PULSE SURVEY The Incentive Industry Trends 2012 March 2012

P U L S E S U RV E Y

The Incentive Industry Trends 2012

March 2012

Background and Survey Purpose

Beginning in August 2008 it was decided that an appropriate topic for the 2008 Pulse Survey would be an incentive industry trends outlook for 2009 and with the continued economic conditions, also an appropriate topic for the trends outlook for 2012/2013.

Given that the Incentive Research Foundation (IRF) is charged with advancing the science of incentives, it surveyed industry professionals to obtain their opinions about the more salient trends affecting the industry during 2012/2013.

To this end, the IRF asked these professionals questions on trends with regard to incentive travel programs, merchandise non-cash programs, and budget changes forecast for 2012.

In addition to the current topic on industry trends, the IRF tracks core issues of continuing interest to the industry:

• The extent to which company financial forecasts influence incentive programs;• The effect of competitor reactions on company incentive programs; and• Sensitivity to others’ perceptions of company incentive programs.

2

Research Methods

Invitations to participate in this online survey were sent to 2189 incentive providers, suppliers to the industry and corporate incentive travel buyers.

The 205 survey participants can be categorized1 as follows…

• Provider (e.g., Incentive company or third party planner) (44.6%)• Supplier (e.g., hotelier, DMC, Airlines) (15.1%)• Corporate Incentive Travel Buyer (12.7%)• Corporate Meeting/Event Planner (12.7%)• Corporate Merchandise Incentive Buyer (7.6%)• Other (7.2%)

Data collection was conducted March 5th through March 27th, 2012.

3

1 This question was changed to multiple response in Spring 2012.

Highlights: Core Issues

4

Findings indicate that the trends have stabilized this period compared to the previous four survey periods which indicated a strong positive upward trend for each of the core issues beginning in July 2009 – October 2010. The overall trends continue to remain lower than reported in 2008.

The positive trend with respect to the perceptions of the company’s financial forecast influences the design and implementation of our incentive program(s) compared with the previous three survey periods.

Sep

-08

Oct

-08

Mar

-09

Jul-0

9

Nov

-09

May

-10

Oct

-10

May

-11

Oct

-11

Mar

-12

30%

40%

50%

60%

70%

80%

90%

100%

84%86%

75%73%77%

81%

93%

74%

61%

68%

47%

64%

31%

40%39%43%

64%

42%41%44%

45%

75%

63%

52%

61%64%

69%64%

49%44%

0.546

The company financial forecast influences the design and implementation of incentive programsCompetitors’ reactions to programs impact the products and services included in company incentive programsPerception of the Public significantly influences the design of our incentive program(s). *Perception of internal (non-incentive) stakeholders signif-icantly influences the design of our incentive program(s).

*Previously question was asked as; “Sensitive to perceptions of program extravagance to the extent that it would impact the type of company program awards and inclusions”

Current TopicIndustry Trends for

2011/20125

Incentive Travel ProgramsMerchandise Non-Cash

ProgramsROI – Budget Considerations

Perceived Impact of the Economy on Ability to Plan and Implement Incentive Travel Programs

6

Respondents in the current survey (March 2012) indicate they are more optimistic and consider the economy as having a “more” positive impact on their ability to plan and implement incentive travel programs when compared with the previous results.

• Strongly negative 11% October 2011 vs. 0.7% March 2012.

• All negative impacts 62% October 2011 vs. 22% March 2012.

In the coming year what impact will the economy have on your ability to plan and implement travel incentive programs? (N=142)

Mar

-09

Jul-0

9

Nov

-09

May

-10

Oct

-10

May

-11

Oct

-11

Mar

-12

4 2 3 310 9 6

0

4 6 5 85 10

49

3

1828

61 50 40

19

51

4

6

11

7

8 16

9

18

43

51

38

1722 21

55

22

43

18 155 5 4 7

1

No Answer Strongly Positive Somewhat Positive

Have No Impact Somewhat Negative Strongly Negative

Note: The response categories were modified in the May 2011 and the historical data was adjusted to reflect these changes.

Perceived Impact of the Current Air Transportation Environment of Incentive Travel

Programs

7

Most respondents (71%) have a negative perception of the current Air Transportation Environment and the impact on incentive travel plans.

• Strongly negative- 12% March 2012.• All negative perception- 71% March

2012.

What impact does the current air transportation environment have on your incentive travel program planning?(n=142)

Mar

-120

20

40

60

80

100

035

22

59

12

No Answer Strongly Positive Somewhat Positive

Have No Impact Somewhat Negative Strongly Negative

Techniques Used In Coming Year To Enhance The Air Transportation Portion Of Incentive Travel Programs, What Component?

