Field Notes

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

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

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

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

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

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

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

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

Leadership vs. Learning in Destination Marketing Todd Davidson emphasizes that strong leadership requires knowing when to lead and when to listen. While Travel Oregon is often viewed as an industry leader, some of the best ideas originate from local communities and small organizations across the state. A key example is Oregon’s nationally recognized accessibility initiative, which began with coastal communities experimenting with ways to make tourism more accessible to travelers with disabilities. Travel Oregon learned from those local innovations and scaled them statewide. Today, Oregon is the only U.S. state with tourism accessibility verified by Wheel the World, covering hundreds of businesses across dozens of communities. The Evolution of Travel Marketing Davidson reflects on the transformation of destination marketing over three decades—from the early days of the web to today’s AI-driven personalization. When Travel Oregon first proposed launching its website in the late 1990s, many state tourism leaders questioned whether the internet would matter for travel marketing. But the throughline across every technological shift has remained the same: travelers want experiences that feel personal and tailored to them. AI, Davidson argues, is simply the latest tool that allows destinations to deliver on that expectation. The Rise of Hyper-Personalized Marketing One of Travel Oregon’s major strategic goals has been moving toward true one-to-one marketing. Rather than sending one newsletter to hundreds of thousands of subscribers, Davidson challenged his team to imagine sending hundreds of thousands of individualized emails, each reflecting a traveler’s specific interests and stage in the planning journey. This approach led to the development of a visitor lifecycle marketing model designed to match content with where travelers are in the decision process—from inspiration to trip planning. When Marketing Works Too Well Davidson also discusses a challenge that many destinations now face: over-tourism and unintended impacts of successful marketing. Travel Oregon’s “Seven Wonders of Oregon” campaign significantly increased visitation to several iconic natural sites. At locations like Smith Rock State Park, the campaign drove visitor demand beyond what the infrastructure could support. The experience prompted the organization to rethink how it promotes destinations, focusing more on: • dispersing visitation geographically • encouraging off-peak travel • managing visitor expectations • monitoring resident sentiment Measuring the Industry’s Impact During Davidson’s tenure, Oregon’s tourism industry saw substantial growth. Tourism-related jobs increased from roughly 40,000 positions to more than 120,000, while annual visitor spending rose from approximately $6.5 billion to nearly $14.7 billion. For Davidson, the true impact of tourism is not marketing awards or campaigns—it is the jobs and economic opportunities created for residents across the state. Advice for Future Destination Leaders  As he reflects on his career, Davidson offers three key pieces of advice for emerging leaders in tourism marketing: 1. Devour research Understanding evolving consumer behavior is essential to staying relevant in the travel industry. 2. Trust your team Great organizations succeed when leaders hire smart people and remove obstacles so they can do their work. 3. Trust your instincts Experience creates intuition. Leaders should balance data and research with the instincts developed over years in the field. A Philosophy of Stewardship When asked how he hopes to be remembered, Davidson rejects the idea of legacy. Instead, he frames his career as stewardship—caring for the role temporarily so the next leader can take the organization even further. For Davidson, the success of Oregon tourism isn’t measured in personal achievements but in the strength of the industry that remains after he steps away. About the Guest Todd Davidson CEO, Travel Oregon Todd Davidson has led Travel Oregon for nearly three decades and is widely recognized as one of the most influential leaders in U.S. destination marketing. During his tenure, Oregon’s tourism industry experienced significant growth and became known for its innovation in sustainability, accessibility, and destination stewardship. About Field Notes Field Notes: Insights and Observations for the Travel Marketer explores the ideas shaping the future of destination marketing. Through conversations with tourism leaders, marketers, and industry innovators, the podcast uncovers strategies destinations can use to connect with travelers in an increasingly digital and personalized world.

Guest: Marcus Hibdon, VP of Communications, Travel Portland In this episode of Field Notes: Insights and Observations for the Travel Market, Eric Hultgren speaks with Marcus Hibdon, Vice President of Communications for Travel Portland, about what makes Portland a distinctive destination and how DMOs can think strategically about infrastructure, storytelling, and evolving travel sentiment. From Portland’s thoughtful transportation system to its globally recognized culinary scene, the conversation explores how intentional design, local culture, and authentic storytelling shape visitor experiences. Marcus also shares how international travel dynamics are affecting destinations today and why relationships—not campaigns—are the long-term strategy for global tourism recovery.  Key Topics in This Episode Designing Cities for Visitors and Locals Portland’s transportation system—including the MAX light rail and extensive bike infrastructure—reflects decades of planning focused on accessibility and livability. Instead of prioritizing highway expansion, the city invested in light rail and multimodal transportation, creating a system that benefits residents and visitors alike.  The Airport as the First Brand Experience The newly renovated Portland International Airport illustrates how infrastructure can become part of the destination narrative. Built with sustainably sourced wood and designed to reflect Oregon’s natural environment, the airport serves as both the first and last impression visitors experience when traveling to the city.  International Travel Headwinds Marcus discusses how international sentiment toward travel to the United States has softened in recent years. Instead of aggressive marketing, Travel Portland is focusing on maintaining strong relationships with international partners and waiting for the right moment to welcome travelers back. Destination Differentiation Rather than competing on common features like outdoor recreation or urban amenities, Travel Portland emphasizes what makes the city unique—its proximity to nature, distinctive culinary culture, and the ability to experience both urban and rural Oregon within minutes of downtown.  The Power of Local Stories Marcus highlights an important philosophy for DMOs: “Your frontline is your bottom line.” From chefs and farmers to servers and small business owners, the people who power a destination often become the most compelling storytellers. Portland’s Culinary Culture The city’s restaurant scene blends international influences with local ingredients sourced directly from nearby farms. This approach has helped Portland build a reputation for innovative, accessible, and chef-driven dining experiences. Travel Like a Local in Portland Marcus shares what visitors should do if they want to experience Portland beyond the typical tourist itinerary. Highlights include: • Exploring the city by bike • Visiting local coffee shops and craft breweries • Experiencing Portland’s seasonal, farm-driven food culture • Hiking in Forest Park, one of the largest urban forests in the United States • Spending time in neighborhood districts rather than sticking to tourist corridors Portland’s geography makes it easy to combine urban experiences with outdoor exploration, with mountains, rivers, forests, and the Pacific coast all within easy driving distance. Marketing Insight for DMOs When asked what he would do with unlimited funding, Marcus didn’t mention ad campaigns or infrastructure. Instead, he pointed to creators. If resources were unlimited, he would invest heavily in social media creators and travel influencers, funding them to produce authentic storytelling and amplifying their content with paid distribution. The reasoning is simple: Creators already have trusted audiences, and those audiences believe their stories. For DMOs, the future of destination marketing may depend less on polished brand campaigns and more on trusted storytellers who already hold attention online.

