Destination On The Left

On this special episode of Destination on the Left, I talk with Karen Kuhl (Executive Director, Tour Cayuga, NY), Lauren Sackett (CEO, Rhinelander Chamber of Commerce, WI), and Roni Weiss (Executive Director, Travel Unity) all about the nuances of inclusivity in the travel and tourism industry. We discuss how destinations can actively create environments where every traveler and resident feels a sense of belonging. Discover the landscape of DEAI (Diversity, Equity, Accessibility, and Inclusion) and gain practical advice on how to make tourism more accessible and authentic. What You Will Learn in This Episode: Implementing DEAI initiatives in rural and small-town tourism communities, and the impact these efforts have on both residents and visitors Why transparency, community input, and vulnerability are critical in making a destination truly welcoming for all, not just in intention but in actionable practice What social impact means through a tourism lens, and how prioritizing inclusivity supports both the local community and the visitor experience How organizations can start with small, meaningful steps—such as improving website accessibility or forming advisory groups—to advance DEAI practices, even with limited resources and staffing What practical strategies destinations can use to measure the success and ROI of their inclusion initiatives How empathy, humility, and realistic goal-setting play a fundamental role in sustaining progress on DEAI efforts, even when facing criticism or limited momentum Shifting from Intentions to Actions Travel professionals often assume they are, by default, welcoming, but wanting to welcome everyone and actually creating a place where everyone feels welcome are two very different things. My guests emphasize that building an authentically inclusive environment requires deep listening, transparency, and sometimes vulnerability. Roni Weiss outlined Travel Unity’s perspective, explaining that inclusion isn’t just aspirational—it’s measurable. He described public standards focusing on three levels: leadership and workforce, community engagement, and the traveler’s experience. The overarching message? DEAI isn’t merely about not excluding—it’s proactive work that touches every level of an organization. Social Impact Beyond the Tourist While tourism is often measured by economic indicators, genuine social impact weaves together the needs of visitors and residents alike. Karen Kuhl stressed that her work in Cayuga County, home to Harriet Tubman’s legacy, is community-centric: tourism isn’t just for visitors, after all, but for all the residents who live in a destination too. DEAI initiatives must ripple inward before they shine outward. Working in rural northern Wisconsin, Lauren Sackett shared that enhancing accessibility, like mapping out trail accessibility and filtering for diverse-owned businesses, is as much about serving aging and differently abled residents as it is about attracting new visitor demographics. Tourism isn’t just about bringing travelers in; it’s about the community as a whole. Practical Steps for Small Towns and Rural Destinations Even if you’re a limited-budget organization, you can meaningfully implement DEAI. My guests’ advice is to start small, but start now. Identify community values, tap into available grants, and build from within—embedding inclusive principles into staff roles, outreach, and even RFPs for outside vendors. DEAI principles should be everybody’s work and on everybody’s task list, which is why advisory boards are a resourceful way to bring diverse voices into decision-making without overhauling governance structures. Authentic inclusion is a journey, not a checkbox. Be humble, honest, kind, and patient, my guests recommend leading with empathy and listening to those with lived experience. Resources: Karen Kuhl: https://www.linkedin.com/in/karen-kuhl/ Lauren Sackett: https://www.linkedin.com/in/lauren-sackett-iom-b2a5a59a/ Roni Weiss: https://www.linkedin.com/in/roniweiss/ 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, Liza Graves shares her journey growing a 100% digital lifestyle publication that she started as a way to help small businesses through the recession. She talks about why it is important to find your North Star and how that can guide you through the ups and downs. We talk through some of the unique ways that StyleBlueprint helps DMOs and tourism businesses reach a traveling audience. What You Will Learn in This Episode: How Liza launched StyleBlueprint during the Great Recession to help support local businesses and why that mission has been the cornerstone of her company’s growth Why it’s essential to know your North Star as a business or destination, and how that core purpose can help you navigate challenges like economic downturns and the pandemic What it means to tell authentic, experience-driven stories about destinations and small businesses, and why origin stories resonate so powerfully with target audiences How StyleBlueprint partners with destinations and DMOs, and what makes a successful