Destination On The Left

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!

On this episode of Destination on the Left, I talk with Debra about making successful small talk and creating authentic connections. She shares examples of what to say to start a conversation, what the serious conversation killers are, and tactical ways to exit a conversation gracefully. If you've ever wondered how to set yourself up for success when attending networking events, then you'll love this episode. What You Will Learn in This Episode: Debra emphasizes the importance of showing genuine interest in others and connecting with people through conversation Why seeking commonalities with others is crucial for meaningful conversations and networking What free information is and how it plays a key role in initiating engaging conversations How to open up conversations and respond to questions about work Why gracefully exiting a conversation is important and how to do it with finesse How to cultivate genuine connections with people through open-ended questions and avoiding drilling for personal information Building Genuine Interest and Connecting with People Debra emphasizes the importance of showing genuine interest in others and connecting with people through conversation by looking for what you might have in common. We dig into the need to slow down, listen well, and look for opportunities to connect with others without coming off as though you're interviewing them. The Power of Free Information and Three-Dimensional Conversations Debra illustrates the concept of free information and its role in initiating engaging conversations. Topics like the location you're in or the event you're attending are a great way to get to know someone rather than asking tricky personal questions about marriage or children. Debra shares how to start a conversation on non-business-related topics that give conversations a three-dimensional aspect, making them more engaging and meaningful. Overcoming Social Anxiety and Fear of Rejection in Networking Debra gives us tips about turning networking into a task and setting specific goals, such as talking to three new people at an event. We discuss how turning interactions into tasks can help overcome social anxiety and the fear of rejection. Debra stresses the importance of gracefully exiting a conversation, showing appreciation when ending a conversation, and not feeling responsible for someone feeling abandoned. She provides tips for using the "white flag" technique and following through on promises when finishing up conversations. Resources: Website: www.DebraFine.com LinkedIn Personal: https://www.linkedin.com/in/debrafine/ Instagram: https://www.instagram.com/finedebra/ Facebook Personal: https://www.facebook.com/debra.fine.3 YouTube: https://www.youtube.com/user/DebraFineTFAOST Twitter: https://x.com/DebraFine Book: https://www.amazon.com/dp/030683121X?ref_=cm_sw_r_apin_dp_M7A16DF2ZPT39SCAVXPD 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 Mary Charleson, President of Five Minute Marketing and founder of Carry On Queen, about her formula for creating marketing plans that align with your target audience. We discuss how giving without expectation applies to Marketing and how Mary views volunteering with purpose as part of this philosophy. Mary also shares the importance of growing your business through referral and repeat business and why the quality of an audience is more important than quantity. What You Will Learn in This Episode: Why understanding target audiences and their preferred channels is crucial in marketing strategies The significance of focusing on dominant channels while giving yourself permission to experiment and innovate in other areas to achieve real traction How the "packing rule of 3" works in relation to target audience and marketing Why you should be constantly measuring and adjusting your marketing efforts based on the target audience and the platform's performance Why Mary loves networking and being involved in industry associations, and the opportunities gained through these connections Embracing the Power of Targeted Marketing On the show, Mary and I discuss why it is so important to be targeted in your marketing efforts and why often "less is more" in terms of where you need to share your content. Mary elaborates on the benefits of effectively serving a specific group and how that ultimately goes the extra mile to fuel business growth. By honing in on particular demographics and psychographics, businesses can exponentially expand their reach and impact. Integrating Tactics for Maximum Impact Mary shares the importance of focusing on specific tactics that work together harmoniously in marketing strategies. For example, when it comes to packing for a trip, Carry On Queen Mary prioritizes taking three items that work together as a "packing rule of 3," and she applies this same principle to marketing strategies. Knowing who your target audience is allows you to hone in on the three items that work most effectively together. Volunteering and Collaborating in the Travel Industry Mary and I also discuss networking, and the opportunities that come from being known in the industry and being involved on committees. When you volunteer your time and help others in the travel sector you'll make connections and often get the chance to be part of some exciting collaborations. Resources: Website: https://fiveminutemarketing.com/ Facebook Business: https://www.facebook.com/fiveminutemarketing LinkedIn Business: https://www.linkedin.com/company/fiveminutemarketing/ 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 Tiffany Gallagher, Vice President of Operations at Civitas about what Tourism Improvement Districts (TIDs) mean for the communities where they are established. She shares more about creative funding opportunities designed as a benefit-based vehicle for the travel industry forward. Tiffany also discusses the Civitas Pro database and why they created a one-stop shop for all data related to funding for DMOs and other organizations that operate tourism programs. What You Will Learn in This Episode: How Tourism Improvement Districts (TIDs) provide a self-funding mechanism for the tourism industry and actively support the local economy What impact TIDs have had on communities, with specific examples from Portland, Maine, and Boston, and how they have significantly increased destination marketing organizations' budgets Why Tiffany and her team created Civitas Pro, a database for destination marketing organizations' funding, and how tourism organizations can use it to maintain or increase funding Why diverse funding sources, including the formation of new districts and alternative funding models like sales tax increment financing, are essential for capital improvements and infrastructure related to tourism The importance of leaders overcoming fear, implementing new funding vehicles, and embracing an abundant mindset for long-term stability The Rise of Tourism Improvement Districts Tiffany joins me on the show to discuss the growing importance of Tourism Improvement Districts (TIDs) and why they're proving to be such an effective funding mechanism for the tourism industry. TIDs provide a self-funding mechanism for businesses within a jurisdiction, helping them make a collaborative effort to support the local economy. Tiffany shares more about the success stories of TID implementation in Portland, Maine, and Boston and why those examples underscore their positive impact on destination marketing organizations' budgets, enhancing their competitiveness and resilience. TID's Impact on Community Development The conversation underscored the pivotal role of TIDs in community development and the shift in the tourism industry's focus from marketing to contributing to the local economy. The discussion emphasized the need for diverse funding sources to support capital improvements and infrastructure related to tourism, signaling a broader movement toward economic development perspectives. TID implementation in 2021 resulted in a remarkable $21,000,000 in revenue, further solidifying the positive impact on communities and their economic development. Introducing Civitas Pro Civitas Pro is a game-changer in destination marketing and funding advocacy within the tourism industry. It has a comprehensive database for destination marketing organizations' funding. This tool provides in-depth insights, competitive comparisons, and budget analysis, empowering DMOs to make informed decisions and effectively advocate for funding. I can't wait for you to hear the full story! Resources: Website: https://civitasadvisors.com/ LinkedIn Business: https://www.linkedin.com/company/civitas_2/ YouTube: https://www.youtube.com/user/civitasadvisors We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more o​f. Here is a quick tutorial on how to leave us a rating and review on iTunes!

