How to profile participants
GROUP incentives often comprise
multigenerational, multicultural
travellers, requiring incentive
planners to come up with destinations
and activities that cater for everyone
and offer once-in-a-lifetime experiences.
The first step to planning a
successful incentive is participant
profiling, so that the incentive planner
understands the make-up of the group,
their likes and dislikes and what kind of
experiences would ‘wow’ them.
Huw Tuckett, Uwin Iwin coo, says
the target audience must be taken into
careful consideration to ensure the
objectives of the incentive are met.
“A good incentive planner will
consider the budget, the demographics
of the group, where they’ve been in the
past, whether partners are included,
time of year and length of trip. Freedom
of choice is very important in incentive
travel. The old days of on and off a tour
bus all day and everyone up at 7am
are long gone.”
Geoff Saner, md of Leading
Incentives, says the profiles of incentive
winners have changed over the
years, so all details relating to these
individuals must be taken into account
to ensure all travellers have enjoyable
and memorable experiences.
“It’s not a matter of matching
participants to an incentive but rather
blending the activities in the incentive
around the group participants and
the likes of the majority. Different
participants can enjoy various activities
and excursions at the same time,
such as shopping, spa treatments,
adventure activities or a visit to a
hallowed sports ground. Hotels with
gyms are a must, and a wide spread of
local and international cuisine ensures
that everyone’s happy,” says Geoff.
He adds that rugby, cricket, golf and
motor racing trips are generally more
popular among male incentive winners,
while women enjoy cooking lessons
and visiting perfume factories, artisan
craft markets and the like. “But they all
come together for hot-air balloon rides,
beach or desert parties, or fine dining
in exclusive castles, for example.”
Versatile destinations
Mauritius is one destination that
is popular with multicultural,
multigenerational groups, says Enid
Maullin, Beachcomber’s groups
sales executive. “Our resorts offer
multicultural theme evenings with our
chefs catering for all culinary needs.
Most small and large groups tend to
take our all-inclusive option, which
includes our famous beach barbecue,
which is always a hit.”
Incentives can also include a teambuilding
element, says Enid, which at
Beachcomber resorts can be a water
sports day, beach games, cooking
demonstrations, and treasure hunts.
Some destinations, says Huw, lend
themselves more effectively to specific
size groups. “For example, Réunion
Island and Cuba are better for smaller
groups, while Dubai and cruise liners
can handle very large groups.
“Airlift, hotel capacity, visa and
health regulations are also major
considerations when planning an
incentive for big groups.”
A mix of activities
However, Geoff says there is little
differentiation when planning an
incentive for a small group versus a
large one. “The same attention to
detail applies, the same activities can
apply and the same absolute surprise
moments apply.
“When rewarding employees,
companies seek a mix of leisure
and activities and ‘wow’ experiences
and ‘tick box musts’ that include the
historical and cultural aspects of the
destinations they are visiting.”
John Ridler, Thompsons Holidays
pr & media manager, says the best
activities for group incentives are the
ones that require input from a range
of people working together rather
than ones that focus on individual
achievement.
“This way, small groups of mixed
backgrounds and ages can compete
against each other in a friendly yet
competitive atmosphere.”
Geoff adds that ‘local’ is often seen
as not good enough by incentive
planners, even though there are superb
experiences in South Africa for groups,
which can reduce clients’ budgets. “On
the other hand, an incentive trip to our
neighbouring states can often cost as
much as a trip abroad,” he says.
To optimise budgets, says Huw,
incentives should be planned as far
ahead as possible and the objectives
of the trip and itinerary considered.
“There’s no point in spending a fortune
on the hotel if the itinerary is jampacked
and the group is not scheduled
to spend much time there.”
Top tips
for success
A WELL-RUN incentive trip, says
Huw Tuckett, should contain
extremely high levels of service
and personalisation, and
unforgettable experiences for the
participants. “Travel agents should
get assistance when organising an
incentive as it’s a very specialised
field and, if not done correctly, can
have negative consequences.”
Geoff Saner agrees: “It’s best
for travel agents to call in an
incentive company. Agents can
still do their clients’ airline and
accommodation bookings but we’ll
help them give their customers
the time of their lives.”
