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!