Afleveringen
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On this episode of Destination on the Left, I talk with three tourism industry leaders about the power of partnership and community engagement. Maureen Martin, Vice President of Partnerships and Community from Destination Madison, Bryan Kuebel, Senior Partnership Manager from Visit Milwaukee, and Greg LaDuca, Senior Vice President of Industry Relations from Visit Rochester, join me to discuss the Partnership and Community Engagement PACE Forum, the premier gathering place for passionate DMO professionals committed to the power of partnership and community engagement. They share the origin story of the PACE Forum, talk about the importance of this sector of the DMO industry, and give details of the 2025 event.
What You Will Learn in This Episode: Why PACE was formed and the significance of Partnership and Community Engagement for DMOs The value of non-competitive idea sharing among peers How the PACE forum has shifted professional interactions post-pandemic and the advantages of face-to-face networking The importance of creative revenue sources and consistent communication with tourism commissions How the PACE 2025 forum in Cincinnati aims to focus on new technologies, data, and AI Fostering Community and EngagementThe Partnership and Community Engagement (PACE) initiative is a network of professionals dedicated to enhancing the impact of DMOs. Maureen elaborates on PACE’s origins, sharing how the initiative formally took shape during the pandemic when professional norms shifted dramatically, leading to the first PACE Forum in Madison, Wisconsin, in February 2024.
With an initial expectation of around 50 attendees, the forum’s attendance soared to approximately 120 participants, underscoring the industry’s hunger for community and collaboration. The forum successfully filled a void left by national conferences, offering continuous networking opportunities and fostering an environment for sharing ideas across borders.
PACE 2025 is set to take place in Cincinnati, Ohio, from February 18-20. The upcoming forum promises to dig deep into new technologies, data analytics, artificial intelligence, and the invaluable role of networking in destination marketing.
Advocacy for DMOsMaintaining consistent communication with tourism commissions and creatively seeking revenue sources is so important in the travel and tourism industry. The success of DMOs hinges on building strong, meaningful relationships within the community. Innovative programs like mentorship initiatives within the PACE Forum are designed to help newcomers integrate and feel connected. Their programs ensure that professionals at all travel and tourism industry levels benefit from the wealth of knowledge and experience available.
Advocacy extends beyond simple promotion—it involves building robust relationships, consistent communication, and a clear demonstration of tourism’s economic impact on local communities. Sharing tangible success stories about how tourism positively affects local businesses and the community helps bolster support from various stakeholders. These compelling stories help make the abstract benefits of tourism concrete and relatable.
The Value of Peer NetworksPeer networks create a supportive ecosystem where professionals can share ideas that help them overcome common challenges and foster a sense of community. Greg, Maureen, and Bryan all emphasize how these connections promote professional and personal growth, enable tourism professionals to stay current with industry trends, and collaboratively develop impactful initiatives.
The PACE forum, in particular, exemplifies the power of these networks by shifting traditional, nationally-run conferences towards a more intimate, peer-led format. Greg talks about how the forum’s spirit of non-competitive idea exchange allows peers from various cities to share insights and strategies autonomously.
Resources: Gregory LaDuca Website: https://www.thepaceforum.com/home LinkedIn Personal: https://www.linkedin.com/in/gregory-l-laduca-78442713/ Twitter Personal: https://x.com/gregoryladuca Maureen Martin Website: https://www.visitmadison.com/about-us/our-team/ LinkedIn Personal: https://www.linkedin.com/in/martinmaureen/ LinkedIn Business: https://www.linkedin.com/company/destination-madison/ TikTok Business: https://www.tiktok.com/@destinationmadison Pinterest: https://www.pinterest.com/destinationmadison/ Youtube: https://www.youtube.com/c/DestinationMadison Bryan Kubel Website: https://www.visitmilwaukee.org/ LinkedIn Personal: https://www.linkedin.com/in/bkubel/ Facebook Personal: https://www.facebook.com/bkubel/ Instagram: https://www.instagram.com/bkubel/ Twitter: https://x.com/bkubelWe 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 quick tutorial on how to leave us a rating and review on iTunes!
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On this episode of Destination on the Left, I talk with Catherine Alonzo, CEO at Javelina and host of the How to Change the World Podcast. She shares why story and travel are two sides of the same coin and breaks down how we should approach stories when trying to make a change or social impact. We also discuss the stories we tell ourselves, the importance of internal and external stories, and why core values matter in the travel industry.
What You Will Learn in This Episode: Why internal narratives and personal storytelling impact how we see the world How core values guide decision-making and personal fulfillment Why understanding specific audiences and targeting communications effectively is crucial in crafting impactful stories and strategies What the significance of having a clear “why” is within an organization, and how to operationalize it to build a sustainable culture How to use storytelling to create the immersive experiences travelers are looking for Stories as Catalysts for ChangeCatherine emphasizes that stories aren’t just tools for entertainment—they are pivotal in shaping our understanding of the world. Whether it’s the narrative we tell ourselves internally or the stories we communicate externally, these narratives have the power to influence change. Catherine explains how stories form the bedrock of how we perceive and interact with the world, which is why they’re so important in driving personal and societal transformation.
Storytelling is an incredibly powerful tool In the travel and tourism industry. We discuss the connection between the vulnerability and richness of storytelling and the immersive experiences travelers are looking for. By creating compelling narratives, destinations can provide deeper, more meaningful experiences that resonate on a personal level with visitors, ultimately driving visitor numbers and community engagement.
Crafting Messages for Targeted AudiencesA key part of storytelling is knowing your audience. Catherine highlights a common mistake marketers often make— trying to reach “everybody” and why the story ends up resonating with nobody. Instead, she suggests focusing on a maximum of four distinct audience groups. This could include decision-makers, referral partners, and internal audiences such as team members.
Understanding each audience group’s motivations, psychographics, demographics, and needs allows DMOS to tailor communications to connect with potential visitors on a deeper level. This targeted approach ensures that the emotional core of the message remains consistent, fostering a strong connection with the audience.
Finding and Operationalizing PurposeWe discuss the critical importance of a clear “why” within organizations. As someone deeply involved in social change, Catherine believes that organizations cannot sustain a strong, meaningful culture without a well-defined purpose. For those in travel and tourism, this means clarifying why their destination or service exists beyond just economic gain. By integrating this “why” into daily operations, organizations can create authentic and compelling narratives that resonate with their teams and audiences.
Resources: Website: https://www.catherinealonzo.com/ LinkedIn Personal: https://www.linkedin.com/in/catherinealonzo/ Podcast: https://www.catherinealonzo.com/how-to-change-the-worldWe 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 quick tutorial on how to leave us a rating and review on iTunes!
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Zijn er afleveringen die ontbreken?
