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Month: February 2021

Design thinking, Innovation and Tourism post covid-19

 The Golden years

Tourism in general has done well in the last 10-15 years. I live in Norway, which means that I feel lucky since I live in a scenic country that has an almost magnetic attraction to foreign tourists. Norway is one of the most insta-friendly countries in the world. We have dozens of impressive projects and good ideas that have been realized by hard-working tourism entrepreneurs.

The fact that tourists have come in droves in recent years can of course be attributed to the fact that a lot of good work has been put in both by those who make the products and those who tell the stories. But most of all it is probably because tourism is and has been so incredibly popular worldwide. Not only here.

There has been an incredible number of people who have traveled the world in search of meeting their need for a break from everyday life and all that we in tourism can help them with. With the advancement of the economy, tourists have come in waves of new segments as new markets have opened. 

Norway has also surfed these waves.

In some places, there has been so much demand that just by decorating your cabin and charging money for the beds, you automatically would’ve had a successful business. Demand has surpassed supply. Therefore you have been able to get away with most things. In Iceland, people have even knocked on private house doors because all the commercial beds have been fully booked. A couple of guys who started renting out air mattresses in their apartment, saw an opportunity and eventually developed into becoming one of the world’s largest companies. 

The market has been endless and unstoppable.

But right now it’s not like that anymore. So can we expect the golden age of tourism to continue after this break? 


With a large enough drain pipe, you’ve had a good enough starting point for running a successful tourism business during these last 15 years.

Golden eye

We still have no one who can predict the future, the closest is perhaps Google and the octopus who predicted the World Cup. The most important thing for the industry in the short term is to get rid of covid-19, but many big questions regarding the future of the tourism industry are still up in the air. How will markets and business models change in the long run? Will the trends we saw before C-19 continue?

About 73% of you who will read this article run a tourism business. 20% work in destinations, the public sector and perhaps in the policy instruments. The topic of the article is on the narrow side, so the article will be read by plus minus a thousand people the first few days and then a few here and there on our website afterwards. 

Therefore, I will try to provide the best possible value for those of you who want to address the situation. It will take you 5-6 minutes to read the article.

As opposed to predicting the future, it is possible to create your own future. Right now is a great time for that, and if you have ambitions and a desire to emerge stronger after the crisis, you are probably well on your way already. If you have not started yet, it is not too late. We have gathered some tips on how to succeed. Whether you need help, inspiration or both. 

Below are the most important lessons from the article (for those of you that don’t want to read the whole thing). 

Solve real problems. It is almost astonishing how often a service or business model is not in balance with a real need in the market. If you do not solve a problem or fill a need, it does not create any real value either. How can you match the service with the needs of your customers? 

Come up with lots of ideas. This is about volume, and a systematic approach to solving problems is about finding different potential paths towards the goal. Finding a good idea is rarely the hard part, but getting people to spread it is. If you have several you can try, make mistakes and choose the best ones on the way to the solution.

Innovate the business model and distribution, not just the product. Innovation does not stop at the product level. Maybe you can find new ways to distribute your service or new ways to market them? How can you create value for your customers and yourself with what you have? Innovation is not about inventions. When you want to do something in a better way, work systematically to achieve it.

Test the ideas on potential and existing customers. It is all too common not to talk to customers because you are afraid of negative feedback. Talking to and observing customers is not just important. It is the most important thing of all.


You need to have a well-trained eye to predict the future.


After the goldrush

What’s the situation with Norwegian tourism? You can choose to read depressing reports about financial consequences, but I think it is even more interesting to see what’s happening with corporate culture, emotions and actions. The economic crisis will historically and relatively be short-lived. Much of what happens is beyond corporate control anyway, so it’s more useful to keep developing.

In the long run, how you deal with this and other crises, adversity and change is what’s gonna matter most.

We have spoken to many providers and customers, monitored news and followed various forums to understand how tourism itself responds. It has been very interesting and we have started to see the contours of a few micro trends.

We can divide the reactions into three “main types”. Group 1 is ready to start up again as soon as possible and uses its resources to return to normal. They can not wait and will go all in with even the slightest possibility of normality, even if the risk is huge. Many in this group have sold travel for 2021, and many are now affected by new restrictions. They are also strongly focused on influencing the authorities. They want it to return to normal. Now.

Group 2 has simply taken a “break” and does not know if they are gonna start up again, and certainly not when. They are suffering from some kind of despair that does not really benefit anyone. But still, fully understandable and normal.

Group 3 wants to get an overview and find out what everything that happens means to them and to their future.This group would like to understand how they can influence their own situation. How can they build a solid company that can handle these situations in the future? How can they become more secure? Is there an opportunity to get out of this with innovation and restructuring/remodeling? What is the best way to spend my limited funds right now?

I may have spoken a little too much with my heart and too little with my head when I right before Easter concluded that everyone was more or less voluntarily digitized, and made a number of important and necessary moves that would equip Norwegian tourism for the future. I might have been dazzled by a number of fresh, sexy ventures, webinars and a kind of common agreement that it’s happening now.

