Destination On The Left

Liz Owens, the Senior VP and General Manager of Vacations by Rail, shares her journey from advertising to revolutionizing rail travel. She discusses the growing appeal of slow travel and sustainability, highlighting multi-country tours that offer immersive experiences. Liz emphasizes the importance of off-peak travel for personalized adventures while revealing exciting upcoming winter tours in Alaska and unique options in Europe. Learn how cross-industry insights and cooperative strategies are reshaping the way we explore by rail.

On this episode of Destination on the Left, Rob Holmes, Founder of GLP Films shares his experience and insights on sustainable tourism. We discuss how you can impact sustainability through storytelling, and Rob shares several components of storytelling and why it must focus on people at the ground level and be story-driven, not sales-driven. What You Will Learn in This Episode: Why storytelling and sustainability are integral to the tourism industry What strategic approach Rob uses for authentic and engaging storytelling in destination marketing How sustainability has evolved as a term and its significance in tourism Why targeting responsible travelers through storytelling can make a meaningful impact on sustaining a place Some of the sustainable travel campaigns Rob’s team has worked on, including sustainability in the Finger Lakes Region, and rewilding in Chile How education in sustainability and involving various stakeholders are crucial for the industry’s success How the Tourism Sector Can Thrive with Sustainability and Meaningful Narratives We discuss the concept of rewilding—integrating natural, wild elements back into ecosystems, and how incorporating conservation and biodiversity into a destination enriches not just the environment but increases the opportunities for visitors. Rob digs into how the tourism industry can tap into nature-focused tourism, make environmental gains, and improve economic resilience by adopting greener practices. The Power of Storytelling in Tourism We go deep into the significance of compelling storytelling. Rob shares why purpose, story arc, characters, and landscape are some of the key components of a great story, whether it’s in a film or a marketing campaign. He describes why authenticity is pivotal and why he believes that stories driven by passion—rather than sales and marketing objectives—enhances sustainable tourism initiatives. Sharing memorable and emotionally resonant stories does more than attract tourists; it fosters a deeper connection to the destination and its people. When crafted well, these stories invigorate both local charm and environmental consciousness, leading to lasting impressions and repeat visitors. Real-world Applications Rob leaves us with actionable insights learned from several campaigns his company has spearheaded. In the Finger Lakes region, a two-year campaign aims to reposition this destination as a sustainable outdoor recreation hotspot. By highlighting local culture and nature-centric activities, the campaign seeks to draw responsible outdoor travelers. Another campaign in Chile promotes community tourism, encouraging travelers to immerse themselves in local life and support the community economically. Rob’s examples underscore how targeted, authentic storytelling can drive sustainable tourism while benefiting the local community. Resources: Website: https://www.glpfilms.com/ LinkedIn Personal: https://www.linkedin.com/in/robertbholmes/ LinkedIn Business: https://www.linkedin.com/company/glp-films/ 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 Freddie Strebeck, VP of Client Partnerships at EMC Outdoor, all about how travel and tourism brands can use traditional, lifestyle, and experiential out-of-home advertising to improve their marketing campaign outcomes. We also discuss Freddie’s successes, including his work with Visit Seattle and Montgomery County’s creative Date Night in Montco campaign. What You Will Learn in This Episode: How Freddie and his team used a branded treat truck to deliver a taste of Seattle to feeder cities such as Sacramento, Dallas, and Minneapolis for Visit Seattle’s I Know a Place campaign Why planning collaborations in advance and integrating out-of-home marketing effectively is crucial for amplifying a campaign’s message What out-of-home channels are and the importance of selecting the right channel for a positive business impact for clients Why out-of-home advertising is an important amplification tactic, especially in reaching audiences outside of their homes in a non-intrusive way What role artificial intelligence plays in the out-of-home industry, and its potential to improve overall campaign efficiency The Power of Out-of-Home Advertising Freddie Strebeck, VP of Client Partnerships at EMC Outdoor, and I dig into some ways his team has creatively used out-of-home advertising in the travel and tourism industry. He shares details of a campaign involving a branded tree truck for Visit Seattle that targeted feeder cities like Dallas, Minneapolis, and Sacramento. The campaign demonstrated the power of