Destination Unknown

When scarecrow festivals evolve from school fundraisers into full-blown village takeovers - and people start competitively eating watercress - you know you’re not in a generic tourism marketing seminar.In the series finale of Destination Unknown: A Destination Website Podcast by DestinationCore, host Neil Prentice is joined by Will Wright and Jay Pratt to focus on the one thing that quietly underpins everything else you do online: content. They argue that while design, UX, AI and booking tools all matter, your destination website will fail without the right content at its core - content that informs, inspires and actually helps people decide to visit.As part of their regular spotlight on the weird and wonderful, the team talk about the Kettlewell Scarecrow Festival and the Watercress Eating Championship near Winchester - colourful reminders of just how much raw material destinations have to work with - before turning to what it really means for a place to think and act like a content creator, not just a listings provider. They look at how written copy, video, audio, imagery and social content can all orbit around key stories, and how a strong content model can feed websites, apps, in-destination screens and even AI tools and search assistants.In this episode, we explore:Why content is the central pillar of any destination website - the engine, with design and tech as the chassisHow to move from “keeping listings up to date” to behaving like an insider guide to your placeThe importance of answering real questions visitors ask (including practical topics like parking, where to stay and how to get around)How to design content that works across channels: website, social media, search results, YouTube, podcasts and AI-driven toolsUsing events (from Christmas markets to watercress festivals) as anchors for rich, multi-format content - blogs, reels, stories, interviews and moreWhy quality over quantity matters, and how poor, duplicated or badly organised content drains already stretched teamsTreating your CMS as a true content hub, feeding multiple endpoints - not just a place to publish web pagesPractical tips for repurposing long-form content into short-form clips and posts that extend reach and lifetimeA simple lens for every piece of content: would this help someone decide to book or visit?How tone of voice, storytelling and entertainment help your brand personality come through - and make your place more memorableIf you’re planning a new destination website, rebuilding an existing one or simply trying to get more from the content you already have, this episode will help you reset your strategy around what really matters: creating distinctive, well-structured, audience-led content that turns curiosity into actual visits.

When a world bog snorkelling championship collides with a village scarecrow festival, you know this isn’t your average accessibility webinar.In this episode of Destination Unknown: A Destination Website Podcast by DestinationCore, host Neil Prentice is joined by Will Wright and Jay Pratt to tackle accessibility and inclusion for destination websites - not as a tick-box exercise, but as a core part of how places welcome visitors.After shining a light on the World Bog Snorkelling Championships and the Kettlewell Scarecrow Festival, the team dig into what accessibility really means in a destination context: from screen readers and contrast ratios to quiet spaces, step-free access and multi-language support. They emphasise that accessibility is ultimately about removing barriers - online and on-location - so more people can enjoy your place with confidence.Drawing on their experience building high-performance destination sites and working with frameworks such as VisitEngland’s Key Accessibility Features, they explore how DMOs, LVEPs, BIDs and place partnerships can design for inclusion from day one, instead of bolting it on at the end.In this episode, we explore:Why “accessibility” is often better framed as inclusion - and how that mindset shifts your strategyThe two sides of the coin: online accessibility (site design, UX and content) and real-world accessibility (what visitors actually experience on the ground)How to make accessibility information as easy to find as “things to do” - so users are not hunting for a separate sectionPractical design considerations: typography, headings, colour contrast, iconography, alt text and keyboard/tab navigationWhy many users already bring their own assistive tech - and what that means for code structure, layout and content designThe role of filters and global preferences (e.g. step-free access, hearing loops, quiet spaces) in tailoring content without forcing people through frustrating journeysThe importance of structured, consistent accessibility data - and how standards such as Key Accessibility Features can helpWhy accessibility is a competitive advantage as well as a legal and ethical responsibility, including the spending power and loyalty of visitors with access needsHow translation and AI-powered tools can help destinations welcome international visitors in their own languageThe idea that “a lack of information can be as much of a barrier as a set of stairs” - and what that means for your content strategyIf you’re planning a new destination website, replatforming an existing one or refreshing your content and data model, this episode will help you treat accessibility as a strategic pillar rather than a compromise on design - and create a place online that genuinely feels welcoming to everyone.

