What is a Brand Promise?

Your brand promise is an important part of your overall brand. It’s more than just words—it’s the experience you commit to providing every time. This promise is meant for everyone who interacts with your brand, from your team to your customers. For employees, it gives a clear direction and helps them understand what the company stands for. For customers and partners, it builds trust by assuring them of the quality and consistency they can expect.

When we launched our new brand, Travel Alliance Partnership, we revealed our brand promise at the same time. Our brand promise is the promise of the experience we aim to provide in every interaction. It’s the experience that brings our customers the value they have come to expect every single time they engage with our organization. The more we deliver on our promise, the stronger the trust, brand value and loyalty in the minds and hearts of our customers. 

The Importance of a Strong Brand Promise

Our new branding was led by Big Bold Brand, a strategic branding consultancy based in Vancouver, BC Canada. According to Big Bold Brand, there are several reasons why you need a brand promise.  

• A brand promise is the core principle for creating or improving your brand experience for everyone you serve (your customers, your strategic referral partners, your suppliers and team members). 

• It enables you to set people’s expectations and generate curiosity and excitement. 

•  It can allow you to set the bar in your industry or sector amongst the competition. 

•  It makes you a more attractive partner for other purpose-driven brands. 

• It can differentiate you amongst your competitors if you set or imply, a higher or different standard with your promise. 

•  It shows the people that you serve (i.e. your customers and team members) that you care enough to set a standard for which you can be measured. 

To hear more of Big Bold Brand’s insights, tune into episode 284 with CEO Karley Cunningham.  

The Travel Alliance Partnership Brand Promise 

Our brand promise is to create impact through connection, community and collaboration.  

Stating this is our promise is one thing, having our community (clients, members, team members, strategic partners) experience it is what it’s truly about. This promise is more than just words on a paper, it is the essence of what we do every day at Travel Alliance Partnership. Recently, I got to witness our brand promise in action when I watched Colleen Onuffer, our Director of Public Relations give a presentation with one of our clients at the NYS tourism industry association annual meeting.   

Our client, Tour Cayuga located in the Finger Lakes of NYS and known for being Harriett Tubman’s chosen hometown, was receiving a tourism excellence award for a FAM tour that we helped them plan and execute. Claire Dunlap, Tour Cayuga’s Director of Marketing & Sales and Colleen were asked to make a 10-minute presentation about the award-winning FAM. As I watched the two of them present, I could clearly see our brand promise of impact through community, connection and collaboration come to life.  Colleen and I discuss this on episode 400 of Destination on the Left.

Reflecting on how our brand promise has come to life over this past year, I wanted to know what other brands in the travel space were doing to live out their brand promises. So, I turned to Google and ChatGPT for some inspiration. Here are some of my favorite examples that I found.  

Brand Promises of Travel Companies 

These stories illustrate how these travel brands live out their brand promises by delivering thoughtful, personalized service that goes beyond expectations, creating lasting emotional connections with their customers. 

Hawaiian Airlines – “Ho’okipa – Hawaiian Hospitality.” 

In 2022, a TikTok video went viral showing a Hawaiian Airlines flight attendant using ASL to talk with a young deaf child aboard the flight. This is a perfect example of the airline’s brand promise of friendly and welcoming culture, known as ho‘okipa (Hawaiian hospitality). With the flight attendant making this simple yet meaningful connection, the airline shows its dedication to ensuring that all passengers have a pleasant and memorable flight experience, truly bringing the spirit of aloha to the skies.

Ritz-Carlton – “We Are Ladies and Gentlemen Serving Ladies and Gentlemen” 

The Ritz-Carlton is famous for its legendary customer service. One famous example comes from a family who stayed at a Ritz-Carlton property in Bali. Their son had severe food allergies, and the chef specially prepared meals to meet his needs. But the story takes an even more extraordinary turn: when the family left the resort, they forgot a beloved stuffed giraffe named Joshie. To comfort their distressed child, the father jokingly told him that Joshie was just extending his vacation at the hotel. When the staff at Ritz-Carlton found Joshie, they played along with the story. The hotel sent photos of Joshie lounging by the pool, enjoying a massage, and working at the hotel spa. They even returned Joshie with a photo album documenting his extended stay. 

This story demonstrates how Ritz-Carlton employees embody the hotel’s brand promise, offering a level of service that is not just luxurious but also thoughtful, personalized, and filled with unexpected delights that create emotional connections with guests. 

Brand Promises of Museums 

Several museums around the world have strong brand promises that reflect their unique missions, cultural significance, and visitor experiences. Here are some examples of standout brand promises from museums: 

The Louvre (Paris, France) –  “A Museum for All, a Museum for the World”   

 The Louvre promises to be a universal museum that serves as a bridge between different cultures and time periods, offering a vast and diverse collection of art and artifacts. Its aim is to make art accessible to all, regardless of background, by fostering curiosity and education through its exhibitions and programs. This promise highlights the Louvre’s commitment to inclusivity and global relevance. 

Smithsonian Institution (Washington, D.C., USA) – “The Increase and Diffusion of Knowledge”   

The Smithsonian’s brand promise is rooted in its founding mission to expand and share knowledge. The institution’s museums and research centers aim to educate, inspire, and engage the public in a wide array of disciplines, including history, science, and culture. Its focus on accessibility and providing free access to its museums speaks to its dedication to democratizing knowledge. 

Brand Promises of Travel Agents and Tour Operators 

Several travel agencies and tour operators have distinct brand promises that highlight their unique value propositions, customer service philosophies, and commitment to providing unforgettable travel experiences. Here are some standout examples: 

Intrepid Travel – “Real Life Experiences”   

Intrepid Travel’s brand promise centers on offering sustainable and immersive travel experiences that connect travelers with local cultures and communities. They aim to create small-group adventures that are ethical and meaningful, promoting responsible travel. Their emphasis on authenticity, local immersion, and off-the-beaten-path experiences reflects a commitment to making travel a positive force for both travelers and the communities they visit. 

Audley Travel – “Your Trip, Your Way”   

Audley Travel specializes in bespoke, tailor-made journeys, and its brand promise is all about customization. They promise to create personalized, meaningful travel experiences that reflect the unique preferences and passions of each traveler. By offering one-on-one consultations and crafting itineraries based on individual desires, Audley focuses on ensuring that each trip feels personal and exclusive. 

Brand Promises of Destinations

These destination brand promises focus on creating an emotional connection with travelers, often highlighting unique qualities and experiences that can only be found in these locations. 

Las Vegas, USA – “What Happens Here, Only Happens Here”   

Las Vegas positions itself as a place of unparalleled entertainment, excitement, and indulgence. The promise emphasizes exclusivity and the idea that the experiences in Las Vegas are unlike anything else in the world. 

