To mentor and empower travel, hospitality, and destination organizations with the insight, strategy and connections needed to build stronger, more successful organizations.
“We all travel to destinations, hotels and attractions, driving powerful economic impact as we do so. After decades in the tourism and hospitality industry, I've learned and experienced much. I enjoy mentoring and teaching others the Business of Travel.” - Larry Woods
Mission Statement
My Story
After decades of leading Tourism efforts across Texas, I am bringing my experience, relationships and proven strategies directly to Destinations ready to grow.
Throughout my career, I’ve worked alongside City leaders, DMOs/CVBs and Hotel partners to build tourism into a powerful economic driver – delivering record-setting results and long-term impact.
Today, through Business of Travel I help communities and Tourism professionals navigate challenges, identify opportunities and execute strategies that work.
What I learned early on is that tourism isn't just about attracting visitors, it's about creating real economic impact. When its done right, it supports local businesses, strengthens communities, and creates opportunities that last well beyond a single season. Being part of that process and seeing destinations achieve record breaking results has been one of the most rewarding parts of my journey.
Over the years, I have built strong relationships and developed strategies that work effectively. Every destination is different and I've always believed the best solutions come from understanding those differences and building a path forward that makes sense for each community.
Today, through The Business of Travel, I continue that work helping destinations to navigate challenges, uncover new opportunities, and move forward with clarity and confidence.
What We Do
Helping destination leaders and organizations turn strategy into measurable results.
Strategic Planning & Leadership Alignment
Facilitate strategic planning processes that create clear direction, actionable priorities and organizational alignment.
Executive Advisory and Mentorship
Provide one-on-one guidance to senior leaders, offering perspective, accountability, and real world insight.
Partnership Advisory Retention
Ongoing support including weekly calls, two in-person strategy sessions annually, and continuous access for decision support.
Competitive Positioning & Market Analysis
Define your competitive set, evaluate performance, and deliver a fair market share report to uncover opportunities.
Advocacy & Stakeholder Engagement
Train and coach teams to effectively communicate value to elected officials, city leaders, and advisory boards.
Best Practices & Ongoing Guidance
Provide continuous insight into industry trends, strategies, economics and operational best practices.
DMO Overview
City of Boerne, 17 years
As Director of Visit Boerne, I led the strategic vision, destination development, and brand positioning for one of the fastest-growing communities in the Texas Hill Country. My focus was aligning tourism, stakeholders, and city leadership to drive sustainable economic impact, elevate the visitor experience, and position Boerne as a desired leisure and meetings destination.
Through data-driven forecasting, innovative marketing, and investment in people, our team strengthened hotel performance, expanded shoulder-season demand, and earned state and national recognition for excellence in destination marketing.
DMO Recognition
Lifetime Achievement Award, 2021, Texas Travel Alliance
Marion Szurek Award, 2025, Destinations Texas
Board Chair, 2022-2024, Texas Association of Convention & Visitors Bureaus
Hotel / Resort Experience
Award-winning tourism and hospitality executive with over twenty-five years of experience specializing in innovative strategies to generate revenue in difficult markets and business climates, specializing in the turnaround of bankrupt properties. Highly sought after professional educator and mentor in the areas of hotel sales, strategic planning, marketing, and advertising campaigns.
Board Affiliations
Destinations Texas (formerly Texas Association of Convention & Visitors Bureau), Immediate Past Chair, current Board member
Texas Hotel & Lodging Association, current Board Member
Texas Travel Alliance, past Board Member
Texas Association of Convention & Visitors Bureau, past Board Chair
Nationwide Meetings, past Board Member
Testimonials
Quite simply, Larry is one of the best, if not the best, in the hospitality industry, when it comes to Marketing and Operating Hotel/Resort properties.
— Kevin Maguire, Tokyo Electron Travel
I have come to love the tourism and hospitality industry and I have been employed in this field for over 22 years. As I reflect on my time in the industry, it leads me back to one choice, one decision. Crossing paths with Larry Woods. His mentoring has been a direct impact on my life and me as a citizen. The impact he has had on my life is immeasurable.
— Elias Aguirre, Texas Rural Water Association
I am pleased to write this letter of recommendation for Larry Woods. The City of Glen Rose has had the privilege of working closely with Larry. His guidance, collaboration and strategic insights have proven invaluable. Larry brought fresh ideas, marketing expertise, and a true spirit of partnership to the table. His support has helped elevate our destination's visibility, enhance our tourism effort and foster meaningful connections within the Texas travel industry. Larry's professionalism and commitment to promoting Texas communities is evident in everything he does. I highly recommend Larry Woods to any community or organization looking to grow their tourism impact through innovative and cooperative destination marketing.
— JC Stone, Hotelier & Vice Chair, City of Glen Rose Tourism Advisory Board
We were so inspired by the things you taught us; we cannot thank you enough. It is our hope that as our department grows and shines you will know that you hold a fundamental block in our growth.
— Laura Marts, Director, Discover Odessa