Let’s paint a picture. There are two islands. One island has you and your business on it. The other island has everyone else and their businesses on it.

Your island is a serene paradise, tourists love it and you have nailed a niche market. Things are good.

But then there’s a terrible storm and the power goes down. There’s significant damage to the buildings, your water supply is cut off and your generator doesn’t kick in, meaning you are going to lose all your chilled and frozen food supplies.

You have a house full of paying guests and the restaurant opens for dinner in two hours.

What do you do?


Do you a) radio for help, b) open the bar and hope everyone gets pleasantly sloshed or c) jump in the dinghy and go across to the other island and find people who can help you?

My guess is that you do all three.

Why? Because you will do anything to save your business.

Here’s the thing: the storm is coming.



In an increasingly connected and competitive world, the time has come to make friends on the other island, not just for what you can get out of the situation but also for what you can offer.

In her recent Collaboration White Paper, The B Hive’s founder Tammy Marshall says, “A collaborative working mentality can lead to sustainable growth, profits and long-term success.”

You might be a hospitality expert who has a deep understanding of guest behaviour from two decades at the coal face of guest relations. What can you offer, say, a tech company who is looking to develop a guest app or a food supplier who is keen to get into mini-bar items?

Marshall says, “Across the globe, more and more companies are forging new collaborations and expanding existing ones, both inside and outside the boundaries of their own specialisation. As travel players at the edge or outside the ecosystem are drawn in, traditional roles will blur and become less relevant, while at the same time company footprints will grow. This phenomenon, often referred to as ecosystem convergence, provides exciting possibilities for new products and services in the future.”


What’s fun about this concept is that it can take you to unpredictable and exciting places. And if it’s surprising for you, imagine what it will do for your customers.

Take the cruise market which rapidly adapted its offering for multi-generational holidays.

After researching possible collaborations, MSC Cruises introduced a LEGO play space on its ships because of one key insight. Bonnie Levengood, senior vice president, marketing, MSC Cruises, explains, “We found that LEGO was this one activity that children of all different cultures understood.”

No translation required and fun for kids aged three to eleven. Job done.

What about Marriott offering Netflix to its guests? Or Archie Rose Distillery making a specially formulated blend of gin for the International Convention Centre Sydney?

Or, in the world of fashion, the collaboration between designer label Gorman and featured Australian artists, or Target’s Designers for Target Collection, currently featuring Jean Paul Gaultier ? All surprisingly. All fun. All paying dividends for both parties.


So ask yourself this: am I open to new ideas? Am I forging new connections inside and outside of my industry? Am I flexible and adaptable? Am I willing to take risks? And do I actively encourage everyone around me – from the marketing intern to the board of directors – to share their ideas?

If you answered yes to the questions above, you already have a collaborative mindset.

The next step is applying it.

The final question is this: am I willing to take action?

If you want to know more about how to develop your own or your organisation’s collaborative powers, click here to download The B Hive’s Collaboration White Paper.


  • Download The B Hive’s 7 Deadly Sins of Innovation & How to Avoid Them White Paper here.
  • Download The B Hive’s white paper on Collaboration in the Travel & Tourism Industry here.
  • Find out more about The B Hive’s Cruise Feasibility Study here.
  • Follow The B Hive on LinkedIn here.
  • Connect with our founder, Tammy Marshall on LinkedIn here.
  • Like us on facebook here.
  • Follow us on twitter here.
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