On this episode of Destination on the Left, I talk with Genevieve White, travel copywriting expert and Founder of Campion Comms & Coaching, about why there’s so much important work that needs to happen before you ever put pen to paper when you’re writing copy for your travel organization. Genevieve walks us through the customer journey, from the dreaming phase to planning and booking, explaining how your copy should meet travelers where they are, every step of the way. She also shares her favorite recipe for establishing a relatable and confident tone of voice and reveals how simplicity and clarity can make your words work harder for your brand.

What You Will Learn in This Episode:

• How Genevieve transitioned from a career in education to founding her own travel and tourism copywriting business, inspired by the Ikigai method and life changes
• How to craft effective copy, including the importance of deeply understanding your customer persona before writing
• How identifying and narrowing your target audience can transform general copy into messaging that resonates and attracts your ideal clients
• Why aligning your copy with different stages of the customer journey—dreaming, planning, booking, and aftercare—is crucial for moving potential travelers toward action
• The value of clarity, simplicity, and using “you/your” to create relatability
• Practical ways to instill that confidence in your writing before you get going
• How clear calls to action and strategically repeating key messages increase engagement on your website

Think About Your Dream Customer

Genevieve emphasizes that before you ever set pen to paper—or fingers to keyboard—you need to get crystal clear about who you want to attract. Lots of businesses make the mistake of casting too wide a net, hoping to appeal to “everyone,” but in reality, being everything to everyone often means resonating with no one.

Genevieve suggests creating a detailed customer persona that goes beyond simple demographics like age and gender. Consider the customer’s travel style, values, preferred communication platforms, and even lifestyle details, such as shopping habits or their idea of a perfect day. As she says, “It’s by speaking directly to that person that you can really elevate your copy and stand out.”

Match Your Copy to the Customer Journey

Not all copy serves the same purpose. At various stages of their journey, from dreaming to planning, booking, and post-visit, travelers need different kinds of information and inspiration.

• Dreaming Stage: Here, your audience is searching for inspiration. Use evocative, sensory language to paint a picture and create a little FOMO (the fear of missing out). Focus on what makes your experience unique and let your destination’s personality shine.
• Planning Stage: Now, your customer wants practical information. Provide details in a clear, organized manner. Use bullet points and white space to make information easy to digest, especially for mobile users. Be selective and avoid overwhelming readers with too much detail.
• Booking Stage:  At this point, clarity and simplicity are key. Remove ambiguity and minimize unnecessary words. Make sure calls to action (CTAs) are prominent. Guide users smoothly and confidently through the booking process without distractions or confusion.

The Recipe for a Great Brand Voice

The most effective copy should feel like a conversation with a friend—relatable, personable, and confident. Brands often drift into a corporate or overly formal style that feels cold and unattractive. Use clear, simple language and write as you speak. Be mindful of corporate cliches in language, especially phrases like “we are passionate about.” Let people know about your expertise and offerings directly, by using simple phrases like “We do this,” or “Our experience includes…” A confident tone makes your brand more credible and helps your customer feel secure in choosing you.

Genevieve recommends that if you’re not feeling confident, don’t write! Instead, get into a positive, empowered mindset before drafting your copy. Your energy will transfer to your words.

Resources:

• Website: https://campioncopy.com/
• LinkedIn: https://www.linkedin.com/in/copywritingfortourism/
• Boldly Go: Confident Copywriting for Travel, Tourism and Hospitality: https://campioncopy.com/product/boldly-go/

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!

On this episode of Destination on the Left, I talk with Karley Cunningham, founder of Big Bold Brand and the Surefire Method, about how branding can help a destination, attraction, or business in the tourism industry stand out from the crowd. Karley breaks it down into three key themes: understanding our fundamental beliefs, knowing the markets we serve, and positioning ourselves around benefits and differentiators. Karley clears up all the noise around branding and marketing and shares actionable steps to help you evolve your brand.

What You Will Learn in This Episode:

• How understanding fundamental beliefs and truths strengthens a brand’s identity
• Why you need to distinguish branding from marketing and how this distinction leads to more effective marketing strategies
• Actionable steps for creating a strong brand promise and how it can impact employee recruitment and retention
• How the concept of tightening the creative box leads to more innovative solutions and helps a brand differentiate itself in a competitive market
• Why aligning a brand’s internal culture with its external promises impacts a company’s overall reputation and employee satisfaction
• What role target audience understanding plays in brand differentiation

Differentiating Branding from Marketing

Branding and marketing play distinctly different roles in business success, and Karley shares her philosophy that branding is the backbone that informs and enhances marketing strategies. While marketing focuses on promoting products and services to specific audiences, branding is about creating a compelling narrative that defines what your destination or business stands for.

As Karley puts it, “Brand is what people say about you when you’re not in the room.” It’s about building a reputation through consistent, authentic interactions at every customer touchpoint.

Building a strong brand is about taking a good look at who you are as an organization. Start with an inside-out approach—look at your fundamental beliefs and truths. As a destination, you really need to dig into your core purpose, guiding principles, character, and vision. These elements form the DNA of the brand and serve as a blueprint for how a company operates both internally and externally.

Understand Your Audience

After establishing a strong internal identity, your next step should be taking the time to understand the external market. Travel and tourism businesses must identify their target audiences by exploring what problems they solve for these groups. Knowing what draws visitors to your destination is key, whether it’s providing adventure, culinary experiences, or relaxation.

Karley uses the example of aligning the customer experience with expectations: “Are people going to come away from our region raving about what we do because we’ve set them up for success?” Understanding audience expectations allows companies to craft specific value propositions, ensuring that every touchpoint is meaningful and engaging.

Positioning, Messaging, and Telling Your Story

Effective branding requires clear positioning and messaging strategies. This involves identifying the benefits and differentiators your business offers compared to competitors. What makes you unique and why travelers should choose you over others?

Storytelling is a powerful tool because sharing narratives about local culture, history, or the people that make your destination unique can resonate deeply with potential visitors and create a relatable brand image.

Integrating the Brand Promise

The brand promise needs to include employees as well as customers, and as Karley points out, the internal experience has to mirror the external promise. Ensuring employees feel valued and integral to delivering on your destination’s promise boosts morale and improves service quality, which in turn elevates your visitors’ experience.

By integrating the brand promise throughout the organization, businesses improve customer experience and enhance employee recruitment and retention, which is an essential consideration in the tourism industry right now.

Resources:

• Website: https://www.bigboldbrand.com/
• LinkedIn: https://www.linkedin.com/in/karleycunningham/
• Twitter: https://twitter.com/BrandMaven
• Surefire Audit: https://www.bigboldbrand.com/surefireaudit/

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!

This episode of Destination on the Left is the last in the series of three episodes where we dig into tourism in the Northwoods of Wisconsin and the unique strengths and challenges of each of the three DMOs. This week, Krystal Westfahl, President and CEO of Let’s Minocqua Visitors Bureau, shares the decade-long journey of her Chamber of Commerce as it became a visitor’s bureau and then rebranded to align better with the area she represents. We’re discussing the importance of having a clear vision of who you are and who you serve and how to evolve your brand to set your destination up for growth.

What You Will Learn in This Episode:

• How Krystal’s background in natural resources and nonprofit management aligns with her current role in tourism marketing
• The importance of having a clear vision and defined roles to eliminate confusion and increase effectiveness
• How Krystal’s region works collaboratively with other DMOs to promote tourism across the region
• What strategies Krystal and her team used to refresh their brand and the importance of leveraging the recognized name ‘Minocqua’ for marketing
• Why effective communication and community input are vital in successfully launching and managing a DMO

Rebranding a Shared Vision

Krystal and I discuss her decade-long journey transforming a chamber of commerce into a vibrant visitor bureau. A key part of this transformation was rebranding. The move to a visitor bureau needed a carefully planned branding strategy that matched the destination’s mission to invite more visitors to the area. The bureau leaned heavily on the distinctive term Minocqua, not just for its uniqueness but for its longstanding recognition among newcomers and long-time visitors as evoking the Northwoods experience.

