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

What You Will Learn in This Episode:

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

Engaging the Community

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

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

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

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

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

Collaboration and Connectivity

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

Resources:

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

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

What You Will Learn in This Episode:

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

Celebrating Cultural Diversity Through Travel

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

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

Crafting Content with Heart

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

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

Inspiring Connections

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

Resources:

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

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

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

What You Will Learn in This Episode:

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

Rethinking the Brand

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

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

Values-Led Leadership

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

Exciting Developments on the Horizon

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

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

Resources:

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

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

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

What You Will Learn in This Episode:

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

The Rise of Immersive Experiences

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

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

Strategic Collaboration

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

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

Redefining ROI in Hospitality

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

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

Resources:

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

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

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

What You Will Learn in This Episode:

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

Youth Sports Tourism

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

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

Focusing on Collaborations

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

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

Getting Visible Online

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

Resources:

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

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

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

What You Will Learn in This Episode:

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

From Personal Experience to Global Impact

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

How DMOs Can Create Accessible Destinations

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

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

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

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

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

Resources:

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

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

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

What You Will Learn in This Episode:

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

The Story Behind Travel Agent Collective

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

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

Why Personal Branding Builds Authority

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

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

Using Social Media Effectively

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

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

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

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

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

Resources:

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

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

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

What You Will Learn in This Episode:

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

Understanding the Cannabis Tourism Market

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

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

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

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

Leveraging Data to Inform Strategy

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

Opportunities in Cannabis Tourism

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

Resources:

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

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

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

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

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

More Insights from The National Tour Association Travel Exchange

Eileen Gutierrez of Wetravel

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

Evan Krofchick of Trackables Travel Software Systems

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

Jason Murray of Southwest Adventure Tours

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

Jeremy Hundt of Landmark Tours

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

Jill Daly of The Israel Ministry Of Tourism

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

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

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

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

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

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

Kelly Dean from Ottawa Tourism

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

Kim Ricaurte from Airwallex

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

Patrick McIntyre from Image Tours

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

Sheryl Porto from Merani Hotel Group

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

Zach Harrison from Anderson Vacations

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

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

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

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

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

Jeffrey Goldwasser – Sales Representative For Amaya Seating

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

Brittany Dykla – CFO Of Brilliant Edventures

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

Jennifer Miller – Manager, Domestic Tourism From Visit Detroit

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

Karine Boudreau – Sales And Marketing Coordinator From Destination Moncton Dieppa

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

Marcy Barnes – Market Development Specialist From Tourism New Brunswick

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

Mary Ellen Hudson – Travel Trade From Fredericton Capital Region Tourism

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

Ray DeNure – Owner From DeNure Tours

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

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

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

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

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

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

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

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

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

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

Diane Meglino, Business Development Managers For Premier Travel Media

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

Cheryl Rash, Business Development Managers For Premier Travel Media

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

Shawn Geary, Mccoy Bus Service And Mccoy Getaways

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

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

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

Tillie Youngs, Sales Director With Thousand Islands International Tourism Council

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

Elaine Moulder, Founder and CEO Of Brilliant Edventures

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

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

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

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

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

What You Will Learn in This Episode:

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

Fostering Community and Engagement

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

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

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

Advocacy for DMOs

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

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

The Value of Peer Networks

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

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

Resources:

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

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

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

What You Will Learn in This Episode:

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

Stories as Catalysts for Change

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

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

Crafting Messages for Targeted Audiences

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

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

Finding and Operationalizing Purpose

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

Resources:

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

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

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

What You Will Learn in This Episode:

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

Understanding Mental Fitness

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

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

The Sage Brain vs. The Survival Brain

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

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

Building Mental Muscles

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

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

Resources:

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

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

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

What You Will Learn in This Episode:

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

Dissecting Generational Travel Trends

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

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

Rising Importance of Digital and Sustainable Choices

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

Preparing for a Successful Holiday Travel Season

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

Resources:

