Destination On The Left

Destination On The Left is a travel and tourism industry podcast hosted by Travel Alliance Partnership. Each episode explores successful collaborations, creative marketing ideas and best practices for both consumer and travel trade marketing programs. Interviews are a mix of Destination Marketers, Industry Leaders, Consultants and businesses in the industry.

445. Immersive Travel and Community Empowerment, with Florence Li 09/17/2025

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: LinkedIn Personal: LinkedIn Business: Email contact: 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 on iTunes! /episode/index/show/destinationontheleft/id/38227725

444. Reclaiming Imagination in Business, with Susan Robertson 09/10/2025

444. Reclaiming Imagination in Business, with Susan Robertson 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 transitioned from a career in consumer packaged goods marketing to becoming a leading expert in creative thinking and innovation Why many adults lose their sense of creativity as they mature, and what neuroscience and research reveal about unlearning imagination and originality What common mental roadblocks, like negativity bias and “yes, but” thinking, prevent teams and individuals from generating new ideas and how to overcome them How Susan’s GPS (Great Problem Solving) methodology can be applied to brainstorming sessions to unlock more creative and practical solutions Why embracing divergent (expanding) and convergent (narrowing) thinking is essential for effective ideation and problem solving during group sessions What practical techniques you can use to encourage wild ideas in brainstorming, and how to turn seemingly “crazy” thoughts into innovative, actionable outcomes How replacing judgmental language with open-ended “how might we” questions improves collaboration, sparks better ideas, and leads to breakthrough results How Negativity Bias Sabotages Innovation Internal psychology, not lack of talent, is often the biggest barrier to fresh thinking. Susan points to our shared cognitive biases, especially “negativity bias,” as a prime culprit. This is the tendency for negative experiences or feedback to have a greater impact on our thoughts and behaviors than positive ones. In a group or brainstorming session, this bias often emerges as “yes, but” thinking. Someone suggests an idea, and the immediate response is to agree superficially while pointing out flaws, the “yes, but” that immediately follows. The thing is, though, if you’re never willing to be wrong, you’re never going to try anything different or imagine anything that doesn’t exist, shooting down the impractical points right away can stifle the kind of out-of-the-box thinking needed for innovation. Transform Brainstorms into Breakthroughs Susan shares a solution in the form of her GPS methodology, which stands for Great Problem Solving. Here’s how it works: List What’s Great – When an idea is proposed, first focus on what’s interesting, valuable, or potentially exciting about it, even if the idea seems wild or impractical, make a detailed list of these positives. Frame Problems as Opportunities – Instead of jumping to objections, articulate any concerns as “How might we…?” or “How can we…?” questions. For instance, if an idea seems too expensive, avoid the instinctive “That will cost too much!” Instead, ask, “How might we make this more affordable?” Iterate and Combine – Use this list of positive elements and problem-solving questions to evolve the idea. Change as much as needed to address concerns, while preserving what’s new and valuable. Sparking Wild Ideas or the “Get Fired” Technique To truly innovate, sometimes you have to go wild on purpose. Susan’s favorite technique is to ask everyone to suggest a solution so extreme they’d be fired if it were ever implemented. These over-the-top ideas get creative juices flowing and give psychological permission to break free from conventional limits. Once those “get fired” ideas are out there, use Susan’s GPS (Great Problem Solving) method to extract their most intriguing or practical elements and rework them into real-world solutions. Susan recommends making a clear distinction between two modes in group innovation: divergence (generating many wild and varied ideas) and convergence (narrowing down and selecting the best options). By keeping these phases separate—and signaling to the group which mode you’re in—you encourage participation and avoid shutting down ideas prematurely. Resources: LinkedIn: Website: 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 on iTunes! /episode/index/show/destinationontheleft/id/38090090

443. Helping Tourism Professionals Reach Gen Z Audiences, with Nathan Oyer 09/03/2025

443. Helping Tourism Professionals Reach Gen Z Audiences, with Nathan Oyer 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 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: LinkedIn: Slides: 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 on iTunes! /episode/index/show/destinationontheleft/id/38021735

442. Sacramento’s Farm to Fork and Festival Revolution, with Mike Testa 08/27/2025

442. Sacramento’s Farm to Fork and Festival Revolution, with Mike Testa 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 long tenure at a single DMO has given him unique insights and influence in the community How Sacramento’s diversification from meetings and conventions to include festivals, sports, leisure, and culinary events has dramatically grown annual room nights and economic impact What motivated Visit Sacramento to claim the title of America’s Farm to Fork Capital How Visit Sacramento secured high-profile events like the Tower Bridge Dinner and attracted the Michelin Guide to the city, to cement its reputation as a food destination Visit Sacramento’s focus on quality of life for residents, and drives deeper community partnerships Strategies Mike and his team have used to build relationships with local leaders and partners How successful event hosting, like the Aftershock Music Festival, has opened doors for additional festivals and conventions Building a New Identity: Sacramento’s Creative Leap When people think of top destinations in California, their minds often go straight to San Francisco, Los Angeles, San Diego, or Napa. Sacramento—the state’s capital—rarely makes the “must-visit” short list. But as Mike Testa, President and CEO of Visit Sacramento, explains, that’s exactly why his team has spent the last several years shaking up expectations and positioning Sacramento as a destination worthy of national and international attention. Mike’s approach to make noise, drive results, and never be satisfied with the status quo. When the pandemic hit, instead of waiting it out, Visit Sacramento doubled down on innovation by diversifying its room night sources and investing heavily in outdoor events, festivals, sports, and especially its burgeoning culinary scene. The payoff has been nothing short of remarkable. America’s Farm-to-Fork Capital Sacramento sits in the heart of fertile farmland, growing everything from sushi rice to 80% of the nation’s caviar. But it wasn’t until a local chef pointed out the city’s unique agricultural advantage that Mike and his team realized: Sacramento had a rock-solid, authentic claim to the title America’s Farm-to-Fork Capital. Visit Sacramento set out to build signature experiences, like the renowned 800-person Tower Bridge Dinner (a highlight that sells out in seconds), a Michelin Guide presence (Sacramento became only the fifth U.S. city to earn this distinction), and a thriving roster of food and wine festivals. Topping it all off, the city soon hosts the inaugural Terra Madre Americas, a massive international celebration of slow food previously held only in Italy, for which Sacramento was selected as the North American host in a 10-year deal. Putting Community First At the heart of Visit Sacramento’s strategy is a simple, resonant principle: “Tourism is not about the tourists. It’s about improving the quality of life for the people who live here,” Mike emphasizes. This community-first approach runs deep. It means demonstrating the value of tourism to local officials and residents not just through economic statistics, but by contributing to civic life and showing up for critical community projects, events, and diverse groups. Resources: Website: LinkedIn Personal: LinkedIn Business: 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 on iTunes! /episode/index/show/destinationontheleft/id/37921210

441. The Story Behind Hands Up Holidays’ Ethical Family Adventures, with Christopher Hill 08/20/2025

441. The Story Behind Hands Up Holidays’ Ethical Family Adventures, with Christopher Hill 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 luxury travel with meaningful volunteer experiences Why personal interaction with local communities and hands-on volunteering create transformative travel experiences for both guests and host communities How Christopher creates consistency across marketing and delivery How Christopher’s business model evolved to focus on families and why inspiring the next generation of world changers has become a core part of his mission Why building strong, direct relationships with local communities and ground partners was essential before launching the business How Hands Up Holidays curates unique, customizable trips that blend giving back with sightseeing and adventure Hands Up Holidays’ collaborations with nonprofits, DMCs, travel agents, and brands like TOMS, and why shared values are key to their effective partnerships The Foundation of Responsible Tourism Launching Hands Up Holidays wasn’t a matter of spinning up a website and sending travelers abroad. Christopher spent two years building relationships with communities worldwide. He sought firsthand knowledge—not just through professional networks, but by traveling, listening, and consulting directly with prospective partners. His approach was, and still is, to ask communities what they need, ensuring that volunteer efforts are genuinely beneficial and welcomed. Luxury, Family Focus, and Holistic Sustainability Christopher identifies three powerful differentiators that have contributed to Hands Up Holidays’ success: Luxury with a Purpose: Targeting high-end travelers with a philanthropy-based model, the company opens doors for those seeking to give back without sacrificing comfort. Hands Up Holidays redefines the luxury experience to include ethical action. Family-Focused Experiences: Although originally aimed at professionals, Hands Up Holidays soon shifted focus to catering to families, especially those eager to foster gratitude and a sense of global citizenship in their children. Holistic Sustainability: Their approach isn’t just about volunteering; it encompasses eco-friendly lodging, organic and local food, energy-efficient travel, and exclusively local guides. This creates a well-rounded, responsible travel experience. Collaboration and Alignment Collaboration—with communities, nonprofits, destination management companies (DMCs), and even other travel agencies—is central to Hands Up Holidays’ success. Christopher shares examples from major partnerships, like working with TOMS Shoes and a skateboard company to create impactful experiences in South Africa. The key ingredient for successful collaborations is shared values, and Christopher highlights that the most fruitful partnerships arise from aligned missions. Resources: Website: Instagram: 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 on iTunes! /episode/index/show/destinationontheleft/id/37875630

