SITE CEO Annette Gregg began 2024 by presenting SITE members with an update on the state of the incentive travel industry and SITE itself.

The session focused on challenges and opportunities facing both the industry at large as well as SITE — as the world’s only association focused exclusively on incentive travel.

Here are some of the topics the address covered, with a full replay available to members via SITE’s LearnHub online education portal.

State of the incentive travel industry

Annette launched Friday’s address by quickly touching on major tailwinds and headwinds likely to affect the incentive travel industry this year.

She stressed the many “blue sky opportunities” for planners and supplier partners have, including growth in incentive program budgets; a rise in the number of business events overall; more expansive destination selection; and innovations in program design, driven largely by millennials and Gen Z employees continuing to slot into more decision-making and attendee roles.

Challenges are also present though, Annette cautioned. She pointed to continued struggles in repairing and restoring relationships throughout the incentive industry supply chain; rising safety and security concerns from tense geo-political conflicts; compressed availability of luxury and upscale hotels; and the need to follow new sustainability directives countries, regions, and even US states are codifying into law.

State of SITE

After reviewing industry conditions, Annette turned to SITE-specific updates. She began by debuting the association’s newly launched strategic plan.

The strategic plan is composed of four overarching pillars:

• Community and connections
• Education and resources
• Impact and awareness
• Organizational excellence

Annette explained what each of these pillars include, before then listing key initiatives that will shape SITE’s main focus and priorities for the rest of the year.

She ended the session by highlighting recent successes of SITE Foundation. The association’s 501(c)(3) nonprofit arm gave out a record amount of scholarship and grant funding in 2023 and will look to build on this record in 2024.

Members can watch a full replay of Annette’s address and tune in for all SITE-specific updates via the LearnHub.