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

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

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

What You Will Learn in This Episode:

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

Showcasing Authentic Cultural Heritage

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

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

Strengthening Community and Collaboration

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

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

Future-Proofing Through Creative Partnerships

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

Resources:

• Website: https://www.visitcaymanislands.com/
• LinkedIn Personal: https://www.linkedin.com/in/rosa-harris-cert-hon-0aa9a337/
• LinkedIn Business: https://www.linkedin.com/company/cayman-islands-department-of-tourism/

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

On this episode of Destination on the Left, I’m thrilled to dive into an inspiring conversation that perfectly embodies our brand promise—”impact through connection, community, and collaboration.” We’re exploring the transformative power of strategic planning and emotional connections in the travel and tourism industry with Colleen Onuffer, the Director of Public Relations for Travel Alliance Partnership.

What You Will Learn in This Episode:

• Why we rebranded to Travel Alliance Partnership
• How we create impact through connection, community, and collaboration
• More about Colleen’s presentation at the New York State Tourism Industry Association annual meeting
• How TAP collaborated in creating a fam tour exploring Harriet Tubman’s legacy in Cayuga County
• The concept of “cathedral thinking” for long-term projects
• Impact of emotional resonance on event success and strategic planning

A Collaboration Case Study

Colleen Onuffer, Director of Public Relations for Travel Alliance Partnership, shares a Travel Alliance Partnership case study on creating emotionally resonant, memorable experiences for travelers. She shares how TAP lives their value to create impact through connection, community, and collaboration when working with destinations. By focusing on emotional resonance, authentic community engagement, and long-term strategic planning, tourism professionals can create memorable experiences that leave lasting impacts.

When planning media trips, Colleen emphasizes the importance of creating experiences that resonate on a personal level rather than strictly adhering to historical facts. This approach aims to make the stories more meaningful and relatable. Media members were encouraged to find personal connections to Harriet Tubman’s legacy at an event honoring International Underground Railroad Month in Cayuga County. This strategy profoundly impacted attendees, fostering a deeper appreciation of the site’s historical significance.

Key Strategies for Planning Memorable Events

Organizing an event that leaves a lasting impression requires careful consideration of multiple factors. The event in Cayuga County, focusing on Harriet Tubman’s legacy, was a perfect example. Attendees experienced a driving tour of Underground Railroad stops, met with Tubman’s descendants, and engaged with local black-owned businesses. Such thoughtful planning ensured that participants learned about history and felt its emotional weight and relevance today.

Community engagement was a cornerstone of the Cayuga County event. The involvement of local leaders, business owners, and Tubman’s relatives forged a genuine connection between the media members and the community. This collaborative spirit enriched the event and promoted future media relationships, ensuring that Tubman’s legacy continues to be celebrated and preserved.

Feedback and Its Role in Shaping Future Strategies

Event attendees’ feedback highlighted the Cayuga County trip’s emotional resonance and transformative impact. Testimonials revealed some amazingly memorable experiences and how people connected to African American history. This invaluable feedback guided future event planning, emphasizing the significance of emotional ties and engaging storytelling in conveying a destination’s essence and personality.

We also discussed the concept of “cathedral thinking,” which involves planning long-term projects designed to create lasting impacts. Just as medieval cathedrals were built to outlast their creators, the initiatives led by Travel Alliance Partnership aim to transform destinations sustainably rather than being a flash in the pan.

Resources:

• Website: https://www.tapintotravel.com/
• LinkedIn: https://www.linkedin.com/in/nicolemahoney/
• Twitter: https://twitter.com/MahoneyNicole

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 Todd Read, Senior Tourism Manager at SoIN Tourism, who shares more about the importance of building relationships for professional growth. Todd discusses the challenges SoIN has faced and how they have overcome them by creating strong partnerships. We also talk about hosting a travel conference in a small destination, what you should consider, and how to pull it off.

