commercial innovation in travel and tourism
We live in unprecedented times. AI is disrupting every aspect of travel planning, disintermediating DMOs, transport, accommodation, and all aspects of the industry. How demand is discovered, influenced, and converted is radically changing.
Our innovation approach, allows you to use this disruption to outpace competitors, design new value propositions, revenue models, tools, technologies, and strategies.
We support travel leaders to adopt innovation and avoid disruption
Hello world!
Destinnovation is a subsidiary of One Hundred Flowers, a global innovation consultancy. Founded in 2026. We are a new breed of Signature Business, designed to support travel leaders to both manage the AI paradigm shift, and capitalise on the opportunities it affords.
Based in Scotland, we work with clients from Seattle to Saudi Arabia, Melbourne to Madrid, London to La Digue (it’s in the Seychelles).
Travel is a complex and interdependent ecosystem requiring expert guidance
The founder
Don Smith is an innovation expert, serial entrepreneur, passionate explorer, and travel and tourism industry veteran. He is also a competitive archer, and likes aiming at, and hitting targets!
Having deep experience in OTA partnerships and media sales, I’ve had the privilege of working on briefs from DMOs, STOs, carriers, accommodation, and many others, giving me visibility of the issues faced and ambitions set by travel organisations across the globe. The industry now requires new ideas, new models and new solutions to the challenges arising from AI. That’s what Destinnovation is designed to do.
“Companies that take advantage of innovation patterns create competitive advantage.”
Clay Christensen, Author, The Innovators Dilemma
We use AI models as deep research and analysis tools across open source data sets. We also advise on client-side use of AI to protect proprietary data and adhere to governance and security protocols. AI augments our work, it does not guide it.
Where does AI come in?
‘AI is a tool that in combination with industry experience and expertise, can accelerate innovation, validate and deploy solutions at scale, and deliver value through efficiencies and organic growth.’
Don Smith, Founder
If you are a visionary leader in travel and tourism, we deliver new commercial value, fast!
Ways to work with us
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From a few critical hours, to a number of important days, to design and execution projects that last months, we can expand and contract to fit your needs. We focus on a solution-first approach, and we deliver at speed (unlike larger consulting firms).
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For some clients, an ongoing, regular, fractional involvement is preferable. This can involve oversight of project delivery, or support for senior teams.
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Sometimes the question arises ‘what could we be doing better?’ Innovation audits interrogate the components of businesses and organisations, identifying opportunities for commercial improvement and growth, and advising on application and execution.
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Sometimes you just need backup. And fast! Other times, you have ideas, and you need outside perspectives to bounce them off. Or perhaps you’re stretched for time and need a problem taken off your hands. We can do that.
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As an experienced company director and board member, Don can support as an NED, or deliver innovation guidance to your executive team.
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Great ideas can come from anywhere in your team. We can deliver training days and workshops to make your people more innovative, in whatever role or department, and at any level.
Get in Touch
Size is less important than speed and adaptability. Whilst we could be accused of being a ‘one man band’, smart adoption of AI, along with our network of travel experts, allows us to deliver the quality and quantity of support traditionally associated with much larger, high-overhead consulting firms.
Our network
Decades of experience have provided us with a network of specialists with skills covering product, marketing, technology, operations, and many other aspects of the industry. We collaborate with a variety of experts, themselves delivering modern, agile consulting services in travel and tourism.