates, serene bamboo groves, and traditional geisha culture with refined Japanese hospitality, offering incentive groups a truly immersive and prestigious experience. From private tea ceremonies to exclusive access at historic shrines, it’s a destination that feels both exotic and deeply memorable for high-achieving delegates.
Buenos Aires & Igazu Falls, Argentina
Combining cosmopolitan Argentine flair with one of the world’s most spectacular natural wonders, offering incentive groups vibrant tango culture, exceptional steakhouse dining, and thundering waterfall vistas that rival any dream destination experience. Delivering both sophisticated city glamour and awe-inspiring adventure, it is perfect for creating truly unforgettable memories.
Cape Town & Safari, South Africa
South Africa offers an amazing blend for incentive groups: world-class wine estates, Table Mountain adventures, and vibrant city dining in Cape Town, paired with the opportunity for unforgettable Big Five safaris just a short flight away. It’s a destination that delivers genuine ‘wow’ moments and emotional experiences alongside effortless luxury, making every trip feel like a true reward for top performers.
Machu Picchu, Peru
If you’re looking for a once-in-a-lifetime bucket list experience, consider journeying through the Andes to the awe-inspiring lost city of the Incas. With exclusive train travel where the journey becomes part of the destination, luxury lodges, and breathtaking sunrises over the ruins, it’s a reward that delivers unforgettable stories for years to come.
The Maldives
A destination that needs no introduction, the Maldives is the perfect choice for elite recognition and relaxation, particularly for smaller high-end groups and couples’ programmes. Property selection and location is critical however, as this destination’s success hinges on the resort experience alone, so that’s where we come in.
Conclusion
It’s clear that specialist knowledge is going to be key to executing incentive programmes well in 2027 and beyond. With 31+ years of proven experience in creating and delivering high-end luxury incentive programmes worldwide, no matter where you want to go, we can create trips of a lifetime. We are also experts at securing exclusive use of the world’s best hotels, creating a more personal and rewarding experience for your guests and making them feel genuinely valued.
Whether you have a destination idea, or want inspiration, speak to us today about what we can do together.
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