Field Notes

What makes someone reconsider an experience they think they already know?

In this episode of Field Notes, Sara Dyer shares how a single TikTok featuring a DJ at Universal Orlando's Halloween Horror Nights convinced her to finally attend an event she'd known about for years.

From navigating haunted houses and unexpectedly long lines to discovering the immersive world of Sinners, Sara explores how small, specific moments can create an entirely new reason to visit a familiar destination.

She also examines what happened after the TikTok caught her attention: a search for information that should have been easy to find but wasn't.

For travel and tourism marketers, her experience raises an important question: Are you showing potential visitors something worth experiencing, and can they find the information they need to act on it?

For decades, destination marketing has been built around a relatively simple idea: inspire travelers, help them plan, and convince them to visit.

But what happens when an AI agent starts making those decisions with them—or even for them?

In this episode, Eric Hultgren explores the changing relationship between travelers, technology, and the destinations competing for their attention. Through a fictional AI-first destination called Abante Island, he examines a future where destination marketing is less about broadcasting attractions and more about understanding traveler intent, managing experiences, and earning recommendations.

The conversation moves from AI agents and the changing traveler journey to a more immediate challenge: creating content that AI can't simply reproduce.

What makes a destination worth recommending? How do you know what AI is telling potential visitors about your community? And why might firsthand human experience become one of the most valuable assets a destination marketer has?

It's a look at where travel marketing is headed, what is already changing, and why the future of discovery may depend less on how much content we create and more on what makes that content worth finding.

We’ve spent years designing experiences people want to photograph, post and share. But what happens when documenting the moment starts getting in the way of actually experiencing it?

In this episode of Field Notes, Sarah Dyer looks at the rise of phone-free concerts, parties and travel experiences — and what they might mean for destination marketers. From Fred again.. giving fans professional photos after phone-free shows to travel companies experimenting with unplugged trips, the question is becoming more interesting: Could some experiences become more valuable precisely because visitors don’t have to capture them?

Maybe the next great travel experience isn’t designed for the camera. Maybe you just had to be there.

A strangely shaped raccoon running through a Seattle neighborhood has become one of the summer’s most revealing travel-marketing stories.

In this episode of Field Notes: Insights and Observations for the Travel Marketer, Eric Hultgren examines the extraordinary rise of Jimothy—the beloved Ballard raccoon whose millions of views inspired tattoos, murals, merchandise, video games, a Mariners mascot and an official Seattle celebration.

Jimothy’s story exposes a blind spot in destination marketing: the details capable of defining a place often disappear into the background for the people who see them every day. When something familiar suddenly captures the culture’s imagination, the opportunity belongs to destinations prepared to recognize it, respond quickly and give the community room to participate.

Go to Google and type "Jimothy" and enjoy

You cannot schedule a phenomenon like Jimothy. You can build a destination capable of recognizing the spark when it appears.

Jimothy did not make Seattle interesting. He revealed the version of Seattle people were ready to love.

Subscribe to Field Notes for more insights and observations about culture, storytelling, technology and the changing work of the travel marketer.

In this episode of Field Notes: Insights and Observations for the Travel Marketer, Sara Dyer uses an unexpected source of inspiration—Love Island USA—to explore one of the biggest shifts happening in marketing today: the realization that the story doesn't end when the content does. In many ways, that's when it truly begins.

Sara examines how millions of viewers can watch the exact same television show yet walk away with completely different interpretations. Podcasts, TikToks, Reddit threads, reaction videos, and group chats don't simply discuss the show—they actively shape its narrative. The audience isn't just consuming content; they're participating in it.

That observation becomes a powerful metaphor for destination marketing. Today's travelers rarely form their opinions from a visitor guide or tourism website alone. Instead, they assemble a destination's identity from countless touchpoints: creator videos, reviews, AI-generated recommendations, social media conversations, and personal referrals. By the time they arrive, they've already inherited a story. By the time they leave, they've contributed to one.

The episode argues that every destination now has two stories. There's the place itself, and there's the version collectively written across thousands of conversations online. The most successful destinations understand they don't own that narrative outright—they participate in it, influence it, and help shape what future travelers will believe before they ever arrive.

Key Takeaways

Topics Covered

In this episode of Field Notes: Insights and Observations for the Travel Marketer, Sara Dyer explores an unexpected idea: what if some of the things we try hardest to avoid—waiting in line, sharing space with strangers, navigating a crowd—are actually part of what makes travel memorable?

Inspired by a visit to one of Florida's natural springs, Sara reflects on how a crowded morning on the water changed her perspective. What initially felt like an inconvenience slowly revealed itself to be something else entirely. The people, the shared smiles between kayakers, the conversations overheard, and the collective energy of everyone choosing to be there became the experience itself.

From bustling cafés and packed concerts to spontaneous celebrations in city squares, the episode examines how some of our strongest travel memories emerge not from carefully planned attractions but from moments of shared humanity. In a world increasingly optimized for convenience, Sara asks whether eliminating every point of friction might also remove some of the experiences that make travel feel alive.

