How do you scale an adventure travel business, navigate the AI revolution, and find the “riches in the niches”?

In this episode, Peter Syme pulls no punches as he shares hard-earned lessons from his journey from the British Army to corporate life, commodity trading, and ultimately mentoring hundreds of tour operators globally as a partner at Tourpreneur. Pete delivers some straight-talking truths about the intersection of tourism and technology, and why there is more opportunity than ever for travel businesses today, if you know how to adapt.

You’ll learn:

• How to successfully transition your mindset from a tour guide to a scalable business owner
• The real opportunities and existential threats that AI presents for tour operators over the next few years
• “The Riches in the Niches”: Why getting hyper-specific makes customer acquisition and marketing a lot easier
• Community Marketing Secrets: How Pete generated thousands of leads for limited-capacity rafting trips
• Persona Mapping: How to understand your audience’s stage of life to tailor your marketing message
• Finding “True Influencers”: Why the best advocates for your brand aren't the ones on Instagram or TikTok

Pete also shares his raw perspective on embracing failure, building resilience, navigating a non-linear career path, and what it really takes for the youth of today to succeed in a rapidly evolving tech landscape.

Whether you're:

✔️ Trying to transition from guiding to running a business

✔️ Trying to work out how to implement AI into your tour company

✔️ Looking for a real framework to identify your ideal customer persona

✔️ Or a travel founder looking for a straight-talking roadmap to profitability

This episode is an absolute masterclass packed with a wealth of knowledge from an industry veteran.

Key themes: travel entrepreneurship, adventure travel, AI in tourism, tour operator marketing, niche business strategy, community marketing, customer personas, business scaling.

Who this is for: Tour operators, adventure travel founders, travel agency owners, startup builders, and anyone looking for a direct, honest perspective on navigating the future of the travel industry.

00:00 Introduction to Pete's Journey

02:51 The Evolution of Tourpreneur

06:04 From Military to Adventure Travel

08:59 Transitioning to Business Ownership

12:04 Acquiring and Growing Adventure Businesses

15:08 Understanding Business Fundamentals

18:07 Scaling and Managing Adventure Companies

20:57 Challenges in the Tour Operator Industry

23:56 The Role of Technology in Tourism

26:51 Advice for Aspiring Tour Operators

30:09 Navigating Technology in the Tour Industry

37:15 AI: Opportunities and Threats for Tour Operators

49:05 Managing Travel Volume and Customer Experience

51:32 Niche Markets: Finding Gold in Specific Experiences

59:08 Building Relationships in Adventure Travel

01:00:28 Targeting the Right Audience

01:01:45 Understanding Customer Personas

01:03:21 The Importance of Stage of Life in Marketing

01:05:00 Influencers Beyond Social Media

01:09:53 Personal Attributes for Success

01:14:33 Navigating a Non-Linear Career Path

01:18:57 Discovering Your Passion

01:22:40 Starting a Travel Business

01:28:07 Challenges in Customer Acquisition

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How do you build a luxury hospitality empire that is both highly profitable and deeply sustainable?

In this episode, Portia Hart reveals how she founded Blue Apple Beach, The Pink Mango, and Townhouse in Cartagena. From her early days moving to Colombia to becoming a pioneer of B-Corp standards in the Caribbean, Portia’s approach to business is a masterclass in regenerative hospitality, community integration, and visionary leadership.

You’ll learn:

• How to make sustainability highly profitable and place it at the core of your brand DNA
• Real strategies for community immersion and building structures that support local locals as an outsider
• The concept of "awkward hospitality" and how to rethink traditional luxury to make guests feel truly welcome
• Behind-the-scenes insights from hosting billionaires like Jeff Bezos and what it takes to serve ultra-high-net-worth individuals
• The "Happy Toad" framework for creating a vibrant workplace culture and an effective team
• How a beautifully simple mission like "have a nice time in a nice place" can drive massive success

Portia also shares her experiences with innovative management structures, balancing work and family as an entrepreneur, and how protecting the natural world directly impacts your bottom line.

