Conrad Advertising:
Travel Marketing Training

Background
Conrad (since rebranded as Accord) is a leading marketing agency for the travel industry, counting hundreds of accounts from tour operators to travel agents to insurance providers among their clients.

The Conrad management were seeking something different to inspire and develop their key account managers and support teams, to enable them to enhance working relationships with their clients.

Decision
Capela were appointed to write and deliver a tailored programme of ‘Understanding Travel Marketing’, designed to put the Conrad team members in the shoes of their travel clients and thus to be able to support them more proactively.

Training
From October to December, training was delivered to 6 groups of around 6 delegates. Each group received one day’s training, then had 4 weeks to prepare a presentation. Day 2 started with the delegate presentations in the morning, and continued with further interactive training throughout the day.

Conclusion
Feedback from delegates was overwhelmingly positive. 97% of written questionnaires described quality of both tuition and content as excellent or good. The requirement to prepare the presentation assignment during the 4 week interim period gave a practical edge to the learning and helped to embed the material.