Results from recent SITE member surveys show that the primary reason industry professionals join SITE is to “connect with a global incentive travel community.”
Showcasing just how far SITE’s own global incentive travel community extends, we’re venturing all the way from our Chicago HQ to “Down Under” where Jacob Smith, SITE Australia & New Zealand’s VP of Finance, shares some key insights from his perspective as an agency leader working in Sydney, Australia.
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Q: How did you start your career in the business events industry?
A: In 2019, I ventured into the business events industry by joining my family’s company. Initially, I was uncertain — family businesses can be complex. And over the past five years, the industry and our business faced significant challenges, from COVID-19 to the passing of my father in August 2023.
Despite these trials, I’ve become incredibly proud to carry on my father's legacy — and to work within this industry is deeply rewarding, as I believe travel is a powerful catalyst for transformation.
Q: Successful incentive travel programs are contingent on establishing and cultivating relationships. As an agency leader, how are you navigating cost pressures right now?
A: Regardless of any macroeconomic impact, the most effective practice is transparency and relationships. By removing ambiguity, we take the first step toward clear and concise communication for all stakeholders.
My team and I focus on treating every stakeholder with the respect and fairness we expect in return. This positions us to strategically leverage our network, negotiate effectively, and keep our business values at the forefront.
Q: Living in Australia, such a beautiful destination, what other places are on your bucket list?
A: I have been fortunate enough to travel to many places with my work, but the two top destinations on my bucket list are Egypt and Peru.
Q: The incentive travel industry moves at a rapid pace. From your perspective, what is the key to a healthy work-life balance?
A: I am the wrong person to ask this question because even though it may be cliché, if you love what you do you don’t work a day…
However, I always encourage my staff to spend 20% of their work week on any project they want outside of their immediate roles and responsibilities, but still in relation to the business. This enables everyone to feel like they are spending time doing something they are passionate about and pushes internal innovation.
Q: According to the 2024 Sustainable Development Report, which ranks 193 UN member states’ progress towards achieving the Sustainable Development Goals (SDGs) Australia ranks 37 out of 193 member states. Can you share some initiatives you’ve noticed Australia has taken to prioritize sustainability in incentive travel?
A: Australia is prioritizing sustainability and regenerative tourism in incentive programs through a few key areas: namely, responsible sourcing of sustainable suppliers that have environmental certifications or carbon offset programs; setting carbon-neutral targets for events; reducing transportation emissions; and supporting local economies.
To ensure the longevity of our industry, sustainability offers solutions for tomorrow’s challenges — and regenerative tourism offers a practical approach to reduce our carbon footprint.
You can also partner with local organizations that focus on restoring ecosystems, such as reforestation, or protecting endangered species.
If you’re a planner, incorporate cultural exchanges in your agenda when organizing an incentive travel trip.
As Jacob put it “travel is a powerful catalyst in transformation.” Wherever you may find yourself on the map, there are opportunities to grow, evolve and transform by finding ways to give back to the local community.
Thank you to Jacob for sharing your inSITEs with our community!