But is it digitization? Not so much.

Let’s be clear. We were not digitized through a few months of home offices. We were also not digitized by taking meetings on Zoom, Skype, Whereby, Teams or FaceTime. And were not digitized by taking a couple of digital courses and attending digital conferences.

The company is first digitized when it is able to take advantage of the good opportunities that digital solutions provide. 

It did give us a good start. But group 3 has probably taken it much longer.


Gold diggers

It is no surprise that many of those who are most eager to turn on the switch and continue as normal are the more traditional players. They like to think that everything has worked well, and why should you really change something that works and that you make money on? Some of the bigger players have also been the ones who have pushed hardest to pretend that nothing has really changed. 

They have everything to gain from things continuing as before. 

In the wake of short-term gains, some infinitely dishonest players have come to light, and for many inside and outside the industry, they have also become the symbol of much of what is wrong with today’s tourism. It may be karma striking back, but they are not alone. In the big picture, they are just a small piece in a big puzzle where too many pieces don’t fit. 

Overcrowded local communities, nature and climate, green washing, exploitation of labor, power and income that goes everywhere but locally, where the visitors actually are. The warning lights started flashing long before Covid-19. The “old” tourism has made the workforce very vulnerable to change, seasonal and dependent on old business models and ecosystems where intermediaries are allowed to rule. Tourism is unbalanced and now we have to find new solutions that are better for the environment and local communities.

To put it this way. If we go back to normal after Covid-19, I will be embarrassed on behalf of the entire industry.

We can not solve tomorrow’s problems with the same solutions that created them in the first place.

The market is changing under Covid-19. The market changed long before Covid-19 and it will change long after Covid-19. This is bad news for those who choose not to adapt.

So group 3 is better off. They are the curious that are ready to create their own future. Those who want more legs to stand on. Those who build a dynamic and flexible organization to cope with the challenges that may come their way. 

Tourism needs innovation, we need new and better solutions.

This does not mean that everyone should invent websites or new technology. This means that we must find what can be done better and that provides value, we must then work systematically with this until we find a solution. Innovation is about solving problems.

One way to work systematically with innovation is Design Thinking. This methodology is common in the technology world, but not so common among traditional tourism players. I believe it also fits well with a world of tourism that is very much about creating experiences for people.


Creating memories and change for people.

Gold dust?

What exactly is design thinking? In short, design thinking is a collective term for methods and processes where one tries to solve a problem by taking the perspective of the person who is going to use the service or product. In contrast to starting with the solution or product, this is a people-oriented way of working with innovation and development that places those who will use the products or services at the center of development. 

You do not know what to make, but you know what problem you want to solve.

Furthermore, we must involve the “uses” in the process. For example, through interviews, observations, measurements or that they are actually involved in the development itself. 

To achieve this, it is very important that we understand the customers who will actually use the services, what they think, how they feel, how they behave and where they come from – their context. It is also important that we involve them throughout the process and are very careful that our own preconceived notions do not get in the way of real insight.

In fact, listening more to users than one’s own perceptions are much more difficult than one might think, and probably where most people make mistakes. Talk to people. It’s about asking enough questions. Through these questions you will be able to define the problem. Focus on what the customer REALLY needs, not on your company’s goals.

A famous quote from Harvard professor Ted Levitt describes a good way of thinking: 

“People do not want to buy a quarter-inch drill. They want a quarter-inch hole.”

The drill solves the customer’s need to make a hole in the wall. The usual thing is to focus on the technical/physical solution, while the result is really what you should focus on. How to solve the problem. For many, disconnecting completely means doing something physical, preferably in nature. Others will solve the same problem in completely different ways. They can be at home, with friends, they can meditate, watch movies, watch TV, box, go to a gym or go out and have a couple of beers for that matter.

There is not just one answer to the same problem. So it is important to keep focusing on the customer and use the issue (problem?) you have defined to set the compass course going forward. If it slips a bit and you feel that you’ve gotten lost, then you can always go back to the problem. 

The next step is to work on ideas. I recommend that you do not do this alone. The whole point is to work in teams. The best ideas happen while interacting with other people. You may come up with good ideas on your own, but you get more ideas, and they get even better, when there is a team. Quantity over quality. Get as much as possible out on the table, think outside the box and leave the mind open. 

Philosopher Arne Næss Sr once said that today there are good opportunities for specialists, while society needs generalists more than ever. People who can think along multiple axes. Our society is often designed so that we from school get used to working focused and specializing in disciplines and topics. We like to acquire a certain way of working and we often put different people’s skills in stalls, often called silos. I’m good at this, and you’re good at that. 

Design Thinking often challenges habitual thinking by working together across disciplines. One combines the designer’s way of working and thinking with interdisciplinary teams combining their way of seeing the world with available technology. This opens up new perspectives that are more difficult to achieve in the traditional “silo structure” where I do mine and you do yours.

In the world of technology, it’s about making prototypes, but we are not necessarily going to make something concrete, so let’s just call it a first version of your product. There is no point in interviewing a thousand Dutch people on the phone about what they want to do in Norway or what you intend to offer. There are too many guidelines in this. Conscious and unconscious. 

