One of the best parts of being in the Tourism industry for many years is the people I meet. Our industry has an endless list of talented, hardworking, fun-loving and creative professionals. I created Tourism Pro Talks to give you a peek into their lives and careers. Feel free to ask questions in the comments section, and I will follow-up with the guests interviewed. This week we hear from a Tourism Power Couple – Karen Eylon from the Union County Ohio CVB and her husband Amir from Longwood International. They are some of the nicest people in the industry and full of good information in this interview!
Tell us a bit about how you got started in the tourism industry.
Karen: I “fell” into it. My career in the tourism industry started with a position at E.F. McDonald, located in Dayton, Ohio. The organization was a subsidiary of Carlson Marketing Group specializing in travel incentive programs. I was fascinated to learn that companies could increase their bottom line by motivating their employees through travel-based performance rewards. It was a win-win for all, and I was hooked.
Amir: My first job in the industry was when I was an undergrad in college. I took a job as a Bellman in the Ramada Inn by the airport in Dayton, Ohio. It was perfect as I could work nights and weekends. Plus, we had all the major airline crews, so it was my job to keep them happy (lots of tips for a poor college student!). I wore many hats during my two years there: I was a bellman, airport shuttle driver, banquet set-up, and room service delivery, and eventually ran the weekend night audit too!
What is your current job and what are your primary responsibilities?
Karen is: the director of the Union County Convention & Visitors Bureau, in Union County, Ohio. I oversee all aspects of our destination marketing organization, including product and partner development, destination management, sales, marketing, communications, event planning, and the oversight of our welcome center/retail space.
Amir is : the President and C.E.O. of Longwoods International, a market research consultancy specializing in the Travel & Tourism Industry. As such, I oversee all team operations, business development, partnerships, finance and administration.
What are some of the changes you have seen since you began your career?
Karen It’s telling of my age, but I began my career in an era prior to the technological advancements that we’re accustomed to today. When I started in sales, we didn’t have computers and would track our sales efforts in what was called a “tickler file,” using paper files for each customer/prospect. It’s hard to fathom today – a workday without PCs, the internet, cell phones, email, even voicemail. I remember being busy and away from my desk, only to return to a stack of pink message slips! Despite the advancements in technology, one area that hasn’t changed is the need to remember that this is an industry built on relationships. We’re in the business of economically impacting our organizations and/or communities through travel and visitation and it all begins with relationships.
Amir: First and foremost, technology’s impact on travel… from the internet to the devices we use… When I took my first industry job in 1989, email was a rarity and people ran around with pagers vs. smartphones… and you could not book a hotel or plane ticket online yet! And there was zero social media!
In terms of destination marketing, I have seen the life cycle of trends go from three to five years down to basically 3-5 months!
What tourism trends are you seeing that will impact your job and how you work in the next 2 years?
Karen: The continuous advancement of technology and how travelers and planners make their travel decisions requires that we remain engaged and nimble. Although imperative to stay on top of trends, it can be challenging. I continue to remain open,while working to strike a balance with new and traditional advertising, marketing, and data options that move the needle and make a difference.
Amir: Technology continues to evolve at high speed, so everyone (no matter how junior or senior in an organization) must learn to adapt and embrace. Also, the sources of available data have exploded exponentially… Just as most DMO’s created positions in their organizations to manage or coordinate social media efforts when that medium grew rapidly, the successful DMO of the future will need an analyst position on board to coordinate all of the incoming data and help pull together what is relevant to help guide the marketing or help tell the story of the destination. Even though new tools are evolving to help do this, there will still be a need to have someone oversee and manage the data flow and dissemination.
It’s vacation time – where do you go?
Karen: Our family traditionally visits the destination of Carillon Beach, Florida. It’s relaxed, steeped in memories and a beautiful escape. Of course, I have a revolving bucket list of domestic and international destinations that I hope to get to, once we plow through tuition bills for our college-age children. 😊
Amir: Carillon Beach, Florida (Just off the famous Highway 30A in the Panhandle)… It offers the seclusion by the beach that my wife and I seek… I travel so much that I just love to take a week and not move from my beach chair and truly disconnect on the pearly white sand and turquoise waters of the panhandle!
What is your favorite app and tell us a bit about it.
Karen: I’m grateful for banking and social media apps! To be able to pay bills and stay connected at a touch is wonderful!
Amir: You know… like most people, I only regularly use about 10% of the apps I have downloaded… BUT… I am a foodie and I spend over 100 nights per year on the road… Sooooo… I live by OpenTable! It helps me manage multiple business dinners and special events… (and even family special occasions that I can plan from the road)!
What is your favorite tradeshow and why?
Karen: As a smaller destination, our organization doesn’t have the budget (yet) to afford more than a few market-specific (mainly group tour) tradeshows a year. With that, Heartland Travel Showcase has consistently provided strong ROI for our organization. I do miss some of the shows that I’ve attended in the past, namely IPW and ITB. Aside from the business development opportunities, these shows were (and continue to be) great reminders on a global scale of how travel connects, inspires, and changes us. From a professional development standpoint, my favorite educational meetings have always been U.S. Travel Association’s ESTO and Destination International’s annual convention.
Amir: I actually attend more conferences that tradeshows given the nature of my business… My top two every year are U.S. Travel’s ESTO and the Destinations International Annual Convention. The best sharing among colleagues happens at those two events. We can really sit around and discuss where things are going and learn from our clients about what keeps them up at night… and then add a layer of top-notch education sessions to spur the discussions at the booth, hotel bar, or evening event, and it’s a perfect combination!
What advice do you have for someone just getting started in the tourism industry?
Karen: As it’s about relationships, I would encourage those new to the industry to find opportunities to connect, engage, listen and despite the challenges of a busy industry; remember that customer service is always king! Even with the efficiencies with digital communication, it’s helpful to take time to “get out of the trenches” to meet with partners, customers, and stakeholders face-to-face. Know that there are seasoned professionals (like me!) hoping to learn from you, as we in turn; share our insights.
Amir: Three things:
Listen and seek to understand… We are a diverse industry with a wealth of knowledge and experience among may layers and verticals… Become a sponge and absorb all that you can…
At the same time, get involved! Join and become active in the professional trade associations or networking organizations… volunteer… Show your passion for the industry outside of the office too! Those connections you make will become invaluable!
Finally, find a mentor or two… Most career paths in our industry are not a straight line (I went from hotels, to airlines, to local DMO, to state tourism office, to Hotel association, to state tourism office, to Brand USA, to running a tourism market research consultancy… I NEVER would have plotted that out in my career path! BUT… I had a couple of mentors early on in my career who saw my passion and pushed me outside of my comfort zone to try new things and I am eternally grateful. One of those early mentors was my wife, Karen, who taught this hotel guy a thing or two about DMO’s! Even today, after 30 years in the industry, I have a couple of mentors that I use as my sounding board and counsel.
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Great interview. I have known Karen and Amir for many years, having also started in tourism in Dayton Ohio. They are great people and the knowledge and passion they have for our industry has helped inspire me during my own career.
I’m glad you enjoyed their interview Doug. They truly are shining stars in the industry and I know many of my readers learned about how to succeed in our industry from their responses.