Foundation & Research

     Site International Foundation

    site research quote.jpgThe Site Index

    What: An annual analysis and forecast for the motivational events industry.

    Who: You - A global group of highly qualified incentive travel and motivational event users and providers supply the data.

    Why: To create a comprehensive forecast of trends and activity specific to the motivational events and travel industry.

    Details: Research examines internal and external challenges to the industry and how these factors impact the stability and growth of our market, addressing behaviors of buyers and supplier partners, providing leading indicators for future trends. Research is conducted by Scott Jeffrey, Ph.D. and Marion Joppe, Ph.D.

    Contact the Site International Foundation at site@siteglobal.com for more information.

    Enroll in the panel to contribute online at siteindex.monmouth.edu


    Site Index: Survey Results

    2013 Annual Survey |Cruises | DMCs – Revisited | Annual Survey, December 2012 | Technology '12 | Cross Sector Study

    Annual Survey 2011 | Measurement Update | DMCs | Program Content | Destination

    Annual Survey 2010 | Measurement | Technology '10 | Economy


    Annual Survey, December 2013                  Just Released, January 2014

    The fourth year of the Site Index: Annual Survey measures movement in key indices and also introduces new questions reflective of changing technology, and indicates that optimism for incentive travel is at a four-year high.

    Observations

    Optimism about the overall use of motivational travel experiences is at a four-year high. Forty-eight percent (48%) of respondents expect it use to increase or substantially increase in the next six months, an increase over past years. The results of this suvey show increased optimism for the industry's future, which is likely the result of an overall improving global economy and current state of improved orders for future business. There appears to be more emphasis on the business aspects of motivational travel, as reflected by increases in the presence of business meetings in incentive programs. There is also much more emphasis on the measurement of return on investment. In many ways, these trends further legitimatize the motivational events industry. The survey also indicates that mobile technology and social media are playing an increasingly important role in the motivational events industry, with eighty percent (80%) of survey respondents indicating that their use of mobile technology is important or very important, verses sixty-nine percent (69%) in 2012.  

    Read the full results here (PDF) >>

     

    Focus on Cruises for Incentive Travel              

    CruiseStudy_cover_small.jpgThe Site International Foundation is proud to present: Site Index: Focus on Cruises for Incentive Travel

    Key Findings

    • Research study participants were asked to rate their familiarity with various aspects of cruising. Approximately 50% of respondents indicated that they had advanced knowledge in the field, and over 30% indicated that they had intermediate knowledge.
    • While study results indicated fewer respondents were likely to recommend cruises as a meetings venue, only 4.9% indicated that they would never utilize such a cruise ship venue.
    • Perception issues are the primary concern relating to cruising. 32% of respondents indicated that they were unaware of meeting space on cruise ships, and only 21.4% indicated that they were aware of private venues on cruise ships. These findings indicate a great opportunity to provide education on ship features.
    • Cruise length is an important factor in choosing ideal cruises. For groups, four or five night cruises are favored, while longer six to eight night cruises were favored for individual incentive travel.

    The Site International Foundation wishes to express its appreciation to the Cruise Lines Industry Association (CLIA) for its cooperation in this study. Thank you to our sponsors ALHI (Associated Luxury Hotels International), Holland America Line, IHG (InterContinental Hotel Group), Silversea Cruises, Norwegian Cruise Line, and Seabourn Cruise Line for their support of this Site Index Report.  

    Read the full results here (PDF) >> 

     

    DMCs – Revisited           Site Index: DMCs Revisited

    This August 2013 report expands on data reported in the Focus on Destination Management Companies survey published in May 2011 (see below). While some new questions were asked in this study, many were repeated from the previous study so that changes between 2011 and 2013, if any, could be identified.

     Thank you to sponsors AlliedPRA, Pacific World, World Marketing Group, IHG (InterContinental Hotels Group), and ADMEI for their support of this Site Index report.

