The Events Industry Council (EIC) launched a report in early March 2025 to explore top issues shaping the global business events industry, including incentive travel.
This report, funded by a SITE Foundation industry grant, covers 12 key themes that emerged from research conducted by the EIC.
2025 SITE Foundation President Rhonda Brewer digs into one of the report’s themes for today’s post, with her perspective on what makes the EIC report relevant to incentive travel professionals.
This post originally appeared in the 2025 spring/summer edition of “Incentives Today.”
Incentive travel has always been about creating unforgettable experiences — but delivering those experiences today requires more than creativity and logistics.
In our rapidly evolving world, risk and security have become critical priorities. Whether it’s safeguarding client data, navigating geopolitical turbulence, or adapting to relentless technological change, the stakes for our industry are higher than ever.
For incentive professionals, the challenge is no longer if risk will impact our programs, but when and how — and most importantly, how we prepare to meet it head-on.
We can start with data security and safeguarding trust. Incentive programs run on data: personal details, travel itineraries, health information, and financial transactions. With cyberattacks on the rise, protecting this data is a business imperative.
To this end, we must work with partners who adhere to global data privacy standards; implement robust encryption and authentication protocols; train our teams on cyber hygiene and phishing awareness; and conduct regular audits to identify and close security gaps.
Widening our lens to geopolitical-driven risk, challenges across the global landscape can also disrupt even the most carefully planned programs. To mitigate geopolitical risks more broadly, we need to continue monitoring global developments. Incentive professionals should also build contingency plans that account for destination changes, supplier disruptions, and traveler safety.
We also need to offer flexible cancellation and rebooking policies that balance participant confidence with business sustainability. This last point looks to become more of a challenge, with cancellation policies and penalties only getting tighter. Still, our industry needs to work together, as it’s no longer enough to plan just for what’s likely: we need to plan for what’s possible.
Beyond data and geopolitical risks, participant health, safety, and wellbeing also remain paramount. To keep qualifiers safe, it’s crucial to conduct comprehensive risk assessments for every destination and venue. Destinations should be willing to assist and provide the necessary information, with decisions ultimately always remaining with end clients.
Planners also need to develop clear communication protocols for emergencies, including evacuation and medical responses. This can also include mental health and wellness support, recognizing the stress that travel and uncertainty can bring.
Safe, seamless experiences don’t happen by accident: they happen by design. The incentive industry thrives on inspiration, connection, and achievement. To sustain its value though, we must evolve our approach to risk and security.
The world will keep changing; but with proactive planning, smart investments, and a deep commitment to resilience, our industry can continue delivering unforgettable experiences, safely and securely.
The time to prepare for tomorrow’s uncertainty is now.
