The 2019 Silver-i Awards for Product Development and Marketing

Travel Talk

These two awards recognise the travel companies that have delivered outstandingly for the mature traveller over the last 12 months in terms of an idea, initiative or innovation in its product development, and separately, in its marketing. The awards were judged by two panels of eminent travel industry experts, and presented at the Silver Travel Awards on Wednesday 26 June 2019 at the BAFTA in London by TV Legend Dame Esther Rantzen.

The Silver-i Product Development Award judging panel featured leading travel experts:

Sally Winfield, CEO Accord Marketing
Derek Jones, Managing Director, Kuoni
John Carter, Travel Broadcaster and Silver Travel Advisor Patron
Maria Whiteman, Managing Director, Saga Holidays
Phil Gardner, Sales & E-Commerce Director, Thomas Cook
John McEwan, Chairman, Holidaysplease and Latin Routes
Roger Bray, Travel Writer & Journalist

The judging panel for the Silver-i Marketing Award was equally well-qualified:

Mark Palmer, Travel Editor, Daily Mail
Nicola Bradley, Head of Travel, Global
Derek Moore, Chairman AITO
Jane Atkins, Managing Director, Shearings
David Winterton, Head of Marketing, Emerald Waterways
Amie Keeley, Head of News, Travel Weekly

And the Winners are:


The Silver-i Award Product Development


G Adventures – 50+ Initiatives

G Adventures Judges’ remarks:

G Adventures have devised a broad range of tours which are innovative and eclectic, combining wellness with adventure. They have a perfect partnership with National Geographic in terms of brand vision and values, and are socially responsible – the older generation is interested in the effect their spending has on the local community.


Driving Miss Daisy – Home to Holiday Assisted Transfers

Driving Miss Daisy

Judges’ remarks:
This is one of those ideas which somebody should have thought of long ago. It’s often the case that larger companies get the accolades. However, here is a company that has identified the specific needs for an aging population and the physical and mental challenges older people face while still wishing to enjoy a holiday.


Avalon Waterways/Cosmos – Go App

Avalon WaterwaysCosmosJudges’ remarks:
Apps are not a new idea but the variety of information this electronic guidebook is providing customers with is impressive, as are the future planned developments. It recognises that an older age group is familiar with technology and happy to consume content across multiple devices.

The Silver-i Award – Marketing


Cycling for Softies – Wine Regions promotion

Cycling for Softies

Judges’ remarks:

A simple but extremely effective campaign, bringing alive a great product through a new approach. They identified passion points of their 50+ audience and created a fold-out map which was a neat piece of direct mail, backed by fun, engaging and informative social media.


Grand UK Holidays – English Tourism Week

Grand UK HolidaysJudges’ remarks:
Partnering with an impressive 15 English tourist boards during a campaign-specific week is a great way to get your business inserted into the conversation. It’s also a cost-effective strategy with mutual benefits for operators, resorts and tourist boards. The timing of the campaign was spot on with UK breaks among the oer-50s proving as popular as ever.


Titan Travel (by Accord Marketing) – Perfect Moments Shared

Titan TravelAccord Marketing

Judges’ remarks:

This campaign combined TV and social media – two key channels for the over 50s. The TV ad used real customers, a refreshing departure from idealised ‘grey models’. The 40% increase in searches and brochure requests was a sure sign the campaign had the desired impact in terms of brand awareness.

Many congratulations to the winners and those who were highly commended, and thanks to all the companies that entered these awards.

Find out more about the Silver Travel Awards 2019

Read more about the 2019 Sponsors

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