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18/02/2022 By : Katherine

"It's something new, every day!"

Our new Head of Account Management Nida Kapadia talks about keeping work fresh with new challenges – and why digital marketing is the future when it comes to informing agents about travel products…

Nida joined OTT as an Account Manager in September 2019 after a decade spent as an account manager promoting global destinations.

She has worked in London and Mumbai for an impressive roster of destinations including Ottawa Tourism, Florida Keys & Key West, Ras Al Khaimah Tourism Development Authority, Ras Al Khaimah Tourism Development Authority, Destination Canada and the Macao Government Tourism Office.

"Completely digital and completely different"

While destination marketing focuses on yearly budgets and the same calendar of B2B events, Nida has found that working on a digital platform presents a whole new world when it comes to scope… presenting opportunities for flexible, responsive and engaging communication with clients and agents.

“Working for OTT has been a really pleasant change – it is completely digital and completely different,” said Nida. “OTT’s founder, Julia, is such a ‘go to’ person and she comes up with something new every day. There’s not a day in the office when it’s ever the same!”

The Covid pandemic has hit fast-forward on the pace of digitisation. Nida says it’s been interesting to see how different sectors – including destination marketing - have had to adapt and rise to new challenges.

"Online learning is all at your fingertips now"

“Digital Marketing is definitely the way forward,” said Nida. “From where I came, it was quite old school marketing. And now digital marketing has got bigger – obviously the pandemic has helped that a lot and it’s also placed a lot importance on email marketing in terms of getting you onto a site to use online learning, it’s all at your fingertips now. You don't have to physically go and meet anybody to explain everything in person to them any more – it’s all on the website and that aspect that now plays an even bigger role within the travel industry.”

Keeping up with the pace of technological change will be just one aspect of Nida’s new role. What else will she be looking forward to achieving?
“Well, in my new position, my focus is going to be making sure that we have a substantial amount of our clients who take up OTTOMail for their communications. OTT has invested a lot in it and my role will be to help people to get to know the feature so they can take advantage of it. The database that we provide them enables clients to connect with already engaged agents and also, to add their own database to. That's going to be my key focus.”

“Of course, OTT is also doing a lot in terms of introducing new features – we are introducing Academies as dedicated online spaces for learning. Academies and OTTOMail have become even more important because of the pandemic along with virtual events, like quizzes and webinars. We like to make sure that it’s not boring!”

A break from routine

What’s the best aspect of working at OTT? For Nida, its the chance to contribute her own thoughts and ideas into making positive changes to the OTT’s platform and operations. She explained: “Julia and Product Manager Louise give me a lot of flexibility, a free hand. I am able to tell them what I would like to do and they agree that. For a small team, I think it is a great way to communicate and get your point across. With previous positions, it was more of a routine, following marketing budgets and strategy, such as yearly annual marketing plans, but Julia is always open to and up for fresh ideas.”

“OTT is a young team and of course we are digital, so we have to keep learning and growing everyday. One thing I haven’t had is the opportunity to get bored in more than two years with the company!”




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