In this short Field Notes episode, Eric frames a practical message for destination marketers: AI is moving fast enough that relying on free tiers can put a DMO behind, and the bigger unlock is using AI inside real work (strategy, data, reporting, and content) instead of just asking quick questions. He also flags the emerging “ads vs ad-free” positioning battle between AI platforms as part of the broader trust conversation. Why this episode is relevant to DMOs Eric’s core argument is operational: if a DMO is serious about marketing, someone on the team should be using a paid AI tier so they can access stronger models and apply them to time-consuming work (finding insights in messy data, producing drafts, building narratives from reporting).    Resources referenced or strongly implied by the episode (for your show notes links) Matt Shumer’s viral essay is commonly reported as titled “Something Big Is Coming.” (Related coverage and critique: Business Insider. ) https://shumer.dev/something-big-is-happening

In this episode of Field Notes, Eric breaks down a fast-moving week in marketing and technology—and what it all means for travel brands navigating an AI-mediated world. The episode opens with the biggest shift of the moment: ads coming to ChatGPT. With advertising rolling out on the Free and Go tiers, Eric reframes the conversation away from monetization panic and toward usefulness. If ads are going to exist inside large language models, the real question becomes whether they help travelers finish a thought, close a gap, or make a better decision—without eroding trust. From there, the discussion moves into what should qualify a brand to advertise inside AI systems at all. Instead of a pure pay-to-play model, Eric explores the idea of expertise as a gatekeeper—and why destinations, attractions, and DMOs may actually be well positioned if trust becomes the currency. The episode then pivots to the early wave of Super Bowl campaigns already shaping culture ahead of game day. Eric looks at how brands like Pepsi are using humor and legacy narratives to poke competitors, why Levi’s is seeing massive awareness gains through “home turf” activations, and what all of it says about attention versus conversion—especially for places trying to turn buzz into actual visitation. AI in advertising makes another appearance through new consumer sentiment data, revealing a near 50/50 split on comfort with AI-generated creative. With OpenAI set to return to the Super Bowl stage, Eric unpacks why marketers should pay close attention to how quickly tolerance can flip—and how easily trust can be lost. The episode closes with a deeper marketing lesson from McDonald’s and the return of Changeables. Rather than nostalgia for nostalgia’s sake, Eric frames the Happy Meal as a modular “multiverse”—a repeatable container where IP, partnerships, and experimentation can rotate in and out. For travel marketers, it’s a powerful metaphor: instead of chasing decade-long story arcs, think in flexible, limited-run collaborations that fit your place and invite new audiences in. The takeaway is consistent throughout the episode: in AI, advertising, and culture moments alike, the winners won’t be the loudest brands—but the most trusted ones. As always, thanks for listening to Field Notes. If this episode sparked an idea, leave a comment or share it wherever you listen.

Featuring Lori Pepenella, Southern Ocean County / Long Beach Island In this episode of Field Notes, Eric Hultgren sits down live in Atlantic City at the New Jersey Tourism Industry Association Conference with Lori Pepenella, a longtime tourism leader representing Southern Ocean County and the Long Beach Island region. This conversation explores what it really takes to grow a destination when geography, seasonality, weather, and history all impose real limits—and why education, authenticity, and resilience are the most durable tools travel marketers have. From Superstorm Sandy to COVID to the massive opportunities ahead with America’s 250th Anniversary and the World Cup, Laurie shares how New Jersey destinations prepare for peak moments without losing what makes them special—and how DMOs should think beyond banner years. This episode is packed with practical insight for travel marketers navigating volatility, scale limits, and long-term destination stewardship. 🧠 Key Topics Covered Why tourism education is never “done” Leading through volatility: weather, transportation, and economic shifts Building destination growth without geographic expansion Authenticity as the foundation of sustainable tourism How small destinations innovate without overdevelopment Supporting generational businesses and local stakeholders Preparing for America’s 250th Anniversary and World Cup discovery moments Planning for the post-peak year (2027 and beyond) Conferences as engines for mentorship, ideas, and momentum Tourism as memory-making, empathy-building, and legacy work ⏱️ Episode Chapters 00:00 – Welcome to Field Notes (Live from Atlantic City) 00:45 – Reflecting on a year of tourism challenges and growth 01:45 – Education, certification & lifelong learning in tourism 03:15 – Resilience after Sandy, COVID & industry disruption 04:45 – Growing destinations that can’t physically scale 06:00 – Authenticity, community & finding your true niche 07:30 – Supporting small businesses and generational tourism 08:45 – Preparing for America’s 250th & the World Cup 10:00 – Creating peak-year memories that last decades 11:30 – Managing expectations after a banner tourism year 12:45 – What great conferences really deliver 14:00 – Closing thoughts on optimism, potential & legacy 🎧 About the Guest Lori Pepenella is a veteran tourism leader representing Southern Ocean County and the Long Beach Island region in New Jersey. A pioneer in tourism education and certification, Laurie has played a critical role in guiding destinations through recovery, reinvention, and long-term growth—while preserving the character and authenticity that keep visitors returning for generations. 🌍 About the Podcast Field Notes is a podcast for travel marketers, destination leaders, and tourism professionals focused on real conversations about strategy, storytelling, experience design, and the future of travel. 👍 Like, Subscribe & Share If this episode resonated, hit Like, subscribe to the channel, and share it with a fellow destination marketer. 📍 Recorded live at the New Jersey Tourism Industry Association Conference 🎤 Hosted by Eric Hultgren

