On this episode of Destination on the Left, I talk with Sean McCarron, General Manager at the Conrad Orlando, about why the magic of any resort is in the people who give it soul. We talk about building a team and a culture that inspires. As Sean explains, there is one team, one mission and one goal. We also discuss external collaborations and partnerships that have been successful for the Conrad Orlando, including partnerships with local attractions, shopping malls and nonprofits.

• Why Sean believes building a strong team culture is the single most important factor for guest satisfaction and operational success
• What makes Conrad Orlando and the larger Evermore Orlando Resort stand out in a highly competitive market, including innovative amenities and guest experiences
• How collaboration between different elements of the resort, Hilton’s leadership, and external partners enhances the overall guest experience
• What specific team engagement strategies Sean uses, such as staff-led naming contests and regular roundtable meetings, to create a sense of ownership and empowerment among employees
• How Conrad Orlando successfully builds partnerships with local attractions, shopping malls, and nonprofits to connect guests to the broader community and deliver added value
• Why Sean sees creativity and collaboration as inseparable drivers of innovation and memorable guest experiences in the luxury hospitality sector

For Sean McCarron, culture is the foundation, which is why at the core of Conrad Orlando’s success is a relentless focus on team members. As Sean explains, “Every single position is as important as the next. It’s a wheel and an engine, and if any part isn’t working, the engine doesn’t work.” Satisfied, empowered employees are the primary drivers of exceptional guest experiences, especially when serving the top 3-5% of the global travel market.

Sean’s philosophy centers around creating an environment where employees not only have the support and training to excel but also feel valued and heard. One standout initiative is his monthly meeting with representatives from every department (excluding management), which provides an open forum for sharing feedback, new ideas, and operational insights. Whether it’s naming contests to create a sense of ownership over new features like the cafeteria or relaxation area, or soliciting frontline input on guest experiences, empowerment at Conrad is far more than lip service.

Opening the flagship Conrad Orlando was an opportunity to reimagine the guest journey from the ground up. Sean and his team took a collaborative, cross-departmental approach to sharing the resort’s many assets. The goal was to create a “one resort” environment where guests are encouraged to explore, relax, and participate in a host of activities designed to rival the allure of central Florida’s famous theme parks. Paddleboarding, kayaking, electric boat tours, and a variety of pools and beaches ensure guests have no shortage of options.

Interestingly, Conrad Orlando has found that guests are now choosing to spend more time on the property itself, often splitting their stays between theme park visits and the activities offered on site—a testament to the resort’s ability to foster a magnetic in-resort community.

Sean credits much of the property’s success to a culture of collaboration, both internally and externally. From the earliest planning stages, teams across the Evermore campus shared inspiration, ideas, and strategies, supported by visionary ownership willing to empower creative autonomy. This allows guests to have a cohesive experience across the various components of the greater resort, but also in novel group activities and leisure amenities.

But the collaborative spirit extends beyond the property lines. Conrad Orlando has forged impactful partnerships with local attractions such as Gatorland—bringing in baby alligators for the kids’ club—and with upscale shopping destination Mall at Millenia, which hosts pop-up experiences poolside. The resort’s group programming goes a step further in giving back, with team-building exercises like the “build a bike” scavenger hunt culminating in donations to local children’s charities.

• Website: https://www.hilton.com/en/hotels/orlcici-conrad-orlando/
• LinkedIn: https://www.linkedin.com/in/sean-mccarron-407a0512/

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On this episode of Destination on the Left, I talk with Patrick Keyes, Sales and Marketing Manager at Rainbow Air Helicopter Tours in Niagara Falls, about why he believes in coopetition and how collaborations with his competitors have helped him be successful. Patrick explains why being a first call partner to your local and regional DMO is so important, and how you can position yourself to be that partner. He also offers valuable advice on how to work collaboratively at trade shows to build success.

• How Patrick developed a regional, visitor-centric mindset by looking beyond traditional industry boundaries
• Why Patrick firmly believes that coopetition drives success for individual businesses and the broader destination
• What innovative steps Rainbow Air Helicopter Tours is taking to transform into a year-round, multifunctional attraction, including their new facility and virtual reality experiences
• Why partnering with local and regional DMOs (Destination Marketing Organizations) allows you to maximize marketing opportunities and industry influence
• Strategies Patrick uses when attending industry trade shows to represent both his own company and the wider Niagara region, and how this approach builds stronger relationships
• How Patrick seeks out unconventional partnerships, like collaborations with wineries and golf courses, to create memorable experiences and extend visitor stays in the region

One of Rainbow Air’s boldest moves has been the development of a new 30,000-square-foot tourism center. This ambitious facility isn’t just a ticket counter; it’s set to become a hub of activity through every season. Traditionally, tourism in Western New York peaks from Memorial Day to Labor Day, but Patrick and his team saw the need for more.

