n North America, companies are increasingly using data-driven insights to analyze individual preferences and interests, allowing them to enhance engagement and create more personalized experiences.
In Europe, Leeson observes a stronger focus on Generation Z preferences, such as:
- Wellness elements and healthy eating choices
- Increased alcohol-free or low-alcohol options
- Networking and social activities
- A greater emphasis on sustainability
Moorhouse adds that exclusive and unique experiences, such as cultural immersion and corporate social responsibility (CSR) initiatives, are gaining popularity.
“Often, the highlight of an incentive program is the community element. We run an annual incentive group from Australia to Fiji with 350+ guests. They fly private charters and stay in luxury resorts with fully themed evening events. However, their favourite part is always the CSR activity—visiting a local village or school, planting trees, painting buildings, and sharing a simple meal with the kids. That hands-on experience outweighs even five-star service.” – Kristy Moorhouse
