Learning Away is delighted to announce that Joe Lynch, Commercial Director of the Youth Hostel Association is to become the new chair of the Learning Away Consortium. The newly developed Learning Away Consortium has been established as a partnership of identified organisations and advisors, who are united by their commitment to work together and create a campaign to increase the number of young people taking part in residentials and improve the quality of residential provision.
Joe has 20 years of experience in the tourism and leisure sector, nationally and globally. For the last three years Joe has been the Sales, Marketing & Digital Director at the Youth Hostel Association and has recently become the Commercial Director. Joe has a wide-ranging career specialising in the growth of youth, active, educational and multi-site businesses. As the Chair of the Learning Away Consortium, Joe will work with other consortium organisations to ensure a lasting legacy for the Learning Away programme through the promotion of Brilliant Residentials to schools, providers and the wider public policy debate.
Joe Lynch commented:
“What an honour to be chairing a consortium of organisations who are united in promoting and championing residential learning to enable more young people to benefit from these life-changing experiences. Working together the combined membership of the consortium can influence virtually every aspect of current residential provision. As well as campaigning for ever increasing quality of provision, we will also be looking to encourage more residential opportunities – especially low cost accessible stays, that will open these great learning opportunities to even more young people.”
Remarking on the appointment, Elaine Skates, Chief Executive of the Council for Learning Outside the Classroom (CLOtC), the lead organisation in the Learning Away Consortium said:
“We are very fortunate to have Joe’s expertise in marketing within the education travel & residential learning sectors to lead the Learning Away consortium and raise wider awareness of the benefits of residential experiences for young people. The YHA have been committed to supporting a lasting legacy for the Learning Away programme from the beginning and Joe’s background will undoubtedly support the consortium in developing a leading voice for residential learning.”
As the owner of a consultancy business offering expertise in all areas of sales and marketing, Joe has worked with clients such as TUI Travel, Thomas Cook and The Education Travel Group. His key achievements include the development of the ‘Relax as Hard as You Like’ campaign, following the merger of Sunworld Sailing and Neilson Ski, which was awarded the Best Campaign in Travel; and the creation of the ‘Peak Horizon’ brand to tackle hotel occupancy in low season, which was listed in the Sunday Times Top 100 holidays in its first three months.
In his youth, Joe was a frequent user of the YHA, throughout the Yorkshire Dales – (even helping to build the steps up the side of Malham Cove!), and still enjoys the outdoor life; sailing, cycling and walking whenever time permits.
A campaign to promote Brilliant Residentials will launch in September 2016 and aims to involve a range of methods to promote the value of good quality residentials including: social media; press and media coverage; and attendance at events and conferences. To find out more and support the campaign please contact Campaign Coordinator, Kim Somerville via learningaway@lotc.org.uk or tweet @LearningAway.