We love it when our members come to us with great ideas for sessions, offering to share their ideas, policies and thought leadership with our community. Jessie Brechin-Leman, Marketing Director at Jacada Travel, leads us through a thoughtful and practical exploration of the language we use — not just in our writing, but in how we speak about people, places and experiences in travel.

Whether in marketing, guest communications, or our everyday conversations with suppliers and clients, the words we choose shape perceptions and carry impact. Drawing from Jacada’s internal “Better Language” workshop, Jessie has kindly offered to run this session for our members, encouraging us to reflect on the stories we tell and the ways we tell them.

Together, we’ll explore:

• How spoken and written language can unintentionally reinforce stereotypes or outdated power dynamics

• The responsibility we carry as communicators — and how acknowledging privilege leads to more respectful, inclusive storytelling

• How to ask better questions: Am I portraying this place or community with care? Would I appreciate being described this way? What assumptions am I making — and why?

• The importance of looking critically at familiar phrases, outdated narratives, and industry norms

• Why confidence in using thoughtful, inclusive language creates space for growth — in ourselves, our teams, and our wider networks

• The understanding that we won’t always get it right — but by trying, questioning and listening, we can learn and set an example

Jessie will share practical tools and real-life examples to help you communicate more mindfully — whether you’re writing web copy, crafting an itinerary, or talking to your clients. This session isn’t about getting it perfect. It’s about being conscious, curious, and open to doing better.