Incentive Travel

Inspiring new levels of channel management and staff performance via group and individual incentive travel experiences.

People act for their own reasons, and the potential to earn a glamorous incentive trip can be a very strong reason to align those actions with achievement of your goals.

But it’s a tricky field.

Every action on which achievement of the trip is judged will be completed before the trip takes place, so it is essential to choose the most alluring yet viable destination and content, and to promote the allure effectively throughout the campaign period.

The qualifiers are not going to see it as a ‘free trip’. They will earn it for successfully taking the prescribed actions, perhaps making a significant behavioural change or personal investment to do so. If the trip doesn’t deliver at or above expectation, there can be a damaging backlash from qualifiers – people whose support is vital.

A good incentive travel experience can help build your business. A bad one can kill it, so the choice of supplier is an important one.

Millbank’s specialist incentive travel knowledge, depth of experience and world wide network of skilled associates consistently achieves the desired results for many of the world’s most demanding clients and incentive travellers.

See Millbank Incentive Travel Services

Millbank’s Incentive Travel Service

In supplying incentive travel experiences. Millbank’s incentive & customer loyalty services are supplemented with the planning and delivery of appropriate and enticing travel rewards.

  • Destination recommendation, with an eye to:
    • most appropriate enticement for the particular travellers;
    • ability to sustain promotion throughout the program period;
    • Compatibility with program rules, which will affect materialisation and therefore the relationship with carriers, accommodation and service suppliers;
    • Millbank ground rules for venue selection.
  • Recommendation of topics and physical collateral items suited to promotion of the selected destination.
  • Arrangement and accompaniment of site inspection visits.
  • Overlay of incentive travel requirements to ensure adherence to incentive class requirements.
  • Supply of experienced Incentive Trip Managers on group travel operations.

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Millbank’s Incentive Services


  • Incentive needs analysis & existing activity review with no obligation.
  • Incentive and loyalty program design, including strategy, tactics and budget requirements.
  • Planning and creating program websites to fit the design and creative theme.
  • Identification and negotiation with potential partners when the strategy calls for a coalition or multi-partner program.

Quantification & administration

  • Operation of online and offline incentive and loyalty programs.
  • Development and operation of systems for quantification of performance, earning rewards and flowing behavioural data into business initiatives.
  • Invoicing in accordance with the agreed budget
  • Paying suppliers.
  • On-line training resources including testing and rewarding knowledge of products and techniques


  • Program theming and creation, production and delivery of incentive and event advertising and promotional materials.


  • Full service reward fulfilment, including sourcing and supplying an extensive range of branded merchandise and individual participant access to airline and other travel industry promotional fares and offers*.
  • ‘Incentive Class’ group travel experiences.

* Travel and associated arrangements provided by Cloudcorp Pty Ltd Vic. Travel Agent Licence 31411 IATA 02343633 or client’s licensed Travel Management Company.

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Incentive Class

Depending on the travellers expectations ‘Incentive Class’ needn’t be First Class or even Business Class. But it demands the best of the selected standard, impressively presented.

Treatment appropriate to VIPs… best available guides, coaches, facilities… cold or hot towels on transfers… thoughtful refreshments… all special dietary requirements catered to… airline seating as far forward as possible… check-in and other formalities smoothed and expedited… hotel rooms of uniform quality, aspect and size (never ‘run of house’)… minimum waiting times… liquor on consumption (not as a meal-and-liquor package) wherever possible… all courtesies observed.

Delivery of a memorable, high quality travel experience is imperative, both to generate goodwill among the qualifiers and to enhance allure of subsequent incentives. When funding is tight, long-term outcomes are inevitably better if the number of trips offered is reduced but trip quality is maintained.

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