Destination On The Left

On this episode of Destination on the Left, I'm at the NTA Travel Exchange in Ottawa to speak with eight leading professionals shaping the future of group travel, tourism, and hospitality. You'll hear insights from leaders who share the latest market trends, traveler behaviors, innovative approaches, and what's ahead for 2026. The conversations explore the strong resurgence of group tours, the rise of small group and multi-generational travel, and a growing demand for immersive, meaningful experiences—from stargazing in Utah to luxury train journeys. You'll discover how industry partnerships and collaborations, such as inter-association alliances and joint destination marketing efforts, are helping operators adapt to challenges and seize new opportunities. In this episode, you'll hear from these knowledgeable tourism leaders: Vince Accardi: https://www.linkedin.com/in/vince-accardi-cae-15890033/ Wendy Dobrzynski: https://www.linkedin.com/in/wendy-dobrzynski-9604851/ Chad Ellis: https://www.linkedin.com/in/chad-ellis-8227611b0/ Jeff Bont: linkedin.com/in/jeff-bont-832a7513 Richard Arnold: https://www.linkedin.com/in/richard-arnold-597ab536/ Brenna Moore: https://www.linkedin.com/in/brennamoore Jason Murray: https://www.linkedin.com/in/jason-murray-585426219/ Brent Dalrymple: https://www.travelsunrise.com/about/team/brent-dalrymple What You Will Learn in This Episode: How group tours are evolving, including the rise of small-group and multi-generational travel Why immersive and experiential travel is in high demand, with travelers seeking story-rich, active adventures What industry leaders are seeing in terms of major market trends, including a resurgence in demand and travelers' changing expectations How partnerships and collaborations between associations, DMOs, and attractions are strengthening the group travel industry and opening new markets Why upcoming events like the Route 66 Centennial and America's 250th anniversary are shaping new itineraries and driving tour planning for 2026 What challenges operators are facing, such as shifting consumer sentiment and border issues How technology, data, and consumer insights are being used to track travel sentiment and inform future business decisions across the travel sector A New Wave of Group Travelers At this year's NTA Travel Exchange in Ottawa, we bring together a great lineup of industry leaders to discuss key trends, challenges, and innovations set to shape group tourism into 2026 and 2027. From new tour models and demographic shifts to major anniversaries and the rise of experiential itineraries, these insights reveal an industry that's not only recovering but thriving. It's an exciting time for group travel. Both Vince Accardi and Wendy Dobrzynski explain why the "senior" market is no longer a monolithic group—retirees are younger, wealthier, more adventurous, and more interested in curated, comfortable experiences. Buses are once again filling up, often with multi-generational families and smaller groups seeking meaningful, shared adventures. Richard Arnold highlights that small group tours remain in demand, with 2026 departures already selling out. Flexible departure sizes, customized itineraries, and a willingness to split larger busloads into more intimate cohorts are key strategies for operators catering to evolving traveler preferences. Experiential and Immersive Travel Takes Center Stage Today's groups are looking for more than sightseeing, they're after immersive, story-rich experiences. Chad Ellis from Boda Borg Boston shares how activity-based attractions built around collaboration and problem-solving are striking a chord with groups large and small, from school trips to team-building getaways. Jason Murray of Southwest Adventure Tours reports a boom in experiential travel, especially among families booking private adventures to explore the outdoors and the night sky together. His new focus on "astro tourism" with Dark Sky Adventures reflects a growing appetite for education, enrichment, and unique moments under rare night skies. The Power of Partnership If there's one recurring theme, it's the transformative power of partnership. From national associations banding together in support of their members, to innovative cross-state collaborations like Wendy Dobrzynski's Dynamic Destinations, cooperation is helping travel businesses and DMOs expand reach, cut costs, and deliver even better value for travelers. Jeff Bont from Rocky Mountaineer and Canyon Spirit illustrates another kind of collaboration, working closely with tour operators and travel agencies to create sell-out trips, leveraging iconic anniversaries like America's 250th and Route 66's centennial for compelling, themed itineraries. 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 o​f. Here is a quick tutorial on how to leave us a rating and review on iTunes!

