ITA-Group-Industry-Report_Feb-Mar-2026

Events & Incentive Travel

Industry update

See why

We’re deep in our spring busy season, with team members hosting programs and attending industry events across the world.

Our culture of industry leadership earned accolades at the SITE Global Conference in Abu Dhabi, where SITE Midwest was named Global Chapter of the Year. I’m proud to serve as the chapter president in 2026. SITE Midwest also recognized Riley Allen, ITA Group Senior Event Proposal Manager, with the 2025 SITE Mentee of the Year Award. These recognitions highlight our team’s commitment to furthering incentive travel excellence.

In this update, we showcase an emerging Southeast Asia destination with a culturally immersive itinerary, a property connected to Atlanta's World Congress Center and a peek into Switzerland’s Bürgenstock Collection.

Here’s to safe and sensational spring travels!

Monica Fasse

Around the industry

What’s happening

Talking creativity and collaboration at SITE Global

This year’s conference, held at The Ritz-Carlton, Grand Canal, Abu Dhabi, embraced the theme of “Wonder, Awe & Curiosity,” exploring how these forces inspire transformative incentive travel experiences. Here are three takeaways.

> Yes, RFP volume is up. Event Industry Council President & CEO Amy Calvert confirmed. She’s optimistic about what this uptick indicates for industry growth.

> The key to budget increases? Help clients think like a “Chief Experience Officer”. The incentive travel budget also touches the budgets for events, HR, sales, marketing, benefits and retention.

> Get curious. Only 16% of creative ideas happen when you're at a desk, according to our keynote, singer-songwriter James Taylor. He advocated for the power of live events, sharing, “Creativity is about bringing new ideas to the mind. Innovation is about bringing new ideas to the world. If creativity is the engine of innovation, then curiosity is the fuel.”

Erica Lalk Director, Global & Event Strategy

19 years at ITA Group

Connecting with partners at SITE Canada Exchange

SITE Canada Exchange encourages travel professionals to build relationships with participating supplier partners while experiencing Canadian destinations. The attendee mix is an intimate, 1:1 ratio of hosted buyers and supplier partners. The structured format for business development fells like a worthwhile opportunity. Here are my key takeaways.

> Canada holds large appeal for group travel, due to the ease of travel for U.S. attendees, a favorable exchange rate, safety and robust infrastructure.

> Think beyond popular destinations like Banff, Whistler, Vancouver, Toronto. Vancouver Island, Halifax, Jasper, Québec City and Mont-Tremblant are trending for incentive groups. Many have a European flair without the long travel duration and elevated spend.

> Consider how to leverage partnerships with Canada’s nonprofit Destination Marketing Organizations (DMOs) in addition to DMCs. DMOs are unbiased connectors to partners that enhance the event experience. Oftentimes, DMOs can offer promotions to offset the budget and/or offer support during site visits.

Mandy Espey

Account

Relationship Manager & Lead Buyer 21 years at ITA Group

Around the industry

What’s happening (cont.)

River X-Change® MICE Conference on the Danube

In December 2025, I cruised from Vienna to Budapest and Salzburg, where I got a glimpse of what a European Christmas market cruise could look like for meeting and incentive trips. Our morning agenda included tabletop presentations with suppliers. After lunch aboard, we explored local Christmas markets in the cities where we docked, then returned for dinner and entertainment on board. Program highlights:

> Connected audience: These small ships are perfect for a group buyout with under 200 attendees.

> Ease of travel: Unpack once, and everything is outside your door. From the meeting (just steps away in the lounge) to enjoying the port city, most docks were right in the center of town. This made dropping off market purchases stress free, too.

> Hospitality: The crew quickly learned our preferences; cabins were comfortable and bathrooms spacious.

> Suppliers: We met with a good variety of hotels, destinations, DMCs and cruise lines, including a few that had not previously been on my radar.

– Aman At Sea (launching 2027)

– Viva Cruises – Riverside Luxury – Salterra, a new resort in Turks/Caicos perfect for high-end, smaller incentive groups

Theresa Link

Sr.

Buyer Event

Purchasing

11 years at ITA Group

Insider tip for visiting European Christmas markets via cruise:

Each market is distinct. Some focus on typical souvenirs while others feature artisan items. Educate your group in advance on different currency requirements, the local process for purchasing a mug for mulled wine, etc. and allow plenty of time for a relaxed, immersive experience.

Around the industry

What’s happening (cont.)

17 sustainable development goals

Introducing event-specific sustainability goals

As event professionals, putting our passion for advancing the United Nations Sustainable Development Goals (SDGs) into practice hasn’t always felt easy. In 2025, I joined fellow sustainability experts in our industry to collaborate on developing Sustainable Event Goals (SEGs), which bridge the gap of accessibility to sustainability content. I'm excited to share a sneak peek of our team's work.

