Best Western Australia On the Move for Seniors
Best Western Australia is launching a new program designed for mature travellers. Today’s launch of “On the Move” – Best Western Rewards for over 55s promotes the benefits the Best Western chain provides to the seniors market, while including additional special offers from Best Western partners.
The new initiative will be promoted via the 250 Best Western hotels, motels, apartments and resorts across the country and the launch of a new brochure is being celebrated with a competition.
“The seniors market is the fastest growing population segment in Australia”, commented Michael Kerr, Best Western Australia’s Deputy CEO. “Last year 42% of Best Western Australia’s guests were aged ‘over 50 years’ and with thousands of baby boomers turning 60 over the next few years, we expect this figure to keep increasing.”
Mr Kerr also stated that “On the Move reflects the new seniors generation (the baby boomer generation) which is still very active. On the Move promotes travel and a sense of adventure and freedom; it also reflects the movement which is taking place in their lives, such as moving from work or family commitments to increased spare time.”
While Best Western Australia always offered discounted rates for Seniors cardholders, teaming up with Zack Magazine (a publication targeted at the baby boomer generation) earlier in the year was a successful step towards further promoting Best Western to this market.
“Best Western Australia is a hotel brand that offers good value for money, mid-market accommodation, yet also offers consistent, global standards of excellence at all our properties worldwide. This combination is especially appealing to the senior traveller,” said Mr Kerr.
The new brochure includes special offers and discounts provided by Best Western Australia’s partners. Also included is a competition where guests aged 55 years and over can win one free night with Best Western Australia. After eight stays guests then describe in 15 words or less another Best Western property they would like to visit and why. (Terms and conditions apply, visit www.bestwestern.com.au for details)
On the Move will be promoted on the Best Western Australia website, through Best Western’s consumer e-newsletter, their partnership with Zack Magazine and by Best Western properties throughout Australia.
On the Move is the latest addition to Best Western Australia’s ‘Discovery’ series which already includes the Golf Discovery, the Wine Discovery and the Kids Discovery Club.
Graham Muldoon
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