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In this episode of Destination on the Left, I talk with Jill Peterson, Founder and Chief Growth Strategist at Clover Insights LLC. We discuss how to improve your mental fitness and build positive intelligence, and she explains the differences between your “survival brain” and your “sage brain.” Jill shares why improving your mental fitness leads to greater happiness, increased productivity, and improved mental resilience.
What You Will Learn in This Episode: How Jill uses the concept of “sage brain” to enhance happiness and productivity in personal and professional settings Why understanding and managing mental habits, particularly saboteurs, is crucial for overcoming internal barriers What the Positive Intelligence program entails, including practical techniques like PQ reps and how they help develop mental fitness Why integrating positive intelligence practices into daily routines can effectively boost mental resilience without requiring additional time What the role of the “Judge” is in one’s mental framework, and how recognizing its influence can prevent it from sabotaging growth and happiness Understanding Mental FitnessThis week, we’ve got a real treat on the #DOTL podcast, as Jill Peterson Founder and Chief Growth Strategist at Clover Insights LLC. explains how to handle life’s challenges positively.
Jill describes how we can be the best version of ourselves and influence those around us positively. This episode is all about offering you practical strategies to improve your mental fitness for a fresh start as we prepare for a busy holiday season.
The Sage Brain vs. The Survival BrainJill introduces the concept of the “sage brain” and the “survival brain.” The “sage brain” encompasses positive emotions, creativity, empathy, and curiosity, which are so important for addressing life’s challenges constructively. On the other hand, the survival brain operates on negativity and judgment, housing nine saboteurs that seriously hinder our potential. Recognizing and managing these two brain modes increases happiness and productivity. By understanding our mental habits and overcoming internal barriers, we can unlock our true potential personally and professionally.
One of our key discussions centered around the concept of “saboteurs.” These negative mental patterns or behaviors act alongside an internal judge, sabotaging our growth and happiness. Jill identifies nine types of saboteurs: Controller, Restless, Stickler, Hyper-vigilant, Hyper-achiever, Pleaser, Victim, Avoider, and Hyper-rational. Each saboteur represents a strength overused. For example, the Controller needs to manage every outcome, while the Hyper-rational dismisses emotions, focusing solely on logical analysis.
Building Mental MusclesJill advocates for working out our mental muscles to combat these saboteurs. This involves recognizing saboteurs, using physical sensations to switch brain modes, and tapping into the “sage brain.” Physical sensations act like smaller moments of meditation, helping transition to a more positive mindset.
Jill describes the five tools in the sage brain toolbox: Empathy, Explore, Innovate, Navigate, and Activate. Regularly practicing Positive Intelligence repetitions (PQ reps) can strengthen these mental muscles, making it easier to manage life’s challenges without falling into negative patterns.
Resources: Website: www.findyourclover.com Facebook Personal: https://www.facebook.com/jill.hendersonpeterson/?_rdr Facebook Business: https://www.facebook.com/cloverinsightsllc LinkedIn Personal: https://www.linkedin.com/in/jill-peterson/ LinkedIn Business:https://www.linkedin.com/company/clover-insights-llc/ Instagram Business: https://www.instagram.com/clover.insights/?hl=enWe 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 quick tutorial on how to leave us a rating and review on iTunes!
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On this episode of Destination on the Left, Jonathan Kletzel, the Travel, Transportation, and Logistics Sector Leader at PwC, shares insights from the recently released PwC Holiday Outlook. This report examines holiday spending across various consumer segments and industries. We focus on travel trends for the 2024 holiday season and discuss the differences in spending among different generations.
What You Will Learn in This Episode: How Jonathan became interested in specializing in the travel sector Some of the valuable interests revealed by the PwC Holiday Outlook study What trends Jonathan is identifying for 2024 holiday travel, with an emphasis on steady travel demand compared to the previous year How generational differences impact spending on travel and experiences, particularly among Gen Zs and Millennials Why there is a drop in concerns about travel disruptions and what that might mean for travelers and suppliers Sustainability in travel and how that is influencing industry practices Dissecting Generational Travel TrendsThe holiday season is always interesting when it comes to understanding travel behaviors across different generations. PwC’s report revealed that Gen Z and millennials continue to invest heavily in travel experiences, prioritizing them over material gifts. In contrast, Gen X and Baby Boomers are more inclined towards convenience and practicality, seeking ways to make their lives easier rather than more exciting.
The study has also shown a fascinating mix of spending priorities influenced by economic pressures. While some consumers plan to maintain or even increase their travel budgets, others, particularly those feeling the pinch of the current economic climate, are looking for ways to budget wisely throughout the year to afford holiday travel. Interestingly, more travelers are opting to stay with friends or family, which shows that people are trying to blend making economic choices and having meaningful experiences.
Rising Importance of Digital and Sustainable ChoicesWe’ve all noticed the broader consumer push for sustainability, which is a priority for younger generations, particularly Gen Z. Airlines and hotels, are responding to this demand by offering more eco-friendly options and transparent information on carbon footprints. From water bottle refill stations in airports to eco-conscious hotel room services, the industry is making ever-bigger strides in meeting consumer expectations for sustainable travel options.
Preparing for a Successful Holiday Travel SeasonOne of the most reassuring findings from PwC’s Holiday Outlook is that the intention to travel for the holidays remains stable compared to 2023. This is great news for travel suppliers and destinations, as it shows there is still a steady demand. Jonathan also points out that there has been a significant decrease in concerns around travel disruptions this year. This could be attributed to suppliers catching up to post-COVID travel demands and improving operational efficiencies. Nevertheless, holiday travelers should still be prepared for potential disruptions due to factors outside the industry’s control, like weather!
Resources:Website: https://www.pwc.com/us/en.html
LinkedIn: https://www.linkedin.com/in/jonathan-kletzel-256372/
Holiday Outlook 2024: https://www.pwc.com/us/en/industries/consumer-markets/library/holiday-outlook-trends.htmlWe 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 quick tutorial on how to leave us a rating and review on iTunes!
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On this episode of Destination on the Left, I talk with Rosa Harris, Director of Tourism for the Cayman Islands, about the importance of being open, flexible, and courageous as a travel professional. We talk about knowing who you are as a destination, being true to your strengths, and why honoring history, culture, and people is a must for tourism leaders. Rosa also shares examples of several Cayman Island campaigns and how her tourism brand partners with lifestyle brands.
What You Will Learn in This Episode: How the “Dreaming Cayman” campaign aims to stand out in the Caribbean market to attract the family market’s interest Partnerships the Cayman Islands Department of Tourism is involved in including collaborations with luxury brands like Saks Fifth Avenue and influencers like Mei Mei Why agile and flexible leadership is important as a leader in the tourism industry Why the Cayman Islands is focusing on becoming the go-to destination for luxury experiences in the Caribbean. How community involvement contributes to authentic cultural experiences and effective marketing strategies for the Cayman Islands. Showcasing Authentic Cultural HeritageAn integral part of distinguishing the Cayman Islands is its commitment to offering tourists an authentic cultural experience. Rosa shares details of the collaborations with local artisans and highlights initiatives like the Caymankind campaign, which embodies the warm and welcoming hospitality of the Cayman people.
