On the piste again SITE’s Incentive Summit Americas live and in-person in Aspen Snowmass

80 incentive travel professionals connect, learn and discover how to stay safe as we transition back to live events.

Chicago, Thursday, 15 April 2021 - Following its postponement in 2020 due to the pandemic, SITE’s Incentive Summit Americas (ISA) took place live and in-person last week, 8 – 11 April in Colorado. 80 incentive travel professionals gathered at the twin resort of Aspen Snowmass to connect, learn and discover how incentive travel programmes can be successfully delivered in line with public health protocols.

Developed specifically for the event by SITE in collaboration with event managers, Unbridled, all participants were obliged to sign up in advance to “SITE Safe”, our health security framework. Mask wearing and social distancing were observed at all educational and social events and all participants were given antigen tests on arrival and again prior to departure with 100% testing negative for Covid-19.

Commenting on the event, Tahira Endean, Head of Events, CMP, CED, DES, CITP SITE said: “Incentive travel experiences are like a Swiss watch – putting them together takes skill, precision and attention to detail. This is even more the case when public health protocols come into play. With event partners, Unbridled, and our wonderful host destinations, Aspen Snowmass, we developed our plan, a large part of which focused on health and risk management. But we wanted the extensive health security infrastructure to protect participants, not intimidate them. The feedback we received would indicate that we were successful!” 

Rebecca Wright, CIS, CITP, interim CEO of SITE added: “With such pent up demand for quality incentive travel experiences, there was a palpable joy amongst participants as SITE returned to live, in-person events. Symbolically, this event was crucial for us, but also for the industry at large. With ISA we have demonstrated unequivocally that it’s possible to stage incentive travel programs and motivational experiences safely, with due regard to public health restrictions and guidelines. In particular, I’d like to thank our hosts in Aspen and Snowmass, and our event partners, Unbridled, for working with us with such diligence, commitment and vision to make it happen”. 

The program followed the usual structure for SITE’s incentive summits of networking, education and destination discovery. Hosted by Aspen Snowmass, Aspen Chamber Resort Association and Go Snowmass, the entire destination was behind the event with W, St Regis, Hotel Jerome, Little Nell, Limelight Aspen, Viceroy Snowmass and The Collective Snowmass all featuring and DMC support from RMC Aspen and Imprint Group – a DMC Network company. Award winning author Ross Bernstein delivered a keynote on peak performance while an expert panel, generously sponsored by Kerzner International, addressed how we “unmask our future”.

Posting on LinkedIn after the event, event keynote, Ross Bernstein, said: “Kudos for putting on such a first class event that was not only fun and elegant, but safe and responsible. I mean providing rapid Covid tests for every single attendee as well as the entire hospitality staff? Unbelievable!”

ISA also featured a silent auction that raised over USD$16,000 for SITE Foundation’s important work on behalf of the incentive travel industry in research, content generation, education and advocacy.


For further information and additional pictures / imagery please contact Pádraic Gilligan, Chief Marketing Officer, SITE pgilligan@siteglobal.com


Incentive travel, the “I” in MICE, is the fastest growing sector of the Business Events industry with the highest per capita spend and the widest supply chain.

Accounting for about 7% of all Business Events activities, the Events Industry Council’s Global Economic Impact study (2018) estimates the incentive travel industry to be worth around $75 billion globally.

The Society for Incentive Travel Excellence (SITE) is the only Business Events association dedicated exclusively to the global incentive travel industry.

Founded in 1973, we are a professional association of 2,500 members located in 90 countries, working in corporations, agencies, airlines, cruise companies and across the entire destination supply chain.

We bring value to our members at both global and local chapter level by networking, online resources, education, certification and advocacy. SITE is deeply committed to the new generation and operates a best-in-class Young Leaders program and dedicated annual conference.

SITE Foundation was established by SITE to raise funds and support research, education and advocacy projects on behalf of the incentive travel industry. Monies raised by SITE Foundation enable us to make the business case for incentive travel and highlight the transformational potential of travel experiences on individuals, enterprises and communities.

SITE Foundation has recently funded certification for mid-manager level incentive travel professionals (CITP) and, with our partners Incentive Research Foundation (IRF) and Financial & Insurance Conference Professionals (FICP), the Incentive Travel Industry Index (ITII).

The SITE Foundation is a registered charity holding a 501(c) (3) nonprofit organization status.

Recent Stories
SITE & Hilton enter new strategic partnership

SITE HQ and SITE Chapter Leadership – Working together on SITE’s vision, mission and pillars.

SITE NITE all NITE – our 15 hour extravaganza of extraordinary people, extraordinary places and extraordinary stories