New Currency of Incentive Events: A Journey into meaningful experiences

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New editorial “TRAVEL DESIGN”

In the fast-paced modern world, when every moment is consumed by information and technology, a unique challenge has emerged: a shortage of authentic impressions and inflation of emotions. Both individuals and corporate clients are no longer satisfied with typical events; they seek profound emotional and mental experiences.

Impressions and meaningful encounters become a new currency that motivates employees and strengthens corporate culture. It’s no longer about the most popular destination or the extravagant gala dinner featuring a celebrity headliner. Instead, It’s about the stories we tell through place, the emotional clarity we deliver through design, and the lasting significance of our experiences.

Our clients tend to be very well-traveled. They aren’t moved by velvet ropes; they’re moved by moments that resonate personally.

That’s why the classic approach to incentive travel is undergoing a transformation. According to McKinsey & Company, the worldwide market for travel experiences has surpassed $1 trillion. Now, instead of classic corporate destinations and programs, clients request touring the Giza pyramids alongside the Egyptian Minister of Antiquities or participating in Polynesian rowing on Easter Island with members of Chile's Olympic team. And it applies not only to those clients with big budgets… It’s a common trend.

Why does it happen and what is impression inflation?

Impression inflation refers to a psychological trend where each new experience feels less significant compared to the previous ones. As our brain becomes accustomed to higher levels of novelty and excitement, even enjoyable experiences can start to blend into the background. In an era dominated by social media, our expectations and dopamine thresholds are evolving, leading to a sense that many experiences are "discounted," as if we've already encountered them before.

When it comes to organizing corporate incentive trips for groups—large or small—this phenomenon necessitates careful consideration and strategic planning (for the budget be well spent). Creating memorable journeys requires a fresh approach that aligns with the business goals, current social landscape, and its evolving trends.

So, how do we navigate these changes and design truly exceptional travel experiences that resonate with participants?

Architecture of emotions and Layered Experiences

As the demand for exceptional incentive trips continues to rise, our corporate clients frequently send requests that push the boundaries of traditional travel experiences. — "We want to organize an incentive trip in Saudi Arabia for our partners. Can you facilitate something truly unique, such as a private meeting with the architect behind The Line project, participation in camel racing, or an enchanting stargazing evening in the desert alongside a renowned futurologist? We aim to provide them with a one-of-a-kind experience they can’t achieve on their own during a standard vacation. We want our bank to be synonymous with their exclusive experience. We want to go epic!"

I personally believe though, that the future of incentive travel isn’t defined by extravagance only — it’s defined by intentionality. Incentive travel is absolutely still rooted in the idea of providing something irreplicable, but the currency of exclusivity has changed.

So, the incentive industry's response lies in the concept of ‘layered experiences,’ those which extend beyond a single wow moment to create ‘layers of surprise + delight.’

The Art of Meaningful Travel Design

This is where innovative and daring travel design comes into play. It involves the conscious construction of travel that encompasses emotional and semantic elements, rather than simply focusing on logistics. In an age where impressions are fleeting, the role of travel designer is more crucial than ever. They transcend the typical booking of accommodation; they bring novelty to the experience, fuse contrasts, and craft dramatic narratives that resonate long after the journey concludes.

For example:

- Instead of 10 sights per day, there is one real contact: a conversation with a local baker in his kitchen in the Old Town protected by UNESCO.

- Instead of a "tick" in the location, there is a plot: a night in an old monastery, where you learn to be silent.

- Instead of 1000 photos, there is one object without a phone, but with deep involvement.

This is a challenge not for the number of impressions, but for their depth.

Attendees want to spend meaningful time with real people. Personalized itineraries go beyond, focusing on meaningful engagement, cultural authenticity, and surprise elements that align with clients’ goals.

Our case

A few months ago, we had the pleasure of designing a transformative experience in Tanzania aimed specifically at female entrepreneurs. Central to this program was a visit to the Mwani Sewed Center, a remarkable initiative established by an accomplished businesswoman dedicated to uplifting local women through job creation and skill development.

Mwani Zanzibar stands out as a model of sustainability, transforming thoughtfully farmed seaweed into high-performance skincare products. Backed by a decade of research, their proprietary methods ensure maximum bioavailability while safeguarding the integrity of marine actives. The brand’s mission goes beyond profit – it is committed to regenerating both the ecosystems and communities from which its ingredients are sourced.

Our attendees were fortunate to embark on an immersive journey, starting with a visit to the very farms where Mwani's product line is cultivated. They participated firsthand in the craft, walking through the shallow waters adorned in traditional hats, connecting deeply with the environment and the culture. The experience was enriched by a visit to the production line, where guests engaged in meaningful dialogue with the founder, farmers, and scientists, and even took part in the hand-made production process.

