On this episode of Destination on the Left, you’ll hear my conversation with Sharon Toerek about the importance of finding your niche and how growth happens once you commit to it. We also discuss how becoming a thought leader in your niche leads to new relationships and opportunities. While this interview centers around building a marketing agency, I’m sure you’ll find value in the insights we share in our discussion.

What You Will Learn in This Episode:

• Why having a clear vision is crucial for agency leaders and how it helps in making decisions and evaluating opportunities
• What the accidental birth of the Destination on the Left podcast allowed me to achieve, and how it became a lifeline for global listeners during the pandemic
• How I diversified my client base and funding sources to grow the business
• How the DOTL podcast allows me to develop a reputation as a thought leader in the travel and tourism industry
• How I manage content creation with limited bandwidth as the owner of an agency and the time commitment involved in scaling my business

Vision-Driven Decision Making

On the podcast I share why it was so important to have a clear vision for the future of Tap Into Travel to support economic growth and prosperity within the communities we serve. We discussed why having that well-defined vision allows agencies to align their strategies with their long-term goals and adapt to ever-changing market dynamics.

Our conversation explores the importance of diversifying client bases and funding sources to avoid dependency on a single mechanism. I share how my participation in an economic gardening program through a local economic development organization allowed us to expand into new markets in the northeast.

Building a Media Ecosystem

I detail my vision of integrating three existing brands – the podcast brand (Destination on the Left), the agency brand (Break the Ice Media), and TAP allows us to realize the concept of building a robust media ecosystem. We discuss why an interconnected approach to content creation and thought leadership allows agencies to maximize their reach and impact across various platforms and engage diverse audiences.

Thought Leadership Impact on Business Confidence

Sharon and I also discuss the challenge of calculating the direct return on investment (ROI) of thought leadership, but we ultimately understand the significant impact it had on both our agencies’ confidence and billing rates. I loved digging into all of these fascinating topics with Sharon, and I know you’ll find our insights into the power of strategic vision, adaptability, and the ever-evolving nature of thought leadership in shaping the success and relevance of agencies in today’s dynamic market landscape helpful.

Resources:

• Tap Into Travel: https://www.tapintotravel.com/
• Research: Collaboration in the Travel, Tourism, & Hospitality Industry: https://breaktheicemedia.com/collaboration/

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 Geoff Thatcher about telling great stories and why they impact how people experience your brand. Geoff shares examples of his revolutionary experiential framework in action and gives his insights into staying focused, finding the right partners, forgiving allowable weaknesses, and remembering to have fun.

What You Will Learn in This Episode:

• Why experiencing new things is essential for inspiring creativity in the hospitality and experience industry
• How Geoff applies his experiential framework to create immersive and emotional experiences at theme parks, museums, and other attractions
• How to identify the right partner to help realize a shared vision
• Why understanding and translating a brand’s story into consumer experiences is crucial for creating impactful experiences
• Creative solutions that Geoff has helped to implement in theme parks and attractions across the world
• Geoff’s insights and advice for listeners planning a collaboration and why it’s critical to clarify team roles

The Experience Model and Creating Lasting Impressions

Geoff introduces the “experience model,” which comprises five elements: attract, build trust, give information, internalize the message, and challenge people to act. He draws examples from theme parks and museums, highlighting how the model is applied to create immersive and emotional experiences.

The best experiences, whether in museums or zoos, follow this experience model to attract, build trust, inform, evoke emotion, and ultimately engage visitors to be part of the story. Geoff’s model is a blueprint for attractions to engage their audience on multiple levels, leaving a lasting impression and fostering a sense of connection.

The Power of Storytelling and Trust

We dig into the significance of storytelling and trust-building in creating authentic and impactful experiences at attractions, and Geoff outlines a formula for attractions to define their enduring idea, differentiation, and target audience to guide the experience they want to deliver. He also shares the importance of collaboration and partnership in the industry, and the importance of finding the right partners that have a shared vision to create a lasting experience.

Resources:

• VIDEO Warner Brothers Abu Dhabi Opening Day Video
• Website: https://www.creativeprincipals.com/
• The CEO’s Time Machine by Geoff Thatcher
• LinkedIn Personal: https://www.linkedin.com/in/geoffthatcher/
• LinkedIn Business: https://www.linkedin.com/company/creative-principals/

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 Sonya Nash, Executive Director of Visit Shipshewana. She shares how she honors the local community through the work her DMO does and describes her role as creating an experience that visitors love and positively impacts the local community. Sonya also talks about a countywide collaboration she is part of and the importance of building bridges between stakeholders for the greater good.

What You Will Learn in This Episode:

• Why understanding the other party’s perspective is crucial for successful collaboration
• What role destination marketing organizations play in community branding and development, and how collaboration between various agencies impacts tourism assets and the community as a whole
• Sonya’s creative solution to challenges faced in a conservative, tech-limited community to accommodate visitors’ needs
• Why understanding and promoting cultural values within a community is essential for effective destination management
• How Sonya is working to connect and collaborate with other communities within the county to promote off-the-beaten-path experiences and cultural exchange

Branding for Destination Marketing Organizations

Our conversation started with a deep dive into the role of destination marketing organizations (DMOs) in community branding and development. Sonya shares the importance of collaboration between various agencies and why tourism has such a profound impact on the local community as a whole. We also discuss the pivotal role that DMOs play in shaping visitor expectations and experiences and how that influences the narrative and perception of a destination.

Embracing Unique Experiences

Sonya’s passion for creating unique experiences shines through as she recounts her journey from aspiring to be a school teacher to discovering her calling in the tourism and hospitality industry. Her emphasis on understanding what makes a destination unique and tapping into the interests of travelers also underscores the value of authentic and immersive experiences that resonate with visitors and allows them to disconnect and embrace a slower, more relaxed lifestyle in Sonya’s location, Shipshewana.

Overcoming Challenges Through Innovation

Our discussion touches upon the challenges faced in conservative, tech-limited communities, such as some of the destinations in Amish country. Sonya’s creative solution of leveraging the Bandwango platform to create a trail and incorporate creative offline ways to help visitors get to know the rural area and accommodate both visitors’ needs and the local community’s needs.

Resources:

• Website: https://visitshipshewana.org/
• Facebook: https://www.facebook.com/VisitShipshewana/
• Instagram: https://www.instagram.com/visitshipshewana/
• YouTube: https://www.youtube.com/channel/UClANSNzu4yLmTjYWtMdoegQ
• Off the Beaten Path Group Experiences: https://www.offthebeatenpath.com/

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 Emily about how her creative skills and early experience in theater led her to the hospitality industry. She walks us through a process for evaluating your brand and thinking about it from a people-first perspective and shares her approach to addressing challenges that cover planning for short-term, mid-term, and long-term needs in that order.

What You Will Learn in This Episode:

• The importance of building relationships before seeking mentorship and why creating a culture of collaboration establishes trust and open communication
• How Emily manages imposter syndrome by addressing her “shadow Emily” and seeking support to counter negative thoughts
• How to build genuine connections and create communities aligned with individual needs
• How Emily helps her clients let their weird flag fly so that all of their people can find them
• The connection between hospitality and wellness, and why Emily’s company also serves the wellness industry as they both aim at ensuring people’s well-being and contentedness

Aligning Brand Identity with Organizational Culture

I loved discussing the alignment of brand identity with organizational culture with Emily on the show. Drawing a parallel between developing a script for a story and developing a brand for a hotel, Emily highlights the interconnectedness of a business’s branding with the patterns of corporate behavior and people within an organization. Understanding your brand inside out is what helps you connect with your ideal clients.

Building Relationships and Establishing Trust in Business

Drawing from her experience in the Hotel Sales and Marketing Association International, Emily discusses the importance of building strong relationships before seeking mentorship. She talks about how to create a culture of collaboration, where open communication and trust are built through genuinely supporting and connecting with other people. On the show, we talk more about some creative ways Emily has moved through challenges and the framework she uses to keep her on the right path.

Overcoming Imposter Syndrome and Nurturing Authentic Connections

We also dig into the topic of imposter syndrome during the podcast, particularly the importance of acknowledging and addressing fear-based thoughts that are blocking your personal and professional growth. Emily shares her method of addressing her “shadow Emily” and seeking support from friends to move past any negative thoughts. This prompted our discussion on the importance of making genuine connections with others and the power of compliments and appreciation in establishing authentic, collaborative relationships.

Resources:

• Website: https://pendailey.com
• LinkedIn Business: https://www.linkedin.com/company/pendailey/about/
• LinkedIn Personal: https://www.linkedin.com/in/empendailey/

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, Megan Grant and I talk about how her tours are designed to create a positive social impact. She highlights the trends that are helping her business grow and thrive, including mindful purchasing and lone female travelers. We also discussed the importance of community and how Megan’s tours build community.

What You Will Learn in This Episode:

• What inspired Megan to start Cherish Tours during the pandemic and how she is creating a positive impact through small group tours
• How Cherish Tours supports women in business through travel opportunities and social impact
• Why Megan’s approach in the hospitality industry focuses on creating meaningful connections and experiences for her tour guests
• How Cherish Tours partners with and supports women-owned or managed businesses in the destinations they visit
• Some of the destinations Cherish Tours has almost sold out to, and the tailor-made private tours they are currently offering
• Why an abundant mindset benefits the travel industry

Embracing an Abundant Mindset

Megan dives into the concept of an abundant mindset and why we should prioritize collaboration and mutual support over cutthroat competition. She shares why she firmly believes that a rising tide lifts all boats and why the success of one woman does not diminish the opportunities available to others.

