Industry update
INSIDE: See why ITA Group's most seasoned experts say Peru is a trending hotspot.
As we set our sights on 2026 and beyond, this issue is designed to spark inspiration and fuel your planning for upcoming meetings and events. We’d love to connect and explore how these concepts can shape future possibilities together.
In this update, we’ll highlight a destination that checks the “Mystic Outlands” trend (magical and cinematic destinations), Caribbean properties and Peruvian hospitality, a heroic keynote, products we love and more. Here’s to continuing our momentum and building on our collaboration as we head into the new year!
Monica Fasse
Around the industry
What’s happening
Trendy takeaways from IBTM in Barcelona, Spain
Interest in lesser-known destinations that offer unique experiences is growing.
In Kiruna, Sweden, the Elite Hotel Frost plays into Pinterest’s biggest 2026 travel trend, “Mystic Outlands.” Guests can take a sled dog hotel transfer across pristine snowfields, marvel at the ethereal northern lights and immerse themselves in Swedish Arctic traditions.
6 other trends
> Sustainable travel: Destinations and travel providers promoting responsible tourism with eco-friendly practices and activities.
> Technology integration: Virtual reality tours that allow travelers to explore destinations before booking, AI-personalized itineraries and even robot concierges.
> Wellness travel: Spa experiences and rejuvenating activities centered on mental and physical well-being.
Jill Bartholomay
Lead Buyer, Event Purchasing
26 years at ITA Group
> Adrenaline-inspired activities: Rafting through rapids, rappelling waterfalls or timing trips around global sporting events.
> F1 racing: Participatory activations in destinations like Monaco, Abu Dhabi, Bahrain, Azerbaijan and Singapore.
> Local experiences: Authentic cultural encounters, local cuisine and immersive activities increase travelers’ cultural knowledge.
Around the industry
What’s happening
Teneo Summit demonstrated creativity in full color
At Caribe Royale Orlando, the Teneo Summit thoughtfully infused the “Live in Color” event theme throughout, with a goal to connect attendees with hotel partners and inspire new ideas. Here’s how:
> Color-coded teams for networking and engagement
> “Color stations” at general session tables
> Food and beverage aligned to a hue
Diverse keynotes offered relevant insights
> Artist John Bukaty addressed the audience on artistic interpretation and creativity before painting at the dinner.
> Workplace productivity speaker Juliet Funt shared ideas on boosting productivity, clarity and rethinking busyness.
> HIVE Interactive founder and entertainer Mitch Mitchem delivered an AI-focused perspective on innovation.
> Drum Cafe, global musicians and teamwork experts, hosted a high-energy interactive experience.
Caribe Royale added memorable touches, including creating a painter's palate out of food. A relaxed agenda let attendees engage with the destination, learn about the hotel or enjoy leisure time. My favorite moment was when Caribe Royal employees paraded through the general session so we could applaud the people who designed our event.
Tiffany Clark Manager, Event Purchasing
11 years at ITA Group
Around the industry
What’s happening (cont.)
Preferred Hotels & Resorts Legend Incentive Summit highlights
Hosted at Shutters on the Beach and Hotel Casa Del Mar in Santa Monica, California, this three-day event celebrated purposeful meetings and unforgettable incentive moments. A night at Sony Studios full of Hollywood glam. A CSR activation building skateboards for local at-risk youth. We also heard from top speakers:
> Drybar founder and entrepreneurial advisor Alli Webb delivered an inspiring session focused on how authenticity and vulnerability can transform leadership and relationships.
> Chris Ulrich, founder and President of CU in the Moment, delivered a funny, engaging and highly practical session on the art of nonverbal communication and how body language shapes influence and trust.
Marissa Parsley Buyer, Event Purchasing 3 years at ITA Group
Preferred Hotels & Resorts’ Legend Collection focuses on the ultimate destinations for corporate incentive travel, offering an elite portfolio of over 100 ultraluxury, independently owned hotels and resorts across iconic global locales. By leveraging our partnership, ITA Group gains access to bespoke hospitality that cultivates loyalty through unforgettable, purpose-driven incentive travel experiences.
Interesting stats shared at Northstar Leadership Forum
Geoff Freeman, CEO of U.S. Travel Association, provided a data-filled travel update at this exclusive, senior-level summit for meetings, sports and hospitality decision-makers. Here are some interesting statistics shared:
> The U.S. is the only country seeing travel decline, whereas Mexico has seen an increase by 11%.
