Medical Supply Distributor
GENERATING $17M FOR A MEDICAL SUPPLY DISTRIBUTOR IN A PROGRAM FUNDED BY THEIR SUPPLIERS
The Big Picture
Our Medical Supply Distribution client wanted to drive sales with a dynamic incentive for their preferred, non-competitive suppliers that would be completely funded by their sales efforts. The suppliers — 6-10 participated in various years — were initially reluctant to participate due to a lack of confidence in their return on their investment. We knew we needed to overcome their skepticism.
Research & Analysis
A thoughtful and fair ROI rule structure and tracking system was needed. In the initial analysis stage, we examined the previous two years of sales by rep, and then set individual growth goals for each of the six suppliers.
Our Solution
We created an incremental growth program for each supplier so that together, they would fund the program on our sponsoring client’s behalf.
After we created incremental goals by supplier, we set up a system to provide reporting so they could clearly see the growth being generated. This solved the funding issue that initially made the distributors reluctant to participate; They were happy to fund the program when they could easily see the growth it was fostering.
Since the client’s existing system did not communicate in silos, we sought to isolate communications specific to each supplier and connect directly with the sales reps that sell those products.
This program was points-driven. We set goals for each supplier and assigned point values to those goals. Each sales rep was able to use our online portal to view their performance and their status at any time.
Quantifiable Results
ROI
Participating suppliers increased sales by 11.75% over plan.
Volume was up more than $17M for selected suppliers.
Equity
At program end, participants were awarded their points as a one-time payout and were able to redeem for name-brand merchandise, travel options or experiences from our expansive online catalog.
Data & Analytics
Getting 6-10 different suppliers to work together in an equitable arrangement is the kind of data-driven, personalized work that sets Motivation Excellence apart.
Building Business through Relationships – a White Paper from Motivation Excellence
Name an industry the pandemic hasn’t affected for better or worse? Stumped? Practically every aspect of our lives has seen upheaval and the building industry has certainly not been immune. In fact, with increased demand for home renovations, fluctuations in commercial projects and supply chain interruptions, this industry is riding quite the swells.
This is a vertical close to our hearts at Motivation Excellence. We have enjoyed working with clients in flooring, electrical, fencing and construction product manufacturing to name a few. Because of their delivery chain, we’ve worked with them to improve relationships with their own sales teams, their distributors and their sales teams, and the final customers.
Below we review, at a high level, three case studies to give you a summary of how our solutions helped increase sales, build relationships and grow loyalty for our clients. While these are specific to the building industry, many other verticals can benefit from well-planned incentive programs.
Case Study 1: Electrical
Goals –
- Increased brand recognition
- Significant sales growth
- Vendor buy-in to help fund the program
Solution –
- Segmentation of their 100,000+ customer base to capture the top and middle performers
- Incremental sales goals were assigned to the top 20%
- Tiered award offerings to motivate each customer level (including two group travel levels and award point earnings for smaller customers)
- Projected sales growth helped secure vendor buy-in
Results –
- This program continued for more than 20 years, resulting in sustained growth with participating customers year over year
- Enrolled participants outperformed the market trends in a down, up and even market (see graph)
- ROI was more than 200%
- Market share increase achieved
- Vendor contributions significantly paid for program costs, and they realized increased growth as well.
