Congratulations to Elizabeth Soucy, one of nine Global Conference scholarship recipients.
Elizabeth will be attending our 2026 Global Conference in Abu Dhabi thanks to the generous support of SITE Foundation.
Here is Elizabeth’s winning essay, where she shares her unique view into the world of incentive travel.
Incentive travel is often described in terms of destinations and experiences, but at its core it is about transformation and connection.
These programs celebrate the achievements of individuals while uplifting the families and communities that surround them, and they leave behind a ripple effect that extends far beyond a single trip.
My own path into this industry has been shaped by that same transformative power. I have experienced how incentive travel can alter careers, reshape perspectives, and redefine purpose, and it is this impact that compels me to dedicate my future to growing with this dynamic industry.
My introduction to incentive travel came long before I ever imagined making a career of it. I grew up around an industry leader who demonstrated resilience, creativity, and leadership on a global stage- my mother.
Her example instilled in me a respect for the industry, but it also created distance. I chose to pursue music performance and business law, believing my future would be found in a different arena.
For years I performed internationally as a violinist and later worked as a music educator, convinced that my contributions would be in the arts.
The COVID-19 pandemic forced me, like many others, to reevaluate. When live performance opportunities collapsed and teaching roles became unstable, I looked for a way to apply my skills in design, logistics, and storytelling to a new field.
Joining Incentive Meeting Services, the company my mother had founded, was not a predetermined step but a pragmatic choice in a moment of upheaval. But what I discovered surprised me.
Planning my first program, I realized that incentive travel was not about extravagance, as I had once assumed. It was about recognition of real people for real work. It was about creating experiences that validated effort, strengthened communities, and inspired further achievement. In this realization, I found both clarity and purpose.
Early on, I was determined to establish my own credibility. I pursued new formal education opportunities, updated certifications, and industry memberships, and quickly moved from support roles into coordination and sourcing.
My temporary doubts from imposter syndrome quickly became the catalyst for intentional action. I earned a certificate in hospitality and tourism management from Florida Atlantic University, pursued SITE and MPI educational sessions, and joined the SITE Florida & Caribbean mentorship program.
I sought out responsibilities that stretched my capabilities, moving from support roles to full coordination and sourcing. I also began adding my own perspective to programs, embedding meaning and impact wherever possible.
One of the initiatives I am proudest of is the annual FEAST Food Pantry drive, which I have coordinated for several years. What began as a local collection evolved into an effort that has delivered more than 2,000 pounds of food to families in need across Pinellas County, Florida.
The success of this project demonstrated to me that incentives could extend beyond attendees and leave tangible benefits in the communities we call home.
In 2024, I also introduced an Earth Day activation into a corporate program, inviting participants to plant food for future hotel guests while learning about how hospitality partners are building sustainable practices into their operations.
These are small examples, but they illustrate what I believe the future of incentive travel must embrace: that incentive programs can be a catalyst for broader change in global sustainability and corporate social responsibility: two pillars that are reshaping the incentive industry.
My family’s legacy continues to inspire me, but I no longer see it as a shadow I must step out of. Instead, I see myself as the bridge between the foundation she and her peers built and the evolving needs of a new generation.
Her career demonstrates the enduring values of service, innovation, and leadership. My role is to extend those values into a future defined by technology, sustainability, and inclusivity. I bring fluency in digital tools that personalize experiences, a commitment to environmental stewardship, and a determination to design programs that are as meaningful as they are motivational.
This industry has impacted me personally by transforming doubt into purpose. It has given me a professional identity that weaves together the discipline I learned as a musician, the creativity I practiced as an educator, and the resilience I inherited from my family. It has shown me that recognition, when designed thoughtfully, is one of the most powerful motivators for performance improvement.
It has also impacted my community, not only through the economic benefits and cultural exchanges that incentive programs bring to host destinations but also through initiatives that link corporate recognition with local impact.
Looking ahead, my goal is to become a leader who champions excellence while advancing innovation in incentive travel. I want to create programs that reward achievement and also contribute positively to the world; programs that are environmentally responsible, culturally inclusive, and socially impactful.
I want to give back to SITE, first as a mentee and later as a mentor, helping other young professionals find their footing and their vision. I want to carry forward the spirit of optimism and futurism that defined David Riddell, ensuring that SITE remains the global authority on incentive travel for the next generation.
The David Riddell Scholarship represents more than funding to attend the SITE Global Conference in Abu Dhabi; it represents an investment in a voice eager to bridge past and future.
Attending this conference will allow me to engage with global leaders, learn from their perspectives, and contribute my own ideas to the dialogue shaping our field. It will equip me to return to my chapter and my company with fresh insights, new partnerships, and an expanded capacity to lead.
The incentive travel industry has given me both roots and wings: roots in a legacy of service and leadership, and wings in the innovation and purpose I now bring to my work.
With this scholarship, I will continue building the bridge between where we have come from and where we must go, ensuring that recognition remains not only a celebration of performance but a force for transformation across people, families, and communities worldwide.
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