Break the Ice Media

19/01/2024

Immersive travel experiences allow for a deeper understanding and connection of the world around you. With a focus on authenticity, this week's blog looks at how destinations, attractions and industry leaders can grow their business through curated experiences that range from personal connections with locals to focused cultural discoveries.

Curation is transforming the way people travel. It’s no longer about “bucket list destinations,” but, “bucket list experiences.” In years past, travelers may have been satisfied to simply see sites like the Eiffel Tower or Colosseum; now they want to get behind the scenes, get underground access or see a destination from the air. The possibilities for curated experiences are unlimited.

Travelers want to get behind the scenes, go underground or see a place from the air. The possibilities for curated experiences are unlimited.

17/01/2024

This week on the podcast, I had the opportunity to interview Dana Lynn Mortensen, CEO of World Savvy, and Kate Berseth, Executive Vice President of North America for EF Tours. Our conversation dug deep into the importance of educational travel and its impact on global citizenship in K-12 education.

We explore the transformative power of travel in creating global perspectives and fostering global citizenship beyond local communities. Dana and Kate highlight the importance of hands-on experiences and real-world impact in educational travel and discuss how travel helps develop those 21st-century soft skills that are so important in today’s world. We also talk more about why collaboration between organizations like EF Tours and World Savvy can extend the impact of travel experiences into schools and communities, contributing to a lifelong learning continuum.

Episode 363: Dana is the Co-Founder and Chief Executive Officer of World Savvy, a national education nonprofit working to educate and engage youth as responsible global citizens. World Savvy supports change agents in K-12 education to create more inclusive, adaptive schools that ensure all young peo...

12/01/2024

This week's blog details four ways that we foster connections – from company culture to coaching/mentoring – in order to help our company grow. While it may seem that these efforts would take time away from our work, I have learned that connection makes our team stronger, and for our company, the time investment has resulted in significant growth.

According to Patrick Lencioni, the author of The Advantage, the biggest opportunity for competitive advantage is not about strategy, finance, or marketing. It’s about how we manage our organizations. It’s about context, integration, and practicality. When you focus on creating a healthy workplace, connection to each other, connection to the mission of the company, and connection to the customers will grow stronger. Stronger connection leads to stronger profits.

Connection creates a productive and efficient workplace. Our company is intentional about fostering connection in these four ways.

10/01/2024

This week on the Destination on the Left podcast, we’re diving headfirst into the 4 key ingredients to fostering meaningful connections within your company.

I’m sharing how a strong company culture, with a clear purpose, shared vision, and defined core values, lays the foundation for bringing your team together and driving growth. Find out more about why regular, structured meetings with purpose keep teams, in-person or virtual, keep everyone connected and aligned. Get my tips on implementing effective status meetings, one-on-ones, and leadership team meetings to enhance productivity and maintain those strong connections.

I’m also sharing how to empower your team with ongoing support and guidance and why building a strong team involves regular celebrations and fun activities. From virtual wine time to company retreats, find creative ways to celebrate wins and strengthen team bonds.

For all the details, listen to the latest episode of the podcast here:

Episode 362: Nicole Mahoney is an entrepreneur, speaker, and podcast host with a passion for business. She’s the Founder of Break the Ice Media, a PR and digital marketing agency specializing in the travel, tourism, and hospitality industry, and also serves as the CEO of Travel Alliance Partners. ...

22/12/2023

Accessibility goes beyond those facing physical disabilities. Creating inclusive experiences for people with other types of limitations opens opportunities for both the traveler and the destination. In this week's blog, we look at how to add accessibility while driving positive traveler experiences everywhere.

Twenty-five percent of the world’s population live with different forms of disabilities. Without widespread accessibility in the tourism industry, this segment remains untapped. This not only limits individuals who are unable to access destinations or services on their own terms; it also holds back attractions and businesses from the $13 billion of annual spend within this market. It’s time for travel professionals to prioritize initiatives that make experiences more inclusive.

Let's look at what accessibility means and how we can add accessibility while driving positive, inclusive traveler experiences.

