A spotlight on Jonathan Mountford, made tourism marketing

Tell us a bit about your role and how it supports the business?

I am very privileged to be a co-founder and Managing Director of made. Established in 2010, we are a full-service marketing company specialising in the travel, tourism, and leisure industries.

I am professionally responsible for the successful leadership and management of the company’s business. I led on the made’s client facing operations and ventures to maintain and grow business for our clients.

made provide creative PR and marketing campaigns specifically tailored to meet our clients’ requirements. We work with some of the biggest and best-known businesses in the youth, student and educational travel industry. This involves trade show organisation, running sales missions, familiarisation trips as well as effective engagement with travel trade buyers allowing them to access bookable product.

What has been your career highlight to date?

I have had the privilege to have worked on some of the most prestigious brands in entertainment, sightseeing and attractions. Whilst working with our entertainment clients I’ve been honoured to meet some of my personal heroes such as Yoko Ono, Madonna, Bruce Springsteen to name a few!

What is the best piece of advice you have ever been given?

Never forget to say thank you and never forget that who you are is so much greater than what you do! 

If you were not working in this sector, what other industry would you have pursued a career in?

I would go back to working in broadcasting full time as I have very fond memories of working in radio in the mid 90s in Birmingham. 

Virtual reality has been one of the breakthrough technology trends of recent times and it has had an important impact on the industry. After all, virtual reality allows for destinations to be showcased, properties to be viewed and attractions to be explored, all via a digital experience.

This was especially helpful in the Covid era, when travellers want certainty that they are going to the right place. It can also help companies that facilitate corporate or event bookings, because their potential customers have the option to fully explore facilities without needing to travel for in-person viewing.

Within the field of marketing, there are a variety of significant travel trends to be aware of, such as the increased demand for personalisation and targeted messaging, the rapid growth of voice search, the ever-evolving uses of artificial intelligence to deliver marketing messages and content, as well as the growing role of content marketing.

What is coming up for your company in the next 12/18 months?

The business landscape remains uncertain, we are seeing some positive signs, but the next year will not be plain sailing. made is in a very privileged position to have some amazing projects in the pipeline working with some new visitor attractions so overall we are quite optimistic. 

As an association what one thing do you think we have done that has made a real difference to our members during the crisis?

The weekly updates provided by Emma was very helpful to everyone during the pandemic. 

Covid-19 has had a huge impact on our industry, what is the one thing that you have learnt personally or professionally during this time?

The ability to keep our business lean and agile, as a person and as a business we have had to change course and adapt to so many changes in society. 

What would you say our biggest challenges and opportunities are as an industry currently? 

Almost a third of tourism businesses have lost at least half of bookings made for domestic holidays between January and March this year due to Omicron and everyone is braced for financial pain as the cost of living rises this year, particularly with energy bills likely to soar from April. However, the UK is now marking the start of a new chapter in the fight against Covid I think we have opportunities such as those that arose out of the 1920s when post-flu pandemic Britain was known for glitz, glamour, jazz and modernisation! Messaging of welcome and reassurance is now key to boosting consumer confidence in visiting Britain – sustainability is also important! 

Find out more about BETA member made here

Published 03 February 2022