Cherish Tours exemplifies this belief by actively seeking to partner with other travel advisors, fostering an environment of collaboration and shared success. The encouragement for travel advisors to connect and partner with Cherish Tours showcases the flourishing culture of cooperation in the industry, promoting opportunities for growth and mutual support.

Empowering Women Through Travel

One of the central themes we discussed is the importance of uplifting and supporting women as travelers and industry professionals. Megan passionately describes how Cherish Tours is dedicated to providing transformative travel experiences that prioritize mindful purchasing and social impact.

The company amplifies the voices of women in business and actively supports women-owned or managed businesses and initiatives in the destinations they visit. Megan calls Cherish Tours her ‘love note to the travel industry,’ which gives women a sense of community and connection.

Tailor-Made Travel Experiences

Cherish Tours sets itself apart by creating tailor-made travel experiences that prioritize interpersonal connections, community building, and personal choice. Megan’s approach is all about bringing women of all ages and cultural backgrounds together, fostering inclusivity, and celebrating diversity.

Resources:

• Website: https://www.gocherishtours.com/
• LinkedIn Personal: https://www.linkedin.com/in/megan-grant94/
• LinkedIn Business: https://www.linkedin.com/company/cherish-tours-llc/
• Facebook Business: https://www.facebook.com/gocherishtours/
• Instagram: https://www.instagram.com/gocherishtours/

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, Sean Hebert goes deep into the backstory of TourRadar, an organized adventure platform. He shares his perspective on the importance of trust, what adventure travelers are looking for in terms of new experiences, and how TourRadar facilitates amazing collaboration between travelers, tour operators, and travel advisors.

What You Will Learn in This Episode:

• How TourRadar evolved from a consumer-only marketplace to serving travel agents as a time-saving search engine
• How TourRadar’s recent marketing campaign “The Ultimate Travel Hack” promotes organized adventures as a fun travel opportunity
• How TourRadar collaborates with destinations and DMOs to promote sustainable tourism and creates campaigns for specific products and areas
• Why TourRadar’s Adventure Together event was conceived, and how it helps share best practices and address common challenges in the industry
• How TourRadar’s platform helps travelers and tour operators by providing trust, more choices, and a competitive marketplace

A Gateway to Adventure

Sean discusses how TourRadar serves as a platform to connect travelers, tour operators, and travel agents in over 160 countries. By giving travel enthusiasts the opportunity to access more than 2,500 operators offering a variety of experiences, including safaris, cultural tours, and white water rafting, TourRadar is a hub for adventure travel enthusiasts because it prioritizes inspiring and surprising travelers with unique experiences, fostering a deeper appreciation for organized adventures.

Exploring Sustainable Tourism and Collaborative Campaigns

We discuss why TourRadar is so passionate about promoting responsible and sustainable tourism while collaborating with destinations and destination marketing organizations (DMOs). Through innovative campaigns like “The Ultimate Travel Hack,” TourRadar emphasizes the style of organized adventures as a mode of travel rather than focusing solely on specific brands or destinations to encourage collaboration instead of competition among operators.

From Traveler Marketplace to Travel Advisor Support

Sean and I also dig into TourRadar’s evolution, particularly its transition from a consumer-focused marketplace to supporting travel advisors. This transition acknowledges the pivotal role that travel advisors play and positions TourRadar as a time-saving search engine, empowering agents to find and compare itineraries that best meet their clients’ needs.

Resources:

• Website: http://www.tourradar.com/
• LinkedIn Business: https://www.linkedin.com/company/tourradar/
• Facebook Business: https://www.facebook.com/TourRadar/
• Twitter: https://twitter.com/TourRadar
• Instagram: https://www.instagram.com/tourradar/
• Youtube: https://www.youtube.com/tourradar
• Pinterest: https://www.pinterest.com/tourradar/

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 Meredith Calloway, Chief Visionary Officer and Co-Founder of Gifted Travel Network (GTN). She shares more about the inspiration behind her community of luxury travel advisors and her nuggets of wisdom about how to develop and cultivate a brand message that will help you stand out from the crowd by finding your brilliance.

What You Will Learn in This Episode:

• How Meredith transitioned from working in finance to starting a travel business and founding Gifted Travel Network
• Why finding one’s “zone of genius” and pursuing a passion is crucial for any business owner
• How Meredith’s community fosters connections and holds members accountable through mastermind meetings and group coaching
• Why travel advisors need to cultivate their brand message and uniqueness to stand out in a crowded market
• Strategies Meredith’s travel advisors used to navigate challenges during the pandemic and achieve exponential sales growth
• How a transformative mindset contributes to success and what resources are available for mindset tips in the travel industry

Nurturing Community Professional Growth

Meredith explains how her community works and the importance of offering solid content, group coaching, and experiences to meet the needs and wants of her members. They use mastermind meetings and group coaching to foster connections, share knowledge, and hold each other accountable. This approach helps them create a nurturing and engaged environment where members can learn from each other and collectively thrive.

Embracing Change and Adversity

We also dig deeper into the concept of accidental business owners, particularly in the context of the travel advisor profession. The shifts in the travel industry, compounded by the challenges of the pandemic, led many travel agents to become accidental entrepreneurs. Meredith shares how her advisors leaned into the adversity, using their resilience and community support to pivot and find success in turbulent times, even inspiring improvements in many travel advisors’ businesses.

Find Your Brilliance

Turning toward the future, Meredith expresses excitement about potential opportunities in the luxury travel industry and emphasizes why we need to shift the public’s perception of travel advisors from mere order takers to designers, project managers, and master coordinators. Meredith also encourages travel advisors to fully understand their niche, share their unique brand message, and find their brilliance to stand out in the crowded marketplace.

We also discuss the transformative power of mindset and its impact on personal growth. Meredith highlights the importance of an abundant mindset in embracing change and navigating challenges.

Resources:

• Website: https://www.giftedtravelnetwork.com/
• LinkedIn Personal: https://www.linkedin.com/in/meredithhill/
• LinkedIn Business: https://www.linkedin.com/company/giftedtravelnetwork/
• Free Download: Mindset Blocks for Entrepreneurs and How to Overcome Them

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, I’m reflecting on our new brand and why we are so excited about the next chapter. I want to share the branding journey with you to highlight the lessons we learned along the way. I hope that our story will inspire you and give an introduction to our new company and the philosophy behind it.

What You Will Learn in This Episode:

• Why we decided to merge two brands, and how the Travel Alliance Partnership will be an economic development partner for destinations
• What the rebranding process involved, including workshops, visual mapping, and merging of brands
• Why embracing “cathedral thinking” is important and the impact of building projects for future generations
• Strategies we used to roll the new brand out and the importance of building a lasting brand foundation
• How involving employees early in the branding process fostered a sense of community and shared knowledge within the team

Community Collaboration and Partnerships

I want to talk a little more about the significance of community collaboration and partnerships in the growth of the travel industry. Travel Alliance Partnership is committed to supporting economic growth and prosperity within the communities we serve, and we live out our core values of collaboration and the impact it can have on the overall success of businesses within the industry.

I shed light on why we merged the two brands into a single entity with distinct service pillars to reflect our strategic approach and our commitment to creating a cohesive brand architecture.

Cathedral Thinking and Lasting Brand Foundations

I talk more about cathedral thinking, emphasizing the importance of building projects and brands that leave a lasting impact on future generations. Our forward-thinking approach aligns with the Travel Alliance Partnership’s vision of creating a community based on collaboration and innovation.

Empowering Employees

The significance of involving employees early in the branding process cannot be underestimated. By encouraging team members to share company milestones and stories, we foster a sense of shared knowledge and unity among employees. During the rebranding process, it also became clear that we had scope to add capacity to the team by creating a new position, director of strategic partnerships, who could help us continue to build long-term relationships and expand our capabilities.

Resources:

• Creating Your Authentic Brand Story, with Karley Cunningham
• Strategies for Fostering Meaningful Connections in the Workplace, with Nicole Mahoney

We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more o​f. Here is a quick tutorial on how to leave us a rating and review on iTunes!

A thirty-two-year veteran of the Travel & Tourism industry, Amir Eylon leads the entire team at Longwoods International, responsible for the development and execution of all facets of the organization, from program development to customer acquisition and retention.

He joined Longwoods in 2015 from his previous role as Vice President, Partner Engagement with Brand USA, the public-private partnership serving as the destination marketing organization dedicated to increasing international visitation to the US. He led the team responsible for helping to increase Brand USA’s partnership base and ensuring that participants received excellent service throughout Brand USA’s deployment of joint marketing programs. During his tenure, Brand USA grew its base to 475 partners, comprised of destination marketing organizations, convention and visitor bureaus, attractions, travel brands, airlines, and tour operators.

Before joining Brand USA, Amir served as Director of the Ohio Office of Tourism. Under his leadership, the state’s marketing programs realized a tremendous return on investment and contributed to the growth of the state’s $40 billion tourism economy. The programs he developed leveraged industry and nontraditional partnerships that generated $14 in new state and local taxes for every $1 invested and included active participation by thousands of Ohio’s tourism-related businesses. He has also served as Executive Vice President of the Ohio Hotel & Lodging Association, Assistant Director of the Ohio Tourism Division, and Sales & Marketing Manager with the Steuben County Conference and Visitors Bureau.

