E-biking programmes, adapted hot-tubs, dementia holidays overseas and more immersive cruise excursions are among entries shortlisted for a new Silver Travel Advisor award named ‘Silver-i’ .
Six companies have made the shortlist for the award for achievement in the 50-plus travel market.
The winner will announced at the 2018 Silver Travel Awards on July 9 at London’s National Portrait Gallery, hosted by Classic FM’s John Suchet.
The new award will recognise the travel business that has delivered outstandingly for the mature traveller over the last 12 months in terms of an idea, initiative or innovation in its marketing, product development or overall operation.
The six shortlisted companies and the theme of their entries are:
Holland America Line for its ‘Explorations Central’ immersive destinations experience.
Inghams for a new e-biking programme
Selective Asia for its ‘Guide Connect’ programme, connecting travellers with their guides before departure.
Dementia Adventure & Personal Touch Holidays for new overseas holiday opportunities for those living with dementia and their carers.
Forest Holidays for the adaptation of hot tubs in wheelchair-friendly log cabins for use by disabled guests.
Cox & Kings for its ‘Finding your Feet in Rome’ campaign.
Silver Travel Advisor managing director Debbie Marshall said: “We’ve had a fantastic response from travel companies to this new Silver-i award opportunity.
“There is so much innovation coming through in the burgeoning over-50s travel sector, and it’s been a thrill to see how imaginatively companies are responding to the needs of older travellers.
“Whittling the entries down to a shortlist has been a challenge, but all six have shown a real understanding of the mature market.
“May the best company win in the final judging process by travel industry experts, which now begins.”
The six shortlisted entries will be judged by a panel of travel industry experts including Kuoni managing director Derek Jones, Aito chairman Derek Moore and Travel Weekly news editor Amie Keeley.