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On this episode of Destination on the Left, I talk with James R. Ferrara, Co-Founder & President of InteleTravel, about how the business navigated the pandemic, adapted to the shifting preferences of younger travelers, and strategically expanded their services. James also shares more about the company’s commitment to promoting mindful and sustainable travel practices and why travel advisors should encourage their clients to explore lesser-known destinations.
What You Will Learn in This Episode: How Inteletravel’s educational programs and supplier partnerships support the professional development of their advisors Why travel priorities have shifted, especially among younger generations, and their increased use of travel advisors Inteletravel’s strategic acquisitions to expand their services and earning potential for advisors The importance of industry collaboration, even among competitors, to address legislative challenges and support professional development. Why Inteletravel focuses on promoting mindful and sustainable travel experiences. How Inteletravel advisors guide clients towards less-crowded and unique travel destinations. The Evolution of the Travel AdvisorThe role of the travel advisor has undergone a remarkable transformation, and on the show, James Ferrara, the President of Inteletravel, shares his insights on this evolution. He explains that the company’s independent contractor model, pioneered in the early 90s, has evolved from a predominantly part-time role to a more entrepreneurial full-time business.
James credits Inteletravel’s success to an unwavering commitment to education and professional development. He details the company’s robust training programs, supplier partnerships, and annual conventions, which equip their 120,000 independent contractors with the tools and knowledge to thrive in the industry.
Navigating the Pandemic and the Boom in TravelThe travel industry has faced its fair share of challenges in recent years, but Inteletravel made a quick recovery from the pandemic. James credits its innovative management team and its travel advisors’ focus on building on existing relationships.
We discuss the “revenge travel” phenomenon and the shift in travel priorities, particularly among younger generations. James notes that we’re seeing huge growth in Gen Y and Gen Z travelers, and this demographic shift has fueled a renewed appreciation for the value that travel advisors can provide as younger travelers seek out personalized guidance and expertise.
Promoting Mindful and Sustainable TravelJames emphasizes the importance of responsible and sustainable travel practices as the travel industry evolves. He talks about the “No Tourists Allowed” podcast, where he and his co-host explore ways to travel more mindfully and promote unique, off-the-beaten-path destinations. We dig into why it’s also better for the customers’ experience to get them out of these overcrowded tourism centers worldwide.
By encouraging travel advisors to guide clients towards lesser-known destinations and experiences, Inteletravel is actively working to mitigate the impact of over-tourism and foster a more sustainable travel ecosystem.
Resources: Website: www.inteletravel.com LinkedIn Personal: https://www.linkedin.com/in/jamesferrara/ Facebook Personal: https://www.facebook.com/jrferrara/?locale=pt_PT Facebook Business: https://www.facebook.com/inteletravel Instagram Personal: https://www.instagram.com/jrferrara/p/C8uZ4jnsd4D/ Instagram Business: https://www.instagram.com/inteletravel/ Twitter: https://x.com/i/flow/login?redirect_after_login=%2FInteleTravel YouTube: https://www.youtube.com/channel/UCxqjQ9QzGlrwkBEZq8DOWXA No Tourist Allowed Podcast: https://notouristsallowed.com/We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!
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Anna elaborates on how the integration of AI can be transformative for businesses in the travel industry. AI is another tool in your toolbox, and each tool, whether it’s a simple hammer or a sophisticated AI algorithm, has a particular purpose. The collaboration between humans and AI enables tour operators, DMOs, and travel agents to enhance and personalize customer experiences.
What You Will Learn in This Episode: What inspired Anna’s focus on human and AI collaboration to solve complex travel industry challenges How AI-driven search can enhance user experience by providing personalized travel details How smaller brands and companies in the travel sector can also benefit significantly from implementing AI technology What Mobi can do for travel businesses, from custom development to ready-to-go products How Anna’s experiences have shaped her approach to customer engagement and technology integration Tailoring AI for the Travel IndustryOne of the standout applications of AI in travel is providing highly personalized travel recommendations. With AI-driven search capabilities, users can ask detailed, nuanced questions in natural language and receive tailor-made responses. Using AI allows travel agents to deliver gold-standard service by giving them comprehensive, instant knowledge about destinations that cater to their travelers’ particular needs.
Anna explains how AI tools allow you to automate various service tasks to ensure smooth and efficient operations—including making dynamic changes such as reallocating resources in response to travel disruptions to give your clients the best experience possible even when things are quite going to plan.
How AI Can Work for Smaller Tour OperatorsAI can revolutionize small travel brands’ operations by providing personalized, scalable solutions that were previously only accessible to larger companies with significant resources. These AI-powered tools can help smaller operators manage bookings, optimize travel itineraries, and offer tailored experiences to customers.
Future Proofing and Collaboration
By implementing AI-driven intent-driven search capabilities, smaller tour operators can provide a user-friendly experience that intuitively answers customer queries in a natural, conversational manner, dramatically increasing customer satisfaction and engagement. This allows operators to offer recommendations tailored to individual needs, such as suggesting local attractions, dining options, or accommodations that align with a traveler’s interests.Anna elaborates on how the integration of AI can be transformative for businesses in the travel industry. AI is another tool in your toolbox, and each tool, whether it’s a simple hammer or a sophisticated AI algorithm, has a particular purpose. The collaboration between humans and AI enables tour operators, DMOs, and travel agents to enhance and personalize customer experiences.
Resources: Website: www.takemobi.com Intent Driven Search: https://www.takemobi.com/solutions/IDS LinkedIn Personal: https://www.linkedin.com/in/anna-jaffe-14a6084/ LinkedIn Business: https://www.linkedin.com/company/mobi-systems/ Facebook Business: https://www.facebook.com/MobiSystemsInc Instagram Business: https://www.instagram.com/mobi_systems_inc/We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!
