The Incentive Research Foundation’s (IRF) 2025 Trends Report highlights major shifts in the incentive travel industry, driven by the influx of Gen Z and millennial participants, budget-conscious planning, the demand for unique destinations and the increasing role of AI. As meeting and event planners navigate these evolving priorities, Western Montana’s Glacier Country is uniquely positioned to meet these trends head-on, offering immersive, flexible and high-value experiences that inspire and motivate attendees.

Many Glacier Hotel in Glacier National Park. Photo: Tony Bynum

1. Engaging a Younger Workforce With Instagram-Worthy Experiences
With Gen Z and millennials now making up the majority of today’s workforce, incentive programs must evolve to meet their preferences. These younger participants value personalized experiences, social media-worthy moments, and a sense of adventure—all of which Glacier Country delivers in abundance.

  • Adventure-Filled Activities: Attendees can participate in thrilling outdoor excursions, such as whitewater rafting, guided wildlife tours and wrangler led horseback riding at a luxury guest ranch.
  • Scenic and Shareable Moments: From the breathtaking Going-to-the-Sun Road in Glacier National Park to the jaw-dropping views from the M hike in Missoula, every backdrop is primed for social sharing.
  • Flexible Agendas: Customizable experiences allow groups to mix adventure with relaxation, whether it’s a sunrise hike followed by a rejuvenating spa day or a guided fly-fishing trip ending with a craft beer tasting.
Raft the rivers in Western Montana for an exhilarating guided adventure.
Hike the M trail for views like this of the Missoula Valley.
Fly fishing with Glacier Anglers near Glacier National Park. Photo: Glacier Anglers

2. Unique Destinations and Exclusive Settings
The IRF report indicates that participants and program owners seek fresh, bucket-list destinations. Western Montana offers an unparalleled sense of place, providing incentive groups with an experience they wouldn’t easily access on their own.

  • Private and Exclusive Venues: From lakeside resorts and secluded mountain lodges to high-end dude ranches, there’s a setting to match every incentive goal.
  • Access to National Treasures: Incentive winners can enjoy behind-the-scenes tours of Glacier National Park or private boat charters on Flathead Lake, creating once-in-a-lifetime memories.
  • Authentic Montana Culture: Groups can immerse themselves in Western heritage through rodeos, chuckwagon dinners and American Indian cultural experiences.
Gathering room at Alpine Falls Ranch near Superior, MT.
Horseback riding in Montana is a bucket list adventure.
Glamping along the Blackfoot River at Paws Up Montana.

3. Budget-Conscious Incentives Without Compromising Quality
With many planners facing tighter budgets, Western Montana’s Glacier Country provides a high-value alternative to traditional incentive destinations. Whether hosting an executive retreat, a company-wide incentive trip, or a hybrid program incorporating merchandise rewards, the region offers cost-effective solutions without sacrificing impact.

  • Diverse Accommodations: A mix of full-service hotels, boutique lodges and high-end ranches provides budget flexibility.
  • Value-Driven Activities: Many of the region’s signature experiences, such as hiking in Glacier National Park or boutique shopping on Main Street in charming small towns, offer natural beauty and engagement at little to no cost.
  • Merchandise and Hybrid Incentives: Companies looking to balance travel with tangible rewards can integrate Montana-made products—like custom-branded outdoor gear or locally crafted artisanal goods—into their programs.
Budget-conscious, look at winter or early spring for great rates and lots of fun.
E-biking on the Going to the Sun Road in spring before it opens to vehicle traffic.
Create your custom hat to take home, whether branded or decorated. Photo: Hat Edit

4. AI Integration for Smarter Event Planning
While AI adoption is still in its early stages for incentive professionals, its role in event planning is growing. Western Montana’s venues and vendors are adapting to this shift, offering digital tools that enhance planning and attendee experience.

  • Smart Event Management: From AI-powered scheduling tools to real-time translation services, Glacier Country venues are equipped to support planners in streamlining logistics.
  • Personalized Attendee Engagement: AI-driven apps can help planners customize itineraries based on individual preferences, ensuring a tailored experience for every guest.
  • Efficient Travel Coordination: AI-powered chatbots and digital concierge services can assist groups with everything from transportation logistics to dining reservations.

Incentive Travel With Impact
As the incentive travel landscape continues to evolve, Western Montana’s Glacier Country stands out as a destination that not only aligns with key industry trends but also elevates the overall incentive experience. With its blend of adventure, exclusivity, budget-friendly options and tech-friendly venues, it’s the perfect place for meeting planners looking to create unforgettable, motivational programs in 2025 and beyond. Your RFP is welcome. Let’s see if Western Montana suits your group’s incentive needs.

Meet in Montana,

DP

March 4, 2025

Related: Flathead Lake, Fly Fishing, Glacier National Park, Horseback Riding, Incentive, Kalispell, Meeting Planner, Meetings & Conventions, Missoula, Outdoor Adventure, Unique Lodging, Unique Venues, Whitefish

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