Rebranding isn’t just about altering logos or names but understanding and sharing your core values and visions. The Minocqua rebrand involved carefully planting a flag on shared community values.

Collaborative Growth in the Northwoods of Wisconsin

Operating in Oneida County, the Let’s Minocqua Visitors Bureau is a huge collaborative success that has brought together multiple municipalities under a shared purpose. This cooperative model supports their mission, the economic uplift of Minocqua, Arborvita, Hazelhurst, and Woodruff, through joint marketing and seamless visitor engagement.

The rebranding effort went beyond aesthetics, incorporating strategic input and widespread survey data to ensure the new identity resonated with everyone, from local businesses to tourists. Krystal describes this collaboration as a rising tide lifting all boats.

Lessons in Branding Strategy

From her experience, Krystal offers invaluable insights into the rebranding process for other DMOs considering a similar path:

• Take Your Time: Effective rebranding is not rushed. Krystal advises allowing one to two years for research, surveys, and stakeholder engagement to guide the rebranding journey.
• Understand Your Audience: Build a deeper understanding of community perceptions and visitor expectations. A brand should authentically reflect the values of the place it represents.
• Beyond the Logo: A brand encompasses more than visual identity. It is an organization’s mission, vision, and strategic action, all working cohesively.
• Communication is Key: Open communication with local communities, businesses, and visitors ensures clarity and strengthens the shared vision.

Resources:

• Website: https://www.minocqua.org/
• LinkedIn Personal: https://www.linkedin.com/in/krystalwestfahl/
• LinkedIn Business: https://www.linkedin.com/company/minocqua-visitors-bureau/

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!

On this episode of Destination on the Left, I talk with Lauren Sackett, CEO at the Rhinelander Area Chamber of Commerce in Northern Wisconsin and Vice Chair of the Oneida County Tourism Council. We discuss her destination’s commitment to becoming more inclusive and accessible and why this is a positive business decision. Lauren also digs into how hosting events like the US Deaf Golf Championship and Ski for Light provided practical insights that shaped their current accessible initiatives.

What You Will Learn in This Episode:

• How Lauren and her organization are focusing on making Rhinelander more inclusive and accessible for diverse travelers
• What innovative strategies Lauren and her team are implementing to enhance accessibility, including detailed trail mapping and improved website information
• Lauren shares the experience and impact of hosting events such as the US Deaf Golf Championship and Ski for Light, and how these have helped shift perspectives on inclusivity
• How the creative approach to the region’s mythological mascot, the Hodag, has become a great tourism driver for Rhinelander
• Why the formation of the Northwoods Chamber Collaborative has been a successful model for idea sharing and regional support

The New Face of Cooperative Tourism

At the core of Rhinelander’s tourism growth is coopetition, and Lauren emphasizes that when neighboring destinations work together, they create greater potential for shared success. Through the Northwoods Chamber Collaborative, DMOs and chambers gather quarterly to share insights, tackle common challenges, and support collective growth. This collaboration builds an ecosystem of shared learning and resource optimization.

Promoting Accessible Travel

A strong commitment to inclusivity and diversity underpins Rhinelander’s tourism approach. They place a huge emphasis on equipping their website with features that support minority-owned businesses and ensure accessibility details are readily available.

The introduction of detailed GIS mapping for trails has also seriously boosted accessibility awareness, providing visitors with important information about trail conditions and amenities. This is especially important in 2025, when travelers value destinations where they feel welcome and accommodated. It translates into longer stays and stronger economic impacts on destinations.

Hosting events like the US Deaf Golf Championship and Ski for Light provided practical insights that shaped current initiatives, such as developing printed and digital trail guides enriched with GPS features to enhance visitor experience. The local community has also been keen to display support through window stickers, and their grassroots enthusiasm underscores the region’s commitment to transformation, not just for tourists but for local residents too.

Redefining Success Stories in Tourism

Rhinelander’s approach to tourism isn’t just about increasing visitor numbers; it’s about crafting memorable experiences that resonate with diverse audiences. The town, famously associated with the mythical Hodag, harnesses this culturally significant symbol, featuring it in festivals and marketing materials.

Resources:

• Website: https://oneidacountywi.com/#
• LinkedIn Personal: https://www.linkedin.com/in/lauren-sackett-b2a5a59a/
• LinkedIn Business: https://www.linkedin.com/company/rhinelander-chamber/

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!

On this episode of Destination on the Left, Jacqui Sharpe, Executive Director at Three Lakes Area Chamber of Commerce shares a fascinating journey of transforming a small town’s tourism landscape by tackling significant hurdles like the lodging shortage. She discusses the innovative steps they are taking to attract a hotel developer, address restrictive short-term rental ordinances, and harness community collaboration.

What You Will Learn in This Episode:

• How Jacqui navigated through the unique challenge of having high tourist interest but limited lodging in Three Lakes
• Why Jacqui believes collaboration and partnerships are critical for addressing community challenges and fostering economic development
• How the community’s history and natural resources have shaped Three Lakes as an attractive tourist destination
• Why the short-term rental ordinance and lack of hotels present a significant economic impact challenge, and what steps Jacqui is taking to address these
• What Jacqui has learned from collaborating with the Wisconsin Economic Development Association and others

Navigating Tourism Challenges in Three Lakes, Wisconsin

The challenges faced by Three Lakes, Wisconsin, underscore a common issue in the tourism industry: balancing development with maintaining a small-town charm. For Jacqui’s community, attracting visitors isn’t the problem; it’s where to accommodate them. The community faces significant challenges due to lodging restrictions. Local ordinances require a minimum seven-day stay for short-term rentals, and a lack of hotel infrastructure following the loss of a downtown hotel in 2019 has resulted in a scarcity of lodging options. This means that visitors often stay elsewhere, taking their economic potential with them.

This is why Jacqui and her team have been proactive in attracting new lodging developments. By emphasizing suitable lodging options in tourism-driven economies, they aim to inject a projected $13 million into the local economy over the next five years.

Collaborative Initiatives

Collaboration is at the heart of Jacqui’s strategy to tackle lodging shortcomings. Her efforts with other DMOs to form a cohesive tourism department underscore a regional approach to development. Jacqui aims to fill the lodging void with developments that reflect community values and needs by aligning with economic development associations like the Wisconsin Economic Development Association (WEDC) and forming partnerships with hotel companies like Cobblestone.

Establishing a new hotel, which is projected to open in 2026, is a major milestone. The project, supported by local banks and investors who require fewer incentives, will address the existing lodging gap while respecting and enhancing the small-town ethos vital to residents and returning visitors.

The emphasis is reinvesting growth into the community through initiatives like community development funds. This ensures that economic benefits translate into tangible improvements for local residents, preserving the town’s charm amid change.

Resources:

• Website: https://www.threelakes.com/
• Instagram: https://www.instagram.com/threelakeswi/
• LinkedIn: https://www.linkedin.com/in/jacqui-sharpe-50482a15/

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!

This is the second of a series recorded at the ABA Marketplace. In it, we discuss how the industry is evolving, the biggest opportunities ahead, and strategies shaping travel’s future. Enjoy hearing from five inspirational tourism leaders about topics including the rise of slow tourism and experiential travel.

In this episode, you’ll hear from these extraordinary leaders:

• Jennifer Tremblay Moore: https://www.linkedin.com/in/jennifer-tremblay-moore-b3014b73/
• Jana Kaylor: https://www.visiteurekasprings.com/
• Barry Surman: https://www.linkedin.com/in/barry-surman-3b23a81/
• Annette Morejon: https://www.linkedin.com/in/annette-morejon-mba-31a17b19/
• Adam Halay: https://www.linkedin.com/in/adam-halay-b94276140/

Insights from ABA Marketplace in Philadelphia

My five guests discuss the evolving preferences of travelers and why the trend toward unique personalized experiences is picking up speed, the value of ABA Marketplace, and the importance of building genuine connections with industry partners.

