Ignite

November December 2018

A fresh resource for people who plan and manage meetings, events, business travel, promotions and incentive programs. Providing you with inspiration, guidance and great ideas.

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November | December 2018 | Ignitemag.ca | 47 ยป Photo credit: Newfoundland and Labrador Tourism/Barrett & MacKay Photo HOMEGROWN STATS 2 0 1 8 I N C E N T I V E T R A V E L M A R K E T S U R V E Y O F F E R S A C A N A D I A N P E R S P E C T I V E by Sandra Eagle While there is plenty of market research on international incentive travel, insights into the Canadian market are hard to come by. This year SITE Canada and the SITE Foundation sponsored the 2018 Incentive Travel Survey, conducted by Bramm Research Inc. on behalf of the now defunct Meetings + Incentive Travel magazine. A panel convened by SITE Canada for the IncentiveWorks trade show discussed some of the highlights of the survey. Not surprisingly, spending on incentive travel has been about the same for the last few years and lead times are shorter. The panel discussed ROI strategies, risk management and program experience. R O I S T R A T E G Y What is changing, at least for the pan- elists, is the strategy behind incentive travel programs. For Cate Banfield, senior director at BCD Meetings & Events based in Chicago, proving ROI is key to program design. "You now have 365 days of opportunity year-round to touch your customer, driving engagement and loyalty. You need to ask your clients what their business objectives are and what behaviours they are trying to change." Terry Manion, vice-president at Meridican Incentive Consultants based in Markham, Ont., says "incen- tive travel drives retention, loyalty and corporate culture. So often in the past we were just order takers, and now as the corporate world under- stands more about incentive travel they are accepting us as strategic partners. It's all about asking our clients the right questions." 2018 INCENTIVE

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