Destination Innovate

About Destination Innovate

Destination Innovate - The Alignment Architects of the modern destination economy. We design strategy where others see silos. The tourism industry has evolved. Destinations are no longer driven by hotels alone. Short-term rentals, vacation rental and property managers, local hosts, meeting planners, and community stakeholders now shape the visitor experience together. But most destinations are still operating in fragments. We step in to design alignment. Founded by industry leaders Jenn Barbee and Kristen Cruz, Destination Innovate was built to challenge outdated tourism models and replace them with strategic clarity. With decades of experience across DMOs, short-term rental markets, meetings strategy, and brand positioning, we help destinations move from reactive marketing to intentional ecosystem leadership. We do not operate like a traditional agency. We Architect: • Destination-wide alignment frameworks • Host engagement and integration strategies • Meetings and group market positioning • Brand clarity and strategic repositioning • Community-centered tourism models • Data-driven decision architecture Our clients hire us when the old way stops working. When DMOs feel friction with hosts. When vacation rental markets outpace strategy. When brand identity feels diluted. When meetings growth demands stronger positioning. In an industry defined by change, clarity wins. We design the structure that makes growth sustainable.