Destination On The Left

Nicole Mahoney
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  • Marketing
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Destination On The Left is a travel and tourism industry podcast hosted by Travel Alliance Partnership. Each episode explores successful collaborations, creative marketing ideas and best practices for both consumer and travel trade marketing programs. Interviews are a mix of Destination Marketers, Industry Leaders, Consultants and businesses in the industry.

  1. 3d ago

    Creating Belonging Through Travel and Community, with Dan Berger

    On this episode of Destination on the Left, I talk with Dan Berger, General Manager of WeRoad in the United States, about how travel can create meaningful human connections and help address the growing loneliness epidemic. Drawing on his entrepreneurial journey, personal search for belonging, and experience building innovative hospitality and travel businesses, Dan shares how WeRoad is rethinking group travel for a younger generation. We discuss how intentional group curation, community-building, creative marketing, and strategic partnerships can differentiate travel experiences while creating opportunities for lasting relationships. What You Will Learn in This Episode: How Dan's personal journey and entrepreneurial experiences shaped his passion for belonging and human connection  Why travel and tourism have an important role to play in addressing loneliness and building community  What makes WeRoad's small-group travel model different, and how intentional group curation creates opportunities for meaningful connections  How businesses can differentiate themselves in a crowded marketplace by focusing on community and experience rather than commoditized products  Why building customer trust through authentic storytelling, social proof, and user-generated content can be more effective than simply pursuing brand awareness  How coopetition and strategic partnerships can create opportunities for collaboration, even among competitors  What travel businesses can learn from emerging consumer interests and the importance of designing experiences around shared passions  Travel as a Pathway to Belonging Dan Berger's professional journey has been shaped by a personal search for belonging. Adopted in Israel, raised by a single mother, and later an immigrant to the United States, Dan shares how his experiences influenced his understanding of connection and community. After building and selling Social Tables, a hospitality technology company, he eventually found a sense of belonging in Boise, Idaho. That experience inspired him to write The Quest: The Definitive Guide to Finding Belonging, a practical, research-based exploration of how people can build meaningful connections.  His passion for belonging is also what drew him to WeRoad. Dan believes travel is uniquely positioned to help people connect, first through a shared experience of exploring the world and then through the friendships and relationships that develop along the way. He explains how small-group travel can create a sense of community that extends beyond the itinerary itself, helping travelers move from meeting strangers to building lasting friendships. For the tourism industry, this presents an opportunity to think more deeply about the emotional and social value of the experiences we create.  Differentiating Through Community and Intentional Experiences As General Manager for WeRoad's U.S. expansion, Dan is focused on bringing the company's distinctive approach to group travel to the American market. Rather than offering traditional, cookie-cutter itineraries, WeRoad emphasizes small groups of 12 to 15 travelers, supported by group leaders who are both participants and facilitators of the experience. Dan describes this as a more community-oriented approach, where travelers have opportunities to shape their experiences and connect with one another.  A particularly interesting part of WeRoad's model is the intentionality behind bringing people together. Dan explains how the company considers factors such as age, gender balance, and shared interests when matching travelers with trips. He shares what he calls the "qualifier test": the idea that people are more likely to form strong relationships when they have at least three things in common. WeRoad builds opportunities for connection into the entire customer journey, from pre-trip WhatsApp groups and its Message Board to post-trip conversations and friendships. Its newer WeMeet offering takes that philosophy further by creating opportunities for people to meet around shared interests through in-person events and activities.  Building Trust Through Partnerships and Creative Strategy Expanding an established European travel brand into the United States presents a unique challenge: earning the trust of customers who may not yet be familiar with the company. Dan explains why WeRoad is prioritizing trust-building over traditional brand awareness. Rather than simply investing in getting its name in front of more people, the company uses authentic trip photography, customer testimonials, reviews, and user-generated content to demonstrate the quality of its experiences and help prospective travelers feel comfortable joining a group of strangers.  We also discuss the importance of collaboration in a competitive travel marketplace. Dan shares how WeRoad works with destination management companies to develop local experiences and how the company maintains relationships with competitors who can become essential partners during major disruptions or emergencies. He also explores opportunities for distribution partnerships, including employee benefits programs and other business-to-business channels. As WeRoad continues its U.S. expansion, experimentation with new trip themes and emerging travel interests is helping shape its product strategy. From nature-focused adventures to culinary and cultural experiences, Dan emphasizes the importance of understanding what motivates travelers and creating opportunities for people with shared interests to connect. His perspective is a reminder that the strongest travel businesses aren't just selling itineraries; they're creating the conditions for community, connection, and belonging.  Resources: Website: https://www.weroad.com/ LinkedIn: https://www.linkedin.com/in/danberger/ Instagram: https://www.instagram.com/danberger/ The Quest: The Definitive Guide to Finding Belonging by Dan Berger — Ask Dan about receiving a complimentary PDF copy.

