How to organize a brainstorming session: from setting a goal to implementing ideas

Structured brainstorming is a tool that helps teams find solutions faster and with higher quality. When people simply gather and start discussing ideas without a clear structure, the process turns into a chaotic discussion: someone dominates the conversation, while others remain silent, and the final proposals end up unsystematic. That is why it is important to establish the brainstorming rules in advance and stick to them. In the tourism industry this is especially relevant: when planning routes, selecting hotels, or organizing business tours one must consider many factors, and only a structured approach allows all ideas to be collected and turned into a concrete action plan.

Preparation

Preparation for a brainstorming session begins with setting a goal. It should be as specific as possible—for example, “develop a concept for corporate tours for the sales department” or “find new formats for MICE tourism for clients.” A clear goal helps participants stay focused and not stray off track. The next step is choosing the participants. It is important to invite people with diverse backgrounds—marketers, sales managers, logistics experts—so that the group can offer a variety of ideas.

The facilitator plays a key role: they keep track of timing, remind everyone of the rules, and steer the discussion. If the brainstorming session is held online, it is essential to test the platform beforehand to avoid any technical issues. It is also important to send out a brief in advance—detailing the goal, format, rules, and expected outcome. This allows participants to prepare and come armed with initial thoughts. In tourism, such preparation is critical, for instance, when planning business trips where transport, accommodation, and the event schedule must be coordinated.

Brainstorming Rules

The classic brainstorming rules remain relevant. First—don’t criticize ideas during the generation phase. Even if a proposal seems odd, it might serve as a basis for a more realistic solution. Second—encourage bold and unusual ideas. Sometimes it’s the “crazy” ideas that lead to innovation. Third—quantity is more important than quality. The more ideas that are presented, the greater the chance of finding a winning solution. Fourth—build on each other’s ideas. Participants should enhance and refine each other’s suggestions.

These brainstorming rules can be adapted to specific tasks. For example, you can impose a time limit on each idea or use visual tools to capture thoughts. In the MICE tourism sector, such rules help in discovering new event formats, combining various activities, and creating unique offerings for clients.

Idea Generation Phase

The idea generation phase is the most dynamic part of the process. Here, various techniques are used to generate ideas. An oral discussion allows for a rapid exchange of thoughts; written notes on sticky pads help structure the flow of proposals; and a silent brainstorming session gives everyone the chance to contribute without the pressure of more vocal participants. Timer-based rounds keep the team disciplined and prevent any one person from speaking for too long. Visualizing ideas in the form of diagrams or maps helps uncover connections and direction for further development.

Team brainstorming is particularly effective when participants assume different roles. For example, when planning business trips, some might focus on logistics, others on the cultural program, and still others on budgeting. Working together in this way ensures that every aspect is considered, resulting in a comprehensive solution.

Idea Processing Phase

Once the ideas have been gathered, the next step is to process them. This involves grouping similar proposals, eliminating duplicates, and refining the wording. This approach helps avoid confusion and makes the list more clear. Following this, the team votes on the most promising options. Voting can be done using dot-voting—where each participant marks the ideas they favor—or via a prioritization matrix that considers various criteria.

This method allows for an objective evaluation of the proposals while avoiding subjective pressure. In tourism practice, this is especially useful when preparing group tours, where selecting the optimal routes and activities for different categories of participants is crucial.

Selection and Evaluation Phase

In the selection phase, ideas are assessed based on feasibility, potential impact, and the resources required. It is important to involve stakeholders so they can evaluate proposals from both a business and budget perspective. The outcome is a roadmap that outlines the steps necessary to implement the chosen solutions.

In the tourism sector, this may involve transfers for groups: the team evaluates the cost, convenience, and availability of various transport options, selects the optimal mode of transportation, and plans the routes. This approach helps avoid mistakes and ensures the trip is as comfortable as possible for all participants.

Wrap-Up and Feedback

The final part of the brainstorming session involves presenting the results, thanking the participants, and collecting feedback. Documenting the results is essential so that the ideas are not lost and can be referred to in the future. This approach helps teams learn from their experiences and improve the process.

In travel companies, this is especially important: projects are often repeated, and the accumulated solutions can be applied again. For example, if a team has developed a successful concept for a corporate tour, it can be adapted for other clients.

Common Errors

Mistakes during a brainstorming session are common. The most frequent error is the absence of a clear goal. Without a clear objective, participants begin to discuss everything under the sun, resulting in a blurred outcome. Another mistake is allowing one participant to dominate the discussion, which prevents others from contributing and reduces the diversity of ideas. Criticism during the idea generation phase can also derail the process, as people become reluctant to propose unconventional solutions. Finally, failing to follow up with analysis and implementation makes the brainstorming session a mere formality without practical benefits.

In the tourism sector, such mistakes can lead to suboptimal routes or poorly organized events. For example, if the interests of different participants are not considered when planning a corporate tour, the trip may turn out to be dull or inconvenient. Therefore, it is critical to adhere to the rules, maintain balance, and always conclude the session with concrete next steps.