A few years ago I took a course on building apps and mobile experiences. There was definitely a focus on uncovering people’s behavior. If you are going to make a booking solution, you can for example ask what the customer did last time he or she booked a trip. Note: Not what you do, but what you did last. People do not remember very well, but by focusing on the last time you will get much better answers. Then you can try to get your new solution to fit into that pattern of behavior.

But create a solution as quickly as you can. You have to see what people are actually doing and then you have to have something to show them, something customers can try. 

Show don’t tell. Show what you have, it doesn’t have to be good, and then ask the right questions and move on to the next version. Design thinking is about working in stages with testing ideas and gradually adjusting these proposals to solutions.

Since experimentation and testing are so important, failing is also considered a tool for learning. There is nothing you learn more from than a mistake. When you want to solve big problems, you must also accept that we will fail on the way to the solution. Launching a temporary solution to learn from is central to Design Thinking.

We learn through exploring, asking, trying, making mistakes and eventually understanding. We need to get out of our own bubble and out to our customers. Design Thinking is a kind of link between empathy, intuition, creativity and analysis.This article was written during a long night at a cabin and probably has both typos and other minor errors. These things can be corrected down the line. The goal is not to write a perfect article. I just want to get it out and get a reaction. Maybe we can influence someone to try a new way of working?

The processes in Design Thinking are not streamlined, nor are they concerned with perfection. When we work in this way, our creativity is stimulated and new ideas will come along the way. Maybe you need to jump back a notch or two.That’s the whole point. 

It costs little to make changes early on in the process, but it costs much more at a later stage. Not only do you increase your accuracy, you also minimize the chance of making costly mistakes later in the process. So embrace experimentation at an early stage. Create products as quickly as possible and test it on real customers. 

It will give you insight and tell you if you can move on, or if you need to fix things. Some say that the first version of the service should be so simple that you are a little embarrassed when you take it to market. I do not disagree with that. My experience is that it will work itself out, and no one really remembers what you first came up with anyway. Friction creates heat and can be the spark you need. 

So to summarize Design thinking: 

  • Deep understanding of users needs 
  • Improvement and refinement through measurement, testing and gradual change 
  • New perspectives with interdisciplinary teams


Some may need more holes. It seems my dad needs tools more than holes in the wall. Different needs.


Heart of gold

How does this relate to tourism? Few industries in the world are more focused on people than tourism. It’s about empathy and understanding the customer. Now, of course some may argue that tourism does not solve real problems, and that tourism is something trivial. But most of what is sold in the world is trivial. No one needs your products, but that does not mean that your product or service doesn’t solve a problem.

You help people fulfill a dream or become the person they want to be. A little bit at a time. I’m pretty sure that a family with young children on a school break believe a tour operator will help them solve a problem. They have a need to entertain their children for a few weeks, and get new impulses whilst feeling safe.

To achieve this, they have to face several problems. These can be financial, time-related or logistical. There is a reason many in this segment turn to charter trips. They solve problems in an effective way. Every tourist has one or more problems that need to be solved. So it’s important to understand these issues. They are very much real. 

Let’s say you want to summit a famous peak. You will either have to learn to climb, or know someone very knowledgeable. If you don’t have these options, but want to get to the top in a safe way, then there are guides that can solve your problem. A hotel can meet your need for accommodation, a restaurant can meet your need for food and also a need to meet people. But if you want to eat sushi, a pizza restaurant will not meet your needs. We must know the target group, and create new solutions that work with old feelings.

There are 7 billion people in the world who all have different wants, needs, problems and preferences. In many ways, everyone has something in common, they have a basket with dreams and desires in different amounts, but they overlap in many areas. Tourists might dream of things like adventure, to belong, community, to have control, love, that everything should be as it is, physical activity, to look good, creativity, breaks, a simpler life, freedom, luxury, friendship, nostalgia, confirmation, security, respect, power, status, challenge and mastery. 

These are some examples of needs you can meet. You can probably easily add 15 others to the list, but maybe not fifty? That basket often contains more or less the same things. Different mixes of the same. 

Tourism as an industry is a series of services, infrastructure and experiences put into a system. Some things are tangible such as infrastructure, equipment, beds and food, while service, experiences and emotions are more intangible. Unlike many other industries where the organization is in focus, the tourism industry is very centered around the customer. Your job and existence depends on giving the customer the best possible experience. 

When creating the best possible experiences for customers, I believe that you can easily see Design Thinking in connection with the theories of creating good products and experiences, eg experience economy. This is a nice backdrop, but Design Thinking is about solving the customer’s problem, while several of these theories are more about how to make the product (the solution). Some people are probably better suited to take care of physical products rather than working in tourism.

Design Thinking can be used in everything from the smallest meeting rooms and kayak courses, to designing services, attractions and entire destinations. It can be used to create business models and for marketing and how to succeed digitally.

