On this episode of Destination on the Left, I talk with Oliver Winter, CEO and Founder of a&o Hostels, for an inspiring conversation about his entrepreneurial journey, from traveling on a shoestring budget to building one of the largest hostel brands in the world. We talk about his focus on being a cost leader, not a price leader, and how that translates to a guest experience that works for small pockets while still serving the needs of his guests. Oliver also shares his passion for sustainability and how his company has been able to move from an 18-kilogram per guest carbon footprint to just a 3.8-kilogram per guest carbon footprint.

What You Will Learn in This Episode:

• How Oliver turned his personal travel experiences into founding one of the largest hostel brands in Europe
• Why being a cost leader (rather than just a price leader) shapes a&o Hostels’ unique value proposition and guest experience
• What makes the hostel guest experience distinctive, especially in terms of shared spaces, social atmosphere, and accommodation variety
• How a&o Hostels attracts diverse customer segments―from student groups to families, digital nomads, and backpackers―and the distribution strategies that work for them
• Why sustainability became a central focus for a&o Hostels, and how they’ve reduced their carbon footprint by over 80% per guest overnight
• What’s next for a&o Hostels, including the big announcement of a new luxury budget brand to extend their reach and serve evolving traveler needs

Creating Value Without Compromise

One of the cornerstone philosophies for a&o Hostels is being a “cost leader,” not just a “price leader.” This means that they streamline operations and get rid of unnecessary frills while keeping the essentials, like comfort and safety, readily accessible. The hostels boast large capacities (an average of 800 beds per location), centralized operations, and shared facilities, striking a balance between affordability and a vibrant, social guest experience.

Rather than confining the traveler’s experience to private rooms, a&o focuses on engaging common areas, such as 24/7 bars, kids’ zones, and flexible working spaces. These communal amenities give great opportunities for people to connect, appealing to families, digital nomads, student groups, and backpackers. The model values shared spaces over luxury and, in doing so, builds community.

Evolving Guest Profiles and Modern Distribution Channels

a&o Hostels caters to a wide range of guests, with profiles shifting based on season and day of the week. Midweek guests are often student groups and school tours, while weekends and holidays attract families and independent travelers. The brand is found on major OTAs like Booking.com and Expedia, but has also cultivated a strong direct booking channel via their own website.

The flexibility in room types, from single or twin rooms for teachers and families to dorm-style accommodations for groups, further enhances their accessibility. This adaptable approach enables a&o to welcome anyone from school-aged travelers to budget-conscious business guests.

Sustainability as a Core Company Value

Beginning in 2015, Oliver and his team took a pioneering approach by closely tracking and reducing their carbon footprint per guest. Initially, a&o’s footprint was already lower than average (18kg CO₂e per overnight stay, compared to 25kg at home), primarily thanks to shared spaces and efficient building use.

But instead of settling, a&o set their sights higher. Through targeted operational changes—reducing waste, switching to renewable energy contracts, limiting disposables, and leveraging automation—they slashed their footprint by 80% to just 3.8kg per guest. What’s more, many sustainability initiatives actually resulted in cost savings, debunking the myth that going green is always expensive.

Resources:

• Website: https://www.aohostels.com/
• LinkedIn Personal: https://www.linkedin.com/in/oliver-winter-berlin/
• LinkedIn Business: https://www.linkedin.com/company/aohostels/

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!

We’re taking you on a road trip through the future of tourism in Atlantic Canada. You’ll hear firsthand from tourism leaders on how the region captivates new generations of travelers while staying true to its maritime roots. We also spotlight the rise of Indigenous-led travel experiences and the wave of creativity from local artisans. From group travel trends to the power of regional collaboration, each story underscores how Atlantic Canada’s tourism pros aren’t just adapting—they’re shaping what meaningful travel looks like for the years ahead.

In this episode, you’ll hear from these knowledgeable tourism leaders:

• Molly Vail: https://www.linkedin.com/in/molly-vail/
• Nancy Petrie: https://www.oakislandresort.ca/
• Natalie Kaftan: https://www.linkedin.com/in/nataliekaftan/
• Katherine Verreault: https://www.linkedin.com/in/katherine-verreault
• Kelley Keefe: linkedin.com/in/kelley-keefe-07841a1a6
• Robert Thomas: https://www.linkedin.com/in/robert-thomas-225165161/
• Desirea Goodyear: https://www.linkedin.com/in/desirea-goodyear-77294a26b/
• Tasha Robitaille: https://www.linkedin.com/in/tasha-robitaille-0a790029/
• Wahab Khan: https://www.linkedin.com/in/wahab-khan-b809862ab/
• Jacob Sheehan: https://www.linkedin.com/in/jacob-sheehan-71ba578b/
• Jen Silliphant: https://www.linkedin.com/in/jen-silliphant/

What You Will Learn in This Episode:

• How Atlantic Canadian tourism leaders are embracing innovation and sustainable growth to shape the future of travel in the region
• Why collaboration and partnership is essential for delivering impactful guest experiences
• What trends are emerging in traveler interests, including immersive cultural experiences, wellness tourism, and eco-friendly adventures
• How the region is adapting to the rising interest from younger travelers, families, and international visitors
• Why authenticity, local culture, and culinary experiences are setting Atlantic Canada apart as a travel destination
• How Indigenous tourism and wellness-focused offerings are growing and diversifying the visitor experience
• What successful creative collaborations look like in practice

Innovation Rooted in Community Collaboration

Community lies at the heart of Atlantic Canada’s tourism ethos. This spirit of partnership, as showcased at the Atlantic Canada Showcase event, has made the region a model for collaborative success. Provinces, cities, and businesses work hand-in-hand to offer amazing visitor experiences and nurture economic growth.

Four provinces unite to market the region, develop meaningful partnerships, and promote the Maritimes. These collaborations aren’t just behind the scenes—they tangibly widen access for visitors and amplify the region’s reach in international markets.

Authenticity is the Maritime Edge

If there’s one word repeated by tourism leaders throughout the episode, it’s “authenticity.” Atlantic Canada isn’t about cookie-cutter vacations; it’s about experiences crafted by the local communities. Molly Vail from Discover Halifax highlights how the city blends youthful energy with maritime charm, offering guests handcrafted itineraries that range from vineyards to vibrant nightlife.

Natalie Kaftan of Tauck emphasizes the enduring appeal of the Maritimes’ local character and color. Visitors are drawn to real people, unique food, and meaningful cultural exchanges, not just passive sightseeing. As travel trends shift worldwide, immersive itineraries and authentic local engagement are increasingly in demand. Whether it’s an Acadian caviar tasting in New Brunswick or a craft-making workshop in Mahone Bay, guests are eager for stories and experiences that go beyond the surface.

Growing Demand for Indigenous and Wellness Experiences

Indigenous-led tourism is gaining extraordinary momentum in Atlantic Canada. Robert Thomas from the Newfoundland and Labrador Indigenous Tourism Association shares how guests now seek engagement with indigenous cultures—culinary experiences, guided hikes with elders, and artistic workshops are just the beginning. Tasha Robitaille’s La Belle Cabane healing sanctuary offers a blend of wellness and indigenous knowledge, where visitors can participate in breathwork sessions, explore Métis traditions, and join healing retreats that are as restorative as they are educational.