440. Boosting Tourism Marketing Success with Owned Media Tactics, with Camille Zess 08/13/2025

440. Boosting Tourism Marketing Success with Owned Media Tactics, with Camille Zess 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 emerging trends, such as adapting your content strategy for AI-driven search and leveraging print collateral in creative ways. What You Will Learn in This Episode: Why owned media (websites, email marketing, blogs) serves as the foundation for effective marketing plans Steps Camille recommends for evaluating and enhancing your owned assets How segmentation and personalization in email marketing can help target different audience groups more effectively Why regular content audits ensure your owned channels remain timely, relevant, and aligned with your strategic goals What role emerging trends like AI and generative engine optimization (GEO) play in shaping how destinations should develop and share owned content How to measure the success of owned media tactics using key performance indicators in Google Analytics Owned Media as the Cornerstone of the PESO Model The PESO Model, originally developed by Ginny Dietrich, stands for Paid, Earned, Shared, and Owned media. While all four elements are essential for a comprehensive integrated marketing strategy, owned media is often the foundation upon which the other components are built. Unlike paid placements or earned coverage, owned media provides total control over your messaging, branding, and audience engagement. For travel and tourism organizations, this means shaping the narrative around your destination, attraction, or service without being subject to algorithms, editors, or third-party platforms. Websites, Emails, and Blogs The best place to start is with the basics: website, email, and blog. Each serves a dual role as both a direct communication channel and a central hub for integrating with your other PESO tactics. Website: Your digital home base. Every few years, assess its usability, content, and technology to ensure it supports both visitors and your staff. If you avoid using your own website in campaigns, that’s a red flag that shows it’s time for a revamp. Email Marketing: A direct pipeline to your audience. Focus on growing your list, increasing engagement, and experimenting with segmentation for better targeting, such as creating a local list for residents interested in exclusive offers. Blog: An SEO powerhouse and evergreen content resource. Use it to highlight key assets, answer frequently asked questions, share itineraries, and drive authority on topics that matter to your audience. Integrating Owned with the Wider Plan Though the acronym reads PESO, starting with “paid” isn’t always the most effective. As Camille points out, TAP often leads with owned or earned tactics because they form the content backbone for everything else; paid campaigns merely amplify what’s already working. When planning, review your owned assets alongside your brand positioning and audience goals. Consider where gaps exist, such as organizations not yet doing email marketing (and wanting to drive repeat visitation) or those needing advanced tactics like personalized content and tailored landing pages for lead generation or ticket sales. Resources: Website: LinkedIn Personal: LinkedIn Business: 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 on iTunes! /episode/index/show/destinationontheleft/id/37737955

439. PESO Model in Action: Social Media and Shared Tactics, with Adrienne Currie and Brittany Lynn 08/06/2025

439. PESO Model in Action: Social Media and Shared Tactics, with Adrienne Currie and Brittany Lynn 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 different platforms and building trust through authentic connections. What You Will Learn in This Episode: How Brittany and Adrienne use the PESO Model to build integrated marketing plans for travel, tourism, and hospitality clients Why knowing your target audience and campaign goals is crucial before choosing the right shared media tactics What goes into developing an effective social media strategy, including content planning, engagement, and the use of hashtags and tagging partners How to select and evaluate the best shared media platforms based on audience demographics, campaign objectives, and available resources Why content pillars matter for organizing and delivering valuable, engaging, and brand-aligned social content What emerging tactics Adrienne and Brittany are watching, such as leveraging organic posts as paid media and the value of platforms like Pinterest, YouTube, and other social channels How measurement and analytics inform ongoing social strategy and why continual reassessment and adjustment lead to stronger results Integrating Shared Media into the PESO Model for Travel Marketing The PESO Model, Paid, Earned, Shared, and Owned media, is an integrated framework for crafting holistic marketing strategies. Shared media focuses on channels where content is disseminated and interacted with through social platforms and other collaborative online spaces. Brittany Lynn describes the shared portion as “the how”, where strategy and messaging meet real-world execution. It’s all about knowing your audience, setting campaign goals, and determining communication tactics such as content cadence, use of hashtags, partner tagging, and the kind of engagement you want to inspire. The foundation, according to Brittany, is investing the time upfront to truly define who you’re speaking to and what you want to achieve long before you begin posting. Adrienne Currie adds that, especially within smaller or mid-sized organizations with limited bandwidth, it’s crucial to focus on one platform and really master it before expanding. Knowing which platform best reaches your audience and aligns with your objectives (think Pinterest and YouTube for evergreen content, or Instagram for visual storytelling) is key. Building a Strategic Shared Media Plan Rather than chasing every trending platform, Brittany and Adrienne advise starting by auditing current channels. Understand which platforms your target audience uses, what types of content perform best, and how those channels are furthering your goals. If you inherit a client’s existing channels, Brittany recommends a critical evaluation: Are you amplifying the right messages, at the right frequency, and in the right tone? Is your existing presence consistent with your brand strategy? Adrienne details TAP’s use of content pillars—groupings like education, industry news, community updates, and promotion—to ensure content isn’t just promotional but genuinely provides value. She cautions against making every post a sales pitch: “You want to be offering some value and building that relationship with your followers.” This approach keeps your audience engaged and fosters trust, especially important in the travel and tourism business. How to Know If Your Shared Media Works Brittany loves digging into analytics, suggesting a focus on metrics like engagement, clicks, views, comments, and shares. She sees data points not just as numbers, but as storytelling devices, as each metric helps paint the picture of how your audiences are responding to your content. Regularly revisit your foundational goals, if engagement lags, experiment with content format, tone, or posting frequency. Social strategies should be living documents, adaptable as feedback and metrics roll in. Adjust as needed. Don’t be afraid to tweak or pivot entirely if something isn’t working. Resources: 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 on iTunes! /episode/index/show/destinationontheleft/id/37670955

438. Earned Media Essentials for Tourism Marketers, with Colleen Onuffer 07/30/2025

438. Earned Media Essentials for Tourism Marketers, with Colleen Onuffer 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 framework. What You Will Learn in This Episode: How Colleen Onuffer defines earned media and why it is considered more credible and trustworthy by consumers compared to paid and owned channels Why the Peso Model is essential for creating an integrated and effective PR strategy, and what the interconnections are between paid, earned, shared, and owned media How to approach strategic PR planning, including the importance of starting with research, setting clear goals, and understanding your audience What types of earned media tactics Colleen recommends for destination marketers, including media relations and influencer partnerships How emerging trends like artificial intelligence (AI), podcasts, and the rise of micro and niche influencers are shaping the landscape of earned media Why measurement and the Barcelona Principles are so critical for PR success, and how to plan up front to track the true impact and quality of earned placements How to start small, leverage multi-channel opportunities, and set yourself up for measurable success How Earned Media is Different from PR Destination marketers know that cutting through the noise to reach travelers is harder than ever. In a world saturated with content and advertising, earning trust and attention calls for a sophisticated mix of strategy, storytelling, and smart tactical planning. We’re discussing the critical “E”—Earned Media—in the integrated PESO model this week. The Value and Challenge of Earned Media Earned media is any publicity gained through organic means rather than paid advertising. Unlike owned or paid channels, it’s the result of others—media outlets, influencers, travelers, or even locals—talking about your destination. Think press coverage, travel blogger posts, influencer recommendations, glowing TripAdvisor reviews, or enthusiastic social shares. Colleen emphasizes that earned media carries higher trust among consumers. Because earned media is not paid for by a brand directly, it’s often perceived as more credible or trustworthy by consumers. Mainly because brands don’t control the message. Unlike owned or paid media, where the brand is the voice, earned media relies on the voices of others to push the brand or narrative. It’s both valuable and vulnerable—a product of relationships, storytelling, and a bit of risk-taking. Creating an Earned Media Strategy It’s tempting to jump straight to pitching, press trips, or influencer outreach. But effective PR starts with strategic foundations. Colleen recommends that travel marketers: Define Their Positioning: What’s the unique appeal or challenge your destination faces? Unlock Insights Through Research: Deeply understand audience motivations, needs, and media behaviors. Set SMART Goals: How many placements? What kind of coverage, and where? Do you want to attract a niche or mass audience? Build Audience Personas: Understand their pain points, decision-making process, and where they seek inspiration. With these insights, your earned media initiatives—whether hosting writers, partnering with content creators, or launching brand ambassador programs—are more likely to land meaningful, measurable results. Resources: Website: LinkedIn Personal: LinkedIn Business: 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 on iTunes! /episode/index/show/destinationontheleft/id/37579955

437. Paid Media Tactics That Work in Travel and Tourism, with Colleen Senglaub 07/23/2025

437. Paid Media Tactics That Work in Travel and Tourism, with Colleen Senglaub 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 reaching key audiences. What You Will Learn in This Episode: How Colleen develops paid digital marketing plans using the PESO model and why this strategic framework helps destinations choose the right mix of paid, earned, shared, and owned tactics Why goal-setting and understanding your audience are foundational before selecting digital advertising channels and campaign types What considerations go into selecting paid media channels, including Meta (Facebook/Instagram), Google, programmatic connected TV, Pinterest, and TikTok, and why asset type and audience preference play a critical role How audience targeting and campaign automation are evolving (especially on Meta), and why maintaining control over audience selection is more important than ever What retargeting is in digital advertising, how it can be used effectively for tourism marketing, and why monitoring ad frequency matters for guest experience How to approach measurement, including setting the right KPIs, using industry benchmarks, and making ongoing campaign optimizations to ensure campaign success Maximizing Your Travel Marketing Impact with the PESO Model: Paid Media The PESO Model, developed by Spin Sucks founder Gini Dietrich, offers a holistic structure for integrated marketing. Of the four PESO pillars, paid media encompasses any tactic that requires a direct investment to capture attention. As Colleen Senglaub explains, this includes everything from digital campaigns (social ads, Google search, display, programmatic, and connected TV) to traditional placements like billboards and print, along with sponsored content and trade show activations. The key to successful paid media is intentionality. Marketers should analyze both the needs of their destination and the motivations of their target audience, choosing only the channels best equipped to deliver on their specific business goals. Channels to Consider in the Modern Mix Choosing where to focus isn’t about following flashy trends—it’s about aligning with your destination’s unique goals and audiences. As Colleen says, every decision should connect back to core campaign objectives—are you trying to drive web visits, capture leads, or expand your newsletter reach? Who is your ideal traveler, in terms of age, interests, and location? A well-aligned strategy might mean an integrated mix, like for TAP’s Baseball Hall of Fame campaign, which blended Meta, Google, TikTok, and CTV, thoughtfully timed to coincide with the launch of a new exhibit and the availability of assets. Emerging Channels and Creative Asset Considerations Don’t overlook evolving channels. Pinterest, for example, wields unique influence over women-led travel planning, while TikTok is a powerhouse for reaching Gen Z, who increasingly look to social platforms instead of Google for travel inspiration. But succeeding on new channels requires the right creative approach. TikTok demands fun, vertical, trend-aligned videos, whereas Instagram and Meta perform better with a thoughtful mix of sizes and styles. Marketers should aim to capture assets in multiple formats upfront, future-proofing their campaigns for every channel. Resources: Website: LinkedIn Personal: LinkedIn Business: 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 on iTunes! /episode/index/show/destinationontheleft/id/37481450

