
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

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.

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.