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Destination On The Left

Destination On The Left is a podcast focused on the travel and tourism industry that explores successful collaborations, creative marketing ideas and best practices. Interviews are a mix of Destination Marketers, Industry Leaders, Consultants and businesses in the industry. We explore consumer marketing programs and travel trade marketing programs. This podcast provides an opportunity for professionals in the travel & tourism industry to share what they have learned and successes that they have achieved.
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Now displaying: Page 6
Sep 29, 2021

Brian Applegarth is a strategic voice and leader in the advancement of cannabis-related travel and tourism. He is the founder of the Cannabis Travel Association – an international non-profit organization that is the united voice of cannabis tourism and travel, Cultivar Strategies – a cannabis-solutions provider for travel destinations, and The Cannabis Trail – a non-profit dedicated to preserving and celebrating cannabis history and culture in northern California.

Brian serves as a subject matter expert for industry organizations like the California Travel Association, Destinations International, San Francisco Travel, Sonoma County Tourism, Visit Greater Palm Springs, Visit West Hollywood, and the Las Vegas Chamber of Cannabis. Holistic strategy, innovation, and thought leadership at the intersection of cannabis tourism are the signature of his work.

Brian was the sole expert advisor for the first-ever national research on the Cannabis Travel Audience profile in the United States. He is known for creating the Cannabis Effect Pairing method, a proprietary consumption method for psychedelics in travel, serving the visitor profile in a safe and meaningful way while spreading visitor spend strategically throughout a destination by positioning cannabis as a tool for targeted sensory enhancement. A world traveler with an appreciation for culture, passion, and human rights – Brian brings a global, expansive perspective to his work.

On this episode of Destination on the Left, I talk with Brian Applegarth about the cannabis travel trend, and he walks us through what cannabis experiences look like when embraced by a destination. He does a deep dive into the various facets of the cannabis market, including leisure, business, and medical, and describes how cannabis pairs perfectly with travel and tourism opportunities. Brian also discusses how destinations can respond to the growing appetite for cannabis-related experiences in a safe and informed way.

What You Will Learn:

  • Ways cannabis experiences are currently being delivered across the USA and the scope for innovating in the niche in your destination
  • The foundational values of the Cannabis Travel Association International, including advocacy, education, and networking
  • Why the type of visitors who are seeking out cannabis experiences aren’t necessarily who you would expect
  • The options for educating visitors on the uses of hemp and cannabis and developing a product that travelers can experience when they’re visiting your destination
  • Creative collaboration and partnership opportunities in the cannabis tourism industry

Developing Cannabis Experiences

Cannabis comes in many different forms or product categories, and Brian describes the sheer variety of experiences available within the cannabis niche. From CBD relaxation tea to a spa day complete with a topical cannabis oil massage, destinations can leverage many creative options as part of their cannabis experience offering. Wherever your destination, there are opportunities to breathe new life into a region’s signature crop to create a new product that attracts a new tranche of visitors.

Values of the Cannabis Movement

Brian describes why he feels an immense sense of responsibility to ensure that cannabis visitor experiences are done correctly. His ambition is to elevate all of the opportunities that show the positivity and the power of the plant and encourage destinations to explore all cannabis’ uses, from sustainable hemp products to its medicinal uses. Destinations have an opportunity to get in on the ground floor of the niche and do it right — to ensure that visitors have a safe and meaningful experience.

We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

Sep 22, 2021

Clark Twiddy is the President of Twiddy & Company, an asset management and hospitality firm founded in 1978 along the North Carolina Outer Banks. He was raised in Duck, North Carolina, and is a combat veteran of the US Navy and an alumnus of several universities.

Clark has served in numerous public, private, government, and non-profit capacities at various levels, from volunteer to Chair. He was selected as the FBLAs Business Person of the Year in North Carolina in 2019 and is currently the President of the Outer Banks Community Foundation.

Married to a native Texan, he is the father of two young daughters and enjoys time on the water and the guitar in his spare time.

On this episode of Destination on the Left, I talk with Clark Twiddy about leading effectively during a crisis. Clark reflects on how he worked to build a trusting relationship with his customers even during the lockdown and why that allowed him to reap the rewards once things reopened. We also discuss how Clark’s company built capacity and value through digital innovation and how they work in partnership with the University of North Carolina in the spirit of co-opetition.

What You Will Learn:

  • Clark reflects on his experience managing his vacation rental business through the pandemic
  • The two reasons businesses in the travel industry can fail
  • How showing vulnerability builds trust
  • How Twiddy & Company built capacity and value by leveraging digital tools
  • Why Clark was so keen to engage with the broader community on a sustainable tourism project
  • The creative ways that Clark has guided his company through the last 18 months and the key lessons learned

Maintaining Visitor Trust

As the pandemic took hold, customer confidence in the possibility of future travel took a nosedive. Clark explores the lessons his company learned about maintaining visitors’ trust and why it was so important to be honest and transparent — and he shares the three key factors that comprised their covenant with their customers. We discuss why it is so powerful to acknowledge failures and how it allows community partners and stakeholders to have faith in your business.

Leading in a Crisis

Leaders in the hospitality industry are predisposed to want to give visitors a positive experience, but that desire was tested amid the COVID-19 crisis. Clark explains why he felt it was important to highlight to his team that it was ok to make mistakes but that the most important thing was to learn from those mistakes. He outlines how they built their founding principles of reflectiveness and transparency and how he sees them benefiting their partners in sustainable destination management in North Carolina.

We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

Sep 15, 2021

Douglas Ralston is the President and CEO of True Omni. With over 20 years of expertise in the digital and technological industry, Doug is a digital experience expert who reinforces innovation. Equipped with an industry-wide background in omnichannel, eCommerce, social and interactive digital strategy, Ralston steered technology businesses from different Fortune 500 companies over the last ten years.

Doug has a core focus on how traditional organizations can rethink their engagement strategies, utilize technology to increase efficiency, drive revenues and still provide memorable personal experiences.

On this episode of Destination on the Left, I talk with Douglas Ralston, who describes why he sees the digital visitor experience as a way to open new channels for revenue, data, and engagement. We discuss the evolution of consumer behavior over the last 18 months and how it aligns with recent technological advances. Doug shares case studies of big brands that have added an omnichannel approach and how destinations of all sizes and budgets incorporate similar strategies into their visitor experience.

What You Will Learn:

  • How creativity and innovation combine when applying an omnichannel marketing strategy
  • How large brands are fully developing this type of strategy
  • Affordable ways to develop an omnichannel strategy for your destination
  • Tactics that destinations can use to gather data that helps them better serve their visitors
  • How to leverage your current technology to enter the omnichannel world

Personalized Information

Understanding and personalizing the customer experience is the future for the travel industry, and omnichannel communication allows you to meet your customers where they are most comfortable. When you’re developing technology, remember that the more value you give your visitor in the form of information, coupons, or tickets, the more value you will get back in the form of data that you can use to understand and improve the visitor experience.

Enhancing Visitor Experience

The omnichannel approach to the visitor experience is all about allowing your customer to access the content they want on a device of their choosing to enhance their experience of your destination. Smartphones and mobile devices have opened up a whole new medium of communication, and if destinations can evolve their marketing on a digital level, then they will be able to open up new channels for revenue and visitor engagement.

We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

Sep 8, 2021

Annette Rummel joined the Great Lakes Bay Regional Convention & Visitors Bureaus as president and CEO in 2009. In her role as chief executive officer, Annette leads the individual Destination Marketing & Management Organizations (DMMOs) of Bay, Midland, and Saginaw Counties and the Great Lakes Bay Regional CVB. This has allowed Annette and her team to invite the world to visit a place they are proud to call home.

Annette has led through times of calm and crisis, always focused on positioning this Pure Michigan destination as a great place to live, work, worship, and play. During calm times, Annette serves her team ensuring they have the tools needed to flourish, and during times of crisis, Annette leads the team relying on their support. Annette understands that the travel sector plays a key role in economic development, as a community shared value and that data-driven, creative cathedral thinking must be deployed throughout the organizations.

In addition to her primary role, Annette leads the Great Lakes Bay Quality of Life Council where she pioneers and manages the new Go Great Foundation and its progressive vision for tourism, economic and experience development. Annette has served the Michigan travel and tourism industry for more than 40 years. Prior to her roles with the Great Lakes Bay Region, Annette served as the CEO of the Saginaw County Convention & Visitors Bureau and CEO of the Frankenmuth Chamber of Commerce and Convention & Visitors Bureau – Michigan’s #1 community destination.

Annette was the originator, organizer, and operator of the World Expo of Beer, Frankenmuth Oktoberfest, and Frankenmuth Big Block Party attracting more than 250,000 participants. She participated as a founder of Zehnder’s Snowfest and helped organize the Frankenmuth Bavarian Festival attracting more than 200,000 participants.

Annette is an advocate for tourism at the local, state, and federal levels. She participates annually in Destination Capitol Hill in Washington, D.C., served on the Destinations International (DI) Board of Directors, the DI Foundation Board. She was Chairman of the Advocacy Committee for DI Foundation for several years, and consistently produces and shares advocacy materials and concepts, inspiring other DMMOs to enact powerful, measurable change for the tourism industry.

Annette is a graduate of Delta College, Northwood University, Rochester Institute of Technology (Master of Science), and Michigan State University (Ph.D. in Park, Recreation, and Tourism Resource Studies). Annette’s Dissertation Titled: Travel by People With Disabilities: A Diffusion Study Focused on Opinion Leadership provided her with great insight on the disabled traveler and the opportunities associated with services geared toward these individuals.

