About Twenty•31
Most tourism destinations developed more or less by accident – and for hundreds of years, that worked. However, in our modern reality, by accident creates problems: Tensions between local communities and tourists. Environmental and social repercussions. An inability to accommodate travellers’ changing perceptions and needs.
Enter Twenty31
Twenty31 seeks to help leaders and operators of tourism destinations unlock their destination’s competitive advantage and develop a blueprint for the future – not by accident, but by design.
Fueled by research, analytical models, and vast global experience, Twenty31 deftly guides destinations worldwide toward three outcomes:
Sustainable economic benefits for destinations and their stakeholders
Similarly social, environmental, and economic benefits for local communities
Positioning of tourism as an agent of diplomacy and human fellowship, with mutually beneficial outcomes
Anchorage to Dubai. Rwanda to Fiji. Sacred sites to threatened seas. See how Twenty31 has helped clients create a unique competitive advantage
Strategy
Impactful destination strategy operates mindfully, with the big picture in mind – and is Twenty31’s strong suit. We work with destinations to pinpoint challenges, develop hypotheses, test theories, then create actionable plans that consider sensitivities and players who were historically overlooked. Take Egypt, where Twenty31’s comprehensive refresh efforts have culminated in a promising new global strategy, brand, and go-to-market plan.
Investment Attraction
Even the best strategies collect dust when investment lags. Twenty31 positions destinations and operators to attract financial resources from qualified investors. We conduct due diligence on potential and existing investment opportunities and identify new funding source. In Alberta, Canada, for example, Twenty31’s financial analysis identified catalyst tourism assets and paths to successful attract investment.
Research
High-stakes decisions cannot be made in the absence of data, and more importantly insights. This is especially true for today’s dynamic and demanding global tourism landscape. Twenty31’s proprietary research spanning everything from brand health to situational assessments reveals key insights to drive decision-making and inform strategy objectives. In Fiji, for example, a Twenty31-led business intelligence program is supporting the island nation’s sustainable tourism growth and global positioning.
Vision
We believe in tourism’s purpose - we design positive, sustainable competitive advantage for tourism leaders.
Mission
We translate evidence into insights and insights into actionable strategies that enable tourism leaders to define and build sustainable, competitive advantage.
Business & social impact
We work exclusively with organizations that strive to develop and manage a more sustainable travel and tourism industry. We believe that tourism must directly benefit local communities, who in turn must have active leadership and influence over the management of their tourism assets and future.
Entrepreneurial drive
We are only as good as our last project. While delivering on excellence, we apply those skills to actively seek new business opportunities for our clients.
Our principles
Intelligent disruption
We strive to challenge the status quo. We look for creative ways to combine what we know with what doesn’t yet exist. We use design-thinking principles to work through complex problems with our clients and partners. We bring together disparate approaches to finding the best solutions and refine our skillsets along the way.
Quiet confidence
Our work speaks for itself. We take pride in it and the relationships we build. We help clients in ways they haven’t thought of before – to think differently and challenge convention. At the same time, we acknowledge that there’s always so much more to learn and we embrace this.
Interconnectedness
We believe in the inherent interconnectedness of people and places. Recognizing that there is a purpose behind things beyond our complete understanding, we embrace the power of awareness and positivity as catalysts for meaningful change. We strive to be unwavering agents of positive transformation, leaving a lasting impact.
Collaborative spirit
We operate as a tight-knit team, providing mutual support to achieve excellence. We roll-up our sleeves and do what it takes to get the job done well. We also value work-life-balance. Family is our priority.
People-to-people people
We are “we” people. We have strong emotional intelligence, style, and confidence. We don’t use big words, and we don’t use consulting speak. We “wow” with our knowledge, skills, and ideas.
Radical Transparency
The truth, no matter the cost, is always the most important thing, even when it’s tough to hear. Integrity and trust matter too.
Our team
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Öykü Ulubaş
Associate
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Aleix Rodríguez Brunsoms
Partner
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Robin Gilbert-Jones
Specialist: Research & Analysis
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Cathy Kirkpatrick
Senior Specialist: Brand & Marketing
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Jennifer Starrett
Partner
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Joe Naaman
Partner
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Sam Mountford
Senior Specialist: Research & Analysis
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Oliver Martin
Senior Partner
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Greg Klassen
Senior Partner
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Michelle Gounden
Partner
