The UK Incentive Travel Market: A User's View

This paper examines the growth of the UK incentive travel market, giving special consideration to its use in the motivation of staff in marketing functions. Incentive travel is the use of travel in a motivational programme to create an environment that encourages self‐motivation in groups and individuals. Companies selling incentive travel in the UK are primarily concerned with the organization aspects of the travel reward. Although these activities have an important role, it is also important for the motivational aspects to be considered. This paper presents the results of an exploratory qualitative study of the ways in which incentive travel is perceived by managers using this motivational tool. The results highlight the fragmented nature of the UK incentive travel industry and emphasise the importance of creativity, design and good communications throughout the motivational package.