> Translated acronyms, accounting standards and regulations into terms that apply to event planners' responsibilities.

> Interpreted broad SDGs like "climate action" into event-specific goals like "low-impact travel and logistics."

Improving our sustainability isn’t just a competitive advantage and it’s not just a moral imperative. It’s how we secure the future for ourselves and the rest of the world. Stay tuned for more about the SEGs at IMEX Frankfort in May. I also welcome conversations to dig into the goals and their intended impact.

Mackenzie Dierks-Helland

Senior Global Expansion Manager, Global Client Services 6 years at ITA Group

3 ways to enhance sustainability in events

Read my latest blog on how event professionals can be part of building a better world through improved corporate event sustainability.

DESTINATION DISCOVERY

Laos

Discover soft adventure in Southeast Asia

Once known as “The Land of a Million Elephants,” modern Laos combines many of the best elements of Southeast Asia, without the crowds. Lush green jungle, sacred sites and an archipelago home to the rare Irrawaddy dolphin are among the many can’t-miss experiences lining the Mekong River. The high-speed Laos–China Railway enhances connectivity between the capital city of Vientiane and Luang Prabang, a UNESCO World Heritage old town known for authenticity, spirituality and boutique resorts.

Why choose Laos?

This emerging quiet-luxury incentive destination delivers natural beauty in a relaxed atmosphere. Laos offers exceptional value across accommodation, dining and off-site venues Group-ready opportunities connect to local culture: from riverside cocktails, acoustic music and chef-curated Lao cuisine at a Mekong sunset welcome, to textile workshops, a Kuang Si waterfalls excursion and a respectful, guided alms-giving observation.

Key considerations

> Group goals: Best for groups seeking cultural immersion, wellness, spectacular natural beauty and premium boutique lodging.

> Cultural sensitivity: Include attire guidelines for temples and community sites in a “Know before you go” card.

> Entry ease: Recommend travelers secure a Laos eVisa before departure for smooth arrival processing. Boutique property footprints require early contracting for peak months and some heritage-zone venues require approvals.

> Multicountry itineraries: Laos borders Thailand, Cambodia, Vietnam, Myanmar and China.

Best time to host

> Peak season: November–April for clear skies and turquoise waters at Kuang Si Falls.

> Travel time: Nonstop regional flights from Bangkok into Luang Prabang (LPQ) and Vientiane (VTE).

Where to stay

Accommodations in Luang Prabang suit 40–120 guests across boutique properties.

Immersive wellness and nature-focused programming, combined with world-class service, make this a standout property ideal for top-tier incentives, executive retreats or VIP reward earners. Guests enjoy luxury accommodations nestled within a riverside landscape, with natural waterfalls flowing throughout the resort grounds.

This resort is best for groups needing formal meeting space within a luxury environment. Rice paddies surround the modern property, which features 123 rooms and a 300-person ballroom with multiple breakout capabilities.

Where to stay (cont.)

Avani+ Luang Prabang

Ideal for mid-size incentives or full-property buyouts, this chic, contemporary boutique hotel boasts 53 rooms in a central heritage location and a courtyard capable of hosting events with up to 220 guests.

Sofitel Luang Prabang

Perfect for high-touch groups, private dinners or complete estate buyouts for fewer than 100 guests, this award-winning 25-room historic estate and gardens exudes heritage luxury.

Where to stay (cont.)

Crowne Plaza Vientiane

Conveniently located near the city center and 15 minutes from Wattay International Airport, this upscale hotel is great for arrival night, conference blocks or combined programs. The hotel features 198 guest rooms and suites, modern MICE infrastructure, and a grand ballroom for 500–1,500 depending on setup. It's close to attractions and is a short drive from several prestigious golf courses.

Vientiane is excellent for hosting 150–1,500+ attendees for plenaries or celebratory finales.

Landmark Mekong Riverside

Offering up to 188 guestrooms decorated with authentic Lao flair, the hotel also features an on-site spa, fitness center, a large outdoor pool and three dining options. Its meeting spaces make it efficient for upscale gala evenings, award ceremonies or government-style VIP receptions.

Sample 4-day incentive program

Day 1: Welcome

Arrivals via VTE or LPQ; Mekong sunset cocktail reception

Day 2: Cultural immersion

Heritage walk, temples, artisan workshop tracks; optional wellness

Day 3: Nature and celebration

Kuang Si Waterfalls experience; signature gala in a courtyard or riverside venue

Day 4: Departure or extensions

Wellness morning, Rosewood VIP extension or rail transfer to Vientiane

Property highlights

Accommodations: 976 guest rooms

Airport transfer: 20 min to Hartsfield-

Signia by Hilton Atlanta Georgia World Congress Center

Atlanta, Georgia

Atlanta overflows with Southern hospitality, and this convention center-connected property accommodates large groups. Located on North America’s largest combined convention, sports and entertainment campus, the hotel's indoor and outdoor event space includes Georgia’s largest hotel ballroom, an event deck and green. Other premium amenities include a spa, fitness center and members-only lounge. Throughout the hotel’s public areas, more than 70 professionally curated art pieces celebrate Atlanta’s diversity.

