WHO WE ARE

In 2031, the world will welcome its two billionth international traveller. Many will be seeking the dream of the ever expanding middle class—a life less ordinary through international travel. But this wanderlust will not be equally and sustainably distributed around the world. There will be winners and losers. 

Winners will be the destinations that not only invest in tourism, but understand the key motivators that will drive the international traveller of the future. That will allow you to mount an innovative marketing, destination and experience development strategy. 

The motivators that inspired the first billion travellers (achieved in 2012) will change as consumers become increasingly discerning and market savvy. The destinations that 'get it', those who take risks and lead rather than follow, will be rewarded with a disproportionate share of tourism revenue.

Twenty31 seeks to partner and collaborate with leaders of organisations to define your unique tourism opportunities. First, to understand the potential for the future and articulate the unique experiences you can offer visitors. Then to help you define the kind of tourism that is right for your destination, such as moving from a volume strategy to a more discerning customer base. And finally, helping you develop a marketing plan based on sound research. 

We’re expert at seeing around corners. Twenty31 can help create and execute your innovative tourism strategy of the future. 

GREG KLASSEN

A travel and tourism industry strategist with 20+
years of leadership experience with blue chip organisations, including Canada’s national destination marketing agency,
the Canadian Tourism Commission (CTC), AT&T and TELUS, Greg is an expert in the development and execution of marketing strategies leveraging new technologies.

At Twenty31 he advises senior leadership teams on competitive destination marketing strategies, brand positioning and investment opportunities. He is a renowned thought leader on disruption in destination marketing and the links between travel and tourism and economic development.

While serving as the President & CEO and Senior Vice President, Marketing Strategy and Communications, Greg led the enhancement of Canada’s Future Brand ranking from 12th to 1st position, positioning Canada as the most recommended destination in the world to visit according to Reputation Institute.

Greg also created a comprehensive strategy to promote the 2010 Vancouver Winter Olympics, developed a unique segmentation model to understand the underlying needs of global travellers through the Explorer Quotient and spearheaded the Canadian Signature Experiences product development program, helping position Canada as a truly experiential destination. For his efforts Greg was recognised as one of Canada’s top marketers by Strategy Magazine.

Greg has actively participated and presented at major industry forums including ATTA, DMAI, PATA, TIAC,
UNWTO and WTTC. Greg is an Associate Faculty Member at the School of Tourism and Hospitality Management, Royal Roads University. Greg holds a MBA from the prestigious Thunderbird School of Global Management in Arizona and
an undergraduate degree in Economics from the University
of Victoria. He is a fellow of the Royal Canadian
Geographical Society.

 
 

OLIVER MARTIN

A stakeholder engagement specialist with 15+ years of international experience working with leadership
organisations, Oliver is an expert in the design and execution of research to identify innovations in marketing and reputation strategy. At Twenty31 he works closely with senior leadership teams to measure competitive performance and brand resonance and navigate the sustainability agenda. He also directs various brand and reputation consulting engagements including for Banff Lake Louise Tourism, Dubai Tourism & Commerce Marketing, Nepal Tourism Board, Palau Visitors Authority, Tourism Toronto, Tourism Victoria and Tourism Yukon.

Oliver was formerly with reputation and sustainability consultancy GlobeScan where he led thought leadership and stakeholder engagement projects for numerous multinational/multilateral organisations including Asian Development Bank, BBC World Service, Intel and Rio Tinto. He was also the co-facilitator of the world’s first major business crowd-sourcing forum, the Unilever Sustainable Living Lab, to identify practical solutions to sustainability challenges.

Oliver has served as the Associate Director of the Pacific Asia Travel Association's Strategic Intelligence Centre. In addition to co-managing the Centre, Oliver was a frequent panellist on CNBC Asia’s morning business programme. Oliver started his career at the Canadian Tourism Commission where he worked in progressively senior positions in planning, marketing and the Office of the President & CEO.

Oliver holds a Graduate Certificate in International Marketing from University of Toronto and an undergraduate degree in Economics and International Politics from Wilfrid Laurier University. He sits on the Board of Directors of Oxfam Canada and the Pacific Asia Travel Association's Sustainability & Social Responsibility committee.


ALEXIS KERELUK

Alexis Kereluk

A tourism development and DestinationNEXT specialist, Alexis has been bringing forth strategic and innovative concepts to the tourism industry for almost ten years. With strengths in tourism research and community engagement, Alexis has worked with leading consulting firms, tourism agencies and event firms, on thought-provoking industry projects.

