434. Leveraging Lifestyle Media to Boost Tourism, with Liza Graves
Destination On The Left
On this episode of Destination on the Left, Liza Graves shares her journey growing a 100% digital lifestyle publication that she started as a way to help small businesses through the recession. She talks about why it is important to find your North Star and how that can guide you through the ups and downs. We talk through some of the unique ways that StyleBlueprint helps DMOs and tourism businesses reach a traveling audience. What You Will Learn in This Episode: How Liza launched StyleBlueprint during the Great Recession to help support local businesses and why that mission has been the...
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433. Authentic Encounters and Sustainable Growth in Luxury Travel, with John Nguyen
Destination On The Left
On this episode of Destination on the Left, I talk with John Nguyen, CEO of Heritage Line. In our conversation, John shares his passion for his home in Southeast Asia and describes his luxury cruise line, how he developed it, and how they deliver on unique experiences by going to places that most tour operators cannot access. John describes partnerships that he has built with competing river cruise companies to help develop sustainable practices and facilitate connections between locals and international visitors that make a positive impact. What You Will Learn in This Episode: How John...
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432. Building a Magnetic Resort Culture, with Sean McCarron
Destination On The Left
On this episode of Destination on the Left, I talk with Sean McCarron, General Manager at the Conrad Orlando, about why the magic of any resort is in the people who give it soul. We talk about building a team and a culture that inspires. As Sean explains, there is one team, one mission and one goal. We also discuss external collaborations and partnerships that have been successful for the Conrad Orlando, including partnerships with local attractions, shopping malls and nonprofits. What You Will Learn in This Episode: Why Sean believes building a strong team culture is the single most...
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431. Rainbow Air’s Approach to Coopetition in Niagara Falls Tourism, with Patrick Keyes
Destination On The Left
On this episode of Destination on the Left, I talk with Patrick Keyes, Sales and Marketing Manager at Rainbow Air Helicopter Tours in Niagara Falls, about why he believes in coopetition and how collaborations with his competitors have helped him be successful. Patrick explains why being a first call partner to your local and regional DMO is so important, and how you can position yourself to be that partner. He also offers valuable advice on how to work collaboratively at trade shows to build success. What You Will Learn in This Episode: How Patrick developed a regional, visitor-centric...
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430. Transforming Tours with Storytelling, with Mitch Bach
Destination On The Left
On this episode of Destination on the Left, I talk with Mitch Bach, partner at Tourpreneur and CEO of TripSchool, about the shift from information-driven tours to experience-driven journeys, where emotional connection, creative storytelling, and human interaction are now the most valuable takeaways for travelers. Mitch introduces listeners to the concept of the “emotion economy” and offers inspiring examples, from immersive historical reenactments to sensory food experiences, that help tour operators leave a lasting impact on their guests. What You Will Learn in This Episode: Why...
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429. Revolutionizing the Home Exchange Market, with Emmanuel Arnaud
Destination On The Left
On this episode of Destination on the Left, I talk with Emmanuel Arnaud, CEO of HomeExchange. He shares the remarkable journey of how he went from being a frustrated user of traditional home exchange platforms to founding his own company. We dig into the heart of the sharing economy and how home exchanging not only makes travel more accessible and sustainable but also turns local hosts into enthusiastic ambassadors for their communities. What You Will Learn in This Episode: How Emmanuel turned his personal frustration as a home swap user into launching Guest to Guest and ultimately becoming...
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428. From Attractions to Experiences, with Laurel Greatrix
Destination On The Left
On this episode of Destination on the Left, Laurel Greatrix and I explore why today’s travelers are seeking out the experience first and planning trips around it. She shares the top types of experiences that travelers are searching for and explains why they allow visitors to explore a destination more deeply. What You Will Learn in This Episode: Why today’s travelers are increasingly planning trips around experiences rather than destinations, and what this shift means for destination marketers What types of travel experiences are trending right now, from outdoor adventures to immersive,...
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427. Sustainable Marketing Through Pinterest, with Meagan Williamson
Destination On The Left
On this episode of Destination on the Left, I talk with Meagan Williamson about Pinterest for travel brands. She shares actionable strategies for using this powerful, often overlooked platform to amplify discovery, boost SEO, and support long-term marketing success. In this episode, she breaks down how Pinterest differs from other social media, why its visual search engine is perfect for the travel and tourism industry, and how its evergreen content can drive results for months—or even years—after posting. What You Will Learn in This Episode: How Meagan’s journey from travel blogger to...