What You Will Learn in This Episode:

• How Todd Read and his team managed to successfully host the Tap Dance event in a small destination and overcome logistical challenges
• Why local businesses and stakeholders became more invested in event hosting after the success of Tap Dance and the potential impact on tourism
• What the Indiana Foodways Alliance is and how it supports over 300 local non-corporate restaurants across 21 culinary trails
• How the rebranding from Sunny Side of Louisville to SoIN was strategically executed to establish a unique identity for Southern Indiana
• Why collaboration and building networks within the tourism industry are crucial for personal and professional growth

The Potential of Small Destinations in Event Hosting

Todd shares the transformative impact of hosting the Tap Dance event on the local community. The initial response to the Tap Dance event was overwhelmingly positive, and the community saw firsthand how well-executed events could boost tourism and economic activity. This realization translated into increased support and enthusiasm for hosting more events in the future.

Hosting events in state parks or historic sites often comes with stringent restrictions, such as limitations on serving alcohol. Todd and his team successfully navigated and managed these logistics, demonstrating the feasibility and benefits of such events, thus paving the way for more flexible regulations in the future.

The Importance of Collaboration and Community Support

Todd talks more about the critical role of collaboration and support from all stakeholders and how his executive director and team were instrumental in the success of the Tap Dance event. SoIN’s partnership with organizations like the Travel Alliance Partnership and the Indiana Foodways Alliance also shows how collaborative efforts can really boost a region’s tourist appeal. Todd discusses the Indiana Foodways Alliance and its efforts to promote local, non-corporate restaurants through culinary trails. With over 300 participating establishments and 21 unique trails, such as “Winner Winner Chicken Dinner” and the “Pork Tenderloin Trail,” the Alliance supports and showcases the state’s amazing culinary offerings.

Addressing Challenges and Embracing Resilience

From the negative impact of COVID-19 to the controversies surrounding the Religious Freedom and Restoration Act (RFRA) in Indiana, SoIN’s resilience and willingness to innovate have been key to successfully overcoming these challenges.

Southern Indiana’s rebranding from the Sunny Side of Louisville to SoIN in 2016 is a testament to creative problem-solving in response to being overshadowed by popular neighboring destinations. The new brand, SoIN, not only differentiated the region but also generated a strong sense of community identity and recognition.

Despite funding cuts post-COVID, Todd and his colleagues managed to maintain momentum through collaborations with other tourism leaders. Initiatives like “Tour on 64,” aimed at highlighting attractions along Interstate 64, demonstrate the power of regional coopetition in sustaining tourism marketing efforts.

Resources:

• Website: www.gosoin.com
• Facebook Business: https://www.facebook.com/GoSoIN
• Instagram Business: https://www.instagram.com/gosoin/
• Twitter Business: https://x.com/GoSoIN
• YouTube Business: https://www.youtube.com/channel/UCvYYeyWbRuLZGTFVlTGGc6w
• Pinterest Business: https://www.pinterest.com/sointourism/

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On this episode of Destination on the Left, I talk with Kristi Gole, EVP of Strategy at Global Hotel Alliance (GHA), about the importance of collaboration and how the alliance helps these hotels compete against the world’s largest brands. Kristi shares examples of brand partnerships that GHA’s loyalty program has allowed them to start with complementary luxury brands, and she gives us a great formula for evaluating partnership opportunities.

What You Will Learn in This Episode:

• How GHA became the largest alliance of independent hotel brands and the benefits this provides to its members.
• Why the GHA Discovery loyalty program was transformed into “Discovery Dollars” and how this new approach is more rewarding for members.
• What strategies Kristi Gole used to attract high-net-worth customers and enhance customer engagement.
• How the collaborative environment within GHA helps independent hotel brands compete globally, share best practices, and grow.
• Why Kristi values deep relationships over standard partnerships and how aligning with like-minded partners can lead to successful collaborations.
• What key technological and operational challenges GHA faced, and how ensuring tech compatibility is crucial for a seamless customer experience.