At Twenty31 she is a senior project manager and analyst on various destination development projects including for Explorers’ Edge, Haldimand County and the Atlantic Canada Tourism Partnership.

Prior to joining Twenty31, Alexis was a Project Manager with airline management consulting firm, InterVISTAS Group, where she worked on the ground-breaking DestinationNEXT – a futures study and interactive framework to help destinations move to the next level.

Alexis has served as the Manager of Business Development with the MCI Group, a global experience management and consulting organisation. Alexis excelled at her position bringing in the most revenue within MCI Canada for group, incentive, convention and business travel. She worked with public and private organisations to develop strategic sales and marketing plans, including developing strategies with DMOs and board members to increase the volume of international conferences and delegates. Alexis was also a strategic advisor to the Canadian Tourism Commission (now Destination Canada) for the prestigious Canada Media Marketplace event, increasing Canada's presence with top travel media globally.

Alexis has been involved with a variety of international development projects throughout Africa, China, Colombia, Guatemala and Nepal.

Alexis holds an undergraduate degree in Business Administration in Finance and Management Science from Simon Fraser University. She sits on the Board of Directors of the Professional Convention Management Association (PCMA), Canada West chapter.

 
 
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Sam Mountford

With more than 18 years experience working with Fortune 500 companies, national governments and global non-governmental and multilateral institutions to understand their issues and measure their impacts, Sam brings a wealth of expertise to Twenty31 from spells both as a senior executive at leading research agencies and as an in-house business insights and evaluation specialist in both the public and private sector organisations. At Twenty31 he supports our destination brand and travel consumer research projects providing expertise in qualitative interviewing and advanced quantitative analysis. Sam is an expert in designing and analysing research to identify and map brand drivers and measure correlation to consumer and stakeholder loyalty and engagement.

Sam’s previous experience includes several years heading the research and evaluation unit at the UK’s Foreign and Commonwealth Office, where he worked closely with Visit Britain, the British Council and UK Trade and Investment to help shape, plan, and measure the impact of the UK government’s public diplomacy initiatives aiming to build a positive global travel and investment brand for the UK. Sam recently took his skills in reputation and issues monitoring to leading pharmaceutical company GSK, where as head of global reputation tracking he helped the company understand, measure and track the attitudes of its most important stakeholder audiences around the world.

He also spent several years at global reputation firm Ipsos MORI and as one of the senior team of research directors at reputation and sustainability consultancy GlobeScan, where he led enterprise-level stakeholder engagement, issues and reputation measurement studies for corporate and non-profit clients including SABMiller, Vodafone, BP, the British Council, UNESCO, Asian Development Bank and the International Committee of the Red Cross. He also managed GlobeScan’s programme of global news-driven polling for the BBC World Service.

Sam also brings insight into the world of travel consumer planning from his experience as a researcher and a co-author of a recent edition of the highly respected travel guide, the Rough Guide to Italy. Sam holds a BA (Hons) degree in French and Italian from the University of Leeds and is fluent in English, French, German, Italian and Spanish.

 

Nassim Ghrayeb

Nassim Ghrayeb

With over 20 years of experience in brand planning and strategic consulting, Nassim has the ability to quickly grasp new situations, simplify complex problems and bring solutions from all sorts of adjacencies that are rarely considered by traditional management approaches. At Twenty31 he advises on our place branding projects, providing expert insights via qualitative and quantitative research analysis. He is a master practitioner in innovation consulting, including strategic and applied innovation and the application of design thinking to problem solving. He is an expert qualitative analyst and has helped pioneer techniques including ethnographic immersions and co-creation labs.

Nassim was formerly the managing director MENA at global strategic innovation and experience design firm, Idea Couture. The company has trademarked the term "D-School + B-School" a design thinking methodology for a widely multidisciplinary team combining the capabilities of design schools (D-School) plus Business schools (B-School) in its approach. Nassim helped to refine their consulting methodology with the design side meant to "humanize" the approach and satisfy the consumers, while the business side derives value and satisfies companies. Nassim’s clients have included GAP, CNN, Unilever, HSBC, Dubai Tourism and Commerce Marketing and Emirates Airlines.

Nassim has significant experience in the entrepreneurial and management fields as founder of highly successful, Dubai-based market research firm Siraj Middle East and as the CEO of YouGov Dubai and Vice President Creative Development and Evaluation at Ipsos ASI in Toronto.

Nassim is a graduate of the Innovation and Creative Leadership program at THNK – The Amsterdam School of Creative Leadership and holds an undergraduate degree in Business Administration with a focus on Marketing and Finance from Cyprus College.