This surge in interest reflects a broader travel trend: visitors crave deeper connection, healing, and learning as much as recreation. Ultimately, Atlantic Canada Showcase itself, described as “intimate,” “impactful,” and “powerful” by my guests, epitomizes the region’s strengths. Small size becomes an advantage, enabling tight-knit partnerships, genuine hospitality, and real dialogue among industry leaders. Whether partnering across cities or developing cross-province itineraries, success is shared and multiplied.

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!

This week on Destination on the Left, we bring you the first special roadshow installment from the Atlantic Canada Showcase 2025 in beautiful Saint John, New Brunswick. In this episode, we dive into the deep-rooted community spirit and storytelling tradition that make Atlantic Canada such a fantastic destination.

You’ll hear firsthand from passionate tourism professionals across the region, who will share powerful insights on how authenticity, connection, and collaboration are shaping travel experiences in Atlantic Canada—offering everything from local cuisine and hands-on adventures to heritage attractions and indigenous-led hospitality.

Get ready to discover why Atlantic Canada continues to redefine what it means to experience genuine hospitality.

In this episode, you’ll hear from these extraordinary leaders:

• Aubrey Reine: https://www.linkedin.com/in/aubrey-reine-30913062/
• Annick Robichaud-Butland: https://www.linkedin.com/in/annick-robichaud-butland-bb436b68/
• Christy Elliott: https://balsamridgeforestdomes.ca/
• Melissa Lansing: https://www.linkedin.com/in/melissa-lansing/
• Chelsey Gould: linkedin.com/in/chelsey-gould
• Olivia Morley: https://www.linkedin.com/in/olivia-morley-0a2627171/
• Judith LaBrie: ca.linkedin.com/in/judith-labrie-49a46315
• Lois Whitlock: https://wolastoqcasino.com/
• Rebecca Whiffen: https://www.linkedin.com/in/rebecca-whiffen-a89934320/
• Xavier Gauvin: https://tourismepeninsuleacadienne.ca/en/
• Jordan Jamison: https://www.linkedin.com/in/jordan-jamison-nb/
• Marcy Barnes: https://www.linkedin.com/in/marcy-barnes-8b98092b/

Authenticity is the Bedrock of Atlantic Canada’s Appeal

More and more, travelers crave experiences that feel genuine; not manufactured or packaged, but rooted in the real culture and history of a place. As our guests point out, Atlantic Canada captures the essence of what travelers are seeking in 2025, authenticity, connection, and a sense of place. Whether it’s coastal escapes, heritage attractions, or culinary adventures, guests find themselves meeting people with deep roots and big hearts, engaged in traditions that tie them to the land and sea.

This sense of authenticity isn’t just a surface feature, it’s immersive and personal. As travelers become savvier, the human warmth and raw natural beauty of Atlantic Canada offer lasting impressions that go far beyond the typical tourist checklist.

Creating a Sense of Belonging

The region’s defining feature isn’t just its scenery—it’s the spirit of its people. “Family,” “welcome,” “authentic,” and “wonderful” were the most common words repeated by various tourism professionals when asked to sum up the Atlantic Canada Showcase experience. For Annick Robichaud-Butland, the laid-back lifestyle and genuine friendliness are irresistible for those looking to escape the rushed pace of everyday life.

This communal sense goes deeper, too. Leaders like Christy Elliott from Balsam Ridge Forest Domes emphasize personal attention and the importance of treating every guest like family. At King’s Landing Historical Settlement, the experience isn’t just about history—it’s about making personal connections that make visitors feel it’s “their King’s Landing, not just ours,” as Melissa Lansing shares.

Across properties and attractions, the trend is clear: travelers want to feel like locals, supported by genuine interactions, community-driven partnerships, and experiences that foster a true sense of belonging.

A Cooperative Spirit Elevates the Guest Experience

Atlantic Canada’s tourism boom is built on a foundation of cooperation. Tour operators and destinations frequently cross-sell one another’s products and services, ensuring that visitors enjoy fully-rounded itineraries and seamless transitions between provinces. For Annick Robichaud-Butland, collaborating with other receptive tour operators means providing a well-rounded itinerary and boosting economic potential for all partners.

Organizations like Explore New Brunswick also highlight region-wide cooperative marketing efforts, such as the Atlantic Canada Agreement on Tourism—a pitch that unites Newfoundland, New Brunswick, Nova Scotia, and Prince Edward Island under one friendly umbrella. This collaborative approach allows the region to punch above its weight, attracting record numbers of buyers and making Atlantic Canada a must-watch destination on the travel map.

Sustainability, Seasonality, and Personalization

As travel recovers post-pandemic, Atlantic Canada is seeing dynamic changes in visitor interests. Regenerative travel, off-season exploration, culinary journeys, heritage tourism, and multi-generational trips are all on the rise. Local experts are adapting by introducing winter offerings, hands-on activities, food-and-beverage experiences, and expanding digital storytelling platforms to reach both Canadian and international audiences.

Repeat guests are increasing, with many super fans returning year after year to deepen their exploration. New partnerships, enhanced seasonal operations, and innovations—like Nordic spas and astro-tourism—are key drivers keeping the region vibrant and relevant.

Above all, Atlantic Canada consistently inspires, welcomes, and connects with travelers in ways that are both meaningful and memorable. Atlantic Canada isn’t just a destination—it’s a way to feel at home, no matter where you’re from.

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 Chris Mondini, Vice President of Stakeholder Engagement and Managing Director of Europe for ICANN, and Dusty Trevino, CEO of Dot Vegas. We will learn how top-level domains are created and what domains like Dot Vegas can do to help a brand stand out. Our conversation is informative, educational, and will give you a whole new perspective on your brand’s Internet address.

What You Will Learn in This Episode:

• How top-level domains (TLDs) are created and why the addressing system of the Internet matters
• Why distinctive TLDs, like Dot Vegas, offer a strategic advantage for destination branding and marketing
• What it takes to register your own top-level domain, including the technical, financial, and organizational requirements necessary
• How geographic domains (such as .vegas, .nyc, and .brussels) can strengthen place identity and foster trust
• Why cities and entrepreneurs collaborate in launching city-based TLDs, and how community endorsement is essential for successful implementation
• How adopting new TLDs can make brands more memorable to prospective visitors, and help organizations stand out from the crowd

Demystifying Top-Level Domains

A memorable web address is more than just a convenience, it’s an essential tool for branding, discoverability, and trust. Chris Mondini, Vice President of Stakeholder Engagement and Managing Director of Europe for ICANN, and Dusty Trevino, CEO of Dot Vegas, discuss how TLDs like .vegas, .paris, and .nyc can be invaluable assets for destination marketers, tourism professionals, and place branding experts.

Most consider internet domains an afterthought, but as Chris explains, they’re the backbone of online connectivity. The Internet isn’t a single global network—it’s tens of thousands of independently operated networks that agree to connect using common protocols and a shared addressing system. Fifteen years ago, there were only a handful: .com, .net, .org, and so on. Today, there are TLDs for cities (.nyc, .paris), concepts (.guru, .xyz), and more, opening new doors for personalized branding and community-building online.