Rosa and her team held town halls to invite public input, helping ensure the community’s voice was clearly heard in branding efforts. Local tourism operators also played a pivotal role by having conversations with visitors. These initiatives ensured that the brand promise aligned seamlessly with the actual visitor experience, creating a cultural connection that left a lasting impression.
Strengthening Community and CollaborationRosa highlights her role with the Caribbean Tourism Organization, focusing on coopetition and shares examples such as partnership with the aviation committee, working towards enhancing travel options within the Caribbean to promote multi-destination travel. This boosts tourist experiences but also extends visitors’ stays in the Caribbean.
Rosa also introduces the “Dreaming Cayman” campaign, an initiative that aims to help the Cayman Islands stand out among Caribbean destinations with nature imagery. In a crowded market commonly showcasing sun, sand, and sea imagery, the Cayman Islands are carving a niche with unique, eye-catching campaigns. Targeted primarily at the family market, the campaign’s objective is to evoke a sense of wonder and curiosity, drawing attention to the Cayman Islands as a luxurious yet intriguing destination.
Future-Proofing Through Creative PartnershipsLooking ahead, Rosa discussed exciting partnerships to further enhance the Cayman Islands’ appeal. A significant collaboration with Saks Fifth Avenue during New York Fashion Week will feature Cayman Islands-themed window displays, showcasing the destination’s unique charm to a broad audience. Meanwhile, a partnership with Gen Z influencer Mei Mei will capture authentic Cayman experiences via TikTok, engaging a younger audience through contemporary social media platforms.
Resources: Website: https://www.visitcaymanislands.com/ LinkedIn Personal: https://www.linkedin.com/in/rosa-harris-cert-hon-0aa9a337/ LinkedIn Business: https://www.linkedin.com/company/cayman-islands-department-of-tourism/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 quick tutorial on how to leave us a rating and review on iTunes!
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On this episode of Destination on the Left, I’m thrilled to dive into an inspiring conversation that perfectly embodies our brand promise—”impact through connection, community, and collaboration.” We’re exploring the transformative power of strategic planning and emotional connections in the travel and tourism industry with Colleen Onuffer, the Director of Public Relations for Travel Alliance Partnership.
What You Will Learn in This Episode: Why we rebranded to Travel Alliance Partnership How we create impact through connection, community, and collaboration More about Colleen’s presentation at the New York State Tourism Industry Association annual meeting How TAP collaborated in creating a fam tour exploring Harriet Tubman’s legacy in Cayuga County The concept of “cathedral thinking” for long-term projects Impact of emotional resonance on event success and strategic planning A Collaboration Case StudyColleen Onuffer, Director of Public Relations for Travel Alliance Partnership, shares a Travel Alliance Partnership case study on creating emotionally resonant, memorable experiences for travelers. She shares how TAP lives their value to create impact through connection, community, and collaboration when working with destinations. By focusing on emotional resonance, authentic community engagement, and long-term strategic planning, tourism professionals can create memorable experiences that leave lasting impacts.
When planning media trips, Colleen emphasizes the importance of creating experiences that resonate on a personal level rather than strictly adhering to historical facts. This approach aims to make the stories more meaningful and relatable. Media members were encouraged to find personal connections to Harriet Tubman’s legacy at an event honoring International Underground Railroad Month in Cayuga County. This strategy profoundly impacted attendees, fostering a deeper appreciation of the site’s historical significance.
Key Strategies for Planning Memorable EventsOrganizing an event that leaves a lasting impression requires careful consideration of multiple factors. The event in Cayuga County, focusing on Harriet Tubman’s legacy, was a perfect example. Attendees experienced a driving tour of Underground Railroad stops, met with Tubman’s descendants, and engaged with local black-owned businesses. Such thoughtful planning ensured that participants learned about history and felt its emotional weight and relevance today.
Community engagement was a cornerstone of the Cayuga County event. The involvement of local leaders, business owners, and Tubman’s relatives forged a genuine connection between the media members and the community. This collaborative spirit enriched the event and promoted future media relationships, ensuring that Tubman’s legacy continues to be celebrated and preserved.
Feedback and Its Role in Shaping Future StrategiesEvent attendees’ feedback highlighted the Cayuga County trip’s emotional resonance and transformative impact. Testimonials revealed some amazingly memorable experiences and how people connected to African American history. This invaluable feedback guided future event planning, emphasizing the significance of emotional ties and engaging storytelling in conveying a destination’s essence and personality.
We also discussed the concept of “cathedral thinking,” which involves planning long-term projects designed to create lasting impacts. Just as medieval cathedrals were built to outlast their creators, the initiatives led by Travel Alliance Partnership aim to transform destinations sustainably rather than being a flash in the pan.
Resources: Website: https://www.tapintotravel.com/ LinkedIn: https://www.linkedin.com/in/nicolemahoney/ Twitter: https://twitter.com/MahoneyNicoleWe 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 quick tutorial on how to leave us a rating and review on iTunes!
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On this episode of Destination on the Left, I talk with Todd Read, Senior Tourism Manager at SoIN Tourism, who shares more about the importance of building relationships for professional growth. Todd discusses the challenges SoIN has faced and how they have overcome them by creating strong partnerships. We also talk about hosting a travel conference in a small destination, what you should consider, and how to pull it off.
What You Will Learn in This Episode: How Todd Read and his team managed to successfully host the Tap Dance event in a small destination and overcome logistical challenges Why local businesses and stakeholders became more invested in event hosting after the success of Tap Dance and the potential impact on tourism What the Indiana Foodways Alliance is and how it supports over 300 local non-corporate restaurants across 21 culinary trails How the rebranding from Sunny Side of Louisville to SoIN was strategically executed to establish a unique identity for Southern Indiana Why collaboration and building networks within the tourism industry are crucial for personal and professional growth The Potential of Small Destinations in Event HostingTodd shares the transformative impact of hosting the Tap Dance event on the local community. The initial response to the Tap Dance event was overwhelmingly positive, and the community saw firsthand how well-executed events could boost tourism and economic activity. This realization translated into increased support and enthusiasm for hosting more events in the future.
Hosting events in state parks or historic sites often comes with stringent restrictions, such as limitations on serving alcohol. Todd and his team successfully navigated and managed these logistics, demonstrating the feasibility and benefits of such events, thus paving the way for more flexible regulations in the future.
