About Us

Setting A Global Standard for the Travel Retail Industry

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Meeting the challenges of unlocking revenue and optimising customer experience

Duty Free and Travel Retail is a market which is unique and faces challenges different from those of its domestic competitors – from increased security regulations, hand baggage restrictions, travel stress, lack of time and more ways for customers to spend their money than ever before. 

Travel is their first priority and shopping is secondary and the increasing sophistication of online and domestic retailers means that competition has never been so tough.

The DFWC Academy has been formed by The Duty Free World Council to support the industry in responding to these significant challenges by creating a learning institute for the industry that promotes professional standards and provides a platform to develop and motivate our high potential employees

Our commitment

We’re committed to provide world class travel retail course and training programmes and an easy to access learning environment that:

  • Drives the implementation and consistent application of professional standards
  • Engages and upskills employees to drive revenue
  • Improves retention and ability to attract talent
  • Delivers globally recognised and transferable qualifications
  • Optimises the customer experience and customer satisfaction

Educational Partner

The DFWC Academy is privileged to have the support of leading Duty Free & Travel Retail education provider, The Institute of International Retail. 

Founding Sponsors

Our Team

Derek Hghes
Derek Hughes​ Managing Director
Derek Hughes is Principal of 180 Degrees, a solution based Retail Consultancy with over 25 years of hands-on Retail experience. Derek was CEO and founder of Hughes & Hughes, a founding Director of Insomnia Coffee Company and founding Director of the Bord Gais Irish Book Awards.
John King
John King Chief Technical Officer (CTO)
John King is a global keynote speaker, technologist and founder of two online startups including a global online marketing university. His diverse skills in marketing, technology systems and e-learning platforms have been leveraged by leading companies in the leisure, hospitality and retail industries.
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Jane Carroll Insights and Product Development Executive
Jane is responsible for overseeing product development, managing product insights, while implementing brand design. As a graduate of Product Design with Design Innovation, Maynooth University, Jane has also recently received her Professional Diploma in UX Design with the UX Design Institute.
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Nicola Wells​ Travel Retail Consultant
Nicola has over 20 years experience across all commercial functions in blue chip organisations such as MARS, Britvic and Pepsico and spent the last eight years as Director of Global Customer Strategy and Marketing for Aer Rianta
Dee Bowman
Dee Bowman Head of Business Development
Dee oversees the development and implementation of a growth strategy within the global travel retail eLearning market. With a background in business development and marketing in the luxury and international retail sector, Dee has a clear commercial orientation driving revenue & sales growth.
Milena Pereira Instructional Designer
Milena has a number of years experience creating training and educational content for academic and corporate projects in South America. Graduated in Pedagogy and Media Studies, with a MSc in Communication and specializations in Marketing (USA) and in Business (Ireland), Milena, a global professional now oversees the development and implementation of IIR's industry lead training courses.
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Niamh Tighe Marketing Executive
Niamh oversees the development and implementation of the academy's marketing strategy. Having graduated with a BA (Hons) in Business Studies & Marketing along with an Executive Diploma in Strategic Digital Marketing, Niamh is now completing a MSc in Digital Marketing.
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Sheila Downes Head of Enrolment
Sheila Downes is an experienced course consultant with a history of working in the higher education industry and has been involved in developing and delivering online education and training. She has a diverse skill set and has many years experience working with multiple e-learning platforms.

Special offer

€50 for the first 50 enrolments

Offer ends soon! Don't miss out