Featuring Melissa DeFreest, VP of Tourism – Somerset County, NJ Recorded live at the New Jersey Tourism Industry Association Conference in Atlantic City, this episode of Field Notes features a wide-ranging conversation with Melissa DeFreest, Vice President of Tourism for Somerset County. As New Jersey prepares for a historic convergence—America’s 250th Anniversary and the 2026 FIFA World Cup—Melissa breaks down how Somerset County is activating its destinations in ways that feel authentic, participatory, and culturally rooted, not performative. From the Sip & See Somerset trail (a history-infused craft beverage and restaurant passport) to deeper conversations about content vs. influence, AI as a creative tool, and the danger of sameness in travel marketing, this episode is packed with practical insight for marketers trying to stand out in the loudest tourism year of the decade. 🧠 Key Topics Covered What “success” really looks like at industry conferences Preparing destinations for World Cup–scale visitation Activating local businesses beyond traditional hospitality The Sip & See Somerset trail and passport-style engagement Turning America’s 250th into participatory storytelling Content marketing vs. influencer marketing (and why it matters) Avoiding creative sameness in travel visuals and campaigns Using AI as a starting point—not a shortcut Planning for legacy, not just peak-year performance Why authenticity outperforms hype in destination marketing ⏱️ Episode Chapters 00:00 – Welcome to Field Notes (Live from Atlantic City) 01:00 – What makes a conference “worth it” 02:00 – Preparing Somerset County for 2026 02:45 – Sip & See Somerset: craft, history & participation 04:00 – Activating businesses for World Cup energy 05:00 – High stakes, high reward tourism moments 06:00 – Content strategy in a World Cup year 07:00 – AI, creativity & avoiding sameness 08:45 – Content marketing vs. influencer culture 10:30 – Authentic storytelling that earns attention 11:45 – What Melissa is most excited about in 2026 13:00 – Winter events & off-season experiences in Somerset 15:00 – Closing thoughts 🎧 About the Guest Melissa DeFreest is Vice President of Tourism for Somerset County, New Jersey, where she leads destination marketing strategy across arts, culture, history, food, and outdoor experiences. Her work focuses on community activation, content-driven storytelling, and long-term destination growth—especially during moments of national and global attention. 🌍 About the Podcast Field Notes is a podcast for travel marketers, DMOs, and tourism leaders focused on real conversations about strategy, storytelling, experience design, and the future of destination marketing. 👍 Like, Subscribe & Share If this episode resonated, hit Like, subscribe, and share it with a fellow destination marketer. 📍 Recorded at the New Jersey Tourism Industry Association Conference 🎤 Hosted by Eric Hultgren

Featuring Daniel Klim, CEO – New Jersey Restaurant & Hospitality Association In this episode of Field Notes: Insights and Observations for the Travel Marketer, Eric Hultgren sits down with Daniel Klim, CEO of the New Jersey Restaurant & Hospitality Association, live from Atlantic City during the New Jersey Tourism Industry Association Conference. With 2026 on the horizon—including the FIFA World Cup, America’s 250th Anniversary, Sail250, and a wave of global visitors—this conversation goes straight to the front lines of the visitor experience: restaurants, hospitality, and the people who create unforgettable moments. Daniel shares how New Jersey’s 20,000+ restaurants are preparing to welcome the world, why “okay” is the real enemy of hospitality, and how restaurants—especially mom-and-pop operators—can scale for massive demand without losing their soul. This episode is a must-listen for travel marketers, destination leaders, hospitality professionals, and anyone thinking beyond 2026. 🧠 Key Topics Covered Why food and hospitality define travel memories Preparing restaurants for World Cup-level global tourism Training for cultural awareness, tipping norms, and guest expectations Balancing local flavor with international audiences Workforce readiness, menu planning, and supplier coordination Turning once-in-a-lifetime events into long-term growth Why conferences still matter—and how ideas turn into action Hospitality as a tool for empathy, connection, and repeat visitation ⏱️ Episode Chapters 00:00 – Welcome to Field Notes 00:45 – Introducing Daniel Klein & NJ’s hospitality ecosystem 01:30 – Preparing restaurants for the World Cup & America 250 02:45 – Cultural awareness, guest expectations & service autonomy 04:10 – Why “okay” is worse than bad in hospitality 05:00 – Thinking beyond 2026: repeat visitation & legacy planning 06:00 – Helping small restaurants scale for massive demand 07:30 – Workforce, menus & communication as success drivers 08:30 – What Daniel looks for at industry conferences 09:30 – Food, empathy & shared experiences 10:15 – What else is coming to New Jersey in 2026 11:00 – Closing thoughts & a Trenton pizza plan 🎧 About the Guest Daniel Klim is the CEO of the New Jersey Restaurant & Hospitality Association, representing more than 20,000 restaurants and hospitality businesses across the state. His work sits at the intersection of economic development, tourism, workforce strategy, and guest experience. 🌍 About the Podcast Field Notes explores the ideas, strategies, and observations shaping the future of travel marketing—from AI and storytelling to hospitality, culture, and experience design. If you’re a destination marketer, tourism leader, or hospitality professional, this podcast is built for you. 👍 Like, Subscribe & Share If you found value in this episode, hit Like, subscribe to the channel, and share it with someone shaping the future of travel. 📌 Recorded live at the New Jersey Tourism Industry Association Conference 🎤 Hosted by Eric Hultgren

