Our Company

Our Mission

Our mission is to deliver digital solutions that will “inspire and enable consumers worldwide to travel with a purpose and share their journeys easily”. After more than two decades of hard work in global hospitality service, travel publishing, and destination branding, we have seen what motivates leisure and business travelers today: a unique destination snapshot of their personal story that they can share.

In a world with global competition, instant access, endless choices, and social amplification, travel brands today rise and fall quickly based on their successful or unsuccessful promise to deliver a story to their core audience. We call it the Digital Age of Superior Experiences, in which only a unique, relevant, authentic, and visual connection will result in absolute brand affinity.

Via the latest trends in digital, social, and mobile technology, we work with our clients in destination development, followed by authentic brand storytelling and publishing, to build direct relationships with their core audiences.

Finding the Entrepreneurial “Hot Spot”

Any brand today can become a global player; you might not see it, but we do. We look from the outside but build from the inside, in order to find your unique “Hot Spot” in the travel industry. Our diverse team is skilled in tourism entrepreneurship and knowledgeable about what makes an ideal tourist experience. We love to travel anywhere and are passionate about serving our clients. We promise to always put clients and their stakeholders first, and we’ll only work with you if we’re sure we can make a difference for you.


Florian Herrmann
Founder, CEO

Originally from Germany, Florian came to the United States with one suitcase and one mission: finding the American Dream. Where is it? What is it? He defines the American dream by three things: walking with your eyes open, being thankful for the people you meet along the way, and refusing to settle for the average.

While studying tourism management in Italy, he learned that superior travel experiences are all about a connection to our five senses – how we see, hear, taste, touch, and smell the world around us. It is through his skills, energy, and passion for building those experiences for others that Florian has become a leader in creating innovative marketing and branding concepts for the world’s largest industry – travel.

In the United States, he gained most of his initial success by inspiring audiences and connecting travelers with dream vacations. Together with the team of the award-winning trip planning model YellowstonePark.com, he connected millions of domestic and international travelers to businesses and destinations in the Rocky Mountains. Today, he continues to be passionate about the “Power of Travel” and works to build tourism from the bottom up while empowering local stakeholders.

Florian holds a Master’s in Business and Sustainable Destination Management from George Washington University and is currently involved with tourism projects around the world.

Mary Herrmann

Co-Founder, COO

Mary is passionate about travel experiences that go the extra mile – no pun intended. Having grown up in the heart of America’s first national park, Yellowstone, in the Rocky Mountains, she has since traveled to almost all of the states and several countries in the world, including France, Germany, Italy, Egypt, and China. Such adventures have given her the chance to witness many unique tourist experiences, and to discover how visitor perceptions of destinations alter throughout the years.

Mary loves the outdoors and can often be found backpacking, rafting, and canyoneering. Our resident outdoor photography and film expert, she currently helps clients during the strategy and design process, so that they’ll find the right visuals to authentically connect a destination with its ideal visitors. Mary also works in the company’s organization, management, human resources, operations, and accounting departments.

Patricia Pupek

International Tourism Marketing

Patricia has always had a truly international spirit, having traveled since her early childhood and having studied, lived and worked in various countries since 2005. Throughout these years, she has gained a trilingual BSc in Tourism Management at the University of Bolzano (Italy), an MSc in Tourism Marketing at the University of Surrey (UK) and a global portfolio (i.a. in Germany, Spain, Italy, Japan and England) of varying experiences within the areas of 

communication, education, culture, business, travel, hospitality and marketing.

In 2013, she started her own business offering language related services, amongst others in the area of marketing, continuously succeeding to support her clients in striving towards the best results. Based on all this, she is convinced that only by applying a holistic view, challenges can be successfully overcome and great results achieved.

Casey Adams

Client Services Director

Casey joined our team with the perspective of a writer, a member of a small DMO staff, and a traveler. She supervises all ongoing projects for accuracy and delivery on time. With her experience in content creation, marketing and PR, and destination marketing, she brings insights to all aspects of our work to best serve our clients and our audiences.

Casey was born and raised in Wyoming and returned to the Equality State after attending college at Duke University. She spends her free time training for triathlon and traveling as much as she can, domestically and internationally.

Emily Taylor

Editor & Photo Journalist

Emily is an ardent traveler and outdoorswoman, always crafting her next adventure. She is an avid outdoor photographer, nature lover and has perfected capturing unique stories. Her background in publishing, marketing and storytelling helps us to identify our client’s specific needs such as finding a destination’s unique brand identity

and connecting it with the right audience.