On this episode of Destination on the Left, I talk with Erin Groh, Head of Marketing at iSeatz, a leading but often behind-the-scenes travel tech company powering loyalty programs for brands like American Express, IHG Hotels & Resorts, and Qantas. Erin shares her fascinating career journey from traditional and digital media through to travel technology, illustrating how influencer marketing, social media, and travel tech are now converging to reshape the modern travel experience. Listeners will find out why today's travelers are prioritizing dream trips—even if it means rebalancing their budgets, how social media now influences every step of the travel decision-making funnel, and the evolving expectations around personalization, including what travelers are willing to share for better experiences. What You Will Learn in This Episode: How iSeatz powers major brands like American Express and Delta's travel loyalty programs What the iSeatz Modern Traveler Report reveals about travelers' motivations and how budget constraints impact trip decisions How travelers are rebalancing their spending, cutting back on dining and shopping in favor of travel experiences Why social media and influencer marketing have become leading sources of travel inspiration and purchase decisions, especially among Gen Z and Millennials What "value" really means to today's travelers, and how expectations for personalization in travel are evolving How sustainability is shaping travel choices and what the industry can do to make sustainable options easier for consumers Technology-Powered Loyalty Programs Most travelers may not recognize iSeatz by name, but they've likely interacted with its technology. Erin explains how iSeatz works behind the scenes with iconic brands like American Express, Delta, and IHG Hotels and Resorts, powering the platforms that make booking and redeeming travel rewards seamless. As the connectivity layer, iSeatz enables partnerships, keeps loyalty programs fresh, and continually adapts to new technologies and consumer expectations. Collaborative relationships between travel brands and tech providers aren't just helpful, they're essential, especially when consumer demands and industry dynamics are rapidly evolving. Today's travelers expect fluid, rewarding experiences, and companies have to innovate to keep pace. Dream Trips Are Non-Negotiable One of the most striking findings of The iSeatz Modern Traveler Report is the traveler's commitment to making dream trips happen—even when budgets are tight. According to Erin, only 9% of survey respondents said they'd give up on a dream trip due to cost. Instead, the majority would wait and save, seek more affordable options, or cut back in other areas of their spending. This aligns with a broader trend, post-pandemic revenge travel wasn't just a blip; it's part of a sustained shift toward prioritizing experiences over material goods. Spending priorities have also evolved, travelers would rather cut back on dining out or shopping if it means affording a meaningful trip. Data shows year-over-year growth in travel spending for several consecutive years. The desire for shared memories and adventure continues to outweigh the allure of consumer goods. Value and Personalization Define the Modern Experience Price isn't always the most important thing when it comes to travel, value now encompasses the entire experience—meeting expectations, comfort, relaxation, wellness, and safety. Travelers increasingly splurge on nicer hotels or premium flight experiences if they perceive real value in the investment. Over half of travelers expect brands to anticipate their needs based on past interactions, and a similar proportion are willing to share more personal data to enable a smoother, more tailored journey. The challenge (and opportunity) lies in connecting the dots by using the right data to surface relevant recommendations, like family-friendly activities, sustainable options, or dietary preferences, rather than missing the mark with generic suggestions. Resources: Website: https://www.iseatz.com/ LinkedIn Personal: https://www.linkedin.com/in/erinrosegroh/ LinkedIn Business: https://www.linkedin.com/company/iseatz/ Unpacking the Complexities of the Modern Traveler: Key Insights From Our 2025 Report: https://www.iseatz.com/blog/the-modern-traveler-2025 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 o​f. Here is a quick tutorial on how to leave us a rating and review on iTunes!

On this episode of Destination on the Left, I talk with Oliver Winter, CEO and Founder of a&o Hostels, for an inspiring conversation about his entrepreneurial journey, from traveling on a shoestring budget to building one of the largest hostel brands in the world. We talk about his focus on being a cost leader, not a price leader, and how that translates to a guest experience that works for small pockets while still serving the needs of his guests. Oliver also shares his passion for sustainability and how his company has been able to move from an 18-kilogram per guest carbon footprint to just a 3.8-kilogram per guest carbon footprint. What You Will Learn in This Episode: How Oliver turned his personal travel experiences into founding one of the largest hostel brands in Europe Why being a cost leader (rather than just a price leader) shapes a&o Hostels' unique value proposition and guest experience What makes the hostel guest experience distinctive, especially in terms of shared spaces, social atmosphere, and accommodation variety How a&o Hostels attracts diverse customer segments―from student groups to families, digital nomads, and backpackers―and the distribution strategies that work for them Why sustainability became a