inSITEs from SITE member Freddy Muller

Recipient of the Kevin Forde Spirit Award

We were thrilled to honor Freddy Muller as the newest recipient of the Kevin Forde Spirit Award at SITE Global Conference earlier this year.

See what makes Freddy a standout SITE member — and what he thinks is ahead for incentive travel and cruise lines.  


Q: How did you first get involved with SITE?

A: As I shifted from operations to sales, I had the pleasure of attending a “SITE University.” I quickly gravitated to appreciating what this association offered, personally and professionally. As I learned more about SITE, I was able to join Young Leaders in its early stages and from there, I never looked back.

Q: What inspires you to continue your involvement with SITE now? 

A: What inspires me still is partially the same reason why I joined: the ability to continuously grow as an individual and professional. As years do progress, 20+ years on, I am grateful that I can now start giving back, especially to Young Leaders, which was pivotal in my growth.

Q: What's been your favorite SITE-related memory or experience so far?

A: I appreciate the “So Far”! I have so many to choose from, but the first one that comes to mind was the ability to chair the Global Conference in Aruba.

This really helped me start getting comfortable being uncomfortable. Public speaking was not one of my comfort zones, but speaking in front of 250+ of your closest friends and colleagues really helps you embrace your fears. I will always be grateful for my co-chair, Wichita Villacres, during this conference.

Q: As a leader within the SITE community, how would you like to see the association grow and evolve in the next few years? 

A: We are reaching an era where a new generation is stepping into decision-making roles. These new up-and-coming leaders need associations like SITE to guide them and show the benefits of getting involved. Young Leaders can be the platform to help drive this guidance. I would like to see continued support and growth of this division.

Q: Give us some insider insights related to the role you play within the larger incentive travel landscape. What's “new and next” for cruise lines right now, in relation to incentive travel?

A: Cruising is becoming increasingly popular in the MICE (meetings, incentives, conferences, and exhibitions) sector. The Incentive Travel Index indicates a rise in awareness and demand for cruising.

While we were once considered a wildcard alternative when presenting to clients, we are now a viable option. Cruise lines have dedicated teams responsible for managing meetings and incentives. For instance, each of Royal Caribbean's ships has designated venues for hosting meetings and incentives of various sizes.

Our thanks — and repeated congratulations — to Freddy for bringing his leadership talents and inSITEs to all he does as part of the SITE community!

Written by

SITE Staff


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