Live from the New Jersey Tourism Industry Association Conference in Atlantic City, this episode heads to Elizabeth, NJ to talk with Jennifer Costa, the force behind one of New Jersey’s fastest-rising destination brands. Jennifer’s path is anything but traditional—international diplomacy, federal service, construction, development—and those experiences shaped her into the exact kind of innovative, resilient leader a city like Elizabeth needed. We explore how she transformed a historically overlooked city into a compelling, globally marketed destination, why curiosity sits at the center of her team’s culture, and how Elizabeth is preparing for major moments like the FIFA World Cup and the America 250 celebrations. This is a masterclass in destination branding, community storytelling, and thinking far outside the box. 🧭 What You’ll Learn • How an unexpected career journey became the perfect foundation for destination leadership From embassy work to construction to tourism, Jennifer’s global lens shapes how she positions Elizabeth. • The strategy behind Elizabeth’s rapid tourism growth Great product + strong partnerships + relentless innovation = a decade of momentum. • The Guinness World Record that changed everything How a massive human-formation submarine brought local history to life and reconnected kids with the city’s legacy. • The DNA of an innovative tourism team What “thinking outside the box” actually looks like inside an office—beyond clichés. • How DMOs and chambers can fuel each other’s success Elizabeth’s model blends entrepreneurship, storytelling, and community development. • How the city is marketing ahead of the World Cup From “Stay at the Center of It All” to targeted international campaigns that launched long before group assignments. • The powerful local events shaping Elizabeth’s future Descendants conferences, historical reenactments, Bridgerton-style balls, and community-driven history initiatives. 🌆 Key Insights From Jennifer Tourism is strongest when local partnerships (restaurants, hotels, nightlife, arts) move together. Even when technology fails (like an entire system wipe), agility and repurposing keep campaigns alive. Elizabeth’s location—airport access + transit + proximity to NYC—is a strategic World Cup advantage. During COVID, staying visible internationally kept the city top-of-mind for future travel. The team’s motto: If someone else is doing it, how do we do it differently? Elizabeth’s identity as a “city of firsts” is a powerful storytelling asset. The America 250 celebration will spotlight the city’s deep Revolutionary history and its multicultural narrative.

Recorded live at the New Jersey Tourism Industry Association Conference in Atlantic City, this episode dives into the strategic power of arts and culture as economic engines. Our guest, Adam Perle, President & CEO of ArtPride New Jersey, explains how creativity fuels tourism, boosts local economies, and defines the authentic character of destinations statewide. Adam shares wide-angle insights on statewide arts trends, pandemic recovery, cultural spending behavior, the economic impact of visitors, and how New Jersey’s arts ecosystem ties directly into major events like the FIFA World Cup and the 250th anniversary of the United States. This is a must-listen for DMOs, cultural organizations, economic developers, and anyone who wants to understand how arts and tourism intersect to create real revenue and real community identity. 🧭 What You’ll Learn • How ArtPride New Jersey became the statewide voice for the arts Representing 350+ arts organizations across genres, sizes, and missions. • Why arts visitors are high-value tourists Research shows visitors spend 50%+ more than locals and often travel specifically because of cultural events. • How audience behavior has changed since the pandemic Recovery is happening, but giving, attendance patterns, and spending habits look different than pre-2020. • The role of arts in “authentic destination identity” Art districts, galleries, theaters, murals, and community creativity shape how visitors perceive place. • How arts & tourism funding are intertwined Hotel/motel occupancy taxes support arts, history, and tourism statewide—a direct link between culture and economic impact. • How New Jersey’s cultural sector is preparing for two massive moments The 2026 FIFA World Cup and the America250 celebrations will bring global attention—and arts organizations will be at the center of that storytelling. 🎨 Key Insights From Adam Arts participation is still rebounding, but innovation and adaptation are accelerating. Visitors spend more per trip when attending arts events—food, hotels, transportation, retail. Over 70% of surveyed attendees at cultural events said the arts experience was their primary reason for visiting the community. New Jersey offers extraordinary cultural density, from hands-on experiences to world-class venues. Cultural tourism ≠ “nice to have” — it’s a core driver of local economies. The state is preparing for a multi-year storytelling window around America250, with arts organizations helping bring history to life. Interest-driven marketing (not just demographic marketing) is shaping cultural promotion.

