THOUGHT LEADER SESSIONS

Thought Leader Sessions are one of the highlights of SYTA’s Annual Conference.  These sessions will help you grow, learn and improve your business. With over 20 education sessions expected, there is something for everyone. All sessions are open to all attendees and each session qualifies for CSTP credit.

SATURDAY

Saturday, August 23 | 10:00 AM – 11:00 AM

Exit Readiness: Build Enterprise Value, Gain Freedom, and Plan for the Future

Location: Room 211, 2nd floor

Speakers: Andrea Ross, Cultivate Advisors & Jovan Land, AdvantEdge Tours

Did you know that nearly 50% of all business exits are involuntary, often forced by dramatic external factors? Yet, 79% of business owners have no exit plan (Exit Planning Institute). Whether you’re considering stepping back from the day-to-day or thinking about your long-term exit strategy, preparing your business now is key to future success.

Join Andrea Ross, Senior Business Advisor from Cultivate Advisors, and Jovan Land, student researcher in travel business exits, as they discuss how to increase your business’s enterprise value, build a sustainable team, and transition smoothly—on your terms.

Key Takeaways:
Understanding Enterprise Value – Why your business is your greatest asset and how to maximize its worth.
Stepping Back Without Losing Control – Strategies to replace yourself in daily operations and empower your team.
Building a Business That Works for You – Practical steps to improve your business health, profitability, and scalability.
Planning for an Exit—Now or Later – Why exit readiness is a long-term strategy, not a last-minute decision.

Why This Matters:
Many travel business owners find themselves caught in the day-to-day, putting out fires instead of focusing on long-term strategy. By building a business that thrives without you in every role, you can create more freedom, more profit, and a smoother transition—whether you plan to exit in 1 year or 10.

Who Should Attend?

• Business owners looking to increase the value of their company
• Entrepreneurs wanting to step back from daily operations
• Anyone considering selling, transitioning, or restructuring their travel business in the future

This session will provide actionable insights, expert advice, and real-world strategies to take control of your business’s future.

Saturday, August 23 | 10:00 AM – 11:00 AM

Bill’s Big Beautiful Presentation

Location: Room 212, 2nd floor

Speaker: Bill Caldwell, Compass US Advisors, LLC

By the time of our Annual Conference, a new U.S. Tax Bill is expected to be approved.

Join us to explore how the upcoming tax law changes could impact your business.

Don’t miss “Bill’s Big Beautiful Presentation” – an engaging and informative session that covers:

• The key implications of the new tax legislation
• 7 essential documents and plans everyone should have in place for their Next of Kin
• The critical importance of Business Continuity Planning, brought to life through a compelling real-life experience that underscores why every business needs a plan in place

This is more than just a tax update — it’s a must-attend session for anyone serious about protecting their business and legacy.

Saturday, August 23 | 11:15 AM – 12:15 PM

How the Law Impacts Student Travel

Location: Room 212, 2nd floor

Speaker: Jeff Ment, The Ment Law Group

Saturday, August 23 | 11:15 AM – 12:15 PM

Peace Through Tourism: A Meaningful Strategy That Inspires Impact and Elevates Your Brand

Location: Room 211, 2nd floor

Speaker: Norm Hull, Norm Hull Associates & Rip Hunter

Peace Through Tourism isn’t just a feel-good initiative—it’s a powerful, underutilized strategy for growth. We crafted this session for tour operators and suppliers who want to elevate their impact, increase their value, and provide a differentiating factor while making the world a better place.

You will leave this session with a blueprint to incorporate peace-building principles into your business, create more profound travel experiences, and appeal to schools, educators, and parents seeking more than just sightseeing for their children. We will share how to differentiate your offerings with meaningful experiences that inspire young people to become global citizens—and keep your brand top-of-mind and top-of-choice while making the world a more peaceful place.

This is your opportunity to do well by doing good. Peace Through Tourism is a noble direction that pays off socially, culturally, and financially.” This session sponsored by the Responsible Travel Community.

Saturday, August 23 | 3:00 PM – 4:00 PM

Uniting DMOs and Tour Operators for Success

Location: Room 211, 2nd floor

Sponsored by Visit Montgomery

Speaker: Noelle Piche, Tourism Kingston

Noelle Piche, Travel Trade and Tourism Development Specialist for Tourism Kingston, along with a panel of DMO’s and Tour Operators, will answer questions that will enhance the relationship between these two entities while outlining the resources and opportunities available from DMO’s to Tour Operators in the travel planning process.