436. Inspiring Confident Communication, with Karen Laos 07/16/2025

436. Inspiring Confident Communication, with Karen Laos 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 her childhood negotiation lessons to navigating high-stakes boardrooms How practicing self-trust leads to a stronger impact What the most common communication mishaps are among professionals, including “data dumping” and “upspeak,” and how to avoid them for clearer, more influential messaging How asking questions and practicing active listening can build stronger relationships, and why being interested is often more effective than trying to appear interesting Why both women and men experience self-doubt and impostor syndrome, and what strategies Karen recommends to overcome these universal challenges How to shift from playing small to contributing ideas with confidence, even when facing rejection or critical feedback Practical tactics you can use immediately, including key phrases and reflective listening, to deepen your professional and personal connections How Confident Communication Fuels Growth in Tourism and Hospitality Many professionals find themselves holding back in meetings or missing opportunities because of self-doubt. Karen Laos’s personal journey is a testament to this struggle. She recounts a pivotal moment in a corporate boardroom when she froze, second-guessed herself, and missed a chance to steer the meeting. It was only after her boss pointed out that “you didn’t trust your gut” that Karen recognized how often she’d been asking for permission rather than claiming her space. When you play small, you withhold ideas, skip chances to contribute, and shrink when faced with pushback, you miss opportunities. Sharing your perspective is a muscle—one that grows each time you use it. Common Communication Mishaps (And How to Avoid Them) Karen outlines two common pitfalls in professional communication: Data Dumping & Rambling: Sharing too much information at once overwhelms listeners. Many people “build a case” before getting to their point, often burying the key message at the end. Karen recommends the “BLUF” method (Bottom Line Up Front): start with your main point, then offer supporting details. In emails, include your conclusion or request in the first line, letting readers decide if they want to delve into the details. She suggests that when you notice yourself rambling, pause, gather your thoughts, and state directly: “My point is this…” Upspeak: Ending statements with an upward inflection can make confident people sound uncertain. This is especially common in self-introductions. Instead, “punctuate” your spoken words. Practice ending key sentences with a period, not a question mark, to project authority and credibility. Karen recommends that you record your introduction and listen back; do you sound confident, or does your voice rise at the end? Building Trust Through Consistent Presence Trust is foundational to business relationships. Karen stresses the importance of being genuine and avoiding the temptation to rush or sell yourself. Authentic listening, maintaining open and inviting body language, and even the way you manage your facial expressions can influence how you are perceived. Simple gestures—smiling, making eye contact, and being conscious of your posture—go a long way in signaling your approachability and professionalism. In hospitality and tourism, your voice drives personal growth while fostering collaboration and relationships that propel entire destinations forward. By implementing these practical communication strategies, you’ll not only stand out but you’ll also help your organization and community flourish. Resources: Website: LinkedIn: Free Guide to sound more credible and confident: 9 words to avoid and what to say instead: 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 on iTunes! /episode/index/show/destinationontheleft/id/37398835

435. Community Conversations on DEAI, with Karen Kuhl, Lauren Sackett, and Roni Weiss 07/09/2025

435. Community Conversations on DEAI, with Karen Kuhl, Lauren Sackett, and Roni Weiss On this special episode of Destination on the Left, I talk with Karen Kuhl (Executive Director, Tour Cayuga, NY), Lauren Sackett (CEO, Rhinelander Chamber of Commerce, WI), and Roni Weiss (Executive Director, Travel Unity) all about the nuances of inclusivity in the travel and tourism industry. We discuss how destinations can actively create environments where every traveler and resident feels a sense of belonging. Discover the landscape of DEAI (Diversity, Equity, Accessibility, and Inclusion) and gain practical advice on how to make tourism more accessible and authentic. What You Will Learn in This Episode: Implementing DEAI initiatives in rural and small-town tourism communities, and the impact these efforts have on both residents and visitors Why transparency, community input, and vulnerability are critical in making a destination truly welcoming for all, not just in intention but in actionable practice What social impact means through a tourism lens, and how prioritizing inclusivity supports both the local community and the visitor experience How organizations can start with small, meaningful steps—such as improving website accessibility or forming advisory groups—to advance DEAI practices, even with limited resources and staffing What practical strategies destinations can use to measure the success and ROI of their inclusion initiatives How empathy, humility, and realistic goal-setting play a fundamental role in sustaining progress on DEAI efforts, even when facing criticism or limited momentum Shifting from Intentions to Actions Travel professionals often assume they are, by default, welcoming, but wanting to welcome everyone and actually creating a place where everyone feels welcome are two very different things. My guests emphasize that building an authentically inclusive environment requires deep listening, transparency, and sometimes vulnerability. Roni Weiss outlined Travel Unity’s perspective, explaining that inclusion isn’t just aspirational—it’s measurable. He described public standards focusing on three levels: leadership and workforce, community engagement, and the traveler’s experience. The overarching message? DEAI isn’t merely about not excluding—it’s proactive work that touches every level of an organization. Social Impact Beyond the Tourist While tourism is often measured by economic indicators, genuine social impact weaves together the needs of visitors and residents alike. Karen Kuhl stressed that her work in Cayuga County, home to Harriet Tubman’s legacy, is community-centric: tourism isn’t just for visitors, after all, but for all the residents who live in a destination too. DEAI initiatives must ripple inward before they shine outward. Working in rural northern Wisconsin, Lauren Sackett shared that enhancing accessibility, like mapping out trail accessibility and filtering for diverse-owned businesses, is as much about serving aging and differently abled residents as it is about attracting new visitor demographics. Tourism isn’t just about bringing travelers in; it’s about the community as a whole. Practical Steps for Small Towns and Rural Destinations Even if you’re a limited-budget organization, you can meaningfully implement DEAI. My guests’ advice is to start small, but start now. Identify community values, tap into available grants, and build from within—embedding inclusive principles into staff roles, outreach, and even RFPs for outside vendors. DEAI principles should be everybody’s work and on everybody’s task list, which is why advisory boards are a resourceful way to bring diverse voices into decision-making without overhauling governance structures. Authentic inclusion is a journey, not a checkbox. Be humble, honest, kind, and patient, my guests recommend leading with empathy and listening to those with lived experience. Resources: Karen Kuhl: Lauren Sackett: Roni Weiss: 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 on iTunes! /episode/index/show/destinationontheleft/id/37333145

434. Leveraging Lifestyle Media to Boost Tourism, with Liza Graves 06/25/2025

434. Leveraging Lifestyle Media to Boost Tourism, with Liza Graves 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 cornerstone of her company’s growth Why it’s essential to know your North Star as a business or destination, and how that core purpose can help you navigate challenges like economic downturns and the pandemic What it means to tell authentic, experience-driven stories about destinations and small businesses, and why origin stories resonate so powerfully with target audiences How StyleBlueprint partners with destinations and DMOs, and what makes a successful collaboration, including the role of co-ops and customized storytelling Why identifying your brand or destination’s true story matters more than following trends, and Liza’s tips for discovering and communicating those stories effectively How to break through the clutter when pitching stories to media outlets or digital publications, based on Liza’s frontline advice for PR professionals and marketers What collaboration and community-building look like in practice, and why Liza believes working together leads to more sustainable, meaningful growth for destinations and businesses Finding Your North Star From the Great Recession to catastrophic floods and the uncertainty of the pandemic, Liza knows a thing or two about leading through adversity. Her advice is to have a clear North Star, your guiding purpose and values that keep you focused through turbulent times. During the pandemic, StyleBlueprint leaned deeply into its core mission: supporting local. Liza reached out personally to partners, offered flexible arrangements, and championed resources like PPP guidance. Because these actions were rooted in authentic care and community, her business not only weathered the storm but emerged stronger and with deeper trust. Her experience is a master class for tourism professionals: know your core, communicate gratitude, and adapt your offerings while never losing sight of the people and partners who make your destination or business possible. Finding and Telling Destination Stories That Resonate One of the signature advantages of StyleBlueprint is the way it dives deep, trading five-point “Top Things to Do” lists for rich, immersive lifestyle features. Liza advocates for destinations and businesses to invest time in uncovering their true stories, often starting with their own origin. Why did you open your restaurant, shop, or B&B? What local traditions or quirks define your town? It’s not always easy to surface the stories closest to us—we’re often “too close” to see what’s special. Liza encourages hiring a professional storyteller if needed, or leveraging AI tools as a prompt to reflect on why your place or business exists and what personally resonates about its history or community role. These stories aren’t just interesting, they magnetize your ideal visitor and forge lasting emotional connections. Strength in Partnerships A standout takeaway from the episode is Liza’s embrace of “coopetition”—forming strategic, collaborative storytelling and marketing partnerships even among traditional competitors. StyleBlueprint’s co-op articles group similar destinations, such as “guys’ weekend getaways” or “mother-daughter retreats,” giving readers variety and context while offering participating locales a cost-effective, high-impact platform. These efforts enhance authenticity and make it easier for destinations to identify and communicate the unique experiences they offer. The key, as Liza notes, is partnering with platforms that “overdeliver,” know their audiences, and, most importantly, care. Resources: Website: LinkedIn Personal: LinkedIn Business: Subscribe to StyleBlueprint’s daily emails: 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 on iTunes! /episode/index/show/destinationontheleft/id/37124100