The Importance of Collaboration and Community SupportTodd talks more about the critical role of collaboration and support from all stakeholders and how his executive director and team were instrumental in the success of the Tap Dance event. SoIN’s partnership with organizations like the Travel Alliance Partnership and the Indiana Foodways Alliance also shows how collaborative efforts can really boost a region’s tourist appeal. Todd discusses the Indiana Foodways Alliance and its efforts to promote local, non-corporate restaurants through culinary trails. With over 300 participating establishments and 21 unique trails, such as “Winner Winner Chicken Dinner” and the “Pork Tenderloin Trail,” the Alliance supports and showcases the state’s amazing culinary offerings.
Addressing Challenges and Embracing ResilienceFrom the negative impact of COVID-19 to the controversies surrounding the Religious Freedom and Restoration Act (RFRA) in Indiana, SoIN’s resilience and willingness to innovate have been key to successfully overcoming these challenges.
Southern Indiana’s rebranding from the Sunny Side of Louisville to SoIN in 2016 is a testament to creative problem-solving in response to being overshadowed by popular neighboring destinations. The new brand, SoIN, not only differentiated the region but also generated a strong sense of community identity and recognition.
Despite funding cuts post-COVID, Todd and his colleagues managed to maintain momentum through collaborations with other tourism leaders. Initiatives like “Tour on 64,” aimed at highlighting attractions along Interstate 64, demonstrate the power of regional coopetition in sustaining tourism marketing efforts.
Resources: Website: www.gosoin.com Facebook Business: https://www.facebook.com/GoSoIN Instagram Business: https://www.instagram.com/gosoin/ Twitter Business: https://x.com/GoSoIN YouTube Business: https://www.youtube.com/channel/UCvYYeyWbRuLZGTFVlTGGc6w Pinterest Business: https://www.pinterest.com/sointourism/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 quick tutorial on how to leave us a rating and review on iTunes!
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On this episode of Destination on the Left, I talk with Kristi Gole, EVP of Strategy at Global Hotel Alliance (GHA), about the importance of collaboration and how the alliance helps these hotels compete against the world’s largest brands. Kristi shares examples of brand partnerships that GHA’s loyalty program has allowed them to start with complementary luxury brands, and she gives us a great formula for evaluating partnership opportunities.
What You Will Learn in This Episode: How GHA became the largest alliance of independent hotel brands and the benefits this provides to its members. Why the GHA Discovery loyalty program was transformed into “Discovery Dollars” and how this new approach is more rewarding for members. What strategies Kristi Gole used to attract high-net-worth customers and enhance customer engagement. How the collaborative environment within GHA helps independent hotel brands compete globally, share best practices, and grow. Why Kristi values deep relationships over standard partnerships and how aligning with like-minded partners can lead to successful collaborations. What key technological and operational challenges GHA faced, and how ensuring tech compatibility is crucial for a seamless customer experience. A Collective Strength in HospitalityFormed in 2004, GHA’s mission was to aid independent hotels in competing globally against large hotel chains. Today, it’s the largest alliance of independent hotel brands, comprising 40 brands and 800 hotels across 100 countries. This alliance offers a collaborative platform for these brands to share resources, best practices, and cross-promote services.
The alliance provides tools and platforms for independent hotels to remain authentic while benefiting from a larger network. This unique value proposition has enabled GHA member hotels to retain their independence and character while being part of a valuable global support system.
How Strategic Partnerships Elevate the Customer ExperienceA core aspect of GHA’s strategy is building deep, strategic partnerships that enhance customer offerings. The collaboration with Regent Seven Seas Cruises, for example, attracted high-net-worth customers by offering Discovery Dollars usable at hotels. Launched publicly in 2010, the GHA Discovery loyalty program was designed to provide customer value, encourage cross-promotion, and increase bookings through profitable channels.
In 2021, GHA revamped the loyalty program into “Discovery 2.0,” transitioning from a points-based system to a cash-back model called “Discovery Dollars.” This shift aimed to make rewards more accessible and appealing to a broader audience.
Scaling and Innovating for the FutureGHA plans to continue expanding and iterating on the Discovery Dollar currency. With a goal of reaching 100 million members, the focus remains on signing new brands and growing their partnership network. Kristi emphasized the importance of aligning with partners with a similar mindset and targeting the same luxury segment. She shares why GHA looks for partners who are agile, entrepreneurial, and approachable.
Resources: Website: globalhotelalliance.com LinkedIn Personal: https://www.linkedin.com/in/kristi-gole-7687893/ LinkedIn Business: https://www.linkedin.com/company/global-hotel-alliance/ Facebook Business: https://www.facebook.com/GHADISCOVERY/ Instagram Business: https://www.instagram.com/ghadiscovery/ Q&A: How Global Hotel Alliance Has Empowered Independent Hotel Brands for 20 Years: https://skift.com/2024/08/12/qa-how-global-hotel-alliance-has-empowered-independent-hotel-brands-for-20-years/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 quick tutorial on how to leave us a rating and review on iTunes!
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On this episode of Destination on the Left, I talk with James R. Ferrara, Co-Founder & President of InteleTravel, about how the business navigated the pandemic, adapted to the shifting preferences of younger travelers, and strategically expanded their services. James also shares more about the company’s commitment to promoting mindful and sustainable travel practices and why travel advisors should encourage their clients to explore lesser-known destinations.
What You Will Learn in This Episode: How Inteletravel’s educational programs and supplier partnerships support the professional development of their advisors Why travel priorities have shifted, especially among younger generations, and their increased use of travel advisors Inteletravel’s strategic acquisitions to expand their services and earning potential for advisors The importance of industry collaboration, even among competitors, to address legislative challenges and support professional development. Why Inteletravel focuses on promoting mindful and sustainable travel experiences. How Inteletravel advisors guide clients towards less-crowded and unique travel destinations. The Evolution of the Travel AdvisorThe role of the travel advisor has undergone a remarkable transformation, and on the show, James Ferrara, the President of Inteletravel, shares his insights on this evolution. He explains that the company’s independent contractor model, pioneered in the early 90s, has evolved from a predominantly part-time role to a more entrepreneurial full-time business.
James credits Inteletravel’s success to an unwavering commitment to education and professional development. He details the company’s robust training programs, supplier partnerships, and annual conventions, which equip their 120,000 independent contractors with the tools and knowledge to thrive in the industry.
Navigating the Pandemic and the Boom in TravelThe travel industry has faced its fair share of challenges in recent years, but Inteletravel made a quick recovery from the pandemic. James credits its innovative management team and its travel advisors’ focus on building on existing relationships.
We discuss the “revenge travel” phenomenon and the shift in travel priorities, particularly among younger generations. James notes that we’re seeing huge growth in Gen Y and Gen Z travelers, and this demographic shift has fueled a renewed appreciation for the value that travel advisors can provide as younger travelers seek out personalized guidance and expertise.
Promoting Mindful and Sustainable TravelJames emphasizes the importance of responsible and sustainable travel practices as the travel industry evolves. He talks about the “No Tourists Allowed” podcast, where he and his co-host explore ways to travel more mindfully and promote unique, off-the-beaten-path destinations. We dig into why it’s also better for the customers’ experience to get them out of these overcrowded tourism centers worldwide.
