As with any task that requires research, input, and analysis, AI is claiming its space in the event planners' toolbox. And with growing interest in incentive travel for employee recognition, bringing AI into the mix is a natural next step. Artificial intelligence technology is available right now to help; whether you’re a large company or a small business, this tech can be easily implemented to save planners time and money.
How Is AI Being Used for Incentive Travel?
Event planners are constantly on the hunt for new ways to create exciting and memorable experiences for incentive program attendees. With the prevalence of artificial intelligence, planners are now able to work more efficiently and focus on creative and strategic elements of the program.
Organizers recognize that the adoption of AI for events is still in its early stages and requires human review, but the possibilities for using these new event technologies are increasing. A few ways that AI is already showing promise include:
- Improved Itineraries: With the help of generative AI, planners can input their itineraries and instruct the AI model to optimize schedules based on attendee information. The suggested changes, when approved by planners and implemented, can ensure that the planned sessions are structured according to best practices and attendee preferences.
- Destination Selection: Recent incentive program data tells us that attendees are most interested in traveling to places that haven’t been visited previously. But selecting the perfect location comes with several considerations, including program size and budget. When this data is entered into AI tools, these programs can make suggestions regarding new destinations that stay within budget and cater to what attendees want out of their experience. Moreover, using AI tools for destination selection can help uncover activities within those destinations that may have otherwise gone unnoticed, adding even more value for the attendee to have a richer experience.
- Gift Recommendations: Leaving swag bags for attendees in hotel rooms is a great way to start a program on the right foot, but it’s not always easy to determine what each attendee will love. Luckily, AI tools can take attendee data and recommend gifts that are unique for each person according to their preferences.
- Content Creation: While program destinations and activities can be quite exciting, what might be less thrilling is the communication involved in executing these trips. Emails, SMS, website copy, and other program materials can be time-consuming and sometimes repetitive to create, but AI can quickly draft content to be distributed across channels – and even help determine the optimal frequency of that messaging.
- Forecasting and Budget Planning: While the cost of incentive programs is always at the top of our minds, AI can help ensure that program design remains within budget. By analyzing historical data, market trends, and vendor pricing, AI tools can then predict costs for elements like travel, accommodations, and activities, helping planners estimate budgets with greater precision.
Adding AI to the planning process opens up endless possibilities, making it a true game-changer in the evolving world of incentive programs. This technology is transforming how companies design and deliver incentive travel, streamlining the planning process and enhancing the experience for both organizers and participants.
Challenges to AI in Incentive Travel Programs
While the potential for AI to improve incentive travel is promising, the 2024 Incentive Travel Index study highlights some concerns among buyers. Among the respondents who believe that AI will not be effectively used for incentives, the reasons varied.
According to the Incentive Travel Index, 68% of respondents noted that the top barrier preventing AI adoption is that incentive travel is too high touch and requires too much personalization. Incentive travel, ultimately, is about creating once-in-a-lifetime experiences, and planners have expressed concern that AI might lack the emotional intelligence and nuanced understanding of attendees needed to create unique moments.
Additionally, according to the Incentive Travel Index, incentive programs may be too complex, and there are some risks involved as these tools are fairly new in our industry. Since AI is still in its early stages, policy gaps may be a barrier to its adoption. Many businesses, including those in event planning, lack clear guidelines for integrating AI into daily operations.
This uncertainty can create concerns about legal risks, especially when it comes to handling attendee data. Planners might also hesitate to use AI tools if they’re unsure about what data is safe to share, highlighting the need for better understanding and policies around AI implementation.
About a third of respondents to the Incentive Travel Index reported that AI is too complex for it to be used effectively, but this perception could be linked to a lack of knowledge regarding how to use AI tools. This knowledge gap can lead to hesitation or reluctance to explore AI-driven solutions, even when these tools could simplify complex tasks or enhance personalization.
With all this in mind, it’s important to remember that AI cannot replace the role of event planners in incentive program design. The complexity and attention to detail these large-scale programs demand still require a human touch. While AI can help streamline the process to effectively plan budgets, create personalized content, determine the right destination, and improve the overall planning process, the expertise and creativity of organizers remain essential for successful programs.
The Top Three Benefits of AI for Incentive Travel Programs
The future is bright for incentive programs, especially as technology evolves and organizers grow more confident in using artificial intelligence. As adoption increases over time, there are some benefits planners can expect to see after utilizing this technology.
1. Enhance Personalization
With attendee data, planners can better understand what is needed to create impactful programs that are tailored to each person on the trip from customized itineraries to personalized rewards. But there isn’t always time to evaluate the data gathered.
For example, instead of manually compiling and analyzing data, AI can segment attendees based on preferences (such as adventurous vs. relaxation-focused travelers), allowing planners to create tailored itineraries that cater to diverse interests within a single program.
2. Improve Efficiency
One of AI’s most immediate benefits is its ability to handle time-consuming, repetitive tasks. For planners, this includes automating email communications, internal reminders, and scheduling meetings. While all of this is being completed behind the scenes, planners can instead focus their attention on addressing attendee concerns and developing creative program designs.
3. Analyze Feedback
To improve attendee experiences, planners often turn to post-event surveys. But once the data is collected, the next step is to analyze and interpret that data, which can be very time-consuming. However, with the feedback collected by these surveys, AI can compile the data and draw meaningful insights.
With this event data in hand, planners can adapt future events to better align with attendee preferences. This might include an analysis of what activities were most popular, which off-site excursions had high attendance, and whether or not attendees should have more downtime during the next incentive program, promoting more successful program design in the future.
Ultimately, the goal of incentive travel programs is to reward and recognize attendees for their contributions while boosting motivation and engagement. With the help of AI, program designers can deliver high-quality, personalized, and memorable experiences that align with this goal.
The ability to leverage AI to tailor attendee experiences to each person’s preferences will make rewards and incentives in the future more meaningful. This not only enhances the experience but also helps businesses effectively attract and retain top talent.
Event planners from Bishop-McCann are well-versed in all things event tech, including AI. To incorporate these tools into your next incentive travel program, get in touch with our team today!