433. Authentic Encounters and Sustainable Growth in Luxury Travel, with John Nguyen 06/18/2025

433. Authentic Encounters and Sustainable Growth in Luxury Travel, with John Nguyen 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 Nguyen overcame losing his sight and used it as inspiration to launch two successful businesses in Southeast Asia’s luxury travel sector Why honoring local communities and creating positive impacts in the destinations he visits is central to John’s business philosophy What makes Heritage Line’s luxury river cruises unique including access to hidden, off-the-beaten-path villages and authentic guest experiences How John developed partnerships and collaborations to promote sustainable practices and protect the villages visited by river cruises Why relationships, word-of-mouth, and tailored experiences have been fundamental to reaching high-end international travelers and building reputable brands How John and his teams implement philanthropic initiatives such as vocational training and literacy programs to support and empower local communities What inspires John’s ongoing projects and new destination explorations, including his process for identifying and creating exceptional travel experiences in emerging regions Adversity to Industry Leader Growing up along the Perfume River in Hue, Vietnam, John was surrounded by a rich culture, history, and a profound sense of place. These early influences fueled his passion for boating and inspired the creation of guest experiences that combine authentic local connections with high-end service. After losing his sight in the late 1990s and faced with the daunting prospect of unemployment, John chose entrepreneurship instead. He launched his first venture, Trails of Indochina, in 1999, even before luxury tourism infrastructure existed in Vietnam. Despite the limited five-star accommodations available at the time, John believed that travelers would value unique, immersive experiences over amenities alone. “I was able to persuade people to stay at just decent hotels, but they got the opportunity to really experience authentic and unique experiences in the region.” This focus on access, storytelling, and local connection formed the foundation for his later river cruise company, Heritage Line. Small Ships with a Big Impact By operating boutique ships with as few as six to 27 cabins, Heritage Line is able to visit secluded villages and rarely accessed corners of the Mekong and other major waterways. This approach not only creates exclusivity for travelers but also preserves the intimacy and integrity of local communities. Guests may visit villages where electricity is a novelty, collaborate with locals on traditional crafts such as textile weaving and wood carving, and support philanthropic projects, including building wells and eradicating illiteracy. Travelers have the opportunity to really learn more about how locals live. Collaboration Over Competition As Southeast Asia’s tourism profile has grown, John has witnessed an influx of international operators, some with larger, less community-integrated ships. Rather than seeing them strictly as rivals, John champions “coopetition.” Heritage Line works directly with other cruise companies to build sustainable practices and prevent the negative impacts of overtourism. By coordinating with these “friendly competitors,” John and his peers can spread the benefits of tourism more equitably, develop vocational and philanthropic programs, and ensure that the arrival of travelers enhances rather than disrupts local communities. Notably, Heritage Line has spearheaded projects to provide clean water, vocational training for marginalized groups, and even tackle illiteracy through book donations and mobile libraries. For John, the true essence of travel lies in its ability to forge meaningful, transformational connections. Whether helping a guest donate a sampan (boat) to a family, bringing books to a remote village, or enabling visitors to join local festivals, Heritage Line’s experiences go beyond passive sightseeing. Resources: Website: LinkedIn: 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 on iTunes! /episode/index/show/destinationontheleft/id/37025980

432. Building a Magnetic Resort Culture, with Sean McCarron 06/11/2025

432. Building a Magnetic Resort Culture, with Sean McCarron 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 important factor for guest satisfaction and operational success What makes Conrad Orlando and the larger Evermore Orlando Resort stand out in a highly competitive market, including innovative amenities and guest experiences How collaboration between different elements of the resort, Hilton’s leadership, and external partners enhances the overall guest experience What specific team engagement strategies Sean uses, such as staff-led naming contests and regular roundtable meetings, to create a sense of ownership and empowerment among employees How Conrad Orlando successfully builds partnerships with local attractions, shopping malls, and nonprofits to connect guests to the broader community and deliver added value Why Sean sees creativity and collaboration as inseparable drivers of innovation and memorable guest experiences in the luxury hospitality sector Creating a Team-First Culture For Sean McCarron, culture is the foundation, which is why at the core of Conrad Orlando’s success is a relentless focus on team members. As Sean explains, “Every single position is as important as the next. It’s a wheel and an engine, and if any part isn’t working, the engine doesn’t work.” Satisfied, empowered employees are the primary drivers of exceptional guest experiences, especially when serving the top 3-5% of the global travel market. Sean’s philosophy centers around creating an environment where employees not only have the support and training to excel but also feel valued and heard. One standout initiative is his monthly meeting with representatives from every department (excluding management), which provides an open forum for sharing feedback, new ideas, and operational insights. Whether it’s naming contests to create a sense of ownership over new features like the cafeteria or relaxation area, or soliciting frontline input on guest experiences, empowerment at Conrad is far more than lip service. Designing Experiences that Inspire Opening the flagship Conrad Orlando was an opportunity to reimagine the guest journey from the ground up. Sean and his team took a collaborative, cross-departmental approach to sharing the resort’s many assets. The goal was to create a “one resort” environment where guests are encouraged to explore, relax, and participate in a host of activities designed to rival the allure of central Florida’s famous theme parks. Paddleboarding, kayaking, electric boat tours, and a variety of pools and beaches ensure guests have no shortage of options. Interestingly, Conrad Orlando has found that guests are now choosing to spend more time on the property itself, often splitting their stays between theme park visits and the activities offered on site—a testament to the resort’s ability to foster a magnetic in-resort community. Breaking Down Silos On and Off the Property Sean credits much of the property’s success to a culture of collaboration, both internally and externally. From the earliest planning stages, teams across the Evermore campus shared inspiration, ideas, and strategies, supported by visionary ownership willing to empower creative autonomy. This allows guests to have a cohesive experience across the various components of the greater resort, but also in novel group activities and leisure amenities. But the collaborative spirit extends beyond the property lines. Conrad Orlando has forged impactful partnerships with local attractions such as Gatorland—bringing in baby alligators for the kids’ club—and with upscale shopping destination Mall at Millenia, which hosts pop-up experiences poolside. The resort’s group programming goes a step further in giving back, with team-building exercises like the “build a bike” scavenger hunt culminating in donations to local children’s charities. Resources: Website: LinkedIn: 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 on iTunes! /episode/index/show/destinationontheleft/id/36923080

431. Rainbow Air’s Approach to Coopetition in Niagara Falls Tourism, with Patrick Keyes 06/04/2025

431. Rainbow Air’s Approach to Coopetition in Niagara Falls Tourism, with Patrick Keyes 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 mindset by looking beyond traditional industry boundaries Why Patrick firmly believes that coopetition drives success for individual businesses and the broader destination What innovative steps Rainbow Air Helicopter Tours is taking to transform into a year-round, multifunctional attraction, including their new facility and virtual reality experiences Why partnering with local and regional DMOs (Destination Marketing Organizations) allows you to maximize marketing opportunities and industry influence Strategies Patrick uses when attending industry trade shows to represent both his own company and the wider Niagara region, and how this approach builds stronger relationships How Patrick seeks out unconventional partnerships, like collaborations with wineries and golf courses, to create memorable experiences and extend visitor stays in the region Leveraging Collaboration for Year-Round Tourism One of Rainbow Air’s boldest moves has been the development of a new 30,000-square-foot tourism center. This ambitious facility isn’t just a ticket counter; it’s set to become a hub of activity through every season. Traditionally, tourism in Western New York peaks from Memorial Day to Labor Day, but Patrick and his team saw the need for more. The new tourism center, set to open over Memorial Day weekend, will feature a range of amenities, including gift shops, restrooms, and innovative virtual reality attractions, such as parasailing over Niagara Falls. By offering a range of experiences and amenities, Rainbow Air aims to both attract off-peak visitors and encourage them to extend their stays, laying the groundwork for sustainable year-round tourism. The Power of Partnerships A recurring theme throughout Patrick’s career is the essential role of strong relationships with Destination Marketing Organizations (DMOs), regional partners, and fellow attractions. As part of Rainbow Air, he is able to attend trade shows globally, but Patrick insists on representing the region, not just his company. “Know your audience, do your research, and come prepared to advocate for not only your attraction, but complementary experiences that round out the destination,” he advises. Forming partnerships with other attractions enables a rising tide that lifts all ships. Being proactive, communicating openly, and showing a genuine commitment to representing the community as a whole are so important. When DMOs trust that you’ll be a reliable, high-quality option, you’re top of mind for press trips, FAM tours, and state-led opportunities. Creative Collaborations Rainbow Air’s vision for cross-industry cooperation doesn’t stop at helicopter tours. Patrick is exploring partnerships with local wineries, golf courses, and historical sites. Imagine custom packages where visitors enjoy an aerial tour before being whisked away to a vineyard for a picnic. Or collaborating with the local wine trail for multi-stop experiences. By thinking creatively about what both locals and travelers want, Rainbow Air extends an invitation for everyone to participate in the region’s success. What excites Patrick most is not just Rainbow Air’s growth, but the chance to be “a beacon” for others in Niagara Falls. By investing in innovation and actively inviting everyone to the table, he hopes to create a mutually beneficial model, one where attractions, large and small, lean on each other to make the region irresistible and vibrant, every season of the year. Resources: Website: LinkedIn: 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 on iTunes! /episode/index/show/destinationontheleft/id/36817800

430. Transforming Tours with Storytelling, with Mitch Bach 05/28/2025

430. Transforming Tours with Storytelling, with Mitch Bach 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 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: LinkedIn Personal: LinkedIn Business: 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 on iTunes! /episode/index/show/destinationontheleft/id/36687135