Her thirst for crafting experiences has led her around the globe and deep into the American West. We are excited to have Emily’s skillset helping our clients set new standards in inspirational stories.

Adam Bridgeford

Account Director

Adam comes to us from Cincinnati, OH by way of Mammoth Lakes, CA. He has 10 years of tourism industry experience, and his unique sales and business development background was brought in to enhance growth strategies and implement programs for future progress.

For the previous 10 years he has lived near Yosemite and Yellowstone National Parks because of a spiritual connection to the mountain wilderness. He has a passionate desire to share these areas with anyone who has not encountered their beauty.

David Rule

Videographer & Photographer

David is a freelance travel photographer and filmmaker. He’s from the mountain town of Pinedale, Wyoming, but spends most of his days traveling the world. His work has allowed him to visit 12 countries and counting.

Aside from photography, some of David’s favorite activities include distance running, cliff jumping, playing trombone, and just about anything outdoors. We are thrilled that he loves working with Hermann Global and look forward to seeing what’s next for all of us.

Manuella Arnolin

Multilingual Social Media Strategist

Born on a tiny Caribbean island in a family of nomads, Manuella had lived in more than 20 places before she even turned 18. This forged her love and curiosity for the world we live in and its creatures. She loves scuba diving and sees herself as a beach collector with a record of 74 beaches visited in one year. She has a passion for everything that helps people learn and grow from one another, like travel… or the internet!

Social media strategist and alumnus from La Sorbonne, Manuella found her calling in social media at the early stages of the “web 2.0”. She worked with several businesses like Disney and PopSockets, and now as a part of our team, she makes sure that your message reaches your community online to help them live their best experiences offline.

John Schultz

Web Developer

When John was 10 years old, he picked up a computer manual and read it. In the three decades since then, his passion for computers and programming has not diminished. He favors building websites and currently works as a freelancer to clients around the world, handling all aspects of web development. Born in Washington, but raised in Alaska, he was introduced to the great outdoors when he was still in diapers. He has traveled all over Alaska; enjoying and harvesting from the bounty that Alaska has to offer.

His decades of outdoor adventures have included: hunting, fishing, hiking, backpacking, canoeing, boating, camping, skiing, snowshoeing, and more. Most recently, he has developed a passion for one of the world’s largest national parks – the Wrangell St. Elias. He was introduced to the park in 2018 and has returned half a dozen times. There’s nowhere like it in Alaska. It holds a special place in his heart and he can’t wait to see and experience more.

Danella Myers

Marketing Director

Growing up in rural North Dakota, Danella developed an appreciation for lesser-known places. After graduating from North Dakota State University with a degree in Hospitality & Tourism Management, Danella spent over six years working for a small DMO.

Danella is excited to bring her tourism industry experience and passion for travel to the Herrmann Global team. In her free time, Danella enjoys sipping a good cup of coffee, experimenting with cooking and baking, and being outdoors.

Sammy C.H. Li

Content Strategist China/Hong Kong

Sammy is a seasoned globetrotter whose motto is to explore at least one new country every year. His passion for exploration has earned him awards for itinerary design and a doctorate in tourism management.

From the world’s most remote inhabited island to the thriving destinations in the Middle East, North Africa and Asia, Sammy has been involved in a wide range of international projects advising tourism offices and organizations on destination marketing and development.

Brigid Daly

Project Management Intern

Brigid is currently a senior at Wyoming Catholic College where she is pursuing a Bachelor of Liberal Arts degree. She began her work with Herrmann Global as a summer intern in 2019. With a background in social media and writing, she has devoted much of her time to crafting content for Herrmann Global’s platforms and managing projects for clients.

When not at work or school, Brigid likes to dabble in painting, playing the ukulele, bird watching, and mushroom foraging.

Tobey Schmidt

Digital Content Strategist & Photographer

When Tobey moved from her roots in the Midwest to the Sonoran Desert in Arizona she found both of her passions—photography and the outdoors. Since graduating with a degree in journalism she’s specialized in photography, writing and content strategy. Tobey has had her work published with newspapers like the Arizona Daily Star, magazines like Rock and Ice (climbing), and she’s worked on assignments for the Smithsonian, Wrangler Workwear and BootBarn.

In her free time she likes to go outside and struggle up rock faces, bike downhill and fall into cacti, and last, but not least, bake muffins and then eat them all.

