In a world where business travel is once again finding its stride, though on new and sometimes shaky legs, the latest edition of the Incentive Travel Index (ITI) has dropped like a cloche of caviar at a boardroom lunch. Unveiled jointly by the Incentive Research Foundation (IRF), the Society for Incentive Travel Excellence (SITE), and Oxford Economics, the 2025 ITI is not so much a report as it is a roadmap for where the industry is headed—and, just as crucially, how on earth it plans to get there.
In its eighth robust year, the ITI is revered globally as the gold standard for benchmarking incentive travel trends. But this year, they haven’t just stuck a toe in new waters—they’ve taken a full plunge off the high board. AI, HR integration, cross-border chaos, and the money matters of agency models are just a few headline acts in this bold 2025 edition.
AI: More Than Just Hype
Artificial intelligence has elbowed its way into the business events space. From Microsoft Copilot to Adobe Firefly and even a few cheeky nods to yours truly—ChatGPT—planners are embracing AI as a tool for logistics and budgeting, program design, and personalised communication.
It’s no longer a question of if AI will impact incentive travel, but how fast and how far. And the ITI doesn’t shy away from asking the hard questions—how much AI is too much? Are we automating away the magic?
“AI disruption is no longer theoretical. It’s reshaping how we build experiences,” said SITE CEO Annette Gregg. “This year’s Index dives into the gritty details—how planners are actually using these tools, and what that means for creativity, compliance, and client trust.”
Dollars, Sense, and the Agency Squeeze
Another meaty inclusion in the 2025 ITI is a deep dive into the economics of running an incentive travel agency. Spoiler alert: it’s not as glamorous as it looks on Instagram.
The report asks agencies worldwide to bare their books—so to speak—highlighting business model preferences, pricing transparency, and the real cost of delivering travel experiences in a landscape where margins are under siege.
Agencies, many of which are still nursing post-pandemic wounds, will find the insight affirming and instrumental in redefining their financial futures.
People Power: HR, DEIB & the Employee Experience
It’s not just about perks and palm trees anymore. The ITI has gone full HR-savvy this year, probing the integration of incentive travel into broader workforce strategies. Questions around diversity, equity, inclusion, and belonging (DEIB) and employee retention and wellbeing signal a sector coming of age.
“The Index is finally asking the questions we’ve whispered about for years,” said IRF President Stephanie Harris. “Are these trips really making people feel valued—or just tired? Are we aligning our incentives with actual organisational outcomes?”
The growing alignment between HR departments and incentive planners means programs are no longer just motivational—they’re strategic levers in the talent war.
Travel Pain Points: Crossing Borders, Raising Blood Pressure
It wouldn’t be a 2025 travel report without a nod to the madness of modern logistics. This year’s ITI vividly depicts the operational friction plaguing global mobility, from visa nightmares and customs snarls to risk compliance headaches and safety protocols.
Yet, as ever, the industry adapts. DMCs, suppliers, and buyers are getting craftier about route planning, compliance automation, and risk mitigation.
Global Perspectives, Five Ways
The survey, tailored to five distinct personas—end-users, agencies, DMCs, suppliers, and DMOs—promises a quick and insightful 15-minute engagement. It’s available in English, Spanish, and Chinese, underscoring its international scope.
More than a report, the 2025 ITI is a clarion call to reimagine how incentive travel fits into a world in flux. It urges professionals at every level—from C-suites to creatives—to reconsider how they build, buy, and deliver programs.
The survey is live now through July 25. For those brave enough to peer into the future of their own profession, it’s available at SITEGlobal.com and TheIRF.org.
And if you’re wondering whether it’s worth your time, ask yourself this: Can you afford not to know where your industry is going?
