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VIP Experiences are Everywhere. How is the Incentive Industry Reimagining Exclusivity?

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The traditional model of incentive travel that prizes inaccessibility — a level of luxury and exclusivity that you can’t create on your own — is changing.

The global marketplace for travel experiences has grown to more than $1 trillion, according to McKinsey & Company. Anyone who can afford it can purchase the chance to explore the Giza pyramids with the Egyptian Minister of Antiquities or try their hand at Polynesian rowing in Easter Island with Chile’s Olympic team. Instagram feeds are lined with individual travelers having the same exact experiences that were once the purview of incentive groups.  

Today’s incentive winners are more sophisticated than previous generations, said Michelle Orlando, who has spent her entire career curating experiences, forming her own company, Elevoque, in 2021.

“They’re well-traveled. They’re experience-savvy. They aren’t moved by velvet ropes; they’re moved by moments that feel like they’re truly for them.”

It Depends on the Budget

Talk to many incentive firms, and they still have clients hosting those eye-popping group incentive experiences that are beyond the reach of most people. However, it’s just a small percentage of companies that have the budgets to support these types of programs, and they are almost always from the insurance, financial, automotive, and energy sectors.

At Land O’ Lakes, which holds a number of different types of incentive programs for customers and internal employees, Chris Johnson, director-global travel, enterprise meetings and experiences and sports partnerships, says his team puts a great deal of thought and planning into the creation of once-in-a-lifetime experiences. A recent incentive on a chartered cruise ship, for example, allowed the group to choose their stops at various ports along the Mediterranean. The final evening, the ship was docked in Barcelona, and the closing event  was a cultural immersion through entertainment and food.

“Guests experienced a journey through the Spanish culinary traditions, culminating in a breathtaking drone show over the Barcelona skyline,” he said. “The custom performance traced each stop along the trip, with illuminated images and music reflecting the local flavor. It was a one-of-a-kind finale that no individual traveler could re-create, and the attendees were absolutely captivated.”

Layered Experiences

Planners like Orlando believe that the future of incentive travel isn’t defined by extravagance — 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,” she said.

The incentive industry’s answer is ‘layered experiences,’ those which extend beyond a single wow moment to create ‘layers of surprise + delight.’

Attendees want to spend meaningful time with real people (even better if they’re famous), like the private cocktail event and culinary experience hosted by a Food Network celebrity chef at her personal estate, curated by One10. “These personalized itineraries go beyond, focusing on meaningful engagement, cultural authenticity, and surprise elements that align with our clients’ goals,” said Kandice Watson, director, purchasing & design.

In Miami, the well-known Neo-Pop artist Peter Tunney not only gave an incentive group a personal tour of his Wynwood Walls gallery and shared stories about his life and art, he then took them on a guided tour of the entire Wynwood Walls complex. “Peter’s personality is so unique, and his stories are captivating,” said Jennifer Gruebner, director of sales at Just Right! Destination Management. “They could have stayed there with him for days.”

Elevoque recently designed an incentive program for a wellness brand that brought 200 top performers out into the fields and farms where their product line is grown. They got a chance to speak directly with the farmers and food scientists, followed by a lunch served outside at the farm. The event was broadcast to a global audience.

“Every detail was designed not only to impress, but to connect,” said Orlando.

“It’s no longer about the most luxurious destination or the flashiest five-star dinner. It’s about the stories we tell through place, the emotional clarity we deliver through design, and lasting meaning.”

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Events

Trade Show Industry Updates: News, Data, Trends

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June 20, 2025

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Who Attends Skift Meetings Forum?

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2 days ago

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June 19, 2025

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Skift Meetings Forum has firmly established itself as a premier event for senior planners and event industry leaders who are driving change and shaping the future of global meetings. If you’re wondering whether this forum is the right fit for you or your organization, this post provides an in-depth look at the attendees, their professional profiles, and what makes Skift Meetings Forum 2025 a must-attend event.

What Is Skift Meetings Forum?