collaboration, including the role of co-ops and customized storytelling Why identifying your brand or destination’s true story matters more than following trends, and Liza’s tips for discovering and communicating those stories effectively How to break through the clutter when pitching stories to media outlets or digital publications, based on Liza’s frontline advice for PR professionals and marketers What collaboration and community-building look like in practice, and why Liza believes working together leads to more sustainable, meaningful growth for destinations and businesses Finding Your North Star From the Great Recession to catastrophic floods and the uncertainty of the pandemic, Liza knows a thing or two about leading through adversity. Her advice is to have a clear North Star, your guiding purpose and values that keep you focused through turbulent times. During the pandemic, StyleBlueprint leaned deeply into its core mission: supporting local. Liza reached out personally to partners, offered flexible arrangements, and championed resources like PPP guidance. Because these actions were rooted in authentic care and community, her business not only weathered the storm but emerged stronger and with deeper trust. Her experience is a master class for tourism professionals: know your core, communicate gratitude, and adapt your offerings while never losing sight of the people and partners who make your destination or business possible. Finding and Telling Destination Stories That Resonate One of the signature advantages of StyleBlueprint is the way it dives deep, trading five-point “Top Things to Do” lists for rich, immersive lifestyle features. Liza advocates for destinations and businesses to invest time in uncovering their true stories, often starting with their own origin. Why did you open your restaurant, shop, or B&B? What local traditions or quirks define your town? It’s not always easy to surface the stories closest to us—we’re often “too close” to see what’s special. Liza encourages hiring a professional storyteller if needed, or leveraging AI tools as a prompt to reflect on why your place or business exists and what personally resonates about its history or community role. These stories aren’t just interesting, they magnetize your ideal visitor and forge lasting emotional connections. Strength in Partnerships A standout takeaway from the episode is Liza’s embrace of “coopetition”—forming strategic, collaborative storytelling and marketing partnerships even among traditional competitors. StyleBlueprint’s co-op articles group similar destinations, such as “guys’ weekend getaways” or “mother-daughter retreats,” giving readers variety and context while offering participating locales a cost-effective, high-impact platform. These efforts enhance authenticity and make it easier for destinations to identify and communicate the unique experiences they offer. The key, as Liza notes, is partnering with platforms that “overdeliver,” know their audiences, and, most importantly, care. Resources: Website: https://styleblueprint.com/ LinkedIn Personal: https://www.linkedin.com/in/lizagraves/ LinkedIn Business: https://www.linkedin.com/company/blueprint-inc-local/ Subscribe to StyleBlueprint’s daily emails: https://styleblueprint.com/ac-subscribe/ 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 John Nguyen, CEO of Heritage Line. In our conversation, John shares his passion for his home in Southeast Asia and describes his luxury cruise line, how he developed it, and how they deliver on unique experiences by going to places that most tour operators cannot access. John describes partnerships that he has built with competing river cruise companies to help develop sustainable practices and facilitate connections between locals and international visitors that make a positive impact. What You Will Learn in This Episode: How John Nguyen overcame losing his sight and used it as inspiration to launch two successful businesses in Southeast Asia’s luxury travel sector Why honoring local communities and creating positive impacts in the destinations he visits is central to John’s business philosophy What makes Heritage Line’s luxury river cruises unique including access to hidden, off-the-beaten-path villages and authentic guest experiences How John developed partnerships and collaborations to promote sustainable practices and protect the villages visited by river cruises Why relationships, word-of-mouth, and tailored experiences have been fundamental to reaching high-end international travelers and building reputable brands How John and his teams implement philanthropic initiatives such as vocational training and literacy programs to support and empower local communities What inspires John’s ongoing projects and new destination explorations, including his process for identifying and creating exceptional travel experiences in emerging regions Adversity to Industry Leader Growing up along the Perfume River in Hue, Vietnam, John was surrounded by a rich culture, history, and a profound sense of place. These early influences fueled his