Destination On The Left

A seasoned tourism executive with over 35 years of experience in the industry, Don Welsh serves as the President and CEO of Destinations International. Since joining the association in March 2016, Welsh has implemented a strategic realignment for the association through a renewed commitment to focus on member needs to deliver the resources members have determined to be essential to the success of their organizations. Prior to joining Destinations International, Welsh served as the President and CEO of Choose Chicago. Welsh also held the CEO position at the Indianapolis Convention & Visitors Association and the Seattle Convention & Visitors Bureau. Prior to joining the destination marketing industry, Welsh served as senior vice president for Westin Hotels at its corporate headquarters and has also held senior leadership positions in sales and marketing for Westin Hotels and Resorts, The Ritz-Carlton Hotel Company, and the MGM Grand Hotel/Casino in Las Vegas. On this episode of Destination on the Left, I welcome President and CEO of Destinations International, Don Welsh back and we dive into what the travel industry has learned from the COVID-19 pandemic over the last 12 months. We discuss the various opportunities for the industry to drive home the importance of adopting tourism as a community shared value and how we can promote this mindset. Don also gives us his insights into sustainable tourism, the changing meetings industry and the adoption of equity, diversity and inclusion principles. What You Will Learn: The silver linings hidden in the COVID-19 pandemic The importance of our networks and why we need to work together to move forward How the links between Convention and Visitor Bureau (CVB) and local communities have been cemented during the last 12 months What Destinations International has planned for their next program and how they are developing for the future What the travel industry should do to position themselves for successfully moving forward over the next five to 10 years Collaboration in Recovery The travel industry has been in crisis mode but now we are moving slowly towards recovery. There are certain destinations that are almost in full recovery mode, such as beach, mountains, or lake resorts and there are also many areas that are still at the beginning of their recovery process, such as urban destinations. The key factor for successfully returning to normality is that we maintain this hyper communication that has taken place this past year, so more people are aware of what destination organizations do and the contributions they make. Equality, Diversity and Inclusion Besides the increase in community shared-value work we need to change our vocabulary around how the travel industry can benefit communities, through the recovery and into the good times ahead. There have also been silver linings to the pandemic, and one such positive change was the increased adoption of the Equality, Diversity and Inclusion (EDI) principles and their heightened visibility during challenging times. Website: destinationsinternational.org LinkedIn: https://www.linkedin.com/company/destintl/ https://www.linkedin.com/in/don-welsh-76520b1a8/ Facebook: https://www.facebook.com/destintl/ Twitter: @destintl 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 of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

Carol Lempert supercharges executive presence and careers with the performance secrets actors use to light up the screen. She is a sought-after leadership expert quoted in Forbes, Financial Post, National Post, The Reader's Digest, and Thrive Global. Typically companies bring her in to help them fill their leadership pipelines. She teaches executives to tell better business stories, increase their executive presence, improve their personal brand and build more resilience. Carol's clients include Google, Marriott, American Express, Travelers, and the Harvard Executive Education program (yes, THAT Harvard. Her Mom is too proud). On this episode of Destination on the Left, Carol Lempert discusses how to better communicate and engage with others as part of a collaborative team. Carol shares her expertise as an actress with listeners and gives actionable tips and techniques on how to sound and look confident when pitching an idea and how to use high gain questions to make stronger connections and create better collaborations. We also do a live exercise that demonstrates how effective listening leads to a deeper understanding of what's really important to others in your sphere. What You Will Learn: The performance secrets that Carol uses to supercharge executive presence The four dimensions of executive presence Carol's insights as an actress, on communication, and how that supports effective teamwork and collaboration How to effectively pitch ideas The importance of asking open-ended questions to deepen understanding of a topic How to break through roadblocks to positive collaboration Essential Dimensions of Executive Presence Many of us in the world of travel, tourism, and hospitality have experience with booking or promoting theatre and live performance. Still, we don't often get a behind-the-scenes glimpse of what we can learn from actors about collaboration. Carol Lempert guides us through the four dimensions of executive presence and how she works with business people to help them communicate and pitch their ideas, so audiences listen. Collaborating Successfully Carol shares her insights on effective communication skills and how they can impact both in-house teams and teams of collaborators across various organizations. Collaboration and communication are closely tethered and both are vital for creating and bringing a successful project to fruition. Carol explains why leading cross-industry projects need to be open and transparent with the expectations from the off and aware of how to break down any roadblocks by listening and communicating productively. Website: https://carollempert.com/ LinkedIn: https://www.linkedin.com/in/carollempert/ Facebook: https://www.facebook.com/CarolLempertSpeaking Twitter: https://twitter.com/CarolLempert

