In Memoriam: SITE Founder Robert J. Guerriero

The incentive travel executive was an industry pioneer.

Photo Credit: Africa Studio for Adobe Stock

The founder of the Society for Incentive Travel Excellence, Robert J. Guerriero, passed away on Nov. 18, 2022, at the age of 90. 

In 1968, Guerriero launched his incentive travel agency The Journeymasters. He was one of four founders and the first full-term president of the SITE (which was originally known as the Society of Incentive Travel Executives) and served as the first president of SITE Foundation. Guerriero was also honored by the organization he launched with a Lifetime Achievement Award. 

"When I started to work with Bob in the late 1960s, like most partner-suppliers, I knew nothing about incentive travel," said Vittorio Marsiglio, chairman and CEO of i2travel Italy. "Under Bob's patient guidance, I learned how to channel the uniqueness of my destination and craft creative programs. My success as an incentive travel specialist stems from the fact that Bob was a great teacher, sharing his knowledge not only with me, but also with the entire incentive world.

"SITE today is a testimony to Bob's passion and that of other visionaries who could see the enduring, transformative power of travel as the ultimate element in recognition programs," said Annette Gregg, SITE's recently appointed CEO. "With more than 2,000 members in more than 90 countries, Bob has left behind a global legacy."

In 2023, SITE will celebrate its 50th anniversary.