Puerto Rico’s – “Live Boricua” 

The brand promise encourages visitors to immerse themselves in the rich culture and unique lifestyle of Puerto Rico, which is deeply connected to the island’s identity and history. “Boricua” refers to the indigenous Taíno name for the island, and the phrase embodies the warmth, spirit, and vibrancy of Puerto Rican culture. It invites visitors to experience Puerto Rico in a way that goes beyond typical tourism by engaging in its local traditions, cuisine, music, and community, thus living as the locals do. 

This brand promise emphasizes Puerto Rico’s authenticity, natural beauty, and cultural pride, aiming to provide travelers with an immersive and genuine experience of the island’s distinctive heritage. 

To learn more about how Puerto Rico’s brand was developed, tune into episode 302 with Leah Chandler, CMO for the destination.  

Canada – “Openness” 

Canada’s destination brand promise focuses on “openness”, highlighting its vast open spaces, welcoming culture, and open-mindedness. It invites travelers to experience personal growth, connection, and emotional renewal through meaningful travel experiences. The brand emphasizes Canada’s natural beauty, cultural diversity, and spirit of inclusivity, offering opportunities for travelers to explore with curiosity and embrace new perspectives. Canada positions itself as a place where visitors can break free from everyday restrictions and find transformative, life-changing experiences.

Your Brand Promise 

What are some of your favorite brands? Exploring their brand promises and how they deliver on them can offer enlightening insights into what makes them so compelling. As you think about your own brand’s promise, consider how it reflects your values. How can you strengthen your organization’s brand to build your reputation and create brand loyalty?

The post Compelling Brand Promises for the Travel and Tourism Industry appeared first on Travel Alliance Partnership.

A Study in Authenticity: Skagway, Alaska

Standing on a tour in Skagway, our guide asked how many passengers were on our ship. About 4,500 we answered. “That’s 5 times the size of the town,” he told us. Looking around, we were docked next to two other ships, whose overall size added a whopping 15,000 people into the town that day.

We were told that cruise ships are the bread and butter keeping Skagway alive. During the tourism season, May-October, the town is bustling with Main Street shopping, the single brewery is full of eager customers, helicopters are departing every 15 minutes on tours and residents are busy sharing their lives with those who visit.

On a typical winter day in Skagway, the town looks quite different. Shops remain closed, the library becomes the town’s main attraction as the only source of Wi-Fi in the area, and the Rec Center (a grey building at the end of Main Street) is the gym, meeting hall, and only real source of activity in the area. Most residents don’t even let their kids play outside, with the only hospital found nearly 2 hours away and largely inaccessible.

During my day in Skagway, I found myself thinking about what it takes for the town to maintain its authenticity during a season when the daily visitation numbers far exceed its residents. It had me asking, “what is authenticity in tourism?” and “how do we preserve the experience?”

Maintaining Authenticity in Tourism

While tourism is a significant part of Skagway’s economy, the town has managed to retain its historical charm and cultural authenticity, through:

1. Historic Preservation: Skagway played a crucial role during the Klondike Gold Rush, and much of its history is preserved in the Klondike Gold Rush National Historical Park. Visitors can explore restored buildings and learn about the town’s past.

2. Architectural Preservation: The town has made efforts to preserve its historical architecture and cultural heritage, offering a glimpse into life during the gold rush era. There is even an ordinance against altering or expanding many of the Main Street shops in an effort to preserve the look and feel of these original buildings.

3. Local Experiences: Skagway offers authentic experiences such as hiking the Chilkoot Trail, exploring the White Pass & Yukon Route Railroad, and engaging with local artisans and craftspeople. We participated in a tour that took us up to the Musher’s Camp, where we learned about training sled dog teams and the origins of the Iditarod.

4. Community Engagement: The local community is actively involved in tourism, providing guided tours and sharing personal stories that enrich the visitor experience.

5. Natural Beauty: Surrounded by stunning landscapes, Skagway offers opportunities for outdoor activities like hiking, wildlife viewing, and exploring the natural environment, which are integral to the Alaskan experience.

Inauthenticity in Tourism

So, on the flip side, what makes a tourism destination inauthentic? When we start to see a destination prioritize commercial interests over genuine cultural experiences, we see an emergence of:

1. Cultural Commodification: Local traditions and customs are altered or exaggerated to cater to tourists, losing their original meaning and significance.

2. Over-Development: The natural landscape or historical sites are overshadowed by modern infrastructure, diminishing the area’s original charm.

3. Staged Experiences: Events or activities are created solely for tourists, lacking the spontaneity and authenticity of real local life.

4. Loss of Local Identity: The influx of global brands and businesses can overshadow local enterprises, eroding the unique character of the destination. (We saw a little bit of this in Juneau at the port, where a jewelry store seemed to emerge every 10 feet!)

5. Tourist-Centric Modifications: Changes are made to accommodate tourists’ expectations, which might not align with the local culture or environment.

These factors can lead to a superficial experience that doesn’t truly reflect the destination’s heritage or way of life.

The Impacts of Inauthentic Tourism

Inauthentic tourism can have several negative impacts on both the destination and its local community. Local traditions and customs may be altered or lost as they are modified to meet tourist expectations, leading to a dilution of cultural heritage. As destinations cater more to tourists, they may lose their unique cultural identity, becoming indistinguishable from other tourist hotspots. And, in some cases, local residents may be displaced to make way for tourist infrastructure, leading to social and economic disruption.

Tourists may leave with a shallow understanding of the destination, having experienced only a staged version of the local culture. These impacts can undermine the long-term sustainability of tourism in a destination, affecting both the community and the visitor experience.

Supporting Authenticity in Tourism

While we all hope to serve and welcome visitors into our destinations, encouraging the protection of local traditions, crafts and customs should always be considered. Small acts, such as supporting local artisans, hosting cultural festivals, preserving historical sites, focusing on sustainable development, providing guests with education and awareness of the area, and engaging local communities in tourism planning and decision-making can make a huge difference. This ensures that tourism development aligns with the community’s values and needs, and that locals benefit economically.

By implementing these strategies, destinations can create a tourism experience that is both authentic and sustainable, benefiting both visitors and the local community.

The post Travel Reflections: What is “Authenticity” in Tourism? appeared first on Travel Alliance Partnership.

DMOs, Community and Co-opetition

If you are natural at gathering folks at the table and getting them to work towards a common goal, you will be tapped to help your community in more ways than just marketing.

Are collaborations core to your organization’s success?

What about collaborations with your competitors?

I have been exploring the answers to these questions on my podcast for the last 8 years. It’s what I like to call co-opetition. You know how people like to put two words together to create a new word? co-opetition: cooperating + competition. It is where perceived competitors come together to create something bigger together than they can do on their own.

The brightest minds from the World Economic Forum identified co-opetition as the number two takeaway from Davos 2024. This insight was based on the global cooperation barometer published in conjunction with McKinsey in January 2024. The report concluded that:

“Cooperation is multifaceted and can coexist with competition. Leaders can practice “coopetition”—balancing cooperation and competition — to advance shared interests in specific areas, despite lack of alignment elsewhere.”

