A Site International Foundation survey of 121 destination management executives, incentive planners and their clients reveals that more than half (55 percent) of the DMCs polled feel they need to broaden their offerings, and in some cases take on the roles of traditional meeting planning and incentive firms, to meet client demand. Thirty percent of incentive travel planners and 60 percent of incentive travel users agreed with the DMCs. According to the foundation, the data suggests that third-party incentive and meeting planners could lose incentive business, as clients' in-house planners increasingly are teaming up with DMCs to run their programs. "As we have emerged from the great recession, every organization is seeking to rebuild and rebrand for future strength," said Site International Foundation president Steve O'Malley, senior vice president of Maritz Travel. "This means many organizations are not staying within traditional boundaries. One telling statistic from this study was that 55 percent of DMCs agree or strongly agree that they are finding it necessary to become a one-stop shop for motivational travel programs. This immediately leads to a discussion on where do incentive houses, site-selection firms, hoteliers and others fit into today's incentive travel program design and execution? Are we accommodating or confusing the marketplace and, ultimately, our end-customer as organizational roles and products change?" The survey is available here.