SITE Specialty Certification: The Psychology of Incentive Travel Planning
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Register
- Non-member - $375
- Member - $249
Location: Virtual, on-demand
Description
Every incentive program is, at its core, an experience happening inside someone's mind. The itinerary, the venue, the proposal: that and everything else gets filtered through attention, emotion, motivation, and memory before it becomes "the trip people talk about for years" - or "the trip people forget by the time they're home."
Grounded in behavioral science, psychology, and neuroscience, The Psychology of Incentive Travel Planning gives incentive travel planners and partners a solid working knowledge of what shapes attention, motivation, and memory - and how that understanding should inform program design, communications, marketing decisions.
The course features six modules, with science-based frameworks and real examples from the industry. Whether you're building a program from scratch, pitching one to a client, or delivering one as a partner, this certification gives you a sharper lens for every decision - and a clearer sense of why some programs stay with people long after the trip ends, and others don't.
Learning objectives
- Explain what behavioral design is and why experiences happen in the mind first - and apply this lens to program design, communications, and supplier proposals
- Apply the science of motivation to build programs that resonate with today's values-driven participants
- Design for attention and reduce cognitive load, so a program feels premium rather than exhausting
- Apply social brain principles to design for connection and belonging in group travel
- Use principles of memory and meaning-making to create experiences that are remembered - and that bring clients back
Victoria Matey
Event Psychology Advisor
Matey Events
Victoria Matey is an award-winning event psychology consultant and keynote speaker, with over 20 years of experience in the events industry.
She works with organizations to apply an event psychology approach to event design, marketing, and partner tools, helping teams move beyond best practices and gut feel toward more intentional strategies rooted in human behavior.
Victoria is known for turning complex science into clear, practical tools that are directly relevant to events, destinations, and hospitality professionals. With a master’s in international events management and years of experience applying behavioral science in the field, she brings both scientific insight and real-world expertise to her work. Her insights about how people actually think, feel, and act helped teams across countries design experiences with long-lasting impact and more predictable outcomes.
She’s spoken at leading industry events, and her work has been featured in top industry publications. She’s the MPI Academy instructor for the Event Psychology Strategist certification, creator of the Event Psychology Lab course, and author of 10 Principles of Strategic Event Planning.
Victoria helps design smarter, more human experiences - and turn human behavior into a strategic advantage.
Learn more and connect with Victoria here: Website: eventpsychology.pro | LinkedIn: https://www.linkedin.com/in/victoriamatey
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