The Global Cooperation Barometer 2024

Showcasing Authentic Experiences leads to Economic Development Success

On Episode 337 with Danny Liedka from Visit Syracuse, I heard the story of how the tourism office was asked to help the area with the biggest economic development win in the history of the State of NY. The County Economic Development team was building a package to help attract chip manufacturer Micron. They asked the team at Visit Syracuse to create a video for the site selection team to sell the area as a great place to work and play.

Danny and his team realized people crave genuine experiences and prefer seeing real individuals rather than staged content. They decided to invest in various initiatives, such as professional photography and partnered with an agency to source a vast collection of authentic images. By showcasing real-life experiences in Syracuse, they aimed to establish an emotional connection between their audience and their brand.

One of the reasons the company picked Syracuse is what it has to offer future Micron employees and their families. The appeal is in their urban and outdoor lifestyles, an affordable cost of living and leading higher education institutions. This project will bring a $100 billion investment and 50,000 jobs to the region over the next 20 years.

Sustainable Destination Management

Visit Durango, under the leadership of Rachel Brown, evolved from a Destination Marketing Organization (DMO) to a Destination Marketing and Management Organization (DMMO). This change in focus started with adopting a new organizational structure, including a change in by-laws, adding to the team and re-prioritizing the budget. They added a full-time Sustainability and Policy Manager to the team. Sustainability programs was added as a line item that now accounts for 39% of the annual budget. They expanded sustainability programs to include a local stewardship campaign, along with event marketing and advancement grants. 

The shift to sustainable destination management brought many benefits to Durango. It helped alleviate the negative impact of overtourism, ensured the preservation of natural resources, and enhanced the local community’s quality of life. By prioritizing sustainability, Durango became a more desirable destination for socially- and environmentally-conscious travelers. Attracting visitors who appreciate and support responsible tourism practices.

With the shift to sustainability, Visit Durango adopted a triple-bottom-line approach to sustainability, encompassing environmental, social, and economic factors. While DMOs have traditionally focused on the profit aspect, Visit Durango is committed to prioritizing environmental conservation, supporting local communities, and creating a balance between the three aspects.

Focus on Community

On Episode 352 of Destination on the Left, Kevney Dugan explained how Visit Bend balances the visitors’ needs with those of residents by concentrating on workforce development and prioritizing sustainability. The scope of work for the organization has increased 3X since 2019, in part due to the greater role they are taking within the community.

The organization hired a Workforce Development Director who focuses on helping businesses in hospitality and tourism with training and resources needed to support workers. One strategy for this initiative is engaging middle school and high school-age students and encouraging them to consider travel and hospitality as a viable career path. Visit Bend hopes this approach will help with the labor shortages they’re currently seeing. Workforce development is all about planting that seed early on that the tourism industry has some amazing opportunities.

They also hired a Director of Sustainability who focuses on managing the carrying capacity of the community and balancing the needs of the visitors with those of the residents. Visit Bend worked with the community to create the Bend Sustainability Fund that contributes to projects such as riverbank restoration and creating new trails. The vision is for these projects to change the future of the destination.

Community Partnership Impacts

Partnerships and collaboration within communities can lead to stronger economies and a brighter future. Our 2022 study on the operationalization of collaboration found that 82% of organizations surveyed said that Collaboration is part of their on-going business strategy and 45% said that it was a documented part of their annual business plan. The top four benefits identified for operationalizing collaboration were increased customers, competitive advantage over companies that don’t operationalize, improved reputation and prestige, and increased opportunities for other collaborations. Consider making collaboration a strategic pillar of your on-going business plan because we can go further together.

The post Impacts DMOs Make Through Community Partnerships appeared first on Travel Alliance Partnership.

1. Company Culture 

Clearly defined purpose

A clearly defined mission or purpose gives our entire company something to rally around. It defines why our business exists, it is intentional, shared with everyone in the organization, and focused on what drives us.

Our purpose statement is: We believe that tourism makes or breaks entire regions and is critical to economic development. Our purpose is to support economic growth within the communities we serve.  

Vision for the future

If we don’t know where we are going, then we will not know which path to follow. By creating a vision that describes where we are going and what it will look like when we get there, our team has a clear path and it is easier to make decisions, helps avoid shiny object syndrome and prepares us for unforeseen challenges that may arise.

Part of our 5-year vision statement includes: We are a leader in the tourism industry and serve our community of primarily small to mid-size destinations and tourism and hospitality businesses. Our clients, members, and industry turn to us first because we bring a competitive advantage for business growth solutions. They rely on us for our thought leadership, industry education, and strategic growth services. We are a people-first company centered in services-based teams, grounded in our core values and supporting work-life balance.  

Clearly defined core values

Values define and guide how you do business. They shape the culture of our organization, identify what is important and drive behaviors. Core values guide decision making and ensure everyone on the team is aligned.

Our core values: Growth-minded, Equitable, Transparent, Collaborative, Light-hearted, Innovative, and Passionate.  

Repetition

Our purpose, vision and values are repeated throughout the year daily, weekly, and quarterly. They are worked into our regular meeting cadence and reinforced in everything that we do. Repetition is the key to clarity and understanding.  

2. Meetings With Purpose 

Status meetings

Staying connected relies on committing to a regular meeting cadence that includes regular check-ins and updates. Our company status meetings are every Monday at 11am EST. We are a remote team, and these are held on video conference call with everyone’s video on. We used to do these in-person as a stand-up meeting when we had an office. To keep these meetings productive and efficient, we follow the same format each week. The agenda follows this rhythm: One person runs the meeting. The meeting lead calls on one person at a time to do a status update. The status update answers three questions: 1. Top three priorities for the upcoming week 2. Any concerns about the work or the week ahead 3. Do you have capacity? (answer: yes, no or it is stable).

After each team member provides a status update, we go around a second time to answer “what’s new?” Since we are a remote team, this agenda item fulfills some of the small talk that would happen if we were in an office together. This takes up most of the meeting but it leads to a stronger and more connected team. The meeting ends with a reading of the nICE jobs submitted over the previous week. More about that later. 

1 on 1 meetings

These meetings are held between a team member and their direct supervisor. They are 30-minute meetings where the employee comes to the meeting with a prepared agenda following a consistent format. In these meetings the employee checks in on their quarterly growth goal, shares client updates or headlines, identifies areas they may need help with and shares an example of a core value they had exhibited recently. You can get a copy of our 1 on 1 form here.  

Weekly leadership team meetings

In order to build a strong company, the leadership team needs to be highly functioning and aligned. The purpose of the weekly leadership meeting is to focus ON the business instead of being buried IN the business. Our company dedicates 90 minutes to these meetings each week. We follow the same agenda format which enables us to help guide the company to meeting its goals. The Leadership Agenda includes: 

• Segue: to open the meeting and focus everyone on the work ahead, each leader shares a brief segue. This can be personal or professional news, updates or something funny.  