Case Study 2: Flooring
Goals –
- Motivate commercial flooring contractors to buy more from them
- Create a self-funding program
Solution –
- Dove into four years of company sales history as well as industry data
- Increased audience size by 3.5 times to meet client’s aggressive growth and self-funding goals
- Targeted communications to keep inspiring middle performers to reach higher
- Created award options to motivate both the highest and middle performers, including travel and award points earnings
Results –
- 627% ROI: program profit contributions nearly doubled the expected, and the program was completely self-funded
- Equity among participants was built through data analysis, setting reasonable goals and offering desirable rewards
- Engagement among the participants build stronger relationships
Case Study 3: Fencing
Goals –
- Increase revenue from fencing contractors in the United States and Canada
- Build stronger relationships with the largest customers
- Be a source of education for customers on growing their businesses
- Engage internal sales associates, help them create bonds with customers
Solution –
- Built a travel incentive program rewarding the top customers and their guests
- Targeted gift mailings to contractors on track to meeting qualification for travel
- Created an exclusive Buying Show featuring best vendors with show-only deals during the incentive experience
- Included sales associates on engagement campaign emails to keep their excitement high
Results –
- Revenue growth for each qualification period
- Million Dollar Customers grew from 12% to 25% of the incentive winners
- Greater customer knowledge and relationships
- 71% of enrolled customers qualify to attend the incentive event
- Many repeat winners vowing to return for each program
These are just a few examples of Motivation Excellence solutions that can help drive results for increasing revenue, loyalty and stronger relationships. A successful incentive program starts with a lot of research up front, a growth-based rule structure and plenty of metrics to measure achievement. It takes a close partnership with our clients to create the best plan for success. Once that’s all in place we can launch a program within four weeks.
If you’d like to see our case studies, please visit the Newsroom tab on our website. You can also watch our “Building Business through Relationships” webinar from April 2021 on our website. It contains a more in-depth conversation about all three of the above programs. In addition, you can hear directly from our fencing client contact about his company’s Buying Show experience.
Get to Know ME with George Dorian
George Dorian is a long-timer at Motivation Excellence! He’s a fixture in our IT department, helping our clients and internal team develop useful websites and data processing procedures. Read more below to find out his history with the horror industry, why he feels so connected to his co-workers and wisdom on flexibility of thought. Thanks George for sharing!
What’s your title and how long have you been at Motivation Excellence?
Business Applications Developer/Database Analyst and I’ve been here on and off for 21 years.
What does your job entail?
Building technology solutions for all kinds of enterprise needs, mostly program administration; usually translates into creating some logical model, and then building infrastructure/coding, and testing/deploying a deliverable.
What’s something special about working at Motivation Excellence that you’d like to share?
Co-workers are always buying my daughter gifts – this goes directly to my heart and immediately builds a very strong bond between us.
What’s your favorite part of your job at Motivation Excellence?
The problem solving and the people I work with.
What’s an unknown or odd talent you have?
People have always shared very personal problems with me and asked for advice, since I was a child.
What motivates you to accomplish things in your life (work or personal)?
Inner drive, a sense of duty –part of my identity.
What do you enjoy doing outside work?
Spending time with my family. Learning new things. Music. Reading. Art. Bookstores. Libraries. Museums. Movies. Concerts (remember when?).
One thing that always makes you laugh is?
Mice Elf.
What have you done that helped you get through the pandemic?
Work out a lot more, more art projects – day trips to local prehistoric sites are probably the best new hobby to come out of it.
What is the most unusual job you’ve ever had?
I briefly worked retail and horror convention security.
This month, our theme for social media is mental flexibility. How do you relate to this theme? Any tips on how you try to be flexible in thought?
I would fail at my job if my mind was rigid, never mind how boring life would be – and boring can be worse than bad.
Flexibility of mind comes from habits, and must be exercised, just like your body’s flexibility, and it’s heavily woven into your personal development and growth. You have to practice opening your mind, it doesn’t happen naturally – just like being fit.
Alice laughed. “There’s no use trying,” she said: “one can’t believe impossible things.”
“I daresay you haven’t had much practice,” said the Queen. “When I was your age, I always did it for half-an-hour a day. Why, sometimes I’ve believed as many as six impossible things before breakfast.”
-Lewis Carroll
Practice every morning – try and think of six impossible things – for your own amusement. Challenge yourself, continually question everything, including the question itself, and your preconceptions. Surround yourself with people who will creatively challenge you. Listen. Discuss. Read (or get an audiobook or Blinkist – no excuses anymore). Every book is at least one person’s wisdom, mine it for the gems that impact you and help you grow. Try and view everything as a learning opportunity. What did I learn from seeing that movie? That video? No one knows everything. Going from imagination to reality is sometimes difficult, but you can’t go the other way. Start from a cosmic view, and then whittle away the constraints of your time and your place.