Our 5-Step approach for delivering a superior brand experience

Working with our clients, we apply a process that leads to a successful tourism brand experience for your audience.

1) Think globally, but act locally.
In today’s world, everyone can choose (or not choose) to be a global player in tourism, even with limited resources. The secret sauce lies in tourism entrepreneurship and the act of empowering visionary local stakeholders. You don’t have to build a multi-million-dollar attraction to drive visitors. Often, you just have to take a few local steps to build a massive tourism impact. We work collaboratively with different segments in the travel vertical for a balanced “glocal” development in tourism planning & marketing. Think globally for your potential, but act locally to provide visitors with a superior experience. You don’t want to be someone else, so focus on your local assets.

3) Tourism = The People’s Partnership Industry
We work in the leading experience industry that relies on the performance and engagement of individual stakeholders. During our strategic planning process, we try to meet with as many stakeholders as possible first, in order to develop a unique brand integrity that can deliver brand equity for everyone. Whether the visitor center staff, front desk receptionist, the cashier at the grocery store, or the local police, EVERYONE is critical in creating a successful visitor experience! Everyone can make or break a destination brand. Working with all stakeholders together is often the most challenging task that requires courage, leadership, education, and innovation.

5) Let your core customer tell your story.
We fully embrace the new era of marketing where consumers won’t just become customers, but turn into brand advocates who tell your story. In a world inundated with advertisements, we rely on influencers and ambassadors that will endorse and amplify your brand, utilizing visual storytelling. This is especially important in the travel vertical, where the travel audience enters a “dream stage” when starting a vacation trip. In the Digital Age of Superior Experiences, mobile, social, and international trends have become even more important for your marketing and branding efforts. We work with our clients to develop both a pre-vacation and in-vacation marketing strategy, in order to promote the maximum opportunity to share your customer’s story.

2) Look at your peak from the bottom.
Successful brands started small with an idea that evolved and grew, and we operate within this model. Our strategy includes a sustainable bottom-up approach that evaluates tourism as a local resource-based experience, considering economic, cultural, and environmental factors that lead to the maximum potential for developing a superior visitor experience. We truly believe that community-based tourism can only be successful when there are enough long-term incentives to “leak” into the community, so all stakeholders can benefit from an invisible service export.

4) Driven by purpose, your brand message is fully integrated and amplified.
We will lead you into the new era of travel & leisure marketing, where the purpose of travel has shifted beyond recreation, leisure, business, and lifestyle toward personalized contribution. Consumers today engage with destination brands that are not just nice, convenient, or beautiful, but especially meaningful – brands that can answer why someone would choose to travel there. Your destination should deliver integrity, authenticity, superior experiences, and memories that become part of a digital, social, and global sharing journey.

What Clients Say


Herrmann Global & Visit USA Parks has worked with us to help identify key markets and booking behavior from international travelers ready to visit the Grand Canyon. These efforts have impacted our hotel revenue growth by almost 12% year-over-year.

Rich Milliron | Revenue Manager

Grand Canyon Plaza Hotel


The team of Herrmann Global provided us with fast and professional service to help increase our off-season visitation. We were surprised about all the tangible results and we look forward to developing more tactical campaigns with them in the future.

Mallory Burton | Director of Marketing

Canyonlands By Night & Day


The film crew at HMS Global was a pleasure to work with. They efficiently made use of the short amount of time they had in Helena and in return produced a beautiful video in an influencer style that will speak volumes to our target mountain biking audience.

Heidi O'Brien

Visit Helena


Herrmann Global provided Visit El Paso with fast, reliable and professional service.  Their team is creative, talented, and committed to creating top quality work.  It was a pleasure working with them and we look forward to developing more content with them in the future.

Leesy McCorgary | Digital Marketing Manager

Destination El Paso


Colorado Parks and Wildlife enjoyed partnering with Travel on Global to film and produce 360 videos for seven of Colorado's state parks. Their team: coached us through utilizing the new technology; beautifully scripted each parks story; delivered professional videos on-time; and showcased authentic user experiences which is what we had hoped for.

Debbie Lininger | Marketing Coordinator

Creative Services and Marketing


We have been very pleased with our partnership with Visit USA Parks. The team and their ambassadors have always been a true pleasure to work with—very professional, competent, and friendly.

Tawni Thompson | Executive Director

Bishop Area Chamber of Commerce & Visitors Bureau