IRF 2025: Turning Insight Into Action

"Recognition" is one of those words we hear all the time in our industry—but at IRF 2025 in Cancun, it wasn’t just a theme. It became a lens for exploring what truly motivates people to show up, engage deeply, and perform at their best.

This wasn’t just another incentive conference. It was a gathering of leaders and innovators focused on one shared goal: understanding how to create impact in a constantly evolving landscape. The conversations weren’t surface-level. They were rooted in research, strategy, and human behavior—and designed to equip us with actionable insights to better lead, plan, and connect.

Here are a few takeaways we’re thinking about—and how they can inform your next meeting or incentive program:

"Ordinary is a choice."

This quote from keynote speaker Kevin Brown hits home. In an industry built on creating unforgettable moments, we’re reminded that every experience we design has the potential to make a difference. Emotion matters. Intention matters. When done right, one well-timed shared experience can spark long-term transformation.

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Multi-generational engagement matters.

Today’s audiences, especially Gen Z and younger millennials, are engaging with brands and destinations in new ways. Influencers aren’t just part of the marketing mix, they’re trusted guides. And when it comes to incentive planning, ignoring that shift means missing out on relevance. Pre-event surveys, real-time feedback, and thoughtful integration of influencer strategy and a social media campaign are critical tools in building programs that resonate and increasing attendance.

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Recognition drives retention.

One of the most compelling takeaways? Poor recognition can be worse than none at all. The more authentic and consistent recognition is, the more powerful its impact. What we choose to acknowledge shapes the behavior we continue to see. Recognition should be personal, emotional, sincere, and often—because when people feel truly seen, they don’t just stay... they shine. And another hot take, recognize the recognizer!  Leaders need to feel the love.  On every level of your company the team members are vital to your organization and recognition shows you value their contributions.

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Leadership requires clarity.

The closing session was all about strategic leadership in uncertain times and the message was clear: great leaders don’t need all the answers, they need to listen. Trust is built through transparency, frequency, and empathy. When planners embrace those values, they don’t just manage logistics, they become strategic partners. We’re grateful for the partnerships we have with our clients that allow us to reach out and ask the tough questions.  And that’s where the real value lies.

From inspiring keynotes to data-backed breakout sessions, IRF challenged us to think differently about how we design for today’s workforce. And while the setting may have been a tropical paradise, the real value came from the clarity it offered: performance improvement isn’t just about outcomes. It’s about people. What drives them. What makes them stay. What inspires them to thrive.

The biggest takeaway from IRF 2025? You don’t need a beach in Cancun to create a transformative experience. You need purpose. You need strategy. And you need a strategic partner who knows how to bring both to life (I think you know what that is).

These insights are shaping how we think about events—and how we show up for our clients. When you're ready to turn these ideas into action, we’ll be right there with you to design and deliver experiences that truly matter.