Rob is Strategic Marketing Director within the Airlines division at Amadeus, where he oversees all marketing and communications activities with a special focus on customer-centricity and engagement. Strategy, innovation and improving customer focus has been central throughout Rob’s career, spanning over 25 years in global (B2B & B2C) companies across the IT Systems, Travel and Media sectors. Rob has enjoyed a varied career from the birth of online publishing for the BBC to pioneering travel e-commerce, right through to leading airline IT strategy, marketing, communications and thought leadership. Rob has pioneered global research into the ‘Future Traveller Tribes 2030’ to better understand what motivates passenger travel, how purchasing habits are changing and provide a strategic framework for the travel industry to innovate and evolve in order to build a more rewarding global travel ecosystem. The latest research paper in this series ‘Embracing Airline digital transformation: Spotlight on what travellers value’ was launched in September 2017. Having visited over 90 countries on his “bucket list”, Rob has a passion for travel and the natural world; he’s a Fellow of the Zoological Society of London (ZSL) and a qualified BSAC scuba diver.