A Collective Strength in Hospitality

Formed in 2004, GHA’s mission was to aid independent hotels in competing globally against large hotel chains. Today, it’s the largest alliance of independent hotel brands, comprising 40 brands and 800 hotels across 100 countries. This alliance offers a collaborative platform for these brands to share resources, best practices, and cross-promote services.

The alliance provides tools and platforms for independent hotels to remain authentic while benefiting from a larger network. This unique value proposition has enabled GHA member hotels to retain their independence and character while being part of a valuable global support system.

How Strategic Partnerships Elevate the Customer Experience

A core aspect of GHA’s strategy is building deep, strategic partnerships that enhance customer offerings. The collaboration with Regent Seven Seas Cruises, for example, attracted high-net-worth customers by offering Discovery Dollars usable at hotels. Launched publicly in 2010, the GHA Discovery loyalty program was designed to provide customer value, encourage cross-promotion, and increase bookings through profitable channels.

In 2021, GHA revamped the loyalty program into “Discovery 2.0,” transitioning from a points-based system to a cash-back model called “Discovery Dollars.” This shift aimed to make rewards more accessible and appealing to a broader audience.

Scaling and Innovating for the Future

GHA plans to continue expanding and iterating on the Discovery Dollar currency. With a goal of reaching 100 million members, the focus remains on signing new brands and growing their partnership network. Kristi emphasized the importance of aligning with partners with a similar mindset and targeting the same luxury segment. She shares why GHA looks for partners who are agile, entrepreneurial, and approachable.

Resources:

• Website: globalhotelalliance.com
• LinkedIn Personal: https://www.linkedin.com/in/kristi-gole-7687893/
• LinkedIn Business: https://www.linkedin.com/company/global-hotel-alliance/
• Facebook Business: https://www.facebook.com/GHADISCOVERY/
• Instagram Business: https://www.instagram.com/ghadiscovery/
• Q&A: How Global Hotel Alliance Has Empowered Independent Hotel Brands for 20 Years: https://skift.com/2024/08/12/qa-how-global-hotel-alliance-has-empowered-independent-hotel-brands-for-20-years/

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 James R. Ferrara, Co-Founder & President of InteleTravel, about how the business navigated the pandemic, adapted to the shifting preferences of younger travelers, and strategically expanded their services. James also shares more about the company’s commitment to promoting mindful and sustainable travel practices and why travel advisors should encourage their clients to explore lesser-known destinations.

What You Will Learn in This Episode:

• How Inteletravel’s educational programs and supplier partnerships support the professional development of their advisors
• Why travel priorities have shifted, especially among younger generations, and their increased use of travel advisors
• Inteletravel’s strategic acquisitions to expand their services and earning potential for advisors
• The importance of industry collaboration, even among competitors, to address legislative challenges and support professional development.
• Why Inteletravel focuses on promoting mindful and sustainable travel experiences.
• How Inteletravel advisors guide clients towards less-crowded and unique travel destinations.

The Evolution of the Travel Advisor

The role of the travel advisor has undergone a remarkable transformation, and on the show, James Ferrara, the President of Inteletravel, shares his insights on this evolution. He explains that the company’s independent contractor model, pioneered in the early 90s, has evolved from a predominantly part-time role to a more entrepreneurial full-time business.

James credits Inteletravel’s success to an unwavering commitment to education and professional development. He details the company’s robust training programs, supplier partnerships, and annual conventions, which equip their 120,000 independent contractors with the tools and knowledge to thrive in the industry.

Navigating the Pandemic and the Boom in Travel

The travel industry has faced its fair share of challenges in recent years, but Inteletravel made a quick recovery from the pandemic. James credits its innovative management team and its travel advisors’ focus on building on existing relationships.