He has been recognized with a number of Industry honors, including Top 25 Extraordinary Minds in Sales & Marketing award (2014) by the Hospitality Sales and Marketing Association International (HSMAI); The Ohio Tourism Industry’s Highest Honor, The Paul Sherlock Award; and The State of Ohio Distinguished Service Medal.

Amir’s thought leadership in tourism is often quoted by the media, and he has appeared in dozens of interviews with many national media outlets, including CNBC, MSNBC, Forbes, The New York Times, The Washington Post, The Los Angeles Times, etc. Amir holds a Bachelor of Arts degree in Political Science from the University of Dayton.

On this episode of Destination on the Left, I’m excited to welcome back Amir Eylon for his third appearance on the show. Amir shared the latest data and trends from Longwoods International’s recent research. He also walks us through the latest wave of the American travel sentiment study and how to interpret and apply those insights, particularly regarding the reallocation of traveler spending and the use of AI in trip planning.

What You Will Learn in This Episode:

• How travelers are adjusting their spending habits to prioritize travel despite financial concerns
• Why there has been slow adoption of artificial intelligence in trip planning, and the potential impact of AI on the travel industry
• What the recent collaborative study by Destinations International shows about the impact of destination marketing on community well-being
• Some of the insights that Longwoods International’s research provides into American travelers’ intentions in leisure travel
• Support Longwoods International and Destinations International offers to those in the travel and tourism industry

Understanding Travel Trends in the Face of Financial Concerns

Amir highlights how travelers are finding ways to continue exploring the world by reallocating their spending, cutting back on retail purchases, and adjusting their accommodation levels. One intriguing trend he mentions is that people are combining trips into longer journeys, which is a huge shift in travel behavior. It’s clear that despite economic challenges, the desire to travel remains strong.

AI’s Role in Enhancing, Not Replacing, the Travel Experience

We also discuss the slow adoption of AI in trip planning, with only a fraction of travelers expressing interest or using AI tools for travel planning. This fascinating insight shines a light on changing travel preferences and shows that there are opportunities to further explore the potential for AI integration into destination marketing.

Amir emphasizes that AI is not replacing but rather enhancing the travel experience for both travelers and industry professionals. Our discussion provides some golden nuggets into the AI implementation in the travel industry and its potential for future growth.

Importance of Data and Research in Making Informed Marketing Decisions

Amir stresses the invaluable role of data and research in understanding travel trends and making informed marketing decisions. I just love Amir’s analogy about not being able to drive without a roadmap because it highlights the necessity of looking at data from different angles to derive meaningful insights and guide you to your end destination.

Resources:

• Website: https://longwoods-intl.com/
• LinkedIn: https://www.linkedin.com/in/amir-eylon-2242037/
• Facebook: https://www.facebook.com/longwoodsinternational
• Twitter: @AEylon https://twitter.com/AEylon
• @Lngwds https://twitter.com/Lngwds

We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

Greg Takehara has been the CEO of Tourism Cares since 2019. He previously served on its Board, acting as its Chairman before becoming CEO. Prior to Tourism Cares, Greg was the President of Trip Mate, Inc., a travel insurance administrator. He began his thirty-five year career in the travel and tourism industry at The Mark Travel Corporation, where he served as General Counsel.

Greg serves on the Board of the US Travel Association and has served on the Boards of NTA and the IGLTA Foundation, as well as numerous industry committees. He is from Chicago and has an undergraduate degree from the University of Wisconsin–Madison and a Juris Doctor degree from Washington University in St. Louis.

On this episode of Destination on the Left, I talk with Greg Takehara, CEO of Tourism Cares. We discuss the evolution of Tourism Cares’ meaningful travel map and how it helps draw attention to social enterprises and encourages travelers to explore new aspects of a destination. Greg also gives us a great framework for strategically aligning with these goals for our own organizations.

What You Will Learn in this Episode:

• Why Tourism Cares focuses on volunteerism, collaboration, and the formation of the Future of Tourism Coalition
• What the meaningful travel map is, and how it fosters responsible and meaningful travel experiences
• How Tourism Cares aligns with the United Nations 17 Sustainable Development Goals and the importance of destination stewardship
• What creative solutions Greg offers to some of the challenges in the travel industry, emphasizing sustainability and diversity
• How Greg empowers local communities and enriches travel experiences through collaborative efforts with destination marketing organizations

Coopetition in the Tourism Industry

Greg and I dig into the concept of coopetition, where perceived competitors come together to create a collaborative ecosystem that benefits the entire industry. He shares examples of coopetition in the tourism industry, emphasizing Tourism Cares’ focus on volunteerism and collaboration. By highlighting the importance of sharing knowledge and resources, we can connect various stakeholders in the travel industry and increase impact.

The Role of the Meaningful Travel Map

Greg discusses Tourism Cares’ meaningful travel map initiative, which serves as a platform highlighting social enterprises and local community-based ventures. This innovative approach aims to drive attention to lesser-known attractions, promote sustainable tourism, and empower local communities through collaboration with destination marketing organizations. The map has been successfully implemented in Jordan, leading to increased visitor stays and a broader distribution of tourism beyond popular attractions.

The Role of the Meaningful Travel Map

Greg and I touch upon the alignment of Tourism Cares with the United Nations Sustainable Development Goals (SDGs). They highlight the organization’s integration of the SDGs into their work and emphasize the importance of prioritizing sustainability, diversity, and inclusion in the travel industry. By emphasizing small, collective steps towards making a difference, they underscore the potential for significant impact through the collaborative efforts of the industry.

Resources:

• Website: https://www.tourismcares.org/
• LinkedIn Personal: https://www.linkedin.com/in/greg-takehara/
• LinkedIn Business: https://www.linkedin.com/company/tourism-cares/

We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

JoAnna Haugen is an award-winning writer, consultant, speaker, and solutions advocate who has worked in communications-related positions in the travel and tourism industry her entire career. She is also the Founder of Rooted, a solutions platform at the intersection of sustainable tourism, social impact, and storytelling. Through Rooted, JoAnna helps tourism professionals decolonize travel experiences and support sustainability using strategic storytelling.

In 2021, Newsweek named JoAnna a winner in the storytelling category of its Future of Tourism awards. She has also been nominated for three Bessie Awards: Collaboration of the Year in 2021 and Most Impactful Piece of Writing in 2021 and 2022, and was recognized as a finalist for Trade Publication Feature of the Year by Inspire Global Media Awards in 2023. Additionally, she is a two-time grant recipient from the Nevada Arts Council. An international election observer and intrepid traveler, JoAnna currently resides in Carthage, Tunisia.

On this episode of Destination on the Left, JoAnna shares her passion for inspiring the creation of responsible travel experiences and responsibly sharing them with the world. We discuss how DMOs can lean into the uniqueness of the places they represent, and JoAnna provides four actionable steps that tourism marketers can take to promote unique and authentic stories.

What You Will Learn in This Episode:

• Why Johana encourages people to reimagine what tourism looks like in the future
• What Johana’s work at Rooted entails, including building a learning lab for travel service providers, as well as partnerships with MannKind Digital and Sustainable Cities
• Why we need to shift from quantitative to qualitative measures of success in the tourism industry, focusing on creating better experiences for travelers and locals
• Why destinations should embrace and showcase the messy reality of their communities
• What Johana advises destinations to do to amplify voices and experiences that have not been previously highlighted and provide guidance on how to tell these stories
• How to reframe tourism as a partner to support community well-being initiatives

Transitioning from Passive Visitors to Active Global Citizens

JoAnna and I discuss the emotional shift that visitors make from being passive observers to becoming active global citizens. This transition is rooted in the promotion of thoughtful, intentional, and transparent travel marketing communications. By aligning their experiences with the ethos of responsible and impactful travel, travelers can engage more deeply with the destinations they visit. This change not only benefits the travelers by providing a more enriching experience but also contributes to the greater well-being of the local communities.

Creating and Promoting Responsible Tourism Experiences

It’s so important for DMOs to promote authentic stories and experiences in their marketing materials. JoAnna shares actionable steps to help destinations advocate for a holistic approach focused on community well-being. She underscores the value of collaboration in crafting tourism experiences that resonate with travelers. By embracing responsible practices and unique storytelling, destinations can make themselves stand out in the competitive tourism landscape and appeal to conscientious travelers seeking meaningful, ethical experiences.

Standing Out Through Responsible Practices and Unique Storytelling

JoAnna discusses how destinations can get ahead of the curve and stand out through responsible practices and unique storytelling. In her opinion, the answer lies in embracing the messy reality of communities – including their challenges and complexities. By highlighting the authentic history, culture, and nuances of a destination, the tourism industry can move away from generic, sanitized Insta-ready experiences and offer a more genuine reflection of the locale.

Resources:

• Website: https://rootedstorytelling.com/
• LinkedIn: https://www.linkedin.com/in/joannahaugen/
• Instagram: https://www.instagram.com/RootedStorytelling/
• Twitter: https://twitter.com/joanna_haugen
• Rooted learning platform: https://rootedstorytelling.com/courses/
• Collaboration Among Destinations is Essential for a Sustainable Future of Tourism

We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

Paul Roetzer is the Founder and CEO of Marketing AI Institute; co-author of Marketing Artificial Intelligence: AI, Marketing and the Future of Business; host of The Marketing AI Show podcast; and creator of the Marketing AI Conference (MAICON). As a speaker, Roetzer is focused on making AI approachable and actionable for marketers and business leaders. A graduate of Ohio University’s E.W. Scripps School of Journalism, Roetzer has consulted for hundreds of organizations, from startups to Fortune 500 companies. Previously, he was Founder and CEO of PR 20/20, a digital marketing agency that he sold in 2021.