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On this episode of Destination on the Left, I talk with Liz Owens, Senior Vice President and General Manager of Vacations by Rail, who joins me to discuss the trends driving interest in rail experiences, such as slow travel, sustainability, and experiential travel. We also discuss the unique focus of Vacations by Rail, from escorted rail travel to independent itineraries and river cruises.
What You Will Learn in This Episode: Why Vacations by Rail is focusing on multi-country tours to give U.S. consumers more immersive experiences The importance of learning from other industries, particularly consumer retail, and introducing consumer concepts into the travel world The company’s approach to direct-to-consumer sales through a call center and the significance of loyal travel agents in their sales Why off-peak travel provides unique opportunities for more personalized and less crowded experiences Exciting experiences coming down the pipeline, including winter tours of Alaska and immersive experiences in Europe Revolutionizing Rail TravelRail travel is more than just a means of transportation; it is an experience that offers travelers a unique perspective of the world. On the podcast, Liz shares why the slow travel movement is gaining traction, with more travelers seeking to immerse themselves fully in their journeys rather than rushing from one destination to the next.
To provide U.S. travelers with truly immersive experiences, Vacations by Rail focuses on multi-country tours that allow people to explore the cultural and natural landscapes of Europe, Australia, New Zealand, and Japan. These tours are designed to offer more than just a visit to various locations; they aim to create long-lasting memories through well-curated, in-depth experiences.
Promoting Sustainability Through Rail TravelSustainability in travel is increasingly important, and rail journeys are inherently more eco-friendly compared to other modes of travel. Liz shares how rail travel supports economic and community sustainability, particularly in small towns and communities along the routes. This sustainable practice not only reduces environmental impacts but also boosts local economies.
Collaboration OpportunitiesCollaboration is at the heart of Vacations by Rail’s strategy, especially after its acquisition by Great Rail Journeys in 2019. This partnership has maximized expertise from different markets and fostered a collaborative environment where teams can innovate and share best practices. Liz also discusses the continued importance of networking and building relationships within the travel industry to drive creative change and growth.
Resources: Website: https://www.vacationsbyrail.com/ LinkedIn: https://www.linkedin.com/company/vacations-by-rail Personal LinkedIn: https://www.linkedin.com/in/lizowens1/We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!
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On this episode of Destination on the Left, Rob Holmes, Founder of GLP Films shares his experience and insights on sustainable tourism. We discuss how you can impact sustainability through storytelling, and Rob shares several components of storytelling and why it must focus on people at the ground level and be story-driven, not sales-driven.
What You Will Learn in This Episode: Why storytelling and sustainability are integral to the tourism industry What strategic approach Rob uses for authentic and engaging storytelling in destination marketing How sustainability has evolved as a term and its significance in tourism Why targeting responsible travelers through storytelling can make a meaningful impact on sustaining a place Some of the sustainable travel campaigns Rob’s team has worked on, including sustainability in the Finger Lakes Region, and rewilding in Chile How education in sustainability and involving various stakeholders are crucial for the industry’s success How the Tourism Sector Can Thrive with Sustainability and Meaningful NarrativesWe discuss the concept of rewilding—integrating natural, wild elements back into ecosystems, and how incorporating conservation and biodiversity into a destination enriches not just the environment but increases the opportunities for visitors. Rob digs into how the tourism industry can tap into nature-focused tourism, make environmental gains, and improve economic resilience by adopting greener practices.
The Power of Storytelling in TourismWe go deep into the significance of compelling storytelling. Rob shares why purpose, story arc, characters, and landscape are some of the key components of a great story, whether it’s in a film or a marketing campaign. He describes why authenticity is pivotal and why he believes that stories driven by passion—rather than sales and marketing objectives—enhances sustainable tourism initiatives.
Sharing memorable and emotionally resonant stories does more than attract tourists; it fosters a deeper connection to the destination and its people. When crafted well, these stories invigorate both local charm and environmental consciousness, leading to lasting impressions and repeat visitors.
Real-world ApplicationsRob leaves us with actionable insights learned from several campaigns his company has spearheaded. In the Finger Lakes region, a two-year campaign aims to reposition this destination as a sustainable outdoor recreation hotspot. By highlighting local culture and nature-centric activities, the campaign seeks to draw responsible outdoor travelers.
Another campaign in Chile promotes community tourism, encouraging travelers to immerse themselves in local life and support the community economically. Rob’s examples underscore how targeted, authentic storytelling can drive sustainable tourism while benefiting the local community.
Resources: Website: https://www.glpfilms.com/ LinkedIn Personal: https://www.linkedin.com/in/robertbholmes/ LinkedIn Business: https://www.linkedin.com/company/glp-films/We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!
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On this episode of Destination on the Left, I talk with Freddie Strebeck, VP of Client Partnerships at EMC Outdoor, all about how travel and tourism brands can use traditional, lifestyle, and experiential out-of-home advertising to improve their marketing campaign outcomes. We also discuss Freddie’s successes, including his work with Visit Seattle and Montgomery County’s creative Date Night in Montco campaign.
What You Will Learn in This Episode: How Freddie and his team used a branded treat truck to deliver a taste of Seattle to feeder cities such as Sacramento, Dallas, and Minneapolis for Visit Seattle’s I Know a Place campaign Why planning collaborations in advance and integrating out-of-home marketing effectively is crucial for amplifying a campaign’s message What out-of-home channels are and the importance of selecting the right channel for a positive business impact for clients Why out-of-home advertising is an important amplification tactic, especially in reaching audiences outside of their homes in a non-intrusive way What role artificial intelligence plays in the out-of-home industry, and its potential to improve overall campaign efficiency The Power of Out-of-Home AdvertisingFreddie Strebeck, VP of Client Partnerships at EMC Outdoor, and I dig into some ways his team has creatively used out-of-home advertising in the travel and tourism industry. He shares details of a campaign involving a branded tree truck for Visit Seattle that targeted feeder cities like Dallas, Minneapolis, and Sacramento.
