HF Holidays highlight winter breaks

HF Holidays highlight winter breaks

Tuesday, 25 October 2016 14:00

HF Holiday...

Flybe puts more summer 2017 routes on sale

Flybe puts more summer 2017 routes on sa…

Tuesday, 25 October 2016 11:00

Flybe has put more early release routes on sale as part of its preliminary summer 2017 schedule.

YHA submits plans for London’s first ‘Super Hostel’

YHA submits plans for London’s first ‘Su…

Tuesday, 25 October 2016 08:00

A planning application has been submitted by YHA (England and Wales) to open its first Super Hostel in London.

£2.3million immigration hall upgrade plans at Bristol Airport

£2.3million immigration hall upgrade pla…

Monday, 24 October 2016 14:00

Following a major overhaul of the security search area for departing passengers, Bristol Airport has unveiled plans to address congestion in arrivals.

Intrepid targets socially conscious Gen Z with new Geckos age-range

Intrepid targets socially conscious Gen …

Monday, 24 October 2016 11:00

30 year olds will be ‘too old’ for Geckos Adventures next year, as the Intrepid Group has announced that it will cut the age range to meet a growing demand...

New survey reveals just one in 12 Brits manage to wangle an upgrade

New survey reveals just one in 12 Brits …

Monday, 24 October 2016 08:40

New research from Jetcost.co.uk has revealed that only 8% of British travellers have actually managed to secure a free upgrade for their holiday, with flight upgrades and hotel room upgrades...

Just You launches travel trade solo experience

Just You launches travel trade solo expe…

Friday, 21 October 2016 14:00

Just You has announced its largest investment to support the travel trade with the launch of 200 joint marketing events to promote solo travel.

Spontaneous people are happier according to Snaptrip survey

Spontaneous people are happier according…

Friday, 21 October 2016 11:00

Spontaneous people are often believed to lead more exciting or glamorous lifestyles and a new study has confirmed that they are happier in all aspects of their lives.

Top Brighton attractions on Combi-Saver tickets for half term

Top Brighton attractions on Combi-Saver …

Friday, 21 October 2016 09:00

Visitors to Brighton this October half term can save up to 20% on its top three paid-for attractions with combination tickets now available for British Airways i360, SEA LIFE Brighton...

Free cabin upgrades with Cosmos Tours

Free cabin upgrades with Cosmos Tours

Thursday, 20 October 2016 14:00

There still’s time for agents to book a Croisieurope river cruise for their customers with a free cabin upgrade on a range of river cruises throughout Europe, when booked with...

Last minute autumn breaks available at Haven

Last minute autumn breaks available at H…

Thursday, 20 October 2016 11:00

Agents can still give their customers a last minute family break this autumn from £99 when booking a Haven holiday between now and November 5.

Skiers urged to head east for best piste costs reveals new report

Skiers urged to head east for best piste…

Thursday, 20 October 2016 08:00

Cash-conscious skiers can avoid the slippery slope of higher prices for their annual downhill trip by heading to ski resorts in Eastern Europe.

Design an anniversary poster for DFDS competition

Design an anniversary poster for DFDS co…

Wednesday, 19 October 2016 14:00

Ferry operator, DFDS, is putting out a call to professional and amateur artists to create a poster that will be used in their 150th anniversary celebrations this year.

Savings on worldwide adventures with Explore

Savings on worldwide adventures with Exp…

Wednesday, 19 October 2016 11:00

Explore has launched a new collection of worldwide adventures with a launch offer of up to 10% discount on all new trips booked by November 7.

New route to Seattle makes it one to watch for 2017

New route to Seattle makes it one to wat…

Wednesday, 19 October 2016 09:12

Seattle is expected to be one of the fastest growing US destinations for UK travellers next year with a Virgin Atlantic direct non-stop daily flight launching March 2017, new hotel...