On this episode of Destination on the Left, I talk with Paul Roetzer, the Founder and CEO of Marketing AI Institute. We dig into the fascinating world of artificial intelligence (AI) and its application in marketing and business. Paul shares insights on the evolution of AI, discusses the distinction between predictive and generative AI, and offers strategies for incorporating AI into marketing strategies.

What You Will Learn in this Episode:

• Why destinations should start incorporating AI into their marketing strategies
• What the difference is between predictive AI and generative AI
• Getting started with applying AI in marketing and business
• Why AI literacy is so important for marketers
• The resources and education available to help destination marketers master AI
• How Paul implements AI tools to automate and optimize his event planning tasks

How to Use AI in Marketing

Paul shares his invaluable insights into the evolution of AI and its application in marketing. We dig into how AI software helps marketers to automate tasks, learn from user actions, and make data-driven decisions. Paul also discusses how AI advancements open new doors for marketers to create compelling content, personalize customer experiences, and leverage AI-generated insights.

We spotlight ChatGPT’s capabilities in generating text, images, audio, video, and code, and Paul emphasizes the huge strides made in generative AI, which have opened new doors for marketers to create compelling content and personalize customer experiences.

AI Education and Resources for Marketers

A real highlight of the discussion was Paul’s emphasis on AI education and the resources available to marketers. He details the importance of continuous learning in using AI for marketers to stay safe in an ever-changing environment.

We also discuss the increasing accessibility of AI for marketers and the practical ways in which AI can be incorporated into marketing strategies. Paul provides helpful examples of using AI assistance in tasks such as content creation, data analysis, and lead scoring.

Resources:

• Website: https://www.marketingaiinstitute.com/
• LinkedIn Personal: https://www.linkedin.com/in/paulroetzer/
• LinkedIn Business: https://www.linkedin.com/company/mktgai/
• Facebook: https://www.facebook.com/marketingAIinstitute/
• Twitter: https://twitter.com/Mktgai

We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

Adam Stoker is the Co-Founder, President, and CEO of Relic, a full-service destination marketing agency. For over 15 years, Adam has excelled in the leisure travel, stakeholder engagement, and destination branding spheres.

Immersed in the world of tourism, Adam has spent time as a member of the Utah Tourism Industry Association Board. He is a frequent speaker and collaborator at industry events nationwide, speaking at the Utah Tourism Conference, Texas Travel Summit, several Destinations International events, and more. A passionate thought leader in the world of owned media, Adam speaks on the power of branded content and the success his clients have seen with this bold strategy.

Adam hosts the Destination Marketing Podcast, a weekly podcast with over 115,000 total listens that shares insights and experiences from worldwide industry professionals. Published in 2020, Adams’s book, “Touchpoints: The Destination Marketers Guide to Brand Evaluation and Enhancement,” is available on Amazon.

On this episode of Destination on the Left, I talk with Adam Stoker about his three-part formula for putting owned media to work for your DMO. He shares examples of destinations using an owned media strategy to deliver big results and how he’s helping them leverage ChatGPT to make content easily accessible and actionable.

What You Will Learn in this Episode:

• Adam’s insights on using owned media to attract today’s travelers
• How Adam uses ChatGPT strategically to make content more accessible by creating chatbots for destinations
• Adam shares the 3 C’s for building an audience — content, community, and commerce and how they influence purchase decisions
• How technology allows for building a community beyond geographical limitations, expanding destination marketing opportunities
• Adam’s scalable vision for a network of destination marketing podcasts, creating opportunities for collaboration and growth

Embracing Owned Media for Audience Engagement and Influence

On this episode, we’re talking about the importance of owned media in attracting today’s travelers. Owned media is a company’s website, blog, and social media channels, and they allow brands to build connections with their audience and potential visitors. Adam shares his three-part formula for using owned media in organizations – content, community, and commerce – and provides a strategic framework for building and leveraging an audience.

Adam discusses the strategic use of ChatGPT, to make content more accessible. He has found that by using it, destination marketers can provide accessible and engaging content experiences for their audience, such as responsive chatbots that boost their brand’s reach and keep them top of mind.

Shifting from Geographic to Interest-Based Marketing

We dig into the paradigm shift from geographical marketing to interest-based marketing. As developing technology allows for precise audience targeting based on specific interests, destination marketers can capitalize on this shift to engage niche audiences within communities. Adam shares examples like The Palm Beaches and Visit Myrtle Beach, which have successfully focused on specific audience interests, demonstrating how interest-based marketing can yield more impactful results than traditional geographical marketing approaches.

Diving into Branded Entertainment and Long-Form Content

Adam also introduces the concept of branded entertainment and emphasizes the need to prioritize entertainment over traditional advertising methods. Destination marketers can create content that resonates with their ideal audience by understanding current visitor preferences for longer and more engaging content. Building a community around this infotainment is a great way to engage your audience.

Resources:

• Website: relicagency.com
• LinkedIn Personal: https://www.linkedin.com/in/adamstoker/
• LinkedIn Business: https://www.linkedin.com/company/relicadvertising/
• Destination Marketing Podcast: https://destinationmarketingpodcast.com/

Rowena Sahulee is a marketing executive with over 20 years in the dual realms of tourism and economic development.

She has worked in marketing functions at organizations such as Circle Line Statue of Liberty Ferry and Harbor Cruises, the first concessionaire to the Statue of Liberty. The Greater Houston Partnership, the main business organization in the Houston, Texas, 10-country region. Choose NJ, the economic development marketing organization for the State of New Jersey.

After Choosing NJ, she started with Empire State Development in the Division of Tourism, I LOVE NY, as the Director of Tourism Marketing, Licensing, and Public Relations for New York State. She worked with their PR agency for journalists to write about the States’ 11 vacation regions. Additionally, she oversaw the multi-million dollar retail licensing program for the I LOVE NY logo and tourism segment marketing programs.

Her next role was with the Long Island City Partnership, the local neighborhood economic development entity in Long Island City, Queens, as their Director of Marketing & Communications.

Today, she has started her own tour operation, Meaningful Experiences, utilizing her expertise to offer NYC experiences, day trips outside of NYC, and overnight getaways to the local market. She received her Bachelor of Arts from the State University of New York at Buffalo and her Master of Business Administration from Texas A&M University.

On this episode of Destination on the Left, I talk with Rowena about the importance of serving the locals in your destination, how important relationships are to success, and why protecting the integrity of your brand is so important. Rowena also shares details about her unique business model and how she found a niche not already covered in New York City.

What You Will Learn in this Episode:

• How Rowena found a gap in the market for hassle-free trips and meaningful experiences
• Her vision of creating collaborative initiatives that enhance the community’s connection to New York’s attractions
• Why Rowena is collaborating with a local talent agency to create a monthly Broadway program
• Rowena’s vision for future collaborations that enrich the local community
• The importance of being open to unexpected opportunities, staying adaptable, and remaining open-minded

Embracing Unexpected Opportunities

Rowena and I discuss the importance of being open to opportunities, even unexpected ones. She shares how her career trajectory, spanning the public sector, private sector, and nonprofits, has equipped her with a deep understanding of destination marketing and community engagement. I love that Rowena’s passion for capturing meaningful moments and her dedication to offering unique experiences really shine through in our conversation.

Meaningful Experiences in a Changing Market

Rowena shares more about how she identified a gap in the market for meaningful experiences, especially for families and corporate groups. Drawing from her extensive experience in the travel and tourism sector her company, Meaningful Experiences, brings tours directly to New York communities, aiming to make experiencing the city easier and more enriching. Rowena’s focus on collaboration and shared goals exemplifies her approach to creating impactful local initiatives.

Innovations in Tourism Marketing

On the show, Rowena expresses her excitement about bringing tourism experiences to the local market and discusses her recent collaboration with a friend who owns a talent agency to create a monthly Broadway program. This collaboration illustrates her innovative approach to promoting Broadway and fostering a love for the arts within local communities. Rowena’s vision for future collaborations with other local groups demonstrates her commitment to pioneering amazing and unique experiences that really do enrich the local market.

Resources:

• Website: www.meaningfulexp.com
• LinkedIn Personal: https://www.linkedin.com/in/rowenasahulee/

We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

This week we’re coming to you directly from the ABA Marketplace in Nashville, where I’m talking to eight amazing travel industry experts about why there’s a sense of energy and forward focus in 2024. They share more about the experiences visitors to their destinations are requesting and dig into the importance of authenticity and making genuine connections between visitors and locals.

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

• Lorey Hall: Leisure Sales Manager, Meet Northern Kentucky
• Kris Hoff: President & CEO, Happy Times Tours, and Experiences
• Adam Jacobson: Director of Sales & Marketing, Villa Roma
• Sonya Nash: Executive Director at LaGrange County, IN CVB/Visit Shipshewana
• Jill Shorkey: Director of Group Tours, Michigan’s Great Lakes Bay Region
• Marlene Smith: Sales Manager, Traverse City Tourism
• Greg Takehara: CEO at Tourism Cares
• Darrin Thurman: Tourism Manager, Visit Springfield, IL

Key Insights from ABA Marketplace 2024

The ABA Marketplace 2024 conference brings together travel and tourism professionals to share insights, discuss industry trends, and explore opportunities for growth and collaboration. It’s a fantastic opportunity to connect and exchange ideas, and it emphasizes the significance of partnership and sustainability in the industry.

