The World has Changed - Visit Cornwall · 2016. 12. 6. · The World has Changed . I’ve given up...
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Transcript of The World has Changed - Visit Cornwall · 2016. 12. 6. · The World has Changed . I’ve given up...
The World has Changed
I’ve given up on windows
My mother was hacked last night
What a great meal - I’ll upload it
If anyone’s out there, can
you inbox me?
How many steps did you get today
Will you torrent me the next series?
2016
Me Me Me
Me Me Me
Me Me Me
We live in an impatient world
Our company
12#Seconds#
Our#a/en0on#span##in#the#year#2000.##
8.25#Seconds#
Our attention span today.
9#Seconds#
The average attention span of a gold fish.
Ideas for an impatient world
Social media has given the world a dose
of honesty
Creators not consumers
Question Authority and Bypass Institutions
Take Control of Time
A New Age of Tourism?
© Heavenly Group Ltd
The World is Shrinking
The World is Shrinking
The Savvy Traveller
The one-size-fits-all holiday is less and
less appealing to consumers
Gratuitous Poldark Photo
Security Concerns
Social Capital
I am other Generation Easyjet
I am other Generation Easyjet
As demand grows, we're also seeing a change in luxury consumption as travellers become
more connected, more diverse and more sophisticated. Luxury is no longer a one-size-fits-all
proposition. What once was prescribed is now personalised, with less formality and more fun. New experiences and discovery matter more
than extravagance and status.
Frits van Paasschen, President and CEO, Starwood Resorts & Hotels Worldwide, Inc
5 Star Luxury 5 Star Luxury
5 Billion Star Luxury
Tent Shaped Luxury
Tent Shaped Luxury
Individual Experiences
Reject Authority
Time Factors
Creators Not
Consumers
Access to Information
Social Capital
Security
Belonging
Tailored Authenticity
Yourism
Individual Experiences
Reject Authority
Time Factors
Creators Not
Consumers
Access to Information
Social Capital
Security
Belonging
Tailored Authenticity
The Age of Yourism
Prediction 1
Marketing will be too important to be left to marketers
Prediction 2
Destinations and the media will finally realise that a brand is not a logo
Quote
“If all you have is a hammer, every problem looks like a nail. So if all you have is a logo, every opportunity has to carry it — after all, it’s all you’ve got.”
© Heavenly Group Ltd
It’s not about how a destination looks It’s about how a destination behaves behaves
Prediction 3
Relevant creativity and innovation combined with complete honesty will be
essential for any destination or any tourism business
Prediction 4
The tourism businesses which succeed will understanding the drivers behind
Yourism
“If you build a place people want to visit,
you build a place where people want to live.
If you build a place where people want to live,
you'll build a place where people want to work.
If you build a place where people want to work,
you'll build a place where business has to be.
And if you build a place where business has to be,
you'll build a place where people have to visit.” Maura Gast, Destination Marketing Association International
The Power of Places • Soft Factors: • Agreeable Climate and Environment 67% • Friendly Local People 66% • Tradition in Culture and Arts 60% • Entertainment Leisure 60%
• Hard Factors: • Strong Economy 68% • Skills Base/Educated Workforce 58% • Labour Legislation 32%
New Role for Sense of Place
Lifestyle Businesses
Value led inward investment
Contact
Roger Pride
Heavenly Group Ltd
11/13 Crichton House
Mount Stuart Square
Cardiff
CF10 5EE
+44 (0)29 20213091
weareheavenly.com
© Heavenly Group Ltd