Michael is a native of the Finger Lakes region. He was born in Rochester, NY but enjoyed an early childhood upbringing in Newport, RI ("America's First Tourism Town") to which he attributes his passion for hospitality. Over his thirty-five-year career, he has had the pleasure and honor to serve as a Convention Sales Manager, Director of both Convention Services and Visitor Services for Visit Rochester (twice), sell and market to domestic and international groups for the Corning Museum of Glass, Top of The Rock at Rockefeller Center and as a VP for Group Sales Box Office/Broadway.com (both in NY, NY). His earliest accomplishments as a Patient Unit Secretary at Strong Hospital, Front Office Supervisor for Stouffer Hotels, and Event Manager for Casa Larga Vineyards are where he believes his desire to serve, delight, and exceed expectations for guests, people, peers, and friends-alike was crafted. Recently, Michael continued his two-decade-long consulting business offerings to museums, attractions, municipalities, artists, and other family-owned and corporate clients as a resident in Chicago, IL. Just last year, in 2019, he went back to complete his Bachelor's Degree from Rochester Institute of Technology finishing on the Dean's List with 10 A's for 5 in-class subjects and 5 online, a feat he is extremely proud of and happy to have finished (as were his mom and RIT friends, favorite faculty members, and fellow alum). Destination on the Left is joined by Michael Hardy, the Executive Director of Watkins Glen Area Chamber of Commerce. On our podcast, Michael shares the key takeaways from his experience in the tourism and hospitality industry. He talks about how the "no-event events" helped his community draw attention and visitors during the holidays. Michael also dives into the concept of "return on involvement" and explains why that is the best measurement for success in any organization. No matter what we have experienced thus far, there are many silver linings, and our conversation highlights some of them. What You Will Learn: The insights Michael has gleaned from his experience working in the tourism and hospitality industry Watkins Glen's "no-event event" concept and how it drove visitor traffic during the holidays Why "return on involvement" is the best measure of success in any organization The silver linings that have come out of the pandemic thus far How Watkins Glen has used creativity and collaboration to stand out from the crowd What tourism businesses can do to put together a more impactful guest experience Watkins Glen, NY Michael Hardy is the Executive Director of Watkins Glen Area Chamber of Commerce. On our podcast, Michael shares the key takeaways from his experience in the tourism and hospitality industry. He talks about how the "no-event events" helped his community draw attention and visitors during the holidays. Michael also dives into the concept of "return on involvement" and explains why that is the best measurement for success in any organization. No matter what we have experienced thus far, there are many silver linings, and our conversation highlights some of the victories and struggles in Watkins Glen, NY. The Many Faces of ROI Michael has built an exemplary career in the travel and hospitality industry. He used each experience as a springboard to another, picking up a vast array of different skills along the way. From marketing and event planning to operations and customer experience design, Michael gained exposure to all facets of the industry, leading him to develop the idea of return on involvement. This concept is about identifying what visitors are getting for their time and money, then figuring out what you can do to add even more value to that experience through your involvement. In doing so, you will have yet another tool to separate your destination from the pack. No-Event Events The pandemic is waning, consumer confidence is increasing, and the tourism industry is rebounding. This leaves us with a unique problem that we haven't had in quite some time—too many destinations to choose from. For destinations to compete in such a high-stakes arena, they have to reach deep within their ranks to find a sense of creativity and collaboration. One of the ways Michael and his team achieved this was through their Holiday Happenings campaign. This was the birth of their "no-event event" concept where destinations can build an event framework and fill it in with an agenda that meets the CDC and local government restrictions at the time the event takes place. Through this type of modular event planning, DMOs can stay light on their feet and adapt in real-time as health guidelines change. Phone: 607-535-4300 Cell: 585-721-6032 Email: michael@watkinsglenchamber.com Website: www.watkinsglenchamber.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 of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

