Field Notes

Advance Travel and Tourism
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The travel industry is evolving fast—how are you keeping up? Field Notes: Insights and Strategies for the Travel Marketer is your go-to podcast for expert insights, real-world strategies, and candid conversations with the people shaping the future of travel marketing. What You’ll Discover 🚀 Actionable Strategies – Learn from top industry experts, marketing leaders, and travel professionals as they share what’s working now. 🌍 Industry Trends – Stay ahead of emerging trends in digital marketing, destination branding, customer engagement, and more. 🎙️ Exclusive Interviews – Hear the voices behind successful campaigns, innovative tourism strategies, and game-changing marketing approaches. 📈 Real-World Insights – Get firsthand experiences, case studies, and behind-the-scenes knowledge from those who know the travel marketing landscape best.

  1. 5 మే

    How to Make Data Actionable for your destination

    Most destinations aren’t short on data—they’re short on decisions. In this episode of Field Notes, Eric Hultgren sits down with three operators who live at the intersection of data, strategy, and real-world application: Frida Bahja, Ktimene Axtell, and Josh Gibson. The conversation cuts through the noise around “more data” and gets to the harder question: How do you actually turn it into action that changes outcomes? You’ll hear: Why most DMOs don’t have a data problem—they have a translation problem The gap between what data vendors promise and what teams can actually use How to move from dashboards to decisions (and why most teams stall in between) What “verified behavior” really means—and why intent signals are shifting fast How Tennessee used data to drive growth in underperforming counties—and what that reveals about scalable strategy Why speed matters more than precision in modern data environments The emerging tension between AI, sustainability, and tourism growth And then it pivots. Eric reframes the entire conversation through the lens of zero-click search and AI decision-making, where travelers don’t visit your website, but still make decisions about your destination. That shift changes everything: What data matters What content gets surfaced And what “visibility” actually means now This isn’t a conversation about tools. It’s about how to think differently when the system itself has changed. If you're responsible for growth, storytelling, or strategy in travel—this is the episode that forces a reset.

    54 నిమి

  2. 3 ఏప్రి

    Community First or Nothing Lasts: Nate Wyeth on Regenerative Tourism and Playing the Long Game

    What if the job of a DMO isn’t to grow tourism… …but to protect the place that makes tourism possible? In this episode, Eric sits down with Nate Wyeth, Chief of Staff at Visit Bend, to unpack a deceptively simple idea: If the community doesn’t benefit, the destination eventually breaks. This is a conversation about regenerative tourism—not as a buzzword, but as an operating system. One that forces harder questions, longer timelines, and better decisions. And it starts with a North Star Nate has been chasing for two decades: How do we grow in a way that actually benefits the people and places we serve? 🧠 The Big Idea Tourism isn’t just an economic engine. It’s a relationship: between visitor and place between growth and preservation between today and the next 30 years Break that relationship… and you don’t have a destination anymore. 🔑 What You’ll Learn 1. Community isn’t a stakeholder—it’s the starting point Nate’s model is simple: Community first Everything else follows Because: residents feel the impact first infrastructure absorbs the strain ecosystems don’t get a vote If you ignore that… you’re borrowing time. 2. The real definition of sustainability It’s not branding. It’s not messaging. It’s literally in the word: Sustain = make it last. That forces a shift from: short-term wins → long-term viability 3. The balancing act every DMO avoids (but shouldn’t) Tourism creates: revenue jobs energy But also: strain cost tension The job isn’t to eliminate one side. It’s to hold both at the same time. 4. The smartest resource allocation analogy you’ll hear Most DMOs: Walk into a casino and drop everything on the first slot machine. Better approach: invest intentionally split resources between growth and preservation build systems, not spikes 5. Why some communities “get it” faster than others It’s not geography. It’s people. Places like Oregon work because: people show up they’re willing to have hard conversations they choose collaboration over control That’s the unlock. 6. How to build buy-in (even in skeptical markets) You don’t start with: “We need sustainability.” You start with: near-term wins visible benefits shared outcomes Then expand the aperture. 7. The “toddler on a sugar high” economy metaphor Right now, tourism feels like: fast reactive overstimulated The real question: What happens when the sugar crash hits? Smart DMOs are already planning for that moment. 8. The most underrated discipline: postmortems The industry bias: launch → move on What’s missing: reflection learning iteration Nate’s take: If you don’t learn from failure, you’re just repeating it faster. 9. Collaboration isn’t optional—it’s structural Visitors don’t respect boundaries: city → region → state So DMOs can’t either. The Bend model: regional partners tribal partners land managers first responders Everyone at the table. Because impact doesn’t stay in one place. 💬 Best Lines “If we don’t put our community first, we have no destination worth promoting.” “Sustainability is about what lasts.” “We don’t put shock collars on visitors—they move across regions.” 🎯 Why This Episode Matters If your AI talk is about being found, this conversation is about being worth finding. Most destinations are still optimizing for: traffic bookings short-term lift This is about: longevity trust shared value 🧠 Strategic Takeaway There are really two futures for DMOs: Extractive → maximize visits now → deal with consequences later Regenerative → balance growth with care → build something that lasts Nate is clearly building the second. 🔧 Immediate Actions If this hits, here’s where to start: Define your “community-first” lens Audit where tourism creates strain (not just revenue) Build one initiative that benefits both visitor and resident Bring one new partner to the table you don’t usually include 🔗 Listen & Follow Catch more episodes of Field Notes for grounded conversations with people shaping the future of travel marketing.

