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