A tribute to Robert J. Guerriero


Robert J. Guerriero | July 3, 1932 – November 19, 2022

We received sad news in this week, in learning of the passing of one of SITE’s founders, Robert J. Guerriero. Remembered by many as a treasured friend and colleague, we’ve shared a brief tribute to Robert’s immense legacy here.

SALEM — Mr. Robert J. Guerriero 90, of Salem, beloved husband of Christine M. (Sullivan) Guerriero, died peacefully Friday, November 18th, 2022, at Salem Hospital after a valiant battle with illness.

Mr. Guerriero was ahead of his time in many ways. He was a true innovator in the incentive travel and the marketing industry.

As a pioneer creating a totally new business, Bob was well-respected throughout the world. By offering incentive travel programs to Fortune 500 companies, The Journeymasters [founded by Bob in 1968] allowed these companies to reward their exceptional performers with once-in-a-lifetime travel experiences. He was often thanked for helping these companies drive performance to new and great heights.

Bob was a renaissance man and true creative genius. He loved to create once-in-a lifetime experiences for his clients. From toga parties in Rome, magical dinners on the Orient Express, and the first dinner at the foot of the David statue in Florence, if he dreamt it, it became a reality through his hard work and professional acumen.

Highly respected throughout the incentive travel industry, Mr. Guerriero was one of four founders and the first full-term President of the Society of Incentive Travel Executives. He was the first President of SITE Foundation and was the recipient of the SITE — Lifetime Achievement Award.

He was also named an honorary citizen of Venezuela and named Tourist Personality of the year for Rio de Janeiro, Brazil. He served seven years on the IT&ME Advisory Council and 10 years on the Las Vegas Corporate & Incentive Travel Council.

A true grandfather of the incentive travel industry, throughout his career he was credited with too many “Firsts” to mention. He was a true pioneer and trailblazer in the industry. There is a long list of people Bob graciously mentored and changed their lives. Bob taught all he knew to be the best at what they do.  

You can find the full obituary here.

Arrangements: Robert’s funeral will be held from O’Donnell Cremations – Funerals – Celebrations, 84 Washington Sq., (at Salem Common) SALEM, Monday, Nov. 28th at 10:15 A.M. followed by his funeral Mass at the Immaculate Conception Church in Salem, MA, at 11 A.M. Relatives and friends invited. Burial in Greenlawn Cemetery, Salem. Visiting hours Sunday, Nov. 27th from 3 to 7 P.M.

Expressions of sympathy may be made in Robert’s memory to the American Liver Foundation at

To share a memory or offer a condolence, please visit

Written by

SITE Staff


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