On this episode of Destination on the Left, I’m at the NTA Travel Exchange in Ottawa to speak with eight leading professionals shaping the future of group travel, tourism, and hospitality. You’ll hear insights from leaders who share the latest market trends, traveler behaviors, innovative approaches, and what’s ahead for 2026.
The conversations explore the strong resurgence of group tours, the rise of small group and multi-generational travel, and a growing demand for immersive, meaningful experiences—from stargazing in Utah to luxury train journeys. You’ll discover how industry partnerships and collaborations, such as inter-association alliances and joint destination marketing efforts, are helping operators adapt to challenges and seize new opportunities.
In this episode, you’ll hear from these knowledgeable tourism leaders:
- Vince Accardi: https://www.omca.com/
- Wendy Dobrzynski: https://circlewisconsin.com/
- Chad Ellis: https://www.bodaborg.com/boston/
- Jeff Bont: https://www.thearmstrongcollective.com/
- Richard Arnold: https://www.atlantictours.com/
- Brenna Moore: https://www.visitalbuquerque.org/
- Jason Murray: https://www.southwestadventuretours.com/
- Brent Dalrymple: https://www.travelsunrise.com/
What You Will Learn in This Episode:
- How group tours are evolving, including the rise of small-group and multi-generational travel
- Why immersive and experiential travel is in high demand, with travelers seeking story-rich, active adventures
- What industry leaders are seeing in terms of major market trends, including a resurgence in demand and travelers’ changing expectations
- How partnerships and collaborations between associations, DMOs, and attractions are strengthening the group travel industry and opening new markets
- Why upcoming events like the Route 66 Centennial and America’s 250th anniversary are shaping new itineraries and driving tour planning for 2026
- What challenges operators are facing, such as shifting consumer sentiment and border issues
- How technology, data, and consumer insights are being used to track travel sentiment and inform future business decisions across the travel sector
A New Wave of Group Travelers
At this year’s NTA Travel Exchange in Ottawa, we bring together a great lineup of industry leaders to discuss key trends, challenges, and innovations set to shape group tourism into 2026 and 2027. From new tour models and demographic shifts to major anniversaries and the rise of experiential itineraries, these insights reveal an industry that’s not only recovering but thriving.
It’s an exciting time for group travel. Both Vince Accardi and Wendy Dobrzynski explain why the “senior” market is no longer a monolithic group—retirees are younger, wealthier, more adventurous, and more interested in curated, comfortable experiences. Buses are once again filling up, often with multi-generational families and smaller groups seeking meaningful, shared adventures.
Richard Arnold highlights that small group tours remain in demand, with 2026 departures already selling out. Flexible departure sizes, customized itineraries, and a willingness to split larger busloads into more intimate cohorts are key strategies for operators catering to evolving traveler preferences.
Experiential and Immersive Travel Takes Center Stage
Today’s groups are looking for more than sightseeing, they’re after immersive, story-rich experiences. Chad Ellis from Boda Borg Boston shares how activity-based attractions built around collaboration and problem-solving are striking a chord with groups large and small, from school trips to team-building getaways.
Jason Murray of Southwest Adventure Tours reports a boom in experiential travel, especially among families booking private adventures to explore the outdoors and the night sky together. His new focus on “astro tourism” with Dark Sky Adventures reflects a growing appetite for education, enrichment, and unique moments under rare night skies.
The Power of Partnership
If there’s one recurring theme, it’s the transformative power of partnership. From national associations banding together in support of their members, to innovative cross-state collaborations like Wendy Dobrzynski’s Dynamic Destinations, cooperation is helping travel businesses and DMOs expand reach, cut costs, and deliver even better value for travelers.
Jeff Bont from Rocky Mountaineer and Canyon Spirit illustrates another kind of collaboration, working closely with tour operators and travel agencies to create sell-out trips, leveraging iconic anniversaries like America’s 250th and Route 66’s centennial for compelling, themed itineraries.
Resources:
- Vince Accardi: https://www.linkedin.com/in/vince-accardi-cae-15890033/
- Wendy Dobrzynski: https://www.linkedin.com/in/wendy-dobrzynski-9604851/
- Chad Ellis: https://www.linkedin.com/in/chad-ellis-8227611b0/
- Jeff Bont: linkedin.com/in/jeff-bont-832a7513
- Richard Arnold: https://www.linkedin.com/in/richard-arnold-597ab536/
- Brenna Moore: https://www.linkedin.com/in/brennamoore
- Jason Murray: https://www.linkedin.com/in/jason-murray-585426219/
- Brent Dalrymple: https://www.travelsunrise.com/about/team/brent-dalrymple
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On this episode of Destination on the Left, I talk with Erin Groh, Head of Marketing at iSeatz, a leading but often behind-the-scenes travel tech company powering loyalty programs for brands like American Express, IHG Hotels & Resorts, and Qantas.
Erin shares her fascinating career journey from traditional and digital media through to travel technology, illustrating how influencer marketing, social media, and travel tech are now converging to reshape the modern travel experience. Listeners will find out why today’s travelers are prioritizing dream trips—even if it means rebalancing their budgets, how social media now influences every step of the travel decision-making funnel, and the evolving expectations around personalization, including what travelers are willing to share for better experiences.
What You Will Learn in This Episode:
- How iSeatz powers major brands like American Express and Delta’s travel loyalty programs
- What the iSeatz Modern Traveler Report reveals about travelers’ motivations and how budget constraints impact trip decisions
- How travelers are rebalancing their spending, cutting back on dining and shopping in favor of travel experiences
- Why social media and influencer marketing have become leading sources of travel inspiration and purchase decisions, especially among Gen Z and Millennials
- What “value” really means to today’s travelers, and how expectations for personalization in travel are evolving
- How sustainability is shaping travel choices and what the industry can do to make sustainable options easier for consumers
Technology-Powered Loyalty Programs
Most travelers may not recognize iSeatz by name, but they’ve likely interacted with its technology. Erin explains how iSeatz works behind the scenes with iconic brands like American Express, Delta, and IHG Hotels and Resorts, powering the platforms that make booking and redeeming travel rewards seamless. As the connectivity layer, iSeatz enables partnerships, keeps loyalty programs fresh, and continually adapts to new technologies and consumer expectations.