20/12/2023

On this episode of the Destination on the Left podcast I’m so excited to welcome seven amazing guests to discuss the evolving landscape of the travel industry. We explore the increasing popularity of group travel, the impactful shift towards experiential and sustainable tourism, and the vital role of collaboration and partnership in creating remarkable travel experiences.

Join me as we hear from industry professionals sharing insights on trends, the importance of accessibility, and the transformative power of slow travel. Find out more about how the NTA Travel Exchange serves as a hub for networking, education, and forging meaningful connections in the tourism industry.

Episode 361: This week, the show is coming from the NTA Travel Exchange in Shreveport, LA, where more than 800 tour & travel professionals convened to do business, learn, and network. There have been several years of uncertainty and change in the travel industry, but from speaking to these experienc...

15/12/2023

Are you looking for new ways to grow your group travel market? Join the Travel Alliance Partners (TAP) Guild program for 2024 and benefit from stronger relationships. You'll be part of an industry member network with access to a growth-minded community that understands the value of collaboration and mutually beneficial partnerships. Connect through TAP's diverse and vast community of travel buyers, suppliers and strategic partners to help your organization grow and thrive. From monthly teleconferences, inclusion in TAP marketing materials, special invitations and metrics reporting opportunities, there is more power in partnership!

This is "TAP Guild Members Video 2023" by Break the Ice Media on Vimeo, the home for high quality videos and the people who love them.

13/12/2023

This week we’re digging into the latest trends and insights from the travel experts at the NTA Travel Exchange 2023. We heard from an impressive lineup of industry experts, including Catherine Prather, Juan Pablo Suarez, Dawnielle Tehama, Jerry Varner, Carylann, Julie Payne, John Sutherland, and Karen DiGiacomo. They all shed light on the industry's resilience, adaptability, and share their passion for delivering unparalleled travel experiences. As the industry continues to navigate the impacts of global events, the spirit of inclusivity, innovation, and community has emerged as a driving force behind its success.

From discussing the impact of meaningful travel experiences on local communities to navigating the dynamics of the tour and travel business, the conversations were truly eye-opening. Tune in to this episode to hear key takeaways about the collaborative, dynamic, and inclusive nature of the tourism industry.

Episode 360: For this first episode in a special two-part series from the National Tour Associations Travel Exchange, I visited the National Tour Associations Travel Exchange in Shreveport, Louisiana and spoke with several experts in the travel and tourism industry. My guests shared their insights i...

08/12/2023

Many of the business owners and organization leaders in the travel, tourism, and hospitality industry that I talk to are experiencing multiple pressures – from feeling time-starved to not having the resources needed to achieve their goals. With all these stresses, it is hard to think about creating a 2024 business plan.

In this week's blog, I take you inside my team's collaborative process to create a plan. I believe it will help address most of the pressures and turn your organization into a well-oiled machine with everyone on the same page and working towards the same goals. Bonus, you’ll also feel more connected to your staff and be inspired during the team exercises!

A 2024 Tourism Business Plan will set you up for success. I talk to a lot of business owners and organization leaders in the travel, tourism, and

01/12/2023

Photography is everything when it comes to travel – so it stands to reason that it should be a big part of your tourism marketing strategy. But all too often, destinations don’t take the time to invest in their photography. They are using the same shots over and over, showcasing the same assets in the same run-of-the-mill way, and supplementing with stock photography that looks a little too staged – or worse, doesn’t look anything like the actual destination.

In this world of influencers, online content, Instagram-envy and constant FOMO – it’s the authentic photos that are driving the decisions. In this week's blog, we cover five reasons why investing in photography is the best thing you can do for your brand – and why you need to do it right now.

Authentic photos are everything when it comes to travel. But all too often, destinations don’t take the time to invest in their photography.

29/11/2023

This week on the show I had the pleasure of hosting Dr. Rebecca Swift, the VP of Global Head of Creative Insights at Getty Images and iStock. We dug deep into the fascinating world of generative AI and its impact on the travel industry.

