The MICE Expert Panel is a small team of experts who are kind enough to share their insights in every issue of Summit Benelux. As always we ask the two questions.
- The world is currently in a state of unrest; everyone will agree on that. Why is organizing an incentive specifically now a good and commercially useful idea?
- What is the most important business lesson you have ever learned, and from whom?
The answers by our experts is randon in order:
Evelien Schepers,Conscious Travel Designer & Partner at Contour Travel
The world is currently in a state of unrest; everyone will agree on that. Why is organizing an incentive specifically now a good and commercially useful idea?
Organizing an incentive is about more than just bringing people together in a carefully chosen location. It is precisely the breaking of routines and comfort zones that leads to inspiration, cross-pollination, and valuable knowledge sharing. When participants are taken out of their daily context, space is created for new insights and genuine connection.
In an era characterized by polarization and global uncertainty, it is more important than ever for businesses to remain resilient and enterprising. Incentives play a crucial role in this. They create moments of encounter where not only strategic and technical themes are addressed, but where there is also room for informal conversations and human contact.
By continuing to connect, inspire, and amaze, organizations strengthen their mutual bonds of trust. And it is that very trust that is the essential building block for sustainable cooperation and successful business.
What is the most important business lesson you have ever learned, and from whom?
Our sector demands flexibility. Last-minute changes, uncertain circumstances, weather influences, or technical challenges are not exceptions but reality. It is precisely our resilience that ensures these factors do not affect the final result.
We always operate from one principle: there is always a Plan B, and if not, there are still 25 other letters in the alphabet. This mentality allows us to remain decisive and creative even in the face of setbacks. Often, it is these alternative scenarios that manage to surprise and position us even more strongly as a partner.
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Nathalie Jacobs, Managing Partner at FAME Travel Designers
The world is currently in a state of unrest; everyone will agree on that. Why is organizing an incentive specifically now a good and commercially useful idea?
Nowadays, there is so much polarization in the world, and almost everything happens digitally. We scroll endlessly, organize our meetings digitally, do our grocery shopping via an app…
Never before have we had so little personal contact with each other, yet that is one of the most important basic human needs. Physically coming together at an inspiring location abroad restores a sense of connection—a feeling that we are part of a larger whole. Deconnecting from everything digital for a while also brings peace to people’s minds and bodies. That is why we are increasingly focusing on incentive trips that center on wellbeing. Why not dive into a cold bath together or delve into breathwork?
What is the most important business lesson you have ever learned, and from whom?
Our business coach always says: “Start working on your business instead of in your business.” Until a good year ago, I was constantly involved in the company’s operations, but as a result, FAME lacked direction and vision. By literally stepping out of operations and beginning to focus on strategy and vision, much more room has been created for creativity and growth potential.
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Marije Breuker, Owner of Motivation Travel
The world is currently in a state of unrest; everyone will agree on that. Why is organizing an incentive specifically now a good and commercially useful idea?
People always need direction, trust, and connection—but perhaps now more than ever. In a (hybrid) work environment full of stimuli, distance, and fragmented attention, this does not happen automatically. That is exactly why incentives with valuable live experiences are not a luxury, but a strategic instrument. Well-designed incentives bring people together physically and accelerate precisely what organizations need: mutual human connection and true engagement. They create trust and emotional bonding and generate shared memories—essentially the foundations of loyalty and commitment.
Additionally, incentives are a powerful means to shift group behavior. In a short amount of time, teams can reconnect with their purpose, their values, and each other. This inspires and motivates, but also keeps the “human” element relevant in the age of AI. Live experiences are also an effective way to facilitate dialogue, maintain focus, and move in the same direction together. The World Economic Forum emphasized this year with the theme “Spirit of Dialogue” the power of gathering live in difficult times: meeting each other, listening, and searching for direction together.
What is the most important business lesson you have ever learned, and from whom?
The most important lesson I have learned as an entrepreneur is that there is always room for entrepreneurship in both good and bad times, as long as you dare to choose, have a creative plan, and take responsibility for your own value. In my work in the incentive industry, I have learned along the way that entrepreneurship isn’t about working harder or delivering more, but precisely about making sharp choices: which clients fit you, where do you truly add value, and where do you consciously draw a line.
If I were to name a mentor and inspiration, it would be Martijn Dirks (Provast). He taught me that saying “yes” is just as important as saying “no.” He taught me that expertise has value, and that you must dare to name and price that value and stand by it completely. I also twice had the opportunity to work with former South African President F.W. de Klerk, speak with him, and hear his lectures. His lesson was that true progress requires letting go of your own interests for the sake of the collective greater goal; that always touched me and became a mantra.
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Annemieke Stuurman, Director of GI Travel
The world is currently in a state of unrest; everyone will agree on that. Why is organizing an incentive specifically now a good and commercially useful idea?
Specifically in these turbulent times, attention to people is more important than ever. The world is out of balance on many fronts, and we all feel it. Uncertainty, constant change, and increasing pressure have a major impact on people’s energy and the way they work and collaborate. That is why organizing an incentive right now is a conscious and valuable investment for a company. It offers employees the opportunity to detach from daily hectics and rediscover the vital mutual connection. Traveling together and sharing a special experience strengthens mutual trust, provides relaxation, and gives teams and colleagues new, fresh energy.
I experienced this myself last weekend when we traveled to Glasgow with our entire team of 30 employees. That collective experience provided an enormous team boost and showed once again how much power lies in experiencing and connecting together. By organizing an incentive, you show that people are seen and appreciated. That increases engagement, motivation, and loyalty—factors that contribute directly to achieving business objectives and better performance at all levels. In uncertain times, people need appreciation, trust, and perspective. An incentive provides that internally, but also externally. It radiates confidence to customers and partners and shows that we continue to look forward together, despite the circumstances we find ourselves in. Organizing an incentive in today’s restless times is therefore not a luxury, but a meaningful investment in people and the future.
What is the most important business lesson you have ever learned, and from whom?
The most important business lesson I learned from our previous director, Marijke Vink, is that success is ultimately always about people. Especially in our MICE (Meetings, Incentives, Conferences, and Exhibitions) business, people are the key to success on all fronts—both our own colleagues and the valuable partners we work with in the Netherlands and worldwide.
Listening, giving trust, and sincere attention form the most important pillars, especially when things get tense and we have to face unexpected circumstances together. Good leadership lies in connection. Results follow when people feel safe to be themselves, share ideas, and grow together. Figures are obviously important, but the way you treat people ultimately determines whether success is lasting and sustainable.
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Rob van Helvoort, Travel Legends
The world is currently in a state of unrest; that is something everyone can agree on. Why is organizing an incentive right now such a good and strategically sound idea?
Due to the constant stream of negative news, motivation levels can easily dip. However, evidence shows that incentives have a direct impact on productivity and corporate culture. Research indicates that companies utilizing incentives see a productivity boost of up to 40%. This can manifest as increased sales, more efficient processes, or simply higher output per employee. Furthermore, it is essential to continue fostering mutual connection, as this directly influences work culture and overall job satisfaction.
What is the most important business lesson you have ever learned, and from whom?
Never give discounts. You can be transparent about your pricing, but do not compete on it—compete on value! Making price the leading factor ultimately undermines your brand and your entire positioning. I heard this during a lecture by Jos Burgers, and I still apply it to this day. 😉
