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

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

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

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

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

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

What You Will Learn in This Episode:

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

Understanding Travel Trends in the Face of Financial Concerns

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

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

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

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

Importance of Data and Research in Making Informed Marketing Decisions

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

Resources:

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

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

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

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

What You Will Learn in this Episode:

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

Coopetition in the Tourism Industry

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

The Role of the Meaningful Travel Map

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

The Role of the Meaningful Travel Map

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

Resources:

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

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

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

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

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

What You Will Learn in This Episode:

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

Transitioning from Passive Visitors to Active Global Citizens

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

Creating and Promoting Responsible Tourism Experiences

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

Standing Out Through Responsible Practices and Unique Storytelling

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

Resources:

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

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

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

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

What You Will Learn in this Episode:

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

How to Use AI in Marketing

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

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

AI Education and Resources for Marketers

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

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

Resources:

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

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