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You can tell travelers a story
they want to hear ...




Or you can tell a story that
makes the world a better place.

You keep your website updated and send out
press releases with new offerings and itineraries.

You faithfully post to Instagram, interact with potential travelers
on Facebook, and respond to inquiries via chatbot.

And once travelers’ feet are on the ground,
you provide additional information and answer questions.

Let’s face it:
As a professional working in the tourism industry,
you are always in communication with
travelers and would-be travelers.

But do you communicate with intention?

Are you maximizing your messaging so that it activates
meaningful behavior change in travelers?

Does your storytelling...

  • Empower individuals?
  • Embody equity and inclusivity?
  • Support sustainable development?

Or are you using an outdated playbook that gets the message across —
but doesn’t necessarily leave a lasting, positive impact?

The good news? 
 You are a storyteller at heart. 

Now harness that superpower to make your business 
 — and the world — a better place.

Strategic Storytelling for Travel Service Providers:

A Master Class Series

Turning Travelers Into
Engaged Global Citizens

SIGN UP TODAY

for one or more online master classes tailored to
address your specific storytelling pain points.


Walk away with the knowledge and tools
you need to develop and implement
intentional, empowering, responsible, and memorable
travel-focused messaging and communications.

Master Class #1:
How to Improve Your Travel-Related Messaging, Communications, and Storytelling Today

Date:
Monday, April 5, 2021


Master Class #2:
How to Develop Responsible and Inclusive Communication

Date:
Monday, April 12, 2021


Master Class #3:
How to Enhance On-The-Ground Storytelling Opportunities

Date:
Monday, April 19, 2021


Master Class #4:
Tapping Local Storytellers for More Responsible,
Transparent, and Memorable Stories

Date:
Monday, April 26, 2021


All classes held at:
9:00 a.m. PDT / 12:00 p.m. EDT / 5:00 p.m. BST / 7:00 p.m. EEST

Single master class: $49
Master class bundle: $149

Choose the master classes you need to:

Create the conditions so travelers become organic word-of-mouth ambassadors for your destination or brand. Money can’t buy this kind of endorsement.
Improve your travel-related storytelling today. Understand what mindful storytelling is so you can evaluate how to make immediate changes to your current communication practices.
Develop responsible
and inclusive communication. Recognize and correct problematic issues common in
travel-related storytelling.
Enhance on-the-ground storytelling opportunities. Use universal challenges as story starters and engage travelers in a way that activates behavior change.
Tap into the power of local storytellers. Infuse more responsible, transparent, and memorable stories into your travel experiences and destinations with on-the-ground partnerships.

Time is of the essence.

The tourism industry has never been in a more precarious position. You — like everyone else in the industry — are eager for travel to bounce back.

But the messaging we use now matters.
And the storytelling practices we put in place as
soon as travelers return are pivotal in shaping
the future of the tourism industry.

As a person invested in tourism’s future,
you have a monumental decision to make today:

Double down on the messaging you’ve always used.


- OR -

Commit to using more intentional
and strategic storytelling that:

  • Positively impacts local people
  • Regenerates the environment
  • Sustainably supports the destinations you represent

and turns passive travelers into
  engaged global citizens.  

You know how powerful travel can be.

Yet the tourism industry has propped up damaging myths and perpetuated
destructive practices since its inception.

It has done this by:

  • Focusing primarily on travelers.
  • Telling travelers what they want to hear.
  • Framing travel as something that is comfortable and easy.
  • Marketing sanitized and simple products.
  • Engaging travelers through the purchase but rarely beyond.
  • Prioritizing international travelers.
  • Focusing on awareness and education without activating behavior change.
  • Inappropriately engaging with local communities.
  • Specifically appealing to young, white, cis, able-bodied people.
  • Using deficit framing and shaming.
  • Avoiding urgent global challenges.
  • Oppressing marginalized people.
  • Supporting systemic practices that amplify the dominant narrative.
  • Sharing a single narrative or empowering a single storyteller.

Poorly executed communication and
storytelling are partially to blame.

What you say — and how you say it — matters a great deal.

person note-taking while speaking with two women outdoors

Ask yourself:
Are you maximizing storytelling in an
intentional, meaningful way that empowers
people and supports the environment?

Or could your communications
actually be causing harm?

If you’re not sure, let’s fix that problem.

Master Class #1: How to Improve Your Travel-Related Messaging, Communications, and Storytelling Today
Woman at train station holding phone and smiling

Understanding problematic communications practices that are common in the tourism industry builds a solid foundation for creating and implementing more mindful, meaningful, and equitable messaging and storytelling.

