Knowledge
Working with Our Knowledge Team
Our research and strategy team guides every stage of the project. Your assigned lead runs key discussions and frames the practical strategy. This direct connection keeps the work focused on clear outcomes.
Advisory
A senior partner for your destination challenges.
Access experienced advisor support to solve immediate destination challenges and guide project follow-through. We collaborate directly with your leadership team from initial scoping through to final delivery. Commission a standalone strategic project or establish an ongoing annual partnership.
Why DTTT
Bring a senior partner to your leadership table.
Benchmarking
Practical Destination Benchmarking
Access clear data showing how peer destinations approach similar challenges. Destination organisations are our only focus and have been for over twenty years. This direct comparative insight helps local teams test assumptions and build realistic delivery plans.
Independence
Independent Advice for Local Leadership
You receive objective guidance on every destination decision. We evaluate suppliers strictly on their merit and regional suitability. Our neutral stance guarantees practical advice that keeps community trust at the centre.
Our expertise
Expertise across four main areas.
AI Strategy,Leadership & IntegrationBringing the organisational strategy and the AI strategy into the same conversation.
In most organisations these run separately, so adoption spreads informally and the leadership never gets a clear view of what it commits the organisation to.
AI Strategy, Leadership & Integration →How we help
- A written AI strategy position the leadership can take to its board
- A code of practice and governance position the organisation can publish
- A position on which capabilities to hold in-house and which to source
- A six to twelve month roadmap with owners, dates and the capability each step needs
Data, Technology &Digital TransformationTurning the data an organisation already holds into answers it can act on.
Organisations expected to manage anticipatively are rarely short of data. What they lack is a way to turn it into an answer at the moment a decision is made.
Data, Technology & Digital Transformation →How we help
- A practical analytics pilot structured around a specific knowledge gap in your strategy.
- Recurring workflows mapped and rebuilt with the people who run them
- An agent specification and a working prototype, reviewed in operation
- A measurement set the organisation keeps and reports against
Innovation &Destination ManagementForesight and governance for how the organisation itself is run.
How a destination organisation is structured and governed shapes what it can deliver. Those structures are rarely revisited.
Innovation & Destination Management →How we help
- Benchmarking against comparable destinations, with the method shown
- Maturity and capability readings the organisation can repeat annually
- An innovation or industry programme designed and ready to convene
- A framework customised for the destination, branded and published
Consumer Trends,Brand & MarketingMapping visitor discovery, place narrative and decision-making.
Assistants and answer engines increasingly decide what a traveller is told about a destination, which moves the structure of destination information into strategy.
Consumer Trends, Brand & Marketing →How we help
- Discoverability audits across priority international markets and key languages.
- Custom trend monitoring aligned directly with your strategic goals and primary origin markets.
- Strategic evaluation of how your destination narrative is communicated across global channels.
- Content production and localisation workflows designed to strengthen internal capability.
Any piece can be drawn from the annual allocation or taken as a fixed fee outside membership. What the year produces is decided with you.
How we work
Strategy, prototype, build.
We begin with your exact organisational challenges, build practical solutions directly with your team and hand over fully functional tools that you own and operate.
01
Strategy
Defining primary challenges prior to solution design. We establish an initial strategy derived from your local baseline data and peer destination benchmarks. This review process creates a unified strategic direction backed fully by executive leadership.
02
Prototype
Co-designing functional solutions alongside DMO teams. We test concepts directly with key stakeholders using Enterprise Design Thinking frameworks. Operational prototyping resolves practical delivery risks rapidly to provide clear governance certainty.
03
Build
Deploying fully functional systems and transferring asset ownership. We build custom applications, frameworks and measurement systems directly alongside your team. Comprehensive documentation ensures permanent in-house capability and long-term independence.
The Knowledge Team
The people you will work with.
The same people stay with an engagement from one year to the next. On the annual plan one of them is your named lead and the rest contribute where the work needs them.
Nick Hall
Founder & CEO
James Arnold
Digital Trends Analyst
Fábio Caldeira
Digital Trends Analyst
Lili-Sheryl Tchepelova
Marketing & Insight Executive
Accountability
Transparent and traceable by default.
Transparency is the core of how we work, whichever way you engage us. Two things are recorded and shown: the time the work took and the part AI played in it.
