How to Make Data Actionable for your destination

Most destinations aren’t short on data—they’re short on decisions.

In this episode of Field Notes, Eric Hultgren sits down with three operators who live at the intersection of data, strategy, and real-world application: Frida Bahja, Ktimene Axtell, and Josh Gibson.

The conversation cuts through the noise around “more data” and gets to the harder question:
How do you actually turn it into action that changes outcomes?

You’ll hear:

• Why most DMOs don’t have a data problem—they have a translation problem
• The gap between what data vendors promise and what teams can actually use
• How to move from dashboards to decisions (and why most teams stall in between)
• What “verified behavior” really means—and why intent signals are shifting fast
• How Tennessee used data to drive growth in underperforming counties—and what that reveals about scalable strategy
• Why speed matters more than precision in modern data environments
• The emerging tension between AI, sustainability, and tourism growth

And then it pivots.

Eric reframes the entire conversation through the lens of zero-click search and AI decision-making, where travelers don’t visit your website, but still make decisions about your destination.

That shift changes everything:

• What data matters
• What content gets surfaced
• And what “visibility” actually means now

This isn’t a conversation about tools.
It’s about how to think differently when the system itself has changed.

If you're responsible for growth, storytelling, or strategy in travel—this is the episode that forces a reset.