creativity and strategic collaboration by partnering with local businesses, such as an ice cream shop, and earning a spot on Good Morning Sacramento. Freddie emphasizes that pre-planned collaborations are vital to integrating out-of-home marketing effectively and standing out from competitors. Adapting to a Post-Pandemic World We chatted about how the COVID-19 pandemic has reshaped out-of-home advertising strategies. Freddie explains EMC Outdoor’s adaptive measures, such as focusing on contextually relevant advertising locations and refining client messaging. Freddie discusses the enduring relevance of out-of-home advertising, particularly in today’s hybrid lifestyle, where people toggle between home and traditional work environments. Freddie also describes why out-of-home is a non-intrusive yet potent way to amplify your brand beyond digital channels Next Steps for Out-of-Home We rounded off the show by discussing the future potential of out-of-home advertising, particularly the integration of artificial intelligence (AI) to enhance campaign efficiency and creativity. According to Freddie, AI is not just a futuristic concept but a strategic asset that can accelerate the creative process and enhance client deliverables. EMC Outdoor uses AI to show clients how to use out-of-home to stand out in a competitive landscape by creating more personalized and impactful campaigns. Resources: Website: https://www.emcoutdoor.com/ LinkedIn Personal: https://www.linkedin.com/in/frederickstrebeck/ LinkedIn Business: https://www.linkedin.com/company/emc-outdoor/ 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 Rob DelliBovi, Owner and CEO at RDB Hospitality Group. He shares his insights on why micromanagement is underrated when it comes to delivering exceptional service because consistency is key. We discuss the strategies Rob’s company uses to provide added value for travelers and suppliers, and Rob shares an amazing example of collaboration in the travel agent world he’s experienced recently. What You Will Learn in This Episode: What strategies Rob’s company, RDB Hospitality, uses to provide added value for travel consumers and suppliers How the travel industry has shifted towards green initiatives, like offering rewards for reduced housekeeping, and why this is important Why micromanagement and direct access to clients is vital in delivering exceptional service in the travel and hospitality industry Collaborations that Rob has been involved with, including his recent experience of rallying travel agents to fight airline initiatives to encourage travelers to book direct Why everyone should use a travel agent rather than rely on online booking sites Delivering Exceptional Service I love that at the core of Rob’s philosophy is an unwavering commitment to exceptional service—every time. He discusses why today’s high-end clients are willing to pay a premium for personalized and efficient service they can rely on and how understanding and implementing attention to detail sets RDB Hospitality apart from traditional agencies. We discuss why focusing on being taken care of and quickly resolving any issues is vital to keeping clients satisfied. Rob adds that the expectation of stellar service is foundational in maintaining client loyalty and promoting repeat business. Staying Informed in an Ever-Changing Industry Rob highlights various ways his team keeps abreast of the latest trends and developments, including trade shows, familiarization trips, and webinars, to ensure their customers have the best experience possible. We also discuss how the workforce shortage impacted the hotel experience immediately after the pandemic and why staff shortages are fortunately no longer a problem across most of the travel industry. The Key to Success Rob stressed the significance of controlling the travel process to ensure successful outcomes. With so many opportunities for discrepancies that can seriously negatively impact a client’s experience, micromanagement is crucial. He shares the importance of managing every aspect of a client’s journey, from the initial booking to the final check-out. This control extends to intimately understanding client needs, ensuring that service levels remain high. This dedication to managing operations efficiently and meeting customer expectations is a cornerstone of RDB Hospitality’s success. Resources: Website: https://www.rdbvip.com/ LinkedIn Personal: https://www.linkedin.com/in/robdellibovi/ LinkedIn Business: https://www.linkedin.com/company/rdb-hospitality-group/ 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 Sandy Borowsky, Owner of Starr Bus Charter and Tours, about her journey in the tour industry as a third-generation owner and woman-owned business. She shares why technology is so important to running an efficient and profitable business and how working with competitors has led to business growth for everyone. What You Will Learn in This Episode: How Sandy utilizes technology for efficiency and communication in her family-owned tour business How Sandy navigated through the company’s down-trending group department and found fresh solutions post-COVID