The era of the trophy destination dominating corporate reward travel is over. “Bucket list” destinations like Hawaii, the Maldives and Italy still hold their place and they likely always will. But for 2027 and beyond, corporate incentive trips are being built around something different. The most impactful reward programmes are prioritising exploration, storytelling and a genuine sense of earned experience.
We’ve seen this shift evolving over the past couple of years and now, it’s really gaining momentum. The 2025 Incentive Travel Index, produced by The Incentive Research Foundation (IRF) and the Society for Incentive Travel Excellence (SITE), revealed nearly 70% of incentive travel buyers are seeking destinations they’ve never used before. While 63% already have a new destination booked for 2026 or 2027, highlighting a fundamental change in what motivates organisers striving to revitalise their reward and recognition briefs.
For corporate event planners designing trips 12 to 18 months out, the key question is influencing buying decisions is: “What does this destination allow us to do that nowhere else can?” The best 2027 incentive programmes will deliver on exclusivity, accessibility and discovery, curating a genuinely story-led experience.
Why 2027 is a turning point for incentive travel.
Today's incentive travellers are more sophisticated and savvy than ever. They travel more frequently; comparing experiences more critically and are increasingly underwhelmed by destinations that feel predictable. The 'where everyone goes' approach is losing its motivational power and the data backs that up.
At the same time, the operational environment has become even more complex to navigate. Rising costs, geopolitical caution and a tightening focus on ROI mean that planners need destinations and formats that work harder on multiple levels. Lead times for emerging city venue buyouts and niche luxury experiences are shortening. If you’re planning a high-impact 2027 programme, now is the time to start.
The upside? Incentive travel remains one of the most valued assets in the corporate rewards toolkit. 75% of professionals surveyed in the 2025 Incentive Travel Index confirm its strategic value remains as strong as ever. The opportunity is rife for businesses reimagining programmes in 2027 based on incentive travel trends and the benefits of getting this right are significant.
The rise of secondary cities in incentive planning.
One of the most prevalent shifts we’re seeing in incentive travel now is the move away from overcrowded tourist traps, giving way to a rising demand for secondary cities. Planners seek places offering cultural weight, a robust hospitality infrastructure and crucially, a sense of first-time discovery in a new corner of the world that can’t be manufactured.
This mirrors consumer travel preferences seen in recent years. According to Expedia’s Unpack ’25 report 63% of people said they’re more likely to choose a 'detour destination' over a major capital on their next trip. For incentive planners, that instinct translates directly: lesser known doesn’t mean lesser quality. Contrarily, it often means better access, stronger buyout potential and greater scope for creating more memorable moments.
Strong contenders for hosting effective 2027 reward and recognition programmes include:
Seville, Spain: currently seeing a culinary resurgence, giving the traditional tapas culture new life through innovative approaches and styles. This combined with world-class hotels and plenty of other appealing incentive city credentials, including UNESCO heritage sites, makes it an increasingly popular choice.
Reims, France: easily accessible, just 45 minutes from Paris, Reims is arguably the crown jewel of the nation’s Champagne region. This compelling narrative holds huge potential for exclusive tours of luxury champagne houses and an abundance of elegant venues to choose from, set within stunning vineyard landscapes.
Brescia, Italy: an emerging cultural city with depth and authenticity beyond the well-worn northern Italy circuit. Over 2,000 years of Roman history, proximity to breathtaking lakes and mountains and ease of access via multiple connections are some of its many benefits.
Segovia and Salamanca, Spain: these historically important gems are easily reached from Madrid. Both compact cities are best explored on foot, so travellers experience their architectural grandeur up close, while enjoying a sense of quiet exclusivity that larger Spanish cities can’t offer.
Choosing destinations of this nature gives your guests the bragging rights they crave. The declaration of “I went somewhere most people haven't been” is increasingly becoming part of the reward itself.
