Destination On The Left

On this episode of Destination on the Left, I talk with Jason Nies, proprietor of the renowned Inn at Honey Run, and LaVern Hershberger, Vice President of Homestead Furniture. This week's show takes us to the heart of Ohio's Amish country, where we dive into a truly unique partnership: The Inn at Honey Run's iconic Club Level Honeycombs—rooms built into the hillside—are set for a major redesign with Homestead Furniture leading the transformation. Jason and LaVern share the story of how their professional paths crossed through local tourism efforts, their shared mission to honor the area's heritage while staying relevant, and how their businesses are making an impact far beyond their own walls by referring guests to one another. What You Will Learn in This Episode: Why both companies are focused on staying relevant to new generations of customers while remaining true to their roots and values What makes Homestead Furniture stand out in the Amish furniture industry How the redesign of the Inn at Honey Run's Club Level Honeycomb rooms will offer guests twelve distinct themed experiences to appeal to diverse visitor preferences Why community collaboration and participating in local tourism committees have been a catalyst for business innovation and personal connection in Holmes County How tourism and destination marketing directly impact both the resort and furniture business, creating a full-circle relationship where each refers customers to the other and enhances the local economy LaVern and Jason's advice on making partnerships work, including the importance of aligned values and trust in each other's expertise Staying Relevant in a Changing Landscape Both the Inn at Honey Run and Homestead Furniture have deep roots in their community—Jason as the inn's third owner and LaVern as part of Homestead's third generation. But remaining core to your brand while evolving to meet modern tastes is a challenge. By integrating contemporary designs and offering full customization, Homestead ensures their craftsmanship appeals to both long-standing customers and a new, design-savvy generation. Jason describes The Inn at Honey Run as "not an Amish country experience" in the traditional sense, but rather "an affordable luxury getaway" located in natural beauty, complete with unique hillside Honeycomb rooms, an award-winning restaurant, and an open-air art museum. By continuously refining the inn's offerings, Jason is setting a new standard for rural luxury and authenticity. A Vision for Diverse, Immersive Stays At the heart of this collaboration is the Honeycomb Homecoming project, a complete reimagining of The Inn at Honey Run's signature Honeycombs—earth-sheltered suites built into a hillside and renowned for privacy and natural immersion. What makes this project groundbreaking is its approach to guest experience. Each of the 12 Honeycomb rooms will be uniquely themed, offering distinctive moods, decor, and even scents to transform the atmosphere. Thanks to the partnership with Homestead, guests will soon be able to choose their ideal ambiance, whether rustic, coastal, mid-century, or traditional, along with the highest level of Amish craftsmanship. Creating a Destination, Not Just a Stay The connection between The Inn at Honey Run and Homestead Furniture extends beyond their immediate partnership. Both Jason and LaVern are actively involved in local tourism development, serving on the chamber's tourism committee to promote Holmes County while preserving authentic Amish culture. Their partnership reinforces Holmes County's status as a top tourist destination in Ohio, attracting visitors eager to escape city life and immerse themselves in natural beauty. The collaboration is full circle; visitors drawn by Homestead's reputation for quality design are guided to stay at the inn, while hotel guests experience Homestead's work firsthand, perhaps inspiring a furniture investment of their own. Resources: Website: https://www.homesteadfurnitureonline.com/ Website: https://www.innathoneyrun.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 Andrea Ross, Business Advisor & Executive Coach for Travel Entrepreneurs, all about what it takes to build a successful business in the travel, tourism, and hospitality industry. She explains why focusing on enterprise value and enterprise health is hugely important and why you should not only know what success means to you, but also know how to track it. We also dive into the three key areas that businesses should focus on: financials, process and procedures, and their team. What You Will Learn in This Episode: How Andrea built a successful travel and tourism business in Southeast Asia by bootstrapping a bed and breakfast, launching a tour company, and ultimately scaling operations across several countries Why business owners must create their own vision and business model What enterprise value and enterprise health mean for travel businesses, and why focusing on these is essential for