Info

Destination On The Left

Destination On The Left is a travel and tourism industry podcast hosted by Travel Alliance Partnership. Each episode explores successful collaborations, creative marketing ideas and best practices for both consumer and travel trade marketing programs. Interviews are a mix of Destination Marketers, Industry Leaders, Consultants and businesses in the industry.
RSS Feed Subscribe in Apple Podcasts
Destination On The Left
2025
February
January


2024
December
November
October
September
August
July
June
May
April
March
February
January


2023
December
November
October
September
August
July
June
May
April
March
February
January


2022
December
November
October
September
August
July
June
May
April
March
February
January


2021
December
November
October
September
August
July
June
May
April
March
February
January


2020
December
November
October
September
August
July
June
May
April
March
February
January


2019
December
November
October
September
August
July
June
May
April
March
February
January


2018
December
November
October
September
August
July
June
May
April
March
February
January


2017
December
November
October
September
August
July
June
May
April
March
February
January


2016
December
November
October


All Episodes
Archives
Now displaying: 2025
Feb 5, 2025

On this episode of Destination on the Left, I talk with Graeme Labe, Managing Partner and Chief Design Officer at Luxury Frontiers. He discusses how his immersive design firm got started and has gained traction since 2020 as people are seeking more meaningful experiences. Graeme redefines the meaning of luxury travel, explaining that genuine experiences and a connection to nature are important parts of this market.

What You Will Learn in This Episode:

  • How Graeme transitioned from traditional hotel project management to becoming the managing partner at Luxury Frontiers, a company specializing in immersive and experiential design for the hospitality industry
  • Why the concept of luxury has evolved to focus more on genuine and meaningful experiences rather than just physical amenities
  • How the COVID-19 pandemic accelerated the demand for experiential hospitality
  • What specific strategies and design elements Luxury Frontiers use to integrate local communities into their projects, ensuring sustainability and creating mutual benefits
  • Graeme shares insights on creating holistic return on investment by balancing financial gains with environmental sustainability and community engagement

The Rise of Immersive Experiences

Graeme co-founded Luxury Frontiers, a design firm that creates unique and innovative architectural designs for the hospitality industry. Their goal is to craft unforgettable experiences that blend seamlessly with the surrounding natural environment. By working with well-known clients like Abercrombie and Kent, Graeme’s approach has helped redefine what luxury travel means today.

The idea of luxury has changed. It’s no longer about flashy displays of wealth. Today’s Travelers are looking for authentic and meaningful experiences connecting them with nature and local culture. Graeme understands this shift and uses it to create designs that appeal to modern travelers. One example is the Nabiba project in Mexico, collaborating with Four Seasons. This project reimagines hospitality by focusing on unique lodging, interactive dining, and deep engagement with the local area. Guests are encouraged to participate in food preparation, and there’s no traditional reception area. Nabiba offers an immersive experience that goes beyond a typical hotel stay.

Strategic Collaboration

Graeme believes collaboration is key, whether with other architects, designers, or local communities. He’s convinced that teamwork leads to amazing results, not just in the creative process but in the final product because it brings together a wealth of knowledge and experience.

Sustainability is really important to Graeme and Luxury Frontiers. He explained that it’s not just about being eco-friendly – it’s also about creating jobs for the people who live nearby. Their projects often use local architecture and traditional building methods, which means more jobs and skills training for locals. This way, the whole community benefits from each project for years to come.

Redefining ROI in Hospitality

The COVID-19 pandemic really sped up the demand for immersive experiences. As people started coming out of lockdowns, they really wanted to reconnect with nature and enjoy meaningful interactions. Graeme noticed a big increase in demand for projects that offer genuine engagement with the environment and local culture. This shift has allowed Luxury Frontiers to focus on delivering amazing experiences and solidify their position as a market leader.

Graeme wrapped up the conversation by challenging the traditional idea of return on investment (ROI). He suggested that travel marketers need to start looking at the bigger picture and consider both financial returns and environmental impact for the future of hospitality. By prioritizing sustainable practices and immersive experiences, companies can improve their bottom line and make a positive contribution to the world and local communities.

Resources:

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 o​f. Here is a quick tutorial on how to leave us a rating and review on iTunes!

Jan 29, 2025

On this episode of Destination on the Left, I talk with Andy Clinton, CEO of Visit York County. He discusses why youth sports tourism is so important to his community and how reaching out to other successful destinations for inspiration has helped them build their visitor numbers. Andy also shares the details of the innovative strategies that Visit York County uses to grow traffic to their website, increasing it from 500,000 to over 2 million page views annually.

What You Will Learn in This Episode:

  • Why youth sports tourism is crucial for York County and how the community leverages its local assets to attract major events
  • How Visit York County collaborates with local partners like the Chamber of Commerce and economic development organizations to enhance overall community marketing
  • Why short-form videos and digestible blogs are vital for engagement and how they have transformed their digital presence
  • Andy’s approach to benchmarking and reaching out to other successful destinations for inspiration and best practices
  • How Visit York County uses geolocation data to provide unique insights to local businesses

Youth Sports Tourism

One of the central themes Andy discussed was the burgeoning field of youth sports tourism. York County’s various state-of-the-art sports facilities, including a nine-court basketball facility and softball complexes, position it as a prime location for national and international sports events. With events like the Adidas 3SSB basketball circuit and the NCAA Cross Country Southeast Regionals, the county has been able to attract substantial hotel bookings.