    11 నిమి

  3. 30 మార్చి

    AI, Zero-Click, and the New Rules of Travel Discovery

    Fresh off a keynote in Massachusetts, this episode is a live drop of Eric Hultgren’s latest thinking on AI for Travel 2.0 It starts with a simple story: a traveler who books a trip, adjusts her schedule, and plans her entire experience…without saying a word. That’s not the future. That’s now. And it leads to a harder question: If a traveler never visits your website…did you actually lose? 🧠 The Big Idea We’ve entered a Copernicus moment for marketing. Your website is no longer the center of the universe. It’s infrastructure. Less important to humans. More important to machines.

    45 నిమి

  4. 27 మార్చి

    Control the Controllables: Leadership, Accessibility, and Strategic Focus in Central Oregon

    In this episode, Eric sits down with Scott Larson, President & CEO of Visit Central Oregon, to unpack how destination leaders navigate uncertainty, prioritize what matters, and make long-term bets in a short-term world. From accessibility as both a moral and market imperative to using the World Cup not as a campaign—but as a test, this conversation is a masterclass in disciplined thinking. This isn’t about doing more. It’s about doing the right things—on purpose. 🔑 What You’ll Learn 1. Why most conference energy dies—and how to keep it alive The move: don’t bring back 15 ideas. Bring back 1–2 and actually build around them. Momentum isn’t about inspiration. It’s about constraint. 2. Accessibility isn’t a feature—it’s a system Central Oregon’s approach to working with accessibility platforms: Overcoming business fear (“is this a liability?”) Moving beyond compliance → toward usability Building toward a filtered, personalized experience layer (not just blogs) The real insight: Most destinations say they’re accessible. Very few make it discoverable. 3. The missed opportunity in travel UX Current state: “Here are 5 trails… one of them works for you.” Future state: “Tell us your needs → we’ll show you only what works.”

    18 నిమి

  5. 26 మార్చి

    Coast Like a Local: Stewardship, Storytelling, and the Future of the Oregon Coast

    What happens when a destination decides it’s not just selling visits—but protecting a place? In this episode, we head to the Oregon Coast to talk with Stacey Gunderson about the evolving role of DMOs in a world where tourism growth, environmental responsibility, and community trust are all colliding. This isn’t a conversation about campaigns. It’s about philosophy. From seafood trails and cross-industry collaboration to the real (and often unmeasurable) ROI of stewardship, Stacey Gunderson offers a grounded look at what it takes to build a destination brand that people don’t just visit—but respect.   🧭 What You’ll Learn 1. How to filter signal from noise at conferences The shift from “take everything in” to “know what actually matters” comes down to strategic clarity—and collaboration opportunities. 2. Why trails are really about ecosystems, not itineraries The Oregon Coast Seafood Trail isn’t just a product—it’s a platform for local businesses, partnerships, and layered visitor experiences (beer, wine, seafood all working together). 3. The subtle power of “Coast Like a Local” It’s not just a tagline—it reframes the visitor mindset from consumption to participation. → You’re not visiting a place. You’re borrowing it. 4. Stewardship as a marketing function (not a side initiative) From social content choices to on-the-ground infrastructure, stewardship shows up everywhere: What you post What you don’t post How partners align What behaviors you normalize 5. The hardest question: What’s the ROI of doing the right thing? You can’t always measure it. But you can see it: Cleaner beaches Better visitor behavior Stronger emotional connection Long-term sustainability This is marketing beyond attribution. 6. AI adoption—intentionally slow, strategically aware The Oregon Coast approach: No rush to deploy AI-facing tools Focus on making content AI-readable and discoverable Real concern about environmental impact Watching, learning, and choosing moments carefully It’s restraint as strategy—not hesitation. 🔑 Key Takeaways Visitors don’t think in regions—DMOs do. Collaboration beats territorial thinking. Behavior is shaped by signals, not rules. Show, don’t tell. Stewardship is brand. If it’s not embedded everywhere, it’s not real. Not everything that matters can be measured—but it still compounds. AI readiness ≠ AI adoption. Structuring your content may matter more than deploying tools (for now).