day-to-day operations and long-term sustainability How business owners can assess the health of their company, build a roadmap for growth, and differentiate between working on what's urgent versus what's important Why financials, processes and procedures, and team development are the three most common areas where travel businesses should focus to improve their enterprise health How developing strong leadership, empowering team members, and building the right organizational structure can give owners more freedom and drive business success What steps Andrea recommends for business owners who want to understand their financials better, even if numbers aren't their strong suit, and how to leverage resources and networks to build financial literacy Core Success Principles in the Travel and Tour Industry One of the biggest challenges Andrea highlights is the sheer variety of business models in travel and tourism. With tour operators, DMOs, DMCs, and FITs, each with unique structures, founders are often left to chart their own course. Overarching business principles still apply: passion, dedication, clear vision, and hard work are the fuel for any successful enterprise—regardless of geography or sector. Knowing your market, defining your unique value, and setting clear, achievable goals are all foundational. Andrea encourages business owners to continually ask: "What does success look like for me, and how am I tracking that?" Treat Your Business as an Asset A recurring pitfall is failing to view your business as the major asset it is. Many travel business owners pour years of effort and substantial financial resources into their companies, but neglect to plan for the long game. They're not running their organization so it can be handed over, acquired, or at least run independently of their daily presence. Andrea advocates setting a clear vision to build flexibility and freedom into the business. Whether your goal is acquisition, succession, more time to travel, or simply reducing burnout, only a defined destination can chart the course. And, critically, this vision should evolve with you. Three Pillars of a Healthy Travel Business Andrea identifies three areas where travel businesses most often need shoring up: Financials: Clean, timely reporting, a growth pro forma, and cash flow planning are essential, especially in an industry marked by seasonality and complexity. Processes & Procedures: Too many companies operate with critical knowledge trapped in someone's head. Andrea recommends mapping your customer journey and using tools (like Tango AI) to document workflows, templates, and best practices so anyone can step in when needed. The Team: Your people determine your company's fate. Leaders have to empower teams, develop leadership so urgent problems aren't always landing on their plate. As Andrea says, "work on what's important, not urgent". Step back from daily fires and focus on what matters for long-term health. Set a vision, track progress, and work on big picture issues rather than constant firefighting. Resources: andrea@cultivateadvisors.com www.kaanect.life Health and Value Assessment Tango AI Customer Journey Template 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, Florence Li, Director of International Development for Songtsam Resorts, shares how her family-owned luxury boutique hotel collection has built its reputation by opening hidden doors to remote destinations in Tibet and Yunnan. She explains how Songtsam differentiates itself by offering immersive cultural experiences, empowering local communities through creative staffing solutions, and staying deeply committed to sustainability. Florence also highlights how the brand's mission to preserve Tibetan culture and protect the environment resonates with today's travelers seeking meaningful, soul-connected journeys. What You Will Learn in This Episode: How Florence's personal journey in hospitality prepared her to help grow Songtsam's international presence Why Songtsam positions itself as a "soft adventure" brand that connects travelers to remote and spiritual destinations The creative approach Songtsam uses to train and empower local staff in small villages Why cultural preservation, job creation, and environmental protection form the backbone of Songtsam's sustainability mission How partnerships with educational organizations have expanded opportunities for cultural exchange The ways Songtsam is responding to trends in wellness, niche experiences, and post-COVID travel behaviors Exciting new projects, including winery hotels and upcoming properties in Kunming and Lhasa Opening Hidden Doors: Immersive Travel in Remote Regions Songtsam's lodges are designed to do more than provide a luxury stay — they immerse travelers in the cultural and natural landscapes of Tibet and Yunnan. Set along the storied Tea Horse Road, each property invites guests to step into a world of tradition, heritage, and connection. Florence explains how Songtsam's "soft adventure" approach gives