The Incentive Research Foundation (IRF) and the Society for Incentive Travel Excellence (SITE) presented on October 13, at the IMEX America show, the 2026 edition of their Incentive Travel Index. Conducted with the Oxford Economics firm, the study draws on the responses of 2,100 professionals in the «stimulus travel» industry, buyers and suppliers alike. This market incentive There is a relative stability in spending. Thus, 62 % of the respondents predict equivalent activity in 2027, and nearly 26 % anticipate an increase. The average spending per participant, on the other hand, has grown by nearly 8 % over a year.
This stability masks tensions, however. More than 60 % professionals note that geopolitical instability is already disrupting the destinations they use.« The 2026 Index highlights that incentive program managers must make strategic choices at every stage of the program cycle. Those who leverage better data, work closely with their partners, and place the participant at the heart of decisions will be best positioned to demonstrate the value of the incentive trip. »That is why we are here today," said Stephanie Harris, president of the IRF.
Air access and security are the first filters
Air capacity becomes a short-term issue. In fact, 40 % of the American buyers cite the difficulty in securing seats, compared to 12 % in the previous edition. security Participants remain the primary reason for excluding a destination for these buyers (53 %). Next come difficult air access (42 %) and geopolitical factors (31 %). The United States itself is suffering from the context: 64 % of the respondents believe that recent political events will lead to a decline in incentive travel to the country.« The value of an incentive trip lies in the experience that participants want to earn and that they can embark on with confidence. », summarizes Padraic Gilligan, head of advisory and research at SITE.
AI is being integrated into program preparation
At the same time, artificial intelligence is gaining ground. Thus, 80 % of the American buyers use or plan to use it to search for destinations and prepare their programs, compared to 58 % in 2025. The full report also addresses budget constraints, the evolution of destination attractiveness, cross-border logistics, and the role of incentives in employee experience strategies. For European agencies and organizers, these results call for close monitoring of air capacity and the geopolitical context of destinations. Moreover, the anticipated decline in the United States could reshape the map in favor of other long-haul or European destinations.
