The travel industry is evolving fast—how are you keeping up? Field Notes: Insights and Strategies for the Travel Marketer is your go-to podcast for expert insights, real-world strategies, and candid conversations with the people shaping the future of travel marketing. What You’ll Discover 🚀 Actionable Strategies – Learn from top industry experts, marketing leaders, and travel professionals as they share what’s working now. 🌍 Industry Trends – Stay ahead of emerging trends in digital marketing, destination branding, customer engagement, and more. 🎙️ Exclusive Interviews – Hear the voices behind successful campaigns, innovative tourism strategies, and game-changing marketing approaches. 📈 Real-World Insights – Get firsthand experiences, case studies, and behind-the-scenes knowledge from those who know the travel marketing landscape best.
Field Notes
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Podcast Overview
The travel industry is evolving fast—how are you keeping up? Field Notes: Insights and Strategies for the Travel Marketer is your go-to podcast for expert insights, real-world strategies, and candid conversations with the people shaping the future of travel marketing. What You’ll Discover 🚀 Actionable Strategies – Learn from top industry experts, marketing leaders, and travel professionals as they share what’s working now. 🌍 Industry Trends – Stay ahead of emerging trends in digital marketing, destination branding, customer engagement, and more. 🎙️ Exclusive Interviews – Hear the voices behind successful campaigns, innovative tourism strategies, and game-changing marketing approaches. 📈 Real-World Insights – Get firsthand experiences, case studies, and behind-the-scenes knowledge from those who know the travel marketing landscape best.
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Publishing Since
2/10/2025
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Recent Episodes
June 29, 2026
Research, Food & the Future of AI: A Conversation with Experience Kissimmee's Frida Bahja
In this episode of Field Notes: Insights and Observations for the Travel Marketer, Eric Hultgren sits down with Frida Bahja, Director of Research at Experience Kissimmee, for a wide-ranging conversation about the growing role of research in destination marketing. From earning a Ph.D. in tourism to helping shape one of the industry's most data-driven organizations, Frida shares how curiosity, interdisciplinary thinking, and evidence-based decision making are changing the way destinations operate. The conversation explores how tourism research intersects with environmental science, public perception, economics, and traveler behavior. Frida discusses projects ranging from harmful algae blooms and coral reef health to measuring resident sentiment and destination performance, illustrating why tourism is increasingly becoming a discipline that connects multiple systems rather than existing in isolation. Eric and Frida also dive into Experience Kissimmee's new Latin Food Trail and its partnership with Atlas Obscura. More than a culinary guide, the initiative celebrates the region's rich cultural diversity while positioning authentic local stories as a competitive advantage for the destination. Together, they discuss why food has evolved from a travel necessity into one of the defining reasons people choose where to visit. Finally, the conversation turns toward the future. As AI reshapes research, marketing, and destination management, Frida shares her perspective on balancing innovation with thoughtful governance, measuring ROI, and preparing organizations for a rapidly changing landscape. Key Takeaways Research is becoming a strategic function inside destination marketing organizations, not simply a reporting tool. Tourism increasingly intersects with environmental science, economics, sociology, and public policy. The pandemic accelerated investment in research and data-driven decision making across the DMO industry. Authentic culinary experiences are becoming a primary driver of destination choice. Great destination marketing celebrates community identity rather than simply promoting attractions. AI presents enormous opportunities for tourism research, but thoughtful governance and measurement will be just as important as adoption. Topics Covered Building a career in tourism research Environmental science and destination marketing Measuring resident sentiment and visitor behavior The growing importance of research inside DMOs Experience Kissimmee's Latin Food Trail Atlas Obscura partnership Food tourism and immersive travel experiences AI's role in destination research and governance Featured Guests Eric Hultgren, National Director of Content, Advance Travel & Tourism Frida Bahja, Director of Research, Experience Kissimmee
June 26, 2026
YouTube Is Still King: Why Travel Marketers Need to Think Bigger Than TV
In this episode of Field Notes: Insights and Observations for the Travel Marketer, Eric Hultgren makes the case that the biggest opportunity in travel marketing isn't on traditional television—it's on YouTube. Backed by the latest viewing data, Eric explores why YouTube has quietly become the dominant platform on the biggest screen in the house and what that means for destination marketing. Drawing on recent data from Nielsen and industry research, the episode reveals that YouTube now commands more television viewing than any individual media company, surpassing streaming giants like Netflix and Disney. Even more surprising, YouTube's growth isn't being driven solely by younger audiences. Viewing is increasing across nearly every demographic, with some of the fastest growth coming from older audiences watching on connected TVs in their living rooms. Eric argues that many destination marketing organizations are still treating YouTube as a social media channel when they should be viewing it as a television strategy. As audience behavior continues shifting toward creator-led content and long-form video, travel marketers have an opportunity to reach travelers where they're already spending their time—without the traditional barriers of broadcast media. The episode also explores Google's newest YouTube insights and creator tools, announced at Cannes Lions, which promise to give brands better visibility into trends, creators, and audience behavior. The takeaway is simple: don't wait for perfect measurement. The destinations that begin building a YouTube strategy today will be well ahead of those waiting for the rest of the industry to catch up. Key Takeaways YouTube now captures more television viewing than any other media company. Connected TV is accelerating YouTube's growth beyond mobile devices. Viewing continues to grow across every major demographic—not just Gen Z. Destination marketers should think of YouTube as part of their TV strategy, not simply their social strategy. Connected TV (CTV) and OTT campaigns may miss a significant audience if YouTube isn't included. Google's new YouTube insights and creator tools make it easier to understand audience behavior and content trends. The best time to build a YouTube strategy is before everyone else recognizes the opportunity. Topics Covered Nielsen's Media Distributor Gauge The rise of YouTube on connected TVs YouTube vs. Netflix and traditional television CTV and OTT advertising strategies Google's latest YouTube analytics announcements What destination marketers should do next
June 25, 2026
Editing the Dream: When the Destination Isn't the Point
In this episode of Field Notes: Insights and Observations for the Travel Marketer, Sara Dyer explores a subtle but important shift in traveler behavior. As rising travel costs force people to rethink vacation plans, the real story isn't that people are giving up on their dream trips—it's that they're redefining what those dreams actually are. Rather than viewing a domestic getaway as a consolation prize for skipping Europe, Sara argues that many travelers are beginning to separate destinations from the emotions they hope those places will provide. Maybe the goal was never Italy itself. Maybe it was beauty, discovery, incredible food, slower mornings, or unforgettable stories. And those experiences can often be found much closer to home. The episode also examines how social media has homogenized travel inspiration. Endless feeds of Amalfi Coast sunsets, Santorini rooftops, and Bali beach clubs have created a shared vision of what the "perfect vacation" should look like. But as prices rise and travelers reconsider their options, destinations have an opportunity to compete on something much more meaningful than prestige: the feeling they create. For destination marketers, the takeaway is profound. You're no longer competing only against other destinations. You're competing against every way someone could spend their time, money, and attention. The winners will be the places that understand the emotional outcome travelers are seeking—and tell stories that promise that feeling rather than simply promoting a location. Key Takeaways Travelers are increasingly choosing experiences based on the feeling they want, not simply the destination's name. Rising travel costs are changing decision-making, but they aren't eliminating the desire to travel. Social media has standardized many travel aspirations, creating opportunities for overlooked destinations. Destinations compete with experiences—not just other places—including concerts, sporting events, RV adventures, and shorter, more frequent trips. Prestige is becoming less important than perceived value and emotional return. Great destination marketing focuses on the transformation a traveler wants to experience, not just the attractions they'll visit.
51 total episodes available
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