Incentive-Travel Marketing

Abstract

Using Singapore as an example of a potential destination, the authors explore the complexities of attracting the incentive-travel market. Selling travel packages to corporations that in turn use them to reward or inspire employees is extremely lucrative when properly donemore profitable than meetings business, for example. Providing a desirable destination, being creative, and offering unique programs are the keys to attracting first time incentive customers; delivering what you promise, flawless service, well-trained employees, and follow-up calls are the keys to ensuring repeat business. Pick a market segment and concentrate in that area; don't try to serve a variety of markets or you'll dilute your ability to do well. Government agencies can help in promoting the destination and easing restrictive regulations that may interfere with program ideas.