429. Revolutionizing the Home Exchange Market, with Emmanuel Arnaud 05/21/2025

429. Revolutionizing the Home Exchange Market, with Emmanuel Arnaud 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 CEO of HomeExchange Why home exchanging appeals to a wide range of travelers and how it can offer deeper, more affordable, and authentic travel experiences What makes HomeExchange different from short-term rentals, and how the unique “points system” and non-reciprocal exchanges expand travel opportunities How Emmanuel and his team nurture their global community of members Why HomeExchange hosts can be powerful ambassadors for their local destinations How Emmanuel has collaborated with former competitors From Disgruntled Traveler to Industry Leader Emmanuel’s entry into the world of home exchanging is a story familiar to many entrepreneurs: frustration with an existing system that didn’t quite meet personal needs. As a frequent traveler, Emmanuel found traditional home swapping too restrictive; exchanges were rarely nonreciprocal, limiting options for hosts and guests. This pain point inspired him to launch Guest to Guest in 2011, introducing a points-based, flexible model. Their acquisition of HomeExchange in 2017 established them as a global leader, with more than 220,000 homes in 154 countries—proof of the growing appeal of community-based, peer-to-peer hospitality. Building Relationships Traditional hospitality often centers on transactions: a guest pays, a host provides a service. In contrast, HomeExchange creates genuine relationships. Members often greet guests with welcome gestures like local wine or flowers, offer insider tips about the neighborhood, and sometimes even entrust pets or cars to visitors. This trust-based model enriches the travel experience, offering a cultural exchange rarely found in commercial lodging. HomeExchange is about joining a global network of like-minded travelers who value trust, generosity, and cultural curiosity. This is why Emmanuel invests in nurturing this community through active forums, strict adherence to shared values, and recognition of dedicated members, some of whom have facilitated dozens of exchanges over decades. HomeExchange as a Local and Global Ambassador One of the most beautiful things about HomeExchange is that hosts become ambassadors for their communities, recommending hidden gems and helping guests experience destinations like locals. The diversity of available homes also means travelers disperse beyond city centers, supporting lesser-known neighborhoods and fostering more equitable economic growth. By providing crowdsourced maps of host recommendations and promoting under-the-radar destinations, HomeExchange helps travelers explore destinations beyond the usual tourist hotspots, an increasingly important approach as cities grapple with unsustainable visitor volumes. Resources: Website: Instagram: Facebook: 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 on iTunes! /episode/index/show/destinationontheleft/id/36623835

428. From Attractions to Experiences, with Laurel Greatrix 05/14/2025

428. From Attractions to Experiences, with Laurel Greatrix 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, small-group offerings like cooking and craft classes How Viator supports both large and small experience operators and helps them reach wider audiences through powerful distribution partnerships Why authenticity matters in travel experiences and how travelers are seeking unique, non-mass market interactions to go deeper into destinations What roles collaboration and strategic partnerships play in Viator’s business model, including the relationship with TripAdvisor and broad third-party distribution The Experience-First Shift in Travel Planning Historically, travel planning centered around destinations, accommodations, and flights. Travelers picked a location, locked in their hotel, and then considered what activities to do once on site. But according to Laurel Greatrix, Vice President of Marketing at Viator, the world’s largest travel experiences marketplace, that approach is rapidly evolving. Increasingly, travelers are first setting their sights on unique and memorable experiences and building their trips around them. What sets the experiences sector apart isn’t just its offline-heavy operation or diversity, but the sheer pace of its growth. Since the pandemic, demand has soared for outdoor and active experiences, with destinations like Alaska, Utah, Colorado, and Banff seeing impressive spikes in bookings. Simultaneously, activities such as cooking classes and craft workshops are seeing consistent double- and even triple-digit growth rates. These trends show travelers craving meaningful engagement with destinations, a trend accelerated by the global prioritization of health, wellness, and authentic encounters. Authenticity and Personalization “Authentic” is a buzzword often used in travel, but as Laurel points out, it means something different to every traveler. Viator’s data shows that while classic attractions, think the Louvre or the Eiffel Tower, remain bucket-list essentials, growth is skewing toward bespoke, local, and hands-on experiences. Travelers increasingly seek opportunities to connect with local culture, meet passionate guides, and try their hand at activities like perfume making in Paris or chocolate crafting in Belgium. For marketers and operators, this means a growing need to communicate what makes their experiences unique, accessible, and “authentic.” Reviews, detailed product descriptions, and visually rich content can help set expectations and attract customers seeking depth over breadth. Collaboration in the Experiences Ecosystem Viator’s success is rooted in collaboration, internally and through partnerships. Its acquisition by TripAdvisor shows how powerful collaborations can transform an entire market segment. By powering bookings across thousands of partner sites ranging from airlines to travel agencies and even Amazon, Viator helps even the smallest operators achieve global reach. Collaboration also extends to working with destinations and other experience providers. By joining forces, they can disperse visitor traffic, reduce overcrowding at major sites, and promote lesser-known experiences that contribute to local economies and more sustainable tourism practices. Resources: Website: LinkedIn: Facebook: X: Instagram: YouTube: 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 on iTunes! /episode/index/show/destinationontheleft/id/36507320

427. Sustainable Marketing Through Pinterest, with Meagan Williamson 05/07/2025

427. Sustainable Marketing Through Pinterest, with Meagan Williamson 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 Pinterest expert shaped her approach to digital marketing for travel brands Why Pinterest offers a unique advantage as a discovery-based marketing platform, especially for travel and tourism organizations What makes Pinterest content evergreen, and how it supports sustainable, long-term marketing ROI compared to other social channels How Pinterest can bolster your SEO strategy in the age of AI-driven search and why search-optimized social content matters more than ever Why understanding your audience’s planning and decision stages is key to creating high-performing, search-friendly Pinterest content What mistakes to avoid and best practices to follow when considering a paid Pinterest advertising campaign for your tourism business Using the Power of Pinterest for Travel Brands When it comes to digital marketing in the travel and tourism industry, platforms like Instagram, Facebook, and Google dominate conversations. But there’s another powerhouse that forward-thinking brands are using to drive long-lasting, discovery-based growth: Pinterest expert Meagan Williamson shares why travel marketers shouldn’t sleep on this visual search engine, and how a strategic Pinterest presence can generate lasting results. Discoverability and Sustainability are Pinterest’s “Secret Sauce” Pinterest isn’t just another social media channel—it’s a visual search engine where users plan, dream, and discover their next adventure. Unlike traditional social platforms with short content life cycles (think 48 hours for an Instagram post), a well-optimized Pinterest pin can drive traffic for months—or even years creating valuable, evergreen content that keeps working for you over time. Travel brands and destinations are rich in visual assets, and using Pinterest capitalizes on this by connecting brands with users who are actively planning their next trip, whether it’s searching for family-friendly cruises or researching accommodations with accessibility features. The planning nature of Pinterest’s audience means they are open to discovering new destinations and businesses, making it a goldmine for travel marketers seeking sustained growth and discoverability. Pinterest vs. Traditional SEO As a visual discovery engine, Pinterest has always been optimized for search intent. With Google increasingly ranking social and visual content, Pinterest pins can act as “SEO juice” for your brand, sending positive signals to Google and boosting your authority. Recent shifts in Google’s algorithms have given social content more weight in rankings. This means a Pinterest strategy isn’t just useful for referral traffic; it can directly boost your brand’s visibility in search results, especially as AI-generated search answers evolve. Every pin is a chance to link directly to your website, booking page, or resource library, without being penalized by the platform. Resources: Website: How To Create Pins That Attract, Grow + Convert Your Audience: LinkedIn: 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 on iTunes! /episode/index/show/destinationontheleft/id/36409815

426. Novel Tourism and Place-Based Storytelling, with Marilyn Higgins 04/30/2025

426. Novel Tourism and Place-Based Storytelling, with Marilyn Higgins 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 inspired her to write a historical fiction novel centered on the region What historical events, cultural diversity, and social issues are woven into the plot of Dreams Of Freedom: An Irish Woman’s Story Of Love, Justice, And A Young Nation Coming Apart, and how they resonate with current issues in the United States How novel tourism uses stories and book-based experiences to attract visitors and deepen their connection to destinations Why Marilyn views historical fiction as a powerful way to make local history accessible and engaging for a wide audience, including those outside the region What Marilyn is doing to encourage book clubs and travelers to explore Upstate New York through her comprehensive guide that pairs the novel with local site visits Community, Collaboration, and Storytelling Our discussion centers around Marilyn’s historical novel, Dreams of Freedom: An Irish Woman’s Story of Love, Justice, and a Young Nation Coming Apart, and the power of novel tourism to revitalize destinations by connecting literary narratives to real-world locales. Marilyn, who has deep roots in Upstate New York, has dedicated her career to economic and community development, immersing herself in the Erie Canal’s vibrant history. Her novel traces the journey of Aileen O’Malley, a young Irish immigrant, as she traverses Upstate New York in search of her family, who were swept up in the tumultuous social currents of the 19th century. What makes Dreams of Freedom so compelling isn’t just its emotionally resonant narrative but its grounding in real history. The book explores connections to the Underground Railroad, the emergence of religious movements like the Shakers and Mormons, and the abolition and women’s rights movements. Walking Through History Novel tourism invites readers to journey through the landscapes that inspired their favorite books. Higgins envisions her books prompting book clubs and travelers to explore the Erie Canal region, walking in the footsteps of her characters. This is why she’s created a comprehensive, free guide for book clubs, available on her website, which maps out immersive experiences in towns like Canastota, Seneca Falls, and Oswego. Visitors can attend historical reenactments, visit storied landmarks, and engage with the same vibrant communities that shaped her novel’s plot. This approach deepens readers’ engagement and drives meaningful economic and cultural impact for local destinations. Novel Tourism in Practice Novel tourism is already being put into practice. For example, Visit Buffalo Niagara, the region’s destination marketing organization, has selected Dreams of Freedom for its annual book club, tying in with the 200th anniversary of the Erie Canal and the upcoming World Canals Conference. This initiative brings together local travel providers, tour operators, and literary enthusiasts, fostering connection and collaboration while promoting Upstate New York’s unique heritage. There is such a powerful synergy between literature and place. By weaving together history, fiction, and tourism, Marilyn has created a blueprint for how destinations, especially those underrepresented in the national story, can use their authentic narratives to draw new audiences to their destination. Resources: Website: Erie Canal Bicentennial: 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 on iTunes! /episode/index/show/destinationontheleft/id/36339730