Recently, Annette was an international adjunct professor for Rochester Institute of Technology and completed the 3rd DestinationsNext Assessment for the destination. Residing in Frankenmuth Michigan, Annette is married to William Rummel and they are the proud parents of two daughters, Elizabeth (Brandon) and Sarah, and grandparents to one granddaughter. Annette and William are members of St. Lorenz Lutheran Church in Frankenmuth.

On this episode of Destination on the Left, I talk with Annette Rummel, master collaborator, travel trailblazer, and CEO of Great Lakes Bay Regional Convention and Visitors Bureau. Annette gives her insights on finding the win-win in collaborative relationships and why she believes in actively seeking out collaborators rather than sitting by and passively waiting for them to find you. We also discuss the additional crisis that her destination faced during the COVID-19 pandemic and her team’s creative solutions to serve their community.

What You Will Learn:

  • What Annette has done to really help Great Lakes Bay Regional Convention and Visitors Bureau stand out from the crowd
  • The challenges that Annette faced in 2020 and some of the creative solutions that her team used to move through them
  • How Annette and her colleagues created the Great Lakes Bay Regional Convention and Visitors Bureau from three county CVBs
  • Annette’s advice for listeners who might want to start thinking about potential collaborations for their destination
  • What cathedral thinking means to Annette and how it has helped her during her career

An Innovative Approach

Creativity is enhanced when people feel able to suggest new things, and Annette describes why she values innovation in her team. She shares how the Great Lakes Bay Regional Convention and Visitors Bureau try to open their eyes to everything in their destination and pass on their enthusiasm to their visitors. We also discuss Annette’s enthusiasm for collaboration and how she engineered the creation of a regional CVB in the Great Lakes region of Michigan that took three county CVBs under one successful umbrella organization.

Crisis Management

Annette shares the story of the crisis within a crisis in the Great Lakes region and how her team at the CVB was able to swing into action to help accommodate those left homeless by flooding. She describes why they were so grateful for the support of their partner organizations and why the disaster underlined the importance of having established collaborative relationships in place.

We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

Sep 1, 2021

For the final episode in a special three part series of Destination on the Left episodes, I visited the Destinations International 2021 Annual Convention and spoke with several attendees who are experts in the travel and tourism industry. These guests shared remarkable insights in their mini-interviews, and our conversations were focused on learning to adapt to the challenges we’ve all faced through the global pandemic and even embracing the disruption by innovating and getting creative. The brilliance each of these leaders shared is certain to be invaluable as we continue to navigate the pandemic.

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

Visionary Travel and Tourism Leaders at the Destinations International 2021 Annual Convention

The Destinations International Annual Convention is an incredible yearly event that brings together experts from both within and outside of the travel and tourism industry, to exchange ideas and collaborative solutions for the many challenges our industry faces today. This year’s convention was uniquely focused on the challenges and opportunities we have experienced over the past two years, and it was my honor to speak to some of the extraordinary guests to get their insights into where we started as the pandemic began, where we’ve been, and where we’re going in the future of our industry in a post-pandemic world.

Adam Johnson from Zartico

Adam explains why the pandemic has taught many of us to be more nimble and flexible and taught us to see beyond year-over-year KPIs. He shares why he believes staying nimble will be crucial going forward, and he explains why working collaboratively with residents and local organizations will be crucial going forward. Adam shares why now is the ideal time to rethink how we’ve traditionally done things and break out of our habits and rituals.

Annette Rummel & Michael Hensley from Great Lakes Bay CVB

Annette and Michael explain why “Semper Gumby” (forever flexible) has been the theme they’ve attempted to embrace throughout the pandemic. They share how being creative and tackling immediate challenges while remembering long-term goals has been key. They share how data has been central to their recovery strategy, and they discuss the importance of not viewing disruption as a “negative” but rather as an opportunity to realign, correct for vulnerabilities, and innovate.

Greg DeShields from Tourism Diversity Matters

Greg talks about how the biggest positive disruption he has experienced has been seeing DEI (diversity, equity and inclusion) moving to the forefront of the industry in the last 18 months. He shares why every level of the industry needs to consider their DEI position. He explains why this greater focus on DEI is beneficial for the entire industry and creates opportunities to broaden messages and reach more people. He shares how today’s customers have higher DEI expectations from the travel and tourism sector than ever before.

Jim Walter & Andi Jaspersen from Visit Cheyenne

Jim and Andi discuss how disruption lies at the core of the work they do. They explain how their duties have expanded to encompass the Downtown Development Authority as well. They talk about why standing still isn’t an option and always pushing and growing has been key to their success. They also share how partnerships in their community have been powerful, impactful and important.

Melaine Rottkamp from Dutchess Tourism

Melaine explains why your ability to embrace change is key to your success and survival, regardless of the industry you’re operating in. She highlights how organizations who have embraced new opportunities have survived and thrived through the pandemic crisis. She explains how outdoor experiences have become key attractions throughout the area during the pandemic, with outdoor trails and gardens being instrumental “hidden gems” and revenue generators even as the indoor spaces have remained closed.

Steve Powell from Destination Services

Steve shares his perspective that “disruption” is nothing more than the introduction of new generational cultures. He explains why technology is reshaping the industry and will be central to the “new norm”. He talks about how the pandemic has accelerated changes that were already coming, and how the things we’ve had to sacrifice through the pandemic have given us a new appreciation for life and work experiences.

Tiffany Gallagher from Civitas

Tiffany talks about how the disruption has created opportunities for a brighter future by shining a light on things we’ve ignored and neglected for too long. She shares how the loss of tourism income and other pandemic financial impacts have shown us how essential tourism is to the overall health of our economy. She believes leveraging this new level of attention and understanding will make the industry stronger in the long term.

Wes Rhea from Visit Stockton

Wes discusses why he believes examining data will be crucial moving forward, and he talks about how using geolocation data can answer a number of questions and give us new insights. He shares how collaboration with vendors has been key over the course of the pandemic. He also discusses the importance of rolling DEI efforts into our organizations. He celebrates Stockton being named the most diverse city in the nation, and he looks toward the future and even bigger DEI initiatives and efforts.

Embracing Change and Welcoming Disruption

Many of these leaders spoke of the importance of not becoming entrenched in our old ways of doing things and instead focusing on innovation, new solutions and flexibility. Greater diversity, equity and inclusion in our marketing efforts and outreach will be crucial moving forward. And, for all the chaos and turmoil the pandemic has caused, it has also given us a rare opportunity to reexamine how we do things and challenge our own assumptions.

I want to thank all of the extraordinary travel and tourism experts who shared their wisdom with me over this three-part special series. These visionaries and trailblazers are finding solutions to the unprecedented challenges our industry faces today, and they are paving the way for a bright future for travel, tourism and hospitality in a post-pandemic world.

I hope you’ve enjoyed hearing the unique insights and perspectives all 26 of these leaders generously shared with me at the Destinations International 2021 Annual Convention. Thank you so much for joining the conversation! Together, we can apply the lessons we’ve learned during the pandemic to strengthen our industry as a whole.

We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

Aug 25, 2021

For this second episode in a special three part series of Destination on the Left episodes, I visited the Destinations International 2021 Annual Convention and spoke with several attendees who are experts in the travel and tourism industry. These guests shared remarkable insights in their mini-interviews, and our conversations were focused on the bright spots and silver linings they were able to discover during this unprecedented and challenging period of global pandemic. The brilliance each of these leaders shared is certain to be invaluable as we continue to navigate the pandemic.

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

  • Tammy Blount-Canavan – Executive Vice President, President and Principal at Fired-Up! Culture
  • Gordon Taylor – Vice President of Convention Sales & Services at Destination Cleveland
  • Greg LaDuca – Vice President of Industry Relations & Visitor Experience at Visit Rochester
  • Jack Johnson – Chief Advocacy Officer at Destinations International
  • Jill Delaney – President & CEO of Discover Albany
  • Julie Gilbert – Vice President of Sales & Marketing at Destination Niagara USA
  • Liz Fitzsimmons – Managing Director of the Maryland Department of Commerce Office of Tourism and Film
  • Shannon Lowery – Content & Social Media Manager for Visit Savannah

Visionary Travel and Tourism Leaders at the Destinations International 2021 Annual Convention

The Destinations International Annual Convention is an incredible yearly event that brings together experts from both within and outside of the travel and tourism industry, to exchange ideas and collaborative solutions for the many challenges our industry faces today. This year’s convention was uniquely focused on the challenges and opportunities we have experienced over the past two years, and it was my honor to speak to some of the extraordinary guests to get their insights into where we started as the pandemic began, where we’ve been, and where we’re going in the future of our industry in a post-pandemic world.

Tammy Blount-Canavan from Fired-Up! Culture

Tammy shares why patience is such a crucial virtue when dealing with the unexpected and the uncertain. She explains how increased collaboration in her organization has helped them navigate this complexity. She also highlights how organizations are emerging leaner and more nimble than ever before, reexamining their goals and adapting to today’s challenges and opportunities. She explains how smaller teams filled with “cross-functional ninjas” are advancing travel and tourism organizations in this new era.

Gordon Taylor from Destination Cleveland

Gordon explains why focusing on and celebrating personal and professional wins has helped his team navigate the emotional challenges of the pandemic. He explains why it is crucial to create a culture where people know they’re loved and cared about. He talks about how this same degree of empathy is important to extend to clients, and he shares how this past year has helped Destination Cleveland better understand the needs and challenges of their clients.

Greg LaDuca from Visit Rochester

Greg talks about how Visit Rochester recognized a need for increased diversity within their membership, and he discusses how Destination International helped him navigate the complexities of the pandemic. He talks about how Visit Rochester has worked to reach out in partnership with local businesses owned by BIPOC business leaders to foster greater diversity within the organization and a stronger reflection of the community at large. He shares how flexibility and empathy have been crucial for helping members navigate the pandemic.