Until she invents a Time Machine, then start all over again. 😉
Health Care Diagnostic
Generating $70M in new revenue for a healthcare diagnostic company with unrealized growth potential
The Big Picture
Our Healthcare Diagnostics client wanted to enhance their bottom line by identifying new locations and expansion opportunities, enhancing customer service, and expanding their product portfolio. They came to Motivation Excellence to find out how they could turbocharge these efforts.
Research & Analysis
During our analysis, we realized our client had little knowledge of their opportunity potential. We discovered that their delivery and pickup drivers were everywhere, making valuable connections with current and potential customers on a regular basis. Through these relationships, the drivers were in a position to discover expansion opportunities as well as customer service issues needing resolution. This valuable information could be transferred to their sales reps and converted to leads, but at that time, no one had conceived of the two departments working together, and the infrastructure was not in place to do so.
Our Solution
Once we uncovered this critical gap between drivers and sales reps, we designed an incentive program targeted to getting them working together address the client’s challenges. While the two groups were highly skeptical that their partnership would yield results, they soon found common ground and began to generate amazing results.
First, we developed a custom lead generation system that linked drivers to specific sales reps for lead generation and management. To foster compliance, we had to accommodate the drivers’ preference for paper and the sales reps’ preference for digital.
Next, we trained both groups to generate information and act upon leads, and then to record their efforts. We thus captured metrics on the number of leads, type of lead, disposition time, and outcome.
We ultimately brought together stakeholders from both sales and delivery silos within the organization, when neither side believed at the beginning that their partnership would be fruitful.[/et_pb_text]
Design Details
This program continues to generate revenue after more than nine years in operation, fulfilling the client’s desires to expand and optimize their services while fostering a team environment in their organization
Custom Platform: An end-to-end lead generation tracking system designed to drive ROI for behavior change as well as revenue.
Marketing Campaign: Helping the executive stakeholders explain the benefits of the program and encourage participation.
Communications: To keep everyone abreast of standings, motivated and focused. Sharing partership success stories was key to fostering participation.
Points-Based System: Sales reps earned points redeemable from our online catalog of brand-name merchandise and experiences
Gift Cards: Drivers, who skewed older and were far less likely to use smartphones or engage with the online catalog, earned gift cards.
Monitoring: With a three-month lead-to-sales cycle, we tracked KPI & ROI to keep our client in the loop
Quantifiable Results
Flooring Company
Generating 627% ROI for a flooring manufacturer by expanding their reach
Our Flooring Manufacturing client wanted to motivate commercial flooring contractors and internal sales reps to higher performance with a self-funding program. But after examining their goals and program projections, we told them they simply could not reach their goals without expanding their audience significantly.
Our Solution
Using industry specific data, we built a custom solution focused on our understanding of the participants.
Step 1: We expanded the audience for this incentive to be 3½ times greater than the client originally planned for —1,200 commercial contractors and internal sales reps — to ensure the client would meet their aggressive revenue goal.
Step 2: We leveraged our communications expertise to acquire the audience and maintain their engagement throughout the program earnings period.
Step 3: We aligned the desired behaviors with meaningful rewards that both top performers and middle performers would view as attainable.
Design Details
The program was designed to be fully funded by incremental gross profits. We exceeded ROI estimates with these elements:
Consultation: We had the experience to know the client’s program was not going to work, and the expertise to know just how to fix it
Marketing Campaign: The aggressive, highly targeted audience acquisition plan included program announcement, teaser postcards, and invitations to register.
Communications: To keep everyone abreast of standings, motivated and focused. A program portal drove participant engagement throughout the program.
Points-Based System: Goals were set and points were redeemed from our online catalog for merchandise, gift cards and individual travel.
Desirable Rewards: Top performers (based on highest sales, greatest $$ increase and greatest % increase), earned a coveted travel award for two hosted by the client’s executive team.