  2. 5d ago

    Safety, Service, and Strong Partnerships, with Michelle Petelicki and Jill LaCroix

    In this episode of Destination on the Left, I continue our special series in partnership with the American Bus Association with co-host Fred Ferguson, CEO of ABA, and guests Michelle Petelicki, President and CEO of Panorama Tours, and Jill LaCroix, Sales Manager at ACE Express Coaches. Together, we explore what it takes to build a successful group transportation experience and why choosing a motorcoach provider involves much more than comparing prices. Michelle and Jill share their perspectives on safety, reliability, communication, and the importance of building strong relationships with transportation partners. We also discuss the role motorcoach travel plays in sustainability, local economies, and creating better experiences for group travelers. Their insights offer valuable lessons for tour operators, destinations, and tourism partners working together to make group travel successful. What You Will Learn in This Episode: Why choosing a transportation provider should begin with safety, reputation, and trust rather than price alone  How to evaluate a motorcoach company's insurance, licensing, safety practices, and driver training  What to consider when booking directly with a transportation provider instead of relying on an intermediary  How early communication and detailed itineraries help transportation partners plan for a successful trip  Why destinations, attractions, restaurants, and transportation providers need to understand one another's operational needs  How industry associations and regional networks provide support when unexpected challenges arise  What motorcoach travel contributes to sustainability, destination economies, and opportunities for off-peak visitation  Choosing a Transportation Partner with Safety and Reliability in Mind One of the themes that stood out to me in my conversations with Michelle Petelicki and Jill LaCroix is that transportation is too important to treat as a commodity or make decisions based on price alone. A motorcoach company is responsible for carrying people safely, and the details behind that responsibility matter. Michelle encourages tour planners to ask about insurance, licensing, safety records, driver screening, and training. Jill adds that planners should look beyond the initial quote to understand a company's experience, fleet, customer service, and ability to meet the specific needs of a trip.  Knowing who you are booking with is also key. Working directly with a company that owns and operates its buses can provide greater transparency and confidence than relying on an intermediary. Asking questions, requesting references, reviewing contracts, and understanding what happens if an emergency occurs are all important steps. As Michelle and Jill explain, a dependable transportation partner makes investments in safety and service that may not appear as individual line items on a quote, but make a meaningful difference to the overall experience.  Building Better Trips Through Communication and Collaboration Another important takeaway from these conversations is that a successful group tour depends on more than a well-planned itinerary. Transportation providers need to be part of the conversation early enough to identify potential challenges and help make the plan workable. Michelle encourages groups to share as much information as possible when they first reach out, even if every detail is not yet finalized. Jill reinforces the importance of involving the transportation company early, communicating changes, and making sure the itinerary allows realistic time for travel, loading, unloading, and passenger needs.  We were reminded that this collaboration extends well beyond the tour operator and bus company. Destinations, attractions, restaurants, and other partners need to understand the practical considerations of motorcoach travel, including vehicle access, parking, road conditions, traffic, and accessibility requirements. Michelle shares why seemingly small details can affect whether a stop is feasible, while Jill highlights the work happening behind the scenes with dispatch, operations, maintenance, safety, and driver training. Their perspectives reinforced for me how open communication across the tourism ecosystem can help prevent avoidable problems and create a smoother experience for everyone involved.  Strengthening the Tourism Ecosystem Through Partnerships and Shared Value Michelle and Jill explores the broader value of building lasting relationships within the motorcoach industry and across the tourism supply chain. Industry associations and regional networks can provide a valuable support system when unexpected situations arise, connecting operators with colleagues who can help find solutions. For tour planners, asking about a company's industry involvement and after-hours support can offer useful insight into how prepared that provider is to respond when plans change.  We also explored the role motorcoach travel plays in sustainability and local economic development. Michelle explains how moving a large group in one vehicle can reduce the number of individual cars on the road, while advances in motorcoach technology continue to improve environmental performance. She also shares how transportation providers and destinations can work together to create more affordable off-peak opportunities, helping groups manage budgets while bringing visitors to businesses during quieter periods. We came away from these conversations with a stronger appreciation for how much the group travel experience depends on collaboration. When we understand one another's challenges, build trusted relationships, and share a commitment to safety and service, we create value not just for one business or organization, but for the entire tourism ecosystem.  Resources: Research: https://www.buses.org/foundation/reports/economic-impact-of-motorcoach-group-travel-in-the-united-states-2025/ A project by ABA: https://www.lookbeforeyoubook.org Michelle Petelicki Website: https://www.panoramabustours.com/ LinkedIn: https://www.linkedin.com/in/michelle-petelicki-504a38b0/ Jill LaCroix Website: https://www.aceexpresscoaches.com/ LinkedIn: https://www.linkedin.com/in/jill-lacroix/

