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Ensuring Diversity in Travel Storytelling

Communities can teach us a lot, taking time to learn from others whether it's the LGBTQI+ community or indigenous communities.

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Analysing Travel Data in a Climate of Uncertainty

Olivier starts by talking about the governments' expectations to use 'tools' to manage, activate and restrict travel as the virus changes and evolves.

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Sizing the Appetite for TravelTech in Adversity

Joshua starts by setting the scene. Right now, we are facing a catastrophic collapse in demand.

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Future. Destination. Brand.

Now that FDB is over you'll soon be able to watch all of the sessions on-demand.

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Upcoming Events

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X. Awards 2024

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Sustainability Leadership Programme

April 23, 2024

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International Youth Day

August 12, 2024

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Sustainability Leadership Day

October 26, 2024

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Digital Futures Roundtable

November 26, 2024

Tallinn, Estonia

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International Women's Day

March 8, 2025

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Join the Trend Alerts WhatsApp Group

Stay on top of trends with weekly inspiration, cases and ideas sent straight to your phone.

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Reimagine Visitor Engagement & Loyalty

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eXplorins

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Case Studies

Discover our library of business case studies, showcasing businesses of different sizes from around the world.

Use the search bar and use terms such as trends, data, sustainability, technology...

Designing Inclusive Tourism Experiences for Neurodivergent Travellers

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Liverpool John Lennon Airport

Small adaptations make a massive difference to the overall visitor experience, opening up opportunities to travel for neurodiverse individuals.

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Radical Transparency Through Sustainable Practices

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Bob W

Bob W isn't just a short-stay apartment provider, they're a beacon of transparency and action in the often-murky world of hospitality sustainability.

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Maximising the Potential of Generative AI in Tourism

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The Trip Boutique, Autoura

The conversation swirled around generative AI's transformative potential for tourism, from personalised travel itineraries to immersive virtual tours.

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Creating Content that Resonates With the Audience

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Google

Google shed light on the science behind creating compelling content that truly resonates with its intended audiences.

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Understanding the Driving Forces Shaping Travel Choices

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Skyscanner

Skyscanner reveals the key trends that are influencing travel decisions and shares practical guidance for destinations to refine their strategies.

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Cost of Living Crunch: How Travel Adapts

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YouGov

The travel industry is showing strong signs of recovery following the pandemic. People are eager to reconnect and explore new destinations.

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Santa Bárbara's Sustainable Focused Luxury Resort

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Santa Bárbara

In this case study, we will discuss the steps hospitality businesses can take to become more sustainable.

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Museums Partner for The Wild Escape

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Art Fund and Arts Council England

The Wild Escape is a project connecting schools with museums in the UK to teach the importance of biodiversity in a creative manner.

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Dinner on the Lake Gastronomic Experience

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Dinner on the Lake

Dinner on the Lake is a unique gastronomic experience in Belgium. Guests indulge in a six-course dinner while surrounded by idyllic views.

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SeatBoost Live Upgrade Auctions

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Lufthansa

Lufthansa has turned to live auctioning technology to attempt upselling premium seating on their international flights.

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Astrotourism at Dark Sky Alqueva

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Dark Sky Reserve Alqueva

The Dark Sky Reserve Alqueva was the first to be recognised as a "Starlight Tourism Destination", with a focus on sustainability and innovation.

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Instant Booking in the MICE sector - Marriott International

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Marriott International

Marriott International has added Instant Booking features for its MICE offering, simplifying the booking process and improving efficiency.

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The Power of Voice Search with Aerin

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Aertrip

Aertrip enabled Aerin - a personal travel assistant - which allows users to find the best flight deals with simple voice commands within seconds.

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Journee Trips - Looking to be surprised?

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Journee Trips

Journee Trips sends people on holiday to surprise destinations and they plan everything for the traveller - stress-free planning.

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Loodusega Koos - Estonia/Finland Hiking

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Riigimetsa Majandamise Keskus and Metsähallitus

The Estonian and Finnish Forestry Management Organisations teamed up to promote hiking tourism routes, through storytelling and a simple website.

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Celebrity Cruises Wonderverse Virtual World

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Celebrity Cruises

Celebrity Cruises has diversified its marketing approach and branched out into the metaverse to showcase the cruising sector to new audiences

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A Collective Dream Experience

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The Dali Museum

The Dream Tapestry experience is powered by DALL·E, an AI model that takes the text and turns it into images - that never existed before.

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When a Vegan Restaurant is no Longer Vegan-Only

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Stem & Glory

What is remarkable is the way the restaurants appeal not only to vegans but to everyone who likes good food.

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The Virtual Reality Restaurant

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Frenessì Restaurant

Technology can play a key role in creating immersive experiences, by pushing people's senses to the limit.

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How to Reinvent Artwork? The Casa Batlló Example

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Casa Batlló

Arts and culture have become digital and destinations must understand how these changes can be turned into opportunities to attract visitors.

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How to Create Compelling Experiences Inside and Outside Galleries

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V&A Museum

Art has no borders - with digital, artwork becomes global. This turns art into a key element of destination marketing.

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Driving Sustainable Tourism Collaboratively

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TUI Group

The co-lab initiative can become a clear catalyst for change, but it will never be a model that can be replicated everywhere.

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Ensuring Diversity in Travel Storytelling

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Contiki

Communities can teach us a lot, taking time to learn from others whether it's the LGBTQI+ community or indigenous communities.

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Ensuring Wellbeing and Inclusion In Tourism

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Planet Happiness & Women in Travel cic

With the right insights on destination wellbeing, destinations can use their funding and marketing activities to address weakness at a product level.

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Highlighting Women Leading Tourism

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Soul Luxury, Healing Hotels of the World & Lila Fox Travel Co.

Understand what sits at the heart of the success of these three impressive women.