Lisa Berger, Director of Tourism for Ulster County, has more than twenty years of government experience, starting at Ulster County Tourism as the Director of Marketing and Group Sales. She was promoted to Deputy Director in four years, and from there, was asked to lead the county's Office of Employment and Training and Workforce Development Board. Over the next six years, Lisa worked with businesses, economic development, and education leaders to create policies and programs that help ensure that the labor force meets the needs of local businesses and industry. Berger became the Director of Ulster County's Department of Economic Development in September 0f 2019, where she developed strategies that promote sustainable economic growth, which will help all Ulster County residents. In November 2020, Lisa found herself back at the county's Tourism Department, this time as the Director. She brings an innovative, creative flair for robust partnerships and original promotional campaigns. Berger is currently looking at reinventing the standard travel guide, making it a meaningful touchstone for the creation of authentic experiences. On this episode of Destination on the Left, I talk with Lisa Berger about transferable skills and why it's so critical to spread the word about various routes into a successful career in the tourism industry. As Lisa explains, we need to show people the path to follow and where being a travel and tourism professional could lead them. We also dive deep into Lisa's plans for Ulster County to lead recovery in the tourism sector – including expanding the visitor base, building partnerships, and helping travelers make a deeper connection with the experiences available in the area. What You Will Learn: How transferable skills and the ability to use previous experience and a passion for helping your community can lead to a successful career in tourism Why the tourism industry needs to promote the principles of diversity, equality, and inclusion Some of the things that Lisa is working on to help Ulster County lead the way into recovery Lisa's new travel guide project with curated experiences that will help expand their visitor base How Lisa is making partnerships work for businesses, communities, and visitors and why they are stronger together Why building deeper connections through partnerships and with their visitors is driving Lisa's approach to recovery Making Deeper Connections Lisa shares her passion for finding and fostering deeper connections between visitors and what Ulster County offers in terms of local activities, arts, and experiences. She shares the region's plans for expanding their visitor base by shifting the focus onto the cultural heritage traveler and looking at their history as a center for art and music. The county's plan to really speak to a diverse audience in a welcoming way, to let them know that they're going to feel comfortable, is at the heart of Lisa's plans for moving forward into the future. A Rising Tide Lifts All Boats Cooperation is also one of the key principles of Lisa's roadmap to leading recovery in the tourist centers of her region. Integral to their plans to build partnerships and find ways for visitors to connect with the region is their carefully curated travel guide — complete with COVID-safe QR codes — which will showcase the unique partnerships that the county has built so they can offer visitors more recreation opportunities than ever before. Lisa also outlines her philosophy of creating connections by asking businesses in the tourism sector what they feel they need from her department, listening, and working to give them what will help them most. Website: https://ulstercountyalive.com/ LinkedIn: https://www.linkedin.com/in/lisa-berger-she-her-hers-75997b8/ Facebook: https://www.facebook.com/lisa.berger.710 Instagram: Ulster County Tourism 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 of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

Debra E. Ross is the founder, publisher, and CEO of Kids Out And About, LLC. The company publishes KidsOutAndAbout.com, launched in 2001, and BeyondTheNest.com, launched in 2016. The sites, which are presented under the umbrella of EntertainmentCalendar.com, provide comprehensive calendar and resource lists celebrating each of 45 local regions across the U.S. and Canada. Kids Out And About's focus is on activities for kids, teens, and families; its readers are 85% parents and the remaining 15% are grandparents. Beyond The Nest focuses on arts, culture, and recreation for grownups. Originally founded in 2001 as a community website for parents in Rochester, NY, KidsOutAndAbout.com started expanding out of Western New York in late 2010. The combined sites currently attract 6 million unique visitors per year, and over 400,000 opt-in readers receive a weekly e-newsletter filled with things to do both in their local area and virtually. Deb's weekly "Notes from Deb" column at the top of the KidsOutAndAbout.com newsletters is celebrating its 20th year of publication in 2021. As publisher, Deb leads a team of content managers whose mission is to celebrate each local region's best opportunities and thereby help sustain communities. Destination on the Left is joined by Debra Ross, the founder, publisher, and CEO of Kids Out And About, LLC. On our podcast, Debra shares her passion for celebrating local regions across the U.S. and Canada. She talks about the importance of selling both the residents and outsiders on tourism in smaller communities. And she also discusses her experience with coopetition, as well as the big plans communities are working on to prepare for the 2024 eclipse. What You Will Learn: Debra's journey into the travel and tourism industry What Debra is doing to celebrate local regions across the U.S. and