On this episode of Destination on the Left, I talk with Mitch Bach, partner at Tourpreneur and CEO of TripSchool, about the shift from information-driven tours to experience-driven journeys, where emotional connection, creative storytelling, and human interaction are now the most valuable takeaways for travelers. Mitch introduces listeners to the concept of the “emotion economy” and offers inspiring examples, from immersive historical reenactments to sensory food experiences, that help tour operators leave a lasting impact on their guests.
What You Will Learn in This Episode:
- Why technology and shifting traveler expectations are transforming guided tours, and how COVID accelerated demand for more meaningful human connections in travel
- How storytelling and emotion-based experience design can create unforgettable “wow” moments that keep guests talking
- How tour operators can tap into the “emotion economy” by reverse engineering experiences to focus on how guests feel, not just what they learn or see
- Why shifting from an information-driven to a connection-driven approach is critical, and Mitch gives practical examples for infusing creativity and engagement at every stop
- Why focusing on authentic connections and unique value is the best defense against disruption
From Information to Emotion
Historically, tour guides and operators differentiated themselves through access and expertise, knowing every detail about a monument or organizing seamless itineraries. As travel information and bookings become increasingly accessible via technology, these elements alone no longer set experiences apart. Today’s travelers are more informed than ever, but also more discerning.
Mitch describes why travelers want guides to offer more than just facts they could easily find online. They want experiences that create a “sense of wow,” moments that resonate emotionally and stay with them long after the trip ends. As Maya Angelou says, “People remember not what you said or did, but how you made them feel,” which is why Mitch loves the concept of the “emotion economy.” The role of the guide isn’t just to inform, but to design and deliver experiences that spark genuine emotion and create meaningful human connections.
Storytelling and Sensory Engagement
Creative storytelling and thoughtful experience design are how tour operators can tap into this emotion economy. Mitch shares how to do this, using his own multi-day Southern U.S. tours as examples, how moments of mystery, anticipation, and character introduction heighten the overall impact. For instance, by weaving in the story of a local chef and building anticipation around a meal, not just revealing the restaurant upfront, he transformed an ordinary lunch stop into a memorable, multi-sensory adventure. Guests were participating in a larger narrative, engaging all their senses, and building emotional anticipation along the way.
Similarly, in places with restrictions or well-worn routes (such as Athens’ Acropolis), creativity in delivery, using music, audience participation, or reframing crowd bottlenecks as immersive reenactments, turns limitations into opportunities for connection.
The Role of Technology and the Changing Traveler
We also discuss the impact of technology: it streamlines logistics, democratizes access, and commoditizes many traditional tour products. With powerful booking platforms and AI soon able to assemble custom itineraries, what remains irreplaceable is the human touch and the ability to foster real connection and insight. Tour operators who embrace their relationships and build local knowledge can offer value that technology alone just can’t replicate.
Millennials and Gen Z travelers, shaped by the pandemic’s isolation, increasingly seek travel for community and transformation. Innovative companies are marketing feelings and social connection, not just destinations.
Resources:
- Website: https://tourpreneur.com/
- LinkedIn Personal: https://www.linkedin.com/in/mitchellbach/
- LinkedIn Business:https://www.linkedin.com/company/tourpreneur/
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On this episode of Destination on the Left, I talk with Emmanuel Arnaud, CEO of HomeExchange. He shares the remarkable journey of how he went from being a frustrated user of traditional home exchange platforms to founding his own company. We dig into the heart of the sharing economy and how home exchanging not only makes travel more accessible and sustainable but also turns local hosts into enthusiastic ambassadors for their communities.