visitors the chance to engage deeply with local communities, from hands-on crafts to spiritual exploration. For seasoned travelers who crave meaning as much as comfort, this blend of cultural authenticity and refined hospitality opens doors to experiences that feel both rare and transformative. Florence reveals why more people are seeking out these off-the-beaten-path destinations — and how Songtsam has positioned itself to meet that growing demand. Empowering Local Communities Through Creative Staffing Solutions One of the most inspiring aspects of Songtsam's story is its commitment to employing and empowering people from the villages surrounding its properties. Florence acknowledges the challenges of building a world-class hospitality team in places where many residents have little formal education or exposure to global travel. Yet what could have been a limitation became an opportunity for innovation. By finding creative ways to train staff — including trips to see luxury hotels abroad — Songtsam helps local employees gain confidence and skills that transform not only their careers but their communities. Florence shares powerful stories of villagers who have become hotel managers, and how this model has kept jobs, income, and pride rooted in places that might otherwise lose their youth to the cities. Sustainability as a Core Commitment For Florence and Songtsam, sustainability isn't a program; it's a philosophy that shapes every decision. She describes a three-part approach that balances cultural preservation, job creation, and environmental responsibility. From reviving ancient handicrafts through guest experiences to reducing plastic waste and operating Tibet's first low-carbon hotel, Songtsam demonstrates how tourism can be both luxurious and mindful. Wellness is another key dimension of their vision. Drawing on Tibetan healing traditions, Songtsam incorporates meditation, yoga, and natural ingredients into guest experiences that nourish both body and spirit. Florence invites listeners to consider how sustainability and wellness can go hand in hand — not just as trends, but as guiding principles that enrich travel for both visitors and host communities. Resources: Website: https://www.songtsam.com/en LinkedIn Personal: https://www.linkedin.com/in/florence-li-87168b184/ LinkedIn Business: https://www.linkedin.com/company/songtsamgroup/ Email contact: info@songtsam.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 Susan Robertson, Possibility Architect at Sharpen Innovation and Harvard instructor. Susan shares why so many of us lose our sense of imagination as we grow up and how we can get it back by embracing curiosity and being open to mistakes. We also discuss how even the wildest brainstorming ideas can lead to real breakthroughs and role-play through a few examples to demonstrate that creativity isn't just for artists; it's something we can all tap into to spark fresh ideas. What You Will Learn in This Episode: How Susan Robertson transitioned from a career in consumer packaged goods marketing to becoming a leading expert in creative thinking and innovation Why many adults lose their sense of creativity as they mature, and what neuroscience and research reveal about unlearning imagination and originality What common mental roadblocks, like negativity bias and "yes, but" thinking, prevent teams and individuals from generating new ideas and how to overcome them How Susan's GPS (Great Problem Solving) methodology can be applied to brainstorming sessions to unlock more creative and practical solutions Why embracing divergent (expanding) and convergent (narrowing) thinking is essential for effective ideation and problem solving during group sessions What practical techniques you can use to encourage wild ideas in brainstorming, and how to turn seemingly "crazy" thoughts into innovative, actionable outcomes How replacing judgmental language with open-ended "how might we" questions improves collaboration, sparks better ideas, and leads to breakthrough results How Negativity Bias Sabotages Innovation Internal psychology, not lack of talent, is often the biggest barrier to fresh thinking. Susan points to our shared cognitive biases, especially "negativity bias," as a prime culprit. This is the tendency for negative experiences or feedback to have a greater impact on our thoughts and behaviors than positive ones. In a group or brainstorming session, this bias often emerges as "yes, but" thinking. Someone suggests an idea, and the immediate response is to agree superficially while pointing out flaws, the "yes, but" that immediately follows. The thing is, though, if you're never willing to be wrong, you're never going to try anything different or imagine anything that doesn't exist, shooting down the impractical points right away can stifle the kind of out-of-the-box thinking needed for innovation. Transform Brainstorms into Breakthroughs Susan shares a solution in the form of her GPS methodology, which stands for Great Problem