central focus for a&o Hostels, and how they've reduced their carbon footprint by over 80% per guest overnight What's next for a&o Hostels, including the big announcement of a new luxury budget brand to extend their reach and serve evolving traveler needs Creating Value Without Compromise One of the cornerstone philosophies for a&o Hostels is being a "cost leader," not just a "price leader." This means that they streamline operations and get rid of unnecessary frills while keeping the essentials, like comfort and safety, readily accessible. The hostels boast large capacities (an average of 800 beds per location), centralized operations, and shared facilities, striking a balance between affordability and a vibrant, social guest experience. Rather than confining the traveler's experience to private rooms, a&o focuses on engaging common areas, such as 24/7 bars, kids' zones, and flexible working spaces. These communal amenities give great opportunities for people to connect, appealing to families, digital nomads, student groups, and backpackers. The model values shared spaces over luxury and, in doing so, builds community. Evolving Guest Profiles and Modern Distribution Channels a&o Hostels caters to a wide range of guests, with profiles shifting based on season and day of the week. Midweek guests are often student groups and school tours, while weekends and holidays attract families and independent travelers. The brand is found on major OTAs like Booking.com and Expedia, but has also cultivated a strong direct booking channel via their own website. The flexibility in room types, from single or twin rooms for teachers and families to dorm-style accommodations for groups, further enhances their accessibility. This adaptable approach enables a&o to welcome anyone from school-aged travelers to budget-conscious business guests. Sustainability as a Core Company Value Beginning in 2015, Oliver and his team took a pioneering approach by closely tracking and reducing their carbon footprint per guest. Initially, a&o's footprint was already lower than average (18kg CO₂e per overnight stay, compared to 25kg at home), primarily thanks to shared spaces and efficient building use. But instead of settling, a&o set their sights higher. Through targeted operational changes—reducing waste, switching to renewable energy contracts, limiting disposables, and leveraging automation—they slashed their footprint by 80% to just 3.8kg per guest. What's more, many sustainability initiatives actually resulted in cost savings, debunking the myth that going green is always expensive. Resources: Website: https://www.aohostels.com/ LinkedIn Personal: https://www.linkedin.com/in/oliver-winter-berlin/ LinkedIn Business: https://www.linkedin.com/company/aohostels/ 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 o​f. Here is a quick tutorial on how to leave us a rating and review on iTunes!

We're taking you on a road trip through the future of tourism in Atlantic Canada. You'll hear firsthand from tourism leaders on how the region captivates new generations of travelers while staying true to its maritime roots. We also spotlight the rise of Indigenous-led travel experiences and the wave of creativity from local artisans. From group travel trends to the power of regional collaboration, each story underscores how Atlantic Canada's tourism pros aren't just adapting—they're shaping what meaningful travel looks like for the years ahead. In this episode, you'll hear from these knowledgeable tourism leaders: Molly Vail: https://www.linkedin.com/in/molly-vail/ Nancy Petrie: https://www.oakislandresort.ca/ Natalie Kaftan: https://www.linkedin.com/in/nataliekaftan/ Katherine Verreault: https://www.linkedin.com/in/katherine-verreault Kelley Keefe: linkedin.com/in/kelley-keefe-07841a1a6 Robert Thomas: https://www.linkedin.com/in/robert-thomas-225165161/ Desirea Goodyear: https://www.linkedin.com/in/desirea-goodyear-77294a26b/ Tasha Robitaille: https://www.linkedin.com/in/tasha-robitaille-0a790029/ Wahab Khan: https://www.linkedin.com/in/wahab-khan-b809862ab/ Jacob Sheehan: https://www.linkedin.com/in/jacob-sheehan-71ba578b/ Jen Silliphant: https://www.linkedin.com/in/jen-silliphant/ What You Will Learn in This Episode: How Atlantic Canadian tourism leaders are embracing innovation and sustainable growth to shape the future of travel in the region Why collaboration and partnership is essential for delivering impactful guest experiences What trends are emerging in traveler interests, including immersive cultural experiences, wellness tourism, and eco-friendly adventures How the region is adapting to the rising interest from younger travelers, families, and international visitors Why authenticity, local culture, and culinary experiences are setting Atlantic Canada apart as a travel destination How Indigenous tourism and wellness-focused offerings are growing and diversifying the visitor experience What successful creative collaborations look like in practice Innovation Rooted in Community Collaboration Community lies at the heart of Atlantic Canada's tourism ethos. This spirit of partnership, as showcased at the Atlantic Canada Showcase event, has made the region a model for collaborative success. Provinces, cities, and businesses work hand-in-hand to offer amazing visitor experiences and nurture economic growth. Four provinces unite to market the region, develop meaningful partnerships, and promote the Maritimes. These collaborations aren't just behind the scenes—they tangibly widen access for visitors and amplify the region's reach in international markets. Authenticity is the Maritime Edge If there's one word repeated by tourism leaders throughout the episode, it's "authenticity." Atlantic Canada isn't about cookie-cutter vacations; it's about experiences crafted by the local communities. Molly Vail from Discover Halifax highlights how the city blends youthful energy with maritime charm, offering guests handcrafted itineraries that range from vineyards to vibrant nightlife. Natalie Kaftan of Tauck emphasizes the enduring appeal of the Maritimes' local character and color. Visitors are drawn to real people, unique food, and meaningful cultural exchanges, not just passive sightseeing. As travel trends shift worldwide, immersive itineraries and authentic local engagement are increasingly in demand. Whether it's an Acadian caviar tasting in New Brunswick or a craft-making workshop in Mahone Bay, guests are eager for stories and experiences that go beyond the surface. Growing Demand for Indigenous and Wellness Experiences Indigenous-led tourism is gaining extraordinary momentum in Atlantic Canada. Robert Thomas from the Newfoundland and Labrador Indigenous Tourism Association shares how guests now seek engagement with indigenous cultures—culinary experiences, guided hikes with elders, and artistic workshops are just the beginning. Tasha Robitaille's La Belle Cabane healing sanctuary offers a blend of wellness and indigenous knowledge, where visitors can participate in breathwork sessions, explore Métis traditions, and join healing retreats that are as restorative as they are educational. This surge in interest reflects a broader travel trend: visitors crave deeper connection, healing, and learning as much as recreation. Ultimately, Atlantic Canada Showcase itself, described as "intimate," "impactful," and "powerful" by my guests, epitomizes the region's strengths. Small size becomes an advantage, enabling tight-knit partnerships, genuine hospitality, and real dialogue among industry leaders. Whether partnering across cities or developing cross-province itineraries, success is shared and multiplied. 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 o​f. 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This week on Destination on the Left, we bring you the first special roadshow installment from the Atlantic Canada Showcase 2025 in beautiful Saint John, New Brunswick. In this episode, we dive into the deep-rooted community spirit and storytelling tradition that make Atlantic Canada such a fantastic destination. You'll hear firsthand from passionate tourism professionals across the region, who will share powerful insights on how authenticity, connection, and collaboration are shaping travel experiences in Atlantic Canada—offering everything from local cuisine and hands-on adventures to heritage attractions and indigenous-led hospitality. Get ready to discover why Atlantic Canada continues to redefine what it means to experience genuine hospitality. In this episode, you'll hear from these extraordinary leaders: Aubrey Reine: https://www.linkedin.com/in/aubrey-reine-30913062/ Annick Robichaud-Butland: https://www.linkedin.com/in/annick-robichaud-butland-bb436b68/ Christy Elliott: https://balsamridgeforestdomes.ca/ Melissa Lansing: https://www.linkedin.com/in/melissa-lansing/ Chelsey Gould: linkedin.com/in/chelsey-gould Olivia Morley: https://www.linkedin.com/in/olivia-morley-0a2627171/ Judith LaBrie: ca.linkedin.com/in/judith-labrie-49a46315 Lois Whitlock: https://wolastoqcasino.com/ Rebecca Whiffen: https://www.linkedin.com/in/rebecca-whiffen-a89934320/ Xavier Gauvin: https://tourismepeninsuleacadienne.ca/en/ Jordan Jamison: https://www.linkedin.com/in/jordan-jamison-nb/ Marcy Barnes: https://www.linkedin.com/in/marcy-barnes-8b98092b/ Authenticity is the Bedrock of Atlantic Canada's Appeal More and more, travelers crave experiences that feel genuine; not manufactured or packaged, but rooted in the real culture and history of a place. As our guests point out, Atlantic Canada captures the essence of what travelers are seeking in 2025, authenticity, connection, and a sense of place. Whether it's coastal escapes, heritage attractions, or culinary adventures, guests find themselves meeting people with deep roots and big hearts, engaged in traditions that tie them to the land and sea. This sense of authenticity isn't just a surface feature, it's immersive and personal. As travelers become savvier, the human warmth and raw natural beauty of Atlantic Canada offer lasting impressions that go far beyond the typical tourist checklist. Creating a Sense of Belonging The region's defining feature isn't just its scenery—it's the spirit of its people. "Family," "welcome," "authentic," and "wonderful" were the most common words repeated by various tourism professionals when asked to sum up the Atlantic Canada Showcase experience. For Annick Robichaud-Butland, the laid-back lifestyle and genuine friendliness are irresistible for those looking to escape the rushed pace of everyday life. This communal sense goes deeper, too. Leaders like Christy Elliott from Balsam Ridge Forest Domes emphasize personal attention and the importance of treating every guest like family. At King's Landing Historical Settlement, the experience isn't just about history—it's about making personal connections that make visitors feel it's "their King's Landing, not just ours," as Melissa Lansing shares. Across properties and attractions, the trend is clear: travelers want to feel like locals, supported by genuine interactions, community-driven partnerships, and experiences that foster a true sense of belonging. A Cooperative Spirit Elevates the Guest Experience Atlantic Canada's tourism boom is built on a foundation of cooperation. Tour operators and destinations frequently cross-sell one another's products and services, ensuring that visitors