The Dot Vegas Story

Dusty offers an inside look into operating Dot Vegas, which shows how a custom domain can amplify a destination’s brand. Unlike some city domains, .vegas is globally accessible; anyone can register, regardless of residency. This flexibility enables local businesses, tour operators, and organizations worldwide to associate themselves with the Vegas brand, strengthening their ties to the city’s renowned excitement and appeal.

Why Top-Level Domains Matter for Marketers

A custom TLD isn’t just a vanity URL. Operating a TLD means running a piece of internet infrastructure and directly controlling your digital address, data queries, policies, and trust signals. For marketers, there are lots of benefits:

• Brand Identity: A city or region TLD immediately communicates place and can reinforce local pride.
• Discoverability: Words like “weddings.vegas” are memorable, making campaigns more effective and easier to recall.
• Trust & Security: A TLD operated or endorsed by local government or a trusted entity assures users of authenticity—crucial for e-commerce, municipal services, and tourism.
• Data Insights: TLD operators gain visibility into traffic and usage, supporting more targeted digital strategies.

If you see “.yourcity,” you can trust you’re connecting with the real brand.

Top-level domains aren’t just technical jargon; they’re strategic marketing tools that can transform destination branding, promote community engagement, and build trust with global audiences.

Resources:

• Website: https://www.icann.org/
• LinkedIn: https://www.linkedin.com/in/cmondini/
• LinkedIn: https://www.linkedin.com/in/dustin-trevino-743064a/

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 Tannis Gaffney, Chief Marketing Officer of Travel Alberta. Tannis walks us through the strategy behind Canada’s wild side branding and the secret behind making their brand permeate everything they do. She shares more about Travel Alberta’s collaboration with Indigenous Tourism Alberta and how that relationship has evolved, opening up new immersive cultural experiences for the right types of travelers.

What You Will Learn in This Episode:

• Why Alberta chose to reposition its brand around “Canada’s Wild Side” and how leaning into national identity helps the province stand out
• How research on traveler sentiment influenced their messaging
• How Travel Alberta encourages creativity and agility, allowing the team to rapidly jump on relevant trends and opportunities
• How their partnerships are creating authentic, immersive cultural experiences for visitors
• What strategies Alberta is using to attract American travelers, especially in the winter season
• How Travel Alberta operates as part of a collaborative “wolf pack” ecosystem, working closely with DMOs, operators, and national partners to drive tourism growth across the province

Reimagining Alberta and Showing Off Canada’s Wild Side

Tannis and her team faced a dilemma familiar to many regional DMOs: international travelers often know Canada’s big cities, but not its provinces. Travel Alberta strategically shifted their messaging and instead of leaning exclusively on provincial identity, they now lead with the power of the Canada brand and then highlight Alberta as its most adventurous, untamed offering.

By anchoring Alberta’s appeal in both its jaw-dropping natural diversity (like six UNESCO World Heritage sites) and the undeniable warmth of its people, the new branding sidesteps “provincial” confusion, offering travelers an invitation to experience “Canada’s Alberta”, a place where wild landscapes meet welcoming hospitality.

Creative Agility

Tannis credits much of Alberta’s marketing agility to her strategic council. This monthly internal brainstorm is an incubator for spontaneous, opportunistic marketing ideas—ways to seize trends or conversations in innovative, resourceful ways.

Take “The Last of Us” TV series, filmed in Alberta. The team quickly released itineraries mapping out the show’s filming locations. The response was phenomenal: a thousand percent spike in website traffic as fans sought to experience these sites in real life.

Another standout was the “Alberta’s Least Liked” campaign, humorously spotlighting untouched, under-visited gems with a tongue-in-cheek video set to sad music and a sobbing moose. The effort won a creative innovation award at the Skift Global Forum and effectively helped spread tourism beyond hotspots, encouraging discovery without overburdening popular destinations.

Partnerships and Indigenous Tourism

A cornerstone of Alberta’s approach is genuine partnership across organizations, sectors, and communities. Travel Alberta’s collaboration with Indigenous Tourism Alberta (ITA) stands out as a model. Not only do Travel Alberta and ITA share office space, but their relationship is built on time, trust, and mutual respect. ITA leads in experience development with their members; Travel Alberta amplifies their stories and ensures the right, respectful traveler connects with authentic Indigenous experiences, like the acclaimed Métis Crossing, a boutique hotel and cultural hub on the North Saskatchewan River. This partnership reflects Indigenous values of sustainability, relationship-building, and stewardship, offering a far richer, more transformative experience for visitors.

Resources:

• LinkedIn Personal: https://www.linkedin.com/in/tannis-gaffney-076689/
• Website: https://www.travelalberta.com/
• LinkedIn Business: https://www.linkedin.com/company/travelalberta/
• To Be An Albertan: https://www.youtube.com/watch?v=5zzN-fV5HJM

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 bring together three trailblazers for a candid community conversation about the heart of collaboration in the travel and tourism industry. Joining are Dave Herrell, President and CEO of Visit Quad Cities; Rebecca Mackenzie, President and CEO of the Culinary Tourism Alliance; and Sage Hamilton-Hazarika, Corridor Coordinator for the Underground Railroad Consortium of New York State.

Together, we discuss what true collaboration looks like, and the panel explores how putting trust, vulnerability, and outcomes over ego unlocks success not just in visitor numbers, but in cultural pride, reconciliation, and the preservation of stories and identity. My guests share real-life examples of cross-boundary partnerships, from bold destination branding to the creation of transformative culinary and heritage tourism experiences.

What You Will Learn in This Episode:

• Why collaboration in tourism is increasingly about trust, vulnerability, and prioritizing outcomes over individual recognition
• What tangible impacts true collaboration can have, from advancing reconciliation and celebrating cultural heritage to building destination resilience and social pride
• How Visit Quad Cities strategically collaborates with less resourced organizations to build regional brands and blur the lines between tourism, resident attraction, and economic development
• Why even small, volunteer-driven organizations can punch above their weight by leveraging partnerships for major projects
• What “radical collaboration” means to the panelists, and how adopting a mindset of openness and flexibility allows for bold, innovative work
• How the panelists measure the success of collaborative initiatives with a broader lens  that builds community and legacy

Lessons from Destination on the Left’s Community Conversation

Collaboration isn’t just a buzzword—in the travel, tourism, and hospitality industry, it’s the engine that powers growth, creativity, and resilience. Drawing on stories from Dave Herrell of Visit Quad Cities, Rebecca Mackenzie of the Culinary Tourism Alliance, and Sage Hamilton-Hazarika of the Underground Railroad Consortium of New York State, this conversation revealed that radical collaboration means far more than sharing resources—it’s about trust, vulnerability, and transcending individual mentality.

Success in this industry isn’t a zero-sum game. Rather than competing, travel professionals thrive when they collaborate, lifting each other up and focusing on shared wins rather than territorialism.

Collaboration in Action: Three Inspiring Examples

For Dave Herrell, collaboration is built into the DNA of Visit Quad Cities, a regional destination marketing organization spanning 58 communities across two states. Bringing together diverse municipalities, counties, and funding sources demands a strategic approach. Dave described their innovative partnership with the local chamber of commerce to develop unified branding and marketing messages for the region, intentionally blurring the lines between promoting tourism, economic development, and livability.