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Creating a Better Work Environment for Hospitality Staff

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Sweeply

Sweeply is not only trying to improve efficiency and productivity but also ensuring that this improvement finds its way back to service excellence.

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Training Hospitality Staff in a Post-Pandemic Context

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INSETE

The Learning and Development pillar of INSETE organises and delivers educational actions to support, promote and enhance capabilities.

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From Consumer Insights to Effective Marketing

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YouGov

YouGov's data is all about having connected data that allows marketers to explore, plan, activate and track.

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Voice Marketing in a First-Party Data World

Featuring

Contiki

Lottie starts out by explaining that working in the sexy and innovative realm of voice marketing has been a journey, not a sprint.

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Attractions in the Post-Covid World

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Digital Tourism Think Tank

Nicholas ran a workshop where he presented a massive digital canvas full of insights on the ever-changing consumer mindset and ideas.

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Next Generation City Guides with AR

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OneGuid & SpotAR

Viktor and Wiebke joined us for a fireside chat on immersive city guides and opportunities to unlock destination potentials for travellers.

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The AI Consultation Hour

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KI.NRW

Florian began by explaining that AI for computers is similar to a child learning a new language and speaking.

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DAOs and NFTs - Everything Considered

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Cinello, eXplorins, 'Verse Gallery & Winding Tree

The panellists share their digitalisation journeys and provide a synopsis of their projects in different sectors.

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Sparks of Various Appearances of XR and its Potential for New Approaches in Tourism

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MSM.digital

Sven and Camillo joined us to discuss the various sparks of AR and XR for new approaches in Tourism and Travel.

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Discovering the possibilities of Tourism 4.0

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eXplorins

Daniel Ferrer, CEO of eXplorins joined us for a fireside chat on Tourism 4.0 and emerging digital solutions in tourism and travel.

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The TimeRide Case: Re-Experiencing City History with Virtual Reality Time Travels

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TimeRide

Jonas Rothe, Founder and CEO of TimeRide, joined us at X Design Week for a fireside chat on re-experiencing history with VR time travels.

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Popular Music Tales: Creating Unique Urban Discovery Trails

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Modularfield Records

Following a panel discussion on urban experiences, we were joined by Stefan Liehr and Markus Scholz from Modularfield Records.

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Icelandair: Stopover Buddy Campaign

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‍Icelandair

The case study discussed the impact of the 'Stopover Buddy' initiative by Icelandair on the brand, organisation, and overall growth of the airline.

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Championing Design Thinking & Transformation with MURAL

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MURAL

'Design Thinking', a creative and highly collaborative process used to visualise ideas, identify challenges, craft solutions & ultimately drive growth

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USI - Promoting Knowledge, Innovation & Learning in Tourism

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Università della Svizzera Italiana

E-Learning can educate and give people awareness of Tourism trends, issues, and industry technology in a relaxed and fun environment.

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MUD Jeans + IKEA - A Circular Design

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MUD Jeans, IKEA, Brussels Beer Project, SILO & Haeckles

Upcycling is a key part of sustainability. Find out how IKEA is working with denim recycling company MUD Jeans to repurpose denim into sofa covers.

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Go Instore - Bringing Physical Store Experiences Online

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Go Instore

Virtual shopping uses the latest media technologies to bridge physical and online experiences, adding value through human connections.

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Haeckels - Developing Loyalty and Connection with the Destination

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Haeckels

Haeckles promote a more sustainable cosmetic industry but also aims to raise awareness about the natural wealth of the local environment.

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Rock Paper Scissors - Opening a shop during a pandemic

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Rock Paper Scissors

Rock Paper Scissors represents an extraordinary example of resilience, care for the local community and business innovation.

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Aegean Airlines and GNTO - Sojern Case Study

Featuring

Greek National Tourism Organisation, Aegean Airlines & Sojern

Marketing Campaign by Greek National Tourism Organisation with Aegean Airlines and Sojern

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Byway Travel - Slow Travel Holidays

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Byway Travel

Byway is the world’s first operator for flight-free holidays, aiming to popularise the emerging trend of slow travel.

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Shangri-La Group - Fam.ily Experiences

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Shangri-La Group Fam.ily

Shangri-La focuses on family bonding experience to achieve a higher level of customer service and hospitality.

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Midnight Trains - the new "hotel on rails"

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Midnight Trains

Sleeper trains or Night trains: A more sustainable way to experience low-impact travel

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Circular Economy

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Lahhentagge Distillery, UpCircle Beauty, Brussels Beer Project, Silo London & Haeckels

Businesses adapt to the circular economy and its practices, from how to design and manufacture products to their function for customers.

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Inspirato - Subscription-based luxury stays

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Inspirato

Case Study: Inspirato - Revolutionalising travel with subscription-based luxury vacations.

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Pivoting in the Events Industry - the Case of Sofar Sounds, Boozi and T3 Expo

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Sofar Sounds, Boozi & T3 Expo

Case Study: Sofar Sounds launched online listening rooms to continue providing the same immersive experience and support the local artists.

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TypeO Loft - Expanding Services as a Shoppable B&B

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TypeO Loft Bed & Breakfast

Case Study: TypeO - The pandemic exposed a need for change and innovation nobody thought they'd need.

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Kiwi Welcome - Bringing together travellers, community and sustainable tourism

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Kiwi Welcome

Kiwi Welcome is a sustainable travel start-up that aimed to incentivise visitors to have more purpose-driven travel & contribution to the community.

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Spoon and Seed - The Cape Cod restaurant pivoting for survival

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Spoon and Seed

Case Study: Spoon and Seed’s - Succeeding during a pandemic by implementing a new staff management model and streamlining the menu.

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Outsite - New Resilient Co-Living Models during COVID

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Outsite

The co-living hospitality brand Outsite has been the first to launch a model where guests can become members and live in different co-living spaces.

