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The New Bermuda: Legend & Lure

The little fishhook-shaped island is going big: a bold new brand and a new Lure Guide have recently been introduced, and a new website is on the way.

First, let’s clear up a few mysteries about Bermuda, starting with where it’s located. It isn't in the Caribbean as many guess – it’s way out in the Atlantic, 600 miles east of North Carolina and almost 1,000 miles north of Puerto Rico. Bermuda isn’t near anywhere else and can’t be compared to anywhere else. Also, the temps are a bit cooler than you might imagine. 

Our team has learned a lot about the island. Beyond pink sand, great sailing, famous shorts and a tempting set of unofficial national drinks (the Rum Swizzle and Dark ‘n Stormy®) there are many lesser-known treasures. Otherworldly caves, blue-water grottos, a jungle and a UNESCO World Heritage Site (the Town of St. George) are just a few. You can get to Bermuda by plane, cruise ship or private boat, but you can’t rent a car when you get there – only residents are permitted to drive. Luckily,...

All This Food Content Is Making Me Thirsty

Culinary experiences now top the list of tourism drivers according to Skift, so get ready to see more content about food (and hopefully, drinks)

It’s all explained in Skift’s recent article, “The Bourdain Effect: Food is Now the Leading Hook in Travel,” which appeared in a larger piece about travel industry megatrends for 2016. Those who know and love food get it. Food provides a sense of place that’s tangible and innately satisfying. Besides generally tasting good, cuisine reflects the local heritage and culture. Food-loving explorer Anthony Bourdain isn’t the first to realize this, but he’s paired food, culture and travel in an unprecedented, large-scale way. 

Many cities have been shaped by their food scene (like Las Vegas) or are well-known for their deep food culture (like Louisiana), and more and more destinations are aiming to make food a centerpiece of their brand identity....

Authenticity Now: Moving Beyond the Buzzword

We knew "authenticity" was an overused word, but experts at The Future Laboratory recently said it’s not just becoming meaningless – using the word can backfire and come across as dishonest.

Chris Sanderson, co-founder of The Future Laboratory (which has worked with brands like Airbnb, Condé Nast and Starwood Hotels and Resorts) says it like this: “The authenticity bubble is about to burst.”

With so many destinations claiming to be authentic and offering authentic experiences, it makes sense that consumers would become numb to the idea, get annoyed and feel sold to. 

So is authenticity dead? In my opinion, no – but it has moved from buzzword to basic expectation. Think of the color TV: You just assume your hotel room will have one, and if you see it advertised it makes you go “hmmmm.” In the 1950s, automatic was the word – ads touted exciting automatic dishwashers, automatic washing machines, even automatic toasters! Over time, automatic became old news, and it dropped...

Automated Translation: Are We There Yet?

We’ve come a long way, but automated or machine translation is still a far cry from human translation.

While it has gotten more sophisticated and continues to improve, automated translation is loaded with serious drawbacks. That’s not to say tools like the Google Translate widget shouldn’t be used – if a DMO or hospitality company acknowledges it’s a flawed solution and is aware of the specifics of why that’s the case, it could be implemented for certain audiences. But understanding those specifics is paramount.

Here are some considerations for using Google Translate or other tools that involve automated translation: 

  • Branded phrases will likely not translate well. If it’s important that you reach the target audience with a clear branded message, human translation is the only way for the foreseeable future....

Ode to the Road Trip

At the height of summer road trip season, it feels right to think about the journey instead of the destination.

Despite all the travel options we have today, road trips are still one of my favorites. And apparently I’m not alone: a recent State of the American Traveler report told us that auto travel still makes up almost 75% of all leisure trips. Heading into this summer, the report said, a drop in gas prices would make for an especially healthy season for vacations by car. You know, that familiar and paradoxical place where, as Jerry Seinfeld described it, “you’re moving and you’re still, and you’re inside and you’re outside.”

I think there are at least a few reasons the road trip is alive and well. First, it’s generally affordable, especially when you’re traveling in a group. It’s also comfortable – if not in the cushiness of the seats or the...