About Gliderfox
The name
When Jillian was starting this company, she knew what it needed to do but didn’t know what to call it. She told her daughter about her vision, making it easier for travel companies and communities to design and deliver travel that is better for visitors, the environment, and the people who live there.
Without hesitation, her daughter replied:
“Gliderfox. It’s my favorite animal. They’re clever, they go lots of places, and they’re super powerful.” It stuck!
Our path so far
After 20 years in the travel industry, Jillian realized the work that lit her up most was working super closely with small operators or lesser-known destinations to get into the thick of things and discover how to make the experience better.
It meant getting to know a place deeply, walking the land, meeting guides, hearing stories, and then shaping experiences that better reflect the people and place they come from. This kind of hands-on, thoughtful building is where we feel most alive, and it’s where we’ve seen the most need and the most impact.
As AI’s possibilities have grown, Jillian and the team recognized that helping operators today meant harnessing technology in a way that enhances, not replaces, this human-centered work. That’s why Gliderfox has invested in expanding its capacity and bringing together the right expertise to guide niche operators in using AI in a soulful, values-aligned way.
Jillan Dickens
Founder & experience strategist
Jillian has over two decades of experience in niche tourism, spanning adventure operators, Indigenous tourism groups, expedition companies, and destination organizations.
Before Gliderfox, she ran a successful adventure tourism marketing company supporting over 50 travel brands and destinations worldwide.
She’s also part of the Transformational Travel Council team, leading Destination Stewardship and Special Projects, and is an Inner Development Goals Ambassador.
Known for her strategic clarity, energetic facilitation, and values-driven approach, Jillian blends strategy with joy to create meaningful travel experiences.
The team
David Murray – AI Collaborator & Ethical Technology Advisor
David brings a unique blend of systems thinking, deep technical expertise, and soulful curiosity. At Gliderfox, he ensures AI tools serve the people, places, and communities at the heart of travel.
His work helps map guest sentiment, identify design patterns, and surface insights that drive more intentional, impactful decisions, always grounded in human wisdom and cultural nuance.
H1: About Gliderfox
Gliderfox is a travel experience development consultancy with a singular focus,better travel through better experiences. Founded by tourism strategist Jillian Dickens, we help niche travel companies and visitor economy communities create, refine, and implement experiences that spark joy, build loyalty, and deliver net-positive impact. From hands-on workshops to strategic audits, we’re your partner in designing your experiences for higher impact overall.
H2: The Name
When Jillian was starting this company, she knew what it needed to do but didn’t know what to call it. She told her daughter about her vision, helping travel companies and communities design experiences that are better for travelers, the environment, and the people who live there.
Without hesitation, her daughter replied:
“Gliderfox. It’s my favorite animal. They’re clever, they go lots of places, and they’re super powerful.”
It stuck. The name is a little unusual, but we love it, and you can find meaning in it or simply like how it sounds.
H3: Why Gliderfox Exists
After 20 years in the travel industry, Jillian realized the work that lit her up most was working super closely with small operators or lesser-known destinations to get into the thick of things and discover how to make the experience better. It meant getting to know a place deeply, walking the land, meeting guides, hearing stories, and then shaping experiences that better reflect the people and place they come from.
This kind of hands-on, thoughtful building is where we feel most alive, and it’s where we’ve seen the most need and the most impact.
H4: The Founder
Jillian Dickens – Founder & Experience Strategist
Jillian has over two decades of experience in niche tourism, spanning adventure operators, Indigenous tourism groups, expedition companies, and destination organizations. Before Gliderfox, she ran a successful adventure tourism marketing company supporting over 50 travel brands and destinations worldwide.
She’s also part of the Transformational Travel Council team, leading Destination Stewardship and Special Projects, and is an Inner Development Goals Ambassador. Known for her strategic clarity, energetic facilitation, and values-driven approach, Jillian blends strategy with joy to create meaningful travel experiences.
H5: The Team
David Murray – AI Collaborator & Ethical Technology Advisor
David brings a unique blend of systems thinking, deep technical expertise, and soulful curiosity. At Gliderfox, he ensures AI tools serve the people, places, and communities at the heart of travel. His work helps map guest sentiment, identify design patterns, and surface insights that drive more intentional, impactful decisions, always grounded in human wisdom and cultural nuance.
H6: Guiding Principles
Our eight principles guide how we think, design, and collaborate:
- Better Travel is Possible and Necessary
- Design from the Inside-Out
- Quality over Quantity
- Simplicity is Strength
- Better Experiences by Design
- Ethical Innovation
- Results with Spirit
- We’re in This Together
H7: Partner Organizations (Will come later)
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INTERNAL LINKS:
● Link to “Our Approach & Services”
● Link to “Case Studies”
● Link to “Field Guides”