On this episode of Destination on the Left, Liza Graves shares her journey growing a 100% digital lifestyle publication that she started as a way to help small businesses through the recession. She talks about why it is important to find your North Star and how that can guide you through the ups and downs. We talk through some of the unique ways that StyleBlueprint helps DMOs and tourism businesses reach a traveling audience.

What You Will Learn in This Episode:

• How Liza launched StyleBlueprint during the Great Recession to help support local businesses and why that mission has been the cornerstone of her company’s growth
• Why it’s essential to know your North Star as a business or destination, and how that core purpose can help you navigate challenges like economic downturns and the pandemic
• What it means to tell authentic, experience-driven stories about destinations and small businesses, and why origin stories resonate so powerfully with target audiences
• How StyleBlueprint partners with destinations and DMOs, and what makes a successful collaboration, including the role of co-ops and customized storytelling
• Why identifying your brand or destination’s true story matters more than following trends, and Liza’s tips for discovering and communicating those stories effectively
• How to break through the clutter when pitching stories to media outlets or digital publications, based on Liza’s frontline advice for PR professionals and marketers
• What collaboration and community-building look like in practice, and why Liza believes working together leads to more sustainable, meaningful growth for destinations and businesses

Finding Your North Star

From the Great Recession to catastrophic floods and the uncertainty of the pandemic, Liza knows a thing or two about leading through adversity. Her advice is to have a clear North Star, your guiding purpose and values that keep you focused through turbulent times.

During the pandemic, StyleBlueprint leaned deeply into its core mission: supporting local. Liza reached out personally to partners, offered flexible arrangements, and championed resources like PPP guidance. Because these actions were rooted in authentic care and community, her business not only weathered the storm but emerged stronger and with deeper trust.

Her experience is a master class for tourism professionals: know your core, communicate gratitude, and adapt your offerings while never losing sight of the people and partners who make your destination or business possible.

Finding and Telling Destination Stories That Resonate

One of the signature advantages of StyleBlueprint is the way it dives deep, trading five-point “Top Things to Do” lists for rich, immersive lifestyle features. Liza advocates for destinations and businesses to invest time in uncovering their true stories, often starting with their own origin. Why did you open your restaurant, shop, or B&B? What local traditions or quirks define your town?

It’s not always easy to surface the stories closest to us—we’re often “too close” to see what’s special. Liza encourages hiring a professional storyteller if needed, or leveraging AI tools as a prompt to reflect on why your place or business exists and what personally resonates about its history or community role. These stories aren’t just interesting, they magnetize your ideal visitor and forge lasting emotional connections.

Strength in Partnerships

A standout takeaway from the episode is Liza’s embrace of “coopetition”—forming strategic, collaborative storytelling and marketing partnerships even among traditional competitors. StyleBlueprint’s co-op articles group similar destinations, such as “guys’ weekend getaways” or “mother-daughter retreats,” giving readers variety and context while offering participating locales a cost-effective, high-impact platform.

These efforts enhance authenticity and make it easier for destinations to identify and communicate the unique experiences they offer. The key, as Liza notes, is partnering with platforms that “overdeliver,” know their audiences, and, most importantly, care.

Resources:

• Website: https://styleblueprint.com/
• LinkedIn Personal: https://www.linkedin.com/in/lizagraves/
• LinkedIn Business: https://www.linkedin.com/company/blueprint-inc-local/
• Subscribe to StyleBlueprint’s daily emails: https://styleblueprint.com/ac-subscribe/

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On this episode of Destination on the Left, I talk with John Nguyen, CEO of Heritage Line. In our conversation, John shares his passion for his home in Southeast Asia and describes his luxury cruise line, how he developed it, and how they deliver on unique experiences by going to places that most tour operators cannot access. John describes partnerships that he has built with competing river cruise companies to help develop sustainable practices and facilitate connections between locals and international visitors that make a positive impact.

What You Will Learn in This Episode:

• How John Nguyen overcame losing his sight and used it as inspiration to launch two successful businesses in Southeast Asia’s luxury travel sector
• Why honoring local communities and creating positive impacts in the destinations he visits is central to John’s business philosophy
• What makes Heritage Line’s luxury river cruises unique including access to hidden, off-the-beaten-path villages and authentic guest experiences
• How John developed partnerships and collaborations to promote sustainable practices and protect the villages visited by river cruises
• Why relationships, word-of-mouth, and tailored experiences have been fundamental to reaching high-end international travelers and building reputable brands
• How John and his teams implement philanthropic initiatives such as vocational training and literacy programs to support and empower local communities
• What inspires John’s ongoing projects and new destination explorations, including his process for identifying and creating exceptional travel experiences in emerging regions

Adversity to Industry Leader

Growing up along the Perfume River in Hue, Vietnam, John was surrounded by a rich culture, history, and a profound sense of place. These early influences fueled his passion for boating and inspired the creation of guest experiences that combine authentic local connections with high-end service. After losing his sight in the late 1990s and faced with the daunting prospect of unemployment, John chose entrepreneurship instead. He launched his first venture, Trails of Indochina, in 1999, even before luxury tourism infrastructure existed in Vietnam.