    18 నిమి

  6. 14 మార్చి

    Accessibility, Trust, and the $25 Billion Opportunity in Travel

    In this episode of Field Notes: Insights and Observations for the Travel Marketer, Eric Hultgren sits down with Arturo Gaona and Sofia Bravo from Wheel the World, a company focused on making travel more accessible for people with disabilities. Recorded during the Oregon Governor’s Conference on Tourism, the conversation explores how accessibility data, trust, and verification are transforming how travelers with disabilities plan trips—and why destinations that ignore this market are leaving billions on the table. Wheel the World operates both a consumer booking platform and a verification system for destinations and hospitality businesses, helping travelers confidently plan accessible trips while giving destinations a clearer way to understand and promote their accessibility offerings. Key Topics in This Episode What Wheel the World Does Wheel the World operates two core services. On the consumer side, travelers with accessibility needs can use the platform to search and book accessible experiences—from hotel rooms to multi-day trips around the world. On the industry side, the company works with destinations, hotels, and tourism organizations to verify accessibility information and improve how those offerings are communicated. To gather that information, the company deploys trained “mappers” who physically visit properties and collect more than 200 accessibility data points, ranging from door widths and bed heights to mobility considerations throughout a property. Why Accessibility Data Matters Traditional hospitality listings often describe accessibility in vague terms—simply labeling a room as “accessible.” But for travelers with disabilities, that binary description doesn’t provide enough information to plan a trip confidently. Wheel the World solves that problem by combining detailed property measurements with personalized traveler profiles. Travelers can create accessibility profiles that include information about mobility needs, assistive devices, or comfort requirements. The platform then uses that information to match travelers with properties that best fit their needs. The goal is simple: replace uncertainty with trust. Oregon’s Accessibility Leadership Oregon has become a national leader in accessible tourism. The state has invested roughly $8 million in accessibility initiatives over the past six years, funding improvements, training programs, and verification projects across destinations. Through partnerships with Wheel the World, Oregon has verified more than 770 tourism businesses, making it the most accessible-verified state in the country. That verification effort began along the Oregon Coast and later expanded statewide as more destinations saw the benefits of standardized accessibility data. Accessibility as a Major Travel Market Accessibility is often framed as a compliance issue or a diversity initiative. But Arturo and Sofia argue that the travel industry should view it as something else entirely: A massive growth opportunity. In the United States alone: • Travelers with disabilities and their companions generate about $25 billion in travel spending annually • Roughly 40 million trips are taken by travelers with accessibility needs each year Despite that demand, the industry frequently fails these travelers. Research suggests that three out of four accessible trips experience a problem, ranging from incorrect accessibility information to inadequate facilities. The Real Problem: Lack of Trust Interestingly, the biggest barrier isn’t technology or booking systems. It’s trust. Travelers with disabilities often struggle to find accurate, detailed information about accessibility before they arrive at a destination. That uncertainty prevents many people from traveling at all. Studies show that half of travelers with disabilities would travel more frequently if they had reliable accessibility information before booking. Providing transparent data—even when a property isn’t perfectly accessible—builds trust and allows travelers to make informed decisions. Accessibility and the Future of Search One of the more interesting insights from the conversation touches on how accessibility data intersects with AI and search. Because Wheel the World has spent years collecting structured accessibility data, their platform has become one of the most comprehensive databases of accessibility information in hospitality. As AI systems increasingly rely on trusted data sources to answer travel questions, platforms that provide structured, authoritative data are more likely to surface in AI-generated search results. In other words: The future of travel discovery may depend heavily on who owns the best data. The Network Effect of Accessible Travel Wheel the World has also built a large online community of travelers with disabilities who actively share experiences and recommendations. Their Facebook group alone has grown to more than 40,000 members, where travelers exchange insights about destinations, hotels, and accessibility challenges around the world. For destinations that successfully serve this audience, the payoff can be significant. Travelers with accessibility needs often become highly loyal visitors, returning to destinations that provide reliable and welcoming experiences. Takeaways for Travel Marketers This episode highlights several strategic lessons for destination marketers: • Accessibility is a major economic opportunity, not just a compliance issue • Trust and transparency are essential for accessible travel planning • Detailed data improves both traveler confidence and search visibility • Destinations that invest early can become leaders in accessible tourism • Word-of-mouth within accessibility communities is extremely powerful About the Guests Arturo Gaona Chief Partnerships Officer  Sofia Bravo  Customer Success  Wheel the World is a global platform dedicated to making travel accessible for people with disabilities. The company partners with destinations and hospitality businesses to verify accessibility information and help travelers plan trips with confidence.

