The leading association for incentive travel professionals, SITE, has announced a new name for itself—the Society for Incentive Travel Excellence—and a new tag line, “Incentive Travel. Business Results.” The changes “pave the way to building a more robust global community, which will help us achieve our goals and aspirations,” said SITE President Paul Miller, managing director, Spectra, in a statement.

The changes are based on feedback from members and industry professionals, which also revealed confusion between the SITE and SITE International Foundation brands. As a result, Site has removed “International” from the foundation’s name, and will use SITE as an umbrella brand for all its activities. SITE Foundation President Kurt Paben, senior vice president, Aimia, noted the Foundation’s support for the changes: “The Foundation Trustees are fully aligned with the SITE Board of Directors on these subtle but powerful changes to our branding and communication approach.” The SITE Foundation raises funds for incentive industry research, trend analysis, and educational programming.

SITE was founded in 1973 as the Society of Incentive Travel Executives, changed its name to the Society of Incentive & Travel Executives in 1996, and more recently used the name Site on its own. Today SITE has nearly 2,000 members in 90 countries, and 29 chapters.