> Meetings and events: With a direct connection to the Georgia World Congress Center and more than 100,000 sq. ft. of flexible event space, this destination is designed to host corporate events.

> On-site dining: Explore a mix of global flavors and impeccable service from eight restaurants and bars. Innovative concepts range from fine dining to a vibrant sports bar with floor-to-ceiling views of Mercedes-Benz Stadium.

> Self-care secret: After a long day walking the trade show floor, guests will love the exclusive Sole Recovery treatment, a serotonin-boosting foot soak with a therapeutic warm stone massage.

Royal Mansour Marrakech

Steps away from Jemaa el-Fnaa square, the Royal Mansour Marrakech offers travelers a medina within a medina. Condé Nast Traveler readers named Royal Mansour Marrakech the #1 Hotel in Africa in 2020, and it’s easy to see why. Designed to take guests on a sensory journey, the grounds showcase excellence in traditional Moroccan architecture and a globally renowned spa. Luxurious riads replace traditional rooms and suites, while winding alleyways serve as corridors connecting public and private spaces.

> On- and off-site elegance: Recognized as one of the world’s top wellness destinations, the Spa Royal Mansour Marrakech soothes with the murmur of fountains and aromatic fragrances. Guests also love to visit the nearby Yves Saint Laurent museum and vibrant Jardin Majorelle.

> Banquet and meeting facilities: Accommodate up to 160 guests cocktail-style or 100 at a banquet within the private salons.

> Palace within a palace: The private Grand Riad offers 24/7 butler service, sleeps eight and includes an exclusive entrance that opens onto a landscaped garden and swimming pool. The 3-floor layout includes a study room, Moroccan lounge, bar, pool table room, spacious living room overlooking the pool, dining area and a professional kitchen to be used by one of the Royal Mansour’s Chefs. The second floor features a home cinema and private spa including a gymnasium. Guests enjoy an exceptional view over the Medina, the Atlas Mountains and the famous Koutoubia from the rooftop terrace.

This property was commissioned and personally envisioned by King Mohammed VI of Morocco to showcase ultimate Moroccan artistry and hospitality.

Samantha Bergeron

Assistant Director of Catering & Convention Services, The Royal Sonesta Boston

Samantha truly went above and beyond to ensure our program ran seamlessly. She was consistently quick to respond to requests and emails, coordinated closely with our on-site team, and proactively addressed details to ensure our participants were well taken care of. Her dedication and attention to detail played a key role in the overall success of the program.

—LEAH KIEFAT, EVENT MANAGER

Standout supplier partners

Kara Matovich Director, National Accounts, Sheraton San Diego Resort

Kara has been absolutely incredible to work with across multiple programs. She is consistently responsive, flexible and detail-oriented. No matter how many photos, diagrams or last-minute requests I throw her way, Kara and her team always turn everything around quickly and with such professionalism.

—KAYLA METLI, SENIOR BUYER

Group Sales Manager, Hyatt Regency La Jolla

Between the function space needs, room block needs and extensions on contracting, Danny has adapted to our every ask quickly and communicated so effectively to support a 2026 channel partner program. The client has even noted how smooth things have been working with this quickly approaching event. I would recommend Danny to anyone when working with the Hyatt Regency La Jolla.

—MCKAYLA LOSS, BUYER

Senior Sales Manager, Hyatt Regency Columbus

Jacob put together an extremely detailed proposal and has shown a genuine eagerness to earn our business. The concessions package he extended to our clients was particularly impressive, and he consistently turned around my requests and answered my questions quickly and thoroughly. Jacob's responsiveness, attention to detail and overall professionalism made working with him a great experience.

—HATI SIVAC, BUYER

Assistant Director of Group Sales, Hotel del Coronado

Andrea brings expertise, collaboration and grace to every interaction. She is quick with a response and timely with follow-up questions. In working through a lot of last-minute changes, she led with solutions and flexibility in a way that my client and I both appreciated.

—AMY ALLBAUGH, LEAD BUYER

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

Switzerland: The ultimate Swiss escape spans from lakes to mountaintops, with stops to experience Alpine culture and culinary delights. ITA Group Senior Buyer Jill Bartholomay experienced Switzerland’s winter wonders as a guest of IGS, with stays at two unforgettable Bürgenstock Collection properties.

