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British attitudes towards travel and tourism have changed almost beyond recognition in recent months. As successive lockdowns have bitten into the national psyche, a series of meta-trends that were emerging pre-Covid have come to the fore. At the same time, the pandemic has itself created new ones. The biggest change? A renewed love for The British Staycation.

When the first national lockdown eased in the UK between June and July 2020, millions of Britons in need of a summer getaway were faced with the challenge of finding holiday destinations much closer to home.

According to Britain’s Office for National Statistics, there were 93.1 million overseas visits by UK residents in 2019, spending a mind boggling £62.3 billion, an increase of 7% compared with 2018. Had that trend continued, foreign travel might have outweighed domestic tourist spend entirely.

But this does not mean that £62.3 billion has gone straight into domestic tourism in 2021.

Domestic tourism forecasts for 2021

At time of writing, the ONS hadn’t released its 2020 data. But VisitBritain put together a provisional outline of the impact of Covid on domestic tourism in England from other data sources – and included forecasts for 2021.

“We have forecast a central scenario for England of £28.5 billion in domestic tourism spending in 2020, down 63% compared to 2019 when spending by domestic tourists in England was £75.9 billion,” the organisation reported.

“In total, this represents a loss of £47.5 billion (£11.7 billion from overnights and £35.8 billion from leisure day trips). The 2020 forecast is for a decline of 60% for overnights and 63% for leisure day trips, although with a different pattern of recovery. While some categories of day trips started to recover first, others are still very limited.”

The impact of regional and national lockdowns has clearly been felt. But within the gloomy reading, the shift to staycations over foreign travel is coming down the road as clear as day itself.

What happens in England is likely to be mirrored in the devolved nations of Wales, Scotland and Northern Ireland – and in every developed country where Covid-19 remains riskily high.

For further insights, see our full Amplify Travel & Tourism eBook here. To speak to Emma, contact her via LinkedIn here or email her at [email protected].

With a Covid-19 vaccine in sight for many people, teams could reasonably be expected to return to the office in the foreseeable future. But a move back to company HQ seems destined to fail if insisted upon too early in the recovery cycle.

It may also just be unnecessary. Firms like Fujitsu and Twitter have already announced plans to make remote work a permanent option, even after the pandemic. Global enterprises are deciding the path that they want to take to avoid staff irritation and confusion down the road.

Long-Term Travel – A Staff Incentive

The collision of technology and our personal desires is opening new avenues that are far flung from old-fashioned ideas about working from home.

With global restrictions almost impossible to predict, short-term travel continues to be difficult. But employees that feel a longer-term escape will benefit their professional focus and overall well-being are finding a new receptivity among progressive employers wanting to give talented individuals the space to find their place in the pandemic world.

Singles and couples that want to escape the same four walls they have inhabited since the beginning of the global lockdown are actively being given the opportunity to do so.

Travel has previously been seen as a potent employment incentive for a global workforce. Now it is a ‘travel-plus-living-in-the-place-you-want-to-work-from-for-a-while’ incentive.

This change has been driven partially by consistent access to the internet. Society already needed a cultural shift away from ‘presentism’ in the office. Although it took a global pandemic to do it, that shake up has happened. With a decent Wi-Fi connection and some initiative, a huge number of people in computer-based roles can get a day’s work done wherever they choose to be.

Working From Anywhere

A survey of 1,123 remote workers by The Times and Morning Consult found that:

  • 86% were satisfied working from home
  • Only 1 in 5 said they wanted to go back to the office full-time
  • 40% said they were taking more walks and breaks
  • 33% said they were exercising more

It seems safe to say that WFH works. But for me, the most telling statistic in this report actually related to the new WFA paradigm. One in three people contacted for the survey said they would “move to a new city or state if remote work continued indefinitely.”

In a world which increasingly seems crammed together, the future of business could be just the opposite: A chance to get out.

For further insights, see our full Amplify Travel & Tourism eBook here. To speak to Jamie, contact him via LinkedIn here.

Globetrender’s recent survey of 2,000 regular business travellers found that despite the increase in video-calling, the majority of people still believe that face-to-face meetings are preferable.