• Scorecard: Each week we review progress of KPI’s (Key performance indicators) that we are tracking. For our company these numbers include, sales pipeline, new business wins, revenue, billable and non-billable hours.  

• Headlines: this is the part of the agenda where anyone can share a headline about a client, partner, team member or something else that would be important for everyone to know.  

• Key priorities: we look at the quarterly goals and each responsible team member shares whether or not the goal is on track or off track.  

• To Dos: During the meetings we sometimes end up with a to do assigned to someone to complete within two weeks. At this point in the agenda, we report on the completed To Dos, and it keeps everyone accountable for following through.  

• Issues: In this part of the agenda we spend the most time, ideally 30-60 minutes. We keep a running list of issues to process and solve. In each meeting we chose 1-3 issues to resolve, and we focus our time as a team identifying them, discussing and solving.  

• Rate the meeting: we end the meeting with each person rating the meeting on a scale of 1-10. We strive for 8 or better on our ratings to know that we are running efficient and productive meetings.  

Note: If you have read the book Traction or use the EOS system, you may recognize this agenda as a Level 10 meeting.  

3. Connection Through Coaching and Mentoring 

Weekly office hours/huddles

Our department leaders hold open office hours throughout each week. These are specified times they reserve on their calendars when they open a video conference window and are available to answer questions, work through challenges or bounce ideas around. The office hours are announced through our internal team chat channel and anyone can drop in. This format helps lessen the number of interruptions that our department heads were getting daily as they fielded questions from the team.  

Outside coaching for leadership team

We engage with a business coach and peer to peer networks for our leadership team to continually sharpen their skills. The learning and processing that takes place in these formats are incredibly valuable and we have gotten back multiple times our investments in added productivity, efficiency, and profit.  

Growth charts

We are a small company and even in companies our size, the team wants to know how they can improve and move up in the organization. We established growth charts for every level in the company from Associate Consultant (our entry level) through Senior Consultant, Director, Vice President and CEO. At a glance our team can see what competencies, professional skills, technical skills and relationship skills they need to master in order to move to the next level. This also provides supervisors and leaders the tools needed to mentor and coach their direct reports and to help identify growth goals.  

Lunch & Learns

We hold these on the fourth Wednesday of the month at 12pm EST over video conference. Each month we pick a different topic to dig into. Topics range from company process review to information sharing on a recent conference someone attended to guest speakers speaking on a specific topic. Having these held on the calendar gives us a standing time to use for company wide learning and the leadership team plans and schedules the topics. These have been invaluable to keeping our team trained and connected to what the company is working on. 

Mid-week check-ins

We hold these once a month on the second Wednesday at 4pm EST over video conference. We started having these as an added way to build connection between our remote team members. They have evolved into a productive meeting time where we review with the entire company our KPI’s, where we stand for the month, quarter and year against our goals. It also gives the team a chance to ask questions or share updates on progress they are making towards their goals.  

4. Celebrations 

Monthly wine time

Prior to the pandemic when we had an in-person office, we used to break for the weekend around 4pm EST on Fridays to enjoy a glass of wine and talk about our plans for the weekend. These were important team bonding times that deepened our connection. As a remote team, we decided to continue this tradition but have adapted it to the new way that we work. Our wellness committee plans these virtual gatherings that now happen once a month and have a theme to help guide the discussion and add an element of fun. Some of the recent themes were: Wear your favorite color, favorite thing to do in your current role, what superpower would you have, and most interesting or least favorite job. The discussion topics help us learn more about each other and create stronger connections. 

Company retreats

We have always done strategy retreats where we left the office for a full day off-site to discuss our plan for the upcoming year. Since becoming remote and adding team members from all over North America, in-person retreats have become even more important. Our most recent retreat included three nights in Niagara On the Lake where we spent meals together, had a full day of strategy planning and a full day of team bonding. The time spent with each other was energizing and strengthened our connections to make us an even more highly functioning team. 

Donut app for Slack

We use slack for our internal team chats and within Slack we have a celebrations channel. In this channel we announce work anniversaries and birthdays for each team member. The donut app automates this for us and helps us to celebrate our team. It also can ask fun questions to start conversations and further deepen connections. The app also works for Microsoft Teams. You can learn more about it here.  

Wellness channel & committee

Our team is dedicated to wellness, especially when you work from home we want to make sure everyone is finding the right balance and taking brain breaks and care of themselves throughout the day. We have a volunteer committee that brainstorms ideas for the team to do, they also maintain a wellness channel in Slack where they post tips and articles of interest. This committee is also in charge of our monthly wine time planning. 

Birthday flowers

We celebrate each team members birthday with flowers sent to their home. This is a great way to foster connection, to let everyone know that they are important and to celebrate the whole person. 

Nice Jobs online forms & wheel of names

To help reinforce our core values, we have a peer to peer Nice Jobs program where anyone can give someone else recognition for exhibiting one or more of our core values. Nice Jobs are submitted through an online form. Slack automatically reminds us on Fridays to submit Nice Jobs and we read the submissions aloud at our Monday status meetings.

We give away two prizes each month, one to a nominator and one to a nominee. The names of all the people receiving Nice Jobs get entered into a drawing for a $25 Amazon gift card and the names of all the people filling out the Nice Jobs also get entered into a drawing. The more you nominate or are nominated the more times you are entered to win. We use a free online tool to randomly draw the names each month and this is done live at the end of our status meeting on the first Monday of the month. To learn more about the wheel of names you can check it out here.  

Milestone celebrations can also turn into a great tourism marketing opportunity!

Fostering connection leads to stronger teams and stronger teams are more productive and efficient. These four areas of focus for creating connection may seem like they take a lot of time, this is what works for our company and the time investment has resulted in significant growth. How can you create meaningful connections with your team?  

The post Fostering Connection to Build a Strong Team  appeared first on Travel Alliance Partnership.

We asked some of our TAP Guild Members how they manage expectations with tour operators, partners, and stakeholders to create the best visitor experience and here’s what they had to say:

Set Realistic Expectations:

Communication

I establish straightforward and consistent communication channels and make sure clients understand the scope, timelines, what to expect. But most importantly, I listen.

Shawna Faniel, Alabama Tourism

Travelers want to be prepared for anything. In your marketing and outreach, be sure to provide detailed information about what is included in packages, any additional costs, and what travelers need to keep in mind. This can include everything from weather conditions to local customs and potential challenges, depending on your destination and offerings.

Transparency

Full transparency is key to trust. I am completely candid with clients.  If I don’t think an attraction, hotel, dining experience or destination is going to be a good fit for them, I would rather be up front than get the sale. Of course, I always offer a better option when possible! 

Marlene Smith, Traverse City Tourism

Underpromise and overdeliver. While destinations obviously want to ensure their marketing materials positively depict the experience, full transparency leads to trust between destinations and their visitors. In an article from Business.com, millennial and Gen Z consumers, with 79 percent and 74 percent respectively, say that transparency is important to them in marketing and communications. By setting realistic expectations and then exceeding them, destinations can create memorable experiences that leave guests pleasantly surprised. This strategy not only enhances satisfaction but also encourages repeat visits and long-term loyalty.