To culminate this unique adventure, we hosted a special lunch outdoors at the farm, allowing attendees to savor local flavors while appreciating the hard work and dedication behind each product. The success of this initiative stemmed from our careful attention to every detail, with the primary objective being to create a profound impact and evoke strong emotional responses from our participants.

In crafting this experience, we aimed not just to impress, but to forge genuine connections – both with the local community and among the attendees themselves. This is a testament to the power of MICE programs to not only motivate but also inspire. We look forward to continuing our journey in creating meaningful and impactful experiences that resonate deeply with all involved.

Crafting Memorable Incentive Events: The Formula for Impactful Experiences

1. Authenticity and Meaning: The hallmark of an impactful incentive event is its ability to offer genuine experiences that leave a lasting impression. Engaging with local traditions—such as mastering the age-old craft of ceramics—provides participants not only with visual stimulation but also the chance to engage physically and creatively. This hands-on involvement fosters personal connections and enriches the overall experience.

2. Conceptual Foundation: At the heart of any successful incentive event is a compelling concept that resonates deeply with attendees. This concept should reflect the organization’s core values and mission, weaving a narrative that participants can connect with both emotionally and intellectually, thus enhancing their investment in the experience.

3. Sensory Reset: Encouraging attendees to unplug from their digital devices and immerse themselves in the present moment can significantly heighten their awareness and appreciation of the experience. A day spent in silence or without a smartphone can amplify their awareness of sounds, scents, and sensations, turning the ordinary into an extraordinary memory.

4. Contrast and Variety: The power of contrast adds a dynamic layer to the event experience. Transitioning from a luxurious hotel stay to a rustic lodge not only creates memorable contrasts but also enriches the overall journey, offering a spectrum of impressions that linger long after the event concludes.

5. Gamification for Enhanced Engagement: Infusing elements of gamification can significantly elevate attendee engagement. Designing challenges, rewards, and interactive activities stimulates participants' competitive spirit and encourages active involvement. When these gamified components align with the event's central theme, they reinforce the core message while creating an exhilarating atmosphere.

6. Immersive World-Building: Crafting an immersive environment is essential for engaging attendees fully. This can be accomplished through meticulous design, theming, and attention to detail. From the moment participants arrive, every facet of the event—from decor to activities—should contribute to an overarching narrative, transforming the experience into a captivating journey.

7. Reflection and Connection: Facilitating moments for reflection and interpersonal connection is crucial for deepening the impact of the event. Whether through team-building exercises, interactive discussions, or opportunities for quiet contemplation, these experiences allow participants to internalize key messages and strengthen their bonds with one another and the organization.

8. Evaluating Success Beyond Metrics: While attendance figures and participation rates are valuable indicators, the true measure of a successful incentive event lies in its capacity to foster meaningful and enduring experiences. By prioritizing the quality of engagements over volume, organizers can ensure that the event resonates deeply with participants and fulfills its objectives.

By embracing these principles, incentive events will be not only memorable but also transformative, leaving participants with experiences that inspire loyalty and drive results.

The True Essence of Modern MICE: Beyond Events to Engagement Ecosystems

I do believe that the main challenge of a modern MICE agency is not only to organize events, but also to create a cultural and emotional context for business. In today's fast-paced corporate world, the challenge facing modern MICE agencies extends far beyond the classic events. Our role has transformed; we are not merely event planners, but architects of cultural and emotional experiences.

At the heart of our mission lies the imperative to translate corporate objectives into rich, human-centered interactions. We must bridge the gap between abstract concepts and vivid, meaningful experiences that resonate on a personal level. Travel design should be more than just a means to transport attendees; it should serve as a strategic tool that forges emotional connections and drives business outcomes.

By doing so, we can influence key metrics that matter to organizations, such as employee loyalty, turnover rates, and brand perception. Our focus must shift from simply orchestrating events to creating comprehensive engagement ecosystems. These ecosystems empower our clients and their teams to not only witness success, but to actively take part in crafting their own narratives.

In this new age of MICE, let’s embrace our role as facilitators of connection, turning every event into an opportunity for engagement. Together, we can redefine what it means to convene, ensuring that the experiences we create forge lasting relationships and meaningful impact within the business community.

As architects of impressions, we should transform corporate goals into deep human relationships and abstract ideas into tangible, meaningful experiences. Our goal is to use travel design not only to create an emotional connection, but also as a tool that helps achieve business goals and affects metrics such as loyalty levels, staff turnover, and brand perception. We should not just create events we should build engagement ecosystems that allow our clients to not just observe success but actively participate in creating their own story.

Marina Smurgis, co-founder and travel designer of BIGFISH Event Family