From 1968 onwards, when he founded The Journeymasters, an agency exclusively dedicated to promoting and delivering incentive travel programs, Bob challenged destination partners worldwide to create extraordinary travel experiences with him, worthy of the extraordinary performance of the corporate executives who qualified for them.
His pioneering work laid the foundations for what was initially known as the Society of Incentive Travel Executives, formed by Bob, and three other like-minded professionals, following their convening of a meeting at the Americana Hotel in New York City on December 4, 1973.

Vittorio Marsiglio, Chairman and CEO of i2Travel, Italy, an early partner and collaborator of Bob’s, said, “When I started to work with Bob back in the late 1960s, like most partner-suppliers, I knew nothing about incentive travel.

Annette Gregg, the SITE’s recently appointed new CEO, concluded, “SITE today is testimony to Bob’s passion and other visionaries who could see travel’s enduring, transformative power as the ultimate element in recognition programs. “My success as an incentive travel specialist stems from Bob being a great teacher, sharing his knowledge with me and the entire incentive world.”
Society for Incentive Travel Excellence (SITE) is sad to announce the passing of SITE founder and legend Robert “Bob” Guerriero, 90. In 2023, SITE will commence a year-long program celebrating its 50th anniversary, with a global conference attracting over 700 international delegates in the city of SITE’s foundation.

“Besides his business acumen, Bob was also a poet, and this was evident in the beautifully scripted travel documents that he created himself,” Marsiglio continued. Mere months short of SITE’s 50th anniversary, Bob leaves behind an industry sector worth almost USD 80 billion that he played a seminal role in establishing. He helped start an industry that unified the worlds of business and travel. Under Bob’s patient guidance, I learned how to channel the uniqueness of my destination and creative craft programs. Bob has left behind a global legacy with over 2,000 members in over 90 countries.

Bob will be laid to rest on Monday, November 28, 2022, in Greenlawn Cemetery, Salem, following requiem Mass at the Immaculate Conception Church, Hawthorne Blvd., Salem, at 11 A.M. May he rest in peace.

Written by: Matthew Thomas

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