Carolyn Childs

Evidence-based strategist & Director at

Carolyn  Childs

Carolyn has spent more than 25 years’ helping businesses achieve their goals by using research and other evidence to guide strategy and planning – mainly in the aviation, travel and tourism fields. She has worked in more than 35 countries on every inhabited continent and brings a detailed understanding of customers and how to connect with them. As well as running her own businesses, she has worked for organisations such as the International Air Transport Association, TNS (the world’s largest custom research company) and the Travel Research Centre. Her clients include blue chip names across the industry including Aer Rianta, Tourism Australia, TurEspana (Spanish national tourism organisation), Air New Zealand, Qantas and Emirates.

Her passion is making a difference and she does this by making research accessible and business focused. With Bronwyn White, she co-created Domesticate™ (now owned by TNS) – one of the industry’s most respected sources of strategic direction for the Australian domestic tourism market.

She set up with Bronwyn in 2011 to help fulfill this passion by making the tools, approaches and insights accessible to everyone.

Carolyn is a regular speaker at conferences. She is currently President of the Asia Pacific Chapter of the Travel and Tourism Research Association, is a Certified Member of the Market Research Society and has sat on the UNWTO Panel of Tourism Experts.

More about Carolyn Childs

Insights by Carolyn Childs (5)

How to Convert Travel Dreamers into Bookers at the Start of 2018

At this time of year, millions of people all over the world start dreaming about their next holiday as they return to work after the December-January break. The travel industry needs to inspire those dreamers via an emotional connection then trigger them into making a booking, says MyTravelResearch.

How Destination Marketing Organisations Can Better Defend Their Budgets

Don't wait for budget kick-back to happen. Here's how to be better prepared with data and arguments so you can retain valuable destination marketing budgetBy Carolyn Childs, co-founder and strategist, MyTravelResearch.

Why Customer Experience Is (Rightly) Such a Hot Topic in Travel

Why is customer experience such a hot topic and buzz phrase in the travel industry (and others)?Answer: because in the age of the experience economy the quality of customer interactions at each stage of the path to purchase builds customer loyalty and advocacy.

The Five Trends Changing Luxury Travel Today

We have identified five trends and characteristics defining luxury travel today.The trends are the emergence of the new luxury consumer, the trend to learning and enrichment, the need to put something back, the rise of the ephemeral and instant, and the unwavering need for great service.

Developing and managing dark tourism

Late last year I spent a few days in Medellin (Colombia). For many people, the name Medellin will be associated with the ultra-violent rule of the cocaine cartel chief Pablo Escobar. In fact over the last 20 years Medellin has undergone a remarkable and heartwarming transformation.