Our Story
Founded by industry leaders Jenn Barbee and Kristen Cruz, Destination Innovate was built to challenge outdated tourism models and replace them with strategic clarity.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 don’t 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.
TL; DR: Open - Minded
We Vibe
Travel isn’t just about seeing new places. It’s about what happens when people, communities, and ideas collide.
Destinations shape culture. Hosts shape experience. Travelers shape perspective.
At Destination Innovate, we believe those exchanges matter. They influence how communities grow, how hospitality evolves, and how the future of travel is built. Our work sits right in the middle of that intersection. Where destinations, hosts, and travelers meet. Where strategy turns into experience.
And right where alignment…changes everything.
TL; DR: Researchers
We Learn
When the industry hits a crossroads, we lean in.
At Destination Innovate, curiosity is part of the job. We dig deep into research, data, emerging trends, and the real forces shaping travel today. Not just to keep up, but to stay ahead.
Our team is constantly investing in new certifications, platform mastery, and industry education because the tourism landscape is evolving fast. And the destinations leading the future are the ones who understand it first.
TL; DR: Risk Takers
We Innovate
It’s built into our name.
At Destination Innovate, we believe strategic risk is where the best ideas live. The destinations that win are not the ones trying to keep up. They’re the ones willing to lead.
Calculated moves create stronger brands, deeper community connection, and experiences that resonate with modern travelers. When destinations are willing to think bigger, the results speak for themselves.
Our Team
Core Leadership
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
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.
Let's Talk.
Ready to Rethink What’s Possible for Your Destination?
If you’re navigating the evolving relationship between destinations, hosts, and modern travelers, you’re not alone. The industry is changing fast and the right strategy makes all the difference.
Let’s talk about where your destination is headed and how we can help you get there.