Rebecca Mackenzie painted a picture of taste of place, showcasing how food and drink tell powerful stories about a region’s heritage. The Alliance’s recent event in Nova Scotia exemplifies radical collaboration: over 12 months, culinary organizations, Indigenous tourism networks, Parks Canada, DMOs, and local operators built an immersive experience intertwining Mi’kmaq history, language, and cuisine. The event attracted visitors outside peak season and fostered social impact and cultural pride.

As the sole paid employee in a mostly volunteer-run organization, Sage Hamilton-Hazarika knows firsthand how partnership is essential for small nonprofits punching above their weight. Through collaboration with DMOs, historians, and national heritage areas, the Consortium is developing the Harriet Tubman Scenic Byway, which will connect historic sites across New York and beyond.

Radical Collaboration

What does “radical collaboration” mean? My guests agreed that it is persistence—the refusal to accept ‘no’ as an answer, and the humility to let go of credit and control. It means doing the work, inviting new and unexpected voices to the table, and learning from every opportunity that arises. Measurement of collaborative success must consider social and environmental impacts, not just economic ones. For example, being asked to the table, deepening partnerships, celebrating local cultures, and expanding access are all signs of progress—even if your logo isn’t always visible.

Resources:

• Dave Herrell: https://www.linkedin.com/in/dave-herrell-57a5906/
• Rebecca Mackenzie: linkedin.com/in/rebeccaleheup
• Sage Hamilton-Hazarika: https://www.linkedin.com/in/sage-hazarika-438b331a
• Travel Alliance Partnership: https://travelalliancepartnership.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 Greg Star, Founder of Driven Authentic Branding Solutions, who shares how he helps destinations stand out using LinkedIn. He discusses why it is important to lean into thought leadership posts both for the company profile and the people who work there. Greg shares some real-life examples of results that his clients are seeing and how you can identify your content pillars and find your voice.

What You Will Learn in This Episode:

• How Greg’s personal journey reshaped his outlook on business and inspired the launch of his latest company
• Why elevating both personal and company brands on LinkedIn is critical for industry reputation and business growth
• What makes personal LinkedIn posts eight times more engaging than company page posts
• How tourism professionals and executives can use LinkedIn to generate inbound leads and deepen current client connections
• Finding your authentic voice and consistently creating compelling LinkedIn content
• Why consistency matters more on LinkedIn than posting daily, and how this steady rhythm builds trust and visibility
• How commenting thoughtfully on industry posts can dramatically increase your reach and position you as a leader in your field

The Overlooked Power of Personal LinkedIn Profiles

Most organizations pour time and money into building their company LinkedIn pages. But as Greg points out, you get eight times more engagement from a personal post than a company post. Yet, less than 10% of travel industry professionals actively post on LinkedIn.

Company pages do have a role, but it’s the people—sales directors, CEOs, and destination marketers—who bring brands to life on LinkedIn. The attention should be on maximizing the personal profiles of the people behind the organization because that is what’s going to move the needle the most for DMOs.

Telling Your Brand Story: Content Pillars and Practical Examples

Most people struggle with what to post or worry about sounding too self-promotional. Greg simplifies content creation with the content pillars approach: define three to five topics you’re passionate about, whether it’s industry trends, personal growth, customer wins, or behind-the-scenes stories. Posts can be brief, and three to six sentences are often enough.

When you’re thinking about what to post:

1. Break down real conversations: What do you say to prospects over coffee? Each point can be its own post.
2. Share stories, not just stats: Humanizing your message attracts more engagement and builds connection.
3. Don’t reshare, add your voice: Rather than simply reposting, offer your perspective on company updates or industry news.
4. Comment strategically: Thoughtful comments on others’ posts can boost your profile—sometimes even more than your own posts.

Greg recommends aiming to post one to three times a week. Consistency is more important than volume, and the key is making LinkedIn content a regular part of your work routine.

Don’t underestimate the impact your personal story and insights can have on your career, and on your destination’s growth and reputation. The world wants to know what makes you (and your place) awesome, so start sharing!

Resources:

• Website: www.drivenbranding.ai
• LinkedIn: https://www.linkedin.com/in/greg-star-5911b562/

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’m taking you behind the scenes of my own year-end planning process. As we look ahead to 2026, I’ll walk you through how I reflect on the past year, celebrating what worked, identifying lessons learned, and checking in on both team and personal well-being. I share everything from my practical planning frameworks and financial benchmarks to trend forecasting and tips for creating a collaborative culture.

What You Will Learn in This Episode:

• Why intentional reflection and bold, future-oriented questions are essential for setting effective priorities and ensuring organizational growth
• What emerging trends mean for travel, tourism, and hospitality planning in 2026
• How I use practical financial benchmarks and department-level planning to ensure the organization is ready for upcoming challenges and opportunities
• Why operationalizing collaboration by setting clear roles, goals, budgets, and documented processes moves it from a “nice to have” to a real strategic advantage
• What steps you can take to engage your whole team in the visioning and planning process to create greater buy-in and drive results
• How you can use my 2026 planning checklist and reflection questions to set your organization up for long-term success

Begin with Genuine Reflection

Before plotting the future, it’s crucial to anchor your plans in a clear-eyed assessment of the present and recent past. It’s so important to reflect on accomplishments, goal progress, team health, and personal leadership. I ask myself and my team a few probing questions:

1. What did we accomplish this year?
2. Where did we fall short and why?
3. Are our people thriving, or stretched thin?
4. How is my own mental wellbeing impacting my leadership?

These multi-level reflections ground the planning process in reality and provide the learning needed to improve both professionally and personally. Regularly scheduled interviews—such as “stay interviews” with staff—help surface the reasons your team members stay and opportunities for positive change.

Industry Trends and Future Readiness

How well are you anticipating and responding to the shifts in your sector? It’s critical to keep abreast of evolving trends—such as the rise of sustainability and regenerative tourism, persistent workforce challenges, and technological advancements like AI and digital personalization. Simultaneously, there’s a noticeable trend toward travelers seeking meaningful, off-the-beaten-path experiences, as well as a movement to “unplug” and seek present-moment enjoyment.

Empowering Your Team

Planning isn’t a solo exercise. At TAP we use a bottom-up approach: each department creates and presents their strategic plans, which are then built into broader company goals. Our annual team retreats blend strategic planning, culture-building, and a lot of fun ensuring everyone plays a role in shaping the future. We foster a sense of ownership among team members at all levels, after all, when everyone is involved, energy and commitment to the plan dramatically increase.

I want to leave you with this challenge: What role will collaboration play in your 2026 plan, and how will you operationalize it to drive real results—not just good intentions?

Resources:

• Collaboration Research: https://travelalliancepartnership.com/how-we-help/education/research/

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 Jason Nies, proprietor of the renowned Inn at Honey Run, and LaVern Hershberger, Vice President of Homestead Furniture. This week’s show takes us to the heart of Ohio’s Amish country, where we dive into a truly unique partnership: The Inn at Honey Run’s iconic Club Level Honeycombs—rooms built into the hillside—are set for a major redesign with Homestead Furniture leading the transformation. Jason and LaVern share the story of how their professional paths crossed through local tourism efforts, their shared mission to honor the area’s heritage while staying relevant, and how their businesses are making an impact far beyond their own walls by referring guests to one another.