Jennifer Tremblay Moore, the Marketing and Communications Manager at the Wild Center
Jennifer discusses the appeal of nature-based travel as people increasingly seek deeper connections with nature. She highlights new features at the Wild Center, like the extended Fen Trail and interactive exhibits such as the giant eagle’s nest and gorgeous resident river otters, which aim to reconnect visitors with the outdoors. Jennifer emphasizes the Center’s commitment to accessible and inclusive experiences that cater to all groups, including students and seniors.

Jana Kaylor, Group Sales Manager for Eureka Springs
Eureka Springs is a hidden gem, ideal for relaxation and an escape from the hustle of everyday life. Jana is keen to let people know all about her destination. She describes its extensive outdoor and cultural offerings, from kayaking and biking to exploring historic hotels and haunted sites. Jana loved attending ABA because it was such a great educational experience. Industry partners are willing to share advice and make genuine connections.

Barry Surman, Deputy Director of Tourism and Film for Westchester County, New York
Barry explains why the current trend is toward more specialized and personalized travel experiences with smaller, more tailored tour groups. He also explains why he appreciates the hospitality and culture of cooperation within the tourism industry so much and how ABA Marketplace exemplifies that. Barry also discusses the networking opportunities that help build collaborations and connections with industry partners.

Annette Morejon, President of North America for Whisper Systems USA
The key topic of my discussion with Annette centers on upcoming innovations in Whisper Systems USA tour-guide audio systems, including AI integration for real-time translations, which will enhance user experiences. Anette reflects on her 25-year career in tour guiding and tour management, noting a shift toward smaller, more personalized travel experiences that offer deeper cultural connections. She sees ABA Marketplace as an excellent place for networking and keeping abreast of industry trends.

Adam Halay, Assistant Sales Manager at the National Baseball Hall of Fame and Museum
Adam shares why he’s so enthusiastic about upcoming exhibits, including one focusing on Japanese-American baseball. He talks about creating exclusive, behind-the-scenes travel experiences to meet travelers’ evolving desire for more personal interactions. Adam stresses the importance of building genuine relationships at industry events like ABA Marketplace, which he believes are crucial to allowing DMOs to share their stories and engage visitors on a deeper level to boost tourism to their destination.

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!

On this episode of Destination on the Left, we are doing something different. Earlier this month, we hosted a webinar on the effects of policy and headlines on cross-border tourism. This was the first of a series of community conversations that we will be hosting this year.

In this webinar, we invited 5 expert panelists to talk about Canadian-U.S. Tourism. The conversation was forward-focused and collaborative, and our panelists shared openly, candidly and provided actionable insights and ideas for strengthening cross-border tourism between Canada and the US. That is why we decided to replay the audio from this webinar here on Destination on the Left.

In this episode, you’ll hear from five inspirational tourism and travel media professionals:

• Vince Accardi, President of Ontario Motor Coach Association
• Corey Fram, Director of Thousand Islands International Tourism Council
• Richard Arnold, Owner of Atlantic Tours Canada
• Catherine Dawson March, Travel Writer and Editor of The Globe and Mail
• Christopher Mitchell, Canadian Travel Influencer from Traveling with Mitch

Ideas to Build Community and Collaboration
We examine the impact of recent policy changes and tariffs on cross-border tourism between Canada and the US. Our knowledgeable industry experts share their perspectives on the current Canadian sentiment toward US travel, potential economic impacts, and the power of tourism as a connector during challenging times.

Vince Accardi, President of Ontario Motor Coach Association
Vince emphasizes the longstanding economic and cultural ties between Canada and the U.S. in tourism. He highlights the importance of staying invested in cross-border partnerships even during challenging situations and the importance of open communication and collaboration between tour operators, destinations, and consumers to counter the negative effects of current political climates.

Corey Fram, Director of Thousand Islands International Tourism Council
Corey shares insights from the unique position of a binational destination. He pointed out the historical patterns of cross-border travel challenges, such as those post-9/11, and the impact on travel sentiment. He also stresses the importance of maintaining face-to-face communication and building strong relationships at the local level to ensure continued collaboration across the border.

Richard Arnold, Owner of Atlantic Tours Canada
Richard discusses the deep-rooted connections between Atlantic Canada and the U.S., particularly New England. He frankly expresses that Canadians’ sentiments toward current political issues have also led to hurt feelings. However, he remains optimistic about the tourism sector’s resilience and values the importance of storytelling and media campaigns to remind Canadians and Americans of their longstanding friendly relations and shared histories.

Catherine Dawson March, Travel Writer and Editor of the Globe And Mail
Catherine offers her insights into the editorial perspective on the situation. She discusses the shift in Canadian sentiment toward travel to the U.S. due to current trade issues. Catherine highlights the challenge of running U.S.-focused stories during such times and expresses the responsibility of media professionals to handle content carefully to avoid inflaming existing tensions.

Christopher Mitchell, Canadian Travel Influencer from Traveling With Mitch
Chris speaks about maintaining personal and professional relationships beyond political narratives. While acknowledging the challenges posed by the current climate, Chris emphasizes the value of sharing local stories that highlight human connections and positive experiences. He stresses the role of travel influencers and creators in shaping narratives that transcend political disputes and support ongoing dialogue between Canadians and Americans.

It’s clear that despite the hurdles posed by tariffs and political rhetoric, the tourism relationship between these two countries remains resilient. The panel urges open communication, and strategic partnerships to nurture this vital economic and cultural bond. As communities, companies, and governments on both sides of the border navigate these complexities, the overarching message is one of patience, optimism, and a shared commitment to a future where tourism flourishes, unhindered by current and future challenges.

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!

This is the first of a two-part series from the ABA Marketplace, in which we discuss how the industry is evolving, the biggest opportunities ahead, and strategies shaping travel’s future. In this episode, you’ll hear from five inspirational tourism leaders about topics including the rise of slow tourism and experiential travel.

In this episode, you’ll hear from these remarkable leaders:

• Sally Altman, Director Of Global Sales From Travel Advocates: https://www.linkedin.com/in/sally-altman/
• Mitch Bach, CEO of Trip School: https://www.linkedin.com/in/mitchellbach/
• Marlene Kay Smith, Sales Manager Of Traverse City Tourism: https://www.linkedin.com/in/marlenekaysmith/
• Lew Myers, III, Director Of Policy, Research, And Impact At American Bus Association: https://www.linkedin.com/in/lew-myers-iii-38b605126/
• Joe Lannan, Executive Director Of Visit French Lick West Baden: https://www.linkedin.com/in/joelannan/

Insights from ABA Marketplace in Philadelphia

Join us for some golden nuggets from the American Bus Association (ABA) Marketplace in Philadelphia. We’ll explore how the travel sector is evolving, uncover some significant opportunities on the horizon, and discuss strategies driving the future of travel.

Sally Altman, Director Of Global Sales From Travel Advocates
Sally highlights Travel Advocates’ ability to address last-minute hotel sourcing needs and discusses the value of networking and volunteering at shows like ABA for building relationships. She emphasizes listening to colleagues and clients and integrity as keys to her success. For her, it’s those long-term relationships, not just short-term transactions, that drive her career.

Mitch Bach, CEO of Trip School
I loved hearing Mitch Bach, CEO of Trip School and host of the Tourpreneur Travel Business Podcast, share his thoughts on the travel industry’s shift toward building communities and why success lies in building emotional connections with potential clients. He advises new professionals to network actively at events like ABA; his philosophy is to ‘smile and say hello to everybody’!

Marlene Kay Smith, Sales Manager Of Traverse City Tourism
Marlene shares her excitement for upcoming opportunities in 2025, like Traverse City’s international fireworks and its growing collaboration with local partners to attract visitors. She talks more about the trend for “slow tourism,” where travelers favor immersive experiences and connections with the environment. She fondly describes ABA Marketplace as a place to form deeper connections and foster valuable business relationships.

Lew Myers, Director Of Policy, Research, and Impact at American Bus Association
Lew and I discuss the importance of data-driven research and policy advocacy to support the bus and tourism sector. He discusses the foundation’s initiatives, such as scholarships, fundraising events, and research efforts, to strengthen the industry’s competitiveness against other travel modes, such as airlines and cruises. He describes ABA Marketplace as a vibrant, relationship-centered event akin to a family reunion.

