445. Immersive Travel and Community Empowerment, with Florence Li

On this episode of Destination on the Left, Florence Li, Director of International Development for Songtsam Resorts, shares how her family-owned luxury boutique hotel collection has built its reputation by opening hidden doors to remote destinations in Tibet and Yunnan. She explains how Songtsam differentiates itself by offering immersive cultural experiences, empowering local communities through creative staffing solutions, and staying deeply committed to sustainability. Florence also highlights how the brand’s mission to preserve Tibetan culture and protect the environment resonates with today’s travelers seeking meaningful, soul-connected journeys.

What You Will Learn in This Episode:

• How Florence’s personal journey in hospitality prepared her to help grow Songtsam’s international presence
• Why Songtsam positions itself as a “soft adventure” brand that connects travelers to remote and spiritual destinations
• The creative approach Songtsam uses to train and empower local staff in small villages
• Why cultural preservation, job creation, and environmental protection form the backbone of Songtsam’s sustainability mission
• How partnerships with educational organizations have expanded opportunities for cultural exchange
• The ways Songtsam is responding to trends in wellness, niche experiences, and post-COVID travel behaviors
• Exciting new projects, including winery hotels and upcoming properties in Kunming and Lhasa

Opening Hidden Doors: Immersive Travel in Remote Regions

Songtsam’s lodges are designed to do more than provide a luxury stay — they immerse travelers in the cultural and natural landscapes of Tibet and Yunnan. Set along the storied Tea Horse Road, each property invites guests to step into a world of tradition, heritage, and connection. Florence explains how Songtsam’s “soft adventure” approach gives visitors the chance to engage deeply with local communities, from hands-on crafts to spiritual exploration.

For seasoned travelers who crave meaning as much as comfort, this blend of cultural authenticity and refined hospitality opens doors to experiences that feel both rare and transformative. Florence reveals why more people are seeking out these off-the-beaten-path destinations — and how Songtsam has positioned itself to meet that growing demand.

Empowering Local Communities Through Creative Staffing Solutions

One of the most inspiring aspects of Songtsam’s story is its commitment to employing and empowering people from the villages surrounding its properties. Florence acknowledges the challenges of building a world-class hospitality team in places where many residents have little formal education or exposure to global travel. Yet what could have been a limitation became an opportunity for innovation.

By finding creative ways to train staff — including trips to see luxury hotels abroad — Songtsam helps local employees gain confidence and skills that transform not only their careers but their communities. Florence shares powerful stories of villagers who have become hotel managers, and how this model has kept jobs, income, and pride rooted in places that might otherwise lose their youth to the cities.

Sustainability as a Core Commitment

For Florence and Songtsam, sustainability isn’t a program; it’s a philosophy that shapes every decision. She describes a three-part approach that balances cultural preservation, job creation, and environmental responsibility. From reviving ancient handicrafts through guest experiences to reducing plastic waste and operating Tibet’s first low-carbon hotel, Songtsam demonstrates how tourism can be both luxurious and mindful.

Wellness is another key dimension of their vision. Drawing on Tibetan healing traditions, Songtsam incorporates meditation, yoga, and natural ingredients into guest experiences that nourish both body and spirit. Florence invites listeners to consider how sustainability and wellness can go hand in hand — not just as trends, but as guiding principles that enrich travel for both visitors and host communities.

Resources:

• Website: https://www.songtsam.com/en
• LinkedIn Personal: https://www.linkedin.com/in/florence-li-87168b184/
• LinkedIn Business: https://www.linkedin.com/company/songtsamgroup/
• Email contact: [email protected]

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