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When ITA Group Inc. set up shop in 1963, company officials planned to operate a full-service retail travel agency in Des Moines. Soon thereafter, they realized the potential in the emerging incentive travel industry.
Working mostly with large insurance companies, ITA designed and operated incentive travel programs primarily in the Caribbean, Europe and the Pacific Basin. It became nationally known as an incentive specialist leader.
ITA has come a long way from just issuing airline tickets. In 1994, the group formed two subsidiary corporations, Performance Awards Inc and International Travel Associates.
Performance Awards handles merchandise award redemptions. For example, Monsanto's Weardated division. Carpet sales people across the country have a performance award card that has a value based on earned credits. Members receive a statement each month relaying how much value the...