Not only is an incentive travel programme an incredible way to reward employees, but it can be an opportunity to create lasting memories for all involved.
Whether a sales target has been achieved, a new client signed, or a work anniversary is to be celebrated, an incentive travel trip should be a memorable and aspirational experience.
According to recent research, 70% of people are looking for new destinations, with 40% of people preferring destinations closer to home.
With Greece, France, Italy, and many more European countries just a short flight away, there are several destinations that are perfectly suited for this perk.
To help create something magical, that will leave team members feeling inspired to join the next rewarding trip, we’ve put together a list of the best destinations in Europe for incentive travel programmes.
What is an incentive travel programme?
Typically used as a reward or motivational tool, an incentive trip is offered by businesses to team members. It’s completely separate from business travel, as it’s largely for leisure purposes rather than for work.
The programmes will typically include some pre-planned activities, reservations at specific restaurants, and/or tickets to highly sought-after events. Where possible, the itinerary should be personalised to specific people to maximise the enjoyment of those embarking on the trip.
These experiences are great perks, as people have the opportunities to visit bucket list places. The appeal of incorporating an incentive travel programme continues amongst the younger workforce too, as it’s reported this travel opportunity is viewed as an ‘extremely high’ motivational appeal.
For Gen Z and Millennials, they wish to see more flexibility in activity, agenda and dining options on incentive travel programmes. There’s also an emphasis on wellness, well-being and inclusiveness.
6 best destinations in Europe for an incentive travel programme
Whether a large, small or medium-sized business, employees are all different and will have their own preferences. With this in mind, we’ve added our favourites which span adventure, relaxation, culture, and city.
1. Provence, France
Nothing screams a luxury trip more than the French Riviera. The region of Provence is located in the southeastern area of France.
This destination is ideal for those looking to stay close to home (two hour flight from London), while enjoying grandeur with a side of relaxation. Art and culture lovers, foodies, wine enthusiasts and fashionistas will love the South of France.
The glamorous city of Cannes is a great place to call a base, as is the nearby city of Nice. There are many other locations that are easily accessible in this area via a driver or public transport, with the seaside commune of Èze being a quieter option for people to stay.
What experiences in Provence could be added to an incentive travel programme?
Some key activities to add to your incentive travel programme include a Michelin star dining experience, a cooking class, a perfume workshop, and a yacht excursion.
There are many restaurants in the Michelin Guide, with La Terrasse (one star), Le Art (one star) and ONICE (one star) all being highly rated.
A perfumer, which has been in operation since 1747, offers perfume-making classes which are perfect for those looking for a souvenir to bring home. This is based in the small town of Grasse, which is just a half-hour car ride away from Cannes.
For those who like to explore, Monaco is also conveniently located nearby. For the ultimate experience, plan the trip to coincide with the Monaco Grand Prix or the Monte-Carlo Masters for the sports lovers.
2. Interlaken, Switzerland
The adrenaline junkies on the team will love a trip to the resort town of Interlaken, located in the Bernese Oberland region in the centre of Switzerland.
Firstly, it resembles a picture-perfect postcard and matches all of the aesthetic dreams that younger team members may be seeking. But it’s an incredible getaway for those who enjoy exploring and being outdoors.
It’s only an hour and a half away from London by plane, but it’s a location known for being expensive. Due to this, it could be a once-in-a-lifetime trip, but it could be best catered to those who enjoy packing their holidays with activities.
What experiences in Interlaken could be added to an incentive travel programme?
Interlaken is the home of adventure, with paragliding, canyoning, whitewater rafting, skydiving and hiking all possible from this one place.
If you’re looking to add something a little slower in pace, a private boat can be chartered to take an employee and their loved one on Lake Brienz or Lake Thun. A high-end dining experience can be created by hiring a chef at a private chalet, which can immerse the guests in Swiss cuisine.
Sitting on the shores of Lake Thun is BEATUS Wellness & Spa Hotel, which can be visited on a day pass. Hotel Eden is another that could be added to the list, with this being situated in the bay of Spiez. This is open to both external and hotel guests, with various packages available for booking.