Solving. Here's how it works: List What's Great – When an idea is proposed, first focus on what's interesting, valuable, or potentially exciting about it, even if the idea seems wild or impractical, make a detailed list of these positives. Frame Problems as Opportunities – Instead of jumping to objections, articulate any concerns as "How might we…?" or "How can we…?" questions. For instance, if an idea seems too expensive, avoid the instinctive "That will cost too much!" Instead, ask, "How might we make this more affordable?" Iterate and Combine – Use this list of positive elements and problem-solving questions to evolve the idea. Change as much as needed to address concerns, while preserving what's new and valuable. Sparking Wild Ideas or the "Get Fired" Technique To truly innovate, sometimes you have to go wild on purpose. Susan's favorite technique is to ask everyone to suggest a solution so extreme they'd be fired if it were ever implemented. These over-the-top ideas get creative juices flowing and give psychological permission to break free from conventional limits. Once those "get fired" ideas are out there, use Susan's GPS (Great Problem Solving) method to extract their most intriguing or practical elements and rework them into real-world solutions. Susan recommends making a clear distinction between two modes in group innovation: divergence (generating many wild and varied ideas) and convergence (narrowing down and selecting the best options). By keeping these phases separate—and signaling to the group which mode you're in—you encourage participation and avoid shutting down ideas prematurely. Resources: LinkedIn: https://www.linkedin.com/in/susanrobertson/ Website: https://www.susanrobertsonspeaker.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 our summer intern, Nathan Oyer, who's about to head back to Binghamton University. In this episode, you'll hear a candid introduction with Nathan about his experiences as a TAP intern, then we'll dive right into the training session Nathan led for our team. He shares his insights and research on what makes Gen Z tick, from their love of authentic marketing to the language and wellness trends driving their travel decisions. What You Will Learn in This Episode: Why understanding the differences between generations is key when crafting messages and campaigns aimed at Gen Z versus Millennials, Gen X, or Boomers What makes Gen Z unique as consumers, including their desire for relatable, authentic, wellness-oriented experiences How language and slang can both help and hinder brands when communicating with Gen Z Why relatability, authenticity, and micro-influencers now matter more than celebrity endorsements when engaging with Gen Z audiences What role wellness plays in Gen Z's travel and purchasing decisions, and how destinations and brands can tap into this trend How Gen Z views and responds to cancel culture and why transparency and a willingness to learn from mistakes are so critical Bridging Generational Gaps in Tourism Marketing To market effectively, it's essential to understand the context and experiences that have shaped each generation. Nathan outlined a generational roadmap, from Baby Boomers who value face-to-face connections, paper mail, and research-driven marketing—all the way to Gen Z, born between 1995 and 2009. Unlike previous generations, Gen Z grew up with technology at their fingertips. They're digital natives, expect user-friendly web interactions, and are famous for their short attention spans. Where Millennials (born 1980–1994) might be drawn to nostalgia and Instagram, Gen Z's heart belongs to TikTok, Snapchat, and real-time, less-curated microcontent. Slang to Improve Storytelling One playful, but important, aspect discussed was slang. Gen Z's ever-evolving language isn't just about new words; it's a reflection of community, humor, and relatability. Nathan led the TAP team through some current favorites (like "NPC," and "no cap"), but did share a word of caution that slang is tricky territory for brands. Using slang can humanize a brand and make content pop, but if brands try too hard or use trends after their expiration date, they risk coming across as "cringe" (Gen Z's word, not ours). Wellness, Sustainability, and Social Responsibility Wellness isn't just a trend for Gen Z, it's a lifestyle. They're proactive about their mental and physical health, seeking out travel experiences that contribute to self-care and well-being. When looking for ways to engage Gen Z travelers there are lots of opportunities around trips like spa retreats, vegan experiences and sustainable stays. To connect with Gen Z, brands have to blend strategy with sincerity: adopt the right language, stay up to date with trends, and continuously center authenticity and purpose. Resources: Website: https://travelalliancepartnership.com/ LinkedIn: https://www.linkedin.com/in/nathanoyer/ Slides: https://travelalliancepartnership.com/wp-content/uploads/2025/09/PESO-101-Speak-Their-Language.pdf 