  3. Nov 4

    Developing Air Routes Through Data, Strategy, and Collaboration, with Siobhan Chrétien

    On this episode of Destination on the Left, I talk with Siobhan, a destination marketing and route development expert at Development Counsellors International (DCI). Drawing on nearly 20 years of experience in destination marketing, Siobhan shares how destinations and regional airports can make a compelling business case for new air service. We discuss the importance of data-driven strategy, long-term airline relationships, and collaboration among airports, destination marketing organizations, and local tourism partners. Siobhan also explores emerging travel trends and how destinations can communicate their unique value to airlines while creating more opportunities for both visitors and residents. What You Will Learn in This Episode: How destinations and regional airports can use data and market analysis to build a compelling case for new air service  Why understanding airline priorities, route profitability, and the right carrier is essential to successful route development  How collaboration among airports, DMOs, and local tourism stakeholders can strengthen a destination's appeal to airlines  What regional travel trends, including domestic travel, business travel, and shorter-haul flights, mean for smaller markets  How creative marketing, loyalty programs, and targeted promotions can help airlines and destinations reach new audiences  Why packaging bookable travel experiences and coordinating with industry partners can help turn interest in a destination into demand  How destinations can build lasting airline relationships through patience, shared investment, and a clear understanding of their unique strengths  Building a Business Case for Regional Air Service Route development involves much more than convincing an airline to add a destination to its network. As Siobhan explains, airlines make decisions based on profitability, passenger demand, and how a potential route fits into their broader network. Destinations need to understand those priorities and translate their own strengths into a clear business case supported by data. That means identifying where visitors are coming from, understanding underserved markets, and demonstrating why a community has the potential to support new or expanded service.  For regional airports, this process begins with bringing the right people together. Airports, destination marketing organizations, and local stakeholders can work collaboratively to share market intelligence, communicate the destination's unique selling propositions, and demonstrate how tourism investment supports demand. Siobhan also emphasizes the importance of pursuing the right airline partners. Not every carrier will be a good fit for every destination, and understanding an airline's business model and network priorities helps communities focus their efforts where they have the strongest opportunity for success.  Turning Collaboration and Creative Marketing Into Opportunity A compelling business case is only one part of route development. Siobhan describes how destinations must also bring their stories to life for airline decision-makers, many of whom may have limited firsthand knowledge of the places they are evaluating. Pairing market analysis with a thoughtful marketing narrative helps airlines understand not just where a destination is, but what makes it distinctive and why travelers might want to go there. Building these relationships takes time, often involving repeated conversations, industry meetings, and destination visits before a new route becomes a reality.  Collaboration also creates opportunities to make marketing investments go further. Siobhan discusses how destinations, airlines, and local tourism businesses can work together through digital campaigns, content creators, loyalty marketing, sports activations, and other targeted promotions. Behind these efforts, DMOs can coordinate with hotels, restaurants, attractions, tour operators, and destination management companies to create cohesive, bookable experiences. By connecting air service with a strong destination story and products travelers can actually purchase, partners can build a more complete proposition for both airlines and potential visitors.  Understanding Travel Trends and Planning for Long-Term Growth Changing traveler preferences continue to shape the opportunities available to regional airports. Siobhan explores how domestic travel, shorter-haul flights, and demand for convenient direct connections can create openings for smaller markets. Business travelers also play an important role in route economics, helping support flight profitability and, in turn, creating opportunities that benefit leisure travelers. Understanding the relationship between passenger demand, route yield, and airline capacity allows destinations to make more informed decisions about where to focus their efforts.  Siobhan also highlights the importance of recognizing what travelers value beyond simply reaching a destination. Families are adjusting when they travel, business travelers may extend their trips for leisure, and visitors are seeking experiences that offer meaningful value, whether through local food and culture, outdoor activities, or opportunities to disconnect from everyday pressures. For destination marketers, these shifts create opportunities to communicate more specific and compelling reasons to visit. Her central message is that route development requires patience, sustained investment, and a shared commitment across the community. When partners work together with a clear strategy and a long-term perspective, they can strengthen air access and expand opportunities for the destinations they serve.  Resources: Website: https://aboutdci.com/ LinkedIn: https://www.linkedin.com/in/siobhan-chr%C3%A9tien-9ab40a16/

  4. Nov 2

    Building A Better Group Tour: Preparing Destinations for Group Travel with Patrick Keyes and Amy Larson

