The Destination Coach by Loán Lake, MTHM

25/02/2024

Congratulations to on being named one of 's 2024 "Best of the World" in travel. When tourism businesses showcase the authentic culture of a destination, people will take notice. Amenta Wellness Journeys offer yoga and hiking among the wild growing lemon grass on Antigua to tantalize your senses.

Travel experiences don't have to be manufactured if you do it right. Just invite visitors to experience what makes your destination special.

11/01/2024

Happy New Year friends! I had the pleasure of spending Thanksgiving 2023 outside of the U.S. with a group of old and new friends in Cartagena, Colombia.  I'll share more about that experience I'm upcoming posts, but if you're thinking of visiting, check out the *link in bio for a recent article in .

11/01/2024

Happy New Year friends! I had the pleasure of spending Thanksgiving 2023 outside of the U.S. with a group of old and new friends in Cartagena, Colombia. I'll share more about that experience I'm upcoming posts, but if you're thinking of visiting, check out this recent article in Travel + Leisure.

Cartagena, Colombia is one of T+L's best places to travel in 2024. Here's how to plan a visit.

01/01/2024

As we embark on another year, I hope that we will find new places to explore and incredible experiences to encounter. Let's make 2024 our best year yet!

~ The Destination Coach

29/11/2023

Travel expands your mind, sets your soul on fire, and provides lessons no classroom ever could. Cartagena, especially the neighborhood of Getsemani is such a vibrant place -- the music, the colors, the murals. If only the photos captured the magnitude of the beauty!

What have you done lately that sparks your passion for life?

24/11/2023

Thankful. Grateful. Blessed. Happy Thanksgiving.

12/11/2023

Where I'm from - St. Thomas, U.S. Virgin Islands - this fruit is called a plum or hog plum. Growing up, every September at the start of the school year, my sister and I would stand guard on my grandmother's front porch against the swarm of school kids who would try to jump the fence and raid her tree for some of this sweet, delicious goodness.

We just picked them and sucked the flavorful juice out of them. Imagine my surprise years ago, traveling to Brazil's capital city Brasilia, when I decided to try one of their local drinks with my lunch. It was a familiar taste, but I couldn't place it, so I went to the kitchen and, with my scarce knowledge of Portuguese, asked what the drink was made of. They showed me the fruit, and I was both surprised and ecstatic to have this taste of home while so far away.

Takeaway: There is beauty in sharing local delicacies with visitors to your destination. Who knows? That sensory experience may trigger a memory that makes them want to visit again and again.

📸: Courtesy of Sprauve

07/11/2023

In ALL things give thanks! I'm so grateful to be counted in the 2023 Qcitymetro.com Power PR list with some phenomenal public relations pros! Congratulations to all who were named and the countless others who are making things happen in Charlotte and beyond!

Meet the top Black PR professionals in Charlotte and learn about their biggest accomplishments and advice for a career in public relations.

15/10/2023

My heart is filled with gratitude! Thank you Associate Publisher Rhonda Caldwell and Who's Who in Black Charlotte for entrusting me with capturing the triumphant stories of four of Charlotte's outstanding leaders - Keva Walton, Malcomb Coley, Will Manning, and Nicholas Wharton - and one Living Legend, Dr. William U. Harris in their 8th edition of the Charlotte publication. God has blessed me with an ability to tell other's stories and help their essence to shine through my words.

I've had many articles published in my career, but what never gets old is the appreciative response from the person I've featured who says, 'that doesn't sound like me!' Or 'you made me sound good!' It's all true, but sometimes it takes another person's to allow folks to see their true value and impact.
Who's Who In Black

28/09/2023

UNWTO - United Nations World Tourism Organization designated September 27th as World Tourism Day to promote tourism on a global scale and celebrate the way the industry bridges cultures.

This year's theme looks at ways tourism can be more sustainable and environmentally friendly. So my question to you is: What kind of traveler are you? Are you one who is mindful of sacred grounds, open to embracing and learning about the culture, or one who gives back to the community? Or are you one whose primary focus is what you'll get out of being there?

Remember, the more we help to preserve the places we visit, the more history there will be to share in the future.

