Beyond ROI: The Metric You're Not Measuring
Last month, we popped the champagne to celebrate a major milestone: Ashley Case, Sr. Director of Meetings & Incentives Operations, marked her 20th anniversary with Cadence. Two decades in this business gives you a certain kind of wisdom, almost like a sixth sense for what makes an experience not just good, but truly transformative.
Ashley has been in every seat, from early planning and on-the-ground execution to operations. She knows what works, what doesn’t, and how to make every detail seamless. Her philosophy isn’t about chasing every new trend or tossing out time-tested approaches. It’s about refining, elevating, and acting with intention. It's the art of taking something good and making it unforgettable.
We sat down with her to learn what truly makes incentive travel impactful, from start to finish. Here's what she had to say.
How to Make Incentive Travel Impactful
Before we dive into the 'how,' let's talk about the 'why.' There's a well-known saying that "culture eats strategy for breakfast," and that's precisely what these experiences are all about. An investment in incentive travel is an investment in the very heart of your organization.
When you bring people together in a meaningful way, you’re not just recognizing performance, you’re reinforcing trust, loyalty, and a shared sense of purpose. The real return isn’t just in the photos or the itinerary. It’s in the conversations that happen, the relationships that deepen, and the momentum people carry home with them. Done thoughtfully, incentive travel becomes less about the trip itself and more about the kind of culture you’re choosing to create. So how do you do that?
1. OrchestratE Wow Moments
Over the past two decades, Ashley has seen it all. From the wildly extravagant to the beautifully simple, the most successful trips are the ones that create "I can't believe we did that" moments. These experiences become part of company lore, told and retold for years.
When was the last time you enjoyed a private dinner inside the Louvre Museum after hours, or found yourself surprised with backstage passes to an AC/DC concert in Paris? The sky truly is the limit. We’ve curated experiences where guests rode to lunch on the back of Harleys, crafted their own wine at a Mendoza ranch, and even cared for elephants in Thailand—before drifting down a serene river on a bamboo raft, champagne in hand, and savoring a picnic lunch in absolute bliss.
But it's not always about grandiosity. "Sometimes the most powerful moments are the quiet ones," Ashley notes. The team dedicated the afternoon to building benches, installing water systems, and painting classroom chalkboards, then capped off an amazing day by learning traditional Fijian songs from the children. That act of giving back was the most talked-about part of the entire trip.
Planning Tip: Find opportunities for unique, personalized touches. It could be renting a private yacht for island-hopping in Croatia or arranging custom-tailored suits in Hong Kong. Think beyond the standard itinerary and create moments of surprise and delight that resonate with your team's values.
2. STAY CURRENT, BUT STAY TRUE
Trends in incentive travel are always shifting. While international destinations remain a huge motivator, there's a growing appreciation for exclusive, thoughtfully curated experiences closer to home. The key is to understand the current landscape while staying true to your company's goals.
One major trend is the move toward total buyouts, such as chartering an entire cruise ship or boutique hotel. "When you have the whole place to yourself, you can customize everything," Ashley explains. This works wonderfully with partners like Seadream Yacht Club, which gives every guest custom pajamas for a party on the top deck under the stars.
Another trend is balancing group activities with personal leisure time and weaving in wellness. People want to feel rejuvenated, not run ragged. Incorporating local culture, whether it's planting rice in Bali or learning from Gauchos in Argentina, also adds a layer of authenticity that people crave.
Planning Tip: Don't follow a trend for its own sake. Ask if it serves your purpose. Does renting out a venue align with your goal of fostering exclusivity and team bonding? Does a wellness activity support your message of employee well-being? Be intentional so every choice enhances the experience, not complicates it.
3. Out with R.O.I., in WITH R.O.E.
We often talk about Return on Investment (ROI), but in the world of incentive travel, the most critical metric is actually Return on Experience (ROE). An incentive trip isn't just a line item in a budget. It's a powerful investment in your company's culture and its people.
Ashley puts it this way: "Face-to-face connection is more valuable than ever. You can have daily video calls, but nothing builds a bond like sharing a once-in-a-lifetime moment. You’ll always remember who rode the camel beside you through the Arabian desert, or who stayed up on deck stargazing after a full day of island hopping through Croatia.”
When people feel something together, they work differently together. Those moments become the stories your team tells for years—stories that quietly shape trust, loyalty, and how they support one another long after they return to work.
Planning Tip: Shift your goal from just rewarding sales to fostering genuine connection. When planning, ask yourself: How will this experience make our people feel? How will it strengthen their relationships with each other and with the company? The goal is to create memories that deepen loyalty long after everyone has returned home.
After 20 years in the business, Ashley knows that the secret to truly memorable incentive travel comes down to three things: experience, creativity, and genuine care. It's not just about rewarding your top performers. It's about creating an experience that strengthens the bonds within your organization. Here's to two decades of wisdom, and many more adventures to come.
Looking to elevate your meetings or incentive travel programs? We’re here to help! Reach out anytime at hello@cadencetravel.com. Let’s start planning something great together.
ASHELY CASE, CMP | Sr. Director of Meetings & Incentives Operations
Ashley has been part of the Cadence family since 2006, bringing her warmth, positivity, and endless energy to everything she does. She genuinely loves connecting with people and takes pride in building strong, lasting relationships with both clients and colleagues. In 2019, she earned her Certified Meeting Professional (CMP) accreditation—a reflection of her dedication to her craft. Ashley has a gift for turning challenges into creative, thoughtful solutions, always with the goal of creating experiences that feel meaningful and memorable. For her, it’s all about the people and making every moment matter.