Monitoring: We tracked KPI & ROI to keep our client in the loop.
Electrical Supply
Outperforming market trends by driving incremental sales through accelerated rewards.
The Big Picture
Coming out of a sluggish economy more than 30 years ago, a nationally ranked electrical distributor wanted significant growth and brand recognition within the industry. After analyzing their business, as well as industry benchmarks and sales data, we collaborated to develop a program structure to drive incremental sales through accelerating reward opportunities to keep customers engaged. This program started pre-internet and evolved into a digital era over a 20 year timespan.
Our Solution
Using industry specific data, we built a custom solution focused on our understanding of the participants.
We segmented their 100,000-customer audience into three groups and then assigned the top 20% individual growth goals based on their segment and past purchases. We kicked off the program with a fast start sweepstakes to engage customers quickly.
Using projected sales growth, our client secured vendor funding to help pay for the program. With the evergreen program structure, participants created a sustained growth pattern year over year.
Individual branch locations received regular program communications and activity reports. Those purchasing over goal had accelerated reward opportunities. we offered a wide variety of award redemption options to keep top performers engaged in the outcome each year. including multiple travel programs and an option to buy-in.
Design Details
Over a span of more than a decade, revenue growth for enrolled customers outperformed non-enrolled and industrytrends in up, flat and down markets. ROI was more than 200% and our client realized significant market share growth. Extraordinary vendor participation substantially paid for program costs and those vendors also increased their own customer count.
Measurable Results
By creating an evergreen program that continued year after year, we were able to establish a base line purchase level for each customer and then assign a growth goal each year afterward. This created sustained growth over the life of the program for each customer wanting to achieve the top tier travel award each time it was offered.
Agricultural Manufacturer
How we generated $64M in gross profit for an agricultural manufacturer – and one heifer
The Big Picture
It started with an incentive program we presented to an agriculture manufacturing client to enhance sales for a specific product. They thought it was such a great idea, they wanted to apply it across all 12 of their product lines. No less than 16 vendors were brought in to present their solutions over a 6-week evaluation period. They said they chose Motivation Excellence because we knew their industry and understood their challenges and opportunities. The biggest challenge here was the lack of data tracking where products were being sold, and by which sales reps.
Research & Analysis
We took a measured approach to mitigate risk. We first conducted field research to better understand our participants, the products they sell, where their products were being sold, their industry outlook, and what moves them. We also analyzed how best to capture the sales rep sales data needed to focus our efforts.
Our Solution
Our industry research, experience, and analysis led us to a custom, multi-year performance improvement solution
- In Year 1, we built rep-level tracking, identified participants, and captured baseline sales data by implementing a custom platform we designed to integrate with the client’s warranty system. Understanding where certain products were most likely to be sold was critical to designing the programs.
- In Year 2, we launched the incentive program for dealer sales reps across all the client’s product lines. Armed with sales data, we set realistic regional and product line-specific dealer goals, fostered engagement, loyalty, and teamwork within the channel, and drove growth and ROI with tiered incentive rewards and a great shopping experience.
- In Year 3, we realized the opportunity to sell the replacement parts needed across a range of products and created a cohesive program for all the client’s customers. We took regional priorities and product group-specific needs into consideration to develop a seamless program for the client’s channel.
Design Details
Understanding the challenges, our sophisticated, ROI-centered plan addresses all our client’s concerns. These elements made it work:
Custom Platform
Integrated with our client’s warranty tracking system, our platform tracked sales to the rep level without adding a learning curve for participants.
Marketing Campaign
Focused on the dealer owner to explain the benefits of the program and encourage them to enroll the sales reps.
Communications
To keep everyone informed on their standings, motivated, and focused on top awards.
Points-Based System
Earned on equipment and financing products. When the dealership reached its goal, everyone earned bonus points.
Motivating Rewards
Including a prestigious travel experience for top-performing sales reps, and award points redeemable for individual travel, event ticket, and specialty items.
