CHICAGO, May 20, 2025 — The Incentive Research Foundation (IRF) and the Society for Incentive Travel Excellence (SITE), in collaboration with Oxford Economics, have launched the 2025 edition of the Incentive Travel Index (ITI), the business event industry’s most authoritative global survey on incentive travel. Now in its eighth year, ITI 2025 builds on its legacy of benchmarking the “state of the incentive nation” while introducing significant new areas of exploration. This year’s edition includes first-time questions on artificial intelligence (AI) adoption, agency pricing models, incentive travel’s role in HR strategy, participant diversity, and the impact of travel frictions and geopolitical disruption. “These additions reflect the real-world complexities facing our industry,” said SITE CEO Annette Gregg, CMM, MBA. “With input from practitioners across the globe, ITI 2025 goes deeper — tracking where incentive travel is going and how we’re getting there. From shifting generational preferences to evolving business models, this year’s survey is our most nuanced and future-focused yet.” Among the headline additions:
- AI in incentive travel: exploring how planners and suppliers use platforms like ChatGPT, Microsoft Copilot, and Adobe Firefly for program design, personalization, budgeting, and communication
- New agency economics: shedding light on the financial realities of running an incentive travel agency, including business model preferences and the true cost of delivery
- HR integration & diversity: assessing how closely incentive programs align with broader organizational goals like retention, DEIB, and employee wellbeing
- Operational challenges: capturing the logistical pain points of post-pandemic global travel — from visa delays and customs issues, to risk mitigation and compliance
“The Incentive Travel Index has always served as our industry’s compass,” said IRF President Stephanie Harris. “This year, it’s also a mirror, reflecting the incredible transformation taking place across our sector. From AI disruption to shifting value systems among younger qualifiers, the 2025 Index will be essential reading for anyone building, buying, or delivering incentive travel programs.” The 2025 ITI survey is live through July 25 and available in English, Spanish, and Chinese. Participants can expect a 15-minute experience tailored to five distinct industry personas: end-users, agencies, DMCs, suppliers, and DMOs. Access the survey via SITEGlobal.com or TheIRF.org, and help shape the future of our industry.
