Destination On The Left

Dana Le is a healthcare innovation expert and Founder at Wander Health. She was previously on the Founding Team and Head of Operations at KidsX, one of the worlds leading digital health ecosystems focused on accelerating pediatric innovation. She built, designed, and managed the programming for the nation’s most prominent healthcare entrepreneurial programs. Prior to this role, she strategized innovative payment models at ECG Management Consultants and cofounded a community ventures program at Dell Medical School. Dana received her Master’s of Health Administration from Columbia University and Bachelor’s of Business Administration in Finance from The University of Texas at Austin. Dana was recently selected as a Forbes 30 Under 30 in Healthcare and a TEDx speaker. On this episode of Destination on the Left, I talk with Dana Le about how she came up with the idea for Wander Health and why talking to your customers is the best strategy for remaining relevant. We also discuss the intersection of healthcare and travel and the importance of having access to the right medical care when traveling. What You Will Learn in this Episode: Dana shares more about the evolution of her company and how she took Wander Health from idea to solution She steps us through how she did her research into what travelers need from a health care plan The problem with relying on a telehealth appointment with a US primary care physician or a credit card concierge The three services that Wander Health provides and how people access care when they’re abroad How using Wander Health can enhance the experience for a travel agent or tour operators customers Dana discusses what a greenfield market is and shares her experience of innovating in the travel tech space Staying Healthy When Traveling In the latest episode of the #DOTL podcast, guest Dana Le sheds light on an issue that can be a huge concern for many travelers: the limitations of travel medical insurance. She shares her personal experiences, highlighting how she encountered this ongoing issue every time she went abroad. One of the key insights Dana discovered was the alarming statistic that 40% of people fall ill or sustain injuries while traveling. Considering that approximately 81 million Americans traveled abroad last year, a staggering 33 million individuals face health challenges during their trips. This disruption is significant, regardless of whether people are traveling for business or leisure, as it dampens the overall experience. How Wander Health Helps Dana shares the three essential solutions Wander Health offers to address the limitations of travel medical insurance. Their booking service enables travelers to schedule urgent care appointments while abroad. The upcoming chat feature connects users with local doctors via text or WhatsApp, providing guidance on healthcare issues and medication queries. Wander Health also allows travelers to search for and purchase over-the-counter medication equivalents, even offering delivery services. These comprehensive offerings ensure real-time care and support for individuals navigating healthcare needs while traveling. Innovating in the Travel Healthcare Space To foster innovation, it’s essential to listen to customers and understand their needs. Stagnation can be seen in industries like travel and healthcare, where customer experiences often fall short. However, companies that prioritize the customer and adapt to their needs, like certain airlines, can create exceptional experiences and build strong reputations. By actively seeking to improve and innovate, travel healthcare providers can make a significant impact on patients’ lives, even with small changes. Resources: Website: https://www.wander.health/ LinkedIn: https://www.linkedin.com/company/wanderhealth/ Facebook: https://www.facebook.com/wanderhealthco We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

Passionate about custom travel and creating unique travel experiences for his clients, Tom Casey is a longtime expert on travel to Ireland and the British Isles and, more recently, has explored many regions of Scandinavia—including Norway, Iceland, and the Faroe Islands. Tom runs Old Sod Travel along with helping manage Scandinavian Travel. On this episode of Destination on the Left, I talk with Tom Casey about the business strategies that have made his travel companies successful, including focusing on your niche, hiring and nurturing a good team, and building reliable partnerships overseas. We also discuss how his business weathered the challenges of the pandemic to make 2023 their best year yet. What You Will Learn in this Episode: Why Tom left the corporate world at age 50 to run his own business How Tom’s companies have evolved over time and why finding the right niche was of huge importance to their core business strategy Tom’s team’s commitment to creating exceptional travel experiences and how it really differentiates his company What Tom is doing right now to make 2023 his strongest year yet, and the unique, authentic features of their brand Some of the fabulous partnerships Tom has built with suppliers in Ireland, Scotland, and Scandinavia Fine Tuning Your Niche One of the key strategies that has fueled the growth of Tom Casey’s business is finding and honing in on a specific niche. Tom emphasizes the importance of fine-tuning what you want to do and excelling at it. This approach has allowed his company to focus more on delivering exceptional client experiences. Old Sod Travel and Scandinavian Travel prioritize