On this episode of Destination on the Left, I'm sharing my recent appearance on the Desuckify Work podcast with TJ Bennett. We discuss why people crave purpose-driven work, why it's important to have a vision, and, more importantly, how to communicate that vision throughout the company. We also discuss building a strong team and how structure and operationalization of your vision and values lead to more flexibility and creativity. What You Will Learn in This Episode: How Travel Alliance Partnership (TAP) influences the economic vitality of local communities through the travel, tourism, and hospitality industry Why having a clear vision and purpose is crucial for attracting and retaining employees and creating a fulfilling work environment Strategies TAP has implemented to maintain team connection and communication in a remote work setup Processes involved in integrating core values and brand promise into internal and external communications when rebranding Why consistently reinforcing the company's message and core values impacts company culture and the role of employees in contributing to and feeling ownership of the company's culture How to address the challenges and benefits of managing different generations in the workplace and the significance of training and support in creating a positive work experience Creating a Purpose-Driven Vision On the show, we discuss the significance of having a clear vision and purpose and how it helps a business attract and retain employees of all generations. I share more about how I intentionally crafted my company's vision, emphasizing its evolution over time and continuously refining its direction and purpose. The discussion sheds light on the need to shift the focus towards purpose-driven work to engage and motivate employees across different generations. I share the potential for small businesses and entrepreneurs to lead the way in shaping positive workplace culture. Fostering Collaboration and Recognition Our conversation extends to the value of coaching and mentoring in creating a supportive work culture and why it's so important to recognize achievements and foster a sense of community among team members. I speak about the impact of structured onboarding for remote and on-site employees and why it's crucial to create intentional connections and have increased touchpoints in a remote work setting. TJ and I discuss strategies for creating a fulfilling work environment where individuals can be themselves, make mistakes, and find joy in their work. Aligning Values and Brand Promise We focused on aligning values and brand promise within TAP and explored the rebranding process, including how the entire team contributed to integrating core values and brand promise. We also discussed why it's so useful to have a system for recognizing and reinforcing core values, including "nice job" feedback given through an online form, illustrating the company's consistent effort to uphold its brand promise and values. Resources: Website: https://www.thepuddingfactory.net/ Additional Web link, Substack: https://tjbennett.substack.com/ LinkedIn Business: https://www.linkedin.com/company/the-pudding-factory/ Facebook Business: https://www.facebook.com/pudddingfactory Instagram: https://www.instagram.com/desuckifywork/ 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!

Marketing expert Nicole Mahoney and specialist Sharon Toerek discuss the importance of finding a niche, becoming a thought leader, and vision-driven decision-making in building a marketing agency. They explore diversifying client base, navigating time constraints, and the value of thought leadership for agency leaders.

