Generational changes in Incentive Travel

Conflicts between generations, known since the Bronze Age, are also reflected in today's world of incentive travel. In Poland, this market segment began to develop in the early years of the free market, which means about 30 years of experience, during which all parties involved in the organisation of trips have changed: customers, agencies, partners and the participants themselves.

Generational challenges on incentive trips

Incentive travel has been developing in Poland for about 30 years, and reward trips bring together different generations: X, Y, Z and soon also A. Although there are generational tensions, such as statements like ‘in my day...’ or ‘everything is easier today’, it is worth noting that each generation brings something valuable to the table. Diversity in this context can be an asset.

The new alphabet of generations

Let us recall the classification of generations:

• B – Boomers (born before 1965)
• X – Generation X (1965–1980)
• Y – Millennials (1980–1995)
• Z – Generation Z (1995–2012
• A – Alpha (after 2012)

Different experiences related to the internet and upbringing influence the way we work, communicate and our expectations in the context of incentive travel.

Types of incentive trips

• Trips for employees – They motivate and integrate the team. These programmes combine entertainment and formal elements (gala, conference). Participants are usually Generation X and millennials (average age 30–55).
• Trips for customers – Aim to strengthen business relationships by offering exclusive experiences. Participants are managers and business owners, mainly from Generation X, and to a lesser extent Generation Y (aged 40–65).

Changes in incentive trips

Although Generation Z (people under 29) is a minority on incentive trips, their influence on this segment is becoming increasingly visible. They are changing the way we communicate, our expectations regarding work-life balance, and influencing work culture and employer branding. Younger generations are having a growing impact on the design of tools and the organisation of incentive trips.

Generational influence on corporate culture

Generation Z has already succeeded in introducing values that are becoming global trends. Organisations that want to remain competitive are adapting these values to their processes and policies, including the organisation of incentive travel. These changes are not just adjustments, but may signify a gradual revolution in the approach to incentives. What is global now will soon be local. The trend that is entering our homes will soon apply to company policy. In a nutshell, the values of younger generations have been adapted for years by companies that want to remain in the peloton of modern businesses. So company tools, such as incentive travel, are also changing. But is this just an adjustment or a slow-moving revolution?

The full text appeared in the October issue of MICE Poland.