Enjoy these pictures from my visit to the first free town for formerly enslaved Africans in Hilton Head Island, South Carolina. The rich heritage of the community remains today because of sustainable efforts to preserve the culture. Let's all do our part.

- The Destination Coach

01/09/2023

The sun may be setting on summer 2023, but four months still remain to crush those goals you made in January! Here's to a fabulous holiday weekend!

25/08/2023

As I watched the premiere episode of National Geographic's new show “Never Say Never" with host and travel influencer Jeff Jenkins,” I could only smile. It introduced viewers to the customs of New Zealand's indigenous Māori community. Jeff experienced life as a native would, immersing himself in the activities of his local hosts and having the unique opportunity to "connect to the land, the people, and their landmarks." He also shared how the Māori culture has become integrated with mainstream New Zealand culture over time.

"Never Say Never" is also a lesson in NOT stereotyping individuals who could potentially be a lucrative market for a travel destination or attraction. By serving as a representative for plus-sized travelers, Jeff has created a visual for those who need to see themselves represented in this manner. He also affirms that there are all kinds of individuals out here living their lives and it’s up to travel destinations to find them and invite them to visit their cities and towns.

Kudos to Nat Geo and Jeff Jenkins for redefining the conversation about diversity and travel and crushing misperceptions about who constitutes an adventure traveler!

21/08/2023

Building your brand can be a lot like the glass blowing process. You start with raw materials (you, your product, or service) and patiently mix, heat, and mold them until the end product takes shape. Over and over again. Even though you may have a specific outcome in mind, it's the PROCESS that determines the final outcome.

How patient are you with YOUR process? Is your outcome meeting your expectations? If not, some tweaking may be required.

Glass blowing session: Hot Glass Alley, Charlotte, NC

17/08/2023

Has this happened to you? You're planning a last-minute getaway and spend time selecting your accommodations. You don't want to break the bank, but quality is important. Upon arrival, you realize that what you got doesn't match the images on the website. What do you do?

Pro tip: Happy guests become repeat visitors who tell their friends about your property.

10/08/2023

Digital marketing is great, but sometimes good old fashioned marketing tactics are the best way to go. Kudos to B Boschulte, Henneman Todman and the team for keeping our home front and center in new and exciting ways like this strategic partnership with the New York Jets. With increased visibility comes more demand which hopefully translates to more airlift and hotel bookings! #

https://www.newyorkjets.com/usvi

Jets and United States Virgin Islands Announce a New Partnership

26/07/2023

During my stay at the Hilton Madison Monona Terrace in Madison, Wisconsin, I was treated to breakfast served by a little robot. It was a reminder that the future is actually here, right now.

How is technology changing your travel experiences?

Make it a great day!



Hilton Madison Monona Terrace (9 E Wilson St, Madison, WI)
Destination Madison
PRSA Travel

24/07/2023

Is your travel destination leaving money on the table?

Last month I had the pleasure of leading a discussion for public relations practitioners who promote travel destinations about the $109+ billion diverse Black Traveler market and ways to attract and engage this audience.

Here are a few takeaways:

· Market what you have but broaden your reach - to travel partners and media.

· Do your research and connect with travelers in authentic ways - Don’t leave money on the table. There are diverse travelers for every experience you can imagine.

· Mind your messaging. Take time to find content that speaks to your new target segments.

· Create memorable experiences for your travelers. Leave them with a taste or longing of something to come back for.

· Be a great host to your guests. Help your community to prepare so that everyone has a great experience

21/07/2023

Madison, Wisconsin is a beautiful city surrounded by two lakes. Its capitol building looms larger than life in the middle of downtown and the naturally breathtaking beauty makes it a picturesque place to visit. I even tried some cheese curds, because what else are you to do while in Wisconsin? 🤷🏾‍♀️

Our PRSA Travel confeence was held in the Monona Terrace Community and Convention Center, which was designed by Franklin Lloyd Wright in 1938. Talk about a user-conscious design!

Here’s a quick look at the sights!

21/06/2023

It's a beautiful morning in Madison, Wisconsin. What a great way to kick off the conference. Check out this spectacular sunrise over Lake Monona! ✨️

01/06/2023

Counting down to our panel discussion for the Public Relations Society of America (PRSA) Travel and Tourism Conference on the importance of incorporating the billion-dollar Black traveler segment into your tourism marketing strategy.

