SAVE | EMAIL | PRINT | MOST POPULAR |  RSS | | REPRINT
|
Enduring Incentive Escapes
September 12, 2007
Some classic destinations haven't stopped attracting visitors
By Jeanie Casison-Tansiri
When the National Cash Register Company sent its employees to corporate headquarters in 1906 as a reward for a job well done, it set the stage for what is now a multibillion-dollar worldwide industry. More than a century later, incentive travel thrives, with more places to choose from than ever. While hot spots come and go, certain destinations remain compelling constants.
"Classic incentive destinations have lasting power," says Pirjo Niemi, senior vice president of operations for Ambassadors International, in Newport Beach, Calif. "They continue to appeal to travelers, year after year, from one decade to another, because they have a reputation of delivering good services and offering that special extra something people aren't getting at home."
From sunny Hawaii to happening Hong Kong and charming London, a select group of locales with longevity tops the list of planners' picks. Incentive asked experts around the world to share their insights on how incentive groups can explore these and other quintessential favorites.
American Beauties
In the Aloha State, stunning environs and eclectic experiences attract an audience already imbued with the destination's tropical allure. "Hawaii is such a great motivator because it is the paradise of the United States," says Scott Siewert, divisional vice president of sales for USMotivation in Atlanta. "This vision of paradise goes back to the days of Hawaii Five-O and Magnum, P.I., and now Lost. The mystique of the islands, beaches and great weather is coupled with the reality that Hawaii exceeds expectations."
Strong interest in the island getaway increased program participation for one USMotivation client. When McKesson Corporation announced the Big Island of Hawaii as the destination for its annual President's Club, the San Francisco–based provider of health care software experienced a surge in interest and had to secure a second property to accommodate all of the qualifying participants. While Hawaii offers everything from exhilarating eco- tours to gorgeous golf courses, a summer beach bash proved to be the highlight of the stay. The Kohala Coast location of The Fairmont Orchid inspired planners to take over the oceanfront for a memorable McKesson celebration showcasing sand, surf and sun, complete with entertaining performances by local band Jimmy Mac, delicious seafood and mai tai toasts.
As a family destination, Florida attracts a huge following. Kids of all ages still love to line up for the famous theme parks of Orlando. However, unlike everyday guests, incentive groups are greeted with the VIP treatment.
 "There are a variety of things to see and do in the theme parks, from buying out part of [Disney's] Animal Kingdom for a big party to hosting a dinner function at the U.S.A. Pavilion in Epcot and watching the nightly fireworks show, IllumiNations, afterward," says Hope Valentine, senior sales and marketing account executive for Convention Planning Services, a full-service destination management company (DMC) in Orlando. "At Universal Studios and SeaWorld Orlando, we can arrange for exclusive access to the rides and set up a hospitality area so groups do not have to fight the crowds."
Las Vegas, with its storied glitz and glam, will probably not lose its luster anytime soon. This array of entertainment choices makes incentive planning simple. "The beauty of Las Vegas is that the entertainment is already built-in, and you can bring this element into theme parties, from over-the-top flash to more classic choices," says Kurt Paben, vice president of business development for Carlson Marketing in Minneapolis. "You can get headline entertainment or buy out shows such as Mystère and other major Cirque du Soleil productions."
>Terry Epton, CEO of USA Hosts, a DMC with locations throughout North America, agrees that entertainment is a winning factor for incentives, as it inspires creativity. "Often, you can theme things based on an anchor show, such as the Summer of LOVE at the Mirage, which is built around the music of The Beatles," he says. "For instance, you can incorporate a Sixties theme by throwing a Summer of Love costume party for a group."
The Allure of Asia Pacific
The hustle and bustle of Hong Kong infuses energy into any incentive program. According to Niemi of Ambassadors International, the Special Administrative Region of China was one of the early pioneers to welcome incentive travel programs in the East. "Hong Kong is one of the first places in Asia that became known as an incentive-quality destination," she says. "The infrastructure and services available are what American incentive users expect. It has the combination of dazzling hotels, exotic culture and charm."
Among the activities to include on any Hong Kong itinerary are cruises of the famous harbor, a visit to Lantau Island, dining at the top of Victoria Peak, shopping, tours of the New Territories and instruction in tai chi in Victoria Park. For those who want to experience Chinese culture, Niemi recommends incorporating calligraphy lessons and tea rituals.
The Society Islands of French Polynesia—specifically, Tahiti, Moorea and Bora Bora—still seduce incentive travelers after all these years. For many visitors, the laid-back life of locals and colorful cultural traditions provide the right combination for a relaxing and rewarding incentive experience.
"Tahiti and the surrounding islands always work for incentive programs. People come back thrilled," says Nikki Nestor, president of World Class Travel by Invitation, an incentive company based in Carlsbad, Calif. "For us, you are only as good as your last show. If you look at the airline Air Tahiti Nui, the hotels, people, beauty and the sensory overload of those islands—it is just spectacular."
Timeless Traditions
Foreign yet familiar describes the destinations of Bermuda and Mexico for many U.S.-based incentive groups. The close proximity and distinct personalities of these countries help keep them top of mind with many incentive professionals.
Bermuda brings together the best of Old World charm and New World amenities in a serene setting easily accessible for travelers from the East Coast and Midwest. "Americans are very attracted to the hotels, beautiful beaches, pastel-colored houses and British influence," says Niemi. "The look and feel is very different. People also feel very safe in Bermuda. It is easy to get around on a bicycle or scooter. I think all of those factors combined made it a good, solid destination early on in our industry."
Whether a group's interests lie in sports, culture, nature or history, there are many ways to enjoy their pastimes in Bermuda.