Enhance The Experience:

Personalization

Listen, Listen, Listen. Know your clients’ market, whether senior adult market, student market, church group, etc. Give the clients assistance in knowing your product, if they have never visited your destination or venue before; invite them for a FAM. 

Sandy Haines, Visit Myrtle Beach

Personalized recommendations and services can turn a good trip into a great one. The travel and tourism industry is seeing increased interest across the board in hyper-personalized experiences using previous booking data. Use this information to your advantage.

Creativity

Share positivity always, don’t get discouraged easily, find plan B,C or Z!  Be creative and think “out of the box”.  Your creativity shows them you are really trying to provide their best experience! 

Jill Shorkey, Go Great Lakes Bay Regional CVB

Think outside the box! Creativity shows that you’re trying to provide the best experience. Plus, innovative ways of thinking could provide new opportunities for your destination to venture into.

Engagement

Be grateful.  Thank them for choosing you, your venue, region etc.  Thanking them for their business never gets old!

Jill Shorkey, Go Great Lakes Bay Regional CVB

Engage with visitors and partners before, during, and after their trip. Pre-arrival emails with tips and suggestions, real-time support through apps or chat services during their stay, and follow-up surveys or thank-you notes post-visit can enhance the overall experience. Managing expectations is an ongoing process, so don’t be afraid to ask for feedback to make the process smoother.

When I get an inquiry from an operator who needs help tweaking an itinerary, or a VTN member with a question, I work hard at replying by the end of the day or the next day at the latest. The reply may not include a solution but may simply be a message that I acknowledge their inquiry and will get back to them soon. 

Marc Plouffe, Vermont Tourism Network

Effectively managing expectations is more than just a marketing strategy—it’s the key to creating exceptional travel experiences. By embracing creativity and maintaining engagement throughout the visitor journey, you can not only meet but surpass expectations, fostering memorable experiences and long-term loyalty. As the travel landscape continues to evolve, staying ahead by exceeding expectations will set your destination apart, ensuring visitors and partners return and recommend you to others.

The post Managing Expectations: Key Strategies for Destination Success appeared first on Travel Alliance Partnership.

While certain travel companies have let their DEI initiatives and commitments go, others continue to prioritize and expand their efforts, and some are changing how they communicate the subject – moving from “DEI” to “social impact.”

Equitable is one of the core values at Travel Alliance Partnership and it was years ago that a series of small steps lead to a big shift in our company to become more diverse, equitable and inclusive. This commitment remains front and center today – from chairing a DEI committee and participating in conferences and educational sessions on the topic to the work we plan and execute with our current clients.

Why we need to keep focus on DEI

Just last week, the New York State Tourism Industry Association (NYSTIA) offered a webinar on “Unlocking the Power of DEI in Tourism Marketing,” where the speaker reviewed how DEI fosters learning and growth and how it benefits destinations. DEI should matter to everyone, and the following studies demonstrate why:

• Impact on Brand Perception – 71% of consumers surveyed by Edelman (2020) stated that they are more likely to trust a brand that showcases diversity in its advertising.
• Social Media Response – 45% of consumers in a Kantar study said they would share an ad on social media if it featured diverse representation.
• Impact of Representation – when audiences see themselves authentically represented in advertising, they are more likely to connect emotionally with the brand and feel a sense of belonging. This emotional connection leads to increased brand loyalty and advocacy.

I also recently attend the NYSTIA conference in Niagara Falls, where a panel presented “Marketing to Diverse Audiences” for attendees to learn about I LOVE NY Division of Tourism’s marketing initiatives to reach diverse audiences and ask questions.

Key takeaways for DEI initiatives in tourism marketing

Research Your Target Audience

It’s vital to understand what interests your target markets. Beyond during your own research, make sure to have someone from that specific audience at the table, especially in the planning process.  

Be Authentic

You can’t be everything to everyone. Segment your audience and pick a few that fit into a niche you can highlight. Own what you have because that’s more authentic.

• Rochester, NY is home to one the largest per capita populations of deaf and hard of hearing people in the country. Rochester’s Museum of Play hosted a specific “Deaf Day of Play” for this specific audience to know they would feel especially welcome at the museum with ASL assistance.
• If you are going to focus on the LGBTQ audience, you need to have activities to support that. Focusing on Pride Week by scheduling paid advertising without events or LGBTQ- friendly or -owned businesses to support that, your organization appears inauthentic. If your community doesn’t have enough to share on this segment, you might consider creating a blog about wanting to be more inclusive and requesting feedback. 

Stay Current

Consider reviewing your website and materials to ensure images and verbiage are current and speak to generational differences when it comes to terminology.

Destinations and Travel Professionals Leading the Way in DEI

Historical Figure brings DEI to the Forefront, Cayuga County CVB

Cayuga County is proudly the home of Harriet Tubman, where she lived the last 54 years of her free life. Leading up to the 200th anniversary of Tubman’s birth in March 2022, the Tourism Office refocused the perception of the destination and repositioned itself as a place where freedom, justice, and equality are not just words, but actions supported by the entire community.

In Episode 295 of Destination on the Left, Karen Kuhl, Executive Director at Cayuga CVB shared that because of Harriet Tubman’s legacy and connectivity with so many community members and tourism product in the area, they needed to make sure the roots of the CVB were as strong as the marketing campaign they would create.

“If we were going to be speak of Harriet Tubman’s legacy, we needed to ensure that DEI was built into the DNA of the organization.”

Karen Kuhl

In the episode, Karen is transparent about how they laid the internal groundwork – from internal documents and authentically securing diverse community members to serve on their board of directors, as well as forming a communications committee to ensure the correct language was used.

They also executed pride-building community outreach. In collaboration with community leaders, residents were educated that their hometown is a pivotal destination to learn about equal rights, and to connect with the story of Harriet Tubman in their hometown. 

“There have been challenges but also surprising beauty within all of it,” she noted. Karen also speaks to how this effort has impacted her other tourism marketing efforts, especially working at a deeper level.

The Collaborative Creation of Letchworth’s Autism Nature Trail

The Autism Nature Trail (ANT) at Letchworth State Park is a one-mile loop with eight unique outdoor sensory stations designed to stimulate growth and inclusivity among those with Autism Spectrum Disorder and other developmental disabilities.

In Episode 221 of Destination on the Left, Loren Penman, a retired educator who worked to bring Autism Nature Trail to fruition, shared how the idea was born. Listen to the full episode to hear how they aligned themselves with right partners needed to design, build, staff and maintain the trail. This ranged from an experienced design team to the autism community, including​ a volunteer advisory panel of a speech, occupational and physical therapists, special educators, school administrators, parents and grandparents of children with autism.

