2 minute read
SOUTH WEST 660
Introducing a brilliant new road trip in the south west of England.
Photos: Gary Holpin Photography
WHAT IS SOUTH WEST 660?
South West 660 is an iconic road trip from Poole in Dorset to Watchet in Somerset, following the beautiful coastline of south west England. With 12 unique sections, each around 50 miles long, you will experience the diversity and splendour of the four counties that make up this corner of the UK. Exploring SW660 is all about taking your time, slowing down and enjoying the moment.
WHY SOUTH WEST 660?
Who doesn’t like a road trip? Road trips are becoming increasingly popular with travelers. Everyone knows Route 66, and the North Coast 500 in Scotland managed to become a recognised ‘destination’ in less than a few years, with tens of thousands of people traveling it annually. Given the stunning and scenic coastal roads we have here in the south west, the question – rather than ‘why?’ – should be ‘Why only just now?’ Encouraging people to enjoy the beauty of the south west through carefully curated itineraries will help attract new, high value tourists to our part of Britain in the months it matters most: the shoulder and winter seasons between September and June.
WHAT MAKES IT SPECIAL?
A number of things make South West 660 different from other road trips: • The focus on ‘Slow Travel’: each of the 12 sections is around 50 miles long, and SW660 explorers are encouraged to take their time and aim for driving no
more than one section a day, possibly even stopping for more than one night in selected locations, enjoying them to the full
• High quality experiences along the route, from accommodation to food, drink and things to do • The depth of insight on what each section has to offer, with the website offering huge amounts of inspiration, supported by stunning photography • Future focus on a wide variety of possible explorers, incl. people travelling by public transport, bike and Motor
Home (the current route is designed for regular cars and motorbikes).
WHY YOU MAY WISH TO BE ON IT!
With the route’s focus on ‘Silver Surfers’ (above average spend), travelling predominantly in off-season, the opportunity for adding guests when it matters most to your business is huge. The website offers a limited number of high-end hospitality businesses the ability to present themselves to South West 660 members, as well as non-members using the website for a DIY version of their trip. The SW660 website sends interested parties direct to your website, allowing for valuable commission-free bookings. Co-founder and Hospitality Pro Mark Godfrey (of East Devon’s Deer Park fame) comments: “When more and more of hospitality bookings come via OTA’s, taking away valuable chunks of your room or table cover yields, people coming to your business via South West 660 will book with you direct, offering optimal returns.”