The new tourism center, set to open over Memorial Day weekend, will feature a range of amenities, including gift shops, restrooms, and innovative virtual reality attractions, such as parasailing over Niagara Falls. By offering a range of experiences and amenities, Rainbow Air aims to both attract off-peak visitors and encourage them to extend their stays, laying the groundwork for sustainable year-round tourism.

A recurring theme throughout Patrick’s career is the essential role of strong relationships with Destination Marketing Organizations (DMOs), regional partners, and fellow attractions. As part of Rainbow Air, he is able to attend trade shows globally, but Patrick insists on representing the region, not just his company. “Know your audience, do your research, and come prepared to advocate for not only your attraction, but complementary experiences that round out the destination,” he advises. Forming partnerships with other attractions enables a rising tide that lifts all ships.

Being proactive, communicating openly, and showing a genuine commitment to representing the community as a whole are so important. When DMOs trust that you’ll be a reliable, high-quality option, you’re top of mind for press trips, FAM tours, and state-led opportunities.

Rainbow Air’s vision for cross-industry cooperation doesn’t stop at helicopter tours. Patrick is exploring partnerships with local wineries, golf courses, and historical sites. Imagine custom packages where visitors enjoy an aerial tour before being whisked away to a vineyard for a picnic. Or collaborating with the local wine trail for multi-stop experiences. By thinking creatively about what both locals and travelers want, Rainbow Air extends an invitation for everyone to participate in the region’s success.

What excites Patrick most is not just Rainbow Air’s growth, but the chance to be “a beacon” for others in Niagara Falls. By investing in innovation and actively inviting everyone to the table, he hopes to create a mutually beneficial model, one where attractions, large and small, lean on each other to make the region irresistible and vibrant, every season of the year.

• Website: https://www.rainbowairinc.com/
• LinkedIn: https://www.linkedin.com/in/patrick-keyes-1001186/

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On this episode of Destination on the Left, I talk with Mitch Bach, partner at Tourpreneur and CEO of TripSchool, about the shift from information-driven tours to experience-driven journeys, where emotional connection, creative storytelling, and human interaction are now the most valuable takeaways for travelers. Mitch introduces listeners to the concept of the “emotion economy” and offers inspiring examples, from immersive historical reenactments to sensory food experiences, that help tour operators leave a lasting impact on their guests.

• Why technology and shifting traveler expectations are transforming guided tours, and how COVID accelerated demand for more meaningful human connections in travel
• How storytelling and emotion-based experience design can create unforgettable “wow” moments that keep guests talking
• How tour operators can tap into the “emotion economy” by reverse engineering experiences to focus on how guests feel, not just what they learn or see
• Why shifting from an information-driven to a connection-driven approach is critical, and Mitch gives practical examples for infusing creativity and engagement at every stop
• Why focusing on authentic connections and unique value is the best defense against disruption

Historically, tour guides and operators differentiated themselves through access and expertise, knowing every detail about a monument or organizing seamless itineraries. As travel information and bookings become increasingly accessible via technology, these elements alone no longer set experiences apart. Today’s travelers are more informed than ever, but also more discerning.

Mitch describes why travelers want guides to offer more than just facts they could easily find online. They want experiences that create a “sense of wow,” moments that resonate emotionally and stay with them long after the trip ends. As Maya Angelou says, “People remember not what you said or did, but how you made them feel,” which is why Mitch loves the concept of the “emotion economy.” The role of the guide isn’t just to inform, but to design and deliver experiences that spark genuine emotion and create meaningful human connections.

Creative storytelling and thoughtful experience design are how tour operators can tap into this emotion economy. Mitch shares how to do this, using his own multi-day Southern U.S. tours as examples, how moments of mystery, anticipation, and character introduction heighten the overall impact. For instance, by weaving in the story of a local chef and building anticipation around a meal, not just revealing the restaurant upfront, he transformed an ordinary lunch stop into a memorable, multi-sensory adventure. Guests were participating in a larger narrative, engaging all their senses, and building emotional anticipation along the way.

