The proper way is mvn package
if you did things correctly for the core part of your build then there should be no need to install your packages in the local repository.
In addition if you use Travis you can "cache" your dependencies because it will not touch your $HOME.m2/repository
if you use package for your own project.
In practicality if you even attempt to do a mvn site
you usually need to do a mvn install
before. There's just too many bugs with either site
or it's numerous poorly maintained plugins.