When a destination proudly hosts giant vegetable contests and bog snorkelling championships, you know you’re not dealing with a boring tourism brief.In this episode of Destination Unknown: A Destination Website Podcast by DestinationCore, host Neil Prentice is joined by Will Wright and Jay Pratt to tackle one of the most common - and most misunderstood - requests in destination marketing: “We need our website to be more bookable.” After a return visit to Malvern’s giant vegetable competitions and a detour into the wonderfully odd World Bog Snorkelling Championships in Llanwrtyd Wells, the team get practical about what bookability really means for a destination website, why payments are such a sticking point, and the different technical and strategic routes DMOs, BIDs and place partnerships can take.Drawing on years of working with destinations of all sizes, they break “bookability” down into clear, usable concepts - from simple embedded widgets through to full availability search across multiple providers.In this episode, we explore:What “bookability” actually means for a destination website: checking price and availability for specific dates, even if payment happens elsewhereWhy most destination organisations can’t (and usually shouldn’t) become full tour operators - including package travel regulations, insurance and PCI complianceThe difference between truly bookable OTAs (like Expedia or Booking.com) and destination sites that act as smart facilitators and signpostsTwo main approaches to bookability:Embeddable booking widgets (e.g. GetYourGuide, FareHarbor, Viator, rail and ticketing partners) that let users search, select and pay without visually leaving your siteAggregated availability search, where your site queries multiple booking systems to show what’s available for chosen dates, then passes users through to providers to complete the transactionHow embedded widgets can keep users on your site, support better visitor journeys and even generate affiliate revenue for the destinationHow aggregated search can support direct bookings for members, strengthen the value of partnership schemes and reduce reliance on online travel agenciesThe operational realities destinations need to plan for: managing provider sign-up, keeping data accurate, and deciding how far down the booking journey you realistically want to goWhy booking technology providers need to modernise, and what destinations should be asking for from their partnersHow bookability connects back to your core objective: moving people from browsing to visiting, with as little friction and distraction as possibleIf you’re being asked to “make the site more bookable” - whether you’re planning a new platform or evolving an existing one - this episode will help you define what that really means, choose the right level of ambition for your destination, and design booking journeys that genuinely support both your visitors and your local businesses.

When a place hosts giant vegetable growing contests and chaotic football matches that run across town, you know you’re in the right podcast.In this episode of Destination Unknown: A Destination Website Podcast by DestinationCore, host Neil Prentice is joined by Will Wright and Jay Pratt to unpack one of the biggest topics in digital - artificial intelligence - and what it really means for destination websites, tourism marketing teams and place partnerships.Fresh from revisiting Royal Shrovetide Football and discovering the “Olympics of the vegetable world” in Malvern, Worcestershire, the team turn to AI and machine learning: what these tools actually do, how they intersect with search, and where they can genuinely add value for visitors and stakeholders.Drawing on years of building high-performance destination platforms, they demystify the jargon and focus on practical questions DMOs, LVEPs and BIDs are asking right now: Should we be using AI on our site? How? And where’s the line between clever automation and overkill?In this episode, we explore:What AI and machine learning really are in the context of destination and tourism websitesThe rise of AI as a channel: Google’s AI Overviews, ChatGPT and other large language models (LLMs), and how they change search behaviourWhy your website needs to act as a content hub - with well-structured, high-quality content that AI tools can actually find and understandThe role of CMS and headless architecture in distributing destination content to multiple channels, including AI assistantsWhen it makes sense to automate tasks (such as answering common questions or generating itinerary ideas) and when human judgement still matters moreHow to respond when stakeholders say “we need AI” without a clear use casePractical watchpoints around accessibility, audience readiness and not leaving less tech-confident users behindFuture opportunities for destinations as AI matures - and why this is an evolution, not the death of the destination websiteIf you’re being asked how AI should feature in a new or existing destination website, this episode will help you move the conversation on from buzzwords to a clear, grounded view of where artificial intelligence can make a genuine difference - and where your efforts are better spent elsewhere.

