On this episode of Destination on the Left, I talk with Meredith Calloway, Chief Visionary Officer and Co-Founder of Gifted Travel Network (GTN). She shares more about the inspiration behind her community of luxury travel advisors and her nuggets of wisdom about how to develop and cultivate a brand message that will help you stand out from the crowd by finding your brilliance.
What You Will Learn in This Episode:
- How Meredith transitioned from working in finance to starting a travel business and founding Gifted Travel Network
- Why finding one’s “zone of genius” and pursuing a passion is crucial for any business owner
- How Meredith’s community fosters connections and holds members accountable through mastermind meetings and group coaching
- Why travel advisors need to cultivate their brand message and uniqueness to stand out in a crowded market
- Strategies Meredith’s travel advisors used to navigate challenges during the pandemic and achieve exponential sales growth
- How a transformative mindset contributes to success and what resources are available for mindset tips in the travel industry
Nurturing Community Professional Growth
Meredith explains how her community works and the importance of offering solid content, group coaching, and experiences to meet the needs and wants of her members. They use mastermind meetings and group coaching to foster connections, share knowledge, and hold each other accountable. This approach helps them create a nurturing and engaged environment where members can learn from each other and collectively thrive.
Embracing Change and Adversity
We also dig deeper into the concept of accidental business owners, particularly in the context of the travel advisor profession. The shifts in the travel industry, compounded by the challenges of the pandemic, led many travel agents to become accidental entrepreneurs. Meredith shares how her advisors leaned into the adversity, using their resilience and community support to pivot and find success in turbulent times, even inspiring improvements in many travel advisors’ businesses.
Find Your Brilliance
Turning toward the future, Meredith expresses excitement about potential opportunities in the luxury travel industry and emphasizes why we need to shift the public’s perception of travel advisors from mere order takers to designers, project managers, and master coordinators. Meredith also encourages travel advisors to fully understand their niche, share their unique brand message, and find their brilliance to stand out in the crowded marketplace.
We also discuss the transformative power of mindset and its impact on personal growth. Meredith highlights the importance of an abundant mindset in embracing change and navigating challenges.
Resources:
- Website: https://www.giftedtravelnetwork.com/
- LinkedIn Personal: https://www.linkedin.com/in/meredithhill/
- LinkedIn Business: https://www.linkedin.com/company/giftedtravelnetwork/
- Free Download: Mindset Blocks for Entrepreneurs and How to Overcome Them
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This week, I’m reflecting on our new brand and why we are so excited about the next chapter. I want to share the branding journey with you to highlight the lessons we learned along the way. I hope that our story will inspire you and give an introduction to our new company and the philosophy behind it.
What You Will Learn in This Episode:
- Why we decided to merge two brands, and how the Travel Alliance Partnership will be an economic development partner for destinations
- What the rebranding process involved, including workshops, visual mapping, and merging of brands
- Why embracing “cathedral thinking” is important and the impact of building projects for future generations
- Strategies we used to roll the new brand out and the importance of building a lasting brand foundation
- How involving employees early in the branding process fostered a sense of community and shared knowledge within the team
Community Collaboration and Partnerships
I want to talk a little more about the significance of community collaboration and partnerships in the growth of the travel industry. Travel Alliance Partnership is committed to supporting economic growth and prosperity within the communities we serve, and we live out our core values of collaboration and the impact it can have on the overall success of businesses within the industry.
I shed light on why we merged the two brands into a single entity with distinct service pillars to reflect our strategic approach and our commitment to creating a cohesive brand architecture.
Cathedral Thinking and Lasting Brand Foundations
I talk more about cathedral thinking, emphasizing the importance of building projects and brands that leave a lasting impact on future generations. Our forward-thinking approach aligns with the Travel Alliance Partnership’s vision of creating a community based on collaboration and innovation.
Empowering Employees
The significance of involving employees early in the branding process cannot be underestimated. By encouraging team members to share company milestones and stories, we foster a sense of shared knowledge and unity among employees. During the rebranding process, it also became clear that we had scope to add capacity to the team by creating a new position, director of strategic partnerships, who could help us continue to build long-term relationships and expand our capabilities.
Resources:
- Creating Your Authentic Brand Story, with Karley Cunningham
- Strategies for Fostering Meaningful Connections in the Workplace, with Nicole Mahoney
We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!
A thirty-two-year veteran of the Travel & Tourism industry, Amir Eylon leads the entire team at Longwoods International, responsible for the development and execution of all facets of the organization, from program development to customer acquisition and retention.
He joined Longwoods in 2015 from his previous role as Vice President, Partner Engagement with Brand USA, the public-private partnership serving as the destination marketing organization dedicated to increasing international visitation to the US. He led the team responsible for helping to increase Brand USA’s partnership base and ensuring that participants received excellent service throughout Brand USA’s deployment of joint marketing programs. During his tenure, Brand USA grew its base to 475 partners, comprised of destination marketing organizations, convention and visitor bureaus, attractions, travel brands, airlines, and tour operators.
Before joining Brand USA, Amir served as Director of the Ohio Office of Tourism. Under his leadership, the state’s marketing programs realized a tremendous return on investment and contributed to the growth of the state’s $40 billion tourism economy. The programs he developed leveraged industry and nontraditional partnerships that generated $14 in new state and local taxes for every $1 invested and included active participation by thousands of Ohio’s tourism-related businesses. He has also served as Executive Vice President of the Ohio Hotel & Lodging Association, Assistant Director of the Ohio Tourism Division, and Sales & Marketing Manager with the Steuben County Conference and Visitors Bureau.