Monitoring
Tracking KPI & ROI quarterly to keep our client in the loop.
Only at Motivation Excellence
When it comes to service, we go the extra mile, for clients and their participants alike. When one of this program’s participants called our personal shopper, Susan, to see if there was a way to redeem his points for a heifer for his granddaughter’s 4H Club, we didn’t flinch. Instead, Susan got to work. And the participant got himself a fine-looking heifer.
Proof positive that at Motivation Excellence, we’re big enough to serve…but small enough to care.
Quantifiable Results
ROI
ROI exceeded goal by by 27.3%, generating $64.4M net GP over goal.
Equity
We built equity with dealers and their sales reps through program communications, attainable and desirable rewards, and a great reward experience.
Data & Analytics
With the tracking systems we put in place, we were able to gather critical sales data and create analytics to help our clients see their sales and ROI opportunities more clearly.
Can Your Brain Do the Splits? If Not, We’re Here to Help You Increase Your Flexible Thinking!
We all know nurturing flexibility is great for our bodies: it reduces injuries, improves posture and increases mobility. There are multitudes of exercise programs that focus on improving body flexibility as part of overall health and wellness. Maybe you practice yoga or make sure you stretch your legs and back well before and after a run? How often do you stretch your mind though?
According to Dr. Daniel Amen, just like there are maladies associated with being physically stiff, there are mental problems associated with inflexible thinking. Anxiety and OCD are two disorders linked to people unable to change their thought patterns. Road rage is also a symptom of inflexible tendencies! And, we all know at least one person in our life who is all about saying no rather than trying to go with the flow.
In our last 16 months of blogs, having the ability to adapt was positively linked to at least seven of our personal and professional development topics:
If any of the above are important to you, keep reading to learn more about how you can increase your ability to change without too much resistance coming from inside your own head.
Flexibility = Ability x Agility
Pre-pandemic your brain flexibility skills were surely tested here and there, but now that you’re living through it, you might feel like you’ve been tested, tried, twisted through a wringer and hung out to dry by a toenail or two…on a daily basis! The more flexible your mindset, however, the better off you’re likely surviving our current situation.
Best-selling author Leonard Mlodinow says “elastic thinking” is where our ideas come from. The hurdles pop up when our ideas compete with the parts of the brain that want to censor them. Having good cognitive flexibility allows you to jump those hurdles with greater ease (and without pulling a hamstring).
Indeed posted an article about the importance of thought flexibility when it comes to your career. Mentally flexible people tend to be less stressed, overwhelmed and stifled at their jobs.
There is a lot published about teaching flexible thinking to children. Kids who can adapt faster are less likely to throw tantrums and succumb to anxiety. If it’s good for kids, it’s even better for adults!
Stretching Your Mind
Just like learning to do the splits, there are tips and tricks to training your mind to be more flexible. Below is a list compiled from the links in this blog. Use them all or hone in on one or two and see what kind of progress you make over a month.
- Accept that change is inevitable – if you expect things to change, you’ve already taken the first step in making your brain think of alternative scenarios. Better yet, you’re already thinking about how to navigate potential new paths to your goal.
- Develop a plan B (and C, even D) – Scouts are always prepared because they are taught to have more than one backup plan. If a bear eats their dinner, they have a fishing pole at the ready. If you think ahead and can foresee the possibility of change, push yourself even further into the future and develop alternative solutions.
- Be hopeful – there is definitely a relationship between positivity and a flexible mindset. As we live through this pandemic it’s easy to fall into a negative thought pattern: everything is canceled, when will I ever feel safe again, I miss everyone. Twist your negative thoughts into positive ones: it’s nice to not be over-scheduled, as soon as I can I can’t wait to “fill in the blank,” once we’re vaccinated I’m planning to see my family again.
- Find space – even if it means closing your eyes and expanding your mind’s eye into the darkness, when you explore large areas your mind naturally opens up. Sitting on a dock overlooking a lake, enjoying the open space of a large park or driving on an open road (with the top down too) can alleviate feelings of constriction and allow you to physically and mentally relax and stretch.