Skift Meetings Forum is an annual gathering designed to challenge conventional thinking in the meetings and events industry. Held in New York City, the forum is known for its focus on actionable insights, peer-driven content, and impactful strategies. The unique format facilitates conversations and creates an intimate and engaging environment for its attendees.

Who Attends Skift Meetings Forum?

The audience at Skift Meetings Forum is highly curated to ensure meaningful networking and strategic discussions, attracting some of the most forward-thinking professionals in the industry.

Download our Audience Snapshot for insights into this year’s confirmed attendees.

Attendee Categories

The forum attracts:

  • Corporate Planners responsible for crafting experiences for internal teams or external stakeholders.
  • Event Agencies leading the design and execution of globally recognized meetings.
  • Association and Nonprofit Planners coordinating large-scale gatherings for their communities.
  • Government and Academic Planners managing events focused on public sector or educational outcomes.

This diverse mix of professionals ensures a dynamic exchange of ideas and perspectives in every session.

The Experience Levels and Budgets of Attendees

Participants at Skift Meetings Forum are experienced decision-makers with significant influence and resources at their disposal.

  • Experience Levels: More than half (59%) of 2024 attendees were seasoned strategists and leaders who had over 15 years of experience.
  • Budgets: Nearly half (44.4%) of audience members managed annual event budgets of$5 million or more, a testament to their role in overseeing high-level, resource-intensive projects.
  • Event Scale: 47% of 2024 attendees planned events that catered to over 5,000 participants annually, underscoring the global impact they deliver through their work.

Notable Organizations Represented

Skift Meetings Forum has consistently drawn participation from a range of prominent organizations such as:

  • Corporate Giants: Mastercard, PepsiCo, Amazon.
  • Event Innovators: Event Leaders Exchange, Freeman, Bizzabo.
  • Associations: American Montessori Society, PCMA, MPI.
  • Destination and Tourism Boards: Discover Puerto Rico, Visit KC (Kansas City), NYC Tourism.
  • Nonprofits and Research Institutions: Earthjustice, The MITRE Corporation, Guttmacher Institute.

What Happens at the Forum?

Skift Meetings Forum consistently addresses pressing challenges and innovative opportunities in the industry. 2025 session topics include:

  • Actionable Insights for Planners Dealing With Geopolitical Uncertainty
  • The Unfair Advantage: How Leading Event Companies Are Really Leveraging AI
  • Turning Events from Cost Centers to Valuable Investments
  • The Sponsorship Evolution: From Logos to Memorable Branded Experiences

View more discussion points here.

Attendees come away not with vague ideas but with actionable frameworks, peer-tested strategies, and insights tailored to current industry challenges.

Venue and Atmosphere

Skift Meetings Forum 2025 takes place at City Winery NYC, an intimate venue that balances modern aesthetics with practical functionality. The space offers just the right buzz for facilitating conversations without overwhelming attendees. Designed for dialogue rather than distraction, the forum’s atmosphere elevates peer connections and fosters a sense of shared purpose.

Why Attend? Value for Event Professionals

Skift Meetings Forum stands out for its tangible value to senior event planners. Here’s why it’s worth attending:

  • Actionable ROI Strategies: Learn from industry leaders how to measure and communicate the value of your events.
  • Continuing Education Credits (CMPs): Earn essential professional development points while gaining practical knowledge.
  • Peer Insights: Connect with other senior planners to exchange ideas, identify what approaches work across industries, and leverage structured networking opportunities.
  • Focused, Sales-Free Environment: With no loud vendor pitches or overwhelming expos, you can focus on meaningful conversations and strategies.

Secure Your Spot at Skift Meetings Forum

If you’re serious about elevating your strategies and driving innovation in your organization’s meetings, Skift Meetings Forum is the event for you. Limited space is available by design, prioritizing conversation and deep engagement.

Download Our Audience Snapshot to discover more about who will be attending this year.

Then, visit Skift Meetings Forum for ticket and session details.

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Events

The BagMobile and ‘Komboomcha Boxes’

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3 days ago

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June 18, 2025

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