Jack Johnson from Destinations International

Jack shares how travel and tourism organizations have found new purpose by shifting their focus from attracting outside visitors to working to serve their local communities, and he explains why collaboration within local communities is the key to bringing value to those communities. He explains why it’s important for destination organizations to maintain that local focus even as we begin to emerge from the pandemic.

Jill Delaney from Discover Albany

Jill explains how Discover Albany has used the pandemic as an opportunity to break out of their old way of doing things and innovate new, more flexible solutions. Jill shares how the pandemic sped up the time table for these changes and created an opportunity even for people who typically aren’t comfortable with change to reflect and shake things up.

Julie Gilbert from Destination Niagara USA

Julie talks about the growing importance of personalization in messaging to audiences. She shares how Destination Niagara USA is focused on testing to help adapt to swiftly changing consumer expectations. She celebrates the travel trade returning in such a strong, healthy way, and she shares how her organization is preparing for the coming months with a “bucket list” campaign (and sub-campaigns) that her organization has utilized throughout the year.

Liz Fitzsimmons from Maryland Department of Commerce Office of Tourism and Film

Liz shares how trusting other organizations within the industry and being open to collaboration has been key, and she shares how working with a planning partner helped provide a roadmap to navigate the pandemic. She discusses how the blueprint her office was able to create with their planning partner’s help has served as a guiding star and a focus point throughout the pandemic.

Shannon Lowery from Visit Savannah

Shannon shares how increased accountability on social media platforms has given her a greater sense of empowerment in her role. She shares how this increased accountability and ability to push back against harmful narratives has created a positive impression that has resonated with many of Visit Savannah’s followers.

Flexibility, Empathy, and Collaboration

The pandemic has brought unprecedented levels of upheaval to virtually every aspect of our modern lives, but the destination travel and tourism industry has seen some of the biggest shifts. Adapting to these challenges has required innovative thinking, new approaches, and strengthened relationships. As you heard from many of the guests I interviewed in this episode, there have been some powerful silver linings and positive experiences that have come out of the pandemic, things that we can take forward into the future.

Leaning into our local communities, listening and being empathetic, being flexible and ready to adapt, strengthening existing partnerships and creating new ones will continue to serve the destination travel and tourism industry long into the future, even after we emerge from the pandemic. If we embrace the lessons this chaotic period has taught us, our entire industry will be stronger for it.

I’m so grateful for these remarkable experts and professionals who took the time to speak with me and share their insights. I hope you enjoyed their unique perspectives in this second episode in our three part series.

We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

Aug 18, 2021

For this first episode in a special three part series of Destination on the Left episodes, I visited the Destinations International 2021 Annual Convention and spoke with several attendees who are experts in the travel and tourism industry. These guests shared remarkable insights in their mini-interviews, and our conversations were focused on the bright spots and silver linings they were able to discover during this unprecedented and challenging period of global pandemic. The brilliance each of these leaders shared is certain to be invaluable as we continue to navigate the pandemic.

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

  • Andria Godfrey – Vice President, Longwoods International
  • Bree Nidds – Vice President of Sales, Discover Lehigh Valley
  • Brian Bossuyt – Executive Vice President and COO, Pocono Mountains Visitors Bureau
  • David Holder – CEO, Clarity of Place
  • Jamie Furbush – President and CEO, Frankenmuth Chamber of Commerce and Convention & Visitors Bureau
  • Josiah Brown – President, New York’s Best Experience (a division of Famous Destination Marketing)
  • Kurt Krause – President and CEO, VisitNorfolk
  • Valerie Knoblauch – President and CEO, Visit Finger Lakes

Visionary Travel and Tourism Leaders at the Destinations International 2021 Annual Convention

The Destinations International Annual Convention is an incredible yearly event that brings together experts from both within and outside of the travel and tourism industry, to exchange ideas and collaborative solutions for the many challenges our industry faces today. This year’s convention was uniquely focused on the challenges and opportunities we have experienced over the past two years, and it was my honor to speak to some of the extraordinary guests to get their insights into where we started as the pandemic began, where we’ve been, and where we’re going in the future of our industry in a post-pandemic world.

Andria Godfrey from Longwoods International

Andria shares some of the key statistics and insights Longwoods International has been able to gain from their American Travel Sentiment survey throughout the pandemic crisis. Respondents have reported a high pent-up demand to travel, even during the most difficult periods of the pandemic outbreak. Andria sees this as an opportunity as we navigate the pandemic and beyond. The younger traveler demographic is a growing segment that presents many new opportunities as we move forward, and our messaging should keep these younger travelers in mind.

Bree Nidds from Discover Lehigh Valley

Bree discusses the rapid changes affecting our industry, and she shares how the Discover Lehigh Valley team developed new skills and strategies to adapt to the speed of these changes. This team growth has allowed people to truly shine in new ways. Discover Lehigh Valley has made a conscious shift toward content creation, and as team members have honed their on-screen presentation and writing skills, this has created extraordinary new ways to highlight the destination.

Brian Bossuyt from Pocono Mountains Visitors Bureau

Brian shares how close partnerships and collaborations with stakeholders and business leaders have been instrumental in his organization’s success and their strengthened messaging. By bringing together so many interested organizations, the Visitors Bureau has been able to amplify their message. And these collaborations have had a positive effect on the community as a whole, creating a powerful ripple effect. Brian also discusses how their TV station has proven to be a valuable asset and an extraordinary communication and education channel, both before and during the pandemic crisis.

David Holder from Clarity of Place

David shares how the key to this challenging period has been the opportunity it has presented to re-examine everything we do and innovate new solutions. David shares how the greatest destination leaders have used initiative, new content development strategies, and a different approach that goes beyond destination marketing to drive their organizations forward through the pandemic. He also shares how it has become important for organizations in our industry to become more than just cheerleaders for their communities but to serve as a bridge between the community and the destinations within it. David says it’s critical for us to develop a comprehensive and integrated approach to marketing as we move forward.

Jamie Furbush from Frankenmuth Chamber of Commerce and Convention & Visitors Bureau

Jamie discusses how even simple, little things have become necessities through the pandemic and its restrictions, and she shares how seeing our spaces in a new light and finding new uses for these spaces can become a powerful opportunity even after the pandemic. Jamie highlights the role that collaboration has played for Frankenmuth, and she discusses the stronger connections that facing the many challenges has allowed her community to forge.

Josiah Brown from New York’s Best Experience (a division of Famous Destination Marketing)

Josiah shares why the biggest lesson he has learned through the pandemic is how much we all truly need each other. He discusses how the pandemic has brought both times of clarity and times of confusion, and he explains why collaborations have been crucial for helping each other navigate the moments of fog and take advantage of the moments of brilliance. Josiah discusses how generosity and idea-sharing have been hallmarks of the pandemic that have served to universally strengthen the industry. He also discusses how video conferencing tools like Zoom may continue to be valuable even after the pandemic. He talks about how the tourism industry is shifting to a “play, live, work” economic development model for the first time.

Kurt Krause from VisitNorfolk

Kurt shares how the initial challenge for his organization was timing their programs without knowing how long restrictions would last or how long the pandemic would impact travel. He shares how focusing on Norfolk’s strengths and highlights has been key. He discusses the pent-up travel demands, and he shares how his community partnered with nearby Virginia Beach to create an outreach campaign to increase awareness of the area’s features and destinations. These two communities worked together and became stronger together than they would have been independently. He shares how $1 million in investment turned into $6 million in hotel room sales, and he highlights some of the other benefits this program provided to Norfolk and Virginia Beach.

Valerie Knoblauch from Visit Finger Lakes

Valerie shares how the pandemic created a unique opportunity to truly lean into the diverse skills of her staff, but also to “lend out” those skills where they were most needed. She shares how the county government needed help with their early pandemic safety messaging to travelers and residents, and she explains how helping the county with this messaging has created powerful new relationships and new opportunities for Visit Finger Lakes.

Collaboration is Key

As these extraordinary leaders shared, collaboration has been one of the key recurring themes that has helped each of these organizations chart a new path forward through uncertain waters. From working with other nearby destinations to coordinating their efforts with their larger community, collaboration has become a powerful resource for everyone involved.

I hope you enjoy this first part of the three part Destinations International 2021 Annual Convention series. Next week, we’ll hear from even more remarkable leaders and we’ll take a look at more of the bright sides, silver linings and moments of brilliance that have helped our industry move forward through this challenging period.

Aug 11, 2021

Will Seccombe is President of Connect Travel, a strategic marketing business that connects destination marketers with the products, services, people, and ideas that help them thrive in a rapidly evolving and highly competitive global marketplace.

Prior to joining the tourism marketing company in May 2017, Will served four years as President and Chief Executive Officer for VISIT FLORIDA, the state’s destination marketing organization. He joined VISIT FLORIDA in March 2008 as Chief Marketing Officer, and International and out-of-state visitors to the Sunshine State increased from 80 million in 2009 to over 112 million in 2016, with an associated annual increase in visitor spending of over $30 billion.

Will’s career began as regional sales manager with Vail Associates in 1989. He then moved on to Loveland Ski Areas in 1992 as director of marketing, vice president of marketing for the Denver Metro Convention & Visitors Bureau in 1995, and vice president and chief operating officer with PRACO, LTD in 1999. In 2004, Seccombe founded Revolution Communications, LLC, a digital travel marketing firm. Will was named one of the Top 25 Most Extraordinary Minds in Sales & Marketing by HSMAI, Top 50 Global Marketers in Travel by Skift, and the 2014 Hospitality Legend of the Year by the South Florida HSMAI.

