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The countdown to The British Travel Awards 2012 has started, with the UK’s largest consumer voted awards organisation, announcing a radical revamp. The previous nomination process has been replaced with self-registration by individual companies and to reinforce the exclusivity and prestige connected to winning a BTA the awards have been reduced down from a hundred to seventy five.
BTA chief executive Lorraine Barnes Burton explained: "Gone is the old nominations process with all and sundry nominating and those with the most nominations going through to the shortlist. The shortlist will now be drawn from companies that have registered themselves in relevant categories. In addition we have taken a close look at the award categories and have been ruthless in slashing them back to eliminate any that are meaningless to the consumer, reinforcing the message that the BTAs are all about customer satisfaction."
She added: "We believe the new process is simpler, fairer and will encourage travel companies to look carefully at their strengths before putting themselves forward for a British Travel Award. The onus is now on senior management, marketing and PR people to ensure registration is completed as the buck stops with them if they miss out!".
Companies can register for up to five categories relevant to their operation with the registration form completed by an authorised company official who will take responsibility for the company’s participation in the various steps that go towards winning a much-coveted British Travel Award.
Up to twelve companies will go through to the shortlist stage for each award and if more than twelve have registered the BTA Academy, made up of respected individuals drawn from in and outside the travel industry, will make the decision on the final twelve.
Once the shortlist is finalised at the end of May the all-important consumer voting begins in earnest, with media partners News International, Global Radio Group and CBS Outdoor, promoting voting to their audiences. The integrity of the BTAs is as always unquestionable, with the voting process audited by Deloitte.
Ms Barnes Burton said: "From now on the BTAs is all about the consumer and we have no trade only voting or awards that require an entry form to be completed for judging. We reach a complete, powerful consumer demographic through our media partnerships – from LBC listeners, through to Sunday Times and Sun readers and we are very excited that this year we will be able to include the Sunday Sun."
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