When an entire town turns a football match into a two-day rolling scrum across three miles, you know you’re in the right podcast. In this episode of Destination Unknown: A Destination Website Podcast by DestinationCore, host Neil Prentice is joined by Will Wright and Jay Pratt to dive into one of the most powerful topics in digital place marketing: personalisation for destination websites. After a quick detour into the wonderfully chaotic world of Royal Shrovetide Football in the Peak District, the team get practical about how DMOs, LVEPs, BIDs and place partnerships can use personalisation to turn large, unwieldy websites into focused, user-friendly experiences.Drawing on years of building high-performance tourism and destination platforms, they break personalisation down into clear, achievable layers - from simple filters through to AI-powered recommendations and community features.In this episode, we explore:What “personalisation” really means in the context of destination and tourism websitesThe difference between passive personalisation (on-page filters, themes, accessibility and sustainability tags) and logged-in experiences with saved preferencesHow AI and machine learning can surface relevant articles, events, offers and businesses based on on-site behaviour - and the risks of over-assuming what users wantWhy context matters: tailoring experiences for different devices, especially visitors using your site on mobile and in-destinationHow to design value exchanges so visitors willingly share information (interests, dates, themes) in return for better recommendationsPractical ways to introduce themed content (family-friendly, dog-friendly, food & drink, etc.) without needing huge teams or complex techThe emerging role of community features and user-generated content as part of a personalised destination experience - and the challenges of moderation and scaleWhy every destination website should offer some level of personalisation, and how to match your ambitions to your budget, resources and brand personalityIf you’re planning a new destination website, replatforming an existing site or simply trying to get more from tools you already have, this episode will help you cut through the hype and design personalisation that genuinely serves your visitors - rather than making assumptions for them.

Design, UX, Worm Charming and gravy wrestling… what more could you want from a podcast about destination websites?In this episode of Destination Unknown: A Destination Website Podcast by DestinationCore, host Neil Prentice is joined by Will Wright and Jay Pratt to unpack one of the most misunderstood topics in destination marketing: the difference between design and user experience (UX) – and why it matters so much for destination websites, tourism boards and place brands.After a quick catch-up on listener reactions to our Worm Charming story – and a new “weird and wonderful” detour into gravy wrestling in Lancashire – we get into the serious business of how visitors actually experience your site.Drawing on years of designing and optimising high-performing destination websites, the team explore how great UX quietly shapes user behaviour, while great design makes your place stand out and feel distinctive.You’ll hear:A simple, memorable analogy (involving a coffee mug) that explains design vs UX once and for allWhy UX is about how your site works – information architecture, wireframes, flows and accessibility – not just how it looksHow design brings your brand, personality and sense of place to life on screenThe role of UX in helping users complete key tasks: finding things to do, planning a trip, or moving from browsing to booking or visitingCommon mistakes destinations make when they prioritise visuals over usabilityWhy modern destination websites must be planned more like products and less like static brochuresHow design and UX work together to support your goals as a DMO, LVEP, BID or place partnershipIf you’re planning a new destination website, refreshing an existing platform or just trying to brief your designers more effectively, this episode will help you talk confidently about design and UX – and make better decisions that serve both your brand and your users.

What is a destination website actually for – and how do you know if yours is doing its job?In this first episode of Destination Unknown: A Destination Website Podcast by DestinationCore, we discuss the purpose of destination websites, who typically operates them, and the role they play for organisations such as DMOs, LVEPs, BIDs and Shopping Centres. We look at the value they create for users and stakeholders, the kinds of actions they should be designed to drive, and how they position themselves against OTAs and other travel platforms by focusing on local relevance and inspiration.We also introduce a recurring feature: a “weird and wonderful” event from the world of destinations. This time it’s the legendary Worm Charming championships in Cheshire, and what this kind of brilliantly niche event says about character, storytelling and giving people something memorable to connect with.In this episode, we explore:What the central purpose behind a destination website should beWho typically operates them (DMOs, LVEPs, BIDs, Leisure & Retail centres and place partnerships)The value they deliver for users looking for inspiration and planning supportThe visibility, impact and political value they create for stakeholders and partnersThe key user actions a modern destination website should be designed aroundHow these sites sit within the wider digital travel landscape alongside OTAs and global platformsWays to use local relevance and inspiration as a core point of differentiationIf you’re responsible for a destination website – or trying to explain its role to colleagues, partners or funders – this episode gives you a clear, practical way to articulate its purpose and why it deserves serious strategic attention.

Destination Unknown is a podcast for anyone responsible for a place website - DMOs, LVEPs, BIDs, local authorities, and destination partners.Hosted by the DestinationCore team, it’s a practical series focused on what good looks like in destination digital: planning smarter, designing better journeys, structuring content for discovery, using data to prioritise improvements, and exploring where AI can genuinely help (and where it can’t).Launching January 2026. Follow now and start from episode one.