425. Make Your Copywriting Magnetic, with Genevieve White 04/23/2025

425. Make Your Copywriting Magnetic, with Genevieve White 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 simplicity and clarity can make your words work harder for your brand. What You Will Learn in This Episode: How Genevieve transitioned from a career in education to founding her own travel and tourism copywriting business, inspired by the Ikigai method and life changes How to craft effective copy, including the importance of deeply understanding your customer persona before writing How identifying and narrowing your target audience can transform general copy into messaging that resonates and attracts your ideal clients Why aligning your copy with different stages of the customer journey—dreaming, planning, booking, and aftercare—is crucial for moving potential travelers toward action The value of clarity, simplicity, and using “you/your” to create relatability Practical ways to instill that confidence in your writing before you get going How clear calls to action and strategically repeating key messages increase engagement on your website Think About Your Dream Customer Genevieve emphasizes that before you ever set pen to paper—or fingers to keyboard—you need to get crystal clear about who you want to attract. Lots of businesses make the mistake of casting too wide a net, hoping to appeal to “everyone,” but in reality, being everything to everyone often means resonating with no one. Genevieve suggests creating a detailed customer persona that goes beyond simple demographics like age and gender. Consider the customer’s travel style, values, preferred communication platforms, and even lifestyle details, such as shopping habits or their idea of a perfect day. As she says, “It’s by speaking directly to that person that you can really elevate your copy and stand out.” Match Your Copy to the Customer Journey Not all copy serves the same purpose. At various stages of their journey, from dreaming to planning, booking, and post-visit, travelers need different kinds of information and inspiration. Dreaming Stage: Here, your audience is searching for inspiration. Use evocative, sensory language to paint a picture and create a little FOMO (the fear of missing out). Focus on what makes your experience unique and let your destination’s personality shine. Planning Stage: Now, your customer wants practical information. Provide details in a clear, organized manner. Use bullet points and white space to make information easy to digest, especially for mobile users. Be selective and avoid overwhelming readers with too much detail. Booking Stage: At this point, clarity and simplicity are key. Remove ambiguity and minimize unnecessary words. Make sure calls to action (CTAs) are prominent. Guide users smoothly and confidently through the booking process without distractions or confusion. The Recipe for a Great Brand Voice The most effective copy should feel like a conversation with a friend—relatable, personable, and confident. Brands often drift into a corporate or overly formal style that feels cold and unattractive. Use clear, simple language and write as you speak. Be mindful of corporate cliches in language, especially phrases like “we are passionate about.” Let people know about your expertise and offerings directly, by using simple phrases like “We do this,” or “Our experience includes…” A confident tone makes your brand more credible and helps your customer feel secure in choosing you. Genevieve recommends that if you’re not feeling confident, don’t write! Instead, get into a positive, empowered mindset before drafting your copy. Your energy will transfer to your words. Resources: Website: LinkedIn: Boldly Go: Confident Copywriting for Travel, Tourism and Hospitality: 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 on iTunes! /episode/index/show/destinationontheleft/id/36252740

424. Building Your Brand from the Inside Out, with Karley Cunningham 04/16/2025

424. Building Your Brand from the Inside Out, with Karley Cunningham On this episode of Destination on the Left, I talk with Karley Cunningham, founder of Big Bold Brand and the Surefire Method, about how branding can help a destination, attraction, or business in the tourism industry stand out from the crowd. Karley breaks it down into three key themes: understanding our fundamental beliefs, knowing the markets we serve, and positioning ourselves around benefits and differentiators. Karley clears up all the noise around branding and marketing and shares actionable steps to help you evolve your brand. What You Will Learn in This Episode: How understanding fundamental beliefs and truths strengthens a brand’s identity Why you need to distinguish branding from marketing and how this distinction leads to more effective marketing strategies Actionable steps for creating a strong brand promise and how it can impact employee recruitment and retention How the concept of tightening the creative box leads to more innovative solutions and helps a brand differentiate itself in a competitive market Why aligning a brand’s internal culture with its external promises impacts a company’s overall reputation and employee satisfaction What role target audience understanding plays in brand differentiation Differentiating Branding from Marketing Branding and marketing play distinctly different roles in business success, and Karley shares her philosophy that branding is the backbone that informs and enhances marketing strategies. While marketing focuses on promoting products and services to specific audiences, branding is about creating a compelling narrative that defines what your destination or business stands for. As Karley puts it, “Brand is what people say about you when you’re not in the room.” It’s about building a reputation through consistent, authentic interactions at every customer touchpoint. Building a strong brand is about taking a good look at who you are as an organization. Start with an inside-out approach—look at your fundamental beliefs and truths. As a destination, you really need to dig into your core purpose, guiding principles, character, and vision. These elements form the DNA of the brand and serve as a blueprint for how a company operates both internally and externally. Understand Your Audience After establishing a strong internal identity, your next step should be taking the time to understand the external market. Travel and tourism businesses must identify their target audiences by exploring what problems they solve for these groups. Knowing what draws visitors to your destination is key, whether it’s providing adventure, culinary experiences, or relaxation. Karley uses the example of aligning the customer experience with expectations: “Are people going to come away from our region raving about what we do because we’ve set them up for success?” Understanding audience expectations allows companies to craft specific value propositions, ensuring that every touchpoint is meaningful and engaging. Positioning, Messaging, and Telling Your Story Effective branding requires clear positioning and messaging strategies. This involves identifying the benefits and differentiators your business offers compared to competitors. What makes you unique and why travelers should choose you over others? Storytelling is a powerful tool because sharing narratives about local culture, history, or the people that make your destination unique can resonate deeply with potential visitors and create a relatable brand image. Integrating the Brand Promise The brand promise needs to include employees as well as customers, and as Karley points out, the internal experience has to mirror the external promise. Ensuring employees feel valued and integral to delivering on your destination’s promise boosts morale and improves service quality, which in turn elevates your visitors’ experience. By integrating the brand promise throughout the organization, businesses improve customer experience and enhance employee recruitment and retention, which is an essential consideration in the tourism industry right now. Resources: Website: LinkedIn: Twitter: Surefire Audit: 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 on iTunes! /episode/index/show/destinationontheleft/id/36130070

423. Lessons from Minocqua's Tourism Transformation, with Krystal Westfahl 04/09/2025

423. Lessons from Minocqua's Tourism Transformation, with Krystal Westfahl This episode of Destination on the Left is the last in the series of three episodes where we dig into tourism in the Northwoods of Wisconsin and the unique strengths and challenges of each of the three DMOs. This week, Krystal Westfahl, President and CEO of Let’s Minocqua Visitors Bureau, shares the decade-long journey of her Chamber of Commerce as it became a visitor’s bureau and then rebranded to align better with the area she represents. We’re discussing the importance of having a clear vision of who you are and who you serve and how to evolve your brand to set your destination up for growth. What You Will Learn in This Episode: How Krystal’s background in natural resources and nonprofit management aligns with her current role in tourism marketing The importance of having a clear vision and defined roles to eliminate confusion and increase effectiveness How Krystal’s region works collaboratively with other DMOs to promote tourism across the region What strategies Krystal and her team used to refresh their brand and the importance of leveraging the recognized name ‘Minocqua’ for marketing Why effective communication and community input are vital in successfully launching and managing a DMO Rebranding a Shared Vision Krystal and I discuss her decade-long journey transforming a chamber of commerce into a vibrant visitor bureau. A key part of this transformation was rebranding. The move to a visitor bureau needed a carefully planned branding strategy that matched the destination’s mission to invite more visitors to the area. The bureau leaned heavily on the distinctive term Minocqua, not just for its uniqueness but for its longstanding recognition among newcomers and long-time visitors as evoking the Northwoods experience. Rebranding isn’t just about altering logos or names but understanding and sharing your core values and visions. The Minocqua rebrand involved carefully planting a flag on shared community values. Collaborative Growth in the Northwoods of Wisconsin Operating in Oneida County, the Let’s Minocqua Visitors Bureau is a huge collaborative success that has brought together multiple municipalities under a shared purpose. This cooperative model supports their mission, the economic uplift of Minocqua, Arborvita, Hazelhurst, and Woodruff, through joint marketing and seamless visitor engagement. The rebranding effort went beyond aesthetics, incorporating strategic input and widespread survey data to ensure the new identity resonated with everyone, from local businesses to tourists. Krystal describes this collaboration as a rising tide lifting all boats. Lessons in Branding Strategy From her experience, Krystal offers invaluable insights into the rebranding process for other DMOs considering a similar path: Take Your Time: Effective rebranding is not rushed. Krystal advises allowing one to two years for research, surveys, and stakeholder engagement to guide the rebranding journey. Understand Your Audience: Build a deeper understanding of community perceptions and visitor expectations. A brand should authentically reflect the values of the place it represents. Beyond the Logo: A brand encompasses more than visual identity. It is an organization’s mission, vision, and strategic action, all working cohesively. Communication is Key: Open communication with local communities, businesses, and visitors ensures clarity and strengthens the shared vision. Resources: Website: LinkedIn Personal: LinkedIn Business: 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 on iTunes! /episode/index/show/destinationontheleft/id/36053220