Let’s take websites as an example. A fairly common misconception is that the prettiest websites are the best. When you start measuring effects, you quickly learn that it is not about appearance, but about functionality. If your website looks better than Amazon.com, it is pretty enough for your customers. The question is how easily they get answers to what they are wondering. How well the website solves their problem, or how effectively you solve the customer’s need for information. But nice and inspiring pictures are always a good idea.

Design thinking focuses on the interaction between tourists and providers throughout the experience. By using this methodology and tools, it becomes possible to uncover the inner motivation of the customers. You can create a map of the customer’s experience and identify the most important contact points. We can use these contact points to analyze the quality of the experience, and the best opportunities we have to improve it with the goal of increasing the value of the customer experience.

This has become very relevant this last year. Foreign guests have been absent and we have had to focus on the local market. Suddenly customers have completely different needs. There is a lot to take in. We must either make completely new products or adapt the ones we have. We need to market and sell in new ways. Maybe we need to find new ways to make money.

An example of innovation with a business model that has come in full speed during Covid-19, is subscription. Agents want to build loyalty that persists even after all this is over. And the subscription model fits perfectly. You pay a fixed price for a year or per month and then you have an agent available who knows you and helps you when you need it. 

I think one of the next big digital shifts in tourism is at the product level. In the past, both distribution and marketing have undergone major changes, but the products have largely remained unchanged, and human. Now people seek distance and security. It can open up new solutions and more automation. If this were to happen then it would change everything, from marketing, distribution, cash flow and power. Perhaps this is the opportunity to transfer power over to the small local providers.

I hope so, but of course there are still very many who do not want change. It’ll be interesting to watch how this evolves going forward. 


Empathy and cooperation are at the core


Life is golden

In tourism, innovation has largely been reserved for intermediaries. OTA, booking solutions, advertising, i.e. within marketing and distribution channels. At the same time, the degree of innovation among authorities and local providers has been low. It has opened the doors for intermediaries, who have created gold by solving problems for other people’s customers. 

At the destination level, we have a top-down type of organization that is actually designed for stability and control. The tools used are often the same as those that have been used for decades. Both business, industry and the authorities have shown little willingness to change or reevaluate the way tourism is organized. Politically, there has been very little knowledge and willingness to change.

Due to the intermediaries, today more or less everything is done digitally, but despite that tourism is still considered a low-tech service industry. At least among ordinary people. Tourism is dominated by small and medium-sized businesses. In the vast majority of countries, these make up between 70-90%. With these small players, the degree of innovation is also low and they are often unable to take advantage of the opportunities that technology provides. The intermediaries move away and get bigger and bigger.

When planning tourism, we often follow a linear model. We look at the calendar and plan based on seasons and holidays. We look at our strengths and weaknesses and think about what we want to be in the future based on them. For many destinations this has resulted in terrible master plans that not only kill innovation, but also destroy dynamics and the ability to adapt. The models of the future are more flexible.

Most of the plans we see today are often top-down and with large-scale launches and nice words that moonwalks destinations backwards into the future. Often with the help of external “experts” and often with little involvement from the local community, but often with some external investors in the background. Therefore, unfortunately, local considerations and the environment are not taken into account enough. These investment-based approaches to tourism planning and management is a fundamental flaw in today’s tourism.

The world is also changing much faster than these plans do. 

Local tourism managers fall in love with developers’ larger-than-life visions. And destinations have been considered an inexhaustible resource without anyone really taking responsibility for its long-term “health”.

The goal must be to create good and healthy destinations, and the answer lies with the users and the local population. 

Design Thinking puts stakeholders at the center of the process. It claims that the best solutions are found in the interaction between local actors and the travelers, and not with external experts who have all the knowledge. It is about listening and observing and giving the people an arena. There are plenty of examples of destinations that do not reach their potential because people are unable to cooperate.

Think of all the magic that can happen if you go beyond the traditional boundaries of tourism and involve local communities and tourists in a collective process where you try, fail, measure and adapt. Completely new ways of organizing tourism can emerge. Ways that are tailored to your particular destination, creating a vibrant community that visitors love. So maybe we need to use new tools. 

The process can strengthen unity, empathy, understanding and creativity. At the same time, everyone involved gets a completely different ownership of vision and actions. Design thinking can be a strategy and a solution. We can use it in the way we collaborate, how we train local companies and how we work together. 

It is about identifying the problems.


Golden brown

There are many good tourism products in the world, but how many exceptionally good products do we have? Products that are so good that people start spreading the word all by themselves, with a reproduction rate that surpasses a completely hypothetical virus.

I can talk about Norway. After all I live, here. As in many other countries we have a lot of fantastic things in Norway, but almost everything is created by nature itself. Pictures from some of these spread virally because they look good. 

We have lots of this. In fact, most customers also want something that is just fine, which is why the largest market is there. These are not the ones I’m aiming for. I aim more at the products and packages we make around this lottery ticket we have been given. I definitely do not wonder how many good, nice or decent tourism products we have. We have many of them, and that goes for almost everyone.