Similarly, in places with restrictions or well-worn routes (such as Athens’ Acropolis), creativity in delivery, using music, audience participation, or reframing crowd bottlenecks as immersive reenactments, turns limitations into opportunities for connection.

We also discuss the impact of technology: it streamlines logistics, democratizes access, and commoditizes many traditional tour products. With powerful booking platforms and AI soon able to assemble custom itineraries, what remains irreplaceable is the human touch and the ability to foster real connection and insight. Tour operators who embrace their relationships and build local knowledge can offer value that technology alone just can’t replicate.

Millennials and Gen Z travelers, shaped by the pandemic’s isolation, increasingly seek travel for community and transformation. Innovative companies are marketing feelings and social connection, not just destinations.

• Website: https://tourpreneur.com/
• LinkedIn Personal: https://www.linkedin.com/in/mitchellbach/
• LinkedIn Business:https://www.linkedin.com/company/tourpreneur/

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On this episode of Destination on the Left, I talk with Emmanuel Arnaud, CEO of HomeExchange. He shares the remarkable journey of how he went from being a frustrated user of traditional home exchange platforms to founding his own company. We dig into the heart of the sharing economy and how home exchanging not only makes travel more accessible and sustainable but also turns local hosts into enthusiastic ambassadors for their communities.

• How Emmanuel turned his personal frustration as a home swap user into launching Guest to Guest and ultimately becoming CEO of HomeExchange
• Why home exchanging appeals to a wide range of travelers and how it can offer deeper, more affordable, and authentic travel experiences
• What makes HomeExchange different from short-term rentals, and how the unique “points system” and non-reciprocal exchanges expand travel opportunities
• How Emmanuel and his team nurture their global community of members
• Why HomeExchange hosts can be powerful ambassadors for their local destinations
• How Emmanuel has collaborated with former competitors

Emmanuel’s entry into the world of home exchanging is a story familiar to many entrepreneurs: frustration with an existing system that didn’t quite meet personal needs. As a frequent traveler, Emmanuel found traditional home swapping too restrictive; exchanges were rarely nonreciprocal, limiting options for hosts and guests. This pain point inspired him to launch Guest to Guest in 2011, introducing a points-based, flexible model. Their acquisition of HomeExchange in 2017 established them as a global leader, with more than 220,000 homes in 154 countries—proof of the growing appeal of community-based, peer-to-peer hospitality.

Traditional hospitality often centers on transactions: a guest pays, a host provides a service. In contrast, HomeExchange creates genuine relationships. Members often greet guests with welcome gestures like local wine or flowers, offer insider tips about the neighborhood, and sometimes even entrust pets or cars to visitors. This trust-based model enriches the travel experience, offering a cultural exchange rarely found in commercial lodging.

HomeExchange is about joining a global network of like-minded travelers who value trust, generosity, and cultural curiosity. This is why Emmanuel invests in nurturing this community through active forums, strict adherence to shared values, and recognition of dedicated members, some of whom have facilitated dozens of exchanges over decades.

One of the most beautiful things about HomeExchange is that hosts become ambassadors for their communities, recommending hidden gems and helping guests experience destinations like locals. The diversity of available homes also means travelers disperse beyond city centers, supporting lesser-known neighborhoods and fostering more equitable economic growth.

By providing crowdsourced maps of host recommendations and promoting under-the-radar destinations, HomeExchange helps travelers explore destinations beyond the usual tourist hotspots, an increasingly important approach as cities grapple with unsustainable visitor volumes.

• Website: www.homeexchange.com
• Instagram: https://www.instagram.com/homeexchangecom
• Facebook: https://www.facebook.com/homeexchangecom/

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On this episode of Destination on the Left, Laurel Greatrix and I explore why today’s travelers are seeking out the experience first and planning trips around it. She shares the top types of experiences that travelers are searching for and explains why they allow visitors to explore a destination more deeply.