passion for boating and inspired the creation of guest experiences that combine authentic local connections with high-end service. After losing his sight in the late 1990s and faced with the daunting prospect of unemployment, John chose entrepreneurship instead. He launched his first venture, Trails of Indochina, in 1999, even before luxury tourism infrastructure existed in Vietnam. Despite the limited five-star accommodations available at the time, John believed that travelers would value unique, immersive experiences over amenities alone. “I was able to persuade people to stay at just decent hotels, but they got the opportunity to really experience authentic and unique experiences in the region.” This focus on access, storytelling, and local connection formed the foundation for his later river cruise company, Heritage Line. Small Ships with a Big Impact By operating boutique ships with as few as six to 27 cabins, Heritage Line is able to visit secluded villages and rarely accessed corners of the Mekong and other major waterways. This approach not only creates exclusivity for travelers but also preserves the intimacy and integrity of local communities. Guests may visit villages where electricity is a novelty, collaborate with locals on traditional crafts such as textile weaving and wood carving, and support philanthropic projects, including building wells and eradicating illiteracy. Travelers have the opportunity to really learn more about how locals live. Collaboration Over Competition As Southeast Asia’s tourism profile has grown, John has witnessed an influx of international operators, some with larger, less community-integrated ships. Rather than seeing them strictly as rivals, John champions “coopetition.” Heritage Line works directly with other cruise companies to build sustainable practices and prevent the negative impacts of overtourism. By coordinating with these “friendly competitors,” John and his peers can spread the benefits of tourism more equitably, develop vocational and philanthropic programs, and ensure that the arrival of travelers enhances rather than disrupts local communities. Notably, Heritage Line has spearheaded projects to provide clean water, vocational training for marginalized groups, and even tackle illiteracy through book donations and mobile libraries. For John, the true essence of travel lies in its ability to forge meaningful, transformational connections. Whether helping a guest donate a sampan (boat) to a family, bringing books to a remote village, or enabling visitors to join local festivals, Heritage Line’s experiences go beyond passive sightseeing. Resources: Website: https://heritage-line.com/ LinkedIn: https://www.linkedin.com/company/heritage-line/ 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 Sean McCarron, General Manager at the Conrad Orlando, about why the magic of any resort is in the people who give it soul. We talk about building a team and a culture that inspires. As Sean explains, there is one team, one mission and one goal. We also discuss external collaborations and partnerships that have been successful for the Conrad Orlando, including partnerships with local attractions, shopping malls and nonprofits. What You Will Learn in This Episode: Why Sean believes building a strong team culture is the single most important factor for guest satisfaction and operational success What makes Conrad Orlando and the larger Evermore Orlando Resort stand out in a highly competitive market, including innovative amenities and guest experiences How collaboration between different elements of the resort, Hilton’s leadership, and external partners enhances the overall guest experience What specific team engagement strategies Sean uses, such as staff-led naming contests and regular roundtable meetings, to create a sense of ownership and empowerment among employees How Conrad Orlando successfully builds partnerships with local attractions, shopping malls, and nonprofits to connect guests to the broader community and deliver added value Why Sean sees creativity and collaboration as inseparable drivers of innovation and memorable guest experiences in the luxury hospitality sector Creating a Team-First Culture For Sean McCarron, culture is the foundation, which is why at the core of Conrad Orlando’s success is a relentless focus on team members. As Sean explains, “Every single position is as important as the next. It’s a wheel and an engine, and if any part isn’t working, the engine doesn’t work.” Satisfied, empowered employees are the primary drivers of exceptional guest experiences, especially when serving the top 3-5% of the global travel market. Sean’s philosophy centers around creating an environment where employees not only have the support and training to excel but also feel valued and heard. One standout initiative is his monthly meeting with representatives from every department (excluding management), which provides an open forum for sharing feedback, new ideas, and operational insights. Whether it’s naming contests to create a sense of ownership over new features like the