For decades, corporate group travel for recognition purposes was almost exclusively for top-selling sales reps. The President's Club model had straightforward qualifying metrics and an easily measured ROI: "Did we bring in more revenue?"

C-suite executives who make the decisions about incentive travel programs these days are broadening their campaigns' scope, with an understanding that everyone contributes to revenue growth. The qualifying goals include softer metrics, and the programs themselves must be more than a round of golf and a gala dinner at a beach resort.

Our feature story on the new era of incentive travel has been turned into an audio discussion using Google's AI-driven NotebookLM software.