NativeAdVantage 10-Q2BA:

(10 Questions 2B Answered)

What do you do best?
What makes you the best?
Biggest success?
What are your aspirations?
Most challenging moment?
Favorite Motto?
Favorite People?
Favorite Places?
Favorite Products?
Current Passions?

Featured NativeAdVantage:

Andy Weir: Author of "The Martian"

John Philipson: VP, Six Senses Resorts

Tom Sito: Chair of Animation, USC Film School

Elizabeth Wynn: Broker, Sotheby's RE

Leonard Greenhalgh: Professor, Tuck-Darmouth)

Ryan Blair: NY Times Best Selling Author/Entrepreneur


Featured NativeAdVice:

Shai Reshef: Founder of University of the People

Paul D'Arcy: SVP of Indeed

Susan Hatje: GM of Mandarin Oriental, NY

Dan Laufer: Co-Founder of RentLingo

Hilary Laney: President of Tri-Digital

Greg Marsh: Co-Founder of onefinestay

Omar Qari: Co-Founder of Abacus

Gabriell Weinberg: Founder of DuckDuckGo

Stacy Rauen: E-I-C of Hospitality Design Mag

Jon Gray: CRO of HomeAway

Joe Speiser: Co-Founder of

Ben McKean: Co-Founder of HungryRoot

John Boiler: Founder/CEO of 72andSunny

Wayne Pacelle: CEO of The Humane Society of the US

Tom Guay: GM at The Sagamore Resort

Dr. Alejandro Junger: Founder of The Clean Program

Rob Flaherty: CEO of Ketchum

Neil Thanedar: Founder/CEO of LabDoor

Andy Grinsfelder: VP of Sales/Marketing, Delaware North Resorts

Laura Frerer-Schmidt: VP/Publisher of Women's Health

Avi Steinlauf: CEO of

Kathy Bloomgarden: CEO of Ruder Finn

Gabriel Flateman: Co-Founder/CTO of Casper

Mark Bartels: CEO of StumbleUpon

Bill Hagelstein: President/CEO of RPA

Adam Singolda: Founder/CEO of Taboola

Jonathan Plutzik: Proprietor of The Betsy-South Beach

Jessica Scorpio: Founder/VP of Marketing at GetAround

Ralph McRae: CEO of Leading Brands

Warren Berger: Bestselling Author

Liz Kaplow: Founder/CEO of Kaplow Communications

Dave Girouard: Founder/CEO of UpStart

Dave Asprey: Founder of BullectProof Executive

Douglas C. Smith: President of EDSA

Val Difebo: CEO of Deutsch NY

Guido Polito: CEO of Baglioni Hotels

Doyle Graham, Jr.: CEO of Valencia Group

Oscar Farinetti: Founder of Eataly

Angelo Sotira: CEO of DeviantART

Ali Khwaja: CFO of Safecharge

Zach Erdem: Proprietor of 75 Main

Jim Beley: GM of The Umstead Hotel

Alexis Gelburd-Kimler: Proprietor of West Bridge

Elie Georges: Proprietor of Hotel San Regis

Kalen Caughey: Founder o VOKE Tab

Michael Friedenberg: CEO of IDG

Donna Karan: Founder of DKNY

Edward Nardoza: Editor-in-Chief of WWD

Scott Dadich: Editor-in-Chief of Wired

Rhona Murphy: Former CEO of The Daily Beast

David J. Pecker: CEO of American Media

Lilian Roten: VP of Swissotel Hotels

Kenny Dichter: Founder/CEO of Wheels Up

Joshua Tetrick: Founder/CEO of Hampton Creek

Paul James: Global Brand Leader of The Luxury Collection

Dr. James Wagner: President of Emory University

Amy Thompson: President of ATM Artists & Management

Neil Gillis: President of Round Hill Music

Brett Matteson: President of Columbia Hospitality

Jonathan Reckford: CEO of Habitat For Humanity

Phil Harrison: President/CEO of Perkins+Will

Chef Bill Telepan

Tony Horton: Founder of P90X

Beth Weissenberger: Co-Founder of The Handel Group

Michael Fertik: Founder/CEO of

Dana Cowin: Editor-in-Chief of Food & Wine

Bob Proctor: Chairman of Proctor/Gallagher Institute

Dennis Turcinovic: Owner of Delmonicos

Vittorio Assaf: Co-Founder of Serafina Restaurant Group

Shafqat Islam: Co-Founder of Newscred

Matt Williams: CEO of The Martin Agency

Bruce Rogers: Executive Chef at Hale & Hearty

Caleb Merkl: Co-Founder of Maple

Candy Argondizza: VP of Culinary at ICC

Neil Sazant: President of The Sagamore

Matt Straz: Founder/CEO of Namely

Terry Couglin: Managing Partner of Marta/Maialino

Andrei Cherny: Co-Founder/CEO of Aspiration

Ronen Nissenbaum: Managing Director of Waldorf Astoria NY

Patrick Godfrey: President of Godfrey Q

Sarah Berman: Founder/President of The Berman Group

Michael Schwartz: Owner of Genuine Hospitality Group

Stephan Aarstol: Founder/CEO of Tower Paddle Boards

Peter Shaindlin: COO of Halekulani Corp.