Despite the limited five-star accommodations available at the time, John believed that travelers would value unique, immersive experiences over amenities alone. “I was able to persuade people to stay at just decent hotels, but they got the opportunity to really experience authentic and unique experiences in the region.” This focus on access, storytelling, and local connection formed the foundation for his later river cruise company, Heritage Line.

Small Ships with a Big Impact

By operating boutique ships with as few as six to 27 cabins, Heritage Line is able to visit secluded villages and rarely accessed corners of the Mekong and other major waterways. This approach not only creates exclusivity for travelers but also preserves the intimacy and integrity of local communities.

Guests may visit villages where electricity is a novelty, collaborate with locals on traditional crafts such as textile weaving and wood carving, and support philanthropic projects, including building wells and eradicating illiteracy. Travelers have the opportunity to really learn more about how locals live.

Collaboration Over Competition

As Southeast Asia’s tourism profile has grown, John has witnessed an influx of international operators, some with larger, less community-integrated ships. Rather than seeing them strictly as rivals, John champions “coopetition.” Heritage Line works directly with other cruise companies to build sustainable practices and prevent the negative impacts of overtourism.

By coordinating with these “friendly competitors,” John and his peers can spread the benefits of tourism more equitably, develop vocational and philanthropic programs, and ensure that the arrival of travelers enhances rather than disrupts local communities. Notably, Heritage Line has spearheaded projects to provide clean water, vocational training for marginalized groups, and even tackle illiteracy through book donations and mobile libraries.

For John, the true essence of travel lies in its ability to forge meaningful, transformational connections. Whether helping a guest donate a sampan (boat) to a family, bringing books to a remote village, or enabling visitors to join local festivals, Heritage Line’s experiences go beyond passive sightseeing.

Resources:

• Website: https://heritage-line.com/
• LinkedIn: https://www.linkedin.com/company/heritage-line/

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On this episode of Destination on the Left, I talk with Sean McCarron, General Manager at the Conrad Orlando, about why the magic of any resort is in the people who give it soul. We talk about building a team and a culture that inspires. As Sean explains, there is one team, one mission and one goal. We also discuss external collaborations and partnerships that have been successful for the Conrad Orlando, including partnerships with local attractions, shopping malls and nonprofits.

What You Will Learn in This Episode:

• Why Sean believes building a strong team culture is the single most important factor for guest satisfaction and operational success
• What makes Conrad Orlando and the larger Evermore Orlando Resort stand out in a highly competitive market, including innovative amenities and guest experiences
• How collaboration between different elements of the resort, Hilton’s leadership, and external partners enhances the overall guest experience
• What specific team engagement strategies Sean uses, such as staff-led naming contests and regular roundtable meetings, to create a sense of ownership and empowerment among employees
• How Conrad Orlando successfully builds partnerships with local attractions, shopping malls, and nonprofits to connect guests to the broader community and deliver added value
• Why Sean sees creativity and collaboration as inseparable drivers of innovation and memorable guest experiences in the luxury hospitality sector

Creating a Team-First Culture

For Sean McCarron, culture is the foundation, which is why at the core of Conrad Orlando’s success is a relentless focus on team members. As Sean explains, “Every single position is as important as the next. It’s a wheel and an engine, and if any part isn’t working, the engine doesn’t work.” Satisfied, empowered employees are the primary drivers of exceptional guest experiences, especially when serving the top 3-5% of the global travel market.

Sean’s philosophy centers around creating an environment where employees not only have the support and training to excel but also feel valued and heard. One standout initiative is his monthly meeting with representatives from every department (excluding management), which provides an open forum for sharing feedback, new ideas, and operational insights. Whether it’s naming contests to create a sense of ownership over new features like the cafeteria or relaxation area, or soliciting frontline input on guest experiences, empowerment at Conrad is far more than lip service.

Designing Experiences that Inspire

Opening the flagship Conrad Orlando was an opportunity to reimagine the guest journey from the ground up. Sean and his team took a collaborative, cross-departmental approach to sharing the resort’s many assets. The goal was to create a “one resort” environment where guests are encouraged to explore, relax, and participate in a host of activities designed to rival the allure of central Florida’s famous theme parks. Paddleboarding, kayaking, electric boat tours, and a variety of pools and beaches ensure guests have no shortage of options.

