Andrew Daines, Tourism Consultant

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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.

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Andrew Daines, Tourism Consultant

  1. 1. Sheffield Hallam University, 14 March 2012
  2. 2. My journeyMy portfolio of skills, knowledge, experience and contactsMy first year as an independent consultant
  3. 3. Online  Social  marketing media Digital Accessible   marketing Content  tourism creation Information  Mobile management Travel  trade
  4. 4. Graduate in Business and Tourism Management
  5. 5. My first job in travel – so good I did it twice!
  6. 6. More travel industry experience
  7. 7. 1992 – 1997 Primarily internally facingLimited range of transferable skillsEnjoyableWell‐respected organisationsTravel industry benefits
  8. 8. Joined 14 July 1997 as ‘Tourism Industry Systems Co‐ordinator’ – brand new role 
  9. 9. “Maximise the effectiveness of Britain’s tourism industry through the deployment of technology solutions”Customers: All of BTA and ETB, including overseas offices Scottish, Wales and Northern Ireland Tourist  Boards, plus regional and area tourist boards Local authorities / Tourist Information Centres Travel trade Technology suppliers
  10. 10. 1997:  Information Management division British Tourist Authority / English Tourist Board1999:  Tourism Technology department English Tourism Council2003:  Customer Services division VisitBritain2006: Commercial and Marketing Services division VisitBritain 2011: Overseas Network division VisitBritain
  11. 11. Information ManagementOnline MarketingSocial MediaMobileAccessible Tourism
  12. 12. Websites Content managementProduct databases Destination Management Systems
  13. 13. Websites Partner marketingE‐commerce Distribution channels
  14. 14. Customer behavioursTrade opportunities
  15. 15. Customer behavioursTrade opportunities
  16. 16. Multi‐partner, 3 year international projectObjective: to improve online information about accessibility
  17. 17. Professional association for destination managersJoined as a full member in 2003Served on Council of Management 2006‐2011, representing VisitBritainServed on Events Group 2007‐2010
  18. 18. European Travel Commission (ETC) Marketing / research body formed of   Europe’s national tourism organisations Represented VisitBritain within ETC’s  Marketing & Technology Network 2006‐2011 Vice‐chair 2008‐2010; chairman 2010
  19. 19. Technology…
  20. 20. Year Global online  population (millions)2000 3612002 5872004 8172006 1,0932008 1,5742010 2,050 Source: Internet World Stats
  21. 21. Travel…(increasing product knowledge)
  22. 22. 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…
  23. 23. 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 
  24. 24. Demand for servicesSuited my circumstancesRedundancy payment from VisitBritain gave me a financial cushion
  25. 25. Università Ca Foscari Venezia, Italy Guest lecturer – competing with Wills and Kate!Huntingdonshire Association for Tourism, UK Report and presentation University of Gdansk, Poland Supported 10th International Conference on Information  ManagementVisit Manchester / Qa Research, UK Marketing analysis of technology deployment at VICUNWTO / ETC Prepared content for Handbook on Digital Marketing
  26. 26. Variety of workFlexibilityBeing your own boss (and IT dept)No organisational / office politics
  27. 27. Feast or famineWorking for nothingAdministrationLong‐term planning can be difficultIt can get lonely
  28. 28. 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?)
  29. 29. Keep in touch:E‐mail: andrew@andrewdaines.comLinkedIn: linkedin.com/in/andrewdainesTwitter: @AndyDaines

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