The campaign demonstrated the power of creativity and strategic collaboration by partnering with local businesses, such as an ice cream shop, and earning a spot on Good Morning Sacramento. Freddie emphasizes that pre-planned collaborations are vital to integrating out-of-home marketing effectively and standing out from competitors.
Adapting to a Post-Pandemic WorldWe chatted about how the COVID-19 pandemic has reshaped out-of-home advertising strategies. Freddie explains EMC Outdoor’s adaptive measures, such as focusing on contextually relevant advertising locations and refining client messaging. Freddie discusses the enduring relevance of out-of-home advertising, particularly in today’s hybrid lifestyle, where people toggle between home and traditional work environments. Freddie also describes why out-of-home is a non-intrusive yet potent way to amplify your brand beyond digital channels
Next Steps for Out-of-HomeWe rounded off the show by discussing the future potential of out-of-home advertising, particularly the integration of artificial intelligence (AI) to enhance campaign efficiency and creativity. According to Freddie, AI is not just a futuristic concept but a strategic asset that can accelerate the creative process and enhance client deliverables. EMC Outdoor uses AI to show clients how to use out-of-home to stand out in a competitive landscape by creating more personalized and impactful campaigns.
Resources: Website: https://www.emcoutdoor.com/ LinkedIn Personal: https://www.linkedin.com/in/frederickstrebeck/ LinkedIn Business: https://www.linkedin.com/company/emc-outdoor/We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!
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On this episode of Destination on the Left, I talk with Rob DelliBovi, Owner and CEO at RDB Hospitality Group. He shares his insights on why micromanagement is underrated when it comes to delivering exceptional service because consistency is key. We discuss the strategies Rob’s company uses to provide added value for travelers and suppliers, and Rob shares an amazing example of collaboration in the travel agent world he’s experienced recently.
What You Will Learn in This Episode: What strategies Rob’s company, RDB Hospitality, uses to provide added value for travel consumers and suppliers How the travel industry has shifted towards green initiatives, like offering rewards for reduced housekeeping, and why this is important Why micromanagement and direct access to clients is vital in delivering exceptional service in the travel and hospitality industry Collaborations that Rob has been involved with, including his recent experience of rallying travel agents to fight airline initiatives to encourage travelers to book direct Why everyone should use a travel agent rather than rely on online booking sites Delivering Exceptional ServiceI love that at the core of Rob’s philosophy is an unwavering commitment to exceptional service—every time. He discusses why today’s high-end clients are willing to pay a premium for personalized and efficient service they can rely on and how understanding and implementing attention to detail sets RDB Hospitality apart from traditional agencies.
We discuss why focusing on being taken care of and quickly resolving any issues is vital to keeping clients satisfied. Rob adds that the expectation of stellar service is foundational in maintaining client loyalty and promoting repeat business.
Staying Informed in an Ever-Changing IndustryRob highlights various ways his team keeps abreast of the latest trends and developments, including trade shows, familiarization trips, and webinars, to ensure their customers have the best experience possible. We also discuss how the workforce shortage impacted the hotel experience immediately after the pandemic and why staff shortages are fortunately no longer a problem across most of the travel industry.
The Key to SuccessRob stressed the significance of controlling the travel process to ensure successful outcomes. With so many opportunities for discrepancies that can seriously negatively impact a client’s experience, micromanagement is crucial. He shares the importance of managing every aspect of a client’s journey, from the initial booking to the final check-out.
This control extends to intimately understanding client needs, ensuring that service levels remain high. This dedication to managing operations efficiently and meeting customer expectations is a cornerstone of RDB Hospitality’s success.
Resources: Website: https://www.rdbvip.com/ LinkedIn Personal: https://www.linkedin.com/in/robdellibovi/ LinkedIn Business: https://www.linkedin.com/company/rdb-hospitality-group/We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!
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On this episode of Destination on the Left, I talk with Sandy Borowsky, Owner of Starr Bus Charter and Tours, about her journey in the tour industry as a third-generation owner and woman-owned business. She shares why technology is so important to running an efficient and profitable business and how working with competitors has led to business growth for everyone.
What You Will Learn in This Episode: How Sandy utilizes technology for efficiency and communication in her family-owned tour business How Sandy navigated through the company’s down-trending group department and found fresh solutions post-COVID Why Sandy believes that communication, honesty, and forthrightness are keys to successful partnerships The role technology plays in helping Starr Bus Charter and Tours overcome challenges, including rising fuel costs More about Sandy’s new business, College Break Bus, and how big things start from taking just one tiny step Embracing Technology for Efficiency and GrowthI loved hearing Sandy Borowsky’s thoughts on using new technologies to enhance operational efficiency and accelerate business growth. We discuss her experiences with integrating technology and leveraging platforms like Slack to make communicating with her team simpler and quicker and why it’s so important to seek advice and recommendations from industry connections, vendors, and even competitors when weighing up which new tech tools and platforms to bring into your business.
Adapting to Industry Changes and Overcoming ChallengesAs always, on the show, I’m interested to hear about the challenges faced by my guest experts in the travel industry. Sandy’s insights on the adaptability and creativity required to overcome challenges in the motor coach niche, including rising fuel prices, will be useful to many others. Her reflections on the 2008 recession and how it reshaped Starr’s approach to technology and efficiency are a useful lesson in how to learn from the past and remain agile in your business going forward—especially when times are tough.
Collaborative Partnerships and Efficient Business PracticesWe dig into some of Sandy’s strategic collaborations with industry peers and how they demonstrate the importance of honest communication, trust, and embracing healthy competition as drivers for successful business relationships. Sandy shares her perspective on recognizing the value of collaboration with competitors and local companies and how they help build mutual growth and foster innovation within the travel industry.
Resources: Website: https://www.starrtours.com/ LinkedIn Personal: https://www.linkedin.com/in/sandy-borowsky-61a89/ LinkedIn Business: https://www.linkedin.com/company/starrtours/We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!