cafeteria or relaxation area, or soliciting frontline input on guest experiences, empowerment at Conrad is far more than lip service. Designing Experiences that Inspire Opening the flagship Conrad Orlando was an opportunity to reimagine the guest journey from the ground up. Sean and his team took a collaborative, cross-departmental approach to sharing the resort’s many assets. The goal was to create a “one resort” environment where guests are encouraged to explore, relax, and participate in a host of activities designed to rival the allure of central Florida’s famous theme parks. Paddleboarding, kayaking, electric boat tours, and a variety of pools and beaches ensure guests have no shortage of options. Interestingly, Conrad Orlando has found that guests are now choosing to spend more time on the property itself, often splitting their stays between theme park visits and the activities offered on site—a testament to the resort’s ability to foster a magnetic in-resort community. Breaking Down Silos On and Off the Property Sean credits much of the property’s success to a culture of collaboration, both internally and externally. From the earliest planning stages, teams across the Evermore campus shared inspiration, ideas, and strategies, supported by visionary ownership willing to empower creative autonomy. This allows guests to have a cohesive experience across the various components of the greater resort, but also in novel group activities and leisure amenities. But the collaborative spirit extends beyond the property lines. Conrad Orlando has forged impactful partnerships with local attractions such as Gatorland—bringing in baby alligators for the kids’ club—and with upscale shopping destination Mall at Millenia, which hosts pop-up experiences poolside. The resort’s group programming goes a step further in giving back, with team-building exercises like the “build a bike” scavenger hunt culminating in donations to local children’s charities. Resources: Website: https://www.hilton.com/en/hotels/orlcici-conrad-orlando/ LinkedIn: https://www.linkedin.com/in/sean-mccarron-407a0512/ 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 Patrick Keyes, Sales and Marketing Manager at Rainbow Air Helicopter Tours in Niagara Falls, about why he believes in coopetition and how collaborations with his competitors have helped him be successful. Patrick explains why being a first call partner to your local and regional DMO is so important, and how you can position yourself to be that partner. He also offers valuable advice on how to work collaboratively at trade shows to build success. What You Will Learn in This Episode: How Patrick developed a regional, visitor-centric mindset by looking beyond traditional industry boundaries Why Patrick firmly believes that coopetition drives success for individual businesses and the broader destination What innovative steps Rainbow Air Helicopter Tours is taking to transform into a year-round, multifunctional attraction, including their new facility and virtual reality experiences Why partnering with local and regional DMOs (Destination Marketing Organizations) allows you to maximize marketing opportunities and industry influence Strategies Patrick uses when attending industry trade shows to represent both his own company and the wider Niagara region, and how this approach builds stronger relationships How Patrick seeks out unconventional partnerships, like collaborations with wineries and golf courses, to create memorable experiences and extend visitor stays in the region Leveraging Collaboration for Year-Round Tourism One of Rainbow Air’s boldest moves has been the development of a new 30,000-square-foot tourism center. This ambitious facility isn’t just a ticket counter; it’s set to become a hub of activity through every season. Traditionally, tourism in Western New York peaks from Memorial Day to Labor Day, but Patrick and his team saw the need for more. The new tourism center, set to open over Memorial Day weekend, will feature a range of amenities, including gift shops, restrooms, and innovative virtual reality attractions, such as parasailing over Niagara Falls. By offering a range of experiences and amenities, Rainbow Air aims to both attract off-peak visitors and encourage them to extend their stays, laying the groundwork for sustainable year-round tourism. The Power of Partnerships A recurring theme throughout Patrick’s career is the essential role of strong relationships with Destination Marketing Organizations (DMOs), regional partners, and fellow attractions. As part of Rainbow Air, he is able to attend trade shows globally, but Patrick insists on representing the region, not just his company. “Know your audience, do your research, and come prepared to advocate for not only your attraction, but complementary experiences that round out the destination,” he advises. Forming partnerships with other attractions enables a rising tide that lifts all ships. Being proactive, communicating openly, and showing a genuine commitment to representing the community as a whole are so important. When