• Why today’s travelers are increasingly planning trips around experiences rather than destinations, and what this shift means for destination marketers
• What types of travel experiences are trending right now, from outdoor adventures to immersive, small-group offerings like cooking and craft classes
• How Viator supports both large and small experience operators and helps them reach wider audiences through powerful distribution partnerships
• Why authenticity matters in travel experiences and how travelers are seeking unique, non-mass market interactions to go deeper into destinations
• What roles collaboration and strategic partnerships play in Viator’s business model, including the relationship with TripAdvisor and broad third-party distribution

Historically, travel planning centered around destinations, accommodations, and flights. Travelers picked a location, locked in their hotel, and then considered what activities to do once on site. But according to Laurel Greatrix, Vice President of Marketing at Viator, the world’s largest travel experiences marketplace, that approach is rapidly evolving. Increasingly, travelers are first setting their sights on unique and memorable experiences and building their trips around them.

What sets the experiences sector apart isn’t just its offline-heavy operation or diversity, but the sheer pace of its growth. Since the pandemic, demand has soared for outdoor and active experiences, with destinations like Alaska, Utah, Colorado, and Banff seeing impressive spikes in bookings. Simultaneously, activities such as cooking classes and craft workshops are seeing consistent double- and even triple-digit growth rates. These trends show travelers craving meaningful engagement with destinations, a trend accelerated by the global prioritization of health, wellness, and authentic encounters.

“Authentic” is a buzzword often used in travel, but as Laurel points out, it means something different to every traveler. Viator’s data shows that while classic attractions, think the Louvre or the Eiffel Tower, remain bucket-list essentials, growth is skewing toward bespoke, local, and hands-on experiences. Travelers increasingly seek opportunities to connect with local culture, meet passionate guides, and try their hand at activities like perfume making in Paris or chocolate crafting in Belgium.

For marketers and operators, this means a growing need to communicate what makes their experiences unique, accessible, and “authentic.” Reviews, detailed product descriptions, and visually rich content can help set expectations and attract customers seeking depth over breadth.

Viator’s success is rooted in collaboration, internally and through partnerships. Its acquisition by TripAdvisor shows how powerful collaborations can transform an entire market segment. By powering bookings across thousands of partner sites ranging from airlines to travel agencies and even Amazon, Viator helps even the smallest operators achieve global reach.

Collaboration also extends to working with destinations and other experience providers. By joining forces, they can disperse visitor traffic, reduce overcrowding at major sites, and promote lesser-known experiences that contribute to local economies and more sustainable tourism practices.

• Website: https://www.viator.com/
• LinkedIn: https://www.linkedin.com/in/laurelgreatrix/
• Facebook: https://www.facebook.com/viatortravel/
• X: https://x.com/ViatorTravel
• Instagram: https://www.instagram.com/viator
• YouTube: https://www.youtube.com/user/ViatorTravel

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On this episode of Destination on the Left, I talk with Meagan Williamson about Pinterest for travel brands. She shares actionable strategies for using this powerful, often overlooked platform to amplify discovery, boost SEO, and support long-term marketing success. In this episode, she breaks down how Pinterest differs from other social media, why its visual search engine is perfect for the travel and tourism industry, and how its evergreen content can drive results for months—or even years—after posting.

• How Meagan’s journey from travel blogger to Pinterest expert shaped her approach to digital marketing for travel brands
• Why Pinterest offers a unique advantage as a discovery-based marketing platform, especially for travel and tourism organizations
• What makes Pinterest content evergreen, and how it supports sustainable, long-term marketing ROI compared to other social channels
• How Pinterest can bolster your SEO strategy in the age of AI-driven search and why search-optimized social content matters more than ever
• Why understanding your audience’s planning and decision stages is key to creating high-performing, search-friendly Pinterest content
• What mistakes to avoid and best practices to follow when considering a paid Pinterest advertising campaign for your tourism business

When it comes to digital marketing in the travel and tourism industry, platforms like Instagram, Facebook, and Google dominate conversations. But there’s another powerhouse that forward-thinking brands are using to drive long-lasting, discovery-based growth: Pinterest expert Meagan Williamson shares why travel marketers shouldn’t sleep on this visual search engine, and how a strategic Pinterest presence can generate lasting results.

Pinterest isn’t just another social media channel—it’s a visual search engine where users plan, dream, and discover their next adventure. Unlike traditional social platforms with short content life cycles (think 48 hours for an Instagram post), a well-optimized Pinterest pin can drive traffic for months—or even years creating valuable, evergreen content that keeps working for you over time.

Travel brands and destinations are rich in visual assets, and using Pinterest capitalizes on this by connecting brands with users who are actively planning their next trip, whether it’s searching for family-friendly cruises or researching accommodations with accessibility features. The planning nature of Pinterest’s audience means they are open to discovering new destinations and businesses, making it a goldmine for travel marketers seeking sustained growth and discoverability.

