Australia Edition 5

THE MARKET

During the year ended 31 March 2007 there were

5,156,539 visitors to Australia aged 15 years and

over. This was fairly steady, with an increase of 3%

over the previous year. Visitor nights, on the other

hand, showed a significant rise of 13% over the

previous twelve months to a total of 157.7 million.

Within Australia during the same year, 73.3

million overnight trips were taken by Australian

residents aged 15 years and over. This was 5%

higher than the number of overnight trips from the

equivalent period in 2006. Australians spent 288.1

million nights away from home during the year,

which was 6%higher than in 2006.

Best Western has been well positioned to take

advantage of the increases in visitor nights because

the product meets both leisure and corporate needs.

The increase in domestic travel was particularly

welcome as people rediscovered the traditional

driving holiday - a keymarket, with themajority of

BestWestern properties located on popular driving

routes. Great Australian Drives was developed

along with other special interest products to cater

to the diverse interests of guests.

For corporate travel, Best Western’s global

minimum standards including high speed internet

have resulted in a strong position. Best Western

leads themidmarket accommodation sector which

is comprised of hotels, motels, apartments and

resorts.

Globally and locally, BestWestern’s vision is to

lead the industry in superior customer care, while

theBestWesternmission is to enhance brand equity

and increase member value.

ACHIEVEMENTS

In 50 years, the organisation has grown from 11 to

more than 210members inAustralia. In 2007, Best

WesternAustralia expanded the brand into the NZ

territory with the highest quality properties.

Since 2002, all Best Western properties around

the globe offer BestRequests™ – frequently

requested guest amenities and services – in

addition to the already stringent global Quality

Assurance program which involves over 200

quality checks.

BestWestern launched the hotel industry’s most

extensive and complete listing of properties on the

internet in 1995, making it the largest hotel brand

represented on the global computer network.

Best Western Australia pioneered swipe

technology in the hotel sector in 1998, providing

the benchmark for all competitors.

In 2002, Best Western rolled out MemberWeb,

an internet based reservation system so property

owners and managers could adjust rates and

inventory at anytime from anywhere. Another

component of this was BestCheque, a global

guaranteed travel agent commission systemwhich

strengthens ties with the travel industry and grows

business from this sector.

HISTORY

In 1957, eleven moteliers formed a standards

organisation called the Motel Federation of

Australia (MFA). Foundation President, Lou

Pimblett stated that it was “only the forerunner of

very big things in motels”. This vision was more

prophetic than they could have imagined.

In 1975, the name “MFA Homestead” was

introduced and The Travel Club, Best Western’s

first loyalty program, was launched.

In the same year a proposal was received from

Best Western as it took the first step toward global

expansion. In1981,HomesteadMotor Inns formally

affiliatedwithBestWestern. The name change from

Homestead toBestWesternwas gradual. First came

“Homestead – Best Western”, then “Best Western

Homestead” and finallyBestWesternAustraliawas

bornon15thMarch1989. Thisput the ‘International’

into ‘Best Western International’.

Best Western remains a unique association

ownedby

itsmembers.As

amarketing co-operative,

revenue is spent on developing and enhancing the

Best Western brand and promoting properties as

well as offering increased services to members,

rather than generating profit for external

shareholders.

Best Western has its corporate head office in

North Sydney with some 40 employees nationally.

In 2007, it changed its trading name to ‘Best

Western Australasia’ in recognition of the recent

expansion into the New Zealand market.

THE PRODUCT

Best Western is the world’s largest hotel

company operating under a single brand with

more than 4000 independently owned and

operated hotels. It offers 309,562 quality

guestrooms in 80 countries.

Through Best Western, independent operators

have access to benefits such as branding, sales

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