Loren also speaks to how their funding campaign was able to reach its goals despite the challenges posed by the pandemic. More than just a trail, ANT would not only impact the Park, but the communities that surround the park. Having outreach in place for staff training and even menu suggestions would help to positively impact the whole family experience. The story of the Autism Nature Trail is a perfect example of what can be accomplished with the use of collaboration and creativity.

Kristy Durso, Owner of Incredible Memories Travel and Spectrum of Accessibility

“Travel changes lives and even more for those with a disability.”

Kristy Durso

Kristy Durso is the owner of Incredible Memories Travel, a full-service agency with 85% of their clientele focusing on accessibility challenges. She is also the founder of the Spectrum of Accessibility, which trains travel professionals, destinations, DMOs to better accommodate travelers with a variety of disabilities that include mobility, hearing, cognitive, visual, invisible disabilities, neurodivergences, dietary accessibility and service dogs.

Episode 361 of Destination on the Left features insights from the National Tour Associations Travel Exchange. In her portion of the episode, Kristy discusses how changes in accessibility are happening on a broader scale and emphasizes that collaboration, partnership, and communication are key for successful accessible travel. She also shares what people should be thinking about when it comes to accessible travel and questions that are allowed to be asked to people with disabilities.

“Tourism is one of the most life-changing professions in the world. It isn’t just about leisure and free time. It gives us a deeper understanding of the world around us. Travel professionals open the doors for people to come in and get new experiences. Especially for people who think the world is closed off, a travel professional can change the trajectory of their life – it’s not just about getting to that one destination and being include in one experience, it’s about seeking out what else can I do?”

Kristy Durso

The post How DEI Initiatives Transform Destination Experiences appeared first on Travel Alliance Partnership.

1. The Power of Collaboration

In episode 330 of Destination on the Left featuring Mayor Carlos Duffey and Ike English, they discuss the significance of collaboration between local government and businesses in destination marketing. When they saw a need to improve connectivity in the community and identified the creation of outdoor trails as the solution, they included people from their community who would benefit from the trails on the development committee. It helped them create a tourism product that would serve the residents, visitors and the local businesses.

“That committee did a great job in formulating the right recipe to attract people to the trail.”

Mayor Carlos Duffey of Jackson, Georgia

2. Empowering Local Communities

Travelers are looking to discover hidden gems during their vacations, and venture off the beaten path. This gives the local community an opportunity to shine whether that’s through contributing “insider” local content, as a destination brand ambassador or for businesses as part of a trail. The possibilities are endless when it comes to how the community can get involved in tourism promotion.

When the community is involved, it helps destinations highlight their unique charm and authenticity.

At their essence, Destination Marketing Organizations (DMOs) are hubs of collaboration. Businesses and attractions within a region need to be aware of all the ways they can collaborate with their local tourism office to help them promote their business as part of the community.

3. Engaging the Local Community

In episode 307 with Sarah Howe, she discusses the importance of engaging the local community in her resort’s marketing efforts. Sarah shares her experience of involving residents in the creation of marketing content, thereby fostering a sense of ownership and pride in the destination. This approach not only helps in developing authentic marketing materials, but also strengthens community relations and supports sustainable tourism practices. 

Sarah points to her participation in the Vermont Outdoor Business Alliance, as a way to find and align with community partners. She explains, “None of us are successful if, as a group, we’re starting to fail. … It’s really great for all of us to have successful businesses, both for our employment pool as well as our visitors.”

4. Building Trust and Relationships

On episode 231, Don Welsh explains the importance of building trust and relationships within the community. While this conversation took place on the heels of the pandemic, it’s a great conversation to come back to because of the pivots made during that time. He highlights the significance of understanding the needs and aspirations of local residents, businesses, and organizations when crafting destination marketing strategies. By actively listening to community stakeholders and involving them in decision-making processes, destination marketers can build strong relationships and ensure the long-term success of their marketing initiatives.

5. Community Connections

The power of community comes to light when working on large-scale projects such as capital campaigns. Our team worked on two such projects associated with Letchworth State Park, the Grand Canyon of the East, in New York State. These collaborations provide financial resources as well as demonstrate the community’s commitment and investment in stewardship and growth of a treasured asset.

In the first campaign, the Letchworth Capital Committee reached their full goal and built the Humphrey Nature Center at the Park. Community elements included a user-generated content story contest around the park as well as fundraising during the highly-attended annual arts and crafts show.

In the second campaign, the Autism Nature Trail (ANT) at Letchworth State Park project had been in the planning stages for three years. This project needed to build name recognition and excitement within the community to reach its goals. Community involvement in this project ranged from minimal – such as the first 2300 followers on the Trail’s new Facebook page – to more invested – such as the 225 participants who raised over $22K in the virtual silent auction.

Destination marketing cannot be successful without meaningful community partnerships. By fostering strong connections with local stakeholders and the public, we can create authentic experiences, drive economic growth, and ensure long-term sustainability. We are stronger together!

The post Destination Marketing and Community Partnerships appeared first on Travel Alliance Partnership.

1. Reward and Fulfillment

One of the most compelling aspects of travel and tourism careers and hospitality careers is the sense of reward and fulfillment they bring. Those who work in this field often find deep satisfaction in their roles. Why? Because they get to create memorable experiences for travelers, leaving a lasting impact.

Imagine working in a destination management organization or a hotel, where your efforts directly contribute to the enjoyment and satisfaction of tourists. Whether it’s helping visitors discover hidden gems in your city, or ensuring their stay is comfortable and memorable, there’s a sense of pride in knowing that your work enhances the quality of someone’s trip.

Furthermore, tourism professionals frequently underscore the importance of giving back to the community. Tourism isn’t just about attracting visitors – it’s about contributing to local economies and improving residents’ lives. Professionals in this industry have a unique opportunity to make their communities better places to live, work and visit.

2. Evolution and Change

The travel and tourism industry is far from static. It’s a dynamic sector that constantly evolves in response to changing trends, technologies, and global events.

Aspiring tourism professionals must be prepared to embrace change. The industry isn’t confined to traditional roles – it’s open to innovation and new approaches. For instance, some destinations have shifted from conventional marketing to more community-focused strategies. They recognize the importance of sustainability and responsible tourism, reflecting the evolving values of travelers.

The ability to adapt and thrive in an ever-changing environment is a hallmark of successful tourism professionals. Embracing new technologies, responding to shifting consumer preferences, and staying informed about industry trends are essential steps to navigate the evolving landscape effectively.

3. Relationships and Networking

At its core, the travel and tourism industry is a relationship-driven field. Building and maintaining relationships is crucial to success. Whether it’s fostering connections with colleagues, peers, or travelers, the ability to create meaningful relationships is a valuable skill.

Networking is not just about exchanging business cards at travel industry conferences and trade shows; it’s about creating connections that can lead to collaborative opportunities. Those who excel in this industry understand the importance of collaboration. For instance, destinations often cooperate with nearby regions to promote a broader travel experience.

