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Travel Insider: What Exactly is an Incentive Travel Program?
April 30, 2008
Putting privilege into your incentive travel plans can take a "good" trip to an "awesome" one.
By Brian Martenis
It's a fundamental question with many correct answers. Over the last 30 some years of designing and implementing incentive travel programs, I have actually come to several conclusions as to what is "good" incentive travel and what is "awesome." And, since you are only ever as "good as your last picture" the really successful planner shoots for awesome.
When Ronald Reagan left the White House, one of the questions asked of him was, "What was the best thing about being president?" Without missing a beat, he answered, "The travel. Everything was planned for me down to the finest detail. I simply had to get myself to the front door and all of the rest of it was taken care of for me" (Personally, I would have said the privilege of serving the American people, but that's just me.)
Politics aside, the President of the United States is a fairly privileged person. If ease in travel was his spontaneous reply, it makes one pause … We need to seriously examine the very essence of what incentive travel is and what incentive travel NEEDS to be.
Creating the Presidential Experience
So, what does incentive travel need? Well, you have the cornerstone already: the destination. Parties, dinners, tours and activities are also important. But the feeling of privilege is essential. And the best part of this ingredient is that the tangible cost is actually quite small. All it takes is a bit of planning, communication and imagination to create a "presidential experience."
• Know your audience. Your first step in this creation is probably the most difficult one because it involves taking the time to know who you're planning for. It's not about what you like; it's about what they like. And it's not always about offering "the best." Many times your guests are not comfortable dining at the best restaurant in the city. Take everything into consideration.
Travel Extra: In Monte Carlo, the boss spent literally thousands of euros at Le Louis XV—Alain Ducasse, one of the world's most acclaimed and superb restaurants. But my little group and I dined at Puncinella just around the corner from the Fairmont. The food was wonderful, the ambience comfortable, and casual. It offers great value and a couple of film stars were there. We had a bit too much wine. The boss's group said, "Very nice." My group said "AWESOME!!!"
• Make sure your travelers are comfortable throughout their trip. What truly sets the best incentive travel programs apart from group travel is professional and total service. Privilege does not have a price—it's created. Privilege is a feeling—feeling welcome, special and wanted. One of my favorite hotels in the world, The El San Juan has a habit of saying, "Welcome home, Mr. Martenis" when I arrive. Part of me knows its just business and part of me actually feels like they are welcoming ME home. I'm special to them and they want me there. Sure I have to pay at the end, but at that moment, I'm a star. Make sure your group receives the same luxe treatment.
• Stay actively present throughout the trip's duration. Many planners tend to forget that they are the ones travelers will look to when questions or problems arise, and just because you "planned everything to a tee" doesn't mean snafus will come up unexpectedly. You should be contactable throughout the entire duration of your trip, and always let your group know where you can be found during the stay. I always keep a desk in the main lobby of the hotel that we occupy—if not in the main lobby, then in an area that the group will frequent. The bottom line is that your presence must be seen. You must let your group know you are there for them, that you are not on your own personal vacation. Even though it sometimes borders on grandstanding, you are not really putting on a show of being in charge—you are showing that you are in charge and there for them. It will be appreciated.
I am running out of space for this theory. I have much more to share, so check back on May 13th at www.incentivemag.com to read my next bi-weekly column. I plan on sharing everything I know.
INCENTIVE online travel columnist Brian Martenis is
Managing Director for Philidelphia, Pa.-based Boutique Incentive Travel, a division of Gil Travel. Brian brings to this company nearly 30 years of designing and implementing very successful incentive travel programs all over the world. Brian is passionate about every aspect of his programs and is often asked to write and speak about incentives, incentive travel and motivation.
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