Field Notes

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/.