What You Will Learn in This Episode:
- How Emmanuel turned his personal frustration as a home swap user into launching Guest to Guest and ultimately becoming CEO of HomeExchange
- Why home exchanging appeals to a wide range of travelers and how it can offer deeper, more affordable, and authentic travel experiences
- What makes HomeExchange different from short-term rentals, and how the unique “points system” and non-reciprocal exchanges expand travel opportunities
- How Emmanuel and his team nurture their global community of members
- Why HomeExchange hosts can be powerful ambassadors for their local destinations
- How Emmanuel has collaborated with former competitors
From Disgruntled Traveler to Industry Leader
Emmanuel’s entry into the world of home exchanging is a story familiar to many entrepreneurs: frustration with an existing system that didn’t quite meet personal needs. As a frequent traveler, Emmanuel found traditional home swapping too restrictive; exchanges were rarely nonreciprocal, limiting options for hosts and guests. This pain point inspired him to launch Guest to Guest in 2011, introducing a points-based, flexible model. Their acquisition of HomeExchange in 2017 established them as a global leader, with more than 220,000 homes in 154 countries—proof of the growing appeal of community-based, peer-to-peer hospitality.
Building Relationships
Traditional hospitality often centers on transactions: a guest pays, a host provides a service. In contrast, HomeExchange creates genuine relationships. Members often greet guests with welcome gestures like local wine or flowers, offer insider tips about the neighborhood, and sometimes even entrust pets or cars to visitors. This trust-based model enriches the travel experience, offering a cultural exchange rarely found in commercial lodging.
HomeExchange is about joining a global network of like-minded travelers who value trust, generosity, and cultural curiosity. This is why Emmanuel invests in nurturing this community through active forums, strict adherence to shared values, and recognition of dedicated members, some of whom have facilitated dozens of exchanges over decades.
HomeExchange as a Local and Global Ambassador
One of the most beautiful things about HomeExchange is that hosts become ambassadors for their communities, recommending hidden gems and helping guests experience destinations like locals. The diversity of available homes also means travelers disperse beyond city centers, supporting lesser-known neighborhoods and fostering more equitable economic growth.
By providing crowdsourced maps of host recommendations and promoting under-the-radar destinations, HomeExchange helps travelers explore destinations beyond the usual tourist hotspots, an increasingly important approach as cities grapple with unsustainable visitor volumes.
Resources:
- Website: www.homeexchange.com
- Instagram: https://www.instagram.com/homeexchangecom
- Facebook: https://www.facebook.com/homeexchangecom/
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On this episode of Destination on the Left, Laurel Greatrix and I explore why today’s travelers are seeking out the experience first and planning trips around it. She shares the top types of experiences that travelers are searching for and explains why they allow visitors to explore a destination more deeply.
What You Will Learn in This Episode:
- Why today’s travelers are increasingly planning trips around experiences rather than destinations, and what this shift means for destination marketers
- What types of travel experiences are trending right now, from outdoor adventures to immersive, small-group offerings like cooking and craft classes
- How Viator supports both large and small experience operators and helps them reach wider audiences through powerful distribution partnerships
- Why authenticity matters in travel experiences and how travelers are seeking unique, non-mass market interactions to go deeper into destinations
- What roles collaboration and strategic partnerships play in Viator’s business model, including the relationship with TripAdvisor and broad third-party distribution
The Experience-First Shift in Travel Planning
Historically, travel planning centered around destinations, accommodations, and flights. Travelers picked a location, locked in their hotel, and then considered what activities to do once on site. But according to Laurel Greatrix, Vice President of Marketing at Viator, the world’s largest travel experiences marketplace, that approach is rapidly evolving. Increasingly, travelers are first setting their sights on unique and memorable experiences and building their trips around them.
What sets the experiences sector apart isn’t just its offline-heavy operation or diversity, but the sheer pace of its growth. Since the pandemic, demand has soared for outdoor and active experiences, with destinations like Alaska, Utah, Colorado, and Banff seeing impressive spikes in bookings. Simultaneously, activities such as cooking classes and craft workshops are seeing consistent double- and even triple-digit growth rates. These trends show travelers craving meaningful engagement with destinations, a trend accelerated by the global prioritization of health, wellness, and authentic encounters.
Authenticity and Personalization
“Authentic” is a buzzword often used in travel, but as Laurel points out, it means something different to every traveler. Viator’s data shows that while classic attractions, think the Louvre or the Eiffel Tower, remain bucket-list essentials, growth is skewing toward bespoke, local, and hands-on experiences. Travelers increasingly seek opportunities to connect with local culture, meet passionate guides, and try their hand at activities like perfume making in Paris or chocolate crafting in Belgium.
