Incentive Travel: The Best New Destinations

Jackson Hole, WY

For corporate trips and president’s clubs, companies are seeking incredible destinations that impress and inspire. 

Every year, the same destinations show up on the shortlist: Cancun, Hawaii, Barcelona and Paris. And for good reason. These destinations are proven, logistically sound and reliably impressive.

But something is shifting, and the data is starting to show it.

The Unpack ’26: The Trends in Travel™ annual report, drawing on data from Expedia, Hotels.com, Vrbo and insights from more than 24,000 travelers, offers a compelling snapshot of where travel interest is moving, and, perhaps more importantly, why. While the report focuses on leisure travelers rather than corporate groups, the underlying signals are highly relevant to incentive travel planners.

The finding is clear: Travelers are increasingly looking beyond the most popular destinations, gravitating instead toward places that offer the same cultural richness, exceptional food and memorable experiences. But, they want destinations with fewer crowds, a stronger sense of place and more room for genuine discovery. 

The commonality between these destinations is the feeling of arriving somewhere before everyone else does. That feeling is rare, and it's exactly what wow-worthy incentive travel is designed to deliver. 

Here’s a summary of the emerging trends and locations  BDI is currently sourcing for our incentive travel clients. 

Trend #1: Nix the Expected Hotspots 

Where We're Sourcing: Valencia, Spain + Split, Croatia

Rather than gravitating toward the cities that dominate every shortlist, many travelers are choosing destinations one step removed from the spotlight. These are places that deliver rich culture, great food and distinctive experiences, without the saturation of their more famous counterparts.

Valencia, Spain is exactly the kind of destination this trend is pointing toward and is a compelling alternative to Barcelona. The city blends Mediterranean beach-club energy with a vibrant historic center, striking architecture and one of the country's most celebrated food scenes. From authentic paella and exceptional tasting menus to the futuristic City of Arts and Sciences, Valencia delivers the culture, cuisine and coastal atmosphere travelers expect from Spain, but with a pace that feels more relaxed and distinctly local.

Split, Croatia is another destination that exceeded expectations when we recently brought a group there. Few Mediterranean destinations deliver quite like Split…crystal-clear Adriatic waters, a walkable historic center and beautiful islands give the city an appeal that extends far beyond the beach. Built around a 1,700-year-old Roman palace, Split blends centuries of history with vibrant marinas, incredible cuisine (including shockingly good pizza) and a level of value that's increasingly rare in Southern Europe. For groups seeking a mix of history, energy and relaxation, Split is a place worth discovering before the masses do. 

Trend #2: Experiences Matter More Than Amenities

Where We're Sourcing: Sardinia, Italy + Jackson Hole, Wyoming

Increasingly, luxury is being defined not by lavish gifts or spa treatments but by access. The moments that create lasting memories are the ones that feel genuinely inaccessible to the average traveler: a private dinner in a winemaker's cellar, a hands-on cooking class with a local chef, a cultural experience that can't be found in any guidebook... 

Sardinia, Italy is a strong example of this shift. While the island is known for its turquoise waters and upscale resorts, its most memorable experiences happen away from the beach, including private dinners at family-run vineyards, excursions to hidden coves accessible only by boat and encounters with traditions that have been preserved for generations. The result feels less like a vacation package and more like a coveted  invitation.

Jackson Hole, Wyoming naturally supports this style of programming as well. Private ranch experiences, wildlife encounters in Grand Teton National Park, guided outdoor adventures and access to some of North America's most spectacular landscapes create moments that attendees simply cannot replicate on their own. The destination's appeal isn't just where guests stay. It's the experiential beauty and activities they gain access to when  they arrive.

Trend #3: Venture Off the Beaten Path 

Where We're Sourcing: Comporta, Portugal + Banff, Alberta

There is a specific psychology at work when someone arrives somewhere their peers haven't been yet. They feel early. They feel special. They feel like they got there before the crowd. Incentive travel is designed to feel like a reward, and part of what makes a reward feel significant is its uniqueness. 

Comporta, Portugal, located an hour south of Lisbon, has incredible draw for corporate groups: stunning beaches, wellness retreats, nature reserves and a laid-back coastal culture that feels distinctly different from Europe’s busier tourism hubs. It offers a slower, more tranquil experience shaped by fishing villages, seasonal cuisine, local wineries and miles of uncrowded shoreline, where sustainability, serenity and luxury take center stage.

On the outdoor and adventure end of the spectrum, Banff, Canada, offers a different kind of discovery. Easily accessible through Calgary, Canada, the destination feels far more remote than it actually is, with turquoise lakes, dramatic mountain landscapes and abundant wildlife creating a true sense of escape. For groups seeking memorable experiences – whether it's a private gondola event, a wilderness excursion or a fireside gathering overlooking the Rockies –  Banff delivers the rare combination of bucket-list scenery and world-class infrastructure. Many attendees know the destination by name, but few have experienced it firsthand, making it the kind of place that still feels like a genuine find.

The last great discovery doesn’t have to require flying 18 hours. It requires finding somewhere that feels undiscovered to your audience, and getting there before the destination becomes the next touristy hotspot.

Choosing the Right Destination at the Right Time

Instead of asking “Where should we go?”, the better question today is: “Which destinations feel fresh, meaningful and memorable for this audience at this moment in time?”

That reframe changes the conversation from destination selection to strategic experiential design, matching the character of a place to the interests, expectations and travel histories of the people who will be there.

Some of the destinations we are proposing in 2026 are not on most corporate shortlists yet, and that’s exactly what makes them worth considering. The organizations that act on emerging consumer travel data before these destinations become the obvious choice will be the ones whose incentive programs stand out and whose top performers come home with something worth talking about.

Partnering with an experienced incentive travel team like BDI, with supplier relationships built across markets that aren’t yet on the standard corporate circuit, positions your program to get there first.

Interested in exploring emerging destinations for your next incentive program? Connect with our team today to start the conversation.