Lorey Hall: Leisure Sales Manager, Meet Northern Kentucky

Lorey discusses the significance of building relationships in the travel and tourism industry and shares why attending industry events is such a great idea for new professionals. She also stresses the importance of authenticity, professionalism, and persistence in building successful partnerships.

Kris Hoff: President & CEO, Happy Times Tours and Experiences

Building strong connections with tour operators enhances visitor offerings. Kris shares why he prioritizes offering exclusive, hands-on, immersive experiences and discusses the trend towards experiential travel. He also digs into the value of the connections made at events like ABA Marketplace and why they’re crucial for building relationships, not just for business but also for future personal connections.

Adam Jacobson: Director of Sales & Marketing, Villa Roma

Adam reflects on the meaning of partnership and shares his reaction to winning the Spirit of Partnership Award at ABA. His word for the ABA Marketplace is ‘partnerships’; and he describes why he enjoys making connections and meeting other people in the industry.

Sonya Nash: Executive Director at LaGrange County, IN CVB/Visit Shipshewana

Sonya emphasizes the importance of building genuine relationships in the travel and tourism industry, which takes time and dedication. She encourages new professionals to be authentic, provide results, and maintain professionalism while being actively engaged in industry organizations and events.

Jill Shorkey: Director of Group Tours, Michigan’s Great Lakes Bay Region

There’s no doubt that the last few years have been tough for the travel and tourism industry, which is why Jill is so excited about the returning numbers of visitors and travelers post-pandemic. She discusses the interest in creating memorable group experiences and highlights the importance of making connections with industry colleagues, and partners to enhance offerings, entice travelers, and encourage repeat visits.

Marlene Smith: Sales Manager, Traverse City Tourism

Marlene shares her excitement for the tourism industry in 2024, mentioning increased business for tour operators and the opportunity to explore new destinations. There is a focus on developing more tour products, including group-friendly restaurants and exclusive behind-the-scenes experiences. Marlene encourages future tourism professionals to find their niche, hone their skills, and not be afraid to network and meet new people.

Greg Takehara: CEO at Tourism Cares

Greg discusses the impact of the travel industry on sustainability and social-economic issues. He discusses the interest in responsible travel and carbon offsets, emphasizing the importance of meaningful travel experiences. We also discuss the importance of collaboration and partnership in addressing industry challenges, particularly in the context of sustainability and addressing social, environmental, and economic issues.

Darrin Thurman: Tourism Manager, Visit Springfield, IL

Darrin discusses the limitless opportunities within the tourism industry, emphasizing the potential for diverse career pathways and growth. He expresses excitement about the steady improvement in business post-pandemic and the renewed energy from staff and visitors in his location. Darrin describes the ABA Marketplace as a place of “heart,” emphasizing the sense of family, camaraderie, and love within the industry, and encourages young professionals to explore the incredible potential the industry has to offer.

The Importance of Building Lasting Relationships

We explore the dynamic world of travel and tourism, and explore the impact of the industry on sustainability and social-economic issues. Our amazing guests highlight the importance of building lasting relationships, the excitement of the resurgence of post-pandemic travel, and the value of learning and making connections within the industry.

We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

This week, the podcast is coming to you from the ABA Marketplace in Nashville, where nearly 3,000 tour and travel professionals convened to learn and network with their peers. From indigenous experiences in Alberta to the revitalization of destinations like Philadelphia and Branson, this episode is packed with valuable perspectives on collaboration, envisioning the future of travel, and the power of personal connections in the tourism industry.

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

• Vince Accardi: President at Ontario Motor Coach Association and Motor Coach Canada
• Richard Arnold: President & Director of Fun Atlantic Tours Canada
• Marcy Barnes: Market Development Specialist, Tourism New Brunswick
• Aaron Brown: Marketing & Experience Manager at Visit Cheyenne
• Greg Caren: President & Chief Executive Officer at Philadelphia Convention & Visitors Bureau
• Ryan Elliott: Manager – Business Development at Travel Alberta
• Bud Geissler: President, Group Collect and ABA Marketplace 2024 Chair

Insights from ABA Marketplace in Nashville

At the ABA Marketplace in Nashville, we dug deep into tourism partnerships, connections, and relationships. Our industry experts discuss the importance of building connections, the impact of border closures on the industry, and the resurgence of group travel post-COVID. Guests share their experiences of being part of the travel industry in 2023, make predictions for 2024, and highlight the vibrant energy of the travel industry right now.

Vince Accardi: President at Ontario Motor Coach Association and Motor Coach Canada

Vince and I discussed the increasing interest in indigenous experiences for group travel in Canada. He also touched on the upcoming recovery of the country’s tourism industry and why connection-building is the most vital part of attending shows like ABA Marketplace.

Richard Arnold: President & Director of Fun Atlantic Tours Canada

I loved hearing Richard’s thoughts on the challenges and rewards of promoting hands-on experiences in tour itineraries for a post-COVID new normal. He emphasizes the need to be dynamic and creative when planning tours and looks ahead to new opportunities and collaborations in 2024.

Marcy Barnes: Market Development Specialist, Tourism New Brunswick

Marcy highlights what she is most excited about for the tour and travel business in 2024, including new or expanded itineraries that come into the beautiful province of New Brunswick. She also discusses why networking is the most important thing at events like ABA Marketplace and how the event allows her to connect with buyers and build collaborations with other PMOs.

Aaron Brown: Marketing & Experience Manager at Visit Cheyenne

Aaron shares his excitement for the upcoming year in the tourism industry as someone who is new to the industry, particularly focusing on the trend of slow travel and why taking time to really connect with a destination is so important for visitors. His word for ABA Marketplace is ‘amazing,’ and it’s not hard to see why!

Greg Caren: President & Chief Executive Officer at Philadelphia Convention & Visitors Bureau

Greg and I discuss the importance of authenticity in travel experiences, and he shares more about how his destination is meeting this need by highlighting their historical visitor attractions. He dives into the value of face-to-face interactions and the significance of industry events like ABA Marketplace in rebuilding the tourism economy.

Ryan Elliott: Manager – Business Development at Travel Alberta

Ryan discusses the importance of cultivating relationships and trust within the tour and travel industry, with a particular focus on the pivotal role of partnerships in driving shoulder season growth. He underscores the energy and passion crucial to the industry and highlights ABA Marketplace as a vital event for fostering connections and collaboration.

Bud Geissler: President, Group Collect and ABA Marketplace 2024 Chair

I was interested to chat with Bud about the travel industry’s adoption of technology, the shift towards cashless options for student travel, and the trend of longer and more exotic experiences for adult travelers. Bud also shares personal experiences that underline the transformative impact of travel experiences and how they shape people’s lives.

The Power of Partnerships

The enriching insights I got from travel industry leaders at ABA Marketplace underscores the transformative potential of partnerships and connections in shaping the tourism industry’s future. As the industry continues to rebound, the value of collaboration, innovation, and a shared passion for creating remarkable travel experiences emerge as guiding forces. Through a commitment to building meaningful relationships and fostering inclusive partnerships, the tourism industry is poised for a future defined by innovation, authenticity, and sustainable growth.

We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

Nicole Mahoney is an entrepreneur, speaker, and podcast host with a passion for business. She’s the Founder of Break the Ice Media, a PR and digital marketing agency specializing in the travel, tourism, and hospitality industry, and also serves as the CEO of Travel Alliance Partners. In her weekly podcast, Destination on the Left, launched in 2016, she interviews tourism professionals from all over the globe on creativity and collaboration.

On this episode of Destination on the Left, I’m talking about the significance of community in the travel, tourism, and hospitality industry. Whether it’s the local community you serve, industry associations, or peer groups, being an integral part of a community is essential for making a lasting impact.

What You Will Learn in this Episode:

• Best practices to help guide you in engaging with your community and making the most of events like TAP Dance
• Why we should focus on serving others within the community, building authentic relationships rather than solely focusing on transactions
• How to build an authentic and connected community by sharing experiences, successes, and setbacks
• Why to prioritize spending time with your community, whether through attending regular meetups, participating in online discussions, or engaging in community events
• How your community can be a pillar of strength during difficult periods

Building Meaningful Connections

Whether it’s a local community, industry associations, or peer groups, connecting with like-minded individuals can have a tremendous impact on personal and professional success. This week, I’m sharing strategies for finding and engaging with your community, including attending industry events and trade shows, which allow you to create opportunities to build relationships through shared experiences and educational sessions.

Best Practices for Community Engagement

We dig deep into some of the best practices for engaging effectively within a community — things like showing up, listening, and being relentlessly helpful are key steps for building strong connections. It is so important to prioritize relationships over transactions and embrace transparency as a way to form genuine, lasting connections within a community.

Peer Group Support

We also discuss why peer group interaction plays such a significant role in fostering connections within the travel and tourism industry. Whether through local destination marketing organizations or chambers of commerce, these formal organizations provide avenues for professionals with similar roles to connect, support, and learn from one another. By actively participating in peer groups, individuals can gain valuable insights, access educational opportunities, and form long-lasting relationships that can elevate their personal and professional growth.