providing high-quality vacations, and because of this, they often invest in sending employees to business meetings and conferences in Ireland, Scotland, and Scandinavia, enabling them to gain firsthand experience and build confidence in selling their offerings to potential travelers. The positive feedback in the form of five-star reviews further reinforces the company’s commitment to delivering outstanding vacations and fuels their passion to continue excelling in their niche. A Committed Team Tom Casey’s business model includes a unique approach to his team, which has evolved over time. Initially, he hired stay-at-home mothers due to budget constraints, and one of them eventually became his business partner. They recruited friends with similar backgrounds, creating a social and enjoyable work environment. The workforce genuinely cares about clients and understands the travel style they sell, which aligns with their own experiences. This inherent understanding makes it easier for them to recommend luxury accommodations and convince clients that the extra expense is worth it for a truly satisfying experience. Truly Customizable Tours The flexibility granted to employees, such as working a few hours in the morning to communicate and collaborate, allows for customization and personalized trip planning. Unlike other companies that claim customization but offer limited options, Tom’s team goes the extra mile, traveling with clients and making themselves available whenever needed. Their commitment to building relationships and providing comfort to nervous first-time travelers sets them apart from the competition. Resources: Website: https://www.oldsodtravel.com/ Website: https://scandinaviantravel.com/ We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

Tristen Norman is the Head of Creative Insights, Americas at iStock and Getty Images. She operates as one-part visual anthropologist and two-parts data scientist working across disciplines to understand what motivates visual selection, identify trends within visual language, and use this data to help shape the development of Gettys creative content globally. Leveraging consumer research and social and cultural listening and pairing it with proprietary data, Tristen hones in on the valuable insights that feed the development of Getty Images’ own creative collections. A passionate advocate for elevating marginalized voices within creative spaces, Tristen also plays a critical role in supporting and advancing initiatives and partnerships to champion diverse visual narratives at Getty Images and beyond. Tristen’s experience stems from over nine years in creative design, market research, and brand strategy. Before joining Getty Images, Tristen was most recently a Senior Experience Strategist at Wunderman, where she was responsible for developing creative, data-driven omnichannel creative brand strategies for clients across various industries. Tristen earned her Bachelor of Business Administration in Marketing from Temple. On this episode of Destination on the Left, I talk with Tristen Norman about how the era of ‘no normal’ has impacted content creators and what destination marketers can do to ensure they’re telling multilayered stories. We also discuss the importance of interrogating our content choices to improve our marketing and stress that it is the little choices that make the most significant impact. What You Will Learn in this Episode: Why wellness is an ongoing content trend and how we can make it a universal experience How to create multilayered stories to share with prospective visitors The importance of remaining authentic as a brand What kind of imagery consumers are looking to engage with How to take a deep dive into your content and identify the gaps How Getty Images’ VisualGPS tool can help you diversify your content library Why Authenticity is Key In today’s travel marketing landscape, authenticity has become paramount, and it’s essential for brands to share authentic images and narratives. Tristen explores the challenge of maintaining authenticity while telling layered stories and emphasizes the importance of investing time, resources, and energy in the process of authenticity. Through image testing and surveys, Tristen’s team discovered that consumers respond most to images that represent slices of real life. These visuals should reflect diversity, different cultures, communities, and lived experiences. Take a Step by Step Approach to Curating Your Content DMOs and brands need to analyze their existing content and identify how they can best fill any gaps, such as concentrating on little-known attractions of their destination. Incremental changes can lead to a profound shift in the audience’s relationship with a destination. Rather than attempting to solve all the world’s problems at once, brands should take a step-by-step approach, assessing what’s available, what can be swapped in, and what resources might be needed. Starting with small, manageable changes is the key to building an authentic brand narrative that resonates with audiences. Tools for Content Creators When it comes to tools and resources for content creators and marketers in the travel industry, Tristen mentions several options available through Getty Images. She also shares how to stay updated with industry insights, trends, and conversations via their VisualGPS Insights tool, which provides data and insights on global visual content trends, helping marketers make informed choices. Resources: Website: https://www.gettyimages.com/ LinkedIn Personal: https://www.linkedin.com/in/tristennorman/ LinkedIn Business: https://www.linkedin.com/company/getty-images/ Creative Insights: https://creativeinsights.gettyimages.com/ VisualGPS: https://visualgps.com/ iStock: https://www.istockphoto.com/ iStock blog: https://marketing.istockphoto.com/ VisualGPS Insights tool: https://www.gettyimages.com/visual-gps/insights https://www.istockphoto.com/visual-gps/insights Content Planner: https://custom.gettyimages.com/creative-content-calendar/p/1 Guidebooks, Toolkits, Collections: https://www.gettyimages.com/corporate-responsibility We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/ FacebookTwitterLinkedInPinterestEmail

