7. Using Design to Drive Innovation

The final episode of the series emphasises our role as sustainability leaders in the green transformation of tourism. You'll learn how to take a proactive approach to developing sustainability initiatives and how data and technology support the sustainability agenda. To start the green transition, organisations should conduct research and monitor the composition and sources of their emissions. This will enable benchmarking and also identify the most effective uses of technology for decarbonisation and transitioning towards renewable energy sources. In this episode, we'll be joined by: Graeme Mason, Chief Sustainability & Communications Officer, Newcastle International Airport Morten Westergaard, Head of Climate & Sustainability, Municipality of Middelfart In this episode, we learn that enacting change is a difficult process that requires strong governance. Organisations should have a mindset that anything can be accomplished and avoid the fear of failure. Regular investment should complement the sustainability roadmap. However, good ideas always find a way to receive funding. To enable innovative actions to be taken, it's important to have the political willpower to drive the process and think creatively using co-creation techniques. Experimenting with different sustainability initiatives and prototypes is a good way to validate whether new ideas work in practice, with transparency and accountability being central to the process.  Enjoy this podcast and subscribe to get all future episodes automatically. The podcast is part of the Hospitality Innovation Tourism Supply (HITS) programme which provides targeted support, learning resources and grant funding to businesses in Northumberland, Newcastle and North Tyneside to help make their ideas a reality. The programme is funded by North of Tyne Combined Authority and delivered by NewcastleGateshead Initiative, Food and Drink North East and NBSL.

The ninth episode looks at the future of visitor experiences and how technology supports businesses to improve customer satisfaction and operational performance. You'll also understand the importance of considering visitors' differing perspectives to find the right balance for digital layers to complement physical locations. There is always resistance to implementing new technology. It's essential for organisations to fully commit to technological development projects. Customers should be educated to about how to interact with different systems and organisations should continuously learn from feedback to optimise processes to streamline visitor experiences. In this episode, we'll be joined by: Anna Wadcock, Hotel General Manager, Maldron Hotel Newcastle Eric Guo, Founder & CEO, SPARK EPoS Jo Reid, Founder & CEO, Calvium In this episode, we learn that there is a cost of learning when implementing new technology. Organisations should remain curious about new opportunities but also realise that they don't always need to implement the latest cutting-edge technology.  When deciding which solution to implement, it is important to consider the needs of both visitors and the organisation, strategic goals and how technology fits within company processes. Tourism companies need adequate expertise to decide on the correct approach, firstly focusing on identifying the actual user need for technology. Enjoy this podcast and subscribe to get all future episodes automatically. The podcast is part of the Hospitality Innovation Tourism Supply (HITS) programme which provides targeted support, learning resources and grant funding to businesses in Northumberland, Newcastle and North Tyneside to help make their ideas a reality. The programme is funded by North of Tyne Combined Authority and delivered by NewcastleGateshead Initiative, Food and Drink North East and NBSL.

The eighth episode looks at the success of the Circular Economy and how different businesses in Northumberland, Newcastle and North Tyneside are being empowered by it to create positive impact with every pound spent. Circularity helps to shorten supply chains and reduce food miles, which strongly benefits the local economy and improves connections within the local community. However, organisations need to be realistic about what can be achieved through implementing circularity and not rely on idealistic mindsets. In this episode, we'll be joined by: Hugh Stolliday, Manager, Ouseburn Farm  Troy Terrington, Chef Patron, Dobson & Parnell In this episode, we learn that training staff is just as important as procuring raw materials since employees can share knowledge about production processes and educate customers by showing them how the circular economy works in practice. Partnerships can also be useful for facilitating collaboration between organisations and exchanging items that could be beneficial for each other as opposed to simply disposing of waste. The growth of the circular economy was hindered by COVID because of the perception that single-use plastics were more hygienic. Nevertheless, customers increasingly have higher expectations for businesses to be sustainable, which encourages organisations to keep innovating. Enjoy this podcast and subscribe to get all future episodes automatically. The podcast is part of the Hospitality Innovation Tourism Supply (HITS) programme which provides targeted support, learning resources and grant funding to businesses in Northumberland, Newcastle and North Tyneside to help make their ideas a reality. The programme is funded by North of Tyne Combined Authority and delivered by NewcastleGateshead Initiative, Food and Drink North East and NBSL.