DMOs trust that you’ll be a reliable, high-quality option, you’re top of mind for press trips, FAM tours, and state-led opportunities. Creative Collaborations Rainbow Air’s vision for cross-industry cooperation doesn’t stop at helicopter tours. Patrick is exploring partnerships with local wineries, golf courses, and historical sites. Imagine custom packages where visitors enjoy an aerial tour before being whisked away to a vineyard for a picnic. Or collaborating with the local wine trail for multi-stop experiences. By thinking creatively about what both locals and travelers want, Rainbow Air extends an invitation for everyone to participate in the region’s success. What excites Patrick most is not just Rainbow Air’s growth, but the chance to be “a beacon” for others in Niagara Falls. By investing in innovation and actively inviting everyone to the table, he hopes to create a mutually beneficial model, one where attractions, large and small, lean on each other to make the region irresistible and vibrant, every season of the year. Resources: Website: https://www.rainbowairinc.com/ LinkedIn: https://www.linkedin.com/in/patrick-keyes-1001186/ 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 Mitch Bach, partner at Tourpreneur and CEO of TripSchool, about the shift from information-driven tours to experience-driven journeys, where emotional connection, creative storytelling, and human interaction are now the most valuable takeaways for travelers. Mitch introduces listeners to the concept of the “emotion economy” and offers inspiring examples, from immersive historical reenactments to sensory food experiences, that help tour operators leave a lasting impact on their guests. What You Will Learn in This Episode: Why technology and shifting traveler expectations are transforming guided tours, and how COVID accelerated demand for more meaningful human connections in travel How storytelling and emotion-based experience design can create unforgettable “wow” moments that keep guests talking How tour operators can tap into the “emotion economy” by reverse engineering experiences to focus on how guests feel, not just what they learn or see Why shifting from an information-driven to a connection-driven approach is critical, and Mitch gives practical examples for infusing creativity and engagement at every stop Why focusing on authentic connections and unique value is the best defense against disruption From Information to Emotion Historically, tour guides and operators differentiated themselves through access and expertise, knowing every detail about a monument or organizing seamless itineraries. As travel information and bookings become increasingly accessible via technology, these elements alone no longer set experiences apart. Today’s travelers are more informed than ever, but also more discerning. Mitch describes why travelers want guides to offer more than just facts they could easily find online. They want experiences that create a “sense of wow,” moments that resonate emotionally and stay with them long after the trip ends. As Maya Angelou says, “People remember not what you said or did, but how you made them feel,” which is why Mitch loves the concept of the “emotion economy.” The role of the guide isn’t just to inform, but to design and deliver experiences that spark genuine emotion and create meaningful human connections. Storytelling and Sensory Engagement Creative storytelling and thoughtful experience design are how tour operators can tap into this emotion economy. Mitch shares how to do this, using his own multi-day Southern U.S. tours as examples, how moments of mystery, anticipation, and character introduction heighten the overall impact. For instance, by weaving in the story of a local chef and building anticipation around a meal, not just revealing the restaurant upfront, he transformed an ordinary lunch stop into a memorable, multi-sensory adventure. Guests were participating in a larger narrative, engaging all their senses, and building emotional anticipation along the way. Similarly, in places with restrictions or well-worn routes (such as Athens’ Acropolis), creativity in delivery, using music, audience participation, or reframing crowd bottlenecks as immersive reenactments, turns limitations into opportunities for connection. The Role of Technology and the Changing Traveler We also discuss the impact of technology: it streamlines logistics, democratizes access, and commoditizes many traditional tour products. With powerful booking platforms and AI soon able to assemble custom itineraries, what remains irreplaceable is the human touch and the ability to foster real connection and insight. Tour operators who embrace their relationships and build local knowledge can offer value that technology alone just can’t replicate. Millennials and Gen Z travelers, shaped by the pandemic’s isolation, increasingly seek travel for community and transformation. Innovative companies are marketing feelings and social connection, not just destinations. Resources: Website: https://tourpreneur.com/ LinkedIn Personal: