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

roger.pride@weareheavenly.com

Heavenly Group Ltd

11/13 Crichton House

Mount Stuart Square

Cardiff

CF10 5EE

+44 (0)29 20213091

weareheavenly.com

© Heavenly Group Ltd