430. Transforming Tours with Storytelling, with Mitch Bach
Release Date: 05/28/2025
445. Immersive Travel and Community Empowerment, with Florence Li
Destination On The Left
On this episode of Destination on the Left, Florence Li, Director of International Development for Songtsam Resorts, shares how her family-owned luxury boutique hotel collection has built its reputation by opening hidden doors to remote destinations in Tibet and Yunnan. She explains how Songtsam differentiates itself by offering immersive cultural experiences, empowering local communities through creative staffing solutions, and staying deeply committed to sustainability. Florence also highlights how the brand’s mission to preserve Tibetan culture and protect the environment resonates with...
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444. Reclaiming Imagination in Business, with Susan Robertson
Destination On The Left
On this episode of Destination on the Left, I talk with Susan Robertson, Possibility Architect at Sharpen Innovation and Harvard instructor. Susan shares why so many of us lose our sense of imagination as we grow up and how we can get it back by embracing curiosity and being open to mistakes. We also discuss how even the wildest brainstorming ideas can lead to real breakthroughs and role-play through a few examples to demonstrate that creativity isn’t just for artists; it’s something we can all tap into to spark fresh ideas. What You Will Learn in This Episode: How Susan Robertson...
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443. Helping Tourism Professionals Reach Gen Z Audiences, with Nathan Oyer
Destination On The Left
On this episode of Destination on the Left, I talk with our summer intern, Nathan Oyer, who’s about to head back to Binghamton University. In this episode, you’ll hear a candid introduction with Nathan about his experiences as a TAP intern, then we’ll dive right into the training session Nathan led for our team. He shares his insights and research on what makes Gen Z tick, from their love of authentic marketing to the language and wellness trends driving their travel decisions. What You Will Learn in This Episode: Why understanding the differences between generations is key when...
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442. Sacramento’s Farm to Fork and Festival Revolution, with Mike Testa
Destination On The Left
On this episode of Destination on the Left, Mike Testa, President & CEO of Visit Sacramento, describes how his destination has diversified their focus to include festivals and events, sports, leisure markets, and culinary. He explains how positioning themselves as America’s Farm to Fork Capital has paid dividends, including booking a 10-year contract to host the Terra Madre Americas convention. Mike also discusses why tourism is not for tourists and how that plays into action through Visit Sacramento’s work and community partnerships. What You Will Learn in This Episode: Why Mike’s...
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441. The Story Behind Hands Up Holidays’ Ethical Family Adventures, with Christopher Hill
Destination On The Left
On this episode of Destination on the Left, I talk with Christopher Hill, Founder of Hands Up Holidays. Christopher takes us inside his journey from a career in finance to launching a travel company focused on eco-luxury family volunteer vacations. In our conversation, Christopher shares the story behind Hands Up Holidays, and we discuss the company’s focus on family and ethical travel with a holistic approach that ensures each journey leaves a positive impact on local communities and their visitors. What You Will Learn in This Episode: How Christopher built Hands Up Holidays by combining...
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440. Boosting Tourism Marketing Success with Owned Media Tactics, with Camille Zess
Destination On The Left
On this episode of Destination on the Left, I talk with Camille Zess, Vice President of Growth at TAP, who brings 14 years of wide-ranging expertise in digital strategy, website development, email marketing, and the ever-evolving world of AI. We discuss the “Owned” media segment of the —your website, blog, email marketing, and other assets you have complete control over. Camille shares practical tips on evaluating and optimizing these owned channels, from knowing when it’s time for a website refresh to the power of blog audits and list segmentation. Our discussion also explores...
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439. PESO Model in Action: Social Media and Shared Tactics, with Adrienne Currie and Brittany Lynn
Destination On The Left
On this episode of Destination on the Left, I talk with Adrienne Currie, Community & Marketing Manager at TAP, and Brittany Lynn, Senior Account Manager at TAP for the third installment of a special four-part series exploring the Model—a framework for creating integrated marketing plans that drive results in the travel, tourism, and hospitality industry. Our conversation shines a spotlight on the “S”—shared media, and Adrienne and Brittany dive into the strategies behind creating impactful social media campaigns, from identifying your target audience to understanding the value of...