What You Will Learn in This Episode:

• Why both companies are focused on staying relevant to new generations of customers while remaining true to their roots and values
• What makes Homestead Furniture stand out in the Amish furniture industry
• How the redesign of the Inn at Honey Run’s Club Level Honeycomb rooms will offer guests twelve distinct themed experiences to appeal to diverse visitor preferences
• Why community collaboration and participating in local tourism committees have been a catalyst for business innovation and personal connection in Holmes County
• How tourism and destination marketing directly impact both the resort and furniture business, creating a full-circle relationship where each refers customers to the other and enhances the local economy
• LaVern and Jason’s advice on making partnerships work, including the importance of aligned values and trust in each other’s expertise

Staying Relevant in a Changing Landscape

Both the Inn at Honey Run and Homestead Furniture have deep roots in their community—Jason as the inn’s third owner and LaVern as part of Homestead’s third generation. But remaining core to your brand while evolving to meet modern tastes is a challenge. By integrating contemporary designs and offering full customization, Homestead ensures their craftsmanship appeals to both long-standing customers and a new, design-savvy generation.

Jason describes The Inn at Honey Run as “not an Amish country experience” in the traditional sense, but rather “an affordable luxury getaway” located in natural beauty, complete with unique hillside Honeycomb rooms, an award-winning restaurant, and an open-air art museum. By continuously refining the inn’s offerings, Jason is setting a new standard for rural luxury and authenticity.

A Vision for Diverse, Immersive Stays

At the heart of this collaboration is the Honeycomb Homecoming project, a complete reimagining of The Inn at Honey Run’s signature Honeycombs—earth-sheltered suites built into a hillside and renowned for privacy and natural immersion.

What makes this project groundbreaking is its approach to guest experience. Each of the 12 Honeycomb rooms will be uniquely themed, offering distinctive moods, decor, and even scents to transform the atmosphere. Thanks to the partnership with Homestead, guests will soon be able to choose their ideal ambiance, whether rustic, coastal, mid-century, or traditional, along with the highest level of Amish craftsmanship.

Creating a Destination, Not Just a Stay

The connection between The Inn at Honey Run and Homestead Furniture extends beyond their immediate partnership. Both Jason and LaVern are actively involved in local tourism development, serving on the chamber’s tourism committee to promote Holmes County while preserving authentic Amish culture. Their partnership reinforces Holmes County’s status as a top tourist destination in Ohio, attracting visitors eager to escape city life and immerse themselves in natural beauty.

The collaboration is full circle; visitors drawn by Homestead’s reputation for quality design are guided to stay at the inn, while hotel guests experience Homestead’s work firsthand, perhaps inspiring a furniture investment of their own.

Resources:

• Website: https://www.homesteadfurnitureonline.com/
• Website: https://www.innathoneyrun.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 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

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, 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/

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 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!

On this episode of Destination on the Left, Mike Testa, President & CEO of Visit Sacramento, describes how his destination has diversified their focus to include festivals and events, sports, leisure markets, and culinary. He explains how positioning themselves as America’s Farm to Fork Capital has paid dividends, including booking a 10-year contract to host the Terra Madre Americas convention. Mike also discusses why tourism is not for tourists and how that plays into action through Visit Sacramento’s work and community partnerships.

What You Will Learn in This Episode:

• Why Mike’s long tenure at a single DMO has given him unique insights and influence in the community
• How Sacramento’s diversification from meetings and conventions to include festivals, sports, leisure, and culinary events has dramatically grown annual room nights and economic impact
• What motivated Visit Sacramento to claim the title of America’s Farm to Fork Capital
• How Visit Sacramento secured high-profile events like the Tower Bridge Dinner and attracted the Michelin Guide to the city, to cement its reputation as a food destination
• Visit Sacramento’s focus on quality of life for residents, and drives deeper community partnerships
• Strategies Mike and his team have used to build relationships with local leaders and partners
• How successful event hosting, like the Aftershock Music Festival, has opened doors for additional festivals and conventions

Building a New Identity: Sacramento’s Creative Leap

When people think of top destinations in California, their minds often go straight to San Francisco, Los Angeles, San Diego, or Napa. Sacramento—the state’s capital—rarely makes the “must-visit” short list. But as Mike Testa, President and CEO of Visit Sacramento, explains, that’s exactly why his team has spent the last several years shaking up expectations and positioning Sacramento as a destination worthy of national and international attention.

Mike’s approach to make noise, drive results, and never be satisfied with the status quo. When the pandemic hit, instead of waiting it out, Visit Sacramento doubled down on innovation by diversifying its room night sources and investing heavily in outdoor events, festivals, sports, and especially its burgeoning culinary scene. The payoff has been nothing short of remarkable.

America’s Farm-to-Fork Capital

Sacramento sits in the heart of fertile farmland, growing everything from sushi rice to 80% of the nation’s caviar. But it wasn’t until a local chef pointed out the city’s unique agricultural advantage that Mike and his team realized: Sacramento had a rock-solid, authentic claim to the title America’s Farm-to-Fork Capital.

Visit Sacramento set out to build signature experiences, like the renowned 800-person Tower Bridge Dinner (a highlight that sells out in seconds), a Michelin Guide presence (Sacramento became only the fifth U.S. city to earn this distinction), and a thriving roster of food and wine festivals. Topping it all off, the city soon hosts the inaugural Terra Madre Americas, a massive international celebration of slow food previously held only in Italy, for which Sacramento was selected as the North American host in a 10-year deal.

Putting Community First

At the heart of Visit Sacramento’s strategy is a simple, resonant principle: “Tourism is not about the tourists. It’s about improving the quality of life for the people who live here,” Mike emphasizes.

This community-first approach runs deep. It means demonstrating the value of tourism to local officials and residents not just through economic statistics, but by contributing to civic life and showing up for critical community projects, events, and diverse groups.

Resources:

• Website: https://www.visitsacramento.com/
• LinkedIn Personal: https://www.linkedin.com/in/mike-testa-1082673/
• LinkedIn Business: https://www.linkedin.com/company/sacramento-convention-&-visitors-bureau/
• Attracting International Brands to Your Destination, with Mike Testa

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 Christopher Hill, Founder of Hands Up Holidays. Christopher takes us inside his journey from a career in finance to launching a travel company focused on eco-luxury family volunteer vacations. In our conversation, Christopher shares the story behind Hands Up Holidays, and we discuss the company’s focus on family and ethical travel with a holistic approach that ensures each journey leaves a positive impact on local communities and their visitors.

What You Will Learn in This Episode:

• How Christopher built Hands Up Holidays by combining luxury travel with meaningful volunteer experiences
• Why personal interaction with local communities and hands-on volunteering create transformative travel experiences for both guests and host communities
• How Christopher creates consistency across marketing and delivery
• How Christopher’s business model evolved to focus on families and why inspiring the next generation of world changers has become a core part of his mission
• Why building strong, direct relationships with local communities and ground partners was essential before launching the business
• How Hands Up Holidays curates unique, customizable trips that blend giving back with sightseeing and adventure
• Hands Up Holidays’ collaborations with nonprofits, DMCs, travel agents, and brands like TOMS, and why shared values are key to their effective partnerships

The Foundation of Responsible Tourism

Launching Hands Up Holidays wasn’t a matter of spinning up a website and sending travelers abroad. Christopher spent two years building relationships with communities worldwide. He sought firsthand knowledge—not just through professional networks, but by traveling, listening, and consulting directly with prospective partners. His approach was, and still is, to ask communities what they need, ensuring that volunteer efforts are genuinely beneficial and welcomed.

