Ideas for the Tourism Industry

1. Innovation & Tourism
Ideas for a Tourism Enterprise
By Ronan A. O’Reilly
15th July 2012

2. What is innovation?

3. What is “Travel” in 2012?
1. A highly involving PERSONAL experience
2. Extensively planned
3. Excitedly anticipated
4. Fondly remembered

4. Destinations
“Tourism destinations as fashion accessories”
World Trade Organisation
Statements & group memberships of:
1. Identity
2. Lifestyle
3. Status

5. Is Innovation Necessary?
• Why incorporate innovation into a business?
• Is it worth the:
– Human Resources?
– Time Commitment?
– Investment?
• Think about it for a moment!

6. Opportunity?
Example of an Opportunity Statement!
Opportunity to develop an innovative business
strategy
in order to increase visitor numbers to area and
grow revenue streams between now & a defined date

7. Innovative Approach
Must take into account area’s collection of:
– Heritage sites
– Castles
– Activity centres
– Transport companies
– Accommodation providers
– Service providers

8. Tourism Organization
• Source of deep expertise & insight
• Identify ‘pockets of opportunity’
• Provide on-going stream of ideas and platforms
(that capture imagination & exceed expectations)
• Create conditions for product development
(forums, networks, energy, incentives etc.)
• New opportunities on the supply-side
(facilities, access, info provision)

9. Design Thinking
Design-Driven Innovation
About observing users needs:
• Empathy
• Integrative Thinking
• Optimism
• Experimentalism
• Collaboration

10. Want to punch above your weight?
Knowledge linkages leads to
1. Increase in innovation performance
2. To a > than a larger organization
3. Difficult to create linkages in the 1st place
(Love et al. 2012)

11. Successful Linkages formed?
Develop Successful Linkage Stories:
1. Talked to Sierra Club about a trail
2. Created The Aoibhinn Walking Trail
3. Led to more talks
4. Led to a Walled Garden.
5. Leads on to ….??
Remember your businesses can punch above its
weight too if it “knowledge linkages”

12. Why linkages?
1. Longer dwell-times!
2. Increased revenue!
3. Everyone benefits!

13. Be a Lead Innovator (Storyteller)!
• A shared sense of purpose and direction
• Understood by everyone
• Inspirational
• Leads to goals, objectives and metrics

14. Staff Empowerment?
• Will failure be celebrated as a learning experience?
• Will there be time to try new things?
• Can staff challenge the way things are done?
• Will risk-taking be encouraged or discouraged?
• Will staff be empowered?

15. Be Open
• Be Entrepreneurial
• Welcome ideas
• Question everything
• Encourage lateral thinking
• Empower individuals
• Manages risk

16. Leading promotion
• Provide insight into the most appropriate
forums, media, positioning
• Providing platforms/resources to underpin
marketing efforts for products

17. 1b. Product Development
Moving from a concentration of focus within silos
(e.g. Built Heritage, Natural Heritage, Performing
Arts, etc.) to across silos
and
Moving from ‘observation-based’ (‘look but don’t
touch’) visitor experiences to something more
embracing and participatory.
(Fáilte Ireland 2010 - A New Strategy for Cultural Tourism)

18. 1b. Product Marketing
Moving from supermarket approach to
something that is more
compelling, distinctive, joined-up and consumer
needs-focused.
(Fáilte Ireland 2010 A New Strategy for Cultural Tourism)

19. Simple Categorization
Accommodation Showcasing specialities:

20. Linkages, Linkages, Linkages
• Not only links with attractions
– Health: Lodges, Taxi Service & Beauty Parlour
– Gardens: B&Bs and Taxi/Bus Transport
– Food Lovers: B&Bs, Restaurants, Food Schools
– Walkers: ____________________
– Eco-friendly: _________________
– Adventure seekers: ____________

21. Unifying Concepts?
(example Book of Kells)
Fáilte Ireland, 2010

22. Total Branding
“Places currently offer the greatest untapped
branding opportunities”
WTO
• Benefits are enormous
• Has emotional value (the power of travel)
• Is holistic
• Enriches & advances “personality” of area