422. Making Rhinelander More Inclusive and Accessible, with Lauren Sackett 04/02/2025

422. Making Rhinelander More Inclusive and Accessible, with Lauren Sackett On this episode of Destination on the Left, I talk with Lauren Sackett, CEO at the Rhinelander Area Chamber of Commerce in Northern Wisconsin and Vice Chair of the Oneida County Tourism Council. We discuss her destination’s commitment to becoming more inclusive and accessible and why this is a positive business decision. Lauren also digs into how hosting events like the US Deaf Golf Championship and Ski for Light provided practical insights that shaped their current accessible initiatives. What You Will Learn in This Episode: How Lauren and her organization are focusing on making Rhinelander more inclusive and accessible for diverse travelers What innovative strategies Lauren and her team are implementing to enhance accessibility, including detailed trail mapping and improved website information Lauren shares the experience and impact of hosting events such as the US Deaf Golf Championship and Ski for Light, and how these have helped shift perspectives on inclusivity How the creative approach to the region’s mythological mascot, the Hodag, has become a great tourism driver for Rhinelander Why the formation of the Northwoods Chamber Collaborative has been a successful model for idea sharing and regional support The New Face of Cooperative Tourism At the core of Rhinelander’s tourism growth is coopetition, and Lauren emphasizes that when neighboring destinations work together, they create greater potential for shared success. Through the Northwoods Chamber Collaborative, DMOs and chambers gather quarterly to share insights, tackle common challenges, and support collective growth. This collaboration builds an ecosystem of shared learning and resource optimization. Promoting Accessible Travel A strong commitment to inclusivity and diversity underpins Rhinelander’s tourism approach. They place a huge emphasis on equipping their website with features that support minority-owned businesses and ensure accessibility details are readily available. The introduction of detailed GIS mapping for trails has also seriously boosted accessibility awareness, providing visitors with important information about trail conditions and amenities. This is especially important in 2025, when travelers value destinations where they feel welcome and accommodated. It translates into longer stays and stronger economic impacts on destinations. Hosting events like the US Deaf Golf Championship and Ski for Light provided practical insights that shaped current initiatives, such as developing printed and digital trail guides enriched with GPS features to enhance visitor experience. The local community has also been keen to display support through window stickers, and their grassroots enthusiasm underscores the region’s commitment to transformation, not just for tourists but for local residents too. Redefining Success Stories in Tourism Rhinelander’s approach to tourism isn’t just about increasing visitor numbers; it’s about crafting memorable experiences that resonate with diverse audiences. The town, famously associated with the mythical Hodag, harnesses this culturally significant symbol, featuring it in festivals and marketing materials. Resources: Website: LinkedIn Personal: LinkedIn Business: 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 on iTunes! /episode/index/show/destinationontheleft/id/35957040

421. Turning Tourism Challenges into Opportunities for Three Lakes, with Jacqui Sharpe 03/26/2025

421. Turning Tourism Challenges into Opportunities for Three Lakes, with Jacqui Sharpe On this episode of Destination on the Left, Jacqui Sharpe, Executive Director at Three Lakes Area Chamber of Commerce shares a fascinating journey of transforming a small town’s tourism landscape by tackling significant hurdles like the lodging shortage. She discusses the innovative steps they are taking to attract a hotel developer, address restrictive short-term rental ordinances, and harness community collaboration. What You Will Learn in This Episode: How Jacqui navigated through the unique challenge of having high tourist interest but limited lodging in Three Lakes Why Jacqui believes collaboration and partnerships are critical for addressing community challenges and fostering economic development How the community’s history and natural resources have shaped Three Lakes as an attractive tourist destination Why the short-term rental ordinance and lack of hotels present a significant economic impact challenge, and what steps Jacqui is taking to address these What Jacqui has learned from collaborating with the Wisconsin Economic Development Association and others Navigating Tourism Challenges in Three Lakes, Wisconsin The challenges faced by Three Lakes, Wisconsin, underscore a common issue in the tourism industry: balancing development with maintaining a small-town charm. For Jacqui’s community, attracting visitors isn’t the problem; it’s where to accommodate them. The community faces significant challenges due to lodging restrictions. Local ordinances require a minimum seven-day stay for short-term rentals, and a lack of hotel infrastructure following the loss of a downtown hotel in 2019 has resulted in a scarcity of lodging options. This means that visitors often stay elsewhere, taking their economic potential with them. This is why Jacqui and her team have been proactive in attracting new lodging developments. By emphasizing suitable lodging options in tourism-driven economies, they aim to inject a projected $13 million into the local economy over the next five years. Collaborative Initiatives Collaboration is at the heart of Jacqui’s strategy to tackle lodging shortcomings. Her efforts with other DMOs to form a cohesive tourism department underscore a regional approach to development. Jacqui aims to fill the lodging void with developments that reflect community values and needs by aligning with economic development associations like the Wisconsin Economic Development Association (WEDC) and forming partnerships with hotel companies like Cobblestone. Establishing a new hotel, which is projected to open in 2026, is a major milestone. The project, supported by local banks and investors who require fewer incentives, will address the existing lodging gap while respecting and enhancing the small-town ethos vital to residents and returning visitors. The emphasis is reinvesting growth into the community through initiatives like community development funds. This ensures that economic benefits translate into tangible improvements for local residents, preserving the town’s charm amid change. Resources: Website: Instagram: LinkedIn: 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 on iTunes! /episode/index/show/destinationontheleft/id/35844715

420. 2025 News from the ABA Marketplace in Philadelphia, with Nicole Mahoney 03/19/2025

420. 2025 News from the ABA Marketplace in Philadelphia, with Nicole Mahoney This is the second of a series recorded at the ABA Marketplace. In it, we discuss how the industry is evolving, the biggest opportunities ahead, and strategies shaping travel’s future. Enjoy hearing from five inspirational tourism leaders about topics including the rise of slow tourism and experiential travel. In this episode, you’ll hear from these extraordinary leaders: Jennifer Tremblay Moore: Jana Kaylor: Barry Surman: Annette Morejon: Adam Halay: Insights from ABA Marketplace in Philadelphia My five guests discuss the evolving preferences of travelers and why the trend toward unique personalized experiences is picking up speed, the value of ABA Marketplace, and the importance of building genuine connections with industry partners. Jennifer Tremblay Moore, the Marketing and Communications Manager at the Wild Center Jennifer discusses the appeal of nature-based travel as people increasingly seek deeper connections with nature. She highlights new features at the Wild Center, like the extended Fen Trail and interactive exhibits such as the giant eagle’s nest and gorgeous resident river otters, which aim to reconnect visitors with the outdoors. Jennifer emphasizes the Center’s commitment to accessible and inclusive experiences that cater to all groups, including students and seniors. Jana Kaylor, Group Sales Manager for Eureka Springs Eureka Springs is a hidden gem, ideal for relaxation and an escape from the hustle of everyday life. Jana is keen to let people know all about her destination. She describes its extensive outdoor and cultural offerings, from kayaking and biking to exploring historic hotels and haunted sites. Jana loved attending ABA because it was such a great educational experience. Industry partners are willing to share advice and make genuine connections. Barry Surman, Deputy Director of Tourism and Film for Westchester County, New York Barry explains why the current trend is toward more specialized and personalized travel experiences with smaller, more tailored tour groups. He also explains why he appreciates the hospitality and culture of cooperation within the tourism industry so much and how ABA Marketplace exemplifies that. Barry also discusses the networking opportunities that help build collaborations and connections with industry partners. Annette Morejon, President of North America for Whisper Systems USA The key topic of my discussion with Annette centers on upcoming innovations in Whisper Systems USA tour-guide audio systems, including AI integration for real-time translations, which will enhance user experiences. Anette reflects on her 25-year career in tour guiding and tour management, noting a shift toward smaller, more personalized travel experiences that offer deeper cultural connections. She sees ABA Marketplace as an excellent place for networking and keeping abreast of industry trends. Adam Halay, Assistant Sales Manager at the National Baseball Hall of Fame and Museum Adam shares why he’s so enthusiastic about upcoming exhibits, including one focusing on Japanese-American baseball. He talks about creating exclusive, behind-the-scenes travel experiences to meet travelers’ evolving desire for more personal interactions. Adam stresses the importance of building genuine relationships at industry events like ABA Marketplace, which he believes are crucial to allowing DMOs to share their stories and engage visitors on a deeper level to boost tourism 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 on iTunes! /episode/index/show/destinationontheleft/id/35684780