https://www.linkedin.com/in/mitchellbach/ LinkedIn Business:https://www.linkedin.com/company/tourpreneur/ 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 Emmanuel Arnaud, CEO of HomeExchange. He shares the remarkable journey of how he went from being a frustrated user of traditional home exchange platforms to founding his own company. We dig into the heart of the sharing economy and how home exchanging not only makes travel more accessible and sustainable but also turns local hosts into enthusiastic ambassadors for their communities. What You Will Learn in This Episode: How Emmanuel turned his personal frustration as a home swap user into launching Guest to Guest and ultimately becoming CEO of HomeExchange Why home exchanging appeals to a wide range of travelers and how it can offer deeper, more affordable, and authentic travel experiences What makes HomeExchange different from short-term rentals, and how the unique “points system” and non-reciprocal exchanges expand travel opportunities How Emmanuel and his team nurture their global community of members Why HomeExchange hosts can be powerful ambassadors for their local destinations How Emmanuel has collaborated with former competitors From Disgruntled Traveler to Industry Leader Emmanuel’s entry into the world of home exchanging is a story familiar to many entrepreneurs: frustration with an existing system that didn’t quite meet personal needs. As a frequent traveler, Emmanuel found traditional home swapping too restrictive; exchanges were rarely nonreciprocal, limiting options for hosts and guests. This pain point inspired him to launch Guest to Guest in 2011, introducing a points-based, flexible model. Their acquisition of HomeExchange in 2017 established them as a global leader, with more than 220,000 homes in 154 countries—proof of the growing appeal of community-based, peer-to-peer hospitality. Building Relationships Traditional hospitality often centers on transactions: a guest pays, a host provides a service. In contrast, HomeExchange creates genuine relationships. Members often greet guests with welcome gestures like local wine or flowers, offer insider tips about the neighborhood, and sometimes even entrust pets or cars to visitors. This trust-based model enriches the travel experience, offering a cultural exchange rarely found in commercial lodging. HomeExchange is about joining a global network of like-minded travelers who value trust, generosity, and cultural curiosity. This is why Emmanuel invests in nurturing this community through active forums, strict adherence to shared values, and recognition of dedicated members, some of whom have facilitated dozens of exchanges over decades. HomeExchange as a Local and Global Ambassador One of the most beautiful things about HomeExchange is that hosts become ambassadors for their communities, recommending hidden gems and helping guests experience destinations like locals. The diversity of available homes also means travelers disperse beyond city centers, supporting lesser-known neighborhoods and fostering more equitable economic growth. By providing crowdsourced maps of host recommendations and promoting under-the-radar destinations, HomeExchange helps travelers explore destinations beyond the usual tourist hotspots, an increasingly important approach as cities grapple with unsustainable visitor volumes. Resources: Website: www.homeexchange.com Instagram: https://www.instagram.com/homeexchangecom Facebook: https://www.facebook.com/homeexchangecom/ 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, Laurel Greatrix and I explore why today’s travelers are seeking out the experience first and planning trips around it. She shares the top types of experiences that travelers are searching for and explains why they allow visitors to explore a destination more deeply. What You Will Learn in This Episode: Why today’s travelers are increasingly planning trips around experiences rather than destinations, and what this shift means for destination marketers What types of travel experiences are trending right now, from outdoor adventures to immersive, small-group offerings like cooking and craft classes How Viator supports both large and small experience operators and helps them reach wider audiences through powerful distribution partnerships Why authenticity matters in travel experiences and how travelers are seeking unique, non-mass market interactions to go deeper into destinations What roles collaboration and strategic partnerships play in Viator’s business model, including the relationship with TripAdvisor and broad third-party distribution The Experience-First Shift in Travel Planning Historically, travel planning centered around destinations, accommodations, and flights. Travelers picked a location, locked in their hotel, and then considered what activities to do once on site. But according to Laurel Greatrix, Vice President of Marketing at Viator, the world’s largest travel experiences marketplace, that approach is rapidly evolving. Increasingly, travelers are first setting their sights on unique and memorable