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Incentives causes a vast boost in sales performance

Case Study


Industry: Industrial Equipment

Service: A week-long incentive program in Thailand to reward 37 top selling delegates

Location: Thailand


The client, a global leader in the capital goods sector, offers an annual incentive to the dealer network that sells its equipment and vehicles. CWT Meetings & Events was appointed to design and deliver a unique week-long incentive program to reward the top sellers. The main objectives were to:

  • Design and deliver a week-long reward for 37 guests, with three weeks from contract to event
  • Devise an activity program that is exciting and memorable


In keeping with the industrial equipment industry trend of short event lead times, CWT M&E had only three weeks from contract to delivery. Despite this the challenge was met to create an exciting incentive for 37 attendees of various levels. The client wanted to reward them with a seven-day break in Thailand, enjoying five-star accommodation, traditional cuisine and an activity every day.

Joseph, parts and services sales manager was keen to ensure that employees felt confident to enjoy the cultural experiences in a different country.


CWT M&E identified the best flight options to deliver attendees from around the UK and Ireland to Bangkok and then to Koh Samui. When fares increased in the short time before the booking was finalized, CWT M&E account manager, Chris and team proactively sought to secure savings from other suppliers to ensure the total spend remained within budget, without compromising the quality of the program.

“With the cost of the flights growing, we looked again at the accommodation and used our global knowledge and supplier relationships to select different hotels, offering the same level of service and experience but where we could negotiate a better price,” explained Chris.

The incentive program needed two hotels, one in Bangkok at the start and end of the trip and another on the tropical island of Koh Samui for several days in between. Account manager Sarah’s negotiation with both hotels secured total savings of about 25 percent.

An exciting and culturally focused itinerary was created by Sarah, with an additional day in Bangkok added to the brief at the client’s request. The experience included: meals in a range of local restaurants; visits to temples; an elephant ride; swimming in a waterfall; kayaking; Thai massage, cooking class and boxing class; traditional dancers and musicians; and a spectacular gala dinner and beach party. Sarah was keen the attendees got the most of their itinerary and had plenty of free time to allow guests to explore on their own, rest and enjoy the beautiful beach.

Chris added: “Our local knowledge allowed us to select restaurants that have always provided our clients with great service and were often located off the beaten track. We provided unique little touches such as ready supplies of drinks, cold water and cold towels, plus unique moments such as a traditional greeting for guests at the airport with flower garlands.”

The client celebrated its guests’ successes at the gala dinner which had been set-up in the hotel garden for the event, where traditional Thai performers entertained the attendees.

After dinner, guests moved to the beach where they sat on beanbags to watch fire dancers perform to loud club music. Then everyone released paper lanterns into the sky and returned to the hotel for a big party, dancing to a DJ, playing fairground games and browsing stalls of traditional crafts.

Even the best planned events can be disrupted, but Sarah reacted quickly to sudden, dramatic changes in weather. When heavy rain caused some roads to be closed while the group was on a mountain safari in a convoy of 4x4 vehicle quickly the itinerary was adapted. Everyone was issued with a raincoat and posed on the tops of vehicles for photographs, before heading to a local restaurant. Attendees said the risk of getting stuck in the mud added to the adventure!


“Sarah integrated into the group very easily. They became one of us, but had clear leadership, and was really fantastic. I have been on some trips where I have had to liaise with agencies daily, but the team were speaking to local reps morning, noon and night, so there was nothing to worry about. It was a dream. I couldn’t have asked for better representatives.”

The tangible benefit of this for Joseph was that he was free to concentrate on the guests to improve relationships.

Joseph was impressed with the quick and efficient way Sarah handled last-minute requests. Joseph added: “That is the type of agency I always want to work with. I would want to work CWT M&E again.”

In terms of ROI, not only was the team incentivised to earn a place on this trip, but since guests have returned their performance has improved.

Joseph concluded: “This trip has made the dealers feel better connected to the company than ever before – they are working even better and are now best-in-class.”

Quick facts

  • 37 attendees
  • 100% positive feedback
  • 25% savings on hotel spend


“The location and set-up was fantastic. I have worked with many different agencies and this was the best experience. It was very well organized from start to finish, which was particularly impressive for a 24,000-mile round trip.”

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