Canada Debra's role as the publisher and CEO of Kids Out and About, LLC. The importance of selling both the residents and outsiders on tourism in smaller communities Debra's experience with the power of coopetition in local regions The big plans communities are working on to prepare for the 2024 eclipse Kids Out and About Debra Ross is the founder, publisher, and CEO of Kids Out And About, LLC., a media network that provides a comprehensive calendar and resource lists celebrating each of 45 local regions across the U.S. and Canada. On our podcast, Debra shares her passion for celebrating local regions across the U.S. and Canada. She talks about the importance of selling both the residents and outsiders on tourism in smaller communities. And she also discusses her experience with coopetition, as well as the big plans communities are working on to prepare for the 2024 eclipse. Connecting Travelers, Community Members, and Destinations Kids Out and About generates almost all of its revenue through local advertising. It is a predominantly mission-based organization, meaning that its fundamental purpose is to celebrate and nurture the communities it serves. With Debra at the helm, Kids Out and About has taken an approach that enables local businesses, CVBs, and DMOs to be more themselves—thus standing out from the crowd. It is about highlighting all of the ways in which local community members and outsiders can connect with them on a deeper level. First, they match travelers with the activities they are seeking already, then they offer a broad spectrum of other opportunities the travelers may have never even considered. Thriving Together In order to create deeper connections on a regional level, coopetition must become an integral part of the process. We are seeing tourism businesses work together despite nominally competing for the same tourism dollars under normal circumstances. If you zoom out and look at the bigger picture, success is often measured collectively. Large CVBs and DMOs are only interested in how tourism is performing at scale. By determining what metrics to measure and providing support to other destinations in your region, communities can grow stronger than ever before. With collective action, everyone has a chance to thrive. Website: www.kidsoutandabout.com Facebook: https://www.facebook.com/DebraERoss LinkedIn: https://www.linkedin.com/in/debra-ross-roc/ 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 of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

Roni Weiss was born in Long Island, New York, and grew up in Snohomish County, Washington, north of Seattle. At the age of 10, Roni began attending Edmonds Community College (now Edmonds College), receiving his Associates of Arts and Science with Honors at the age of 12. He graduated from Lynnwood High School at the age of 15, then attended the University of Washington, receiving double Bachelors of Arts degrees in Drama and English at the age of 18. Through years of world travels, Roni visited 70+ countries, including every country in Europe, six of seven continents, and taught English in Italy, France, Taiwan, and Chile, both to youth and professionals. In 2011, Roni founded RW Social, a marketing and consulting company for the travel industry and nonprofits. From 2011 to 2016, Roni worked with Africa Travel Association (now Africa Tourism Association), assisting with and speaking at ATAs events in NYC, DC, and multiple African countries. In 2013, RW Social launched the New York Travel Festival, an event focused on innovation and sustainability in the world of travel, which served as the genesis for Travel Unity, where he now serves as Executive Director. Roni lives in Westchester County, NY with his partner, Lauren, and their four children. Destination on the Left is joined by Roni Weiss, Executive Director of Travel Unity. On our podcast, Roni discusses his unique journey into the travel and tourism industry and the world of entrepreneurship. He explains how a broader view on community impact can create a win-win for both the tourism organization and the community it serves. In addition, Roni makes the case for why representation in marketing and PR needs to be executed thoughtfully and consistently with more depth. This conversation is the key to getting started or leveling up your focus on DEI, and Roni brings so much value to the table. What You Will Learn: Roni's unique journey into the travel and tourism industry and the world of entrepreneurship How a broader view on community impact can create a win-win for both tourism organizations and the communities they serve Why representation in marketing and PR needs to be executed thoughtfully and consistently with more depth Personal vs. Organizational Development tactics in the travel and tourism industry Tips for finding the right candidates during the hiring process Travel Unity Roni Weiss is the Executive Director of Travel Unity, a non-profit focused on increasing diversity in the world of travel through individual and community empowerment. On our podcast, Roni discusses his unique journey into the travel and tourism industry and the world of entrepreneurship. He explains how a broader view on community impact can create a win-win for both the tourism organization and the community it serves. In addition, Roni makes the case for why representation in marketing and PR needs to be executed thoughtfully and consistently with more depth. This conversation is the key to getting started or leveling up your focus on DEI, and Roni brings so much value to the table. Overcoming Inequality in Travel and Tourism