Planner demand for incentive travel, in one number.

The ITDI is the closest thing the incentive-travel industry has to a live demand gauge. It tracks how hard corporate planners are searching for the things that precede a program — destinations, President's Club trips, sales incentives, corporate retreats — and compresses it into a single, comparable number.

100 is the baseline.A reading of 112 means demand is running 12% above its trailing-year norm; 88 means 12% below. Because it's indexed to trend rather than raw volume, it reads clean month to month and season to season.

• It leads the program. Search intent moves before RFPs and bookings — the ITDI is an early read on where the market is heading.
• Nobody else publishes it. Industry bodies release annual studies; the ITDI is live. It's the number a trend story can actually cite this week.
• It's neutral. No brand, destination, or agency can move it. It's built from aggregate search behavior, not opinion.

The ITDI is the equal-weighted average of a basket of planner-intent search terms, each pulled as a 12-month Google Trends interest series and indexed to its own trailing-12-month mean (=100). Averaging the indexed series removes any single term's seasonality bias and yields a demand reading comparable across time. To keep the index stable, a term is included only when it carries enough search volume to index reliably; low-volume terms are held out rather than allowed to add noise, and each term's contribution is capped so no single spike can distort the reading.

Candidate basket: “incentive travel”, “incentive trip ideas”, “corporate incentive trip”, “president's club trip”, “sales incentive program”, “corporate retreat destinations”, “group incentive travel”, “company reward trip”. Source data: Google Trends. As of 2026-07-13 · refreshed weekly. Figures are directional demand signals, not absolute search volumes.