enjoy fully-rounded itineraries and seamless transitions between provinces. For Annick Robichaud-Butland, collaborating with other receptive tour operators means providing a well-rounded itinerary and boosting economic potential for all partners. Organizations like Explore New Brunswick also highlight region-wide cooperative marketing efforts, such as the Atlantic Canada Agreement on Tourism—a pitch that unites Newfoundland, New Brunswick, Nova Scotia, and Prince Edward Island under one friendly umbrella. This collaborative approach allows the region to punch above its weight, attracting record numbers of buyers and making Atlantic Canada a must-watch destination on the travel map. Sustainability, Seasonality, and Personalization As travel recovers post-pandemic, Atlantic Canada is seeing dynamic changes in visitor interests. Regenerative travel, off-season exploration, culinary journeys, heritage tourism, and multi-generational trips are all on the rise. Local experts are adapting by introducing winter offerings, hands-on activities, food-and-beverage experiences, and expanding digital storytelling platforms to reach both Canadian and international audiences. Repeat guests are increasing, with many super fans returning year after year to deepen their exploration. New partnerships, enhanced seasonal operations, and innovations—like Nordic spas and astro-tourism—are key drivers keeping the region vibrant and relevant. Above all, Atlantic Canada consistently inspires, welcomes, and connects with travelers in ways that are both meaningful and memorable. Atlantic Canada isn't just a destination—it's a way to feel at home, no matter where you're from. 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 o​f. Here is a quick tutorial on how to leave us a rating and review on iTunes!

On this episode of Destination on the Left, I talk with Chris Mondini, Vice President of Stakeholder Engagement and Managing Director of Europe for ICANN, and Dusty Trevino, CEO of Dot Vegas. We will learn how top-level domains are created and what domains like Dot Vegas can do to help a brand stand out. Our conversation is informative, educational, and will give you a whole new perspective on your brand's Internet address. What You Will Learn in This Episode: How top-level domains (TLDs) are created and why the addressing system of the Internet matters Why distinctive TLDs, like Dot Vegas, offer a strategic advantage for destination branding and marketing What it takes to register your own top-level domain, including the technical, financial, and organizational requirements necessary How geographic domains (such as .vegas, .nyc, and .brussels) can strengthen place identity and foster trust Why cities and entrepreneurs collaborate in launching city-based TLDs, and how community endorsement is essential for successful implementation How adopting new TLDs can make brands more memorable to prospective visitors, and help organizations stand out from the crowd Demystifying Top-Level Domains A memorable web address is more than just a convenience, it's an essential tool for branding, discoverability, and trust. Chris Mondini, Vice President of Stakeholder Engagement and Managing Director of Europe for ICANN, and Dusty Trevino, CEO of Dot Vegas, discuss how TLDs like .vegas, .paris, and .nyc can be invaluable assets for destination marketers, tourism professionals, and place branding experts. Most consider internet domains an afterthought, but as Chris explains, they're the backbone of online connectivity. The Internet isn't a single global network—it's tens of thousands of independently operated networks that agree to connect using common protocols and a shared addressing system. Fifteen years ago, there were only a handful: .com, .net, .org, and so on. Today, there are TLDs for cities (.nyc, .paris), concepts (.guru, .xyz), and more, opening new doors for personalized branding and community-building online. The Dot Vegas Story Dusty offers an inside look into operating Dot Vegas, which shows how a custom domain can amplify a destination's brand. Unlike some city domains, .vegas is globally accessible; anyone can register, regardless of residency. This flexibility enables local businesses, tour operators, and organizations worldwide to associate themselves with the Vegas brand, strengthening their ties to the city's renowned excitement and appeal. Why Top-Level Domains Matter for Marketers A custom TLD isn't just a vanity URL. Operating a TLD means running a piece of internet infrastructure and directly controlling your digital address, data queries, policies, and trust signals. For marketers, there are lots of benefits: Brand Identity: A city or region TLD immediately communicates place and can reinforce local pride. Discoverability: Words like "weddings.vegas" are memorable, making campaigns more effective and easier to recall. Trust & Security: A TLD operated or endorsed by local government or a trusted entity assures users of authenticity—crucial for e-commerce, municipal services, and tourism. Data Insights: TLD operators gain visibility into traffic and usage, supporting more targeted digital strategies. If you see ".yourcity," you can trust you're connecting with the real brand. Top-level domains aren't just technical jargon; they're strategic marketing tools that can transform destination branding, promote community engagement, and build trust with global audiences. Resources: Website: https://www.icann.org/ LinkedIn: https://www.linkedin.com/in/cmondini/ LinkedIn: https://www.linkedin.com/in/dustin-trevino-743064a/ 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 o​f. Here is a quick tutorial on how to leave us a rating and review on iTunes!