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, Mike Testa, President & CEO of Visit Sacramento, describes how his destination has diversified their focus to include festivals and events, sports, leisure markets, and culinary. He explains how positioning themselves as America's Farm to Fork Capital has paid dividends, including booking a 10-year contract to host the Terra Madre Americas convention. Mike also discusses why tourism is not for tourists and how that plays into action through Visit Sacramento's work and community partnerships. What You Will Learn in This Episode: Why Mike's long tenure at a single DMO has given him unique insights and influence in the community How Sacramento's diversification from meetings and conventions to include festivals, sports, leisure, and culinary events has dramatically grown annual room nights and economic impact What motivated Visit Sacramento to claim the title of America's Farm to Fork Capital How Visit Sacramento secured high-profile events like the Tower Bridge Dinner and attracted the Michelin Guide to the city, to cement its reputation as a food destination Visit Sacramento's focus on quality of life for residents, and drives deeper community partnerships Strategies Mike and his team have used to build relationships with local leaders and partners How successful event hosting, like the Aftershock Music Festival, has opened doors for additional festivals and conventions Building a New Identity: Sacramento's Creative Leap When people think of top destinations in California, their minds often go straight to San Francisco, Los Angeles, San Diego, or Napa. Sacramento—the state's capital—rarely makes the "must-visit" short list. But as Mike Testa, President and CEO of Visit Sacramento, explains, that's exactly why his team has spent the last several years shaking up expectations and positioning Sacramento as a destination worthy of national and international attention. Mike's approach to make noise, drive results, and never be satisfied with the status quo. When the pandemic hit, instead of waiting it out, Visit Sacramento doubled down on innovation by diversifying its room night sources and investing heavily in outdoor events, festivals, sports, and especially its burgeoning culinary scene. The payoff has been nothing short of remarkable. America's Farm-to-Fork Capital Sacramento sits in the heart of fertile farmland, growing everything from sushi rice to 80% of the nation's caviar. But it wasn't until a local chef pointed out the city's unique agricultural advantage that Mike and his team realized: Sacramento had a rock-solid, authentic claim to the title America's Farm-to-Fork Capital. Visit Sacramento set out to build signature experiences, like the renowned 800-person Tower Bridge Dinner (a highlight that sells out in seconds), a Michelin Guide presence (Sacramento became only the fifth U.S. city to earn this distinction), and a thriving roster of food and wine festivals. Topping it all off, the city soon hosts the inaugural Terra Madre Americas, a massive international celebration of slow food previously held only in Italy, for which Sacramento was selected as the North American host in a 10-year deal. Putting Community First At the heart of Visit Sacramento's strategy is a simple, resonant principle: "Tourism is not about the tourists. It's about improving the quality of life for the people who live here," Mike emphasizes. This community-first approach runs deep. It means demonstrating the value of tourism to local officials and residents not just through economic statistics, but by contributing to civic life and showing up for critical community projects, events, and diverse groups. Resources: Website: https://www.visitsacramento.com/ LinkedIn Personal: https://www.linkedin.com/in/mike-testa-1082673/ LinkedIn Business: https://www.linkedin.com/company/sacramento-convention-&-visitors-bureau/ Attracting International Brands to Your Destination, with Mike Testa 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 Christopher Hill, Founder of Hands Up Holidays. Christopher takes us inside his journey from a career in finance to launching a travel company focused on eco-luxury family volunteer vacations. In our conversation, Christopher shares the story behind Hands Up Holidays, and we discuss the company's focus on family and ethical travel with a holistic approach that ensures each journey leaves a positive impact on local communities and their visitors. What You Will Learn in This Episode: How Christopher built Hands Up Holidays by combining luxury travel with meaningful volunteer experiences Why personal interaction with local communities and hands-on volunteering create transformative travel experiences for both guests and host communities How Christopher creates consistency across marketing and delivery How Christopher's business model evolved to focus on families and why inspiring the next generation of world changers has become a core part of his mission Why building