By encouraging travel advisors to guide clients towards lesser-known destinations and experiences, Inteletravel is actively working to mitigate the impact of over-tourism and foster a more sustainable travel ecosystem.
Resources: Website: www.inteletravel.com LinkedIn Personal: https://www.linkedin.com/in/jamesferrara/ Facebook Personal: https://www.facebook.com/jrferrara/?locale=pt_PT Facebook Business: https://www.facebook.com/inteletravel Instagram Personal: https://www.instagram.com/jrferrara/p/C8uZ4jnsd4D/ Instagram Business: https://www.instagram.com/inteletravel/ Twitter: https://x.com/i/flow/login?redirect_after_login=%2FInteleTravel YouTube: https://www.youtube.com/channel/UCxqjQ9QzGlrwkBEZq8DOWXA No Tourist Allowed Podcast: https://notouristsallowed.com/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 quick tutorial on how to leave us a rating and review on iTunes!
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Anna elaborates on how the integration of AI can be transformative for businesses in the travel industry. AI is another tool in your toolbox, and each tool, whether it’s a simple hammer or a sophisticated AI algorithm, has a particular purpose. The collaboration between humans and AI enables tour operators, DMOs, and travel agents to enhance and personalize customer experiences.
What You Will Learn in This Episode: What inspired Anna’s focus on human and AI collaboration to solve complex travel industry challenges How AI-driven search can enhance user experience by providing personalized travel details How smaller brands and companies in the travel sector can also benefit significantly from implementing AI technology What Mobi can do for travel businesses, from custom development to ready-to-go products How Anna’s experiences have shaped her approach to customer engagement and technology integration Tailoring AI for the Travel IndustryOne of the standout applications of AI in travel is providing highly personalized travel recommendations. With AI-driven search capabilities, users can ask detailed, nuanced questions in natural language and receive tailor-made responses. Using AI allows travel agents to deliver gold-standard service by giving them comprehensive, instant knowledge about destinations that cater to their travelers’ particular needs.
Anna explains how AI tools allow you to automate various service tasks to ensure smooth and efficient operations—including making dynamic changes such as reallocating resources in response to travel disruptions to give your clients the best experience possible even when things are quite going to plan.
How AI Can Work for Smaller Tour OperatorsAI can revolutionize small travel brands’ operations by providing personalized, scalable solutions that were previously only accessible to larger companies with significant resources. These AI-powered tools can help smaller operators manage bookings, optimize travel itineraries, and offer tailored experiences to customers.
Future Proofing and Collaboration
By implementing AI-driven intent-driven search capabilities, smaller tour operators can provide a user-friendly experience that intuitively answers customer queries in a natural, conversational manner, dramatically increasing customer satisfaction and engagement. This allows operators to offer recommendations tailored to individual needs, such as suggesting local attractions, dining options, or accommodations that align with a traveler’s interests.Anna elaborates on how the integration of AI can be transformative for businesses in the travel industry. AI is another tool in your toolbox, and each tool, whether it’s a simple hammer or a sophisticated AI algorithm, has a particular purpose. The collaboration between humans and AI enables tour operators, DMOs, and travel agents to enhance and personalize customer experiences.
Resources: Website: www.takemobi.com Intent Driven Search: https://www.takemobi.com/solutions/IDS LinkedIn Personal: https://www.linkedin.com/in/anna-jaffe-14a6084/ LinkedIn Business: https://www.linkedin.com/company/mobi-systems/ Facebook Business: https://www.facebook.com/MobiSystemsInc Instagram Business: https://www.instagram.com/mobi_systems_inc/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 quick tutorial on how to leave us a rating and review on iTunes!
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On this episode of Destination on the Left, I talk with Liz Owens, Senior Vice President and General Manager of Vacations by Rail, who joins me to discuss the trends driving interest in rail experiences, such as slow travel, sustainability, and experiential travel. We also discuss the unique focus of Vacations by Rail, from escorted rail travel to independent itineraries and river cruises.
What You Will Learn in This Episode: Why Vacations by Rail is focusing on multi-country tours to give U.S. consumers more immersive experiences The importance of learning from other industries, particularly consumer retail, and introducing consumer concepts into the travel world The company’s approach to direct-to-consumer sales through a call center and the significance of loyal travel agents in their sales Why off-peak travel provides unique opportunities for more personalized and less crowded experiences Exciting experiences coming down the pipeline, including winter tours of Alaska and immersive experiences in Europe Revolutionizing Rail TravelRail travel is more than just a means of transportation; it is an experience that offers travelers a unique perspective of the world. On the podcast, Liz shares why the slow travel movement is gaining traction, with more travelers seeking to immerse themselves fully in their journeys rather than rushing from one destination to the next.
To provide U.S. travelers with truly immersive experiences, Vacations by Rail focuses on multi-country tours that allow people to explore the cultural and natural landscapes of Europe, Australia, New Zealand, and Japan. These tours are designed to offer more than just a visit to various locations; they aim to create long-lasting memories through well-curated, in-depth experiences.
Promoting Sustainability Through Rail TravelSustainability in travel is increasingly important, and rail journeys are inherently more eco-friendly compared to other modes of travel. Liz shares how rail travel supports economic and community sustainability, particularly in small towns and communities along the routes. This sustainable practice not only reduces environmental impacts but also boosts local economies.
Collaboration OpportunitiesCollaboration is at the heart of Vacations by Rail’s strategy, especially after its acquisition by Great Rail Journeys in 2019. This partnership has maximized expertise from different markets and fostered a collaborative environment where teams can innovate and share best practices. Liz also discusses the continued importance of networking and building relationships within the travel industry to drive creative change and growth.
Resources: Website: https://www.vacationsbyrail.com/ LinkedIn: https://www.linkedin.com/company/vacations-by-rail Personal LinkedIn: https://www.linkedin.com/in/lizowens1/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 quick tutorial on how to leave us a rating and review on iTunes!
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On this episode of Destination on the Left, Rob Holmes, Founder of GLP Films shares his experience and insights on sustainable tourism. We discuss how you can impact sustainability through storytelling, and Rob shares several components of storytelling and why it must focus on people at the ground level and be story-driven, not sales-driven.
What You Will Learn in This Episode: Why storytelling and sustainability are integral to the tourism industry What strategic approach Rob uses for authentic and engaging storytelling in destination marketing How sustainability has evolved as a term and its significance in tourism Why targeting responsible travelers through storytelling can make a meaningful impact on sustaining a place Some of the sustainable travel campaigns Rob’s team has worked on, including sustainability in the Finger Lakes Region, and rewilding in Chile How education in sustainability and involving various stakeholders are crucial for the industry’s success How the Tourism Sector Can Thrive with Sustainability and Meaningful NarrativesWe discuss the concept of rewilding—integrating natural, wild elements back into ecosystems, and how incorporating conservation and biodiversity into a destination enriches not just the environment but increases the opportunities for visitors. Rob digs into how the tourism industry can tap into nature-focused tourism, make environmental gains, and improve economic resilience by adopting greener practices.