Collaborative relationships between travel brands and tech providers aren’t just helpful, they’re essential, especially when consumer demands and industry dynamics are rapidly evolving. Today’s travelers expect fluid, rewarding experiences, and companies have to innovate to keep pace.
Dream Trips Are Non-Negotiable
One of the most striking findings of The iSeatz Modern Traveler Report is the traveler’s commitment to making dream trips happen—even when budgets are tight. According to Erin, only 9% of survey respondents said they’d give up on a dream trip due to cost. Instead, the majority would wait and save, seek more affordable options, or cut back in other areas of their spending. This aligns with a broader trend, post-pandemic revenge travel wasn’t just a blip; it’s part of a sustained shift toward prioritizing experiences over material goods.
Spending priorities have also evolved, travelers would rather cut back on dining out or shopping if it means affording a meaningful trip. Data shows year-over-year growth in travel spending for several consecutive years. The desire for shared memories and adventure continues to outweigh the allure of consumer goods.
Value and Personalization Define the Modern Experience
Price isn’t always the most important thing when it comes to travel, value now encompasses the entire experience—meeting expectations, comfort, relaxation, wellness, and safety. Travelers increasingly splurge on nicer hotels or premium flight experiences if they perceive real value in the investment.
Over half of travelers expect brands to anticipate their needs based on past interactions, and a similar proportion are willing to share more personal data to enable a smoother, more tailored journey. The challenge (and opportunity) lies in connecting the dots by using the right data to surface relevant recommendations, like family-friendly activities, sustainable options, or dietary preferences, rather than missing the mark with generic suggestions.
Resources:
- Website: https://www.iseatz.com/
- LinkedIn Personal: https://www.linkedin.com/in/erinrosegroh/
- LinkedIn Business: https://www.linkedin.com/company/iseatz/
- Unpacking the Complexities of the Modern Traveler: Key Insights From Our 2025 Report: https://www.iseatz.com/blog/the-modern-traveler-2025
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On this episode of Destination on the Left, I talk with Oliver Winter, CEO and Founder of a&o Hostels, for an inspiring conversation about his entrepreneurial journey, from traveling on a shoestring budget to building one of the largest hostel brands in the world. We talk about his focus on being a cost leader, not a price leader, and how that translates to a guest experience that works for small pockets while still serving the needs of his guests. Oliver also shares his passion for sustainability and how his company has been able to move from an 18-kilogram per guest carbon footprint to just a 3.8-kilogram per guest carbon footprint.
What You Will Learn in This Episode:
- How Oliver turned his personal travel experiences into founding one of the largest hostel brands in Europe
- Why being a cost leader (rather than just a price leader) shapes a&o Hostels’ unique value proposition and guest experience
- What makes the hostel guest experience distinctive, especially in terms of shared spaces, social atmosphere, and accommodation variety
- How a&o Hostels attracts diverse customer segments―from student groups to families, digital nomads, and backpackers―and the distribution strategies that work for them
- Why sustainability became a central focus for a&o Hostels, and how they’ve reduced their carbon footprint by over 80% per guest overnight
- What’s next for a&o Hostels, including the big announcement of a new luxury budget brand to extend their reach and serve evolving traveler needs
Creating Value Without Compromise
One of the cornerstone philosophies for a&o Hostels is being a “cost leader,” not just a “price leader.” This means that they streamline operations and get rid of unnecessary frills while keeping the essentials, like comfort and safety, readily accessible. The hostels boast large capacities (an average of 800 beds per location), centralized operations, and shared facilities, striking a balance between affordability and a vibrant, social guest experience.
Rather than confining the traveler’s experience to private rooms, a&o focuses on engaging common areas, such as 24/7 bars, kids’ zones, and flexible working spaces. These communal amenities give great opportunities for people to connect, appealing to families, digital nomads, student groups, and backpackers. The model values shared spaces over luxury and, in doing so, builds community.
Evolving Guest Profiles and Modern Distribution Channels
a&o Hostels caters to a wide range of guests, with profiles shifting based on season and day of the week. Midweek guests are often student groups and school tours, while weekends and holidays attract families and independent travelers. The brand is found on major OTAs like Booking.com and Expedia, but has also cultivated a strong direct booking channel via their own website.
The flexibility in room types, from single or twin rooms for teachers and families to dorm-style accommodations for groups, further enhances their accessibility. This adaptable approach enables a&o to welcome anyone from school-aged travelers to budget-conscious business guests.
Sustainability as a Core Company Value
Beginning in 2015, Oliver and his team took a pioneering approach by closely tracking and reducing their carbon footprint per guest. Initially, a&o’s footprint was already lower than average (18kg CO₂e per overnight stay, compared to 25kg at home), primarily thanks to shared spaces and efficient building use.
But instead of settling, a&o set their sights higher. Through targeted operational changes—reducing waste, switching to renewable energy contracts, limiting disposables, and leveraging automation—they slashed their footprint by 80% to just 3.8kg per guest. What’s more, many sustainability initiatives actually resulted in cost savings, debunking the myth that going green is always expensive.
Resources:
- Website: https://www.aohostels.com/
- LinkedIn Personal: https://www.linkedin.com/in/oliver-winter-berlin/
- LinkedIn Business: https://www.linkedin.com/company/aohostels/
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!