As a visual discovery engine, Pinterest has always been optimized for search intent. With Google increasingly ranking social and visual content, Pinterest pins can act as “SEO juice” for your brand, sending positive signals to Google and boosting your authority.

Recent shifts in Google’s algorithms have given social content more weight in rankings. This means a Pinterest strategy isn’t just useful for referral traffic; it can directly boost your brand’s visibility in search results, especially as AI-generated search answers evolve. Every pin is a chance to link directly to your website, booking page, or resource library, without being penalized by the platform.

• Website: https://meaganwilliamson.com/
• How To Create Pins That Attract, Grow + Convert Your Audience: https://meaganwilliamson.com/perfect-pinterest-image-guide/
• LinkedIn: https://www.linkedin.com/in/meagan-williamson-pinterest/

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On this episode of Destination on the Left, I talk with novelist Marilyn Higgins and explore how fiction can make history more accessible and relevant, shedding light on how 19th-century issues echo in today’s world. We also discuss the growing trend of novel tourism, where travelers experience destinations through the lens of stories and literature. This trend sparks new ways to experience and celebrate unique places through the magic of narrative and place-based journeys.

• How Marilyn’s personal connection to Upstate New York and the Erie Canal inspired her to write a historical fiction novel centered on the region
• What historical events, cultural diversity, and social issues are woven into the plot of Dreams Of Freedom: An Irish Woman’s Story Of Love, Justice, And A Young Nation Coming Apart, and how they resonate with current issues in the United States
• How novel tourism uses stories and book-based experiences to attract visitors and deepen their connection to destinations
• Why Marilyn views historical fiction as a powerful way to make local history accessible and engaging for a wide audience, including those outside the region
• What Marilyn is doing to encourage book clubs and travelers to explore Upstate New York through her comprehensive guide that pairs the novel with local site visits

Our discussion centers around Marilyn’s historical novel, Dreams of Freedom: An Irish Woman’s Story of Love, Justice, and a Young Nation Coming Apart, and the power of novel tourism to revitalize destinations by connecting literary narratives to real-world locales.

Marilyn, who has deep roots in Upstate New York, has dedicated her career to economic and community development, immersing herself in the Erie Canal’s vibrant history. Her novel traces the journey of Aileen O’Malley, a young Irish immigrant, as she traverses Upstate New York in search of her family, who were swept up in the tumultuous social currents of the 19th century.

What makes Dreams of Freedom so compelling isn’t just its emotionally resonant narrative but its grounding in real history. The book explores connections to the Underground Railroad, the emergence of religious movements like the Shakers and Mormons, and the abolition and women’s rights movements.

Novel tourism invites readers to journey through the landscapes that inspired their favorite books. Higgins envisions her books prompting book clubs and travelers to explore the Erie Canal region, walking in the footsteps of her characters. This is why she’s created a comprehensive, free guide for book clubs, available on her website, which maps out immersive experiences in towns like Canastota, Seneca Falls, and Oswego. Visitors can attend historical reenactments, visit storied landmarks, and engage with the same vibrant communities that shaped her novel’s plot. This approach deepens readers’ engagement and drives meaningful economic and cultural impact for local destinations.

Novel tourism is already being put into practice. For example, Visit Buffalo Niagara, the region’s destination marketing organization, has selected Dreams of Freedom for its annual book club, tying in with the 200th anniversary of the Erie Canal and the upcoming World Canals Conference. This initiative brings together local travel providers, tour operators, and literary enthusiasts, fostering connection and collaboration while promoting Upstate New York’s unique heritage.

There is such a powerful synergy between literature and place. By weaving together history, fiction, and tourism, Marilyn has created a blueprint for how destinations, especially those underrepresented in the national story, can use their authentic narratives to draw new audiences to their destination.

• Website: Marilynhigginsauthor.com
• Erie Canal Bicentennial: https://eriecanalway.org/bicentennial

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On this episode of Destination on the Left, I talk with Genevieve White, travel copywriting expert and Founder of Campion Comms & Coaching, about why there’s so much important work that needs to happen before you ever put pen to paper when you’re writing copy for your travel organization. Genevieve walks us through the customer journey, from the dreaming phase to planning and booking, explaining how your copy should meet travelers where they are, every step of the way. She also shares her favorite recipe for establishing a relatable and confident tone of voice and reveals how simplicity and clarity can make your words work harder for your brand.

