In Destination Experiences

The Giant's Causeway is one of those places that has to be seen to be believed. With its 40,000 interlocking basalt columns, dramatic coastal setting, and views across the sea to Scotland, it's one of the world's most extraordinary natural wonders. But as Jennifer Michael, Business Development Manager at the National Trust Northern Ireland, explains in the final episode of our In-Destination Experiences Series, it's the stories, history, and sense of place that turn a visit into something truly unforgettable.

A lot of conversations about travel stay focused on the booking process, but the real opportunity begins once travelers arrive. What experiences do they choose? How do they discover them? And how is technology changing the way those bookings happen?

In the second episode of our In-Destination Experiences Series, Dan sits down with Aaron Fessler, Founder and CEO of TripWorks. Drawing on his background in enterprise technology and as the founder of the popular Las Vegas attraction Speed Vegas, Aaron shares a unique perspective on where the tours, activities, and attractions industry is headed.

Today's travelers aren't just choosing where to go, they're choosing what they'll experience once they get there. From immersive exhibitions and live music to unique cultural events, in-destination experiences have become one of the biggest drivers of how people choose, remember, and share their travels.

In the first episode of our In-Destination Experiences Series, Dan sits down with Rocío Trujillo, Regional General Manager for Southern Europe at Fever, one of the world's leading platforms for discovering live experiences. Rocío shares how Fever has grown by combining technology, data, and local market expertise to help people discover everything from intimate Candlelight concerts to immersive exhibitions and one-of-a-kind events.

Imagine walking into a distillery and being greeted by the master as a hologram who already knows your questions. That’s the bold vision of GeoTourist, and where our conversation with CEO Shaon Talukder begins. From its start as an “audio map of the world” to hosting community voices, screen tourism, and accessibility routes across 94 countries, GeoTourist is redefining how stories connect travelers to place.

Shaon shares how DMOs use the platform’s view-to-visit data to prove impact, why communities and fans create the most compelling tours, and how Holoxar—an AR layer powered by light AI—is bringing guides into real-world spaces without distraction. We also look ahead to the traveler’s near future: natural language interfaces, ambient AR glasses, and real-time translation that dissolve barriers.

Discover how Viator became the world’s go-to platform for in-destination experiences. Viator is transforming how travelers discover and book more than 400,000 unique activities worldwide. In this episode, Laurel Greatrix, Viator’s VP of Marketing, takes us behind the scenes of this powerhouse and its rapid rise.

Laurel reveals how Viator’s acquisition by TripAdvisor turned into one of the industry’s most successful partnerships, blending TripAdvisor’s massive audience with Viator’s unmatched supply network and fueling a staggering 200% growth in the first year of post-pandemic recovery.

Step into the wonderfully weird world of Meow Wolf as founder Vince Kadlubek takes us behind the refrigerator door to reveal the journey from a dumpster-diving art collective to a multimillion-dollar immersive empire.

In this episode, Vince shares how a scrappy group of twenty-something artists in Santa Fe - working restaurant jobs and transforming recycled materials into fantastical realms - grew into one of the most talked-about immersive experiences in the world. A chance connection with Game of Thrones author George R.R. Martin secured their first permanent home in an abandoned bowling alley, setting the stage for Meow Wolf’s meteoric rise.

We’re thrilled to conclude our Season 5 In-Destination series with a truly thought-provoking conversation featuring Joe Pine and Jake Haupert - two visionaries shaping the future of travel.

The future of travel is undergoing a profound transformation - shifting from curated experiences to a deeper focus on personal growth and self-discovery. At the heart of this evolution lies the emerging Transformation Economy, a $208 billion market shift that is redefining what travelers value and how the industry delivers on those expectations. In this week's episode, Experience Economy pioneer Joe Pine and Transformational Travel Council co-founder Jake Haupert discuss why this movement is far more than a passing trend - it’s a reimagining of travel’s true purpose.

Transformational travel stands apart from traditional tourism. It’s not about fleeting moments or checking off bucket-list destinations. Instead, it’s a holistic journey that unfolds in three essential phases: intentional preparation, immersive experiences, and meaningful reflection. Without this complete arc, the potential for lasting change often fades once travelers return home.

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.

In celebration of International Women's Day, join us for an engaging conversation on the Travel Trends Podcast with the internationally acclaimed Laura Sileo Pavat, the expert behind the prestigious brand homes for the global wine & spirits powerhouse Pernod Ricard.