Case Studies
2026.08.31
Client: Korean life insurance company
Participants: 120 in the first group, 45 in the second group
Destination: Chiang Mai, Thailand
Period: July 2026
Summary
・Drawing on more than 10 years of experience with the client to develop a proposal that exceeded expectations
・Preparing alternative programs and a 24-hour support system for weather disruptions and sudden schedule changes
・Balancing quality, budget, and flexibility through on-site inspections and close coordination with local partners
・Creating a consistent branded experience from the hotel to a special outdoor dinner, earning high praise from the client
Speakers
LOTTE JTB Co., Ltd.
MICE Team
Manager
LOTTE JTB Co., Ltd.
MICE Team
At the request of a Korean life insurance company, Lotte JTB planned an incentive tour to Chiang Mai, Thailand, for sales managers who had achieved outstanding results. The program was conducted in two groups to provide participants with a premium experience while balancing safety and satisfaction.
Several travel companies competed for the project. Lotte JTB first won the client’s business for an event held in Spain in 2013 and has continued to manage its overseas events for more than 10 years.
For this project, the entire team reviewed previous programs and refined new ideas that would further distinguish the experience. Lotte JTB was selected once again based on its deep understanding of the client, proposals that went beyond the basic requirements, safety-focused operating structure, and detailed consideration for participants.
The top priority was balancing participant satisfaction with safety. Chiang Mai in July can experience intense heat and heavy rain, which could affect activities like golf and sightseeing. Alternatives were therefore required, together with a safety management system capable of responding quickly at night or in an emergency.
Careful budget control was another challenge. On a large incentive tour like this, costs can fluctuate due to additional orders, including alcoholic beverages at group meals, or same-day restaurant changes. The plan needed enough flexibility to accommodate changes while remaining within the overall budget.
It was also essential to create an experience worthy of participants who had delivered exceptional results. Beyond simply arranging hotels and restaurants, the client wanted its brand to be present on everyone’s minds throughout the stay. Having managed the company’s events for more than a decade, Lotte JTB also needed to distinguish this program from previous tours and deliver an even higher level of satisfaction.
・Securing multiple options in preparation for weather disruptions and same-day changes
・Establishing responsive emergency support and safety management systems
・Verifying quality, cost, and feasibility through an on-site inspection
・Designing a consistent branded experience that participants would remember
Lotte JTB prepared indoor alternatives such as massages, shopping malls, and museums in case golf or sightseeing became difficult. Cooling sheets, sunscreen, and mosquito repellent were also distributed at Incheon International Airport to make sure participants were prepared for the local climate before departure.
Before departure, participants received guidance on local laws and precautions for going out at night. In Chiang Mai, a KakaoTalk group including the guides was created for each bus that served as an emergency communication network.
Each bus was assigned one Korean guide and one Thai guide. Staff were also stationed at the hotel and were available around the clock, ensuring that participants could receive prompt assistance whenever needed.
After winning the project, Lotte JTB traveled to Chiang Mai with the client’s representatives and directly inspected more than 80% of the arrangements included in the proposal, including hotels, golf courses, restaurants, and other facilities.
The teams also agreed in advance on how to adjust the program if food and beverage costs changed. This preparation helped maintain the quality of the experience while keeping the tour within budget.
Lotte JTB selected local partners who understood the client’s requirements and the nature of the event, and who could communicate quickly by email and KakaoTalk. Multiple options, particularly for restaurants, were secured in advance so the team could respond flexibly to requests and changing conditions on the day.
Dining venues were selected primarily from restaurants listed in the Michelin Guide, with kimchi and gochujang available at each lunch and dinner. Welcome banners, logo-branded fruit, table cards, and other customized details were arranged at the hotel, golf course, and restaurants, creating consistent touchpoints with the client’s brand throughout the trip.
For dinner on the third day, Lotte JTB selected an outdoor venue with a traditional Thai atmosphere. Participants enjoyed photo opportunities with staff in distinctly Thai attire, dedicated photo spots, and cultural performances. A popular local band also performed Korean songs, combining the character of Chiang Mai with a familiar and welcoming experience for the guests.
The first of the two incentive tours was a major success. The golf program, which involved 100 participants across 10 groups, received particularly strong feedback. Despite the scale, all groups began at the same time, completed their rounds within a similar timeframe, and moved smoothly into lunch. The precise management of the overall schedule minimized waiting and kept the program running efficiently.
Participants also praised the Michelin Guide-listed restaurants, high-quality massages, hotel yoga, and private dinner. Three of the client’s division heads described it as the best event the company had held in Southeast Asia.
The results were made possible thanks to Lotte JTB’s deep understanding of the client, built through more than 10 years of collaboration, and to the team-wide approach to continually refining proposals. Close coordination with the client and local partners allowed the team to anticipate weather disruptions and sudden changes, then translate proposals into reliable on-site operations.
The JTB Group’s strength lies in its ability to propose programs aligned with each client’s objectives and budget, and to reliably carry them through with attentive service through to the very end.