Resources:

• Website: https://nicolemahoney.com/
• LinkedIn: https://www.linkedin.com/in/nicolemahoney/
• Facebook: https://www.facebook.com/BreakTheIceMedia
• Twitter: https://twitter.com/Break_TheIce
• Tap Into Travel: https://www.tapintotravel.com/
• Research: Collaboration in the Travel, Tourism, & Hospitality Industry: https://breaktheicemedia.com/collaboration/

Kylie Kullack, the Head of Client Engagement at Struck, is a dynamic leader in the realm of brand transformation. Her extensive experience spans diverse sectors, including destination marketing, outdoor recreation, and biotechnology. Known for her strategic acumen and problem-solving prowess, Kylie consistently empowers her teams to achieve exceptional results.

Her impressive portfolio features collaborations with esteemed clients such as the Utah Office of Tourism, Snowbird, Westminster College, and Altabank. Kylie’s expertise extends across traditional and digital marketing communications, where she has seamlessly orchestrated campaigns in collaboration with various agency partners, including creative, public relations, promotion, social media, and event activation teams.

Kylie’s career boasts a diverse client roster, encompassing travel (Catalina Island, Avis Budget Group), QSR/Fast Casual (Jack in the Box), CPG (Uinta Beer, Creminelli Fine Meats), higher education, retail real estate (Sotheby’s International Realty, Coldwell Banker), and premium liquor (Johnny Walker, Bulleit, Balvenie). Outside her professional pursuits, she is an active member of Chief, a leading network of female executives revolutionizing the industry. Kylie’s true joy lies in her role as a parent, cherishing family moments and exploring the vibrant local culinary scene.

On this episode of Destination on the Left, I talk with Kylie Kullack, Head of Client Engagement at Struck, about the evolving world of destination marketing. Kylie shares her expertise in helping brands like Snowbird Resort and Utah’s “Mighty Five” transform their positioning and stand out in increasingly crowded markets. We also explore the importance of collaboration and clear messaging to create memorable visitor experiences.

What You Will Learn in this Episode:

• Kylie explains the challenges of destination marketing organizations, including limited budgets and complex stakeholder needs, and gives examples of how to overcome them
• How Struck has worked with clients such as the Utah Office of Tourism and Palisades Tahoe to help them rebrand and reposition
• How Struck leverages 1-star reviews from unsatisfied visitors who were not their target audience to showcase the resort to the ideal visitor
• Why we should use a messaging funnel to tailor messages at different stages of the visitor journey, using various channels like social media and visitor centers
• The importance of involving locals in planning and implementation to create a positive visitor experience

Transformation Work and Brand Positioning

Kylie sheds light on Struck’s focus on working with companies and brands ready to transform, and discusses the transformation work they’ve done for clients such as the Utah Office of Tourism, Snowbird, Sundance, Solitude, and Palisades Tahoe. We dig into the rebranding process, defining a destination’s core positioning and Kylie shares details of the campaign she worked on for the Snowbird Resort and how they used negative feedback to define and appeal to the destination’s ideal audience.

Breaking Through the Crowded Marketplace

On the show, we also explore how tourism brands can break through the crowded marketplace to stand out. Kylie discusses the strategy of dispersing visitation to national parks to avoid overwhelming them and to encourage visitors to explore local state parks and other attractions along the way.

Destination marketing is evolving, and DMOs now need to expand beyond simply attracting visitors to also managing the destination message, involving locals, and addressing various challenges such as public affairs, infrastructure, sustainability, and resident sentiment.

Branded Experiential Design and Collaboration

Kylie and I also talk about the importance of branded spaces and experiential design in reflecting a destination’s values for both visitors and employees. Kylie talks about the importance of collaboration among agency partners and the marketing team, particularly when it comes to clarity of goals and key messages.

Resources:

• Website: www.struck.com
• LinkedIn Personal: https://www.linkedin.com/in/kylie-kullack-466a335/
• LinkedIn Business: https://www.linkedin.com/company/joinchief/

Dana is the Co-Founder and Chief Executive Officer of World Savvy, a national education nonprofit working to educate and engage youth as responsible global citizens. World Savvy supports change agents in K-12 education to create more inclusive, adaptive schools that ensure all young people can develop the skills and dispositions needed to thrive in a more diverse, interconnected world. World Savvy programs provide support at three critical levels to deeply integrate global competence into teaching, learning, and culture: student engagement, teacher capacity, and school and district leadership support. Since 2002, she has led the organization through significant national expansion, reaching over 800,000 students and nearly 7,000 teachers across 45 US states and 32 countries from offices in Minneapolis, San Francisco, and New York.

Dana is an Ashoka Fellow and was named one of The New Leaders Council’s 40 under 40 Progressive American Leaders and Women We Admire’s Top 50 Women Leaders of Minnesota for 2022. She also won the Tides Foundations Jane Bagley Lehman Award for excellence in public advocacy in 2014. She is a frequent speaker on global education and social entrepreneurship at high-profile convenings nationally and internationally, and World Savvy’s work has been featured on PBS, The New York Times, Edutopia, and a range of local and national media outlets covering education and innovation.

Kate Berseth is the Executive Vice President North America for EF Education First. As EVP, Kate oversees product innovation and strategic partnership development for EF’s educational travel products. As EF’s futurist-in-residence, Kate is primarily responsible for understanding evolutionary and revolutionary trends in the education space and making recommendations for how EF should adjust its operation to respond to these trends while bringing continual improvement to its product offerings. She also identifies, establishes, and maintains EF’s strategic relationships with a variety of stakeholders in the education, travel, and corporate landscapes.

Prior to joining EF in 2000, Kate worked in fundraising, and nonprofit and political consulting. She served in a variety of capacities for several national political campaigns before co-founding ROI Solutions, a database management services provider for progressive nonprofit organizations. During her time at EF, Kate has been instrumental in securing accreditations from the country’s most prestigious academic organizations, making EF the first fully accredited educational travel company in the United States. She has also managed the recent launches of two marquee projects for EF—the Global Student Leaders Summit series, which offers students and teachers experiential travel opportunities focused on 21st-century skills development, as well as weShare, an online learning tool that complements that student travel experience.”

On this episode of Destination on the Left, I talk with Kate and Dana to explore the transformative power of travel in shaping global perspectives and promoting global citizenship. Join us as Dana and Kate share their insights on K-12 educational travel experiences, and the impactful work being done in the travel and education industry. Find out more about how EF Tours is creating hands-on learning opportunities for students, and how World Savvy is embedding global competence in K-12 education.

What You Will Learn in this Episode:

• How EF Tours’ approach to educational travel has helped young people to foster global competence and cultural understanding
• Why the collaboration between World Savvy and EF Tours helps students to develop 21st-century skills and global perspectives
• Moments when educational travel experiences have led to a tangible impact within local communities, at home and abroad?
• How travel experiences help build soft skills
• How schools can integrate educational travel experiences into their curriculum and institutional programs to create a lasting and impactful learning environment for students

The Importance of Hands-On Learning

Dana and Kate discuss the significant role that educational travel plays in expanding students’ perspectives. Through immersive experiences in different countries and cultures, students gain a deeper understanding of the world around them. By stepping outside of their local environments, students are exposed to new ways of thinking, problem-solving, and adapting to unfamiliar situations. This hands-on learning approach broadens their worldview and equips them with essential skills for navigating an increasingly interconnected global society.

Building 21st-Century Skills

Our conversation highlights the evolution of global competence in K-12 education, with a focus on equipping students with the necessary skills and knowledge to thrive in a globalized world. Dana discusses World Savvy’s dedication to promoting global competence through engaging students, training teachers, and working with school leadership to integrate global citizenship into the learning experience. This emphasis on 21st-century skills, such as critical thinking, communication, and cultural proficiency, is essential for preparing students to become global citizens and empathetic leaders in their future endeavors.

Creating Meaningful Partnerships

Kate gives her insights into EF Tours’ mission to open the world through education by offering transformative travel experiences for students. EF’s collaboration with educational leaders like Dana emphasizes the importance of creating institutional programs in schools that go beyond traditional trips and become an integral part of the curriculum.

Resources:

• Website: https://worldsavvy.org/
• LinkedIn Personal: https://www.linkedin.com/in/dana-mortenson-a691893/
• LinkedIn Business: https://www.linkedin.com/company/world-savvy/
• Invite Dana to speak at an upcoming event: info@worldsavvy.org

Nicole Mahoney is an entrepreneur, speaker, and podcast host with a passion for business. She’s the Founder of Break the Ice Media, a PR and digital marketing agency specializing in the travel, tourism, and hospitality industry, and also serves as the CEO of Travel Alliance Partners. In her weekly podcast, Destination on the Left, launched in 2016, she interviews tourism professionals from all over the globe on creativity and collaboration.

On this episode of Destination on the Left, I share how my company fosters meaningful connections among our team members, clients, and industry partners. I outline the four key ingredients for creating a well-connected and productive workplace, including company culture, meetings with purpose, continuous mentoring, and celebrations. This episode is all about helping you strengthen connections within your organization.