It’s our universal desire to connect with fellow humans that matters – be it for business or for pleasure. And that is why business travel will do more than survive in the long term.

The travel and hospitality sector has adapted to everything that has happened and we’ll adapt to everything that will happen ahead.

All you have to do is ask hoteliers. As Philip Chambers, General Manager at the K+K George Hotel Kensington told Amplify Travel & Tourism magazine, “We are working hard to create hospitality products that encourage the business traveller to spend more time with us. We will emerge from the current crisis with the energy and creativity which has kept it growing for more than a century.”

Themes for 2021

I look forward to travelling for business but believe that it will be less frequent and more intense. Business travellers like me will need to justify their travel for commercial, personal and ethical reasons in a way never seen before.

We will still need to meet new clients, build the foundations for future relationships, and complete complex deals and projects. But we will have to justify the business case for travel and assure our partners and families that the work cannot be done any other way – or take them with us.

We also need to think if a journey justifies the carbon footprint it creates.

Longer stays will be more popular. After the initial shock of Covid-19, we embraced working from home, spending more time with our families and getting involved with our communities. We swapped the commute for exercise and well-being – and theoretically had more time to do the things we love, because we spent less time commuting.

I think a new synthesis will emerge from all of these strands that offers business people the best of both worlds – a flexible work-world, and time to enjoy business tourism with the blessing of the companies that we work for.

For further insights, see our full Amplify Travel & Tourism ebook here. To speak to Vinnie, contact him via LinkedIn here or email him at [email protected].

Last week saw the first SXSW Online, a fully digital version of the annual conference which featured a busy program of keynote speakers, panel discussions, music showcases and film screenings.

After first attending the event in Austin two years ago, we were excited to have the opportunity to take part again, forming part of the UK House. This is a program of events, organised by the UK Advertising Exports Group (UKAEG) and supported by organisations such as the British Government’s Department of International Trade, that showcases the very best in UK creativity.

I made my own SXSW debut this year, joining a panel of industry professionals to discuss how the pandemic has put social communities back in the spotlight, and the wealth of insights available to brands within these communities.

Community is what social media was built on from the beginning, providing a way for people to connect on a scale that hadn’t been possible before. While I don’t believe this ever got lost as such, the pandemic meant that digital interaction became the only way for people to have this connection.

For me, the sweet spot for any brand looking to grow and nurture a community is to strike the perfect balance between offering value without explicitly selling. Depending on your sector, this value can mean to inform, to support, to entertain or to solve a problem. During the pandemic, there is the added complexity of achieving a positive, yet sympathetic tone when facilitating a community of people likely to be experiencing heightened emotions.

One of the most effective ways to find your brand’s sweet spot is to listen outside of our own channels. Audiences speaking to brands is just part of the story, but audiences speaking to each other is a gold mine – and one that is often untapped. This data not only informs the marketing strategy, but it can drive product development and more effective business operations.

If you’re looking to develop your brand’s community strategy, or would like to discuss more about how online listening can deliver insights for your business, please get in touch.

This week we celebrated National Mentoring Day and it was perfect timing because we’ve been organising a Hackathon, in partnership with Bournemouth University and the Arts University of Bournemouth.

This is the second event we will be holding of it’s kind and we’re really excited for the launch next week.

Our team has been working around the clock and we already have the collaboration of the creative and tech teams at Ageas, but we really need agency professionals who work in tech, design and creative to lead the teams of 2 or 3 interdisciplinary students.

We truly believe it will be a fantastic opportunity to give students the ability to improve their skills with software development, data analytics, and digital design, through a virtual event.

If you are interested in mentoring a team of students, you’ll find all the details below.

https://bournemouth.digital/code-jam-2-the-creative-jam/

Bournemouth based digital marketing agency Adido, are pleased to announce they’ve started working with Scottish drinks giant William Grant and Sons. The agency will work on three of their eight main brands plus three of their innovation brands. The brands are Hendrick’s Gin, The Balvenie, Monkey Shoulder, Atopia, Verano and the sustainable spirit Discarded.