> U.S. leisure travel is up by 1%
> Travel from Canada to the U.S. is down by 11M compared to 2019 (pre-pandemic). Although there is a perception that foreign travel into the U.S. is the issue, our North American neighbors significantly impact tourism.
> The U.S. Dollar is higher (e.g. stronger than the Yen.)
Kim Mai Senior Manager, Event Strategy 4 years at ITA Group
> Other countries are encouraging travelers to the U.S. to wipe their phones or bring burner phones when traveling (similar to instructions Americans are advised to follow in China), due to privacy concerns.
> The FIFA World Cup was originally forecast to attract 2M international travel into the U.S., but is now projecting 750K.
> Planners expect meetings-related costs to rise between 9-13% next year. However, budget growth is projected around 2.5-3%.
DESTINATION DISCOVERY
Peru
A journey through the soul of the Andes
From the warmth of its people to the colors of its landscapes, Peru weaves ancient heritage with contemporary creativity. It's a place where bucket-list appeal meets deep cultural immersion, spiritual heritage, world-renowned gastronomy and diverse soft-adventure experiences. This blend allows incentive programs to design truly transformative moments that reward, inspire and stay with participants long after the journey ends.
Why choose Peru?
Total package: Peru is increasingly recognized as South America’s most complete incentive destination. Few places offer such richness in a single trip: a cosmopolitan coastline, ancient Andean civilizations, lush rainforest, mystical high-altitude lakes and sweeping desert landscapes. Exceptional venues—from colonial haciendas and historic monasteries to luxury hotels and private train charters—provide picturesque settings for gala dinners and reward celebrations.
Key considerations
> Machu Picchu: Due to limited daily entry, submit guest details 60–90 days in advance.
> Altitude adjustment: Arriving via the Sacred Valley is ideal to allow for altitude transitions when visiting Cusco or Machu Picchu.
> Cultural insights: Peruvians are warm, proud hosts who value personal connection. Integrating local traditions, music or cuisine enhances group experiences and creates lasting memories.
Best Time to host
> Peak Season: May–October
> Travel Time: Nonstop flights to Lima from 6 major U.S. gateways, ensuring smooth and convenient travel.
Where to stay
These unique properties embrace a sense of place with on-site dining and venues, and activities that personalize Peruvian incentive trips for groups of 50-200.
An icon overlooking the dramatic cliffs of Miraflores and situated within steps of the beach and Costa Verde, this hotel is also convenient to Lima attractions. Cathedral of Lima and Larcomar entertainment center are nearby. Ocean-view rooms, a spa, an outdoor pool and a modern fitness center elevate every moment. At La Vista and JW Lounge, Peruvian gastronomy takes center stage with captivating flavors and refined service.
Celebrate, meet or collaborate in 15,000 square feet of stunning event spaces, 10 tech-equipped event rooms, an ocean-view banquet space, and a ballroom for 560 with professional event associates and caterers.
Nestled in the heart of the Sacred Valley of the Incas, this upscale hotel provides guests with a gateway to the region’s vast cultural richness, including Machu Picchu. Linger in an elegantly designed room or suite that offers dramatic views of the Andes Mountains and the Vilcanota River. The culinary experience highlights organic, local ingredients, while the therapeutic spa, heated pool and modern fitness center create a sophisticated escape where luxury, culture and nature meet.
Tambo del Inka holds a Biosphere Sustainable commitment, connecting hospitality practices with global environmental goals. Flexible venues accommodate up to 300 and outdoor space wows guests with a natural backdrop.
JW Marriott Hotel Lima, Lima, Peru
Tambo del Inka, a Marriott Luxury Collection Resort & Spa, Urubamba, Peru
Where to stay (cont.)
Monasterio, A Belmond Hotel, Cusco, Peru
This 16th-century former monastery marries opulent design and Andean energies. A sense of peace prevails, where soothing music, manicured gardens and tranquil water features support guests’ serenity. The hotel’s gilded corridors impress with historic artwork and skilled traditional weavers gather in the main courtyard. With stunning Baroque architecture, exceptional Peruvian dining and a prized location near Plaza de Armas, feel the pulse of both ancestral and contemporary cultures.
