Having pockets of open schedule can be key to making the most of business events and incentives. Photo Credit: Adobe Stock/Наталья Косаревич
An early breakfast at 7 am, back-to-back meetings, a rushed break before dinner, and late-night entertainment – packed event schedules like these are falling out of favor.
Today’s incentive attendees are placing greater value on free time, with a recent Incentive Research Foundation study ranking it as the number one priority for North American respondents and fourth for those in Europe.
Reframing free time as value add
Tim Glanzer, chief elevation officer at US-based Elevated Meeting Solutions, stresses that event organisers must embrace flexibility, as attendees see having time to oneself at events as an attractive value add.
“If you don’t build in [free] time, attendees will take [it] on their own and miss meetings and breakouts, or get frustrated that you took every minute of their day,” he says. “It’s best to accommodate [from the start] so they feel it’s part of the agenda. Highlight ‘open time’ and don’t be afraid of not having a full schedule.”
Rather than using the term “free time”, Glanzer’s team prefers “open-schedule”, which conveys autonomy. “It allows attendees to decide how they want to use that time – whether it’s a gym session, a work break, exploring the area, or even a nap.”
“If you don’t build in [free] time, attendees will take [it] on their own and miss meetings and breakouts, or get frustrated that you took every minute of their day.”
Tim Glanzer, chief elevation officer, Elevated Meeting Solutions
Make free time work
Event planners should consider extended lunch times, with an hour scheduled for lunch and an extra 30-60 minutes for personal time. Most attendees don’t need a full hour to eat, noted Glanzer, so they can then use that extra time how they wish.
“Start your first meeting later – there should never be a 7am breakfast – schedule this for 8am or even 9am,” he adds. “And always let attendees have time between the last meeting and the reception dinner. Just 30 minutes results in a very frustrating schedule and so many attendees complain about rushing back to the room to get ready. At least an hour and really 90 minutes works best.”
Free time as a tool for engagement
Atika Rosli, Singapore-based chief and founder at Beyond Events Asia, says free time has become an increasingly valued aspect of meetings and incentive travel; when structured well, it can enhance both attendee experiences and event objectives.
“Rather than treating free time as ‘downtime,’ we see it as an opportunity to enhance engagement,” she says. “Curated optional experiences, such as wellness sessions, cultural immersions or personal development activities, allow attendees to make the most of their free time in ways that align with both personal interests and brand values.”
“Curated optional experiences, such as wellness sessions, cultural immersions or personal development activities, allow attendees to make the most of their free time in ways that align with both personal interests and brand values.”
Atika Rosli, chief and founder, Beyond Events Asia
Offering a balance of scheduled and unscheduled moments is key, empowering attendees while subtly integrating brand touchpoints, whether through partnerships with local businesses, exclusive access to experiences, or networking lounges that encourage organic interactions.
Balancing free time with teambuilding
For many companies, incentive trips are also seen as teambuilding opportunities, so how best can planners reconcile the needs of those who want free time with team-building?
One approach, says Rosli, is to offer ‘opt-in’ teambuilding activities that feel less like structured sessions and more like shared experiences. Think small-group culinary classes, adventure challenges, or CSR initiatives where individuals can choose how involved they want to be. This allows team bonding to happen naturally without forcing participation.
Glanzer says teambuilding events should be treated just like any other meeting events; exaggerate the timings so that attendees will still have time for themselves at the end.
A tight schedule will not attract attendees even if it’s a teambuilding event. A packed schedule, no matter how fun or exciting, still drains attendees, he says.