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On this episode of Destination on the Left, I talk with Lakshmee Lachhman-Persad, accessible destination marketer and board member of NYC Tourism + Conventions, who explains why it’s so important to create inclusive experiences for everyone with disabilities, whether visible or invisible. Lakshmee shares specific actions that any destination or attraction can take now to make themselves more accessible and provides practical advice on becoming more welcoming to people with a wide range of abilities.
What You Will Learn in This Episode: How destinations can create a great inclusive experience for all their visitors Why visible representation for people with disabilities is crucial in marketing campaigns What destination marketers can do to engage with local disability advocates for a better understanding of barriers and challenges within their cities How businesses and DMOs can create an inclusive internal culture to support employees with disabilities Why the social justice movement has influenced the way destinations think about welcoming visitors Upcoming projects and collaborations Lakshmee has planned to showcase inclusivity in travel Engaging with Local Disability Advocates for Inclusive DestinationsLakshmee advises destination marketers to actively engage with local disability advocates to better understand their cities’ barriers and challenges. She emphasizes the significance of learning from locals’ experiences and the idea of providing positive experiences for all visitors, regardless of their abilities.
Lakshmee goes on to shed light on the size and value of the disabled population as a market segment within the travel and tourism industry—and why understanding this is a crucial step towards recognizing the needs of this demographic and tailoring travel experiences to be inclusive and accessible.
Creating an Inclusive Internal Culture for Employees with DisabilitiesWe dig into why travel and tourism businesses and Destination Marketing Organizations (DMOs) should foster an inclusive internal culture that supports employees with disabilities. Lakshmee stresses the importance of both internal culture and marketing representation, as well as providing accessible information externally. She highlights the lack of widespread knowledge about disability inclusion, the challenges of finding accessible facilities in the community, and how the social justice movement has significantly influenced the discourse around disability inclusion and accessibility.
A Holistic Approach to Inclusivity and CollaborationLakshmee shares her experience as a NYC Tourism + Conventions board member and discusses the importance of collaborating with various organizations to showcase inclusivity and accessibility for people with disabilities. We talk more about the need for a deeper and more sophisticated inclusivity work, moving beyond performative actions.
Resources: Website: www.accessibletravelnyc.com LinkedIn: https://www.linkedin.com/in/lakshmeelachhmanpersad/We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!
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This summer, I’m sharing five powerful life lessons I’ve learned since graduating high school. So join me as I discuss the importance of adopting appreciation over expectation, choosing faith over fear, managing self-talk, directing focus to cultivate positive energy, practicing radical self-belief, and find out how they can shape and enhance your personal and professional life, too.
What You Will Learn in This Episode: Why learning to appreciate the moment rather than being disappointed that an experience is not as you expected can lead to a happier life and a more positive outlook How having faith can empower you and open up new opportunities The power of self-talk and the impact it has on daily decisions and overall well-being Where focus goes, energy grows, and how shifting focus leads to a more positive mindset The importance of radical self-belief – and why you should remember that everyone puts their pants on one leg at a time! Choose Faith Over FearOn the show, I discuss how the acronym F.E.A.R. (False Expectations Appearing Real) reminds us of the illusion fear often creates and how it inhibits progress. Fear can disguise itself as being cautious, strategic, or deliberate. But it is a roadblock, and once you move through it, you’re opening yourself up to so many more opportunities.
I want to remind you to have faith in your decisions. When you choose faith over fear, you trust yourself and those around you to make the best decisions possible, which I know will make you feel happier and more confident.
Where Focus Goes, Energy GrowsThe adage “where focus goes, energy grows” serves as a guiding principle for personal and professional endeavors, and I’m reflecting on redirecting attention from negative to positive stimuli and the impact of intentional focus.
On the show, I also share why you should practice radical self-belief. You must believe in yourself at all costs because when you believe in yourself, your decisions in life and your ability to achieve your dreams will become so much easier. Although there may be times when you feel like an imposter or like you don’t belong when you start to feel that way, remind yourself that everyone puts their pants on one leg at a time! Believe in yourself, and you can achieve your dreams.
Resources: Jenny Feterovich On Capturing The American Dream And Building An Entrepreneurial Life: https://robertglazer.com/elevate-podcast/jenny-feterovich-start-up/We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!
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On this episode of Destination on the Left, Nicole Boyer joins me to discuss why learning how to effectively build relationships leads to business growth. We talk about the importance of being authentic and paying attention to the small details to stay top of mind with potential partners. She also shares more about her Ginger Sales Ninja brand and why you don’t necessarily have to be the loudest person in the room to be great at sales.
What You Will Learn in This Episode: The significance of understanding the entire tourism ecosystem so you can help tour operators more effectively How Nicole encourages open-mindedness, collaboration, and the sharing of ideas in the tourism industry Why building relationships should be your focus, as it creates trust and leads to successful sales How Nicole has resolved challenges, such as creating packages like the “farm to table experience” to address the issue of being situated away from the main tourist hub at the Mount Hope Estate & Winery Future projects Nicole has planned under her Ginger Sales Ninja brand, including online sales courses and resources Building Valuable Relationships Across the Tourism EcosystemA key thread that runs through my discussion with Nicole Boyer revolves around the value of building relationships within the tourism ecosystem. Nicole stressed the importance of forging connections with as many people as possible in the industry, even if they don’t appear to be natural partners at first glance. She highlights the benefits of collaboration, idea sharing, and problem-solving that stem from a robust network of industry relationships.
The Power of Education and Ongoing LearningIn addition to her role at Mount Hope Estate & Winery, Nicole also shares her expertise through her own brand, Ginger Sales Ninja, undertaking speaking engagements within the tourism industry. By providing resources and guides, she aims to make impactful information more accessible for professionals seeking to enhance their skills in group sales, hospitality collaborations, and effective sales strategies.