    Observations

    • There seems to be consensus that Planners are bypassing DMCs for some domestic services, although there is a small decline in the number of DMCs and Planners holding that view. This could be a reflection of economic recovery wherein the value of time outweighs the cost of sub-contracting, signaling a potential return to a more traditional supply chain.
    • Unlike with domestic programs, Planners and DMCs are closer to agreement on utilization of DMCs for the majority of international programs. This presents a notable opportunity for DMCs to invest in international market development, as Planners place more value on having representation services available locally to support international program development than in domestic markets.
    • The percentage of DMCs indicating that they want to venture into the realm of offering traditional incentive company services has decreased from 2011, while the majority (60%) of Planners continue to believe that DMCs want to become one-stop shops. It appears that more Planners think that DMCs are being asked to provide these services, while DMCs are feeling less pressure to do so. This could indicate a returning reliance on third-party services in line with economic recovery.

    Read the full results here (PDF) >>

     

    Annual Survey, December 2012 

    The third year of the Site Index: Annual Survey measures movement in key indices and also introduces new areas for discussion.

    ObservationsSiteIndex_AnnualSurvey_Dec2012.png

    As in past years, respondents said that the overall use of motivational travel experiences is on an upswing. Eighty-six percent (86%) predicted that it will increase or substantially increase in the next 1 to 3 years. Respondents were significantly more positive about the short term (next 6 months) than in previous years. While the convergence of meetings and incentives is slowing, inclusion of business meetings and other similar components in motivational events will continue to experience some growth. A significant majority of respondents saidthat the inclusion of corporate social responsibility) and “green initiatives” in motivational events will continue to increase.

    Read the results here >> (pdf)

     



    Technology ’12 

    Site Index_Tech and Social MediaThe Site International Foundation is proud to present the 2012 Site Index: Focus on Technology and Social Media.

    Observations

    This report is a follow-up to a 2010 study on the same topic. This issue demonstrates how much has changed in a relatively short period of time. A large majority (81%) of the respondents report that their companies are connected to clients through social media platforms with 76% of these companies maintaining corporate profiles on two or more platforms. Companies are using more technology for sales and marketing purposes. For those respondents that reported using social media in their daily business, 46% use it for marketing promotions and communications and/or their incentive program operations.  

    Read the results here >> (pdf)

     

    Cross Sector Study.jpg

    Cross Sector Study  

    This brief survey was designed to examine how various sectors of our economy have reacted to recent economic activity and to assess the effect on their use of motivational travel programs. Based on this survey, the Financial Services/Insurance was the segment most using motivational travel programs in the last year.

    Download study HERE.

     

    Annual Survey 2011

    The Site International Foundation is proud to present the second Site Index: Annual Survey results. Designed to both compile data for immediate use and to serve as a baseline for future comparison of industry performance and trends, a variety of industry forecasts and trends were studied.

    Observations

    While respondents are currently a bit more optimistic about the future, the areas of optimism have shifted. Asked to forecast the overall use of motivational travel, 89% felt that it would increase or substantially increase in one to three years. The study indicates a stable situation with minor fluctuations in the comparative data since the last survey. However, there were dramatic changes in the way the Site community valued different marketing tools as well as new questions were introduced in the areas of mobile technology, on-line booking tools and more.

    Read the results here >> (pdf)

     

    Measurement Update  

    The Site International Foundation is pleased to present the recently released Site Index: Focus on the Measurement White Paper which revisited the changes and movements in both perception and prediction of Return on Investment (ROI) and Return on Objectives (ROO) in the motivational events industry.

    Observations

    The survey revealed a significant year over year increase in respondents who reported that their organizations or clients use measurement ‘almost all the time’ or’ always’, moving the numbers from 8.1% in 2010 to 24.7% in 2011. When asked about the most important element to measure, buyers and providers ranked determining the true return on investment for incentive programs and Information regarding adherence to the program budget as significant.

    Read the report here >> (pdf)

    Read the press release >>

     

    DMCs  

    The Site International Foundation is pleased to announce the findings of the latest Site Index survey: Destination Management Companies.