Why Sandy believes that communication, honesty, and forthrightness are keys to successful partnerships The role technology plays in helping Starr Bus Charter and Tours overcome challenges, including rising fuel costs More about Sandy’s new business, College Break Bus, and how big things start from taking just one tiny step Embracing Technology for Efficiency and Growth I loved hearing Sandy Borowsky’s thoughts on using new technologies to enhance operational efficiency and accelerate business growth. We discuss her experiences with integrating technology and leveraging platforms like Slack to make communicating with her team simpler and quicker and why it’s so important to seek advice and recommendations from industry connections, vendors, and even competitors when weighing up which new tech tools and platforms to bring into your business. Adapting to Industry Changes and Overcoming Challenges As always, on the show, I’m interested to hear about the challenges faced by my guest experts in the travel industry. Sandy’s insights on the adaptability and creativity required to overcome challenges in the motor coach niche, including rising fuel prices, will be useful to many others. Her reflections on the 2008 recession and how it reshaped Starr’s approach to technology and efficiency are a useful lesson in how to learn from the past and remain agile in your business going forward—especially when times are tough. Collaborative Partnerships and Efficient Business Practices We dig into some of Sandy’s strategic collaborations with industry peers and how they demonstrate the importance of honest communication, trust, and embracing healthy competition as drivers for successful business relationships. Sandy shares her perspective on recognizing the value of collaboration with competitors and local companies and how they help build mutual growth and foster innovation within the travel industry. Resources: Website: https://www.starrtours.com/ LinkedIn Personal: https://www.linkedin.com/in/sandy-borowsky-61a89/ LinkedIn Business: https://www.linkedin.com/company/starrtours/ 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 Lakshmee Lachhman-Persad, accessible destination marketer and board member of NYC Tourism + Conventions, who explains why it’s so important to create inclusive experiences for everyone with disabilities, whether visible or invisible. Lakshmee shares specific actions that any destination or attraction can take now to make themselves more accessible and provides practical advice on becoming more welcoming to people with a wide range of abilities. What You Will Learn in This Episode: How destinations can create a great inclusive experience for all their visitors Why visible representation for people with disabilities is crucial in marketing campaigns What destination marketers can do to engage with local disability advocates for a better understanding of barriers and challenges within their cities How businesses and DMOs can create an inclusive internal culture to support employees with disabilities Why the social justice movement has influenced the way destinations think about welcoming visitors Upcoming projects and collaborations Lakshmee has planned to showcase inclusivity in travel Engaging with Local Disability Advocates for Inclusive Destinations Lakshmee advises destination marketers to actively engage with local disability advocates to better understand their cities’ barriers and challenges. She emphasizes the significance of learning from locals’ experiences and the idea of providing positive experiences for all visitors, regardless of their abilities. Lakshmee goes on to shed light on the size and value of the disabled population as a market segment within the travel and tourism industry—and why understanding this is a crucial step towards recognizing the needs of this demographic and tailoring travel experiences to be inclusive and accessible. Creating an Inclusive Internal Culture for Employees with Disabilities We dig into why travel and tourism businesses and Destination Marketing Organizations (DMOs) should foster an inclusive internal culture that supports employees with disabilities. Lakshmee stresses the importance of both internal culture and marketing representation, as well as providing accessible information externally. She highlights the lack of widespread knowledge about disability inclusion, the challenges of finding accessible facilities in the community, and how the social justice movement has significantly influenced the discourse around disability inclusion and accessibility. A Holistic Approach to Inclusivity and Collaboration Lakshmee shares her experience as a NYC Tourism + Conventions board member and discusses the importance of collaborating with various organizations to showcase inclusivity and accessibility for people with disabilities. We talk more about the need for a deeper and more sophisticated inclusivity work, moving beyond performative actions. Resources: Website: www.accessibletravelnyc.com LinkedIn: https://www.linkedin.com/in/lakshmeelachhmanpersad/ 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!