Travel Unity provided Roni with the opportunity to make an impact on both the personal development side and the business/organizational development side of the travel and tourism industry. The center circle of this ven diagram is the inequality in this world. Initially, that took the form of socioeconomic status in Roni's work. But as he grew, Roni dove even deeper into the concept of cultural exchange, searching for new ways to bridge the gap between all types of people from different walks of life. When travel organizations adopt a similar perspective and focus on building connections in the communities they serve, it will help develop an environment where everyone thrives. Be Proactive in the Hiring Process Once a community has stitched the tears in its connective tissue, the travel and tourism sector can make a greater impact than ever before. Pushing for personal and organizational development in the community will create a future workforce that shares the same values. This is an ideal framework to work from as an organization grows. When adding new team members and filling existing roles, it is important to do everything in our power to build a team that supports our vision for diversity. Homogony doesn't exist because we aren't getting the candidates we need, it exists because we aren't going out there to find them. This is something we have complete control over, and it will change the dynamic of our teams for years to come. Website: https://travelunity.org Facebook: https://facebook.com/officialroniweiss LinkedIn: https://linkedin.com/in/roniweiss Twitter: https://twitter.com/roniweiss 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 of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

Jeff Gayduk is the president and publisher of Premier Travel Media (formerly known as Premier Tourism Marketing), a multi-faceted print and online publishing firm that specializes in the group travel industry. Our titles include Leisure Group Travel, Group Travel Directory, Sports Planning Guide, Reunions Workbook, Student Travel Planning Guide, Religious Travel Planning Guide, Snowbound and Ski & Ride. Destination on the Left is joined by Jeff Gayduk, president and publisher of Leisure Group Travel. On our podcast, Jeff discusses the framework and purpose of his new book, "Traveling Tribes: Your Next Gig as a Travel and Tourism Influencer." He also shares his team's insights on fueling recovery, which was recently published as a white paper to the benefit of everyone in the travel and tourism industry. Jeff brings so much value to the table in our discussion, providing tons of tips to help tourism organizations build momentum as the world reopens. What You Will Learn: Jeff's journey into the travel and tourism industry The framework of Jeff's new book, "Traveling Tribes: Your Next Gig as a Travel and Tourism Influencer" How Jeff's book can shed light on this sector and drive demand for a new pipeline of customers Key insights Jeff and his team have gathered about the recovery of travel and tourism How the group travel industry is evolving, and what tour operators are doing to adapt Premier Travel Media Jeff Gayduk is the president and publisher of Leisure Group Travel, a multi-faceted print and online publishing firm that specializes in the group travel industry. On our podcast, Jeff discusses the framework and purpose of his new book, "Traveling Tribes: Your Next Gig as a Travel and Tourism Influencer." He also shares his team's insights on fueling recovery, which was recently published as a white paper to the benefit of everyone in the travel and tourism industry. Jeff brings so much value to the table in our discussion, providing tons of tips to help tourism organizations build momentum as the world reopens. Traveling Tribes 'Traveling Tribes" is a prescription book on how to lead group travel. Tour operators and their direct markets are full of people from all walks of life. Many of them have unique backgrounds and amazing life stories that are completely independent of their role in travel and tourism. That notion makes it difficult to create a one-size-fits-all solution for developing strong leadership in group travel scenarios. Jeff started compiling all of these different backstories to find the through line and identify common ingredients in each experience. With this recipe, tour operators can adapt more easily as the group travel industry evolves. Keeping a Finger on the Pulse By establishing a baseline for leadership performance in "Travelling Tribes," Jeff and his team have been able to offer more valuable resources and tips to tourism professionals throughout the pandemic. They have kept a finger on the pulse of major trends in the travel industry in order to come up with viable solutions for the recovery period. As a result, they have made it easier for tourism professionals to determine the next steps. Whether that means leveraging pent-up demand for travel, milestone birthdays, bolstered savings, or personal development, the data supports a dire need for the return of tourism. Website: LeisureGroupTravel.com Facebook: https://www.facebook.com/LeisureGroupTravel/ LinkedIn: https://www.linkedin.com/in/jeffgayduk/ Twitter: https://twitter.com/leisuregroup White Paper: https://leisuregrouptravel.com/tour-operators-react-to-covid-19-how-will-the-group-travel-recovery-look/ Book: https://leisuregrouptravel.com/travelingtribes/ 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 of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