By the end of this master class, you will have the skills and tools to:

  • Understand what mindful storytelling is and why it is essential in the tourism context.
  • Break down destructive tourism myths.
  • Evaluate your current communications with intention.
  • Identify three key areas for immediate improvement.

Specific topics covered:

  • Untangling the tourism marketing problem
  • Common problems within customer communications plus opportunities to do better
  • Making better use of on-the-ground interactions
  • Support for complicating the narrative and turning challenging situations into meaningful conversations
  • Trip cohesion and itinerary creation through storytelling
  • Understanding who currently tells stories in the tourism context
  • Identifying new storytellers

Sign up for this class if:

  • You want or need an overview of responsible communication practices.
  • You don’t know what responsible storytelling is.
  • You want quick actions for better storytelling to put in place today.
  • Your company or destination is falling into destructive communication traps.
  • You aren’t sure if the story you intend to tell is the one travelers are receiving.
  • You aren’t taking full advantage of storytelling across your company or destination.

Date: Monday, April 5

Time: 9:00 a.m PDT / 12:00 p.m. EDT / 5:00 p.m. BST / 7:00 p.m. EEST

Length: 1.5 hours

Our three-tiered pricing is based on the World Bank’s Country and Lending Group data.

Please select the pricing structure that's most relevant to your situation.
Learn more about Rooted’s tiered pricing structure.

Master Class #1: How to Improve Your Travel-Related Messaging, Communications, and Storytelling Today is limited to 12 participants.
Reserve your spot today!

Register for all four master classes and save money!

Master Class #2: How to Develop Responsible and Inclusive Communication

The tourism industry exists because of travelers. In order for travel to “be a force for good,” the communication we have with travelers needs to be transparent, accessible, and equitable. This is especially important prior to a trip, so they are primed with the right expectations, intentions, and information to do minimal harm.

By the end of this master class, you will have the skills and tools to:

  • Navigate the catch-22 of tourism marketing.
  • Know the key questions to ask in developing communications materials.
  • Recognize and correct problematic issues commonly found in travel-related storytelling.

Specific topics covered:

  • Common tropes used to attract travelers
  • Harm caused by the dominant narrative
  • Language choices
  • Sanitization in storytelling
  • Multi-media considerations
  • Understanding the deficiency narrative
  • How current communication practices run counter to regeneration
  • Opportunities for improvement in traveler communications
  • Working with content creators
  • Helping travelers tell a better story
woman writing in a notebook on the edge of a green hillside
Woman giving tour

Sign up for this class if:

  • You develop messaging for travelers at any stage of the customer journey, but especially prior to travel.
  •  You want to set proper expectations for travelers.
  • You struggle with developing communication about your destination, service, or product.
  • You are concerned about your current communication or storytelling practices.
  • You want to understand how common storytelling practices maintain inappropriate expectations and can encourage unwanted behavior on behalf of travelers.
  • You work with travel writers, influencers, and other content creators.

Date: Monday, April 12

Time: 9:00 a.m PDT / 12:00 p.m. EDT / 5:00 p.m. BST / 7:00 p.m. EEST

Length: 1.5 hours

Our three-tiered pricing is based on the World Bank’s Country and Lending Group data.

Please select the pricing structure that's most relevant to your situation.
Learn more about Rooted’s tiered pricing structure.

Master Class #2: How to Develop Responsible and
Inclusive Communication is limited to 12 participants.
Reserve your spot today!

Register for all four master classes and save money!

Master Class #3: How to Enhance On-The-Ground Storytelling Opportunities

Once travelers are on their trips, we tend to disengage from the storytelling experience, but this is an under-utilized and powerful time to help travelers embrace a more meaningful — and story-worthy — experience.

By the end of this master class, you will have the skills and tools to:

  • Use challenges as story starters.
  • Develop cohesion across a trip or destination.
  • Engage travelers in a way that activates behavior change.

Specific topics covered:

  • The myth of the perfect destination
  • Talking about difficult environmental and socio-cultural issues
  • Using challenges as story starters
  • 5 key features of impactful storytelling
  • Using a trip or destination to frame storytelling
  • What does and does not work in activating behavior change in travelers
Woman backpacking at sunset
Man showing travelers giant mushrooms in a forest

Sign up for this class if:

  • You interact directly with travelers.
  • You train or create strategy for tour guides and other frontline service providers.
  • You struggle with developing communication about your destination, service, or product.
  • You want to help DIY travelers have a more meaningful and positively impactful experience.
  • You want to appropriately and more robustly tell a destination’s story.
  • You aren’t sure how to talk about the climate emergency, racism, or other controversial or difficult topics with travelers.
  • You want to help move clients from passive travelers to engaged environmental and socio-cultural ambassadors.