Wes Rhea is the CEO of Visit Stockton and has led destination marketing in Stockton, California, since 2005. A strong advocate of small destination marketing organizations, Wes is a past President of the Destination Marketing Association of the West. He has also served on the board of the California Travel Association, the Destination Marketing Association of the West Education and Research Foundation, and the Central Valley Tourism Association. Wes currently serves on US Travels Destinations Council, the Advocacy and Professional Development Committees at Destination International, and is the Rural Committee Chair at Visit California. Wes is best known for being an early adopter of new tourism tech and a big fan of data. A Stockton native, Wes is committed to giving back to his community and currently serves on the board of the Stockton Maritime Museum, the Greater Stockton Chamber of Commerce, and the Airport Advisory Commission. Wes is married to Kristi, has two sons, and served ten years in the US Army. On this episode of Destination on the Left, Wes Rhea shares his leadership philosophy and how it has empowered his team to adapt and thrive in any situation. We delve into the advantages of embracing technology and how incorporating video and graphic design services in-house has revolutionized their operations. Wes also provides insights on managing a destination with a negative perception, both internally and externally. He discusses the creative strategies his team employs to shift this perception, including leveraging Stockton’s status as the most diverse city in the nation. What You Will Learn in this Episode: How the ten years that Wes served in the US Army has served him in leading his team How embracing new technology and bringing video and graphic design services in-house transformed operations at Visit Stockton Why the Visit Stockton funding model contributes to how they attract visitors to the city, and why they focus on more than just heads in beds How Wes and his team work to overcome the challenge of a negative perception and becomes a cheerleader for the city Stockton Flavorfest is an excellent example of effective collaboration between cities and tourism entities, allowing them to showcase the vibrancy of a community. How Being a Veteran Has Helped Wes as a Leader Wes believes that his experience in the Army has dramatically influenced his leadership style and ability to lead his team effectively. He highlights two key aspects that he attributes to his military background: team development and the ability to work under pressure and adapt. This mindset has translated into his approach as a CEO, where he values and appreciates every individual’s contribution to the team. Stockton Flavorfest Inspired by Stockton’s distinction as the most diverse city in the nation, Stockton Flavorfest was designed to celebrate the community’s diversity through food, arts, and cultural activities. The festival prioritized curated vendors, sustainable practices, and a cohesive visual identity. With the seed funding, Visit Stockton was able to realize their vision, providing engaging entertainment such as Ballet Folklorico and Tahitian dancers, cooking demos, and free arts and crafts for children. The inaugural two-day event in 2022 surpassed expectations, attracting 12,000 attendees and earning Visit Stockton the prestigious Best New Festival award from the International Festival and Events Association. Overcoming Negative Image Visit Stockton faces the ongoing challenge of combating the negative perception surrounding the city. Despite being the 11th largest city in California, Stockton is plagued by higher violent crime rates, leading to discouraging comments from residents. However, the team at Visit Stockton remains determined to change the narrative. They organize fun projects and initiatives, such as a campaign highlighting Stockton as the birthplace of the Fantastic Four. Although these efforts may not directly change people’s opinions or attract tourists, they create a sense of pride among residents and offer a feel-good factor for the team. Despite the daily battle against negativity, Visit Stockton embraces a proactive approach, thinking outside the box and working as cheerleaders for the city, showcasing its hidden gems and fostering positive experiences for visitors and locals alike. Resources: Website: https://www.visitstockton.org/ LinkedIn Personal: https://www.linkedin.com/in/wesrhea/ LinkedIn Business: https://www.linkedin.com/company/visit-stockton/ Twitter: https://twitter.com/Stockton_CA Stockton Flavor Fest We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