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438. Earned Media Essentials for Tourism Marketers, with Colleen Onuffer
Destination On The Left
On this episode of Destination on the Left, I talk with Colleen Onuffer for the second installment of a four-part series exploring the Model—Paid, Earned, Shared, and Owned media—in integrated marketing. Colleen shares more about earned media: what it is, why it’s critical for building credibility, and how organizations in the travel, tourism, and hospitality industry can use it to tell their story more powerfully. From collaborating with influencers to maximizing media placements, she explains how earned media fits into the bigger picture and interacts with other parts of the PESO...
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437. Paid Media Tactics That Work in Travel and Tourism, with Colleen Senglaub
Destination On The Left
On this episode of Destination on the Left, I talk with Colleen Senglaub, Digital Account Manager at TAP, for the first installment of a four-part series exploring the Model—a foundational framework for integrated marketing plans in travel, tourism, and hospitality. We dig into the “P” of PESO—Paid Media. Colleen shares her expertise on digital advertising, breaking down today’s must-have channels, including Meta (Facebook and Instagram), Google, programmatic, and connected TV campaigns. They also touch on emerging platforms like Pinterest and TikTok, offering fresh ideas for...
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436. Inspiring Confident Communication, with Karen Laos
Destination On The Left
On this episode of Destination on the Left, I talk with Karen Laos, a communication expert and confidence cultivator, about the most common mishaps that we make when communicating, and practical advice on how to avoid them. We discuss the importance of communication as a woman, the benefits of building strong relationships, and why being interested is a better strategy than being interesting. She also gives us easy phrases and questions to help us start creating deeper connections today. What You Will Learn in This Episode: How Karen Laos discovered the power of confident communication, from...
info_outlineOn 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 technology and shifting traveler expectations are transforming guided tours, and how COVID accelerated demand for more meaningful human connections in travel
- How storytelling and emotion-based experience design can create unforgettable “wow” moments that keep guests talking
- How tour operators can tap into the “emotion economy” by reverse engineering experiences to focus on how guests feel, not just what they learn or see
- Why shifting from an information-driven to a connection-driven approach is critical, and Mitch gives practical examples for infusing creativity and engagement at every stop
- Why focusing on authentic connections and unique value is the best defense against disruption
From Information to Emotion
Historically, tour guides and operators differentiated themselves through access and expertise, knowing every detail about a monument or organizing seamless itineraries. As travel information and bookings become increasingly accessible via technology, these elements alone no longer set experiences apart. Today’s travelers are more informed than ever, but also more discerning.
Mitch describes why travelers want guides to offer more than just facts they could easily find online. They want experiences that create a “sense of wow,” moments that resonate emotionally and stay with them long after the trip ends. As Maya Angelou says, “People remember not what you said or did, but how you made them feel,” which is why Mitch loves the concept of the “emotion economy.” The role of the guide isn’t just to inform, but to design and deliver experiences that spark genuine emotion and create meaningful human connections.
Storytelling and Sensory Engagement
Creative storytelling and thoughtful experience design are how tour operators can tap into this emotion economy. Mitch shares how to do this, using his own multi-day Southern U.S. tours as examples, how moments of mystery, anticipation, and character introduction heighten the overall impact. For instance, by weaving in the story of a local chef and building anticipation around a meal, not just revealing the restaurant upfront, he transformed an ordinary lunch stop into a memorable, multi-sensory adventure. Guests were participating in a larger narrative, engaging all their senses, and building emotional anticipation along the way.
Similarly, in places with restrictions or well-worn routes (such as Athens’ Acropolis), creativity in delivery, using music, audience participation, or reframing crowd bottlenecks as immersive reenactments, turns limitations into opportunities for connection.
The Role of Technology and the Changing Traveler
We also discuss the impact of technology: it streamlines logistics, democratizes access, and commoditizes many traditional tour products. With powerful booking platforms and AI soon able to assemble custom itineraries, what remains irreplaceable is the human touch and the ability to foster real connection and insight. Tour operators who embrace their relationships and build local knowledge can offer value that technology alone just can’t replicate.
Millennials and Gen Z travelers, shaped by the pandemic’s isolation, increasingly seek travel for community and transformation. Innovative companies are marketing feelings and social connection, not just destinations.
Resources:
- Website: https://tourpreneur.com/
- LinkedIn Personal: https://www.linkedin.com/in/mitchellbach/
- LinkedIn Business:https://www.linkedin.com/company/tourpreneur/
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