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Spend With Us - Helping Businesses affected by Bushfire, Drought and COVID-19

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Spend With Us

Case Study: A great example of a purpose-driven initiative is Spend With Us, an online marketplace supporting rural businesses across Australia.

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Milwaukee Food Tours - Pivoting Digitally as a Small Tour Operator

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Milwaukee Food & City Tours

Surviving the pandemic by pivoting its business model, rapidly switching from offering in-person food tours to selling personalized gift boxes.

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Locke - Pandemic-Resistant Hybrid Hotels

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Locke

The design-led brand Locke represents one of the worlds leading and fast-growing companies in developing 'Hybrid Hotels' or 'Aparthotels'.

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Unyoked - Off-the-grid stays as a cure for the post-pandemic life

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Unyoked

Unyoked is an example of a small enterprise able to identify market gaps developing an offer that is extremely relevant to the needs of vacationers.

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The Brolly - Pop-up bars reinventing the guest experience

Featuring

The Brolly

The pandemic sparked in many the desire to innovate & test new ideas: businesses took this occasion to reinvent the way they operate & engage customer

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Good Luck Beerhouse - Is pivoting business overnight possible?

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Good Luck Beerhouse

The Singaporean micro-brewery 'Good Luck Beerhouse' is a business within the hospitality sector that was able to pivot and adapt to the 'new normal'.

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Lion Heartlanders - Pivoting through COVID-19 as a small tour operator

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Lion Heartlanders

Implementing small radical changes in company operations, technology, partnerships and innovation helped Lion Heartlanders survive the pandemic.

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Chuffed Gifts - Regenerating Domestic Tourism through gift-giving

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Chuffed Gifts

Chuffed Gifts is an example of how tourism businesses can untapped the potential of the domestic market by applying innovation, and entrepreneurship.

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Hipcamp - Applying the Airbnb model to Camping

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Hipcamp

Hipcamp represents a best practice of a purpose-driven business that is able to scale up operations and revenue by adopting a sustainable model.

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Fogo Island Inn - A Community-Empowered Business

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Fogo Island Inn

Situated on the rugged and unspoiled shores of Fogo Island, an award-winning inn that follows the purpose of a thriving community & sustainability.

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ÖÖD Hotels - Reshaping the guest experience with dispersed hotel modules

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ÖÖD House

Tapping into the new trend, many accommodation providers have started to shift their offer and invest in a more nature-oriented and relaxation focused

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Cuvée Privée - Reinventing the customer experience through personalisation

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Cuvée Privée

Cuvée Privée - How a business can scale revenue & boost customer loyalty by leveraging innovation & applying creativity to a subscription-based model.

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BeRightBack - Introducing Subscription-Based Travel

Featuring

BeRightBack

Subscription-based services are those services seeing a customer paying a regularly recurring amount in exchange for the use of a product or service.

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Soneva Resorts - Sustainability at the core of everything

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Discover Soneva & Soneva Foundation

How Sovena resort became one of the leading sustainable resort chains in the world.

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CitizenM Hotels - Smart & Pandemic Proof

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CitizenM Hotels

The Netherlands-based hotel chain citizenM has always been at the forefront of business innovation and technology.

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The Rise of the Sustainable Enterprise - IBM

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IBM

Digital transformation can help organizations reduce their environmental impact—and deliver better business results.

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A New World of Travel - Skyscanner

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Skyscanner

The travel industry accounts for one in 10 jobs globally, making it one of the world’s most influential economies.

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Skyscanner Horizons - The Return of Travel

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Skyscanner Horizons

This report published by Skyscanner contains valuable insights to enter a new phase after a year like no other.

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Exploring the Future of Travel Marketing

Featuring

Beeswax, Future Tourism Group, The Culture Trip, SimpleView Inc., & Newfoundland and Labrador

The world's travel and tourism industry reached near-complete shutdown this year.

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Immersive Technologies for Transport or Food and Beverage

Featuring

In the previous article, we talked about how destinations can transform their experience offerings through digitisations.

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How Are Cultural Institutions and the Recreational Sector Adopting Immersive Technologies?

Featuring

Museums and galleries are no longer just a collection of artefacts.

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First Things First: What Are Immersive Technologies?

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Immersive technologies are an extensive range that lie within the Reality-Virtuality spectrum.

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What's the appetite for Travel? with Beautiful Destinations

Featuring

Beautiful Destinations

Recovery is now in sight for many destinations and much is being done to improve destinations to make them safe and ready for travellers.

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Observing the Consumer Shift with Data and Audience Insights

Featuring

Google

The number one question that arrives at Google is what the trends are and what is happening.

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How Brands are Inspiring Travel Again

Featuring

Ashish gives us an insight into how Pinterest trends have been affected by the pandemic.

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The New Role of Creators and Influencers

Featuring

Whalar

Dominique reveals that during the pandemic, there has been a 2.5x increase in engagement through social media platforms.

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Thinking Ahead with Data

Featuring

Sojern

Luca starts by explaining that if travellers are changing their behaviour, as a hotel, business or DMO, you need to change your strategy yourself.

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Attempting to Profile the Post COVID-19 Traveller with ATTA

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Adventure Travel Trade Association

Here are the takeaway from last week's webinar held together with the Adventure Travel Trade Association.

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How Digital Brand Engagement will Shift

Featuring

Nick Hall & Jeremy Jauncey

In an in-depth interview, our CEO Nick and Beautiful Destinations CEO Jeremy joined forces to discuss digital brand engagement.

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Following the Data: Trip Planning Metrics As A Leading Indicator

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Inspirock

Inspirock will share proprietary data from our consumer homepage where over 25 million travelers plan trips to over 80,000 destinations.