The hotel curates an 11-night “best of Peru” itinerary that takes guests deep into Peruvian tours with exclusive access. Scenic drives and a trip to Arequipa and Uros Island aboard South America’s first luxury sleeper train send guests on an immersive journey.
Partner recommendation: COLTUR
COLTUR is a trusted destination partner for ITA Group in this emerging destination. This experienced DMC integrates sustainability into the core of its governance model. Since 1957, they have shared Peru with the world, creating transformative experiences guided by the conviction that tourism should empower communities, generate well-being and foster conservation.
Property highlights
Accommodations: 539 guest rooms and 36 suites
Airport transfer: 12 miles to Tucson International Airport (TUS), 1 hour 45 minutes to Phoenix Sky Harbor
JW Marriott Tucson Starr Pass Resort & Spa
Tucson, Arizona
A sanctuary amidst the saguaros, this resort sits at the edge of the 20,000-acre Tucson Mountain Park. Spectacular surrounding trails beckon hikers and bikers. Or find immersive relaxation on site. Take a dip in the multilevel pool and lazy river, then head to Hashani Spa. Arnold Palmer-designed desert golf courses, an arcade and refined or casual dining options appeal to multigenerational groups. Here, spacious and sophisticated venues can accommodate up to 3,300 guests and sustainability practices preserve the Sonoran Desert’s natural beauty.
> Refreshed spaces: Renovations to guestrooms and suites are set to be completed in spring 2026. Airy accommodations feature a contemporary design, inspired by the Tucson landscape. Two signature ballrooms boast 22-foot ceilings and dedicated foyers, with nearby outdoor spaces offering a change of atmosphere.
Insider tip:
Gather round crackling flames when you reserve private firepits and chimineas on the terrace. Kayla Metli, Senior Buyer, will be visiting in Sept. 2026 so look for an update in our Oct./Nov. issue!
> Local rituals: Honor local culture through three daily rituals included in each stay. Start the day with Mitakuye Oyasin, at the Salud Terrace. This sunrise Native American tradition invites guests to embrace a broader perspective. Next, a morning desert hike puts visitors in harmony with nature. A sunset tequila toast, highlighting one of 150+ artisan varieties, serves up the perfect nightcap.
> Desert safari: Cruising in a vintage open-top Jeep, head to a local ranch and learn about the history of the land from guides before dining in the Sonora for a signature meal.
Click to see property
Rosewood Le Guanahani St. Barth
British Virgin Islands
Arrive to this idyllic resort on a private peninsula via propeller plane. Nature guides a return to well-being at a retreat shaped by creativity and connection. Rooms and suites open to bougainvillea, sea breeze and the sway of palms. The culinary program at Rosewood Le Guanahani— its name meaning “welcome” in the native Arawak language—merges Mediterranean flavor and Caribbean conviviality.
> Renewed perspective: Most guests already feel on top of the world by getting the chance to spend a few days along the shores of St. Barth. But why not climb to the top if it? Rising above the turquoise waters, Le Morne reveals sweeping views of the resort and lagoon. Beginning from the beach, this gentle hike invites connection with the island’s natural beauty.
> Exclusive dining: St. Barth is renowned for its exceptional culinary scene, boasting over 40 upscale restaurants. On-site menus unite the island's bounty and French influence—its sun-kissed flavors enjoyed by beach, lagoon or at a table lit by twilight. Executive Pastry Chef Julien Boury creates extraordinary, personalized dishes. Upon request, he also curates exclusive tasting experiences featuring desserts inspired by his global journey.
> Relaxed agendas: Sea turtles spend their sanctuary days in the Lagoon of Rosewood Le Guanahani, just like guests. The island boasts 14 beaches, and over 200 boutiques, and the resort offers ocean-front yoga, trail walks and spa treatments combining local botanicals and ancestral traditions.
The property’s art program, in partnership with Artists of St. Barth art gallery, celebrates the island’s rich artistic community, showcasing the works of local talents.
Property highlights
Accommodations: 29 rooms and 37 suites
Meeting space: 4 event spaces, 5 restaurants
Airport transfer: Fly into a hub like St. Maarten (SXM) or San Juan (SJU) and take a short connecting flight on a small plane Click to
Property highlights
Accommodations: 42 guest rooms and 43 suites/villas
Meeting space: 8 event spaces, 4 restaurants/bars
Airport transfer: 20-minute boat ride from EIS Airport (Tortola)
Insider tip:
The Rosewood Explorers Club gives young guests a kid-oriented Caribbean experience, allowing adults to truly relax.