Luxury, Family Focus, and Holistic Sustainability

Christopher identifies three powerful differentiators that have contributed to Hands Up Holidays’ success:

• Luxury with a Purpose: Targeting high-end travelers with a philanthropy-based model, the company opens doors for those seeking to give back without sacrificing comfort. Hands Up Holidays redefines the luxury experience to include ethical action.
• Family-Focused Experiences: Although originally aimed at professionals, Hands Up Holidays soon shifted focus to catering to families, especially those eager to foster gratitude and a sense of global citizenship in their children.
• Holistic Sustainability: Their approach isn’t just about volunteering; it encompasses eco-friendly lodging, organic and local food, energy-efficient travel, and exclusively local guides. This creates a well-rounded, responsible travel experience.

Collaboration and Alignment

Collaboration—with communities, nonprofits, destination management companies (DMCs), and even other travel agencies—is central to Hands Up Holidays’ success. Christopher shares examples from major partnerships, like working with TOMS Shoes and a skateboard company to create impactful experiences in South Africa. The key ingredient for successful collaborations is shared values, and Christopher highlights that the most fruitful partnerships arise from aligned missions.

Resources:

• Website: https://handsupholidays.com/
• Instagram: https://www.instagram.com/handsupholidays/

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 Camille Zess, Vice President of Growth at TAP, who brings 14 years of wide-ranging expertise in digital strategy, website development, email marketing, and the ever-evolving world of AI. We discuss the “Owned” media segment of Gini Dietrich's PESO Model—your website, blog, email marketing, and other assets you have complete control over. Camille shares practical tips on evaluating and optimizing these owned channels, from knowing when it’s time for a website refresh to the power of blog audits and list segmentation. Our discussion also explores emerging trends, such as adapting your content strategy for AI-driven search and leveraging print collateral in creative ways.

What You Will Learn in This Episode:

• Why owned media (websites, email marketing, blogs) serves as the foundation for effective marketing plans
• Steps Camille recommends for evaluating and enhancing your owned assets
• How segmentation and personalization in email marketing can help target different audience groups more effectively
• Why regular content audits ensure your owned channels remain timely, relevant, and aligned with your strategic goals
• What role emerging trends like AI and generative engine optimization (GEO) play in shaping how destinations should develop and share owned content
• How to measure the success of owned media tactics using key performance indicators in Google Analytics

Owned Media as the Cornerstone of the PESO Model

The PESO Model, originally developed by Ginny Dietrich, stands for Paid, Earned, Shared, and Owned media. While all four elements are essential for a comprehensive integrated marketing strategy, owned media is often the foundation upon which the other components are built.

Unlike paid placements or earned coverage, owned media provides total control over your messaging, branding, and audience engagement. For travel and tourism organizations, this means shaping the narrative around your destination, attraction, or service without being subject to algorithms, editors, or third-party platforms.

Websites, Emails, and Blogs

The best place to start is with the basics: website, email, and blog. Each serves a dual role as both a direct communication channel and a central hub for integrating with your other PESO tactics.

Website: Your digital home base. Every few years, assess its usability, content, and technology to ensure it supports both visitors and your staff. If you avoid using your own website in campaigns, that’s a red flag that shows it’s time for a revamp.

Email Marketing: A direct pipeline to your audience. Focus on growing your list, increasing engagement, and experimenting with segmentation for better targeting, such as creating a local list for residents interested in exclusive offers.

Blog: An SEO powerhouse and evergreen content resource. Use it to highlight key assets, answer frequently asked questions, share itineraries, and drive authority on topics that matter to your audience.

Integrating Owned with the Wider Plan

Though the acronym reads PESO, starting with “paid” isn’t always the most effective. As Camille points out, TAP often leads with owned or earned tactics because they form the content backbone for everything else; paid campaigns merely amplify what’s already working.

When planning, review your owned assets alongside your brand positioning and audience goals. Consider where gaps exist, such as organizations not yet doing email marketing (and wanting to drive repeat visitation) or those needing advanced tactics like personalized content and tailored landing pages for lead generation or ticket sales.

Resources:

• https://spinsucks.com/communication/peso-model-comprehensive-guide/
• Website: https://travelalliancepartnership.com/
• LinkedIn Personal: https://www.linkedin.com/in/camillezess/
• LinkedIn Business: https://www.linkedin.com/company/tapintotravel/

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 Adrienne Currie, Community & Marketing Manager at TAP, and Brittany Lynn, Senior Account Manager at TAP for the third installment of a special four-part series exploring the PESO Model—a framework designed by Gini Dietrich for creating integrated marketing plans that drive results in the travel, tourism, and hospitality industry.

Our conversation shines a spotlight on the “S”—shared media, and Adrienne and Brittany dive into the strategies behind creating impactful social media campaigns, from identifying your target audience to understanding the value of different platforms and building trust through authentic connections.

What You Will Learn in This Episode:

• How Brittany and Adrienne use the PESO Model to build integrated marketing plans for travel, tourism, and hospitality clients
• Why knowing your target audience and campaign goals is crucial before choosing the right shared media tactics
• What goes into developing an effective social media strategy, including content planning, engagement, and the use of hashtags and tagging partners
• How to select and evaluate the best shared media platforms based on audience demographics, campaign objectives, and available resources
• Why content pillars matter for organizing and delivering valuable, engaging, and brand-aligned social content
• What emerging tactics Adrienne and Brittany are watching, such as leveraging organic posts as paid media and the value of platforms like Pinterest, YouTube, and other social channels
• How measurement and analytics inform ongoing social strategy and why continual reassessment and adjustment lead to stronger results

Integrating Shared Media into the PESO Model for Travel Marketing

The PESO Model, Paid, Earned, Shared, and Owned media, is an integrated framework for crafting holistic marketing strategies. Shared media focuses on channels where content is disseminated and interacted with through social platforms and other collaborative online spaces.

Brittany Lynn describes the shared portion as “the how”, where strategy and messaging meet real-world execution. It’s all about knowing your audience, setting campaign goals, and determining communication tactics such as content cadence, use of hashtags, partner tagging, and the kind of engagement you want to inspire. The foundation, according to Brittany, is investing the time upfront to truly define who you’re speaking to and what you want to achieve long before you begin posting.

Adrienne Currie adds that, especially within smaller or mid-sized organizations with limited bandwidth, it’s crucial to focus on one platform and really master it before expanding. Knowing which platform best reaches your audience and aligns with your objectives (think Pinterest and YouTube for evergreen content, or Instagram for visual storytelling) is key.

Building a Strategic Shared Media Plan

Rather than chasing every trending platform, Brittany and Adrienne advise starting by auditing current channels. Understand which platforms your target audience uses, what types of content perform best, and how those channels are furthering your goals. If you inherit a client’s existing channels, Brittany recommends a critical evaluation: Are you amplifying the right messages, at the right frequency, and in the right tone? Is your existing presence consistent with your brand strategy?

