Let’s Talk Guest Experiences

If there’s one thing I’ve learned in over 20 years in the tourism industry, it’s that crafting a memorable guest experience is everything. Whether it’s helping families create lasting memories on a beach vacation or ensuring couples get that much-needed getaway, there’s real magic in getting it right. And that magic? It’s rooted in great storytelling and personal connections.

Skip the Ads, Tell the Story

Here’s the thing: successful tourism marketing isn’t just about running promotions or boosting sales. It’s about telling a story that connects with people on an emotional level. One of my favorite projects at Brett/Robinson Vacations was creating campaigns that highlighted the unique experiences of vacationing along Alabama’s stunning Gulf Coast. We tapped into stories that resonated with families and adventurers alike, which helped us not just increase bookings but really build a loyal community of guests.

Anyone else believe in the power of storytelling in marketing? What’s been your go-to approach for connecting with guests on a personal level?

One Size never fits all

You hear a lot about personalization in marketing these days, and I’ve found it’s one of the best ways to create lasting connections with guests. Tailoring a message to someone’s needs can make all the difference, right? I’ve worked with data-driven strategies that dive deep into what our customers are really looking for, whether it’s a family vacation, a romantic escape, or an action-packed adventure.

One of my proudest moments was developing a social media strategy that didn’t just boost engagement by over 1400%—it actually made our audience feel seen and heard. That’s the sweet spot in tourism marketing: making guests feel like you "get" them.

How are you using personalization in your strategies? Do you think it’s more important now than ever, especially in travel and tourism?

Teamwork Makes the Dream Work

I’ve also found that collaboration is key in this fast-moving industry. I’ve worked across different teams—marketing, PR, customer service—to make sure we’re delivering a seamless experience for guests from the moment they book until long after they’ve checked out. And let me tell you, when teams are in sync, that’s when the real magic happens.

One initiative I’m particularly proud of was creating a "savings pass" in collaboration with local businesses, giving our guests discounts and perks at restaurants and attractions. It not only gave guests a better vacation experience but also supported our local economy. Wins all around!

How do you foster collaboration between your teams? Any tips for making sure everyone’s working toward the same goal?

Why It All Matters Now

With the travel industry bouncing back post-pandemic, guests are craving more than just a place to crash—they want meaningful, memorable experiences. Whether it’s a once-in-a-lifetime family vacation or a weekend getaway, our job as marketers is to create that spark of connection, even before they set foot on the property.

I’m passionate about helping destinations stand out by creating those unforgettable moments that turn first-time visitors into loyal guests. There’s so much potential in the future of tourism, and I’m excited to be part of it.

I’d love to hear your thoughts: What’s one vacation experience that really stuck with you? Have you noticed a shift in how travel marketing connects with guests post-pandemic?

Let’s connect and brainstorm ways to make every guest feel like a VIP—because, after all, we’re not just selling vacations. We’re creating memories.