56% anticipate that “All costs for air transportation-related expenses”, are to be included components of Incentive Travel Programs in the coming year.

• 55% indicate that “Only Tickets” will be provided.

• 22% indicate that “Non-air options” will be included.

• 10% indicate that seating upgrades will be included.

• 5% indicate that “Airline club passes” will be included

In the coming year, do you anticipate any of the following changes will be made with regard to choices of incentive travel programs? Check all that apply. (n=142)

8

Airline club passes will be included

Seating upgrades will be included

Non-air options (train, bus, driving allowances) will be use)

Only tickets will be provided

All costs for air transportation-related expenses will be included

0% 20% 40% 60%

5%

10%

22%

55%

56%

Trending of Techniques Used To Enhance The Air Transportation Portion Of Incentive Travel Programs

The inclusion of both components are on a positive trend the past two survey periods and currently are above the May 2010 survey period.

• The trend to include “Only airline tickets” became a more prevalent techniques beginning in October 2010 and continues to increase until the current period.

9

May-10 October-10 June-11 October-11 March-120%

10%

20%

30%

40%

50%

60%

42%

28%

32%

53%55%

52%

45%

22%

30%

56%

Only tickets will be provided

All costs for air transportation-related expenses will be included

Anticipated Changes In Coming Year With Regards To Incentive Travel Program Destinations

Most of the respondents (30%) anticipate no change with respect to the program destinations for Incentive Travel Programs in the coming year.

• 23% indicate that they anticipate a change from “International to Domestic” with regards to the travel program destinations.

10

From cruise to land

From land to cruise

From domestic to international

From international to domestic

No change

0% 20% 40%

9%

11%

19%

23%

30%

In the coming year, do you anticipate any of the following changes will be made with regard to incentive travel program destinations? Check all that apply. (n=142)

Trending Anticipated Changes With Regards To Incentive Travel Program Destinations

There has been a siginifcant trend in program destinations from “International to Domestic” from 2010.

11


5%

10%

15%

20%

25%

30%

35%

40%

45%

2%4% 3%

1%

9%7%

4% 5% 6%

11%

7%

15% 14%

10%

19%

42%

28%26%

16%

23%

From cruise to land From land to cruise

From domestic to international From international to domestic

Anticipated Changes In Coming Year With Regards To Incentive Travel Accommodations

Forty-two percent of respondents anticipate reducing the “Total number of days/nights” for the accommodations portion of Incentive Travel Programs in the coming year.

• 32% indicate “No Change”• 30% indicate that “On-site inclusions

per participant will be decreased.”• 30% indicate the “Number of rooms will

be reduced”.• 28% indicate a “Change to “all

inclusive” pricing options”.• 18% indicate the “Number of room

upgrades will be reduced”.

12

Don't Know

Number of room upgrades increased

Total number of days/nights increased

Total number of rooms increased

On-site inclusions per participant increased

Number of room upgrades reduced

Change to "all inclusive" pricing options

Number of rooms reduced

On-site inclusions per participant decreased

No change

Total number of days/nights reduced

0% 20% 40% 60%

6%

4%

8%

11%

12%

18%

28%

30%

30%

32%

42%

In the coming year, what changes, if any, will be made with regard to accommodations for incentive travel programs? Check all that apply.(n=142)

Trending Anticipated Changes With Regards To Incentive Travel Accommodations

The “anticipated reduction” of both components with regards to hotel accommodations have continued to increase the past two survey periods.

13


10%

20%

30%

40%

50%

60%

47%

40%

28%

41% 42%

52%

15%

19%

32%30%

Total number of days/nights reduced Number of rooms reduced

Anticipated Changes In Coming Year With Regards To Sponsored Non-Meal Related Components

More than half (55%) of respondents anticipate No Change with regards to Sponsored Non-Meal Related Components for Incentive Travel Programs in the coming year.

• 24% indicate that Sponsored Non-Meal related components will be Reduced to some degree, and

• 21% indicated that Sponsored Non-Meal related components will be Slightly Increased.

14

Significantly increased

Slightly increased

No change

Slightly reduced

Significantly reduced

0% 20% 40% 60%

0%

21%

55%

23%

1%

With regard to the sponsored (paid by your company) non-meal related components such as airline tickets, transfers, gifts, etc for incentive travel programs, what changes will be made in the coming year? (n=142)

Anticipated Changes With The Involvement Of Procurement And Purchasing In Travel Incentive

Programs

Most of the respondents (42%) anticipate No Change with regards to involvement of procurement and purchasing for Incentive Travel Programs in 2012, 53% agree that procurement involvement will increase by some degree in the coming year.