The preferred development agreement means they are responsible for working across multiple global markets on each brand to identify digital wins in an aim to increase their digital footprint and ROI. Most recently, Adido has been working hard to strategically support the global brand teams, offering a best practice approach as they go through a period of change within their omnichannel marketing plans due to the current crisis.

They’ve already launched a new global website for Monkey Shoulder using the new brand visual identity (BVI) created by design agency, Space in London. The site uses animation and vibrant, quirky designs all brought to life by Adido.

And in response to the increasing Zoom trend we have worked with Hendrick’s Gin to release some unusual backgrounds to make video calls more theatrical.

“Adido is great at working with our agency partners, always looking at the bigger picture. They happily take on any challenge to get us where we need to be. They work across our markets globally and locally, turning everything around in a timely manner which helps us hugely” said Celine Weldon, Global Brand Manager at Hendrick’s Gin.

The agency has also been working with the Hendrick’s UK team using their data to provide insights for better decision making. In a specific landing page test Google Analytics was used to generate insight around the demand for ‘where to buy’ features within the website. This has helped them to make strategic decisions on their e-comm strategy.

“It has been a very exciting start to the year for all of the Adido team. From being able to make small changes on their websites to helping shape their global digital strategy, we’ve put all of our digital skills to use and are making a real difference. As the world comes to terms with the Covid outbreak, we look forward to working even closer with all of the WG&S brand teams across the globe to understand the nuances of each market and provide insights to help them adapt and win.” said CEO Andy Headington.

Adido was established in 2003 and is a specialist digital marketing agency. Their ethos is to analyse data to enable better decision making & marketing results, an approach that has seen them work with clients like Hall and Woodhouse, Ordnance Survey and Dine. Their strong analytical, development, PPC and SEO skills are currently even more relevant and considered a necessity to get organisations through the epidemic.

Written by: Lobo Creative |

We are very excited to be a part of the Silicon South Network. We have such a heart for Dorset (especially Wimborne where we’re based) and looking forward to a new year ahead as we see new events pop up across the county and see growth within the creative economy across Dorset with Silicon South at its helm.

As we’re new to the network we thought we’d share a little about us for those of you who haven’t heard of Lobo before.

Put simply, we help businesses become customer champions. We’re all trying to make the world a better place and our way of doing this is by working with businesses big and small to help them give more engaging, exciting and loving experiences to their customers, making everyone who interacts with them a little bit happier.

At our core, we are a team of designers and strategists. We design materials such as brand identity, websites, apps, UX/UI design, exhibition experiences, marketing collateral, and more. However, all that we do is customer led. Strategically we help business align their values and internal brand to be more effective, but our main focus is upon Customer Experience. Customer Experience is the mapping of every touch point a customer has with a business. We audit these journeys, find the pain points and rebuild them to create an incredibly solid foundation for businesses to market upon.

We work with both businesses directly and alongside other agencies. Working with other agencies seems to be where we can make the most impact. Often, these marketing agencies are creating a tremendous number of leads or awareness for their clients, but the follow through for sales is poor due to the negative impact of the current Customer Experience. We come in, reshape the clients Customer Experience and plug those holes the leads fall through. This creates an incredible platform for growth and avoids wastage of marketing budget. You can find out more about Customer Experience here.

When working with direct businesses, we often come in to solve a problem. Initially it is requested that we create a new website, or design a logo, etc, but this is not the problem. This actual problem may be that the awareness of a brand isn’t good, or the perception of a company is poor, or there is inconsistency across the multiple channels a company may be communicating through which causes confusion. We work with businesses to uncover this main issue allowing us to design to see success rather than just for the sake of design. We run an initial discovery session to map out objectives, plan of action and such and then proceed with clear goals in mind. We always look for to the success criteria of a project, never just on a creative ego.

Our website is a good place to start to find out more about what we can do. Head over to lobocreative.studio to see our latest projects and info about the studio. We are also keen bloggers, here to provide as much information to help you find success in you business. Click here if you’d like to read some of our articles.

So, whether you’re an agency or a business we are here to help. We provide a free hour consultancy session to help point you in the right direction if you’re facing any difficulties. If you’d like to get to know us more or have something you would particularly like to discuss we are always available for a chat so please don’t hesitate to give us a call on 01202 065760.