419. Cross-Border Conversation, with Nicole Mahoney 03/12/2025

419. Cross-Border Conversation, with Nicole Mahoney On this episode of Destination on the Left, we are doing something different. Earlier this month, we hosted a webinar on the effects of policy and headlines on cross-border tourism. This was the first of a series of community conversations that we will be hosting this year. In this webinar, we invited 5 expert panelists to talk about Canadian-U.S. Tourism. The conversation was forward-focused and collaborative, and our panelists shared openly, candidly and provided actionable insights and ideas for strengthening cross-border tourism between Canada and the US. That is why we decided to replay the audio from this webinar here on Destination on the Left. In this episode, you’ll hear from five inspirational tourism and travel media professionals: Ideas to Build Community and Collaboration We examine the impact of recent policy changes and tariffs on cross-border tourism between Canada and the US. Our knowledgeable industry experts share their perspectives on the current Canadian sentiment toward US travel, potential economic impacts, and the power of tourism as a connector during challenging times. Vince Accardi, President of Ontario Motor Coach Association Vince emphasizes the longstanding economic and cultural ties between Canada and the U.S. in tourism. He highlights the importance of staying invested in cross-border partnerships even during challenging situations and the importance of open communication and collaboration between tour operators, destinations, and consumers to counter the negative effects of current political climates. Corey Fram, Director of Thousand Islands International Tourism Council Corey shares insights from the unique position of a binational destination. He pointed out the historical patterns of cross-border travel challenges, such as those post-9/11, and the impact on travel sentiment. He also stresses the importance of maintaining face-to-face communication and building strong relationships at the local level to ensure continued collaboration across the border. Richard Arnold, Owner of Atlantic Tours Canada Richard discusses the deep-rooted connections between Atlantic Canada and the U.S., particularly New England. He frankly expresses that Canadians’ sentiments toward current political issues have also led to hurt feelings. However, he remains optimistic about the tourism sector’s resilience and values the importance of storytelling and media campaigns to remind Canadians and Americans of their longstanding friendly relations and shared histories. Catherine Dawson March, Travel Writer and Editor of the Globe And Mail Catherine offers her insights into the editorial perspective on the situation. She discusses the shift in Canadian sentiment toward travel to the U.S. due to current trade issues. Catherine highlights the challenge of running U.S.-focused stories during such times and expresses the responsibility of media professionals to handle content carefully to avoid inflaming existing tensions. Christopher Mitchell, Canadian Travel Influencer from Traveling With Mitch Chris speaks about maintaining personal and professional relationships beyond political narratives. While acknowledging the challenges posed by the current climate, Chris emphasizes the value of sharing local stories that highlight human connections and positive experiences. He stresses the role of travel influencers and creators in shaping narratives that transcend political disputes and support ongoing dialogue between Canadians and Americans. It’s clear that despite the hurdles posed by tariffs and political rhetoric, the tourism relationship between these two countries remains resilient. The panel urges open communication, and strategic partnerships to nurture this vital economic and cultural bond. As communities, companies, and governments on both sides of the border navigate these complexities, the overarching message is one of patience, optimism, and a shared commitment to a future where tourism flourishes, unhindered by current and future challenges. 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 on iTunes! /episode/index/show/destinationontheleft/id/35638490

418. 2025 News from the ABA Marketplace in Philadelphia, with Nicole Mahoney 03/05/2025

418. 2025 News from the ABA Marketplace in Philadelphia, with Nicole Mahoney This is the first of a two-part series from the ABA Marketplace, in which we discuss how the industry is evolving, the biggest opportunities ahead, and strategies shaping travel’s future. In this episode, you’ll hear from five inspirational tourism leaders about topics including the rise of slow tourism and experiential travel. In this episode, you’ll hear from these remarkable leaders: Sally Altman, Director Of Global Sales From Travel Advocates: Mitch Bach, CEO of Trip School: Marlene Kay Smith, Sales Manager Of Traverse City Tourism: Lew Myers, III, Director Of Policy, Research, And Impact At American Bus Association: Joe Lannan, Executive Director Of Visit French Lick West Baden: Insights from ABA Marketplace in Philadelphia Join us for some golden nuggets from the American Bus Association (ABA) Marketplace in Philadelphia. We’ll explore how the travel sector is evolving, uncover some significant opportunities on the horizon, and discuss strategies driving the future of travel. Sally Altman, Director Of Global Sales From Travel Advocates Sally highlights Travel Advocates’ ability to address last-minute hotel sourcing needs and discusses the value of networking and volunteering at shows like ABA for building relationships. She emphasizes listening to colleagues and clients and integrity as keys to her success. For her, it’s those long-term relationships, not just short-term transactions, that drive her career. Mitch Bach, CEO of Trip School I loved hearing Mitch Bach, CEO of Trip School and host of the Tourpreneur Travel Business Podcast, share his thoughts on the travel industry’s shift toward building communities and why success lies in building emotional connections with potential clients. He advises new professionals to network actively at events like ABA; his philosophy is to ‘smile and say hello to everybody’! Marlene Kay Smith, Sales Manager Of Traverse City Tourism Marlene shares her excitement for upcoming opportunities in 2025, like Traverse City’s international fireworks and its growing collaboration with local partners to attract visitors. She talks more about the trend for “slow tourism,” where travelers favor immersive experiences and connections with the environment. She fondly describes ABA Marketplace as a place to form deeper connections and foster valuable business relationships. Lew Myers, Director Of Policy, Research, and Impact at American Bus Association Lew and I discuss the importance of data-driven research and policy advocacy to support the bus and tourism sector. He discusses the foundation’s initiatives, such as scholarships, fundraising events, and research efforts, to strengthen the industry’s competitiveness against other travel modes, such as airlines and cruises. He describes ABA Marketplace as a vibrant, relationship-centered event akin to a family reunion. Joe Lannan, Executive Director Of Visit French Lick West Baden Joe focuses on his plans to strengthen local partnerships to improve visitor experiences at his destination. As a leader new to the travel and tourism sector, we discuss why he prioritizes empathy, data-driven decision-making, and collaboration as a leader. Joe appreciates ABA Marketplace as an invaluable platform for networking and gaining fresh perspectives. 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 on iTunes! /episode/index/show/destinationontheleft/id/35516970

417. Building a Tourism Brand Through Community Engagement, with Lisa Meriwether 02/26/2025

417. Building a Tourism Brand Through Community Engagement, with Lisa Meriwether On this episode of Destination on the Left, I talk with Lisa Meriwether, Tourism Manager, City of Danville, and Pittsylvania County, VA all about the creation of a brand new DMO. She details the three key steps that helped set the new brand up for success, starting with hiring a seasoned industry consultant and marketing partner, then focusing on the community’s citizens before the visitors, and finally, connecting the new brand to a tourism product that already existed. Lisa also shares more about how an $850,000,000 Caesars Resort development was the catalyst that got it all started. What You Will Learn in This Episode: Why Lisa prioritized community engagement with locals before promoting to visitors How an $850,000,000 Caesars Resort development acted as a catalyst for the tourism program’s success How a seasoned industry consultant and marketing partner helped in establishing a strategic plan and brand for Visit SoSi Lisa discusses the importance of community collaboration and building partnerships with local stakeholders for sustainable tourism Why Lisa leverages an ambassador program to engage citizens and educate them about tourism’s significance in their community Engaging the Community When Lisa Meriweather was appointed Danville’s tourism manager, there was no brand, identity, plan, or budget. She collaborated with the Eddie Alexander team to create a tourism master plan and establish a clear, forward direction. One key part of Lisa’s strategy was prioritizing the citizens of Danville before even targeting visitors. By treating local citizens as their first customers, the Visit SoSi team was able to build community pride and trust in the new brand. This initiative proved to be a turning point, with locals increasingly becoming community champions and showcasing the brand to outsiders. Catalyst for Transformation – The Caesars’ $850M Resort Development The $850 million Caesars Resort development has been a huge catalyst for Danville’s tourism revitalization. Lisa talks all about how the project sparked curiosity and excitement nationwide, positioning Danville as an exciting destination. The project was approved in a 2020 referendum and opened in December 2023, drastically altering the economic and tourism landscape in the area. Caesars’ emergence in Danville has attracted leisure travelers and meeting planners, bridging the gap for an area with limited accommodation offerings. The project has set the stage for further economic development and diversified industry growth, moving away from the historic dependency on textiles. Collaboration and Connectivity A cornerstone of the Visit SoSi strategy has been creating a collaborative atmosphere among previously siloed tourism stakeholders. Lisa organized quarterly stakeholder meetings, facilitating a unified front where hotels, museums, raceways, and other attractions could communicate and collectively strategize. This breaking down of silos has led to more cohesive marketing efforts, strengthening Danville’s overall tourism product. Resources: Website: Instagram: LinkedIn: 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 on iTunes! /episode/index/show/destinationontheleft/id/35422455

416. Exploring Afro-Latino Culture and Heritage, with Eileen Ivette 02/19/2025

416. Exploring Afro-Latino Culture and Heritage, with Eileen Ivette In this episode of Destination on the Left, Eileen Ivette shares her journey to becoming a creator and travel influencer. We discuss her award-winning Black Latin History series, which won Best Travel Series at the Black Travel Film Festival. Eileen shares historical narratives and shows people how to immerse themselves in history while traveling. She details her storytelling approach, from equipment choices to balancing work, authentic experiences, and content curation for each piece. What You Will Learn in This Episode: Why Eileen is passionate about creating platforms that highlight the presence and contributions of Afro-Latinos in Latin America and the importance of representation How Eileen’s unique approach to storytelling involves treating her content as a love letter to a destination and the strategies she uses to create immersive and engaging content Why Eileen believes that exposure to diverse cultures through travel leads to personal expansion and greater cultural understanding What role Eileen’s background in journalism plays in her ability to capture and share meaningful stories through video content How Eileen collaborates with destinations and the flexibility she appreciates when creating authentic stories that resonate with her audience Celebrating Cultural Diversity Through Travel With an academic background in journalism, media, and film from Howard University, Eileen has always been passionate about storytelling. This passion led her to create content that entertains, educates, and inspires. Eileen loves to share stories about black history, businesses, and events across Latin America. Her commitment to this cause was recently recognized with her award-winning Black Latin History series, which won Best Travel Series at the Black Travel Film Festival. Through her work, Eileen aims to share history and show how travelers can immerse themselves in it when visiting different destinations. She believes that cross-cultural connections and exposure to new cultures lead to expansion and growth. Crafting Content with Heart Eileen views her projects as love letters to the destinations she showcases, pouring emotion into each piece she produces. Her aim is always to capture the energy and essence of each place she visits, bringing it to life for her audience. She described balancing her work with the authentic travel experience, ensuring her content remains engaging and immersive. Her goal is to make viewers feel the energy and emotions of the places she visits, even if they can’t be there in person. Inspiring Connections Eileen’s work goes beyond sharing beautiful destinations; it bridges gaps and inspires meaningful conversations about cultural diversity. She emphasizes the importance of connecting with one’s roots through travel, highlighting how these journeys can help individuals understand and appreciate the diverse threads that shape our shared history. Eileen’s travels to Colombia and Brazil are great examples of how immersing yourself in local culture builds amazing community connections. Resources: Website: LinkedIn: YouTube: 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 on iTunes! /episode/index/show/destinationontheleft/id/35332475

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