For destination marketers, the lesson is both simple and powerful. Travelers don't just want to see beautiful places—they want to feel what it's like to belong there, even if only for an afternoon. The best marketing doesn't simply showcase a destination's scenery; it captures the atmosphere, energy, and human moments that visitors can't plan for but never forget.

Key Takeaways

Topics Covered

In this episode of Field Notes: Insights and Observations for the Travel Marketer, Eric Hultgren sits down with Frida Bahja, Director of Research at Experience Kissimmee, for a wide-ranging conversation about the growing role of research in destination marketing. From earning a Ph.D. in tourism to helping shape one of the industry's most data-driven organizations, Frida shares how curiosity, interdisciplinary thinking, and evidence-based decision making are changing the way destinations operate.

The conversation explores how tourism research intersects with environmental science, public perception, economics, and traveler behavior. Frida discusses projects ranging from harmful algae blooms and coral reef health to measuring resident sentiment and destination performance, illustrating why tourism is increasingly becoming a discipline that connects multiple systems rather than existing in isolation.

Eric and Frida also dive into Experience Kissimmee's new Latin Food Trail and its partnership with Atlas Obscura. More than a culinary guide, the initiative celebrates the region's rich cultural diversity while positioning authentic local stories as a competitive advantage for the destination. Together, they discuss why food has evolved from a travel necessity into one of the defining reasons people choose where to visit.

Finally, the conversation turns toward the future. As AI reshapes research, marketing, and destination management, Frida shares her perspective on balancing innovation with thoughtful governance, measuring ROI, and preparing organizations for a rapidly changing landscape.

Key Takeaways

Topics Covered

Featured Guests

In this episode of Field Notes: Insights and Observations for the Travel Marketer, Eric Hultgren makes the case that the biggest opportunity in travel marketing isn't on traditional television—it's on YouTube. Backed by the latest viewing data, Eric explores why YouTube has quietly become the dominant platform on the biggest screen in the house and what that means for destination marketing.

Drawing on recent data from Nielsen and industry research, the episode reveals that YouTube now commands more television viewing than any individual media company, surpassing streaming giants like Netflix and Disney. Even more surprising, YouTube's growth isn't being driven solely by younger audiences. Viewing is increasing across nearly every demographic, with some of the fastest growth coming from older audiences watching on connected TVs in their living rooms.

Eric argues that many destination marketing organizations are still treating YouTube as a social media channel when they should be viewing it as a television strategy. As audience behavior continues shifting toward creator-led content and long-form video, travel marketers have an opportunity to reach travelers where they're already spending their time—without the traditional barriers of broadcast media.

The episode also explores Google's newest YouTube insights and creator tools, announced at Cannes Lions, which promise to give brands better visibility into trends, creators, and audience behavior. The takeaway is simple: don't wait for perfect measurement. The destinations that begin building a YouTube strategy today will be well ahead of those waiting for the rest of the industry to catch up.

Key Takeaways

Topics Covered

In this episode of Field Notes: Insights and Observations for the Travel Marketer, Sara Dyer explores a subtle but important shift in traveler behavior. As rising travel costs force people to rethink vacation plans, the real story isn't that people are giving up on their dream trips—it's that they're redefining what those dreams actually are.

Rather than viewing a domestic getaway as a consolation prize for skipping Europe, Sara argues that many travelers are beginning to separate destinations from the emotions they hope those places will provide. Maybe the goal was never Italy itself. Maybe it was beauty, discovery, incredible food, slower mornings, or unforgettable stories. And those experiences can often be found much closer to home.

The episode also examines how social media has homogenized travel inspiration. Endless feeds of Amalfi Coast sunsets, Santorini rooftops, and Bali beach clubs have created a shared vision of what the "perfect vacation" should look like. But as prices rise and travelers reconsider their options, destinations have an opportunity to compete on something much more meaningful than prestige: the feeling they create.

For destination marketers, the takeaway is profound. You're no longer competing only against other destinations. You're competing against every way someone could spend their time, money, and attention. The winners will be the places that understand the emotional outcome travelers are seeking—and tell stories that promise that feeling rather than simply promoting a location.

Key Takeaways

This week Eric Hultgren dives into the growing uncertainty around Manus and its relationship with Meta and why the story matters far beyond a single AI tool.

As China pushes back on the transfer of AI technology developed within its borders, Meta finds itself unwinding a major acquisition and marketers are left wondering what happens next. But the real lesson isn't about Manus at all.

It's about dependency.

From Facebook pages to TikTok audiences to today's AI workflows, marketers have spent years building on platforms they don't own. The Manus situation is simply the latest reminder that access can disappear faster than most teams are prepared for.

In this episode:

The biggest risk in AI may not be choosing the wrong model.

It may be depending on a platform that disappears.

Key Takeaways

✅ AI tools are increasingly tied to geopolitical and regulatory decisions.

✅ The value of Manus wasn't just the model—it was the integrations and workflow automation built around it.

✅ Every AI workflow should have a backup plan.

✅ Teams should maintain shared prompt libraries and documented processes.

✅ The future AI winners may be determined by access to infrastructure, distribution, and data—not model intelligence alone.

Memorable Quote

"This isn't actually a story about Manus. It's a story we've been telling for fifteen years anytime we talk about rented land."