Obtain a brief from your client,
advises John Ridler, as to what
they want to achieve and how
much they wish to spend.
Nikki van Veelen, Destination
Africa Tours’ (DAT) manager, says
agents must know their clients’
abilities, expectations, preferences
and ages before booking activities
such as a DAT adventure.
“Not everyone is interested in
summiting Kilimanjaro or tracking
mountain gorillas and, while our
wildlife safaris are more flexible
and less physically demanding,
not everyone enjoys lengthy game
drives.”
Agents should also consider
the time of year during which the
incentive is taking place and keep
special rates front of mind. For
example, Beachcomber offers
excellent rates and value-adds
for groups travelling during low
season (May through September)
such as the free beach barbecue,
and Emerald Collection offers
special rates for particularly
large groups. “If the entire hotel
is booked out for an incentive
group, special rates apply. Our
all-inclusive option is also great
value for money,” says Porsche
Dumagude, Emerald Collection
sales and marketing manager.
The top hot spots are…
CURRENTLY the most popular
places for incentives are
South Africa, Mauritius
and Thailand as rates are
excellent, says John Ridler.
“Most destinations offer an
excellent range of adventures
but most clients tend to
settle for the more sedate
excursions so that everyone
can do them,” he says.
Wouter Nel, Air Mauritius’s
head of sales and marketing:
Southern Africa, reports
significant growth in the
incentive travel market to
Mauritius over the past
financial year. “This is as a
result of new infrastructure
on the island, the great
network of hotels and
conference centres, good
value for money, and
because it caters for an
incentive traveller’s every
need and whim.”
There has been a steady
growth in incentive groups
travelling regionally to
Mauritius and Réunion
Island, agrees Tamarin
Transell, LUX* Resorts &
Hotels’ head of groups &
incentives South Africa &
Africa.
Michelle Hunter, World
Leisure Holidays’ gm of
groups, weddings and
incentives, confirms
that corporates like to
incentivise their employees
in destinations that are
multifunctional, such as
Mauritius, where there are
great hotel and conference
facilities, all-inclusive
packages that work well
for corporate pockets and
excursions that are varied
and well-facilitated.
She recommends the
five-star Shangri-La Le
Touessrok Resort & Spa,
the Four Seasons and the
One&Only Le Saint Géran for
more discerning, high-end
incentive clients and small
groups. For larger incentives
and conferencing, Sugar
Beach and Long Beach
are recommended, while
super-large groups of 800
to 1 000 delegates can be
accommodated at Sugar
Beach and La Pirogue, which
are on adjacent properties
on the favoured west coast.
For five-star superior
incentive options, Trou aux
Biches Resort & Spa and
Paradis Hotel & Golf Club are
recommended, with smaller
groups well catered for at the
four-star Le Mauricia and Le
Canonnier resorts.
Enid Maullin recommends
the four-star superior Le
Victoria near Grand Baie
as another option for larger
groups, while she says
very large groups can be
accommodated at the fivestar
Shandrani Resort &
Spa with its 300 rooms,
conference room catering for
more than 200 delegates
and large open spaces that
are ideal for theme evenings
and gala dinners.
Beyond Mauritius, Huw
Tuckett, says islands, allinclusive
resorts, European
cruises and destinations
such as Turkey, Malta and
Vietnam are among the most
popular incentive choices.
“Incentives to the fivestar
Sainte Anne Island in
Seychelles have increased
tremendously, with upcoming
incentives for the New Year
up on last year,” says Enid.
Special-interest groups,
says Michelle, enjoy
destinations that offer
activities associated with
their particular interest.
“For example,
archaeologists would
enjoy Egypt, nature lovers
Botswana, while Mauritius is
great for those who love sun,
sea and sand, water sports,
fun activities and adventure.”
Looking for more
unusual ideas?
AGENTS should suggest
sailing in a dinghy close
to the glaciers in
Patagonia, hot-air
ballooning in Cappadocia,
visiting the temples
in Petra, drifting down
France’s rivers on a
barge or flying above and
landing next to the biggest
volcano on Réunion Island,
recommends Geoff Saner.
