International Women’s Day is a moment to celebrate the achievements of women, reflect on progress made, and recognize the work still ahead in building a more equitable industry.
At SITE, our global community is shaped by extraordinary women — leaders, mentors, innovators, and rising professionals who contribute their time, talent, and perspective to move the incentive travel industry forward.
This year, we invited volunteer leaders and members of the SITE team to share their reflections on leadership, opportunity, and the women who have inspired them along the way.
Emily Parsons, Event Specialist, SITE
A woman who influenced your career
I have two. My mom taught me what comes from hard work and determination. Being a single mom wasn’t easy, but she put herself through college while working and raising me. My grandma also showed me how to be a fierce woman in the workforce. She was a total spitfire and even at 4’11” made sure she was heard. I’m incredibly grateful to have been surrounded by strong women who helped shape the woman I am today.
One piece of advice for women entering our industry
Be a sponge and absorb everything around you. Learn as much as you can from strong leaders in the industry. You’ll be surprised at how tight-knit the industry really is, and that community can make building connections much easier.
One word that describes women in our industry
Goal-getters. The women around me set high goals and constantly push themselves to go further. That drive says a lot about who we are and how we move the industry forward.
Hasan Dinc, 2026 President, SITE
A woman who influenced your career
Lyonne Prins. I first met her nearly 35 years ago when she was escorting AHI movements across Europe. Even then — before titles, before Vice President, before years of leadership — you could feel it. Her confidence, her warmth, her command of a room. She was Dutch, she was direct, and she had a wonderful way of making everyone around her feel both cared for and challenged at the same time.
What she taught me was simple but profound: professionalism is not a uniform you wear — it is who you are, whether anyone is watching or not. Lyonne was the same person in every room, in every country, at every moment. That consistency, that authenticity, stayed with me.
One piece of advice for women entering our industry
Don’t wait for permission to lead. The incentive travel world is built on relationships, trust, and the ability to inspire people — qualities that have nothing to do with hierarchy or tenure. Lyonne didn’t rise because she waited her turn. She rose because she showed up fully, every single time.
One word that describes women in our industry
Pillar. Because behind the programs, the logistics, the relationships, and the culture, there are women holding everything up — often quietly, always powerfully.
Jennifer Attersall, 2026 President – Elect, SITE
A woman who influenced your career
My mum has been the single greatest influence on my career and on the person I am today. She came from extremely humble beginnings, starting work at a very young age selling newspapers in Hong Kong to help support her family. She never stopped working and always put her family first. Growing up, she worked multiple jobs while raising my sister and me, often on her own when my dad was deployed for months at a time. Through her actions, she taught me that hard work keeps you grounded, humility is a strength, and women are incredibly resilient. She showed me that it is possible to work hard, care deeply for your family, and still move forward with determination and grace.
She has also been my biggest cheerleader, constantly reminding me never to fear failure—because every setback only makes you stronger.
One piece of advice for women entering our industry
Believe in yourself. The ceilings are made to be broken. Surround yourself with a strong circle—people who lift you up, challenge you, and are there for you on both the best days and the hardest ones.
One word that describes women in our industry
Fierce. Women in our industry lead with strength, resilience, and confidence. They advocate for themselves and others, push boundaries, and show up every day ready to make an impact.
Mella Whitaker, Sponsorship Relations Specialist, SITE
A woman who influenced your career
As my first boss in the entertainment industry, Ginger Harris profoundly shaped my career and character. She taught me to lead with kindness and trust, to take ownership of both success and failure, and to carry integrity and humility into everything I do. Her example reminds me that true success lies not just in achievement, but in how we show up in every part of our lives.
One piece of advice for women entering our industry
Build strong relationships and a reputation for reliability. Seek out and support other women as mentors and peers, and confidently advocate for fair opportunities, pay, and leadership — for yourself and for those who follow.
One word that describes women in our industry
Tenacious. We navigate constant change, tight timelines, and high expectations with grace and grit. That tenacity shows up in creative problem-solving, attention to detail, and an unwavering commitment to delivering unforgettable experiences.
Jonathan Richards, 2026 President, SITE Foundation
A woman who influenced your career
Rachel Williamson. Rachel was my boss earlier in my career and today remains a respected industry colleague and dear friend. She taught me the importance of leading with both professionalism and humanity. Rachel has always had the rare ability to combine strategic thinking with genuine care for the people around her. From her I learned that great leadership in our industry isn’t just about delivering exceptional experiences — it’s about lifting others along the way and creating environments where people can thrive.
Advice for the next generation of women
Be confident in the value of your perspective. Our industry thrives on creativity, empathy, and connection — qualities that many women naturally bring to the table. Don’t wait to be invited into the conversation. Step forward, share your ideas, and trust that your voice belongs in the room.
One word that represents women in our industry
Remarkable. Women consistently bring energy, creativity, and resilience to this industry while building relationships across cultures and delivering experiences that inspire people around the world.
Aoife McCrum, Head of Marketing, SITE
A woman who influenced your career
My mom. She showed me what strength looks like in everyday life — not just in big moments, but in how she treats people. She taught me to be thoughtful, to consider how decisions affect others, and to lead with empathy. I naturally try to be the person who connects teams and perspectives, making sure we think about how something will land with colleagues across departments and roles.
Advice for the next generation of women
One of my favourite sayings is: “It takes courage to be kind.” Kindness in leadership isn’t weakness — it’s courage.
One word that represents women in our industry
Empathetic. Our industry is built on connection and experience, and women bring an incredible ability to understand people, build bridges, and create environments where others feel seen and valued.
