Recently, they have been wowing audiences at Abu Dhabi’s Yas Island theme park, setting up a “vertical stage” for Mission Ferrari – a secret agent-themed show – as well as underwater synchronised swimming shows.

The duo, however, forged their careers in the entertainment sphere for UK tour operations in the 1990s. Maguire boasts previous roles including head of specialist delivery for Thomas Cook, managing entertainment programmes and 65 overseas children’s clubs, while O’Hara was formerly head of operations for PEEL (Thomson Cruises Entertainment) and head of entertainment for Alton Towers.

Now, it seems, they are going back to their roots with new entertainment technology designed to bring the generations together, and implement consistently high standards across a range of properties. Their company, The Business Creative, has launched iDEA, an online tool that provides entertainment, dance and fitness classes. Offering on-demand, on-screen content, you could almost call it a Netflix for holiday resorts. Current classes include streetdance, Hoopin’ (hula hoops), magic tricks, juggling and army bootcamp, among others, with easy access to the programme content.

Therefore, hotels and resorts can run fun, intergenerational activity classes that can be viewed on TV, computers, tablet and phones. Classes come in five-minute segments or can combine to form a single 45-minute activity, with three levels of increasing difficulty. Everything is filmed, so the only resource required on site is a staffer who can keep order and help out with queries.

Change of direction
But why the shift away from the glamour of fast cars and the world of secret agents? “The work we did for Butlins and Haven a while back was very similar to iDEA, which was part of our inspiration for creating this new product.

“We created two virtually hosted activities for Haven Holidays (Jump Rope – trick skipping, and Hoopin’ – trick hula hooping). We also created a gameshow for Haven called Challenge Haven. These activities went into 36 of the Haven properties. We also created ‘In A Spin’ for Butlins, which was another virtually hosted activity, focusing on Diablo, Yo-Yo and Hooping – this went into all three Butlins sites.”

One issue that large resort operators have is ensuring consistent quality across multiple properties. “Resorts also have great entertainers with outgoing personalities, but they can’t afford to bring in street dancers every time, for example,” Maguire adds.

They also both believe that as the younger generation has been brought up on iPads and other devices, “you cannot deny that technology is part of life”. Therefore, this technology is designed to appeal to that generation, who can participate with their iPads.

“We can harness that and do something good. It also sends out a stronger message [about] keeping active, not just physically but mentally too,” Maguire says. The idea could also spread to individual hotel rooms, but the duo are keen to emphasise that iDEA is about bringing the generations together.

New collaboration
iDEA is also being aimed at schools, gyms and leisure facilities, and in December last year The Business Creative announced a partnership with Wexer Virtual, an online health club. The deal means that iDEA’s content will be used at thousands of locations across the US, Canada and Australia, allowing clubs to offer specially purposed fitness and entertainment for children and families. Is this the future? This pair are convinced it is.

Maguire believes that with the popularity of shows such as The X Factor and Britain’s Got Talent, customers have higher expectations of production values when it comes to being entertained. And O’Hara adds that the hotel recruitment pool is shrinking – perhaps in part because a younger X-Factor-watching generation believes success is just one reality TV show away and has less to do with working your way up the traditional route – as a Red Coat entertainer, for example. Trials are set to take place at Urban Village Hotels, and several major resort operators this year – so don’t be too surprised if clients are keen to show off their hula hoopin’ skills.