Austin Nicholas

CEO at Travel out there

Austin Nicholas in event architect and entrepreneur. He moved from the UK to Riga in the beginning of the 2000 and with over 15 years of experience in the events and DMC industry in Riga, he decided to establish Travel Out There agency. Travel Out There connects valued clients to a network of DMC professionals specializing in incentives and team building in Riga and beyond.

Q: What do you love about your job the most?
Playing on Expectations. Often when clients visit Central and Eastern Europe, expectations are not very high. Yet when they experience a destination with Travel Out There, they are amazed and enthusiastic about the region. Under promising and over delivering is the key to sending our clients into the delight zone.

Q: Where do you see the biggest opportunity in marketing and the MICE industry?

I see the biggest growth area will be in making the MICE industry as a whole more purpose driven and meaningful. This can involve integrating a CSR/give back element in to an incentive or reducing the carbon footprint of a conference.

Q: How do you deal with the marketing jungle on a daily basis?
Treating each of our leads as a unique case and always being personal, professional and punctual in our response. There is a temptation to cut and paste proposals and offers for clients, but this never works. Clients want to feel valued and that their business really matters, therefore adopting a proactive rather than reactive approach is the key to differentiate.

Q: Looking at your bucket list, what is the one thing that you really wish to cross off by the end of 2017?
Would love to deliver a Ted talk about the value of connecting experiences that help build trust.

Q: If you could have dinner with anyone (alive or dead), who would you have dinner with and why?

Nelson Mandela. I think in today’s world people are not willing to be patient and work with a long term vision. I would like to understand how Nelson Mandela managed to stay true to his core vision and values even under extreme adversity and became such a respected and uniting leader.


Q: What would you share with our participants if you had only one minute?

People do not buy what you do, they buy why you do it – you shake hands with a person, not a business.

Q: What are you bringing to Conventa Crossover?

I am hoping to help create an atmosphere where people will be more open to connect, communicate and collaborate. I think at times the MICE industry aims to accelerate this process with alcohol. I believe it can be done more effectively sober with some good tips on effective networking with a purpose.