On this episode of Destination on the Left, I talk with Julie Wagner, CEO of the Beverly Hills Conference & Visitors Bureau. Julie shares her journey from the cruise and hotel industries to leading one of the world’s most iconic destination brands. We explore how Beverly Hills continues to evolve while staying true to its legacy, the challenges and opportunities of marketing a globally recognized destination, and the importance of collaboration, innovation, and destination stewardship. Julie also discusses how Beverly Hills is redefining luxury for the next generation of travelers and preparing for a future shaped by major global events, changing consumer expectations, and increased competition.

What You Will Learn in This Episode:

How Beverly Hills is redefining luxury through a philosophy of customizable experiences
Why managing a legacy destination brand requires both innovation and perception management
How creative campaigns and emerging technologies help Beverly Hills connect with new audiences
What lessons destination leaders can learn from Beverly Hills’ approach to crisis response and resilience
How collaboration across hotels, government, tourism organizations, and businesses strengthens destination success
Why protecting and differentiating a destination brand has become increasingly important in a crowded marketplace
How Beverly Hills is leveraging major sporting events and global tourism opportunities to build long-term awareness and economic impact

Redefining Luxury for a New Generation

As one of the most recognizable destination brands in the world, Beverly Hills enjoys extraordinary global awareness. Yet Julie explains that brand recognition alone is not enough. One of the CVB’s most important responsibilities is challenging outdated perceptions and ensuring the destination remains relevant to future generations of travelers.

Rather than focusing solely on exclusivity, Beverly Hills has embraced the concept of customizable luxury. Whether visitors are seeking a family-friendly getaway, a wellness-focused retreat, a boutique hotel experience, or a once-in-a-lifetime luxury vacation, the destination offers a wide range of experiences that allow travelers to define luxury on their own terms. Julie shares how this flexibility has become a key differentiator in an increasingly competitive tourism landscape.

Creativity, Innovation, and Building Brand Relevance

Maintaining relevance for a legacy brand requires a willingness to experiment. Julie discusses how Beverly Hills has embraced innovative storytelling and emerging technology to engage new audiences. One example is the destination’s creative “Imagine” campaign, which combined AI-generated artistic concepts with real-world experiences to showcase Beverly Hills as a place where imagination and aspiration intersect.

Throughout the conversation, Julie emphasizes that innovation is not simply about adopting new tools. It is about finding fresh ways to communicate a destination’s unique value while staying true to its core identity. Whether through partnerships with content creators, experiential campaigns, or new marketing channels, Beverly Hills continues to evolve its messaging to resonate with the next generation of luxury travelers.

Collaboration, Stewardship, and Preparing for the Future

A recurring theme throughout our discussion is the power of collaboration. Julie shares examples of how hotels, city leaders, tourism partners, and neighboring destinations work together to strengthen Beverly Hills’ position while supporting broader regional goals. From crisis-response initiatives during COVID-19 and wildfire recovery efforts to international sales missions and cooperative marketing programs, these partnerships demonstrate the value of what I often call coopetition.

Julie also discusses how Beverly Hills is preparing for a wave of major global sporting events, including the FIFA World Cup and the Olympic Games. Rather than focusing solely on hotel occupancy, the destination is creating opportunities to build long-term brand awareness, drive visitor spending throughout the city, and reinforce Beverly Hills’ position as a world-class destination. Through strategic partnerships, thoughtful stewardship, and a commitment to protecting the integrity of its brand, Beverly Hills continues to balance its celebrated legacy with a forward-looking vision for the future.

Resources:

Website: https://lovebeverlyhills.com/about
LinkedIn: https://www.linkedin.com/in/julie-wagner-cdme-a5147210/