Brooklyn: The Ultimate ‘Take Over the Neighborhood’ Destination

by Pádraic Gilligan, Co-Founder, SoolNua & Consultancy / Research, SITE

For years, the Incentive Travel Index has consistently ranked “new destinations that you haven’t been to before” as the top choice in destination selection. This aligns with the growing demand for fresh, unexpected incentive destinations—places that break away from the conventional luxury mould and instead offer a deeper, more immersive experience.

Enter Brooklyn.

A borough that has spent the last decade quietly reinventing itself, Brooklyn has gone from an edgy alternative to Manhattan to a full-fledged destination in its own right. Its appeal lies in its organic, layered identity: an artistic and culinary playground, a hub of indie entrepreneurship, and a global melting pot where culture thrives. But what makes Brooklyn truly exceptional for incentive travel is its ability to deliver a “take over the neighborhood” experience—one where qualifiers don’t just visit, they live Brooklyn, staying in multiple hotels, exploring diverse culinary scenes, and embracing the borough’s creative energy.

Why Brooklyn? The Evolution of an Incentive-Ready Destination

Brooklyn’s transformation was driven by a unique alchemy: creativity, affordability (at least in the beginning), and an influx of makers, artists, and food pioneers priced out of Manhattan. What started as an alternative movement has now matured into an ecosystem where boutique hotels, indie fashion, Michelin-starred restaurants, and live music venues sit alongside family-run delis and age-old pizzerias.

Incentive planners looking for a destination that blends authenticity with high-energy exclusivity will find Brooklyn a dream canvas. There’s no need for the traditional “big box” incentive resort experience here. Instead, Brooklyn invites groups to spread out, staying in an eclectic mix of boutique hotels and immersing themselves in a dynamic urban fabric where every street corner tells a story.

Where to Stay: Brooklyn’s Boutique Hotel Scene

Brooklyn’s hotel scene is tailor-made for incentive groups seeking a distinctive, non-traditional setting. Rather than anchoring an experience to a single large-scale resort, incentive qualifiers can be strategically placed across multiple properties, each offering its own personality while remaining interconnected within the neighborhood.

• Wythe Hotel – The original Williamsburg game-changer, the Wythe opened in 2012 in a restored 1901 factory. With exposed brick, industrial-chic vibes, and a rooftop bar boasting unbeatable Manhattan skyline views, it’s a must-stay for groups seeking a Brooklyn-cool atmosphere.
• The Hoxton – A London-born brand that’s found a natural home in Williamsburg, The Hoxton is effortlessly stylish, with cozy communal spaces that encourage networking and an impressive F&B program that perfectly complements an incentive itinerary.
• Arlo Williamsburg – With its modern aesthetic, floor-to-ceiling windows, and buzzing rooftop lounge, Arlo captures the essence of Brooklyn’s contemporary edge. Its smaller footprint makes it ideal for intimate incentive groups.

By distributing qualifiers across multiple properties, an incentive program in Brooklyn achieves something that’s impossible in more traditional destinations: a full neighborhood takeover, where attendees weave in and out of different hotel spaces, meeting in trendy coffee shops, independent bookstores, and vibrant cocktail bars instead of the usual hotel lobbies and ballrooms.

Experiences That Define Brooklyn Incentives

Beyond its hotels, Brooklyn’s unique incentive offering lies in its immersive experiences—events that go beyond the standard gala dinner or VIP cocktail reception and instead deliver once-in-a-lifetime, hyper-local moments.

• Brooklyn Bowl – Part bowling alley, part live music venue, Brooklyn Bowl is where groups can let loose in a high-energy, unpretentious setting. Book a private event, pair it with a curated local food menu, and let attendees experience the kind of venue they’d never find in a traditional incentive setting.
• Smorgasburg – No Brooklyn incentive is complete without a deep dive into its food scene. Smorgasburg, the legendary open-air food market, offers a chance to experience the borough’s innovative gastronomy firsthand, from artisanal tacos to hand-rolled ramen.
• Kith – For fashion-focused incentives, a private shopping experience at Kith, Brooklyn’s global streetwear powerhouse, provides an ultra-hip take on branded gifting. Imagine qualifiers designing their own custom sneaker collabs or getting a private shopping session at the flagship.

M&I Flagship: A Showcase of Brooklyn’s Potential

A prime example of Brooklyn’s suitability for incentive travel was the recent M&I Flagship event, where I had the privilege of delivering the keynote address. M&I’s decision to host their event in Brooklyn was a masterstroke—choosing a location that is forward-thinking, dynamic, and reflective of where incentive travel is headed. The event captured the essence of what makes Brooklyn special: spaces that buzz with energy, settings that break the mold, and a cityscape that feels alive with possibility.

M&I demonstrated that Brooklyn isn’t just a side trip from Manhattan—it’s a primary destination in its own right, perfectly positioned for incentive groups looking for authenticity, exclusivity, and a break from the expected.

Brooklyn: immersive, hyper-local experiences

Brooklyn’s rise as an incentive destination underscores a broader trend: the move away from predictable luxury toward more immersive, hyper-local experiences. As incentive planners look to create programs that resonate deeply with attendees, Brooklyn provides the perfect setting—one where groups don’t just stay in a city, but become part of it.

By embracing Brooklyn’s boutique hotels, vibrant food scene, and dynamic cultural landscape, incentive programs can craft experiences that are as exclusive as they are authentic. The era of neighborhood takeovers has arrived—and Brooklyn is leading the charge.

So what are the other neighbourhood areas around the world where you could do this? I’ll be London has another great example?