Carol Motley is the Senior Vice President, Convention Sales & Services, for Greater Miami Convention & Visitors Bureau — our 2024 SITE Classic host destination!
Before hundreds of SITE members and friends soak up some September Miami sunshine at this year’s event, we asked Carol what makes the Greater Miami area a standout incentive travel destination, and the perfect host for SITE Classic 2024.
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Q: What about Miami Beach (where SITE Classic will be held this year, at the historic Fontainebleau) is most attractive for incentive travel qualifiers and reward earners right now?
A: Miami Beach is a prime destination for incentive travel qualifiers and reward earners due to its numerous appealing features:
Luxury accommodations: Miami Beach boasts a range of high-end hotels and resorts, such as the Fontainebleau, The Setai, and the Ritz-Carlton.
- Culinary scene: The city offers a vibrant culinary scene with renowned restaurants and celebrity chefs, providing an array of dining options that can be part of incentive travel packages. (editor’s note: SITE Classic attendees this year were able to select from two different food-based tours; stay tuned to our blog and social media for highlights from one of them, in the Little Havana neighborhood!)
- Cultural attractions: Miami Beach is home to the famous Art Deco Historic District, numerous art galleries, museums, and cultural festivals like Art Basel, which can be attractive incentives for culturally inclined travelers.
- Nightlife and entertainment: Known for its lively nightlife, Miami Beach offers an array of clubs, bars, and entertainment venues that appeal to those seeking vibrant nightlife experiences as part of their rewards. (we’ll be taking over LIV at the Fontainebleau on the last night of Classic!)
- Beaches and outdoor activities: With more than 1.1 million acres of outdoors to explore, Greater Miami provides numerous recreational options for reward-earners with its beautiful beaches, water sports, and outdoor activities like yachting and deep-sea fishing.
- Accessibility: The city’s proximity to Miami International Airport, a major international hub, makes it easily accessible for domestic and international travelers, enhancing its attractiveness as a reward destination.
Q: Are there supports or services the Greater Miami CVB offers to incentive travel organizers, to make planning programs easier or smoother?
A: The Greater Miami Convention & Visitors Bureau (GMCVB) offers a wide range of support and services designed to streamline the planning process for incentive travel organizers.
The GMCVB launched an incentive program earlier this year for any new bookings made before September 30, 2024, and actualized between June 1-September 30, 2025.
Additionally, the “Miami Temptations” program is a year-round initiative designed to attract visitors by showcasing the city’s diverse offerings through themed promotions and special deals. The program offers different benefits that travel organizers can keep in mind:
Each month, Miami Temptations also spotlights a different aspect of Miami, creating a unique theme that highlights specific experiences and can complement incentive programming:
- Miami Spice: A culinary celebration offering discounted prix-fixe menus at top restaurants.
- Miami Spa Months: Exclusive deals and packages at luxurious spas.
- Miami Attraction & Museum Months: Discounted admissions and special offers at local attractions and museums.
- Miami Hotel Months: Special rates and packages at participating hotels.
- Miami Dade Farmers Month: Special deals and experiences at South Dade farms and related businesses will give visitors ways to celebrate Miami’s farming community.
- Miami Arts, Culture & Heritage Months: Discover the unique art, flavorful cuisine, and rich heritage that makes Miami’s neighborhoods so vibrant.
Q: Is Miami Beach as a destination doing anything to attract younger incentive travel qualifiers, especially millennials or Gen Z professionals?
A: Miami Beach is actively engaging younger incentive travel qualifiers by incorporating trends and preferences favored by millennials and Gen Z professionals so they feel connected by the different offerings and environments the destination embraces. For example:
- Curating innovative experiences: Offering distinctive and immersive experiences such as eco-tours, interactive art installations, and culinary workshops that resonate with younger generations.
- Investing in tech infrastructure: Ensuring the city is technologically advanced with features such as smart hotel rooms and comprehensive event tech solutions to meet the connectivity needs of modern travelers.
- Emphasizing sustainable practices: Showcasing Miami Beach’s dedication to sustainability through green hotels, eco-friendly events, and responsible tourism practices increasingly valued by younger travelers.
- Highlighting a dynamic social scene: Promoting the city’s vibrant social and entertainment options, including music festivals, trendy bars, and cutting-edge nightlife venues, to appeal to the social lifestyles of millennials and Gen Z professionals.
Q: What are you doing as a CVB/DMO team to “future proof” Miami as a destination and ensure it remains attractive, welcoming, safe, and inviting for a diverse range of incentive professionals and reward-earners?
A: Greater Miami shines as a prime destination for diversity and multicultural travel. Its vibrant atmosphere celebrates a rich tapestry of cultures, making it a melting pot of experiences.
From its diverse culinary scene to its array of cultural festivals and events, Miami offers travelers a dynamic and inclusive environment to explore and appreciate different cultures.
To ensure Miami’s position as a premier destination well into the future, the GMCVB is actively pursuing a range of strategic initiatives focused on:
- Sustainability: We are dedicated to investing in sustainable tourism practices, safeguarding our natural resources, and preserving Miami’s environmental allure.
- Infrastructure development: Continuously enhancing our infrastructure, encompassing transportation and hospitality services, to meet the evolving needs and expectations of travelers.
- Diversity and inclusion: We champion Miami as an inclusive and welcoming destination, celebrating our vibrant community and catering to diverse cultural preferences.
- Safety enhancements: Collaborating closely with local authorities, we ensure that Miami upholds the highest standards of safety and security, providing peace of mind to all visitors.
Q: If you could change one thing about the incentive travel industry right now, what would it be?
A: If I could change one thing, it would be to place a greater emphasis on sustainability and responsible travel.
By prioritizing eco-friendly practices and promoting sustainable tourism, we can ensure that destinations remain beautiful and viable for future generations while also meeting the growing demand for responsible travel options from today’s incentive travelers.
This shift would not only benefit the environment but also enhance the overall experience for travelers, aligning with the values of many modern professionals.