The Power of Storytelling in TourismWe go deep into the significance of compelling storytelling. Rob shares why purpose, story arc, characters, and landscape are some of the key components of a great story, whether it’s in a film or a marketing campaign. He describes why authenticity is pivotal and why he believes that stories driven by passion—rather than sales and marketing objectives—enhances sustainable tourism initiatives.
Sharing memorable and emotionally resonant stories does more than attract tourists; it fosters a deeper connection to the destination and its people. When crafted well, these stories invigorate both local charm and environmental consciousness, leading to lasting impressions and repeat visitors.
Real-world ApplicationsRob leaves us with actionable insights learned from several campaigns his company has spearheaded. In the Finger Lakes region, a two-year campaign aims to reposition this destination as a sustainable outdoor recreation hotspot. By highlighting local culture and nature-centric activities, the campaign seeks to draw responsible outdoor travelers.
Another campaign in Chile promotes community tourism, encouraging travelers to immerse themselves in local life and support the community economically. Rob’s examples underscore how targeted, authentic storytelling can drive sustainable tourism while benefiting the local community.
Resources: Website: https://www.glpfilms.com/ LinkedIn Personal: https://www.linkedin.com/in/robertbholmes/ LinkedIn Business: https://www.linkedin.com/company/glp-films/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 quick tutorial on how to leave us a rating and review on iTunes!
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On this episode of Destination on the Left, I talk with Freddie Strebeck, VP of Client Partnerships at EMC Outdoor, all about how travel and tourism brands can use traditional, lifestyle, and experiential out-of-home advertising to improve their marketing campaign outcomes. We also discuss Freddie’s successes, including his work with Visit Seattle and Montgomery County’s creative Date Night in Montco campaign.
What You Will Learn in This Episode: How Freddie and his team used a branded treat truck to deliver a taste of Seattle to feeder cities such as Sacramento, Dallas, and Minneapolis for Visit Seattle’s I Know a Place campaign Why planning collaborations in advance and integrating out-of-home marketing effectively is crucial for amplifying a campaign’s message What out-of-home channels are and the importance of selecting the right channel for a positive business impact for clients Why out-of-home advertising is an important amplification tactic, especially in reaching audiences outside of their homes in a non-intrusive way What role artificial intelligence plays in the out-of-home industry, and its potential to improve overall campaign efficiency The Power of Out-of-Home AdvertisingFreddie Strebeck, VP of Client Partnerships at EMC Outdoor, and I dig into some ways his team has creatively used out-of-home advertising in the travel and tourism industry. He shares details of a campaign involving a branded tree truck for Visit Seattle that targeted feeder cities like Dallas, Minneapolis, and Sacramento.
The campaign demonstrated the power of creativity and strategic collaboration by partnering with local businesses, such as an ice cream shop, and earning a spot on Good Morning Sacramento. Freddie emphasizes that pre-planned collaborations are vital to integrating out-of-home marketing effectively and standing out from competitors.
Adapting to a Post-Pandemic WorldWe chatted about how the COVID-19 pandemic has reshaped out-of-home advertising strategies. Freddie explains EMC Outdoor’s adaptive measures, such as focusing on contextually relevant advertising locations and refining client messaging. Freddie discusses the enduring relevance of out-of-home advertising, particularly in today’s hybrid lifestyle, where people toggle between home and traditional work environments. Freddie also describes why out-of-home is a non-intrusive yet potent way to amplify your brand beyond digital channels
Next Steps for Out-of-HomeWe rounded off the show by discussing the future potential of out-of-home advertising, particularly the integration of artificial intelligence (AI) to enhance campaign efficiency and creativity. According to Freddie, AI is not just a futuristic concept but a strategic asset that can accelerate the creative process and enhance client deliverables. EMC Outdoor uses AI to show clients how to use out-of-home to stand out in a competitive landscape by creating more personalized and impactful campaigns.
Resources: Website: https://www.emcoutdoor.com/ LinkedIn Personal: https://www.linkedin.com/in/frederickstrebeck/ LinkedIn Business: https://www.linkedin.com/company/emc-outdoor/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 quick tutorial on how to leave us a rating and review on iTunes!
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On this episode of Destination on the Left, I talk with Rob DelliBovi, Owner and CEO at RDB Hospitality Group. He shares his insights on why micromanagement is underrated when it comes to delivering exceptional service because consistency is key. We discuss the strategies Rob’s company uses to provide added value for travelers and suppliers, and Rob shares an amazing example of collaboration in the travel agent world he’s experienced recently.
What You Will Learn in This Episode: What strategies Rob’s company, RDB Hospitality, uses to provide added value for travel consumers and suppliers How the travel industry has shifted towards green initiatives, like offering rewards for reduced housekeeping, and why this is important Why micromanagement and direct access to clients is vital in delivering exceptional service in the travel and hospitality industry Collaborations that Rob has been involved with, including his recent experience of rallying travel agents to fight airline initiatives to encourage travelers to book direct Why everyone should use a travel agent rather than rely on online booking sites Delivering Exceptional ServiceI love that at the core of Rob’s philosophy is an unwavering commitment to exceptional service—every time. He discusses why today’s high-end clients are willing to pay a premium for personalized and efficient service they can rely on and how understanding and implementing attention to detail sets RDB Hospitality apart from traditional agencies.
We discuss why focusing on being taken care of and quickly resolving any issues is vital to keeping clients satisfied. Rob adds that the expectation of stellar service is foundational in maintaining client loyalty and promoting repeat business.
Staying Informed in an Ever-Changing IndustryRob highlights various ways his team keeps abreast of the latest trends and developments, including trade shows, familiarization trips, and webinars, to ensure their customers have the best experience possible. We also discuss how the workforce shortage impacted the hotel experience immediately after the pandemic and why staff shortages are fortunately no longer a problem across most of the travel industry.
The Key to SuccessRob stressed the significance of controlling the travel process to ensure successful outcomes. With so many opportunities for discrepancies that can seriously negatively impact a client’s experience, micromanagement is crucial. He shares the importance of managing every aspect of a client’s journey, from the initial booking to the final check-out.
This control extends to intimately understanding client needs, ensuring that service levels remain high. This dedication to managing operations efficiently and meeting customer expectations is a cornerstone of RDB Hospitality’s success.
Resources: Website: https://www.rdbvip.com/ LinkedIn Personal: https://www.linkedin.com/in/robdellibovi/ LinkedIn Business: https://www.linkedin.com/company/rdb-hospitality-group/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 quick tutorial on how to leave us a rating and review on iTunes!