Joe Lannan, Executive Director Of Visit French Lick West Baden
Joe focuses on his plans to strengthen local partnerships to improve visitor experiences at his destination. As a leader new to the travel and tourism sector, we discuss why he prioritizes empathy, data-driven decision-making, and collaboration as a leader. Joe appreciates ABA Marketplace as an invaluable platform for networking and gaining fresh perspectives.

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!

On this episode of Destination on the Left, I talk with Lisa Meriwether, Tourism Manager, City of Danville, and Pittsylvania County, VA all about the creation of a brand new DMO. She details the three key steps that helped set the new brand up for success, starting with hiring a seasoned industry consultant and marketing partner, then focusing on the community’s citizens before the visitors, and finally, connecting the new brand to a tourism product that already existed. Lisa also shares more about how an $850,000,000 Caesars Resort development was the catalyst that got it all started.

What You Will Learn in This Episode:

• Why Lisa prioritized community engagement with locals before promoting to visitors
• How an $850,000,000 Caesars Resort development acted as a catalyst for the tourism program’s success
• How a seasoned industry consultant and marketing partner helped in establishing a strategic plan and brand for Visit SoSi
• Lisa discusses the importance of community collaboration and building partnerships with local stakeholders for sustainable tourism
• Why Lisa leverages an ambassador program to engage citizens and educate them about tourism’s significance in their community

Engaging the Community

When Lisa Meriweather was appointed Danville’s tourism manager, there was no brand, identity, plan, or budget. She collaborated with the Eddie Alexander team to create a tourism master plan and establish a clear, forward direction.

One key part of Lisa’s strategy was prioritizing the citizens of Danville before even targeting visitors. By treating local citizens as their first customers, the Visit SoSi team was able to build community pride and trust in the new brand. This initiative proved to be a turning point, with locals increasingly becoming community champions and showcasing the brand to outsiders.

Catalyst for Transformation – The Caesars’ $850M Resort Development

The $850 million Caesars Resort development has been a huge catalyst for Danville’s tourism revitalization. Lisa talks all about how the project sparked curiosity and excitement nationwide, positioning Danville as an exciting destination. The project was approved in a 2020 referendum and opened in December 2023, drastically altering the economic and tourism landscape in the area.

Caesars’ emergence in Danville has attracted leisure travelers and meeting planners, bridging the gap for an area with limited accommodation offerings. The project has set the stage for further economic development and diversified industry growth, moving away from the historic dependency on textiles.

Collaboration and Connectivity

A cornerstone of the Visit SoSi strategy has been creating a collaborative atmosphere among previously siloed tourism stakeholders. Lisa organized quarterly stakeholder meetings, facilitating a unified front where hotels, museums, raceways, and other attractions could communicate and collectively strategize. This breaking down of silos has led to more cohesive marketing efforts, strengthening Danville’s overall tourism product.

Resources:

• Website: https://www.visitsosi.com/
• Instagram: https://www.instagram.com/visitsosi
• LinkedIn: https://www.linkedin.com/in/lisa-meriwether-10273a2a/

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!

In this episode of Destination on the Left, Eileen Ivette shares her journey to becoming a creator and travel influencer. We discuss her award-winning Black Latin History series, which won Best Travel Series at the Black Travel Film Festival. Eileen shares historical narratives and shows people how to immerse themselves in history while traveling. She details her storytelling approach, from equipment choices to balancing work, authentic experiences, and content curation for each piece.

What You Will Learn in This Episode:

• Why Eileen is passionate about creating platforms that highlight the presence and contributions of Afro-Latinos in Latin America and the importance of representation
• How Eileen’s unique approach to storytelling involves treating her content as a love letter to a destination and the strategies she uses to create immersive and engaging content
• Why Eileen believes that exposure to diverse cultures through travel leads to personal expansion and greater cultural understanding
• What role Eileen’s background in journalism plays in her ability to capture and share meaningful stories through video content
• How Eileen collaborates with destinations and the flexibility she appreciates when creating authentic stories that resonate with her audience

Celebrating Cultural Diversity Through Travel

With an academic background in journalism, media, and film from Howard University, Eileen has always been passionate about storytelling. This passion led her to create content that entertains, educates, and inspires.

Eileen loves to share stories about black history, businesses, and events across Latin America. Her commitment to this cause was recently recognized with her award-winning Black Latin History series, which won Best Travel Series at the Black Travel Film Festival. Through her work, Eileen aims to share history and show how travelers can immerse themselves in it when visiting different destinations. She believes that cross-cultural connections and exposure to new cultures lead to expansion and growth.

Crafting Content with Heart

Eileen views her projects as love letters to the destinations she showcases, pouring emotion into each piece she produces. Her aim is always to capture the energy and essence of each place she visits, bringing it to life for her audience.

She described balancing her work with the authentic travel experience, ensuring her content remains engaging and immersive. Her goal is to make viewers feel the energy and emotions of the places she visits, even if they can’t be there in person.

Inspiring Connections

Eileen’s work goes beyond sharing beautiful destinations; it bridges gaps and inspires meaningful conversations about cultural diversity. She emphasizes the importance of connecting with one’s roots through travel, highlighting how these journeys can help individuals understand and appreciate the diverse threads that shape our shared history. Eileen’s travels to Colombia and Brazil are great examples of how immersing yourself in local culture builds amazing community connections.

Resources:

• Website: http://www.eileenivette.com/
• LinkedIn: https://www.linkedin.com/in/eileen-ivette/
• YouTube: https://youtu.be/beLg_ljrmDU?si=a-Uh6NskvNjpWqEm

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!

On this episode of Destination on the Left, I talk with Stacy Ritter, President and CEO of Visit Lauderdale, about the importance of serving your community and residents first. We discuss how she approached the realities of the cultural divisions in her state and how her organization has helped her community stay true to who they are and share that message with others. We also discuss Visit Lauderdale’s upcoming exciting new projects and creative collaborations.

What You Will Learn in This Episode:

• How Stacy approached Visit Lauderdale’s rebrand by focusing on inclusivity and service to the community
• Why she believes in speaking out against the cultural wars in Florida, and how it reflects the values of her community
• Strategies Visit Lauderdale uses to stand out in a crowded travel and tourism marketplace
• Exciting collaborations that Visit Lauderdale has with destinations like Provincetown and Palm Springs
• What exciting new developments are on the horizon for Visit Lauderdale, including the convention center expansion and partnerships
• Stacy’s perspective on representing and reflecting community values in destination marketing

Rethinking the Brand

We dig into the rebranding process for Visit Lauderdale. Dissatisfied with the previous tagline, “Hello Sunny,” Stacy led a brand overhaul to better reflect the vibrant diversity of the area. The new tagline, “Everyone Under the Sun,” focuses on inclusivity and much better represents the multicultural population of Broward County, which includes 170 nationalities and 148 languages.

Stacy shares the importance of understanding residents first and genuinely believes that when the community is happy they are positive ambassadors for a destination.

Values-Led Leadership

Throughout our discussion, Stacy shares her perspective on the importance of values-led leadership. Visit Lauderdale is committed to inclusivity, economic growth, and resident welfare. This values-centric approach improves community relations and helps craft genuinely magnetic marketing campaigns that have an impact.

Exciting Developments on the Horizon

Visit Lauderdale has some exciting projects on the horizon, including the $1 billion expansion of the Broward County Convention Center and the new 801-room Omni Hotel, expected to open in September 2025. These new projects will significantly improve Fort Lauderdale’s ability to host larger conventions and attract international attention.

The renovation of Pier 66, a historical site and iconic building, is just one example of how Fort Lauderdale is preserving its heritage while integrating all the attractions that contemporary travelers are looking for. Stacy is looking forward to these future developments drawing in more visitors and improving the overall experience of the area.

Resources:

• Website: https://www.visitlauderdale.com/
• LinkedIn Personal: https://www.linkedin.com/in/stacy-ritter-10454917/
• LinkedIn Business: https://www.linkedin.com/company/gflcvb/

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!

