The Team

Carolyn Childs has more than 25 years’ experience delivering great outcomes for clients in strategy, branding, marketing and product development. Recognising that each project is unique, Carolyn assembles a team of specialist consultants with experience, knowledge and passion for the issue.


+ Carolyn Childs

Principal + Director

UK MRS (full member)
UNWTO Panel of Tourism Experts

Founding Board Member Travel and Tourism Research Association Asia Pacific Chapter

Areas of expertise:
Branding, market understanding, customer engagement and new product development
Spokesperson on tourism, travel and transport industries and their trends

Carolyn Childs’ passion is ‘making a difference’ in business decisions and outcomes. She has spent more than 25 years supporting clients on their business journey – mostly but not exclusively in the aviation, tourism and transport fields.

Carolyn’s experience includes working with IATA (the International Air Transport Association) as head of their market research and marketing function, during which time she conducted research in more than 30 countries and on every inhabited continent.

In 1999, she relocated to Australia as Managing Director of the Travel Research Centre (TRC) – a respected boutique consultancy. At TRC, she co-created Domesticate™ with Bronwyn White, now one of the most respected sources of insight into the Australian domestic travel mindset.

She subsequently handled the sale and merger of the business to TNS Australia where it became TNS’ Travel and Leisure division. The team she assembled became the most respected tourism research team in any large agency and one that clients around the world have sought to work with.

Carolyn established her own consultancy in 2011. Naime is born of her desire to work with a range of clients and on different types of work – including those at the front line such as SMES and microbusinesses.

She is also a partner with Bronwyn White in Pty Ltd, an online membership organisation dedicated to equipping tourism businesses with insight to improve their productivity.

She has worked on projects as diverse as studies of ticketing technology, the interior of the A380 and work to establish a country brand for Australia. For her efforts in the Brand Australia project, she was appointed an ambassador for the brand at its launch – one of 40 designated individuals who could articulate the brand for the media. She has since workshopped the brand with the finalists of the 2011 Australian Export Awards. For pictures of this see here.

About Naime

Legendary sources of strategic advice and support

Naime the Duke of Bavaria, was Charlemagne’s most trusted advisor among the12 Peers or Paladins of medieval legend. Besides providing advice, he engaged on Charlemagne’s behalf in various battles and quests. This balance of strategic advice and active engagement embodies the philosophy of Naime’s founder Carolyn Childs in working with clients.

In certain Slavonic languages, Naime means however in the sense of bringing new or interesting information. Again this reflects to Carolyn’s philosophy of bring a fresh perspective to business challenges and opportunities.

Although Naime is European in origin, the archetype he represents exists in most cultures. For example in Hindu legend Siddantha, is a manifestation of the god Shiva who is a strategic advisor to the other gods and fights their battles. This ability to work across cultures is very much the Naime philosophy.

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