experiences and building their trips around them. What sets the experiences sector apart isn’t just its offline-heavy operation or diversity, but the sheer pace of its growth. Since the pandemic, demand has soared for outdoor and active experiences, with destinations like Alaska, Utah, Colorado, and Banff seeing impressive spikes in bookings. Simultaneously, activities such as cooking classes and craft workshops are seeing consistent double- and even triple-digit growth rates. These trends show travelers craving meaningful engagement with destinations, a trend accelerated by the global prioritization of health, wellness, and authentic encounters. Authenticity and Personalization “Authentic” is a buzzword often used in travel, but as Laurel points out, it means something different to every traveler. Viator’s data shows that while classic attractions, think the Louvre or the Eiffel Tower, remain bucket-list essentials, growth is skewing toward bespoke, local, and hands-on experiences. Travelers increasingly seek opportunities to connect with local culture, meet passionate guides, and try their hand at activities like perfume making in Paris or chocolate crafting in Belgium. For marketers and operators, this means a growing need to communicate what makes their experiences unique, accessible, and “authentic.” Reviews, detailed product descriptions, and visually rich content can help set expectations and attract customers seeking depth over breadth. Collaboration in the Experiences Ecosystem Viator’s success is rooted in collaboration, internally and through partnerships. Its acquisition by TripAdvisor shows how powerful collaborations can transform an entire market segment. By powering bookings across thousands of partner sites ranging from airlines to travel agencies and even Amazon, Viator helps even the smallest operators achieve global reach. Collaboration also extends to working with destinations and other experience providers. By joining forces, they can disperse visitor traffic, reduce overcrowding at major sites, and promote lesser-known experiences that contribute to local economies and more sustainable tourism practices. Resources: Website: https://www.viator.com/ LinkedIn: https://www.linkedin.com/in/laurelgreatrix/ Facebook: https://www.facebook.com/viatortravel/ X: https://x.com/ViatorTravel Instagram: https://www.instagram.com/viator YouTube: https://www.youtube.com/user/ViatorTravel 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 Meagan Williamson about Pinterest for travel brands. She shares actionable strategies for using this powerful, often overlooked platform to amplify discovery, boost SEO, and support long-term marketing success. In this episode, she breaks down how Pinterest differs from other social media, why its visual search engine is perfect for the travel and tourism industry, and how its evergreen content can drive results for months—or even years—after posting. What You Will Learn in This Episode: How Meagan’s journey from travel blogger to Pinterest expert shaped her approach to digital marketing for travel brands Why Pinterest offers a unique advantage as a discovery-based marketing platform, especially for travel and tourism organizations What makes Pinterest content evergreen, and how it supports sustainable, long-term marketing ROI compared to other social channels How Pinterest can bolster your SEO strategy in the age of AI-driven search and why search-optimized social content matters more than ever Why understanding your audience’s planning and decision stages is key to creating high-performing, search-friendly Pinterest content What mistakes to avoid and best practices to follow when considering a paid Pinterest advertising campaign for your tourism business Using the Power of Pinterest for Travel Brands When it comes to digital marketing in the travel and tourism industry, platforms like Instagram, Facebook, and Google dominate conversations. But there’s another powerhouse that forward-thinking brands are using to drive long-lasting, discovery-based growth: Pinterest expert Meagan Williamson shares why travel marketers shouldn’t sleep on this visual search engine, and how a strategic Pinterest presence can generate lasting results. Discoverability and Sustainability are Pinterest’s “Secret Sauce” Pinterest isn’t just another social media channel—it’s a visual search engine where users plan, dream, and discover their next adventure. Unlike traditional social platforms with short content life cycles (think 48 hours for an Instagram post), a well-optimized Pinterest pin can drive traffic for months—or even years creating valuable, evergreen content that keeps working for you over time. Travel brands and destinations are rich in visual assets, and using Pinterest capitalizes on this by connecting brands with users who are actively planning their next trip, whether it’s searching for family-friendly cruises or researching accommodations with accessibility features. The planning nature of Pinterest’s audience means they are open to discovering new destinations and businesses, making it