Rachel is ETOA’s Director of Insight and Business Improvement. She has two roles: firstly, in leading ETOA’s research and insight programme, she has developed the Insight Hub and its associated webinar programme. Leveraging industry statistics and our data partner analytics, Rachel analyses tourism insights to help members make better, data-driven decisions for business growth. Secondly, she drives business improvement through CRM system development that improves the ability of our commercial team to make strategic decisions that benefit our members.

Rachel has a long history of travel industry and analytics experience, starting her career as a Tour Director for US educational travel groups. Having also worked as an Operations Manager in Boston and London, she moved to ETOA in 2002 to develop the digital offering to members and to increase ETOA’s standing in the digital arena. She then took a 5 year break from ETOA to gain an MSc in Operational Research from the London School of Economics, and then to become Insight Director for Digital Media at consumer analytics company, dunnhumby. Rachel returned to a digital role at ETOA in 2013, and since then has developed the technical capabilities within ETOA and the travel tech offer to their members