From Marathons and Music Festivals to Major Sporting Events
As the UK’s peak event season draws to a close, ‘You. Smart. Thing.’ is reflecting on a busy and exciting summer filled with innovation, collaboration, and smarter visitor journeys. From marathons and music festivals to major sporting events, our platform helped millions of visitors plan low-carbon, accessible routes, making travel part of the overall experience rather than a challenge to overcome.
Between March and September 2025, YST clients collectively delivered more than 9.5 million personalised travel plans, powering seamless travel for events including the London Marathon, The Great North Run, UTMB, Oasis at Heaton Park, and the Glasgow and Edinburgh Summer Sessions. Each deployment demonstrates how the ‘You. Smart. Thing.’ travel assistant enhances visitor experience, accessibility, and operational efficiency, while helping destinations measure and reduce Scope 3 emissions.
New Features & Improvements
Improved Mobile Experience
We’ve enhanced the travel assistant’s mobile interface to make journey planning more intuitive than ever.
Visitors can now swipe up to explore detailed route options or swipe down to reveal a fully interactive map view. This fluid, gesture-based navigation helps users switch effortlessly between journey choices and maps, delivering a naturally mobile-first experience that adapts to each traveller’s needs.
New Features & Improvements
Smarter Dashboard Access
New functionality in the YST dashboard now allows administrators to manage their team’s access directly.
Organisations can create and oversee multiple user accounts, giving colleagues insight into travel analytics and personalised planning tools across deployments.
These updates make it easier for destinations and event partners to collaborate around travel data – unlocking deeper insights into visitor behaviour and helping shape more efficient operations.
Spotlight on Our Clients
Clients Across This Year’s Industry Awards
We’re proud to see several of our partners recognised at this year’s industry awards.
Congratulations to London Marathon Events and partners for being shortlisted for Sustainable Spectator Travel Event of the Year at the Team Modeshift National Travel Awards 2025, and to Transport for Greater Manchester and Oasisfor their nomination in the same category.
These acknowledgements highlight how tailored travel planning can enhance accessibility, reduce emissions, and create more enjoyable experiences for audiences at scale.
YST Team Updates
A Year of Growth and Getting Together
It’s been an exciting period of growth at ‘You. Smart. Thing.’
This quarter we welcomed Tabita Bobs and Gwen Evans as Sustainable Travel Consultants, and Miriam Huk as Marketing Manager, strengthening our focus on client engagement and communications.
We also celebrated Alex Townshend’s appointment as Head of Environmental & Socio-economic Impact, ensuring that sustainability and data-driven insight continue to sit at the heart of everything we do.
In September, the team came together for our annual Company Assembly in Edinburgh, a chance to connect in person, meet clients based in Scotland, and refocus on our shared mission. Alongside productive sessions at the Edinburgh International Conference Centre, we even learned to play the bagpipes, an unforgettable highlight of an inspiring few days!
Looking Ahead
As we move into autumn, our focus remains on helping destinations, venues, and events deliver smoother, more connected visitor experiences. We’re continuing to refine how organisations plan, manage, and understand the journeys that shape each visit – making travel simpler, more accessible, and aligned with sustainability goals.
Existing clients can look forward to their next data insights update, sharing the latest analytics from recent deployments.
For those discovering ‘You. Smart. Thing.’ for the first time, it’s a great moment to explore how personalised travel planning can enhance operations and the visitor experience.
Book a demo or log in to your dashboard to learn more.