Live from the New Jersey Travel Industry Association Conference in Atlantic City, this episode features Jim Kirkos, CEO of the Meadowlands Chamber of Commerce. With the 2026 FIFA World Cup heading directly into the Meadowlands region, Jim breaks down what this moment means for New Jersey tourism, business growth, infrastructure planning, and long-term economic development. This is not just a mega-event conversation. It’s a blueprint for how a region can leverage a global spotlight to transform perception, drive investment, strengthen partnerships, and set up a decade of momentum that extends far beyond the final whistle. 🧭 What You’ll Learn • What World Cup 2026 means for New Jersey Why global events act as economic accelerators—and how the Meadowlands plans to capitalize. • How regional identity is shifting The Meadowlands has evolved from “gateway to the stadium” into a dynamic destination with entertainment, meetings, hospitality, nature, and experiences. • How business ecosystems prepare for mega-events Hotels, restaurants, transport, and workforce development all play a role in delivering a world-class visitor experience. • Why partnerships are the real power move Jim highlights how collaboration between chambers, tourism offices, state agencies, and private sector leaders drives sustainable growth. • The mindset shift: from event promotion to legacy planning A World Cup lasts one month. Its impact can last 10 years if the strategy is right. ⚽ The Meadowlands: Key Themes from the Conversation Massive global visibility coming with the 2026 World Cup A chance to rewrite outdated narratives about the region Multi-billion-dollar ripple effects from tourism + business investment The importance of business community readiness and hospitality training Expanded infrastructure planning around transportation, mobility, and crowd flow The rising relevance of sports tourism as an economic driver Why collaboration across counties and agencies matters more than ever

Live from the New Jersey Tourism Industry Association Conference in Atlantic City, this episode heads to Cape May County for a conversation with Diane Weiland, a leader whose destination has been riding a nearly uninterrupted upward growth curve for six years. Diane breaks down the strategic choices behind Cape May’s sustained success, including: • Understanding shifting visitor behavior • Leveraging natural assets without over-engineering the experience • Extending the season beyond Memorial Day–Labor Day • Using influencers and interest-based media to reach today’s travelers • And why authenticity, not reinvention, is Cape May County’s competitive edge. 🧭 What You’ll Learn • Why Cape May continues to grow while other destinations cycle Diane explains their 94% post-COVID recovery and why the county’s assets align with today’s traveler mindset. • How studying visitor “wants” drives smarter strategy Bucket-list experiences, authenticity, nature, and open spaces shape Cape May’s messaging. • The secret weapon: diversity of offerings 47 campgrounds, beaches, B&Bs, fishing ports, birding hotspots, boardwalks, the peninsula microclimate—Cape May stands apart from other coastal destinations. • Turning shoulder seasons into revenue seasons How a once-summer-only economy became a 9-month (and growing) destination through special events, second-home owners, and data-driven marketing. • What interest-based media means for DMOs in 2026 From pet-friendly travel to accessibility, Diane outlines how influencers tell stories DMOs can’t tell themselves.  

This episode features a conversation with Tammie Horsfield of Sussex County, fresh off winning an Excellence Award for innovative tourism partnerships. We dig into how Sussex County has created a four-season tourism engine, the strong community networks powering their growth, and the unexpected impact of collaboration between agriculture, tourism, and economic development.Tammie brings decades of experience, contagious curiosity, and a clear love for championing the businesses and farms that make Sussex County special. This is a masterclass in community-driven tourism development. 🧭 What You’ll Learn • How Sussex County became a four-season destinationFrom ski resorts and snow-making state parks to summer waterparks and fall foliage peaks. • Why agricultural partnerships are critical to rural tourismAnd how Sussex elevated farms that often get overlooked after “apple-picking season.” • The behind-the-scenes story of their Excellence AwardBuilt on training programs, ARPA-funded business support, and unprecedented cross-organization collaboration. • The power of staying curious in a decades-long tourism career Tammie's philosophy: get your hands in the dirt, meet every business, and take something meaningful from every interaction. • How to create year-round magic when one season steals the spotlight Christmas markets draw crowds, but Sussex has formulas for fall, summer, and spring that work. • Why relationships matter more than logos Tammie shares why networking is the most valuable ROI of any tourism conference.

SEO has shifted more in the last nine months than in the previous nine years — and travel marketers are feeling it. In this episode of Field Notes, Eric sits down with SEO expert Casey Yandle to break down: What’s actually changed in SEO heading into 2026 Why “SEO is dead” is terrible advice How travel brands should audit their content heading into the new year The rise of AI, Reddit, user intent, and what it all means for DMOs Practical tactics to future-proof your website and search strategy If you’ve been confused by the noise, worried about AI search, or unsure how to evolve your content, this episode is your roadmap.

In this episode of Field Notes: Insights & Observations for the Travel Marketer, Rachel Normansell from Yodel joins Eric to dig into why events are becoming one of the most important levers for destinations heading into 2026. From shifting traveler behavior to the rise of AI-assisted trip planning, Rachel unpacks why events can no longer sit at the edges of your marketing strategy—they are the strategy. What We Cover in This Episode  Why Events Matter More Than Ever in 2026 Rachel explains why events are no longer “nice to have” add-ons for DMOs, but critical decision-drivers for weekend travelers, regional visitors, and shoulder-season demand. She shares how events are influencing booking windows, content needs, and traveler expectations more than most destinations realize. The AI Factor: How Trip Planning Has Changed Overnight With consumers increasingly asking ChatGPT, Perplexity, Gemini, and other tools to “plan my weekend,” event listings become data inputs—whether DMOs realize it or not. If events aren’t findable, structured, and current, they’re invisible. If they’re invisible, those travelers go somewhere else. Rachel talks about how DMO event strategy now sits directly inside search, AI, and itinerary generation. The “Aperture Problem” You Don’t Know You Have Rachel and Eric explore how most destinations underestimate their true event landscape. From apple orchards to lilac farms to niche seasonal gatherings, travelers are motivated by things destinations aren’t even counting. A wider aperture means more discoverability, more reasons to visit, and more reasons to stay longer. Rethinking ROI: What DMOs Should Measure in 2026 Beyond attendance and hotel nights, Rachel outlines additional metrics destinations should track to understand the full impact of their event strategy, including: Spillover spend Content performance Search visibility Year-over-year lift tied to event categories Community participation and sentiment Event-driven itinerary creation She also shares one overlooked ROI metric most DMOs miss entirely. Events as Community Identity Builders Rachel discusses how strong event ecosystems elevate both visitor and local experiences—and why DMOs should treat community stakeholders as part of the event ROI equation, not just tourism.  2026 Trends DMOs Should Prepare For As we head into a pivotal year, Rachel highlights the trends she’s seeing across the country: Intelligent chatbots guiding trip planning AI-generated itineraries driven by event data Traveler demand for niche or micro-experiences Year-round “evergreen events” gaining traction Higher expectations around accuracy and freshness of event listings Increasing operational complexity as event calendars grow