- Exercise – endorphins are famous for making us feel better. When you find yourself stuck on a problem or a negative thought pattern, take an activity break. It’s not only great for your physical body, it helps your brain break focus and wander in other directions.
- Breathe – when you’re tempted to instantly say no to something, take a deep breath and count to five (or maybe ten). This helps redirect knee-jerk reactions and gives you time to take your thoughts down a couple different paths before landing on your answer.
- Eat better – people with less flexible thinking tendencies may be low on serotonin. Eating foods like chickpeas, nut butter, green peas, turkey, sweet potatoes and eggs boost serotonin. You’re fueling your brain, just as if you’d fuel your body for a race.
- Play critical thinking games – grab some friends and head to that new escape room. Download a game app that challenges how you solve puzzles. Anytime we push ourselves to resolve a problem in an “out of the box” way, we’re helping our brain stretch and grow!
Being cognitively flexible sets you up for not just surviving, but thriving through the inevitable changes thrown at you! Quite honestly, practicing it is probably much easier for most people than trying to do the splits. You’ve got the understanding and some tips to get you going. The next time you feel entrenched in the “well, that’s the way it has always been done” mentality, let your brain show your legs what flexibility is all about!
Get to Know ME with Tom Betley
Tom Betley is our East Coast Director of Business Development, based in the New Jersey/Philly area. He has many passions and loves to chat about sports, travel and family the most! He’s quick with a joke and loves to razz his coworkers whenever he can. Read below for more insights and be sure to watch Tom’s Get to Know ME video embedded too!
What’s your title and how long have you been at Motivation Excellence?
Director of Business Development – two stints totaling 15 years.
What does your job entail?
Calling on existing clients and prospecting for new clients. Helping each of them address specific business issues that call for a behavior change to impact performance.
What’s something special about working at Motivation Excellence that you’d like to share?
From the owner down through the organization we all work together in a customer-first way to ensure creative solutions based offerings but exceed expectations delivery.
What’s your favorite part of your job at Motivation Excellence?
We have an exercise called “where in the world” that we go through when we have a new or existing client and we are making suggestions on a travel experience. We usually do it over a cigar and try to match a destination with the demographics, budget and preferences of the client. FUN!
What’s an unknown or odd talent you have?
I make 9 out of 10 foul shots with my eyes closed. Still to this day.
What motivates you to accomplish things in your life (work or personal)?
Competing. I love competition whether at golf, a board game, work achievement, or an NCAA pool.
What do you enjoy doing outside work?
Travel, golf, spend time at our campsite, spend time with our kids and grandkids.
One thing that always makes you laugh is?
Rodney Dangerfield
What have you done that helped you get through the pandemic?
Lots of stuff around the house with my wife leading the charge. Stuff I used to address by saying “I gotta a guy that can do that”, I am now doing myself.
What is the most unusual job you’ve ever had?
Machine shop in HS. We drilled holes in metal that would eventually become heart machines. Can you spell BORING!
This month, our theme for social media is self-awareness. How do you apply self-awareness principles to your life? (you can read my blog to get info on self-awareness)
I guess the biggest change I’ve made regarding self-awareness is not reacting emotionally to something I hear or see. I am definitely more aware of listening and not reacting right away. I think my daily cigar is one of the great ways to take time to reflect.
When the World Opens Up: A Look Outside the Pandemic Tunnel
- Can you safely dream of travel again?
- The latest vaccination and travel trends
- Hear from some of the Motivation Excellence travel team about their group travel dreams and predictions
- The hybrid future
Can you see the light at the end of the tunnel? There are some great things to report, and cautions to still heed, but after more than a full year of the coronavirus pandemic, people are dreaming more of “when” they get to travel rather than “if.” Our Motivation Excellence travel department certainly is. Below we’ll share with you some of their travel dreams and thoughts for future group travel, as well as current advisories, countries open to visit and more!