Saturday, August 23 | 3:00 PM – 4:00 PM

Mindful Muscle Method, “Learn How To Move Again, Pain Free” – Seated Version

Location: Room 212, 2nd floor

Sponsored by Visit Williamsburg

Speaker: Karyn Hendricksen, Karyn Elise Wellness

Tired of feeling stiff, sore, or achy after sitting for hours?

Join expert Kinesiologist Karyn Hendricksen, MS—bringing 25 years of experience—for a strength and mobility program that’s designed to increase strength and flexibility, reduce pain, and prevent injury. These gentle, science-based movements are ideal for anyone spending long hours at a desk or in front of a screen. Each session blends movement, breathwork, and meditation to relieve muscle pain, reduce stress, and invigorate your entire body. Whether you’re just starting out or looking for a smarter, more holistic approach to fitness, you’ll walk away feeling stronger, more mobile, and deeply renewed.

Saturday, August 23 | 4:15 PM – 5:15 PM

Traveling within Latin/South America- Panel of SYTA Latin/South American Members

Location: Room 212, 2nd floor

Sponsored by Visit Orlando

Speaker: Dave Henley, Grand Classroom, Cristian Umaquinga, Pure! Travel Group , Paul Peralvo, Amazing Ecuador, Harry Alvarez, Offbeat Travel

Saturday, August 23 | 4:15 PM – 5:15 PM

Variable and Dynamic Pricing Strategies for Tour Operators and Attractions

Location: Room 212, 2nd floor

Speaker: Sheelagh Wylie, Empire State Building Observatory

Join industry experts representing attractions and tour operators in a panel discussion, moderated by Sheelagh Wylie, to learn about variable and dynamic pricing and what you need to know to work successfully with your partners.

SUNDAY

Sunday, August 24 | 10:00 AM – 11:00 AM

Step Into the World of Healing Scents and Natural Wellness!

Location: Room 212, 2nd floor

Sponsored by Visit Williamsburg

Speaker: Karyn Hendricksen, Karyn Elise Wellness

Join Aromatherapy Specialist Karyn Hendricksen, MS, for a hands-on, immersive experience exploring the powerful benefits of essential oils. In this feel-good class, you’ll discover how these plant-based wonders can support your emotional balance, deeper sleep, immune health, stress relief, and more. You won’t just learn—you’ll experience. Throughout the session, you’ll get to smell, sample, and connect with a variety of essential oil blends designed to elevate your mood and wellbeing. Whether you’re brand new to aromatherapy or already a fan, you’ll leave feeling relaxed, uplifted, and inspired to bring these natural tools into your daily life.

Sunday, August 24 | 10:00 AM – 11:00 AM

Courageous Leadership: Trauma-Informed Strategies To Build Resilient Teams

Location: Room 211, 2nd floor

Speaker: Dave Dennis, Cornerstone Safety Group

Sunday, August 24 | 11:15 AM – 12:15 PM

Traveling within Europe – Panel of European SYTA Members

Location: Room 212, 2nd floor

Sponsored by Visit Orlando

Speaker: Dave Henley, Grand Classroom, Maeve McNeill, The Group Company, Sašo Krumpak, Grupo Lap, Adele Youngs, Tina von Sachs, Appina

Sunday, August 24 | 11:15 AM – 12:15 PM

Inclusive Organizations: Evolving Training, Innovation, and Communication

Location: Room 211, 2nd floor

Speaker: Roni Weiss, Travel Unity

As travel and tourism continues to redefine how it addresses inclusion and sustainability, organizations must evolve their approaches to internal training, product development, and communication.
In this session moderated by Roni Weiss of Travel Unity, you will learn from industry leaders who go beyond checklists and the obvious and discover how to
• embed values of belonging and representation into your operations
• refine training practices to build empathy and problem-solving skills for serving diverse clients
• shift from surface-level communications to compelling, authentic storytelling
Whether you’re a destination marketer, tour operator, or other industry leader committed to inclusion, this session will help you understand how to align your workforce development, product offerings, and communications with the expectations of today’s travelers and tomorrow’s workforce.

Sunday, August 24 | 3:00 PM – 4:00 PM

From Narrative to Numbers: Turning Your Story into Enterprise Value

Location: Room 212, 2nd floor

Speaker: Andrea Ross, Cultivate Advisors

Join business advisor Andrea Ross for an engaging, hands-on workshop designed to help you harness the power of storytelling for your brand while ensuring a strong return on investment.

