The rise (and return) of the corporate retreat.
The retreat is having a renaissance. More than half of the event planners we recently spoke with told us that corporate clients are requesting retreat-style formats more often now than at any point in the last three years, and that they’re hearing strategy is still on the agenda, but it’s no longer the only objective.
According to planners, many of the clients they work with who hosted internal offsites in the past year cited “culture-building” and “space making” as central goals. These retreats are now viewed as essential tools for enhancing retention, morale, and connection, particularly in a hybrid workforce landscape.
The result is a new (and possibly resurging) type of event that combines wellness, focus, and inspiration. Emotional accomplishments are key components of the brief for these events. For many clients, the goal is to return reconnected, not just realigned.
Quote from the Tribe:
“My last client specifically said, “This is not a strategy session. It’s a reset”. [She] literally put, ‘I need my team to feel something again’ in the brief.”
- Canada-based planner, 12 events per year
Commercial Takeaway:
Market your brand as a facilitator of culture, not just a place to stay. Highlight immersive programming, outdoor spaces, wellness integration, and customization options. Demonstrate how you help groups become something.
About the MODIV Tribes Series
Since 2022, MODIV’s always-on Mindset® study has engaged more than 48,000 frequent travelers across 25 countries. Our mission: decode the why behind traveler behavior—so travel and hospitality brands can act smarter, faster, and with greater commercial precision.
Our Tribes series distills what hospitality leaders need to know—direct from the source. Each quarter, we engage Business Travelers, Luxury Travelers, Zillennials, and Meeting Planners through our proprietary Mindset® study, then translate what we hear into strategic insights you can use.
This isn't one-and-done research. Each quarter, we go back to a tribe to test sharper questions based on what you tell us you need to know. Got a question you want answered? We invite you to add your voice in the comments or reach out directly.
About the Event Planner Tribe
This study draws on insights from a blended qualitative and quantitative session with 28 event planners from six countries who plan two or more events per year, requiring 50 or fewer peak nights.
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