    On this episode of Destination on the Left, I continue our special series in partnership with the American Bus Association with co-host Fred Ferguson, CEO of ABA, and guests Patrick Keyes of Rainbow Air Helicopter Tours in Niagara Falls, New York, and Amy Larsen of the Wyoming Office of Tourism. Together, they explore what it takes for attractions and destinations to welcome group travel, from investing in the right infrastructure to helping local businesses recognize the potential of motorcoach visitors. Through examples from Niagara Falls and Wyoming, Patrick and Amy share how strong destination partnerships, thoughtful planning, and creative approaches to visitor experiences can help communities develop compelling group tour products while preserving what makes them unique. What You Will Learn in This Episode: How attractions can assess their readiness for motorcoach groups and invest in the infrastructure that makes visits easier Why communication, operational details, and understanding tour operator needs are essential to creating a smooth group experience  How destination marketing organizations can help attractions recognize their potential and build confidence in serving larger groups  What it takes to turn local history, culture, and existing community activities into distinctive group tour experiences  How partnerships between attractions, restaurants, tour operators, and destination organizations can solve capacity and logistical challenges  Why familiarization tours and sustained relationship-building help tour operators discover and sell new experiences  How destinations can balance practical constraints, such as travel distances and lodging availability, with authentic experiences that encourage visitors to explore more  Building the Infrastructure and Experience for Group Travel Welcoming motorcoach groups involves much more than having an attraction worth visiting. As Patrick Keyes explains, Rainbow Air Helicopter Tours' recent $26 million investment transformed its operation from a small seasonal helicopter business into a more comprehensive visitor experience. The new tourism center includes expanded helicopter capacity, a virtual reality experience, interactive historical exhibits, retail, refreshments, and restrooms. Just as importantly, its design considers the practical needs of motorcoach operators, including convenient bus parking and easy access to the entrance. These details help create a more comfortable experience for visitors while making the attraction easier for tour operators to include in an itinerary.  Patrick emphasizes that readiness also depends on planning and communication before a group arrives. Attractions need to understand group size, timing, capacity, safety requirements, and the steps required to move visitors through an experience efficiently. At Rainbow Air, coordinating arrival times, passenger groups, safety briefings, and alternative activities when weather prevents flights helps make the visit more predictable. For attractions considering this market, the lesson is to build on processes that already work, learn from experienced industry partners, and adapt operations gradually rather than assuming a successful individual visitor experience will automatically translate to a successful motorcoach visit.  Helping Local Partners Turn Their Stories Into Group Experiences Amy Larsen shares how the Wyoming Office of Tourism works with attractions and businesses across a large, rural state where communities have distinctive stories but may have limited staffing, dining options, or capacity for larger groups. A key part of her role is helping partners recognize what they can offer and how their existing capabilities might translate to group travel. A business that regularly serves a large private event, for example, may have more potential than its owners initially realize. With thoughtful planning, buffet service, smaller rotating groups, or partnerships with nearby businesses, an attraction can often create a workable experience without having to reinvent its entire operation.  The opportunity is also to make the experience more meaningful by bringing local character into the itinerary. Amy describes examples that include a meal in a historic ghost-town setting, local ranching stories shared over dinner, and a private rodeo experience paired with food from a local caterer. These ideas work because they build on what already exists in the community, turning local knowledge, traditions, and relationships into experiences visitors cannot easily find elsewhere. Amy's approach highlights the importance of knowing each partner's real capabilities, helping them tell their stories with confidence, and ensuring that the experience meets the expectations of both the tour operator and the travelers.  Strengthening Partnerships That Make Destinations Easier to Sell Both guests underscore that group travel depends on relationships across the tourism ecosystem. Patrick describes working closely with the Niagara region's destination organization and other local businesses to build awareness, identify complementary offerings, and create more complete visitor experiences. He sees consistent communication and a willingness to participate in collaborative opportunities as essential to that work. His philosophy of saying yes when possible reflects the value of being an active partner: opportunities such as familiarization visits, itinerary planning, and last-minute requests can introduce an attraction to new operators while strengthening the wider destination.  Amy brings a similar perspective to Wyoming, where long distances, limited lodging, and fewer conventional dining options can make itinerary planning challenging. Rather than dismissing a location because it does not fit a standard travel pattern, she works with partners and tour operators to find creative solutions that respect travel times and deliver an authentic experience. She also stresses that trust takes time. Tour operators may plan their catalogs years in advance, so destinations need to keep nurturing relationships, demonstrating their understanding of the market, and bringing partners and operators together through familiarization tours. Across both conversations, the broader lesson is that group-ready destinations are built through shared effort: understanding operational needs, recognizing local strengths, and helping each partner see how their contribution can become part of a memorable, well-planned journey.  Resources: Research: https://www.buses.org/foundation/reports/economic-impact-of-motorcoach-group-travel-in-the-united-states-2025/ Patrick Keyes Website: https://www.rainbowairinc.com/ LinkedIn: https://www.linkedin.com/in/patrick-keyes-1001186/ Contact:  keyesp@rainbowairinc.com  Amy Larsen Website: https://travelwyoming.com/ LinkedIn: https://www.linkedin.com/in/amy-larsen-mtm-b0034856/