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A Live Panel with Gen Z

Featuring

Digital Tourism Think Tank

We will connect with millennials, who will tell us about their travel plans and aspirations for 2020.

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A Live Panel with Millennials

Featuring

Beautiful Destination

Millennials are taking over the travel scene, as it has been recognised they make travelling a priority more than their previous generations.

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A Live Panel with European Travellers

Featuring

Beautiful Destinations & Digital Tourism Think Tank

Europeans will be among the first to travel internationally within regional 'bubbles', as destinations slowly reopen to international travel.

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Data Series #6 - How to build your recovery strategies using data

Featuring

travel audience

Learn how to attract more visitors by leveraging, improving and exploring new horizons for you destination.

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Data Series #5 - How to drive and optimise your recovery activities

Featuring

travel audience

In this episode you will learn how to combine different data sets to optimise your strategy and maximise marketing campaigns potential.

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Data Series #4 - How airline capacity and connectivity affects your destination

Featuring

travel audience

Discover how to estimate the total potential of your destination and learn how the demand to your destination relates to the actual air traffic.

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Data Series #3 - How to take a lead on your strategy to bring visitors back?

Featuring

travel audience

Do you really know your customers' preferences?

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Data Series #2 - How online search data can shape recovery?

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travel audience

Do you really know your customers' preferences?

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Data Series #1 - A Journey through Data

Featuring

travel audience

In this episode we will discuss how to turn big data into actionable insights and make them a key for informed and timely decisions.‍

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Return to Travel

Featuring

YouGov & Skyscanner

In this session, Eva Stewart, from YouGov, and Stephanie Boyle, from Skyscanner, provided us with an overview of emerging traveller behaviour.

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Adapting to Endemic COVID-19: The Outlook for Business Travel

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World Travel and Tourism Council

Tiffany responded that the world has seen a huge loss as a result of the covid-19, which includes job losses.

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How Brands Inspire Travel

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In this short keynote, Ashish Arya, from Pinterest, guided us through how brands can inspire the return to travel.

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Redefining Destination Purpose and Governance

Featuring

The Travel Foundation

In this session, we are looking forward to 2021, with a sense of optimism that governments and industry will come together.

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UNWTO Startup Selection

Featuring

UNWTO

The team at the UNWTO innovation program talk us through some of their startup businesses with their respective founders.

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Innovative Approaches to Carbon Capture in Tourism

Featuring

Tomorrow's Air, ATTA & Climateworks

What is Tomorrow's Air and why is it important for the travel industry?

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Templates

Sustainability Leadership

In this series you can find all the templates for activities introduced in the Sustainability Leadership Programme for destinations to help their employees become sustainability leaders.

1.1 Case Study Map

The objective of this activity is to help you and your team gather ideas.

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1.2 Explore Motivations and the Need for Leadership on Sustainability

We want to provide you with all the necessary tools and knowledge to guide a workshop with stakeholders.

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1.3 Gather a Collective View on Sustainability Amongst Your Team, Industry and Peers

Through this activity, you'll be able to deliver a workshop with your team and peers, but also involve some of your industry's stakeholders.

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1.4 Recruit Your Diverse Empowered Team For The Sustainability Leadership Journey

Incorporate varied perspectives from the destination in regards to sustainability.

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1.5 Frame Your Destination's Sustainability Journey

Gather your Diverse Empowered Team and lead a workshop to generate a conversation around your destination's development.

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2.1 Case Study Map

The objective of this activity is to help you and your team gather ideas.

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2.2 Mapping Needs, Journeys, Stakeholders

Through this activity, we want to help you map out everyone who might be involved in the process of leading sustainability.

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2.3 Designing a Circular Visitor Economy

Develop regenerative tourism, which provides a holistic way of thinking for all stakeholders build reciprocal and beneficial relationships.

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3.1 Case Study Map

The objective of this activity is to help you and your team gather ideas on Leveraging Data & Measuring the Impact.

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3.2 Mapping Out Our Data Needs

This activity will allow you to focus on the types of data that exist within your destination.

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3.3 Designing Our Data Journey

Through this inspirational activity, we want to help you establish a vision for the destination's story towards sustainable development.

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4.1 Case Study Map

The objective of this activity is to help you and your team gather ideas on Sustainability and Effective Communication.

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4.2 Communication Techniques as an Effective Solution

This exercise will help you realise the power of effective communication!

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4.3 Making Powerful Presentations

Sometimes communication can be more powerful than we realise!

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5.1 Case Study Map

The objective of this activity is to help you and your team gather ideas on Co-designing Strategies for a Sustainable Future.

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5.2 Conducting a Retrospective

This activity will allow you to take stock of everything you have learnt through the Sustainability Leadership Programme.

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5.3 Exploring Our Sustainability Strategy

The objective of this activity is to help you set your destination's sustainability strategy out considering everything we have explored.

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Business Resources

Ih this Series, you can find all the information needed for the Tourism & Travel industry to understand challenges, become increasingly resilient and plan for recovery.

1 Business Recovery Planning

For most businesses, recovery planning is the priority.

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1.1 Understanding Your Turnover Gap

A massive change in people’s behaviour!

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1.2 Future Business Scenario Mapping

Scenario mapping is an invaluable tool if you’re trying to determine what the future might look like for your business.

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1.3 Rebuilding Revenue and Reducing Cost

Think big and outside the box!

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1.4 New Business Model for the 'New Normal'

The new normality we find ourselves in has heavily impacted the way we work and interact with our customers.

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1.5 Structural & Resource Planning

Improving Business Efficiency.

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2 Restoring Consumer Confidence

In this track, we'll guide you through the most relevant actions you can take to restore the confidence of your customers.

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2.1 Communicating Purpose

Acceleration of past behaviours.