On this episode of Destination on the Left, I talk with Claire Koenig about her role as Co-Chair of the Destinations International PR and Communications Committee. We discuss in detail the creation of the Public Relations Measurement Guidelines Handbook. Claire also shares the upcoming priorities of the Committee, including an update to the Crisis Handbook, work on reputational issues facing destinations, and how the Committee plans to help raise the comms profession up for destinations worldwide. What You Will Learn in this Episode: Why the Destinations International PR and Communications Working Group was formed Claire’s part in creating the Public Relations Measurement Guidelines Handbook Why destinations should adopt the standards to refine and modernize their marketing processes Outdated metrics and what we should be looking at these days to evaluate our PR efficacy How the Barcelona Principles work to help destinations score their efforts Next priorities for the Destinations International PR and Communications Committee Understanding Metrics In this episode of Destination on the Left, our guest Claire Koenig sheds light on PR for destinations and the need to move away from traditional metrics like Add Equivalency Value (AVE) and impressions. AVE measures the cost of buying an ad equivalent to the earned media coverage, but it fails to capture the true value and impact of earned media. We discuss why the value of being featured in prestigious publications like The New York Times or National Geographic Travel and Leisure goes beyond a monetary value, as it validates a destination and can have far-reaching benefits, such as attracting conventions and visitors. Tailoring Measurement Practices Claire also dives into the Barcelona Principles and how they offer a scoring system that allows destinations to tailor their measurement practices while creating uniformity across the industry. The Barcelona Principles encourage destinations to evaluate their earned media efforts using a scoring system. This involves breaking down the evaluation into different buckets and assessing factors such as the targeted markets reached, key messages conveyed the nature of the media placement, and the prominence of the destination within the coverage. By calculating scores for these various elements, destinations can derive an overall vertical score demonstrating how their reputation is elevated through earned media generated by their tourism bureau. While measuring the impact of earned media on reputation is challenging due to its wide-ranging effects, the scoring system provides tangible numbers and enhances transparency in the PR and media relations process. One significant benefit of adopting a scoring system, such as the one outlined in the Destination International Public Relations Measurement Guidelines Handbook. is that it allows PR professionals and DMOs to illustrate the value they bring. Current Projects for the Destinations International PR and Communications Committee Claire also highlights the importance of standardizing job descriptions and advocating for salary transparency in the field of travel and hospitality PR. By organizing job descriptions based on the budget size and creating standardized templates, managers and directors can effectively hire the right talent for their teams. Resources: Website: https://destinationsinternational.org/ LinkedIn: https://www.linkedin.com/company/destintl/ Facebook: https://www.facebook.com/destintl Youtube: https://www.youtube.com/c/DestIntl We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

On this episode of Destination on the Left, I talk with two amazing guests, Mayor Carlos Duffey of Jackson, Georgia, and Ike English of the Dauset Trails Nature Center, both of whom played a pivotal role in the Creeks Trail System and Butts County’s recent recognition with the Trailblazers Award from the Georgia CVB Association. We focus on their collaborative efforts, its positive impact on the city of Jackson, and the significance of having the right individuals involved in creating such transformative projects. What You Will Learn in this Episode: Mayor Carlos Duffey shares why he was persuaded to run for public office How Ike’s interest in nature and building trails led to his current project When they first spotted the trend for people using outdoor trails and the collaboration across a variety of sectors How they use the trails to connect residents and visitors and bring them into the city to use local businesses Roadblocks Mayor Carlos and Ike had to work around in finding the right partners and bringing the trail project to completion Connecting the Trail and the City Mayor Carlos describes how he envisioned connecting every part of Jackson back to the town square to bring visitors and residents alike to sample the town’s restaurants, cafes, and boutiques. He shares how they can benefit from the economic impact of the trail and why the city is working with local transportation services to add new roundabouts and bike lanes that will provide safe access to the Trailhead. 