Exploring Innovation In Travel

When it comes to travel and transport, it can be easy to assume that the only place innovation really matters is in the end product – the train, plane (or indeed automobile!) However, innovation has a place in every aspect of a company – from the complete customer experience to future-proofing the business model.

It’s time to look beyond the end product, understand some of the benefits of introducing innovation to the wider business model, and look at methods for doing so.

What is meant by innovation?        

Innovation isn’t about vague concepts or dreaming in the abstract. Innovation is about solving real problems with the end user as part of the solution.

It can be easy to turn to innovation when there is an obvious issue to resolve or to pay lip service to the notion without actually delivering any fundamental change. In reality, businesses can benefit from taking a more proactive approach; creating a system that allows for regular brainstorming sessions to take place across multiple departments. Well structured, such sessions can help to both identify and resolve challenges across the business, ultimately creating more viable products and services.

Why does innovation matter?        

Innovation is fundamental to delivering business growth, including attracting new users and increasing the satisfaction of existing customers. There are numerous benefits, both from the innovation process itself and in having the structure in place for such processes to take place. Programmes can increase the capacity for change within an organisation and can even lead to increased connectivity between various roles.

While disrupter brands often have innovation at their core, larger businesses can struggle to make the leap, and this can be to their detriment – not least when it comes to investment. Back in 2018, The New Statesman published an article advising that “Developing the right profile for private funding is increasingly contingent on demonstrating an innovative or cutting-edge approach.”?

According to the UK Innovation Report 2021, the UK business sector contributes less to the funding of R&D (under 55% of total expenditure) than in other countries, such as Germany (66%), Korea (76.6%) and Japan (79.1%).?

Where can innovation be useful?        

Innovation works best when it is seeking to address a specific problem, or uncovering issues within a product or service; however, far from just ‘fire-fighting’, being proactive about innovation can also ensure you gain a competitive lead, attract new revenue, and even reduce costs through streamlining and fresh thinking.

“Innovation in public transport is crucial to ensure that we can ensure the modal shift needed to achieve net zero and continue delivering for customers of public transport.”

Michael Davies - Insight and Innovation Manager, Transport for Wales

Who should be involved in innovation?        

As we’ve mentioned, innovation should involve a diverse group of participants, both in terms of departments (including consideration of seniority and length of service) and end users. This approach does risk that no one takes ultimate responsibility for ensuring innovation continues to thrive within the business.

One of the ways to combat this is to work with an external organisation that can facilitate workshops, ensure everyone has an opportunity to share their unique perspective and help participants overcome one of the biggest challenges of innovation - understanding the problem.

When should innovation happen?        

In order to see the benefits of innovation, it can’t be considered a singular activity. Innovation must be a consistent, well-oiled process that allows for regular review and creation.

Everyone can take responsibility for ‘micro innovation’ in their day-to-day work; remembering that innovation doesn’t always have to be headline-grabbing changes. It can be as simple as creating a WhatsApp group to keep connected with remote team members.

For larger projects, aim to organise structured innovation at least once a quarter, potentially over several days with different people from various departments brought together to ensure everyone is given a chance to be heard.

How do you get started with innovation?        

Realistically, innovation starts with the senior team, the decision-makers who have the power to implement the changes identified. The quickest way to kill innovation is to fail to follow up on the outcomes and use the activity as a tick-box exercise, discouraging further involvement from the wider team.

A constructive way to facilitate coworking in your business is to work with an external company. This brings a sense of impartiality to proceedings, allowing everyone to be heard equally, and innovative ideas to be heard on their merit, without potential conflict due to internal politics.

Innovation can impact every aspect of a business; recognising the benefits and implementing a solid programme to consistently deliver fresh ideas can deliver unrivalled advantages in increasingly competitive workspaces.

It’s time to start conversations about innovation – inspire others by leaving a comment below about a time fresh thinking has reaped rewards in your business.