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:

• Website: https://www.luxury-frontiers.com
• LinkedIn Personal: https://www.linkedin.com/in/graeme-labe-a0332b19
• LinkedIn Business: https://www.linkedin.com/company/luxury-frontiers

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!

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:

• Website: https://www.visityorkcounty.com/
• LinkedIn Personal: https://www.linkedin.com/in/andrew-clinton-05720258/
• LinkedIn Business: https://www.linkedin.com/company/visityorkcountysc/

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!

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:

• Website: https://wheeltheworld.com/
• LinkedIn Personal: https://www.linkedin.com/in/arturo-gaona-ab38a71a/
• LinkedIn Business: https://www.linkedin.com/company/wheeltheworld/
• Destination Verified: https://wheeltheworld.com/destination-verified?

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!

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:

• Website: https://www.travelagentcollective.com/
• LinkedIn: https://www.linkedin.com/in/nikitafrance/

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!

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:

• Website: https://brianapplegarth.com/
• LinkedIn: https://www.linkedin.com/in/Brian-Applegarth/
• Canna-Starter Kit for Destinations: https://brianapplegarth.gumroad.com/l/starterkit

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!

This week, we’re sharing more insights from travel experts at the NTA Travel Exchange event in Huntsville, Alabama. You’ll hear how improving efficiency in tour operations can enhance customer satisfaction through digital tools and technology integration. We also discuss the impact of AI on tourism and the importance of strategic partnerships in our industry. Our space has some promising new initiatives and exciting future plans, and I’m sure you’ll love our guests’ golden nuggets of advice.

In this episode, you’ll hear from these knowledgeable leaders:

• Eileen Gutierrez: https://www.linkedin.com/in/eileengutierrez/
• Evan Krofchick: https://www.linkedin.com/in/evan-krofchick-78b4b623/
• Jason Murray: https://www.southwestadventuretours.com/about-us/our-team/jason-murray/
• Jeremy Hundt: https://www.linkedin.com/in/jeremy-h-69547166/
• Jill Daly: https://www.linkedin.com/in/jilldaly/

More Insights from The National Tour Association Travel Exchange

Eileen Gutierrez of Wetravel

Eileen discusses the increasing importance of customization and the shift toward online and installment payment options, reflecting trends emerging from her platform, WeTravel. She also shares how their new AI-driven itinerary builder, set to launch in 2025, aims to streamline operations and enhance customer experiences. Eileen loves the sense of community and collaboration fostered by the NTA Travel Exchange, likening it to a family. She highlights the importance of networking events for exchanging ideas and strengthening industry bonds.

Evan Krofchick of Trackables Travel Software Systems

Evan dives into the critical importance of improving operational efficiency in tour operations to improve customer satisfaction. He also discusses the profound impact of reducing wait times and leveraging digital tools for itinerary management and logistics, such as proper luggage handling, to avoid costly and inconvenient errors. Evan can’t praise the collaborative environment fostered by the NTA Travel Exchange enough because of the way it enables travel industry professionals to come together and provide exceptional travel experiences.

Jason Murray of Southwest Adventure Tours

We discuss 2025 trends, including the impact of AI on tourism, a significant shift towards customization, and the strategic importance of time management for entrepreneurs. Jason addresses the challenges of remote work in maintaining team cohesion, emphasizing the need for intentional communication and shared alignment with company values. Our conversation also covers Jason’s strategic pivot from hands-on tour guiding to assuming a leadership role, illustrating the company’s adaptability and forward-thinking approach.

Jeremy Hundt of Landmark Tours

Jeremy and I dive into the reasons behind the growing appeal of slow travel, where tourists are encouraged to immerse themselves in destinations over longer stays, reducing the stress of daily movement. Jeremy highlights the crucial role of partnerships, particularly with Destination Management Organizations (DMOs), in orchestrating successful tours and fostering group-friendly environments. He enjoys the NTA Travel Exchange because it’s a vibrant community where competitors come together to advance the industry, sharing data and strategies to overcome mutual challenges.

Jill Daly of The Israel Ministry Of Tourism

Jill focuses on the theme of resilience in maintaining tourism during conflicts, specifically highlighting Israel’s current situation post-October 7th attacks. Despite the challenges, she outlines ongoing efforts to keep tourism viable, she also touches on the emerging trend of voluntourism, where visitors participate in service activities helping local communities, such as picking citrus fruits. Jill shares her personal experience of how the tourism industry can thrive even amidst adversity.

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!

Welcome to the first of a two-part series from NTA, where we dive into tour and travel trends, partnerships, and challenges shaping the industry. In our conversations, we explore the rise of transformative travel, the international tourism rebound, and innovations in payment systems—all key trends driving the travel industry forward into 2025.

In this episode, you’ll hear from these industry leaders:

• Kelly Dean: https://www.linkedin.com/in/kellydeanottawa/
• Kim Ricaurte: https://www.linkedin.com/in/kim-ricaurte-510588285/
• Patrick McIntyre: https://www.linkedin.com/in/patrick-mcintyre-2b61914
• Sheryl Porto: https://www.linkedin.com/in/sheryl-porto-489189b1/
• Zach Harrison: https://www.linkedin.com/in/zachary-harrison-a63481194/

In my interviews at the NTA, each guest shares examples of successful collaborations from DMOs and hotels to technology providers that help them create unique and memorable travel experiences.

Kelly Dean from Ottawa Tourism

Kelly emphasizes transformative and experiential travel, including immersive experiences such as culinary tourism and engaging deeply with local cultures. She shares more about how the travel industry can grow and adapt post-pandemic to meet evolving consumer expectations for the future.

Kim Ricaurte from Airwallex

We discuss Kim’s approach to helping people embrace new solutions without criticizing their existing methods, and she emphasizes the importance of partnership and support through these transitions. Kim also discusses significant trends in financial technology, particularly a shift away from traditional credit cards to alternative payment methods such as Google Pay, Apple Pay, and local systems like ACH, and explains the benefits of educating travel operators on these new financial solutions.

Patrick McIntyre from Image Tours

Patrick shares some new things he is working on for 2025—including a new Greek tour. He digs into the importance of responding to customer feedback and making tweaks that keep itineraries fresh and attractive to travelers. Building stronger relationships with your clientele helps support sales. Patrick describes the NTA Travel Exchange as “new” and says it’s an exciting place to learn, get to know some new people, and continue to develop relationships with people he’s already met.

Sheryl Porto from Merani Hotel Group

Sheryl and I dig into the exciting resurgence in international travel, particularly in Niagara Falls, USA, highlighting the unique cross-border tourism challenges and opportunities between the US and Canada. She shares her thoughts on the recovering international market post-pandemic and anticipates seeing significant business growth in 2025, especially from the Indian market.

Zach Harrison from Anderson Vacations

Zach and I discuss his focus on small-group travel, especially in remote Canadian areas. He highlights the shift from large 55-passenger buses to smaller 16-passenger groups, which allows for more intimate travel experiences and access to unique destinations that larger buses cannot reach, such as early morning wildlife tours in the Rockies. Zach also shares the importance of mentorship in the evolving travel industry, acknowledges generational gaps, and emphasizes the warm, collaborative community fostered at the NTA Travel Exchange.

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!

On this episode of Destination on the Left, I’m talking with eight industry professionals at OMCA Marketplace, held in Windsor, Ontario, Canada. These conversations emphasize the evolving nature of the travel industry driven by changes in traveler expectations, strategic international cooperation, and a strong focus on quality and convenience.

In this episode, you’ll hear from these travel industry professionals:

• Jeffrey Goldwasser: https://www.linkedin.com/in/jeffrey-goldwasser-36264711/
• Brittany Dykla: https://www.linkedin.com/in/brittany-dykla-cpa-7a50b036/
• Jennifer Miller: https://www.linkedin.com/in/jennifernealmiller/
• Karine Boudreau: https://www.linkedin.com/in/karine-boudreau-722355205/
• Marcy Barnes: https://www.linkedin.com/in/marcy-barnes-8b98092b/
• Mary Ellen Hudson: https://www.linkedin.com/in/mary-ellen-hudson-4807071b/
• Ray DeNure: https://www.linkedin.com/in/ray-denure-7852805b/
• Ben Rome: https://www.linkedin.com/in/benhrome/

Jeffrey Goldwasser – Sales Representative For Amaya Seating

Jeffrey reflects on how many industry shows he attends each year and underscores the importance of networking outside the booths, such as in elevators, meals, or after-parties, where meaningful connections often occur. He also talks about supporting the “Women in Buses” initiative under the ABA, recognizing women’s critical role in the bus industry. Jeffrey describes the OMCA Marketplace as “evolving,” appreciating the opportunity to meet new people and establish future business connections.

