What could be better than a time-out treat? Leisure incentives are an ideal way to reward or motivate hard-working staff…
Life is becoming ever more stressful – fact – and the increased number of hours spent at work doesn’t help. People are pulled between work and family commitments, which doesn’t leave a lot of time for relaxation. Even the Prime Minister David Cameron talks about the importance of GWB – general well-being – as well as GDP, while the quest for that elusive work-life balance has been ongoing for years.
Stress is one of the biggest reasons for absence from work and costs businesses £millions; but putting aside stress-related illness, the virtual cost to employees of low morale and lack of motivation, is a good enough reason on its own to build leisure incentives into your business plan.
Multiple choice
With so many products on the market, where do you start? Justine Clement, MD at experiences provider Unmissable, says: “Everyone’s different, so when planning leisure incentives the number one rule is to remember one size does not fit all. That’s why it’s important when planning leisure incentives to offer a range.”
One way to ensure you get it right is to purchase vouchers, that way the recipients can decide on the activity or experience for themselves. Or, you could opt for something you know will appeal to lots of people, such as a dining experience or short break.
Companies such as Unmissable and Virgin Experience Days offer hundreds of options – from vineyard tours to mountain boarding, fast car driving to cookery courses, so there’s something to suit everyone.
“From the recipient’s point of view, one of the key reasons why leisure incentives are popular is they are seen as very personal – a bit of a treat – and something to look forward to and savour,” says Simon Kent, MD of Applied Intelligent Marketing. “Personal treats are one of the first things to go when the budget is tight, so especially in today’s economic climate, leisure incentives are very well received.”
Relaxation Day
Take it easy
As a means of motivating, incentivising and rewarding staff, experiences are extremely successful – they provide the individual with something different. “The opportunity to escape from the daily grind and everyday norm, even if it’s for half a day will appeal to the majority of people,” says Clement. A leisure activity incentive might only be half an hour, but the duration is irrelevant versus the need to provide an experience the recipient wouldn’t ordinarily have thought of doing. A leisure experience, when used as a promotional or incentive tool, is unparalleled as it’s such an emotive experience.”
Taking time out with a spa day is one way of de-stressing and relaxing. SpaFinder offers gift vouchers, virtual vouchers and cards for beauty and body therapies at almost 6,000 venues in 79 countries. The company also recently launched its Glambition health and beauty experience, redeemable at more than 650 UK venues, including spas, gyms and makeover studios.
“A luxurious spa experience is an indulgence that not all people can afford, and therefore is a popular reward or incentive for employees,” explains Cassandra Cavanah, executive director for SpaFinder Europe. “However, while this can be an extremely pampering treat, its true benefits to business lie in preventative health and wellness.
“Employers are recognising more and more the benefits of offering de-stressing and relaxing experiences for employees.”
For those who prefer a good cup of tea to a full-body massage, food and drink activities are also widely available – from afternoon tea at a top London hotel to a chocolate workshop, Indian cookery to cupcakes and cocktails. Or, how about a round or two of golf, a horse-drawn carriage ride to a country pub or a trip on an old-fashioned steam train.
“Experience-led campaigns have injected life, fun and enthusiasm into tough trading times. They create a buzz and personal interface for motivation programmes, sales promotions and employee benefits,” says Chris Smith, marketing director at Acorne PLC (Virgin Experience Days, Virgin Vouchers, Leisure Vouchers and Exhilaration). “Their success is built on the human desire to try new activities and share these life experiences with others.”
So not only do you benefit from de-stressed, happy and motivated employees – and hopefully decrease your staff absence levels, but you provide the stimulus for shared happy memories. After all, while a cash bonus is quickly spent and forgotten, an enjoyable experience, activity or leisure break will be remembered for years to come.
Marston employees enjoy leisure rewards
As part of its Key Holder staff development training programme, Marstons Inns & Taverns uses Virgin Experience Days to reward employees. The programme comprises on-the-job training, theory and training courses, with Virgin Experience Days gift cards awarded to staff who reach targets. For example, attaining supervisor level gains an employee a £100 gift card, while reaching assistant manager level merits a £250 gift card.
“We want to recognise the effort that goes into achieving Key Holder status and show our appreciation with something different,” says training manager Suzanne Harrison. “Virgin Experience Days have a wow factor and allow staff to choose an experience they perhaps wouldn’t buy for themselves.”