We discuss the “revenge travel” phenomenon and the shift in travel priorities, particularly among younger generations. James notes that we’re seeing huge growth in Gen Y and Gen Z travelers, and this demographic shift has fueled a renewed appreciation for the value that travel advisors can provide as younger travelers seek out personalized guidance and expertise.

Promoting Mindful and Sustainable Travel

James emphasizes the importance of responsible and sustainable travel practices as the travel industry evolves. He talks about the “No Tourists Allowed” podcast, where he and his co-host explore ways to travel more mindfully and promote unique, off-the-beaten-path destinations. We dig into why it’s also better for the customers’ experience to get them out of these overcrowded tourism centers worldwide.

By encouraging travel advisors to guide clients towards lesser-known destinations and experiences, Inteletravel is actively working to mitigate the impact of over-tourism and foster a more sustainable travel ecosystem.

Resources:

• Website: www.inteletravel.com
• LinkedIn Personal: https://www.linkedin.com/in/jamesferrara/
• Facebook Personal: https://www.facebook.com/jrferrara/?locale=pt_PT
• Facebook Business: https://www.facebook.com/inteletravel
• Instagram Personal: https://www.instagram.com/jrferrara/p/C8uZ4jnsd4D/
• Instagram Business: https://www.instagram.com/inteletravel/
• Twitter: https://x.com/i/flow/login?redirect_after_login=%2FInteleTravel
• YouTube: https://www.youtube.com/channel/UCxqjQ9QzGlrwkBEZq8DOWXA
• No Tourist Allowed Podcast: https://notouristsallowed.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!

Anna elaborates on how the integration of AI can be transformative for businesses in the travel industry. AI is another tool in your toolbox, and each tool, whether it’s a simple hammer or a sophisticated AI algorithm, has a particular purpose. The collaboration between humans and AI enables tour operators, DMOs, and travel agents to enhance and personalize customer experiences.

What You Will Learn in This Episode:

• What inspired Anna’s focus on human and AI collaboration to solve complex travel industry challenges
• How AI-driven search can enhance user experience by providing personalized travel details
• How smaller brands and companies in the travel sector can also benefit significantly from implementing AI technology
• What Mobi can do for travel businesses, from custom development to ready-to-go products
• How Anna’s experiences have shaped her approach to customer engagement and technology integration

Tailoring AI for the Travel Industry

One of the standout applications of AI in travel is providing highly personalized travel recommendations. With AI-driven search capabilities, users can ask detailed, nuanced questions in natural language and receive tailor-made responses. Using AI allows travel agents to deliver gold-standard service by giving them comprehensive, instant knowledge about destinations that cater to their travelers’ particular needs.

Anna explains how AI tools allow you to automate various service tasks to ensure smooth and efficient operations—including making dynamic changes such as reallocating resources in response to travel disruptions to give your clients the best experience possible even when things are quite going to plan.

How AI Can Work for Smaller Tour Operators

AI can revolutionize small travel brands’ operations by providing personalized, scalable solutions that were previously only accessible to larger companies with significant resources. These AI-powered tools can help smaller operators manage bookings, optimize travel itineraries, and offer tailored experiences to customers.
By implementing AI-driven intent-driven search capabilities, smaller tour operators can provide a user-friendly experience that intuitively answers customer queries in a natural, conversational manner, dramatically increasing customer satisfaction and engagement. This allows operators to offer recommendations tailored to individual needs, such as suggesting local attractions, dining options, or accommodations that align with a traveler’s interests.

Future Proofing and Collaboration

Anna elaborates on how the integration of AI can be transformative for businesses in the travel industry. AI is another tool in your toolbox, and each tool, whether it’s a simple hammer or a sophisticated AI algorithm, has a particular purpose. The collaboration between humans and AI enables tour operators, DMOs, and travel agents to enhance and personalize customer experiences.

