we are DI
the transformation agency.
An image collage of Kristen and Jennifer speaking

Our Story

Jenn Barbee and Kristen Cruz founded Destination Innovate with a bold vision: to challenge industry norms and drive meaningful transformation in travel and tourism. With over two decades of experience, they have built a company that thrives on innovation, strategic thinking, and a relentless pursuit of progress.

Since launching in 2007 and rebranding as Destination Innovate in 2018, their expertise has guided destinations, DMOs, and travel brands through the complexities of an evolving industry. From shaping marketing strategies to redefining industry standards, they bring a fearless, forward-thinking approach to every project.

At Destination Innovate, success isn’t measured by maintaining the status quo—it’s about pushing boundaries, creating impact, and staying ahead of what’s next. Jenn and Kristen continue to lead with bold ideas, data-driven insights, and a deep understanding of what it takes to thrive in the ever-changing travel landscape.

TL; DR: Open - Minded

We Vibe

“TRAVEL IS MORE THAN THE “SEEING OF SIGHTS”, IT’S A CHANGE THAT GOES ON, DEEP AND PERMANENT IN THE IDEAS OF LIVING.” We embrace all cultures as a result of the benefit of travel, the result of that change that goes on inside us. We embrace new viewpoints, experiences, and ways of living. The way we see it, it’s a tender exchange. They will always be a part of us, and we will leave a little bit of us with them. It’s a mutual trade in the hallmarks of our history.

TL; DR: Researchers

We Learn

If you’ve got a problem, yo, we’ll solve it. Our team runs on a thirst for information. And, understanding begins with research, data, and continuing education. “First to the certs”, Di leads the industry in platform mastery, and emerging trends.

TL; DR: Risk Takers

We Innovate

It’s literally in our name. Strategic Risk pays off for our clients because we encourage them to raise the bar higher than “keeping up with the Jones'”. Calculated risk allows us and our clients to instigate a brand affinity that seamlessly connects visitors and community, a indispensable part of hospitality marketing today.

Our Team

Meet Management

Dakota Barbee (She/Her)

Creative Visionary

Dakota is a creative force behind memorable brands, bringing ideas to life through compelling storytelling and bold design. With a focus on authenticity and connection, Dakota creates work that leaves a lasting impression.

An Image of Kristen with a pink background

Kristen Cruz (She/Her)

CO-Founder, Chief Experience Officer

Kristen Cruz, with over 20 years in tourism marketing, specializes in brand activation and driving results for DMOs and hotels. She leads with innovation, leveraging industry insights to deliver impactful strategies.

Jennifer Barbee (She/Her)

CO-Founder, Chief Destruptor

Barbee, with 30+ years in travel and tourism, has partnered with 400+ brands, launched groundbreaking campaigns, and earned accolades like HSMAI Gold and ADDYs. A visionary leader, she empowers destinations to innovate, grow, and thrive.

An image of Elena with a Yellow background

Elena Carmen (She/Her)

Marketing Manager

Elena specializes in crafting data-driven strategies that drive results. Known for innovative campaigns and a collaborative approach, Elena ensures every project delivers impact and growth.

Join the Movement.

Ready to make an impact in the travel and marketing world? At d!, we’re always looking for bold thinkers, creative doers, and passionate desruptors to join our team. If you’re driven by big ideas, love solving challenges, and thrive in a fast-paced, collaborative environment, we’d love to hear from you. Let’s build something extraordinary together.