US Motivation knows that no two individual travel experiences are the same. Which is why, as part of its high-end Elegant Escapes individual incentive program, it offers a concierge service for winners — a dedicated person to help plan and customize trips. Requests have ranged from getting theater tickets to coordinating a picnic lunch in Napa Valley to addressing the concerns of a winner who was afraid to travel.

“The concierge is an extremely experienced, high-touch leisure travel expert,” says Mike Hadlow, president of Atlanta-based USMotivation. “Winners work with the same individual the whole time,” he adds. “They don't even have to call us when they find out they won — our concierge contacts them with a list of questions to start making arrangements.”