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On this episode of Destination on the Left, I talk with Sandy Borowsky, Owner of Starr Bus Charter and Tours, about her journey in the tour industry as a third-generation owner and woman-owned business. She shares why technology is so important to running an efficient and profitable business and how working with competitors has led to business growth for everyone.
What You Will Learn in This Episode: How Sandy utilizes technology for efficiency and communication in her family-owned tour business How Sandy navigated through the company’s down-trending group department and found fresh solutions post-COVID Why Sandy believes that communication, honesty, and forthrightness are keys to successful partnerships The role technology plays in helping Starr Bus Charter and Tours overcome challenges, including rising fuel costs More about Sandy’s new business, College Break Bus, and how big things start from taking just one tiny step Embracing Technology for Efficiency and GrowthI loved hearing Sandy Borowsky’s thoughts on using new technologies to enhance operational efficiency and accelerate business growth. We discuss her experiences with integrating technology and leveraging platforms like Slack to make communicating with her team simpler and quicker and why it’s so important to seek advice and recommendations from industry connections, vendors, and even competitors when weighing up which new tech tools and platforms to bring into your business.
Adapting to Industry Changes and Overcoming ChallengesAs always, on the show, I’m interested to hear about the challenges faced by my guest experts in the travel industry. Sandy’s insights on the adaptability and creativity required to overcome challenges in the motor coach niche, including rising fuel prices, will be useful to many others. Her reflections on the 2008 recession and how it reshaped Starr’s approach to technology and efficiency are a useful lesson in how to learn from the past and remain agile in your business going forward—especially when times are tough.
Collaborative Partnerships and Efficient Business PracticesWe dig into some of Sandy’s strategic collaborations with industry peers and how they demonstrate the importance of honest communication, trust, and embracing healthy competition as drivers for successful business relationships. Sandy shares her perspective on recognizing the value of collaboration with competitors and local companies and how they help build mutual growth and foster innovation within the travel industry.
Resources: Website: https://www.starrtours.com/ LinkedIn Personal: https://www.linkedin.com/in/sandy-borowsky-61a89/ LinkedIn Business: https://www.linkedin.com/company/starrtours/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 quick tutorial on how to leave us a rating and review on iTunes!
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On this episode of Destination on the Left, I talk with Lakshmee Lachhman-Persad, accessible destination marketer and board member of NYC Tourism + Conventions, who explains why it’s so important to create inclusive experiences for everyone with disabilities, whether visible or invisible. Lakshmee shares specific actions that any destination or attraction can take now to make themselves more accessible and provides practical advice on becoming more welcoming to people with a wide range of abilities.
What You Will Learn in This Episode: How destinations can create a great inclusive experience for all their visitors Why visible representation for people with disabilities is crucial in marketing campaigns What destination marketers can do to engage with local disability advocates for a better understanding of barriers and challenges within their cities How businesses and DMOs can create an inclusive internal culture to support employees with disabilities Why the social justice movement has influenced the way destinations think about welcoming visitors Upcoming projects and collaborations Lakshmee has planned to showcase inclusivity in travel Engaging with Local Disability Advocates for Inclusive DestinationsLakshmee advises destination marketers to actively engage with local disability advocates to better understand their cities’ barriers and challenges. She emphasizes the significance of learning from locals’ experiences and the idea of providing positive experiences for all visitors, regardless of their abilities.
Lakshmee goes on to shed light on the size and value of the disabled population as a market segment within the travel and tourism industry—and why understanding this is a crucial step towards recognizing the needs of this demographic and tailoring travel experiences to be inclusive and accessible.
Creating an Inclusive Internal Culture for Employees with DisabilitiesWe dig into why travel and tourism businesses and Destination Marketing Organizations (DMOs) should foster an inclusive internal culture that supports employees with disabilities. Lakshmee stresses the importance of both internal culture and marketing representation, as well as providing accessible information externally. She highlights the lack of widespread knowledge about disability inclusion, the challenges of finding accessible facilities in the community, and how the social justice movement has significantly influenced the discourse around disability inclusion and accessibility.
A Holistic Approach to Inclusivity and CollaborationLakshmee shares her experience as a NYC Tourism + Conventions board member and discusses the importance of collaborating with various organizations to showcase inclusivity and accessibility for people with disabilities. We talk more about the need for a deeper and more sophisticated inclusivity work, moving beyond performative actions.
Resources: Website: www.accessibletravelnyc.com LinkedIn: https://www.linkedin.com/in/lakshmeelachhmanpersad/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 quick tutorial on how to leave us a rating and review on iTunes!
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This summer, I’m sharing five powerful life lessons I’ve learned since graduating high school. So join me as I discuss the importance of adopting appreciation over expectation, choosing faith over fear, managing self-talk, directing focus to cultivate positive energy, practicing radical self-belief, and find out how they can shape and enhance your personal and professional life, too.
What You Will Learn in This Episode: Why learning to appreciate the moment rather than being disappointed that an experience is not as you expected can lead to a happier life and a more positive outlook How having faith can empower you and open up new opportunities The power of self-talk and the impact it has on daily decisions and overall well-being Where focus goes, energy grows, and how shifting focus leads to a more positive mindset The importance of radical self-belief – and why you should remember that everyone puts their pants on one leg at a time! Choose Faith Over FearOn the show, I discuss how the acronym F.E.A.R. (False Expectations Appearing Real) reminds us of the illusion fear often creates and how it inhibits progress. Fear can disguise itself as being cautious, strategic, or deliberate. But it is a roadblock, and once you move through it, you’re opening yourself up to so many more opportunities.
I want to remind you to have faith in your decisions. When you choose faith over fear, you trust yourself and those around you to make the best decisions possible, which I know will make you feel happier and more confident.
Where Focus Goes, Energy GrowsThe adage “where focus goes, energy grows” serves as a guiding principle for personal and professional endeavors, and I’m reflecting on redirecting attention from negative to positive stimuli and the impact of intentional focus.
On the show, I also share why you should practice radical self-belief. You must believe in yourself at all costs because when you believe in yourself, your decisions in life and your ability to achieve your dreams will become so much easier. Although there may be times when you feel like an imposter or like you don’t belong when you start to feel that way, remind yourself that everyone puts their pants on one leg at a time! Believe in yourself, and you can achieve your dreams.
Resources: Jenny Feterovich On Capturing The American Dream And Building An Entrepreneurial Life: https://robertglazer.com/elevate-podcast/jenny-feterovich-start-up/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 quick tutorial on how to leave us a rating and review on iTunes!
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On this episode of Destination on the Left, Nicole Boyer joins me to discuss why learning how to effectively build relationships leads to business growth. We talk about the importance of being authentic and paying attention to the small details to stay top of mind with potential partners. She also shares more about her Ginger Sales Ninja brand and why you don’t necessarily have to be the loudest person in the room to be great at sales.