  5. Oct 28

    Reimagining DMO Digital Strategy and the Visitor's Journey, with Kelly Blazosky

    In this episode of Destination on the Left, I talk with Kelly, a long-time tourism industry leader who has spent over 26 years working across both destination marketing organizations and the technology side of the visitor economy. Now serving in the vendor space with Tourism Exchange USA, Kelly brings a unique dual perspective on how destinations can evolve their digital strategy in an AI-driven world. We explore how DMOs can move beyond inspiration and into full-funnel booking capability, the role of live inventory in simplifying distribution, and why education and collaboration are essential as tourism continues to shift toward a more connected, data-informed ecosystem. What You Will Learn in This Episode: How AI is changing the way travelers search, plan, and book trips—and what that means for destination marketing organizations  Why DMOs need to think beyond inspiration and clicks to create a full "continuous journey" that includes booking capability  How live inventory technology is transforming distribution by connecting suppliers, DMOs, and consumers in real time  What it means for DMOs to act as a distribution channel for local businesses and how that shifts stakeholder relationships  How Tourism Exchange USA helps destinations support both digitally connected and offline tourism businesses  Why attribution and real booking data are becoming essential tools for demonstrating tourism impact and campaign success  How travel trade connectivity expands destination reach through curated, bookable itineraries and discovery tools  AI, Digital Strategy, and the Evolution of the Visitor Journey A major theme in the conversation is how quickly AI is reshaping traveler behavior. Kelly shares how people are already using tools like ChatGPT to plan complex trips end-to-end, signaling a shift in how destinations must think about visibility and relevance. In this environment, DMOs are no longer just storytellers or inspiration hubs—they need to ensure they are structured to be found, interpreted, and prioritized by AI-driven systems. This requires a shift in digital strategy from isolated campaigns and content to an integrated ecosystem where inspiration, information, and booking are connected. Kelly emphasizes that DMOs who can provide a seamless path from discovery to booking are better positioned to remain relevant as AI increasingly mediates how travelers make decisions.   Live Inventory and the DMO as a Distribution Channel At the core of Tourism Exchange USA's approach is live inventory integration, which allows suppliers to connect their booking systems so availability and pricing are always up to date. This removes the need for allocation models or manual coordination and ensures that what a traveler sees is what is actually available in real time.  Kelly explains how this fundamentally changes the role of the DMO, turning it into a true distribution channel for local businesses. Rather than simply driving traffic to external booking sites, DMOs can now facilitate transactions directly through curated destination pages, helping keep users within a controlled environment that reduces friction and improves conversion.  She also highlights the "matchmaker" role DMOs can play—connecting consumers with local businesses while enabling direct booking relationships that benefit both parties and keep more revenue local. This shift not only improves the visitor experience but also strengthens the economic impact within the destination.  Travel Trade, Education, and the Power of Attribution Beyond consumer-facing strategy, Kelly discusses the importance of supporting the travel trade through a dedicated B2B marketplace that helps operators discover and book destination product. Through destination discovery pages and curated itineraries, tour operators can better understand what a region offers and confidently build it into client programs.  A key benefit of this system is improved clarity around geography, itinerary planning, and bookable experiences, which helps reduce friction in the sales process. Kelly also notes that these tools allow destinations to provide structured, evergreen itineraries that can be easily accessed, updated, and shared with trade partners over time.  Education emerges as a critical theme throughout the conversation. Kelly emphasizes that both stakeholders and new tourism businesses require ongoing onboarding and support to fully engage with digital distribution systems. Ultimately, the combination of education, live inventory, and attribution tools gives DMOs a clearer picture of campaign performance and strengthens their ability to demonstrate real economic impact to stakeholders.  Resources: Website: https://tourismexchangeusa.com LinkedIn: https://www.linkedin.com/company/tourism-exchange-usa

  6. Oct 26

    Building A Better Group Tour: Marketing Tours Through Authenticity, Innovation, and Stronger Industry Partnerships