Adrienne details TAP’s use of content pillars—groupings like education, industry news, community updates, and promotion—to ensure content isn’t just promotional but genuinely provides value. She cautions against making every post a sales pitch: “You want to be offering some value and building that relationship with your followers.” This approach keeps your audience engaged and fosters trust, especially important in the travel and tourism business.

How to Know If Your Shared Media Works

Brittany loves digging into analytics, suggesting a focus on metrics like engagement, clicks, views, comments, and shares. She sees data points not just as numbers, but as storytelling devices, as each metric helps paint the picture of how your audiences are responding to your content. Regularly revisit your foundational goals, if engagement lags, experiment with content format, tone, or posting frequency.

Social strategies should be living documents, adaptable as feedback and metrics roll in. Adjust as needed. Don’t be afraid to tweak or pivot entirely if something isn’t working.

Resources:

• https://spinsucks.com/communication/peso-model-comprehensive-guide/
• https://travelalliancepartnership.com/
• https://www.linkedin.com/in/adrienne-currie-23117b33/
• https://www.linkedin.com/in/brittanyklynn/
• https://www.linkedin.com/company/tapintotravel/

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 Colleen Onuffer for the second installment of a four-part series exploring Gini Dietrich's PESO Model—Paid, Earned, Shared, and Owned media—in integrated marketing. Colleen shares more about earned media: what it is, why it’s critical for building credibility, and how organizations in the travel, tourism, and hospitality industry can use it to tell their story more powerfully. From collaborating with influencers to maximizing media placements, she explains how earned media fits into the bigger picture and interacts with other parts of the PESO framework.

What You Will Learn in This Episode:

• How Colleen Onuffer defines earned media and why it is considered more credible and trustworthy by consumers compared to paid and owned channels
• Why the Peso Model is essential for creating an integrated and effective PR strategy, and what the interconnections are between paid, earned, shared, and owned media
• How to approach strategic PR planning, including the importance of starting with research, setting clear goals, and understanding your audience
• What types of earned media tactics Colleen recommends for destination marketers, including media relations and influencer partnerships
• How emerging trends like artificial intelligence (AI), podcasts, and the rise of micro and niche influencers are shaping the landscape of earned media
• Why measurement and the Barcelona Principles are so critical for PR success, and how to plan up front to track the true impact and quality of earned placements
• How to start small, leverage multi-channel opportunities, and set yourself up for measurable success

How Earned Media is Different from PR

Destination marketers know that cutting through the noise to reach travelers is harder than ever. In a world saturated with content and advertising, earning trust and attention calls for a sophisticated mix of strategy, storytelling, and smart tactical planning. We’re discussing the critical “E”—Earned Media—in the integrated PESO model this week.

The Value and Challenge of Earned Media

Earned media is any publicity gained through organic means rather than paid advertising. Unlike owned or paid channels, it’s the result of others—media outlets, influencers, travelers, or even locals—talking about your destination. Think press coverage, travel blogger posts, influencer recommendations, glowing TripAdvisor reviews, or enthusiastic social shares.

Colleen emphasizes that earned media carries higher trust among consumers. Because earned media is not paid for by a brand directly, it’s often perceived as more credible or trustworthy by consumers. Mainly because brands don’t control the message. Unlike owned or paid media, where the brand is the voice, earned media relies on the voices of others to push the brand or narrative. It’s both valuable and vulnerable—a product of relationships, storytelling, and a bit of risk-taking.

Creating an Earned Media Strategy

It’s tempting to jump straight to pitching, press trips, or influencer outreach. But effective PR starts with strategic foundations. Colleen recommends that travel marketers:

1. Define Their Positioning: What’s the unique appeal or challenge your destination faces?
2. Unlock Insights Through Research: Deeply understand audience motivations, needs, and media behaviors.
3. Set SMART Goals: How many placements? What kind of coverage, and where? Do you want to attract a niche or mass audience?
4. Build Audience Personas: Understand their pain points, decision-making process, and where they seek inspiration.

With these insights, your earned media initiatives—whether hosting writers, partnering with content creators, or launching brand ambassador programs—are more likely to land meaningful, measurable results.

Resources:

• https://spinsucks.com/communication/peso-model-comprehensive-guide/
• Website: https://travelalliancepartnership.com/
• LinkedIn Personal: https://www.linkedin.com/in/colleenonuffer/
• LinkedIn Business: https://www.linkedin.com/company/tapintotravel/

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 Colleen Senglaub, Digital Account Manager at TAP, for the first installment of a four-part series exploring the PESO Model—a foundational framework designed by Gini Dietrich for integrated marketing plans in travel, tourism, and hospitality. We dig into the “P” of PESO—Paid Media. Colleen shares her expertise on digital advertising, breaking down today’s must-have channels, including Meta (Facebook and Instagram), Google, programmatic, and connected TV campaigns. They also touch on emerging platforms like Pinterest and TikTok, offering fresh ideas for reaching key audiences.

What You Will Learn in This Episode:

• How Colleen develops paid digital marketing plans using the PESO model and why this strategic framework helps destinations choose the right mix of paid, earned, shared, and owned tactics
• Why goal-setting and understanding your audience are foundational before selecting digital advertising channels and campaign types
• What considerations go into selecting paid media channels, including Meta (Facebook/Instagram), Google, programmatic connected TV, Pinterest, and TikTok, and why asset type and audience preference play a critical role
• How audience targeting and campaign automation are evolving (especially on Meta), and why maintaining control over audience selection is more important than ever
• What retargeting is in digital advertising, how it can be used effectively for tourism marketing, and why monitoring ad frequency matters for guest experience
• How to approach measurement, including setting the right KPIs, using industry benchmarks, and making ongoing campaign optimizations to ensure campaign success

Maximizing Your Travel Marketing Impact with the PESO Model: Paid Media

The PESO Model, developed by Spin Sucks founder Gini Dietrich, offers a holistic structure for integrated marketing. Of the four PESO pillars, paid media encompasses any tactic that requires a direct investment to capture attention. As Colleen Senglaub explains, this includes everything from digital campaigns (social ads, Google search, display, programmatic, and connected TV) to traditional placements like billboards and print, along with sponsored content and trade show activations.

The key to successful paid media is intentionality. Marketers should analyze both the needs of their destination and the motivations of their target audience, choosing only the channels best equipped to deliver on their specific business goals.

Channels to Consider in the Modern Mix

Choosing where to focus isn’t about following flashy trends—it’s about aligning with your destination’s unique goals and audiences. As Colleen says, every decision should connect back to core campaign objectives—are you trying to drive web visits, capture leads, or expand your newsletter reach? Who is your ideal traveler, in terms of age, interests, and location?

A well-aligned strategy might mean an integrated mix, like for TAP’s Baseball Hall of Fame campaign, which blended Meta, Google, TikTok, and CTV, thoughtfully timed to coincide with the launch of a new exhibit and the availability of assets.

Emerging Channels and Creative Asset Considerations

Don’t overlook evolving channels. Pinterest, for example, wields unique influence over women-led travel planning, while TikTok is a powerhouse for reaching Gen Z, who increasingly look to social platforms instead of Google for travel inspiration.