The seventh episode explains how to use design to drive innovation in tourism. You will learn how design thinking can improve customer experiences, develop solutions to societal and environmental challenges and encourage behaviour change. Projects should consider the public as partners in the design process. Community input can be successfully built into projects and adds value by facilitating stronger performance. Good project design results in a more immersive consultation process and saves money that can be spent on optimising project implementation. In this episode, we'll be joined by: Huw Lewis, Customer Services Director, Nexus  Maria Larsson, Head of Innovation, Visit Skåne  Tirsa Ramos-Pedersen, UX Service Designer and Researcher, Visit Skåne In the episode, we learn that design is a future-oriented process that enhances the ability of destinations and businesses to thrive and remain resilient. Market research is fundamental to the process and different consultative methods should be used to maximise input during the process. Involving knowledgeable experts is also essential to ensure that plans are viable and efficient in terms of meeting their stated objectives. There is a need for project coordinators to be accountable and responsible throughout the process and customise solutions to put the customer first. Communication is a key skill to bring all stakeholders together and to alleviate the conflicts created by the contrasting needs and opinions of different groups. Prototyping ideas and testing them in the market is crucial to ensure that the solutions will be successful in reality. Enjoy this podcast and subscribe to get all future episodes automatically. The podcast is part of the Hospitality Innovation Tourism Supply (HITS) programme which provides targeted support, learning resources and grant funding to businesses in Northumberland, Newcastle and North Tyneside to help make their ideas a reality. The programme is funded by North of Tyne Combined Authority and delivered by NewcastleGateshead Initiative, Food and Drink North East and NBSL.

The sixth episode highlights the importance of celebrating diversity in tourism. You will learn how to attract and interact with the LGBTQ+ market and position yourself as a friendly destination. Being an inclusive destination means not just ensuring that your own organisation is inclusive, but also that all of the organisations in your destination provide a welcoming environment for your visitors. In this episode, we'll be joined by: Ste Dunn, Director, Northern Pride Jonathan Lucas, MICE Promotions Specialist, Osaka Tourism & Convention Bureau In this episode, we learn that celebrating diversity cannot be done for just one month; it is a full-time job. Supporting the LGBTQ+ market is about more than just pride festivals and should consider the specific nuances of this market. Businesses need support and training to overcome misinformation and stereotypes so that they become more empathetic and understand the lived experiences of the LGBTQ+ community. There is a need to overcome cultural barriers and engage organisations - both within and outside the tourism sector - to minimise hesitancy and reluctance for marketing products to the LGBTQ+ community. Businesses need to learn about the types of language and adaptations that should be made to ensure the LGBTQ+ community have positive travel experiences. This is a process that takes time and effort, requiring a future-oriented outlook for destination development. Enjoy this podcast and subscribe to get all future episodes automatically. The podcast is part of the Hospitality Innovation Tourism Supply (HITS) programme which provides targeted support, learning resources and grant funding to businesses in Northumberland, Newcastle and North Tyneside to help make their ideas a reality. The programme is funded by North of Tyne Combined Authority and delivered by NewcastleGateshead Initiative, Food and Drink North East and NBSL.