He has been recognized with a number of Industry honors, including Top 25 Extraordinary Minds in Sales & Marketing award (2014) by the Hospitality Sales and Marketing Association International (HSMAI); The Ohio Tourism Industry’s Highest Honor, The Paul Sherlock Award; and The State of Ohio Distinguished Service Medal.
Amir’s thought leadership in tourism is often quoted by the media, and he has appeared in dozens of interviews with many national media outlets, including CNBC, MSNBC, Forbes, The New York Times, The Washington Post, The Los Angeles Times, etc. Amir holds a Bachelor of Arts degree in Political Science from the University of Dayton.
On this episode of Destination on the Left, I’m excited to welcome back Amir Eylon for his third appearance on the show. Amir shared the latest data and trends from Longwoods International’s recent research. He also walks us through the latest wave of the American travel sentiment study and how to interpret and apply those insights, particularly regarding the reallocation of traveler spending and the use of AI in trip planning.
What You Will Learn in This Episode:
- How travelers are adjusting their spending habits to prioritize travel despite financial concerns
- Why there has been slow adoption of artificial intelligence in trip planning, and the potential impact of AI on the travel industry
- What the recent collaborative study by Destinations International shows about the impact of destination marketing on community well-being
- Some of the insights that Longwoods International’s research provides into American travelers’ intentions in leisure travel
- Support Longwoods International and Destinations International offers to those in the travel and tourism industry
Understanding Travel Trends in the Face of Financial Concerns
Amir highlights how travelers are finding ways to continue exploring the world by reallocating their spending, cutting back on retail purchases, and adjusting their accommodation levels. One intriguing trend he mentions is that people are combining trips into longer journeys, which is a huge shift in travel behavior. It’s clear that despite economic challenges, the desire to travel remains strong.
AI’s Role in Enhancing, Not Replacing, the Travel Experience
We also discuss the slow adoption of AI in trip planning, with only a fraction of travelers expressing interest or using AI tools for travel planning. This fascinating insight shines a light on changing travel preferences and shows that there are opportunities to further explore the potential for AI integration into destination marketing.
Amir emphasizes that AI is not replacing but rather enhancing the travel experience for both travelers and industry professionals. Our discussion provides some golden nuggets into the AI implementation in the travel industry and its potential for future growth.
Importance of Data and Research in Making Informed Marketing Decisions
Amir stresses the invaluable role of data and research in understanding travel trends and making informed marketing decisions. I just love Amir’s analogy about not being able to drive without a roadmap because it highlights the necessity of looking at data from different angles to derive meaningful insights and guide you to your end destination.
Resources:
- Website: https://longwoods-intl.com/
- LinkedIn: https://www.linkedin.com/in/amir-eylon-2242037/
- Facebook: https://www.facebook.com/longwoodsinternational
- Twitter: @AEylon https://twitter.com/AEylon
- @Lngwds https://twitter.com/Lngwds
We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/
Greg Takehara has been the CEO of Tourism Cares since 2019. He previously served on its Board, acting as its Chairman before becoming CEO. Prior to Tourism Cares, Greg was the President of Trip Mate, Inc., a travel insurance administrator. He began his thirty-five year career in the travel and tourism industry at The Mark Travel Corporation, where he served as General Counsel.
Greg serves on the Board of the US Travel Association and has served on the Boards of NTA and the IGLTA Foundation, as well as numerous industry committees. He is from Chicago and has an undergraduate degree from the University of Wisconsin–Madison and a Juris Doctor degree from Washington University in St. Louis.
On this episode of Destination on the Left, I talk with Greg Takehara, CEO of Tourism Cares. We discuss the evolution of Tourism Cares’ meaningful travel map and how it helps draw attention to social enterprises and encourages travelers to explore new aspects of a destination. Greg also gives us a great framework for strategically aligning with these goals for our own organizations.
What You Will Learn in this Episode:
- Why Tourism Cares focuses on volunteerism, collaboration, and the formation of the Future of Tourism Coalition
- What the meaningful travel map is, and how it fosters responsible and meaningful travel experiences
- How Tourism Cares aligns with the United Nations 17 Sustainable Development Goals and the importance of destination stewardship
- What creative solutions Greg offers to some of the challenges in the travel industry, emphasizing sustainability and diversity
- How Greg empowers local communities and enriches travel experiences through collaborative efforts with destination marketing organizations
Coopetition in the Tourism Industry
Greg and I dig into the concept of coopetition, where perceived competitors come together to create a collaborative ecosystem that benefits the entire industry. He shares examples of coopetition in the tourism industry, emphasizing Tourism Cares’ focus on volunteerism and collaboration. By highlighting the importance of sharing knowledge and resources, we can connect various stakeholders in the travel industry and increase impact.
The Role of the Meaningful Travel Map
Greg discusses Tourism Cares’ meaningful travel map initiative, which serves as a platform highlighting social enterprises and local community-based ventures. This innovative approach aims to drive attention to lesser-known attractions, promote sustainable tourism, and empower local communities through collaboration with destination marketing organizations. The map has been successfully implemented in Jordan, leading to increased visitor stays and a broader distribution of tourism beyond popular attractions.
The Role of the Meaningful Travel Map
Greg and I touch upon the alignment of Tourism Cares with the United Nations Sustainable Development Goals (SDGs). They highlight the organization’s integration of the SDGs into their work and emphasize the importance of prioritizing sustainability, diversity, and inclusion in the travel industry. By emphasizing small, collective steps towards making a difference, they underscore the potential for significant impact through the collaborative efforts of the industry.
