Associates

Peter Varlow

Peter works as both a consultant and a trainer to help destinations and their small businesses to identify and prioritise their online marketing activities.

He joined TEAM in 2005 and offers expertise in online CRM including customer capture and activation via websites and e-mail marketing. He also helps destinations to plan mobile services to support visitor management and information delivery.

His recent projects have included:

Online marketing

• Planning and delivery of staff e-business training programme for Fáilte Ireland
  
  
• Online marketing strategy for Yorkshire Moors and Coast Tourism Partnership
  
  
• e-Marketing strategy for the Kvarner County Tourism Office, Croatia
  
  
• Writing for, and editing, a 200-page Handbook on e-Marketing for Tourism Destinations published by the European Travel Commission and the World Tourism Organization
  
  
• Creating and delivering online marketing training seminars for small businesses in Kenya and South Africa
  
  
• Mobile information services seminars for UK tourist information staff
  
  
• e-Marketing strategy development workshops for Oman, Kenya and the County of Kvarner.

Visitor management and information services

• Future technology scenarios for VisitScotland's information and sales strategy
  
  
• Project manager for production of a visitor management plan for the Darwin at Downe Nominated World Heritage Site
  
  
• A visitor management 'Toolkit' for the London Development Agency, and a pilot visitor management plan for Woolwich.

Market segmentation and branding

• Project manager for market segmentation and branding studies of three London sub-regions for the London Development Agency.

Quality assurance

• Three-year strategy and annual business plan for VisitBritain's star-rating quality assurance schemes in England
  
  
• Technical Advisor to the Abu Dhabi Tourism Authority to analyse their star-rating service provider requirements.

Peter was British Tourist Authority's Head of New Media for six years, launching and running www.visitbritain.com which twice won the World Travel Award for best tourism website.

As Visitor Services Director at VisitBritain, he was responsible for information management, CRM, internet services, the national quality assessment scheme, and operation of the Britain and London Visitor Centre.

He was founding chair of the European Travel Commission's New Media Group, and launched the online market research website www.newmediatrendwatch.com, and the first ETC e-Business Academy.

In previous roles, at the South East England Tourist Board, he operated tactical campaigns to support SMEs. Earlier he was publicity manager at the City of Brighton, with experience in marketing short breaks, major events, and conferences. His first career role in tourism was with Conference and Incentive Ltd, devising and operating customised arrangements for corporate clients. He began his marketing career with the Hyde & Partners advertising agency and in the corporate public relations team at the Powell Duffryn Group.

Qualifications and professional memberships
Final Examination of the Advertising Association.
Member of The Tourism Society.
Member of the Tourism Management Institute.

Key areas of expertise

• IT and e-business: advice and training in e-marketing systems and best practice including CRM, website and e-newsletter optimisation, e-commerce, and mobile marketing
  
  
• Online marketing strategy and action planning
  
  
• An experienced TEAM project manager