The fifth episode explains how championing local supply chains can benefit the tourism sector. You’ll learn about how collaboration, creating networks and building the appropriate infrastructure can raise awareness of SMEs and their quality product offerings.  Destinations are only as good as the amalgamation of their local businesses. Investing in incubator programmes can help small companies grow and become more competitive in the marketplace. SMEs, and particularly family-owned businesses, must not be overlooked as they are the backbone of the tourism industry and provide authentic experiences to visitors. In this episode we’ll be joined by: lan Thomas, Director of Leisure Tourism and Research, NewcastleGateshead Initiative Chris Jewitt, CEO, Food and Drink North East Annakaisa Ojala, Digital Strategy and Development, Visit Finland In this episode, we learn that cultural shifts are needed within organisations to enable them to be more agile and improve their ability to implement change management. This is especially crucial in times of global uncertainty; with rapid disruption to supply chains caused by COVID and Brexit. Deglobalisation and the desire for local suppliers has become increasingly important, adding value to visitor experiences and improving economic prosperity. Championing local supply chains is founded on trust and creating opportunities for reciprocal trade. Businesses can create strong relationships and support each other in winning and delivering new contracts that they would otherwise be too small to compete for as single entities. Investing in supply chains is a long-term commitment, but despite the potential risks, there is an appetite for change. Enjoy this podcast and subscribe to get all future episodes automatically. The podcast is part of the Hospitality Innovation Tourism Supply (HITS) programme which provides targeted support, learning resources and grant funding to businesses in Northumberland, Newcastle and North Tyneside to help make their ideas a reality. The programme is funded by North of Tyne Combined Authority and delivered by NewcastleGateshead Initiative, Food and Drink North East and NBSL.

The fourth episode shows how technology can shape better places by prioritising inclusion and ensuring that tourism is accessible to everyone. You’ll learn about the importance of accessible tourism, the need to understand the specific sensitivities of disabled travellers and why you should forget your preconceptions about this market. Hear how technology can improve communication and create personalised experiences that take into account the unique needs of disabled visitors through better customer service interactions, which builds their trust and confidence in the travel sector. Technological development goes further than just app development and should consider all aspects of how the user journey can be improved, such as digital accessibility in terms of website design or virtual reality experiences. With Millennials and Generation Z growing up with an acute awareness of the benefits of technology, it has become a fundamental element of destination management. In this episode, we’ll be joined by: lan Thomas, Director of Leisure Tourism and Research, NewcastleGateshead Initiative Gavin Neate, Founder, WelcoMe Neha Arora, Founder, Planet Abled In this episode, we learn that technology is an enabler for destination transformation and can improve visitor experiences. Technology can be used for inspiring visitors prior to arrival, augmenting their in-destination visitor experiences and also monitoring and engaging with past visitors to encourage repeat visits. Increased diversity is needed in leadership positions so that accessible technologies can be developed for all types of disabilities and solve actual consumer needs. Destinations should work together to ensure equitable travel and champion their solutions so that they can be replicated globally. Enjoy this podcast and subscribe to get all future episodes automatically. The podcast is part of the Hospitality Innovation Tourism Supply (HITS) programme which provides targeted support, learning resources and grant funding to businesses in Northumberland, Newcastle and North Tyneside to help make their ideas a reality. The programme is funded by North of Tyne Combined Authority and delivered by NewcastleGateshead Initiative, Food and Drink North East and NBSL.

This third episode highlights how collaboration is key to successful businesses and flourishing destinations. You’ll learn about how partnerships contribute towards new product development and a continuous process of improving visitor experiences, the local community’s quality of life and the protection of the natural environment. Hear how to build business relationships and create mutual benefits, as well as to overcome any initial scepticism to your initiative though enthusiasm, building empathy and generating rapport. Collaboration is key to establishing a shared vision for a destination and fostering creative approaches, which are crucial for successful innovation. A clear strategy is required to align stakeholders towards common goals and guide businesses to follow a similar ethos and drive synergies between marketing activities. In this episode, we’ll be joined by: Amy Whitfield, Owner, Triple A Food Tours Luca D'Angelo - Destination Manager, Dolomiti Paganella In this episode, we learn about the strategic perspective and strong value organisations place on effective partnerships. Generally, organisations are open to new collaborative opportunities, but the process involves hard work. It's important to remain flexible and be willing to compromise, but also to know where to set your limits when discussing ideas and collaboration proposals. Collaboration must ensure that stakeholders of all sizes are engaged and included in consultation processes. Collaboration is full of interlinkages between different organisations and networks, providing plenty of opportunities for building new business opportunities. Enjoy this podcast and subscribe to get all future episodes automatically. The podcast is part of the Hospitality Innovation Tourism Supply (HITS) programme which provides targeted support, learning resources and grant funding to businesses in Northumberland, Newcastle and North Tyneside to help make their ideas a reality. The programme is funded by North of Tyne Combined Authority and delivered by NewcastleGateshead Initiative, Food and Drink North East and NBSL.