Air Transat launches 2017 programme with increased connections across Canada

Air Transat launches 2017 programme with…

Tuesday, 18 October 2016 14:04

Air Transat has expanded its programme of flights from the UK to Canada with increased capacity and connections for travel in 2017.

Whilst neuroscience may be the new industry buzz word, the travel industry is falling short of truly understanding motivation, personalities and emotions and their impact on retaining and attracting new clients. According to cognitive neuroscientist and psychologist Dr Lynda Shaw concepts and techniques derived from brain research and psychology can play a crucial role in improving individual and business performance in the travel industry and, as a former air stewardess, she knows from first hand experience.


Motivation is vital in the travel industry. Our motivation and reward systems in the brain galvanise us into action with energy and enthusiasm. It is not always about money and special offers. Taking the time to find out what motivates people is a deal breaker.

Dopamine is one of the brain's pleasure chemicals. When behavioural neuroscientist John Salamone offered rats the choice of one pile of food or another pile of food twice the size but behind a small fence. Rats with lowered levels of dopamine almost always took the easy way out, choosing the small pile instead of jumping the fence for greater reward. In business if you create a happy dopamine environment full of rewarding experiences, then we become more motivated to push ourselves.


Brand association and brand loyalty are increasingly being explained by consumer neuroscience. To understand emotional response to brands is a key to effective marketing.

The experience - including emotional processing and cognitive processing such as memory, decision making and attention - determines customer satisfaction and loyalty to the brand. This means that the prefrontal cortex and limbic system are busy evaluating and determining consumer choice.


Using consumer research and neuroscience we can record brain activity with electrodes and advances in neural imaging technology making it possible to determine specific regions of the brain that are responsible for consumer behaviours.

For example studies of emotion are crucial to the advertising industry because we know that emotion plays a significant role in our ability to remember an advertisement and in all our decisions.

Importance of the group

Consumers can be more influenced by the choices and decisions of their peers than their own internal standards. Many environmental factors influence the things we choose and the way we think.

In particular a group or community we want to belong to can have a huge impact. Group membership not only supports us but also moulds our beliefs and preferences. This may be both at a conscious and unconscious level.

Know your audience

Having a better understanding of the difference between male and female thinking can affect the sales outcome. Whilst there is no direct evidence to suggest that one gender experiences compassion more than the other, women naturally show more emotional connection than men. The success of marketing exercise goals for instance is, to a certain extent, influenced by stereotypical gender differences.

Assumption is foolish but understanding the brain and marketing differently for men and women may be key.


With these points in mind Dr Shaw offers some top tips for business success:

1) Having the ability to be open minded, using lateral thinking and pushing the boundaries every now and again can push business into the realms of stratospheric growth. Using lateral thinking enables us to market to audiences that we might not have otherwise considered. Don’t always choose the obvious.

2) When the stress hormone ‘cortisol’ is over stimulated for an extended period, we experience memory loss, high blood pressure and possible depression, which are costly to the individual and the organisation. Good business needs a healthy workforce and this starts with performance management that is consistent and transparent to avoid stress in the workplace.

3) Staff need to be given opportunities to develop and grow, but in small chunks, both physically and mentally. Synapses in the brain grow and strengthen with new information, but we can overload the system if we deliver too much all at once. Research shows that we retain information better when we learn in chunks. Positive, upbeat delivery for short periods of training will allow the brain to assimilate and use the information well.

4) Research now supports the efficacy of gut feelings in monitoring our behaviour, as does our cognitive braking systems such as the prefrontal cortex. Use your gut instinct in every situation you can.

5) When a company is harnessing their employees’ individual personalities, goals, needs and abilities, and are employee focussed and communicate with them properly, the employee will feel valued and valid which helps us build a successful and intuitive working environment. This in turn empowers them and alleviates stressful situations calming down stress hormones such as cortisol which can narrow their attention to any perceived threat, and opens them up to broader thinking, better problem solving and greater creative thought.

For further information visit www.drlyndashaw.com

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