In this episode of Marketing Made Iconic, I sit down with the extraordinary Lisa Pagotto, founder of Crooked Compass and Crooked Compass by Air, and one of the most visionary, purpose-led leaders in modern travel. Fresh off being awarded Entrepreneur of the Year at the Women in Tourism Awards, Lisa continues to set the benchmark for what meaningful, responsible and perspective-shifting travel can be.

Lisa doesn’t simply design tours. She reshapes the way we see the world. From steering an international travel company through a global shutdown to launching an entirely new aviation-based tourism brand during one of the toughest periods in industry history, her journey is a masterclass in resilience, reinvention and intuition-led leadership.

We dive deep into how curiosity, presence, responsibility and intention guide both of her companies and her personal philosophy on travel. We also explore why the future of the industry belongs to brands that are brave enough to slow down, go deeper and prioritise human connection over convenience.

If you’re a founder, travel creator, tourism operator or a leader navigating change, this episode is made for you.

If you’re ready to move from invisible to irresistible, sign up for your free trial of the world’s first growth ecosystem for tourism, Elevate Tourism, available for a limited time: www.elevatetourism.com

If you’re looking for support from marketers who truly understand tourism, reach out to Elysha and the team at www.elymarketing.com.au

00:00 Introduction and Initial Reactions to the Pandemic

00:38 Welcome to Marketing Made Iconic

01:02 Meet Lisa Podo: Turning Crisis into Creativity

02:44 The Birth of Crooked Compass by Air

05:48 Lisa's Personal Journey and Learning to Fly

11:15 The Unique Traveler of Crooked Compass

15:34 Balancing Luxury and Authenticity in Travel

18:13 The Vision and Evolution of Crooked Compass

20:38 Balancing Authenticity in Travel Design

21:33 Personal Philosophy on Travel

22:29 Industry Stagnation and the Need for Change

24:16 Moving Beyond Price-Driven Travel

26:09 The Human Touch in Travel

27:53 Collaboration in the Travel Industry

30:16 Presence-Based Design in Travel

32:30 The Role of Intuition in Leadership

33:48 Leading Through Change and Challenge

37:14 Proudest Moments as a Founder

39:09 The Founders Tour Experience

41:28 Conclusion and Contact Information

Follow Elysha and Lisa:

Connect with Elysha:

LinkedIn: https://www.linkedin.com/in/elysha-stephens/

Website: https://elymarketing.com.au/

Connect with Lisa:
LinkedIn: https://www.linkedin.com/in/lisa-pagotto/

Website: crooked-compass.com

In this episode, I’m taking you behind the scenes of the questions I’m asked most by tourism operators, the real, everyday challenges that shape your bookings, your visibility and your growth.

From low-season dips to the pressure of OTAs, pricing decisions and knowing where to show up online, I’m unpacking the patterns I see across boutique stays, tours, retreats and attractions right across Australia.

This is the practical, grounded guidance that actually helps operators get seen, stay relevant and build demand all year round.If you’re building a tourism brand with heart, intention and ambition, this episode will give you the clarity and confidence to move forward.

If you’re ready to move from invisible to irresistible, sign-up to your FREE TRIAL of the world’s-first growth ecosystem, Elevate Tourism, available for a limited time. www.elevatetourism.com

If you’re ready to get support from the marketers that know tourism, reach out to Elysha on our website www.elymarketing.com.au

00:00 Introduction: The Importance of Visibility

00:24 Welcome to Marketing Made Iconic

01:04 Question 1: Tackling Low Season Challenges

03:41 Question 2: Boosting Bookings and User Experience

08:12 Question 3: Choosing the Right Marketing Channels

13:07 Question 4: Effective Giveaways

16:25 Question 5: Competing with OTAs

18:59 Question 6: Raising Prices Strategically

20:59 Question 7: Quick Marketing Wins

22:17 Question 8: Standing Out in a Crowded Market

24:59 Conclusion: Wrapping Up the Q&A

Follow Elysha

Connect with Elysha:

LinkedIn: https://www.linkedin.com/in/elysha-stephens/

Website: https://elymarketing.com.au/

In this episode, I sit down with Esther Kieft, the inspiring founder behind Nelly & Woods Collective Stays, a brand that has quickly become known for its soulful, design-led escapes.

Esther shares her journey from working in corporate and product management to creating intentional, slow stays with her husband, Joost. We talk about what it really takes to build a slow-stay brand that balances growth with sustainability, creativity with strategy, and beauty with authenticity.

From the Sunshine Coast to Tasmania, Esther opens up about the realities of scaling a family-owned business, staying connected to purpose, and creating spaces that allow guests to slow down, recharge, and reconnect with what truly matters.

If you’re passionate about storytelling, travel, or creating meaningful experiences, this one’s for you.

If you’re ready to move from invisible to irresistible, sign-up to your FREE TRIAL of the world’s-first growth ecosystem, Elevate Tourism, available for a limited time. www.elevatetourism.com

If you’re ready to get support from the marketers that know tourism, reach out to Elysha on our website www.elymarketing.com.au

00:00 Introduction to Marketing Made Iconic

00:34 Meet Esther Keef: Journey to Nelly and Woods Collective Stays

01:35 The Birth of Nelly and Woods Collective Stays

04:11 Creating a Unique and Authentic Guest Experience

05:55 Balancing Aesthetics and Authenticity

09:44 Challenges and Learnings in Boutique Accommodation

12:26 Sustainable Growth and Scaling

16:01 Leveraging Technology for Better Guest Experience

20:17 Designing for Emotional Impact

26:58 Launching the Third Slow Stay in Tasmania

34:06 Trends in Boutique Tourism

37:24 Future Vision and Final Thoughts

40:56 Conclusion and Where to Find Us

Follow Elysha and Esther:

Connect with Elysha:

LinkedIn: https://www.linkedin.com/in/elysha-stephens/

Website: https://elymarketing.com.au/

Connect with Esther:

LinkedIn: https://www.linkedin.com/in/estherlisakieft/

Website: https://www.nellywoodscollectivestays.com/