Brittany Dykla – CFO Of Brilliant Edventures

Brittany discusses the integral role of collaboration in tourism, which distinguishes it from other sectors where collaboration often requires additional encouragement. She notes the importance of leveraging the current travel boom for long-term growth through immersive, storytelling-driven experiences that feel exclusive to the group and resonate with younger generations. She loves the OMCA Marketplace, praising its collaborative, productive atmosphere!

Jennifer Miller – Manager, Domestic Tourism From Visit Detroit

We discuss the vibrant tourism offerings available in Metropolitan Detroit that help visitors enjoy the city’s rich history and fun distillery scene. She highlights valuable cross-border collaborations with Windsor, Ontario, such as the Detroit Grand Prix and the Freedom Festival fireworks. Jennifer describes the OMCA Marketplace as “comfortable” with effective networking opportunities that help build valuable industry relationships.

Karine Boudreau – Sales And Marketing Coordinator From Destination Moncton Dieppa

Karine describes her first time attending the OMCA Marketplace as welcoming and says it’s an excellent opportunity to make new contacts. She shares the increasing popularity of real-life experiences that revolve around food, leisure activities, and spending time outdoors such as the enchanted night walk that depicts the Acadian culture in the best possible way.

Marcy Barnes – Market Development Specialist From Tourism New Brunswick

Marcy identifies sustainability as a growing trend in the tour and travel sector for 2025, which includes practices like using reusable water bottles and alternative transportation methods. She mentions the advantage of taking longer trips to improve sustainability, reducing the need for multiple short flights throughout the year. Marcy uses a gardening analogy to emphasize the importance of relationship building at events like OMCA, comparing initial meetings to planting seeds and subsequent interactions to nurturing a relationship.

Mary Ellen Hudson – Travel Trade From Fredericton Capital Region Tourism

Mary Ellen highlights the growing interest in astrotourism, following significant astronomical events like the total eclipse observed in Fredericton. She mentions partnerships with the Royal Astronomical Society of Canada to promote events such as star-watching and telescope observations, which cater to this upcoming trend. She describes the OMCA Marketplace as “fun,” leaning into the energetic and social nature of the travel industry event.

Ray DeNure – Owner From DeNure Tours

Ray discusses taking a long-term view of the industry, understanding the broader context, and integrating forward-looking strategies to sustain and grow the business while accommodating shifting travel behaviors and preferences. He emphasizes events like the OMCA Marketplace’s positive role in making business connections and creating informal networking opportunities in social settings.

Ben Rome – Director Of Communications And Brand From American Bus Association

We discuss the resurgence of travel bookings and the increased numbers of solo travel and single-family travel. People now seem to be open to traveling to international destinations right now too, whereas over the past couple of years travel has mostly been land-based domestic travel. Ben also shares his experience of experiential travel demand and why younger people, particularly, are drawn to immersive travel as they want to be part of the story.

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!

On this episode of Destination on the Left, I’m sharing the first of a two-part series from the OMCA Marketplace that was held in Windsor, Ontario, Canada. I know you’ll find the wisdom these eight influential industry professionals offer invaluable.

We dig into the recent tour and travel trends, including cross-border travel and the importance of connections for business success. My guests also explore key themes such as a shift towards smaller and specialized group travel and the rise of the Fully Independent Traveler (FIT) and how these types of small group offerings cater to niche interests, allowing travelers to enjoy intimate, customized, and immersive experiences that larger groups might miss out on. Our discussions also cover why networking is key in creating new cross-border itineraries and enriching multi-destination travel experiences.

In this episode, you’ll hear from these industry leaders:

• Ryan Robutka: https://www.linkedin.com/in/ryan-robutka-b6b1927/
• Diane Meglino: https://www.linkedin.com/in/diane-meglino-ctis-67585523/
• Cheryl Rash: https://www.linkedin.com/in/cheryl-rash-1078917/
• Shawn Geary: https://www.linkedin.com/in/shawn-geary-13003127/
• Todd Stallbaumer: https://www.linkedin.com/in/todd-stallbaumer-3650295/
• Tillie Youngs: https://www.linkedin.com/in/tillieyoungs/
• Elaine Moulder: https://www.linkedin.com/in/elainemoulder/
• Steve Vance: https://www.linkedin.com/in/steve-vance-66949422/

Ryan Robutka, Senior Manager For Market Development With Via Rail Canada

I love Ryan’s insights on why travelers are looking for more personalized experiences that give them access to off-the-beaten-path destinations. He shares why train travel is the perfect opportunity to go offline and experience different parts of Canada that they wouldn’t have considered before the pandemic. Ryan’s word for the OMCA Marketplace is “partnership” because the experience is about strengthening partnerships, meeting new people, and building relationships.

Diane Meglino, Business Development Managers For Premier Travel Media

Diane discusses the trends she is seeing coming for 2025/2026, including the America 250th anniversary, and why it’s such a great opportunity to promote destinations all across the East Coast area. She also shares some creative ideas, such as mystery tours, sports tours, military reunions, and girlfriend getaways that involve fun, hands-on activities such as cooking or painting classes.

Cheryl Rash, Business Development Managers For Premier Travel Media

In Cheryl’s experience, there’s nothing better than meeting face-to-face to really make connections. The tourism industry, in general, is such a family-connected industry where we can build friendships and relationships and coming to events such as the OMCA Marketplace is a great way to catch up with peers in person. Diane and Cheryl’s words for the event are “connections” and “beneficial,” and I couldn’t agree more!

Shawn Geary, Mccoy Bus Service And Mccoy Getaways

The trend that Shawn is seeing is that people want to go further afield. The popular destinations these days are within a couple of days travel rather than day trips, as people are prepared to spend a little longer on a bus now than they were before. This has been made much easier by a more streamlined experience going through international borders where passengers are quickly and efficiently screened, allowing them to continue their trip with as little friction as possible. Shawn notes that the connections you make at OMCA Marketplace are so important when it comes to planning tours to new destinations.

Todd Stallbaumer, Consumer And Trade Marketing Director At Oklahoma Tourism And Recreation Department

Right now, Todd is seeing lots of interest in multigenerational travel, especially grandparents and grandchildren traveling together and engaging in their tour. Todd shares that immersion and cultural tourism activities are very popular right now, including experiences such as getting to know the Vietnamese community in Oklahoma City. He also shares more about current multi-state collaborations that his organization is involved in. What Todd loves about the OMCA Marketplace is all the ways you can incorporate knowledge and experience with others in the travel and tourism space.

Tillie Youngs, Sales Director With Thousand Islands International Tourism Council

Tillie Youngs shares more about the experiences her groups most want right now, including getting out on the Saint Lawrence River to see the Thousand Islands from a different vantage point. We discuss the rise in popularity of smaller group travel and how that creates opportunities for personalized experiences in the region, such as diving to see the shipwrecks or enjoying kayaking or canoe excursions. Tillie loves attending in-person events such as the OMCA Marketplace to build those relationships with tour operators as clients and partners.

Elaine Moulder, Founder and CEO Of Brilliant Edventures

Elaine and I chatted about the cross-border travel changes, and she shares why it’s starting to come back in 2024/2025. Many Brilliant Edventures’ clients coming up to Michigan or New York are extending their trips into Canada, too. We also dig into why connections are of the utmost importance in the travel and tourism industry and why it truly feels like one big family. We all want the people who travel to have an impeccable experience, and when you build relationships with people, you can count on them. Creating trust is paramount, so Elaine describes the OMCA Marketplace as “welcoming.”