Geoff Thatcher, expert in storytelling for brands, discusses the importance of creating immersive experiences at attractions. He delves into the Experience Model, emphasizing the power of storytelling, collaboration, and finding the right partners. Geoff shares insights on planning collaborations, clarifying team roles, and exploring creative solutions in the hospitality industry.

On this episode of Destination on the Left, I talk with Sonya Nash, Executive Director of Visit Shipshewana. She shares how she honors the local community through the work her DMO does and describes her role as creating an experience that visitors love and positively impacts the local community. Sonya also talks about a countywide collaboration she is part of and the importance of building bridges between stakeholders for the greater good. What You Will Learn in This Episode: Why understanding the other party's perspective is crucial for successful collaboration What role destination marketing organizations play in community branding and development, and how collaboration between various agencies impacts tourism assets and the community as a whole Sonya's creative solution to challenges faced in a conservative, tech-limited community to accommodate visitors' needs Why understanding and promoting cultural values within a community is essential for effective destination management How Sonya is working to connect and collaborate with other communities within the county to promote off-the-beaten-path experiences and cultural exchange Branding for Destination Marketing Organizations Our conversation started with a deep dive into the role of destination marketing organizations (DMOs) in community branding and development. Sonya shares the importance of collaboration between various agencies and why tourism has such a profound impact on the local community as a whole. We also discuss the pivotal role that DMOs play in shaping visitor expectations and experiences and how that influences the narrative and perception of a destination. Embracing Unique Experiences Sonya's passion for creating unique experiences shines through as she recounts her journey from aspiring to be a school teacher to discovering her calling in the tourism and hospitality industry. Her emphasis on understanding what makes a destination unique and tapping into the interests of travelers also underscores the value of authentic and immersive experiences that resonate with visitors and allows them to disconnect and embrace a slower, more relaxed lifestyle in Sonya's location, Shipshewana. Overcoming Challenges Through Innovation Our discussion touches upon the challenges faced in conservative, tech-limited communities, such as some of the destinations in Amish country. Sonya's creative solution of leveraging the Bandwango platform to create a trail and incorporate creative offline ways to help visitors get to know the rural area and accommodate both visitors' needs and the local community's needs. Resources: Website: https://visitshipshewana.org/ Facebook: https://www.facebook.com/VisitShipshewana/ Instagram: https://www.instagram.com/visitshipshewana/ YouTube: https://www.youtube.com/channel/UClANSNzu4yLmTjYWtMdoegQ Off the Beaten Path Group Experiences: https://www.offthebeatenpath.com/ We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more o​f. Here is a quick tutorial on how to leave us a rating and review on iTunes!

On this episode of Destination on the Left, I talk with Emily about how her creative skills and early experience in theater led her to the hospitality industry. She walks us through a process for evaluating your brand and thinking about it from a people-first perspective and shares her approach to addressing challenges that cover planning for short-term, mid-term, and long-term needs in that order. What You Will Learn in This Episode: The importance of building relationships before seeking mentorship and why creating a culture of collaboration establishes trust and open communication How Emily manages imposter syndrome by addressing her "shadow Emily" and seeking support to counter negative thoughts How to build genuine connections and create communities aligned with individual needs How Emily helps her clients let their weird flag fly so that all of their people can find them The connection between hospitality and wellness, and why Emily's company also serves the wellness industry as they both aim at ensuring people's well-being and contentedness Aligning Brand Identity with Organizational Culture I loved discussing the alignment of brand identity with organizational culture with Emily on the show. Drawing a parallel between developing a script for a story and developing a brand for a hotel, Emily highlights the interconnectedness of a business's branding with the patterns of corporate behavior and people within an organization. Understanding your brand inside out is what helps you connect with your ideal clients. Building Relationships and Establishing Trust in Business Drawing from her experience in the Hotel Sales and Marketing Association International, Emily discusses the importance of building strong relationships before seeking mentorship. She talks about how to create a culture of collaboration, where open communication and trust are built through genuinely supporting and connecting with other people. On the show, we talk more about some creative ways Emily has moved through challenges and the framework she uses to keep her on the right path. Overcoming Imposter Syndrome and Nurturing Authentic Connections We also dig into the topic of imposter syndrome during the podcast, particularly the importance of acknowledging and addressing fear-based thoughts that are blocking your personal and professional growth. Emily shares her method of addressing her "shadow Emily" and seeking support from friends to move past any negative thoughts. This prompted our discussion on the importance of making genuine connections with others and the power of compliments and appreciation in establishing authentic, collaborative relationships. Resources: Website: https://pendailey.com LinkedIn Business: https://www.linkedin.com/company/pendailey/about/ LinkedIn Personal: https://www.linkedin.com/in/empendailey/ 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!