Synergy Effect took over a hotel and maximized its incentive travel ROI
Synergy Effect, an Oceania-based incentive travel firm, demonstrated the power of a full hotel takeover with a recent program for a building industry client, generating impressive sales figures and fostering a stronger sense of community.
By transforming their Queenstown hotel into the exclusive “Pinnacle Lodge,” Synergy created an immersive environment for 150 top-performing qualifiers, earning them a SITE Crystal Award for Excellence in Incentive Travel: Asia-Pacific in the process. “Bragging rights were a must,” says a Synergy spokesperson, emphasizing the client’s desire for high-impact experiences. This meant adrenaline-pumping activities like helicopter rides and jet boat excursions, all carefully coordinated with local vendors to ensure exclusivity and contribute to Queenstown’s post-pandemic tourism recovery.
But the program went beyond thrills and chills. A “personal empowerment session,” initially considered an unconventional choice for this client, surprised organizers with its success. “Participants stepped in and supported one another around upcoming business challenges,” notes the spokesperson, highlighting the unexpected team-building benefits.
Synergy also leveraged the destination to showcase the client’s products, incorporating site visits to local construction projects. This strategic move allowed participants to see their work in action and connect with their professional identities while abroad.
The hotel buyout proved crucial in managing the diverse group. “We had to be creative with group flow,” the spokesperson explains, “ensuring competitors didn’t mix and everyone enjoyed the nightly entertainment.” By assigning client managers to oversee small groups, Synergy ensured no one felt lost in the crowd.
The results were undeniable. Qualifiers exceeded sales targets by 45%, a testament to the power of incentive travel to drive revenue. More importantly, the program fostered a strong sense of community among participants, many of whom were strangers at the outset. “People left feeling like the company is interested in building a community,” says the spokesperson, emphasizing the long-term benefits of this approach.
Synergy Effect’s Queenstown program provides a compelling case study for incentive travel planners. By embracing a full hotel takeover, they created a unique, immersive experience that delivered both tangible business results and invaluable soft power benefits for their client. This strategy, combined with a focus on destination-exclusive activities and personalized touches, sets a new standard for incentive travel programs in the building industry and beyond.
Any thoughts, opinions, or news? Please share them with me at vince@meetingsevents.com.
Photo by Getty Images For Unsplash+
