This new award recognises the travel company or destination that has delivered outstandingly for the mature traveller since 1 May 2017 in terms of an idea, initiative or innovation in its marketing, product development or overall operation. The award was judged by a panel of eminent travel industry veterans, and presented at the Silver Travel Awards on 9 July 2018 at the National Portrait Gallery by John Suchet from Classic FM.
The Judging Panel
Derek Jones, Managing Director of Kuoni, Mark Palmer, Travel Editor of the Daily Mail, Sally Winfield, CEO of Accord Marketing, TV broadcaster John Carter, Derek Moore, Chairman of AITO, Lyn Hughes, Editor of Wanderlust, Amie Keeley, News Editor of Travel Weekly, Nicola Bradley, Head of Travel at Global.
The Joint Winners
Inghams for their new e-biking programme
In 2017, Inghams conducted a survey and found that 60% of over 55s are likely to try a new activity on their summer holiday. Based on the feedback generated, and the increasing popularity of cycling in the UK and in Europe, they launched a new weekly bespoke E-biking tour in Kitzbühel, Austria, with the aim of encouraging older customers to try a fun and easy way of exploring the mountains. Based at the three-star Chalet Linda guests can participate in five 3-hour guided rides per week with varying levels of difficulty.
The judges said “It’s important for the over 50s, to keep on the move. Hence, offering holidaymakers the opportunity to try a new activity whilst on holiday is a great initiative.”
Dementia Adventure & Personal Touch Holidays
This was a joint entry from a specialist overseas group tour operator and a charity that provides carefully crafted and supported UK holidays for people living with dementia.
The challenge that they set themselves was to translate a proven and much-loved formula for UK breaks to a significantly more complex overseas setting, and render it equally successful, thereby providing therapeutic holiday opportunities overseas that simply haven’t existed previously.
Dementia Adventure provided the dementia expertise, Personal Touch Holidays the overseas destination and operational experience. Without dumbing down our chosen destination’s offering, they sought to render as many aspects as possible accessible.
The judges said: “This is a clever tie up between two companies (a travel provider and charity), to create a bespoke new product for this audience that not only takes into consideration the dementia sufferer but also the partner/main carer too.”
Holland America Line
Holland America Line for their ‘Explorations Central’ immersive destinations experience which judges felt would give guests real and valuable insights to their land excursions before they leave the ship.
Selective Asia for their ‘Guide Connect’ programme, connecting travellers with theirguides before departure. The judges said “A great idea for guests being given the opportunity to electronically meet their guides prior to arriving at their destination.”
Forest Holidays impressed the judges with their adaptation of hot tubs in their wheelchair-friendly log cabins for use by disabled guests, in response to customer requests.
Cox & Kings
Cox & Kings for their ‘Finding your Feet in Rome’ campaign. The judges thought this was an exceptional marketing campaign, across several channels, for a new product based on an age-relevant film.
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