Brighter Thinking

Welcome to Brighter Thinking and an exciting 2018

Welcome to the first edition of Brighter Thinking for 2018, which promises to be an exciting year for the travel sector and for Brighter Group. In this edition, as befits the start of a year, we focus on what the predictions, challenges and changes lay ahead for the travel sector in 2018.

The dominating factor of 2018 will, of course, be the UK economy as it faces a challenging time in the next year. The performance of the economy impacts the confidence of the British travel consumer and what destinations they choose for holidays, the frequency of travel and their level of spend. 

Thankfully though, this is nothing the travel industry hasn't seen before and indeed in 2017 the sector managed its way confidently through the concerns of Brexit, natural disasters such as hurricanes and floods, major airlines such as Monarch collapsing and, both at home and abroad, acts of terrorism.

Beyond the challenges of the economy though is travel's biggest challenge – the challenge of success. As we discuss later, destinations now have to face the challenge of managing overcrowding.

Nearer to home though there are new challenges for travel and hospitality brands in 2018. The General Data Protection Regulations (GDPR) will, impact every business regardless of size – and time is running out quickly to get ready for one of the biggest changes in data held by brands in 25 years.

The UK media landscape too is going through a seismic shift with new players emerging that are changing all the rules. Of course, you can't do a turn of a year newsletter without examining the trends predicted for the next 12 months and 'Experiences' and new destinations top the bill.

Finally, in a year of predicted change, it is a change for Brighter Group as we join Finn Partners. Brighter was founded over 22 years ago and together we have built the business up to be one of the UK's most successful travel PR groups. Last year, we were approached by Finn Partners, a PR company based in the US to acquire Brighter in order to grow their well-established US tourism practice. Finn Partners has expertise in areas such as digital and technology that will complement the Brighter Group and add more value to clients.

Debbie Flynn will continue to serve as managing partner; Steve Dunne, current chairman of the Brighter Group will become senior partner, strategy; and Fiona Jeffery, non-executive director will take on the role of global tourism advisor for Finn Partners. We will now be known as The Brighter Group, A Finn Partners Company. We are delighted to join the Finn Partners family and look forward to new horizons and opportunities in the year to come.


What people say about us:

Brighter Group are fantastic to work with and have a skilled, knowledgeable and incredibly creative team. They have been instrumental in raising our profile in the travel industry and beyond.

Kelly Railton – head of fundraising, Just a Drop

PERFECT! Thank you! I wish you did the PR for all the destinations I cover.

Roshina Jowaheer. Deputy Travel Editor, AOL Travel website

Brighter are hugely enthusiastic and passionate and create well targeted campaigns which have really helped raise our profile both in and out of the travel pages. We know that we can rely on them to produce great work.

Líney Inga Arnórsdóttir, Project Manager, Promote Iceland

Brighter Group's availability and accessibility is furthermore excellent and we have the impression that Brighter Group goes to great lengths to develop contacts and publicity for a good partner.

Karen Möller Sívertsen, Visit Iceland & Creative Industries

I’ve worked with Brighter for 20 years and have always been impressed by their ability to come up with quirky, modern and clever spins on their clients.

Sue Ward Davies, Travel Editor, ELLE Magazine (Freelance: Guardian)