Date: Monday, April 19

Time: 9:00 a.m PDT / 12:00 p.m. EDT / 5:00 p.m. BST / 7:00 p.m. EEST

Length: 1.5 hours

Our three-tiered pricing is based on the World Bank’s Country and Lending Group data.

Please select the pricing structure that's most relevant to your situation.
Learn more about Rooted’s tiered pricing structure.

Master Class #3: How to Enhance On-The-Ground
Storytelling Opportunities is limited to 12 participants.
Reserve your spot today!

Register for all four master classes and save money!

Master Class #4: Tapping Local Storytellers for More Responsible, Transparent, and Memorable Stories

Utilizing a diverse, dynamic array of storytellers not only creates a more interesting story about your destination, product, or service, but it also has powerful ripple effects.

By the end of this master class, you will have the skills and tools to:

  • Understand how stories currently shape the travel experience.
  • Unlock the relationship between storytelling and sustainable development.
  • Identify local, unexpected storytellers.

Specific topics covered:

  • Colonialism and the dominant story
  • Benefits of amplifying local storytellers
  • The win-win-win connection of tourism, sustainable development, and community advocacy
  • 4 ideas for finding new storytellers
  • Managing power dynamics
  • How to identify and approach storytellers
Two women on top of a mountain looking out into the distance
Three women studying together at a tabe

Sign up for this class if:

  • You train or create strategy for tour guides and other frontline service providers.
  • You want to help DIY travelers have a more meaningful and positively impactful experience.
  • You develop itineraries for a tour company.
  • You want to develop relationships with local partners.
  • You think it’s important to break the colonial model of tourism.
  • You want to encompass more voices and people in your travel experiences.
  • You want to learn how to use storytelling to support sustainable development efforts.

Date: Monday, April 26

Time: 9:00 a.m PDT / 12:00 p.m. EDT / 5:00 p.m. BST / 7:00 p.m. EEST

Length: 1.5 hours

Our three-tiered pricing is based on the World Bank’s Country and Lending Group data.

Please select the pricing structure that's most relevant to your situation.
Learn more about Rooted’s tiered pricing structure.

Master Class #4: Tapping Local Storytellers for More Responsible,
Transparent, and Memorable Stories is limited to 12 participants.
Reserve your spot today!

Register for all four master classes and save money!

Strategic Storytelling for Travel Service Providers: The Master Class Bundle

Register for all four master classes and save!

Storytelling is a powerful tool that you already have.
Feel confident you are maximizing it in all aspects of your work.

The master class bundle includes access to:

Woman at train station holding phone and smiling

Master Class #1: How to Improve Your
Travel-Related Messaging, Communications,
and Storytelling Today

Date: Monday, April 5
Time: 9:00 a.m PDT / 12:00 p.m. EDT / 5:00 p.m. BST / 7:00 p.m. EEST
Length: 1.5 hours

Woman doing work outdoors at a table by the beach

Master Class #2: How to Develop
Responsible and Inclusive Communication

Date: Monday, April 12
Time: 9:00 a.m PDT / 12:00 p.m. EDT / 5:00 p.m. BST / 7:00 p.m. EEST
Length: 1.5 hours

Man and woman chatting over a lunch of street food

Master Class #3: How to Enhance
On-The-Ground Storytelling Opportunities

Date: Monday, April 19
Time: 9:00 a.m PDT / 12:00 p.m. EDT / 5:00 p.m. BST / 7:00 p.m. EEST
Length: 1.5 hours

Master Class #4: Tapping Local Storytellers
for More Responsible, Transparent,
and Memorable Stories

Date: Monday, April 26
Time: 9:00 a.m PDT / 12:00 p.m. EDT / 5:00 p.m. BST / 7:00 p.m. EEST
Length: 1.5 hours

Two women chatting and eating outside

Sign up for these classes if:

  • You want to take full advantage of all four master classes and save nearly 25%!
  • Communication is essential in all aspects of your work.
  • You train others in your company or destination about storytelling.
  • You want to build a strong foundation in communication as you begin your career.
  • You recognize the importance in thinking mindfully about language and messaging.
  • You are committed to supporting sustainable development in your work, and you know you need this knowledge to stand behind your commitment.