What I find interesting is to investigate how many extraordinary and remarkable tourism products we actually have. Those who stand out. It is a given that if you want to be remarkable, then you have to come up with something completely different and that naturally excludes well over 99% of the products. 

It is impossible for half of them to stand out from the crowd. The number is suddenly very low.

What’s best is up to the customers, it’s not up to you. Google was no better than either Bing or Yahoo when it came to search. It did not go faster and those hits were the same. What made Google better was that people who searched did not feel as stupid afterwards. While Yahoo gave you 183 links to the website, Google had two. Super simple, and it gave people confidence. That’s why Google was the best for most of us. 

I know many bookstores that are better than Amazon. Although the selection is smaller, often also the service. Because there is an atmosphere there, you can sit down with a coffee and feel the book in your hand. You do not get that on Amazon. At the same time, I prefer to use grocery delivery services, because it is better suited for the life I have, but others prefer going to the grocery store to shop and meet acquaintances. 

It fills a different need. 

Some like Porsche, while others prefer Volvo. Young people prefer not to have a car. Their need for transportation is covered in other ways. 

It’s about preferences, perceptions and feelings. You can stand out in many ways. It can be through extraordinary service, it can be with a unique user experience, it can be with a sustainable position and set of values, it can be with your business model and it can be the location.

The very best thing you can do to get out of this crisis stronger than before, is to be really good for someone. No one is the best for everyone, but everyone can be the best for someone. Stand for something and take a position. Then you can make something that someone loves. You have a better starting point for creating something big when you have 100 people who really love your product than when you have thousands who think it’s pretty good. It is those who love the product that will spread the word. 

Although we are already pretty good compared to many others, I think we need to put the bar even higher. If you want to create innovative products and services that people actually need, then Design Thinking is a fantastic way to work. 

I believe that many more can get better and create even more value for their customers. To create value, you must solve real problems. You must meet real needs. We may have to learn to ask other questions and look for other things so that we become the world’s best at helping the customers we want to have. 

If you do, then the rest will work itself out. 

Hva er greia med workation og remote work? En tekst om løsarbeidersamfunn, digitale og analoge nomader.

“Har du et kjøleskap, har du en TV, så har du alt du trenger for å leve”, sang Jokke i “Her kommer vinteren”. Det handlet fint lite om å jobbe. Om vi derimot bytter noen av ordene i teksten, “Har du en telefon, har du en PC, da har du alt du trenger for å jobbe”, så har vi vel en grei beskrivelse på moderne arbeidsliv.

Winter is coming, for den som vil at alt skal være som før. 

Selv om mange ikke har hatt et forhold til hverken hjemme- eller bortekontor før viruset stengte ned, så har det vært en del av hverdagen til mange mennesker. I 2019 var 61% av verdens bedrifter åpne for en fleksibel løsning. Ansatte i kunnskapsbaserte yrker har ved hjelp av internett og bærbare pc’er hatt mer frihet på jobb. Det startet kanskje før, men det er vel ingen tvil om at world wide web har vært en katalysator for å ta med seg jobben. Uansett. Det siste året har mange flere av de som vanligvis har smurt med matpakka og møtt opp til faste tider, bevist overfor arbeidsgiverne at de kan jobbe både selvstendig og uavhengig.

Det er mange fordeler ved dette. Reduserte kostnader, mer miljøvennlig, mer effektivt. Man trenger ikke lenger pendle eller reise langt for møter. Mange har jo skjønt dette for lenge siden, mens andre altså trengte en pandemi for å forstå det. Det fører igjen til at mange arbeidsgivere oppfordrer til det, og det brukes som et gode for å rekruttere de beste i et globalt arbeidsmarked. Jeg vil dessuten legge til at det bidrar til “lys i husan” på bygda også. 

Nå har vi sannsynligvis kommet forbi et slags point of no return, og dette vil nok bli den nye arbeidshverdagen for folk flest, om det ikke allerede er det. For noen er dette bra, mens andre ikke liker det. Fleksibilitet tillater i hvert fall folk i større grad å ta kontroll over eget liv, og det er for lengst bevist at folk kan gjøre en like bra eller muligens bedre jobb fra hvor-som-helst. LO liker selvsagt ikke slikt og kaller det et løsarbeidersamfunn som vi må passe oss for.

Dem om det. 

Samtidig har de fleste mennesker behov for å møte kolleger eller andre folk innimellom. Det kan også være viktig for å opprettholde kulturen i en bedrift. Slikt må man ikke undervurdere og det bidrar til enda mer vekst på co-working- og workationkonsepter.

Å forstå disse konseptene handler om å forstå moderne arbeidsliv.

I denne artikkelen tenkte jeg altså å skrive litt om den store trenden og hypen rundt Workation, og samtidig prøve å forklare hvordan det fungerer fra ståstedet til en som drar på workation og fra ståstedet til en som legger til rette for det.

Siden jeg nær sagt alltid har jobbet slik, vil jeg starte med mitt eget perspektiv på dette. Jeg er på mange måter den i målgruppen jeg kjenner best. 

Så ha meg unnskyldt for akkurat det.

