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/
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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 of. 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/
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!
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 of. 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 of. Here is a quick tutorial on how to leave us a rating and review on iTunes!