Our three-tiered pricing is based on the World Bank’s Country and Lending Group data.

Please select the pricing structure that's most relevant to your situation.
Learn more about Rooted’s tiered pricing structure.

Every single master class includes:

  • At least 45 minutes of instruction
  • At least 30 minutes of Q&A
  • Pre-class prompts so you can begin thinking about your specific situation related to the class content
  • Takeaway activities so you can apply what you’ve learned right away
  • Additional tools and resources to enhance learning
  • A recording of the class

Why storytelling?

There are so many factors at play when developing the perfect travel experience:

  • The perfect itinerary
  • The right tour guide
  • The ideal traveler at the ideal time
Woman gazing out the window of a jeepney (bus) while holding a backpack
Tourist meeting and shaking hands with a local Brazilian villager

 At the heart of all these is communication:

  • How the itinerary tells an overarching story that leaves a lasting impression.
  • What strategies the tour guide uses to take travelers from interest to activation.
  • If travelers have the right expectations for appropriately interacting with local people, experiences, and the environment.

The good news?
You already have the skills to step up your storytelling game!

Storytelling is:

Innate.

You have the skills. Now you have to sharpen them!

Natural.

Everyone interacts with other people. Tap into human nature!

Heart-centered.

People connect with shared connections, not data and facts.

Free.

You are already communicating with travelers. It doesn’t cost anything extra to do it mindfully, meaningfully, and with intention.

Who are these master classes for?

Professional talking with two villagers


Destination Representatives


Attract the right travelers while promoting unique local stories and supporting your destination’s sustainable development goals.

Traveler speaking with local villager, who is explaining something while pointing into the distance


Tour Operators


Build more meaningful experiences through storytelling and create the conditions for travelers to become word-of-mouth ambassadors for your brand.

Woman speaking with group of travelers outdoors


Travel Public Relations and
Communications Professionals


Maximize your public-facing communication while minimizing harm and help others
do the same.

Two women studying together on a bench


New Tourism Professionals


Start your career with a solid understanding of how responsible, intentional communications fit into all aspects of your work.

Strategic Storytelling:
The Story That Keeps on Giving

Leaving thoughtful, intentional, creative, and locally focused storytelling out of the
tourism equation leaves a valuable opportunity on the table. 

It is a win-win-win-win opportunity for travel companies and destinations, for people who
call these destinations home, for travelers, and for the tourism industry as a whole.

Woman giving group tour while tourists take photographs

  Travel companies and destinations win  
because they know the messaging they use and the stories they tell don’t perpetuate harm and destruction. In fact, they can feel confident that they’re using storytelling in a way that contributes meaningfully to the environment and the communities they represent.

Woman visiting and talking with local villager in her home.

  Local residents win  
because they dictate what role tourism plays in their communities while leading with social initiatives that strengthen community development and address environmental and socio-cultural issues. They are given agency to tell their own stories, which have potentially been silenced in the past.

Woman welcoming travelers into her home

  Travelers win  
because they have a chance to form a connection with locals, the destination, and your company in a highly personalized and unique way. They are primed to engage in their travel experiences in a more thoughtful and responsible way. 

These conditions form the foundation of the travelers’ story,
which they are likely to share with others. This word-of-mouth marketing,
which promotes travel as a partner in sustainable development,
is invaluable to the future of the tourism industry.

Satisfaction Guaranteed

We want you to be 100% satisfied with your purchase and this master class program. You may request a full refund up to 48 hours after purchasing a master class. You may disenroll and receive a 50% refund up to 48 hours prior to the master class starting. There will be no refunds given for disenrolling less than 48 hours prior to the start of the class.

If you are not satisfied with the content and instruction you receive in a master class, you may request a refund up to 48 hours after the conclusion of the class. You must have attended the full class to be eligible for a refund request.

Requests can be made by email to [email protected]

Meet Your Instructor

JoAnna Haugen

As your instructor, I will help you unlock and fully realize the power and importance of using responsible and intentional storytelling in your travel-related role.

My work in the travel and tourism industry spans nearly 15 years. I have worn numerous communications and storytelling hats over the course of my career:

  • Consumer-facing travel writer with hundreds of articles published in more than 60 publications
  • Editor for industry travel publications Travel Weekly and AdventureTravelNews
  • Thought leadership strategy development within the tourism industry
  • Content creator for brands including MGM Resorts International, TripAdvisor, jetBlue, American Express, Viator, InterContinental Hotel Group, Marriott, and AAA
  • Communications and PR in the timeshare sector

Just a few of the places I’ve talked and taught about storytelling and tourism:

Adventure Travel Week
Global Green Destinations
Travel Writing World
University of Florida
Destination on the Left

The Communications Conundrum

I have always admired the passion within the tourism industry.
Yet, from both the B2B and B2C sides of my work, I was struck by the gap
between what those in the tourism industry intend to communicate and
how travelers and potential clients actually interpret this messaging.