01
Time, logged as it happens
Every engagement runs against a live ledger, open to you at any point in the year. Quick questions and informal advice are logged too and draw nothing.
02
AI involvement, graded openly
AI tooling runs through the work, from deeper research to structured synthesis and drafts the team reviews and rewrites. Every deliverable is graded against our AI Transparency Framework and the framework is published openly, so you can judge the grade rather than take our word for the practice.
The AI Transparency Framework →Two ways to work with us
An annual plan or a commission.
Both put the same senior team on the work. The difference is whether you want a partner across the whole year or a defined piece of work delivered once.
Choose a way of workingThe detail, the terms and the fee follow your choice.
OngoingAdvisory planA senior partner on call across the year. Select thisOne-offCommission a piece of workOne defined piece of work, delivered once. Select this
Expert advisory guidance to shape early-stage strategy and the practical capacity to deliver recommendations once agreed.
From €9,995Per year, per organisation
The commitment
Ongoing, with a named lead who stays with you from one year to the next.
What you get
A named senior lead, an annual allocation of credits drawn down as priorities move and the events, research and training programmes the tier carries.
How it is priced
One annual membership fee. It covers the credit allocation and everything else the tier carries, with nothing invoiced per project.
Brief us on what you need and we come back with a scope and a price.
Priced on briefFixed fee, agreed before we start
The commitment
A defined start and end, scoped to the brief. No membership attached, though the relationship can continue if you want it to.
What you get
An audit, a strategy, a roadmap, a prototype or a full programme, scoped against your brief and delivered by the same senior team.
How it is priced
A fixed fee agreed before we start, inclusive of travel, accommodation and delivery.
As a client
What is included
The plan sits at the top of destination membership, so everything the other tiers carry comes with it. These are the parts an advisory client uses most.
Delivered work
Ten session credits a year
Workshops, keynotes and speaker coaching, each workshop followed by a written strategic report.
Events
Eight tickets to each flagship event
X. Design Week, Future. Destination. Brand. and the X. Awards, with unlimited awards entries.
Research
The Knowledge Programme
Each annual research edition with its diagnostics, tools and data. The 2026 edition covers AI discoverability.
Capability
On-demand training programmes
Every on-demand programme, with Digital Literacy for Effective AI from the fourth quarter of 2026.
Access
Platform access for everyone
Open to the whole organisation with no seat count, so the work is not held by one person.
Network
Workstreams and team access
Thematic groups on the questions the sector is holding, plus the wider DTTT team alongside the lead.
How the credits work
Advisory credits allocate dedicated strategic guidance and session credits cover facilitated workshops. All work uses published pricing schedules so project costs remain fully transparent and fixed before any commitment.
Advisory credits
9,000
a year, around 90 hours at the standard band
Session credits
10
a year, in addition to the advisory pool
Drawn down by the hour at the band matching the work, so an hour of chief executive time and an hour of production support are not charged as the same thing. Every hour is logged with its band and a summary.
Workshops, industry keynotes and speaker coaching draw from a separate pool against a fixed tariff. Sessions never deplete the advisory pool and advisory time never depletes the session pool, so neither is spent by accident.
Band
Activity type
Per hour
E
Executive strategy
Chief executive and board-facing input
150
D
Senior strategy and direction
Programme leadership and senior facilitation
120
C
Engagement delivery
The standard band. Senior lead delivery and consulting
100
B
Specialist support
Subject-matter, design and technical input
80
A
Production and coordination
Production support, scheduling and asset preparation
60
Session
Credits
Industry keynote, new
5
Industry keynote, repeat to a new audience
1
In-house workshop, half day online
3
In-house workshop, half day on site
4
In-house workshop, full day on site
6
Speaker coaching session
2
Credit pools allow your team to balance strategic support with hands-on delivery. A 9,000 credit allocation provides 90 hours of standard delivery time or 60 hours of executive input. Your team determines the exact mix required throughout the planning cycle.
Ten credits covers an industry keynote and a half day on site with the team. It also covers three half days online across the year. A written strategic report is bundled with every workshop and never priced separately.
An example
What you actually see
You retain real-time visibility over your entire project scope. Detailed engagement reporting tracks assigned fee bands, recorded hours and total costs across both paid and fully funded deliverables. This straightforward tracking keeps project management simple and fully accountable.