Resources:
- Website: https://www.tourismcares.org/
- LinkedIn Personal: https://www.linkedin.com/in/greg-takehara/
- LinkedIn Business: https://www.linkedin.com/company/tourism-cares/
We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/
JoAnna Haugen is an award-winning writer, consultant, speaker, and solutions advocate who has worked in communications-related positions in the travel and tourism industry her entire career. She is also the Founder of Rooted, a solutions platform at the intersection of sustainable tourism, social impact, and storytelling. Through Rooted, JoAnna helps tourism professionals decolonize travel experiences and support sustainability using strategic storytelling.
In 2021, Newsweek named JoAnna a winner in the storytelling category of its Future of Tourism awards. She has also been nominated for three Bessie Awards: Collaboration of the Year in 2021 and Most Impactful Piece of Writing in 2021 and 2022, and was recognized as a finalist for Trade Publication Feature of the Year by Inspire Global Media Awards in 2023. Additionally, she is a two-time grant recipient from the Nevada Arts Council. An international election observer and intrepid traveler, JoAnna currently resides in Carthage, Tunisia.
On this episode of Destination on the Left, JoAnna shares her passion for inspiring the creation of responsible travel experiences and responsibly sharing them with the world. We discuss how DMOs can lean into the uniqueness of the places they represent, and JoAnna provides four actionable steps that tourism marketers can take to promote unique and authentic stories.
What You Will Learn in This Episode:
- Why Johana encourages people to reimagine what tourism looks like in the future
- What Johana’s work at Rooted entails, including building a learning lab for travel service providers, as well as partnerships with MannKind Digital and Sustainable Cities
- Why we need to shift from quantitative to qualitative measures of success in the tourism industry, focusing on creating better experiences for travelers and locals
- Why destinations should embrace and showcase the messy reality of their communities
- What Johana advises destinations to do to amplify voices and experiences that have not been previously highlighted and provide guidance on how to tell these stories
- How to reframe tourism as a partner to support community well-being initiatives
Transitioning from Passive Visitors to Active Global Citizens
JoAnna and I discuss the emotional shift that visitors make from being passive observers to becoming active global citizens. This transition is rooted in the promotion of thoughtful, intentional, and transparent travel marketing communications. By aligning their experiences with the ethos of responsible and impactful travel, travelers can engage more deeply with the destinations they visit. This change not only benefits the travelers by providing a more enriching experience but also contributes to the greater well-being of the local communities.
Creating and Promoting Responsible Tourism Experiences
It’s so important for DMOs to promote authentic stories and experiences in their marketing materials. JoAnna shares actionable steps to help destinations advocate for a holistic approach focused on community well-being. She underscores the value of collaboration in crafting tourism experiences that resonate with travelers. By embracing responsible practices and unique storytelling, destinations can make themselves stand out in the competitive tourism landscape and appeal to conscientious travelers seeking meaningful, ethical experiences.
Standing Out Through Responsible Practices and Unique Storytelling
JoAnna discusses how destinations can get ahead of the curve and stand out through responsible practices and unique storytelling. In her opinion, the answer lies in embracing the messy reality of communities – including their challenges and complexities. By highlighting the authentic history, culture, and nuances of a destination, the tourism industry can move away from generic, sanitized Insta-ready experiences and offer a more genuine reflection of the locale.
Resources:
- Website: https://rootedstorytelling.com/
- LinkedIn: https://www.linkedin.com/in/joannahaugen/
- Instagram: https://www.instagram.com/RootedStorytelling/
- Twitter: https://twitter.com/joanna_haugen
- Rooted learning platform: https://rootedstorytelling.com/courses/
- Collaboration Among Destinations is Essential for a Sustainable Future of Tourism
We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/
Paul Roetzer is the Founder and CEO of Marketing AI Institute; co-author of Marketing Artificial Intelligence: AI, Marketing and the Future of Business; host of The Marketing AI Show podcast; and creator of the Marketing AI Conference (MAICON). As a speaker, Roetzer is focused on making AI approachable and actionable for marketers and business leaders. A graduate of Ohio University’s E.W. Scripps School of Journalism, Roetzer has consulted for hundreds of organizations, from startups to Fortune 500 companies. Previously, he was Founder and CEO of PR 20/20, a digital marketing agency that he sold in 2021.
On this episode of Destination on the Left, I talk with Paul Roetzer, the Founder and CEO of Marketing AI Institute. We dig into the fascinating world of artificial intelligence (AI) and its application in marketing and business. Paul shares insights on the evolution of AI, discusses the distinction between predictive and generative AI, and offers strategies for incorporating AI into marketing strategies.
What You Will Learn in this Episode:
- Why destinations should start incorporating AI into their marketing strategies
- What the difference is between predictive AI and generative AI
- Getting started with applying AI in marketing and business
- Why AI literacy is so important for marketers
- The resources and education available to help destination marketers master AI
- How Paul implements AI tools to automate and optimize his event planning tasks
How to Use AI in Marketing
Paul shares his invaluable insights into the evolution of AI and its application in marketing. We dig into how AI software helps marketers to automate tasks, learn from user actions, and make data-driven decisions. Paul also discusses how AI advancements open new doors for marketers to create compelling content, personalize customer experiences, and leverage AI-generated insights.
We spotlight ChatGPT’s capabilities in generating text, images, audio, video, and code, and Paul emphasizes the huge strides made in generative AI, which have opened new doors for marketers to create compelling content and personalize customer experiences.
AI Education and Resources for Marketers
A real highlight of the discussion was Paul’s emphasis on AI education and the resources available to marketers. He details the importance of continuous learning in using AI for marketers to stay safe in an ever-changing environment.
