SITE hosted its 2025 edition of Incentive Summit Europe (ISE) from June 29-July 2 in St. Moritz, Switzerland. 

The destination’s breathtaking views and gorgeous, serene setting proved to be the perfect setting for many conversations over the course of the Summit on what’s shaping incentive travel programs right now: and what’s top of mind for both incentive planners and supplier partners alike. 

Inclusive incentives start with being fully prepared

A famously neutral setting like Switzerland tops incentive planners destination selection lists for many reasons — with qualifier health, safety & security taking on increased importance for incentive professionals right now when deciding where to place their programs. 

This topic surfaced as part of a panel discussion held on the first full day of ISE featuring Melanie Bianco from ITA Group and Seynabou Cisse from Dell Technologies. Both women confirmed they work closely with their respective security and legal teams to ensure the destinations they’re sourcing are safe locales for the incentive programs they’re planning.

Both also explained that health & safety considerations now extend into guarding against extreme weather outcomes in addition to geopolitical concerns. Melanie noted that this is where DMC partners come in as an especially key planning partner, with on-the-ground DMC teams able to give up-to-minute advice. 

Table conversations following the panel concurred with what both Melanie and Seynabou discussed onstage. Attendees talked about the importance of balancing proactive communications from in-destination partners against what can reasonably be guaranteed given ongoing volatile conditions dominating today's business climate.  

On day two, another ISE attendee offered an additional perspective on building out inclusive, welcoming programs. Rachel Davies from Hilton shared a new resource her company has produced. Hilton's white paper, Rachel said, stresses the importance of preparing incentive qualifiers well before their arrival onsite — and being clear about all program expectations.

Sustainability wavering between regions — and generations

During breakout conversations on ISE day two, Summit attendees discussed what they see as significant regional variance between organizations, end-clients, and also policymakers on the value and importance of incentive sustainability. 

This is particularly prevalent, they said, when looking at the differences between European and US attitudes.

Other breakout participants highlighted how sustainability involves more than just the environment with social and economic dimensions, too: exploring whether it’s possible to be sustainable without being environmentally perfect. Economically sustainable practices provide the financial support, for instance, to support other practice areas — as one theme the group explored here. 

The breakout also touched on generational perceptions, with participants finding that younger generations are blaming previous ones for long-term planetary impacts. The group stressed a need for meaningful dialogue to shift from a culture of blame to a culture of resolution and positive long-term change.

Expansive creativity now expected

In looking at wider trends shaping incentive travel programs, SITE CEO Annette Gregg gave voice to increased demand for “never been done before” programming. 

This again crosses generational needs. New destinations and alternative activities cater to both younger incentive qualifiers (who are more likely to undertake adventures on their own) and groups with well-traveled Boomer and Gen X multi-time qualifiers who also sometimes seem to have been everywhere under the sun already. 

When exploring this topic as a panel, Seynabou pointed to more expansive site visits she now undertakes as one way she's able to deliver more creative incentive solutions. 

The win-win here, Seynabou added, is that adding unique local aspects to a program can also help you stay on or even under-budget. Seynabou gave an example of making sure to stop by local farmers markets, for instance, to find vendors who can supply local gifting options as a practice she now makes a point of doing when sourcing new destinations. 

Melanie also pointed to AI as another tool increasingly at planners’ fingertips, with plenty of opportunities to tap into software-based solutions. 

Celebrating conversations that build community

The most rewarding part of Incentive Summit Europe — and where the event shows its true value — is in connecting a blend of incentive voices. 

With attendees representing a broad mix of roles, geographies, and industry expertise, connecting and combatting shared challenges while shaping new solutions together, is what makes SITE's Incentive Summit event series a powerful one: with returns from the 2025 European edition that will linger long past the group’s time in the Swiss Alps.