The Current Situation
The United States is now seeing vaccinations on a steady increase. The Centers for Disease Control reports more than 81 million people in the U.S. have received at least one dose (as of March 21, 2021). Roughly 2.49 million people are getting a shot here every day. According to Our World in Data, the United States is among the top countries with the highest vaccine doses per 100 people. Israel, United Arab Emirates, Chile and the United Kingdom are outpacing us as of March 22, 2021.
Currently there are dozens of countries allowing U.S. tourists in, however, beware that air passengers need to show proof of a negative COVID-19 test within 72 hours before returning to the United States (even citizens, even from Hawaii). Favorite pre-COVID destination, Europe, is seeing lockdowns extended in many countries with a third wave of the virus hitting right now, keeping tourists at bay for the time being.
The U.S. State Department is a great resource for travel advisories, as is the CDC site. Domestic and international travel is not recommended at this time since it still increases your chance of getting and spreading COVID-19. However, based on airline traffic reported by the TSA, nearly one million more people traveled March 21, 2021 than did on March 21, 2020. The 2021 data is still nearly 700,000 behind the TSA data for travelers on the same date in 2019.
The numbers are clearly showing that for Americans, as the vaccination percentage increases, the desire to get back to traveling is also rising. Are you ready to travel again? Keep reading for our takes on traveling now and in the future.
Moving Forward: A Q&A about R&R
In the spirit of positivity and looking ahead, part of our travel team answered a series of questions regarding group travel. Below are their answers. Enjoy joining in with your own answers and dreams!
If the world opened up tomorrow, and you could take a client anywhere for group travel, where would you want to go and why?
Brad Hecht, VP Travel – “Rome and mingle with all the people and dine like there is no tomorrow!”
Heidi Brand, Program Operations Manager – “Switzerland! It’s the most beautiful, picturesque country. When you look at the countryside and the mountains, you feel as though you are looking at a storybook. The people are genuine, relaxed and extremely hospitable.”
Tina Roszak, Travel Program Manager – “Kyoto, Japan for the historical landmarks, culture and natural beauty.”
Jayne Schmitt, Travel Operations Supervisor – “That’s difficult! There are so many great places and I go between wanting beach and surf to old country European charm. I think it’s really just about getting people back together again.”
Joe Reise, Manager, Supplier Relations & Sourcing – “Portugal. It’s a destination within Europe that has a lot of history (i.e. Lisbon is the oldest capital city in Continental Europe), great weather, and also a destination that most Americans don’t visit the first few times they go to Europe (they go to London, Paris, Rome first usually). Also great value for money and a large variety of things to see and do in this unique European coastal country.
Will “old favorites” be the first place to fill back up?
Brad – “Las Vegas is ramping up like crazy, as is Nashville. Some places in Europe could still be susceptible to closures do to lagging vaccines, but the United States is doing well. ”
Heidi – “I think old favorites such as Hawaii, Mexico, Florida and Arizona will be the first to fill up as the weather is generally nice and most events can be held outside.”
Tina – “I think popular U.S. destinations will be the first places to fill back up, specifically places that highlight outdoor activities and landmarks (Tennessee Valley in the fall, skiing in Colorado, National Parks in Wyoming, ranches in Montana, beaches in Florida). My guess is people will take baby steps in 2021 before being comfortable and safe enough to travel out of the country.”
Jayne – “Mexico is one of my old favorites. I’m not sure it will be the first to fill up just because of the flight, passport needed and the unknown should you get ill (COVID) while there.”
Joe – “Hawaii, Las Vegas, Orlando and London (because of the unique culture and history) will be among many to fill-up. I think that some other major metro cities like NY and LA will have a slower start with people going back, especially for large conventions.”
Are there advantages to finding new hot spots, or is playing it safe the best way to go?
Brad – Finding new hot spots is great, but “proceed with caution” is the rule. A lot of fun can still be had!”
Heidi – “Playing it safe is probably the best way to go.”
Tina – “There’s always an advantage to finding new destinations that capture all types of interests…with once-in-a-lifetime experiences, but safety will always be key.”
