2026 Incentive travel trends: what meeting planners need to know

The 2026 incentive travel trends outlook shows steady demand for corporate incentive travel, with buyers expecting activity levels to hold firm at 2025 levels and confidence growing into 2027.

Incentive travel continues to play a critical role in employee engagement and performance, but rising costs, destination accessibility and evolving participant expectations will heavily influence incentive travel program design in the year ahead.

Below is a summary of the top 2026 incentive travel trends drawn from SITE Global research, providing meetings and events leaders with fast, actionable insight.

Key trends influencing corporate meetings and incentive travel

Steady activity levels, with moderate growth forecast through 2027

• Most buyers anticipate similar incentive travel activity in 2026 compared with 2025, with only 13% predicting a decline.
• Growth expectations strengthen into 2027, with 37% anticipating increased program activity, the strongest forward indicator in this year’s outlook.

APAC leads global growth in incentive travel

• APAC buyers show the highest confidence, with activity expected to rise 32% in 2026 and 46% by 2027.
• North America also trends upward (29% in 2026; 36% in 2027).
• Western Europe remains more cautious with softer growth expectations.

Rising costs remain the biggest pressure point for meeting planners

• Inflation and cost escalation remain the top issue for 38% of respondents.
• Hotels, air travel and F&B continue to be the largest budget influencers heading into 2026.

These pressures are prompting meeting planners to rethink cost-effective incentive travel strategies without compromising experience.

Programs are being upgraded and streamlined at the same time

• Enhancements focus on higher-quality accommodation (59%) and upgrading activities (58%).
• Budget control measures include:
  • trimming gifting
  • booking shorter-distance destinations
  • shortening trip duration
  • choosing more budget-friendly destinations

This reflects a broader shift toward high-value, experience-led program design.

Destination decisions are shaped by safety, air access and geopolitics

• The biggest disqualifiers include personal safety concerns (47%), poor air access (40%) and geopolitical risk (38%).
• Conversely, “must-have” drivers include direct air access (41%) and high-quality hotels (34%).

These factors are shaping destination trends for incentive travel in 2026 as organisations prioritise ease-of-access and duty-of-care requirements.

Strong appetite for new and emerging destinations

• 69% of buyers are actively searching for destinations they haven’t used before.
• 63% have already booked a new-to-program destination for 2026 or 2027.
• Growth is witnessed in:
  • short-haul destinations
  • all-inclusive resorts
  • new and emerging markets

This signals a strategic shift toward fresh, differentiated locations that can lift program impact and engagement.

Younger generations are reshaping incentive travel expectations

• 56% say younger qualifiers will decline trips if destinations clash with personal values.
• 41% believe younger participants increasingly see incentive travel as an entitlement.
• Yet 47% disagree that group incentive travel is losing relevance, highlighting that the model continues to resonate if experiences feel modern, meaningful and aligned with values.

What this means for meetings & events programs in 2026

The 2026 meetings and events landscape requires organisations to balance value, experience and budget in more deliberate ways. High-quality accommodation, memorable activities and safe, accessible destinations will remain critical drivers of attendee engagement, while shorter durations or adjusted inclusions help manage escalating costs.

The strong desire for new destinations, combined with accelerating investment in AI for planning and personalisation, points to a more efficient, creative and data-driven approach to program design. Meeting planners who invest in clear value communication, scenario planning and strong supplier partnerships will be best positioned to deliver high-impact, cost-effective incentive travel programs in the year ahead.