• How Genevieve transitioned from a career in education to founding her own travel and tourism copywriting business, inspired by the Ikigai method and life changes
• How to craft effective copy, including the importance of deeply understanding your customer persona before writing
• How identifying and narrowing your target audience can transform general copy into messaging that resonates and attracts your ideal clients
• Why aligning your copy with different stages of the customer journey—dreaming, planning, booking, and aftercare—is crucial for moving potential travelers toward action
• The value of clarity, simplicity, and using “you/your” to create relatability
• Practical ways to instill that confidence in your writing before you get going
• How clear calls to action and strategically repeating key messages increase engagement on your website

Genevieve emphasizes that before you ever set pen to paper—or fingers to keyboard—you need to get crystal clear about who you want to attract. Lots of businesses make the mistake of casting too wide a net, hoping to appeal to “everyone,” but in reality, being everything to everyone often means resonating with no one.

Genevieve suggests creating a detailed customer persona that goes beyond simple demographics like age and gender. Consider the customer’s travel style, values, preferred communication platforms, and even lifestyle details, such as shopping habits or their idea of a perfect day. As she says, “It’s by speaking directly to that person that you can really elevate your copy and stand out.”

Not all copy serves the same purpose. At various stages of their journey, from dreaming to planning, booking, and post-visit, travelers need different kinds of information and inspiration.

• Dreaming Stage: Here, your audience is searching for inspiration. Use evocative, sensory language to paint a picture and create a little FOMO (the fear of missing out). Focus on what makes your experience unique and let your destination’s personality shine.
• Planning Stage: Now, your customer wants practical information. Provide details in a clear, organized manner. Use bullet points and white space to make information easy to digest, especially for mobile users. Be selective and avoid overwhelming readers with too much detail.
• Booking Stage:  At this point, clarity and simplicity are key. Remove ambiguity and minimize unnecessary words. Make sure calls to action (CTAs) are prominent. Guide users smoothly and confidently through the booking process without distractions or confusion.

The most effective copy should feel like a conversation with a friend—relatable, personable, and confident. Brands often drift into a corporate or overly formal style that feels cold and unattractive. Use clear, simple language and write as you speak. Be mindful of corporate cliches in language, especially phrases like “we are passionate about.” Let people know about your expertise and offerings directly, by using simple phrases like “We do this,” or “Our experience includes…” A confident tone makes your brand more credible and helps your customer feel secure in choosing you.

Genevieve recommends that if you’re not feeling confident, don’t write! Instead, get into a positive, empowered mindset before drafting your copy. Your energy will transfer to your words.

• Website: https://campioncopy.com/
• LinkedIn: https://www.linkedin.com/in/copywritingfortourism/
• Boldly Go: Confident Copywriting for Travel, Tourism and Hospitality: https://campioncopy.com/product/boldly-go/

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On this episode of Destination on the Left, I talk with Karley Cunningham, founder of Big Bold Brand and the Surefire Method, about how branding can help a destination, attraction, or business in the tourism industry stand out from the crowd. Karley breaks it down into three key themes: understanding our fundamental beliefs, knowing the markets we serve, and positioning ourselves around benefits and differentiators. Karley clears up all the noise around branding and marketing and shares actionable steps to help you evolve your brand.

• How understanding fundamental beliefs and truths strengthens a brand’s identity
• Why you need to distinguish branding from marketing and how this distinction leads to more effective marketing strategies
• Actionable steps for creating a strong brand promise and how it can impact employee recruitment and retention
• How the concept of tightening the creative box leads to more innovative solutions and helps a brand differentiate itself in a competitive market
• Why aligning a brand’s internal culture with its external promises impacts a company’s overall reputation and employee satisfaction
• What role target audience understanding plays in brand differentiation

Branding and marketing play distinctly different roles in business success, and Karley shares her philosophy that branding is the backbone that informs and enhances marketing strategies. While marketing focuses on promoting products and services to specific audiences, branding is about creating a compelling narrative that defines what your destination or business stands for.

As Karley puts it, “Brand is what people say about you when you’re not in the room.” It’s about building a reputation through consistent, authentic interactions at every customer touchpoint.

Building a strong brand is about taking a good look at who you are as an organization. Start with an inside-out approach—look at your fundamental beliefs and truths. As a destination, you really need to dig into your core purpose, guiding principles, character, and vision. These elements form the DNA of the brand and serve as a blueprint for how a company operates both internally and externally.

