Friedrich Gugg

Incentive Travel: Shift from Selling Destinations to Creating Tailor Made Solutions for Corporate Clients Friedrich Gugg

Although much of the discussion in how to please the participants of an incentive travel focuses on destinations, the actual creation of motivation and the resulting memories are based on travel packages that are tailored to the needs and wants of the individual. This thesis argues that there is a certain degree of dependency on destination labels and suggests ways to better anticipate the requirements of the participants. In particular, it is claimed that due to budget cuts in the incentive industry, the main objective is to create packages that are as efficient as possible, thus implying customized solutions that comprise meaningful content. These are described in the course of the thesis. In addition, the paper sets out various criteria that need to be considered in order to successfully run an incentive travel program.