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We all know that incentive travel is the bee’s knees.

 

But is group or individual travel the best way of achieving your brand’s objectives?
Read on for an easily digestible analysis of the key considerations.

Why incentive travel is the ultimate reward

Incentive travel has taken the world of Incentives, Rewards and Recognition (IRR) by storm. There’s a growing realisation among savvy marketers that incentive travel is the one reward no human being can get enough of. Travel trumps all other rewards because, put bluntly, no-one ever asks to see a photo of your last bonus cheque.

Now that we’ve got that out of the way let’s take a closer look at the features and benefits of group and individual travel.

Make the circle bigger

If you’ve ever enjoyed a week of beach volleyball and bingo with your colleagues, then you’ll know how rewarding group incentive travel can be.

Probably the biggest benefit of group travel is that it gives you a chance to bring all your top performers together in a relaxed and aspirational setting. A successful group trip can work wonders for brand loyalty, cohesion and overall motivation. Often such trips involve planned teambuilding components that encourage colleagues to have fun (a Pirates & Mermaids party, perhaps), to work together (Tug o’ War, anyone?) and to push their comfort zones (you’ll never truly appreciate Stan in Accounts until he’s been your abseiling anchor!).

But what may come as a surprise to many readers is the fact that the vast majority of group incentive travellers have no problem whatsoever with attending at least one business meeting during a trip. In fact, research by The Incentive Research Foundation shows that “a full third of respondents believe that a meeting during their trip would make the experience better for them and the organisation.”

Go with the group?

If building camaraderie, discussing goals and challenges and simply getting far-flung members of the team together in one spot is your major motivation for an incentive travel trip, then group is undoubtedly the way to go.

Do be aware, however, that group trips tend to be more expensive than solo travel (Although, as Alexandre Dumas said, “All generalisations are dangerous, even this one.”) and that they are almost always more hassle to organise. Not that this is a problem if you’ve got an experienced travel planner in your corner; someone who can help your choose the right destination, book the best hotels, organise local excursions and activities, plus take care of all the nitty gritty (passports, visas, foreign currency, ticketing, transfers).

It’s also impossible to please everyone with your choice of destination or activity (Moosa in Marketing hates beach sand; Helen in HR despises mountains) and – if you’re dealing with okes who’ve been going on annual company trips since 19-voetsek – there’s a very real possibility you’ll be challenged to improve upon the previous year’s trip by going more exotic, more niche (and more expensive).

Me, myself and I

In recent years, a subtler and ultimately freer form of incentive travel has crept onto the radar of shrewd HR managers and travel planners. You don’t need to be a rocket scientist to figure out that arranging an individual incentive travel reward can be a darn sight cheaper and more straightforward than masterminding the group shindig to end all shindigs. Especially if you’re working with a professional travel planner who can help with everything from choosing a destination to arranging alcohol-free glühwein at the après-ski.

Done right, however, solo travel won’t just save you time and money, it can be mighty effective at achieving your goals. The biggest advantage of solo travel is the gift of endless choice. With a big enough budget you can literally send folks anywhere on the planet. But even a more meagre budget can give recipients plenty to choose from. Local travel might sound boring, but not when you consider the incredible diversity that Mzansi has to offer. From the deserts of the Kalahari to the subtropical forests of KZN; the glitz and glam of Clifton to the owlish quirkiness of Nieu Bethesda, there really is something for everyone in our beautiful land.

What’s more, with solo travel you don’t necessarily need to foot the bill for the entire trip. A free plane ticket or hotel stay is enough to put a smile on the dial of most employees we know. Another huge advantage of going solo is that it gives recipients the chance to turn an incentive trip into a family holiday. Granted, many group trips allow you to bring your spouse and kids along. But there are always at least a few awkward moments where you have to choose between family and firm.

Go it alone?

Of course, solo travel can never work for every company and in every situation. It’s pretty darn useless if teambuilding and camaraderie are your primary objectives and – like any incentive – it has to be carefully designed to achieve maximum impact. You’ll definitely want to work with your incentive travel planner on this, too. It’s a reward, remember, so nothing short of meticulous planning and seamless execution will create the once-in-a-lifetime experience memories are made of. Not to mention the brag value back at the office.

As The Incentive Travel Buyer’s Handbook explains, poorly-structured “individual incentive travel programs can lose their motivational impact,” before asking, “What good is recognition if no one else knows about it?”

Hopefully, this blog has helped you to understand whether group or individual incentive travel (or a combination of the two) is the best way to tackle your next campaign. And remember, we’re only an email away if you need any help turning those travel dreams into reality.

 

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