South of the border, Mexico is "a tried-and-true" destination, according to Mary MacGregor, vice president of travel and event services for MotivAction in Minneapolis. "It is a destination where, if you have been for the first or tenth time, it is still bound to be memorable. You can go to Puerto Vallarta, then to Cancún for a totally different experience. Mexico has a unique flair with culture, customs and culinary delights. For our market in North America, it is a very appealing destination."
While relatively new locales like Los Cabos and Riviera Maya are attracting groups and getting rave reviews, Cancún and Puerto Vallarta remain popular choices for incentive travel.
Nature lovers should look no further than Puerto Vallarta, where whale-watching, fishing and backcountry tours are among the activities that can be featured in an incentive package. This is exactly what a dealer sales group experienced during a first-time incentive organized by MotivAction to the resort destination. In addition, a lively welcome fiesta, complete with mariachi singers and typical Mexican cuisine, and a final gala dinner on the beach, made for a memorable event.
European Chic
Across the Atlantic, American incentive groups continue to arrive in London, Paris and Rome. Always top contenders on the international scene, these cities are crowd-pleasers for many different reasons.
Incentive groups looking for the royal treatment will find it in lovely London. The multicultural capital of England not only features superb service from the hospitality industry, but offers insider access to the storied sites where kings and queens banqueted, slept and made history, and the chance to try exhilarating activities including speedboating on the River Thames, inspired by fictitious hometown hero James Bond.
"London holds on to its appeal because it is an established destination with iconic experiences, whether it is Buckingham Palace or the newer London Eye," says Chris Lynn, North American sales and marketing director for Visit London.
However, convenience and comfort for visitors from the other side of the pond also help secure London's status as a classic choice for incentive programs. "For the North American market, one traditional selling point is easy access, with in excess of 23 gateways in the United States alone providing direct flights to London," says Lynn. "Once in London, it is very easy to get around the transportation system; and the language is the same. People get a warm welcome from the British crowd."
Local DMC Hallmark Incentives cer- tainly welcomes the opportunity to show incentive groups the legendary sights of the city. The London's Royalty experience features a private VIP tour of Kensington Palace, the former home of Princess Diana, followed by a stop at Buckingham Palace to see the Changing of the Guard. For those who prefer country pursuits, an outing to the early-Tudor manor Dorney Court, located just outside of London, provides a serene setting for lessons in croquet and archery.
The romantic city of Paris has won the hearts of countless incentive travelers. One such admirer is Marilyn Murphy, president of Creative Travel Planners, in Woodland Hills, Calif., who recently operated a five-night incentive program for a media company in the City of Light.
"Paris is a European capital that is romantic, beautiful, historic and ever-popular, with its boulevards, lush parks and gardens, iconic sites like the Eiffel Tower and the Arc de Triomphe, fabulous food and magnificent museums," she says.
According to Murphy, no visit to Paris is complete without a cruise on the Seine River at night, when many of the monuments are beautifully illuminated. She made sure to include this highlight on an incentive itinerary for her media client, whose participants also had time to explore the museums, enjoy a private dinner at the home of the International Herald Tribune's publisher, and dine at the renowned restaurant La Tour d'Argent, which offers views of the cathedral of Notre Dame. Additionally, they visited Claude Monet's home and gardens in the village of Giverny, about an hour from Paris. Time in France was well spent, with the trip encouraging stronger bonds between the media company and its advertisers.
As the old saying goes, "When in Rome, do as the Romans do." For an incentive group, that means indulging in Italian cuisine, appreciating arts and culture, and realizing the city's significant place in history.
"Rome appeals to younger and older audiences. The destination has excellent dining, shopping, historical sites and infrastructure, coupled with great hotels. What more can you want from an incentive destination?" says Siewert of USMotivation.
His recommended list of must-do's includes organizing a private tour of the Sistine Chapel to view the work of Michelangelo, hosting an elegant event in Odescalchi Castle, where Tom Cruise and Katie Holmes got married—the incredible venue overlooking Lake Bracciano lies about an hour from Rome—throwing a gladiator theme party and shopping for luxury leather products.
Sidebar: Smooth Navigation
Cruises provide the perfect platform for incentive programs, with luxurious passenger vessels making stops in exotic ports from Cannes to Crete. Currently putting wind in the sails of incentive groups are charter cruises in the Mediterranean, Greek Isles and the Caribbean, says Kurt Paben, vice president of business development for Carlson Marketing in Minneapolis.
"Cruising is always high on the consideration list, for a couple of reasons. First, a cruise gives people the ability to see multiple destinations without having to pack over and over again," says Paben, who recently returned from a charter cruise aboard the SeaDream, on the Mediterranean, with an automotive client. "Second, a cruise is basically an all-inclusive product. If you try to duplicate a cruise experience on land it is usually more expensive."
The SeaDream Yacht Club offers two vessels, SeaDream I and SeaDream II, each accommodating 47 to 55 couples. And for a truly classic cruise experience, small incentive groups should consider chartering the Christina O, originally owned by Greek shipping magnate Aristotle Onassis. Illustrious guests over the years have included Greta Garbo, Frank Sinatra, Marilyn Monroe and, of course, Jackie Kennedy. The historic vessel features 18 cabins and can accommodate a maximum of 36 passengers.
"This is really pretty much the ultimate incentive," says Bob Armon, the owner's representative for the Christina O. "You can't duplicate the grandeur of the ship." On board, guests will enjoy spa services, fine dining, fun activities, a swimming pool, entertainment and customized itineraries to St. Tropez, Capri and Venice, among other captivating destinations.
|
SAVE | EMAIL | PRINT | MOST POPULAR | RSS |
|
|
| Back to Incentive Index |
|
|
