Roy Morgan appoints Adele Labine-Romain as new Head of Travel and Tourism

Consumer insights company Roy Morgan has announced the appointment of Adele Labine-Romain, a highly respected voice in the tourism sector, as Head of Travel and Tourism.

Her arrival coincides with Roy Morgan’s appointment as the provider of the Domestic and International Tourism Statistics on behalf of Austrade and the Australian Government, positioning Roy Morgan at the forefront of tourism research and data innovation.

Labine-Romain brings a wealth of experience in tourism strategy, policy development and industry leadership, with a career that includes executive roles at Tourism Australia and the Tourism & Transport Forum.

Most recently, she was the Travel and Tourism sector lead at Deloitte and a Partner with Deloitte Access Economics.

Throughout her time at Deloitte, Labine-Romain collaborated with governments and private sector clients across the tourism spectrum – from aviation to cruising, hotels, business events, sports, major events, nature-based tourism, and attractions. Her work delivered critical insights, forecasts and an extensive range of studies, economic analyses, and evaluations to help ensure the tourism sector was on a solid path to sustainable growth.

Welcoming Labine-Romain (pictured), Roy Morgan Head of Client Services, Portia Morgan stated “Adele is the person that we’ve been looking for to lead the Travel & Tourism division at Roy Morgan. As a trusted expert and influential thought leader, Adele has helped shape national and state, territory and destination tourism strategies engaging with industry leaders, operators and stakeholders across the country and beyond.

"Adele’s extensive experience working across government and industry combined with her deep understanding of the industry’s needs will strengthen Roy Morgan’s Travel & Tourism division. With a profound belief in tourism’s capacity to create stronger economies and better lives, Adele is a committed champion for the industry.

"As the appointed suppliers for the domestic and international tourism statistics from 2025, having Adele’s breadth of experience within Roy Morgan will further enhance the quality of the data and the insights that we deliver to the market."

Looking forward to her new role, Labine-Romain commented "this is truly a dream role at an exciting time for the tourism industry. I’m eager to get started and work alongside industry leaders and stakeholders.

"Together, we have an incredible opportunity to deliver the data and insights the sector needs and shape the policies and strategies that will enable the tourism sector to evolve, innovate and thrive in a rapidly changing landscape.”