    In this special episode of Destination on the Left, produced in partnership with the American Bus Association, I am joined by Fred Ferguson, CEO of ABA, for two conversations with tour operators taking thoughtful, strategic approaches to marketing their businesses. Richard Arnold of Atlantic Tours shares how authentic branding, meaningful customer relationships, and a commitment to understanding traveler behavior have helped his company build lasting loyalty. Jason Murray, President of Southwest Adventure Tours, offers a different perspective, exploring how digital marketing, emerging AI tools, distribution partnerships, and immersive outdoor experiences can help a tour operator reach new audiences and grow sustainably. Together, these conversations highlight the importance of balancing innovation with human connection, using data to guide decisions, and building partnerships that strengthen both individual businesses and the destinations they serve. What You Will Learn in This Episode: How authentic branding and a strong sense of place can help tour operators stand out and build lasting customer relationships  Why nurturing past travelers can be an effective marketing strategy and a source of future bookings  How customer feedback and more accurate data can help operators understand their audiences and allocate marketing resources more effectively  What tour operators need to consider as AI, search behavior, and digital discovery reshape how travelers find experiences  Why diversifying marketing channels and distribution partnerships can build business resilience and reduce dependence on a single source of revenue  How collaboration with destination marketing organizations, industry associations, and local businesses can accelerate growth  What economic impact research and modern motor coach experiences reveal about the broader value of group travel to communities  Authenticity and Relationships as the Foundation of Tour Marketing Richard Arnold of Atlantic Tours has spent decades building a business grounded in personal connections, regional identity, and memorable travel experiences. As the company has evolved from traditional print advertising to a more digitally connected marketing environment, Richard has continued to prioritize the qualities that make Atlantic Tours distinctive. His signature Nova Scotia tartan kilt, worn at industry events and incorporated into the company's guide uniforms, is more than a visual identifier. It creates opportunities for conversation, reinforces a sense of place, and gives potential customers a memorable introduction to the business.  Richard also shares how the company's strong repeat-customer base reflects the value of delivering a quality experience and maintaining relationships long after a trip ends. Rather than relying exclusively on conventional advertising, he describes bringing past travelers together through a reunion event that combined social connection with opportunities to explore future travel offerings. The approach illustrates how customer loyalty can become an active part of a marketing strategy, creating opportunities to reconnect with existing travelers while encouraging future bookings and referrals.  Using Customer Insights and Digital Innovation to Guide Growth For Atlantic Tours, understanding the customer is just as important as reaching them. Richard explains how gathering traveler feedback has helped the company develop a more accurate picture of where its customers actually live, rather than relying solely on the booking location recorded by reservation systems. This information, combined with evaluations of tour components such as hotels, helps the company make more informed marketing decisions, strengthen supplier relationships, and identify opportunities to improve its product. His experience demonstrates how even established businesses can use better data to make more strategic decisions about limited resources.  Jason Murray brings a complementary perspective through his work growing Southwest Adventure Tours, which specializes in small-group travel and immersive experiences across the Western United States. He describes how the company has built its marketing approach around compelling imagery, storytelling, search engine optimization, and word of mouth, while adapting to new opportunities created by AI and evolving digital discovery. A recently redesigned website and increased attention to tools such as Google Business and Google Things to Do reflect his recognition that tour operators need to think beyond traditional search strategies. Jason also emphasizes the value of working with knowledgeable technology partners who can help translate new tools into practical business results, rather than investing time and money in solutions that do not deliver.  Building Resilient Businesses Through Partnerships and Community Impact Jason's experience also highlights the importance of building a diversified business model. By gradually expanding from direct-to-consumer sales into relationships with travel advisors, tour operators, and other distribution partners, Southwest Adventure Tours has developed multiple revenue streams. Jason reflects on how this approach helped the business navigate the challenges of the pandemic and why he encourages other operators to invest in industry associations, develop relationships with destination marketing organizations, and build a strong understanding of their finances. His advice reinforces that sustainable growth depends not only on marketing visibility but also on sound business practices, trusted networks, and the willingness to learn from others.  The conversations also explore how tour operators contribute to the wider tourism economy. Fred shares research demonstrating the direct spending generated by group travel in Nova Scotia, illustrating how operators can use economic impact data to make the case for collaboration with local businesses and destination partners. Jason's work with national parks and public lands offers another perspective on the value of partnerships, showing how tour experiences can connect visitors more deeply with a destination's natural and cultural assets. From strengthening cross-border relationships to developing experiences alongside local partners, both interviews underscore the importance of working collectively to build a more resilient tourism industry.  Resources: Research: https://www.buses.org/foundation/reports/economic-impact-of-motorcoach-group-travel-in-the-united-states-2025/ Richard Arnold Website: https://www.atlantictours.com/ LinkedIn: https://www.linkedin.com/in/richard-arnold-597ab536/ Jason Murray Website: https://www.southwestadventuretours.com/ LinkedIn: https://www.linkedin.com/in/jason-murray-585426219/

  7. Oct 21

    Celebrating 500 Episodes: Ten Years of Creativity, Collaboration, and Lessons from the Tourism Industry