We also discuss the increasing accessibility of AI for marketers and the practical ways in which AI can be incorporated into marketing strategies. Paul provides helpful examples of using AI assistance in tasks such as content creation, data analysis, and lead scoring.
Resources:
- Website: https://www.marketingaiinstitute.com/
- LinkedIn Personal: https://www.linkedin.com/in/paulroetzer/
- LinkedIn Business: https://www.linkedin.com/company/mktgai/
- Facebook: https://www.facebook.com/marketingAIinstitute/
- Twitter: https://twitter.com/Mktgai
We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/
Adam Stoker is the Co-Founder, President, and CEO of Relic, a full-service destination marketing agency. For over 15 years, Adam has excelled in the leisure travel, stakeholder engagement, and destination branding spheres.
Immersed in the world of tourism, Adam has spent time as a member of the Utah Tourism Industry Association Board. He is a frequent speaker and collaborator at industry events nationwide, speaking at the Utah Tourism Conference, Texas Travel Summit, several Destinations International events, and more. A passionate thought leader in the world of owned media, Adam speaks on the power of branded content and the success his clients have seen with this bold strategy.
Adam hosts the Destination Marketing Podcast, a weekly podcast with over 115,000 total listens that shares insights and experiences from worldwide industry professionals. Published in 2020, Adams’s book, “Touchpoints: The Destination Marketers Guide to Brand Evaluation and Enhancement,” is available on Amazon.
On this episode of Destination on the Left, I talk with Adam Stoker about his three-part formula for putting owned media to work for your DMO. He shares examples of destinations using an owned media strategy to deliver big results and how he’s helping them leverage ChatGPT to make content easily accessible and actionable.
What You Will Learn in this Episode:
- Adam’s insights on using owned media to attract today’s travelers
- How Adam uses ChatGPT strategically to make content more accessible by creating chatbots for destinations
- Adam shares the 3 C’s for building an audience — content, community, and commerce and how they influence purchase decisions
- How technology allows for building a community beyond geographical limitations, expanding destination marketing opportunities
- Adam’s scalable vision for a network of destination marketing podcasts, creating opportunities for collaboration and growth
Embracing Owned Media for Audience Engagement and Influence
On this episode, we’re talking about the importance of owned media in attracting today’s travelers. Owned media is a company’s website, blog, and social media channels, and they allow brands to build connections with their audience and potential visitors. Adam shares his three-part formula for using owned media in organizations – content, community, and commerce – and provides a strategic framework for building and leveraging an audience.
Adam discusses the strategic use of ChatGPT, to make content more accessible. He has found that by using it, destination marketers can provide accessible and engaging content experiences for their audience, such as responsive chatbots that boost their brand’s reach and keep them top of mind.
Shifting from Geographic to Interest-Based Marketing
We dig into the paradigm shift from geographical marketing to interest-based marketing. As developing technology allows for precise audience targeting based on specific interests, destination marketers can capitalize on this shift to engage niche audiences within communities. Adam shares examples like The Palm Beaches and Visit Myrtle Beach, which have successfully focused on specific audience interests, demonstrating how interest-based marketing can yield more impactful results than traditional geographical marketing approaches.
Diving into Branded Entertainment and Long-Form Content
Adam also introduces the concept of branded entertainment and emphasizes the need to prioritize entertainment over traditional advertising methods. Destination marketers can create content that resonates with their ideal audience by understanding current visitor preferences for longer and more engaging content. Building a community around this infotainment is a great way to engage your audience.
Resources:
- Website: relicagency.com
- LinkedIn Personal: https://www.linkedin.com/in/adamstoker/
- LinkedIn Business: https://www.linkedin.com/company/relicadvertising/
- Destination Marketing Podcast: https://destinationmarketingpodcast.com/
Rowena Sahulee is a marketing executive with over 20 years in the dual realms of tourism and economic development.
She has worked in marketing functions at organizations such as Circle Line Statue of Liberty Ferry and Harbor Cruises, the first concessionaire to the Statue of Liberty. The Greater Houston Partnership, the main business organization in the Houston, Texas, 10-country region. Choose NJ, the economic development marketing organization for the State of New Jersey.
After Choosing NJ, she started with Empire State Development in the Division of Tourism, I LOVE NY, as the Director of Tourism Marketing, Licensing, and Public Relations for New York State. She worked with their PR agency for journalists to write about the States’ 11 vacation regions. Additionally, she oversaw the multi-million dollar retail licensing program for the I LOVE NY logo and tourism segment marketing programs.
Her next role was with the Long Island City Partnership, the local neighborhood economic development entity in Long Island City, Queens, as their Director of Marketing & Communications.
Today, she has started her own tour operation, Meaningful Experiences, utilizing her expertise to offer NYC experiences, day trips outside of NYC, and overnight getaways to the local market. She received her Bachelor of Arts from the State University of New York at Buffalo and her Master of Business Administration from Texas A&M University.
On this episode of Destination on the Left, I talk with Rowena about the importance of serving the locals in your destination, how important relationships are to success, and why protecting the integrity of your brand is so important. Rowena also shares details about her unique business model and how she found a niche not already covered in New York City.
What You Will Learn in this Episode:
- How Rowena found a gap in the market for hassle-free trips and meaningful experiences
- Her vision of creating collaborative initiatives that enhance the community’s connection to New York’s attractions
- Why Rowena is collaborating with a local talent agency to create a monthly Broadway program
- Rowena’s vision for future collaborations that enrich the local community
- The importance of being open to unexpected opportunities, staying adaptable, and remaining open-minded
Embracing Unexpected Opportunities
Rowena and I discuss the importance of being open to opportunities, even unexpected ones. She shares how her career trajectory, spanning the public sector, private sector, and nonprofits, has equipped her with a deep understanding of destination marketing and community engagement. I love that Rowena’s passion for capturing meaningful moments and her dedication to offering unique experiences really shine through in our conversation.