Embracing Authenticity and Building Genuine RelationshipsOur conversation also covers the importance of authenticity and genuine relationship-building in the tourism industry. Nicole Boyer’s journey from theatre to accounting to admissions and eventually to hospitality and sales beautifully illustrates the power of staying true to one’s passions and interests. The emphasis on building relationships rather than solely focusing on sales highlights the trust and success that being truly authentic in your interactions brings.
Resources: Website: www.gingersalesninja.com LinkedIn Personal: https://www.linkedin.com/in/gingersalesninja/We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!
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On this episode of Destination on the Left, I talk with Nikki Hellyer, Vice President of Marketing at ToursByLocals, about the importance of building a brand from the inside out and why having a purpose and principles that everyone in the company lives by gives your team the freedom to deliver excellent service every time. You’ll also hear more from Nikki about how her company used the pandemic downtime to focus on planning their future growth.
What You Will Learn in This Episode: How ToursByLocals collaborates with and supports the guides within their network, including their pandemic Guide Relief Fund How their internal brand strategy work has positively impacted ToursByLocals’ growth Details of the initiatives ToursByLocals has undertaken to build strong partnerships with travel agents and some of the mutual benefits Why ToursByLocals’ relentless focus on people, including vetting and coaching independent guides, providing outstanding customer support, and prioritizing meaningful interactions between travelers and guides, is an integral part of their mission and vision What ToursByLocals is working on to improve improving agent training, and why they’re committed to ensuring that their guides provide a five-star experience every time The Power of Core ValuesNikki shares more about ToursByLocals’ mission and values and why it makes such a positive difference when a strong brand is developed from the inside out, with core values taking precedence over external branding. This inside-out approach has allowed ToursByLocals to differentiate itself in the highly competitive travel and tourism industry, placing a relentless focus on meaningful interactions, deep travel experiences, and authentic human connections.
Raising Awareness for Private ToursToursByLocals focuses on raising awareness about private tours and the unique benefits they offer, and Nikki discusses why many travelers are unaware that private tours are an option. She goes on to share more about how the company aims to educate customers about the enriching experiences that private tours can provide and aims to foster genuine connections between travelers and local guides.
Collaboration with Travel AgentsWe also dig into ToursByLocals’ collaboration with travel agents and the value of building strong partnerships with them, recognizing them as potential repeat customers. Nikki discusses how the company is improving agent training and reviewing commission structures as part of their efforts to enhance the experience for travel agents. By providing confidence to travel agents that their clients will have a great experience, Tours by Locals aims to foster mutually beneficial relationships and elevate the overall traveler experience.
Resources: Website: toursbylocals.com LinkedIn Business: https://www.linkedin.com/company/toursbylocals/ Facebook business: https://www.facebook.com/toursbylocals/ Instagram: https://www.instagram.com/toursbylocals/ Twitter: https://x.com/i/flow/login?redirect_after_login=%2FTours_By_Locals YouTube: https://www.youtube.com/user/ToursByLocalsWe value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!
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On this episode of Destination on the Left, I talk with Subramania Bhatt, Founder and CEO of China Trading Desk. We discuss Chinese travel trends and how his company keeps a finger on the pulse of Chinese travelers’ international aspirations. We discuss why the old days of large-group travel are behind them and why they seek authentic experiences in 2024. Subramania walks us through the return of the Chinese traveler and where the top five outbound markets are for them right now.
What You Will Learn in This Episode: Why Chinese traveler preferences have shifted towards experiential and culinary travel experiences and how international brands can adapt and customize their messaging to cater to this trend Where Chinese travelers find their inspiration and how DMOs can inspire them using the right platforms Why collaboration between destinations, such as Germany and Flanders, to create a holistic approach for marketing to the Chinese market has seen such great success How the China Trading Desk collects data that allows international marketing teams to understand and reach the Chinese travel market Popular destinations for young Chinese travelers right now including Singapore and Europe The Changing Landscape of Chinese Travelers
Subramania shares how the China Trading Desk has been at the forefront of understanding and reaching the Chinese travel market. He shares how, there has been a surge in enthusiasm among Chinese travelers post-pandemic, with an increasing trend of younger generations heading to more affluent destinations.
We also explore why there is such an interest in culinary experiences and individual travel as opposed to historical group trips.
The Power of Data InsightsWe take a deep dive into the wealth of data provided by the China Trading Desk and how it helps DMOs understand Chinese traveler sentiment and spending patterns. We learn which platforms Chinese travelers use to research their trips and look for inspiration for their travel, including Little Red Book which is similar to Pinterest. Subramania talks more about the necessity for international brands to foster trust and shares some crucial ways brands can stand out amidst a fiercely competitive market.
Influencing Factors and Strategic CollaborationsThe conversation also highlights other factors influencing Chinese travelers’ travel plans, including safety concerns portrayed in movies that impacted Thailand’s popularity. We also discuss how waiving tourist visa requirements has propelled Singapore to one of the top spots to visit post-pandemic. Subramania shares a story of the success of collaborative marketing, as seen with Germany and Flanders, and why it underscores the impact of holistic strategies in the Chinese market.
Resources: Website: https://www.chinatradingdesk.com/ LinkedIn Business: https://www.linkedin.com/company/chinatradingdesk/ LinkedIn Personal: https://www.linkedin.com/in/subramania/We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!
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On this episode of Destination on the Left, I talk with Debra about making successful small talk and creating authentic connections. She shares examples of what to say to start a conversation, what the serious conversation killers are, and tactical ways to exit a conversation gracefully. If you’ve ever wondered how to set yourself up for success when attending networking events, then you’ll love this episode.
