What’s driving the boom for incentives in Asia?

There has been a significant increase in demand for incentive travel within APAC in the first half of 2024, with outbound business travellers from China and India in particular fuelling this rise.

According to Ong Wee Min, vice president of sales & MICE at Marina Bay Sands in Singapore, the mutual 30-day visa-free policy between Singapore and China, as well as the rising affluence of visitors from these two markets, are some of the factors behind this growth.

“Last year, Sands Expo & Convention Centre hosted Indian incentive travel groups such as Herbalife India and Bajaj Group,” he said. “We recently played host to a global energy company’s incentive trip, and will have Amway from China, as well as incentive groups from other markets such as JC Premiere (the Philippines) and Helloworld Travel (Australia), in the coming months.”

Partnerships with experience providers can boost incentive offerings, elevating them to another level or offering an enhanced experience. Marina Bay Sands, for example, has an ongoing partnership with Singapore’s National Arts Council, which has enabled it to introduce more arts offerings such as local music being piped through Sands Expo & Convention Centre.

The integrated resort also works with hospitality, attraction, retail and dining partners all around the Marina Bay area to curate unique experiences for delegates and taking them beyond the integrated resort, with examples including an experiential dinner at Gardens by the Bay.

Ong adds that more flexibility is being introduced within incentive programmes, providing options that cater distinctly to different interest groups.

“Between the opening and closing events, delegates can break out into smaller groups, opting for activities that most appeal to them, be it arts, culture, entertainment, retail, dining or others,” he said. “This aligns with overall travel trends, where visitors prefer personalisation.”

Demand for local immersion

Ferry Tjahjono, executive assistant manager - room and sales at Centara Grand CentralWorld in Thailand, says greater air connectivity is helping to boost incentive travel within the country – there are now more than 200 flights per week between India and Thailand.

He believes that the growth in remote working is playing a part in this phenomenon. “Companies are actively seeking ways to foster collaboration, community, and social interaction among their teams, while employees are looking for experiences that stand out from their daily routines,” he said. “These factors, along with an increased emphasis on employee well-being, are leading to a rising demand for unique events and team-building activities that offer excitement, and which make employees feel valued.”

Centara Grand at CentralWorld is collaborating with incentive houses and team-building companies to offer comprehensive packages, as well as providing a growing number of on-site wellness programmes, including spa treatments, exercise areas, detox programmes, yoga, meditation and tai chi classes.

When it comes to these programmes, diversity is the name of the game, with groups having varying preferences and expectations for their incentive experiences.

“Growing trends include activities that promote harmony and collaboration, such as tea ceremonies and calligraphy workshops, along with cultural immersions that showcase local traditions,” said Tjahjono. “Others tend to favour high-quality, professionally organised activities that blend productivity and fun, including design thinking workshops, innovation challenges, and unique, Instagram-worthy activities.”

K-pop draws for Korea

Mark Meaney, area general manager, Korea and general manager at Conrad Seoul, says the number of enquiries and demand for incentive travel has increased within APAC, especially from China and Hong Kong, as well as from the US and Europe.

“The Korean government through KTO (Korea Tourism Organisation), STO (Seoul Tourism Organisation), and the Seoul MICE Alliance are very focused on selling K-Culture and the destination here.” Meaney said. ”We are seeing more enquiries because people are more interested in K-culture and food, as it is a popular trend in the world.”

Moreover, he observes that clients who have been to Japan are now keen to explore other Asian countries.

“Korea is getting the waterfall effect from Japan tourism in a way,” said Meaney. “We pay close attention to customer expectations to ensure a special experience for incentive groups. We recently had a large Indian group with a preference for Indian cuisine for their gala dinner and breakfast. We partnered with our sister hotel Conrad Bengaluru and brought over some chefs to support the event. We have also customised room keys by incorporating company logos, enhancing travellers' sense of belonging.”