Sva Marga – Følg din vei

Jeg er litt usikker på når Arne Næss kom inn i livet mitt, antagelig var det tidlig i studietiden. Sannsynligvis gjennom klatremiljøet, for der er folk over snittet opptatt av slike som ham, spesielt de som kan siteres på en fjelltur eller på et nachspiel. Næss var klatrer, filosof/økosof, Norges yngste professor og inspirasjon for grønne bevegelser verden rundt. Det fantes ikke mange som var kulere, og en gang leste jeg noe han hadde sagt som gjorde inntrykk på mitt unge sinn: 

“Selv studerte jeg aldri ved noe universitet, så jeg slapp å få andres systemer tredd nedover meg. Jeg tok mine eksamener, men selve studeringen foregikk stort sett i fjellet eller på vandringer fra Middelhavet over Pyreneene til Atlanterhavet, med ryggsekken full av bøker. Det skal mye til for å motstå virkningene fra et masseproduserende sted som Blindern.”


Det var umulig å ikke bli inspirert av dette. Jeg skal ikke skryte på meg store dannelsesreiser, men noen uker her og noen måneder der fikk jeg til innimellom. Det var jo ikke stress så lenge lånet ble betalt ut før semesteret og så lenge man fikk tatt eksamen. Noen ganger ble bøkene først åpnet når man kom hjem igjen og noen ganger lå bøkene igjen hjemme, og et par ganger fikk jeg ikke tatt eksamen når jeg skulle heller.

Nå er det heller ikke slik at det startet med the late Arne Næss. Han var verken først ute eller alene om slikt. For eksempel har kunstnere og forfattere “alltid” reist for å bli inspirert, så det er absolutt ikke noe nytt. Å ta med jobb eller studier trenger altså ikke være knyttet til teknologi. Det er bare teknologi og internett som gjør det lettere. Derfor har det blitt vanlig blant flere.

Analoge nomader. Vinteren 2001 tok jeg medievitenskap og leste hva Gudmund Hernes mente om den medieskapte virkeligheten på en liten rundtur i Sahara og Atlasfjellene med leid Fiat Uno og medbrakt telt. Lite visste vi at alle de lokale nomadene som kom og gikk var selve arbetslivet.

Analoge nomader. Vinteren 2001 tok jeg medievitenskap og leste hva Gudmund Hernes mente om den medieskapte virkeligheten på en liten rundtur i Sahara og Atlasfjellene med leid Fiat Uno og medbrakt telt. Lite visste vi at alle de lokale nomadene som kom og gikk var selve arbetslivet.

Jeg oppdaget relativt fort ut at det fantes uendelig mange som drømmer om å kombinere reise og jobb og som faktisk turte å kaste loss. En viktig hendelse som satte fart i disse var utgivelsen av boken “The four hour work week” av Tim Ferris. Da den kom i 2007 ble den et hyppig diskusjonstema i en oppstartsbedrift jeg jobbet for i Trondheim, AidCom. Boken ga flere av mine kolleger pass-stempel i øynene.

Tenk å ha hele verden som arbeidssted.

AidCom utviklet løsninger for sikkerhet på reise. Vi overvåket og varslet om nyheter, jordskjelv-varsel og annet fra hele verden døgnet rundt. Etterhvert ble det slik at man kunne jobbe fra hvor man ønsket. En strand i Thailand eller Mexico. Kjør på! Det viste seg å være en stor fordel for bedriften også, og de lanserte etter min tid AidComs Dreamyear, der 6 heldige fikk jobbe og reise rundt i verden. På kontoret hang det klokker fra hele verden New York, Kuala Lumpur og Todalen. Måten AidCom tenkte på var en knøttliten del av en større revolusjon innen arbeidslivet, som ble muliggjort av internett. På mange måter også til tross for internett, da det kunne være og er svært store forskjeller på hastighet og stabilitet.

For free-lancere var denne revolusjonen sendt fra himmelen, og den ble også muliggjort av Upwork og andre markedsplasser. Det betød også at man ikke trengte å være i Silicon Valley for å bygge en teknologibedrift. Det gikk fint an å gjøre det fra Trondheim, eller Todalen.

“My world doesn’t end with these four walls. ”


Ut i verden

Jeg tok med laptopen på en kjapp hurtigbåttur til eksotiske Kristiansund. Plutselig gikk jeg også fra teknologi og kommunikasjon til å drive med adventure og reiseliv, hobbyene mine. Vi hopper kjapt noen år frem til vi oppdaget store hull i markedet og muligheter for å kombinere teknologi og reiseliv. Da vi startet Nanook var faktisk det første vi bestemte at vi skulle kunne jobbe fra hvor som helst i hele verden, og det skulle også alle som jobbet for oss. I Nanook hadde vi for ett år siden, pre-Covid, 18 personer i 17 land som jobbet for oss, og jobbet med lokale partnere i 110 land.

Travelopment er også remote-first. For oss er det selvsagt og vi har sørget for tilgang til kontorplasser rundt omkring, mest for å bygge nettverk.

