Field Notes

In a World of AI, Is Friction the New Feature?

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/.
 

SEO + GEO + AEO Lesley Delchamps Talks Search vs Answers

In this episode of the Field Notes podcast, host Eric Hultgren sits down with Creative Director Lesley Delchamps to explore how digital marketing is evolving in the age of AI. The conversation focuses on the shifting roles of: SEO (Search Engine Optimization)  the traditional strategy to rank on search engines, AEO (Answer Engine Optimization), tailoring content for direct answers in AI tools, GEO (Generative Engine Optimization)  preparing content to be pulled into AI-generated responses, like those from ChatGPT. The two dive into ChatGPT Shopping, a new feature that offers personalized product recommendations directly within AI conversations, bypassing Google entirely. For travel marketers, this signals a major change: AI is becoming the starting point for consumer discovery. Lesley and Eric unpack what that means for destination marketing teams and how to stay ahead. The takeaway? Marketers must embrace all three strategies—SEO, AEO, and GEO—to ensure their content is discoverable, AI-friendly, and positioned to influence travel decisions in this new era of search.

Emerging Trends in Travel with Sara Dyer

In this episode of "Field Notes: Insights and Observations for the Travel Marketer," hosts Eric Hultgren and Sara Dyer discuss a new study breaking down travel trends for 2025 into four distinct categories and share strategies for travel marketers to connect with potential travelers.
Key points covered:
Digital Content Strategy
Social Media's Influence
Creating Shareable Experiences
Addressing All Stages of the Travel Journey
Eric and Sara emphasize the importance of word-of-mouth marketing alongside digital strategies and discuss how smaller organizations without dedicated content teams can create effective social media content. They also highlight AI's growing role in helping travelers discover new destinations based on their preferences and interests.
 
Get the Snapchat study here 

The Magic of Marketing with Bennie F. Johnson

🎙️ Welcome to Field Notes: Insights and Observations for the Travel Marketer In this episode, host Eric Hultgren sits down with Bennie F Johnson, CEO of the American Marketing Association (AMA), for a wide-ranging conversation that blends culture, curiosity, and the ever-evolving world of marketing. From walkout songs to why travel marketers need a fresh perspective, Bennie shares his unique take on what makes marketing magical—and why we're living in a golden age for the profession. We dive into everything from high school certifications and the power of local AMA chapters to Fortnite collaborations and how to see familiar destinations with new eyes. 💡 Whether you’re a seasoned travel marketer or just looking to reignite your creative spark, this episode is packed with insight, laughter, and inspiration. 📌 Topics Covered: The AMA’s growing influence in marketing education, reclaiming creativity when you're feeling stuck; Marketing as art, science, and magi,c The importance of storytelling and context in trave,l Why curiosity is a marketer’s superpower

Fonts, Feelings & the Future: A Conversation with Monotype's Terrance Weinzierl

In this episode of Field Notes: Insights and Observations for the Travel Marketer, we explore the hidden power of typography with Terrence Weinzierl, Executive Creative Director at Monotype.
From cereal boxes to city branding, and from thumbnails to travel brochures, Terrence explains how fonts shape perception, evoke emotion, and help tell a brand’s story—sometimes without using a single full word. We talk about what McDonald's and Kellogg are getting right with their type choices, how travel marketers can think differently about fonts, and what the future holds when AI starts personalizing typography to each individual.
🔤 Highlights include:
How Terrence went from comic books to custom fonts for Domino’s and PBS
The branding superpower behind just two letters: "OG" for Kellogg’s
Monotype’s new “Revision” report and the emotional connection between sound and type
Why every place has a “typographic voice”—and how travel marketers can find it
The future of adaptive typography, AI, and the possibility of fonts that change just for you
🎧 Whether you work in tourism, branding, or just love the quiet art of letterforms, this is an episode that proves good type is more than just pretty design—it’s a voice, a vibe, and a vital tool in modern marketing.
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Brand, Adaptability, and AI: Navigating the Future of Destination Marketing with Holly Laurencelle

On this episode of Field Notes: Insights and Strategies for the Travel Marketer, host Eric Hultgren sits down with Holly Laurencelle, Senior Sales Manager for the Midwest at Advance Travel and Tourism. They dive into the importance of branding in the travel space and explore how DMOs can adapt when the weather doesn’t cooperate—including real-world examples like Munising’s pivot from snowmobiling to UTV adventures.
The conversation also covers the growing influence of AI in travel planning, with 53% of U.S. travelers expected to use AI to plan their trips in 2025. Holly shares insights on how destination marketers can optimize their content for AI-driven search, leverage chatbots for visitor engagement, and avoid the pitfalls of generic AI-generated content.
Finally, they discuss the #1 hire a DMO should prioritize in 2025 and why strong content creation is the key to standing out in an increasingly competitive digital landscape.
Tune in for a strategic, forward-thinking discussion on the future of travel marketing!

Kyle Stichtenoth on Brand, AI, and how to Stand Out in the Travel Space

Join host Eric as he sits down with Kyle Stichtenoth, Senior Director of Digital Sales and Strategy at Advanced Travel and Tourism, for an insightful discussion on the evolving travel industry landscape. With 15 years of industry experience, Kyle shares valuable insights on:
How COVID changed travel marketing and consumer behavior
The shift from coastal to inland travel trends for 2025
Why 53% of Americans are using AI for travel planning
Creating effective destination marketing strategies
The true meaning of brand beyond logos and colors
Tips for DMOs to stand out in a crowded market
Kyle breaks down how destinations can leverage AI, create compelling itineraries, and build authentic brand experiences that resonate with modern travelers. Whether you're a DMO professional, travel marketer, or industry enthusiast, this episode offers actionable insights for navigating the future of travel marketing.

Field Notes How Marketers Should Think about AI with Mike Yates

 
In this episode of Field Notes, host Eric Hultgren sits down with Mike Yates, Senior Product Designer at Teach for America’s Innovation Lab, to explore the evolving role of AI in marketing—specifically in the travel industry. Mike shares his perspective on "dexterity over literacy", emphasizing the importance of hands-on experimentation with AI over theoretical knowledge.
The conversation dives into key topics such as:
How AI in education parallels its use in travel marketing.
The hidden yet powerful influence of AI on consumer decision-making.
Why brand experience matters more than ever in an AI-driven world.
The myth of the "frictionless" travel experience—when adding friction can actually improve engagement.
How AI-powered recommendation engines like TikTok and ChatGPT are reshaping how consumers discover and book travel.
Mike also discusses his approach to AI curiosity—including debating with AI models and testing their predictive capabilities—to help marketers understand how to use these tools effectively before they become invisible yet essential parts of our daily lives.
Tune in to gain actionable insights on how AI is shaping the future of travel marketing and why embracing AI dexterity is the key to staying ahead.