Meaningful Experiences in a Changing Market
Rowena shares more about how she identified a gap in the market for meaningful experiences, especially for families and corporate groups. Drawing from her extensive experience in the travel and tourism sector her company, Meaningful Experiences, brings tours directly to New York communities, aiming to make experiencing the city easier and more enriching. Rowena’s focus on collaboration and shared goals exemplifies her approach to creating impactful local initiatives.
Innovations in Tourism Marketing
On the show, Rowena expresses her excitement about bringing tourism experiences to the local market and discusses her recent collaboration with a friend who owns a talent agency to create a monthly Broadway program. This collaboration illustrates her innovative approach to promoting Broadway and fostering a love for the arts within local communities. Rowena’s vision for future collaborations with other local groups demonstrates her commitment to pioneering amazing and unique experiences that really do enrich the local market.
Resources:
- Website: www.meaningfulexp.com
- LinkedIn Personal: https://www.linkedin.com/in/rowenasahulee/
We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/
This week we’re coming to you directly from the ABA Marketplace in Nashville, where I’m talking to eight amazing travel industry experts about why there’s a sense of energy and forward focus in 2024. They share more about the experiences visitors to their destinations are requesting and dig into the importance of authenticity and making genuine connections between visitors and locals.
In this episode, you’ll hear from these travel and tourism industry leaders:
- Lorey Hall: Leisure Sales Manager, Meet Northern Kentucky
- Kris Hoff: President & CEO, Happy Times Tours, and Experiences
- Adam Jacobson: Director of Sales & Marketing, Villa Roma
- Sonya Nash: Executive Director at LaGrange County, IN CVB/Visit Shipshewana
- Jill Shorkey: Director of Group Tours, Michigan’s Great Lakes Bay Region
- Marlene Smith: Sales Manager, Traverse City Tourism
- Greg Takehara: CEO at Tourism Cares
- Darrin Thurman: Tourism Manager, Visit Springfield, IL
Key Insights from ABA Marketplace 2024
The ABA Marketplace 2024 conference brings together travel and tourism professionals to share insights, discuss industry trends, and explore opportunities for growth and collaboration. It’s a fantastic opportunity to connect and exchange ideas, and it emphasizes the significance of partnership and sustainability in the industry.
Lorey Hall: Leisure Sales Manager, Meet Northern Kentucky
Lorey discusses the significance of building relationships in the travel and tourism industry and shares why attending industry events is such a great idea for new professionals. She also stresses the importance of authenticity, professionalism, and persistence in building successful partnerships.
Kris Hoff: President & CEO, Happy Times Tours and Experiences
Building strong connections with tour operators enhances visitor offerings. Kris shares why he prioritizes offering exclusive, hands-on, immersive experiences and discusses the trend towards experiential travel. He also digs into the value of the connections made at events like ABA Marketplace and why they’re crucial for building relationships, not just for business but also for future personal connections.
Adam Jacobson: Director of Sales & Marketing, Villa Roma
Adam reflects on the meaning of partnership and shares his reaction to winning the Spirit of Partnership Award at ABA. His word for the ABA Marketplace is ‘partnerships’; and he describes why he enjoys making connections and meeting other people in the industry.
Sonya Nash: Executive Director at LaGrange County, IN CVB/Visit Shipshewana
Sonya emphasizes the importance of building genuine relationships in the travel and tourism industry, which takes time and dedication. She encourages new professionals to be authentic, provide results, and maintain professionalism while being actively engaged in industry organizations and events.
Jill Shorkey: Director of Group Tours, Michigan’s Great Lakes Bay Region
There’s no doubt that the last few years have been tough for the travel and tourism industry, which is why Jill is so excited about the returning numbers of visitors and travelers post-pandemic. She discusses the interest in creating memorable group experiences and highlights the importance of making connections with industry colleagues, and partners to enhance offerings, entice travelers, and encourage repeat visits.
Marlene Smith: Sales Manager, Traverse City Tourism
Marlene shares her excitement for the tourism industry in 2024, mentioning increased business for tour operators and the opportunity to explore new destinations. There is a focus on developing more tour products, including group-friendly restaurants and exclusive behind-the-scenes experiences. Marlene encourages future tourism professionals to find their niche, hone their skills, and not be afraid to network and meet new people.
Greg Takehara: CEO at Tourism Cares
Greg discusses the impact of the travel industry on sustainability and social-economic issues. He discusses the interest in responsible travel and carbon offsets, emphasizing the importance of meaningful travel experiences. We also discuss the importance of collaboration and partnership in addressing industry challenges, particularly in the context of sustainability and addressing social, environmental, and economic issues.
Darrin Thurman: Tourism Manager, Visit Springfield, IL
Darrin discusses the limitless opportunities within the tourism industry, emphasizing the potential for diverse career pathways and growth. He expresses excitement about the steady improvement in business post-pandemic and the renewed energy from staff and visitors in his location. Darrin describes the ABA Marketplace as a place of “heart,” emphasizing the sense of family, camaraderie, and love within the industry, and encourages young professionals to explore the incredible potential the industry has to offer.
The Importance of Building Lasting Relationships
We explore the dynamic world of travel and tourism, and explore the impact of the industry on sustainability and social-economic issues. Our amazing guests highlight the importance of building lasting relationships, the excitement of the resurgence of post-pandemic travel, and the value of learning and making connections within the industry.