• 36% indicate that procurement and purchasing involvement will “Slightly Increase” in the coming year.

• 17% indicate that procurement and purchasing involvement will “Significantly Increase” in the coming year.

15

Significantly increase

Slightly increase

Remain unchanged

Slightly decrease

Significantly decrease

0% 10%20%30%40%50%

17%

36%

42%

4%

1%

In the coming year, do you anticipate the involvement of procurement and purchasing with regard to your incentive programs to…(n=142)

Anticipated Changes In Incentive Travel Program Budgets for This Year

Forty-nine percent (49%) of the respondents anticipate budgets for Incentive Travel Programs to “Remain Unchanged” this coming year.

• 15% indicate that budgets for Incentive Travel Programs will decrease by some degree in the coming year.

• 36% indicate that budgets for Incentive Travel Programs will slightly increase this coming year.

16


Slightly increase

Remain unchanged

Slightly decrease


0% 20% 40% 60%

0%

36%

49%

10%

5%

In the coming year, do you anticipate budgets for incentive travel programs in general to… (n=142)

Trend Strategy For The Consideration Of Award Strategy Moving (Either Temporarily Or Permanently) From "Group Trips" To

"Individual Travel Packages"

The majority (69%) of the respondents do not anticipate changing (either temporarily or permanently) from "group trips" to "individual travel packages" in the coming year.

• A combined 7% indicate that the consideration of award strategy moving (either temporarily or permanently) from "group trips" to "individual travel packages“ in coming year to decrease.

• 24% indicate that the consideration of award strategy moving (either temporarily or permanently) from "group trips" to "individual travel packages“ to increase in the coming year.

17


Slightly increase

Remain unchanged

Slightly decrease


0% 20% 40% 60% 80%

4%

20%

69%

7%

0%

With regard to planning and implementing incentive travel award programs, do you anticipate the consideration of award strategy moving (either temporarily or permanently) from "group trips" to "individual travel packages" to…n=142)

Geographic Region Chosen as “Destinations" for Incentive Travel Program(s).

The majority (73%) of the respondents indicated that North America was their chosen region for Incentive Travel Destination programs.

• Top regional destinations include:• The Caribbean (61%)• Europe (49%)• Central America (30%)

18

Middle East

Africa

Not Applicable

Asia

South America

Central America

Europe

Caribbean

North America

0% 20% 40% 60% 80%

6%

12%

13%

18%

20%

30%

49%

61%

73%

In the coming year, please indicate which geographic region you will choose as your "destinations" for your incentive travel program(s). (n=142)

Perceived Impact of the Economy on Ability to Plan and Implement Merchandise Non-Cash Incentive Programs

19

In March 2012, respondents anticipate the impact of the economy to have a “positive” effect on their ability to plan and implement merchandise non-cash incentive programs potentially indicating a positive trend in the coming year.

• Negative impact 17% in March 2012 vs. 24% in October 2011.

• No impact 31% in March 2012 vs. 27% in October 2011.

• Positive impact 53% in March 2012 vs. 25% in October 2011.

Do you anticipate budgets for merchandise non-cash incentive programs in the coming year to…(n=114)

Mar

ch-0

9

July-

09

Novem

ber-0

9

May

-10

Octobe

r-10

May

-11

Octobe

r-11

Mar

ch-1

2

33 3320 15 13

3424

0

4 1

22 2

4

1

11

11 19

24 39 44

28

2442

17

23

20

21 19

20

2731

3119

27

23 2211

1816

5 5 70 2 3 6 1

No Answer Significantly PositiveSlightly Positive Have No ImpactSlightly Negative Signficantly Negative

Note: 2008 vs. 2009 percentages not comparable because “not involved” response category added in 2009 survey.

Note: The response categories were modified in the May 2011 and the historical data was adjusted to reflect these changes.

Anticipated Changes This Year With Regards To Merchandise Non-cash Incentive Programs Award

Selections

Approximately one-third of the respondents anticipated the following changes in the coming year to Non-Cash Incentive Program Award Selections:

“Included individual travel”

“Increased use of debit/gift cards”

• 31% indicate “No change” to the merchandise non-cash incentive program this year.

• 29% indicated “Included experience-related (SPA, event tickets, etc.)”

• 25% indicated “Increased merchandise award value”.