Whether you're:

✔️ Building or scaling a hospitality brand

✔️ Trying to put sustainable tourism into profitable practice

✔️ Passionate about community-centric business models

✔️ Or looking to innovate your internal management culture

This episode is packed with practical insights you can use in your own business today.

Key themes: travel entrepreneurship, regenerative hospitality, sustainable tourism, community engagement, luxury hospitality, B-Corp standards, workplace culture, and leadership.

Who this is for: Hospitality founders, hotel owners, tour operators, travel entrepreneurs, and anyone passionate about building a highly profitable, experience-led business that creates a genuine positive impact.

Chapters:

00:00 Introduction to Portia Hart

01:23 Portia's Journey to Colombia

04:12 Transitioning to Blue Apple Beach Club

08:15 The Birth of Blue Apple

12:01 Building a Community-Centric Business

17:37 The Importance of Community in Travel

24:49 Strategies for Community Engagement

32:24 Sustainability and Profitability in Tourism

34:04 The Natural World and Business Success

39:14 The Interconnection of Business and Community

41:47 Creating a Positive Workplace Culture

49:59 Defining Good Hospitality

56:32 Rethinking Luxury in Hospitality

01:01:05 The Purpose Behind Hospitality

01:05:12 Challenges in the Hospitality Industry

01:08:51 Innovative Management Structures

01:13:34 Personal Qualities of a Leader

01:17:43 Balancing Work and Family

01:23:26 Future Aspirations and Community Impact

01:28:01 Advice for Aspiring Entrepreneurs

🌍 Follow Our Journey north9: https://north9.agency Podcasts: https://north9.agency/podcasts/

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How do you build an 8-figure travel empire by staying "hyper-niche" and avoiding boring marketing?

In this episode, Matthew Newton reveals how he grew Leatherback Travel into a global house of brands, including Patch Adventures and Magnificent Rail. From his early days at Tourism Tiger to leading a multi-day tour operator space, Matthew’s approach to business is a masterclass in modern company culture, operational excellence, and the psychology of sales.

You’ll learn:

• How to build a "large group of small companies" to dominate niche markets
• The "Operating Principles" strategy: Why memorisation is key to a high-performing team
• Real strategies for creating a culture of ownership and "almost perfect" guest satisfaction
• How to identify and fix "Oozers", the hidden inefficiencies killing your productivity
• The "Special Feeling" framework for recruitment, marketing, and guest experience
• Behind the Scenes of Salemi Ceramics: A project revitalising a Sicilian town through tourism

Matthew also shares his "Meatball" theory of delegation, how to use data to drive marketing decisions, and why writing like a human being is the ultimate competitive advantage in an AI-driven world.

Whether you're:

✔️ Scaling a multi-day tour operator

✔️ Building a "house of brands" strategy

✔️ Obsessed with improving company culture and operations

✔️ Or looking to inject more authenticity into your marketing

This episode is packed with magical nuggets you can use in your own business today.

Key themes: travel entrepreneurship, niche marketing, company culture, operational efficiency, business acquisitions, leadership, sustainable tourism, and brand scaling.

Who this is for: travel entrepreneurs, tour operators, agency founders, and business leaders who want to build a scalable, high-satisfaction business without losing its "soul" or "special feeling."