Rosewood Little Dix Bay
British Virgin Islands
Sheltered by green mountain peaks and framed by a crescent-shaped bay, this secluded Caribbean retreat exists in harmony with nature. Snorkel among volcanic boulders, learn to sail, swim alongside turtles in the reef’s calm shallows or book a guided tour of the Rosewood property’s farm to see how papaya grows.
> Barefoot dining: A luxurious take on the standard "cook your catch." Rosewood’s recreation team will boat guests to a secret lobster hole. A chef will prepare the catch for a beautiful beach dinner. Thursday evenings, Rosewood hosts a shoreline celebration. Caribbean spices and grilled favorites take over the crescent beach with a BBQ on the sand.
> Clifftop spa sanctuary: Tucked high up in the emerald-green hillside, soak up panoramic views from the spa. Wellness offerings include a full treatment menu, tennis, pickleball and fitness classes.
> Conservation legacy: In 1958, conservationist Laurance Rockefeller began acquiring land on Virgin Gorda with the dream of establishing a resort in harmony with nature. Today, locally born staff continue to blend island hospitality with care for the environment, like the turtle-tagging partnership with Living Reef Foundation.
Standout supplier partners
These supplier partners stand out for providing superior service to our clients.
Bacha Gurgenidze
Senior Director of Sales and Key Accounts Manager, The IGS Collection
Claudine Lopez
Sales Associate Director, Regulatory Affairs, The IGS Collection
Bacha and Claudine recently helped us through an unexpected relocation. Every minute counted, with the client program operating in under 60 days. From receiving the proposal quickly, going on a site visit and getting the contract confirmed, their urgency, experience in the incentive travel space and flexibility exemplify great partnership.
—JORDAN CONLIN, BUYER, EVENT PURCHASING, INCENTIVES
Beth Cronin Marriott
Beth makes ITA Group feel like her only account. She’s known for answering fast, jumping in on any request and getting it resolved. In a brand as big as Marriott, that’s no small feat. Our programs are better for it.
—ITA GROUP LEADERSHIP
TRAVEL NOTES
These are the insider perspectives, trending keynote speakers and must-have resources. This is your catchall for 2026 success.
INCENTIVE TRAVEL
Insider perspective
Napa Valley, California: Drink in the views throughout a region with appeal beyond its celebrated wine country reputation. ITA Group's Assistant Vice President, West Region Liz Mikkelsen, discovered “The New Napa Valley” on hosted visits to two Auberge Collection properties: Solage, in Calistoga, and the expansive new Stanly Ranch.
Q:
What’s the best way to get to Napa Valley?
A:
It's an hour drive to Stanly Ranch from San Francisco or Sacramento International Airports, and then another hour to Solage. In the fall, you're passing through fields of gold and can stop at what feels like every amazing winery that you've ever heard of. On our way to Solage, we popped into Oakville Grocery—a local institution since 1881. It’s a cute little lunch stop. Then, we went next door to the Oakville Wine Merchant, where you can sip more than 85 wines by the glass and visit an upstairs museum of Napa Wine History.
Q:
Walk us through these incredible properties. What kind of groups can they accommodate?
A:
Wellness and cuisine are focal points at both properties. Solage is for smaller, intimate groups. But the studios and suites are spacious: loft-inspired layouts range from 515 to 1,900 square feet—each featuring a private outdoor patio. Everything we tried (and we tried everything) at SolBar was to die for, and after an impromptu poolside lunch at PicoBar, I couldn’t help but think it would be the perfect place for a buyout. You can walk into Calistoga, Napa’s less-traveled, “laid-back sister,” from the resort.
Q: A:
Wine tastings are an obvious draw, but what kinds of activities would non-drinkers enjoy?
You can incorporate wine into the itinerary as much or as little as you like. One winery we visited offered customized bottle engraving, a meaningful gift to keep or share. The Stanly hosted us for an interactive falconry workshop, and hands-on hat making is among their many on-site experiences. ACCESS DMC, Auberge’s preferred partner, can coordinate other experiences.