    On this milestone episode of Destination on the Left, I reflect on ten years and 500 episodes of conversations with tourism leaders, destination marketers, entrepreneurs, and changemakers. What began as an idea to give the tourism industry a stronger voice has evolved into a platform for sharing ideas, building relationships, and exploring what makes collaboration work. Looking back at the show's most-listened-to episodes and the experiences that have shaped my own professional journey, I share the lessons that have stayed with me: the importance of authentic connections, the value of strategy over tactics, the power of focusing on what we can control, and the unexpected opportunities that emerge when we stay curious and open to learning. This special episode celebrates not only how far Destination on the Left has come, but also how the people and ideas of the tourism industry can shape the way we think, lead, and work together. What You Will Learn in This Episode: Why giving the tourism industry a stronger voice was the idea that sparked Destination on the Left, and how that original vision has evolved over ten years  What the show's most-listened-to episodes reveal about the importance of authentic connection, practical expertise, and personal storytelling  Why strategy must come before tactics, and how a clear understanding of your audience and goals helps organizations make better marketing decisions  How strong relationships and collaboration can help businesses navigate challenges, build collective influence, and accomplish more together  What the tourism industry's response to the pandemic teaches us about service, preparation, and focusing on what we can control  How curiosity and unexpected connections can reveal new opportunities for destinations, businesses, and tourism professionals  How five hundred conversations have helped me grow as a leader and speaker, pursue original research on collaboration, and shape the evolution of my work  The Lessons Hidden in the Most-Listened-To Episodes Looking back at Destination on the Left's most-listened-to episodes, I discover that the conversations listeners connect with most are not necessarily the ones focused exclusively on industry expertise. From a personal solocast about life lessons to discussions about marketing strategy, travel advisors, crisis management, and novel tourism, the top episodes reflect the many different ways people learn from one another. I explore why sharing personal experiences can build meaningful connections with an audience and how the willingness to be authentic can be just as valuable as sharing professional knowledge. I also reflect on the importance of staying curious, recognizing that some of the most useful ideas come from conversations that challenge our assumptions or introduce us to an entirely new perspective.  These episodes also reinforce lessons that apply across the tourism industry. Effective marketing starts with strategy, not simply the latest platform or tactic. Strong relationships can be a business's most enduring asset, particularly during uncertain times. And when circumstances are beyond our control, focusing on what we can influence helps us continue moving forward. Together, these conversations have helped me identify recurring themes and translate individual experiences into insights that tourism professionals can apply to their own organizations.  How Collaboration Became a Defining Part of the Journey When I launched Destination on the Left, creativity and collaboration were the two themes I wanted to explore with every guest. Over hundreds of interviews, I heard stories of destinations aligning stakeholders around shared goals, competitors joining forces to address common challenges, and organizations combining their resources and expertise to achieve results they could not accomplish alone. One conversation with travel industry leader James Ferrara particularly reinforced the importance of relationships and the role collaboration can play when businesses face a shared challenge. These recurring examples encouraged me to look beyond individual success stories and investigate what makes partnerships effective.  That curiosity eventually led to original research on collaboration, a keynote, and my book, Stronger Together: Building World-Changing Business Collaborations. I reflect on how the podcast became an unexpected foundation for this work, giving me access to perspectives, experiences, and patterns that I might never have discovered otherwise. The journey illustrates how consistently asking questions and listening to others can lead to new areas of expertise and professional growth. It also reflects the evolution of TAP into a strategic partner for the tourism industry, helping organizations design, organize, and sustain collaboration.  Growing Through Consistency, Curiosity, and Connection Reaching 500 episodes has also changed my approach to leadership, public speaking, and professional development. I share how hosting the podcast pushed me beyond my comfort zone, helped me become a more confident speaker, and taught me to value authenticity over perfection. Listening back to interviews became an important part of that growth, allowing me to reflect on my own communication while identifying ideas and patterns that could inform future conversations. Over time, what began as an unfamiliar undertaking became a regular part of my professional rhythm and a source of continued learning.  As Destination on the Left celebrates 500 episodes and ten years of conversations, I invite listeners to reflect on the people, ideas, and unexpected connections that have shaped their own professional journeys. What began as an effort to give the tourism industry a stronger voice has become a reminder of what we can learn when we listen to one another, stay curious, and make room for collaboration. I close this milestone episode with deep appreciation for the guests who have shared their stories, the listeners who have become part of the community, and the team that has helped bring every episode to life. And as the next chapter begins, the invitation remains the same: keep asking questions, keep sharing what you learn, and keep looking for opportunities to build something stronger together.  Resources: Ep 209 Maintaining Focus Through the Hurdles of 2020, with Pascale Bernasse  Ep 389 5 Powerful Life Lessons for Graduates, with Nicole Mahoney  Ep 397 The Evolution of the Travel Advisor, with James R. Ferrara  Ep 426 Novel Tourism and Place-Based Storytelling, with Marilyn Higgins  Ep 439 Social Media and Shared Tactics, with Adrienne Currie and Brittany Lynn

  8. Oct 19

    Building a Better Group Tour: Understanding Economic Impact and Destination Readiness, with Lew Myers and Todd Read

