Our Insights in Action
We are human — we do not make decisions as expected by standard models of rationality. Institutions, societies and businesses often assume that when we are faced with a choice, we proactively collect all relevant information, before carefully calculating the pros and cons to rationally select the right option. In reality, when we need to make a decision, we rarely collect all the available information, we often seek shortcuts to help us avoid considering all the pros and cons, and we let emotions and biases influence our choice. In many cases, we end up making the choice that deviates from rationality and common sense.
Many systems in society, including the tourism industry, are designed around these unrealistic assumptions about how people think, decide and act, and this has fueled some of the biggest challenges the travel industry is facing today. As leading advisors in human behaviour and sustainable tourism, we apply the most current insights from behavioural sciences to design and develop programmemes and solutions that optimise the sustainability and profitability of travel destinations and businesses.
Explore how we’ve helped design and developed places with purpose using BehaviorSMART™ thinking.