strong, direct relationships with local communities and ground partners was essential before launching the business How Hands Up Holidays curates unique, customizable trips that blend giving back with sightseeing and adventure Hands Up Holidays' collaborations with nonprofits, DMCs, travel agents, and brands like TOMS, and why shared values are key to their effective partnerships The Foundation of Responsible Tourism Launching Hands Up Holidays wasn't a matter of spinning up a website and sending travelers abroad. Christopher spent two years building relationships with communities worldwide. He sought firsthand knowledge—not just through professional networks, but by traveling, listening, and consulting directly with prospective partners. His approach was, and still is, to ask communities what they need, ensuring that volunteer efforts are genuinely beneficial and welcomed. Luxury, Family Focus, and Holistic Sustainability Christopher identifies three powerful differentiators that have contributed to Hands Up Holidays' success: Luxury with a Purpose: Targeting high-end travelers with a philanthropy-based model, the company opens doors for those seeking to give back without sacrificing comfort. Hands Up Holidays redefines the luxury experience to include ethical action. Family-Focused Experiences: Although originally aimed at professionals, Hands Up Holidays soon shifted focus to catering to families, especially those eager to foster gratitude and a sense of global citizenship in their children. Holistic Sustainability: Their approach isn't just about volunteering; it encompasses eco-friendly lodging, organic and local food, energy-efficient travel, and exclusively local guides. This creates a well-rounded, responsible travel experience. Collaboration and Alignment Collaboration—with communities, nonprofits, destination management companies (DMCs), and even other travel agencies—is central to Hands Up Holidays' success. Christopher shares examples from major partnerships, like working with TOMS Shoes and a skateboard company to create impactful experiences in South Africa. The key ingredient for successful collaborations is shared values, and Christopher highlights that the most fruitful partnerships arise from aligned missions. Resources: Website: https://handsupholidays.com/ Instagram: https://www.instagram.com/handsupholidays/ 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 Camille Zess, Vice President of Growth at TAP, who brings 14 years of wide-ranging expertise in digital strategy, website development, email marketing, and the ever-evolving world of AI. We discuss the "Owned" media segment of Gini Dietrich's PESO Model—your website, blog, email marketing, and other assets you have complete control over. Camille shares practical tips on evaluating and optimizing these owned channels, from knowing when it's time for a website refresh to the power of blog audits and list segmentation. Our discussion also explores emerging trends, such as adapting your content strategy for AI-driven search and leveraging print collateral in creative ways. What You Will Learn in This Episode: Why owned media (websites, email marketing, blogs) serves as the foundation for effective marketing plans Steps Camille recommends for evaluating and enhancing your owned assets How segmentation and personalization in email marketing can help target different audience groups more effectively Why regular content audits ensure your owned channels remain timely, relevant, and aligned with your strategic goals What role emerging trends like AI and generative engine optimization (GEO) play in shaping how destinations should develop and share owned content How to measure the success of owned media tactics using key performance indicators in Google Analytics Owned Media as the Cornerstone of the PESO Model The PESO Model, originally developed by Ginny Dietrich, stands for Paid, Earned, Shared, and Owned media. While all four elements are essential for a comprehensive integrated marketing strategy, owned media is often the foundation upon which the other components are built. Unlike paid placements or earned coverage, owned media provides total control over your messaging, branding, and audience engagement. For travel and tourism organizations, this means shaping the narrative around your destination, attraction, or service without being subject to algorithms, editors, or third-party platforms. Websites, Emails, and Blogs The best place to start is with the basics: website, email, and blog. Each serves a dual role as both a direct communication channel and a central hub for integrating with your other PESO tactics. Website: Your digital home base. Every few years, assess its usability, content, and technology to ensure it supports both visitors and your staff. If you avoid using your own website in campaigns, that's a red flag that shows it's time for a revamp. Email Marketing: A direct pipeline to your audience. Focus on growing your list, increasing