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2.2 Co-designing Your Recovery with Consumers

When it comes to recovery, involving consumers and embedding their feedback can be key to success.

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2.3 Using Empathy to Strengthen Communication

Empathy Mapping the Customer Experience.

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2.4 Storytelling the Local and Sustainable Business

The COVID-19 pandemic has made us aware of the fragility of the global tourism ecosystem, exposing the problems related to sustainability.

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2.5 Building Trust Through Transparency

Transparency means first of all showing the direct and indirect impact of your actions on both society and the environment.

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3 Digitally Driven Growth & Recovery

Now more than ever the industry is going digital.

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3.1 Accelerating growth by scaling digitally

Scaling your business can be daunting due to the amount of tools and resources that can be adopted. In reality, it's simpler than you think.

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3.2 Establishing Data-driven Recovery Pathway

Any kind of digital tool you may use in your business will generate considerable amounts of customer and user data for growth and recovery.

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3.3 Articulating an AI Strategy to Support Your Recovery

AI isn't about over complex technologies and strategies.

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3.4 Co-Design Principles

Service Design and Co-design can help you develop extremely relevant digital experiences.

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3.5 Applying Deep Learning to the Customer Experience

Take any interaction with your customers as an occasion to learn.

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3.6 Maximising Technology for Hybrid Experiences

Use innovative contactless technology to develop more efficient, engaging and optimised hybrid experiences.

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Applying Business Innovation with Design Thinking

In order to stay competitive in the future businesses need to be equipped with the tools and the skills that allow them to readily adapt.

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Business Plan For Good: 1. Assesment Phase

The Business Plan for Good is aimed for medium, small and micro enterprises who are looking at how to reinvent themselves.

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Business Plan For Good: 2. Collaborative Research Phase

The second phase of the Business Plan For Good is all about understanding stakeholders through 'collaborative research'.

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Challenge Hunter

This template is aimed at phrasing clear and well-defined challenges for businesses to ideate on... and it is fun!

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Empathy Mapping the Customer Experience

After conducting market research, it's time to empathise with consumers and embrace their feedback.

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From Brand to Glass-Box Brand

Think of your brand as a glass box, transparent, that really conveys a message.

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Hills Template

If you don’t know where you’re going, you might not get there.

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Managing Stakeholder Expectations

Use this template to define who should be involved in your project and in what way.

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Rose, Thorn, Bud & Affinity Cluster

Rose, Thorn, Bud and Affinity Cluster are classic and versatile design thinking exercises that enable teams to gather and discuss projects.

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Super-quick Brainstorming Workshop

The outcome of this workshop is to get a curated list of solutions and ideas that help overcome a challenge.

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Template Essentials: Persona Profile

Let's be honest, you cannot do without this template!

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Industry Support

This series provides you with a comprehensive guide on employing Design Thinking methods to identify challenges in the industry.

1 Pillars of Design Thinking

A one-week introduction to Design Thinking, with the five key stages of design principles explained.

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1.1 Frame the Challenge

Working to understand and correctly 'frame' the challenges faced by the destination and industry.

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1.2 Applying Empathy in Strategy

In order to be as accurate as possible, we have to address our assumptions by learning, observing, and practising design research.

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1.3 Defining Scenarios and Outcomes

The Principles of Design Thinking guide your day-to-day work.

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1.4 Ideating Solutions Collectively

Your smartphone updates its operating system seamlessly in the background. Your neighbourhood café changes its menu seasonally.

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1.5 Prototyping Solutions

In order to make great things and find answers to the most complex problems, we have to take small, manageable risks.

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1.6 Testing

It's time to gather and plan with your team how to test the feasibility of your prototype.

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2 Brand Repositioning

Defining a new image for the destination is defined by purpose.

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2.1 Journey Mapping for Opening Markets

Something that worked successfully not long ago can appear less relevant in the fast-changing circumstances we are in at the moment.

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2.2 Market Segments & Needs Mapping

The first step in the creation of an audience strategy is a brainstorming Sprint.

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2.3 New Visitor Personas & Segments

Having customer personas is a great way to focus on your audience in a more targeted way.

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2.4 New Normal. New Needs.

After mapping out all the necessary information about your personas you might find it useful to create a sort of ID for the persona.

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2.5 Identifying New Ambassadors Around Purpose

When you have well-defined personas to describe the audience of your DMO, you can start creating persona-specific content.

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3 Experience Design

This Sprint gets destination teams re-strategising their hero product offering, adapting it to the new realities the post COVID Visitor.

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3.1 Pivoting Products and Experiences

With this template, you will be able to match your visitor's needs with your experiences.

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3.2 Designing Hyper Focused Recovery Experiences

In this template we will help you to start developing unique ideas for niche experiences.

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3.3 Developing Themed Recovery Experience Sets

In this mural, you will learn how to develop your own experiences within your destination.

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3.4 Creating Mindful Trails & Itineraries to Isolation

In this Template, we will explore pairing together products and experiences within your destination to create unique trails & itineraries.

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4 New Content Framework

Knowing the right tone of voice to adopt as we emerge out of this crisis requires a considered approach.

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4.1 Exploring the New Destination Narrative

The first step in the creation of a content strategy is a brainstorming Sprint.

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4.2 Identifying Stories that Resonate

Content teams are spending significant time and resources on, to produce content for the destination website, blog & social media channels.

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4.3 Shaping the New Story Framework

Storytelling is the key to strengthen the message you convey about your destination.

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4.4 Gathering Stories in the Community with the UGC

Consumer behaviour is changing quickly and so are content preferences.

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4.5 Staged Recovery Planning Content Framework

Planning content requires a structure to follow because the elements to take into consideration are multiple.

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5 Market Pivot

The staged recovery process will require a tilted strategy as the destination opens up.