But succeeding on new channels requires the right creative approach. TikTok demands fun, vertical, trend-aligned videos, whereas Instagram and Meta perform better with a thoughtful mix of sizes and styles. Marketers should aim to capture assets in multiple formats upfront, future-proofing their campaigns for every channel.

Resources:

• https://spinsucks.com/communication/peso-model-comprehensive-guide/
• Website: https://travelalliancepartnership.com/
• LinkedIn Personal: https://www.linkedin.com/in/colleen-senglaub/
• LinkedIn Business: https://www.linkedin.com/company/tapintotravel/

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 Karen Laos, a communication expert and confidence cultivator, about the most common mishaps that we make when communicating, and practical advice on how to avoid them. We discuss the importance of communication as a woman, the benefits of building strong relationships, and why being interested is a better strategy than being interesting. She also gives us easy phrases and questions to help us start creating deeper connections today.

What You Will Learn in This Episode:

• How Karen Laos discovered the power of confident communication, from her childhood negotiation lessons to navigating high-stakes boardrooms
• How practicing self-trust leads to a stronger impact
• What the most common communication mishaps are among professionals, including “data dumping” and “upspeak,” and how to avoid them for clearer, more influential messaging
• How asking questions and practicing active listening can build stronger relationships, and why being interested is often more effective than trying to appear interesting
• Why both women and men experience self-doubt and impostor syndrome, and what strategies Karen recommends to overcome these universal challenges
• How to shift from playing small to contributing ideas with confidence, even when facing rejection or critical feedback
• Practical tactics you can use immediately, including key phrases and reflective listening, to deepen your professional and personal connections

How Confident Communication Fuels Growth in Tourism and Hospitality

Many professionals find themselves holding back in meetings or missing opportunities because of self-doubt. Karen Laos’s personal journey is a testament to this struggle. She recounts a pivotal moment in a corporate boardroom when she froze, second-guessed herself, and missed a chance to steer the meeting. It was only after her boss pointed out that “you didn’t trust your gut” that Karen recognized how often she’d been asking for permission rather than claiming her space.

When you play small, you withhold ideas, skip chances to contribute, and shrink when faced with pushback, you miss opportunities. Sharing your perspective is a muscle—one that grows each time you use it.

Common Communication Mishaps (And How to Avoid Them)

Karen outlines two common pitfalls in professional communication:

• Data Dumping & Rambling: Sharing too much information at once overwhelms listeners. Many people “build a case” before getting to their point, often burying the key message at the end. Karen recommends the “BLUF” method (Bottom Line Up Front): start with your main point, then offer supporting details. In emails, include your conclusion or request in the first line, letting readers decide if they want to delve into the details.

She suggests that when you notice yourself rambling, pause, gather your thoughts, and state directly: “My point is this…”

• Upspeak: Ending statements with an upward inflection can make confident people sound uncertain. This is especially common in self-introductions. Instead, “punctuate” your spoken words. Practice ending key sentences with a period, not a question mark, to project authority and credibility.

Karen recommends that you record your introduction and listen back; do you sound confident, or does your voice rise at the end?

Building Trust Through Consistent Presence

Trust is foundational to business relationships. Karen stresses the importance of being genuine and avoiding the temptation to rush or sell yourself. Authentic listening, maintaining open and inviting body language, and even the way you manage your facial expressions can influence how you are perceived. Simple gestures—smiling, making eye contact, and being conscious of your posture—go a long way in signaling your approachability and professionalism.

In hospitality and tourism, your voice drives personal growth while fostering collaboration and relationships that propel entire destinations forward. By implementing these practical communication strategies, you’ll not only stand out but you’ll also help your organization and community flourish.

Resources:

• Website: https://karenlaos.com/
• LinkedIn: https://www.linkedin.com/in/karenlaos/
• Free Guide to sound more credible and confident: 9 words to avoid and what to say instead: https://karenlaos.com/words-to-avoid/

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 special episode of Destination on the Left, I talk with Karen Kuhl (Executive Director, Tour Cayuga, NY), Lauren Sackett (CEO, Rhinelander Chamber of Commerce, WI), and Roni Weiss (Executive Director, Travel Unity) all about the nuances of inclusivity in the travel and tourism industry. We discuss how destinations can actively create environments where every traveler and resident feels a sense of belonging. Discover the landscape of DEAI (Diversity, Equity, Accessibility, and Inclusion) and gain practical advice on how to make tourism more accessible and authentic.

What You Will Learn in This Episode:

• Implementing DEAI initiatives in rural and small-town tourism communities, and the impact these efforts have on both residents and visitors
• Why transparency, community input, and vulnerability are critical in making a destination truly welcoming for all, not just in intention but in actionable practice
• What social impact means through a tourism lens, and how prioritizing inclusivity supports both the local community and the visitor experience
• How organizations can start with small, meaningful steps—such as improving website accessibility or forming advisory groups—to advance DEAI practices, even with limited resources and staffing
• What practical strategies destinations can use to measure the success and ROI of their inclusion initiatives
• How empathy, humility, and realistic goal-setting play a fundamental role in sustaining progress on DEAI efforts, even when facing criticism or limited momentum

Shifting from Intentions to Actions

Travel professionals often assume they are, by default, welcoming, but wanting to welcome everyone and actually creating a place where everyone feels welcome are two very different things. My guests emphasize that building an authentically inclusive environment requires deep listening, transparency, and sometimes vulnerability.

Roni Weiss outlined Travel Unity’s perspective, explaining that inclusion isn’t just aspirational—it’s measurable. He described public standards focusing on three levels: leadership and workforce, community engagement, and the traveler’s experience. The overarching message? DEAI isn’t merely about not excluding—it’s proactive work that touches every level of an organization.

Social Impact Beyond the Tourist

While tourism is often measured by economic indicators, genuine social impact weaves together the needs of visitors and residents alike. Karen Kuhl stressed that her work in Cayuga County, home to Harriet Tubman’s legacy, is community-centric: tourism isn’t just for visitors, after all, but for all the residents who live in a destination too. DEAI initiatives must ripple inward before they shine outward.

Working in rural northern Wisconsin, Lauren Sackett shared that enhancing accessibility, like mapping out trail accessibility and filtering for diverse-owned businesses, is as much about serving aging and differently abled residents as it is about attracting new visitor demographics. Tourism isn’t just about bringing travelers in; it’s about the community as a whole.

Practical Steps for Small Towns and Rural Destinations

Even if you’re a limited-budget organization, you can meaningfully implement DEAI. My guests’ advice is to start small, but start now. Identify community values, tap into available grants, and build from within—embedding inclusive principles into staff roles, outreach, and even RFPs for outside vendors.

DEAI principles should be everybody’s work and on everybody’s task list, which is why advisory boards are a resourceful way to bring diverse voices into decision-making without overhauling governance structures.

Authentic inclusion is a journey, not a checkbox. Be humble, honest, kind, and patient, my guests recommend leading with empathy and listening to those with lived experience.

Resources:

• Karen Kuhl: https://www.linkedin.com/in/karen-kuhl/
• Lauren Sackett: https://www.linkedin.com/in/lauren-sackett-iom-b2a5a59a/
• Roni Weiss: https://www.linkedin.com/in/roniweiss/

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, 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/

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 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/

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 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/

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 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!