Certificate travel incentives a new motivational tool

By Ingrid Kwok HONG KONG: Certificate incentives are emerging as the new trend in global incentive travel, according to executive vice-president of Marriott International Fulfillment Services (MIFS), David Riddell. According to Riddell, certificate incentives push staff toward short-term goals, while traditional ones are a stronger long-term motivator: "Cash as an award has no residual value for a company, but travel works successfully," he said. Stressing the programme's infancy in Asia Pacific, he noted that individual travel awards were not designed to replace group travel. Bonus flexibility and choice, however, enabled staff to choose when and where to go, and whom to travel with. "Certificate incentives are a good way to motivate those who are not quite making it as the top performers," said Riddell. Flagging MIFS's integrated marketing efforts, he added that the programme not only targeted traditional incentive recipients salespeople or dealers — but also clients. "We are working with Singapore Airlines to make this programme an award for frequent flyers."