Jolting the Jaded
Executive
by John Udell
It has been a long week jam-packed with meetings, conferences,
discussions and still more meetings. On the last day of a business
trip that seems to have no end, it is time to head for the airport
for the flight home.
The plane is delayed an hour, finally taking off only to be put
into a circular hold pattern due to air traffic congestion. And
your just reward is salted peanuts and a miniature bottle of scotch,
while the thought of going back to the office almost sounds good.
Faced with this rather bleak description, can an incentive travel
program continue to be a leading motivational business tool? Absolutely,
according to several leading researchers at Clemson University,
Northwestern University, Luton Business School UK, American Productivity
and Quality Center and University of Montreal. A number of recent
studies indicate that compared to other reward systems including
cash, a well-formulated incentive travel program will generate
increased performance from employees at all levels.
The design, promotion and delivery of the travel experience are
essential elements in every successful travel incentive program.
Here are five suggestions to insure that your firm’s next
incentive travel program will motivate employees and guarantee
the strategic objectives for the program are achieved.
1. Emphasize the world of difference between “business”
travel and “incentive travel rewards.” The incentive
award winner needs to know this is not going to be another red
eye flight to a 9 a.m. meeting. Use communications and pre-trip
activities to address the stress-relaxing advantages and luxuries
built into an incentive trip award. Consider including pre and
post trip coordinators that are available to assist with travel
details as part of the program. A pre paid telephone card for
the winner to call home during the trip is also a welcomed addition.
2. Define the target audience to be sure that the reward destination
appeals to the greatest number of potential winners. A projected
demographic profile is an important element in selecting a destination
for a group incentive program. Travel programs should be designed
to meet the varying interests of the winners. For example, a businessman
logging 200,000 miles a year in the air may welcome a three-night
stay at a luxury resort within driving distance of his home.
3. Participants should expect a higher level of service and attention
to their personal needs in order for an incentive travel program
to be motivational and an essential planning tool is a grid that
outlines each separate event, including the timing, function,
supplier, critical elements for success and back up plan to be
used.
4. Create an active program that conveys the corporate culture
in a fun and exciting manner. The more activity, tour and lifestyle
choices offered to incentive award winners, the better. The program
should offer multiple opportunities that recognize the award winners’
time investment. Activities should reinforce the corporate values
and objectives. The winner’s strategic importance in helping
the company to exceed its pre-defined objectives will increase
the event’s dimensions.
5. Promote the incentive program as an extraordinary reward. All
communications should focus on the destination, the program’s
goals, how to qualify as an award winner, and the individual recognition
winners will receive. The message should be consistent and delivered
with high frequency. Explore using various forms of communications
to keep the approach fresh and interesting.
Some ideas for program components from past incentive programs
include: getting a spa treatment each day instead of attending
a power breakfast meeting, receiving a pillow gift at hotel turn-down
instead of an urgent last-minute fax, or being chauffeured around
in a limousine instead of a taxi. Incentive travel is an effective
business tool that when properly used can assist organizations
to achieve improved results. A successful travel program will
incorporate the potential winners' expectations for a fun, rewarding
experience that is then delivered in a stress-free environment.
Published with the permission of Human Capital Strategies &
News.
---
John Udell is a partner in fourCE.org and president of Allied
Hospitality Marketing, New York. He can reach him at judell@alliedho.com.
|