Show the client viewAdvisory engagement · Q2 review
Advisory credits drawn
5,240of 9,000
Session credits used
6of 10
Hours delivered
48.5
Date
Work block
Band
Hours
Credits
14 Mar
Board paper on AI governance, drafting and review
E
4.0
600
22 Mar
Workflow mapping session with the marketing team
C
6.0
600
05 Apr
Discoverability audit, market review and findings
B
8.0
640
11 Apr
Quick questions and correspondence
None
1.5
Not deducted
Illustrative only. The layout is the one clients use. The figures are composed for this page and no client is identifiable.
As a client
What comes with it
A commission has its own boundary, but it runs on the same footing as the annual plan. This is what carries over.
Team
The whole Knowledge Team
The brief is worked by whoever on the team fits it, held together by one senior lead rather than routed through a single contact.
Events
Access to our events
X. Design Week, Future. Destination. Brand. and the X. Awards, with unlimited awards entries.
Research
The Knowledge Programme
Each annual research edition with its diagnostics, tools and data. The 2026 edition covers AI discoverability.
Capability
On-demand training programmes
Every on-demand programme, with Digital Literacy for Effective AI from the fourth quarter of 2026.
Access
Platform access for everyone
Open to the whole organisation with no seat count, so the work is not held by one person.
Network
Workstreams and team access
Thematic groups on the questions the sector is holding, plus the wider DTTT team alongside the lead.
Commission a piece of work
Tailored Frameworks Grounded in Expertise.
A commission can be almost anything you need, from a single question to a full programme. Send us a brief and we will talk it through with you.
AI strategy,
leadership & integration
leadership & integration
- An AI strategy paper for the board
- A code of practice and governance position
- A roadmap with owners and dates
Data, technology &
digital transformation
digital transformation
- A data and analytics pilot
- A recurring workflow mapped and rebuilt
- An agent specification and working prototype
Innovation &
destination management
destination management
- Benchmarking against comparable destinations
- A maturity and capability reading
- A branded, customised framework
Consumer trends,
brand & marketing
brand & marketing
- A discoverability audit across your markets
- A read on how you are described and recommended
- A content and localisation redesign
You receive a clear custom scope and an all-inclusive fixed fee covering travel and delivery prior to project launch.
Send us a brief →Corporate partners
Advisory for corporate partners
The same relationship can be built for corporate partners, with the work pointed at the destination market. Positioning against how destination organisations buy, product and proposition direction and the same senior time from the same banded pool. The Knowledge Programme, the events and the platform come with it as they do on the destination side.
The published corporate tiers today are Partnership and Visibility. Advisory for corporate partners is agreed engagement by engagement.
Questions
Common questions.
Can we commission one piece of work and move to the annual plan later?
Yes. It is the most common way in. A commissioned audit or strategy gives both sides a real piece of work to judge before anything annual is agreed. The understanding of the organisation then carries straight into the plan. Where a commission is followed by an annual plan in the same year, we set the commissioned fee against the first year of membership.
What if our priorities change halfway through the year?
That is what the plan is built for. Nothing is committed to a scope at the start beyond the first working session, so the allocation follows whatever the organisation is actually facing. Priorities are revisited at each quarterly review and the roadmap is rewritten rather than defended.
Who is in the room and can we ask for specific people?
Yes. You know who you are getting and one of them holds the relationship as your named lead. Sessions are staffed for the work in front of us and we will tell you who is joining and why before a session.
How quickly can we start?
Activation begins on signature and onboarding follows straight away, with the first working session scheduled inside it. That session starts from your own baseline: what the year has to deliver, what is already in motion and where the organisation is spending time it should not be.
Do you work alongside our existing agencies and suppliers?
Routinely. We are usually the party helping an organisation decide what to ask of its suppliers, so incumbents stay in the picture. Where a supplier is delivering part of the work we will say plainly what we think of the approach and we do not take commission from anyone we recommend.
What happens to our data and anything commercially sensitive?
Working material stays inside the shared workspace for the engagement and is not reused elsewhere without written permission. Nothing we publish names a client or a figure without that permission.
Work with us
Define Your Destination Goals.
Outline your priority outcomes for the year ahead. Our team can assess your goals to recommend the precise project framework required.
