How Tauck Turns 100 Years of Travel into Thousands of Guest Stories

Hey Content Fans!

This episode was a special one for me. I sat down with Anna Dietrich, Associate Director of Brand at Tauck, to talk about what it really takes to tell a century-long story in a way that feels alive today.

Tauck is celebrating 100 years in business. A rare milestone in any industry, but especially in travel. What struck me was how Anna and her team approach their history. They’re not just looking back at old milestones; they’re building on them, weaving in the lived experiences of the guests, partners, and tour directors who are shaping the story right now.

We dug into how Tauck collects and shares these stories: from guests who’ve taken 50+ tours to guides who feel like local celebrities and how they’ve created a system that encourages authentic storytelling at every level. It’s a masterclass in blending heritage with real-time human connection.

I’m excited for you to check this episode out,

Ben Ard
_{Host of the Content Amplified podcast}

3 Main Takeaways from My Conversation with Anna Dietrich

1. Your story is bigger than your brand.
Tauck doesn’t just tell the founder’s story—they amplify the stories of the people experiencing their tours today. Guests, partners, and directors all contribute to the brand narrative in meaningful ways.

2. Make it easy to share.
From a dedicated website form to WhatsApp channels for guides, Tauck has created multiple, low-friction ways for stories to flow back to the marketing team, no matter where they originate.

3. Stay flexible in how you tell it.
The team doesn’t force every story into a single format. A patron’s letter might become a blog post, a tour director’s video could land on social, and a guest’s photos might become a feature gallery.

Quick Actions You Can Try

• Build multiple story entry points. Don’t rely on one form or inbox—open several channels for people to share their experiences.

• Use real customer content. Feature authentic images and words from the people who’ve actually used your service.

• Empower your front-line team. Give staff or contractors in direct contact with customers the tools and freedom to submit stories in whatever way is easiest for them.

About our Guest: Anna Dietrich