The Unpaved Road: Chronicles of a Founder

The road isn’t always smooth, but it’s always worth the journey

Welcome to

The Unpaved Road: Chronicles of a Founder

Starting and building a business is much like exploring uncharted terrain—challenging, unpredictable, and often rewarding in ways you never expected. Through this blog series, I’ll share my experiences as the founder and CEO of Roamlii, navigating the twists and turns of running a startup in the dynamic worlds of tourism and technology.

Here, you’ll find reflections on entrepreneurship, lessons learned (sometimes the hard way), thoughts on the Canadian economy and its impact on small businesses, and a behind-the-scenes look at what it takes to build something from the ground up.

My hope is that these chronicles inspire, inform, and connect with anyone blazing their own trail—whether you’re building a business, championing a cause, or simply looking for insights on resilience and innovation.

The road isn’t always smooth, but it’s always worth the journey.

Let’s get started.

Authenticity is the New Black – Why Genuine Travel is the Next Big Thing

Authenticity is the New Black – Why Genuine Travel is the Next Big Thing

Authenticity is the New Black – Why Genuine Travel is the Next Big ThingConor K Phillips
Published on: 16/04/2025

We’ve all seen them—those picture-perfect vacations that look incredible on Instagram, but feel a little… flat. You know the ones. Pre-set itineraries. Crowded photo ops. The same "authentic" market stall in every destination. But something’s shifted. And not just because people are tired of tourist traps (though, yes, that too). Today’s travellers are looking for something real. Something that feels a bit more personal, a bit less polished, and a whole lot more meaningful.

The Unpaved Road - Chronicles of a Founder
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Can Tourism Save the Planet? The Case for Going Green and Gorgeous

Can Tourism Save the Planet? The Case for Going Green and Gorgeous

Can Tourism Save the Planet? The Case for Going Green and GorgeousConor K Phillips
Published on: 09/04/2025

Can Tourism Save the Planet? The Case for Going Green and Gorgeous Tourism’s had its fair share of side-eye when it comes to sustainability. And to be fair, some of that is deserved. Overtourism, environmental strain, carbon emissions—these issues are real. But so is this: tourism done right, can be one of the most powerful tools we have for protecting the planet. That might sound bold. But stay with me.

The Unpaved Road - Chronicles of a Founder
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AI isn’t Coming—it’s Here: Why Your Business Needs to be Ready

AI isn’t Coming—it’s Here: Why Your Business Needs to be Ready

AI isn’t Coming—it’s Here: Why Your Business Needs to be ReadyConor K Phillips
Published on: 02/04/2025

If you've been holding your breath for the "AI revolution," you can exhale now - it already happened. And while some businesses are still deciding whether AI is relevant to them, others are out here saving hours a day, responding to customers in real-time, and looking like they've got a 12-person support team - when really it's just Christine and a chatbot named Max.

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The Future Called – Travel in 2030 is Closer Than You Think

The Future Called – Travel in 2030 is Closer Than You Think

The Future Called – Travel in 2030 is Closer Than You ThinkConor K Phillips
Published on: 26/03/2025

Let’s play a quick game of time travel. It’s the year 2030. You’ve just booked an immersive culinary tour through coastal Atlantic Canada—via voice command. Your AI travel assistant knows you’re gluten-sensitive, get hangry between 2–4pm, and are weirdly obsessed with historic lighthouses. (Relatable.) It’s planned your full itinerary—eco-conscious, hyper-personalized, and fully synced with real-time weather, accessibility preferences, and crowd levels. Sound far-fetched? It’s not. In fact, the future of travel isn’t lightyears away—it’s basically knocking on our door. Here’s a peek at what 2030 has in store and how it’s already reshaping the way we move, plan, and experience the world around us.

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"Roamlii is headquartered in Saskatoon, Saskatchewan, on Treaty 6 Territory, and the traditional homeland of the Cree, Saulteaux, Dene, Dakota, Lakota, Nakota, and Métis nations. We pay our respects to the First Nations and Métis ancestors of this great land, and reaffirm our relationship with one another."

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