A Case for Cities: Rethinking Incentive Travel in Europe

When it comes to incentive travel, resorts and all-inclusive retreats have long dominated the conversation. Yet cities offer a compelling alternative. Beyond the obvious ease of connectivity, urban locations provide a more culturally rich experience, paired with exclusive opportunities tailored to every group.

That cultural immersion is more than a bonus — it’s a powerful motivator. According to the 2025 European Attendee Preferences study from the Incentive Research Foundation (IRF), more than a third of respondents noted that travel experiences rich in local culture are particularly motivating. Exploring historical locations was also rated highly, with 31% placing it among their top three preferences.

Perfectly positioned to meet this growing demand for history and culture, our hotels place groups at the centre of Europe’s greatest cities. Located within easy reach of international airports, they are surrounded by centuries of art and heritage — ensuring every incentive programme feels connected, meaningful, and unforgettable.

Connecting through culture

The most memorable trips don’t just reward employees, they create a sense of place. We curate experiences that open doors to traditions, stories, and people not accessible to the everyday visitor.

Where better to immerse top-performing teams in London’s storied past than Brown’s Hotel, which stands proudly as the city’s oldest hotel. Incentive guests can gather in the Drawing Room for the hotel’s celebrated Afternoon Tea, hosted by a renowned etiquette expert arranged exclusively through the hotel, or venture out for a private after-hours tour of the Tower of London, where the Crown Jewels are kept under armed guard.

In Florence, Hotel Savoy places groups at the centre of Tuscany’s cultural life. A day might begin in the vineyards, discovering a centuries-old legacy of viticulture, before sitting down to a meal paired with local wines. For a different type of sensory journey, the doors of the historic Maison de Parfum AquaFlor open for private workshops, where participants can craft their own bespoke fragrance, for a personal souvenir of their trip.

Meanwhile, Hotel Amigo’s proximity to the Grand Place puts groups within steps of Brussels’ historic landmarks. Incentive groups can tour the city’s 15th-century town hall, walking out onto its balcony to take in the view, before joining a chocolate masterclass led by Laurent Gerbaud, one of Belgium’s most celebrated chocolatiers.

Space to recharge

City breaks are not only about fast-paced exploration. To ensure that participants return home renewed as well as inspired, it’s important that wellbeing is also woven into the incentive experience.

The Balmoral in Edinburgh is home to the UK’s first Irene Forte Spa. Rooted in Sicilian philosophy yet perfectly attuned to its Scottish setting, it offers five serene treatment rooms, a lap pool, and the Forte Vita Bar for express treatments, ideal for busy schedules.

Munich’s The Charles Hotel provides an oasis of calm right in the city centre. Its spa includes a relaxation suite, Finnish sauna, and steam room, with deeply restorative sessions like Floating Sound Baths. For those seeking movement, personal training sessions in the leafy Old Botanical Garden, just opposite the hotel, provide a refreshing change of pace.

After a busy day exploring the hustle and bustle of Rome, Hotel de Russie invites groups to slow down in its enchanting, tiered Secret Garden, surrounded by fragrant rose bushes and orange trees. It’s an inspiring setting for morning yoga, cocktails at dusk or a team dinner under the stars. The hotel’s Irene Forte Spa completes the sense of tranquillity with Mediterranean-inspired treatments that restore body and mind.

Gather around the table

Shared meals remain a cornerstone of team bonding, offering time away from formal settings to connect and unwind. 

At Hotel de la Ville in Rome, groups can gather at Cielo, the rooftop restaurant offering some of the best views in the city. Its menu, created by Fulvio Pierangelini, is known for its simple, honest approach to Italian cooking, served against an unforgettable backdrop. For more intimate occasions, Cielo also offers private dining — an open-air setting ideal for sunset cocktails or elegant dinners. And for vibrant celebrations, Café Ginori provides a colourful, contemporary space where artfully plated menus are paired with live music or a DJ.

In Florence, Hotel Savoy’s Irene embodies Tuscan generosity, with seasonal trattoria-style dishes designed for sharing, conversation, and conviviality. After dinner, groups can settle into the elegant surroundings of Bar Artemisia, where the cocktail menu is inspired by the creativity and defiance of Artemisia Gentileschi, the celebrated 17th-century female painter.

London bring another layer of theatre at Brown’s Hotel, where Michelin-starred chef Adam Byatt leads Charlie’s, offering a refined yet creative take on British classics. The hotel also offers six private dining rooms, each with its own distinctive style and story. 

For an extra slice of history, perhaps choose the Roosevelt Room, named after the American President, who stayed at Brown’s on the eve of his wedding in 1886, while the Graham Bell Room — seating up to 10 guests — pays tribute to the great inventor, with Brown’s believed to be the location of the first telephone call in London.

Incentive programmes thrive on experiences that surprise, connect, and inspire. While resorts will always have their appeal, Europe’s cities bring something richer: accessibility, culture, and diversity of choice. With Rocco Forte Hotels, planners can elevate incentive travel — turning rewards into truly memorable journeys.