Incentive travel rewards are breaking from the traditional, with new generations of award-winners expressing a desire for programs that explore the culture and authentic experiences offered in major metros.
In fact, 70% of buyers responding to the 2024 Incentive Research Foundation Incentive Travel Index (ITI) said they are seeking new destinations to add to their incentive travel mix.
[Related: What Lies Ahead: SITE and IRF Release Results From 2024 Incentive Travel Index]
And while traditional “fun-and-sun” programs in destinations such as the Caribbean will always be a major lure—sometimes we all just need a little time to relax and recharge in luxury—major urban destinations and their multifaceted offerings are increasingly in demand.
Washington, D.C., is one such destination leveraging a wealth of cultural attributes. Its sheer number of major museums (many of which are free), one-of-a-kind venues, a thriving restaurant scene and abundance of brain power have resulted in D.C. entering the incentives conversation.
“We were seeing some larger incentives choosing Washington, D.C., a lot on the insurance side, because not only were they able to bring partners or spouses, sometimes they had the option to bring family members,” said Tara Miller, director of global sales for Destination DC., who has more than 15 years of experience working in the incentives and DMC segment. “I think it’s reflecting demographic changes in the workplace. You have these multigenerational workforces, so the interests vary. I think cities can provide a larger variety of experiences.”
Miller added that incentive travel awards are often won by the same people year after year, so putting a cosmopolitan city in the mix—such as alternating year to year with a traditional tropical beach destination—is a strategy many organizations are pursuing.
[Related: Storied Group Venues of Past and Future Progress in the Washington, D.C. Region]
The intellectual capital available in a corridor of power such as D.C. figures large in the equation, such as enlisting a local broadcast news anchor for a private breakfast, leadership classes with professors from Georgetown or The George Washington universities, or even an ex-CIA agent to help lead a tour of the International Spy Museum while revealing some non-classified details about spycraft.
Workshops with political speechwriters or a photo/storytelling program with National Geographic, which is based in D.C., are also popular options.
“We find people always want the ‘one-upper,’ Miller said. “It’s one thing to say, ‘Oh, I had this amazing dinner at the International Spy Museum,’ but the one-upper is ‘I had this amazing dinner at the International Spy Museum and the former CIA chief of disguise told me all about how they were [using disguises], or what actually happened in the Argo movie, for example.”
According to Miller, accessibility and the sheer diversity of experiences to fit any preference are key selling points for cosmopolitan cities as incentive travel destinations.
[Related: Washington, D.C., Offers a Mosaic of Meetings Options for Planners]
“With the trend of wanting personalized experiences or time on their own, you can have people almost choose their own adventure,” she said. “So, you meet all these different interests and then you can invest more of your budget in these evening experiences, or hiring an elevated speaker to incorporate in the program that helps round it out…and you can do a lot in two days, three nights. Or, if you have five-plus nights, you can incorporate the Capital Region, from the Shenandoah to the wineries to Annapolis for sailing, or you can do a multi-destination program with New York or another major city.”
To promote Washington, D.C., as an incentive destination, Destination D.C. came up with a top 10 list of attributes that make it appealing:
1. Destination Appeal and New Experiences
D.C.’s iconic landmarks, world-class museums and rich cultural heritage create a compelling experience for incentive qualifiers, offering a fresh alternative to traditional incentive locations. Exclusive high-end experiences can include:
- Behind-the-scenes government tours and VIP cultural experiences
- Private museum access and guided experiences such as moonlit monument tours with a champagne toast
- Themed historical and cultural tours, such as WWII espionage experiences or a walk through D.C.’s “Black Broadway” legacy
- Unique VIP engagements, like dinner with a former intelligence agent at the International Spy Museum or a private Nationals Park tour with exclusive suite access and Racing Presidents photo ops
2. Distinctive Venues and Relationship Building
D.C.’s diverse collection of venues—including embassies, historic theaters and rooftop spaces with skyline views—create a setting for impactful connections, aligning with the ITI’s emphasis on relationship-driven programs. Teambuilding activities include:
- National Mall scavenger hunts covering key landmarks such as the Lincoln Memorial, Vietnam Memorial and the White House
- Chef-guided cook-offs and mixology competitions
- CSR-focused experiences, such as building bikes for kids or working with D.C.’s Central Kitchen to prepare meals for underserved communities
- Custom dine-around itineraries in dynamic neighborhoods like Georgetown and The Wharf
- D.C.’s award-winning dining and private group dining (chef Jose Andres, humanitarian and World Central Kitchen founder, has multiple restaurants for exceptional private dining experience)
[Related: Washington, D.C.’s Food Scene Delivers International Inspiration]
3. Appealing to Younger Generations
D.C.’s vibrant mix of history and modern attractions aligns with the preferences of younger professionals. Its walkability, thriving sports and music scene and commitment to sustainability and diversity make it a purpose-driven choice.
