Nick How

Research Director

Nick’s team conducts quantitative and qualitative research for destination and visitor attraction managers and other tourism professionals across the UK. This work gives clients a robust understanding of their market and the tools to develop the products and services customers want.

Giving clients the ability to take informed decisions, on anything from marketing campaigns and place branding to product perception and awareness levels and feasibility testing for potential new attractions and exhibitions, is at the heart of Nick’s approach.

Examples of this approach include the 2008 School Trips Research Conference held in York. Attended by 50 representatives from the tourism industry, the conference featured presentations on out of school trips research managed by Nick.

Industry publications such as Tourism Insights, Tourism Society and GEM (Group for Education in Museums) have also covered this research showing destinations and attractions how to attract and maintain their share of the schools trip market.

Nick’s team also produces the National Group Travel Report every two years. This research demonstrates how attractions and destinations can increase the volume and value of group travel visits.

“Everything my team does is designed to help destinations and attractions understand their audiences and influence visitor behaviour.”

Nick’s clients include the Youth Hostel Association, Yorkshire Dales and North York Moors National Parks, Museums, Libraries and Archives Councils, Visit Chester and Cheshire, the Courtauld Institute of Art, the National Coal Mining Museum, Wimbledon Lawn Tennis Museum, and Tower Bridge Exhibitions.

He has presented his findings on place branding research at leading conferences and in New Start magazine.

A former History teacher, Nick has a BA (Hons) in History from the University of Wales and holds a CIM Professional Diploma in Marketing. He is a member of GEM and AIM (the Association of Independent Museums).