SITE (Society for Incentive Travel Excellence) has delivered its first cruise-based event, bringing global incentive travel professionals together for the 2026 Incentive Summit Americas from 13 to 16 March.
The summit took place aboard Royal Caribbean’s Wonder of the Seas, sailing from Miami to The Bahamas, combining business exchange, education and destination experience.
The event was designed to explore the growing role of cruise products within the incentive travel sector, while fostering connections between buyers and suppliers. Organisers said the programme blended structured meetings with flexible networking opportunities and immersive destination experiences.
Incentive Summit Americas was intentionally kept intimate to encourage meaningful interaction between participants. Delegates were given first-hand insight into how cruise-based programmes can support incentive travel design while delivering cohesive group experiences across multiple destinations.
“At SITE, we are always looking for ways to bring our community together in settings that spark new thinking and open up new possibilities,” said Annette Gregg, CEO. “Taking Incentive Summit Americas to sea for the first time was a bold step for us. It reflected the creativity and evolution of our industry, while giving attendees the chance to experience, in a direct and memorable way, how a cruise product can support meaningful connection, strong business outcomes and exceptional incentive travel design.”
The programme introduced a new Partner Marketplace, offering a dedicated space for buyers to meet partners before moving into a curated gifting experience. Education sessions throughout the sailing focused on practical insights and sector discussions, including the role of cruise in incentive travel.
Saturday’s agenda combined morning sessions with time at Perfect Day at CocoCay, allowing delegates to explore the destination more freely while engaging in informal meetings. A drinks reception later that evening brought attendees together following a day designed to highlight flexibility and personalisation in incentive travel experiences.
On Sunday, further education sessions were followed by the announcement of Snowmass, Colorado as the next destination in the Incentive Summit Americas series. Delegates also participated in CSR activities in Nassau, adding a community-focused element to the programme.
“Holding this event aboard Wonder of the Seas was a powerful reminder of why cruise lines have become an increasingly compelling choice for incentive programmes. For destinations with access to the sea, a cruise offers something no single land-based venue can match: a floating environment that moves through multiple destinations, while keeping your group together and your programme cohesive. This week, we saw how cruise-based incentives combine world-class hospitality, impactful business interaction, and memorable destination moments in one seamless environment,” said Hasan Dinc, President.
By combining business exchange, education, leisure, CSR and destination storytelling, the 2026 summit highlighted how incentive travel continues to evolve. The event demonstrated how cruise-based formats can offer flexible, immersive and cohesive experiences for both organisers and participants.