Folk i reiselivet har alltid skapt verdier langt unna der folk flest bor og nå gir utvikling, slike og like muligheter til alle. Vi er i ferd med å få en verden der folk kan jobbe fra hvor som helst, og man kan nær sagt bygge hva som helst fra hvor som helst. Et fritt og åpent arbeidsmarked kan potensielt redusere de økonomiske forskjellene mellom regioner og land, men siden samfunnsøkonomi er noe jeg kun har meldt meg opp i uten å hverken åpne bøkene eller ta eksamen, så jeg vil helst unngå å tråkke for mye i akkurat den salaten. Men det gir mening og flere destinasjoner diskuterer hvordan man best kan utnytte mulighetene som ligger i dette. 

Fjernarbeid har ikke bare visket ut grensene på kommune og landsnivå, det har i høyeste grad også tøyd grensene mellom jobb og familie, jobb og fritid. Noen av oss elsker dette og andre liker det ikke så godt. I Twistposen liker jeg kokosen best, mens andre liker lakris eller appelsin. 

Men den nye tilværelsen gir i alle fall flere muligheten til å designe sitt eget liv. Dette er en form for frihet som de fleste ikke hadde før Covid-19. Hvis du liker å sove lenge har du muligheten til det, hvis du liker å stå opp tidlig så kan du det. Du kan ha fri på mandag og jobbe på søndag. Du kan jobbe i undertøyet, du kan ta på dress. Du kan la barna komme tidligere hjem fra skole og barnehage. Du kan sitte på en kafe, og selv om du allerede skjønner alt dette, så har ikke alle gjort det før.

Nå skjønner folk plutselig at jobben og ferien kan slås sammen og vi kan utforme dette på en måte som passer oss best. Det er måten man jobber på. Remote first. Derfor har det også blitt populært.

Det er faktisk litt vanskelig å si nøyaktig hva det er. Å definere workation (work og vacation) altså. Hvor mye arbeid trenger man gjøre for å si at man er på en workation? Er det nok å sjekke mail eller gjøre 50% av de vanlige oppgavene? Trenger man å gjøre de samme oppgavene som hjemme? Trenger man egentlig reise? Man må jo ikke reise for å ha ferie.

Det er vel ikke så nøye, poenget er at det er i ferd med å bli populært og vanlig, og at du kan legge til rette for det.

Hvilke typer av workation finnes?

Det er jo ikke slik at alle workations er de samme. Hvis man ser nærmere etter så kommer de i mange forskjellige former og størrelser. Jeg vil dele dem inn i fire kategorier, men er åpen for at det kan utvides. Det er ikke det samme som typiske jobbreiser. Workation handler om å relokalisere mens man jobber, ikke at man må reise for å gjøre jobben.

En kortvarig workation er en type som får mye oppmerksomhet akkurat nå, og den varer gjerne noen få dager. Det kan for eksempel være en helgetur eller en midtuketur, gjerne relativt nær hjemmet, men ikke alltid. Du kan for eksempel dra til et sted med utsikt, sjøluft eller en nærliggende storby. Kanskje til og med til Spania i noen dager. Når stadig flere bedrifter ser mindre til hverandre er det jo også viktigere at de møtes jevnlig. Da passer workation formatet veldig bra. Når team fra bedriften reiser slik er det ikke ulikt strategi- eller ledersamlinger. Man kan også ta mikrovarianter, i Oslo er f.eks Fuglemyrhytta pluss mobilnett et bra alternativ.

Noen kan dra det litt lengre og en middels lang workation (utrolig bra tittel på kategorien forresten) vil sannsynligvis vare noen uker, kanskje noen måneder. En person basert i Oslo kan velge å tilbringe noen vintermåneder på fjellet, eller de kan for eksempel tilbringe noen uker i Lofoten. Jeg vil også plassere litt lengre workations, der man reiser rundt i verden, på denne. 

Langvarig workation eller staycation er nok den typen som har fått mest oppmerksomhet og som i størst grad har vært knyttet til trenden med digitale nomader og et endret arbeidsliv. En langsiktig workation er når du midlertidig flytter til et annet område, og bruker dette som basen du jobber fra. Langvarig workations utenlands krever ofte spesielle visum eller tillatelser, avhengig av destinasjon. Heldigvis tilbyr mange deler av verden nå visum til fjernarbeid som svar på denne nye trenden. Det norske selskapet Safetywing har også vokst stort på gode løsninger her. Overgangen til fjernarbeid er kanskje den største endringen som noensinne har skjedd for kunnskapsarbeidere, og SafetyWing er i en svært god posisjon til å bli ett av de viktigste selskapene når det gjelder å tilby infrastruktur for å støtte denne utviklingen.

Det kan være greit å vite. 

En langvarig workation kan finne sted hvor som helst i verden, fra mange nordmenn velger ofte litt varmere steder med lavere levekostnad, fra Kanariøyene til strendene i Thailand og Indonesia, mens andre igjen går for byer og andre igjen søker frisk luft og natur. Denne typen workation vil vanligvis vare mellom noen få måneder og et par år. Noen selger alt de har eller noen leier ut huset. Her til lands har vi også en slags variant der folk melder flytting til hytta. Vet ikke hvordan det passer inn, men verdt å nevne.