2022 Trailblazer Award Ike shares more about some of the roadblocks they hit and challenges they encountered when they first started building the trails, including convincing local landowners and residents who were less than enthusiastic about the project. The pair share more details about their four trailheads, what kind of people are using the trails, and why their unique project won the 2022 Trailblazer Award. Mayor Carlos and Ike also dive into how they track numbers of trail users and why it’s essential for them to understand how they are being used so they can make plans for how to expand the network. The Outdoor Capital of Georgia Jackson is considered the outdoor capital of Georgia, thanks to its two state parks and the Dauset Trail. The city takes great pride in this title and wants to make the most of it by encouraging people to walk or bike rather than drive. My guests share why the trails have been vital in promoting this vision, and the city is excited to see the enthusiasm around it. The younger generation is a particular focus, and the city hopes to introduce more children to the trails to develop their love for nature. The Dauset Trail already does an excellent job of engaging students, but the city wants to expand the outreach and make it a part of its future. Resources: Website: https://www.dausettrails.com/ Facebook: https://www.facebook.com/profile.php?id=100064581018358 Twitter: https://twitter.com/dausettrails Instagram: https://www.instagram.com/explore/locations/11729253/dauset-trails-nature-center/ Youtube: https://www.youtube.com/user/DausetTrails/feed Georgia Trend Magazine We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

Bonnie Hayes is the Director for Tourism Development for the City of Thomasville, a position she has held for seven years and thoroughly enjoys. Before working for the City, Bonnie was teaching Video Broadcast in the Thomasville School System as well as being the on-air host of Thomasville Today, a local event-focused TV program. Many people recognize her from the TV program or remember her holding puppies and other animals in her pet store, Pet Stop, which she opened when she arrived in Thomasville. A graduate of Florida State University, Bonnie is originally from the Florida panhandle but has called Thomasville home for over 25 years. When she has time, she works in her yard, takes care of her many pets, or travels with her husband and college-age twins. Debra Smith is a retired teacher who taught in the Thomasville School System for 30 years. She retired at age 51, and after growing bored sitting at home, she knew she needed to do something. Debra decided to investigate food tours, and she went to Food Tour Pros in Chicago to learn how to do food tours. Her first tour was on March 24, 2013. As of today, Debra has hosted 1469 tours and 11800+ guests. Her company was named Small Business of the Year in 2018 and GA CVCB Travel Trail Blazers in 2022. Debra gives credit to her wonderful guides, who she couldn’t do this business without, and she notes that she has the best team! On this episode of Destination on the Left, I talk with Bonnie Hayes and Debra Smith about the power of collaboration between a tourism office and a local tour operator. We discuss the partnership between their two organizations, how they support each other, and how this collaboration led to an elevated visitor experience. What You Will Learn in this Episode: How the partnership between Taste of Thomasville and the Visitors Centre has evolved The process of shaping the food tour into an authentic tourist experience Why Bonnie nominated Debra for the Trailblazer Award Debra’s lessons learned from ten years in the travel and tourism business The importance of being visible and asking questions How Debra built her partnerships with local restaurants and why personal connection was so important in building those relationships Upcoming events and festivals happening in Thomasville The Value of Personal Connection In the world of tourism, personal connections, collaborations, and partnerships are key to success. This is especially true for the tour industry, where visitors are looking for a unique and memorable experience. Debra, who has been running her Taste of Thomasville tour for ten years, understands this better than anyone. Bonnie Hayes, Director for Tourism Development for the City of Thomasville, also shares more about how her organization created a collaboration with Debra and how their partnership has evolved over the years. An Innovative Tourism Experience Debra and Bonnie have continued to shape the restaurant tour into a tourism product that appeals to a range of visitors. This meant creating not only a daytime tour on weekends but also an evening tour where guests could have drinks in a range of fun establishments. But their creativity didn’t stop there. When large groups come into town for events like the Victorian Christmas festival, Debra also curates specific experiences to entertain visitors during the day. For her outstanding contributions to the tourism industry, Debra won the Trailblazer Award, which celebrates individuals who have significantly impacted the travel industry and helped shape how we experience new places. Debra’s dedication and creativity have undoubtedly earned her this recognition. The Future for Taste of Thomasville As the popularity of the food tour in Thomasville continues to grow, there are always new ideas and possibilities for expanding the experience. One such idea that has been on the mind of Debra and Bonnie is to incorporate more of the town’s art district, also known as the “bottom,” into the tour. This area has some great restaurants currently not included in the tour’s walking path, so the hope is to eventually create a third tour called “Breakfast on the Bottom,” which would showcase these establishments. In addition to expanding the tour for adults, there are plans to continue offering tours geared toward children and high school students. The children’s tour has become particularly popular, with many elementary and middle schools taking field trips to participate. Meanwhile, the culinary tour for high school students allows them to learn from the owners and managers of local restaurants and get a behind-the-scenes look at the culinary industry. Resources: Website: https://thomasvillega.com/ Facebook: https://www.facebook.com/visitthomasville Instagram: https://www.instagram.com/thomasvillega/ Georgia Trend Magazine We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