Resources:

• Website: www.takemobi.com
• Intent Driven Search: https://www.takemobi.com/solutions/IDS
• LinkedIn Personal: https://www.linkedin.com/in/anna-jaffe-14a6084/
• LinkedIn Business: https://www.linkedin.com/company/mobi-systems/
• Facebook Business: https://www.facebook.com/MobiSystemsInc
• Instagram Business: https://www.instagram.com/mobi_systems_inc/

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 Liz Owens, Senior Vice President and General Manager of Vacations by Rail, who joins me to discuss the trends driving interest in rail experiences, such as slow travel, sustainability, and experiential travel. We also discuss the unique focus of Vacations by Rail, from escorted rail travel to independent itineraries and river cruises.

What You Will Learn in This Episode:

• Why Vacations by Rail is focusing on multi-country tours to give U.S. consumers more immersive experiences
• The importance of learning from other industries, particularly consumer retail, and introducing consumer concepts into the travel world
• The company’s approach to direct-to-consumer sales through a call center and the significance of loyal travel agents in their sales
• Why off-peak travel provides unique opportunities for more personalized and less crowded experiences
• Exciting experiences coming down the pipeline, including winter tours of Alaska and immersive experiences in Europe

Revolutionizing Rail Travel

Rail travel is more than just a means of transportation; it is an experience that offers travelers a unique perspective of the world. On the podcast, Liz shares why the slow travel movement is gaining traction, with more travelers seeking to immerse themselves fully in their journeys rather than rushing from one destination to the next.

To provide U.S. travelers with truly immersive experiences, Vacations by Rail focuses on multi-country tours that allow people to explore the cultural and natural landscapes of Europe, Australia, New Zealand, and Japan. These tours are designed to offer more than just a visit to various locations; they aim to create long-lasting memories through well-curated, in-depth experiences.

Promoting Sustainability Through Rail Travel

Sustainability in travel is increasingly important, and rail journeys are inherently more eco-friendly compared to other modes of travel. Liz shares how rail travel supports economic and community sustainability, particularly in small towns and communities along the routes. This sustainable practice not only reduces environmental impacts but also boosts local economies.

Collaboration Opportunities

Collaboration is at the heart of Vacations by Rail’s strategy, especially after its acquisition by Great Rail Journeys in 2019. This partnership has maximized expertise from different markets and fostered a collaborative environment where teams can innovate and share best practices. Liz also discusses the continued importance of networking and building relationships within the travel industry to drive creative change and growth.

Resources:

• Website: https://www.vacationsbyrail.com/
• LinkedIn: https://www.linkedin.com/company/vacations-by-rail
• Personal LinkedIn: https://www.linkedin.com/in/lizowens1/

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, Rob Holmes, Founder of GLP Films shares his experience and insights on sustainable tourism. We discuss how you can impact sustainability through storytelling, and Rob shares several components of storytelling and why it must focus on people at the ground level and be story-driven, not sales-driven.

What You Will Learn in This Episode:

• Why storytelling and sustainability are integral to the tourism industry
• What strategic approach Rob uses for authentic and engaging storytelling in destination marketing
• How sustainability has evolved as a term and its significance in tourism
• Why targeting responsible travelers through storytelling can make a meaningful impact on sustaining a place
• Some of the sustainable travel campaigns Rob’s team has worked on, including sustainability in the Finger Lakes Region, and rewilding in Chile
• How education in sustainability and involving various stakeholders are crucial for the industry’s success

How the Tourism Sector Can Thrive with Sustainability and Meaningful Narratives

We discuss the concept of rewilding—integrating natural, wild elements back into ecosystems, and how incorporating conservation and biodiversity into a destination enriches not just the environment but increases the opportunities for visitors. Rob digs into how the tourism industry can tap into nature-focused tourism, make environmental gains, and improve economic resilience by adopting greener practices.

