Learn More about Golden Chain - Confidential Motelier Enquiry Form

Golden Chain Motels are the largest accommodation group with more than 330 locations around Australia. We are deserving of our reputation for the most consistent accommodation standards, in the Medium to High quality market segment. We continue to grow our extensive network of locations, thus expanding the many referral opportunities from property to property.

With Golden Chain, our success has not just resulted from doing "something" right. Ask our current members - the greatest majority of them are continually applauding us for doing "most everything" right!!!

It was Golden Chain who initiated the "back to basics" concept in cooperative accommodation chains. We don't want to intrude on your own day to day systems and procedures. We simply compliment your own marketing stance - with national coverage and referral opportunities you just couldn't afford on your own. We then overlay that with the respected Golden Chain insignia which confirms your quality levels of service and facilities.

Some others, attempting to start up competitive groups, have paid us the compliment of trying to emulate our simple structure, operator-oriented procedures and low membership costs. Some have even chosen to copy the themes of our promotional materials. None have succeeded like Golden Chain. Other groups must sometimes envy the harmony of our "one big happy family" philosophy.

Our success is no big mystery. We have a very simple, low-cost structure. We can therefore charge very reasonable fees; and put a huge proportion of those fees back into marketing, sales and advertising activities to generate bookings for your beds.

If you would like to know how simply and how economically you can join us in our enviable success story, we'd love to hear from you.

The Concept

In the pursuit of excellence, Golden Chain has taken the co-operative chain concept, perfected a simple, back-to-basics formula and put together a package that has won for its members a high regard within the accommodation industry.

To find good reasons for Golden Chain's success we need only go back to the original basic philosophies of the hospitality co-operative:-

1. Take on a common identity (The "Golden Chain" name is well respected, both throughout the Industry and by Customers and you can take pride in its inclusion on and within your property).

2. Establish clearly defined and consistent standards (Of all the groups, Golden Chain is probably the most consistent - well represented in the Medium to High quality standard categories, so customers know exactly what to expect).

3. Pool your combined resources to establish a worthwhile budget (A relatively small contribution from a national network of operators with common interests can add up to a substantial amount and reach many more potential guests than you could ever hope to influence on your own).

4. Spend the majority of that budget in cost-effective promotional activities to the common good of the members of the group (By maintaining very streamlined systems and procedures, administrative costs are kept to a minimum and over 80% of all member contributions used effectively in sales, advertising, marketing and promotional activities).

The Problem

The Australian Accommodation industry continues to be very competitive, and it is becoming progressively harder for an independent property to be recognised, or for new properties to gain the necessary exposure. The costs to an individual property wishing to promote to the major market sectors is extremely high in both dollars and time. Whilst Chain affiliation is able to offer the necessary exposure and marketing expertise, the costs associated with Membership in some chains can be disproportionate with the benefits gained. In other instances fees are so low as not to allow any significant budget with which to advertise or promote the group.

The Solution

Golden Chain is Australia's most progressive and largest accommodation group: the reward of our strong and aggressive stance in the market place. We have established a network of quality accommodation properties throughout Australia, and we continue our successful history of progressively expanding this base. This has the effect of optimising the reciprocal referral opportunities for all Member properties.

We also provide highly effective sales, marketing and advertising support for our members - through an efficient organisational structure with a streamlined approach to systems, administration and service to Members. Membership fees are therefore quite realistic and cost-effective.

We spend the majority of those fees in promoting the group, thus creating worthwhile business opportunities for our members.

• 85% of travellers prefer Chain-identified properties.
• Widely recognised Golden Chain sign for instant reinforcement of the level of facilities/services provided and value for money.
• Assured "standards" of facilities and services, eliminating guests' uncertainty and adding confidence to their choice of a place to stay. And, with "Golden Chain" accepting only those properties which are of a medium to high quality standard more than you might expect in some other groups.
• Pooled resources to create awareness and attract customers to the group and to individual properties. (Total emphasis on marketing and promotional activities - aimed at key segments of the Australian domestic travel market including:- Family, Holiday, Corporate and Government travellers).
• A co-ordinated Golden Chain advertising, sales and promotional programme which includes:-
  • Production and distribution of a quality Directory including innovative promotions from time to time
  • Direct customer promotions in over 8,000 rooms every day
  • Unique, target market advertising in Automobile Association Directories
  • Direct mail and Directory promotions for "Accommodation Bonus" card
  • Representation at Holiday & Travel Shows, Trade & Industry Meetings, etc
  • Extensive promotion and distribution of "Gold Link" travel club card
• No compulsory requirement for expensive computer and networking equipment and no cost of centralised computer or bureau service to reduce Member's contributions to marketing.
• Toll-free telephone reservation system for absolute efficiency and optimum accuracy...incoming enquiries and bookings are always handled with care because you talk directly to the guest at your own front desk. All you need is your own toll-free number
• Recommended suppliers for goods and services, preferred purchasing arrangements; reduced merchant fees on credit cards; special insurance rates, etc.
• Sharing of ideas, information and advice, to achieve more efficient and more profitable operations. Social and business communication with your peers in the industry. Productive Member meetings to encourage ongoing exchange of ideas for improved profits.
• Higher resale/lease value for your property
• An umbrella effect from all of the above, to permit you to place your own individual emphasis on promotion of the unique features of your property and the surrounding attractions.

THE FUTURE IS LOOKING GOOD FOR GOLDEN CHAIN MOTOR INNS!

If your property satisfies our quality requirements, you can become a member of our group and participate in the decisions which will have an impact on that future.

We have a consistent strategy for controlled growth and the maintenance of standards AND - we are totally committed to the cost-effective investment of the members' fees into programs which will optimise the business opportunities for members.

Take the first step towards being part of our success story - Complete our Confidential Motelier Enquiry Form

Golden Chain Motor Inns Limited

PO. Box 502, Ballina NSW 2478

Ph: (02) 6681 1328  or 1800 023 966

Fax: (02) 6686 2681