This summer, I’m sharing five powerful life lessons I’ve learned since graduating high school. So join me as I discuss the importance of adopting appreciation over expectation, choosing faith over fear, managing self-talk, directing focus to cultivate positive energy, practicing radical self-belief, and find out how they can shape and enhance your personal and professional life, too. What You Will Learn in This Episode: Why learning to appreciate the moment rather than being disappointed that an experience is not as you expected can lead to a happier life and a more positive outlook How having faith can empower you and open up new opportunities The power of self-talk and the impact it has on daily decisions and overall well-being Where focus goes, energy grows, and how shifting focus leads to a more positive mindset The importance of radical self-belief – and why you should remember that everyone puts their pants on one leg at a time! Choose Faith Over Fear On the show, I discuss how the acronym F.E.A.R. (False Expectations Appearing Real) reminds us of the illusion fear often creates and how it inhibits progress. Fear can disguise itself as being cautious, strategic, or deliberate. But it is a roadblock, and once you move through it, you’re opening yourself up to so many more opportunities. I want to remind you to have faith in your decisions. When you choose faith over fear, you trust yourself and those around you to make the best decisions possible, which I know will make you feel happier and more confident. Where Focus Goes, Energy Grows The adage “where focus goes, energy grows” serves as a guiding principle for personal and professional endeavors, and I’m reflecting on redirecting attention from negative to positive stimuli and the impact of intentional focus. On the show, I also share why you should practice radical self-belief. You must believe in yourself at all costs because when you believe in yourself, your decisions in life and your ability to achieve your dreams will become so much easier. Although there may be times when you feel like an imposter or like you don’t belong when you start to feel that way, remind yourself that everyone puts their pants on one leg at a time! Believe in yourself, and you can achieve your dreams. Resources: Jenny Feterovich On Capturing The American Dream And Building An Entrepreneurial Life: https://robertglazer.com/elevate-podcast/jenny-feterovich-start-up/ 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, Nicole Boyer joins me to discuss why learning how to effectively build relationships leads to business growth. We talk about the importance of being authentic and paying attention to the small details to stay top of mind with potential partners. She also shares more about her Ginger Sales Ninja brand and why you don’t necessarily have to be the loudest person in the room to be great at sales. What You Will Learn in This Episode: The significance of understanding the entire tourism ecosystem so you can help tour operators more effectively How Nicole encourages open-mindedness, collaboration, and the sharing of ideas in the tourism industry Why building relationships should be your focus, as it creates trust and leads to successful sales How Nicole has resolved challenges, such as creating packages like the “farm to table experience” to address the issue of being situated away from the main tourist hub at the Mount Hope Estate & Winery Future projects Nicole has planned under her Ginger Sales Ninja brand, including online sales courses and resources Building Valuable Relationships Across the Tourism Ecosystem A key thread that runs through my discussion with Nicole Boyer revolves around the value of building relationships within the tourism ecosystem. Nicole stressed the importance of forging connections with as many people as possible in the industry, even if they don’t appear to be natural partners at first glance. She highlights the benefits of collaboration, idea sharing, and problem-solving that stem from a robust network of industry relationships. The Power of Education and Ongoing Learning In addition to her role at Mount Hope Estate & Winery, Nicole also shares her expertise through her own brand, Ginger Sales Ninja, undertaking speaking engagements within the tourism industry. By providing resources and guides, she aims to make impactful information more accessible for professionals seeking to enhance their skills in group sales, hospitality collaborations, and effective sales strategies. Embracing Authenticity and Building Genuine Relationships Our conversation also covers the importance of authenticity and genuine relationship-building in the tourism industry. Nicole Boyer’s journey from theatre to accounting to admissions and eventually to hospitality and sales beautifully illustrates the power of staying true to one’s passions and interests. The emphasis on building relationships rather than solely focusing on sales highlights the trust and success that being truly authentic in your interactions brings. Resources: Website: www.gingersalesninja.com LinkedIn Personal: https://www.linkedin.com/in/gingersalesninja/ 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 Nikki Hellyer, Vice President of Marketing at ToursByLocals, about the importance of building a brand from the inside out and why having a purpose and principles that everyone in the company lives by gives your team the freedom to deliver excellent service every time. You’ll also hear more from Nikki about how her company used the pandemic downtime to focus on planning their future growth. What