Josiah Brown’s mission in life is to “Inspire people forward.” After traveling 750,000+ miles promoting New York State as a travel destination and the industry that supports it, the New York Sherpa has a few stories to tell… On this episode of Destination on the Left, I talk with Josiah Brown about the trends and challenges facing the tourism industry in a post-COVID visitor economy. Josiah shares his philosophy on effective destination marketing, building quality of place, and the importance of the visitor economy in economic development. We also highlight the importance of metrics, staying relevant in the digital space, and tourism’s value as a catalyst for economic growth. What You Will Learn in this Episode: Why rural communities often view tourism as a threat and lack understanding of its positive impact Metrics you can use to measure your in-person engagement How tourism can contribute to economic development and help to address workforce challenges and sustainability The challenges faced by one or two-person departments in managing the future of the visitor economy How to communicate effectively with rural communities to help them understand the workforce challenges of the future and how the visitor economy could help The seven-pillar model of effective destination marketing and the importance of building quality of place How Current Events Impact the Visitor Economy On the podcast with Josiah, we explore the state of the visitor economy and how it has been affected by recent events. We discuss the challenges faced by rural communities who struggle with viewing tourism as an asset, the need for strategic communication around the visitor economy, and how the industry may fare in the coming years. One key challenge highlighted is the negative perception some rural communities have of tourism. Many residents view visitors as a threat to their way of life and don’t understand the benefits that tourism can bring, such as fresh capital, investment, jobs, and increased quality of place. Josiah also discusses the importance of educating locals on the positive effects of tourism and demonstrating how visitors can help the community in many ways. Strategic Communication Another key theme is the need for strategic communication around the visitor economy. Josiah notes that so many people, particularly in rural communities, do not understand the workforce challenges of the future, the sustainability of their communities, or the success of a post-agricultural or post-industrial community, all of which rely on the visitor economy. Josiah advocates for the seven pillars of destination management to promote the importance of tourism in economic development, which include strategies such as branding, marketing, sales, education, and a community calendar. The Potential of Tourism Finally, we explore the potential of the tourism industry in the coming years. While many industries may suffer from a recession, Josiah predicts that the tourism industry may not fare as badly because people are eager to travel again. He notes that there has been a wave of pent-up consumerism in the industry, with people valuing travel experiences more than before — which is why it’s so important to stay in the marketplace and bolster your brand’s visibility to ensure success in a post-COVID visitor economy. Resources: Website: http://www.newyorksbestexperiences.com/ LinkedIn: https://www.linkedin.com/in/josiah-brown-8a459711/ The New York Sherpa Show: https://www.youtube.com/channel/UCyYnvAmnIsxqRwuxPj9ngHg We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

A marketing strategist for over 30 years, Susan Baier founded Audience Audit in 2009 to help organizations understand their best audiences based on attitudes and needs rather than just demographics or purchase behavior. She develops custom segmentation research for marketers and agencies around the world, supporting their efforts to create marketing initiatives that are more relevant, more efficient, and more impactful. On this episode of Destination on the Left, I talk with Susan Baier, my research partner in our latest research study on my favorite subject of collaboration. We share the insights uncovered about how to operationalize collaboration and why we were keen to understand all the ways that tourism, hospitality businesses, and DMOs are creating successful partnerships. What You Will Learn in this Episode: The three different types of collaborators that were identified in the study Why the study focused on understanding how organizations are operationalizing collaboration and integrating it into their daily and strategic business practices The importance of collaboration as a business strategy Key attitudes towards collaboration uncovered in the survey Factors that contribute to a collaborative mindset, such as communication, open-mindedness, and active listening How collaboration can support diversity, equity, and inclusion efforts in organizations Collaboration as a Strategy Destination marketers understand the importance of collaboration as a strategy to achieve their goals. In our recent survey on attitudes towards building collaboration into internal systems, three distinct segments emerged. The first group, prudent planners, believe in a formalized collaboration process that includes clearly defined goals, financial objectives, and