    21 నిమి

  7. 13 మార్చి

    Curiosity, Wine, and Community — Marketing Southern Oregon with Travel Medford

    In this episode of Field Notes: Insights and Observations for the Travel Marketer, Eric Hultgren sits down with Carol Skeeters Stevens, Chief Marketing Officer at Travel Medford, to explore how curiosity, community partnerships, and evolving marketing strategies shape tourism in Southern Oregon. Recorded during the Oregon Governor’s Conference on Tourism, the conversation touches on the changing role of destination marketers, the power of third-party validation in shaping perception, and how Medford’s connection to Oregon’s wine industry plays a critical role in its tourism story. Stevens also shares how staying curious—about travelers, industries, and experiences outside our comfort zones—can help tourism leaders remain effective in a rapidly evolving marketing landscape. Key Topics in This Episode How the Destination CMO Role Is Changing Stevens notes that one of the biggest changes in destination marketing over the last three years has been the shift from traditional media toward digital channels. For many destination marketers who came up in more traditional advertising environments, this shift requires a level of trust in targeting systems and audience segmentation that can feel unfamiliar. Rather than physically seeing an ad placement, marketers must rely on data signals to ensure the message is reaching the right traveler at the right time. The Power of Third-Party Validation In 2025, Sunset Magazine named Medford one of the best small towns in the West. For Stevens and her team, recognition like this serves as valuable third-party validation that helps reshape perceptions of the destination. While awards don’t necessarily translate directly into immediate bookings, they provide credibility and open the door to new conversations with potential travelers. The real value lies in the ripple effect: partners, stakeholders, and community members share the recognition, amplifying the destination’s story beyond traditional marketing channels. The Role of Wine in Oregon’s Tourism Story Before joining Travel Medford, Stevens spent years working in the wine industry—an experience that continues to shape how she approaches destination marketing. Oregon’s Rogue Valley is now the second-largest wine region in the state, following the Willamette Valley, and wine tourism plays a central role in the region’s visitor experience. But Stevens emphasizes that wineries represent more than just tasting rooms. They serve as hospitality hubs where visitors learn about local restaurants, outdoor experiences, and community culture. In that way, the wine industry functions as both an economic engine and a storytelling platform for the region. Wine Trends to Watch Stevens also highlights several emerging trends shaping the wine experience in Oregon: • Growth in sparkling wine production • Increased focus on approachable, experience-driven winery visits • Expanded offerings for visitors who may not drink alcohol Rather than focusing solely on traditional tastings, wineries are increasingly creating social spaces where visitors gather for music, food, and shared experiences. Staying Curious as a Tourism Leader Curiosity is a central theme of the conversation. Stevens believes staying curious requires constantly reminding yourself that your personal preferences are not the audience. Destination marketers must step outside their own travel habits and consider the needs, fears, and motivations of different traveler segments. That might mean asking simple but powerful questions: • What barriers might prevent someone from trying this experience? • What information would make it easier for them to explore? • What would make a destination feel more approachable? By examining those questions, marketers can better understand how travelers engage with destinations. The Value of Industry Community One of Stevens’ favorite aspects of tourism conferences is the opportunity for collaboration across destinations. Oregon’s tourism leaders—from coastal communities to mountain towns—share a common goal: promoting the state while celebrating the diversity of its regions. Stevens believes the industry benefits when destinations actively share ideas and best practices rather than competing in isolation. Her philosophy mirrors a simple idea sometimes used at tourism conferences: “Steal this idea.” If a strategy works for one destination, it may inspire innovation elsewhere. Takeaways for Travel Marketers This episode highlights several lessons for destination marketing professionals: • Digital targeting now requires trust in data-driven placement • Third-party recognition can reshape destination perception • Local industries like wine can become powerful tourism storytellers • Curiosity helps marketers understand new audiences • Collaboration across destinations strengthens the entire tourism ecosystem About the Guest Carol Skeeters Stevens Chief Marketing Officer Travel Medford Carol Skeeters Stevens leads marketing strategy for Travel Medford in Southern Oregon. With a background in the wine industry, she brings deep experience in hospitality, regional storytelling, and tourism partnerships that help showcase the Rogue Valley as a destination.