If you are a PR or marketing professional in travel and NOT YET doing this, you are leaving money on the table. Want to learn more, don't miss this conference session!

10/05/2023

As a traveler, how do you define culture? For me, it's the way of life for the residents, the food, culture, language, music, and history. I'd love to hear how you immerse yourself in the places you visit, so drop a line in the comments.

08/05/2023

Hello friends, I thought I’d take a moment to re-introduce myself. I’m Loán Lake (prounounced Lo-An), a marketing and public relations practitioner with a passion for tourism marketing and tourism development. Last fall, I launched my public-facing brand, The Destination Coach because I wanted to bring a different perspective to the travel and tourism marketing conversation – especially as it pertains to creating meaningful experiences for the multicultural travel market.

Having worked for and grown up in the U.S. Virgin Islands - a destination with three distinct experiences for travelers in one place - I understand the importance of taking time to identify and cultivate the unique attributes that will make visitors yearn for more. In fact, that was the focus of my graduate thesis -- how Caribbean destinations could distinguish their individual brands beyond sun, sand, and sea. Thanks to media outlets like The Travel Channel and the curated content of social media influencers, creating unique cultural experiences has become a necessary aspect of product development AND marketing.

Welcome to those of you who have followed my page in recent months. I’d love to hear what cultural experiences you’ve most enjoyed in your own travels, so be sure to share in the comments. Happy Trails!

Photo of me enjoying Isle of Palms in Charleston, SC for my birthday last August.

27/04/2023

It's Carnival week in St. Thomas, USVI and yesterday's food fair showcased the local food, crafts, and delicacies that make the Virgin Islands special. Enjoy the photos and the pageantry courtesy of the Virgin Islands Dept. Of Tourism and ots Division of Festivals.

31/03/2023

Exciting News! I'll be leading a panel on how to court the billion-dollar Black travel market with multicultural meeting planning expert Clara PRSA TravelPR strategist Towanda Long, APR at the 2023 Travel Conference in Madison, WI this June!

We'll share best practices with destinations on
"Targeting and Including the Diverse Black Traveler in Your Tourism Marketing Campaign."

Black travelers are a billion dollar market segment! This session will cover strategic planning, working with media and digital influencers, integrated communications/marcomm campaigns and diversity, as it relates to expanding your public relations strategy to capitalize on the influence of Black media; digital influencers; subject matter experts; and travel professionals.

23/03/2023

It's been quite some time since a brand new hotel has opened up in St. Thomas, U.S. Virgin Islands. Now, The Pink Palm hotel strives to bring a hip, vibrant energy to the island's hotel scene. The property is situated in downtown Charlotte Amalie and has 27 room in the heart of downtown St. Thomas. Here's to new accommodations and a revitalized experience for visitors to my hometown! I can't wait to visit and share!

In case you haven’t been following, the historic downtown of Charlotte Amalie, St Thomas is in the midst of a renaissance.  There is a new energy

18/03/2023

Sometimes what makes a place memorable isn't the flashy attractions, but the art you discover along the way.

08/03/2023

This statue in downtown Charlotte Amalie, St. Thomas is called Three Queens. It features three Virgin Islands revolutionaries - Queen Mary, Queen Agnes, and Queen Mathilda - who led the fireburn (pronounced fie-ya-buhn) on St. Croix in retaliation against Danish slave owners. They burned acres of sugar cane fields across the town of Frederiksted in 1878.


📸: Loán Lake

06/03/2023

One of the best ways to promote a travel destination is to invite travel agents and meeting planners to personally experience what the location has to offer. It's a good idea to identify the key attractions that will help these professionals to sell your destination to their clients. Is there local art that can be used as a souvenir? Hire a local artist to lead an experience they will never forget. This is key to creating loyal ambassadors who can market on your behalf.

27/02/2023

If you're responsible for marketing your destination, you know that travelers are not one-size-fits-all, and neither are the travel professionals who book their trips. Put your diversity and inclusion plans in motion and conduct an audit of your current network of travel agents. Do they represent the types of travelers you want to visit your destination? If not, it's time to expand your reach and develop a marketing strategy to attract Black and Latino travelers and travel professionals.