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.
“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.”
– SITE CEO Annette Gregg, CMM, MBA
Among the headline additions is a focus on AI in incentive travel, exploring how planners and suppliers are incorporating platforms like ChatGPT, Microsoft Copilot, and Adobe Firefly into program design, personalisation, budgeting, and communication.
New agency economics is another key topic, shedding light on the financial realities of running an incentive travel agency, including business model preferences and the true cost of delivery. The study also explores HR integration and diversity, assessing how closely incentive programs align with broader organisational goals such as talent retention, DEIB, and employee well-being.
Finally, operational challenges are addressed, capturing the logistical pain points that persist in post-pandemic global travel. These include issues such as visa delays, customs complications, risk mitigation, and compliance factors.
“The Incentive Travel Index has always served as our industry’s compass. 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 is an essential read.”
– IRF President Stephanie Harris
The Incentive Travel Index 2025 survey is available through July 25 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.