We discuss how generative AI is revolutionizing visual storytelling by allowing creators to generate unique and innovative imagery for specific purposes. With the potential to amplify creativity and aid in the ideation stage, generative AI is a game-changer for photographers and writers, but travel marketers need to be aware of its limitations in their industry.

Rebecca highlights that it's vital to be mindful of rights, trademarks, and copyrights when using generative AI and highlights how Getty Images protects the rights of creators, ensuring that legal aspects are addressed responsibly.

In our conversation, we also talk about how tools like generative AI can spark new ideas, fuel your artistic endeavors, and help you plan visual storytelling content ethically as a destination marketer.

Episode 358: Dr. Rebecca Swift is the Global Head of Creative Insights at iStock and Getty Images, where she leads the team responsible for analyzing trends and developing research in visual communications. Rebecca joined the company over 20 years ago as one of the founding members of the team that....

22/11/2023

This week on the podcast, I’m excited to welcome Bree Nidds, owner and creator of the tabletop game Flight Risk. We dig into Bree's entrepreneurial journey and her creative process for developing this innovative game that helps you test travel compatibility.

Bree describes how she turned a disappointing travel experience into a concept for a travel matchmaking game, showcasing her ability to recognize opportunities within challenges. She shares how she’s blending her background in destination marketing with her entrepreneurial spirit, creating connections through her game, and spending hours in her local library! Bree and I also discuss the significance of vulnerability in entrepreneurship and the value of seeking feedback and support to move past self-doubt and achieve goals.

Episode 357: What if you could test travel compatibility… BEFORE you take a trip? FLIGHT RISK™ is a new party game and the ultimate test of travel compatibility for friends or strangers! Bree Nidds has nearly ten years of experience working in destination organizations and is embarking on a new ...

17/11/2023

I recently sat on the other side of the microphone as I joined Rachel Vandenberg on The Travel Leader Podcast to discuss my leadership journey. We had a great conversation on how to empower your team and the importance of inspiring the younger generation. Rachel and I also talked about my book, Stronger Together, and how I overcame my own personal doubts and followed my gut to write a book combining my research and my own personal experiences with successful collaborations.

Listen to this episode from The Travel Leader on Spotify. Nicole Mahoney is an entrepreneur, speaker, and podcast host with a passion for business. She’s the founder of Break the Ice Media, a PR and digital marketing agency specializing in the travel, tourism, and hospitality industry, and also se...

15/11/2023

This week on the Destination on the Left podcast, I'm thrilled to share some key takeaways from my book on the value of collaboration in the travel and tourism industry. I define the different types of collaborators, including promoters, doubters, and protectors, and why each plays a unique role in the process, contributing to the project's success. I also share the key ingredients for a successful collaboration. We’ll also dig into some inspiring examples of successful collaborations, including The Ohio Birding Collaborative, which had a rocky start but eventually found common ground, while the Poconos Mountains Community Caring Project evolved into a collaboration with multiple partners.

Collaboration is a game-changer in the travel and tourism industry, and my experience has shown that it leads to fresh ideas, improved brand reputation, operational efficiencies, and increased trust. It is a catalyst for positive change and growth. For all the details, listen to the latest episode of the podcast.

Episode 356: Nicole Mahoney is an entrepreneur, speaker, and podcast host with a passion for business. She’s the Founder of Break the Ice Media, a PR and digital marketing agency specializing in the travel, tourism, and hospitality industry, and also serves as the CEO of Travel Alliance Partners. ...

10/11/2023

Ready to expand your knowledge about collaboration? My first book, Stronger Together: Building World-Changing Business Collaborations is now available. The basis of the book includes results of original research, recorded conversations with more than 300 podcast guests and my own personal experience. Thank you to those who have already left your reviews on Amazon, your support is truly appreciated! Find out how you could benefit from this book, including a collaboration framework that will lead to business success. Order your copy today. I'd love to hear your thoughts! https://buff.ly/3Qv1MIL

08/11/2023

This week on the podcast, we’re delighted to welcome Andy Buyting from Tulip Digital Media. He highlights the importance of shifting our mindset as marketers and focusing on the actions that """"""""pay the bills"""""""" – the number of interested prospects who call, fill out a contact form, or book a meeting.