00:00 Introduction to Matthew Newton and Leatherback

01:58 Matthew's Journey to Entrepreneurship

04:01 The Birth of Leatherback and Its Brands

05:58 The Structure of Leatherback's Business Model

08:59 Identifying Niche Markets and Brand Development

12:02 Acquisitions and Business Growth Strategies

14:54 The Importance of Team Culture and Structure

16:57 Operational Strategies and Continuous Improvement

24:06 Cross-Brand Collaboration and Future Directions

28:37 Cross-Pollination in Operations

31:06 The Importance of Operating Principles

33:19 Gardening and Continuous Improvement

36:14 Empowering Teams with Meatballs

39:41 Onboarding and Memorization of Principles

43:11 Special Feeling in Recruitment

47:17 Leadership and Time Investment

50:58 Balancing Fun and Profitability

54:58 Salemi Ceramics: A Community Revitalization Project

01:00:07 Marketing Strategies and Authenticity

01:01:41 Writing with Authenticity

01:04:37 Targeted Marketing Strategies

01:07:36 Data-Driven Marketing Decisions

01:08:27 The Role of AI in Travel

01:12:51 Personal Qualities for Business Success

01:17:55 Continuous Improvement and Learning

01:20:18 Future Growth and Brand Expansion

01:22:51 Advice for Aspiring Entrepreneurs

🌍 Follow Our Journey

north9: https://north9.agency

Podcasts: https://north9.agency/podcasts/

🎗️ 100% Profit Giving

We’re giving away 100% of our profits: https://north9.agency/one-hundred/

👇 Our Socials Facebook: / north9agency

LinkedIn: / north9-agency

Instagram: / north9agency

Twitter: https://x.com/north9agency

In this episode, we sit down with Sonal Uberoi, founder of Spa Balance, author of The Wellness Asset, and host of the Wellness in Hospitality podcast, to explore the real business of wellness, hospitality, and sustainable growth.

From studying law to working at Goldman Sachs, and now advising global hospitality brands, Sonal’s journey is anything but conventional. Her diverse background, spanning Kenya, the UK, and now Madrid, brings a unique, commercially grounded perspective to an industry often driven by trends rather than substance.

We dive into what it truly means to integrate wellness into a brand’s DNA (not just add it as an amenity), and why understanding the numbers is just as important as understanding the guest experience.

This conversation covers:

• How Sonal’s investment banking experience shaped her approach to hospitality and asset management

• The balance between purpose and profit - and why both are essential

• Commercial sustainability and the ROI of wellness

• The role of indigenous wisdom and timeless practices in modern hospitality

• Building a personal brand through content, books, and thought leadership

• Scaling a one-person business and creating a long-term content ecosystem

• The importance of resilience, grit, and knowing when to say no

• Emerging trends shaping the future of wellness and hospitality

Whether you’re in hospitality, wellness, or building any kind of business, this episode is packed with practical insights you can apply immediately.

⏱️ Timestamps

00:00 Sonal's Journey: From Law to Wellness

04:57 Lessons from Goldman Sachs: Grit and Sustainability

10:02 The Intersection of Purpose and Profit

14:56 Mission-Driven Wellness: Reviving Traditions

19:55 Defining Wellness: Tools for Well-Being

25:07 Creating Unique Wellness Experiences

29:52 Marketing Wellness: Engaging the Consumer

34:56 Building Thought Leadership in Wellness

42:37 Building a Varied Content Ecosystem

46:03 The Journey of Writing a Book

51:45 Scaling a One-Person Operation

01:01:30 Overcoming Challenges in Entrepreneurship

01:18:40 Future Trends in Wellness and Hospitality

Whether you're:

✔️ Building a wellness or hospitality brand

✔️ Trying to balance purpose with profitability

✔️ Developing a personal brand or thought leadership platform

✔️ Scaling a solo business or consultancy

✔️ Or looking to create more meaningful, experience-led offerings

This episode gives you a clear, practical perspective on what it really takes to build something sustainable in today’s market.

Key themes:

Wellness in hospitality, commercial sustainability, personal branding, entrepreneurship, content strategy, thought leadership, ROI of wellness, guest experience, business growth, resilience

Who this is for:

Hospitality professionals, wellness entrepreneurs, consultants, founders, creators, and anyone looking to build a purpose-driven, commercially viable business.

If you found this valuable:

Like | Subscribe | Share with someone building their next chapter in business

Podcasts: https://north9.agency/podcasts/

LinkedIn: http://linkedin.com/company/north9-agency

Instagram: https://www.instagram.com/north9agency

Thank you!

What does it really take to build a travel business that survives crises, scales globally, and stays true to its purpose?

