The worst mistake a travel brand can make is trying to be all things to all people. In trying to be “something for everyone,” you never really connect with anyone. The reality is that many companies and destinations in this industry occupy a space that is either confusing or lacks differentiation. As a result, most brands promote and say the same things rather than focusing on the experiences that make them different. The HEMISPHERES process helps cut through the clutter and focus on those experiences that differentiate your brand.