In this episode of Field Notes: Insights & Observations for the Travel Marketer, Eric sits down with Sara Dyer to unpack Canva’s largest product launch in its history — a complete reinvention of the platform into a full creative operating system. We break down how Canva’s new AI-powered suite is transforming the way destinations and travel marketers create, collaborate, and deploy content at scale… even without a full creative team. 🧠 What We Cover: Canva’s three-layer Creative OS: Visual Suite, Canva AI, and Platform How DMO teams can lock brand standards while enabling creativity Canva Grow — the new AI marketing engine that scans your destination website, pulls brand voice, tone, colors & messaging Auto-generating on-brand ads and pushing them directly into Meta Ads Manager Real-time ad performance insights within Canva Turning visitor survey data into infographics and dashboards instantly The new “Ask Canva” AI assistant for design suggestions, copy improvements, and creative guidance Why Canva’s update is a game-changer for small and mid-sized teams with limited time and budgets ✨ Why This Matters This update collapses design, data, creative, email, video, and ads into one platform, cutting subscriptions, saving time, and giving travel marketers the ability to build professional-level content in minutes — no Adobe mastery required. 🔗 Connect with Sara Instagram: @saradyer If you’re a travel marketer trying to keep up with AI-driven creative tools, this one’s worth your time.

In this episode of Field Notes: Insights and Observations for the Travel Marketer, Eric Hultgren sits down with Ben Knapp, Brand Strategist at Saffron Brand Consultants, to unpack this year’s City Brand Barometer—a deep dive into why some cities rise in global rankings while others fall behind. Ben shares powerful insights on: The evolution from place branding to placemaking How cities can close the perception–reality gap The role of AI and online sentiment in shaping travel decisions Why smaller, lesser-known destinations are poised to thrive in 2026 From Madrid’s brand alignment to the rise of Dubai and the rebirth of smaller communities, this episode explores how cities can turn authenticity into competitive advantage. 👉 Download the full report: https://bit.ly/3WNO4o5

In this episode of Field Notes: Insights and Observations for the Travel Marketer, Eric Hultgren takes us inside his keynote talk delivered in Geneva-on-the-Lake, Ohio. With spooky season as the backdrop, he leads travel marketers through a journey that compares reading the jungle to understanding the shifting marketing landscape—where AI is no longer “new,” it’s “normal.” Eric explores how AI is reshaping content discovery, why trust outweighs reach, and how travel brands can adapt by scaling content smartly while staying authentic. What You’ll Learn in This Episode 🌍 Why marketers should think like anthropologists, not advertisers. ⚡ Why AI is not a trend—it’s infrastructure, like electricity or highways. 🔎 The shift from SEO (Search Engine Optimization) to AEO (Answer Engine Optimization) and what that means for travel marketers. 📹 Why blogs feed AI but video delights humans—and how to balance both. 🤝 Why trust > reach when building communities in an era of automation. 🥖 How to repurpose one big piece of content into 40+ smaller ones (from bread to Hamilton to whitepapers). 📲 Tactics to stop cross-posting and instead design platform-specific content. 📧 Why email and text remain undervalued community-building tools. 👥 How to turn employees into brand megaphones without policing them. 🚦 Why “zero-click attribution” will redefine how we measure marketing success.

In this episode of Field Notes: Insights and Strategies for the Travel Marketer, Eric Hultgren takes the stage in Flint, Michigan, to deliver his keynote “Brand as Signal.” The talk explores how travel brands can adapt and lead in a rapidly shifting marketing landscape dominated by AI. With billions of weekly queries happening on ChatGPT and platforms like Google Gemini, the rules of visibility are being rewritten. Eric breaks down what this means for marketers and, more importantly, what to do about it. What you’ll learn in this episode: Why AI isn’t the future of marketing, it’s the present. The concept of “answer engine optimization” and how it’s replacing SEO. How to create scalable content systems (turning one white paper into 200 pieces of content). The importance of trust, taste, and community over sheer volume of posts. How to turn employees into authentic brand ambassadors on platforms like LinkedIn. The dangers of cross-posting without tailoring content to each platform. What “zero-click attribution” means for the future of traffic and conversion. Eric also shares practical action items travel marketers can take right now, including how to feed AI models the right signals, test your visibility in Gemini/ChatGPT/Perplexity, and move from passive audiences to active communities. Plus: Stay tuned until the end for a lively audience Q&A covering cross-posting, emoji use, and whether traditional SEO efforts still translate in an AI-first world.