Andy discusses the power of strategic marketing plans and content marketing in generating more qualified leads. We dig into why DMOs need to genuinely connect with prospective visitors and understand their needs to attract them to their destination.

We discuss Tulip Media Group’s journey and how they established themselves as the authority in their field, and Andy shares more about how to drive traffic and convert visitors into qualified leads by automating your digital strategy, optimizing your website, and using content marketing to capture leads.

Episode 355: Andy Buyting is a leader in thought leadership and content marketing. His integrated content strategy has served both himself and his clients exceedingly well. Andy’s thought leadership…

03/11/2023

Today, we are sharing our Collaboration Assessment Worksheet that can be your roadmap to tightening up collaborations within your organization in order to lead to more success.

This assessment has been created based on the Stronger Together: Operationalization of Collaboration 2023 Research Study. The sections of this assessment are designed to help you identify where you are seeing success with operationalizing collaborations and areas that you can strengthen.

01/11/2023

Join us on the latest episode of where we’re talking all about the transformative power of tourism and its impact on communities. I'm thrilled to have Bob Provost, the President of the New York State Tourism Industry Association, joining me for an insightful discussion on long-term strategic thinking and how you can drive change for your destination.

During our conversation, Bob shares how the association is dedicated to creating economic growth, supporting small businesses, and revitalizing communities. We explore their innovative tourism initiatives that not only benefit visitors but also have a positive impact on local residents. Seeing the association championing tourism as a catalyst for positive change is truly inspiring.

Bob also dives into the importance of effective leadership and management in achieving organizational success. We discuss how good leaders have the vision to navigate challenges, envision future opportunities, and drive transformative outcomes.

On , we firmly believe that tourism is not just about attracting visitors but also about building a sustainable future. Bob and I explore how tourism can contribute to community development, create jobs, and increase tax revenues. We delve into the significant role cultural assets like museums, play centers, and comedy clubs play in shaping communities and enhancing residents' and visitors' quality of life.

Episode 354: Since joining the New York State Tourism Industry Association (NYSTIA) as President & CEO in September of 2018, Bob has focused on NYSTIA’s programming, marketing & data analytics,…

27/10/2023

In this week's blog, we cover the do's and don'ts of creating sample travel itineraries. We outline key themes to consider, along with nine tips that range from recommended day length to images and collaborating with nearby destinations and attractions.

Creating sample travel itineraries in the tourism industry is simply a must. They are an opportunity to highlight the many assets and treasures in your destination.

25/10/2023

This week on the podcast we have the pleasure of hosting the amazing Jackie Dunfee, a seasoned professional in the travel industry. During our conversation, Jackie shares some incredible insights into the world of travel marketing, destination differentiation, and the power of collaboration.

Jackie stresses the importance of making a destination stand out by creating a direct association in potential travelers' minds, and why visuals play a crucial role in capturing attention and sparking interest. We also talk about why engaging experiences are paramount in trip planning. By integrating partner KPIs, such as dispersion, interactive mapping, and showcasing itineraries, travel marketers can create personalized, immersive experiences that resonate with their target audience.

Jackie emphasizes the value of collaboration and coopetition within the travel industry. By joining forces with competitors, brands can create win-win situations that benefit all parties involved. Listen to the podcast here:

Episode 353: Jackie Dunfee is a seasoned marketing and brand executive with over a decade of experience crafting groundbreaking marketing strategies for brands. Jackie believes in the transformative…

20/10/2023

Influencers can be the key to connecting your destination or attraction with audiences that fall outside of your current reach. This week, we share our Influencer Marketing e-book that walks through true stories and situations we’ve seen and learnings taken directly from the experiences of professionals in the industry. Most importantly, we’ll give you a guide full of tangible advice, step-by-step checklists and tips and tricks for regular reference.