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5.1 Targeting Post COVID - Audiences, Channels and Tactics

With this sprint, you will be able to kick-off your work on your targeting after COVID-19.

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5.2 Recovery Campaign Concepts

With this template, we are gonna guide you in the creation of Recovery Campaign Concepts, stories for your target audiences and channels.

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5.3 The Redesigned Visitor Journey - Needs & Response

With this template, you will be able to work on targeting your audience at each stage of their visitor cycle.

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6 Facilitating Change with Industry

Working together with a series of industry cohorts, businesses come together to co-create a new offer, adapted to the change in demand.

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6.1 Industry Pivot

The industry needs support right now, more than it has ever done before.

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6.2 Mapping Scenarios, Applying Empathy, Rose-Thorn-Bud Exercises

This stage serves as the opportunity to define the relationship between the DMO and the destination's industry.

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6.3 Ideation, Prioritisation and Visioneering

Start dreaming big! No matter the size of your destination, set some visioneering goals.

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Programmes

Sustainability Leadership Programme

This five-module learning programme provides a wide range of on-demand case studies, lessons and design templates to give you the confidence to lead your sustainability journey.

Sustainability Leadership Programme Overview

A programme to provide destinations with the necessary insight to help their employees become sustainability leaders within the organisation.

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Introduction to the Sustainability Leadership Programme

This is the start of the Sustainability Leadership Programme. In this first session, we explain some key points.

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Module 1: Introduction to Sustainability Co-Design

Throughout this first module, we'll navigate sustainability with the purpose of identifying the main factors that play a role.

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1.2 Sustainability Co-Design: Sustainability, Leadership and Co-Design

The second week of the first module of the Sustainability Leadership Programme consisted of two live appointments.

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1.3 Sustainability Co-Design: On-Demand Material & Activities

For this week, we have prepared a series of on-demand case studies and activities for you and your team to work on depending on your objectives.

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1.4 Sustainability Co-Design: Dolomiti Paganella

This case study will help you understand how the DMO’s activities can improve the life quality of the local community.

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1.5 Sustainability Co-Design: thecamp

Innovation and Excellence are parts of the set of values that we presented at the beginning of the module.

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1.6 Sustainability Co-Design: Îles de la Madeleine

This case study will give you an overview of how DMOs can implement design thinking principles and storytelling.

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1.7 Sustainability Co-Design: Hawaii Tourism Authority

This case study will provide you with examples of how destinations can protect their cultural and natural heritage.

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1.8 Sustainability Co-Design: Case Study Map

The objective of this activity is to help you and your team gather ideas.

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1.9 Sustainability Co-Design: Explore Motivations and the Need for Leadership on Sustainability

Through this activity, we want to provide you with all the necessary tools and knowledge to guide a workshop with stakeholders.

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1.10 Sustainability Co-Design: Gather a Collective View on Sustainability Amongst Your Team, Industry and Peers

In this part of the activity, the focus will be on shaping a vision together with your team.

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1.11 Sustainability Co-Design: On-Demand Material & Activities

This week will focus on giving you access to on-demand content and activities to start progressing with your sustainability journey.

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1.12 Sustainability Co-Design: Imagining the DMO in 2050

This resource will help you grasp different lines of thinking when it comes to understanding sustainability as a DMO.

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1.13 Sustainability Co-Design: Tourism Council of Bhutan

This case study will give you an overview of how DMOs can achieve sustainability in the destination by taking into consideration all stakeholders.

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1.14 Sustainability Co-Design: Soneva Resorts

This case study provides an integral overview of how businesses can be part of fostering positive growth.

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1.15 Sustainability Co-Design: Göteborg & Co

This case study demonstrates how even those destinations that are at the forefront of sustainability can keep developing new initiatives.

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1.16 Sustainability Co-Design: Case Study Map

The objective of this activity is to help you and your team gather ideas.

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1.17 Sustainability Co-Design: Recruit Your Diverse Empowered Team For The Sustainability Leadership Journey

Through this activity, you'll be able to recruit a panel that will provide you with input throughout the journey.

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1.18 Sustainability Co-Design: Frame Your Destination's Sustainability Journey

To complete this activity, you'll need to gather your Diverse Empowered Team and lead a workshop to generate a conversation around development.

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1.19 Sustainability Co-Design: Round-Up Session

Woohoo! You've completed the first module of our Sustainability Leadership Programme.

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Module 2: Understanding Sustainability

The module consists of two thought-provoking live sessions and on-demand materials.

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2.2 Understanding Sustainability: On-Demand Material & Activities

During this week we have prepared a variety of on-demand material.

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2.1 Understanding Sustainability: Kickoff Session

With this live session, we'll kick off module 2 of the Sustainability Leadership Programme, which focuses on understanding sustainability.

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2.3 Understanding Sustainability: Contiki's Sustainability Strategy

This case study will allow you to be inspired by how other companies within the industry are developing their sustainable strategies.

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2.4 Understanding Sustainability: Global Sustainable Tourism Council (GSTC)

This case study will provide you with a better understanding of the GSTC Standards and the organisations that can benefit from implementing them.

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2.5 Understanding Sustainability: Biodiversity Feature

This case study will allow you to understand how biodiversity is negatively impacted by tourism activities and how we can better protect it.

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2.6 Understanding Sustainability: Switzerland Tourism

This case study will provide you with an overview of Switzerland Tourism's sustainability strategy, which implements the UNSDGs.

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2.7 Understanding Sustainability: Finland's Feature

This case study will allow you to understand the initiatives that Visit Finland has put in place to encourage sustainable development nationally.

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2.8 Understanding sustainability: Norway's Feature

This case study will help you see how a sustainable strategy can be developed, and how national certification programmes can help.

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2.9 Understanding sustainability: Case Study Map

As in the previous Module, the objective of this activity is to help you and your team gather ideas.

