Generation Z, also known as Gen Z, refers to the demographic that comes after Millennials. As the first truly digital-native generation, Gen Z grew up in a world saturated with technology, social media, and instant access to information. This has significantly shaped their perspectives, including how they view incentive travel.

The Attendee Preferences for Incentive Travel Study by the Incentive Research Foundation has found that 64% of Gen Z are “extremely motivated” by incentive travel. Their perspective revolves around experiences, personalization, sustainability, and the opportunity to be recognized and rewarded for their achievements.

To attract and engage this generation, incentive travel programs must:

● Align with their values of environmental consciousness and social responsibility

● Offer unique and meaningful experiences that create memories and unique moments

● Provide ample free time to relax to allow for self-discovery

● Leverage technology to streamline booking, planning, and communication processes

● Recognized them for their work achievements

We asked 19-year-old Jocelyn what her thoughts were about being incentivized with travel and she had this to say, “I do know I want to have travel in my future career. Travel can be expensive, so if I had the opportunity to incorporate it into what I do for a living, I’d jump at the chance. I want to be able to see the world and meet extraordinary people!”

Experience-Oriented:

Generation Z values experiences over material possessions. They are more interested in creating memories and unique moments that they can share on social media or cherish for a lifetime. Incentive travel, which offers the opportunity to explore new destinations, try exciting activities, and interact with diverse cultures, aligns well with their experiential mindset.

Work-Life Balance:

Gen Z is keen on maintaining a healthy work-life balance. They prioritize personal well-being, leisure, and leisure experiences. Incentive travel programs that include elements of relaxation, adventure, and time for self-discovery are likely to be more appealing to this generation.

Sustainability and Social Responsibility:

Environmental consciousness and social responsibility are key concerns for Gen Z. They are more likely to be drawn to incentive travel programs that embrace sustainable practices, support local communities, and have a positive impact on the environment.

Customization and Personalization:

Growing up in the era of personalized marketing and tailored digital content, Gen Z appreciates customization and personalization in all aspects of life, including travel. Incentive travel programs that allow them to choose activities, destinations, or travel companions may resonate more with this generation.

Tech-Savvy and Digital Integration:

Gen Z is the most digitally connected generation, and they expect seamless integration of technology in all areas of their lives, including travel. They appreciate incentives that leverage technology to streamline booking, planning, and communication processes.

Work Achievement and Recognition:

Incentive travel, being a reward for achieving specific goals or milestones at work, aligns with Gen Z’s desire for recognition and appreciation in their professional lives. Being recognized for their accomplishments through travel experiences can be a powerful motivator for this generation.

Social Engagement and Networking:

Gen Z values social connections and networking opportunities. Incentive travel that includes team-building activities, workshops, or events that foster networking among participants may be particularly appealing to this generation.

Flexibility and Remote Work:

With Gen Z’s familiarity with remote work and digital nomadism, they may value incentive travel programs that offer flexibility, allowing them to combine work and leisure during their trips.

Attracting and Engaging Gen Z

Overall, Gen Z’s perspective on incentive travel revolves around experiences, personalization, sustainability, and the opportunity to be recognized and rewarded for their achievements. To attract and engage this generation, incentive travel programs must align with their values and offer unique and meaningful experiences that go beyond traditional rewards.