    On this special series of Destination on the Left, created in partnership with the American Bus Association (ABA), I'm joined by ABA CEO Fred Ferguson for a conversation about the economic impact of motorcoach and group travel and the opportunities it creates for destinations. Lew Myers, Director of Government Relations and Research at ABA, shares findings from the organization's latest economic impact research and explains how local-level data can help tourism leaders make a stronger case for investing in group travel. Todd Read, Director of Sales and Services for SOIN Tourism in Southern Indiana, brings the destination perspective, exploring how relationship-building, thoughtful preparation, and collaboration with local businesses can help communities compete for group business. Together, these conversations highlight how better data and stronger partnerships can help destinations build a more sustainable and valuable group travel market. What You Will Learn in This Episode: What ABA's latest economic impact research reveals about the scale of motorcoach and group travel and its contribution to jobs, wages, taxes, and local businesses How county-level economic data can help destinations demonstrate the value of group travel and advocate for greater investment  Why translating research into a compelling local business case can change how community leaders view motorcoach tourism  What it takes to prepare attractions, hotels, restaurants, and other local partners to welcome motorcoach groups successfully  How group travel can help destinations fill seasonal gaps, support local businesses, and strengthen their tourism economy  Why consistent relationship-building, responsive service, and well-designed itineraries are essential to earning tour operators' trust  Making the Economic Case for Group Travel Understanding the economic contribution of motorcoach and group travel is essential to elevating its role in the broader tourism industry. Lew Myers shares findings from ABA's latest research, which estimates that motorcoach travel generated $161 billion in total economic activity in the United States, supported nearly 900,000 jobs, and generated $28 billion in taxes. The research also highlights the significant contribution of organized group travel, which generated $92 billion in economic impact and supported approximately 524,000 jobs in 2025.  One of the most important developments is the availability of economic impact data at the county level. Rather than relying solely on national or state figures, destinations can now better understand how motorcoach travel contributes to their own communities through business activity, employment, wages, and tax revenue. Lew and Fred discuss how this information can help tourism organizations make a more compelling case for investment, from marketing resources to bus parking, visitor facilities, and infrastructure. The conversation also explores how destinations can use this research as a baseline to understand their existing group travel business and identify opportunities to grow it strategically.  Preparing Destinations to Welcome Group Travel For Todd Read, the opportunity to grow group travel in Southern Indiana began with recognizing that a smaller destination could offer experiences that tour operators would find valuable and marketable. Located across the Ohio River from Louisville, Southern Indiana combines convenient access with group-friendly attractions, distinctive local businesses, and experiences that can be packaged into appealing itineraries. Todd explains that destinations need to look beyond their size and assess what they can offer groups, while ensuring their local partners are ready to deliver a positive experience.  That preparation requires practical coordination. A motorcoach may bring 40 to 50 visitors to a business at once, creating opportunities as well as operational challenges. Todd shares how working directly with local attractions and businesses can help address capacity limitations and create experiences that accommodate everyone. Whether that means coordinating smaller groups, building in time to explore downtown businesses, or ensuring adequate coach parking, the details matter. He emphasizes the importance of taking an honest inventory of a destination's readiness, developing a realistic itinerary, and understanding logistics before investing heavily in sales and promotion. When destinations prepare thoughtfully, they can create experiences that work for visitors, operators, and local businesses alike.  Building Relationships That Turn Opportunity Into Growth Both conversations reinforce that group travel is a relationship business. Todd explains that attending a trade show or making an initial introduction is only the beginning. Destinations need to keep showing up, develop their product, listen to tour operators, and build confidence through consistent, dependable service. Smaller destinations may not have the marketing budgets or anchor attractions of larger markets, but they can compete by being responsive, creative, and easy to work with. For tour operators assembling complex itineraries from a distance, a knowledgeable destination partner who can help solve problems is an important asset.  Strong relationships also extend beyond the destination's sales team. Hotels, restaurants, attractions, and local businesses all have a role in creating a cohesive group experience, and their participation helps ensure that tourism spending benefits the wider community. Todd discusses how group travel can help fill softer periods, particularly in the winter months, by giving destinations an opportunity to develop themed itineraries and bring reliable business to local partners when leisure visitation slows. Lew adds a complementary perspective, identifying overnight stays, international visitation, and stronger industry partnerships as opportunities for future growth. Ultimately, the goal is not simply to attract more buses, but to give groups more reasons to visit, stay longer, and contribute to the economic vitality of destinations.  Resources: Research: https://www.buses.org/foundation/reports/economic-impact-of-motorcoach-group-travel-in-the-united-states-2025/ Lew Myers Website: https://www.buses.org/ LinkedIn: https://www.linkedin.com/in/lew-myers-iii-38b605126/ Todd Read Website: https://www.gosoin.com/ LinkedIn: https://www.linkedin.com/in/todd-read-cdme-182ab73a/

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Destination On The Left is a travel and tourism industry podcast hosted by Travel Alliance Partnership. Each episode explores successful collaborations, creative marketing ideas and best practices for both consumer and travel trade marketing programs. Interviews are a mix of Destination Marketers, Industry Leaders, Consultants and businesses in the industry.

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