On this episode of Destination on the Left, I talk with Andrea Ross, Business Advisor & Executive Coach for Travel Entrepreneurs, all about what it takes to build a successful business in the travel, tourism, and hospitality industry. She explains why focusing on enterprise value and enterprise health is hugely important and why you should not only know what success means to you, but also know how to track it. We also dive into the three key areas that businesses should focus on: financials, process and procedures, and their team.

What You Will Learn in This Episode:

• How Andrea built a successful travel and tourism business in Southeast Asia by bootstrapping a bed and breakfast, launching a tour company, and ultimately scaling operations across several countries
• Why business owners must create their own vision and business model
• What enterprise value and enterprise health mean for travel businesses, and why focusing on these is essential for day-to-day operations and long-term sustainability
• How business owners can assess the health of their company, build a roadmap for growth, and differentiate between working on what’s urgent versus what’s important
• Why financials, processes and procedures, and team development are the three most common areas where travel businesses should focus to improve their enterprise health
• How developing strong leadership, empowering team members, and building the right organizational structure can give owners more freedom and drive business success
• What steps Andrea recommends for business owners who want to understand their financials better, even if numbers aren’t their strong suit, and how to leverage resources and networks to build financial literacy

Core Success Principles in the Travel and Tour Industry

One of the biggest challenges Andrea highlights is the sheer variety of business models in travel and tourism. With tour operators, DMOs, DMCs, and FITs, each with unique structures, founders are often left to chart their own course. Overarching business principles still apply: passion, dedication, clear vision, and hard work are the fuel for any successful enterprise—regardless of geography or sector.

Knowing your market, defining your unique value, and setting clear, achievable goals are all foundational. Andrea encourages business owners to continually ask: “What does success look like for me, and how am I tracking that?”

Treat Your Business as an Asset

A recurring pitfall is failing to view your business as the major asset it is. Many travel business owners pour years of effort and substantial financial resources into their companies, but neglect to plan for the long game. They’re not running their organization so it can be handed over, acquired, or at least run independently of their daily presence.

Andrea advocates setting a clear vision to build flexibility and freedom into the business. Whether your goal is acquisition, succession, more time to travel, or simply reducing burnout, only a defined destination can chart the course. And, critically, this vision should evolve with you.

Three Pillars of a Healthy Travel Business

Andrea identifies three areas where travel businesses most often need shoring up:

1. Financials: Clean, timely reporting, a growth pro forma, and cash flow planning are essential, especially in an industry marked by seasonality and complexity.
2. Processes & Procedures: Too many companies operate with critical knowledge trapped in someone’s head. Andrea recommends mapping your customer journey and using tools (like Tango AI) to document workflows, templates, and best practices so anyone can step in when needed.
3. The Team: Your people determine your company’s fate. Leaders have to empower teams, develop leadership so urgent problems aren’t always landing on their plate.

As Andrea says, “work on what’s important, not urgent”. Step back from daily fires and focus on what matters for long-term health. Set a vision, track progress, and work on big picture issues rather than constant firefighting.

Resources:

• andrea@cultivateadvisors.com
• www.kaanect.life
• Health and Value Assessment
• Tango AI
• Customer Journey Template

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On this episode of Destination on the Left, Florence Li, Director of International Development for Songtsam Resorts, shares how her family-owned luxury boutique hotel collection has built its reputation by opening hidden doors to remote destinations in Tibet and Yunnan. She explains how Songtsam differentiates itself by offering immersive cultural experiences, empowering local communities through creative staffing solutions, and staying deeply committed to sustainability. Florence also highlights how the brand’s mission to preserve Tibetan culture and protect the environment resonates with today’s travelers seeking meaningful, soul-connected journeys.

What You Will Learn in This Episode:

• How Florence’s personal journey in hospitality prepared her to help grow Songtsam’s international presence
• Why Songtsam positions itself as a “soft adventure” brand that connects travelers to remote and spiritual destinations
• The creative approach Songtsam uses to train and empower local staff in small villages
• Why cultural preservation, job creation, and environmental protection form the backbone of Songtsam’s sustainability mission
• How partnerships with educational organizations have expanded opportunities for cultural exchange
• The ways Songtsam is responding to trends in wellness, niche experiences, and post-COVID travel behaviors
• Exciting new projects, including winery hotels and upcoming properties in Kunming and Lhasa

Opening Hidden Doors: Immersive Travel in Remote Regions

Songtsam’s lodges are designed to do more than provide a luxury stay — they immerse travelers in the cultural and natural landscapes of Tibet and Yunnan. Set along the storied Tea Horse Road, each property invites guests to step into a world of tradition, heritage, and connection. Florence explains how Songtsam’s “soft adventure” approach gives visitors the chance to engage deeply with local communities, from hands-on crafts to spiritual exploration.