On this episode of Destination on the Left, I talk with Tannis Gaffney, Chief Marketing Officer of Travel Alberta. Tannis walks us through the strategy behind Canada's wild side branding and the secret behind making their brand permeate everything they do. She shares more about Travel Alberta's collaboration with Indigenous Tourism Alberta and how that relationship has evolved, opening up new immersive cultural experiences for the right types of travelers. What You Will Learn in This Episode: Why Alberta chose to reposition its brand around "Canada's Wild Side" and how leaning into national identity helps the province stand out How research on traveler sentiment influenced their messaging How Travel Alberta encourages creativity and agility, allowing the team to rapidly jump on relevant trends and opportunities How their partnerships are creating authentic, immersive cultural experiences for visitors What strategies Alberta is using to attract American travelers, especially in the winter season How Travel Alberta operates as part of a collaborative "wolf pack" ecosystem, working closely with DMOs, operators, and national partners to drive tourism growth across the province Reimagining Alberta and Showing Off Canada's Wild Side Tannis and her team faced a dilemma familiar to many regional DMOs: international travelers often know Canada's big cities, but not its provinces. Travel Alberta strategically shifted their messaging and instead of leaning exclusively on provincial identity, they now lead with the power of the Canada brand and then highlight Alberta as its most adventurous, untamed offering. By anchoring Alberta's appeal in both its jaw-dropping natural diversity (like six UNESCO World Heritage sites) and the undeniable warmth of its people, the new branding sidesteps "provincial" confusion, offering travelers an invitation to experience "Canada's Alberta", a place where wild landscapes meet welcoming hospitality. Creative Agility Tannis credits much of Alberta's marketing agility to her strategic council. This monthly internal brainstorm is an incubator for spontaneous, opportunistic marketing ideas—ways to seize trends or conversations in innovative, resourceful ways. Take "The Last of Us" TV series, filmed in Alberta. The team quickly released itineraries mapping out the show's filming locations. The response was phenomenal: a thousand percent spike in website traffic as fans sought to experience these sites in real life. Another standout was the "Alberta's Least Liked" campaign, humorously spotlighting untouched, under-visited gems with a tongue-in-cheek video set to sad music and a sobbing moose. The effort won a creative innovation award at the Skift Global Forum and effectively helped spread tourism beyond hotspots, encouraging discovery without overburdening popular destinations. Partnerships and Indigenous Tourism A cornerstone of Alberta's approach is genuine partnership across organizations, sectors, and communities. Travel Alberta's collaboration with Indigenous Tourism Alberta (ITA) stands out as a model. Not only do Travel Alberta and ITA share office space, but their relationship is built on time, trust, and mutual respect. ITA leads in experience development with their members; Travel Alberta amplifies their stories and ensures the right, respectful traveler connects with authentic Indigenous experiences, like the acclaimed Métis Crossing, a boutique hotel and cultural hub on the North Saskatchewan River. This partnership reflects Indigenous values of sustainability, relationship-building, and stewardship, offering a far richer, more transformative experience for visitors. Resources: LinkedIn Personal: https://www.linkedin.com/in/tannis-gaffney-076689/ Website: https://www.travelalberta.com/ LinkedIn Business: https://www.linkedin.com/company/travelalberta/ To Be An Albertan: https://www.youtube.com/watch?v=5zzN-fV5HJM 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 o​f. Here is a quick tutorial on how to leave us a rating and review on iTunes!