In this episode of Field Notes: Insights and Observations for the Travel Marketer, Eric sits down with Shannon Gray, Provost of the Southeast Tourism Society’s Marketing College and founder of Gray Research Solutions. Together, they dive into: Shannon’s journey from anthropology into travel marketing research. What makes Marketing College such a unique program for tourism professionals. How community, innovation, and mentorship shape the next generation of travel marketers. Why graduates often come back to teach and give back to the program. The evolving role of research in driving smarter tourism marketing decisions. Whether you’re curious about professional development, intrigued by the intersection of anthropology and marketing, or just want a behind-the-scenes look at how tourism leaders are being trained, this conversation offers fresh insights and inspiration. 👉 Learn more about Marketing College through the Southeast Tourism Society: southeasttourism.org

In this episode of Field Notes: Insights for the Travel Marketer, Eric sits down live at the STS Connections Conference with Chris Landry, President & CEO of the Louisiana Travel Association. Chris shares his perspective on Louisiana’s unique travel identity, the evolving role of AI in marketing, and why hospitality is the ultimate differentiator in tourism. Topics include: 🌴 What hosting a major conference means for Lake Charles and overlooked Louisiana destinations 🍤 The food culture divide—why gumbo, boudin, and jambalaya showcase the western Cajun influence 🤖 How AI is changing marketing workflows for CVBs and leveling the playing field for smaller destinations 📈 Why Louisiana is optimistic heading into 2026 with big events like Mardi Gras and the Super Bowl fueling demand 💡 How the industry can avoid burnout and why “niceness” might just be the most important KPI in tourism 🎓 Opportunities in hospitality careers, from marketing to accounting, and the work of the Louisiana Tourism Fund If you’re passionate about travel marketing, destination branding, or the future of hospitality, this episode offers fresh insights straight from one of Louisiana’s leading voices. 🌐 Learn more: Louisiana Travel Association 🎙️ Subscribe for more Field Notes episodes on travel, strategy, and storytelling.

In this episode of Field Notes: Insights for the Travel Market, Eric sits down at the STS Connections Conference with Jordan Basham, creator of the Instagram account Where to Geaux. Jordan shares her story of starting as a Baton Rouge foodie posting takeout boxes during COVID, growing into a full-time influencer, and launching her own social media agency. Together, we dig into: ✅ How DMOs and brands can effectively work with influencers ✅ What to look for when choosing the right creator for your campaign ✅ The ROI question—what works, what doesn’t, and why longevity matters ✅ Navigating “viral overload” and why sometimes you don’t want 200,000 people showing up ✅ How AI is shaping social media strategy for agencies and influencers ✅ Lessons from Raising Cane’s, NIL partnerships, and working with influencers on any budget Whether you’re a travel marketer, local business, or just curious about the behind-the-scenes of influencer marketing, this conversation is packed with practical insights. 📲 Follow Jordan on Instagram: @wheretogeaux225 🎙️ Subscribe for more episodes of Field Notes—your guide to travel marketing, storytelling, and strategy.

As a travel marketer, the AI landscape is shifting fast and last week’s update to ChatGPT might be the biggest change yet. In this episode of Field Notes, Eric Hultgren breaks down what GPT-5 means for you and your DMO team, and how to turn this leap in AI capability into a competitive advantage. We’ll walk you through a set of high-impact prompts you can start testing today in GPT-5 or A/B against other models like Claude or Perplexity to inspire travelers, personalize experiences, and drive more bookings.   Whether you’re new to AI or looking to sharpen your skills, this “Summer of AI” starter kit will help you level-up your AI dexterity and make your destination stand out.   Chat GPT 5 Prompt Starter Kit https://www.advancetravelandtourism.com/insights/travel-marketers-gpt-5-prompt-library/ 

In this episode of Field Notes, host Eric Hultgren sits down with Emily Clay from Advance Travel & Tourism to explore the world of eco tourism. With a deep background in sustainability, Emily shares insights into how destinations can identify and amplify their eco-forward efforts in ways that are both authentic and effective. The conversation covers: What initially drew Emily to the topic of eco tourism How travel marketers can recognize and support sustainable tourism practices in their regions The importance of transparency and reporting when promoting eco-focused initiatives The evolving landscape of eco tourism and what it means for the next decade Common pitfalls marketers can avoid when crafting sustainability messages Her top recommendation for a book or documentary to learn more about conservation Whether you're already immersed in sustainability or exploring how it intersects with travel marketing, this episode provides valuable takeaways to help shape your strategy and storytelling. Follow Field Notes for more conversations that help travel marketers navigate changing consumer values, emerging trends, and actionable strategies.

In this episode, Eric Hultgren is joined by Bart Thau, Vice President of Marketing at Advance Travel and Tourism, for a thought-provoking conversation about the evolving role of AI in digital marketing and what it means for those working in the travel space. They explore a couple of recent headlines out of Google’s AI division and unpack what marketers should pay attention to (and what they shouldn’t overreact to). From the acceleration of AI compared to Moore’s Law to how large language models are reshaping the customer journey, the duo covers a lot of ground. Eric also shares how he’s using tools like ChatGPT in unconventional ways to improve storytelling—a key skill for any marketer today. The conversation even touches on the surprising return of analog formats like vinyl, film cameras, and Polaroids, and what that could signal about consumer behavior. Whether you’re an AI skeptic, an early adopter, or just trying to keep up, this episode offers a practical perspective and a few good laughs along the way Links: https://www.searchenginejournal.com/google-claims-ai-overviews-monetize-at-same-rate-as-traditional-search/547838/ https://www.searchenginejournal.com/is-seo-still-relevant-in-the-ai-era-new-research-says-yes/547929/.  

In this episode of the Field Notes podcast, host Eric Hultgren sits down with Creative Director Lesley Delchamps to explore how digital marketing is evolving in the age of AI. The conversation focuses on the shifting roles of: SEO (Search Engine Optimization)  the traditional strategy to rank on search engines, AEO (Answer Engine Optimization), tailoring content for direct answers in AI tools, GEO (Generative Engine Optimization)  preparing content to be pulled into AI-generated responses, like those from ChatGPT. The two dive into ChatGPT Shopping, a new feature that offers personalized product recommendations directly within AI conversations, bypassing Google entirely. For travel marketers, this signals a major change: AI is becoming the starting point for consumer discovery. Lesley and Eric unpack what that means for destination marketing teams and how to stay ahead. The takeaway? Marketers must embrace all three strategies—SEO, AEO, and GEO—to ensure their content is discoverable, AI-friendly, and positioned to influence travel decisions in this new era of search.

