andrew daines, tourism consultant
DESCRIPTION
Presentation on my journey to being a tourism consultant, including my career with VisitBritain and digital marketing insights. Prepared and delivered to students at Sheffield Hallam University, March 2012.TRANSCRIPT
Sheffield Hallam University, 14 March 2012
My journeyMy portfolio of skills, knowledge, experience and contactsMy first year as an independent consultant
Digital marketing
Social media
Mobile
Online marketing
Information management
Accessible tourism
Travel trade
Content creation
Graduate in Business and Tourism Management
My first job in travel – so good I did it twice!
More travel industry experience
1992 – 1997
Primarily internally facingLimited range of transferable skills
EnjoyableWell‐respected organisationsTravel industry benefits
Joined 14 July 1997 as ‘Tourism Industry Systems Co‐ordinator’ – brand new role
“Maximise the effectiveness of Britain’s tourism industry through the deployment of technology solutions”Customers:All of BTA and ETB, including overseas officesScottish, Wales and Northern Ireland Tourist Boards, plus regional and area tourist boardsLocal authorities / Tourist Information CentresTravel tradeTechnology suppliers
1997: Information Management divisionBritish Tourist Authority / English Tourist Board
1999: Tourism Technology departmentEnglish Tourism Council
2003: Customer Services divisionVisitBritain
2006:Commercial and Marketing Services divisionVisitBritain
2011:Overseas Network divisionVisitBritain
Information ManagementOnline MarketingSocial MediaMobileAccessible Tourism
WebsitesProduct databases
Content managementDestination ManagementSystems
WebsitesE‐commerce
Partner marketingDistribution channels
Customer behavioursTrade opportunities
Customer behavioursTrade opportunities
Multi‐partner, 3 year international projectObjective: to improve online information about accessibility
Professional association for destination managersJoined as a full member in 2003Served on Council of Management 2006‐2011, representing VisitBritainServed on Events Group 2007‐2010
European Travel Commission (ETC)
Marketing / research body formed of Europe’s national tourism organisationsRepresented VisitBritain within ETC’s Marketing & Technology Network 2006‐2011Vice‐chair 2008‐2010; chairman 2010
Technology…
2000
2002
2004
2006
2008
2010
361
587
817
1,093
1,574
2,050
Global online population (millions)
Source: Internet World Stats
Year
Travel…(increasing product knowledge)
Broad knowledge of digital marketing for tourismBroad knowledge of the tourism industry in the UK, Europe and globallyCommunication skills, event organising…Large network of contacts in the tourism and travel industries……as well as in academia, technology, marketing…
October 2010: Coalition Government announces a 34% cut in VisitBritain’s budgetDecember 2010: VisitBritain withdraws from European Travel CommissionDecember 2010: my core work area moves to VisitEnglandMarch 2011: leave VisitBritain through redundancy
Demand for servicesSuited my circumstancesRedundancy payment from VisitBritain gave me a financial cushion
Università Ca' FoscariVenezia, ItalyGuest lecturer – competing with Wills and Kate!
Huntingdonshire Association for Tourism, UKReport and presentation
University of Gdansk, PolandSupported 10th International Conference on Information Management
Visit Manchester / Qa Research, UKMarketing analysis of technology deployment at VIC
UNWTO / ETCPrepared content for Handbook on Digital Marketing
Variety of workFlexibilityBeing your own boss (and IT dept)No organisational / office politics
Feast or famineWorking for nothingAdministrationLong‐term planning can be difficultIt can get lonely
Some points to consider:What’s your proposition? Broad‐brush or specialist?How will you keep your knowledge up‐to‐date?Who will your customers be? Will these still be your customers in a year’s time?Have you got adequate finances?Does it suit your circumstances? (e.g. where will you work? Have you got a tolerant partner?)
Keep in touch:
E‐mail: [email protected]
LinkedIn: linkedin.com/in/andrewdaines
Twitter: @AndyDaines