443. Helping Tourism Professionals Reach Gen Z Audiences, with Nathan Oyer
Release Date: 09/03/2025
454. What Makes Atlantic Canada’s Tourism Scene Unique, Atlantic Canada Roadshow 2025 Part 2
Destination On The Left
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453. News from the Atlantic Canada Roadshow 2025 Part 1
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452. How Dot Vegas Connects Travel, Technology, and Marketing, with Chris Mondini & Dusty Trevino
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451. How Travel Alberta’s Wild Side is Bringing International Visitors to Canada, with Tannis Gaffney
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On this episode of Destination on the Left, I talk with Tannis Gaffney, Chief Marketing Officer of Travel Alberta. Tannis walks us through the strategy behind Canada’s wild side branding and the secret behind making their brand permeate everything they do. She shares more about Travel Alberta’s collaboration with Indigenous Tourism Alberta and how that relationship has evolved, opening up new immersive cultural experiences for the right types of travelers. What You Will Learn in This Episode: Why Alberta chose to reposition its brand around “Canada’s Wild Side” and how leaning into...
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450. Community Conversations on Tourism Partnerships and Collaboration
Destination On The Left
On this episode of Destination on the Left, I bring together three trailblazers for a candid community conversation about the heart of collaboration in the travel and tourism industry. Joining are Dave Herrell, President and CEO of Visit Quad Cities; Rebecca Mackenzie, President and CEO of the Culinary Tourism Alliance; and Sage Hamilton-Hazarika, Corridor Coordinator for the Underground Railroad Consortium of New York State. Together, we discuss what true collaboration looks like, and the panel explores how putting trust, vulnerability, and outcomes over ego unlocks success not just in...
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449. Using LinkedIn for Authentic Engagement, with Greg Star
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On this episode of Destination on the Left, I talk with Greg Star, Founder of Driven Authentic Branding Solutions, who shares how he helps destinations stand out using LinkedIn. He discusses why it is important to lean into thought leadership posts both for the company profile and the people who work there. Greg shares some real-life examples of results that his clients are seeing and how you can identify your content pillars and find your voice. What You Will Learn in This Episode: How Greg’s personal journey reshaped his outlook on business and inspired the launch of his latest company...
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448. Key Insights for a Collaborative 2026, with Nicole Mahoney
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447. Redesigning Hospitality Through Local Partnerships in Holmes County, with Jason Nies & LaVern Hershberger
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On this episode of Destination on the Left, I talk with Jason Nies, proprietor of the renowned Inn at Honey Run, and LaVern Hershberger, Vice President of Homestead Furniture. This week’s show takes us to the heart of Ohio’s Amish country, where we dive into a truly unique partnership: The Inn at Honey Run’s iconic Club Level Honeycombs—rooms built into the hillside—are set for a major redesign with Homestead Furniture leading the transformation. Jason and LaVern share the story of how their professional paths crossed through local tourism efforts, their shared mission to honor the...
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446. How to Future-Proof Your Travel Business, with Andrea Ross
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On this episode of Destination on the Left, I talk with Andrea Ross, Business Advisor & Executive Coach for Travel Entrepreneurs, all about what it takes to build a successful business in the travel, tourism, and hospitality industry. She explains why focusing on enterprise value and enterprise health is hugely important and why you should not only know what success means to you, but also know how to track it. We also dive into the three key areas that businesses should focus on: financials, process and procedures, and their team. What You Will Learn in This Episode: How Andrea built a...
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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...
info_outlineOn this episode of Destination on the Left, I talk with our summer intern, Nathan Oyer, who’s about to head back to Binghamton University. In this episode, you’ll hear a candid introduction with Nathan about his experiences as a TAP intern, then we’ll dive right into the training session Nathan led for our team. He shares his insights and research on what makes Gen Z tick, from their love of authentic marketing to the language and wellness trends driving their travel decisions.
What You Will Learn in This Episode:
- Why understanding the differences between generations is key when crafting messages and campaigns aimed at Gen Z versus Millennials, Gen X, or Boomers
- What makes Gen Z unique as consumers, including their desire for relatable, authentic, wellness-oriented experiences
- How language and slang can both help and hinder brands when communicating with Gen Z
- Why relatability, authenticity, and micro-influencers now matter more than celebrity endorsements when engaging with Gen Z audiences
- What role wellness plays in Gen Z’s travel and purchasing decisions, and how destinations and brands can tap into this trend
- How Gen Z views and responds to cancel culture and why transparency and a willingness to learn from mistakes are so critical
Bridging Generational Gaps in Tourism Marketing
To market effectively, it’s essential to understand the context and experiences that have shaped each generation. Nathan outlined a generational roadmap, from Baby Boomers who value face-to-face connections, paper mail, and research-driven marketing—all the way to Gen Z, born between 1995 and 2009.
Unlike previous generations, Gen Z grew up with technology at their fingertips. They’re digital natives, expect user-friendly web interactions, and are famous for their short attention spans. Where Millennials (born 1980–1994) might be drawn to nostalgia and Instagram, Gen Z’s heart belongs to TikTok, Snapchat, and real-time, less-curated microcontent.
Slang to Improve Storytelling
One playful, but important, aspect discussed was slang. Gen Z’s ever-evolving language isn’t just about new words; it’s a reflection of community, humor, and relatability. Nathan led the TAP team through some current favorites (like “NPC,” and “no cap”), but did share a word of caution that slang is tricky territory for brands. Using slang can humanize a brand and make content pop, but if brands try too hard or use trends after their expiration date, they risk coming across as “cringe” (Gen Z’s word, not ours).
Wellness, Sustainability, and Social Responsibility
Wellness isn’t just a trend for Gen Z, it’s a lifestyle. They’re proactive about their mental and physical health, seeking out travel experiences that contribute to self-care and well-being. When looking for ways to engage Gen Z travelers there are lots of opportunities around trips like spa retreats, vegan experiences and sustainable stays. To connect with Gen Z, brands have to blend strategy with sincerity: adopt the right language, stay up to date with trends, and continuously center authenticity and purpose.
Resources:
- Website: https://travelalliancepartnership.com/
- LinkedIn: https://www.linkedin.com/in/nathanoyer/
- Slides: https://travelalliancepartnership.com/wp-content/uploads/2025/09/PESO-101-Speak-Their-Language.pdf
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