What You Will Learn in this Episode:

• Why any healthy company culture includes a defined purpose and a shared vision and values
• Why Break the Ice Media values meetings with purpose, which have a regular cadence and specific goals
• The three most valuable meeting types Break the Ice Media uses: status meetings, one-on-one meetings, and leadership team meetings, and how we structure them
• How we facilitate coaching and mentoring that leads to better connections — even with a remote team
• Why it’s so important to inspire celebration of each other and have fun together, and how to do this intentionally

Building a Strong Company Culture

On the show, I emphasize the crucial role of company culture in creating connections within a team, whether you’re together in person or virtually. I outline the key elements of a strong company culture, including a clearly defined purpose, vision for the future, and core values.

It is essential to define why the business exists and ensure this purpose is shared and understood by everyone in the company. Establishing a clear vision for the future helps provide a roadmap for the team, guiding decision-making and offering clarity during times of uncertainty. I also share why clearly defined core values serve as a compass, ensuring alignment among team members and driving decision-making processes.

Continuous Coaching and Mentoring

We also dig into the importance of continuous coaching and mentoring in strengthening team connections. I discuss various ways to do this, such as weekly office hours, side coaching for the leadership team, growth charts, lunch and learns, and midweek check-ins.

These initiatives that we’ve put in place serve to provide ongoing support, sharing of knowledge, and skill development opportunities. By investing in coaching and mentoring, Break the Ice Media, and other organizations empower teams to grow, thrive, and build stronger connections with each other.

Resources:

• Website: https://breaktheicemedia.com/
• LinkedIn: https://www.linkedin.com/in/nicolemahoney/
• Twitter: https://twitter.com/MahoneyNicole
• Stronger Together: Building World-Changing Business Collaborations

This week, the show is coming from the NTA Travel Exchange in Shreveport, LA, where more than 800 tour & travel professionals convened to do business, learn, and network. There have been several years of uncertainty and change in the travel industry, but from speaking to these experienced leaders, it looks as though there are positive times ahead. In these conversations, we dig into the trends they’re seeing in the tour & travel business, and my guests share how important collaboration is to their destination’s success.

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

• Kristy Durso: Owner Incredible Memories Travel
• Lisa Simon: CEO International Inbound Travel Association
• Lori Sorrentino: Travel Writer and Owner TravelMad.com
• Michael Dillinger: President, National Federation of Tourist Guide Associations – USA
• Ron Metz: Business Development Manager, GoWay Travel
• Shannon Larsen: Co-Owner & Operations Manager Ed-Ventures
• Ted Bravos: Founder & CEO, International Tour Management Institute

Insights from The National Tour Associations Travel Exchange

The NTA Travel Exchange is all about positive energy, partnership, and collaboration and it’s an event that gives travel experts space to explore new opportunities for their locations. I love hearing these fascinating thoughts from extraordinary leaders in the travel niche. I know you’ll enjoy their insights on why events like the NTA Travel Exchange make them better tourism professionals.

Kristy Durso of Incredible Memories Travel

Kristy highlights the significance of addressing accessibility challenges in travel, focusing on service dog laws as a critical issue. She emphasizes that collaboration, partnership, and communication are key for successful, accessible travel, and in that same vein, her word to describe the NTA Travel Exchange is “essential”.

Lisa Simon of International Inbound Travel Association

Lisa also talks about the importance of partnerships and collaboration in the travel industry for growing tourism and improving travel products for returning European visitors. She discusses examples of incorporating outdoor products and including national and state parks and their indigenous residents in travel packages. Lastly, she describes the travel industry as fun and rewarding for future professionals, emphasizing the positive energy at events like NTA Travel Exchange.

Lori Sorrentino, Travel Writer and Owner of TravelMad.com

Lori discusses the rise of multi-generational and slow travel, the heightened awareness of travel impacts, and a love for small rural destinations. We talk about the importance of understanding the diverse reasons why people travel and the significance of connecting with various businesses and groups in the industry. Lori also shares insights on the industry’s ongoing evolution, underscoring the limitless potential for growth and experiences in the tourism profession.

Michael Dillinger of National Federation of Tourist Guide Associations – USA

In my chat with Michael, we dug into the challenges of being a tour guide and the lack of recognition for their role. He and I discussed the magic of the tourism industry and recent trends in the tour and travel business, such as the impact of the COVID-19 pandemic, staffing shortages, and the use of technology, specifically AI, in the tourism industry. He stresses the importance of staying updated and connected with the industry and the role of events like the NTA Travel Exchange conference in achieving this.

Ron Metz of GoWay Travel

One of the things that comes up repeatedly at these events is the importance of trust and collaboration in the tourism industry, noting that successful trips involve multiple travel components and people. He describes the industry as life-changing, allowing him to meet and work with individuals worldwide and explore different countries. Ron shares personal experiences of presenting travel opportunities and finding fulfillment in helping others experience the world. He encourages potential future tourism professionals to pursue a career in the industry, highlighting the limitless potential for growth and experiences.

Shannon Larsen of Ed-Ventures

Shannon discusses current trends in the tour and travel industry, highlighting a shift towards experiential travel, smaller group bookings, and the demand for hands-on experiences, such as wine tastings and cultural interactions, as well as the desire for leisurely, immersive itineraries. She and I reflect on why attending in-person events is so valuable in terms of networking, problem-solving, and collaboration with industry peers. When I asked Shannon to describe the NTA Travel Exchange in a word, Shannon chose “friendship” to represent her strong relationships and collaborations in the industry.

Ted Bravos of International Tour Management Institute

Ted shares his journey into the travel industry and discusses the evolution of the tourism industry, mentioning the benefits of group travel in enhancing people’s overall experience of new locations. He mentions his love for the freedom and personal connections that come with the profession and highlights the importance of participating in industry events like the NTA Travel Exchange for networking and industry education.

Positive Steps into the Future

I love discussing the ever-evolving landscape of the tourism industry with the dedicated travel professionals that we have on the show. In the episode we’re exploring the significance of shared experiences in group travel, the growing popularity of slow travel, and the vital role of collaboration and partnerships in creating meaningful and accessible travel experiences. From insights into industry trends and the impact of technology to personal anecdotes of professional growth and fulfillment, our guests have shed light on the transformative nature of the tourism profession and I know you’ll enjoy hearing their wisdom.

For this first episode in a special two-part series from the National Tour Associations Travel Exchange, I visited the National Tour Associations Travel Exchange in Shreveport, Louisiana and spoke with several experts in the travel and tourism industry. My guests shared their insights into the travel industry, looking at the trends, challenges, and whether events like NTA Travel Exchange make you a better tourism professional. The wisdom each of these leaders shared is certain to be invaluable for travel industry professionals, both experienced and brand new.

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

• Carylann Assante: CEO Student Youth Travel Association
• Catherine Prather: President National Tour Association
• Dawnielle Tehama: Executive Director Willamette Valley Visitors Association
• Jerry Varner: Owner Making Memories Tours
• John Sutherland: Director of Community Impact Tourism Cares
• Juan Pablo Suarez: Travel Trade Manager Ottawa Tourism
• Julie Payne: Group Sales Consultant The Hershey Company
• Karen DiGiacomo: Tour & Travel Sales Manager Daytona Beach Area CVB

Insights from The National Tour Associations Travel Exchange

The National Tour Associations Travel Exchange is an incredible event that allows experts in group travel to exchange ideas about the trends in the potential opportunities for group tour operators into 2024. It was my honor to speak to some of the extraordinary guests at the travel exchange to get their thoughts on how they view partnerships and what they would say to the future generation of tour and travel professionals.

Carylann Assante: CEO Student Youth Travel Association

Carylann describes some trends that she’s seeing in the tour and travel business right now, including shorter lead times and a preference for less crowded itineraries allowing for more time for visitors to explore the different spaces, and giving them flexibility should things change. She also highlights restaurant and attraction preferences for smaller groups, and why they’re creating groups within groups when they have large numbers.

Catherine Prather: President National Tour Association

Catherine highlights the increasing demand for meaningful travel experiences that support local communities and the environment. She notes that smaller travel group trends due to COVID are starting to level off, with some groups returning to pre-COVID sizes. Catherine emphasizes the NTA’s focus on peer-to-peer networking and collaboration, offering educational sessions and an open buyer floor to help members become better professionals in the travel industry.

Dawnielle Tehama: Executive Director Willamette Valley Visitors Association

Dawnielle describes the NTA Travel Exchange as an opportunistic event, highlighting the remarkable opportunities it presents for learning and collaboration within the travel industry. She discusses the challenges arising from the slow travel trend and its impact on rural communities, emphasizing the importance of adjusting to this new paradigm. Dawnielle emphasizes the unifying force of tourism, promoting unity and shared experiences among travelers.

Jerry Varner: Owner Making Memories Tours

Jerry emphasizes the significance of face-to-face interaction and personal relationships in the tour and travel industry, advocating for an open mind and dreaming about potential opportunities. He describes the tourism industry as not “normal,” highlighting the kind and helpful nature of professionals in the field. Jerry also highlights the spirit of inclusivity and family at NTA, providing a setting for high-quality tour operators to interact and connect.

John Sutherland: Director of Community Impact Tourism Cares

John talks about the significance of diversity, equity, inclusion, and accessibility in the travel industry. We dig into the power of collaboration and partnerships in addressing sustainability and creating meaningful, immersive travel experiences. John also discusses the valuable connections, education, and conversations that events like the NTA Travel Exchange provide, fostering partnerships and collaborations that allow for growth.