In this episode, Simon and Alistair reveal how they grew a small startup with just £10,000 into a thriving international travel company serving over 16,000 customers a year. From teaching English in Japan to leading a multi-destination brand across Asia, their journey is packed with hard-earned lessons in resilience, strategy, and growth.

You’ll learn:

• How to turn a niche passion into a scalable global business

• The shift from specialist to multi-destination operator

• Real strategies for surviving crises like COVID-19 and natural disasters

• How to use customer insight and data to drive profit and growth

• The role of partnerships, local leadership, and company culture

• What it’s really like working with private equity while keeping founder control

They also share behind-the-scenes insights on navigating the 2011 tsunami, managing uncertainty during the pandemic, and securing major investment - including a landmark partnership with Japan’s Sovereign Wealth Fund.

Whether you're:

✔️ Starting a travel business

✔️ Scaling a tour company

✔️ Navigating uncertain markets

✔️ Or building a purpose-driven brand

This episode gives you a clear, honest roadmap.

Key themes: travel entrepreneurship, startup growth, resilience, scaling a business, sustainable travel, leadership, private equity, crisis management

Who this is for: Travel entrepreneurs, founders, tour operators, startup builders, and anyone passionate about building a meaningful business in a challenging industry.

If you found this valuable:

Like | Subscribe | Share with someone building their dream business

Podcasts: https://north9.agency/podcasts/

LinkedIn: http://linkedin.com/company/north9-agency

Instagram: https://www.instagram.com/north9agency

Thank you!

We’re starting Season 3 with a bang as we welcome Juliet Kinsman—the powerhouse behind Bouteco and host of the Funny Old World podcast. Juliet has lived a dozen lives in one, from the heady days of Ibiza music journalism to shaping the voice of Mr & Mrs Smith and being the first Sustainability Editor at Conde Nast Traveller.

We cover a lot.

How do travel brands avoid greenwashing and maintain integrity? What does sustainability really mean? And what part does storytelling play in it all?

Whether you’re interested in the evolution of travel journalism, the ethics of AI, or practical PR & sustainability strategies, Juliet brings decades of experience to the table.

We discuss her journey from Ibiza journalist to sustainability consultant and explore why grit is the secret ingredient to a successful career in travel.

What you’ll learn in this episode:

• Juliette Kinsman’s journey from music journalism to travel media
• The growth of sustainable and regenerative travel
• How luxury hotels are adapting to conscious consumers
• The role of influencers and digital media in modern storytelling
• What “solutions-led storytelling” means (and why it matters)
• How brands can create stories that truly engage audiences
• The balance between data and creativity in content strategy
• The future of journalism, trust, and earned media
• Key traits for success: grit, integrity, and curiosity
• Actionable advice for newcomers in travel and hospitality

This is a real beauty to get Season 3 started - let us know what you think! 💥

***

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Thank you!

Riva Bacquet is the COO at SA Expeditions, a virtual travel company that specializes in curating bespoke, privately guided travel experiences to the Americas and increasingly to other destinations around the world.

She is a strong believer in the power and responsibility of travel to create positive change, and she takes a unique purpose-led approach to business leadership and team building. Trips created by SA Expeditions are designed not only to benefit travelers but everyone impacted by them, from local communities to the people in the business who run them.

As someone who is clearly hugely driven by personal development, Riva has so much to bring to the table in this conversation.

We go into depth on B Corp and the journey to get there, benefits of doing it and why B Corp is important. I’m personally fascinated by this as it’s a journey we’ve embarked upon with SEO Travel and I love hearing about other people’s experiences with it.

This ties into a wider conversation about purpose and what drives the growth of SA Expeditions which is not your typical travel business, from its virtual initiatives to its direction which is starting to veer towards becoming a tech company and an ‘uberised’ form of travel.

She has some excellent tips for women in business and hunting balance as a mum, changing paths from being a DMC and what made her take a punt on a couple of guys setting up a new travel company many moons ago.

I loved everything about this conversation. There is direct, actionable advice based on Riva’s experiences, thorough, educated insight into business and travel twinned with a nice dose of idealism, and also plenty of humility to show that Riva doesn’t feel she’s got it all worked out despite having achieved so much already.

