The Incentive Research Foundation announces the release of Measuring Incentive Travel Program Effectiveness. This study explores how incentive program owners and their partners are currently measuring the effectiveness and business impact of incentive travel programs, where the biggest gaps exist, and what is needed to strengthen measurement practices across the incentives industry.
“For an industry that has evolved in so many ways, there is still a surprising lack of consistent measurement,” said Stephanie Harris, IRF President. “Measurement efforts still tend to focus more on attendee satisfaction and event execution rather than on business performance or long-term behavioral change. This lack of metrics that prove business impact can leave programs vulnerable to scrutiny from finance and procurement stakeholders.”
Measuring Incentive Travel Program Effectiveness reports that while most incentive program owners strongly believe incentive travel drives outcomes such as sales growth, engagement, and retention, far fewer are confident in their ability to demonstrate that success with metrics and KPIs. This study explores these challenges in detail and identifies practical opportunities to build more consistent, credible, and business-focused measurement approaches.
Key insights in Measuring Incentive Travel Program Effectiveness include:
- The vast majority (85%) of program owners surveyed rated the impact of their incentive travel programs on business objectives as good or excellent, but only 4% were very confident that their approach accurately isolates the impact of their programs. 32% were fairly confident.
- Fewer than one in four program owners track ROI or cost-benefit analysis to evaluate the effectiveness of their programs.
- Uncertainty around how to best measure outcomes was the biggest barrier to effective incentive program measurement, with 48% of program owners identifying this challenge.
- Third parties place greater emphasis on measurement approaches that justify program investment (71%) and evaluate business impact (60%), and they are more likely than program owners to measure ROI.
To download a copy of the full study and white paper, please visit the Measuring Incentive Travel Program Effectiveness webpage.
