Open Menu The Great Escape Rethinking Travel’s Path To Purchase It’s safe to say that after 18 months of twists and turns, stops and starts and colour-changing systems, people have got travel on the mind. To understand what the road to recovery really looks like for the travel industry, in partnership with Travelzoo, we asked holidaymakers how they feel about travelling in the current climate and how they’re navigating a new path to purchase. Our webinar then brought these consumer mindsets to life. During our rounded discussion, we shared valuable and actionable insights for travel brands looking to reach great escapers at this pivotal moment in the recovery timeline. Moderated by Accord Marketing’s Strategy Director Jasman Ahmad, the panel featured James Clarke (Travelzoo), Nicola Richardson (Travelbag) and Jo Bruton (Accord Marketing). We’ve received some great feedback from the morning as audiences found the discussion insightful, offering a promising perspective with useful takeaways for the industry’s highly anticipated come-back. This session provided a viewpoint on several hot topics, including: Is the journey as simple as dreaming, planning, then booking? Or have any new stages emerged? How do different age groups navigate across the journey? How important is the right media for finding and talking to people at each stage? What makes a person trust a travel brand and at what stage is this element of trust the most important? The event also saw the launch of our exclusive consumer research white paper ‘The Great Escape: Rethinking Travel's Path to Purchase.’ Download your copy now. Download our exclusive consumer research here: The Great Escape: Rethinking Travel's Path to Purchase Name * First Name Last Name Work email * Position * Organisation * Agenda Introduction and panellist discussion Live Q&A with the panellists Moderator Jasman Ahmad, Accord Marketing Strategy Director Panellists Jo Bruton, Accord Marketing Senior Client Strategist James Clarke, Travelzoo General Manager, UK Nicola Richardson, Travelbag Head of Marketing Jasman Ahmad Strategy Director Accord Marketing Appointed Strategy Director in April 2018, Jasman is responsible for combining creative thinking with factual and statistical data to plan and propose effective marketing strategies that solve clients’ biggest challenges. His fascination with people means he loves getting to grips with audiences; being able to tell clients things they didn’t know about the people visiting their site or engaging with their brand and coming up with strategies and campaigns to target them. A thought leader and industry event speaker, he also regularly contributes content to industry blogs and trade publications. Panel of experts Jo Bruton Senior Client Strategist Accord Marketing Having worked in the travel news brand sector for over 14 years, Jo is a straight-talking lover of all things media. In her current role, she is responsible for crafting and implementing marketing plans, identifying commercial opportunities, and proposing new ideas and initiatives to improve campaign performance and drive success. Working with a small and select group of clients, Jo loves the fast pace of agency life and the fact that no day is the same. She has strong commercial awareness and is very quick thinking. James Clarke General Manager, UK Travelzoo James Clarke is General Manager of Travelzoo UK, a global media company that publishes exclusive travel and lifestyle offers and experiences for its 30 million members. James has been in the role for three years in which time he has continued to grow the UK business and helped deliver the acquisition of Jack's Flight Club. James was previously CEO at Fleetway, a London-based travel company who operated in Europe, USA, and Canada. James has also served as a Code of Conduct committee member for ABTA, the UK’s largest travel association and voice of the travelling public. James lives in St Albans with his wife Kathryn and daughter Lily. Nicola Richardson Head of Marketing Travelbag After starting out her career in a media agency, Nicola got the opportunity to work in the travel sector seven years ago, where she jumped at the opportunity to become Head of Marketing for Travelbag where she is responsible for ensuring integrated and effective campaigns are delivered for the brand. Measurement and ROI is a key focus in her role and, as a self-proclaimed ‘data geek’, is actually a bit of a hobby. Understanding customers’ needs and being able to respond to these through targeted and tailored messaging is something she gets a lot of satisfaction from. Her core strengths are being creative, optimistic, brave and analytical. About Work Services Think Awards Careers Contact Accord Marketing Limited. Registered in England 3874258. Head office: Endeavour House, 189 Shaftesbury Avenue, Covent Garden, London, WC2H 8JR. Terms of Business Cookie & Privacy Policy Job Applicant Privacy Notice Website Terms & Conditions By using this website, you consent to our use of cookies. We use cookies to provide you with a better experience and to help our website run effectively.