Juan Pablo Suarez: Travel Trade Manager Ottawa Tourism

Juan Pablo and I discuss the importance of face-to-face interactions and personal relationships in the tour and travel industry, emphasizing the critical role of partnerships and collaboration for success. I love that he advises keeping an open mind and dreaming about potential opportunities in the industry, and describes the tourism industry as unconventional, highlighting the kind and helpful nature of professionals in the field.

Julie Payne: Group Sales Consultant The Hershey Company

Julie shares the importance of networking and creating relationships in the tourism industry during events and appointments with tour operators. She highlights the significance of partnerships and collaboration, likening them to friendships with both parties working toward the common objective of driving more visitors to a destination. Julie also discusses the impact of the global pause on the tourism industry and underscores the importance of trust and reputation in the field.

Karen DiGiacomo: Tour & Travel Sales Manager Daytona Beach Area CVB

Karen and I dig into the importance of collaboration and partnerships in the tourism industry and she describes the NTA Travel Exchange as an invaluable platform for industry professionals to work together toward a common goal. Karen discusses the evolution of the tour and travel industry, particularly how smaller group sizes are becoming more prevalent due to changing travel preferences and the impact of COVID-19.

Moving Forward into 2024

In this episode, we uncover valuable insights from industry experts, from the evolving trends in group travel to the power of collaboration and partnerships. Our guests shed light on the industry’s resilience, adaptability, and share their passion for delivering unparalleled travel experiences. As the industry continues to navigate the impacts of global events, the spirit of inclusivity, innovation, and community has emerged as a driving force behind its success. We hear how the connections made at events like the NTA Travel Exchange serve as catalysts for growth, learning, and the creation of memorable experiences that unite travelers and destinations.

John Lyotier is CEO and Co-Founder of TravelAI, an UpNext company. TravelAI is an applied AI company operating in the field of travel. Through a network of interconnected brands, the company connects high-intent travelers to the largest travel websites in the world and over 10 million properties. TravelAI’s proprietary big data marketing engine has facilitated more than $1.5B in gross booking value and 6M nights booked since 2016.

On this episode of Destination on the Left, I talk with John Lyotier all about what led him from a tech start-up into the travel space. We discuss why businesses need to prioritize personalizing their approaches and messaging to meet the needs of individual consumers. John shares why he believes in the power of collaboration in the travel industry and why by aligning objectives and revenue models, businesses can optimize efficiency and create shared success.

What You Will Learn in this Episode:

• How John’s company has used their agility to stand out, be “remarkable with a purpose,” and reverse engineer your goals
• TravelAI’s approach to personalization and targeting to reach individual consumers, with brands that appeal to, for example, pickleball players or people who want to rent a cabin in a specific area
• How technology can be infused with humanity to create a personalized experience for travelers
• Why the power of your network grows with each organization you have in that network
• How digital marketing has shifted from being an art to becoming a science in 2023, and the implications of this shift

Personalization in the Travel Industry

AI technology has been the hot topic of 2023, and the travel industry is no exception. John Lyotier shares his extensive experience and expertise and gives valuable insights into the power of AI in providing personalized experiences and tailored marketing efforts to attract individual consumers.

One of the key challenges the travel industry faces is the overwhelming amount of choices available to consumers. John emphasizes the need to move from a web of 5 to a web of 500, and eventually, a web of 5,000, to achieve true personalization and targeting. By segmenting and personalizing data, businesses can understand individual consumer personas and craft marketing messages that speak directly to their desires and preferences.

Balancing Technology and Humanity to Create Lasting Memories

Technology plays a vital role in personalization, and John reminds us that it shouldn’t overshadow the importance of human connection and emotions. He shares why he believes in infusing technology with humanity, as it is the meshing of both of these things that truly creates lasting memories and immersive experiences.

Collaborative Strategies for Success

We discuss why working together and forming partnerships is essential for achieving success in a crowded marketplace. Just as a bundle of sticks is stronger together, collective efforts and strong partnerships lead to greater outcomes.

John highlights the importance of aligning with partners’ objectives to allow for shared success and mutual growth. Whether it’s vacation cottages, discount travel, or unique niche audiences, like pickleball players, the future of travel lies in customization, collaboration, and the creation of unforgettable memories.

Resources:

• Website: https://www.travelai.com/
• LinkedIn Personal: https://www.linkedin.com/in/johnlyotier/
• LinkedIn Business: https://www.linkedin.com/company/travelai-com/

Dr. Rebecca Swift is the Global Head of Creative Insights at iStock and Getty Images, where she leads the team responsible for analyzing trends and developing research in visual communications. Rebecca joined the company over 20 years ago as one of the founding members of the team that introduced visual research methodology to the industry. Rebecca leads global research projects investigating the future of visual communications and works with a wide variety of brands in industries ranging from non-profit to fashion. She has presented her findings all over the world.

Rebecca has been recognized as one of AdAges 20 Women to Watch and was Campaign magazine’s Female Frontier honoree. She was also awarded the Most Influential Leader in UK Visual Media in 2020. Rebecca has a PhD in Photography.

On this episode of Destination on the Left, I talk with Rebecca about generative AI and how it can help you create new ideas, plan visual storytelling content, and find fresh perspectives. We also explore how destination marketers can use it and why travel is one industry that should move with caution when thinking about AI generative imagery.

What You Will Learn in this Episode:

• Benefits of using generative AI in improving creativity and visual storytelling
• Why travel is one industry that should move with caution when thinking about AI generative imagery
• How Getty Images address legal and ethical concerns in their use of AI-generated imagery
• The need for government regulation of AI to address copyright and trademark concerns
• How tools like generative AI can spark new ideas, fuel your artistic endeavors, and help you plan visual storytelling content

Unlocking Creativity with Endless Possibilities

In the ever-evolving technological landscape, the rise in popularity of artificial intelligence (AI) has hugely impacted creative industries, including that of visual storytelling. Rebecca joins us on the podcast to explore generative AI and how we can apply it to images and photography.

Generative AI goes way beyond traditional AI by not just analyzing existing content but also creating new and unique images that help tell a story. Rebecca explains how, by harnessing the power of generative AI, photographers and creatives can find fresh perspectives and ignite their creativity to tell compelling visual stories.

Legal and Ethical Considerations in AI-Generated Content

Rebecca explains that while generative AI opens up many possibilities, it’s important to carefully navigate legal and ethical terrain. She highlights why copyright and trademark concerns need to be addressed, especially when it comes to using famous places, landmarks, or people in AI-generated content. Rebecca also emphasizes the commitment of Getty Images to protect the rights of creators and ensure they have proper permission for training models using AI content.

The Impact of AI on Visual Industries

We dig into the influence of AI on the visual and creative industries, such as photography and content writing. Although AI has transformed the way we capture, edit, and share images and has revolutionized the photography ecosystem, we also need to understand its limitations and be aware of potential flaws, particularly as destination marketers.

Resources:

• Website: https://www.gettyimages.com/
• LinkedIn Personal: https://www.linkedin.com/in/drrebeccaswift/
• LinkedIn Business: https://www.linkedin.com/company/getty-images/

What if you could test travel compatibility… BEFORE you take a trip? FLIGHT RISK™ is a new party game and the ultimate test of travel compatibility for friends or strangers! Bree Nidds has nearly ten years of experience working in destination organizations and is embarking on a new journey!

Bree is the Owner and Creator of FLIGHT RISK GAME LLC, a game publishing company established in Lehigh Valley, Pennsylvania, producing travel-themed game products.

On this episode of Destination on the Left, I talk with Bree about why she decided to follow her dream of starting her own business and how she took inspiration from her own travels and her day job in the DMO in the Lehigh Valley in Pennsylvania. Bree shares how she came up with the Flight Risk game idea and proved her concept. We also discuss Bree’s advice for others thinking about starting a side gig and her entrepreneurial journey.

What You Will Learn in this Episode:

• How Bree’s disappointment with a travel experience turned into a concept for her travel matchmaking game
• The research Bree did before creating her tabletop game for social connection
• The importance of creating a business plan and collaborating with various agencies and resources
• The vulnerability and openness required in entrepreneurship, particularly concerning receiving and implementing feedback
• How Bree’s experience in destination marketing has influenced her approach to entrepreneurship

From Travel Disappointment to Social Connection

Bree shares more about her disappointing travel experience and how she turned it into the idea for the Flight Risk game. She discusses the initial research stages of the game and how she crafted scenarios onto index cards and tested them at friend gatherings, realizing the potential for a business idea. Her unique concept allows people to connect more deeply and sparks conversations among travelers and friends.

As someone with a background in destination marketing, Bree shares how her experience influenced her approach to entrepreneurship. She highlights the importance of creating connections and experiences through her product, drawing on her knowledge of crafting memorable travel experiences for travelers as an experienced destination marketer.

Research, Planning, and Collaboration

Bree emphasizes the importance of creating a business plan to ensure your idea not only sparks joy in you but is economically viable, and we discuss the vulnerability and openness required in entrepreneurship, particularly when it comes to receiving and implementing feedback.

On the show, Bree shares the challenges and surprises she encountered while transitioning from the idea stage to launching her game. Including how she secured financing for her project through a Creative Entrepreneur Accelerator program and the Kickstarter platform. We also discuss Bree’s top tips for others considering starting a side gig and her entrepreneurial journey.

Resources:

• Website: https://flightriskgame.com/
• LinkedIn: https://www.linkedin.com/in/bree-nidds/