New Prez Will Embrace Web To Broaden SITE's Reach

<B>New Prez Will Embrace Web To Broaden SITE's Reach</B>

By Chris Davis

Though technology and the Internet have been hailed as forces destined to radically change the meetings industry, the incoming president of the Society of Incentive Travel Executives sees a possible downside for the incentive industry.

"It can be a help and a hindrance," said Carolyn Dow, head of sales and marketing at the Scottish Convention Bureau, who will succeed current president Tasso Pappas at the SITE Annual Meeting beginning Dec. 3 in Hong Kong. "Incentive planners can use the Internet to get information on properties through their Web sites, but it's just basic information. But an incentive travel program is so much more, it's the entire experience. Nothing beats a site visit, because the property may let you down when compared with the Web site, or vice versa. It leaves destination management companies out of the equation, and I believe the speed of the responses from properties might cause the quality of those responses to drop."

Though Dow feels the industry will be strong in 2001, there are initiatives she will pursue while at the association's helm, including developing more substantial educational offerings and ensuring that members in areas of the world not represented by chapters receive full value for their membership. Within Dow's proposals for education are designs to offer materials targeted to members based on there industry experience levels.

"We'd like to include different tracks because everybody's learning, regardless of industry experience," Dow said. "For those new to the industry, we could focus on the trip delivery aspect for both buyers and vendors, and how to partner to deliver quality results."

Despite her misgivings about the Web's position in the industry, Dow said SITE can turn to the Internet to ensure materials are accessible to all members through www.site-intl.org, regardless of whether they're members of a particular association chapter. "In some areas of the world, there are members but no chapters yet," Dow said. "We want to ensure value for them as they trust us with their dues. They can feel out on a limb, but we're exploring ways to connect them further through the Web site, including the possibility of a chat room."

SITE's quest to persuade more corporations to consider incentive travel as a valuable motivational tool hasn't abated, despite what Dow said is strong demand. "It's looking healthy, and in the first quarter of 2001 we will issue a study on the industry's economic impact," she said. "The demand is there, the economy is strong in America, employment growth is up, and incentive travel is being used to motivate employees and as a recruiting tool. But there are still many corporations that aren't aware of its benefits."

Convincing them otherwise is no easy task, Dow said, and not only because it's difficult to contact execs who have the authority to make that decision. The emphasis on the bottom line, and the fact that incentive travel costs money, is a major stumbling block in the persuasion of corporations, despite evidence that incentive travel often is a moneymaking tool. "The best thing we can do is present case studies that show actual companies and actual benefits," Dow said.

There are other factors in some companies' reluctance. Some are loath to tackle the complexities of value added tax, which isn't usually reimbursable for pure incentives (Meetings Today, Sept. 18). Dow counters this by promoting the use of DMCs, which are well-versed in VAT reclamation efforts. Also, Dow said a surprisingly low percentage of Americans have passports.

"People who want to take part in creating an incentive travel program might be intimidated, but there is help available to break them in gently," Dow said. "But this is something that will develop over time.