Interestingly, Conrad Orlando has found that guests are now choosing to spend more time on the property itself, often splitting their stays between theme park visits and the activities offered on site—a testament to the resort’s ability to foster a magnetic in-resort community.

Breaking Down Silos On and Off the Property

Sean credits much of the property’s success to a culture of collaboration, both internally and externally. From the earliest planning stages, teams across the Evermore campus shared inspiration, ideas, and strategies, supported by visionary ownership willing to empower creative autonomy. This allows guests to have a cohesive experience across the various components of the greater resort, but also in novel group activities and leisure amenities.

But the collaborative spirit extends beyond the property lines. Conrad Orlando has forged impactful partnerships with local attractions such as Gatorland—bringing in baby alligators for the kids’ club—and with upscale shopping destination Mall at Millenia, which hosts pop-up experiences poolside. The resort’s group programming goes a step further in giving back, with team-building exercises like the “build a bike” scavenger hunt culminating in donations to local children’s charities.

Resources:

• Website: https://www.hilton.com/en/hotels/orlcici-conrad-orlando/
• LinkedIn: https://www.linkedin.com/in/sean-mccarron-407a0512/

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On this episode of Destination on the Left, I talk with Patrick Keyes, Sales and Marketing Manager at Rainbow Air Helicopter Tours in Niagara Falls, about why he believes in coopetition and how collaborations with his competitors have helped him be successful. Patrick explains why being a first call partner to your local and regional DMO is so important, and how you can position yourself to be that partner. He also offers valuable advice on how to work collaboratively at trade shows to build success.

What You Will Learn in This Episode:

• How Patrick developed a regional, visitor-centric mindset by looking beyond traditional industry boundaries
• Why Patrick firmly believes that coopetition drives success for individual businesses and the broader destination
• What innovative steps Rainbow Air Helicopter Tours is taking to transform into a year-round, multifunctional attraction, including their new facility and virtual reality experiences
• Why partnering with local and regional DMOs (Destination Marketing Organizations) allows you to maximize marketing opportunities and industry influence
• Strategies Patrick uses when attending industry trade shows to represent both his own company and the wider Niagara region, and how this approach builds stronger relationships
• How Patrick seeks out unconventional partnerships, like collaborations with wineries and golf courses, to create memorable experiences and extend visitor stays in the region

Leveraging Collaboration for Year-Round Tourism

One of Rainbow Air’s boldest moves has been the development of a new 30,000-square-foot tourism center. This ambitious facility isn’t just a ticket counter; it’s set to become a hub of activity through every season. Traditionally, tourism in Western New York peaks from Memorial Day to Labor Day, but Patrick and his team saw the need for more.

The new tourism center, set to open over Memorial Day weekend, will feature a range of amenities, including gift shops, restrooms, and innovative virtual reality attractions, such as parasailing over Niagara Falls. By offering a range of experiences and amenities, Rainbow Air aims to both attract off-peak visitors and encourage them to extend their stays, laying the groundwork for sustainable year-round tourism.

The Power of Partnerships

A recurring theme throughout Patrick’s career is the essential role of strong relationships with Destination Marketing Organizations (DMOs), regional partners, and fellow attractions. As part of Rainbow Air, he is able to attend trade shows globally, but Patrick insists on representing the region, not just his company. “Know your audience, do your research, and come prepared to advocate for not only your attraction, but complementary experiences that round out the destination,” he advises. Forming partnerships with other attractions enables a rising tide that lifts all ships.

Being proactive, communicating openly, and showing a genuine commitment to representing the community as a whole are so important. When DMOs trust that you’ll be a reliable, high-quality option, you’re top of mind for press trips, FAM tours, and state-led opportunities.

Creative Collaborations

Rainbow Air’s vision for cross-industry cooperation doesn’t stop at helicopter tours. Patrick is exploring partnerships with local wineries, golf courses, and historical sites. Imagine custom packages where visitors enjoy an aerial tour before being whisked away to a vineyard for a picnic. Or collaborating with the local wine trail for multi-stop experiences. By thinking creatively about what both locals and travelers want, Rainbow Air extends an invitation for everyone to participate in the region’s success.

What excites Patrick most is not just Rainbow Air’s growth, but the chance to be “a beacon” for others in Niagara Falls. By investing in innovation and actively inviting everyone to the table, he hopes to create a mutually beneficial model, one where attractions, large and small, lean on each other to make the region irresistible and vibrant, every season of the year.

Resources:

• Website: https://www.rainbowairinc.com/
• LinkedIn: https://www.linkedin.com/in/patrick-keyes-1001186/

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!