What You Will Learn in This Episode: The significance of understanding the entire tourism ecosystem so you can help tour operators more effectively How Nicole encourages open-mindedness, collaboration, and the sharing of ideas in the tourism industry Why building relationships should be your focus, as it creates trust and leads to successful sales How Nicole has resolved challenges, such as creating packages like the “farm to table experience” to address the issue of being situated away from the main tourist hub at the Mount Hope Estate & Winery Future projects Nicole has planned under her Ginger Sales Ninja brand, including online sales courses and resources Building Valuable Relationships Across the Tourism EcosystemA key thread that runs through my discussion with Nicole Boyer revolves around the value of building relationships within the tourism ecosystem. Nicole stressed the importance of forging connections with as many people as possible in the industry, even if they don’t appear to be natural partners at first glance. She highlights the benefits of collaboration, idea sharing, and problem-solving that stem from a robust network of industry relationships.
The Power of Education and Ongoing LearningIn addition to her role at Mount Hope Estate & Winery, Nicole also shares her expertise through her own brand, Ginger Sales Ninja, undertaking speaking engagements within the tourism industry. By providing resources and guides, she aims to make impactful information more accessible for professionals seeking to enhance their skills in group sales, hospitality collaborations, and effective sales strategies.
Embracing Authenticity and Building Genuine RelationshipsOur conversation also covers the importance of authenticity and genuine relationship-building in the tourism industry. Nicole Boyer’s journey from theatre to accounting to admissions and eventually to hospitality and sales beautifully illustrates the power of staying true to one’s passions and interests. The emphasis on building relationships rather than solely focusing on sales highlights the trust and success that being truly authentic in your interactions brings.
Resources: Website: www.gingersalesninja.com LinkedIn Personal: https://www.linkedin.com/in/gingersalesninja/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 quick tutorial on how to leave us a rating and review on iTunes!
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On this episode of Destination on the Left, I talk with Nikki Hellyer, Vice President of Marketing at ToursByLocals, about the importance of building a brand from the inside out and why having a purpose and principles that everyone in the company lives by gives your team the freedom to deliver excellent service every time. You’ll also hear more from Nikki about how her company used the pandemic downtime to focus on planning their future growth.
What You Will Learn in This Episode: How ToursByLocals collaborates with and supports the guides within their network, including their pandemic Guide Relief Fund How their internal brand strategy work has positively impacted ToursByLocals’ growth Details of the initiatives ToursByLocals has undertaken to build strong partnerships with travel agents and some of the mutual benefits Why ToursByLocals’ relentless focus on people, including vetting and coaching independent guides, providing outstanding customer support, and prioritizing meaningful interactions between travelers and guides, is an integral part of their mission and vision What ToursByLocals is working on to improve improving agent training, and why they’re committed to ensuring that their guides provide a five-star experience every time The Power of Core ValuesNikki shares more about ToursByLocals’ mission and values and why it makes such a positive difference when a strong brand is developed from the inside out, with core values taking precedence over external branding. This inside-out approach has allowed ToursByLocals to differentiate itself in the highly competitive travel and tourism industry, placing a relentless focus on meaningful interactions, deep travel experiences, and authentic human connections.
Raising Awareness for Private ToursToursByLocals focuses on raising awareness about private tours and the unique benefits they offer, and Nikki discusses why many travelers are unaware that private tours are an option. She goes on to share more about how the company aims to educate customers about the enriching experiences that private tours can provide and aims to foster genuine connections between travelers and local guides.
Collaboration with Travel AgentsWe also dig into ToursByLocals’ collaboration with travel agents and the value of building strong partnerships with them, recognizing them as potential repeat customers. Nikki discusses how the company is improving agent training and reviewing commission structures as part of their efforts to enhance the experience for travel agents. By providing confidence to travel agents that their clients will have a great experience, Tours by Locals aims to foster mutually beneficial relationships and elevate the overall traveler experience.
Resources: Website: toursbylocals.com LinkedIn Business: https://www.linkedin.com/company/toursbylocals/ Facebook business: https://www.facebook.com/toursbylocals/ Instagram: https://www.instagram.com/toursbylocals/ Twitter: https://x.com/i/flow/login?redirect_after_login=%2FTours_By_Locals YouTube: https://www.youtube.com/user/ToursByLocalsWe 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 quick tutorial on how to leave us a rating and review on iTunes!
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On this episode of Destination on the Left, I talk with Subramania Bhatt, Founder and CEO of China Trading Desk. We discuss Chinese travel trends and how his company keeps a finger on the pulse of Chinese travelers’ international aspirations. We discuss why the old days of large-group travel are behind them and why they seek authentic experiences in 2024. Subramania walks us through the return of the Chinese traveler and where the top five outbound markets are for them right now.
What You Will Learn in This Episode: Why Chinese traveler preferences have shifted towards experiential and culinary travel experiences and how international brands can adapt and customize their messaging to cater to this trend Where Chinese travelers find their inspiration and how DMOs can inspire them using the right platforms Why collaboration between destinations, such as Germany and Flanders, to create a holistic approach for marketing to the Chinese market has seen such great success How the China Trading Desk collects data that allows international marketing teams to understand and reach the Chinese travel market Popular destinations for young Chinese travelers right now including Singapore and Europe The Changing Landscape of Chinese Travelers
Subramania shares how the China Trading Desk has been at the forefront of understanding and reaching the Chinese travel market. He shares how, there has been a surge in enthusiasm among Chinese travelers post-pandemic, with an increasing trend of younger generations heading to more affluent destinations.
We also explore why there is such an interest in culinary experiences and individual travel as opposed to historical group trips.
The Power of Data InsightsWe take a deep dive into the wealth of data provided by the China Trading Desk and how it helps DMOs understand Chinese traveler sentiment and spending patterns. We learn which platforms Chinese travelers use to research their trips and look for inspiration for their travel, including Little Red Book which is similar to Pinterest. Subramania talks more about the necessity for international brands to foster trust and shares some crucial ways brands can stand out amidst a fiercely competitive market.
Influencing Factors and Strategic CollaborationsThe conversation also highlights other factors influencing Chinese travelers’ travel plans, including safety concerns portrayed in movies that impacted Thailand’s popularity. We also discuss how waiving tourist visa requirements has propelled Singapore to one of the top spots to visit post-pandemic. Subramania shares a story of the success of collaborative marketing, as seen with Germany and Flanders, and why it underscores the impact of holistic strategies in the Chinese market.
Resources: Website: https://www.chinatradingdesk.com/ LinkedIn Business: https://www.linkedin.com/company/chinatradingdesk/ LinkedIn Personal: https://www.linkedin.com/in/subramania/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 quick tutorial on how to leave us a rating and review on iTunes!
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