communication channels. They emphasize the need for a contingency plan to address unforeseen circumstances and advocate for a designated person to manage collaborations. For prudent planners, collaboration is a process-oriented activity that requires a well-structured framework. The second group of destination marketers is called enterprisers, and they are characterized by their love for collaboration. They are open-minded about the collaboration process and believe in allowing adjustments to happen organically. Enterprisers view collaborations as a competitive advantage and do not limit themselves to collaborating within the travel and tourism industry only but also with organizations outside the industry. The third group, the selective spectators, are less proactive when it comes to collaborations. They only collaborate with organizations they have some connection with, and they take a reactive approach, waiting for others to offer collaboration opportunities. Selective spectators are less confident about their collaboration process and do not see the need for collaborators to share the same values. Understanding these distinct segments is crucial for destination marketers to tailor their collaboration strategies for the best results. Traits of a Collaborative Mindset The survey found that most respondents plan to increase the number of collaborations they’re involved in. The study identified communication, open-mindedness, flexibility, active listening, and being a team player as factors that contribute to a collaborative mindset. Our study encourages destination marketers to think more intentionally about collaboration and identify the pieces of their process they follow when collaborating. Resources: Website: https://audienceaudit.com/ LinkedIn Personal: https://www.linkedin.com/in/susanbaieraz/ LinkedIn Business: https://www.linkedin.com/company/audience-audit-inc./ Facebook: https://www.facebook.com/AudienceAudit/ Twitter: https://twitter.com/susanbaier We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

Travel writer and historian Rick Antonson has traveled on trains through twenty-eight American states, across nine Canadian provinces, and in more than thirty-five countries. He is co-author of a book of railway stories, Whistle Posts West: Railway Tales From British Columbia, Alberta, and Yukon. He and his two sons, Brent and Sean, circumnavigated the Northern Hemisphere by train over the course of five trips, traveling through countries as varied as Belarus, Mongolia, and North Korea. Rick and his wife, Janice, became engaged on a train in Alabama en route to New Orleans. Rick is the former president and CEO of Tourism Vancouver (now Destination Vancouver). He served as chair of the board for Destinations International, based in Bangkok, Thailand. He was vice president of Rocky Mountaineer during its start-up years in the early 1990s. Train Beyond the Mountains is his fifth travel narrative. On this episode of Destination on the Left, Rick Antonson shares why he wrote his latest book, Train Beyond the Mountains, and the fresh perspective traveling with his 10-year-old grandson gave him. We also talk about intergenerational or legacy travel and why this market segment may be an overlooked opportunity for destination marketing organizations. What You Will Learn in this Episode: Rick shares more about why he wrote his latest book, Train Beyond the Mountains, and why it’s his personal favorite What cathedral thinking is, and what it means in the context of the travel industry What we can learn from taking a moment to travel with family and learn from its younger members Why having a travel companion so different from himself brought out stories Rick never would have found alone How to market opportunities for multigenerational and legacy travel A Fresh Perspective Rick Antonson shares the story behind his new book, Train Beyond the Mountains, which documents his two-week trip with his grandson in the Canadian Rockies. The pair traveled on the Rocky Mountaineer train, and Rick shares why being on the train with his grandson sparked a lot of reflection. He realized that traveling with a child allows you to see the world through a different lens. The Joy of Travel Rick talks about the importance of travel writing in motivating and inspiring people to actually go and visit destinations. He shares some experiences from his travels, including a touching moment with his grandson on a train journey and a missed opportunity to learn the story of a fellow traveler. He reflects on the Buddhist idea that we often assume we have more time than we do, and how COVID-19 has taught us never to take travel for granted. As a destination marketer, he encourages inviting people to experience new places and meet people who are different from themselves. Legacy Travel On the show, Rick also talks about the market opportunity of legacy travel. As each generation ages, there is a ticking legacy clock in the back of their mind, and leaving memories behind for their family becomes important. We dive into how destinations can better identify and market to legacy travelers, accommodate their needs, and ensure that activities are enjoyable and informative for all ages. Resources: Website: https://www.rickantonson.com/ LinkedIn: https://www.linkedin.com/in/rickantonson/ Facebook: https://www.facebook.com/rickantonsonauthor Rick’s New Book: https://www.rickantonson.com/train-beyond-the-mountains Rick’s Travel Books: https://www.rickantonson.com/books We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/