SITE is launching a new “chapter-lite” membership option called “SITE affiliates.” Members will be able to form an affiliate in a country or region with less than 20 active SITE members, with guidance from SITE HQ. 

Our first affiliate, SITE Italy will be celebrating its launch during SITE NITE Europe later this month, just before IMEX Frankfurt begins.

SITE’s Head of Membership and Chapter Engagement, Dallas Lyons recently connected with one of SITE Italy’s co-leaders, Benedetto Consiglio, to chat about this exciting debut. 

--------------------------- 

Q: Can you tell us about your background and how you became involved with SITE?

A: This year, I am proud to celebrate 27 years in the hospitality industry. My journey began in my early twenties aboard a cruise ship, which sparked my passion for travel and luxury service. I later earned a degree in marketing and began climbing the ranks in hotel operations — from night auditor to concierge, and eventually transitioning into sales. 

My connection with SITE began in 2018 when I hosted a networking event at Rocco Forte Hotels in Rome for what was then SITE’s Italian Chapter. Their president, Chantal Fiorelli, generously gifted me a one-year membership. 

That moment marked the beginning of a wonderful relationship with SITE — truly love at first SITE! 

Q: What does being part of the global SITE community mean to you?

A: To me, being part of the global SITE community means access to a world of networking opportunities. As Regional Director of Group Sales for Rocco Forte Hotels Italy, being involved with an association that represents one of the most dynamic and thriving sectors, incentive travel, is truly an invaluable added value. It connects us with industry peers around the globe and opens doors to meaningful business opportunities and long-lasting relationships. 

Q: What motivated you to launch SITE Italy as a SITE affiliate?

A: My motivation was deeply rooted in love and pride for my country. During the 2024 SITE Global Conference in Türkiye, I was genuinely disappointed to see that Italy was not represented by an official chapter, especially given the important role our country plays as a top destination for incentive programs. 

That moment sparked a conversation with [SITE CEO] Annette Gregg and from there, we took the first steps toward the rebirth of a SITE Italy affiliate. It felt like the right time to bring Italy back into the SITE spotlight, where it belongs.

Q: What does this launch mean for the Italian incentive travel community?

A: The rebirth of SITE Italy as an affiliate is more than just a symbolic return: it is a powerful statement about the resilience and forward-thinking spirit of Italy's incentive travel community. 

It offers a platform for professionals to connect, collaborate, and elevate standards together. Through education, advocacy, and a strong international network, the SITE Italy affiliate will help shape a more dynamic, inclusive, and sustainable future for incentive travel in the country. 

Italy has always been a top-tier incentive destination with its unique blend of culture, cuisine, and natural beauty. Now, with refreshed strategies, stronger partnerships, and a deeper focus on sustainability and personalization, we are seeing a revitalized commitment to delivering unforgettable experiences. 

Having a dedicated, energized presence once again in Italy brings new momentum to the entire sector. It is not just about rebuilding, it is about reimagining, with this SITE Italy affiliate as a catalyst for fresh ideas, renewed trust, and global visibility.

Q: How do you think incentive travel is evolving?

A: Incentive travel in Italy and across Europe is undergoing a meaningful transformation. It is no longer just about luxury and reward: it’s about purpose, impact, and authenticity. 

One of the most significant trends we are seeing is a growing emphasis on social responsibility. Today’s programs are designed with a deeper awareness of their footprint, actively contributing to local communities and supporting sustainable practices. There is a clear shift toward creating experiences that leave a positive legacy.

Another exciting evolution is the focus on discovering hidden gems — those lesser-known, secondary destinations, of which Italy (and Europe) have plenty, that offer rich cultural experiences away from the crowds of the major cities. 

These places offer the kind of authenticity that today’s travelers crave. Participants are looking for stories to tell, places they can connect with and proudly share on their social media platforms. Incentive programs are answering that call by sourcing locations that are unique and deeply meaningful.

Ultimately, this evolution reflects a broader change in mindset: from transactional to transformational. Incentive travel is becoming a tool not just for motivation, but for creating lasting connections between people, places, and purpose.

Q: How can members from other regions support or connect with the SITE Italy affiliate?

A: Connecting with the SITE Italy affiliate is not only welcomed: it’s encouraged. We see ourselves as an open door to collaboration, dialogue, and mutual growth. 

Members from other regions can support us by engaging in joint educational initiatives, sharing best practices, and participating in cross-border networking opportunities. One of SITE’s greatest strengths is its global spirit, and Italy is proud to be part of that.

We are particularly interested in celebrating cultural diversity and exploring how global trends translate locally. At the heart of it, we believe stronger connections make our entire industry more resilient, more creative, and more impactful. We welcome every opportunity to collaborate because when one chapter or affiliate thrives, we all do.

Connect with Benedetto through the Member Directory if you want to engage with SITE Italy directly. 

For more information on starting a SITE affiliate, reach out to our Chapter Relations Specialist Dani Kloap at dkloap@siteglobal.com