On this episode of Destination on the Left, I talk with Will Seccombe, who joins me to share his perspective on creativity and collaboration in the travel industry. We discuss the upcoming eTourism Summit and the benefits that participants will get from the industry collaboration. Will also shares why he thinks that creativity is a critical skill for marketers and why building positive and productive relationships will push the industry forward over the coming months.

What You Will Learn:

  • Why Will made the leap from mountain destinations to beach destinations and his career trajectory so far
  • Will’s insights into current innovation in the travel industry as a response to the events of the last 18 months
  • How destination marketers can recognize and tell the story of their key differentiator
  • Why traditional targeting is no longer working and what destination marketers can do instead
  • How the eTourism Summit evolved and what participants will get from the collaboration
  • Will’s insights on how collaboration is going to help carry the travel industry forward

Innovations in Storytelling

Creativity has never been a more important skill set than it is today. The travel industry as a whole in 2019 saw record visitor numbers, so there was no real incentive to innovate. The events of 2020 and the challenges the sector faced forced innovation and creativity and drove destinations to reevaluate their messaging. Will shares his thoughts on the new ways destination marketers are using social media to tell their stories and why he feels the playing field has been reset going forward.

Capture the Authenticity

The concept of branding is to tell our stories, and the best way to get to the heart of a destination is to leverage feedback from visitors and community experiences to tell that story. We discuss why hearing about lived experiences captures the genuine authenticity of a place and why the voices of the people who are passionate about your destination are so powerful in attracting new visitors.

Aug 4, 2021

Kurian Mathew Tharakan is the founder of the sales and marketing strategy firm StrategyPeak Sales & Marketing Advisors and a 27-year sales and marketing industry veteran. He has consulted for companies in numerous sectors. Mr. Tharakan is also the author of the Amazon Bestseller, “The 7 Essential Stories Charismatic Leaders Tell,” which details how anyone can move people and mountains with the power of story.

On this episode of Destination on the Left, I talk with Kurian Tharakan about the importance of storytelling as a tool for sales and marketing. He shares the seven stories that every leader should tell and how stories make activities and destinations come alive for the listener. Kurian also shares case studies of how destinations can leverage collaboration and community relationships to tell their authentic stories and attract more visitors.

What You Will Learn:

  • The importance of creating curiosity with a relatable story
  • What an ‘idea stack’ is and how it can help build your authentic story
  • How to develop your marketing to make value propositions
  • Why collaboration is so beneficial when you’re telling your destination story
  • How destinations can embrace the diversity and equity and inclusion movement in the stories they tell

Tell Your Authentic Story

If you have an authentic story, you’re more likely to engage people’s imagination. Take control of the narrative by using stories to lead your teams internally and to lead markets externally. You’re not focusing on a single idea, but rather an ‘idea stack’ that appeals to different audiences and sets you apart from your competitors. Kurain shares his seven essential stories and describes why every marketer needs to create a Venn diagram for their central story.

Engage Attention

Stories begin with intrigue and curiosity, and whatever you want the customer to hear should be functionally relevant and emotionally significant. Collaboration is important when telling your story; you can engage the whole tourism ecosystem — from boutique hotels to niche activities — to create curiosity in potential visitors. By thinking broadly about your destination, you can create a story that engages a range of audiences.

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Jul 28, 2021

Mike Testa is the President and CEO of Visit Sacramento & the Sacramento Sports Commission, leading a team dedicated to promoting Sacramento as an attractive travel destination while enhancing Sacramentos image as a dynamic place to live and work. Through the impact of travel, Mike and his team strengthen Sacramento’s economic position, grow the region’s economy, attract development investment, and improve the quality of life for the people who call Sacramento home.

In just three years as the CEO of Visit Sacramento, Mike has generated new streams of visitors to the region by investing in and promoting Sacramento’s arts community and creating and expanding music and food festivals. He has also focused on growing and securing new and diverse sporting events and advocating for, and ultimately securing, the expansion of the Sacramento Convention Center.

Visit California Travel & Tourism data shows that Mike’s vision of diversifying Sacramento’s visitor platform is working. In 2019, Sacramento generated record revenues from tourism, as visitors spent more than $3 billion into the regional economy. In 2021, Visit Sacramento will help further elevate the Aftershock Music Festival (the largest hard rock festival on the West Coast) into a four-day, 120,000-person music event. Later that same month, Sacramento will host its first Ironman competition.

Through Mike’s vision, commitment to community collaboration, and consistent innovation, Sacramentos identity has evolved from a sleepy State Capital to a relevant food destination, recognized nationally as America’s Farm-to-Fork Capital. Through creating the Tower Bridge Dinner and events like the Farm-to-Fork Festival, Mike’s ability to see Sacramento’s heritage and reimagine its identity as a food and agriculture leader has brought millions of dollars in revenue to local businesses national earned media to Sacramento.

Additionally, Mike Testa is responsible for initiating and creating the relationship with the Paris-based Michelin Guide to generate a California dining guide that spotlighted 14 of Sacramento’s restaurants and earned the city its first Michelin-starred restaurant in its inaugural year of publication.

Mike is a graduate of St. Mary’s College and has spent his career promoting, connecting, and developing relationships to elevate organizational goals. As an expert communicator and seasoned destination marketing executive, he is highly sought after to speak at CEO forums, participate in panel discussions, serve as an event emcee, and facilitate conversations around marketing, tourism development, and community economic creation and development.

Mike is also widely known as a thought leader in economic development through festivals and events. In 2017 he was hand-picked to participate in a panel discussion at Austins SXSW about building successful special events and the intricate components of forming relationships between host cities and festival producers.

In 2008, Mike was named as a ‘40 under 40 leader’ and in 2014 was awarded the Vibe Award from the Downtown Sacramento Partnership, which recognized ‘Visionary Innovators in Building Excellence.’ He is active on the boards of the Sacramento Metro Chamber of Commerce, Sacramento Zoo, Midtown Association, and Downtown Sacramento Partnership. Mike is an educator and enjoys sharing his knowledge as a former media relations instructor for the Western Association of Convention & Visitors Bureaus and the UC Davis Extension.

On this episode of Destination on the Left, I talk with Mike Testa, who shares his passion for the city of Sacramento and details how Visit Sacramento built a brand as the Farm-to-Fork capital of America. We discuss Sacramento’s challenges as a city in California, where there are many bucket list cities, and creative ways his team has carved out positioning that Sacramento can own. Mike also highlights how his organization has creatively collaborated to successfully produce events for the city that are now attracting a vast number of visitors every year.

What You Will Learn:

  • All the exciting events that Visit Sacramento has created with its partners to attract visitors to the city, including the Farm-to-Fork Festival
  • Why Mike focuses on building a brand to seek out national and international opportunities, including their collaboration with the Michelin Guides
  • Visit Sacramento’s creative plans for the future and how the COVID-19 pandemic has made them reflect on how they attract visitors to the city
  • Why it’s so critical to build partnerships during challenging times
  • How Mike approaches destination marketing within the local community

Leadership in Adversity

In times of adversity, we often see that team members find the strength and confidence to step up to lead and are keen to take on challenges that benefit the whole community. Mike’s leadership skills are shaped by his previous experience in a wide range of roles in marketing and community relationship development, and he fosters that ethos in his team. Mike also shares his insights on connecting with organizations in your area and why building deeper bonds ultimately helps you move forward to achieve your goals.

Partnership Events

With the Farm-to-Fork initiative, Mike and Visit Sacramento designed a 360-degree celebration of what the region had to offer and worked hard to get community and local media buy-in to the event, which has subsequently gone from strength to strength. Mike shares the most significant lessons he learned from building the festival gradually and candidly describes some of the valuable partnerships and collaborations they rely on to attract visitors to their destination.

We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

Jul 21, 2021

Paula White is a globally recognized sales leader with experience in scaling Inside Sales Teams into multi-million stand-alone sales channels. Using unique perspectives and a forward-thinking approach, she achieves 8% – 10% compounded yearly growth leading from a foundation of heart and mind. Her passion for people, purpose, and results has lent itself to experience in various industries: travel and tourism, investments, veterinary and healthcare distribution.

Paula began a consulting business in 2021 to bring a new innovative way to explore leadership
legacies and knowing each leadership style is as unique as one of your music playlists. She
uses music as a metaphor and tool to enhance your experience through her company, Side B Consulting. Paula currently serves as a member of the AA-ISP Advisory Board and has been recognized as a Top 25 Most Influential Sales Leader for three consecutive years by AA-ISP. She was the award winner of ‘Excellence in Execution’ in 2017, ranked amongst the ‘Top 100 Coaches to Watch’ for two consecutive years by Ambition, and has been honored with the 2020 Mentor of the Summer for #GirlsClub. Paula served as President of the AA-ISP Columbus Ohio Chapter from 2015 – 2018 and is currently a mentor for #GirlsClub and a SalesClass.ai Contributor.

On this episode of Destination on the Left, I talk with Paula White, who discusses the human side of the sales process and where she believes current problems lie. She shares some of the details of her new company, Side B Consulting, and why and how she uses music as a motivator and a tool to help clients understand their leadership style. Paula also provides some actionable tips for keeping the human connection in sales and outlines her approach to understanding and stepping into your legacy behaviors.

What You Will Learn:

  • Why we should re-humanize the sales process
  • Actionable tips on how to connect with potential clients
  • How to use music as a leadership tool
  • How to understand a walk in your legacy behavior
  • How putting together the right playlist can shift your mindset

Humanize the Sales Process

Travel professionals love what they do because they’re helping people by serving the communities they work in and the visitors who spend time with them — which is why it’s much more helpful to be a consultative salesperson than a purely transactional one. Sales is a process, but it is also a very human experience. Paula shares her philosophy on why we need to re-humanize sales and describes the rule of three by three by three that helps her connect with clients.

