3 Reasons Why Group Dining Is Top Incentive Activity

December 31, 2024

Surprisingly, while sightseeing activities and free time are prized when it comes to group travel incentives, group dining is what they most appreciate.

Who would have guessed that group dining would top the list when the Incentive Research Foundation (IRF) and the SITE Foundation asked in its 2024 Incentive Travel Index which activities are key to a successful incentive program? But group dining was in fact the top activity, cited by 51% of respondents, albeit closely followed group cultural sightseeing experiences at 50%. Group dining also jumped up two places in the ranking of activities that are most appreciated by participants, going from third in 2023 to first in 2024.

Why is group dining so popular when it comes to travel incentives?

Building relationships, collaboration and teamwork. There’s something about sharing a meal together that makes it easier for people to relax and socialize in a way that enhances camaraderie and community. As they dine together, they tend to learn more about each other outside of their work roles. Oftentimes, what’s shared during a group dining experience, while not directly related to work, provides insights into how people think and what they value, which in turn can translate to better understanding and collaboration that will make teamwork more effective when they get back to their offices — something that is increasingly in the spotlight after the pandemic shutdowns weakened workplace relationships and collaboration. In fact, relationship building was another of the top activities of a successful program according to the Incentive Travel Index, and group dining promotes stronger social bonds.
Getting a taste of the local culture. Cultural engagement also is key to the success of an incentive travel program. Group dining experiences while on an incentive trip also give participants an easy way to engage with the local culture as a team. The rise in importance of experiential activities also dovetails with the group dining incentive trend, especially for today’s experience-driven younger generations.
Appealing to the next generations. Speaking of younger generations — with Millennials and Gen Z are starting to earn spots on these incentive travel programs; group dining accommodates the younger generations’ preferences for trying local ethnic foods. The younger demographics also seem to really appreciate the benefits of dining in large groups, whether at home or on the road. And if the group dining venue is Insta-worthy, so much the better! Millennials and Gen Z tend to really enjoy taking group selfies to share their group dining experiences with their social networks.

Any group dining activity will give participants the opportunity to immerse themselves in the local culture and cuisine while getting to know each other on a more personal level is going to be a good value for the money. However, if you want to supercharge the impact, consider having participants learn how to cook local specialties from a culinary expert who can help them learn new ingredients and techniques while also providing the stories behind the dishes. Collaborative challenges, such as cooking competitions, also can fire up the teambuilding aspects of the experience by having participants work together to creatively problem solve their way to a delicious solution.