We’re looking forward to big, bright plans for 2026, and are grateful for the SITE members and friends who are helping shape the future of incentive travel with us.
Here are some of the trends, activities, and patterns on the radar for SITE’s HQ team, with plenty of inspiring avenues ahead to continue connecting, learning, and discovering together.
Straight from SITE’s Senior Leadership Team
Pop culture influences on program design
“As incentive travel participants are trending younger, we’ll see a trend of combining pop culture I program design. Think of a three-wave programs with options at one of the three locations where White Lotus was filmed. Or, bringing in a singer from The Voice for a private concert. Maybe a workshop on how to create a good TikTok video?” — Annette Gregg (SITE CEO)
More “wow” moments in incentive travel
As the world continues to shift and surprise us, programs will lean into creativity and emotion — crafting unforgettable experiences that truly inspire. Expect bursts of surprise and delight designed to make participants feel seen, valued, and motivated. After all, as Maya Angelou reminded us, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” — Dallas Lyons III (Head of Membership & Chapter Engagement)
Storytelling that speaks to minds and hearts
“Predicting that … storytelling will become the heartbeat of incentive travel marketing — with destinations and DMCs making a shift from selling “places” to selling purpose. Leading with how emotional connection drives both loyalty and performance.” — Aoife McCrum (Head of Marketing)
Prioritizing the authentic and experiential
“Now more than ever before, research shows that there is an even greater desire for people to meet and connect in-person to foster ideas, gain new perspectives, and create a sense of community and culture. Especially within the incentive space, attendees are craving authenticity, uniqueness and an opportunity to create meaningful connections.
I predict that there will be even more authentic, experiential activities strongly reminiscent of the destination. For example, an incentive activity could be a cooking class but enhance it by visiting a local farm to meet the vendors, select the produce, choose your eggs and then come together to cook the meal. It’s authentic, memorable, and experiential: sure to leave a lasting impact!” — Samantha Nicastro (Head of Business Development & Partnerships)
Personalized, flexible growth
“I predict the incentive travel market will continue to grow, along with the importance of emphasizing personalization and flexibility. I also believe there will be more focus from attendees on meaning in the programs, looking for something beyond just a fun destination and more aligned with their personal values and priorities.” — Elizabeth Sage (Head of Education & Events)
Multilingual opportunities to upskill
“I predict that SITE will offer its CIS and CITP certificate programs in multiple languages, further expanding its reach to educate its global audience on the business case for incentive travel.” — Mark Swets (Head of Operations)
More voices from the SITE team
AI, and an event in space?!
“As technology continues to evolve, the SITE Foundation’s fundraising will become more immersive and experiential. Virtual previews of auction items, interactive storytelling, and AI-driven tools will help donors connect more deeply with Foundation’s campaigns and mission.
And for a somewhat silly prediction: By 2030, SITE will host its first conference in space! As travel boundaries expand, SITE will be at the forefront of redefining what an “incentive level” destination really means.” — Kellen Bachler (Foundation Relations Coordinator)
Super-stardom
“I predict great things for Maren Morris in 2026.” — Pádraic Gilligan (Research & Consultancy) (and shared immediately prior to catching her live late 2025 gig in Dublin!)
Getting personal, to make it memorable
“I think the incentive travel industry is in a great spot right now. Companies are putting more focus on creating trips that feel personal and meaningful, not just big or fancy. People want experiences that really stick with them, and I think we’ll keep seeing more of that kind of travel.” — Danielle King (Membership & Volunteer Specialist)
Seeing red
“I’m making an early bet on Pantone’s color of the year — and am predicting it will be a SITE-appropriate “jazz burgundy.”” — Jennifer King (Graphic Design)
More connections for SITE members
“In 2026, the power of local connection will continue to shape how incentive travel professionals build community. As SITE continues expanding our global network of affiliates, members will have more opportunities than ever to build meaningful, community-driven relationships right where they are.
Those local touchpoints paired with global reach will help continue to create a SITE membership experience that feels more personal, more collaborative, and more aligned with how people want to connect today. It won’t just strengthen people both personally and professionally — it will strengthen the industry.” — Dani Kloap (Chapter Relations Specialist)
The power of the unconventional, and the need to hold space
“One of the best discourses I heard this year was Roxane Gay (re)making her case in-person for the power of possibility over hope: so I’m accordingly focusing my 2026 predictions on what I want the SITE community to make possible rather than what I merely hope will happen.
First, I look forward to seeing the incentive travel world embrace the totally out-there destination ideas in 2026 (go full cottage-core in County Fermanagh! Tap what seem like hum-drum destinations for something totally unconventional!). I look forward to hearing and seeing more truly off-the-beaten-path incentive destination pitching.
I also want incentive travel leaders to make holding space possible, as employees continue working through turbulent times. There’s good guidance out there on how to do this, but it’s important to sit with the reality of the genuinely scary “stuff” in the world right now. At a time of year when many of us express hopes for peace, we also need to actively help (or at least respect the need for) our colleagues and teams to process and respect more complex emotions and difficulties, alongside our best well-wishes for the world.” — Sydney Nolan (Marketing & Communications)
F&B “high”-lights
“I predict we will see the rise of CBD/THC and functional beverages at events.
Over the last few years, we have seen a societal shift in alcohol consumption. Only 50 percent of young adults (18-34) are reporting drinking alcohol and 54 percent of American adults are reporting drinking alcohol, down from 67 percent in 2022.
In a society where sobriety is becoming a trend of its own, we are seeing more beverage companies pushing functional beverages with healthy benefits. CBD/THC canned drinks offer a way to feel the same buzz without the lasting effects of alcohol and provide health benefits such as improved sleep, reduced inflammation, and pain relief — items that are definitely beneficial to the seasoned traveler. The CBD/THC drink market has exceeded a $1 billion USD industry and is expected to surpass $5.6 billion by 2035.” — Emily Parsons-Walker (Event Specialist)
Purposeful gifting
“My prediction is that gifting at incentive events will become far more intentional. With Gen Z’s growing influence and their reputation for being environmentally conscious, planners and suppliers alike will need to prioritize purposeful, sustainable gifts that attendees will actually use. We’ve moved beyond stickers and pop sockets people!!! Gifts with meaning and intention will win every time.” — Tiffany Shafer (Education Specialist)
Free schedules in more expansive destinations
“I predict that there will be more push from attendees to have more down time where they get to pick what they do instead of jam-packed schedules. I also think that travel will be more geared toward destinations outside of the United States given the climate of everything here.” — Mella Whitaker (Sponsorship Relations Specialist)
