A review of the recent SITE International Foundation study into the domestic and outbound incentive and motivation travel Market in Germany. Research conducted by tmf - Travel Marketing Factory GmbH. 

The research provides the incentive travel industry, but buyers and suppliers, with insightful trend analysis, benchmarks and future prospectives that we should all consider.

I've picked out the main findings that I think are relevant and noteworthy...



  • The average German incentive lasts 3.2 days -slightly less than previous research shows.
  • The average number of an incentive is between 20 - 99, but over a quarter of agencies interviewed say they regularl hold incentive for over 250 guests
  • German travel planners plan approx 15 incentive trips per year
  • The average budget for domestic travel is €435 and for outbound travel it's €605
  • 48% of incentives travel abroad, which is a smaller number than previous tmf research has shown


OBJECTIVES The main reason for incentives is still to reward employees. However, the research shows improving performance and education are becoming more important to corporates.



  • In well-known destinations, 60% of organisations will parter with a DMC
  • In lesser known destinations, 73% will partner with a DMC


THE FUTURE Incentive trips are becoming shorter, with clients expecting move value and quality for less budget - perhaps a legacy trend from the start of the recession.

However at the same time they ate also becoming more intense, with ma packed program that could include meetings, training and education.

There's no surprise that the industry's calling for more originality - unique and bespoke are two of the most commonly used words in the 'incentive dictionary!'

But interestingly there has been another possible trend identified for future consideration. The suggestion that lifestyle topics are becoming increasingly important and should be consider more in incentive programs, for example, health, sport and food.


What are your thoughts on the findings of the Site report? Do you agree / disagree with their findings?

We'd love to know!