• A clear, authentic brand story that connects with your audience
• Actionable steps to stand out in a crowded marketplace
• Tactical strategies to make sure your storytelling equals business growth
• Tracking strategies to ensure your story translates into tangible ROI

Sunday, August 24 | 3:00 PM – 4:00 PM

From Customers to SuperFans: How to Turn Engagement into Obsession

Location: Room 211, 2nd floor

Speaker: Sheri Jacobs, Avenue M Group

Because good customers stick around—but ride-or-die customers build your future.

In a crowded, constantly evolving marketplace, good isn’t good enough—you need to create ride-or-die customers. In this bold and practical keynote, best-selling author and globally recognized thought leader Sheri Jacobs reveals the secrets behind building lasting emotional connections that transform customers, members, and audiences into passionate brand advocates. Drawing on cutting-edge research, real-world success stories, and her original frameworks, Sheri breaks down how intentional boundaries, smart constraints, and unforgettable experiences drive deep loyalty. Attendees will walk away with practical strategies to rethink engagement, design moments of magic, and create loyalists who don’t just stick around—they recruit others.

Who This Keynote Serves:

• Organizations struggling to stand out in crowded or commoditized markets
• Marketing, membership, and engagement teams aiming to deepen customer loyalty
• Leaders looking to future-proof their brand by building a community of passionate advocates
• Companies seeking smarter ways to turn everyday interactions into emotional loyalty drivers
• Teams tasked with increasing retention, referrals, and organic brand growth

5 Things the Audience Will Learn:

1. Why ride-or-die customers are the most powerful engine for sustainable growth
2. How to design brand experiences that spark emotional loyalty, not just transactional satisfaction
3. The role of boundaries and intentional design in creating consistent, unforgettable brand moments
4. Practical frameworks to identify and amplify “ride-or-die moments” across the customer journey
5. How to turn everyday interactions into shareable, loyalty-building experiences that fuel brand obsession

Sunday, August 24 | 4:15 PM – 5:15 PM

Panel Discussion: Cultural Tours through the Eyes of Middle & High Schoolers!

Location: Room 211, 2nd floor

Speaker: David Jackson, Green Book Experience

This engaging panel brings together educators and tour operators to explore how middle school students experience and interpret cultural tours. From historic landmarks to local traditions, we’ll delve into what sparks their curiosity, how these encounters shape their worldview, and why seeing culture through a child’s eyes can be both enlightening and inspiring. Join us for a candid conversation filled with thoughtful insights on how to enhance student travel opportunities in your business and destinations.

Sunday, August 24 | 4:15 PM – 5:15 PM

Beyond The Screen: Connecting With Potential Visitors With Experiential Marketing

Location: Room 212, 2nd floor

Speaker: Angela Westerfield, Visit Savannah

Explore how experiential marketing can elevate your brand and create lasting connections with audiences. This presentation will showcase Visit Savannah’s innovative journey, from piloting pop-up experiences in key markets to executing an eleven-city mobile tour. We’ll break down how the campaign leveraged paid media, earned media, and influencer partnerships to create a fully integrated marketing approach.

MONDAY

Monday, August 25 | 10:00 AM – 11:00 AM

The Power of Voice: Advancing Tourism Through Effective Advocacy

Location: Room 211, 2nd floor

Speaker: Carylann Assante, SYTA & Brent Imrie, Tour Time

Monday, August 25 | 10:00 AM – 11:00 AM

Consumer Protection Refresher

Location: Room 212, 2nd floor

Speaker: Lisa Curtin, Safe Travel Consultants, LLC

Whether you’re preparing for CSTO certification or simply seeking a timely refresher, this dynamic session is designed with you in mind.

Join us for a ramped-up exploration of Consumer Protection best practices, including:

• Key updates in consumer protection standards
• How to effectively incorporate Business Continuity Planning into your protection strategy
• A review of essential Terms and Conditions language that safeguards both your clients and your company

Ensure your practices are current, compliant, and client-focused. This is a must-attend session for travel professionals committed to protecting their business and delivering trust-driven service.

Monday, August 25 | 11:15 AM – 12:15 PM

How to Properly Sell Your Business

Location: Room 211, 2nd floor

Speaker: Bob Sweeney, Innovative Coach, LLC

Monday, August 25 | 11:15 AM – 12:15 PM

Insurance & Risk Management Hot Topics: Agreements with the Schools, Parents, Hotels and More!

Location: Room 212, 2nd floor

Speaker: Ken Whitman, AON

PRE-CONFERENCE VIRTUAL EDUCATION