Jayne – “It’s going to be about local guidelines. The comfort of the client will also play a huge role in deciding a destination, whether it’s new or a much-loved standard.”
Joe – “I think there are always advantages to finding new hot spots for 2022. Fun to explore new places that also offer exceptional value, as long as they meet the criteria for quality, safety and variety.”
What are your predictions for new popular places?
Brad – “Warm weather and outdoor event space will be at a premium and probably not in Europe for a while based on vaccination rates. I’m excited to take a group to Dubai in the future. It’s really unique and beautiful!”
Heidi – “Places that are warm destinations and can handle outdoor events.”
Tina – “I think people will start venturing out by being a tourist in their own city, county or state. For those aching to travel, I think they need to choose wisely based on COVID stats and know what’s open and what’s not (attractions, shows, parks, etc).”
Jayne – “I think the places that are handling this the best as far as guidelines and positivity rates will be the first in line for taking group tours.”
Joe – “I think it currently is and will continue to be, more remote resort areas in nature (i.e. mountains, beach, desert, etc.) that offer opportunities to do lots of things outside, including activities and dining.
What are you most looking forward to on your next group travel program?
Brad – “Fun, lively restaurants!”
Heidi – “Seeing the joy in people’s faces and watching them make memories of a lifetime!”
Tina – “Seeing my travel staff friends!”
Jayne – “Being with people and seeing the joy on their faces!”
Joe – “Enjoying all of things we did pre-COVID. Eating in a nice restaurant, exploring all sorts of sites, relaxing on a beach, and really just being back together with other humans seeking to relax and enjoy themselves on vacation.”
Anything you’d highly recommend to people looking at dipping their toes back into the travel pool?
Brad – “Hawaii, the Caribbean and Mexico are all great places open now that you can go to relax. There are also many resorts in the U.S. that are amazing!”
Heidi – “Be flexible and open to change; spend as much time outdoors as possible.”
Tina – “Research all that you can about where you want to go. Be aware of, and follow, the rules and customs of the destination. Be conscious of your actions and surroundings. Don’t be a naïve tourist! Knowledge is power – know where not to go (safety), when to visit attractions, etc.”
Jayne – “Just follow guidelines. Be safe and protected, have plenty of hand sanitizer, masks, etc. Do what you feel comfortable doing as far as driving versus flying, etc.”
Joe – “As with any recommendation, we always suggest that you find a place where you feel safe, can afford, and that offers many things that interest you and that you will enjoy. To each his/her own. Often, there are many destinations that will fit your criteria and I suggest that you compare and contrast a few before deciding.”
Some Final Thoughts on Incentive Travel/Meetings/Events
The pandemic definitely showed us that we miss being together. Virtual events made huge leaps to help connect us, but in-person interaction will always be the gold standard in the incentive travel, meeting and events industry (and in life, in general, don’t you agree?). The amazing new virtual space technology brought on by COVID-19 will always have a place moving forward though and in fact, will allow more people to engage with messages, products and peers.
Jayne sees a future of using virtual technology even after in-person events comes back fully.
“I think we will have a hybrid piece for a long time going forward. There will be people that will not want to travel or maybe just not fly for a while. That will also open up certain experiences to many more people than maybe attended in-person events. It’s a new world in events and we have to look for the positive strides we can make for our clients and participants!”
Tina agrees and sees a budget component clients will want to keep in mind.
“Statistics show that hybrid events require more staffing than a live event: to moderate sessions, manage live chat/Q&A boxes, and they definitely require having a dedicated, experienced AV technical team.”
Joe adds that COVID-19 has and will continue to change how our industry functions, but in a truly positive way.
“This will be an evolutionary process, but one thing for sure is that COVID has forever changed how group gatherings will be conducted in the future, especially in the areas of health safety, sanitation, and the structure of event spacing.”
We may feel like this has been an unending and exhausting exercise in patience, but we are slowly and surely getting closer to the time when we’ll need to don our sunglasses because the light is indeed getting brighter! 😎