Legacy Behavior

Music is a potent leadership tool — if you’re stressed out, you can quickly change your mindset by playing the right songs to get you in the correct headspace for the task ahead. Paula explains why after 30 years working in corporate America, she was inspired to use music to motivate herself and her team and why she decided to help leaders figure out and walk into their legacy behavior and exemplify their ideal qualities through the metaphor of music.

We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

Jul 14, 2021

Pamela Brooks Williams is a Huntsville native who is passionate about her city and sharing its highlights with anyone she can. She has been with the Huntsville/Madison County CVB for 16 years. As Tourism Sales Manager, she works to bring groups of all types and leisure travelers to our community and especially enjoys working with student groups taking advantage of the unique offerings available exclusively through the Educational Escapes program, which she coordinates.

Pam is responsible for implementing new products and events in Huntsville, such as Huntsville Restaurant Week, the Lucky Duck Scavenger Hunt, and Trains on Main Scavenger Hunt. In addition, she currently serves on the board for the Alabama Restaurant and Hospitality Association. Before joining the Bureau, Pam worked at the U.S. Space & Rocket Center, serving in various roles and was active in the local hospitality industry.

She graduated magna cum laude from the University of Alabama Huntsville with a degree in history and political science. Pam enjoys travel and is frequently on the go. She has three talented, intelligent, and very busy children.

On this episode of Destination on the Left, I talk with Pam Williams about her love of the diversity, the variety, and the incredible experiences that working with the DMO offers, and she shares why she is so passionate about the travel industry. We discuss why Huntsville is perfectly positioned as Rocket City, USA, and Pam describes some of the amazing attractions on offer, including their Space and Aviation Camps. Pam also gives her expert advice on creating successful collaborations, including details of Huntsville’s new initiative. Finally, she shares the new messaging that they are using as we head towards recovery.

What You Will Learn:

  • How Pam and her team manage the growth and the infrastructure of their expanding destination to ensure that visitors have a great experience in Huntsville
  • What the Huntsville CVB has done to help it stand out in the crowd.
  • The Attractions Week initiative — how it works, similarities and differences from Restaurant Week, and how they are promoting it
  • Unexpected opportunities that the COVID-19 pandemic has given them to be creative when evolving to meet whatever the future brings
  • How Pam has been able to leverage ‘coop-etition’ to join with competitors to collaborate on projects over the last 12 months

Keeping It Fresh

We discuss the pivots that the CVB has made over the last year to showcase its range of attractions, and Pam outlines how Huntsville creatively shines a light on each sector with the new initiative Attractions Week. Reimagining annual events to ensure they stay fresh and exciting for repeat visitors is a priority for the destination, and Pam also describes how they let people know what’s going on in the area using social media and their website.

Supporting the Community

Huntsville has been encouraging people to support local businesses more than ever, and in addition to inviting in visitors, they have focused on promotions that help local residents shop locally. Pam describes the I Heart Huntsville campaign, how inviting visitors, influencers, and locals to share what they love about the community works, and why they’re showing their love and appreciation for their hospitality heroes this year.

We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

 
Jul 7, 2021

Named one of the 11 Influential Black Women in Travel You Should Know by Travel Noire, Rachel Hill is a trailblazing Travelpreneur, Speaker, and Published Author. With a Masters in Business Administration (MBA) in Marketing, she has merged her Tech and Digital Marketing expertise and passion for travel into a global brand.

Her engaged audience of over 30,000 sees her as a leader in both the travel and tourism space and the Digital Marketing industry. Utilizing her marketing and Influencer expertise, Rachel coaches new and aspiring Travel Brand Business creators and on how to build successful online brands, how to create valuable content, and how to monetize their brands.

On this episode of Destination on the Left, I talk with Rachel Hill about how travel influencers can help brands reach niche markets. She shares her insights on demystifying travel in the Black community and gives an example of a successful creative influencer campaign she worked on to flip the narrative on cold-weather destinations. Rachel also breaks down the KPIs that she thinks are most important for influencer marketing and why it’s much more valuable to focus on the impact of a campaign rather than how many likes you get.

What You Will Learn:

  • The best ways for destinations to approach influencers
  • Why it’s critical to have a coherent strategy when working with travel influencers
  • How to measure interest and conversion rates from campaigns with influencers
  • Best practices for influencer marketing to niche audiences
  • How destinations can ensure they are open, authentic, and diverse in their marketing materials
  • Why Rachel believes this is the perfect time for organizations and travel brands to be innovative and creative to attract visitors

Engaging Your Audience

When travel destinations approach influencers, it is important that they really understand whether that influencer’s values and content align with theirs. There is no point in pursuing influencers with huge follower numbers if their audience doesn’t connect to your purpose. A recent shift in destination marketing has seen a move towards micro-influencers who have engaged audiences who trust their opinion and direction. Don’t focus on the numbers — focus on the impact.

Niche Audiences

If a destination wants to tap into a new niche audience, it’s essential to be authentic by working with someone who can represent that niche audience well. You can shift the narrative and open up your region to travelers who had not previously considered it a place to visit by asking for the feedback of an influencer in that niche group. Rachel Hill gives her perspective on approaching influencers in a specific niche and outlines the best practices for influencer marketing to niche audiences.

Jun 30, 2021

As Account Manager – Leisure Trade & Product Structure with Destination Sherbrooke for the past five years, William Hogg has developed and deepened key relationships with tourism partners and travel buyers from the region, across Canada, and around the world. The instigator of the Sherbrooke – Heart of the Townships brand, he continues to strategically develop products and position the city, partners, and the region in Canadian, American, and international (Asian and European) leisure and tour & travel markets.

On this episode of Destination on the Left, I talk with William Hogg about how he has kept his Canadian destination Sherbrooke, near the U.S. border in Quebec, at the forefront of travelers’ minds over the past year. He shares his most creative ideas – from hosting frequent virtual familiarization (FAM) tours for operators in the travel trade to creating an award-winning Local Flavors Road Trip. William also shares why he sees collaboration as the key to successfully navigating the changes in a post-pandemic travel industry.

What You Will Learn:

  • What the closure of travel and tourism due to the pandemic has meant for Canadian destinations
  • Creative elements incorporated in Sherbrooke’s strategy to move through the challenges of 2020/21 and beyond
  • How William collaborated with neighboring municipal organizations to find ways of attracting hyper-local tourism
  • What Destination Sherbrooke is doing to support their local community
  • Why William is currently seeing more interest from U.S. tour operators than Canadian operators for Summer 2021

Collaborate for Success

In the current climate, sharing wealth and resources is the key to success, and collaborations between destinations don’t need to be completely equal for them to be successful. Smaller communities can collaborate with larger ones to work together to both draw visitors to their attractions and offer them a range of places to eat and sleep, leading to a win-win outcome for everyone.

COVID-19 Friendly Attractions

Being COVID-friendly is vital in the post-pandemic recovery period and promoting outdoor attractions that visitors feel comfortable with as they ease back into tourism is very important in the rejuvenation of the industry. William discusses why the attractions that Destination Sherbrooke is focusing on are centered around agri-tourism. He also describes how Sherbrooke won international recognition for the pivots they have made during the pandemic and the continued creativity they have shown in drawing people to the area.

Jun 23, 2021

Carole Stizza is a Professionally Certified ICF Executive Coach, a SeniorHR Professional, and has a background in Industrial-Organizational Psychology. She has also survived 3 different car accidents (all stopped while turning left) and stage 3 cancer. Resilience, grit, and impatience for life have all been constant companions as she has supported her Air Force Husband and moved her family around the U.S. for 26 years and traveled the world.

Her ability to help clients navigate change, clarify what is important, and step into better conversations have led her to be a contributing author in two books and now releasing her own called: The ASK Framework, questions that elevate your Influence, Performance, and Leadership.

On this episode of Destination on the Left, I talk with Carole Stizza about the power of self-awareness that comes when you ask for positive feedback. It may seem counterintuitive to ask people to tell you what you are doing right — but that is exactly what Carol suggests doing. Carole also discusses the framework for how to have those professional conversations that she created to help people understand the idea of self-leadership, and why she decided to expand her ideas into a book.

What You Will Learn:

  • What it means to use self-leadership
  • How Carole is seeing people apply self-leadership as we emerge from the COVID-19 pandemic
  • How Carole helps her clients learn how to celebrate and realize self-leadership
  • The importance of taking curiosity in a more strategic, actionable direction by giving context in conversations
  • How to use Carole’s framework to introduce a sense of positivity and collaboration one-to-one or within a team
  • How to remind people what they should celebrate about themselves when home or hybrid working

You Are Already Your Best Self

The first step of self-leadership is to recognize that you are already positioned to be your best self. We’re all unique — so start to embrace how you uniquely think and move away from comparing yourself with others. Adopting what makes you unique and what sets you apart, then starting to appreciate and embrace those things ensures that you understand how to put yourself out in the world.

Framework for Feedback

As leaders and individuals we are always evolving, learning, and growing, so the idea that you are already your best self can be overwhelming. And that’s because we don’t always know what to celebrate about ourselves, we need a framework for feedback about what other people appreciate about the gifts they see in us. Keep growing and keep changing but also make the choice to enjoy who you are in the moment.

We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

Jun 16, 2021

Jim is the President & CEO of Response Marketing Group, a consumer-data-focused marketing agency in Richmond, Va. As such, he is responsible for relationship development and account strategy at the independent agency, which offers data analytics, predictive modeling, and multi-channel services. The agency serves several clients in the financial services, travel/tourism, and insurance sectors.