We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/
This week, the podcast is coming to you from the ABA Marketplace in Nashville, where nearly 3,000 tour and travel professionals convened to learn and network with their peers. From indigenous experiences in Alberta to the revitalization of destinations like Philadelphia and Branson, this episode is packed with valuable perspectives on collaboration, envisioning the future of travel, and the power of personal connections in the tourism industry.
In this episode, you’ll hear from these extraordinary leaders:
- Vince Accardi: President at Ontario Motor Coach Association and Motor Coach Canada
- Richard Arnold: President & Director of Fun Atlantic Tours Canada
- Marcy Barnes: Market Development Specialist, Tourism New Brunswick
- Aaron Brown: Marketing & Experience Manager at Visit Cheyenne
- Greg Caren: President & Chief Executive Officer at Philadelphia Convention & Visitors Bureau
- Ryan Elliott: Manager – Business Development at Travel Alberta
- Bud Geissler: President, Group Collect and ABA Marketplace 2024 Chair
Insights from ABA Marketplace in Nashville
At the ABA Marketplace in Nashville, we dug deep into tourism partnerships, connections, and relationships. Our industry experts discuss the importance of building connections, the impact of border closures on the industry, and the resurgence of group travel post-COVID. Guests share their experiences of being part of the travel industry in 2023, make predictions for 2024, and highlight the vibrant energy of the travel industry right now.
Vince Accardi: President at Ontario Motor Coach Association and Motor Coach Canada
Vince and I discussed the increasing interest in indigenous experiences for group travel in Canada. He also touched on the upcoming recovery of the country’s tourism industry and why connection-building is the most vital part of attending shows like ABA Marketplace.
Richard Arnold: President & Director of Fun Atlantic Tours Canada
I loved hearing Richard’s thoughts on the challenges and rewards of promoting hands-on experiences in tour itineraries for a post-COVID new normal. He emphasizes the need to be dynamic and creative when planning tours and looks ahead to new opportunities and collaborations in 2024.
Marcy Barnes: Market Development Specialist, Tourism New Brunswick
Marcy highlights what she is most excited about for the tour and travel business in 2024, including new or expanded itineraries that come into the beautiful province of New Brunswick. She also discusses why networking is the most important thing at events like ABA Marketplace and how the event allows her to connect with buyers and build collaborations with other PMOs.
Aaron Brown: Marketing & Experience Manager at Visit Cheyenne
Aaron shares his excitement for the upcoming year in the tourism industry as someone who is new to the industry, particularly focusing on the trend of slow travel and why taking time to really connect with a destination is so important for visitors. His word for ABA Marketplace is ‘amazing,’ and it’s not hard to see why!
Greg Caren: President & Chief Executive Officer at Philadelphia Convention & Visitors Bureau
Greg and I discuss the importance of authenticity in travel experiences, and he shares more about how his destination is meeting this need by highlighting their historical visitor attractions. He dives into the value of face-to-face interactions and the significance of industry events like ABA Marketplace in rebuilding the tourism economy.
Ryan Elliott: Manager – Business Development at Travel Alberta
Ryan discusses the importance of cultivating relationships and trust within the tour and travel industry, with a particular focus on the pivotal role of partnerships in driving shoulder season growth. He underscores the energy and passion crucial to the industry and highlights ABA Marketplace as a vital event for fostering connections and collaboration.
Bud Geissler: President, Group Collect and ABA Marketplace 2024 Chair
I was interested to chat with Bud about the travel industry’s adoption of technology, the shift towards cashless options for student travel, and the trend of longer and more exotic experiences for adult travelers. Bud also shares personal experiences that underline the transformative impact of travel experiences and how they shape people’s lives.
The Power of Partnerships
The enriching insights I got from travel industry leaders at ABA Marketplace underscores the transformative potential of partnerships and connections in shaping the tourism industry’s future. As the industry continues to rebound, the value of collaboration, innovation, and a shared passion for creating remarkable travel experiences emerge as guiding forces. Through a commitment to building meaningful relationships and fostering inclusive partnerships, the tourism industry is poised for a future defined by innovation, authenticity, and sustainable growth.
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Nicole Mahoney is an entrepreneur, speaker, and podcast host with a passion for business. She’s the Founder of Break the Ice Media, a PR and digital marketing agency specializing in the travel, tourism, and hospitality industry, and also serves as the CEO of Travel Alliance Partners. In her weekly podcast, Destination on the Left, launched in 2016, she interviews tourism professionals from all over the globe on creativity and collaboration.
On this episode of Destination on the Left, I’m talking about the significance of community in the travel, tourism, and hospitality industry. Whether it’s the local community you serve, industry associations, or peer groups, being an integral part of a community is essential for making a lasting impact.
What You Will Learn in this Episode:
- Best practices to help guide you in engaging with your community and making the most of events like TAP Dance
- Why we should focus on serving others within the community, building authentic relationships rather than solely focusing on transactions
- How to build an authentic and connected community by sharing experiences, successes, and setbacks
- Why to prioritize spending time with your community, whether through attending regular meetups, participating in online discussions, or engaging in community events
- How your community can be a pillar of strength during difficult periods
Building Meaningful Connections
Whether it’s a local community, industry associations, or peer groups, connecting with like-minded individuals can have a tremendous impact on personal and professional success. This week, I’m sharing strategies for finding and engaging with your community, including attending industry events and trade shows, which allow you to create opportunities to build relationships through shared experiences and educational sessions.
