Incentive Travel in Flux: AI, Risk, and a Search for What’s Next — ITI 2025 Launches at IMEX America

The Incentive Research Foundation (IRF) and the Society for Incentive Travel Excellence (SITE) yesterday unveiled the 2025 Incentive Travel Index (ITI) at IMEX America. Produced with research partner Oxford Economics, the eighth edition offers a panoramic global view of incentive travel today and tomorrow, based on insights from 2,700 professionals across 85 countries.

The 2025 edition of the ITI forecasts modest growth through 2027, tempered by mounting concerns around rising costs, global instability, and shrinking optimism. Expectations for 2026 show flat usage of incentive travel programs in terms of participant volume.

Several powerful forces dominate the 2025 edition: geopolitical risk, trade tensions, AI disruption, and demographic change. Regions are consolidating incentive activity locally, while demand for U.S. destinations is in sharp decline. At the same time, AI is beginning to impact program design and delivery, and generational shifts are reshaping destination preferences, program formats, and reward structures.

“While 75% of respondents agree that the value of incentive travel remains strong, they also say the business gets tougher every year,” said Stephanie Harris, IRF President. “Incentive professionals are under pressure to deliver more with less - without compromising quality or impact.”

“Buyers continue to seek out something new,” said Annette Gregg, SITE CEO. “Nearly 70% are seeking destinations they haven’t used before - and 63% already have new ones booked for 2026 or 2027. What hasn’t changed is what matters: direct air access, top-tier accommodations, and a trusted DMC remain top priorities.”

The report was launched to a standing-room-only crowd at IMEX America, moderated by Andy Schwarz (IRF) and Pádraic Gilligan (SITE), with live expert commentary from Genny Castleberry (Brightspot), Anesa Martin (Hilton), and Justin Myers (Bishop-McCann).

For key insights from ITI 2025 and past editions, visit www.incentiveindex.com.