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2.10 Understanding sustainability: Mapping Needs, Journeys, Stakeholders

Through this activity, we want to help you map out everyone who might be involved in the process of leading sustainability.

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2.11 Understanding sustainability: On-Demand Material & Activities

This week we're providing you with some other activities that will help you map your organisation's and destination's needs.

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2.12 Understanding sustainability: Goodwings

Through this case study, you'll be able to understand different ways in which businesses can help contribute to sustainability.

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2.13 Understanding sustainability: TUI

Through this case study, you'll be able to understand the importance of addressing sustainability in the organisation’s strategy.

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2.14 Understanding sustainability: WTTC

This case study will allow you to get an overview of the efforts that the key players of the tourism industry are making.

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2.15 Understanding sustainability: Wonderful Copenhagen

The case study presents Wonderful Copenhagen's strategy for sustainable tourism and how it contributes to the UN SDGs.

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2.16 Understanding sustainability: Dolomiti Paganella & Visit Greenland

Through this case, you will be able to understand how two very different destinations have used certifications methods to aid sustainability.

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2.17 Understanding sustainability: Case Study Map

The objective of this activity is to help you and your team gather ideas.

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2.18 Understanding sustainability: Designing a Circular Visitor Economy

With this activity, we want will be focusing on the business angle, as industry practice is at the heart of a more sustainable destination.

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2.19 Understanding sustainability: Round-Up Session

Congratulations! You have completed Module 2 of the DTTT Sustainability Leadership Programme.

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Module 3: Leveraging Data & Measuring Impact

Throughout this third module, we'll analyse available data by means of setting targets for our organisation's future actions.

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3.1 Leveraging Data & Measuring Impact: Kickoff Session

With this live session, we'll kick off Module 3 of our Sustainability Leadership Programme, which focuses on leveraging data and measuring impact.

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3.2 Leveraging Data & Measuring Impact: On-Demand Material & Activities

During this week we have prepared a variety of on-demand material for you to explore what we covered in Week 10.

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3.3 Leveraging Data & Measuring Impact: PiLOT

This case study will show how collaboration between organisations can result in initiatives that allow regional growth.

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3.4 Leveraging Data & Measuring Impact: Thompson Okanagan Tourism Association (TOTA)

This case study will allow you to get a comprehensive understanding of how a regional organisation can build a centralised data hub.

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3.5 Leveraging Data & Measuring Impact: MarketingOost

Through this case study you’ll be able to get an overview of how data can be utilised to improve the destination's strategy.

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3.6 Leveraging Data & Measuring Impact: MURMURATION

This case study will help you understand how different types of data, including scientific data, can be used to tackle sustainability issues.

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3.7 Leveraging Data & Measuring Impact: ASI Reisen

This case study will help you understand the importance of proving to be transparent in financial terms and how this links to sustainability demand.

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3.8 Leveraging Data & Measuring Impact: Case Study Map

As in the previous modules, the objective of this activity is to help you and your team gather ideas.

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3.9 Leveraging Data & Measuring Impact: Mapping Out Our Data Needs

This activity will allow you to focus on the types of data that exist within your destination and that you can employ to develop sustainably.

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3.10 Leveraging Data & Measuring Impact: On-Demand Material & Activities

This week we will focus on giving you access to more on-demand content and activities.

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3.11 Leveraging Data & Measuring Impact: GTS Altitude

Through this case study you'll be able to understand what your DMO should look for when entering contracts with intelligence and data providers.

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3.12 Leveraging Data & Measuring Impact: The International Network of Sustainable Tourism Observatories

Through this case study, you'll be able to understand how destinations commit to continuous measurement efforts at the destination level.

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3.13 Leveraging Data & Measuring Impact: Visit Sørlandet & Dyreparken

This case study shows the value of trialling new and innovative uses of technology to bridge gaps in our understanding of the visitor experience.

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3.14 Leveraging Data & Measuring Impact: Visit Djursland

The case study presents how the Djursland region in Denmark used Mobile Crowd Sensing to gather data about visitor flows.

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3.15 Leveraging Data & Measuring Impact: Case Study Map

As in the previous on-demand weeks, the objective of this activity is to help you and your team gather ideas.

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3.16 Leveraging Data & Measuring Impact: Designing Our Data Journey

The activity is intended to be completed with your team within the DMO, and if you want, also with your Diverse Empowered Team.

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Module 4: Sustainability & Effective Communication

The module consists of two live thought-provoking sessions and a variety of on-demand material.

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4.1 Sustainability & Effective Communication: Kickoff Session

We'll start this module with a quick check-in activity: "The Anonymous Greenwash Scale".

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4.2 Sustainability & Effective Communication: On-Demand Material & Activities

‍This week we have prepared a variety of on-demand material.

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4.3 Sustainability & Effective Communication: Planet Abled

Through this case study, you'll be able to understand how destinations can work toward involving disabled individuals in planning and development.

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4.4 Sustainability & Effective Communication: The Travel Corporation

This case study gives you a better understanding of the meaning that diversity, equity and inclusion have and their role within the strategy.

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4.5 Sustainability & Effective Communication: Sustainability Reporting Feature

This feature includes cases from Soneva Resorts and Apple, and they have all been selected for being good examples of effective communication.

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4.6 Sustainability & Effective Communication: Storytelling Feature

This presents a variety of examples from DMOs that excel at storytelling to inspire you in finding new ways to communicate your destination story.

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4.7 Sustainability & Effective Communication: Case Study Map

As in the previous modules, the objective of this activity is to help you and your team gather ideas.

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4.8 Sustainability & Effective Communication: Communication Techniques as an Effective Solution

This exercise will help you realise the power of effective communication!

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4.9 Sustainability & Effective Communication: On-Demand Material & Activities

This weeks on-demand content will allow you to continue understanding how you can develop sustainability communication strategies.