This second episode will focus on the importance of data and how it can aid organisational decision making. Our guest panellists include a visitor attraction and a destination, showing how data is of great value to all companies in the travel sector, enabling the most pressing challenges to be solved through the formulation of effective strategies and marketing campaigns. At its core, data helps to replay the right messages to consumers and encourage them to move along the purchasing pathway. In the strive for continuous innovation, identifying new data sources helps to find new insights. Even simple tools can be useful for organisations and doesn’t need to be complex. In this episode, we’ll be joined by: Keith Merrin, Director, Tyne & Wear Archives and Museums Marco Minicucci - Strategy and Marketing Project Manager, Milano & Partners In this episode, we learn that data helps to delineate the numerous interlinkages between different factors and how data shows the need for responses to be nuanced and involve different partners. Data removes bias and assumptions and helps companies to go beyond having just a broad picture, but also to identify granular level details to fine-tune approaches. We also learn the importance of keeping up to date with the latest technological improvements to ensure that systems don’t become outdated and of providing adequate training in data analysis and interpretation to employees. However, it’s important to keep some leeway for creativity and experimentation! Enjoy this podcast and subscribe to get all future episodes automatically. The podcast is part of the Hospitality Innovation Tourism Supply (HITS) programme which provides targeted support, learning resources and grant funding to businesses in Northumberland, Newcastle and North Tyneside to help make their ideas a reality. The programme is funded by North of Tyne Combined Authority and delivered by NewcastleGateshead Initiative, Food and Drink North East and NBSL.

This first episode will focus on how we can incorporate the latest technologies into our businesses and to what extent this is possible with limited budgets. With an esteemed panel of guests, we will look at answering these and many more questions that businesses often fear when it comes to bringing technology closer to the experiences we're trying to create. In this episode, we'll be joined by: Ian McAllister - Strategic Head of Marketing & Communications for The Alnwick Garden & Lilidorei Angela Bustillos - CMO & Co-Founder, Explorins Daniel Ferrer - Project Lead & Co-Founder, Explorins In this episode, we learn that technology has the potential for improving tourist experiences, but purpose is key. Technology shouldn't be viewed as a substitute for real-life experiences, but it can be a vital tool for innovation and augmenting visitor experiences by incorporating elements of playfulness and learning. This can be achieved by using technology for telling stories and to be a medium to interpret things differently. Technology can also help enhance the sense of community and improve inclusivity, but needs to take into account the specific circumstances of individual visitor attractions and destinations. We also learn how sustainability is an important consideration that shouldn't be sidelined by new tech developments. Purpose-driven business innovation is key and well-known certification bodies can provide a label that signals and accredits strong performance, helping organisations focus on improving their products and experiences and the economic benefits derived from these. Enjoy this podcast and subscribe to get all future episodes automatically. The podcast is part of the Hospitality Innovation Tourism Supply (HITS) programme which provides targeted support, learning resources and grant funding to businesses in Northumberland, Newcastle and North Tyneside to help make their ideas a reality. The programme is funded by North of Tyne Combined Authority and delivered by NewcastleGateshead Initiative, Food and Drink North East and NBSL.