With over 30+ years of experience in the marketing and advertising industry, Jim is a nationally recognized speaker at conferences and events such as the Forrester Marketing Conference, Direct Marketing Association, Public Relations Society of America, and the Southeast Tourism Society. Jim is considered a thought-leader on the value of data insights married to relevant messaging to the target audience.

Jim also leads the Travel and Tourism practice for RMG, which includes clients such as Arkansas Tourism, Georgia Tourism, Visit Jacksonville, St Tammany Parish, The Ritz Carlton, and Marriott International among others.

Prior to Response Marketing Group, Jim was Senior Vice President at The Allant Group in Chicago, IL from 2010-2014. He led the Strategic Consulting practice that delivered marketing strategy and high-level research to CMOs and brand managers at clients such as GM, Comcast, Nationwide Insurance, US Tennis Association, US Cellular, Blue Cross/Blue Shield, and Wells Fargo. From 1999-2010, Jim was an agency partner in RightMinds a strategic consultancy in Richmond, VA serving national brands and emerging growth brands.

On this episode of Destination on the Left, I talk all things data with James Harenchar. Jim clarifies the types of data that are available, and how they help build predictive models and analytics that deliver a reduced cost per acquisition. He demonstrates how data has helped tourism marketers achieve better results with some recent case studies. Jim also walks us through the evolving nature of the direct response marketing industry, and how response attribution works in the digital world.

What You Will Learn:

  • How Jim leverages data analytics, predictive modeling for clients in the travel and tourism sector
  • Where Jim finds the data that we don’t have and the ‘secret sauce’ of matching it to messaging
  • How building relationships translates into better, more effective marketing
  • Why and how you should be differentiating your messaging for different audiences
  • Why consistency across your messaging, imagery, and CTA considerably boosts your advertising response rate

Engaging the Audience

In the travel and tourism industry, we are always looking to marry customer insights with marketing strategy and use the data we have more effectively. But in some cases, it’s the data we don’t have that would help me gain greater insight into what individuals are looking for from a destination or experience. It’s great if you have a first name and last name and an email address but if you don’t have any detail on gender, income, whether they have children or are an empty nester then it’s much more difficult to tailor your messaging and engage that individual that’s already in your database in a meaningful way.

Personalized Messaging

The relevance of digital marketing is more important than ever, so the more data you have on your client base the more likely it is that you will be able to personalize your ads. The direct marketing industry has evolved to where potential visitors expect the images and ads that they’re seeing to be focused on their interests. This is where data, analysis, and segmentation can help professionals in the destination marketing world achieve personalization more quickly and efficiently.

We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

 
Jun 9, 2021

Andy McNeill is a travel and hospitality entrepreneur with over 25 years of experience in his profession. He is the CEO and founder of American Meetings, Inc., an industry-leading meetings and events agency that produces thousands of live and virtual meetings annually for Fortune 500 clients. He is also the co-host of the Destination Everywhere Podcast, top travel and hospitality podcast that highlights bucket-list destinations, luxury hotels, local cuisine, and must-do activities. Andy is a significant voice in the hospitality, meeting, and travel industries.

On this episode of Destination on the Left, I talk with Andy McNeill about how the travel industry has changed as a result of the COVID-19 pandemic. Andy shares his thoughts on the hybrid event model and how destinations and suppliers can benefit from this new approach to meetings. We also discuss creative ways that destinations can take their experiences and products virtual to support both online and in-person attendees.

What You Will Learn:

  • Key lessons learned during the last year on how the travel industry is evolving
  • Why Andy McNeill believes the hybrid-event model is here to stay
  • How destinations can make their virtual event component creative
  • How in-person events are making attendees feel safe
  • How Conventions and Visitors Bureau (CVB) staff can innovate to promote their destination

Creative Hybrid Events

The travel and tourism industry has fundamentally changed over the last year, but we can adapt and grow with the changes. With a few creative tweaks, you can tailor your offering to what visitors are looking for both in-person and for virtual tourists. Andy describes some of the most creative online and hybrid events that he has seen in the past 12 months and gives listeners some inspiration for planning their own engaging events to attract visitors.

Technology and Collaboration

We dig into the specifics of how to leverage the spirit of ‘coop-etition’ the blend of collaboration and competition if you are part of the CVB community. Andy shares his experience of using technology to promote visitor destinations and how to ensure your region is still an attractive prospect in the new normal world of safety protocols and flexible booking policies. Collaboration is going to be key to enhancing the online event experience so we also explore the key lessons learned, and how the industry will evolve as we come out of the pandemic.

We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

Jun 2, 2021

A seasoned tourism executive with over 35 years of experience in the industry, Don Welsh serves as the President and CEO of Destinations International. Since joining the association in March 2016, Welsh has implemented a strategic realignment for the association through a renewed commitment to focus on member needs to deliver the resources members have determined to be essential to the success of their organizations.

Prior to joining Destinations International, Welsh served as the President and CEO of Choose Chicago. Welsh also held the CEO position at the Indianapolis Convention & Visitors Association and the Seattle Convention & Visitors Bureau. Prior to joining the destination marketing industry, Welsh served as senior vice president for Westin Hotels at its corporate headquarters and has also held senior leadership positions in sales and marketing for Westin Hotels and Resorts, The Ritz-Carlton Hotel Company, and the MGM Grand Hotel/Casino in Las Vegas.

On this episode of Destination on the Left, I welcome President and CEO of Destinations International, Don Welsh back and we dive into what the travel industry has learned from the COVID-19 pandemic over the last 12 months. We discuss the various opportunities for the industry to drive home the importance of adopting tourism as a community shared value and how we can promote this mindset. Don also gives us his insights into sustainable tourism, the changing meetings industry and the adoption of equity, diversity and inclusion principles.

What You Will Learn:

  • The silver linings hidden in the COVID-19 pandemic
  • The importance of our networks and why we need to work together to move forward
  • How the links between Convention and Visitor Bureau (CVB) and local communities have been cemented during the last 12 months
  • What Destinations International has planned for their next program and how they are developing for the future
  • What the travel industry should do to position themselves for successfully moving forward over the next five to 10 years

Collaboration in Recovery

The travel industry has been in crisis mode but now we are moving slowly towards recovery. There are certain destinations that are almost in full recovery mode, such as beach, mountains, or lake resorts and there are also many areas that are still at the beginning of their recovery process, such as urban destinations. The key factor for successfully returning to normality is that we maintain this hyper communication that has taken place this past year, so more people are aware of what destination organizations do and the contributions they make.

Equality, Diversity and Inclusion

Besides the increase in community shared-value work we need to change our vocabulary around how the travel industry can benefit communities, through the recovery and into the good times ahead. There have also been silver linings to the pandemic, and one such positive change was the increased adoption of the Equality, Diversity and Inclusion (EDI) principles and their heightened visibility during challenging times.

We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

May 26, 2021

Carol Lempert supercharges executive presence and careers with the performance secrets actors use to light up the screen. She is a sought-after leadership expert quoted in Forbes, Financial Post, National Post, The Reader’s Digest, and Thrive Global. Typically companies bring her in to help them fill their leadership pipelines. She teaches executives to tell better business stories, increase their executive presence, improve their personal brand and build more resilience. Carol’s clients include Google, Marriott, American Express, Travelers, and the Harvard Executive Education program (yes, THAT Harvard. Her Mom is too proud).

On this episode of Destination on the Left, Carol Lempert discusses how to better communicate and engage with others as part of a collaborative team. Carol shares her expertise as an actress with listeners and gives actionable tips and techniques on how to sound and look confident when pitching an idea and how to use high gain questions to make stronger connections and create better collaborations. We also do a live exercise that demonstrates how effective listening leads to a deeper understanding of what’s really important to others in your sphere.

What You Will Learn:

  • The performance secrets that Carol uses to supercharge executive presence
  • The four dimensions of executive presence
  • Carol’s insights as an actress, on communication, and how that supports effective teamwork and collaboration
  • How to effectively pitch ideas
  • The importance of asking open-ended questions to deepen understanding of a topic
  • How to break through roadblocks to positive collaboration

Essential Dimensions of Executive Presence

Many of us in the world of travel, tourism, and hospitality have experience with booking or promoting theatre and live performance. Still, we don’t often get a behind-the-scenes glimpse of what we can learn from actors about collaboration. Carol Lempert guides us through the four dimensions of executive presence and how she works with business people to help them communicate and pitch their ideas, so audiences listen.

Collaborating Successfully

Carol shares her insights on effective communication skills and how they can impact both in-house teams and teams of collaborators across various organizations. Collaboration and communication are closely tethered and both are vital for creating and bringing a successful project to fruition. Carol explains why leading cross-industry projects need to be open and transparent with the expectations from the off and aware of how to break down any roadblocks by listening and communicating productively.

May 19, 2021

Michael is a native of the Finger Lakes region. He was born in Rochester, NY but enjoyed an early childhood upbringing in Newport, RI (“America’s First Tourism Town”) to which he attributes his passion for hospitality.

Over his thirty-five-year career, he has had the pleasure and honor to serve as a Convention Sales Manager, Director of both Convention Services and Visitor Services for Visit Rochester (twice), sell and market to domestic and international groups for the Corning Museum of Glass, Top of The Rock at Rockefeller Center and as a VP for Group Sales Box Office/Broadway.com (both in NY, NY). His earliest accomplishments as a Patient Unit Secretary at Strong Hospital, Front Office Supervisor for Stouffer Hotels, and Event Manager for Casa Larga Vineyards are where he believes his desire to serve, delight, and exceed expectations for guests, people, peers, and friends-alike was crafted.