On this episode of Destination on the Left, I bring together three trailblazers for a candid community conversation about the heart of collaboration in the travel and tourism industry. Joining are Dave Herrell, President and CEO of Visit Quad Cities; Rebecca Mackenzie, President and CEO of the Culinary Tourism Alliance; and Sage Hamilton-Hazarika, Corridor Coordinator for the Underground Railroad Consortium of New York State. Together, we discuss what true collaboration looks like, and the panel explores how putting trust, vulnerability, and outcomes over ego unlocks success not just in visitor numbers, but in cultural pride, reconciliation, and the preservation of stories and identity. My guests share real-life examples of cross-boundary partnerships, from bold destination branding to the creation of transformative culinary and heritage tourism experiences. What You Will Learn in This Episode: Why collaboration in tourism is increasingly about trust, vulnerability, and prioritizing outcomes over individual recognition What tangible impacts true collaboration can have, from advancing reconciliation and celebrating cultural heritage to building destination resilience and social pride How Visit Quad Cities strategically collaborates with less resourced organizations to build regional brands and blur the lines between tourism, resident attraction, and economic development Why even small, volunteer-driven organizations can punch above their weight by leveraging partnerships for major projects What "radical collaboration" means to the panelists, and how adopting a mindset of openness and flexibility allows for bold, innovative work How the panelists measure the success of collaborative initiatives with a broader lens that builds community and legacy Lessons from Destination on the Left's Community Conversation Collaboration isn't just a buzzword—in the travel, tourism, and hospitality industry, it's the engine that powers growth, creativity, and resilience. Drawing on stories from Dave Herrell of Visit Quad Cities, Rebecca Mackenzie of the Culinary Tourism Alliance, and Sage Hamilton-Hazarika of the Underground Railroad Consortium of New York State, this conversation revealed that radical collaboration means far more than sharing resources—it's about trust, vulnerability, and transcending individual mentality. Success in this industry isn't a zero-sum game. Rather than competing, travel professionals thrive when they collaborate, lifting each other up and focusing on shared wins rather than territorialism. Collaboration in Action: Three Inspiring Examples For Dave Herrell, collaboration is built into the DNA of Visit Quad Cities, a regional destination marketing organization spanning 58 communities across two states. Bringing together diverse municipalities, counties, and funding sources demands a strategic approach. Dave described their innovative partnership with the local chamber of commerce to develop unified branding and marketing messages for the region, intentionally blurring the lines between promoting tourism, economic development, and livability. Rebecca Mackenzie painted a picture of taste of place, showcasing how food and drink tell powerful stories about a region's heritage. The Alliance's recent event in Nova Scotia exemplifies radical collaboration: over 12 months, culinary organizations, Indigenous tourism networks, Parks Canada, DMOs, and local operators built an immersive experience intertwining Mi'kmaq history, language, and cuisine. The event attracted visitors outside peak season and fostered social impact and cultural pride. As the sole paid employee in a mostly volunteer-run organization, Sage Hamilton-Hazarika knows firsthand how partnership is essential for small nonprofits punching above their weight. Through collaboration with DMOs, historians, and national heritage areas, the Consortium is developing the Harriet Tubman Scenic Byway, which will connect historic sites across New York and beyond. Radical Collaboration What does "radical collaboration" mean? My guests agreed that it is persistence—the refusal to accept 'no' as an answer, and the humility to let go of credit and control. It means doing the work, inviting new and unexpected voices to the table, and learning from every opportunity that arises. Measurement of collaborative success must consider social and environmental impacts, not just economic ones. For example, being asked to the table, deepening partnerships, celebrating local cultures, and expanding access are all signs of progress—even if your logo isn't always visible. Resources: Dave Herrell: https://www.linkedin.com/in/dave-herrell-57a5906/ Rebecca Mackenzie: linkedin.com/in/rebeccaleheup Sage Hamilton-Hazarika: https://www.linkedin.com/in/sage-hazarika-438b331a Travel Alliance Partnership: https://travelalliancepartnership.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 o​f. Here is a quick tutorial on how to leave us a rating and review on iTunes!