In the digital age, social media and online platforms also play a significant role in building relationships with travelers. Engaging with customers through social channels, responding to their inquiries promptly, and addressing their concerns help establish trust and loyalty.

4. Community and Economic Development

Tourism isn’t solely about attracting visitors; it’s about economic development and community enhancement. Professionals in this field often find themselves as ambassadors for their destinations, advocating for their communities and contributing to their growth.

For example, a destination marketing organization may work tirelessly to promote its region as a tourist destination. By doing so, they create job opportunities, stimulate local businesses, and ultimately improve the quality of life for residents.

Tourism is also about giving back. Many destinations engage in sustainable tourism practices to protect their natural and cultural heritage. They recognize the importance of responsible tourism, which benefits both the environment and the local communities.

5. Foundation and Analysis

Underlying the dynamic and relationship-driven nature of the industry is a foundation of data analysis and decision-making. To thrive in this field, professionals must rely on substantive analysis to make informed choices.

This is especially relevant in destination marketing. Marketing professionals need to understand market trends, consumer behaviors, and the effectiveness of their strategies. Data-driven insights are essential for crafting successful campaigns and ensuring a positive return on investment.

Start A Career in the Travel, Tourism & Hospitality Industry

Organizations across the country are helping to share the news that there are many opportunities for professionals interested in building careers in the travel, tourism and hospitality industry. Here are a few to help spark your interest:

Tourism: Your Career Destination! A video crated by The New York State Tourism Industry Association in partnership with Paperkite to capture why NYS tourism and hospitality professionals love working in tourism.

Visit Baltimore established an entire campaign around jobs in hospitality complete with hiring events, a job board, and landing page touting all the reasons to start a career in travel and tourism.

The post Making a Career in Travel and Tourism appeared first on Travel Alliance Partnership.

Accessibility of Information

Making accessibility information easily available creates an inclusive and welcoming atmosphere from the first time someone visits your website. It enables people with accessibility challenges to properly plan out their visit and also helps show that your destination values every visitor’s experience.

On Episode 103 of Destination on the Left we spoke with Cory Lee, a travel blogger and accessibility advocate. When he is planning a trip, he searches for wheelchair accessibility on the destination’s website. If accessibility information isn’t readily available, it becomes very difficult for people with disabilities to plan their visit. DMOs can start by adding accessibility information to their FAQs section of their website and then incorporating the information throughout the site so it’s easily searchable.

Discover Lancaster is a fantastic example of a DMO making their accessibility information readily available. Discover Lancaster spent over a year developing a comprehensive guide on their website to show they are an accessible destination. Olivia Novak, Marketing Manager at Discover Lancaster, described how they worked with partners to create a list of all ADA-accessible attractions and hotels and provide local resources and travel tips for visitors with varying abilities. They also hosted a panel to educate partners. An influencer campaign will show what visiting Lancaster is like for individuals with varying abilities.

Where to Find Information

One of the most important things to remember is that decisions about accessibility should not be made without the individuals affected being part of the conversation.

In Episode 339 with Santiago C. Corrada, he recalls the moment he learned they needed to add accessibility to their diversity efforts. The team at Visit Tampa Bay brought in a group of ambassadors and influencers to consult on the development of videos, campaigns. Now accessibility representation is integrated throughout all of their tourism marketing efforts.

When we spoke with Billy Kolber, CEO of Hospitable ME, at the Travel Unity Road Show, he emphasized the importance of inviting historically marginalized or excluded groups to the table to help make informed decisions. By including these people in the conversations, destinations can make sure that their voices and experience are reflected in all accessibility efforts.

At the Destinations International Annual Convention in 2022, we learned about resources for accessibility information. AccessNow is an app about accessibility in travel where travelers can log their experiences in a destination, much like other review sites. AccessOutdoors is a related app that maps accessibility of outdoor trails (currently available for Canada). The best information comes from people living with disabilities. Residents in your destination are a great resource for getting the information travelers will need.

Inclusive Experiences

Accessibility also goes beyond those facing physical disabilities. Creating inclusive experiences for people with other types of limitations opens opportunities for both the traveler and the destination.

Autism Certified City

We spoke with Marc Garcia of Visit Mesa (episode 275) about his journey helping Mesa, Arizona earn the first-ever Autism Certified City distinction. Garcia sought to have Mesa certified by the International Board of Credentialing and Continuing Education Standards. Over 58 businesses and almost 5,000 people in Mesa completed training to help the city receive its certification. These trainings helped people understand what the world looks like to someone who lives with Autism. As a result of Garcia’s efforts, Visit Mesa booked several conferences and experienced a high return on investment.

After earning the certification, Visit Mesa continued its efforts to make the city welcoming for individuals with autism. They partnered with two microbreweries to release a Spectrum Double IPA in honor of National Autism Awareness Month. Destinations can learn from the efforts put forth by Garcia and the city of Mesa. There are many creative ways destinations, attractions and professionals in our industry can make individuals feel welcomed and safe.

Autism Nature Trail

Attractions looking to become more accessible can learn a valuable lesson from the Autism Nature Trail (ANT) at Letchworth State Park. Loren Penman (episode 221), a retired educator who brought the ANT to fruition, spoke with us about this first-of-its-kind experience. What started as a project with a focus on individuals on the spectrum resulted in an ADA-compliant one-mile natural trail with eight sensory stations. After learning the calming effects of the combination of moving water and pine trees, Penman worked with an expert from Colorado State University and a retired Speech and Language Pathologist to develop the trail. The ANT was paid for through a public fundraising initiative, raising $1.9 million in 10 months to fund the trail. It would not have been possible without collaboration and strong community partners.

The travel, tourism and hospitality industry has the ability to bring people together, bridge gaps between cultures and celebrate diversity. We need to take steps towards inclusivity and accessibility if it is truly going to be an enriching experience for all. Let’s make the world more enjoyable for everyone by exploring opportunities to include detailed information about accessibility or teaming up with other organizations for memorable experiences that welcome everybody. Together, we can have a positive impact and create an even better world ready to be discovered!

The post What is Accessibility in Tourism? appeared first on Travel Alliance Partnership.

Rochester, New York, the community where I work, will be on the path of totality for the 2024 solar eclipse. The following milestone markers will help tourism marketers take advantage of this milestone event as the launchpad for future business.

Find all of the communities on the path of totality in 2024.

Milestone One – Planning

The first marker along the way is planning. We don’t want to let the eclipse happen to us – we want to be actively engaged with the opportunity and to do that we must have a plan. Praying that it all goes well and will benefit us will not work.

Focus your plan in four areas – partnerships, positioning, delivery and outreach.

• Partnerships: Who are my collaborative partners?
• Positioning: Who are we and how do we stand out?
• Delivery: How do we surprise & excite our visitors, so they tell their friends and family and return for a future visit?
• Outreach: How do we reach the right audiences and how do we help them plan their experience?

