Laura Sileo Pavat, Global Head of Brand Homes at Pernod Ricard, returns to Travel Trends to explore how spirit tourism is transforming cultural connections across the globe.

With over 35 brand homes spanning four continents, Pernod Ricard has reimagined these spaces as immersive destinations that tell authentic stories and forge lasting emotional bonds. From the award-winning Jameson Distillery in Dublin to the architecturally striking Rabbit Hole in Louisville's arts district, these experiences highlight a new way for travelers to engage with places and their narratives.

The discussion takes us to extraordinary locations like Scapa Distillery in Scotland's remote Orkney Islands, where a boat shelter-inspired building overlooks historic waters, and TX Whiskey Ranch in Fort Worth, which evolves from a working distillery by day to a vibrant community hub by night, hosting everything from live country music to yoga sessions. Laura reveals how these brand homes foster genuine connections with local communities through collaborations with regional artisans, musicians, and chefs—such as TX Whiskey’s bottle caps made from recycled cowboy boot leather or locally-crafted goods at Casa Altos in Mexico.

In the kickoff episode of our "In-destination Experiences" series, we speak with Christian Lachel, Chief Creative Officer of BRC Imagination Arts, who has spent over 25 years crafting some of the world's most engaging travel experiences. From the award-winning Jameson Distillery Bow Street in Dublin to the Ford Rouge Factory Tour, Christian shares the secrets behind designing spaces that transform how visitors think, feel, and connect.

We dive into the $1.3 trillion in-destination experience industry, exploring how Christian's team turns ordinary venues into unforgettable memory-makers. A standout example is the Jameson Distillery, where they doubled capacity while capturing the essence of Irish hospitality and storytelling.

Christian also highlights how thoughtfully designed travel experiences can counteract digital disconnection, fostering play, connection, and shared moments. His optimistic approach shows how technology can enhance, not replace, human interaction.

Mark your calendars—Phocuswright Europe is heading to Barcelona from June 10-12, 2025, bringing the premier travel technology conference to the iconic Palau de Congressos de Catalunya, just steps away from the luxurious Gran Meliá hotel. With a new venue and an executive-driven agenda tailored specifically for the European market, this event promises to redefine the conversation on the future of travel.

Why is Phocuswright Europe a Must-Attend Event?

At the core of Phocuswright Europe is an intentional focus on senior leadership and decision-makers. “Our speakers are all CEOs and presidents,” shares Pete Comeau, Managing Director of Phocuswright. “The attendees are typically director-level and above.” This unique concentration of C-suite executives creates a high-impact environment for organic partnerships, quick deal-making, and live discussions that shape tomorrow’s travel landscape.

Learn how Mitch, Chris, and Pete from the Tourpreneur team are redefining the art of travel. Their collaboration showcases the exciting potential of immersive travel and how it’s reshaping the future of the industry. Through their expertise and passion, they reveal how to create unforgettable journeys, explore strategies to convert interest into bookings, and elevate the travel experience.

The focus of this episode highlights the critical role of blending technology with authentic human connection in the travel industry.

We also dive into how Navi Savi's library of over 125,000 geolocated short-form videos across 180+ countries redefines the way businesses and travelers interact. Learn how travel professionals including travel agencies and airlines can use this authentic, real-time content to create more engaging customer experiences.

What if travel could be more than just a series of sights and sounds, but rather a transformative journey that resonates with your passions? Join us as we explore a world of personalized adventures and innovative tourism trends set to redefine your travel experiences by 2025.