by Lisa A. Grimaldi | April 24, 2013

According to a Maritz Travel survey, destination plays a strong role in creating and sustaining motivational value among incentive travel participants. The study of 1,000 U.S.-based employees who were eligible to earn incentive travel rewards over the past three years reveals that visiting new destinations and destinations that seem otherwise unattainable are the overall key drivers for participants. Among the other findings: Participants prefer luxurious trips and "sun and sand" destinations, and the distance to a destination is not necessarily an obstacle if the trip is luxurious or something participants would not be able to experience or otherwise attain on their own. The study also found that New Zealand, Australia and Europe were well-regarded destinations with broad appeal to those polled.