Transforming Visitor Experience with Personalised Travel Plans
As part of our ongoing partnership with ‘You. Smart. Thing.’, WSA members are invited to join an exclusive lunchtime learning session on 22nd July 2026. If you attended the WSA Sports Industry Awards earlier this month or our Sustainable Sport Conference last year, you will have received a personalised travel plan via the WSA Travel Assistant, powered by ‘You. Smart. Thing.’ This session is your chance to find out more about the platform behind it and explore what it could do for your organisation, event or venue. Session details
In this session, Alex Townshend, Head of Environmental and Socio-economic Impact at ‘You. Smart. Thing.’, will explore how personalised travel planning is becoming one of the most powerful tools sports organisations have to improve the fan experience, capture audience data, unlock new revenue generation avenues, and give marketing, security and operations teams greater visibility and control over how fans travel.
The fan experience starts long before kick-off. ‘You. Smart. Thing.’ enables sports organisations to influence fan behaviour before they arrive – delivering personalised door-to-door travel plans from the moment a ticket is purchased. Plans that reflect event-day reality: road closures, shuttle buses, dedicated drop-off points, accessible routes and last-mile options – not generic mapping tools.
Drawing on real-world case studies including The R&A’s AIG Women’s Open in 2025 at Royal Porthcawl, Wales, the session will explore how ‘You. Smart. Thing.’ software helps organisations:
•Deliver personalised low-carbon travel plans across all transport modes – nothing for fans to download or install
•Engage fans throughout the build-up to an event, influencing how they choose to travel
•Increase revenues through partner integrations, affiliate links and context-aware content at the point of travel planning
•Give operations and safety teams early visibility of fan travel intentions and arrival patterns
•Reduce the carbon footprint of visitor travel – typically the largest part of an event’s environmental impact
•Capture rich travel behaviour data to support ESG reporting and inform future planning
With case studies spanning major championships and events across the UK and beyond, the session will explore what best practice looks like and what it could mean for Welsh sport.
The session will include a 15 minute Q&A, giving attendees the opportunity to explore how the platform could work for their sport, event or venue. Secure your place by following the registration link. The Teams details will be shared with colleagues in the lead up to the session.
‘You. Smart. Thing.’ ‘You. Smart. Thing.’ (YST) is the leading travel demand management platform for destinations, venues and live events. Its map-based travel assistant enhances visitor experience and increases revenues whilst reducing the disproportionate carbon footprint created by travel.
‘You. Smart. Thing.’ works with some of the world’s most prestigious sporting organisations, events and venues including The R&A, Major League Baseball, Great Run Company, Premier League/EFL clubs, UTMB, Wimbledon and London Marathon Group (a 50% shareholder in Run4Wales).
A proud partner of the Welsh Sports Association.
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