For seasoned travelers who crave meaning as much as comfort, this blend of cultural authenticity and refined hospitality opens doors to experiences that feel both rare and transformative. Florence reveals why more people are seeking out these off-the-beaten-path destinations — and how Songtsam has positioned itself to meet that growing demand.

Empowering Local Communities Through Creative Staffing Solutions

One of the most inspiring aspects of Songtsam’s story is its commitment to employing and empowering people from the villages surrounding its properties. Florence acknowledges the challenges of building a world-class hospitality team in places where many residents have little formal education or exposure to global travel. Yet what could have been a limitation became an opportunity for innovation.

By finding creative ways to train staff — including trips to see luxury hotels abroad — Songtsam helps local employees gain confidence and skills that transform not only their careers but their communities. Florence shares powerful stories of villagers who have become hotel managers, and how this model has kept jobs, income, and pride rooted in places that might otherwise lose their youth to the cities.

Sustainability as a Core Commitment

For Florence and Songtsam, sustainability isn’t a program; it’s a philosophy that shapes every decision. She describes a three-part approach that balances cultural preservation, job creation, and environmental responsibility. From reviving ancient handicrafts through guest experiences to reducing plastic waste and operating Tibet’s first low-carbon hotel, Songtsam demonstrates how tourism can be both luxurious and mindful.

Wellness is another key dimension of their vision. Drawing on Tibetan healing traditions, Songtsam incorporates meditation, yoga, and natural ingredients into guest experiences that nourish both body and spirit. Florence invites listeners to consider how sustainability and wellness can go hand in hand — not just as trends, but as guiding principles that enrich travel for both visitors and host communities.

Resources:

• Website: https://www.songtsam.com/en
• LinkedIn Personal: https://www.linkedin.com/in/florence-li-87168b184/
• LinkedIn Business: https://www.linkedin.com/company/songtsamgroup/
• Email contact: info@songtsam.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!

On this episode of Destination on the Left, I talk with Susan Robertson, Possibility Architect at Sharpen Innovation and Harvard instructor. Susan shares why so many of us lose our sense of imagination as we grow up and how we can get it back by embracing curiosity and being open to mistakes. We also discuss how even the wildest brainstorming ideas can lead to real breakthroughs and role-play through a few examples to demonstrate that creativity isn’t just for artists; it’s something we can all tap into to spark fresh ideas.

What You Will Learn in This Episode:

• How Susan Robertson transitioned from a career in consumer packaged goods marketing to becoming a leading expert in creative thinking and innovation
• Why many adults lose their sense of creativity as they mature, and what neuroscience and research reveal about unlearning imagination and originality
• What common mental roadblocks, like negativity bias and “yes, but” thinking, prevent teams and individuals from generating new ideas and how to overcome them
• How Susan’s GPS (Great Problem Solving) methodology can be applied to brainstorming sessions to unlock more creative and practical solutions
• Why embracing divergent (expanding) and convergent (narrowing) thinking is essential for effective ideation and problem solving during group sessions
• What practical techniques you can use to encourage wild ideas in brainstorming, and how to turn seemingly “crazy” thoughts into innovative, actionable outcomes
• How replacing judgmental language with open-ended “how might we” questions improves collaboration, sparks better ideas, and leads to breakthrough results

How Negativity Bias Sabotages Innovation

Internal psychology, not lack of talent, is often the biggest barrier to fresh thinking. Susan points to our shared cognitive biases, especially “negativity bias,” as a prime culprit. This is the tendency for negative experiences or feedback to have a greater impact on our thoughts and behaviors than positive ones.

In a group or brainstorming session, this bias often emerges as “yes, but” thinking. Someone suggests an idea, and the immediate response is to agree superficially while pointing out flaws, the “yes, but” that immediately follows. The thing is, though, if you’re never willing to be wrong, you’re never going to try anything different or imagine anything that doesn’t exist, shooting down the impractical points right away can stifle the kind of out-of-the-box thinking needed for innovation.