Top itineraries that could appeal to younger professionals include The Wharf entertainment district and Georgetown.
4. Exceptional Accessibility and Convenience
As a centrally located city with three major airports, D.C. offers seamless travel access:
- Dulles International Airport (IAD): A growing hub with 93 domestic and 61 international routes, plus a new 14-gate Concourse E that will double international service
- Easy public transportation: The Silver Line Metro provides direct train service from Dulles to downtown D.C.
[Related: Washington, D.C., Offers a Mosaic of Meetings Options for Planners]
5. Built-in Free Time and Exploration
D.C. supports the ITI’s finding that “free time” is a top priority for incentive attendees. Free-time options can easily include the following:
- Luxury hotel spa upgrades, including the newly renovated Salamander Washington, DC and Four Seasons’ three-story spa
- Leisure activities like boutique shopping in Georgetown, Smithsonian Museum visits and National Gallery of Art exploration (home to the only Leonardo da Vinci painting, Ginevra de’ Benci, in North America)
- New cultural-dining integrations, such as the Folger Shakespeare Library’s cafe and Hillwood Museum’s indoor-outdoor garden dining experience
- The redeveloped Wharf district, which offers waterfront hotels, top dining and recreational activities, and which is ideal for incentive groups looking to unwind with private dining cruises, kayaking or evening monument tours
6. Commitment to Sustainability
With sustainability a growing concern in travel, D.C. stands out as:
- The No. 1-ranked park system for four consecutive years (Trust for Public Land)
- A highly walkable, green city with over 30 National Parks in the region
- Home to Virginia’s expanding wine country—the sixth largest in the U.S.—which is accessible within a short drive
- A leader in sustainable transportation, with direct Metro access from Dulles International and expedited global entry services
7. Safety and Stability
As the nation’s capital, Washington, D.C., offers a high degree of security, addressing a top concern among planners regarding geopolitical risks and event safety.
8. Competitive Costs and High-Value Experiences
Budget-conscious planning is a major trend in incentive travel, and D.C. offers cost-effective options without compromising quality:
- More than 400 hotels spanning intimate luxury properties (The Jefferson, The Hay-Adams) to full-service resorts (Salamander Washington, DC)
- Newly renovated accommodations, including the Four Seasons, St. Regis, Willard InterContinental and Conrad DC’s exclusive Sakura Club
- Free, world-class attractions, including the Smithsonian museums and National Gallery of Art, offering added value without increasing budgets
9. Culture-Building and Leadership Development
D.C.’s intellectual capital and world-class institutions make it an ideal choice for companies looking to integrate leadership development and company culture into their incentive programs. Options include:
- Exclusive speaker series featuring thought leaders, experts and government officials
- Policy briefings and leadership retreats tailored to executive teams
- Networking events with influential industry leaders from more than 400 international organizations and institutions such as the World Bank
10. Emerging Incentive Travel Trends
With the industry shifting toward personalized, high-impact experiences, D.C. is well-positioned to meet demand with its blend of history, exclusivity and modern luxury, appealing to a new generation of incentive travelers.
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