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426. Novel Tourism and Place-Based Storytelling, with Marilyn Higgins
Destination On The Left
On this episode of Destination on the Left, I talk with novelist Marilyn Higgins and explore how fiction can make history more accessible and relevant, shedding light on how 19th-century issues echo in today’s world. We also discuss the growing trend of novel tourism, where travelers experience destinations through the lens of stories and literature. This trend sparks new ways to experience and celebrate unique places through the magic of narrative and place-based journeys. What You Will Learn in This Episode: How Marilyn’s personal connection to Upstate New York and the Erie Canal...
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425. Make Your Copywriting Magnetic, with Genevieve White
Destination On The Left
On this episode of Destination on the Left, I talk with Genevieve White, travel copywriting expert and Founder of Campion Comms & Coaching, about why there’s so much important work that needs to happen before you ever put pen to paper when you’re writing copy for your travel organization. Genevieve walks us through the customer journey, from the dreaming phase to planning and booking, explaining how your copy should meet travelers where they are, every step of the way. She also shares her favorite recipe for establishing a relatable and confident tone of voice and reveals how...
info_outlineOn this episode of Destination on the Left, I talk with Brian Applegarth, founding chair of the Cannabis Travel Association International and owner of Applegarth Strategies, about the burgeoning interest in cannabis tourism. He describes the four archetypes of this growing target market, and we discuss how destinations should think about their cannabis experience and how to develop it alongside their brand. Brian also shares some case studies of destinations that are innovating with cannabis experiences right now.
What You Will Learn in This Episode:
- How Brian categorizes cannabis travelers into four distinct archetypes and the marketing strategies tailored for each
- Why there is a growing interest in cannabis tourism, with approximately 70 million Americans expressing interest
- What role data and storytelling play in effectively marketing and integrating cannabis tourism into travel destinations
- How destinations like Travel Santa Ana and VISIT Oakland are innovating with cannabis experiences, including the introduction of cannabis trails
- What the cannabis travel industry can learn from craft brewery and vineyard tourism
Understanding the Cannabis Tourism Market
With over 70 million Americans interested in cannabis tourism, Brian shares the importance of understanding the varied subgroups within this demographic. His insights into what kinds of travelers are interested in exploring cannabis culture help DMOs create targeted marketing and refine their strategies to better attract this rapidly growing group. From the ‘canna-curious’ to the ‘transformative/ceremonial traveler,’ understanding these traveler personas enables more precise, meaningful engagement.
Brian outlines four distinct archetypes that highlight varying niches of cannabis engagement and interest:
1. Canna-Curious: Individuals who are interested in exploring cannabis experiences but aren’t necessarily consumers.
2. Cannabis Wellness: People focused on enhancing their quality of life and well-being through cannabis.
3. Cannabis Connoisseurs: Enthusiasts who are interested in the intricacies of cannabis cultivation and different varieties.
4. Transformative/Ceremonial Traveler: Those seeking spiritual or consciousness-expanding experiences through cannabis.
Understanding these subgroups is crucial for destinations aiming to effectively cater to the diverse needs and preferences of cannabis tourists.
Leveraging Data to Inform Strategy
Brian emphasizes the power of data in creating successful cannabis tourism strategies. His data-driven approach allows destinations to design engaging and personalized cannabis experiences. We dig into the details of Brian’s work with destinations like Travel Santa Ana, with its 30 cannabis shops and how they collaborate with a local cannabis farm, or Oakland’s ‘Visit Oakland’ cannabis trail which stands out by combining lounges, shops, and equity-focused activities, promoting diversity and inclusion in the cannabis industry.
Opportunities in Cannabis Tourism
As cannabis legalization spreads, destinations can innovate with creative cannabis-centric experiences. The synergy with craft beverages, especially in agriculturally rich regions, offers destinations really exciting prospects and the integration of cannabis has huge potential for capturing the imagination of a new group of visitors. Brian highlights the importance of collaboration and an inclusive approach that respects local cultures and histories.
Resources:
- Website: https://brianapplegarth.com/
- LinkedIn: https://www.linkedin.com/in/Brian-Applegarth/
- Canna-Starter Kit for Destinations: https://brianapplegarth.gumroad.com/l/starterkit
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