engagement, and experimenting with segmentation for better targeting, such as creating a local list for residents interested in exclusive offers. Blog: An SEO powerhouse and evergreen content resource. Use it to highlight key assets, answer frequently asked questions, share itineraries, and drive authority on topics that matter to your audience. Integrating Owned with the Wider Plan Though the acronym reads PESO, starting with "paid" isn't always the most effective. As Camille points out, TAP often leads with owned or earned tactics because they form the content backbone for everything else; paid campaigns merely amplify what's already working. When planning, review your owned assets alongside your brand positioning and audience goals. Consider where gaps exist, such as organizations not yet doing email marketing (and wanting to drive repeat visitation) or those needing advanced tactics like personalized content and tailored landing pages for lead generation or ticket sales. Resources: https://spinsucks.com/communication/peso-model-comprehensive-guide/ Website: https://travelalliancepartnership.com/ LinkedIn Personal: https://www.linkedin.com/in/camillezess/ LinkedIn Business: https://www.linkedin.com/company/tapintotravel/ 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 Adrienne Currie, Community & Marketing Manager at TAP, and Brittany Lynn, Senior Account Manager at TAP for the third installment of a special four-part series exploring the PESO Model—a framework designed by Gini Dietrich for creating integrated marketing plans that drive results in the travel, tourism, and hospitality industry. Our conversation shines a spotlight on the "S"—shared media, and Adrienne and Brittany dive into the strategies behind creating impactful social media campaigns, from identifying your target audience to understanding the value of different platforms and building trust through authentic connections. What You Will Learn in This Episode: How Brittany and Adrienne use the PESO Model to build integrated marketing plans for travel, tourism, and hospitality clients Why knowing your target audience and campaign goals is crucial before choosing the right shared media tactics What goes into developing an effective social media strategy, including content planning, engagement, and the use of hashtags and tagging partners How to select and evaluate the best shared media platforms based on audience demographics, campaign objectives, and available resources Why content pillars matter for organizing and delivering valuable, engaging, and brand-aligned social content What emerging tactics Adrienne and Brittany are watching, such as leveraging organic posts as paid media and the value of platforms like Pinterest, YouTube, and other social channels How measurement and analytics inform ongoing social strategy and why continual reassessment and adjustment lead to stronger results Integrating Shared Media into the PESO Model for Travel Marketing The PESO Model, Paid, Earned, Shared, and Owned media, is an integrated framework for crafting holistic marketing strategies. Shared media focuses on channels where content is disseminated and interacted with through social platforms and other collaborative online spaces. Brittany Lynn describes the shared portion as "the how", where strategy and messaging meet real-world execution. It's all about knowing your audience, setting campaign goals, and determining communication tactics such as content cadence, use of hashtags, partner tagging, and the kind of engagement you want to inspire. The foundation, according to Brittany, is investing the time upfront to truly define who you're speaking to and what you want to achieve long before you begin posting. Adrienne Currie adds that, especially within smaller or mid-sized organizations with limited bandwidth, it's crucial to focus on one platform and really master it before expanding. Knowing which platform best reaches your audience and aligns with your objectives (think Pinterest and YouTube for evergreen content, or Instagram for visual storytelling) is key. Building a Strategic Shared Media Plan Rather than chasing every trending platform, Brittany and Adrienne advise starting by auditing current channels. Understand which platforms your target audience uses, what types of content perform best, and how those channels are furthering your goals. If you inherit a client's existing channels, Brittany recommends a critical evaluation: Are you amplifying the right messages, at the right frequency, and in the right tone? Is your existing presence consistent with your brand strategy? Adrienne details TAP's use of content pillars—groupings like education, industry news, community updates, and promotion—to ensure content isn't just promotional but genuinely provides value. She cautions against making every post a sales pitch: "You want to be offering some value and building that relationship with your followers." This approach keeps your audience engaged and fosters trust, especially