After establishing a strong internal identity, your next step should be taking the time to understand the external market. Travel and tourism businesses must identify their target audiences by exploring what problems they solve for these groups. Knowing what draws visitors to your destination is key, whether it’s providing adventure, culinary experiences, or relaxation.

Karley uses the example of aligning the customer experience with expectations: “Are people going to come away from our region raving about what we do because we’ve set them up for success?” Understanding audience expectations allows companies to craft specific value propositions, ensuring that every touchpoint is meaningful and engaging.

Effective branding requires clear positioning and messaging strategies. This involves identifying the benefits and differentiators your business offers compared to competitors. What makes you unique and why travelers should choose you over others?

Storytelling is a powerful tool because sharing narratives about local culture, history, or the people that make your destination unique can resonate deeply with potential visitors and create a relatable brand image.

The brand promise needs to include employees as well as customers, and as Karley points out, the internal experience has to mirror the external promise. Ensuring employees feel valued and integral to delivering on your destination’s promise boosts morale and improves service quality, which in turn elevates your visitors’ experience.

By integrating the brand promise throughout the organization, businesses improve customer experience and enhance employee recruitment and retention, which is an essential consideration in the tourism industry right now.

• Website: https://www.bigboldbrand.com/
• LinkedIn: https://www.linkedin.com/in/karleycunningham/
• Twitter: https://twitter.com/BrandMaven
• Surefire Audit: https://www.bigboldbrand.com/surefireaudit/

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This episode of Destination on the Left is the last in the series of three episodes where we dig into tourism in the Northwoods of Wisconsin and the unique strengths and challenges of each of the three DMOs. This week, Krystal Westfahl, President and CEO of Let’s Minocqua Visitors Bureau, shares the decade-long journey of her Chamber of Commerce as it became a visitor’s bureau and then rebranded to align better with the area she represents. We’re discussing the importance of having a clear vision of who you are and who you serve and how to evolve your brand to set your destination up for growth.

• How Krystal’s background in natural resources and nonprofit management aligns with her current role in tourism marketing
• The importance of having a clear vision and defined roles to eliminate confusion and increase effectiveness
• How Krystal’s region works collaboratively with other DMOs to promote tourism across the region
• What strategies Krystal and her team used to refresh their brand and the importance of leveraging the recognized name ‘Minocqua’ for marketing
• Why effective communication and community input are vital in successfully launching and managing a DMO

Krystal and I discuss her decade-long journey transforming a chamber of commerce into a vibrant visitor bureau. A key part of this transformation was rebranding. The move to a visitor bureau needed a carefully planned branding strategy that matched the destination’s mission to invite more visitors to the area. The bureau leaned heavily on the distinctive term Minocqua, not just for its uniqueness but for its longstanding recognition among newcomers and long-time visitors as evoking the Northwoods experience.

Rebranding isn’t just about altering logos or names but understanding and sharing your core values and visions. The Minocqua rebrand involved carefully planting a flag on shared community values.

Operating in Oneida County, the Let’s Minocqua Visitors Bureau is a huge collaborative success that has brought together multiple municipalities under a shared purpose. This cooperative model supports their mission, the economic uplift of Minocqua, Arborvita, Hazelhurst, and Woodruff, through joint marketing and seamless visitor engagement.

The rebranding effort went beyond aesthetics, incorporating strategic input and widespread survey data to ensure the new identity resonated with everyone, from local businesses to tourists. Krystal describes this collaboration as a rising tide lifting all boats.

From her experience, Krystal offers invaluable insights into the rebranding process for other DMOs considering a similar path:

• Take Your Time: Effective rebranding is not rushed. Krystal advises allowing one to two years for research, surveys, and stakeholder engagement to guide the rebranding journey.
• Understand Your Audience: Build a deeper understanding of community perceptions and visitor expectations. A brand should authentically reflect the values of the place it represents.
• Beyond the Logo: A brand encompasses more than visual identity. It is an organization’s mission, vision, and strategic action, all working cohesively.
• Communication is Key: Open communication with local communities, businesses, and visitors ensures clarity and strengthens the shared vision.

• Website: https://www.minocqua.org/
• LinkedIn Personal: https://www.linkedin.com/in/krystalwestfahl/
• LinkedIn Business: https://www.linkedin.com/company/minocqua-visitors-bureau/

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