Maui, Hawai‘i — August 29, 2025. A landmark week for incentive leaders just wrapped at The Ritz-Carlton Maui, Kapalua. The gathering proved that destination-rooted design can deepen relationships, drive learning, and leave a lasting positive impact.
What happened in Maui
Over three energized days, more than 280 senior professionals convened for SITE Classic. The event, long known for its fundraising heritage, has evolved into a thought-leadership summit. Organizers framed the week around four pillars—connect, learn, discover, and shape—while aligning program elements to Hawaiian values that prioritize mindful meetings and mālama, the act of caring for people and place.
Education and insights leaders can use
Attendees previewed headline findings from the 2025 Incentive Travel Index, then moved directly into peer roundtables. Facilitated discussions translated data into practical steps for the year ahead. To keep momentum going, participants co-authored a concise playbook covering measurement, participant experience, supplier collaboration, and sustainability choices that fit real-world budgets. As a result, teams left Maui with clear actions they can implement immediately.
Culture woven through every moment
Program design honored the host community from the opening minute. Morning sessions began with an Oli chant and a presentation of kapa artwork that set a reflective tone. Throughout the week, sunrise E Ala E gatherings encouraged mindful connection, while cultural storytelling contextualized island history and values. These touches did more than inspire. They modeled how to build incentive agendas that respect culture and reinforce a sense of place.
Destination discovery that gives back
Exploration balanced wonder with stewardship. Catamaran sailings with Trilogy delivered coastal perspectives on West Maui’s marine life. Maverick Helicopters showcased the drama of Haleakalā, hidden waterfalls, and the ʻĪao Valley ridgelines. A “Best of Maui” route added time at Haleakalā National Park near 10,000 feet, a lively stop at Haliʻimaile Distillery, lunch at the renowned Haliʻimaile General Store, and a quiet afternoon in ʻĪao Valley State Monument. Crucially, a hands-on CSR activation invited participants to “seed the future” and support watershed health, linking destination enjoyment to long-term restoration.
Fundraising that strengthens the industry
SITE Foundation’s companion auctions generated USD $295,000. Those funds bolster scholarships, fresh research, chapter and industry grants, and relief initiatives that keep talented people engaged in the profession. Because the Foundation invests across people, knowledge, and careers, dollars raised at SITE Classic produce benefits that extend well beyond a single event cycle.
Partnerships that model mindful meetings
Execution relied on tight collaboration. Meet Hawai‘i, MC&A as local DMC partner, and The Ritz-Carlton Maui, Kapalua aligned operations to deliver programs that were both rewarding and responsible. Their approach offered a replicable blueprint: integrate cultural education, prioritize environmental stewardship, and design touchpoints that create genuine connection. Consequently, planners witnessed what it looks like when destination partners, suppliers, and buyers operate with a shared legacy mindset.
Why it matters for incentive planners
The week in Maui underscored a clear trend. Incentive programs achieve greater ROI when they blend high-impact learning, culture-led design, and measurable community benefit. Leaders want strategies that elevate experience while honoring place. Teams also want tools they can adopt now. The SITE Classic playbook and peer takeaways answer that need. Moreover, the event demonstrated how to turn values into logistics, from scheduling sunrise reflection to building CSR that supports watershed restoration. Because the model is modular, planners can scale components to fit different budgets, industries, and group sizes.
About SITE Classic
Launched in 2007 in Monterey, California, SITE Classic is a three-day gathering for senior leaders in incentive travel. Each year it selects a standout property and destination to host peer networking, focused education, and facilitated workshops. Today, the event functions as both a fundraising engine for SITE Foundation and a practical forum where the industry co-creates solutions that connect people, strengthen communities, and shape the future of incentive design.
Planners who want to translate Maui’s lessons into their next program can start by aligning agendas to local values, building measurable give-back, and capturing insights in a simple, team-ready action plan that drives execution across suppliers and stakeholders. Done this way, incentives move beyond moments and create impact that endures.
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