IN­CEN­TIVES

Why give top per­form­ers cash when a mem­o­rable ad­ven­ture away can de­liver twice the ben­e­fit for half the cost? Lit­tle won­der cor­po­rate ex­pe­ri­en­tial travel is on the rise, writes Joanna Tovia.

Signature Travel & Lifestyle - - Contents -

Ex­pe­ri­ences are the best re­ward, for em­ploy­ees as well as mploy­ers

Re­ward­ing top-per­form­ing em­ploy­ees with a cash bonus is an ex­pen­sive way to do busi­ness, with the lat­est re­search re­veal­ing that it’s not nearly as ef­fec­tive as a non-mon­e­tary re­ward such as a great get­away. An un­for­get­table trip that de­liv­ers a novel or mean­ing­ful ex­pe­ri­ence is where it re­ally pays off, for both the team par­tic­i­pat­ing and the com­pany foot­ing the bill.

Di­rec­tor of Travel & Sports Aus­tralia, Paul Ram­say, says in­cen­tive travel is in­creas­ing year on year as com­pa­nies seek to take staff away from their nor­mal day-to-day en­vi­ron­ment to a des­ti­na­tion that re­wards their per­for­mance.

“They are fo­cused on do­ing more ex­pe­ri­en­tial ac­tiv­i­ties on trips be­cause they tend to get more value out of them; they find peo­ple are more en­gaged,” Ram­say ex­plains. “It’s not just tak­ing a heap of peo­ple away and get­ting on the booze any­more.”

Travel & Sports Aus­tralia fo­cuses on end-to-end ex­pe­ri­en­tial sport­ing events 01 The pop­u­lar F1 Grand Prix 02 An all-Amer­i­can base­ball game 03 A fes­tive foot­ball match in Spain 04 Who doesn’t love watch­ing Fed­erer? and sets up an on­line reg­is­tra­tion and so­cial plat­form for par­tic­i­pants six months ahead of de­par­ture. Sport­ing events are as pop­u­lar as ever, but other ac­tiv­i­ties are now be­ing wo­ven in. A trip to the Aus­tralian Open doesn’t just in­volve watch­ing the ten­nis, for ex­am­ple, but also ac­tiv­i­ties be­fore and dur­ing the event rang­ing from cook­ing lessons to hand­ball com­pe­ti­tions. “Ten­nis Aus­tralia now has a great precinct around the sta­dium so it’s a des­ti­na­tion that’s not just about the ten­nis,” Ram­say ex­plains.

Cor­po­rate cruis­ing is less in de­mand than it was, Ram­say says, but “per­sonal devel­op­ment travel” is on the rise. “We’re see­ing com­pa­nies fo­cus more on the in­di­vid­ual, in that they want to see them grow as peo­ple and they’re more con­scious of their well­be­ing.”

Com­pa­nies are also seek­ing to give valu­able em­ploy­ees once-in-a-life­time ex­pe­ri­ences that en­cour­age on­go­ing loy­alty. Cor­po­rate trips to the Sin­ga­pore For­mula One Grand Prix are “through the roof”, Ram­say says, but re­cent trips have also in­cluded tak­ing a group to Paris and then Monte Carlo to play golf and tak­ing 180 peo­ple to Barcelona to watch a soc­cer game be­fore fly­ing to New York to ex­pe­ri­ence the base­ball.

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