a goldmine for travel marketers seeking sustained growth and discoverability. Pinterest vs. Traditional SEO As a visual discovery engine, Pinterest has always been optimized for search intent. With Google increasingly ranking social and visual content, Pinterest pins can act as “SEO juice” for your brand, sending positive signals to Google and boosting your authority. Recent shifts in Google’s algorithms have given social content more weight in rankings. This means a Pinterest strategy isn’t just useful for referral traffic; it can directly boost your brand’s visibility in search results, especially as AI-generated search answers evolve. Every pin is a chance to link directly to your website, booking page, or resource library, without being penalized by the platform. Resources: Website: https://meaganwilliamson.com/ How To Create Pins That Attract, Grow + Convert Your Audience: https://meaganwilliamson.com/perfect-pinterest-image-guide/ LinkedIn: https://www.linkedin.com/in/meagan-williamson-pinterest/ 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 novelist Marilyn Higgins and explore how fiction can make history more accessible and relevant, shedding light on how 19th-century issues echo in today’s world. We also discuss the growing trend of novel tourism, where travelers experience destinations through the lens of stories and literature. This trend sparks new ways to experience and celebrate unique places through the magic of narrative and place-based journeys. What You Will Learn in This Episode: How Marilyn’s personal connection to Upstate New York and the Erie Canal inspired her to write a historical fiction novel centered on the region What historical events, cultural diversity, and social issues are woven into the plot of Dreams Of Freedom: An Irish Woman’s Story Of Love, Justice, And A Young Nation Coming Apart, and how they resonate with current issues in the United States How novel tourism uses stories and book-based experiences to attract visitors and deepen their connection to destinations Why Marilyn views historical fiction as a powerful way to make local history accessible and engaging for a wide audience, including those outside the region What Marilyn is doing to encourage book clubs and travelers to explore Upstate New York through her comprehensive guide that pairs the novel with local site visits Community, Collaboration, and Storytelling Our discussion centers around Marilyn’s historical novel, Dreams of Freedom: An Irish Woman’s Story of Love, Justice, and a Young Nation Coming Apart, and the power of novel tourism to revitalize destinations by connecting literary narratives to real-world locales. Marilyn, who has deep roots in Upstate New York, has dedicated her career to economic and community development, immersing herself in the Erie Canal’s vibrant history. Her novel traces the journey of Aileen O’Malley, a young Irish immigrant, as she traverses Upstate New York in search of her family, who were swept up in the tumultuous social currents of the 19th century. What makes Dreams of Freedom so compelling isn’t just its emotionally resonant narrative but its grounding in real history. The book explores connections to the Underground Railroad, the emergence of religious movements like the Shakers and Mormons, and the abolition and women’s rights movements. Walking Through History Novel tourism invites readers to journey through the landscapes that inspired their favorite books. Higgins envisions her books prompting book clubs and travelers to explore the Erie Canal region, walking in the footsteps of her characters. This is why she’s created a comprehensive, free guide for book clubs, available on her website, which maps out immersive experiences in towns like Canastota, Seneca Falls, and Oswego. Visitors can attend historical reenactments, visit storied landmarks, and engage with the same vibrant communities that shaped her novel’s plot. This approach deepens readers’ engagement and drives meaningful economic and cultural impact for local destinations. Novel Tourism in Practice Novel tourism is already being put into practice. For example, Visit Buffalo Niagara, the region’s destination marketing organization, has selected Dreams of Freedom for its annual book club, tying in with the 200th anniversary of the Erie Canal and the upcoming World Canals Conference. This initiative brings together local travel providers, tour operators, and literary enthusiasts, fostering connection and collaboration while promoting Upstate New York’s unique heritage. There is such a powerful synergy between literature and place. By weaving together history, fiction, and tourism, Marilyn has created a blueprint for how destinations, especially those underrepresented in the national story, can use their authentic narratives to draw new audiences to their destination. Resources: Website: Marilynhigginsauthor.com Erie Canal Bicentennial: https://eriecanalway.org/bicentennial We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more o​f. Here is a quick tutorial on how to leave us a rating and review on iTunes!