2025 incentive trip destinations for intergenerational groups
By: Jodi Swailes
What you need to know
- Laid-back, beachy locations are preferred by incentive trip winners across generations.
- New properties are refreshing perennially popular incentive travel destinations.
- Exciting domestic and international culinary scenes can add flavor to your incentive trip.
Understanding what motivates early, mid- and late-career professionals is an important element of designing successful incentive travel programs. This year’s incentive trip destination recommendations focus on appealing to a multigenerational workforce.
Related: Our Event Design Leader’s insights on multigenerational travel
According to a study conducted by Incentive Research Foundation, respondents across age groups express a clear preference for calm and relaxing group travel over a busy agenda with physical activities. As the study authors put it, “Perhaps the greatest reward for a high achiever who qualifies for an annual group travel reward is time to unwind."
Looking ahead, I’m excited about so many new luxury properties opening in attractive destinations. They’re reasons to revisit some old favorites, and many premier hospitality groups are expanding into areas that are less crowded with tourists. (There’s even a new South American river cruise.)
![St. Peter's Basilica in Rome, Italy]()
Best destination for blending nostalgia and novelty: Rome, Italy
Why this spot is trending
A perennial favorite, revisit Rome to take advantage of fresh hospitality options. “Slow travel” is the new jet-setting as today’s luxury trains blend glamour and great views. La Dolce Vita Orient Express offers a route from Rome to Sicily and includes gourmet meals, like lunch by 3-Michelin-starred Chef Heinz Beck and elegantly appointed cabin suites for overnights.
Where to stay
New hotels from top-tier groups are on the horizon, including Corinthia Rome, located on the Piazza del Parlamento in the city’s historic Campo Marzio district. Formerly the Central Bank of Italy, Corinthia transformed the distinguished property into an ultra-luxury destination. The Rosewood Rome, set to open in 2026, will reimagine another of Italy’s historic bank buildings. Amenities within the former headquarters of Italy’s Banca Nazionale del Lavoro include a modern Roman Bathhouse within the original subterranean vault and a rooftop spa with a wellness terrace reflecting pool. Mandarin Oriental is also opening a property in Rome in 2026. Housed in 10 historic villas and surrounded by landscaped gardens, guests can stay steps away from the city’s archaeological sites and attractions.
Related: Why your incentive trip needs novelty
![Orlando, Florida amusement park at night]()
Best destination for unleashing your inner child: Orlando, Florida
Why this spot is trending
It's been almost 25 years since a major theme park opened in the U.S. Universal Epic Universe, which opens May 22 at Universal Orlando Resort, will change the landscape. Transport guests to the excitement of The Wizarding World of Harry Potter™ – Ministry of Magic™, immersive SUPER NINTENDO WORLD™, How to Train Your Dragon – Isle of Berk, and Dark Universe and Celestial Park.
Where to stay
The new Mediterranean-inspired Universal Helios Grand Hotel by Loews offers early admission among other park perks. It’s both playful and refined, with constellations woven throughout the ceiling design.
Insider tip
Florida’s Brightline high-speed rail line now connects Orlando to other South Florida destinations, with premium seating options that expand excursion potential.
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![Charleston, South Carolina downtown]()
Best destination for coastal culinary journeys: Charleston, South Carolina
Why this spot is trending
The Lowcountry in South Carolina lures visitors with its sultry environment. Between miles of beaches and marshes, Charleston is also celebrating its status as one of the country's most vibrant food scenes. Presented by Food & Wine in collaboration with Southern Living and Travel + Leisure, the 2025 Food & Wine Classic in Charleston is November 14–16. The three-day celebration of regional cuisine with celebrity chef demos, wine seminars and tastings could be just the experience for a small-group incentive trip. Incentive travel options can merge culinary and cultural heritage. Journey through the recently opened International African American Museum on Gadsden’s Wharf, which was transformed into a place of pilgrimage and reconciliation.
Where to stay
A new five-star hotel, The Cooper, opens this year. Right on the downtown waterfront, it features an infinity-edge waterfront rooftop pool and a private marina with luxury cruising vessels, among other amenities. By mid-year, the pool phase of The Charleston Place multi-year, $150 million “reimagining” should be complete. The iconic hotel is being completely refreshed to present the latest in Southern hospitality. Just 20 miles away from the city, luxurious cottage-style suites at The Dunlin welcome guests to an atmosphere of coastal ease. Tucked inside the breathtaking landscapes of the Charleston Sea Islands on the Kiawah River, it’s among Auberge’s newest 2024 openings.
![Umbrella street in Cartanega, Colombia]()
Best destination for artistic intrigue: Cartagena, Colombia
Why this spot is trending
Although Cartagena started appearing on travel hot lists a few years ago, the colonial city lacked a real luxury property capable of accommodating incentive groups. Opening in mid-2025, Four Seasons Hotel and Residences Cartagena will fill the gap with a resort-style option on Colombia’s Caribbean coast. Located in the vibrant, art-filled Getsemaní neighborhood, guests can stay near Cartagena’s historic center, a UNESCO World Heritage Site surrounded by miles of ancient walls. Activities abound in Cartagena, which means you’ll have multiple options that appeal to different generations and types of travelers. Start with salsa dance lessons or a nature trek to meet some rare monkeys. Charter a yacht and explore the Islas Del Rosario, an archipelago of 27 coral islands.