Andy stressed the impact of accessibility on their success, particularly the convenience offered by the nearby Charlotte Douglas International Airport. This airport’s proximity allows for easy travel, attracting teams and visitors nationwide.

Focusing on Collaborations

Andy shares how Visit York County collaborates with the York County Chamber of Commerce and the county’s economic development department to build united marketing efforts. Their partnership ensures that they present a cohesive message that promotes the county as a tourist destination and a vibrant community with ample business opportunities.

We also discuss how Visit York County uses geolocation data to provide unique insights to local businesses. By analyzing mobile location data, they can report detailed information about their customer base to restaurant and brewery owners, such as the percentage of visitors from outside the county and the number of different states that customers are coming from. This approach allows stakeholders to see the tangible benefits of tourism and understand its significant impact on their businesses.

Getting Visible Online

A huge part of York County’s strategy has been continuously boosting its digital presence. Visit York County’s website has had an impressive transformation over the past few years, resulting in an impressive increase in traffic from 500,000 to over 2 million page views annually. The key to this impressive growth is in creating engaging short-form video content, great imagery, and digestible blogs. Topics like “Top Five Places to Pick Strawberries” and “Where to Find Santa in York County” have driven traffic and engaged tourists and local residents.

Resources:

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 o​f. Here is a quick tutorial on how to leave us a rating and review on iTunes!

Jan 22, 2025

On this episode of Destination on the Left, I talk with Arturo Gaona, Chief Partnership Officer at Wheel the World. Arturo shares how Wheel the World started with one vision in mind and evolved into a solution for helping visitors of all abilities know what to expect when planning their travels. He shares how Wheel the World collaborates with DMOs to map accessibility features and provide accurate, reliable accessibility information for travelers.

What You Will Learn in This Episode:

  • Why Wheel the World was founded and how a crowdfunding trip to Patagonia inspired the start of the company
  • What the Accessibility Mapping System (AMS) is and how it helps both DMOs and travelers
  • Specific challenges travelers with disabilities face and how Wheel the World’s solutions aim to address these issues
  • How the Destination Verified program helps destinations attract more diverse visitors by making accessibility information more transparent and accessible
  • What proactive steps DMOs can take to improve how they share information about accessibility

From Personal Experience to Global Impact

Arturo shares how Wheel the World was born in 2016, when a trip planned with friends, including a wheelchair user, to Torres del Paine in Patagonia exposed the glaring gaps in accessible travel information. The group’s determination led to creating a hiking wheelchair and a crowdfunded expedition, which went viral, catapulting the concept of accessible travel into the spotlight. The overwhelming internet response to their self-filmed documentary inspired Arturo and his friends to found Wheel the World in 2017.

How DMOs Can Create Accessible Destinations

The collaboration with Visit Mesa, a trailblazer in destination accessibility, was Wheel the World’s foray into working with DMOs. Arturo explains how their method helps destination marketers take steps to share their accessible locations with potential visitors:

1. Accessibility Information
Provide accurate and comprehensive accessibility information. Arturo explains that many destinations lack a centralized repository of accessibility data. By mapping the accessibility of over 90 destinations with its Accessibility Mapping System (AMS) app, Wheel the World can provide travelers with the information they need to plan their trips.

2. Booking Solutions
Once accessibility data is collected, the next step is ensuring that travelers can easily book accommodations and services that meet their unique needs. Wheel the World offers a user-friendly platform where accessible travel options are readily bookable, bridging the gap between information and action.

3. Training
Another barrier to accessible travel is hospitality professionals’ lack of knowledge and awareness of interacting with people with disabilities. Wheel the World’s Academy provides training that gives industry professionals the skills they need to provide excellent service, break down invisible barriers, and embed inclusivity. Arturo also discusses how marketers can present the destination in a way that resonates with travelers with disabilities, ensuring they feel welcomed and included.

Arturo emphasizes that DMOs can start by taking small, actionable steps toward inclusivity. The key starting point is to find out a destination’s accessibility information online and then work on continuously improving accessibility.

Resources:

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 o​f. Here is a quick tutorial on how to leave us a rating and review on iTunes!

Jan 15, 2025

On this episode of Destination on the Left, I talk with Nikita France, Founder of Travel Agent Collective, who shares her story of how she helps travel agents build their businesses by building their personal brand. She offers great actionable advice on how to stand out on social media so you can build authority, confidence, and trust with potential customers.

What You Will Learn in This Episode:

  • How Nikita transitioned from consulting for Caribbean hotels to founding Travel Agent Collective
  • Why personal branding is crucial for travel agents and the methods to build trust and authority in the industry
  • How Nikita advises travel agents to use social media platforms like LinkedIn, Instagram, and Facebook to position themselves as industry experts
  • Why email marketing is an indispensable tool for travel agents and how to effectively use personalization and conversational tones
  • How to leverage TikTok trends and move followers to other platforms, ensuring higher engagement and conversions
  • Nikita’s insights and practical advice on repurposing content and using AI to optimize your marketing efforts

The Story Behind Travel Agent Collective

After consulting for Caribbean hotels and spotting a gap in travel advisors’ marketing strategies, Nikita founded Travel Agent Collective in 2017. Starting as a basic content solution, it has evolved into a comprehensive platform that provides vital marketing tools for travel advisors.

