The Site International Foundation published its Focus on Program Content study, the sixth release of the ongoing Site Index research initiative. The report investigated the elements and design of motivational programs as determined by planners, users and destinations.
Steve O’Malley, Site International Foundation President and Senior Vice President, Maritz Travel reported, “While the design of motivational programs has changed, a key element has not — participants are still seeking the ‘wow’ factor in their experience that is not available to an individual traveler. With itinerary concerns being recognized among the most important factors in developing program content, it affirms the need to identify the right mix of what motivates and rewards a particular group. It is this careful balance that ultimately determines a program’s success.”
The Focus on Program Content study indicated that less than 37% of programs incorporate a business aspect, but that rate is expected to rise. 70% of respondents in the recently conducted Site Index Annual Survey predicted an increase in learning events. Another upward trend is the degree of inclusion of individual activities in incentive programs. 30% of respondents expect an increase in 2011.
Jane Schuldt, CITE, Site International Foundation Research Committee member, and President, World Marketing Group Ltd. stated, “This study underlined the economy’s impact on motivational programs and cited the potential for continued evolution as the economy improves. As the need to operate in a changing environment persists, the results of the Site Index are particularly critical in providing insight and a deeper understanding of what is valued in our industry. There is an emerging emphasis on green programs and CSR activities. While the use of these trends is not universal, a majority of respondents indicated they were viewed as important. This could be a potential growth area moving forward and one we will continue to explore in future Site Index studies.”
The Site Index maintains ongoing research that serves as an analysis and forecast for the motivational events industry. Complete annual survey and interim report results are available at siteglobal.com. The research is available to Site members as well as motivational events industry professionals. Participant data is maintained as strictly confidential by the researchers and is not available to anyone including the Site International Foundation or Site. The Site Index is made possible by partner donations from the Canadian Tourism Commission, InterContinental Hotels Group and Mexico Tourism.