What You Will Learn in This Episode: Debra emphasizes the importance of showing genuine interest in others and connecting with people through conversation Why seeking commonalities with others is crucial for meaningful conversations and networking What free information is and how it plays a key role in initiating engaging conversations How to open up conversations and respond to questions about work Why gracefully exiting a conversation is important and how to do it with finesse How to cultivate genuine connections with people through open-ended questions and avoiding drilling for personal information Building Genuine Interest and Connecting with PeopleDebra emphasizes the importance of showing genuine interest in others and connecting with people through conversation by looking for what you might have in common. We dig into the need to slow down, listen well, and look for opportunities to connect with others without coming off as though you’re interviewing them.
The Power of Free Information and Three-Dimensional ConversationsDebra illustrates the concept of free information and its role in initiating engaging conversations. Topics like the location you’re in or the event you’re attending are a great way to get to know someone rather than asking tricky personal questions about marriage or children. Debra shares how to start a conversation on non-business-related topics that give conversations a three-dimensional aspect, making them more engaging and meaningful.
Overcoming Social Anxiety and Fear of Rejection in NetworkingDebra gives us tips about turning networking into a task and setting specific goals, such as talking to three new people at an event. We discuss how turning interactions into tasks can help overcome social anxiety and the fear of rejection.
Resources: Website: www.DebraFine.com LinkedIn Personal: https://www.linkedin.com/in/debrafine/ Instagram: https://www.instagram.com/finedebra/ Facebook Personal: https://www.facebook.com/debra.fine.3 YouTube: https://www.youtube.com/user/DebraFineTFAOST Twitter: https://x.com/DebraFine Book: https://www.amazon.com/dp/030683121X?ref_=cm_sw_r_apin_dp_M7A16DF2ZPT39SCAVXPD
Debra stresses the importance of gracefully exiting a conversation, showing appreciation when ending a conversation, and not feeling responsible for someone feeling abandoned. She provides tips for using the “white flag” technique and following through on promises when finishing up conversations.We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!
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On this episode of Destination on the Left, I talk with Mary Charleson, President of Five Minute Marketing and founder of Carry On Queen, about her formula for creating marketing plans that align with your target audience. We discuss how giving without expectation applies to Marketing and how Mary views volunteering with purpose as part of this philosophy. Mary also shares the importance of growing your business through referral and repeat business and why the quality of an audience is more important than quantity.
What You Will Learn in This Episode: Why understanding target audiences and their preferred channels is crucial in marketing strategies The significance of focusing on dominant channels while giving yourself permission to experiment and innovate in other areas to achieve real traction How the “packing rule of 3” works in relation to target audience and marketing Why you should be constantly measuring and adjusting your marketing efforts based on the target audience and the platform’s performance Why Mary loves networking and being involved in industry associations, and the opportunities gained through these connections Embracing the Power of Targeted MarketingOn the show, Mary and I discuss why it is so important to be targeted in your marketing efforts and why often “less is more” in terms of where you need to share your content. Mary elaborates on the benefits of effectively serving a specific group and how that ultimately goes the extra mile to fuel business growth. By honing in on particular demographics and psychographics, businesses can exponentially expand their reach and impact.
Integrating Tactics for Maximum ImpactMary shares the importance of focusing on specific tactics that work together harmoniously in marketing strategies. For example, when it comes to packing for a trip, Carry On Queen Mary prioritizes taking three items that work together as a “packing rule of 3,” and she applies this same principle to marketing strategies. Knowing who your target audience is allows you to hone in on the three items that work most effectively together.
Volunteering and Collaborating in the Travel IndustryMary and I also discuss networking, and the opportunities that come from being known in the industry and being involved on committees. When you volunteer your time and help others in the travel sector you’ll make connections and often get the chance to be part of some exciting collaborations.
Resources: Website: https://fiveminutemarketing.com/ Facebook Business: https://www.facebook.com/fiveminutemarketing LinkedIn Business: https://www.linkedin.com/company/fiveminutemarketing/We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!
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On this episode of Destination on the Left, I talk with Tiffany Gallagher, Vice President of Operations at Civitas about what Tourism Improvement Districts (TIDs) mean for the communities where they are established. She shares more about creative funding opportunities designed as a benefit-based vehicle for the travel industry forward. Tiffany also discusses the Civitas Pro database and why they created a one-stop shop for all data related to funding for DMOs and other organizations that operate tourism programs.
What You Will Learn in This Episode: How Tourism Improvement Districts (TIDs) provide a self-funding mechanism for the tourism industry and actively support the local economy What impact TIDs have had on communities, with specific examples from Portland, Maine, and Boston, and how they have significantly increased destination marketing organizations’ budgets Why Tiffany and her team created Civitas Pro, a database for destination marketing organizations’ funding, and how tourism organizations can use it to maintain or increase funding Why diverse funding sources, including the formation of new districts and alternative funding models like sales tax increment financing, are essential for capital improvements and infrastructure related to tourism The importance of leaders overcoming fear, implementing new funding vehicles, and embracing an abundant mindset for long-term stability The Rise of Tourism Improvement DistrictsTiffany joins me on the show to discuss the growing importance of Tourism Improvement Districts (TIDs) and why they’re proving to be such an effective funding mechanism for the tourism industry.
TIDs provide a self-funding mechanism for businesses within a jurisdiction, helping them make a collaborative effort to support the local economy. Tiffany shares more about the success stories of TID implementation in Portland, Maine, and Boston and why those examples underscore their positive impact on destination marketing organizations’ budgets, enhancing their competitiveness and resilience.
TID’s Impact on Community DevelopmentThe conversation underscored the pivotal role of TIDs in community development and the shift in the tourism industry’s focus from marketing to contributing to the local economy. The discussion emphasized the need for diverse funding sources to support capital improvements and infrastructure related to tourism, signaling a broader movement toward economic development perspectives. TID implementation in 2021 resulted in a remarkable $21,000,000 in revenue, further solidifying the positive impact on communities and their economic
Introducing Civitas Pro
development.Civitas Pro is a game-changer in destination marketing and funding advocacy within the tourism industry. It has a comprehensive database for destination marketing organizations’ funding. This tool provides in-depth insights, competitive comparisons, and budget analysis, empowering DMOs to make informed decisions and effectively advocate for funding. I can’t wait for you to hear the full story!
