Incentive travel has been seen as the ultimate incentive reward since the 1970's and 1980's when it really started to gain traction. The reason for its success is that it taps into our primal human nature, the adventure of travelling.
Humans have an adventure instinct to visit new places and to be able to do that as a reward is an incredibly enticing driver to achieve the required business outcome.
Read MoreMost loyalty marketers focus on rewarding customer or business partner behaviour. Yet, there is another important side to the loyalty coin and that is recognizing the performance of employees. There is a so-called profit chain that links employee motivation and behaviour with customer loyalty. We have witnessed an important shift when it comes to employee recognition programs; the focus is no longer on incentivizing individual employees, but on rewarding the performance of teams.
Read MoreThe going was definitely good for our EMEA Loyalty Leadership Forum - which took place at the historic Jockey Club Rooms in Newmarket, Suffolk, home of British horseracing, last month.
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