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Innovation in practice

Richard Carrick, Chief Executive, explores how UK holiday companies can succeed in a challenging market. He emphasizes the importance of controlling costs, spending wisely, and being lean and flexible. Key strategies include aligning products with effective promotion and distribution, while riding consumer trends. Carrick dispels myths about innovation, stressing that it requires persistence and can be achieved by understanding market demands and delivering relevant offerings. With a focus on sports and activity holidays, he poses critical questions on how businesses can innovate and differentiate to prepare for the future.

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Innovation in practice

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  1. Innovation in practice Richard Carrick, Chief Executive

  2. 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

  3. 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

  4. How do you innovate? • You ride consumer waves • Spot, climb on & ride • Tesco, Virgin, Innocent

  5. 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

  6. What are the waves in our sector? • Time management • Guilt – partner & family • Disposable income • Fuel, greenery & drivetime • Contemporary – celeb, style etc • Sport & activity

  7. 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%

  8. Who plays sport?

  9. 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

  10. 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

  11. 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

  12. Trust your instincts, listen to the cab driver, not the government or the banks!

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