Amir Eylon is the President, CEO, and Partner of Longwoods International and a thirty-two-year veteran of the Travel & Tourism industry. Amir leads the entire team responsible for developing and executing all facets of the organization, from program development to customer acquisition and retention. He joined Longwoods in 2015 from his previous role as Vice President, Partner Engagement with Brand USA, the public-private partnership serving as the destination marketing organization dedicated to increasing international visitation to the US. He led the team responsible for increasing Brand USA's partnership base and ensuring that participants received excellent service throughout Brand USA's deployment of joint marketing programs. During his tenure, Brand USA grew its base to 475 partners, composed of destination marketing organizations, convention and visitor bureaus, attractions, travel brands, airlines, and tour operators. Prior to joining Brand USA, Amir served as Director of the Ohio Office of Tourism. Under his leadership, the state's marketing programs realized a tremendous return on investment and contributed to the growth of the state's $40 billion tourism economy. The programs he developed leveraged industry and nontraditional partnerships that generated $14 in new state and local taxes for every $1 invested and included active participation by thousands of Ohio's tourism-related businesses. Amir has also served as Executive Vice President of the Ohio Hotel & Lodging Association, Assistant Director of the Ohio Tourism Division, and Sales & Marketing Manager with the Steuben County Conference and Visitors Bureau. He has been recognized with a number of Industry honors, including Top 25 Extraordinary Minds in Sales & Marketing award (2014) by the Hospitality Sales and Marketing Association International (HSMAI); The Ohio Tourism Industry's Highest Honor, The Paul Sherlock Award; and The State of Ohio Distinguished Service Medal. Amir's thought leadership in tourism is often quoted by media, and he has appeared in dozens of interviews among many national media outlets, including CNBC, MSNBC, Forbes, The New York Times, The Washington Post, The Los Angeles Times, etc Amir holds a Bachelor of Arts degree in Political Science from the University of Dayton. On this episode of Destination on the Left, we welcome back Amir Eylon, President, CEO, and Partner of Longwoods International, who first appeared on the podcast in April 2020. We reflect on the travel trends over the last 12 months, as revealed by research conducted by Longwood International's Traveler Sentiment Trackers. Amir also speaks to the expectations of the newly conditioned traveler and what first trips will look like for many Americans after a year of shutdowns. He also explores the data on opportunities that can be found for DMOs with the return of day-trippers. What You Will Learn: What recent data from the Traveller Sentiment Trackers shows, and why the outlook for travel is optimistic Where and why people are traveling – including the most popular domestic destinations Traveler opinions on safety and cleanliness protocols in the communities they visit Why the resurgence of the day trip meant that overall volume wasn't as low as expected over the last 12 months Newly conditioned traveler expectations and how DMOs can ensure they are catering to the increased desire to feel safe when making bookings Why it is essential to understand the importance of focusing on promotions rather than deep discounts Understanding Travel Plans in the New Normal Amir and Longwoods International were motivated to start their Travel Sentiment Trackers in March 2020 by a desire to help the entire travel industry. The data that their research has circulated has been invaluable in understanding how the American traveler feels about vacationing in this new normal and how DMOs can best serve them going forward. He discusses why overall volume in the US wasn't as low as the travel industry expected and explains which domestic destinations have proved to be the most popular over the last year and why. Traveler Expectations in 2021 Amir digs into the expectations of newly conditioned travelers and why destinations need to be mindful not to roll back their cleanliness and flexibility protocols too quickly. He also addresses the new-found popularity of the day trip and how destination marketers can leverage those first visitors to promote their community and popularise short overnight breaks. The data shows that clarity will remain an important part of what visitors expect when researching destinations in the future and how communities can ensure that travelers feel safe by continuing to be transparent about precautions still in place to protect guests. Website: https://longwoods-intl.com/ LinkedIn: https://www.linkedin.com/in/amir-eylon-2242037/ https://www.linkedin.com/company/longwoods-international/about/ Facebook: https://www.facebook.com/longwoodsinternational Twitter: @AEylon @Lngwds Episode 173: Market Research a Roadmap Through a Pandemic, with Amir Eylon 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 of. Here is a quick tutorial on how to leave us a rating and review on iTunes!: https://breaktheicemedia.com/rating-review/