Recently, Michael continued his two-decade-long consulting business offerings to museums, attractions, municipalities, artists, and other family-owned and corporate clients as a resident in Chicago, IL. Just last year, in 2019, he went back to complete his Bachelor’s Degree from Rochester Institute of Technology finishing on the Dean’s List with 10 A’s for 5 in-class subjects and 5 online, a feat he is extremely proud of and happy to have finished (as were his mom and RIT friends, favorite faculty members, and fellow alum).

Destination on the Left is joined by Michael Hardy, the Executive Director of Watkins Glen Area Chamber of Commerce. On our podcast, Michael shares the key takeaways from his experience in the tourism and hospitality industry. He talks about how the “no-event events” helped his community draw attention and visitors during the holidays. Michael also dives into the concept of “return on involvement” and explains why that is the best measurement for success in any organization. No matter what we have experienced thus far, there are many silver linings, and our conversation highlights some of them.

What You Will Learn:

  • The insights Michael has gleaned from his experience working in the tourism and hospitality industry
  • Watkins Glen’s “no-event event” concept and how it drove visitor traffic during the holidays
  • Why “return on involvement” is the best measure of success in any organization
  • The silver linings that have come out of the pandemic thus far
  • How Watkins Glen has used creativity and collaboration to stand out from the crowd
  • What tourism businesses can do to put together a more impactful guest experience

Watkins Glen, NY

Michael Hardy is the Executive Director of Watkins Glen Area Chamber of Commerce. On our podcast, Michael shares the key takeaways from his experience in the tourism and hospitality industry. He talks about how the “no-event events” helped his community draw attention and visitors during the holidays. Michael also dives into the concept of “return on involvement” and explains why that is the best measurement for success in any organization. No matter what we have experienced thus far, there are many silver linings, and our conversation highlights some of the victories and struggles in Watkins Glen, NY.

The Many Faces of ROI

Michael has built an exemplary career in the travel and hospitality industry. He used each experience as a springboard to another, picking up a vast array of different skills along the way. From marketing and event planning to operations and customer experience design, Michael gained exposure to all facets of the industry, leading him to develop the idea of return on involvement. This concept is about identifying what visitors are getting for their time and money, then figuring out what you can do to add even more value to that experience through your involvement. In doing so, you will have yet another tool to separate your destination from the pack.

No-Event Events

The pandemic is waning, consumer confidence is increasing, and the tourism industry is rebounding. This leaves us with a unique problem that we haven’t had in quite some time—too many destinations to choose from. For destinations to compete in such a high-stakes arena, they have to reach deep within their ranks to find a sense of creativity and collaboration. One of the ways Michael and his team achieved this was through their Holiday Happenings campaign. This was the birth of their “no-event event” concept where destinations can build an event framework and fill it in with an agenda that meets the CDC and local government restrictions at the time the event takes place. Through this type of modular event planning, DMOs can stay light on their feet and adapt in real-time as health guidelines change.

We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

May 12, 2021

Lisa Berger, Director of Tourism for Ulster County, has more than twenty years of government experience, starting at Ulster County Tourism as the Director of Marketing and Group Sales. She was promoted to Deputy Director in four years, and from there, was asked to lead the county’s Office of Employment and Training and Workforce Development Board.

Over the next six years, Lisa worked with businesses, economic development, and education leaders to create policies and programs that help ensure that the labor force meets the needs of local businesses and industry. Berger became the Director of Ulster County’s Department of Economic Development in September 0f 2019, where she developed strategies that promote sustainable economic growth, which will help all Ulster County residents.

In November 2020, Lisa found herself back at the county’s Tourism Department, this time as the Director. She brings an innovative, creative flair for robust partnerships and original promotional campaigns. Berger is currently looking at reinventing the standard travel guide, making it a meaningful touchstone for the creation of authentic experiences.

On this episode of Destination on the Left, I talk with Lisa Berger about transferable skills and why it’s so critical to spread the word about various routes into a successful career in the tourism industry. As Lisa explains, we need to show people the path to follow and where being a travel and tourism professional could lead them. We also dive deep into Lisa’s plans for Ulster County to lead recovery in the tourism sector – including expanding the visitor base, building partnerships, and helping travelers make a deeper connection with the experiences available in the area.

What You Will Learn:

  • How transferable skills and the ability to use previous experience and a passion for helping your community can lead to a successful career in tourism
  • Why the tourism industry needs to promote the principles of diversity, equality, and inclusion
  • Some of the things that Lisa is working on to help Ulster County lead the way into recovery
  • Lisa’s new travel guide project with curated experiences that will help expand their visitor base
  • How Lisa is making partnerships work for businesses, communities, and visitors and why they are stronger together
  • Why building deeper connections through partnerships and with their visitors is driving Lisa’s approach to recovery

Making Deeper Connections

Lisa shares her passion for finding and fostering deeper connections between visitors and what Ulster County offers in terms of local activities, arts, and experiences. She shares the region’s plans for expanding their visitor base by shifting the focus onto the cultural heritage traveler and looking at their history as a center for art and music. The county’s plan to really speak to a diverse audience in a welcoming way, to let them know that they’re going to feel comfortable, is at the heart of Lisa’s plans for moving forward into the future.

A Rising Tide Lifts All Boats

Cooperation is also one of the key principles of Lisa’s roadmap to leading recovery in the tourist centers of her region. Integral to their plans to build partnerships and find ways for visitors to connect with the region is their carefully curated travel guide — complete with COVID-safe QR codes — which will showcase the unique partnerships that the county has built so they can offer visitors more recreation opportunities than ever before. Lisa also outlines her philosophy of creating connections by asking businesses in the tourism sector what they feel they need from her department, listening, and working to give them what will help them most.

We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

 
May 5, 2021

Debra E. Ross is the founder, publisher, and CEO of Kids Out And About, LLC. The company publishes KidsOutAndAbout.com, launched in 2001, and BeyondTheNest.com, launched in 2016. The sites, which are presented under the umbrella of EntertainmentCalendar.com, provide comprehensive calendar and resource lists celebrating each of 45 local regions across the U.S. and Canada. Kids Out And About’s focus is on activities for kids, teens, and families; its readers are 85% parents and the remaining 15% are grandparents. Beyond The Nest focuses on arts, culture, and recreation for grownups. Originally founded in 2001 as a community website for parents in Rochester, NY, KidsOutAndAbout.com started expanding out of Western New York in late 2010. The combined sites currently attract 6 million unique visitors per year, and over 400,000 opt-in readers receive a weekly e-newsletter filled with things to do both in their local area and virtually. Deb’s weekly “Notes from Deb” column at the top of the KidsOutAndAbout.com newsletters is celebrating its 20th year of publication in 2021.

As publisher, Deb leads a team of content managers whose mission is to celebrate each local region’s best opportunities and thereby help sustain communities.

Destination on the Left is joined by Debra Ross, the founder, publisher, and CEO of Kids Out And About, LLC. On our podcast, Debra shares her passion for celebrating local regions across the U.S. and Canada. She talks about the importance of selling both the residents and outsiders on tourism in smaller communities. And she also discusses her experience with coopetition, as well as the big plans communities are working on to prepare for the 2024 eclipse.

What You Will Learn:

  • Debra’s journey into the travel and tourism industry
  • What Debra is doing to celebrate local regions across the U.S. and Canada
  • Debra’s role as the publisher and CEO of Kids Out and About, LLC.
  • The importance of selling both the residents and outsiders on tourism in smaller communities
  • Debra’s experience with the power of coopetition in local regions
  • The big plans communities are working on to prepare for the 2024 eclipse

Kids Out and About

Debra Ross is the founder, publisher, and CEO of Kids Out And About, LLC., a media network that provides a comprehensive calendar and resource lists celebrating each of 45 local regions across the U.S. and Canada. On our podcast, Debra shares her passion for celebrating local regions across the U.S. and Canada. She talks about the importance of selling both the residents and outsiders on tourism in smaller communities. And she also discusses her experience with coopetition, as well as the big plans communities are working on to prepare for the 2024 eclipse.

Connecting Travelers, Community Members, and Destinations

Kids Out and About generates almost all of its revenue through local advertising. It is a predominantly mission-based organization, meaning that its fundamental purpose is to celebrate and nurture the communities it serves. With Debra at the helm, Kids Out and About has taken an approach that enables local businesses, CVBs, and DMOs to be more themselves—thus standing out from the crowd. It is about highlighting all of the ways in which local community members and outsiders can connect with them on a deeper level. First, they match travelers with the activities they are seeking already, then they offer a broad spectrum of other opportunities the travelers may have never even considered.

Thriving Together

In order to create deeper connections on a regional level, coopetition must become an integral part of the process. We are seeing tourism businesses work together despite nominally competing for the same tourism dollars under normal circumstances. If you zoom out and look at the bigger picture, success is often measured collectively. Large CVBs and DMOs are only interested in how tourism is performing at scale. By determining what metrics to measure and providing support to other destinations in your region, communities can grow stronger than ever before. With collective action, everyone has a chance to thrive.

We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

 
Apr 28, 2021

Roni Weiss was born in Long Island, New York, and grew up in Snohomish County, Washington, north of Seattle.

At the age of 10, Roni began attending Edmonds Community College (now Edmonds College), receiving his Associates of Arts and Science with Honors at the age of 12. He graduated from Lynnwood High School at the age of 15, then attended the University of Washington, receiving double Bachelors of Arts degrees in Drama and English at the age of 18.

Through years of world travels, Roni visited 70+ countries, including every country in Europe, six of seven continents, and taught English in Italy, France, Taiwan, and Chile, both to youth and professionals.

