What’s New This Quarter
2025 was an incredible year for ‘You. Smart. Thing.’, with new partners, new product capabilities and more audiences supported to make smarter, more accessible travel choices. As we move through 2026, the momentum continues.
A quick look back at what the ‘You. Smart. Thing.’ platform delivered across 2025: 16,730,647 personalised travel plans delivered to audiences across the UK and beyond. | Support across thousands of destinations, venues and events. | Public transport emerging as the most selected travel option, accounting for 61.9% of planned journeys.
It’s great to see clear, accessible travel information supporting real journeys at scale. Here’s a look at what’s been happening this quarter.
Product Update
EnRoute: Turning the Journey Into Part of the Cultural Experience
‘You. Smart. Thing.’ has launched EnRoute, a first-of-its-kind, content-driven travel innovation developed in partnership with Birmingham Hippodrome and delivered with Innovate UK through the DCMS Create Growth Programme.
EnRoute was created to bring travel, culture and sustainability closer together. Audience journeys account for the largest share of emissions at live events, yet they’re rarely treated as part of the experience itself. EnRoute rethinks this by linking personalised, low-carbon travel planning with creative digital content, making the journey an active part of how audiences engage.
Product Update
UTMB Configuration
‘You. Smart. Thing.’ has developed a suite of new features to support Ultra-Trail du Mont Blanc (UTMB)’s hugely popular registration lottery, nudging participants towards low-carbon travel. The UTMB GO Travel Assistant incentivises trips that meet UTMB’s low-carbon business rules by offering a boost in the ballot and uses YST’s carbon calculations to help define each participant’s carbon offset.
With this configuration, YST is establishing the platform as the travel planning system for major ballot-based events, giving organisers a practical way to influence the carbon footprint of their audiences.
Product Update
Flights and Skyscanner Integration
At ‘You. Smart. Thing.’, the platform always nudges users towards the lowest carbon travel options. Usually, that means not flying. However, sometimes it’s unavoidable, and where it is necessary, users should at least have up-to-date, real-time information.
The travel assistant is now connected with Skyscanner, presenting a live flight engine to offer users the latest and most convenient flights and schedules. This new development helps organisations capture a deeper layer of flight travel emissions data, while also giving them the opportunity to prioritise direct flights where international long-haul travel is inevitable.
Client Support
Making the Most of the Travel Assistant
Throughout the year, clear and well-timed communication has made a real difference in how audiences engage with travel information across tours, festivals, venues and destinations. Sharing the travel assistant early, whether on a website, in pre-event emails or via social channels, helps audiences plan their journey and know what to expect. The Client Development team is always happy to support, from advising on timing and messaging to sharing examples of what has worked well for others.
YST Team Updates
Out and About, Growing the Team and Looking Ahead
Over the last couple of months, the ‘You. Smart. Thing.’ team has been attending, speaking at and supporting more than 16 events across the live events, mobility, sport and sustainability sectors. From The Events Summit and National Modeshift Convention to Host City 2025 and SLUSH Helsinki, the team has been contributing to conversations around sustainable and accessible visitor travel and brilliant visitor experiences.
One of the highlights from this period was being named Best Loved by a Client at the MEI Gala Dinner during The Events Summit. A huge thank you to clients for the trust, collaboration and support.
We’re also pleased to welcome Szymon to the team as a Product Manager Degree Apprentice, supporting the product team across discovery, delivery and continuous improvement. The YST team continues to grow, and so does the ambition.
As 2026 gets underway, the focus remains on helping destinations, venues and events deliver smoother, more connected visitor experiences. For existing clients, regular data insights updates are on their way. For those discovering You. Smart. Thing. for the first time, there’s no better moment to explore what personalised travel planning can do.
