The document proposes a "Best Western Tailored Experience" hotel concept targeted at Generation Y travelers. It would combine the quality and services of Best Western hotels with hostel-style dormitory sleeping and shared facilities. Five travel experience packages would be offered - Outdoor, Water Sports, Music Festival, Tourist, and Party - each including discounts on local activities and amenities tailored to the type of experience. Characters would represent each package to market the concept. The marketing strategy would involve a website, social media campaigns, and branded merchandise.

1. Anna Ablett, Beverli Johnston, Rebecca Haigh and Stacey
O’Neill
Sharp Agency
Best Western

2. Anna Ablett, Beverli Johnston, Rebecca Haigh and Stacey
O’Neill
Feedback
Best Western Tailored
Experience
Best Western Hostels Best Western Business
Weekend
Rather then a standard hotel experience
it will be tailored around the generation
Y audience and what they like and
acquire. What would make there ideal
hotel stay.
It will be the best western hotel quality
and experience with the core hostel
social aspects, such as; dorm sleeping
and shared facilities and dinning.
It will be eco-friendly and will be mainly
aimed at the generation traveller.
Team building weekend company retreat
- Extreme team building, Motivational
talks, Team development, Weekend
experience design around young
professionals
This helps develop the companies
relations in terms of productive work
outcomes.

3. Anna Ablett, Beverli Johnston, Rebecca Haigh and Stacey
O’Neill
Progress

4. Anna Ablett, Beverli Johnston, Rebecca Haigh and Stacey
O’Neill
Generation Y

5. Anna Ablett, Beverli Johnston, Rebecca Haigh and Stacey
O’Neill
Local attractions

6. Anna Ablett, Beverli Johnston, Rebecca Haigh and Stacey
O’Neill
Water Sports Music Festival Extreme Outdoors
Tourist Party
5 Types of Travel

7. Anna Ablett, Beverli Johnston, Rebecca Haigh and Stacey
O’Neill
Extreme Outdoors deal example

8. Anna Ablett, Beverli Johnston, Rebecca Haigh and Stacey
O’Neill
Extreme Outdoors hotel experience
Outdoor
The Outdoor package will
provide discounts on local
activities, equipment lockers
/storage areas. The package will
include a lunch grab bag with a
choice of a healthy or big lunch
filling, and a refresher pack in
the rooms on the return to the
hotel. Staff can
recommend/provide information
on the best picturesque
routes/locations.

9. Anna Ablett, Beverli Johnston, Rebecca Haigh and Stacey
O’Neill
Water Sports
Hotels located near the sea,
lakes or water sports centres will
provide the Water Sports
package. This will include
discounts for local activities and
centres, equipment
lockers/storage areas,
information for repair
/replacement services for broken
items. A ‘Warm up’ or ‘Cool down’
kit will be provided on request on
an evening. The ‘Warm Up’ kit
will include slippers, a hot drink &
meal and a hot water bottle. The
‘Cool Down’ pack will include a
refreshing drink and a refresher
pack.
Music Festival
The Music/Festival pack provides
discount/VIP tickets for local
events and National Express
coach tickets as part of the
package/price. Festival packs will
be available to take with you on
the day which would include:
poncho, face wipes, hand
sanitizer and toilet roll.
Extreme Outdoors
The Outdoor package will also
provide discounts on local
activities, equipment lockers
/storage areas. The package will
include a lunch grab bag with a
choice of a healthy or big lunch
filling, and a refresher pack in the
rooms on the return to the hotel.
Staff can recommend/provide
information on the best
picturesque routes/locations.
Tourist
The Tourist package will offer discount on certain
local attractions. A scrap book will be available on
check in, which can be used to remember your trip.
Staff will be able to talk guests through a holiday
plan – suggesting the best routes to take, transport
to use and attractions to group together. Part of this
can be ‘Secret Treasures’, where less well-known
cafes/attractions/shops that are well worth a visit
Party
Hotels that offer the Party package would offer
discounts for certain clubs/bars. A hangover pack
will be available on request which would contain:
water, vitamins, face wipes, a hangover ‘smoothie’
and slippers. Members of staff would be available
to take a photo of your group before a night out,
and put it into key ring/frame ready for when you
leave. Gift packs would be available on request for
5 Packages for hotel experience

10. Anna Ablett, Beverli Johnston, Rebecca Haigh and Stacey
O’Neill
Characters

11. Anna Ablett, Beverli Johnston, Rebecca Haigh and Stacey
O’Neill
Characters

12. Anna Ablett, Beverli Johnston, Rebecca Haigh and Stacey
O’Neill
Characters

13. Anna Ablett, Beverli Johnston, Rebecca Haigh and Stacey
O’Neill
Characters

14. Anna Ablett, Beverli Johnston, Rebecca Haigh and Stacey
O’Neill
Characters

15. Anna Ablett, Beverli Johnston, Rebecca Haigh and Stacey
O’Neill
Characters

16. Anna Ablett, Beverli Johnston, Rebecca Haigh and Stacey
O’Neill
Characters

17. Anna Ablett, Beverli Johnston, Rebecca Haigh and Stacey
O’Neill
5 Characters for packages
Water Sports
Music Festival
Extreme outdoors
Tourist
Party

18. Anna Ablett, Beverli Johnston, Rebecca Haigh and Stacey
O’Neill
Website

19. Anna Ablett, Beverli Johnston, Rebecca Haigh and Stacey
O’Neill
Marketing

20. Anna Ablett, Beverli Johnston, Rebecca Haigh and Stacey
O’Neill
Marketing

21. Anna Ablett, Beverli Johnston, Rebecca Haigh and Stacey
O’Neill
Merchandise

22. Anna Ablett, Beverli Johnston, Rebecca Haigh and Stacey
O’Neill
Marketing