The Power of Storytelling in Tourism

We go deep into the significance of compelling storytelling. Rob shares why purpose, story arc, characters, and landscape are some of the key components of a great story, whether it’s in a film or a marketing campaign. He describes why authenticity is pivotal and why he believes that stories driven by passion—rather than sales and marketing objectives—enhances sustainable tourism initiatives.

Sharing memorable and emotionally resonant stories does more than attract tourists; it fosters a deeper connection to the destination and its people. When crafted well, these stories invigorate both local charm and environmental consciousness, leading to lasting impressions and repeat visitors.

Real-world Applications

Rob leaves us with actionable insights learned from several campaigns his company has spearheaded. In the Finger Lakes region, a two-year campaign aims to reposition this destination as a sustainable outdoor recreation hotspot. By highlighting local culture and nature-centric activities, the campaign seeks to draw responsible outdoor travelers.

Another campaign in Chile promotes community tourism, encouraging travelers to immerse themselves in local life and support the community economically. Rob’s examples underscore how targeted, authentic storytelling can drive sustainable tourism while benefiting the local community.

Resources:

• Website: https://www.glpfilms.com/
• LinkedIn Personal: https://www.linkedin.com/in/robertbholmes/
• LinkedIn Business: https://www.linkedin.com/company/glp-films/

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 Freddie Strebeck, VP of Client Partnerships at EMC Outdoor, all about how travel and tourism brands can use traditional, lifestyle, and experiential out-of-home advertising to improve their marketing campaign outcomes. We also discuss Freddie’s successes, including his work with Visit Seattle and Montgomery County’s creative Date Night in Montco campaign.

What You Will Learn in This Episode:

• How Freddie and his team used a branded treat truck to deliver a taste of Seattle to feeder cities such as Sacramento, Dallas, and Minneapolis for Visit Seattle’s I Know a Place campaign
• Why planning collaborations in advance and integrating out-of-home marketing effectively is crucial for amplifying a campaign’s message
• What out-of-home channels are and the importance of selecting the right channel for a positive business impact for clients
• Why out-of-home advertising is an important amplification tactic, especially in reaching audiences outside of their homes in a non-intrusive way
• What role artificial intelligence plays in the out-of-home industry, and its potential to improve overall campaign efficiency

The Power of Out-of-Home Advertising

Freddie Strebeck, VP of Client Partnerships at EMC Outdoor, and I dig into some ways his team has creatively used out-of-home advertising in the travel and tourism industry. He shares details of a campaign involving a branded tree truck for Visit Seattle that targeted feeder cities like Dallas, Minneapolis, and Sacramento.

The campaign demonstrated the power of creativity and strategic collaboration by partnering with local businesses, such as an ice cream shop, and earning a spot on Good Morning Sacramento. Freddie emphasizes that pre-planned collaborations are vital to integrating out-of-home marketing effectively and standing out from competitors.

Adapting to a Post-Pandemic World

We chatted about how the COVID-19 pandemic has reshaped out-of-home advertising strategies. Freddie explains EMC Outdoor’s adaptive measures, such as focusing on contextually relevant advertising locations and refining client messaging. Freddie discusses the enduring relevance of out-of-home advertising, particularly in today’s hybrid lifestyle, where people toggle between home and traditional work environments. Freddie also describes why out-of-home is a non-intrusive yet potent way to amplify your brand beyond digital channels

Next Steps for Out-of-Home

We rounded off the show by discussing the future potential of out-of-home advertising, particularly the integration of artificial intelligence (AI) to enhance campaign efficiency and creativity. According to Freddie, AI is not just a futuristic concept but a strategic asset that can accelerate the creative process and enhance client deliverables. EMC Outdoor uses AI to show clients how to use out-of-home to stand out in a competitive landscape by creating more personalized and impactful campaigns.

Resources:

• Website: https://www.emcoutdoor.com/
• LinkedIn Personal: https://www.linkedin.com/in/frederickstrebeck/
• LinkedIn Business: https://www.linkedin.com/company/emc-outdoor/

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!