5 questions to ask before choosing an incentive travel destination

When it comes to incentive travel, there’s one simple truth: the most memorable experiences don’t happen by accident. They’re the result of thoughtful planning, strategic choices, and a clear understanding of what success looks like, not just for the business, but for every traveller on the journey.

CTM Meetings & Events, Vice President, North America, Teri Awwad, often see organisations start their incentive planning by pinpointing the destination. It’s an understandable instinct; after all, the allure of an African safari or a five-star resort in Hawaii is hard to resist. But, as tempting as it is to lead with a location, it’s essential to understand how your choice of accommodation and location go hand-in-hand, and how overlooking logistics can quickly unravel your vision.

Read on as Teri Awwad shares how to align dream destinations with practical execution, ensuring your next incentive trip delivers lasting impact.

Aligning experience with access

At CTM Meetings & Events, we look beyond a destination’s wow factor. We assess how a location supports a seamless experience from start to finish, factoring in:

• Access to unique, local experiences that align with your goals
• Accommodation options that match the desired level of luxury or comfort
• Flight availability and schedules that reduce travel time and cost
• Group air logistics that optimise arrival and departure times to avoid additional nights

Sometimes, small decisions can lead to outsized consequences. Take, for example, a company planning a retreat in Barcelona. They had already secured stunning accommodation before evaluating air travel from Boston, their primary departure city. As planning progressed, it became clear that direct flight availability, especially in business class, was limited, with only 30 seats available at the time of booking. With 300 attendees invited, our team had to manage complex, multi-city routings, staggered arrivals, and added logistical challenges that impacted both the registration process and the event’s flow.

That’s why it is important to engage a professional event travel management team first, to assess route capacity and airfare trends to recommend the most efficient travel days, or alternative destinations offering a similar experience with greater accessibility. Sometimes, even a one-day shift in your event start date can unlock better airfares, save thousands, and streamline the attendee journey.

The hidden costs of leading with location

A few years ago, I worked with a client who had their heart set on Sardinia, Italy. They’d already chosen a beautiful hotel and were understandably excited by the exclusivity and wow-factor of the destination. But what they hadn’t factored in was the complexity of getting there.

For attendees travelling from San Francisco, the journey involved multiple flight segments. By the time we ran a full schedule and cost analysis, it was realised that airfares would consume 25% more budget than they had planned. That’s before factoring in the additional accommodation required for early arrivals and late departures due to limited flight schedules.

The end result? A budget that grew beyond original projections, a group of weary travellers who arrived exhausted and not the experience intended when rewarding top performers.

It’s not just about where, it’s about how

The best incentive programs deliver more than a beautiful destination. They deliver ease, comfort, and meaningful moments that reflect your brand and values. Choosing that dream location without considering accessibility, air capacity, or accommodation strategy can lead to avoidable costs and diminished experiences.

So, before locking in your next incentive travel destination, ask yourself these five questions:

1. Who do I need to involve in the coordination and communication plans? Early collaboration between your internal team and event management experts ensures smoother execution.
2. How far in advance should I be making plans? Early planning increases your ability to optimise airfares, room blocks and availability.
3. How easy is it to get there from where my travellers are? Route availability, flight frequency, and travel time can significantly impact your event.
4. Are the flight paths efficient and within budget? Airfares can make or break your incentive budget. Assess costs before committing to a destination.
5. Does the accommodation align with the experience I want to deliver, and is it available when I need it? The right hotel enhances the experience, but only if it’s available and accessible when you need it.

The best incentive programs are built on synergy between destination, accommodation and logistics. When you plan these together from the outset, you set the stage for an experience that feels effortless and unforgettable.