Organiserte workations er trendy og vokser i popularitet. Dette er workations der man setter sammen et opplegg, gjerne for en nisje, og åpner for at individuelle eller team kan melde seg på. Et godt og aktuelt eksempel er konseptet Workation Week Træna, der de samler en gruppe reiselivsfolk for å jobbe en uke og et program som legger opp til å være sosiale på Træna. Jeg var for sent ute i 2020, men var tidlig ute med å melde meg på for 2021. 

Noen ganger kan man også konseptualisere dette enda mer. 

Inspirert av dette begynte vi i 2016 å teste en variant sammen med lokale partnere av Nanook. Konseptet var at folk kunne melde seg på 10-14 dagers turer. De først fem dagene fikk man bli kjent og jobbe fra et lokalt co-workingspace og så avslutte med en aktivitet, f.eks hiking eller safari de siste dagene. Vi dro i gang noen slike opplegg både i Nepal, Indonesia og Tanzania, og det var såpass lovende at vi har laget og kjørt en soft-launch på et eget konsept som fokuserer på workations: Entrepreneurtrips.com. Konseptet bygger på det vi har testet ut før, med å tilby en uke der selvstendige entreprenører kunne møte likesinnede, utveksle erfaringer, delta på aktiviteter, men først og fremst jobbe sammen. De du reiser med skal være destinasjonen like mye som destinasjonen du reiser til. Da vi gravde dypere, så vi flere på markedet, f.eks har Danske Refuga fra 2012 arrangert turer for grundere.

Vi tror at den typiske teambuildingsturen med flatfyll, noen aktiviteter og et eller annet faglig alibi vil bli mindre dominerende slik at også bedrifter trenger å finne gode steder for å møtes tilrettelagt for å jobbe sammen. Men gjerne med mulighet til aktiviteter og faglig input.

Travelopment kjørte forøvrig dette som en case-studie der våre følgere kunne få innsikt i hvordan man startet et reiselivskonsept fra scratch og planen var å åpne de første turene for påmelding i november, men pga noen virusrelaterte årsaker har vi utsatt det en stund. Det er også mulig at vi endrer det før vi tar opp tråden igjen. Den gode nyheten for vår del er at mange allerede viser interesse og ønsker å være med på tur, selv om de ikke vet noe om hverken innhold eller destinasjon.

Finnes det en slange i paradiset?

Som annen overturisme har jo også den massive veksten i workations og staycations også mye kontrovers. Når det blir for mange av dem samlet på et sted, så dukker veldig mange andre problemstillinger opp. Mange steder sliter med dette. Thailand, Bali og hot-spots i Vietnam er gode eksempel på steder som på grunn av lav levekostnad, fantastisk klima og natur er forholdsvis hardt belastet.

Det er for mange ønskelig med lengre opphold, men mange av disse har kommet for å bli. De blir en slags lokal subkultur som utfordrer de lokale skikkene og vanene. Autentisiteten til stedet blir utvannet. Det kan også føre til at lokale blir presset ut. 

Andre utfordringer er at lokal infrastruktur blir hardt presset, allerede elendige internett-linjer blir overbelastet.

Moralen i denne visa er: alt med måte. Du blir kanskje litt morsommere med et par øl innabords, men etter ti er du bare plagsom. Norge blir neppe overfylt i så måte, kanskje lokalt, men ikke slik som disse stedene. Det betyr også at man kan gripe muligheten med begge hender. Så nå gjelder det bare å legge til rette.

Hvordan kan du legge til rette for en workation?

Du trenger faktisk bare en PC og en telefon. Men driver du med reiseliv, så har du alle muligheter:

  • Du må gi tilgang til raskt og stabilt internett. De som er erfarne med å ta med jobben har backup på telefonen, men man velger steder med utmerket nett om man kan.
  • Et sted fint sted å jobbe. Selvsagt kan det være en pult i hytta eller hotellrommet, men har du en slags co-working-space eller kontor tilgjengelig så er det superattraktivt.
  • Kontorfølelse. Tomme rom med pulter er ikke sexy. Folk liker å ha tilgang til fasiliteter som skrivere, møterom, kaffe osv. Tenk på hva man pleier å ha bruk for på et kontor.
  • Lag gjerne pakker som inkluderer opplevelser, mat og gjerne muligheter for faglig innhold/inspirasjon hvis du jobber mot bedrifter.
  • Du MÅ velge målgruppe, det er som alt annet. Du kan ikke bare gi et navn og håpe folk dukker opp. Hvis du prøver å sette deg inn i din målgruppe og hva deres motivasjon og behov er, så kommer det andre av seg selv.

Det aller beste tipset er å bare sette i gang.

Ps: Sjekk gjerne disse lenkene til noen kule konsepter fra utlandet:

Coconat Space

The Blue Bank

Hacker Paradise

Sun and Co



Og se gjerne også på denne artikkelen.

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