The Business of Meetings 303: Behind the Scenes of Sourcing: Nataly Horan's Authentic Take
Today, we are thrilled to welcome another entrepreneur from our industry. Nataly Horan is the founder and CEO of Authentic Meetings and Incentives. With experience across several ventures, she joins us to share her journey, the challenges she has faced within the industry, and her hopes and dreams for what lies ahead.
Nataly's Journey
Nataly entered the meetings and incentives industry quite unexpectedly. She trained as an interior designer at the University of Florida, then moved into the space after helping with graphic design, quickly connecting with the people and energy of live events. She eventually stepped away from interior design, moving entirely into conference planning and developing a unique perspective by working closely with both suppliers and buyers.
Building Authentic Meetings and Incentives
Authentic Meetings and Incentives focuses on sourcing and supplier visibility. Nataly supports planners with cruise and venue sourcing while helping suppliers, particularly cruise lines, reach North American planners through social media and email. Her growing online presence bridges the gap between limited in-person events and complete year-round visibility.
Choosing Entrepreneurship
Nataly reached a point where her growth within someone else's company felt capped. Buyers were already coming to her for sourcing support, making the transition to her own business a natural step rather than a risky leap.
Early Focus and Mindset
In the early months, Nataly avoided long-term pressure by setting short-term, achievable goals. Focusing on weekly progress kept the business manageable and prevented overwhelm.
Vision and Personal Goals
Rather than focusing on rigid industry forecasts, Nataly prioritizes her personal goals, such as living in Italy and potentially pursuing a full-time career as an artist. With AI rapidly transforming the industry, staying adaptable is more important for her than long-term predictions.
Nataly built her LinkedIn following organically by sharing what she was learning as a newcomer. Her honest, behind-the-scenes insights resonated, turning LinkedIn into a powerful marketing tool with strong ROI.
Sourcing, Relationships, and Cruises
Nataly's sourcing work emphasizes fit, reliability, and simplicity, particularly through cruise programs and charters. Nataly explains that in-person relationships remain critical for large-group events, where trust and quick problem-solving can make or break the experience.
AI, Delegation, and Sustainability
Nataly strongly believes in delegation, using a virtual assistant and systems like Canva to scale sustainably while avoiding burnout. AI acts as an assistant, streamlining RFPs and marketing content without replacing human judgment.
Creativity Beyond Business
Alongside running her company and raising two children, Nataly enjoys painting. Her personal goal for the year is to exhibit her art in a gallery, something she values as much as professional success.
Bio: Nataly Horan
Nataly Horan leads AUTHENTIC Meetings & Incentives® as its Founder and CEO, steering cruise lines and destinations toward the audiences that shape the North American MICE market. Her background from the University of Florida and her work across sourcing and brand storytelling inform AUTHENTIC's signature point of view, seen in series such as MICE Bites® and In Good Company. She also serves as Vice President of SITE Florida & Caribbean. Away from the office, Nataly is a visual artist, creating work that echoes the themes she champions in travel: intention, culture, and human connection.
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Email Nataly: Nataly@authenticmice.com