For top performing global executives, the rewards are many: recognition, high salaries and status among them. But with long hours, gruelling schedules and stress a built-in part of the job, burn-out is an ever-present risk. What better way to boost team morale (and keep top performers performing) than with an all-expenses-paid luxury corporate incentive in a fairy-tale destination?

Yvonne Colucci is Managing Director of Odyssey International, a destination management company (DMC) that specialises in curating exclusive and unique incentive programmes on the island of Ireland. Networking, teambuilding and bonding are the name of the game on these programmes, which can take in historical, adventure or cultural themes.

Here Yvonne looks back at the last challenging 18 months and reflects on why the corporate incentive is making a strong comeback.

"We create long-lasting memories for global clients with an emotional impact. It’s not just about luxury and five-star hotels: our guests go home with stories to tell and with memories that last a lifetime. Sometimes people think incentives are just boozy, extravagant trips but they are so much more than that.

"One of the very first incentive trips to ever take place was in Germany just after the war; after a period of devastation and trauma, a smart CEO realised that by bringing all his his staff together for the first time, he could create an unrivalled sense of loyalty and belonging, as well as rewarding them for hard work. He knew these were qualities he couldn't replicate simply by paying out big bonuses at the end of the year. An incentive is an investment with a guaranteed return and that’s why they are successful to this day.

"The last 18 months posed an existential crisis for our industry. Overnight, all our groups were gone with no prospect of them coming back in the short-term. All our revenue disappeared. Thankfully government supports came in very quickly; we received lots of help and we found new strategies to survive. Eighteen months later I can say we're doing ok; we are determined to be here when the business returns, though there are still many challenges ahead. There’s still a lack of clarity on some of the health and safety guidelines regarding corporate events; for instance, we can have a wedding for 100 people but there are no clear rules regarding 20 people getting together for dinner to celebrate a company’s success. What’s the difference?

"We hope the Irish Government will embrace this opportunity to support and invest in its local industry. As a DMC, Ireland is our product — we are proud of its natural beauty, its history, heritage and culture and we want to continue to celebrate it every day and share it again with the world, when it is safe to do so. We are uniquely linked to Ireland and will always be part of its economy, in boom times and in times of crisis.

"During the pandemic, we weren’t able to switch to virtual in the same way that conferences were because for us it’s all about the in-person experience. It’s about the arrival, a sense of drama, first impressions. Incentives are all about connection. However, we did create a new virtual platform to retain existing relationships and try to develop new ones, as well as a mini virtual ‘voyages’ experience for groups that weren’t able to travel to Ireland on their D-day.”

"Our incentive groups have such an amazing time in Ireland. Everything must be authentic — we’re not Walt Disney. People know when something is not real. Through a combination of fascinating history, warm, welcoming people (our number one asset), spectacular landscapes, and good food, many of our clients tell us that their experiences in Ireland are the best they’ve ever had. There’s definitely magic here.

"Our job is to make sure that the content of our programmes is unique, exclusive and impressive — experiences that visitors on their own would not be able to access. Take Dublin's Luttrellstown Castle — this is a very special venue at which you can't just show up for afternoon tea, it can only be hired for private events. We try to be creative — often inventing a new experience or enhancing an existing one to be more exclusive and VIP.

"In terms of the future of incentives, what we’re seeing is a new awareness amongst our clients of mental and emotional health and the well-being of the planet. We are all traumatised by this pandemic and our clients want to really look after their employees and their families while they’re on incentives, to add mindfulness and healthier choices to the programmes. Corporate Social Responsibility (CSR) options are very popular with giving back to the community and awareness of carbon footprints a strong trend. Smaller, more manageable group numbers may also become a thing as we go into 2022.

"We’re wondering now what next year will look like — how important will social distancing be, for example? We curate dual programmes that take in both Ireland and Northern Ireland, so travel and safety requirements for our clients becomes very complicated. Though there's no doubt about it — the appetite for incentives is definitely out there."

@odyssey_international
Odysseyintl.ie