What incentive travel professionals can learn from a “secret destination experience” ?
Crafted in silence and served with intention, this 100% Pure New Zealand experience showed how a secret destination can spark deeper connections, stronger engagement and lasting impact.
Eight days and fifty people, said ‘YES’ to not knowing where they were going to travel to until the day of The Big Reveal in Los Angeles. The best kept secret proved that when you put the right people in the right room and get out of their way, something real happens. The conversations. The breakthroughs. The friendships that didn’t end when the trip did.
Where did this dream vision evolve? In the minds of Liz Lathan and Nicole Osibodu founders of the Club Ichi community. These two creative event marketers had run a similar trip in 2019 without knowing if anyone would show up. The surprise travel destination was Tuscany. What unfolded that week became the unprompted conversations that each individual shared with their peers driving the demand for another one seven years later.
The recipe, case study and formula for engagement were well documented. But the humanifesto built for the 2026 Secret Family Reunion was a way of meeting, sharing and learning that connection and belonging could be prioritized simply. The intention was to bring genuine human connection, facilitated problem-solving, and the kind of raw feedback and advice you can only find when those you’re travelling with have no agenda. Every detail considered. Every moment intentional. The kind of secret that simultaneously turns creative travel professionals into the architects, the hosts, the emotional containers, and the people responsible for making sure the guests have the ultimate experience in a top-secret location.
This finely tuned orchestration united a collaborative and connected group of industry travel professionals who were sworn to secrecy. “Take a moment to consume that!” Now imagine this energetic, enthusiastic, and curious group of A-type personalities, control freaks, and perfectionists not knowing how to measure the ROI or the ROE?
“If you were part of this group, what would you do to find out before the big reveal?”
These adventurous professionals tried everything known to man to get the inside scoop. The questions were hilarious, the guessing games improved daily, and the smart strategy used became linked to the mystery. Everyone invested in being teased for 6 months prior.
The way the secret unfolded was designer-worthy. It began with a location carved out like a fashion designer imagines a plain piece of fabric before it is cut into the final outfit. Industry professionals love anticipation, like-mindedness, and the hunt. This trip had all the ingredients contained in thought leadership that challenged the status quo. The results exceeded all expectations. New Zealand doesn’t stop to ask you to take it in; it just keeps giving, until you stop trying to keep up.
“How creative was this journey you ask?” An inflight magazine was curated and mindfully produced by Club Ichi as a vehicle to drive stories of who, what, where, when, and why.
When the day arrived to fly to LA to meet everyone there was a vested interest in not having an agenda. The group was encouraged to share freely, honestly, and truthfully. This organically led to relationships and breakthroughs that could not be purchased from any typical itineraries.
This crowd arrived as strangers and left with the feeling of Whānau which translates to ”joining together of people and cultures that remain bonded by friendship throughout life.” You can design a travel incentive but it doesn’t mean that it will have heart and soul. That’s the secret sauce.
Today’s travel challenges involve unpredictability like climate change, medical concerns, risk and liability. Hosting any event outside of North America means finding the right travel professionals. Club Ichi chose to focus and invest in what turned out to be a successful collaboration with Tourism New Zealand, Air New Zealand and Roam DMC. “It’s like discovering gold!” Highly valuable, with proven results.
Why was this prioritized? Club Ichi knows that professional communication leads to access, opportunity, and possibilities. It’s also about asking the right questions of your stakeholders.
There was no question that the watch party which had been broadcast for many to witness created the energy, buzz and comments across several social media channels. Observing industry profs in collaborations with industry vendors was like ordering a filet mignon grilled to perfection. You could feel the curiosity, enthusiasm and pent-up demand built on purpose to hype the crowd.
From flights and airport ops, packing, attire, gear, money, cards and currency, nothing was left unturned. The primary logistics, support systems, announcements, virtual get togethers, car service providers to and from LA, cancellations and changes were just some of the main features that brought it to a crescendo.
What travel professionals can learn from this incentive is that no matter where you take people, it must feel like a first-ever. The object is to create a playground that marries new adventures with new friends.
Watching people’s faces light up, hearing laughter, tears, and screaming are the memories that people take away with them. The passion must exceed any and all expectations.
The best part of this entire trip was the collective brain power that begged the questions: ‘What will you give,’ ‘what will you get.’” Industry profs love to be challenged and contribute to new ideas and thanks to Club Ichi’s (trademarked) Spontaneous Think Tanks, building brave spaces to converse and listen is part of what made this trip extraordinary.
There would never be enough space to unpack every moment, every experience, but the highlights of this journey were all planned with trust, safety and heart.
The moments that everyone will remember are different for each person, but the relationships will linger long after. This trip showed everyone that meaningful moments are not transactional but born out of the voices that could shake you up, awaken you, and stir you to think differently. The exclusive access and the abundance of genuine people indulged in a restorative and unmatched experience that was authentically 100% Pure New Zealand.
What would your next incentive trip look like if done this way?
Authored by Janice Cardinale, heart-centric leader of Event Minds Matter
Photographs by Rachel Hadfield, Eil Greiss and Bestay Stewart