20

Decreased merchandise award value

Decreased use of debit/gift cards

Added debit/gift cards

Added merchandise

Increased merchandise award value

Included experience-related (SPA, event tickets, etc.) as an option

No change

Increased use of debit/gift cards

Included individual travel as an option

0% 20% 40%

11%

13%

13%

23%

25%

29%

31%

32%

33%

With regard to merchandise non-cash incentive programs, what changes,, will be made this year with award selections? Select all that apply. (n=114)

Merchandise Types Used Within Reward and Recognition Programs

Electronics (73%), Jewelry/Watches (61%), and Clothing/Apparel (61%) are the most common merchandise used in Reward and Recognition Programs.

• More than half of the respondents indicate they use:• Open Cards (58%)• Luggage (55%)• Golf items (53%)• House wares (52%)

21

Flowers

Food

Restricted Card

Plaques/Trophies

Office Accessories

Closed Card

Housewares

Golf Items

Luggage

Open Card

Clothing/Apparel

Jewelry/Watches

Electronics

0% 20% 40% 60% 80%

25%

34%

40%

40%

45%

46%

52%

53%

55%

58%

61%

61%

73%

What types of merchandise are you using within your reward and recognition program? Select all that apply (n=114)

Use of Points Based System for Merchandise Non-Cash Incentive Programs

A majority (74%) of the respondents indicate they use a points based system for their Merchandise Non-Cash Incentive program(s).

• 26% indicated they do not use a points based system.

• Compared with October ‘11, more respondents indicate the use of a “Points Based System” for Non-Cash incentive programs.

22

Yes74%

No26%

Pulse SurveyMarch ‘12

Do you use a "points-based" system for your merchandise non-cash incentive program? (n=114) Yes No Don't Know

0%10%20%30%40%50%60%70%80% 74%

26%

0%

40%48%

12%

March-12 October-11

Anticipated Changes In Non-Cash Incentive Program Budgets for This Year

Forty-four percent (49%) of the respondents anticipate budgets for Non-Cash Incentive Programs to “Slightly Increase” this coming year.

• 11% indicate that budgets for Non-Cash Incentive Programs will decrease by some degree in the coming year.

• 48% indicate that budgets for Non-Cash Incentive Programs will increase by some degree in the coming year.

23


Slightly increase

Remain unchanged

Slightly decrease


0% 10%20%30%40%50%

4%

44%

41%

10%

1%

Do you anticipate budgets for non-cash incentive programs in the coming year to...(n=114)

Anticipated Changes Incentive Program Elements

In general, respondents indicated that they anticipate most incentive program elements to remain the same in the coming year.

• The following elements received “Increased” ratings of greater than 20% for 2011:• Number of total qualifiers (41%)• Awards budget (32%)• Incentive Company involvement (23%)

24

Administration budget

Per diem cash allowances

Incentive program on-site gifts

Communications budget

Incentive program non-meal components

Incentive Company management fees

Incentive Company involvement

Awards budget

Number of total qualifiers

0% 20% 40% 60% 80% 100%

5%

6%

11%

14%

16%

17%

23%

32%

41%

71%

53%

54%

68%

55%

53%

60%

54%

48%

20%

20%

24%

14%

17%

16%

5%

11%

9%

4%

21%

11%

4%

12%

15%

12%

4%

2%

Increase DecreaseRemain Same No Answer

This year, do you anticipate the following incentive program elements will increase, decrease or remain the same? (n=114)

General IssuesOf Interest to the Industry

25

Budget Changes for Incentive Program Elements

Impact on Incentive Program As A Result Of The Current Economic Conditions

48% of the respondents anticipate no changes to the budget for Incentive Programs in the coming year as a result of the recent economic conditions.

• 23% indicate that that budgets for Incentive Programs have been reduced as a result of the recent economic conditions.

• 15% indicate that budgets for Incentive Programs have increased as a result of the recent economic conditions.

• 12% indicate no budget change, but reduced the component and added or increased a merchandise incentive program component.

• 1% indicate the program has been eliminated entirely as a result of the recent economic conditions.

26

No budget change, but replaced the travel incentive

Eliminated the program entirely

No budget change, but reduced the travel component and added or increased a merchandise incentive program component

Increased the budget

Reduced the budget

No changes

0% 20%40%60%

1%

1%

12%

15%

23%

48%

As a result of the recent economic conditions, have you made a change to your upcoming incentive program, and if so have you… (n=205)

Impact of Budget Changes on Employee Morale

Aside from the respondents that indicated an increase in the budget for the coming year, in general, respondents indicated that changes to their Incentive travel program will have either a “decreased impact” or “remain the same” on Employee morale.

