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Travel Council
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A Strategic Industry Group within the Incentive Marketing Association

Click the above logo for the Travel Council Brochure and Application.  Online Application is below.


2012 Incentive Travel Survey

Joint survey between Corporate Meetings and Incentives and the Incentive Research Foundation finds that while perception issues around incentive travel have decreased, the economy is still driving destination decisions. READ MORE>>

Incentive Travel Recovering from Belly-flop

After a lengthy downturn in workforce incentive travel programs, businesses are now starting to jump back into the pool. . . One of many organizations finding creative ways to incorporate incentive travel is DriveSavers, based in Novato, California, a leader among data recovery service providers.  According to CEO Jay Hagan, Drive Savers offers incentive travel rewards because "we give our professionals the opportunity for experiences they will never forget; something that stays with them, and becomes a permanent part of their narrative." READ MORE>>

Behavioral Economics of Incentive Travel

In good times and bad, reward and recognition programs help excite and engage these major constituents who are responsible for achieving organizational performance. Although only part of the total mix, incentive travel -- group travel, individual travel, or motivational event – is unlike other reward and recognition programs. Incentive travel creates experiences other programs can’t achieve. (October 2010) READ MORE>>


The most effective way you can address the issues facing travel suppliers and users today is by joining the Incentive Travel SIG. Together we are stronger.

Click here for a list of ITC Members.


New Research Focuses on Incentive From the Travel Participant Viewpoint 

Motivational travel has long been recognized as a powerful business tool for helping organizations achieve key business objectives. However, most incentive industry research is limiting as historical efforts have only provided insights from the corporate user and provider viewpoints. Consequently, the results are frequently skewed to their point of view—what they perceive as their own needs, wants and preferences. This study is different.

The Incentive Travel Council partnered with the SITE International Foundation and Monmouth University to conduct this study on the Incentive Travel Participant ViewpointThe incentive industry has made strong strides over the past few years in better providing transparency into the business values achieved through incentive programs,” said Jim Ruszala, past president of the Incentive Travel Council. “However, the industry is still starving for specific incentive travel based insights on ways to improve that business value by creating more meaningful, motivational and memorable experiences for its incentive travel participants.”

Click here for a PDF of Part 1 of the study.

Click here for a PDF of Part 2 of the study.

Click here for a PDF or Part 3 of the study

Click here for a PDF of Part 4 of the study

ITC Advocate of the Year

The Incentive Travel Council "Advocate of the Year" honor is presented to an individual, business, or organization that takes an award-winning leadership role towards enhancing, educating and/or promoting incentive travel as a value driver for achieving performance.The Incentive Travel Council's "Advocate of the Year Award debuted in 2009 and the first recipient was Texas Roadhouse Restaurants who received this honor for their significant public support of the use of the incentive travel programs as cost-effective business investments.Click HERE to download the Advocate of the Year nomination form.


How can any organization stay ahead of the game and ensure they’re optimizing what can be achieved through effective incentive travel programs?Incentive Travel initiatives have proven themselves to be a tremendous and valued asset by assisting organizations in achieving business performance objectives. However, maintaining and growing the motivational drive achieved from participants will always remain a challenge. Competition, increasing audience expectations, diversity, and legislative pressures, are but a few of the influencers impacting the performance of these initiatives.

"The addition of the Incentive Travel Council will further assist promoting individual incentive travel products to the incentive industry. This type of strategic industry group will help all travel companies communicate the benefits of travel in incentive programs."  - Peter Friend, CEO, Travelocity Incentives

The Incentive Travel Council is focused on helping organizations better understand how they can continue to grow business performance through reward and recognition travel.Our main objectives are to explore, promote and educate on:

  • How reward and recognition travel initiatives can be effectively used to benefit business performance
  • Strategies to improve or establish programs based upon needs and objectives
  • Industry activism in order to voice opinion on how legal and industry regulatory issues influence the performance of travel incentives

When you become an IMA and Incentive Travel Council Member, you join professionals from every aspect

"Maritz is proud to contribute to the IMA -- the premier educator and information source to professionals in the incentive marketplace. Our missions run parallel as we collectively work to promote the utilization of performance management and measurement tools to advance the effective use of incentives and recognition throughout the global workforce. By sharing information and ideas, we are working to elevate our industry with the highest standards of professionalism."  - Christine Duffy, president and CEO of Maritz Travel Company


The Incentive Travel Council was created to provide an awareness of how reward and recognition travel, in its many forms, is an effective strategy for achieving better business performance. Its focus is to educate and promote the benefits of incentive travel to the worldwide business community, while providing value to its members by promoting their services, products and brands.Membership in the Incentive Travel Council is limited to qualifying IMA member companies who meet the following criteria:

  1. Support the purpose of the Incentive Travel Council
  2. Provide experiential rewards, which include travel and/or experiential incentive "products and services"
  3. Commit to maintaining the professional standards of the Incentive Travel Council
  4. Agree to abide by the Incentive Travel Council Bylaws and such other rules and regulations that the Incentive Travel Council may adopt
  5. Are recommended for membership by a current member of the Incentive Travel Council.

The Introductory Membership fee is $250 annually. For membership information with the Incentive Travel Council contact Click here to access the Incentive Travel Council membership application. 


Don Killingback

Executive Vice President
Debbie Arett

Vice President
Michael Upp

Jim Ruszala

Director at Large
Robert Ward


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