Incentive travel oftentimes is a MICE industry segment that many “fall into.” 

For our latest Member Spotlight, SITE’s Head of Membership and Chapter Engagement Dallas Lyons connected with AIC Hotel Group’s Jeorge Zepeda about his fortuitous path into the industry. 

Q: How did you start your career in incentive travel? 

A: Like many, I fell into our amazing industry. Initially, I had a financial focus in school. A friend/mentor noticed the joy I expressed when socializing and suggested I try hospitality. 

That’s when I started my hospitality career, as a pool attendant. I eventually worked my way to the Regional Director of Sales for the Southern Plains with AIC Hotel Group, where I have proudly been for the past 14 years. 

Q: Would you have any advice for students who may be graduating and preparing to choose a hospitality — or incentive — career?

A: It’s ok not to “succeed” at first. Remember — everything has a learning curve. Stay focused and continue pushing for what you want to accomplish. Find a mentor that can help you see things differently, listen to the seasoned professionals around you and take the best and put into practice.

Q: What do you find most exciting about creating unforgettable experiences? 

A: The realization of helping someone accomplish their dreamed or visioned program to elevate their guest experience to the next level is gratifying. 

Q: Do you have an experience that you’ve curated that sits at the top of your “unforgettable” list? 

A: Many years ago I was based at the Hard Rock Hotel Vallarta in Puerto Vallarta, México, and I was tasked to create an experience for industry professionals that involved learning about the destination, Mexican culture and our brand. 

I set out to the most cultural locations of the city that provided heritage, culinary and local flare, by showcasing landmarks, history, heritage, culinary and hospitality highlights of the destination that would help the participants understand the cities best attributes and reason for people to visit Puerto Vallarta and our property.

From this I created one the best “Amazing Races” I’ve been a part of as I, too, learned many things.

Q: What are your bucket list destinations, and what are you looking forward to most when you visit? 

A: (1) Japan — I’ll be visiting in March 2025 with my wife, 6-year-old, and 13-year-old. We are looking forward to the Japanese hospitality, authentic cuisine and culture.

(2) New Zealand — beautiful culture and all the natural landscapes of the island. 

(3) Greece — rich history, authentic cuisine and culture.

Wherever you may find yourself in your career, remember to enjoy every moment. Whether you are a college student choosing your career path, or an experienced veteran checking destinations off your bucket list – we have a unique opportunity to visit places and people many people only dream about. 

And for those looking to jump in and engage: SITE Young Leaders recently launched applications for the 2025 edition of their Mentoring Members program. This 12-month mentorship program gives members opportunities to volunteer as a mentor or a mentee. 

Learn more about SITE’s mentorship program here, with applications for the 2025 program due by November 29, 2024.