Best Practices for Community Engagement
We dig deep into some of the best practices for engaging effectively within a community — things like showing up, listening, and being relentlessly helpful are key steps for building strong connections. It is so important to prioritize relationships over transactions and embrace transparency as a way to form genuine, lasting connections within a community.
Peer Group Support
We also discuss why peer group interaction plays such a significant role in fostering connections within the travel and tourism industry. Whether through local destination marketing organizations or chambers of commerce, these formal organizations provide avenues for professionals with similar roles to connect, support, and learn from one another. By actively participating in peer groups, individuals can gain valuable insights, access educational opportunities, and form long-lasting relationships that can elevate their personal and professional growth.
Resources:
- Website: https://nicolemahoney.com/
- LinkedIn: https://www.linkedin.com/in/nicolemahoney/
- Facebook: https://www.facebook.com/BreakTheIceMedia
- Twitter: https://twitter.com/Break_TheIce
- Tap Into Travel: https://www.tapintotravel.com/
- Research: Collaboration in the Travel, Tourism, & Hospitality Industry: https://breaktheicemedia.com/collaboration/
Kylie Kullack, the Head of Client Engagement at Struck, is a dynamic leader in the realm of brand transformation. Her extensive experience spans diverse sectors, including destination marketing, outdoor recreation, and biotechnology. Known for her strategic acumen and problem-solving prowess, Kylie consistently empowers her teams to achieve exceptional results.
Her impressive portfolio features collaborations with esteemed clients such as the Utah Office of Tourism, Snowbird, Westminster College, and Altabank. Kylie’s expertise extends across traditional and digital marketing communications, where she has seamlessly orchestrated campaigns in collaboration with various agency partners, including creative, public relations, promotion, social media, and event activation teams.
Kylie’s career boasts a diverse client roster, encompassing travel (Catalina Island, Avis Budget Group), QSR/Fast Casual (Jack in the Box), CPG (Uinta Beer, Creminelli Fine Meats), higher education, retail real estate (Sotheby’s International Realty, Coldwell Banker), and premium liquor (Johnny Walker, Bulleit, Balvenie). Outside her professional pursuits, she is an active member of Chief, a leading network of female executives revolutionizing the industry. Kylie’s true joy lies in her role as a parent, cherishing family moments and exploring the vibrant local culinary scene.
On this episode of Destination on the Left, I talk with Kylie Kullack, Head of Client Engagement at Struck, about the evolving world of destination marketing. Kylie shares her expertise in helping brands like Snowbird Resort and Utah’s “Mighty Five” transform their positioning and stand out in increasingly crowded markets. We also explore the importance of collaboration and clear messaging to create memorable visitor experiences.
What You Will Learn in this Episode:
- Kylie explains the challenges of destination marketing organizations, including limited budgets and complex stakeholder needs, and gives examples of how to overcome them
- How Struck has worked with clients such as the Utah Office of Tourism and Palisades Tahoe to help them rebrand and reposition
- How Struck leverages 1-star reviews from unsatisfied visitors who were not their target audience to showcase the resort to the ideal visitor
- Why we should use a messaging funnel to tailor messages at different stages of the visitor journey, using various channels like social media and visitor centers
- The importance of involving locals in planning and implementation to create a positive visitor experience
Transformation Work and Brand Positioning
Kylie sheds light on Struck’s focus on working with companies and brands ready to transform, and discusses the transformation work they’ve done for clients such as the Utah Office of Tourism, Snowbird, Sundance, Solitude, and Palisades Tahoe. We dig into the rebranding process, defining a destination’s core positioning and Kylie shares details of the campaign she worked on for the Snowbird Resort and how they used negative feedback to define and appeal to the destination’s ideal audience.
Breaking Through the Crowded Marketplace
On the show, we also explore how tourism brands can break through the crowded marketplace to stand out. Kylie discusses the strategy of dispersing visitation to national parks to avoid overwhelming them and to encourage visitors to explore local state parks and other attractions along the way.
Destination marketing is evolving, and DMOs now need to expand beyond simply attracting visitors to also managing the destination message, involving locals, and addressing various challenges such as public affairs, infrastructure, sustainability, and resident sentiment.
Branded Experiential Design and Collaboration
Kylie and I also talk about the importance of branded spaces and experiential design in reflecting a destination’s values for both visitors and employees. Kylie talks about the importance of collaboration among agency partners and the marketing team, particularly when it comes to clarity of goals and key messages.
Resources:
- Website: www.struck.com
- LinkedIn Personal: https://www.linkedin.com/in/kylie-kullack-466a335/
- LinkedIn Business: https://www.linkedin.com/company/joinchief/
Dana is the Co-Founder and Chief Executive Officer of World Savvy, a national education nonprofit working to educate and engage youth as responsible global citizens. World Savvy supports change agents in K-12 education to create more inclusive, adaptive schools that ensure all young people can develop the skills and dispositions needed to thrive in a more diverse, interconnected world. World Savvy programs provide support at three critical levels to deeply integrate global competence into teaching, learning, and culture: student engagement, teacher capacity, and school and district leadership support. Since 2002, she has led the organization through significant national expansion, reaching over 800,000 students and nearly 7,000 teachers across 45 US states and 32 countries from offices in Minneapolis, San Francisco, and New York.
Dana is an Ashoka Fellow and was named one of The New Leaders Council’s 40 under 40 Progressive American Leaders and Women We Admire’s Top 50 Women Leaders of Minnesota for 2022. She also won the Tides Foundations Jane Bagley Lehman Award for excellence in public advocacy in 2014. She is a frequent speaker on global education and social entrepreneurship at high-profile convenings nationally and internationally, and World Savvy’s work has been featured on PBS, The New York Times, Edutopia, and a range of local and national media outlets covering education and innovation.