You Will Learn in This Episode: How ToursByLocals collaborates with and supports the guides within their network, including their pandemic Guide Relief Fund How their internal brand strategy work has positively impacted ToursByLocals’ growth Details of the initiatives ToursByLocals has undertaken to build strong partnerships with travel agents and some of the mutual benefits Why ToursByLocals’ relentless focus on people, including vetting and coaching independent guides, providing outstanding customer support, and prioritizing meaningful interactions between travelers and guides, is an integral part of their mission and vision What ToursByLocals is working on to improve improving agent training, and why they’re committed to ensuring that their guides provide a five-star experience every time The Power of Core Values Nikki shares more about ToursByLocals’ mission and values and why it makes such a positive difference when a strong brand is developed from the inside out, with core values taking precedence over external branding. This inside-out approach has allowed ToursByLocals to differentiate itself in the highly competitive travel and tourism industry, placing a relentless focus on meaningful interactions, deep travel experiences, and authentic human connections. Raising Awareness for Private Tours ToursByLocals focuses on raising awareness about private tours and the unique benefits they offer, and Nikki discusses why many travelers are unaware that private tours are an option. She goes on to share more about how the company aims to educate customers about the enriching experiences that private tours can provide and aims to foster genuine connections between travelers and local guides. Collaboration with Travel Agents We also dig into ToursByLocals’ collaboration with travel agents and the value of building strong partnerships with them, recognizing them as potential repeat customers. Nikki discusses how the company is improving agent training and reviewing commission structures as part of their efforts to enhance the experience for travel agents. By providing confidence to travel agents that their clients will have a great experience, Tours by Locals aims to foster mutually beneficial relationships and elevate the overall traveler experience. Resources: Website: toursbylocals.com LinkedIn Business: https://www.linkedin.com/company/toursbylocals/ Facebook business: https://www.facebook.com/toursbylocals/ Instagram: https://www.instagram.com/toursbylocals/ Twitter: https://x.com/i/flow/login?redirect_after_login=%2FTours_By_Locals YouTube: https://www.youtube.com/user/ToursByLocals 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 Subramania Bhatt, Founder and CEO of China Trading Desk. We discuss Chinese travel trends and how his company keeps a finger on the pulse of Chinese travelers’ international aspirations. We discuss why the old days of large-group travel are behind them and why they seek authentic experiences in 2024. Subramania walks us through the return of the Chinese traveler and where the top five outbound markets are for them right now. What You Will Learn in This Episode: Why Chinese traveler preferences have shifted towards experiential and culinary travel experiences and how international brands can adapt and customize their messaging to cater to this trend Where Chinese travelers find their inspiration and how DMOs can inspire them using the right platforms Why collaboration between destinations, such as Germany and Flanders, to create a holistic approach for marketing to the Chinese market has seen such great success How the China Trading Desk collects data that allows international marketing teams to understand and reach the Chinese travel market Popular destinations for young Chinese travelers right now including Singapore and Europe The Changing Landscape of Chinese Travelers Subramania shares how the China Trading Desk has been at the forefront of understanding and reaching the Chinese travel market. He shares how, there has been a surge in enthusiasm among Chinese travelers post-pandemic, with an increasing trend of younger generations heading to more affluent destinations. We also explore why there is such an interest in culinary experiences and individual travel as opposed to historical group trips. The Power of Data Insights We take a deep dive into the wealth of data provided by the China Trading Desk and how it helps DMOs understand Chinese traveler sentiment and spending patterns. We learn which platforms Chinese travelers use to research their trips and look for inspiration for their travel, including Little Red Book which is similar to Pinterest. Subramania talks more about the necessity for international brands to foster trust and shares some crucial ways brands can stand out amidst a fiercely competitive market. Influencing Factors and Strategic Collaborations The conversation also highlights other factors influencing Chinese travelers’ travel plans, including safety concerns portrayed in movies that impacted Thailand’s popularity. We also discuss how waiving tourist visa requirements has propelled Singapore to one of the top spots to visit post-pandemic. Subramania shares a story of the success of collaborative marketing, as seen with Germany and Flanders, and why it underscores the impact of holistic strategies in the Chinese market. Resources: Website: https://www.chinatradingdesk.com/ LinkedIn Business: https://www.linkedin.com/company/chinatradingdesk/ LinkedIn Personal: https://www.linkedin.com/in/subramania/ 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!