27

Reduced the Budget (n=48)

Increased the budget (n=31)

No budget change, but reduced the travel component (n=24)

No budget change, but replaced the travel incentive (n=2)

0% 20% 40% 60% 80% 100%

67%

19%

67%

100%

0.333333333333333

0.125

81%

21%

Increase DecreaseRemain Same Don't Know

You indicated that you have [inserted response on change to their program], what impact has this has on…

Impact of Budget Changes on Sales Results

The impact of budget changes on Sales Results indicate significant differences. For those that increased the budget, or replaced the budget with travel incentive, over 90% indicate and increase in Sales results. Conversely, those that reduced the budget or reduced the travel incentive portion, between 67-73% indicate that Sales Results have decreased.

28



No budget change, but reduced the travel (n=24)


0% 20% 40% 60% 80% 100%

8%

90%

25%

100%

73%

10%

67%

0%

19%

8%



Impact of Budget Changes on Profitability Results

The impact of budget changes on Profitability Results indicate significant differences. For those that increased the budget, or replaced/reduced the budget with travel incentive, between 54-100% indicate an increase in Profitability results. Conversely, those that reduced the budget 60% indicate that Profitability Results have decreased.

29



No budget change, but reduced the travel (n=24)


0% 20% 40% 60% 80% 100%

17%

87%

54%

100%

60%

13%

33%

0%

23%

13%



Use of Enhancement Tools/Techniques for Incentive Programs

Many of the respondents (74%) indicate they use Social Media tool/techniques to enhance their incentive program.

• 57% indicate the use of CSR components.

• 37% indicate that they use Integration with Sales Management Tools.

• 33% indicate that they use Gaming techniques.

• 31% indicate that they use a Virtual elements component.

30

Virtual elements

Gaming Techniques

Integration with Sales Management Tools (salesforce.com, etc.)

CSR components (Corporate Social Responsibility)

Social Media

0% 50% 100%

31%

33%

37%

57%

74%

Are you using any of the following to enhance your programs? (Check all that apply) …(n=134)

Trending of Enhancement Tools/Techniques for Incentive Programs

While all components show increases in the enhancement of incentive programs, the “Integration with Sales Management Tools” had the most significant increase (24%) compared to October 2011 as an enhancement tool for incentive programs.

• Social Media, Gaming Techniques, and CSR components each have significant increases as enhancement tools when compared with October 2011.

31

Virtual elements

Gaming Techniques

Integration with Sales Management Tools (salesforce.com, etc.)

CSR components (Corporate Social Responsibility)

Social Media

No Answer

0% 50% 100%

October-11 March-12

Are you using any of the following to enhance your programs? (Check all that apply) …(n=134)

General Perceptions of the Coming Year

Most respondents (73%) perceive “The Economy” to be either Slightly or Extremely positive in the coming year.

32

The Economy

Incentive Group Travel

Individual Travel

Merchandise Awards

Pre-Paid Gift Cards

0% 20% 40% 60% 80% 100%

5%

4%

10%

11%

10%

68%

57%

40%

44%

32%

13%

25%

41%

36%

39%

12%

13%

9%

8%

13%

2%

1%

1%

1%

6%

Extremely Positive Slightly Positive NO Change

Slightly Negative Extremely NegativeAs you look ahead to the coming year, what is your view of the following. (n=138)

• While the outlook on the Economy is largely “positive”, the respondents in general perceive “no change” or “negative” view with respect to:• Pre-Paid Gift Cards• Individual Travel

Impact of 2012 Presidential Election on Incentive Program Planning for 2013 and Beyond

Nearly two-thirds of the respondents (66%) indicate they not changing the current plans for 2012 or 2013 because of the upcoming Presidential Election.

• 25% indicated that changes may be made next year (2013) based upon the process/outcome of the 2012 Presidential Election.

• Only 6% indicated that changes have already been made to this years program because of the upcoming Presidential Election.

33

Changes are planned to be made next year as a result of the upcoming Presidential Election

The upcoming Presidential Election has already caused changes to be made this year

Changes may be made next year depending upon the process/outcome of the upcoming Presidential Election

Not changing our current plans, or next year’s, in any way because of the upcoming Presidential Election

0% 20% 40% 60% 80%

2%

6%

25%

66%

Which of the following statements best describes the impact the upcoming Presidential Election will have on your planning for 2013 and beyond?…(n=205)

Documents

PULSE SURVEY The Incentive Industry Trends 2012 March 2012