Spearheading sales excellence in travel

What We Do

My name is Richard Tams and my company, Tailwind, is founded on almost 30 years of commercial experience within the travel industry in markets across the globe from Stockholm to Beijing and Los Angeles to London.

Business Consultancy​

Sales channels in the travel sector are changing dramatically. Tailwind delivers sales solutions to the industry across a variety of international markets to maximise sales force effectiveness and thereby drive incremental and higher quality revenue. These include the introduction of channel specific sales process change, sales organisational alignment and on going sales team management based on performance against key metrics. 

In addition, Tailwind specialises in top-level engagement and sales strategies for diverse international marketplaces (such as China and the Far East) and provides the cultural intelligence to support these. Cultural Intelligence helps sales people understand how they can operate most effectively within these alien markets and interact with unfamiliar cultures to achieve their goals and avoid damaging misunderstandings and miscalculations.

I have built my 30 year career in the travel sector on an ability to develop client, partner and government relationships in a diverse range of markets across the globe that generated quality revenue and added brand value. I established thought leadership in a number of areas and became a respected authority on sales effectiveness and various industry issues. 

Executive Coaching

Tailwind offers one to one executive coaching. Whether employed, self employed or just starting out, making business decisions and building performance is increasingly difficult.

In a coaching environment, I cease to be the expert. The coach is a facilitator of learning and, in that capacity, coaches recognise the difference between teaching someone and helping them to learn. Fundamentally, by asking the right questions based on a wealth of experience, I help the individual to improve their own decision-making and performance.

Throughout my executive career I have acted as a mentor and coach to others in both a formal and informal capacity. I get enormous pleasure from nurturing talent and assisting others in achieving their ambitions. The combination of consultancy work with a coaching approach is a highly effective way to support senior executives in surmounting the challenges they inevitably encounter when reshaping their sales effort.

I am an Institute of Leadership and Management accredited executive coach. I have a certificate in ILM Level 3 Award in Effective Coaching which supports:

  • Understanding Good Practice in Coaching within an Organisation Context
  • Undertaking Coaching within an Organisational Context
  • Reflecting on Coaching Skills within an Organisational Context.

Event Facilitation​

In addition to being Tailwind Founder and Director, I am a respected writer and commentator on the travel business. I appear at a variety of industry events including workshops, seminars and conferences as host, moderator, facilitator and interviewer. My insight, experience and humour ensure that I am always invited back. My engagements have included the annual conferences of the Institute of Travel Management and Global Business Travel Association.

Who We Are

Richard Tams

I am a sales and marketing expert with a proven track record of developing long-term business relationships in a wide variety of markets in Europe, North America and Asia. Most recently, I created and delivered a strategy for British Airways and Iberia in China that positioned both brands to exploit the fast growing demand for international travel from that market. Before my posting to Beijing, I was Head of UK & Ireland Sales & Marketing, based at British Airways’ Heathrow headquarters. 

In 2018, after 27 years, I left British Airways to pursue new opportunities while I was still young enough. In 2019, I launched Tailwind Advisory to offer consultancy services within travel sector. I have sat on a number of boards including airlines, tour operators and Chambers of Commerce. I have an Honours degree in Law from the University of Cardiff and I am an accredited professional coach with the Institute of Leadership & Management.

Our Clients

“A series of sessions with Richard proved both timely and immensely helpful during a particularly intense time professionally. He helped me clarify my personal and professional priorities as well as identifying some areas for future focus. I am extremely grateful and would definitely recommend Richard to anyone who is wondering ‘what next’ or ‘what should I be focusing on at this point in my career’.”

Antonia Kingsland, Management Consultant

Richard joined our annual conference in 2019 as a facilitator and speaker on a number of subjects including China and Cultural Intelligence. His sessions were informative and entertaining and among the highest rated by our delegates. He has also recorded a podcast for us and we would certainly have him back.

Scott Davies, CEO, Institute of Travel Management

Get In Touch

15 Price’s Court
Cotton Row
SW11 3YR
United Kingdom