Field Notes

As a travel marketer, the AI landscape is shifting fast and last week’s update to ChatGPT might be the biggest change yet. In this episode of Field Notes, Eric Hultgren breaks down what GPT-5 means for you and your DMO team, and how to turn this leap in AI capability into a competitive advantage. We’ll walk you through a set of high-impact prompts you can start testing today in GPT-5 or A/B against other models like Claude or Perplexity to inspire travelers, personalize experiences, and drive more bookings.

 

Whether you’re new to AI o...

In this episode of Field Notes, host Eric Hultgren sits down with Emily Clay from Advance Travel & Tourism to explore the world of eco tourism. With a deep background in sustainability, Emily shares insights into how destinations can identify and amplify their eco-forward efforts in ways that are both authentic and effective.

The conversation covers:

What initially drew Emily to the topic of eco tourism

How travel marketers can recognize and support sustainable tourism practices in their regions

The importance of transparency and reporting when promoting eco-focused initiatives

The...

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...

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. Fo...

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...

🎙️ 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 destina...

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.

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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 de...

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...

 

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-dr...