The 712-acre Stanly Ranch campus features rolling vineyards, orchards, eucalyptus groves, walking/biking trails—even 2.5 miles of Napa River frontage. We toured the on-site organic farm, which produces ingredients for the impressive culinary program. Balance wine tastings with the Stanly’s holistic wellness offerings, which go well beyond spa standards. Glasshouse Barn, the largest event venue, holds 450, with plenty of smaller indoor and outdoor spaces to host groups. The grounds were immaculate and views look right out into a vineyard, in many cases, or a beautiful little pool area.
Q: A:
Why would Napa make an excellent meeting or incentive trip destination?
I think it's a good wild card destination, especially during shoulder seasons, based on the exceptional year-round weather. Napa has something for everybody, not just wine-lovers. It's not stuffy, but there's a high-value perception about the reputation that sells itself.
You could say Liz grew up in the events and incentive travel business.
The daughter of an ITA Group client, she chose to forgo a career in culinary arts in favor of travel and events, and has been an ITA Group employee-owner going on 18 years. She still loves to cook, and when she’s not experimenting in the kitchen, she’s whipping up unforgettable experiences for ITA Group clients.
Liz Mikkelsen
Assistant Vice President, Sales
14 years at ITA Group
Trending keynote:
Travis Mills
Midwest Speakers Bureau
ITA Group's preferred partner Midwest Speakers Bureau helps meeting planners select the best keynote speakers and entertainers. See who they say is trending right now.
Retired U.S. Army Staff Sergeant Travis Mills is one of only five quadruple amputees to survive combat injuries from the wars in Iraq and Afghanistan. Since losing portions of both arms and legs from an Improvised Explosive Device (IED), he has rebuilt a life of impact. Travis is a bestselling author, entrepreneur, founder of a nonprofit supporting injured veterans and their families, and a sought-after speaker whose “disarming” humor and stories of perseverance, faith and resilience captivate audiences worldwide.
Accolades
> Author of the New York Times bestselling memoir Tough As They Come
> Featured in “Travis: A Soldier’s Story”, an award-winning documentary film
> Founder of Travis Mills Foundation, which offers retreats for wounded veterans and their families
Key Takeaways
> Recognized as a powerful voice on resilience, post-traumatic growth, leadership, overcoming adversity, and transforming hardship into hope and action
> Known for delivering keynote speeches blending humor, heart and raw honesty to act with courage, gratitude, unity and purpose
Quick facts
> Preferred format: 60-minute keynote
> Budget range: $30,000-$50,000
Why we recommend
Travis’s larger-than-life personality and incredible spirit for life immediately engage audiences. He proves that no matter how many times life knocks you down, you still have the power to rise— stronger, more focused and with purpose.
Learn more on his website
Trending content
Resources, tips and tricks
What’s in your travel bag?
Satechi OntheGo™ 3-in-1 Charger
Stay charged and organized. This sleek, foldable device conveniently powers up your iPhone, Apple Watch and AirPods.
Hari Mari Tula Slippers
This brand might be famous for premium flip flops, but their Tula Slippers keep toes toasty. Contrast stitching brings a summery feel to chilly days.
Lil' Marsh Traveler Blanket
UnHide’s Marshmallow Blanket has thousands of rave reviews. This lightweight, packable version feels as soft as chinchilla.
Bio insights showcase: Events Buyer
Senior Event Gifting Product Buyer 9 years at ITA Group
Bringing joy and delight to program participants fuels Angie’s passion for her role. She loves to see the "sheer excitement” they express, especially from people who weren’t expecting such a thoughtful gift.
Angie Fritchen
Trending content
Resources, tips and tricks (cont.)
From around the industry
Meetings and events trends report predicts ‘golden era’ for industry
Insider perspective: Top incentive travel destinations for 2026
Innovative corporate incentive travel programs to wow repeat earners
Accessible travel conference showcases true inclusion
Listen
“Women Who Travel," produced by Condé Nast Traveler
Editor and host Lale Arikoglu interviews guests about their must unique global explorations.
On topic
The stories and interviews highlight real experiences, including challenges and joys. They cover a wide range of topics, and conversations lead to relatable travel tips: how to balance exploring the world with work and family, how to safely travel as a female, and how to navigate different cultures respectfully. This makes it feel authentic, not just bucket-list travel talk. You may learn something or be inspired to go somewhere new.
—MANDY ESPEY, ACCOUNT RELATIONSHIP DIRECTOR
itagroup.com/insights