On this episode of Destination on the Left, I talk with Greg Star, Founder of Driven Authentic Branding Solutions, who shares how he helps destinations stand out using LinkedIn. He discusses why it is important to lean into thought leadership posts both for the company profile and the people who work there. Greg shares some real-life examples of results that his clients are seeing and how you can identify your content pillars and find your voice. What You Will Learn in This Episode: How Greg's personal journey reshaped his outlook on business and inspired the launch of his latest company Why elevating both personal and company brands on LinkedIn is critical for industry reputation and business growth What makes personal LinkedIn posts eight times more engaging than company page posts How tourism professionals and executives can use LinkedIn to generate inbound leads and deepen current client connections Finding your authentic voice and consistently creating compelling LinkedIn content Why consistency matters more on LinkedIn than posting daily, and how this steady rhythm builds trust and visibility How commenting thoughtfully on industry posts can dramatically increase your reach and position you as a leader in your field The Overlooked Power of Personal LinkedIn Profiles Most organizations pour time and money into building their company LinkedIn pages. But as Greg points out, you get eight times more engagement from a personal post than a company post. Yet, less than 10% of travel industry professionals actively post on LinkedIn. Company pages do have a role, but it's the people—sales directors, CEOs, and destination marketers—who bring brands to life on LinkedIn. The attention should be on maximizing the personal profiles of the people behind the organization because that is what's going to move the needle the most for DMOs. Telling Your Brand Story: Content Pillars and Practical Examples Most people struggle with what to post or worry about sounding too self-promotional. Greg simplifies content creation with the content pillars approach: define three to five topics you're passionate about, whether it's industry trends, personal growth, customer wins, or behind-the-scenes stories. Posts can be brief, and three to six sentences are often enough. When you're thinking about what to post: Break down real conversations: What do you say to prospects over coffee? Each point can be its own post. Share stories, not just stats: Humanizing your message attracts more engagement and builds connection. Don't reshare, add your voice: Rather than simply reposting, offer your perspective on company updates or industry news. Comment strategically: Thoughtful comments on others' posts can boost your profile—sometimes even more than your own posts. Greg recommends aiming to post one to three times a week. Consistency is more important than volume, and the key is making LinkedIn content a regular part of your work routine. Don't underestimate the impact your personal story and insights can have on your career, and on your destination's growth and reputation. The world wants to know what makes you (and your place) awesome, so start sharing! Resources: Website: www.drivenbranding.ai LinkedIn: https://www.linkedin.com/in/greg-star-5911b562/ 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 o​f. Here is a quick tutorial on how to leave us a rating and review on iTunes!

On this episode of Destination on the Left, I'm taking you behind the scenes of my own year-end planning process. As we look ahead to 2026, I'll walk you through how I reflect on the past year, celebrating what worked, identifying lessons learned, and checking in on both team and personal well-being. I share everything from my practical planning frameworks and financial benchmarks to trend forecasting and tips for creating a collaborative culture. What You Will Learn in This Episode: Why intentional reflection and bold, future-oriented questions are essential for setting effective priorities and ensuring organizational growth What emerging trends mean for travel, tourism, and hospitality planning in 2026 How I use practical financial benchmarks and department-level planning to ensure the organization is ready for upcoming challenges and opportunities Why operationalizing collaboration by setting clear roles, goals, budgets, and documented processes moves it from a "nice to have" to a real strategic advantage What steps you can take to engage your whole team in the visioning and planning process to create greater buy-in and drive results How you can use my 2026 planning checklist and reflection questions to set your organization up for long-term success Begin with Genuine Reflection Before plotting the future, it's crucial to anchor your plans in a clear-eyed assessment of the present and recent past. It's so important to reflect on accomplishments, goal progress, team health, and personal leadership. I ask myself and my team a few probing questions: What did we accomplish this year? Where did we fall short and why? Are our people thriving, or stretched thin? How is my own mental wellbeing impacting my leadership? These multi-level reflections ground the planning process in reality and provide the learning needed to improve both professionally and personally. Regularly scheduled interviews—such as "stay interviews" with staff—help surface the reasons your team members stay and opportunities for positive change. Industry Trends and Future Readiness How well are you anticipating and responding to the shifts in your sector? It's critical to keep abreast of evolving trends—such as the rise of sustainability and regenerative tourism, persistent workforce challenges, and technological advancements like AI and digital personalization. Simultaneously, there's a noticeable trend toward travelers seeking meaningful, off-the-beaten-path experiences, as well as a movement to "unplug" and seek present-moment enjoyment. Empowering Your Team Planning isn't a solo exercise. At TAP we use a bottom-up approach: each department creates and presents their strategic plans, which are then built into broader company goals. Our annual team retreats blend strategic planning, culture-building, and a lot of fun ensuring everyone plays a role in shaping the future. We foster a sense of ownership among team members at all levels, after all, when everyone is involved, energy and commitment to the plan dramatically increase. I want to leave you with this challenge: What role will collaboration play in your 2026 plan, and how will you operationalize it to drive real results—not just good intentions? Resources: Collaboration Research: https://travelalliancepartnership.com/how-we-help/education/research/ 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 o​f. Here is a quick tutorial on how to leave us a rating and review on iTunes!