Innovation in tourism

International Cycling Congress 6-8 February 2014 , Palma de Mallorca, Spain

INNOVATION IN CYCLE TOURISM Meanings, challenges and capabilities Mariona Luis, Innobalears

What is innovation?

A growing tourism sector

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Innovation

Sense of novelty

Marketing orientation View of the process

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Innovation “New or significantly improved product (good or service), process, marketing method or method of organization, in the internal practices of enterprises, the organization of the working place or external relations”.

This is obvious for industrial processes resulting in the production of “something”.

There is also a product in toursim, a servive.

• Simultaneous production and comsumption.

• Relatively low technologic component (except for ICT).

• Innovations are easily copied by competitors (they cannot be patented).

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Innovation in tourism

Planned

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Intuitive

Social

Innovation in tourism Planned innovation: Is the result of a systematic process of innovation managing, which allows us to identify and implement innovations in the organization. It has something to do with the “process”, that is to say, with “the way of doing things”.

Intuitive innovation: It also has a systematic component (that is to say, it also requires systematization in any situation and with any client), but it is based on “persons” and their capacity to interact.

Social innovation: How people use their resources to tackle common challenges.

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Planned innovation

• • • •

At the destiny Mariona Luis, Innobalears

Parkings for bikes.

Signaling.

Route transcription.

Combination of products.

Planned innovation

In the organization Mariona Luis, Innobalears

Planned innovation

• • • • • • • •

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Creating specific maps.

Opening new cycle tourism services in Mallorca.

Opening bike stores and repair shops.

Creating and offering mountain bike tours.

Specific products and menus in bars and restaurants.

Complementary services for recovery.

Special events.

Stickers with a message for the top tube.

Planned innovation

Opportunities Mariona Luis, Innobalears

Planned innovation • Accessibility.

• New target customers (families, hobby athletes, persons with disability…), especially after the opening of the Green Paths.

• New specific routes. Beach routes, almod tree route, gastronomic routes…

• New food products.

• Creating unique material.

• Developping some applications for bikes, like this one to repair them.

There is now a considerable critical mass of cyclists to make some tests in collateral sectors.

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Intuitive innovation

Examples Mariona Luis, Innobalears

Social innovation

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Social innovation These innovations are planned but they are made to be shared by a collective. That’s why they are social.

• • • •

To benefit from common resources to tackle common challenges.

Nudes’ route demanding more cycle paths.

Runtastic or wikiloc, app to share routes.

Spintlister to share bikes, like airbnb with bikes.

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Where do I start?

I am a cycle tourism businessman

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Analyze your innovation abilities

We assume that you have got ideas…

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•

Have you got time to identify and implement projects?

•

Is there somebody to follow these projects?

•

Have you got a minimum investment power?

If your answer is “yes�

Collect ideas, prioritize

Knowledge management

Project

Innovate

Dissemination

Financing Project management

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Some thoughts •

Sports tourism as a growing sector.

•

Listen to new enterpreneurs.

•

Study globally, act locally.

•

Implement small infrastructures that make the difference.

•

Offer always the mediterranean ‘slow’ version of holidays, you will earn more money.

•

Join others, collaborate.

•

Use technology properly.

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Where do I start?

I am public administration

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Analyze your innovation abilities

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•

Do you know which Majorca you want to be?

•

Have you got money to invest in projects?

•

Have you got available technicians?

•

Is there somebody to follow these projects?

Working lines

Benchmarking other regions

Statistics

Institutional support

Offer all resources

Connect people

Search for financing

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Some thoughts •

‘Slow’ mediterranean holidays.

•

Observe which elements you have and how you can use them to innovate at the destination.

•

Preserve the environment and the infrastructures.

•

Follow the private enteprises.

•

Choose products in agreement with the destination’s needs.

•

Common effort (public and private) under the same vision.

•

Identify and implement innovations systematically.

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Where do I start?

I am an enterpreneur

Mariona Luis, Innobalears

Recommendations

•

Investigate, think and write: –

Analyze the market: competitors and target customers.

–

Define a coherent and imaginative strategy based on what you already have, use your ability to think.

•

Imagine solutions to problems as they arise. Create.

•

Networking, cooperation.

•

Use technology properly.

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But‌ why innovate?

The great challenges of our time

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The great challenges of our time in the world…

• • •

Inequality Instability Sustainability

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No matter where you are…

• • • •

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Cooperate.

Use your ability to think, imagine, dream.

Use technology properly.

Work on something that gives your life a meaning.

More information: • mluis@innobalears.com • @innobalears Mariona Luis, Innobalears

International Cycling Congress 6-8 February 2014 , Palma de Mallorca, Spain

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