If you’ve ever dreamed of running marketing for one of the most iconic resorts in the Caribbean—or just wanted a peek behind the scenes of what it actually takes to make a destination “hot”—today’s episode is for you.

My guest is Jason Kycek, the Senior Vice President of Sales and Marketing at the legendary Casa de Campo in the Dominican Republic. And while Jason’s resume includes time with some of the most respected names in hospitality, what makes this conversation so refreshing is that Jason is a marketer through and through. A builder. A thinker. A tinkerer.

We talk about what it means to market an independent luxury resort in today’s hyper-digital world. Why social media has become the new front door. How culinary strategy, entertainment programming, and influencer partnerships are being reimagined. And how the smartest marketers are building brands and balancing performance expectations—sometimes on a shoestring budget.

Jason also shares his journey—from Wisconsin to the DR—and what he’s learned leading marketing across both institutional hospitality groups and independently owned gems.

Behind the Stays is brought to you by Journey — a first-of-its-kind loyalty program that brings together an alliance of the world’s top independently owned and operated stays and allows travelers to earn points and perks on boutique hotels, vacation rentals, treehouses, ski chalets, glamping experiences and so much more.

Your host is Zach Busekrus, Head of the Journey Alliance. If you are a hospitality entrepreneur who has a stay, or a collection of stays with soul, we’d love for you to apply to join our Alliance at journey.com/alliance.