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!