Resources: Website: https://civitasadvisors.com/ LinkedIn Business: https://www.linkedin.com/company/civitas_2/ YouTube: https://www.youtube.com/user/civitasadvisorsWe value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!
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On this episode of Destination on the Left, I’m sharing my recent appearance on the Desuckify Work podcast with TJ Bennett. We discuss why people crave purpose-driven work, why it’s important to have a vision, and, more importantly, how to communicate that vision throughout the company. We also discuss building a strong team and how structure and operationalization of your vision and values lead to more flexibility and creativity.
What You Will Learn in This Episode: How Travel Alliance Partnership (TAP) influences the economic vitality of local communities through the travel, tourism, and hospitality industry Why having a clear vision and purpose is crucial for attracting and retaining employees and creating a fulfilling work environment Strategies TAP has implemented to maintain team connection and communication in a remote work setup Processes involved in integrating core values and brand promise into internal and external communications when rebranding Why consistently reinforcing the company’s message and core values impacts company culture and the role of employees in contributing to and feeling ownership of the company’s culture How to address the challenges and benefits of managing different generations in the workplace and the significance of training and support in creating a positive work experience Creating a Purpose-Driven VisionOn the show, we discuss the significance of having a clear vision and purpose and how it helps a business attract and retain employees of all generations. I share more about how I intentionally crafted my company’s vision, emphasizing its evolution over time and continuously refining its direction and purpose.
The discussion sheds light on the need to shift the focus towards purpose-driven work to engage and motivate employees across different generations. I share the potential for small businesses and entrepreneurs to lead the way in shaping positive workplace culture.
Fostering Collaboration and RecognitionOur conversation extends to the value of coaching and mentoring in creating a supportive work culture and why it’s so important to recognize achievements and foster a sense of community among team members. I speak about the impact of structured onboarding for remote and on-site employees and why it’s crucial to create intentional connections and have increased touchpoints in a remote work setting. TJ and I discuss strategies for creating a fulfilling work environment where individuals can be themselves, make mistakes, and find joy in their work.
Aligning Values and Brand PromiseWe focused on aligning values and brand promise within TAP and explored the rebranding process, including how the entire team contributed to integrating core values and brand promise. We also discussed why it’s so useful to have a system for recognizing and reinforcing core values, including “nice job” feedback given through an online form, illustrating the company’s consistent effort to uphold its brand promise and values.
Resources: Website: https://www.thepuddingfactory.net/ Additional Web link, Substack: https://tjbennett.substack.com/ LinkedIn Business: https://www.linkedin.com/company/the-pudding-factory/ Facebook Business: https://www.facebook.com/pudddingfactory Instagram: https://www.instagram.com/desuckifywork/We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!
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On this episode of Destination on the Left, you’ll hear my conversation with Sharon Toerek about the importance of finding your niche and how growth happens once you commit to it. We also discuss how becoming a thought leader in your niche leads to new relationships and opportunities. While this interview centers around building a marketing agency, I’m sure you’ll find value in the insights we share in our discussion.
What You Will Learn in This Episode: Why having a clear vision is crucial for agency leaders and how it helps in making decisions and evaluating opportunities What the accidental birth of the Destination on the Left podcast allowed me to achieve, and how it became a lifeline for global listeners during the pandemic How I diversified my client base and funding sources to grow the business How the DOTL podcast allows me to develop a reputation as a thought leader in the travel and tourism industry How I manage content creation with limited bandwidth as the owner of an agency and the time commitment involved in scaling my business Vision-Driven Decision MakingOn the podcast I share why it was so important to have a clear vision for the future of Tap Into Travel to support economic growth and prosperity within the communities we serve. We discussed why having that well-defined vision allows agencies to align their strategies with their long-term goals and adapt to ever-changing market dynamics.
Our conversation explores the importance of diversifying client bases and funding sources to avoid dependency on a single mechanism. I share how my participation in an economic gardening program through a local economic development organization allowed us to expand into new markets in the northeast.
Building a Media EcosystemI detail my vision of integrating three existing brands – the podcast brand (Destination on the Left), the agency brand (Break the Ice Media), and TAP allows us to realize the concept of building a robust media ecosystem. We discuss why an interconnected approach to content creation and thought leadership allows agencies to maximize their reach and impact across various platforms and engage diverse audiences.
Thought Leadership Impact on Business ConfidenceSharon and I also discuss the challenge of calculating the direct return on investment (ROI) of thought leadership, but we ultimately understand the significant impact it had on both our agencies’ confidence and billing rates. I loved digging into all of these fascinating topics with Sharon, and I know you’ll find our insights into the power of strategic vision, adaptability, and the ever-evolving nature of thought leadership in shaping the success and relevance of agencies in today’s dynamic market landscape helpful.
Resources: Tap Into Travel: https://www.tapintotravel.com/ Research: Collaboration in the Travel, Tourism, & Hospitality Industry: https://breaktheicemedia.com/collaboration/We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!
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On this episode of Destination on the Left, I talk with Geoff Thatcher about telling great stories and why they impact how people experience your brand. Geoff shares examples of his revolutionary experiential framework in action and gives his insights into staying focused, finding the right partners, forgiving allowable weaknesses, and remembering to have fun.
What You Will Learn in This Episode: Why experiencing new things is essential for inspiring creativity in the hospitality and experience industry How Geoff applies his experiential framework to create immersive and emotional experiences at theme parks, museums, and other attractions How to identify the right partner to help realize a shared vision Why understanding and translating a brand’s story into consumer experiences is crucial for creating impactful experiences Creative solutions that Geoff has helped to implement in theme parks and attractions across the world Geoff’s insights and advice for listeners planning a collaboration and why it’s critical to clarify team roles The Experience Model and Creating Lasting ImpressionsGeoff introduces the “experience model,” which comprises five elements: attract, build trust, give information, internalize the message, and challenge people to act. He draws examples from theme parks and museums, highlighting how the model is applied to create immersive and emotional experiences.