For marketers and operators, this means a growing need to communicate what makes their experiences unique, accessible, and “authentic.” Reviews, detailed product descriptions, and visually rich content can help set expectations and attract customers seeking depth over breadth.
Collaboration in the Experiences Ecosystem
Viator’s success is rooted in collaboration, internally and through partnerships. Its acquisition by TripAdvisor shows how powerful collaborations can transform an entire market segment. By powering bookings across thousands of partner sites ranging from airlines to travel agencies and even Amazon, Viator helps even the smallest operators achieve global reach.
Collaboration also extends to working with destinations and other experience providers. By joining forces, they can disperse visitor traffic, reduce overcrowding at major sites, and promote lesser-known experiences that contribute to local economies and more sustainable tourism practices.
Resources:
- Website: https://www.viator.com/
- LinkedIn: https://www.linkedin.com/in/laurelgreatrix/
- Facebook: https://www.facebook.com/viatortravel/
- X: https://x.com/ViatorTravel
- Instagram: https://www.instagram.com/viator
- YouTube: https://www.youtube.com/user/ViatorTravel
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!
On this episode of Destination on the Left, I talk with Meagan Williamson about Pinterest for travel brands. She shares actionable strategies for using this powerful, often overlooked platform to amplify discovery, boost SEO, and support long-term marketing success. In this episode, she breaks down how Pinterest differs from other social media, why its visual search engine is perfect for the travel and tourism industry, and how its evergreen content can drive results for months—or even years—after posting.
What You Will Learn in This Episode:
- How Meagan’s journey from travel blogger to Pinterest expert shaped her approach to digital marketing for travel brands
- Why Pinterest offers a unique advantage as a discovery-based marketing platform, especially for travel and tourism organizations
- What makes Pinterest content evergreen, and how it supports sustainable, long-term marketing ROI compared to other social channels
- How Pinterest can bolster your SEO strategy in the age of AI-driven search and why search-optimized social content matters more than ever
- Why understanding your audience’s planning and decision stages is key to creating high-performing, search-friendly Pinterest content
- What mistakes to avoid and best practices to follow when considering a paid Pinterest advertising campaign for your tourism business
Using the Power of Pinterest for Travel Brands
When it comes to digital marketing in the travel and tourism industry, platforms like Instagram, Facebook, and Google dominate conversations. But there’s another powerhouse that forward-thinking brands are using to drive long-lasting, discovery-based growth: Pinterest expert Meagan Williamson shares why travel marketers shouldn’t sleep on this visual search engine, and how a strategic Pinterest presence can generate lasting results.
Discoverability and Sustainability are Pinterest’s “Secret Sauce”
Pinterest isn’t just another social media channel—it’s a visual search engine where users plan, dream, and discover their next adventure. Unlike traditional social platforms with short content life cycles (think 48 hours for an Instagram post), a well-optimized Pinterest pin can drive traffic for months—or even years creating valuable, evergreen content that keeps working for you over time.
Travel brands and destinations are rich in visual assets, and using Pinterest capitalizes on this by connecting brands with users who are actively planning their next trip, whether it’s searching for family-friendly cruises or researching accommodations with accessibility features. The planning nature of Pinterest’s audience means they are open to discovering new destinations and businesses, making it a goldmine for travel marketers seeking sustained growth and discoverability.
Pinterest vs. Traditional SEO
As a visual discovery engine, Pinterest has always been optimized for search intent. With Google increasingly ranking social and visual content, Pinterest pins can act as “SEO juice” for your brand, sending positive signals to Google and boosting your authority.
Recent shifts in Google’s algorithms have given social content more weight in rankings. This means a Pinterest strategy isn’t just useful for referral traffic; it can directly boost your brand’s visibility in search results, especially as AI-generated search answers evolve. Every pin is a chance to link directly to your website, booking page, or resource library, without being penalized by the platform.
Resources:
- Website: https://meaganwilliamson.com/
- How To Create Pins That Attract, Grow + Convert Your Audience: https://meaganwilliamson.com/perfect-pinterest-image-guide/
- LinkedIn: https://www.linkedin.com/in/meagan-williamson-pinterest/
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!