Austria Connection owner,
Inge Dobihal, recommends
taking a helicopter flight,
going hang gliding or
hot-air ballooning over the
Alps or a country drive in a
vintage car.
Incentive groups
should visit Ile Des Deux
Cocos, a private island
off Mauritius’s southeast
coast, recommends
Tamarin Transell. “It has
white, sandy beaches and
its Blue Bay Marine Park is
great for snorkelling. The
island can be booked for
private functions and can
accommodate groups of up
to 1 000 guests.”
Looking for the ‘wow’ factor?
ANOTHER option that
works well for diverse
groups of travellers is
cruising. Dalene Oroni,
Cruises International’s
groups and incentives
manager, says cruises are
ideal for multigenerational,
multicultural incentive
groups as they cater for
all walks of life when it
comes to entertainment and
activities, no matter one’s
cultural background.
“Non-alcoholic drink
packages are offered
to Muslim guests and,
although the ships we
represent don’t specifically
cater for halaal, there
are more than enough
vegetarian and fish options
to choose from. Jewish
guests can pre-order prepacked
kosher meals for
their time on the ship.
Muslim guests can also prearrange
the use of one of
the ship’s conference rooms
for prayers.”
What’s more, in today’s
economic environment,
corporates are seeking
shorter, all-inclusive cruises
that are not too far from
home, says Dalene.
“Group sizes have
decreased and budgets
have stayed more or less
the same,” she says.
Cruise products in demand
by South African incentive
travellers, says Dalene, are
the large, contemporary
cruise liners that offer the
‘wow’ factor at a relatively
good price, like Royal
Caribbean.
“Royal Caribbean offers
shorter cruises that
work well with incentive
programmes,” she
says, adding that visa
requirements play a big role
in determining which cruise
a company will opt for.
“Cruises that require no
visa, or just one, are perfect,
while those requiring more
become deal breakers, no
matter the rate.”
Planning a cruise incentive
is easy, according to
Dalene. “All agents need
to do is choose the cruise
itinerary, add the flights and
we’ll do the rest.” She adds
that on-board conference
facilities, entertainment,
meals and accommodation
are all included in the cruise
fare. “Corporates can also
book out a restaurant on
board to host exclusive
company events.”
At Cruises International, a
group booking comprises a
minimum of eight cabins.
Discounts for
Zanzibar groups
EMERALD Collection is
offering group discounts
at its Hideaway of Nungwi
Resort & Spa and Dream
of Zanzibar properties.
At both resorts, incentive
groups get 10% discount on
accommodation and every
25th delegate stays free.
For incentives with fewer
than 25 people, Emerald
Collection has extended
its June/July rates until
December 20.
Hideaway of Nungwi Resort
& Spa on the north-west
coast features expansive
ocean-front accommodation
in 100 luxurious ocean-view
suites, a 50m infinity pool,
beach, Internet café, library,
tennis court and fitness
centre. Free WiFi is offered
and guests can enjoy
kayaking, Hobie Cat rides
and windsurfing.
The resort’s ‘Exclusive
Privileged Area’ offers
value-added services to
top-room-category guests,
such as a butler service and
complimentary dining at the
à la carte restaurants.
Meanwhile, the 157-room,
five-star Dream of Zanzibar
Resort has five dining
options, which form part
of the all-inclusive offering.
Beach lunches are also
served from three beach
food stations.
Zanzibar is an ideal
escape for incentive
travellers, with its unspoiled
African feel, crystal-blue
ocean and sandy white
beaches, says Porsche
Dumagude. Delegates can
take a spice tour, sample
Swahili dishes, drink spiced
tea, explore Stone Town
and follow in the footsteps
of Queen’s legendary front
man, Freddie Mercury.
South Africans don’t need
visas for Zanzibar and
Mango Airlines flies direct
every Tuesday and Saturday.
To the point
Cruises International is offering special deals for groups. Royal
Caribbean is offering a discounted drinks package to all incentive
groups that book and pay a deposit before the end of December.
Celebrity Cruises is offering a free beverage package, complimentary
cocktail party and WiFi for groups that book more than 50 cabins.