Travel PR Public relations is the "Earned Media" branch of the PESO model (Paid, Earned, Shared, Owned). Through a strategic effort, PR can help brands

13/10/2023

Measurement is the foundation of a strong digital campaign. It’s what lets us know when we’re successful, and when we need to make adjustments. Without numbers and data, we’re relying solely on anecdotal evidence. And just like everything else, the measurement landscape is constantly changing and evolving. Cookies are phasing out, QR codes are back and pixels may be the next item on the chopping block. It’s another aspect of tourism marketing that we need to keep track of, and evolve with. Here’s everything you need to know about tracking digital tourism marketing efforts.

Measurement is the foundation of a strong digital campaign. Here's everything you need to know about tracking digital tourism marketing efforts.

11/10/2023

"This week on the podcast, I have the pleasure of hosting Mike Skladony of Semcasting. Mike discusses the importance of aligning marketing dollars with both behavioral and deterministic characteristics. He highlights the significance of first-party data in marketing strategy and results and how it can be leveraged to effectively target the right audience. On the show, we explore the merging of traditional and digital marketing strategies and why the success of digital advertising lies in strong data collection and analysis.

We also discuss the importance of collaboration and data sharing in the industry. Brands, agencies, and technology partners must work together to optimize media spend, share sales data, and enhance the effectiveness of programmatic advertising campaigns. Listen to the full episode here: "

Episode 351: Mike Skladony serves as the general manager of the consumer services team at Semcasting. He oversees all travel, entertainment, tourism, higher education, and nonprofit clients. Mike’s team of audience developers, account managers, and campaign managers work with clients hand in hand ...

10/10/2023

This week on the podcast we welcomed Jennifer Barnwell, the President of Curator Hotel and Resort Collection. She shares invaluable insights on how Curator is revolutionizing the independent hotel industry by providing lifestyle hotels with a unique platform to collaborate while retaining their individuality and distinct qualities. We dive into the importance of building relationships and facilitating unique experiences in the hotel industry.

Jennifer also highlights the need for innovative solutions, including frictionless booking platforms and integrated systems, that enhance guest experiences and remove the barriers between different hotel systems. By showcasing each hotel's distinct offerings and connections to their local communities, Curator aims to inspire travelers to explore all the incredible experiences available within their collection.

Episode 350: Jennifer Barnwell is President of Curator Hotel & Resort Collection. Launched in November 2020, Curator provides lifestyle hotels the power to compete together while allowing its members the freedom to retain what makes their hotels unique. Before moving over to Curator, Barnwell was Se...

09/10/2023

Nicole is a huge believer in co-opetition––where perceived competitors cooperate and come together to create something bigger together than they could do on their own. This type of collaboration makes the biggest impact. The guests on her podcast Destination on the Left believe it too. She has been learning from her guests with countless stories of successful collaborations and best practices for what made them successful. She also has been formally studying collaboration through research studies. Looking at both the data and the hundreds of conversations with tourism marketing professionals on the podcast, we see the business case for collaboration emerge.

Looking at both the data and the hundreds of conversations I've had with tourism marketing professionals on the podcast, we see the business case for collaboration emerge.

27/09/2023

"This week on the podcast, we welcome Ariel Azoff, the Executive Director of Tourism and Brand Partnerships at Atlas Obscura, a media and experiences company dedicated to sharing the world's hidden wonders. We discuss the fascinating world of offbeat destinations and creative destination marketing. She’s also talking about how to identify destinations that spark curiosity and wonder and highlights some of the out-of-the-ordinary collaborations they are enjoying right now, including a collaboration with Missouri Tourism to write an article about the haunted Missouri State Penitentiary.

On the podcast, Ariel shares how they recognized the need to provide more immersive and interactive experiences for their community of curious travelers and explorers and discusses why people are seeking out unique and off-the-beaten-path experiences right now and how COVID-19 has impacted this trend. "

Episode 349: Ariel Azoff is the Executive Director of Tourism and Brand Partnerships at Atlas Obscura, a media and experiences company dedicated to sharing the world’s hidden wonders. Ariel’s work…