‘An idea is an innovation only when you take it to market’ and an ‘innovation doesn’t have to be a brand new idea’ so said Dr Juliane Thieme, Lecturer in Management and Strategy at the University of Kent who opened Monday’s seminar ‘Creating Value Through Innovation In The Tourism and Leisure Sector.’
The seminar was co-hosted by the University of Kent, Go To Places and Santander and speakers included Deirdre Wells and Hollie Coffey, Go To Places, Adam Smith, Entrepreneur in Residence at the University of Kent, Tom Dixon, Co-Founder and Director of Canopy and Stars and Rob Russell, Chief Executive of AC Group.
So how do we find these all important opportunities for innovation – especially at the moment?
Answer? From our competitors, by accident, our users or customers and our networks and sometimes even from our kids!
Of course there are never any guarantees of success when developing and launching innovative products or services but mitigations include reviewing and refining your ideas along the way, in addition to building coalitions and spreading the risk – don’t just focus on one innovation.
Other top tips include being a ‘fast follower’ rather than a first mover and researching pricing based on what your competitors are charging.
Attendees heard about tourism and leisure businesses who had successfully pivoted and innovated in 2020 using the strategy ‘fish where the fish are!’
Case studies included a luxury Scottish hotel that had depended heavily pre-Covid on the international market and were forced to quickly adapt their product for the domestic market (building glass pods in their grounds was one idea) to pubs that had turned themselves into village shops, outdoor tours and adventures that had previously taken place inside attractions and businesses that had contracted their staff out as cleaning staff.
Partnerships and collaboration was a major theme throughout this seminar. Think about partnering with local producers, adding a unique experience and be bookable but flexible. But also – have a green competitive edge and try and extend your season to build resilience.
Consider also partnering with the travel trade such as tour operators and destination management companies to market and sell your tourism product and Rob Russell, AC Group reminded attendees to factor in their commissions when pricing new products and services.
Tom Dixon, Co-Founder and Director of Canopy and Stars – a business that sells luxury glamping holidays told attendees that in their experience, the key themes in 2020 (now very familiar to most people in the tourism and leisure industry) were connecting with nature and other people, space and safety and focussing on experiences not ‘things.’ He went on to summarise his thoughts for key societal trends next year which are likely to be:
- The climate crisis
- Diversity and equality
- Citizenship and community
- Stress and anxiety (tourism and leisure businesses need to offer consumers the chance to slow down - escapism and distraction will be key).
- Ruralism
- Economic uncertainty
And lastly – businesses shouldn’t be afraid of failure – try and be different and maintain that all important personal touch with customers. Good luck!
If your destination or tourism business would like some help and advice about how to develop and market new products to attract more visitors - please get in touch enquiries@gotoplaces.co.uk