Q:

What was your impression upon arrival?

Q:

Take us inside the property. What can we expect?

A: A:

Bürgenstock Resort Lake Lucerne was in the top three hotels I've ever seen. We arrived through winding mountain roads, but another option is by private catamaran across Lake Lucerne from the downtown area. Guests then take a cable car up the mountainside. This hotel is super high up in the mountains—it's actually above the clouds. Talk about creating a sense of arrival for attendees!

The lobby and rooms feature stunning, floor-to-ceiling windows. Suites had double-sided fireplaces between the living space and bathroom, which had an enormous sunken bathtub. Guests also enjoy access to their multistory spa facility. A jetted outdoor pool makes you feel like you’re on top of the world. We stayed there two nights, and also experienced Royal Savoy Hotel & Spa Lausanne, a historic property in the Olympic capital.

Q:

What other memorable sites and activities stood out?

A:

Gruyère is a fabulous town. It was a great day trip, and planners can rent out its picturesque downtown for private events at night. It's got an authentic village feel, with cobblestone streets, surrounded by the Alps. We did a wine tasting, cheese tasting and fondue experience there and stopped at a chocolate factory en route.

Our cable ride up Mount Titlis took us to a glacier cave and cliff walk. The adventure continued with e-snowmobile rides and other beginner-friendly activities on a frozen lake. It was an incredible experience that put us close to Switzerland’s ski culture.

Q: A:

So many of us were captivated by the 2026 Winter Olympics. Were there any tie-ins?

We visited the Olympic Museum. It's right on the water and a beautiful, modern facility with multiple areas to host private group events. I especially enjoyed the interactive room of all the past Olympic torches, and seeing clothing and equipment used by athletes throughout the games.

In her 26 years with ITA Group, Jill’s strong relationships with clients and supplier partners stand out. Always learning about new destinations, hotels and local activities keeps her role fresh and exciting (and her travel “bucket list” growing). When she's not envisioning her next trip (to Park City, Utah, perhaps?) or keeping up with kids’ activities, Jill enjoys trying new recipes and entertaining.

Trending keynote

Paul Long

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.

Workplace culture expert Paul J. Long connects corporate audiences with a powerful truth: Culture isn’t something you fix—it’s something you create through moment-by-moment choices. Through his principles of deliberate connection, he teaches leaders and teams how to implement “brain pattern interrupts” that shift attention from problems to possibilities. Paul’s worked with major brands, including Allstate, Honeywell, ULINE and Triumph Financial, among others.

Accolades

> Paul’s book “Fundamism: Connecting to Life Through F.U.N.” includes a foreword by NFL Superstar Travis Kelce

> The Fundamism Podcast, which covers management topics over nearly 150 episodes

Key takeaways

> A framework for creating meaningful interactions that enhance team connection and a renewed sense of purpose

> Creating customer experiences that people can’t stop talking about

> How to create a team no one ever wants to leave

Quick facts

> Preferred format: Keynote

> Budget range: $20,000, plus $1,500 travel

Audiences will walk away with practical “brain pattern interrupt” techniques they can implement immediately. Why we recommend

Trending content

Resources, tips and tricks

What’s in your travel bag?

Owala FreeSip®

Traveling makes me feel extra thirsty, so I appreciate a good water bottle that I can toss in my bag without worrying about spills.

Nodpod Sleep Mask

A comfortable sleep mask helps me stay relaxed while traveling. This one is dubbed ”the weighted blanket for your eyes.”

Noshinku Pocket Sprayer

Hand sanitizer is a must while passing through public spaces, and this sanitizer in a sophisticated Bergamot scent comes infused with nourishing essential oils.

Karissa Smedley Event Gifting Product Buyer

I joined ITA Group as the new associate product buyer for event gifting in December. Thinking outside of the box when sourcing creative gifting options for clients and tracking trends makes me excited for the future.

Trending content

Resources, tips and tricks (cont.)

From around the industry

Hilton ‘Why we gather’ report: Amp up the networking, offer choices

Which 2026 event trends are here to stay? Our expert opinions

Insights magazine | Event Marketing & Incentive Travel | Volume 26

Skift meetings megatrends 2026

On topic

Listen Event Planner Confessions Podcast on Spotify

Hosted by a team at Cohera (formerly CSI DMC), this must-listen podcast delivers candid stories that take leaders behind the scenes on event management lessons learned. From “RFP red flags” to fashion advice for your next conference, listen for ideas you can apply to elevate attendee experiences and stay ahead of industry trends. Add it to your rotation!

—MONICA FASSE, INDUSTRY & PARTNER RELATIONS MANAGER

itagroup.com/insights