SITE, which was founded in 1973 as the Society of Incentive Travel Executives, has changed its name as part of a long-term strategy to grow and strengthen the association and the incentive travel industry overall.
Paul Miller, SITE president 2014, said: "As we implement the first year of SITE’s strategic plan, every aspect of what we do is being questioned and scrutinised by the SITE board of directors.
"We have listened to the membership and will continue to react to the changes and demands of our industry as well as member expectations.
"These subtle but necessary changes in the SITE name and word mark pave the way to building a more robust global community, which will help us achieve our goals and aspirations."
Feedback from focus groups and surveys clarified that there was confusion between SITE and the SITE International Foundation. SITE will now be the umbrella brand for everything SITE does including research, education, fundraising and advocacy.
SITE will continue to reference the SITE Foundation – the word ‘International’ has been removed because SITE is already a global brand – as it relates to the critical roles that the Foundation Trustees carry out, however it will no longer be a separate brand.
Kurt Paben, SITE Foundation President 2014, added: "The Foundation is committed to enhancing the awareness and effectiveness of motivational experiences and incentive travel. The Foundation’s primary goal remains to develop fundraising initiatives to facilitate research, trend analysis and educational program support for the incentive travel professional."
In alignment with the new name, SITE has also designed a new logo, tagline and refreshed values to help to better illustrate the association’s philosophy and value proposition.