Menu

Contact Us
anniversary-celebration-castle

A DHL Incentive Experience in Málaga

Anniversary Celebration In The Netherlands

Scroll
Client DHL
Type Incentive & Leadership
Location Málaga, Spain
Date December 2025
Guests 50
Services Venue, Event, Management

"After an intensive strategic offsite in Madrid, DHL needed contrast — not more content, but connection."

The Context

Creating Contrast After Strategy

At the close of the year, DHL brought together its Benelux & Nordics leadership team for a strategic offsite, beginning with an intensive working session in Madrid.

The second part of the program was designed as a deliberate counterbalance: a move south to Málaga, where the focus would shift from strategy to connection.

The objective was not simply to reward the group, but to create space — mentally and socially — for reflection, conversation and shared experience.

Visual Storytelling Transforms Engagement

The brief

The objective was not simply to reward the group, but to create space — mentally and socially — for reflection, conversation and shared experience.

Strategic Approach

Flow over fulfilment

The guiding principle behind the Málaga program was flow. Rather than packing the agenda with highlights, the experience was designed as a narrative journey, moving between city and nature, activity and stillness, group moments and individual freedom.

Each element served a clear purpose:

01

Arrival without friction

Seamless transition from travel to experience.

02

Immersion into local life

Authentic moments over tourist traps.

03

Perspective through nature

Using landscape to shift mindset.

04

Connection around the table

Food as the catalyst for conversation.

A Warm First Impression
Arrival in Málaga

A Warm First Impression

Upon arrival in Málaga, guests were met at the airport and transferred to Only YOU Hotel Málaga, a centrally located design hotel overlooking the harbour and historic city centre.

Only YOU Málaga was selected for its ability to combine contemporary elegance with a relaxed, welcoming atmosphere. Its interiors feel refined yet informal, setting the tone for an incentive that was high quality without being rigid. The hotel’s location allowed the group to experience Málaga immediately on foot or by bike, reinforcing a sense of arrival rather than transit.

After check-in and a short moment to settle, the program began gently.

Visual Storytelling Transforms Engagement
Discovering the Coast

Biking to Pedregalejo

The first afternoon was designed to bring the group into the rhythm of the city. Guests set off on a relaxed biking tour along the coast towards Pedregalejo, a traditional seaside neighbourhood.

Lunch was hosted at Las Palmeras, a beachfront restaurant where classic Spanish dishes were served in an informal setting.

Incentive Travel in Amsterdam

"Suspended between cliffs and open sky, the experience shifted perspective."

Results

Outcomes & Impact

01

An emotional shift from strategy to connection.

02

Strengthened relationships through shared experience.

03

A memorable journey, not just a trip.

Reflection

Why This Worked

  • ✓ Strategy and incentive were separated, yet emotionally connected
  • ✓ Destination choice was intentional and balanced
  • ✓ No filler moments, every element had a reason
  • ✓ Invisible execution allowed guests to stay present
Conny Becker

Conny Becker

Senior International Event Manager

With more than 20 years of experience in international event coordination, Conny is known for her proactive approach, strong problem-solving skills, and meticulous attention to detail. She anticipates challenges with ease and ensures every aspect of an event is planned to perfection.

Fluent in German, English, and Spanish, Conny’s positive, sociable nature allows her to adapt effortlessly to diverse situations and teams. She is passionate about creating structured, memorable events that run seamlessly from start to finish.

In her free time, she enjoys spending time with her partner and friends, being in nature, and dreaming of one day having a home with a large garden full of animals.

Lidia Valverde Rodriguez

Lidia Valverde Rodriguez

Senior International Event Manager

With over 25 years of experience in national and international corporate events, Lidia specializes in the automotive and MICE sectors across Europe. Her German–Spanish heritage and fluency in Spanish, German, and English give her a unique intercultural perspective, allowing her to quickly adapt to client needs.

Lidia is passionate, proactive, and flexible — equally comfortable leading projects or collaborating within a team. Known for her strong communication and negotiation skills, she is dedicated to creating events that exceed expectations for both attendees and organizers.

In her free time, she enjoys exploring new countries and cultures and spending time with dogs.

Jacqueline Hulscher

Jacqueline Hulscher

Managing Director @ EVENTÔIR

With 12 years of experience in international event management, Jacqueline leads Eventôir with a clear vision: to create seamless, high-impact events that leave a lasting impression. Having grown up in Spain, she works fluently in English, Dutch, and Spanish, which allows her to collaborate effortlessly with clients and partners around the world.

She has successfully delivered complex projects for global brands, including multi-day programs for up to 7,000 participants across 20 venues. Known for her meticulous planning, creative concepts, and ability to unite diverse stakeholders, Jacqueline blends business objectives with memorable guest experiences. Her flexibility and attention to detail have earned her a reputation as a trusted partner for brands seeking both elegance and flawless execution.

Outside of work, she is passionate about exploring new destinations and planning unforgettable trips. She enjoys staying active with nature hikes, gym workouts, Reformer Pilates, and Yin Yoga. She also loves cooking Mediterranean-inspired dishes, good coffee, and photography, with a special interest in interior design.