Innovation in practice
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Transcript of Innovation in practice
Innovation in practice
Richard Carrick, Chief Executive
Who will the winners be?• UK holiday companies• Those that control their costs – only certain
thing• Spend smartly where it adds value• Lean & flexible • Right product & delivery• Effective promotion, distribution & timing• Partners
• Innovators
Myths of Innovation
• Innovation involves quantum leaps
• Only geeks can innovate
• Innovation requires genius
• Innovation costs the earth
……it’s not easy, but it’s not magic either
How do you innovate?
• You ride consumer waves
• Spot, climb on & ride
• Tesco, Virgin, Innocent
What makes a successful product?• Relevance – music, food, fashion, art,
beauty, sport, government, media• Design – contemporary look; stylish – of
now• Research• Instinct• Persistence & obstinacy• Some investment• Effective promotion • Delivery
What are the waves in our sector?
• Time management
• Guilt – partner & family
• Disposable income
• Fuel, greenery & drivetime
• Contemporary – celeb, style etc
• Sport & activity
Sport
• 21% of UK adult population aged 16+ take part regularly in sport & active recreation on a 3x30x4 basis (8.5m people)
• Males - 23.7%; Females – 18.5%• 16-24 - 32.7%; 35-44 - 24.7%;55-64 – 16%;
75-84 – 6%• Lowest SEGs – 16.3%; Highest - 25.1% • South East 22.6%; West Mids 19.3%
Who plays sport?
Sport England Strategy 2008-2011
• High level of commitment – key element of 2012
• Objectives:
• 1m more people doing sport by 2012-13 (23.75%)
• Reduction in post 16 drop off in at least 5 sports by 2012-13
The Hoseasons Opportunity
• To offer the biggest & widest range of sport & activity holidays in the UK by 2012
• Currently 425 park & lodge locations• 2,200 cottage locations• 200 boatyards• 850 villas & 100 apartment locations • Some form of sport & activity takes place at almost all
these locations
So, when times get tough…• Hunker down
• Control cost
• Don’t short change the customer
• Play to your strengths
• Partner
• Innovate & differentiate
• Prepare for the recovery
Trust your instincts, listen to the cab driver, not the government or the banks!