According to Incentive
's 2014 Travel IQ survey, companies using travel awards are refocusing their program's goals on improving sales, with nearly two-thirds of respondents (65.4 percent) calling "increased sales" a primary benefit they associate with these programs. That's up from 57.8 percent in 2013.
At the same time there was less focus on behaviors that are harder to measure, like "recognizing performance" (which dropped to 53.0% this year from 62.1 percent in 2013) and "improving employee loyalty" (down to 33.8 percent in 2014 from 42.2 percent the year before).
At the same time, it seems that companies are broadening their incentive travel programs. This year, the audiences that were allowed to participate in incentive travel programs increased in very category, including internal and channel sales, dealer/distributor and clients/customers, and even non-sales employees.
But that's just a snapshot. For the bigger picture, download the full survey results here