Kate Berseth is the Executive Vice President North America for EF Education First. As EVP, Kate oversees product innovation and strategic partnership development for EF’s educational travel products. As EF’s futurist-in-residence, Kate is primarily responsible for understanding evolutionary and revolutionary trends in the education space and making recommendations for how EF should adjust its operation to respond to these trends while bringing continual improvement to its product offerings. She also identifies, establishes, and maintains EF’s strategic relationships with a variety of stakeholders in the education, travel, and corporate landscapes.
Prior to joining EF in 2000, Kate worked in fundraising, and nonprofit and political consulting. She served in a variety of capacities for several national political campaigns before co-founding ROI Solutions, a database management services provider for progressive nonprofit organizations. During her time at EF, Kate has been instrumental in securing accreditations from the country’s most prestigious academic organizations, making EF the first fully accredited educational travel company in the United States. She has also managed the recent launches of two marquee projects for EF—the Global Student Leaders Summit series, which offers students and teachers experiential travel opportunities focused on 21st-century skills development, as well as weShare, an online learning tool that complements that student travel experience.”
On this episode of Destination on the Left, I talk with Kate and Dana to explore the transformative power of travel in shaping global perspectives and promoting global citizenship. Join us as Dana and Kate share their insights on K-12 educational travel experiences, and the impactful work being done in the travel and education industry. Find out more about how EF Tours is creating hands-on learning opportunities for students, and how World Savvy is embedding global competence in K-12 education.
What You Will Learn in this Episode:
- How EF Tours’ approach to educational travel has helped young people to foster global competence and cultural understanding
- Why the collaboration between World Savvy and EF Tours helps students to develop 21st-century skills and global perspectives
- Moments when educational travel experiences have led to a tangible impact within local communities, at home and abroad?
- How travel experiences help build soft skills
- How schools can integrate educational travel experiences into their curriculum and institutional programs to create a lasting and impactful learning environment for students
The Importance of Hands-On Learning
Dana and Kate discuss the significant role that educational travel plays in expanding students’ perspectives. Through immersive experiences in different countries and cultures, students gain a deeper understanding of the world around them. By stepping outside of their local environments, students are exposed to new ways of thinking, problem-solving, and adapting to unfamiliar situations. This hands-on learning approach broadens their worldview and equips them with essential skills for navigating an increasingly interconnected global society.
Building 21st-Century Skills
Our conversation highlights the evolution of global competence in K-12 education, with a focus on equipping students with the necessary skills and knowledge to thrive in a globalized world. Dana discusses World Savvy’s dedication to promoting global competence through engaging students, training teachers, and working with school leadership to integrate global citizenship into the learning experience. This emphasis on 21st-century skills, such as critical thinking, communication, and cultural proficiency, is essential for preparing students to become global citizens and empathetic leaders in their future endeavors.
Creating Meaningful Partnerships
Kate gives her insights into EF Tours’ mission to open the world through education by offering transformative travel experiences for students. EF’s collaboration with educational leaders like Dana emphasizes the importance of creating institutional programs in schools that go beyond traditional trips and become an integral part of the curriculum.
Resources:
- Website: https://worldsavvy.org/
- LinkedIn Personal: https://www.linkedin.com/in/dana-mortenson-a691893/
- LinkedIn Business: https://www.linkedin.com/company/world-savvy/
- Invite Dana to speak at an upcoming event: info@worldsavvy.org
Nicole Mahoney is an entrepreneur, speaker, and podcast host with a passion for business. She’s the Founder of Break the Ice Media, a PR and digital marketing agency specializing in the travel, tourism, and hospitality industry, and also serves as the CEO of Travel Alliance Partners. In her weekly podcast, Destination on the Left, launched in 2016, she interviews tourism professionals from all over the globe on creativity and collaboration.
On this episode of Destination on the Left, I share how my company fosters meaningful connections among our team members, clients, and industry partners. I outline the four key ingredients for creating a well-connected and productive workplace, including company culture, meetings with purpose, continuous mentoring, and celebrations. This episode is all about helping you strengthen connections within your organization.
What You Will Learn in this Episode:
- Why any healthy company culture includes a defined purpose and a shared vision and values
- Why Break the Ice Media values meetings with purpose, which have a regular cadence and specific goals
- The three most valuable meeting types Break the Ice Media uses: status meetings, one-on-one meetings, and leadership team meetings, and how we structure them
- How we facilitate coaching and mentoring that leads to better connections — even with a remote team
- Why it’s so important to inspire celebration of each other and have fun together, and how to do this intentionally
Building a Strong Company Culture
On the show, I emphasize the crucial role of company culture in creating connections within a team, whether you’re together in person or virtually. I outline the key elements of a strong company culture, including a clearly defined purpose, vision for the future, and core values.
It is essential to define why the business exists and ensure this purpose is shared and understood by everyone in the company. Establishing a clear vision for the future helps provide a roadmap for the team, guiding decision-making and offering clarity during times of uncertainty. I also share why clearly defined core values serve as a compass, ensuring alignment among team members and driving decision-making processes.
Continuous Coaching and Mentoring
We also dig into the importance of continuous coaching and mentoring in strengthening team connections. I discuss various ways to do this, such as weekly office hours, side coaching for the leadership team, growth charts, lunch and learns, and midweek check-ins.
These initiatives that we’ve put in place serve to provide ongoing support, sharing of knowledge, and skill development opportunities. By investing in coaching and mentoring, Break the Ice Media, and other organizations empower teams to grow, thrive, and build stronger connections with each other.