In this episode of "Field Notes: Insights and Observations for the Travel Marketer," hosts Eric Hultgren and Sara Dyer discuss a new study breaking down travel trends for 2025 into four distinct categories and share strategies for travel marketers to connect with potential travelers. Key points covered: Digital Content Strategy Social Media's Influence Creating Shareable Experiences Addressing All Stages of the Travel Journey Eric and Sara emphasize the importance of word-of-mouth marketing alongside digital strategies and discuss how smaller organizations without dedicated content teams can create effective social media content. They also highlight AI's growing role in helping travelers discover new destinations based on their preferences and interests.   Get the Snapchat study here 

🎙️ Welcome to Field Notes: Insights and Observations for the Travel Marketer In this episode, host Eric Hultgren sits down with Bennie F Johnson, CEO of the American Marketing Association (AMA), for a wide-ranging conversation that blends culture, curiosity, and the ever-evolving world of marketing. From walkout songs to why travel marketers need a fresh perspective, Bennie shares his unique take on what makes marketing magical—and why we're living in a golden age for the profession. We dive into everything from high school certifications and the power of local AMA chapters to Fortnite collaborations and how to see familiar destinations with new eyes. 💡 Whether you’re a seasoned travel marketer or just looking to reignite your creative spark, this episode is packed with insight, laughter, and inspiration. 📌 Topics Covered: The AMA’s growing influence in marketing education, reclaiming creativity when you're feeling stuck; Marketing as art, science, and magi,c The importance of storytelling and context in trave,l Why curiosity is a marketer’s superpower

In this episode of Field Notes: Insights and Observations for the Travel Marketer, we explore the hidden power of typography with Terrence Weinzierl, Executive Creative Director at Monotype. From cereal boxes to city branding, and from thumbnails to travel brochures, Terrence explains how fonts shape perception, evoke emotion, and help tell a brand’s story—sometimes without using a single full word. We talk about what McDonald's and Kellogg are getting right with their type choices, how travel marketers can think differently about fonts, and what the future holds when AI starts personalizing typography to each individual. 🔤 Highlights include: How Terrence went from comic books to custom fonts for Domino’s and PBS The branding superpower behind just two letters: "OG" for Kellogg’s Monotype’s new “Revision” report and the emotional connection between sound and type Why every place has a “typographic voice”—and how travel marketers can find it The future of adaptive typography, AI, and the possibility of fonts that change just for you 🎧 Whether you work in tourism, branding, or just love the quiet art of letterforms, this is an episode that proves good type is more than just pretty design—it’s a voice, a vibe, and a vital tool in modern marketing. Instagram Linkedin

On this episode of Field Notes: Insights and Strategies for the Travel Marketer, host Eric Hultgren sits down with Holly Laurencelle, Senior Sales Manager for the Midwest at Advance Travel and Tourism. They dive into the importance of branding in the travel space and explore how DMOs can adapt when the weather doesn’t cooperate—including real-world examples like Munising’s pivot from snowmobiling to UTV adventures. The conversation also covers the growing influence of AI in travel planning, with 53% of U.S. travelers expected to use AI to plan their trips in 2025. Holly shares insights on how destination marketers can optimize their content for AI-driven search, leverage chatbots for visitor engagement, and avoid the pitfalls of generic AI-generated content. Finally, they discuss the #1 hire a DMO should prioritize in 2025 and why strong content creation is the key to standing out in an increasingly competitive digital landscape. Tune in for a strategic, forward-thinking discussion on the future of travel marketing!

Join host Eric as he sits down with Kyle Stichtenoth, Senior Director of Digital Sales and Strategy at Advanced Travel and Tourism, for an insightful discussion on the evolving travel industry landscape. With 15 years of industry experience, Kyle shares valuable insights on: How COVID changed travel marketing and consumer behavior The shift from coastal to inland travel trends for 2025 Why 53% of Americans are using AI for travel planning Creating effective destination marketing strategies The true meaning of brand beyond logos and colors Tips for DMOs to stand out in a crowded market Kyle breaks down how destinations can leverage AI, create compelling itineraries, and build authentic brand experiences that resonate with modern travelers. Whether you're a DMO professional, travel marketer, or industry enthusiast, this episode offers actionable insights for navigating the future of travel marketing.

  In this episode of Field Notes, host Eric Hultgren sits down with Mike Yates, Senior Product Designer at Teach for America’s Innovation Lab, to explore the evolving role of AI in marketing—specifically in the travel industry. Mike shares his perspective on "dexterity over literacy", emphasizing the importance of hands-on experimentation with AI over theoretical knowledge. The conversation dives into key topics such as: How AI in education parallels its use in travel marketing. The hidden yet powerful influence of AI on consumer decision-making. Why brand experience matters more than ever in an AI-driven world. The myth of the "frictionless" travel experience—when adding friction can actually improve engagement. How AI-powered recommendation engines like TikTok and ChatGPT are reshaping how consumers discover and book travel. Mike also discusses his approach to AI curiosity—including debating with AI models and testing their predictive capabilities—to help marketers understand how to use these tools effectively before they become invisible yet essential parts of our daily lives. Tune in to gain actionable insights on how AI is shaping the future of travel marketing and why embracing AI dexterity is the key to staying ahead.