Insider tip
AmaWaterways is also launching intimate, 60-passenger river cruises on AmaMagdalena. This beautiful ship features a rejuvenating pool on the Sun Deck, a spacious fitness room and amenity-filled twin-balcony staterooms. Journeys along the magnificent Magdalena River include birdwatching tours, music, dining delights and visits to colorful towns with Spanish colonial architecture.
Related: Why cruises were trending in our 2024 destination list
![snorkeling in maui hawaii on an incentive trip]()
Best destination for making incentive travel dreams come true: Maui, Hawaii
Why this spot is trending
When it comes to meeting expectations for multiple generations, Maui has what’s on everyone’s wish list. Incentive research shows a beach vacation to Hawaii still tops incentive winner preferences across age groups. Maui has always been known for its amazing beaches and fabulous hotels, but tourism still hasn't totally rebounded since wildfires devastated Lahaina on the island's western shore. This means there's more availability and a local need for tourism dollars. Give-back projects that focus on reforesting native plants to help preserve this special ecosystem could add a sense of purpose that’s especially important among Millennials and Gen Z.
Where to stay
Four Seasons Resort Maui at Wailea is an island favorite, but other notables include Grand Wailea, a Waldorf Astoria Resort currently undergoing a $350 million renovation, The Ritz-Carlton Kapalua and The Westin Maui Resort & Spa, Ka'anapali, which is also undergoing a $160M renovation to is Ocean Tower.
![seaside buildings and lighthouse in lisbon portugal]()
Best destination for maximizing incentive travel budgets: Lisbon, Portugal
Why this spot is trending
Portugal's popularity continues to rise, thanks to stunning beaches, hiking trails and architecturally significant cities. Although still fairly off-the-radar for many, visitors to Lisbon are delighted by the dining options and sights. This destination offers excellent value for group incentive travel. Portugal consistently ranks among the most affordable places in Western Europe.
Where to stay
Six Senses Lisbon is opening in the 17th-century Palácio Lavra and adjacent Palácio das Pedrosas, while the first Nobu Hotel and Restaurant in Portugal will be situated near the famous São Jorge Castle. Set to open in 2026, Kimpton Lisbon will add to IHG’s growing luxury and lifestyle portfolio in Portugal’s capital. Its location is within walking distance to attractions including Eduardo VII Park, Marquês de Pombal Square and Avenida Liberdade, as well as museums and the city’s bustling restaurants and bar scene.
Insider tip
Escape the city and embrace serenity in Portugal’s southern Algarve region, either as an add-on or standalone alternative. Discover resorts nestled between beaches, dramatic cliffs and charming towns. The luxury Viceroy at Ombria Algarve sits among citrus groves, fig trees and cobblestone streets. Kimpton Atlântico Algarve in Sao Rafael is also new to the scene, offering sea views and water access.
Related: Reimagining the future of your incentive travel program
![sandy beach along the coast of Chania, Crete, Greece.]()
Best destination for a less crowded Grecian option: Crete, Greece
Why this spot is trending
As Athens, Greece continues to trend for groups drawn to its Mediterranean climate, cuisine, coastline and history, finding availability at top properties is a challenge. Avoid overcrowding by choosing Crete, the largest of all the Greek islands.
Where to stay
In 2024, InterContinental Crete opened a modern Mediterranean escape overlooking Mirabello Bay. JW Marriott Crete Resort & Spa, situated along Marathi Beach, will welcome guests in 2025. The area just outside Chania, Greece, is known for its 14th-century Venetian harbor, narrow streets and waterfront restaurants. Nestled between the small fishing village of Plaka and the elegant port of Elounda, Rosewood Blue Palace (opening 2026) is envisioned as a seaside sanctuary. Of the 154 rooms and suites, 85 will be accentuated with private pools. Although it’s not new, Minoa Palace Resort Hotel in Chania is also excellent, especially during the shoulder season, or month after peak. Costa Navarino is another “off the beaten path” destination in Greece where numerous luxury properties are in development.
Related: How cultural immersion inspired a world-class incentive trip
![mountains and ocean near Dominica]()
Best destination for a sandy, sustainability capital: Dominica, Caribbean
Why this spot is trending
Called "The Nature Island,” Dominica is emerging as a conservation leader in the Caribbean. In addition to its beaches and reputation for rugged outdoor adventures, leaders here have announced plans to make Dominica “the world’s first climate-resilient nation.” In 2023, the government announced plans to establish a Sperm Whale Reserve. Tranquility Beach Resort – Curio – A Collection by Hilton, an environmentally sensitive residential resort, is in progress. Booking now is the relatively new Intercontinental Dominica Caprice Resort Spa. Designed for the eco-conscious luxury traveler, the property rests on a nature reserve alongside an extinct volcano and is surrounded by rainforest and marine habitats. Keep in mind that air travel to this destination is limited, so it might not be suitable for large groups.
Insider tip
New, all-inclusive properties are expanding options for groups on other Caribbean islands. Secrets St. Lucia Resort & Spa opens with 355 rooms in February. In June, 304 luxury suites at the adults-only Secrets Baby Beach Aruba will bring the first Hyatt Inclusive Collection resort to this part of paradise.
Learn what other premiere incentive travel and event destinations our expert buyers and planners recommend in our incentive travel lookbook.
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