Milestone Two – Partnerships

Partnerships and collaborations are paramount to success, especially when you have a milestone event coming to your area.

To figure out who to partner with, consider these steps:

1. Identify your biggest opportunity. Are you a hotel hoping to get your share of the room nights, or a restaurant looking to fill your dining room or a museum looking to see additional visitation – wherever you find your biggest opportunity is where you should look for partners who can help you realize that opportunity.
2. Define your goals with the partnership and how partnering can expand your ability to reach those goals.
3. Create a list of potential partners. Brainstorm as many as possible. Do not limit yourself. Your partners may be your competitors – this is what I like to call co-opetition. Some of the most powerful collaborations have happened when perceived competitors’ partner to do something together that they could not accomplish on their own.

For example, perhaps there is a group of restaurants who usually compete for customers that come together to market themselves collectively under a creative eclipse theme, serving astrological-inspired dishes, cocktails, and desserts. Or maybe there is a collaboration between the chefs to create a food crawl where each stop compliments the last.

Rochester created an eclipse taskforce with over 200 stakeholder members. If your community has a task force, this would be a great place to start seeking partners. If they don’t have a task force, check out Rochester’s member list to get inspired about the types of partners you may reach out to.

A Collaboration Framework

When evaluating partners and building successful collaborations, consider the 3-C Framework for Collaboration I developed through research, countless podcast interviews and first-hand experience. The 3-C Framework includes Communication, Commonality and Commitment.

These questions can be a guide when evaluating a possible partner for a collaboration.

Communication

• Is there a shared vision?
• Are realistic expectations established?
• Is there a plan for communication?
• Are roles for each partner identified?

Commonality

• Will the collaboration benefit all of the partners?
• Are there strong champions for the collaboration?
• Are the goals identified?

Commitment

• Is there accountability in place for collaborative partners’ contributions?
• Are leadership teams well-informed for all participating partners?
• Is there full commitment by all participants?
• Are the resources available to see the collaboration through?

Download our collaboration sweet spot filter. The tool will give you a guideline for thinking through your collaboration, the partners you are working with and a checklist for success.

Milestone Three – Positioning

Your positioning answers the Why and the What – the why answers the question why the visitor will pick your destination/attraction/experience and the what answers the question of what makes your destination/attraction or experience stand out from other choices.

Macro-level

You can think about this at the macro-level in the way that the Rochester Solar Eclipse Task Force has positioned the area.

The 2024 eclipse, starting in Mexico and traveling northeast, will hit Rochester but miss all other major East Coast cities, including Boston, New York, Philadelphia, and Washington, DC. As the closest city to the path of totality with a major science center, Rochester will be in the international spotlight.

In this example, Rochester is answering the why with its geographical location within the path of totality, noting that all the major east coast cities will miss it. The community answers the what with the note of being the closest city to the path of totality with a major science center. The science center will ultimately provide a better experience for visitors as they plan for educational events that coincide with the eclipse.

Micro-level

In addition to the macro-level, you also need to think about this at the micro-level for your specific destination/business or attraction. How are you positioned within the larger region? Once a visitor decides on Rochester, why should they consider adding your experience to their itinerary and what makes you stand out?

On episode 159 of my podcast Destination on the Left, I was fortunate to interview Brook Kaufmann from Visit Casper Wyoming in 2018 shortly after they had been in the path of totality for the 2017 eclipse. Prior to the eclipse they had gone through an extensive re-positioning of the destination. Brooke shared through this process they dug into what made the destination stand out. They recognized two things:

1. They were the one and only Casper – there is no other town in the world with the same name (imagine that?)
2. They are on the way to several major national parks including Yellowstone and Teton.

Leaning on these two points, they developed the Only One Casper campaign and leaned into things that you can only do in Casper – the things that were truly unique experiences. Brooke shares the entire story of their positioning and how they managed a committee that turned into an organization to handle the 10’s of thousands of visitors that descended on the small community for the 2017 eclipse. She reported that because of the extensive pre-planning and collaboration that her community engaged in, the eclipse was a huge success and brought them 225 million media impressions and a visitor study showed that 35% of the visitors who had never been to the destination before said they planned to return for a future visit.

Milestone Four  – Delivery

This is where you can shine. Our goal is to create word-of-mouth marketing and to inspire return visitation. We don’t want to think of the milestone of the 2024 eclipse as the end point- if we do it right, it is just the beginning. The partnerships and programs that you create for the eclipse should help you with future business too – not just the 5-7 days that eclipse seekers are in your area.

How do we inspire word of mouth marketing and return visitation? We must surprise and excite our visitors. They will come to your area for the eclipse because you offer the best viewing and their decisions are being made mostly on that criteria – but to get them to return we want to show them why this area is so special and why it deserves a return visit.

This is a brief checklist of the types of things you should be thinking about for delivering an experience that surprises and excites. This is not an exhaustive list, but I hope it gets you thinking about the areas where you can have an impact on delivering the best experience possible for our eclipse guests.

Logistics: 

• How are we going to move people around the city?
• How are we going to keep them safe?
• How are we going to provide emergency management services?

The Details:

• Parking & traffic considerations
• Street light sensors – can we turn them off?
• Wayfinding Signage
• Dark sky compliant lighting (amber vs white lights)

Content/Programming:

• Storytelling
• Themed events
• Moonlight dinners
• Solar walks
• Special edition beverages
• How do we enhance the 3 minutes and 38 second once-in-a-lifetime experience?

Special touches:

• Frontline staff training
• Eclipse glasses
• How do we make sure the guests have the best experience?

Some of these ideas came from my guest in episode 288, Michael Marlin, who is a speaker, author, and consultant in the astro tourism space. He told me that unlike space tourism where people seek to go up to look down, astro tourism is where people go to a place to look up.

Milestone Five – Outreach

Understanding the customer journey will be important for your outreach plans. They are on different planning timelines. Those looking for hotels are looking over a year in advance, while activities and things to do may be planned 60-90 days before your event.

When a visitor arrives to view the Eclipse, they are at the start of their physical journey. But the visitor journey begins much earlier – from the first time they heard about the 2024 eclipse.

The Visitor Journey is broken into 5 phases:

Dreaming – it starts with scrolling through Instagram on their lunch break, reading a story in a publication, or talking with family about the places they’d like to see and events they’d like to attend.

Planning – then comes researching details such as routes, places to stay, and things to do.

Booking – next, they take their hard-earned dollars and put them behind their plans, purchasing tickets and possibly securing hotels.

Experiencing – finally, it’s time. They arrive in Rochester for the 2024 Eclipse. That experience lives for longer than the day(s) they spend there.

Sharing – their experience is over, but the memories live on. They live on when they talk about it with their friends. They live on when they share photos on social media. And they live on as the spark of inspiration that prompts others to begin dreaming of a visit.

We are building the road that goes from the first smartphone search, the first article read to the last picture posted. The road that leads to your destination for the 2024 Eclipse.

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