Tamara Lohan MBE

Clive Wratten, Kate Devereux and Luke Goggin kick off the The BTA Let's get to Work Conference in Munich by discussing what the next-gen business traveller wants. The answer: connectivity, travel as something to enjoy rather than be endured, elevated comfort/wellbeing, apps and tools that keep them connected, a smooth airport experience with fast-track or calm spaces in lounges, personalisation with communication that feels relevant and flexibility so they can shape their own trip. Responding to the need for connectivity, Virgin Atlantic is installing Starlink connectivity across its Airbus A330neos, A350s and Boeing 787s from the third quarter of 2026. According to Luke Goggin, this will give passengers some of the fast internet connection in the world. Read more about it here: https://lnkd.in/eVWH4ZUB #letsgettowork

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VisitBritain publishes the latest inbound tourism statistics today, which reveal a mixed performance in 2024. International visits across the UK as a whole were up 6% on 2023 (hurrah!), but all 3 regions in the North of England saw a decline of up to 6%. Spending in 2024 was also up across England by 5% on the previous year (but only by 2% after taking inflation into account). However, across the North of England, spending fell in all 3 regions and by up to 30% (in the North East). Interesting that the North West (including Greater Manchester) accounts for over 50% of all international visits to the North and 66% of their total spend. London continues to dominate, taking 53% of all international visitor spend in the UK and 50% of all visits. The case for greater regional spread is evident in these numbers: perhaps a strategy for backing destinations with greatest growth and international connectivity (yes - that clearly includes Manchester!) and a considered appraisal of the potential for tax shopping might help turn the dial? https://lnkd.in/eJG5BRnA

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This is a pivotal moment for Beautiful Destinations… The travel industry is undergoing a shift in how destinations attract visitors. 76% of travel decisions are now influenced by social media content, yet only 24% of tourism and hospitality brands have in-house teams capable of producing world-class content. It’s a gap I’ve seen play out for years, one that’s holding the industry back, and one we’re determined to close. That’s why we created the Beautiful Destinations Academy, an industry-first travel content creator education program, with the Dubai Department of Economy and Tourism, which launched this year. We opened applications globally because every aspiring creator should have the chance to build these skills. But there was a special reason for partnering with Dubai: it is the most forward-thinking destination in the world when it comes to tourism marketing. A place at the bleeding edge of tourism marketing, that shares our future-focused vision. The first cohort of the Beautiful Destinations Academy has just graduated, and it’s a huge moment for us. In just 12 weeks, they rapidly upskilled, honed their abilities, and created exceptional content – with speed, emotional impact, and relevance – that could sit alongside global brand campaigns. Congratulations to Arthur, Ethan, Hugo and Olessia! They impressed us so much that they're joining Beautiful Destinations directly, some full-time and others freelance. As always, thank you Issam Kazim and Dubai Department of Economy and Tourism for being the best partners anyone could ask for. As we move into Cohort Two, the ambition only grows: a bolder curriculum, deeper distribution, and even stronger creator output. This is just the beginning for Beautiful Destinations Academy, more updates to come!

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The businesses getting ahead now aren't doing more — they're just acting sooner.   Right now - most European tourism-related businesses are watching the Chinese Free Independent Luxury Tourism market from the sidelines. But the ones I see gaining traction now — aren’t waiting for perfection. They’re starting with clarity: – Who their Chinese FIT audience actually is – Where visibility matters for this segment (ready to adapt their marketing) – How to shift from guesswork to relevance It's not about launching a huge campaign. It's about understanding the audience — and making smart shifts early. If you're starting to think more seriously about this market, I’ve shared a focused approach in my latest podcast episode 32 of Crack the China Code   #LuxuryTourism #TravelStrategy #TourismEurope #VisibilityStrategy #CrackTheChinaCode #LuxuryHospitality #Boutiquehotels #Luxuryretail  

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The Real Story Behind Airbnb’s 15.5% Fee Hike Everyone’s focused on the headline number — 15.5%. But that’s not the real story. This isn’t just about a fee bump. It’s a strategic move to bring every host under one commission structure. Why? To set the stage for tiered commissions in 2026. What feels like a minor tweak today is actually step one in a 12–18 month rollout that will fundamentally shift how hosts interact with the platform. Anyone who understands platform economics will recognize this: it’s not a one-off. It’s the start of a much larger problem for hosts. The real question isn’t “how do I absorb 15.5%?” — it’s “how do I future-proof my business before the next wave hits?” #Airbnb #ShortTermRentals #PropertyManagers #VacationRentals #RevenueManagement

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Thirty years of spa expertise drives digital transformation GROUND wellbeing, founded by spa industry veteran Peigin Crowley in 2020, has carved out a distinctive niche in the crowded online wellness market by focusing on genuine emotional care. A lot of SMEs can still fall into the trap of seeing online vs. retail as an either/or choice, or viewing retail partnerships as threats to their direct margins. But Peigín Crowley sees e-commerce and retail partnerships as complementary rather than competing channels. “Our direct-to-consumer business allows us to connect closely with our community, share our story, and offer education and rituals in a more personal, guided way. On the other hand, retail and spa partnerships give people the opportunity to discover Ground Wellbeing through sensory, in-person experiences.” Another common mistake for SMEs is to either obsess over analytics while ignoring customer voice, or rely purely on gut feelings while ignoring the numbers. Smartly, Peigín balances both the quantitative and the qualitative. “Our approach is part data, part intuition, guided by what our customers are telling us, both in numbers and in their words.” Click here to read the full interview https://lnkd.in/ezvVzryT GROUND wellbeing is just one of 100 businesses featured the An Post E-Commerce 100 published in partnership with the Business Post. #DigitalTransformation #Ecommerce #CustomerExperience #Export #SME #retail #business Julie Gill Richard Miley Liam Naughton

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Britain's best travel planner might just be Harry Potter. I recently sat down with Gavin Landry from VisitBritain. We covered topics like market trends, audience insights, creative strategy, partnership models and, of course, how to measure it all. Then the conversation turned to regenerative tourism. We all know the tourism industry is evolving fast. We're moving away from the old model of cramming as many people as possible into destinations toward something better. Regenerative tourism focuses on making places thrive for everyone: visitors, locals and the landscape itself. Enter Gavin and the VisitBritain team. They've been leading this shift with some brilliant strategies, and their screen tourism approach is just one example: It turns out 9 out of 10 visitors want to see filming locations from their favorite shows. So they mapped every spot and built campaigns around each show's fanbase. Now Bridgerton fans visit Bath for afternoon tea, Harry Potter lovers take broomstick lessons at Alnwick Castle and Outlander devotees explore remote Highland villages they never would have found otherwise. People binge a show, fall in love with the scenery and book their whole trip around those exact spots. That emotional connection beats any other campaign you could dream up. This is regenerative tourism at its finest. London finally gets breathing room while small towns that benefit from tourism dollars have superfans showing up and pumping money into local businesses. Our full Q&A is linked below. Gavin breaks down this approach plus a ton more about how Britain's tackling regenerative tourism. Huge thanks to Gavin for sharing these incredible insights with me and for your time at our panel! This conversation got me fired up about what's possible when you think beyond traditional destination marketing. My DMO friends, you should definitely check this out!

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