Do you want your event to live in the minds of attendees for free? Bring novelty to your event design.
Novelty is not just a buzzword, but an event strategy based on science. Psychological research shows that novelty causes an influx of dopamine (a chemical that promotes well-being) in our brains. This attracts the attention of visitors and makes events more memorable. New and unexpected experiences deserve attention in the moment, and they are also easier to remember for a long time.
Think of a moment that broke your normal routine and left a smile on your face for the rest of the day. Even memories make you smile, don’t they? Events that surprise and delight stand out. The good mood they create lasts. This is what you want to do on your incentive trip.
It’s human nature to enjoy novelty, and a growing segment of the workforce is looking forward to it. Recent data suggests that Generation Z values novelty along with customization as critical components for curated events. Nearly two-thirds (65%) of Gen Z event attendees said “novelty” was the most important part of their experience.
Incorporating novelty into incentive travel
Now that you know a little bit of the science behind novelty, let’s talk about how to put this concept into practice to give attendees what they crave.
A novelty is…
Private viewing of Leonardo da Vinci’s The Last Supper.
Exclusive access to the Doge’s Ball, the most luxurious costume party of the Venice Carnival.
Hand-feeding elephants at a Thailand sanctuary after socializing with teammates during an exciting activity.
Toasting with champagne on the Great Wall of China. Talk about a bucket list!
Using novelty in choosing incentive travel destinations
Novelty can also be important when choosing a destination. Hawaii is perfect for postcards, but it’s also a fairly common choice. After the client suggested the Big Island as a valuable and memorable destination, we turned to the data. A survey of their audience proved that they were ready to experience a place with a different wow factor: Iceland!
The participants were on top of the world (literally and figuratively) during the exciting journey that was inviting them:
- Immerse yourself in Iceland’s blue lagoon, where the power of geothermal seawater creates transformative spa sessions;
- Embark on a whale-watching excursion in waters where humpbacks breach and marine life thrives;
- Enjoy a Viking themed dinner of fire and ice.
Combining novelty and tradition in event design
Generation Z may demand novelty, but what about everyone else? After all, most of today’s incentive travelers were born before 1997. Here’s some good news: novelty doesn’t just light up Gen Z brains. New experiences are important for keeping our brains healthy. (And it’s more fun than a kale salad.)
According to neuroscientist Dr. David Eagleman, “the most important thing you can do for your brain is to always put it in new situations, to give it new challenges.”
So, how can we introduce novelty if participants like to return to the same Hawaiian resort year after year?
Imagine an outdoor awards dinner on the resort’s lawn. It’s dusk and the air smells like gardenia. Traditionally, participants enjoy dancing with fire while receiving awards in front of their peers. The CEO then breaks the script by asking those in attendance to follow him to the beach to finish the dinner.