The pandemic posed unprecedented challenges for the travel industry. Launching her company in November 2019, Nikita quickly pivoted her messaging to assist travel advisors in handling client cancellations and rescheduled trips. The conversation around personal branding was never more relevant, as maintaining a strong social media presence during the pandemic proved essential for staying top-of-mind with clients.

Why Personal Branding Builds Authority

Personal branding isn’t just about self-promotion—it’s about building trust and establishing authority in your field. For travel advisors, this means cultivating an authentic presence that speaks directly to potential clients. “People relate to people,” Nikita emphasizes. “A strong personal brand lays the groundwork for authentic connections.”

Nikita advises blending personal content with business updates to reach as many potential travelers as possible. For example, you could share a mix of family photos and client success stories on Facebook. This humanizes your business, making clients feel more connected to you as a person. On Instagram, maintain a conversational tone like speaking to a friend at a cocktail party. And on LinkedIn, focus on thought leadership: share your industry insights and success stories to establish yourself as an authority.

Using Social Media Effectively

Each social media platform serves a different purpose, and Nikita shares her tips on how you can use each platform effectively as a business.

Facebook: Maintain a business page and use your personal page for broader reach. Share a mix of personal and business content to stay authentic.

Instagram: Use a business profile for better insights. Personal stories can blend with business updates to help you stay top of mind with travelers.

LinkedIn: Approach it as a platform for thought leadership. Share industry insights and behind-the-scenes content to build authority.

Engagement is key to social media’s effectiveness. Nikita stresses that your tone should be conversational, not salesy. Your stories and successes should subtly showcase your expertise without overt selling.

Resources:

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 o​f. Here is a quick tutorial on how to leave us a rating and review on iTunes!

Jan 8, 2025

On this episode of Destination on the Left, I talk with Brian Applegarth, founding chair of the Cannabis Travel Association International and owner of Applegarth Strategies, about the burgeoning interest in cannabis tourism. He describes the four archetypes of this growing target market, and we discuss how destinations should think about their cannabis experience and how to develop it alongside their brand. Brian also shares some case studies of destinations that are innovating with cannabis experiences right now.

What You Will Learn in This Episode:

  • How Brian categorizes cannabis travelers into four distinct archetypes and the marketing strategies tailored for each
  • Why there is a growing interest in cannabis tourism, with approximately 70 million Americans expressing interest
  • What role data and storytelling play in effectively marketing and integrating cannabis tourism into travel destinations
  • How destinations like Travel Santa Ana and VISIT Oakland are innovating with cannabis experiences, including the introduction of cannabis trails
  • What the cannabis travel industry can learn from craft brewery and vineyard tourism

Understanding the Cannabis Tourism Market

With over 70 million Americans interested in cannabis tourism, Brian shares the importance of understanding the varied subgroups within this demographic. His insights into what kinds of travelers are interested in exploring cannabis culture help DMOs create targeted marketing and refine their strategies to better attract this rapidly growing group. From the ‘canna-curious’ to the ‘transformative/ceremonial traveler,’ understanding these traveler personas enables more precise, meaningful engagement.

Brian outlines four distinct archetypes that highlight varying niches of cannabis engagement and interest:

1. Canna-Curious: Individuals who are interested in exploring cannabis experiences but aren’t necessarily consumers.
2. Cannabis Wellness: People focused on enhancing their quality of life and well-being through cannabis.
3. Cannabis Connoisseurs: Enthusiasts who are interested in the intricacies of cannabis cultivation and different varieties.
4. Transformative/Ceremonial Traveler: Those seeking spiritual or consciousness-expanding experiences through cannabis.

Understanding these subgroups is crucial for destinations aiming to effectively cater to the diverse needs and preferences of cannabis tourists.

Leveraging Data to Inform Strategy

Brian emphasizes the power of data in creating successful cannabis tourism strategies. His data-driven approach allows destinations to design engaging and personalized cannabis experiences. We dig into the details of Brian’s work with destinations like Travel Santa Ana, with its 30 cannabis shops and how they collaborate with a local cannabis farm, or Oakland’s ‘Visit Oakland’ cannabis trail which stands out by combining lounges, shops, and equity-focused activities, promoting diversity and inclusion in the cannabis industry.

Opportunities in Cannabis Tourism

As cannabis legalization spreads, destinations can innovate with creative cannabis-centric experiences. The synergy with craft beverages, especially in agriculturally rich regions, offers destinations really exciting prospects and the integration of cannabis has huge potential for capturing the imagination of a new group of visitors. Brian highlights the importance of collaboration and an inclusive approach that respects local cultures and histories.

Resources:

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 o​f. Here is a quick tutorial on how to leave us a rating and review on iTunes!

1