As I reflect on my time at the SITE Global Conference in Tulum, Mexico, hosted at the beautiful Hilton Tulum Riviera Maya All-Inclusive Resort, I’m reminded once again why I love this industry. Incentive travel is a powerful business tool, and the conversations, insights, and connections from this event reinforced just how much the industry is evolving.
From the strategic business case for incentive travel to the impact of AI and the growing emphasis on cultural immersion, there was no shortage of thought-provoking discussions. However, a few key themes stood out to me, each shaping how we at Bishop-McCann approach client solutions and design extraordinary experiences.
1. The Business Case for Incentive Travel Is Evolving
It’s no secret that incentive travel has long been a driver of performance, engagement, and loyalty. What’s shifting is the way companies evaluate its effectiveness. Hard benefits (such as ROI, revenue growth, and productivity) are still at the core of the conversation. However, the industry is seeing a heightened focus on soft benefits that contribute to long-term organizational success.
Discussions at SITE reinforced that incentive travel is no longer just about rewarding top performers; it’s about shaping company culture, driving engagement, and reinforcing values. When designed strategically, these programs don’t just recognize achievement, they inspire behavior change, cultivate a sense of belonging, and foster deeper emotional connections between employees and the brand.
At Bishop-McCann, we’re increasingly helping clients position their programs not just as sales incentives but as culture-building experiences. Companies that integrate this mindset into their total rewards strategies will see long-term gains in engagement and retention.
2. AI Is Driving Innovation and Efficiency in the Industry
AI was a hot topic throughout the conference. While everyone is at different stages of adoption, one thing is clear: it’s here to stay, and it’s already reshaping our industry.
From personalized attendee experiences to predictive analytics for program optimization, AI is helping planners create more efficient, impactful programs. Conversations ranged from how AI can assist in content generation and marketing automation to its ability to enhance budget forecasting and program measurement.
One of the biggest takeaways for me is that AI isn’t just about automation; it’s about augmentation. It’s not replacing creativity or relationship-building (which are at the heart of incentive travel). Rather, it’s helping us work smarter, freeing up time for deeper strategic thinking and innovation.
3. Cultural Immersion and Transformation Through Travel Are at the Forefront
A major theme that resonated throughout SITE Global 2025 was the increasing demand for true cultural immersion. Today’s top incentive programs aren’t just about luxury and exclusivity; they’re about transformation.
Attendees no longer want to just visit a destination; they want to experience it in an authentic, meaningful way. Companies are seeking deeper, more intentional connections between their programs and the culture of the places they visit. This means that destination selection is more thoughtful than ever, with planners going beyond simply selecting a luxury resort to curating local experiences that educate, inspire, and leave a lasting impact.
At the Hilton Tulum, we saw firsthand how immersive cultural elements can be seamlessly woven into an incentive travel experience. Whether it was engaging with the rich history of the Mayan civilization, experiencing local cuisine prepared by indigenous chefs, or participating in sustainability initiatives, these moments reinforced how authentic storytelling through travel can create more profound emotional connections.
For clients, this means rethinking how destination choices and program design reflect their company’s values and aligning their incentive strategy with a greater sense of purpose.
4. Incentive Travel Is a Tool for Strengthening Organizational Culture
One of the most compelling discussions at SITE was around how incentive travel is increasingly being used as a solution for broader corporate challenges, particularly those related to organizational culture.
With hybrid work environments and workforce expectations shifting, companies are struggling with issues like employee engagement, connection, and alignment. Incentive travel is a key tool for bringing teams together in a way that digital communication simply can’t replicate.
Companies are now using these experiences not just to reward top performers, but to create deeper alignment with their mission, values, and goals. Whether it’s reinforcing leadership development, fostering collaboration across departments, or simply celebrating shared achievements, well-designed programs can bridge some of the biggest challenges organizations face today.
At Bishop-McCann, we see this shift firsthand with our clients. Many are now looking at incentive programs as a means to strengthen their company’s DNA, using travel as a platform for storytelling, engagement, and long-term cultural impact.
5. Relationships Continue to Drive This Industry, and That's Why I Love It
If there’s one thing that will never change in this business, it’s the power of relationships. SITE Global was a perfect reminder of how much collaboration fuels success in our industry, whether it’s between agencies, hotel partners, cruise lines, DMCs, or DMOs.
One of the highlights for me was participating in SITE’s inaugural C-Suite Summit, where leaders from the top agencies in our industry came together to share insights, challenges, and best practices. The openness and willingness to collaborate, strategize, and elevate the industry as a whole was truly inspiring.
At the end of the day, incentive travel is about creating extraordinary experiences, but it’s the people behind those experiences that make this industry special. From the partners who help us bring events to life to the clients who trust us with their biggest moments, these relationships are the foundation of everything we do.
And that’s why I love this business.
Final Thoughts
SITE Global 2025 was an incredible reminder that our industry is evolving, but at its core, incentive travel remains one of the most powerful tools for driving engagement, performance, and culture.
From the growing focus on ROI beyond just numbers to the technological innovations shaping how we plan and execute programs, the future is bright for incentive travel. The demand for authenticity, purpose, and connection is greater than ever, and as we continue to push the boundaries of what’s possible, the opportunity to make a meaningful impact has never been more exciting.
At Bishop-McCann, we’re committed to staying at the forefront of these shifts—helping our clients craft experiences that don’t just reward, but inspire, transform, and create lasting value.
Until next time, gracias, Tulum!