Transform Brainstorms into Breakthroughs

Susan shares a solution in the form of her GPS methodology, which stands for Great Problem Solving. Here’s how it works:

1. List What’s Great – When an idea is proposed, first focus on what’s interesting, valuable, or potentially exciting about it, even if the idea seems wild or impractical, make a detailed list of these positives.
2. Frame Problems as Opportunities – Instead of jumping to objections, articulate any concerns as “How might we…?” or “How can we…?” questions. For instance, if an idea seems too expensive, avoid the instinctive “That will cost too much!” Instead, ask, “How might we make this more affordable?”
3. Iterate and Combine – Use this list of positive elements and problem-solving questions to evolve the idea. Change as much as needed to address concerns, while preserving what’s new and valuable.

Sparking Wild Ideas or the “Get Fired” Technique

To truly innovate, sometimes you have to go wild on purpose. Susan’s favorite technique is to ask everyone to suggest a solution so extreme they’d be fired if it were ever implemented. These over-the-top ideas get creative juices flowing and give psychological permission to break free from conventional limits.

Once those “get fired” ideas are out there, use Susan’s GPS (Great Problem Solving) method to extract their most intriguing or practical elements and rework them into real-world solutions.

Susan recommends making a clear distinction between two modes in group innovation: divergence (generating many wild and varied ideas) and convergence (narrowing down and selecting the best options). By keeping these phases separate—and signaling to the group which mode you’re in—you encourage participation and avoid shutting down ideas prematurely.

Resources:

• LinkedIn: https://www.linkedin.com/in/susanrobertson/
• Website: https://www.susanrobertsonspeaker.com/

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On this episode of Destination on the Left, I talk with our summer intern, Nathan Oyer, who’s about to head back to Binghamton University. In this episode, you’ll hear a candid introduction with Nathan about his experiences as a TAP intern, then we’ll dive right into the training session Nathan led for our team. He shares his insights and research on what makes Gen Z tick, from their love of authentic marketing to the language and wellness trends driving their travel decisions.

What You Will Learn in This Episode:

• Why understanding the differences between generations is key when crafting messages and campaigns aimed at Gen Z versus Millennials, Gen X, or Boomers
• What makes Gen Z unique as consumers, including their desire for relatable, authentic, wellness-oriented experiences
• How language and slang can both help and hinder brands when communicating with Gen Z
• Why relatability, authenticity, and micro-influencers now matter more than celebrity endorsements when engaging with Gen Z audiences
• What role wellness plays in Gen Z’s travel and purchasing decisions, and how destinations and brands can tap into this trend
• How Gen Z views and responds to cancel culture and why transparency and a willingness to learn from mistakes are so critical

Bridging Generational Gaps in Tourism Marketing

To market effectively, it’s essential to understand the context and experiences that have shaped each generation. Nathan outlined a generational roadmap, from Baby Boomers who value face-to-face connections, paper mail, and research-driven marketing—all the way to Gen Z, born between 1995 and 2009.

Unlike previous generations, Gen Z grew up with technology at their fingertips. They’re digital natives, expect user-friendly web interactions, and are famous for their short attention spans. Where Millennials (born 1980–1994) might be drawn to nostalgia and Instagram, Gen Z’s heart belongs to TikTok, Snapchat, and real-time, less-curated microcontent.

Slang to Improve Storytelling

One playful, but important, aspect discussed was slang. Gen Z’s ever-evolving language isn’t just about new words; it’s a reflection of community, humor, and relatability. Nathan led the TAP team through some current favorites (like “NPC,” and “no cap”), but did share a word of caution that slang is tricky territory for brands. Using slang can humanize a brand and make content pop, but if brands try too hard or use trends after their expiration date, they risk coming across as “cringe” (Gen Z’s word, not ours).

Wellness, Sustainability, and Social Responsibility

Wellness isn’t just a trend for Gen Z, it’s a lifestyle. They’re proactive about their mental and physical health, seeking out travel experiences that contribute to self-care and well-being. When looking for ways to engage Gen Z travelers there are lots of opportunities around trips like spa retreats, vegan experiences and sustainable stays. To connect with Gen Z, brands have to blend strategy with sincerity: adopt the right language, stay up to date with trends, and continuously center authenticity and purpose.

Resources:

• Website: https://travelalliancepartnership.com/
• LinkedIn: https://www.linkedin.com/in/nathanoyer/
• Slides: https://travelalliancepartnership.com/wp-content/uploads/2025/09/PESO-101-Speak-Their-Language.pdf

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!