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4.10 Sustainability & Effective Communication: Tourism Flanders

This case study will provide you with a different perspective on the role of marketing within the destination.

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4.11 Sustainability & Effective Communication: Visit Norway

Through this case study, you'll be able to understand how the Sustainability Strategy of the DMO can be digitalised.

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4.12 Sustainability & Effective Communication: Creators & Influencers Feature

You'll be able to learn more about why communities and purpose matter so much and how influencer marketing can help us achieve our goals.

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4.13 Sustainability & Effective Communication: Pledge Strategies Feature

This feature will allow you to understand how destinations have made a commitment to local people and the environment through pledges.

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4.14 Sustainability & Effective Communication: Representation Matters Feature

This feature covers inspiring initiatives of different DMOs that have communicated effectively in regards to diversity and inclusivity.

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4.15 Sustainability & Effective Communication: Case Study Map

This template contains a different section for each of the cases covered in each of the weeks dedicated to On-Demand Content.

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4.16 Sustainability & Effective Communication: Making Powerful Presentations

Sometimes communication can be more powerful than we realise!

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4.17 Sustainability & Effective Communication: Round-Up Session

In this last module, taking place, we'll discuss the future of destination strategies, highlighting the importance of taking sustainability.

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Module 5: Co-Designing Strategies for a Sustainable Future

In this last module, taking place, we'll discuss the future of destination strategies, highlighting the importance of taking sustainability.

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5.1 Co-Designing Strategies for a Sustainable Future: Kickoff Session

With this session, we'll kick off the last module of the DTTT Sustainability Leadership Programme, focusing on co-design.

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5.2 Co-Designing Strategies for a Sustainable Future: On-Demand Material & Activities

This week we have prepared a variety of on-demand case studies for you to explore different project initiatives and approaches in-depth.

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5.3 Co-Designing Strategies for a Sustainable Future: Wonderful Copenhagen

The case study allows you to get an in-depth understanding of how innovation can foster rapid adaption to dynamic situations with design thinking.

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5.4 Co-Designing Strategies for a Sustainable Future: UNWTO

This case study provides you with a comprehensive understanding of how innovation and start-up ecosystems can be a catalyst for development.

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5.5 Co-Designing Strategies for a Sustainable Future: Îles de la Madeleine

This case study highlights the importance of co-creation and collaboration in developing a sustainability strategy.

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5.6 Co-Designing Strategies for a Sustainable Future: Bordeaux Tourism

In this case study, Julie Benisty, from Bordeaux Tourism, explains how they use digital tools to support their digital strategy.

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5.7 Co-Designing Strategies for a Sustainable Future: Case Study Map

As in the previous modules, the objective of this activity is to help you and your team gather ideas.

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5.8 Co-Designing Strategies for a Sustainable Future: Conducting a Retrospective

We're giving you access to more on-demand content so you can continue to understand how you can co-design your destination's sustainability strategy.

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5.9 Co-Designing Strategies for a Sustainable Future: On-Demand Material & Activities

‍On the second on-demand week of this module, we're giving you access to more on-demand content and activities.

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5.10 Co-Designing Strategies for a Sustainable Future: IBM & SNCB

Through this case study, you'll be able to get a better understanding of how design can be integrated into processes to solve pressing challenges.

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5.11 Co-Designing Strategies for a Sustainable Future: GIZ & TUI Care Foundation

This case study will provide you with the highlights of how a market-based solution approach can lead to a longer-lasting and deeper impact.

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5.12 Co-Designing Strategies for a Sustainable Future: IBM

This case study will help you gain insights into how digital technologies are leading the emergence of Sustainable Enterprises.

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5.13 Co-Designing Strategies for a Sustainable Future: Case Study Map

As in the previous on-demand weeks, the objective of this activity is to help you and your team gather ideas.

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5.15 Co-Designing Strategies for a Sustainable Future: Round-up Session

CONGRATULATIONS! You have now completed the DTTT Sustainability Leadership Programme.

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12 Stages of Transformation

A transformation journey structured into twelve key stages, helping you to guide your organisation through a complete digital transformation process through a series of design sprints.

Stage 1. The Holistic View

Welcome, we're so thrilled to have you take part in this training pathway, part of the Digital Tourism Think Tank.

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Stage 2. The Visitor Cycle

This is a strategic assessment of strategic positioning considering message, channels and touchpoints.

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Stage 3. Product & Experience

In order to prioritise the importance of strong product as a living part of the brand, we'll look at it from multiple angles.

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Stage 4. Shaping the Brand

Conducting a full brand review, we'll identify the right tone and pitch to produce guidelines underpinning it.

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Stage 5. Markets & Audiences

An assessment of current market strategy in view of shifting demographics and the rise of emerging markets.

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Stage 6. Content & Engagement

A deep strategic planning Methodology to draft, build and nurture the right content approach around the brand.

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Stage 7. Targeting & Distribution

Auditing, development and refining of content targeting and distribution strategy putting data at the core.

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Stage 8. Performance & Measurement

Evaluating marketing performance, setting clear KPIs and a process of evaluation and iteration.

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Stage 9. Partnerships & Alliances

Reviewing current use of technology and identifying disruptive forces emerging and how to tackle them.

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Stage 10. Technology & Disruption

Reviewing current use of technology and identifying disruptive forces emerging and how to tackle them.

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Stage 11. Knowledge & Insights

Establishing a culture for knowledge exchange internally in the workflow and externally through industry.

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Stage 12. Exploration & Innovation

Prioritising innovation as a process to tackle challenges, evaluate trends and identify opportunities.

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Understanding Destination Needs

A training programme designed for those supplying to and working with destinations, helping you to understand the needs of DMOs today, from strategic goals through to decision cycles.