***

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Thank you!

John O’Ceallaigh is the founder of Lute, an agency that provides consultancy, branding and content-creation services to luxury-travel businesses.

He was previously the luxury travel editor at the Telegraph Media Group, overseeing all their luxury travel content. 

He continues to write for some of the leading luxury travel publications internationally, including the Financial Times, The Times, Departures and Robb Report.

John’s insight into the world of luxury travel is fascinating and comes from someone who has now seen it frommany different angles. 

We discuss some of the incredible experiences he had during his time at the Telegraph, such as being the first to stay in the world’s first fully underwater hotel room as well as getting to the core of what makes good travel writing (and what doesn’t!).

John shares some excellent tips on how to get coverage in the kind of publications he’s worked at, and how to deal with journalists in an effective and respectful way, which includes the difference between pitching staff writers vs freelancers.

There is also some very practical insight into branding and what that means in the real world rather than just what colours you use on your website or what your logo looks like.

But the thing I enjoyed most in this conversation was how candid John was. He’s a straight talker and doesn’t pull any punches when explaining how he works which has clearly been a big contributor to his success. And he has some very surprising insight for budding travel journalists…

***

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Thank you!

Peter Banks is the Managing Director at Rudding Park, a privately owned luxury hotel with destination spa in Harrogate, Yorkshire.

He’s been at the helm of Rudding since the beginning, overseeing the launch and a raft of updates and improvements over the years that have led to Rudding winning award after award.

I have a strong personal connection to Rudding, with my brother having got married there and also being a very happy customer after many visits to the hotel and spa, so it was fascinating to sit down and speak to the man behind it to try and uncover some of the secrets to its success.

And boy does Peter deliver!

He’s a hugely entertaining storyteller and unsurprisingly has some very illuminating experiences to draw on after a long career in hospitality. From behind the scenes antics at hotels to the behaviour of the general public, he’s got plenty of material!

We talk in depth about how to build a culture of care and very practical actions you can take to do that in your own teams and businesses, from the recruitment process all the way through to the day to day management. 

We also cover Peter’s thoughts on how Rudding approaches its brand, why cash is everything  and some fascniatnig insight into how TripAdvisor works and what Rudding did in the past to gain success there.

Whether you’re an established hotelier, work in hospitality or just run a business in the travel sector I think you’ll find this fascinating. I did simply as someone who uses hotels!

This one is quintessential Yorkshire from top to bottom, with Peter even getting a cup of tea delivered mid conversation. So put the kettle on, relax and enjoy me talking to Peter Banks!

***

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Thank you!

Becky Harris is one of the co-founders of Viaventure, a DMC in Central America where she worked between 2001 and 2016.

Since leaving she has set up a range of businesses, from SaaS products like Squirellfish to Travel Kinship, her consultancy for DMCs.

I’ve known Becky for many years and she’s never been short of ideas or enthusiasm for business and is a wonderful person always looking to help others, as the nickname ‘Mother Teresa’ testifies which she mentions when we speak!

We go down all sorts of rabbit holes in this chat, including keeping focus, challenges with the traditional sales approach and what to do when you leave the business that has been your life for 15 years.

We also talk about the unsexy side of business, with Becky the new self-proclaimed queen of systems! It’s much more interesting than it sounds I promise!

Becky is a very open person and she shows a huge amount of vulnerability in this conversation about the challenges she faces as a single mum, dealing with a loss of direction and how imposter syndrome can overcome you.

But the main thing that came out of this for me was the depth of knowledge Becky has from her experience. She’s obviously got bags of practical knowledge from running a business for so long, but it’s also clear how much time she’s put into personal development over the years and she brings so much value here that people can lift and use for themselves. 

It was a pleasure to spend this time with Becky and I’m super grateful to her for everything she shared which i’m sure anyone listening can benefit from on many levels, whether its practical business advice or the empathy that comes from someone sharing their personal challenges so openly.

***

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Thank you!