    Observations

    This Site Index is an in-depth look at Destination Management Companies (DMCs). This data indicates that some friction exists in how Users view Planners and DMCs in what seems to be the growing Do-It-Yourself world. Moreover, this friction could continue to grow.

    Read the results here >> (pdf)

    For more detail on the Destination Management Company survey, download the written report.

     

    Program Content  

    As part of the ongoing Site Index research initiative, the Site International Foundation published its Focus on Program Content study. The report investigated the elements and design of motivational programs as determined by planners, users and destinations.

    Observations

    The Focus on Program Content study shows that itinerary concerns are being recognized among the most important factors in developing program content, which affirms the need to identify the right mix of what motivates and rewards a particular group. The study indicated that less than 37% of programs incorporate a business aspect, but that rate is expected to rise.

    Read the results here >> (pdf)

     

    Destination Selection  

    As part of its ongoing Site Index research initiative, The Site International Foundation released its Focus on Destination Selection study. The report reviewed the key factors that determine which locations are selected as rewards for performance in motivational marketing programs.

    Observations
    The report identified the top three up-and-coming destinations as Africa, Hawaii and China. While budgets are on the rise, many respondents are choosing to stay closer to home, limiting travel time to between three and nine hours. Many respondents reported a decrease in the use of international travel because of the economy. While some mentioned that budgets are increasing, there are still many economic concerns among users. A number of respondents also gave “perception” as a reason for not traveling internationally.

    Read the results here >> (pdf)

    Read the press release >>

     

    Annual Survey 2010  

    The Site International Foundation is proud to present the first Site Index: Annual Survey results. Designed to both compile data for immediate use and to serve as a baseline for future comparison of industry performance and trends, a variety of industry forecasts and trends were studied.

    Observations

    The study findings reinforced the concept that motivational travel incentives as extrinsic motivators continue to be more desirable than other forms of rewards directly linked to measureable business results. The findings continue to demonstrate a high expectation that the requirement for measurement will increase in both the short and long term. As originally reported in the Site Index: Focus on Measurement of ROI/ROO, motivational events professionals will need to clearly communicate to clients and management both the expected return from their investment and how this return will be clearly measured.

    Read the results here >> (pdf)

    Read the press release >>

     

    Measurement of ROI/ROO  

    The Site International Foundation is pleased to present the recently released Site Index: Focus on the Measurement of ROI/ROO study which addressed the application of Return on Investment (ROI) and Return on Objectives (ROO) in the motivational events industry.

    Observations

    The Site Index survey verified that hard measures (increased sales, profitability and growth of market share) receive more emphasis than soft but also important measures (such as commitment, loyalty and trust). What this does is show that we understand what is going on in the market is deeper than sales. The softer measures do matter, just not as much as the harder measures. Seventy-five percent of respondents confirmed that the number of programs for which ROI/ROO is measured will increase in the next three to five years. Providers and users of these programs must clearly communicate to management not only the expected return from spending, but how this return will be measured.

    Read the results here >> (pdf)

     

    Technology ’10 

    The Site International Foundation is proud to present the Site Index: Focus on Technology study findings.

    Observations

    The report reveals technology usage and viewpoints in the motivational events industry today as it relates to business operations, motivational programs and online resources. Over 91% of respondents report it is 'important' or 'somewhat important' when asked about a company's available technology when selecting partners. Only 12.5% participants are planning ahead for their technology needs, while 28% reported they want more technology but are restrained by lack of funding.

    Read the results here >> (pdf)

     

    Economy  

    The Site International Foundation is pleased to announce the findings of the first Site Index survey: Focus on the Economy.

    Observations

    This survey clearly shows the impact of the current recession on both buyers and providers of motivational events. Fully 76% are experiencing a decrease in usage. Interestingly, the majority of respondents believe that the most salient factor in reductions is that of perception. The adverse publicity received by U.S. companies who accepted government support but then held lavish programs coupled with condemnation of their programs by major public figures contributed to the greatest decline in the motivational events industry in memory.

    Read the results here >> (pdf)

     


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