Steve Vance, Director Of Sales And Marketing From The Grand Adirondack Hotel

As a hotelier, one of the most exciting things Steve is seeing for 2025 is that groups are a foundation of business. Steve says it’s pure joy for his team to see the enjoyment of the authentic, unique Adirondack experience that their carefully curated itineraries bring.

His one word for the OMCA Marketplace is “vital,” and he emphasizes that it’s absolutely critical to have the opportunity to have candid conversations about how you can improve your offer, and create potential collaborations to make traveler experiences even better.

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!

On this episode of Destination on the Left, I talk with three tourism industry leaders about the power of partnership and community engagement. Maureen Martin, Vice President of Partnerships and Community from Destination Madison, Bryan Kuebel, Senior Partnership Manager from Visit Milwaukee, and Greg LaDuca, Senior Vice President of Industry Relations from Visit Rochester, join me to discuss the Partnership and Community Engagement PACE Forum, the premier gathering place for passionate DMO professionals committed to the power of partnership and community engagement. They share the origin story of the PACE Forum, talk about the importance of this sector of the DMO industry, and give details of the 2025 event.

What You Will Learn in This Episode:

• Why PACE was formed and the significance of Partnership and Community Engagement for DMOs
• The value of non-competitive idea sharing among peers
• How the PACE forum has shifted professional interactions post-pandemic and the advantages of face-to-face networking
• The importance of creative revenue sources and consistent communication with tourism commissions
• How the PACE 2025 forum in Cincinnati aims to focus on new technologies, data, and AI

Fostering Community and Engagement

The Partnership and Community Engagement (PACE) initiative is a network of professionals dedicated to enhancing the impact of DMOs. Maureen elaborates on PACE’s origins, sharing how the initiative formally took shape during the pandemic when professional norms shifted dramatically, leading to the first PACE Forum in Madison, Wisconsin, in February 2024.

With an initial expectation of around 50 attendees, the forum’s attendance soared to approximately 120 participants, underscoring the industry’s hunger for community and collaboration. The forum successfully filled a void left by national conferences, offering continuous networking opportunities and fostering an environment for sharing ideas across borders.

PACE 2025 is set to take place in Cincinnati, Ohio, from February 18-20. The upcoming forum promises to dig deep into new technologies, data analytics, artificial intelligence, and the invaluable role of networking in destination marketing.

Advocacy for DMOs

Maintaining consistent communication with tourism commissions and creatively seeking revenue sources is so important in the travel and tourism industry. The success of DMOs hinges on building strong, meaningful relationships within the community. Innovative programs like mentorship initiatives within the PACE Forum are designed to help newcomers integrate and feel connected. Their programs ensure that professionals at all travel and tourism industry levels benefit from the wealth of knowledge and experience available.

Advocacy extends beyond simple promotion—it involves building robust relationships, consistent communication, and a clear demonstration of tourism’s economic impact on local communities. Sharing tangible success stories about how tourism positively affects local businesses and the community helps bolster support from various stakeholders. These compelling stories help make the abstract benefits of tourism concrete and relatable.

The Value of Peer Networks

Peer networks create a supportive ecosystem where professionals can share ideas that help them overcome common challenges and foster a sense of community. Greg, Maureen, and Bryan all emphasize how these connections promote professional and personal growth, enable tourism professionals to stay current with industry trends, and collaboratively develop impactful initiatives.

The PACE forum, in particular, exemplifies the power of these networks by shifting traditional, nationally-run conferences towards a more intimate, peer-led format. Greg talks about how the forum’s spirit of non-competitive idea exchange allows peers from various cities to share insights and strategies autonomously.

Resources:

• Gregory LaDuca
• Website: https://www.thepaceforum.com/home
• LinkedIn Personal: https://www.linkedin.com/in/gregory-l-laduca-78442713/
• Twitter Personal: https://x.com/gregoryladuca
• Maureen Martin
• Website: https://www.visitmadison.com/about-us/our-team/
• LinkedIn Personal: https://www.linkedin.com/in/martinmaureen/
• LinkedIn Business: https://www.linkedin.com/company/destination-madison/
• TikTok Business: https://www.tiktok.com/@destinationmadison
• Pinterest: https://www.pinterest.com/destinationmadison/
• Youtube: https://www.youtube.com/c/DestinationMadison
• Bryan Kubel
• Website: https://www.visitmilwaukee.org/
• LinkedIn Personal: https://www.linkedin.com/in/bkubel/
• Facebook Personal: https://www.facebook.com/bkubel/
• Instagram: https://www.instagram.com/bkubel/
• Twitter: https://x.com/bkubel

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!

On this episode of Destination on the Left, I talk with Catherine Alonzo, CEO at Javelina and host of the How to Change the World Podcast. She shares why story and travel are two sides of the same coin and breaks down how we should approach stories when trying to make a change or social impact. We also discuss the stories we tell ourselves, the importance of internal and external stories, and why core values matter in the travel industry.

What You Will Learn in This Episode:

• Why internal narratives and personal storytelling impact how we see the world
• How core values guide decision-making and personal fulfillment
• Why understanding specific audiences and targeting communications effectively is crucial in crafting impactful stories and strategies
• What the significance of having a clear “why” is within an organization, and how to operationalize it to build a sustainable culture
• How to use storytelling to create the immersive experiences travelers are looking for

Stories as Catalysts for Change

Catherine emphasizes that stories aren’t just tools for entertainment—they are pivotal in shaping our understanding of the world. Whether it’s the narrative we tell ourselves internally or the stories we communicate externally, these narratives have the power to influence change. Catherine explains how stories form the bedrock of how we perceive and interact with the world, which is why they’re so important in driving personal and societal transformation.

Storytelling is an incredibly powerful tool In the travel and tourism industry. We discuss the connection between the vulnerability and richness of storytelling and the immersive experiences travelers are looking for. By creating compelling narratives, destinations can provide deeper, more meaningful experiences that resonate on a personal level with visitors, ultimately driving visitor numbers and community engagement.

Crafting Messages for Targeted Audiences

A key part of storytelling is knowing your audience. Catherine highlights a common mistake marketers often make— trying to reach “everybody” and why the story ends up resonating with nobody. Instead, she suggests focusing on a maximum of four distinct audience groups. This could include decision-makers, referral partners, and internal audiences such as team members.

Understanding each audience group’s motivations, psychographics, demographics, and needs allows DMOS to tailor communications to connect with potential visitors on a deeper level. This targeted approach ensures that the emotional core of the message remains consistent, fostering a strong connection with the audience.

Finding and Operationalizing Purpose

We discuss the critical importance of a clear “why” within organizations. As someone deeply involved in social change, Catherine believes that organizations cannot sustain a strong, meaningful culture without a well-defined purpose. For those in travel and tourism, this means clarifying why their destination or service exists beyond just economic gain. By integrating this “why” into daily operations, organizations can create authentic and compelling narratives that resonate with their teams and audiences.

Resources:

• Website: https://www.catherinealonzo.com/
• LinkedIn Personal: https://www.linkedin.com/in/catherinealonzo/
• Podcast: https://www.catherinealonzo.com/how-to-change-the-world

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!

In this episode of Destination on the Left, I talk with Jill Peterson, Founder and Chief Growth Strategist at Clover Insights LLC. We discuss how to improve your mental fitness and build positive intelligence, and she explains the differences between your “survival brain” and your “sage brain.” Jill shares why improving your mental fitness leads to greater happiness, increased productivity, and improved mental resilience.

What You Will Learn in This Episode:

• How Jill uses the concept of “sage brain” to enhance happiness and productivity in personal and professional settings
• Why understanding and managing mental habits, particularly saboteurs, is crucial for overcoming internal barriers
• What the Positive Intelligence program entails, including practical techniques like PQ reps and how they help develop mental fitness
• Why integrating positive intelligence practices into daily routines can effectively boost mental resilience without requiring additional time
• What the role of the “Judge” is in one’s mental framework, and how recognizing its influence can prevent it from sabotaging growth and happiness

Understanding Mental Fitness

This week, we’ve got a real treat on the #DOTL podcast,  as Jill Peterson Founder and Chief Growth Strategist at Clover Insights LLC. explains how to handle life’s challenges positively.