important in the travel and tourism business. How to Know If Your Shared Media Works Brittany loves digging into analytics, suggesting a focus on metrics like engagement, clicks, views, comments, and shares. She sees data points not just as numbers, but as storytelling devices, as each metric helps paint the picture of how your audiences are responding to your content. Regularly revisit your foundational goals, if engagement lags, experiment with content format, tone, or posting frequency. Social strategies should be living documents, adaptable as feedback and metrics roll in. Adjust as needed. Don't be afraid to tweak or pivot entirely if something isn't working. Resources: https://spinsucks.com/communication/peso-model-comprehensive-guide/ https://travelalliancepartnership.com/ https://www.linkedin.com/in/adrienne-currie-23117b33/ https://www.linkedin.com/in/brittanyklynn/ https://www.linkedin.com/company/tapintotravel/ 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 Colleen Onuffer for the second installment of a four-part series exploring Gini Dietrich's PESO Model—Paid, Earned, Shared, and Owned media—in integrated marketing. Colleen shares more about earned media: what it is, why it's critical for building credibility, and how organizations in the travel, tourism, and hospitality industry can use it to tell their story more powerfully. From collaborating with influencers to maximizing media placements, she explains how earned media fits into the bigger picture and interacts with other parts of the PESO framework. What You Will Learn in This Episode: How Colleen Onuffer defines earned media and why it is considered more credible and trustworthy by consumers compared to paid and owned channels Why the Peso Model is essential for creating an integrated and effective PR strategy, and what the interconnections are between paid, earned, shared, and owned media How to approach strategic PR planning, including the importance of starting with research, setting clear goals, and understanding your audience What types of earned media tactics Colleen recommends for destination marketers, including media relations and influencer partnerships How emerging trends like artificial intelligence (AI), podcasts, and the rise of micro and niche influencers are shaping the landscape of earned media Why measurement and the Barcelona Principles are so critical for PR success, and how to plan up front to track the true impact and quality of earned placements How to start small, leverage multi-channel opportunities, and set yourself up for measurable success How Earned Media is Different from PR Destination marketers know that cutting through the noise to reach travelers is harder than ever. In a world saturated with content and advertising, earning trust and attention calls for a sophisticated mix of strategy, storytelling, and smart tactical planning. We're discussing the critical "E"—Earned Media—in the integrated PESO model this week. The Value and Challenge of Earned Media Earned media is any publicity gained through organic means rather than paid advertising. Unlike owned or paid channels, it's the result of others—media outlets, influencers, travelers, or even locals—talking about your destination. Think press coverage, travel blogger posts, influencer recommendations, glowing TripAdvisor reviews, or enthusiastic social shares. Colleen emphasizes that earned media carries higher trust among consumers. Because earned media is not paid for by a brand directly, it's often perceived as more credible or trustworthy by consumers. Mainly because brands don't control the message. Unlike owned or paid media, where the brand is the voice, earned media relies on the voices of others to push the brand or narrative. It's both valuable and vulnerable—a product of relationships, storytelling, and a bit of risk-taking. Creating an Earned Media Strategy It's tempting to jump straight to pitching, press trips, or influencer outreach. But effective PR starts with strategic foundations. Colleen recommends that travel marketers: Define Their Positioning: What's the unique appeal or challenge your destination faces? Unlock Insights Through Research: Deeply understand audience motivations, needs, and media behaviors. Set SMART Goals: How many placements? What kind of coverage, and where? Do you want to attract a niche or mass audience? Build Audience Personas: Understand their pain points, decision-making process, and where they seek inspiration. With these insights, your earned media initiatives—whether hosting writers, partnering with content creators, or launching brand ambassador programs—are more likely to land meaningful, measurable results. Resources: https://spinsucks.com/communication/peso-model-comprehensive-guide/ Website: https://travelalliancepartnership.com/ LinkedIn Personal: https://www.linkedin.com/in/colleenonuffer/ LinkedIn Business: https://www.linkedin.com/company/tapintotravel/ 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!