3. Portofino, Italy
The charming village of Portofino is well known for its colourful buildings, its beautiful coastal scenery, and for attracting the rich and famous.
It sits on the Italian Riviera coastline and offers everything from five-star hotels to seafood restaurants and some of the best shopping spots.
The piazzaetta, located in the centre, is the place to be with this being a fun people-watching spot while overlooking the harbour.
What experiences in Portofino could be added to an incentive travel programme?
This slice of charming luxury is another which offers high-end experiences, from the chance to charter a yacht for the day to enjoying a sunset aperitif at a cliffside restaurant.
The popular Grotta Palazzese is famous on social media and it’s a restaurant which has been built inside a cave.
It doesn’t have to include just exploring day trips though, as there are a number of beach clubs which are ready for people to lounge, sunbathe, swim and eat all day long. The Le Carillon beach club has been taken over by Dolce & Gabbana, with its recognisable style adorning the entire venue.
4. Valletta, Malta
The capital of Malta, Valletta, is often referred to as an ‘open-air museum,’ making it a key destination to consider when compiling an incentive travel programme.
The nickname is best placed too, given that this is a rich cultural city packed with history. It has 320 monuments all within an area of 55 ha, which makes it one of the most concentrated historic areas in the world.
What experiences in Valletta could be added to an incentive travel programme?
Malta is worth visiting for an extended period of time, but if you wanted to add some extras into the incentive travel programme then Valletta is a popular cruise port.
The trip could begin a few days before a cruise begins, with guests then venturing on to other destinations. Cruise lines like P&O and MSC offer options from the Maltese capital.
Aside from this, other activities should include a private trip to the Blue Lagoon, which could feature a full day of swimming, snorkelling and lunching.
Sticking with the boating theme, a private traditional Maltese boat could be arranged so guests can enjoy the Three Cities.
For those who enjoy seeing a close-up of architecture, a private after-hours tour of St John’s Co-Cathedral could make for a nice addition. Having opened in 1577, this incredible Baroque-style Catholic co-cathedral is a must-see in person.
5. Santorini, Greece
There’s a reason why Santorini routinely tops bucket lists; this island in the Aegean Sea has world-famous sunsets, incredible panoramic views and iconic white-and-blue architecture.
While being a relaxing destination during the day, it comes to life in the evening, offering plenty to suit everyone as it can be as laid-back as you wish.
What experiences in Santorini could be added to an incentive travel programme?
A private catamaran or sailing trip should top the list, with this being the perfect spot for relaxation while enjoying the dramatic shoreline.
On this tour, swimming, snorkelling and water sports can be possible, along with allowing you to visit some of the most famous beaches on the island.
A visit to one of the most popular attractions in Santorini, the volcano, would be another option that could wow employees. It’s there that people can swim in the therapeutic hot springs, with several private tour options available.
If something a little more relaxed is scheduled into the plan, there are a number of beach clubs which ooze luxury. Private cabanas or sunbeds can be booked in advance so the holiday-goer can be treated to a peaceful day by the sea.
6. Seville, Spain
Although Seville is a popular tourist destination, it still feels relatively underrated in terms of European getaways. But it should be at the top of lists, as it has everything someone could want from an unforgettable trip.
It’s the largest city of Andalusia and is known for its incredible food, interesting culture and beautiful architecture. The Plaza de España is a perfect example of regionalist architecture, with numerous styles prevalent throughout the square, including Baroque Revival, Renaissance Revival, and Moorish Revival.
What experiences in Seville could be added to an incentive travel programme?
Seville boasts a vibrant tapas culture, with numerous food tours and tapas crawls available for tourists to enjoy. The city is also renowned for its traditional Andalusian dishes, with mealtimes in Seville being a social experience for all to enjoy.
To continue the food journey, a private cooking class can be enjoyed, followed by a wine tour led by a local sommelier. Seeing a flamenco show in Seville is another must-do, with shows often being accompanied by dining experiences.
And for soaking in the culture and heritage of the city, a behind-the-scenes tour of its royal gardens with a historian guide could be organised.