Throughout my journey steeped in storytelling,
I found myself asking lots of questions:

  • Why do destinations that claim to care about the environment use messaging that harms it?
  • Why are the most memorable trips those that leave me with more questions than answers — and how can other companies use this to their advantage?
  • If tourism has done so much harm to local communities, why do we keep falling back on the same storytelling tropes that exacerbate destructive behavior?
  • Why don’t travel service providers take better advantage of such an engaged audience to make bigger strides in supporting sustainable development?
  • How can we do a better job using a skill we all have to truly build a tourism model that promotes a more equitable and sustainable future?

My many years of working in this part of the tourism industry have taught me a lot.
However, I also leaned on forward-thinking mentors and educators
who helped me untangle many of these questions. I talked to tour guides, destination
representatives, service providers, and behavioral experts who excel in
intentional communication to figure out what the secret sauce is.

I asked questions. I listened. I learned.

And now I’m passing what I’ve learned onto you.

Founder of Rooted

I am also the founder of Rooted, a solutions platform
at the intersection of sustainable tourism, storytelling, and social impact.

My mission through Rooted is to responsibly document, support, celebrate,
and share sustainable travel-related initiatives that prioritize local
communities and the planet – and to help others do the same.

I am excited to help you unlock the power of storytelling in tourism.


Tell a better story and help travelers do the same!

Travelers can choose any destination and any tour companies. Lure them in with a story
they can’t refuse, and help them share a story they can’t forget once they’ve returned home.

By the time you complete your master class, you will:

Understand how and why messaging
matters in specific contexts.

Be ready to disrupt the
traditional tourism model.

Have confidence in developing and implementing more responsible messaging.

Be excited to tap into your experiences to create better stories for other people.

Have the tools and resources you need to make
meaningful and mindful change through storytelling
regardless of your role in the tourism industry.

Faq

What is a Master ClasS?

A master class is taught by an experienced professional and is designed to help you improve your skill set in a specific area. Each master class is taught online at a specific time. Participants will receive access to a video recording of the class.

how many people are in each master class?

Four people must be enrolled in a class for it to run. If four people are not enrolled in the course 24 hours before the course starts, the class will be cancelled and those who have enrolled will receive a full refund. Each class will have a maximum of 12 participants.

Where will the master classes be held?

All classes will be held online using Zoom. All participants will receive a link to a video recording of the class, which will be hosted on YouTube.

I am new to the tourism industry. Are these classes for me?

Yes! It is never too early to understand the details of the industry in which you work. This is the perfect time to put good habits into place so that you can confidently use strategic storytelling while advancing your career in the tourism industry.

I am a seasoned tourism industry professional. Are these classes for me?

Yes! You are using storytelling every single day when you work, but there is always more to learn. You may not be aware of destructive or ineffective messaging that you’re using, and you likely aren’t taking full advantage of storytelling in your work. These classes will arm you with the information and resources you need to confidently advance your storytelling skills within the tourism industry even more.

What if i want to buy more than one class but don't want to buy the bundle?

If you want to enroll in one, two, or three master classes, you will need to buy each class individually. Enroll completely in one class, and then repeat the process with any other classes you want to buy. 

If you want to enroll in all four courses, save money by purchasing the master class bundle.

If I enroll in and attend the first class, and then I decide I want to enroll in the other three classes, can I pay for the four-class bundle instead of buying each of the classes individually?

No. Enrollment in the bundle package will close once 12 participants are enrolled in any of the four classes or as soon as the first class begins, whichever comes first. You are welcome to enroll in additional upcoming master classes at any time, as long as they are still open for enrollment.

What is your refund policy?

We want you to be 100% satisfied with your purchase and this master class program. You may request a full refund up to 48 hours after purchasing a master class. You may disenroll and receive a 50% refund up to 48 hours prior to the master class starting. There will be no refunds given for disenrolling less than 48 hours prior to the start of the class.

If you are not satisfied with the content and instruction you receive in a master class, you may request a refund up to 48 hours after the conclusion of the class. You must have attended the full class to be eligible for a refund request.

What is tier pricing?