Pádraic Gilligan
May 7, 2018

Is incentive travel the new luxury?

The chief marketing officer at SITE ponders the evolving definition of luxury and what it means for incentive travel.

Pádraic Gilligan, chief marketing officer, SITE.

Incentive travel has traditionally been synonymous with luxury. It stemmed from a shared word cloud that included terms such as “exclusive”, “expensive”, and “elite”. Back then, only the highest performers qualified for incentive trips.

While some cultures and geographies may continue to link luxury with the lifestyle of the rich, the new global consensus is that luxury has more to do with accessing authentic experiences tailored to an individual’s personal choice. These days, you’ll hear...

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