New SITE research shows destination knowledge and trusted relationships score more than four and a half times higher, in terms of importance, than lower-tier factors including technology, scale and financial stability
SITE, the Society for Incentive Travel Excellence, has released new findings from its latest SITE PULSE survey, revealing that local expertise, authentic insight and trusted reputation remain the dominant factors when incentive travel professionals select a destination management company.
The SITE PULSE survey, completed by 286 industry professionals in May 2026, asked respondents to rank the top five factors they consider when choosing a DMC. The findings show a clear hierarchy, with Local Expertise and Authentic Insight ranked highest overall, closely followed by Reputation and Relationships. Together, the two leading selection factors scored, on average, 4.6 times higher than the six lower-ranked criteria, underscoring the continued importance of destination knowledge, trust, and human relationships in DMC selection.
The research reinforces the essential role DMCs play as strategic local partners, not simply logistics providers. Responsiveness and Agility, together with Service Breadth, Creativity and Customization, formed a second tier of importance, while factors including Technology and Systems Capability, Scale and Organizational Reach, Financial Stability, Legacy and Market Presence ranked significantly lower overall.
The findings suggest that, even as incentive travel programs become more complex, buyers continue to place the greatest value on the human and destination-specific qualities that DMCs bring to program design and delivery. In a climate shaped by rising costs, geopolitical uncertainty, shifting expectations for qualifiers, and growing demand for authentic destination experiences, the findings underscore the importance of local knowledge, trusted relationships, and operational agility.
Annette Gregg, CEO, SITE, said: “This SITE PULSE survey confirms something many incentive travel professionals instinctively understand: the value of a great DMC lies in their ability to open up a destination with insight, creativity and confidence. Technology, systems, and scale all have a role to play, but they do not replace the depth of local knowledge, judgment, and relationships that make incentive travel programs genuinely memorable and effective.”
Hasan Dinc, CITP, President, SITE and Managing Director, ODS Turkey, said: “As someone who has spent much of my career working as a DMC, these findings feel very personal. A DMC’s value is not simply in knowing which venue to use or which supplier to call. It is in understanding the rhythm of a destination, the culture behind it, the people who make it work, and the small details that can transform a program from well-organized to unforgettable. That kind of knowledge is built over years, through relationships, trust, and lived experience.”
Across all respondents, Local Expertise and Authentic Insight averaged 3.47 weighted points (out of 5), narrowly ahead of Reputation and Relationships at 3.32. By comparison, the six lower-ranked criteria averaged just 0.75 points per respondent, meaning the two leading factors scored, on average, 4.6 times higher than this lower tier.
- Local Expertise and Authentic Insight – 3.47
- Reputation and Relationships – 3.32.
- Responsiveness and Agility – 1.95
- Service Breadth, Creativity and Customization – 1.82
- Financial Stability – 0.62
- Legacy & Longevity – 0.66
- Market Presence – 0.86
- Attitude and Cultural Fit – 1.46
- Technology and Systems Capability – 0.47
- Scale and organizational reach – 0.40.
First-choice selections reinforced the same picture. Reputation and Relationships were the most common number-one priority overall, selected by 42.3% of respondents, while Local Expertise and Authentic Insight followed closely at 33.6%. No other factor was chosen first by more than 7.7% of respondents.
Gregg continued: “The findings are important because they show both consistency and nuance. There is a strong shared view across the industry that DMC selection starts with local insight and trust. However, different audiences look at DMCs through slightly different lenses. Corporations are thinking about program design, agencies are thinking about delivery confidence, DMOs are thinking about destination representation, and suppliers are often seeing DMCs through the lens of reputation and partnership.”
The results suggest that technology and scale, while useful, are not primary decision-making factors for most respondents. Rather, these factors are most powerful when they support, rather than replace, the core DMC value proposition of local expertise, responsiveness, creativity, and trusted relationships.
Dinc concludes: “For DMCs, the message is clear and encouraging. We should invest in our systems, our teams, and our professional standards, but we must never lose sight of what clients value most: our ability to bring a destination to life in a way that is authentic, creative, responsive, and commercially sound. That is where the partnership between DMCs, agencies, corporates and destinations becomes so powerful.”
The full report, including responses per organization type, is available at – https://siteglobal.com/research/pulse-insites/
For more information, visit www.siteglobal.com