The best experiences, whether in museums or zoos, follow this experience model to attract, build trust, inform, evoke emotion, and ultimately engage visitors to be part of the story. Geoff’s model is a blueprint for attractions to engage their audience on multiple levels, leaving a lasting impression and fostering a sense of connection.
The Power of Storytelling and TrustWe dig into the significance of storytelling and trust-building in creating authentic and impactful experiences at attractions, and Geoff outlines a formula for attractions to define their enduring idea, differentiation, and target audience to guide the experience they want to deliver. He also shares the importance of collaboration and partnership in the industry, and the importance of finding the right partners that have a shared vision to create a lasting experience.
Resources: VIDEO Warner Brothers Abu Dhabi Opening Day Video Website: https://www.creativeprincipals.com/ The CEO’s Time Machine by Geoff Thatcher LinkedIn Personal: https://www.linkedin.com/in/geoffthatcher/ LinkedIn Business: https://www.linkedin.com/company/creative-principals/We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!
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On this episode of Destination on the Left, I talk with Sonya Nash, Executive Director of Visit Shipshewana. She shares how she honors the local community through the work her DMO does and describes her role as creating an experience that visitors love and positively impacts the local community. Sonya also talks about a countywide collaboration she is part of and the importance of building bridges between stakeholders for the greater good.
What You Will Learn in This Episode: Why understanding the other party’s perspective is crucial for successful collaboration What role destination marketing organizations play in community branding and development, and how collaboration between various agencies impacts tourism assets and the community as a whole Sonya’s creative solution to challenges faced in a conservative, tech-limited community to accommodate visitors’ needs Why understanding and promoting cultural values within a community is essential for effective destination management How Sonya is working to connect and collaborate with other communities within the county to promote off-the-beaten-path experiences and cultural exchange Branding for Destination Marketing OrganizationsOur conversation started with a deep dive into the role of destination marketing organizations (DMOs) in community branding and development. Sonya shares the importance of collaboration between various agencies and why tourism has such a profound impact on the local community as a whole. We also discuss the pivotal role that DMOs play in shaping visitor expectations and experiences and how that influences the narrative and perception of a destination.
Embracing Unique ExperiencesSonya’s passion for creating unique experiences shines through as she recounts her journey from aspiring to be a school teacher to discovering her calling in the tourism and hospitality industry. Her emphasis on understanding what makes a destination unique and tapping into the interests of travelers also underscores the value of authentic and immersive experiences that resonate with visitors and allows them to disconnect and embrace a slower, more relaxed lifestyle in Sonya’s location, Shipshewana.
Overcoming Challenges Through InnovationOur discussion touches upon the challenges faced in conservative, tech-limited communities, such as some of the destinations in Amish country. Sonya’s creative solution of leveraging the Bandwango platform to create a trail and incorporate creative offline ways to help visitors get to know the rural area and accommodate both visitors’ needs and the local community’s needs.
Resources: Website: https://visitshipshewana.org/ Facebook: https://www.facebook.com/VisitShipshewana/ Instagram: https://www.instagram.com/visitshipshewana/ YouTube: https://www.youtube.com/channel/UClANSNzu4yLmTjYWtMdoegQ Off the Beaten Path Group Experiences: https://www.offthebeatenpath.com/We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!
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On this episode of Destination on the Left, I talk with Emily about how her creative skills and early experience in theater led her to the hospitality industry. She walks us through a process for evaluating your brand and thinking about it from a people-first perspective and shares her approach to addressing challenges that cover planning for short-term, mid-term, and long-term needs in that order.
What You Will Learn in This Episode: The importance of building relationships before seeking mentorship and why creating a culture of collaboration establishes trust and open communication How Emily manages imposter syndrome by addressing her “shadow Emily” and seeking support to counter negative thoughts How to build genuine connections and create communities aligned with individual needs How Emily helps her clients let their weird flag fly so that all of their people can find them The connection between hospitality and wellness, and why Emily’s company also serves the wellness industry as they both aim at ensuring people’s well-being and contentedness Aligning Brand Identity with Organizational CultureI loved discussing the alignment of brand identity with organizational culture with Emily on the show. Drawing a parallel between developing a script for a story and developing a brand for a hotel, Emily highlights the interconnectedness of a business’s branding with the patterns of corporate behavior and people within an organization. Understanding your brand inside out is what helps you connect with your ideal clients.
Building Relationships and Establishing Trust in BusinessDrawing from her experience in the Hotel Sales and Marketing Association International, Emily discusses the importance of building strong relationships before seeking mentorship. She talks about how to create a culture of collaboration, where open communication and trust are built through genuinely supporting and connecting with other people. On the show, we talk more about some creative ways Emily has moved through challenges and the framework she uses to keep her on the right path.
Overcoming Imposter Syndrome and Nurturing Authentic ConnectionsWe also dig into the topic of imposter syndrome during the podcast, particularly the importance of acknowledging and addressing fear-based thoughts that are blocking your personal and professional growth. Emily shares her method of addressing her “shadow Emily” and seeking support from friends to move past any negative thoughts. This prompted our discussion on the importance of making genuine connections with others and the power of compliments and appreciation in establishing authentic, collaborative relationships.
Resources: Website: https://pendailey.com LinkedIn Business: https://www.linkedin.com/company/pendailey/about/ LinkedIn Personal: https://www.linkedin.com/in/empendailey/We value your thoughts and feedback and would love to hear from you. Leave us a review on your favorite streaming platform to let us know what you want to hear more of. Here is a quick tutorial on how to leave us a rating and review on iTunes!
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