Jennifer Wesselhoff is the President & CEO of the Park City Chamber of Commerce | Convention & Visitors Bureau (Chamber/Bureau). She has served in the position since October 2020. The Park City Chamber/Bureau is responsible for the marketing and management of Utah's preeminent luxury tourism destination, driving revenues in excess of $1 billion annually. Park City is home to the Sundance Film Festival, the nation's largest independent film event. The town's two ski resorts served as major event sites for the 2002 Winter Olympic Games and the Utah Olympic Park continues to attract Olympians to Park City for high-altitude training. The town also is the headquarters for the US Ski & Snowboard Association (USSA). Park City hosts ski and snowboarding world championships on an annual basis and the United States Olympic Committee (USOC) has selected Utah for its next Winter Olympic bid in 2030. More than two million skiers hit the local slopes each year at both Park City Mountain, featuring the nation's largest ski terrain, and Deer Valley Resort, consistently rated amongst the top ski resorts in North America. In summer months, more than one million visitors flock to Park City for hiking, blue-ribbon fly-fishing and biking on its 400-mile trail system. Prior to arriving in Park City, Jennifer was CEO/President of the Sedona Chamber of Commerce & Tourism Bureau, which she joined in 2007. During her tenure, she led Sedona, Arizona to national recognition as a destination. Jennifer guided the Sedona Chamber's accreditation as a Destination Management Organization, led the development of Arizona's first Sustainable Tourism Plan, and saw tourism grow to become Sedona's largest industry, with a $1 billion annual impact and 10,000 tourism-related jobs. She most recently represented the region on the Governor's Economic Recovery Task Force. Jennifer developed and launched successful brand strategies for Sedona, including the "Sedona, the Most Beautiful Place on Earth" campaign and the "Find Your Room to Play" campaign. Jennifer is a Certified Destination Management Executive with Destination Marketing Association International and is a frequent speaker and consultant on sustainable tourism best practices. She was the former Sedona Certified Film Commissioner with the Association of Film Commissioners International. Before joining the Sedona Chamber of Commerce & Tourism Bureau, Jennifer taught English in Japan and spent three years in the hospitality industry in Interlaken, Switzerland. She is conversant in three foreign languages and holds bachelor's degrees in French and Communications from Miami University in Oxford, Ohio. When Jennifer and her husband Rick are not running, biking and hiking, they enjoy cooking and traveling with friends. Destination on the Left is joined by Jennifer Wesselhoff, the President and CEO of the Park City Chamber of Commerce, Convention, and Visitors Bureau. On our podcast, Jennifer shares her passion for sustainable tourism and talks about the steps you can take to implement it in your own community. She teaches us what DMOs can do to better communicate with their communities and grow the destination organically. And she also explains how the pandemic has provided destinations with an opportunity to rethink tourism for years to come. What You Will Learn: Jennifer's journey into the travel and tourism industry Jennifer's passion for sustainable tourism and the steps you can take to implement it in your own community How to balance the four pillars of sustainable tourism Why DMOs need to put more focus on communicating with their residents and local communities How the pandemic has provided destinations with an opportunity to rethink tourism Attracting quality vs. quantity when it comes to visitors The Park City Chamber of Commerce, Convention, and Visitors Bureau Destination on the Left is joined by Jennifer Wesselhoff, the President and CEO of the Park City Chamber of Commerce, Convention, and Visitors Bureau. On our podcast, Jennifer shares her passion for sustainable tourism and talks about the steps you can take to implement it in your own community. She teaches us what DMOs can do to better communicate with their communities and grow the destination organically. And she also explains how the pandemic has provided destinations with an opportunity to rethink tourism for years to come. Becoming a Leader in the Pandemic Jennifer started her journey in Park City in October of 2020—an interesting time to say the least. Starting a new position, with new people, in a new organization is enough to test any leader, let alone when it is taking place in a remote work environment. Jennifer, however, brings a ton of experience to the table, and she was able to find her stride quickly through the use of creativity and collaboration. Her passion for sustainable tourism has helped her develop those skills day in and day out, and it is a concept we can all benefit from exploring in our own organizations and communities. The Four Pillars of Community Jennifer defines sustainable tourism as a way to balance the four pillars of the community, and it lifts up everyone who is apart of it. The pillars are: creating and retaining a vibrant economy, the visitor experience, impact on quality of life, and protecting the environment. While Jennifer always took a data-driven approach to destination marketing, the four pillars of community helped her reshape the lens with which she looked at the data. It gave her a new perspective for addressing unique challenges within the community, and it provided her with an opportunity to partner with other organizations and businesses in the region to solve those challenges. Sustainable tourism is something any destination can adopt to transform the core principles of the community, and there is so much to gain from it. Website: https://www.visitparkcity.com/ LinkedIn: https://www.linkedin.com/in/jennifer-wesselhoff-8960599/ https://www.linkedin.com/company/park-city-chamberbureau/ Facebook: https://www.facebook.com/VisitParkCity Twitter: @jennwesselhoff