In 2011, Roni founded RW Social, a marketing and consulting company for the travel industry and nonprofits. From 2011 to 2016, Roni worked with Africa Travel Association (now Africa Tourism Association), assisting with and speaking at ATAs events in NYC, DC, and multiple African countries.

In 2013, RW Social launched the New York Travel Festival, an event focused on innovation and sustainability in the world of travel, which served as the genesis for Travel Unity, where he now serves as Executive Director.

Roni lives in Westchester County, NY with his partner, Lauren, and their four children.

Destination on the Left is joined by Roni Weiss, Executive Director of Travel Unity. On our podcast, Roni discusses his unique journey into the travel and tourism industry and the world of entrepreneurship. He explains how a broader view on community impact can create a win-win for both the tourism organization and the community it serves. In addition, Roni makes the case for why representation in marketing and PR needs to be executed thoughtfully and consistently with more depth. This conversation is the key to getting started or leveling up your focus on DEI, and Roni brings so much value to the table.

What You Will Learn:

  • Roni’s unique journey into the travel and tourism industry and the world of entrepreneurship
  • How a broader view on community impact can create a win-win for both tourism organizations and the communities they serve
  • Why representation in marketing and PR needs to be executed thoughtfully and consistently with more depth
  • Personal vs. Organizational Development tactics in the travel and tourism industry
  • Tips for finding the right candidates during the hiring process

Travel Unity

Roni Weiss is the Executive Director of Travel Unity, a non-profit focused on increasing diversity in the world of travel through individual and community empowerment. On our podcast, Roni discusses his unique journey into the travel and tourism industry and the world of entrepreneurship. He explains how a broader view on community impact can create a win-win for both the tourism organization and the community it serves. In addition, Roni makes the case for why representation in marketing and PR needs to be executed thoughtfully and consistently with more depth. This conversation is the key to getting started or leveling up your focus on DEI, and Roni brings so much value to the table.

Overcoming Inequality in Travel and Tourism

Travel Unity provided Roni with the opportunity to make an impact on both the personal development side and the business/organizational development side of the travel and tourism industry. The center circle of this ven diagram is the inequality in this world. Initially, that took the form of socioeconomic status in Roni’s work. But as he grew, Roni dove even deeper into the concept of cultural exchange, searching for new ways to bridge the gap between all types of people from different walks of life. When travel organizations adopt a similar perspective and focus on building connections in the communities they serve, it will help develop an environment where everyone thrives.

Be Proactive in the Hiring Process

Once a community has stitched the tears in its connective tissue, the travel and tourism sector can make a greater impact than ever before. Pushing for personal and organizational development in the community will create a future workforce that shares the same values. This is an ideal framework to work from as an organization grows. When adding new team members and filling existing roles, it is important to do everything in our power to build a team that supports our vision for diversity. Homogony doesn’t exist because we aren’t getting the candidates we need, it exists because we aren’t going out there to find them. This is something we have complete control over, and it will change the dynamic of our teams for years to come.

We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

 
Apr 21, 2021

Jeff Gayduk is the president and publisher of Premier Travel Media (formerly known as Premier Tourism Marketing), a multi-faceted print and online publishing firm that specializes in the group travel industry. Our titles include Leisure Group Travel, Group Travel Directory, Sports Planning Guide, Reunions Workbook, Student Travel Planning Guide, Religious Travel Planning Guide, Snowbound and Ski & Ride.

Destination on the Left is joined by Jeff Gayduk, president and publisher of Leisure Group Travel. On our podcast, Jeff discusses the framework and purpose of his new book, “Traveling Tribes: Your Next Gig as a Travel and Tourism Influencer.” He also shares his team’s insights on fueling recovery, which was recently published as a white paper to the benefit of everyone in the travel and tourism industry. Jeff brings so much value to the table in our discussion, providing tons of tips to help tourism organizations build momentum as the world reopens.

What You Will Learn:

  • Jeff’s journey into the travel and tourism industry
  • The framework of Jeff’s new book, “Traveling Tribes: Your Next Gig as a Travel and Tourism Influencer”
  • How Jeff’s book can shed light on this sector and drive demand for a new pipeline of customers
  • Key insights Jeff and his team have gathered about the recovery of travel and tourism
  • How the group travel industry is evolving, and what tour operators are doing to adapt

Premier Travel Media

Jeff Gayduk is the president and publisher of Leisure Group Travel, a multi-faceted print and online publishing firm that specializes in the group travel industry. On our podcast, Jeff discusses the framework and purpose of his new book, “Traveling Tribes: Your Next Gig as a Travel and Tourism Influencer.” He also shares his team’s insights on fueling recovery, which was recently published as a white paper to the benefit of everyone in the travel and tourism industry. Jeff brings so much value to the table in our discussion, providing tons of tips to help tourism organizations build momentum as the world reopens.

Traveling Tribes

‘Traveling Tribes” is a prescription book on how to lead group travel. Tour operators and their direct markets are full of people from all walks of life. Many of them have unique backgrounds and amazing life stories that are completely independent of their role in travel and tourism. That notion makes it difficult to create a one-size-fits-all solution for developing strong leadership in group travel scenarios. Jeff started compiling all of these different backstories to find the through line and identify common ingredients in each experience. With this recipe, tour operators can adapt more easily as the group travel industry evolves.

Keeping a Finger on the Pulse

By establishing a baseline for leadership performance in “Travelling Tribes,” Jeff and his team have been able to offer more valuable resources and tips to tourism professionals throughout the pandemic. They have kept a finger on the pulse of major trends in the travel industry in order to come up with viable solutions for the recovery period. As a result, they have made it easier for tourism professionals to determine the next steps. Whether that means leveraging pent-up demand for travel, milestone birthdays, bolstered savings, or personal development, the data supports a dire need for the return of tourism.

We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

Apr 14, 2021

Amir Eylon is the President, CEO, and Partner of Longwoods International and a thirty-two-year veteran of the Travel & Tourism industry. Amir leads the entire team responsible for developing and executing all facets of the organization, from program development to customer acquisition and retention. He joined Longwoods in 2015 from his previous role as Vice President, Partner Engagement with Brand USA, the public-private partnership serving as the destination marketing organization dedicated to increasing international visitation to the US. He led the team responsible for increasing Brand USA’s partnership base and ensuring that participants received excellent service throughout Brand USA’s deployment of joint marketing programs.

During his tenure, Brand USA grew its base to 475 partners, composed of destination marketing organizations, convention and visitor bureaus, attractions, travel brands, airlines, and tour operators. Prior to joining Brand USA, Amir served as Director of the Ohio Office of Tourism. Under his leadership, the state’s marketing programs realized a tremendous return on investment and contributed to the growth of the state’s $40 billion tourism economy. The programs he developed leveraged industry and nontraditional partnerships that generated $14 in new state and local taxes for every $1 invested and included active participation by thousands of Ohio’s tourism-related businesses.

Amir has also served as Executive Vice President of the Ohio Hotel & Lodging Association, Assistant Director of the Ohio Tourism Division, and Sales & Marketing Manager with the Steuben County Conference and Visitors Bureau. He has been recognized with a number of Industry honors, including Top 25 Extraordinary Minds in Sales & Marketing award (2014) by the Hospitality Sales and Marketing Association International (HSMAI); The Ohio Tourism Industry’s Highest Honor, The Paul Sherlock Award; and The State of Ohio Distinguished Service Medal.

Amir’s thought leadership in tourism is often quoted by media, and he has appeared in dozens of interviews among many national media outlets, including CNBC, MSNBC, Forbes, The New York Times, The Washington Post, The Los Angeles Times, etc
Amir holds a Bachelor of Arts degree in Political Science from the University of Dayton.

On this episode of Destination on the Left, we welcome back Amir Eylon, President, CEO, and Partner of Longwoods International, who first appeared on the podcast in April 2020. We reflect on the travel trends over the last 12 months, as revealed by research conducted by Longwood International’s Traveler Sentiment Trackers. Amir also speaks to the expectations of the newly conditioned traveler and what first trips will look like for many Americans after a year of shutdowns. He also explores the data on opportunities that can be found for DMOs with the return of day-trippers.

What You Will Learn:

  • What recent data from the Traveller Sentiment Trackers shows, and why the outlook for travel is optimistic
  • Where and why people are traveling – including the most popular domestic destinations
  • Traveler opinions on safety and cleanliness protocols in the communities they visit
  • Why the resurgence of the day trip meant that overall volume wasn’t as low as expected over the last 12 months
  • Newly conditioned traveler expectations and how DMOs can ensure they are catering to the increased desire to feel safe when making bookings
  • Why it is essential to understand the importance of focusing on promotions rather than deep discounts

Understanding Travel Plans in the New Normal

Amir and Longwoods International were motivated to start their Travel Sentiment Trackers in March 2020 by a desire to help the entire travel industry. The data that their research has circulated has been invaluable in understanding how the American traveler feels about vacationing in this new normal and how DMOs can best serve them going forward. He discusses why overall volume in the US wasn’t as low as the travel industry expected and explains which domestic destinations have proved to be the most popular over the last year and why.

Traveler Expectations in 2021

Amir digs into the expectations of newly conditioned travelers and why destinations need to be mindful not to roll back their cleanliness and flexibility protocols too quickly. He also addresses the new-found popularity of the day trip and how destination marketers can leverage those first visitors to promote their community and popularise short overnight breaks. The data shows that clarity will remain an important part of what visitors expect when researching destinations in the future and how communities can ensure that travelers feel safe by continuing to be transparent about precautions still in place to protect guests.

We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

 
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