commercial innovation in travel and tourism
We support travel leaders to adopt innovation and avoid disruption
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.
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.
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.
Based in Scotland, we work with clients from Seattle to Saudi Arabia, Melbourne to Madrid.
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 partnerships and media sales, I’ve had the privilege of seeing 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
Where does AI come in?
We use AI models as deep research and analysis tools across open source data sets.
We advise on client-side use of AI to protect proprietary data and adhere to governance and security protocols.
‘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 will deliver massive value
Ways to work with us
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We offer a range of solutions designed to meet your needs—whether you're just getting started or scaling something bigger. Everything is tailored to help you move forward with clarity and confidence.
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Getting started is simple. Reach out through our contact form or schedule a call—we’ll walk you through the next steps and answer any questions along the way.
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We combine a thoughtful, human-centered approach with clear communication and reliable results. It’s not just what we do—it’s how we do it that sets us apart.
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You can reach us anytime via our contact page or email. We aim to respond quickly—usually within one business day.
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We offer flexible pricing based on project type and complexity. After an initial conversation, we’ll provide a transparent quote with no hidden costs.
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Collaborative, honest, and straightforward. We're here to guide the process, bring ideas to the table, and keep things moving.
Get in Touch
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.