    12 నిమి

  8. 12 మార్చి

    Claire Fisher of Tualatin Valley on the Evolution of the CMO in a DMO

    Eric Hultgren sits down with Claire Fisher, CMO of Explore Tualatin Valley at the Oregon Governor's Conference for Tourism. Claire brings an agency background and broad DMO experience beyond Oregon and the US, and she shares how the CMO role has evolved, how her team is navigating AI and social media, and what's on the horizon for Tualatin Valley in 2026.   Key Topics & Takeaways The Evolving CMO Role at a DMO • Claire frames the CMO role today as fundamentally about alignment — breaking down organizational silos. • Constantly returning to the "why" behind strategy is critical as the marketing landscape shifts. • Favors a "compass, not a map" mindset: direction is set, but the route to get there must stay flexible. • Structure with flexibility — experiments should be allowed to guide the team down unexpected paths.   Social Media & Channel Strategy • TikTok: A priority growth channel — grew from ~300 followers to 5,000+ in about 18 months. • Younger audiences are increasingly using TikTok as a search tool; presence is non-negotiable. • Viral moments are meaningful for top-of-funnel awareness but shouldn't be confused with conversion. • Instagram is outperforming Facebook within their Meta investment. • Pinterest is on the radar as a pre-planning/inspirational tool, but KPIs and engagement benchmarks must be defined per channel before scaling. • Guiding principle: expand channels with purpose, not for the sake of presence. AI — "Know Thy Frenemy" • AI is directly impacting DMO website traffic — AI-generated search overviews are reducing click-throughs. • The team is working to understand how their site is being referenced in AI summaries and ensure discoverability. • Uses a 28-day AI challenge program (one new AI tool per day, 10–20 min each) to build team fluency. • Explored tools across image generation, music, video, voiceovers (mentioned 11 Labs as notable), and content strategy. • Team-first philosophy: prefers directing feedback to human designers and writers over replacing them with tools — but acknowledges AI's value for under-resourced DMOs. • Sees parallels to early social media: the landscape is moving so fast that we won't know which tools survive until years from now. • Called for more regulatory structure around AI, drawing a direct comparison to how social media was left to grow unchecked. 2026 Priorities & World Cup • Excited for the 2026 FIFA World Cup — Tualatin Valley is positioned as a stopover between World Cup host cities San Francisco and Seattle. • Potential for international soccer teams to train in the region. • Internally focused on building a culture of "test and learn" and being data-forward. • Annual planning focus: fewer priorities, deeper impact — "a mile wide and an inch deep doesn't help you." Destination Development & Partnerships • Strong existing relationships in wine, brewery/tap room, and cidery segments — these partners are becoming brand ambassadors. • Growth segments: agritourism, culinary, and outdoor — working to bring partnership trust up to the level of their beverage industry relationships. • Long-game thinking is essential, even when the instinct is to want results today. Accessibility • Explore Tualatin Valley is a Wheel the World verified destination. • Completed Cohort 1 of Wheel the World assessments (10–20 locations: attractions, hotels, wineries, etc.). • Cohort 2 underway — expanding variety and geographic coverage within the destination. • Accessibility lens is broad: inclusive playgrounds, sensory rooms, and movie theater times for neurodivergent families. • Oregon is the #1 state in the nation for accessibility — a key point of distinction and storytelling. • Philosophy: accessibility isn't just a box to check — there are real stories to tell.

    16 నిమి
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పరిచయం

The travel industry is evolving fast—how are you keeping up? Field Notes: Insights and Strategies for the Travel Marketer is your go-to podcast for expert insights, real-world strategies, and candid conversations with the people shaping the future of travel marketing. What You’ll Discover 🚀 Actionable Strategies – Learn from top industry experts, marketing leaders, and travel professionals as they share what’s working now. 🌍 Industry Trends – Stay ahead of emerging trends in digital marketing, destination branding, customer engagement, and more. 🎙️ Exclusive Interviews – Hear the voices behind successful campaigns, innovative tourism strategies, and game-changing marketing approaches. 📈 Real-World Insights – Get firsthand experiences, case studies, and behind-the-scenes knowledge from those who know the travel marketing landscape best.

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  • రూపకర్త
    Advance Travel and Tourism
  • యాక్టివ్‌గా ఉన్న సంవత్సరాలు
    2025 - 2026
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    39
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    సార్వజనీనం
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    Field Notes