August Cardona: Founder/CEO of Epicurean Group

Nick Kenner: Co-Founder of Just Salad


Irene Lane: Founder, Greenloons

My NativeAdVice:


In May 2020, Irene Lane founded Greenloons, which is an online marketplace that connects global explorers with eco-certified sustainable travel experiences that positively impact communities socially, economically and environmentally.  She’s also developed a return on investment (ROI) financial model that analyzes a destination’s sustainable investments, savings and incremental revenue opportunities.  In addition to guest lecturing at universities and conferences, she is the only person in the United States that can certify green destinations, accommodations, and events under the internationally accredited Biosphere label.

How did you get into the industry?

I wish I could say there was a plan – but it all just evolved from a simple idea.  I always had a passion for travel, so I decided to pursue a post graduate certification in Sustainable Tourism Management.  It was during this time of study that I realized that there was a lot of misinformation about ecotourism and very little transparency about the industry.  

My professional background up to then was cost-benefit analysis, software implementation, change management, etc. for high-tech companies and federal government agencies.  So, I thought I could combine those skills and create a resource that would present the facts about ecotourism and its certifications, let travelers decide for themselves, and connect them with impactful travel experiences.  Given that I had a young child back then, I decided to focus on family-friendly vacation packages provided by eco-certified organizations.

Any emerging industry trends?

There are three emerging trends with the first two being two sides of the same coin - specifically overtourism and what I am calling social conscience tourism.  The third is the development of mobile applications that aim to consolidate local experience providers.  

Overtourism refers to destinations that have suffered from overcrowding and a reduction in the quality of life for local residents.  Think what is happening in cities like Reykjavik, Barcelona, and Venice.  Essentially, destination authenticity is being overlooked in the pursuit of revenue, and residents are not engaged in the discussion.   To counteract overtourism, some clever city leaders are beginning to collaborate with stakeholders so that tourism and economic development schemes are aligned with the interests of local residents.  I’m calling that social conscious tourism.  In particular, some destinations are aiming to develop tourism outside city centers and expand travel opportunities across seasons while others are beginning to earnestly assess their destination in the context of creating a sustainable tourism framework.  This all leads to the third trend, which is the development of mobile applications that spotlight and even personalize local artist, craftsmen, and adventure experiences.

Any industry opportunities or challenges?

To expand the earlier point, an interesting challenge is the client desire, especially in the luxury market, for hyper-personalized travel experiences alongside easy mobile booking.  How hoteliers and tour activity providers respond, especially with ecotourism options, will provide a view for the direction of the industry in the next 10 years.  

Inspiration for the business idea, and your vision for the Business?

The present limitation of the ecotourism industry is the lack of verified supply.  There’s just not that many accountable, transparent ecotourism vacations out there all over the world.  So, our goal with Greenloons is to help destinations, especially within the United States, adopt sustainability principles as they formulate their strategic tourism action plans.

What's next for the Business in the near future?

We’re looking at the ‘bleisure’ (business-leisure) market that attend conferences and conventions in the US to see if there’s an opportunity to infuse sustainability principles into all touchpoints within the destination.

Your key initiatives for the success of the Business?

A key aspect to our success was the formulation of key partnerships early on with like-minded organizations (such as Rainforest Alliance and the Global Sustainable Tourism Council) and more recently companies (such as Adventure Travel Trade Association) that have different competencies and/or markets but the same sustainability ethos.  These partnerships have allowed us to expand our digital marketing influence much more than we could have done on our own.

Your most difficult moment at the Business? (and what did you learn?)

Defining and understanding the cyclical and (dare I say) fickle nature of family travel bookings.  It took a while, but once we figured out that certain months were busier than others or certain events around the world would affect interest, we could transition into consulting work.  In the end, it’s worked better for because this allows for us to keep a pulse on what attracts travelers to ecotourism while also drawing upon our professional experience to help tourism suppliers and destinations up their game.

Ideal experience for a customer/client?

What better way to say it than through pictures and testimonials.  I believe the ideal experience documented in this short video (which was filmed last year on the island of Crete in Greece) best describes our approach.  We created a farm-to-table experience for 16 people that were customers of a Greek bakery here in Washington D.C.  and who all wanted to learn more about the food and land that inspired the chef’s recipes.

How do you motivate others?

I try to lead by example by remaining positive in the face of challenges, open-minded about solutions, and willing to tell stories about how the tourism industry is changing for the better.

Career advice to those in your industry?

For the ecotourism industry, I would suggest three actions.  First, make the investment to attend or volunteer at an ecotourism / sustainable travel conference so that you can make connections with people who are inspiring you and will likely give you valuable advice on how you can achieve your goal.  Second, actively utilize LinkedIn and its groups to connect with ecotourism professionals around the world.  Third, become a member of EcoClub so that you can gain access to their Job Board, which not only lists jobs, internships, consulting and volunteer opportunities, but also eco-lodge purchasing options around the world.