As Founder and President, Jennifer Hawkins has overseen the growth of Hawkins International Public Relations from a one-woman start-up to a major player in public relations, media relations, and digital communications for the luxury travel and lifestyle industries. Yet even as the agency has grown to more than 30 employees, maintained a robust roster of world-class international clients, expanded with a Los Angeles office, and launched a new division focused on wellness and beauty, Jennifer remains committed to the boutique and approachable culture she first shaped at the start back in 2002. "I want to maintain our spirit of creativity and proactivity in everything we do," she says, explaining that assembling diverse leadership and talent is key to Hawkins International's ingenuity and maneuverability. Jennifer's commitment to relevancy encompasses not just current trends in hospitality and wellness, but making certain that the agency is technologically on par and on top of the changing media landscape. She was behind the company's embrace of social media that created a vibrant division offering influencer relations, social media activation and training, content strategy, and video integration services. "We celebrate luxury travel and wellness lifestyles through polished personalized attention to our clients and to the media alike," Jennifer continues. "My role is to bring in interesting clients who are a pleasure for us to collaborate and do business with. That keeps our PR team inspired, our culture dynamic, and our clients squarely in the news." Jennifer fell for travel as a girl traveling with a Eurail Pass through Europe with her father. A veritable globetrotter with more than 50 countries across 6 continents stamped on her passport, she long ago gleaned that travel isn't just about the visitor's experience – it's also about providing a real economic impact to countless destinations. She never thought Hawkins International would grow as it has – "I call myself the accidental entrepreneur" – but she has enjoyed the journey. "I can honestly say the majority of clients we've signed have come because of our reputation, and they stay because they know we will innovate and deliver." Destination on the Left is joined by Jennifer Hawkins, Founder and President of Hawkins international Public Relations and Maverick Creative. Jennifer is a self-proclaimed travel and tourism nerd, working with luxury hotels, spas, resorts, and start-ups through her agencies. On our podcast, Jennifer shares highlights from her recently released Trend Hawk Report. She explains what increased spending on social media means for our industry, how national brands are integrating with local communities, and what our industry can do to prepare for recovery. What You Will Learn: How Jennifer impacts the travel industry through Hawkins International and Maverick Creative Highlights from Jennifer's recently released Trend Hawk Report What increased spending on social media means for the travel and tourism industry How national brands are integrating with the local community through the pandemic What businesses in the travel industry need to do to prepare for the recovery HIPR and Maverick Creative Destination on the Left is joined by Jennifer Hawkins, Founder and President of Hawkins international Public Relations and Maverick Creative. Jennifer is a self-proclaimed travel and tourism nerd, working with luxury hotels, spas, resorts, and start-ups through her agencies. On our podcast, Jennifer shares highlights from her recently released Trend Hawk Report. She explains what increased spending on social media means for our industry, how national brands are integrating with local communities, and what our industry can do to prepare for recovery. The Trend Hawk Report Continuing the theme of 2020, 2021 is already fairly unpredictable. In order to get a handle on what we can expect for this year, data collectors/aggregators like Jennifer have kept an eye on travel and tourism trends that best represent where the industry is headed. Jennifer and her team have measured the impact of social media use in the travel industry as it correlates to social media spend. They have explored the tangential spikes in local business as local travel takes precedence. And they have looked into the overall change in human behavior/communication in relation to travel. We need to keep tabs on all of these trends as the country continues to reopen, so click here for more information. Setting the Pace for 2021 From hi-tech wellness experiences to digital marketing strategy, there are a lot of trends surfacing in the pandemic that will be differentiators for years to come. Research shows that in times of crisis, companies that adapt, pivot, and invest in their employees tend to come out stronger when the economy returns. In addition, companies that create, innovate, and collaborate with other competitors in their verticals/regions finding tons of new ways to generate revenue and foot traffic during the pandemic. With vaccines being distributed and some semblance of normalcy in sight, it is important that we do everything we can, with everyone we can, to hit the ground running in the recovery phase. Report: trendhawk2021.com Website: https://www.hawkpr.com/ https://www.maverickcreative.us/ LinkedIn: https://www.linkedin.com/in/jenniferhawkins2/ https://www.linkedin.com/company/hawkins-international-public-relations/ https://www.linkedin.com/company/maverick-creative-nyc/ Facebook: https://www.facebook.com/hawkinsinternationalpr/ https://www.facebook.com/WeAreMaverickCreative/ Twitter: @HIPR