Jill describes how we can be the best version of ourselves and influence those around us positively. This episode is all about offering you practical strategies to improve your mental fitness for a fresh start as we prepare for a busy holiday season.

The Sage Brain vs. The Survival Brain

Jill introduces the concept of the “sage brain” and the “survival brain.” The “sage brain” encompasses positive emotions, creativity, empathy, and curiosity, which are so important for addressing life’s challenges constructively. On the other hand, the survival brain operates on negativity and judgment, housing nine saboteurs that seriously hinder our potential. Recognizing and managing these two brain modes increases happiness and productivity. By understanding our mental habits and overcoming internal barriers, we can unlock our true potential personally and professionally.

One of our key discussions centered around the concept of “saboteurs.” These negative mental patterns or behaviors act alongside an internal judge, sabotaging our growth and happiness. Jill identifies nine types of saboteurs: Controller, Restless, Stickler, Hyper-vigilant, Hyper-achiever, Pleaser, Victim, Avoider, and Hyper-rational. Each saboteur represents a strength overused. For example, the Controller needs to manage every outcome, while the Hyper-rational dismisses emotions, focusing solely on logical analysis.

Building Mental Muscles

Jill advocates for working out our mental muscles to combat these saboteurs. This involves recognizing saboteurs, using physical sensations to switch brain modes, and tapping into the “sage brain.” Physical sensations act like smaller moments of meditation, helping transition to a more positive mindset.

Jill describes the five tools in the sage brain toolbox: Empathy, Explore, Innovate, Navigate, and Activate. Regularly practicing Positive Intelligence repetitions (PQ reps) can strengthen these mental muscles, making it easier to manage life’s challenges without falling into negative patterns.

Resources:

• Website: www.findyourclover.com
• Facebook Personal: https://www.facebook.com/jill.hendersonpeterson/?_rdr
• Facebook Business: https://www.facebook.com/cloverinsightsllc
• LinkedIn Personal: https://www.linkedin.com/in/jill-peterson/
• LinkedIn Business:https://www.linkedin.com/company/clover-insights-llc/
• Instagram Business: https://www.instagram.com/clover.insights/?hl=en

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!

On this episode of Destination on the Left, Jonathan Kletzel, the Travel, Transportation, and Logistics Sector Leader at PwC, shares insights from the recently released PwC Holiday Outlook. This report examines holiday spending across various consumer segments and industries. We focus on travel trends for the 2024 holiday season and discuss the differences in spending among different generations.

What You Will Learn in This Episode:

• How Jonathan became interested in specializing in the travel sector
• Some of the valuable interests revealed by the PwC Holiday Outlook study
• What trends Jonathan is identifying for 2024 holiday travel, with an emphasis on steady travel demand compared to the previous year
• How generational differences impact spending on travel and experiences, particularly among Gen Zs and Millennials
• Why there is a drop in concerns about travel disruptions and what that might mean for travelers and suppliers
• Sustainability in travel and how that is influencing industry practices

Dissecting Generational Travel Trends

The holiday season is always interesting when it comes to understanding travel behaviors across different generations. PwC’s report revealed that Gen Z and millennials continue to invest heavily in travel experiences, prioritizing them over material gifts. In contrast, Gen X and Baby Boomers are more inclined towards convenience and practicality, seeking ways to make their lives easier rather than more exciting.

The study has also shown a fascinating mix of spending priorities influenced by economic pressures. While some consumers plan to maintain or even increase their travel budgets, others, particularly those feeling the pinch of the current economic climate, are looking for ways to budget wisely throughout the year to afford holiday travel. Interestingly, more travelers are opting to stay with friends or family, which shows that people are trying to blend making economic choices and having meaningful experiences.

Rising Importance of Digital and Sustainable Choices

We’ve all noticed the broader consumer push for sustainability, which is a priority for younger generations, particularly Gen Z. Airlines and hotels, are responding to this demand by offering more eco-friendly options and transparent information on carbon footprints. From water bottle refill stations in airports to eco-conscious hotel room services, the industry is making ever-bigger strides in meeting consumer expectations for sustainable travel options.

Preparing for a Successful Holiday Travel Season

One of the most reassuring findings from PwC’s Holiday Outlook is that the intention to travel for the holidays remains stable compared to 2023. This is great news for travel suppliers and destinations, as it shows there is still a steady demand. Jonathan also points out that there has been a significant decrease in concerns around travel disruptions this year. This could be attributed to suppliers catching up to post-COVID travel demands and improving operational efficiencies. Nevertheless, holiday travelers should still be prepared for potential disruptions due to factors outside the industry’s control, like weather!

Resources:

Website: https://www.pwc.com/us/en.html
LinkedIn: https://www.linkedin.com/in/jonathan-kletzel-256372/
Holiday Outlook 2024: https://www.pwc.com/us/en/industries/consumer-markets/library/holiday-outlook-trends.html

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!

On this episode of Destination on the Left, I talk with Rosa Harris, Director of Tourism for the Cayman Islands, about the importance of being open, flexible, and courageous as a travel professional. We talk about knowing who you are as a destination, being true to your strengths, and why honoring history, culture, and people is a must for tourism leaders. Rosa also shares examples of several Cayman Island campaigns and how her tourism brand partners with lifestyle brands.

What You Will Learn in This Episode:

• How the “Dreaming Cayman” campaign aims to stand out in the Caribbean market to attract the family market’s interest
• Partnerships the Cayman Islands Department of Tourism is involved in including collaborations with luxury brands like Saks Fifth Avenue and influencers like Mei Mei
• Why agile and flexible leadership is important as a leader in the tourism industry
• Why the Cayman Islands is focusing on becoming the go-to destination for luxury experiences in the Caribbean.
• How community involvement contributes to authentic cultural experiences and effective marketing strategies for the Cayman Islands.

Showcasing Authentic Cultural Heritage

An integral part of distinguishing the Cayman Islands is its commitment to offering tourists an authentic cultural experience. Rosa shares details of the collaborations with local artisans and highlights initiatives like the Caymankind campaign, which embodies the warm and welcoming hospitality of the Cayman people.

Rosa and her team held town halls to invite public input, helping ensure the community’s voice was clearly heard in branding efforts. Local tourism operators also played a pivotal role by having conversations with visitors. These initiatives ensured that the brand promise aligned seamlessly with the actual visitor experience, creating a cultural connection that left a lasting impression.

Strengthening Community and Collaboration

Rosa highlights her role with the Caribbean Tourism Organization, focusing on coopetition and shares examples such as partnership with the aviation committee, working towards enhancing travel options within the Caribbean to promote multi-destination travel. This boosts tourist experiences but also extends visitors’ stays in the Caribbean.

Rosa also introduces the “Dreaming Cayman” campaign, an initiative that aims to help the Cayman Islands stand out among Caribbean destinations with nature imagery. In a crowded market commonly showcasing sun, sand, and sea imagery, the Cayman Islands are carving a niche with unique, eye-catching campaigns. Targeted primarily at the family market, the campaign’s objective is to evoke a sense of wonder and curiosity, drawing attention to the Cayman Islands as a luxurious yet intriguing destination.

Future-Proofing Through Creative Partnerships

Looking ahead, Rosa discussed exciting partnerships to further enhance the Cayman Islands’ appeal. A significant collaboration with Saks Fifth Avenue during New York Fashion Week will feature Cayman Islands-themed window displays, showcasing the destination’s unique charm to a broad audience. Meanwhile, a partnership with Gen Z influencer Mei Mei will capture authentic Cayman experiences via TikTok, engaging a younger audience through contemporary social media platforms.

Resources:

• Website: https://www.visitcaymanislands.com/
• LinkedIn Personal: https://www.linkedin.com/in/rosa-harris-cert-hon-0aa9a337/
• LinkedIn Business: https://www.linkedin.com/company/cayman-islands-department-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 o​f. Here is a quick tutorial on how to leave us a rating and review on iTunes!