Have you ever taken a call from a guest, still an hour away, sounding stressed? “Is the road sealed all the way?” or “My GPS is taking me down a weird track…” We’ve all been there. That pre-arrival anxiety can tarnish an experience before they’ve even checked in. The journey to your property is the first, and often most overlooked, part of their holiday.

Well, a recent $80 million road safety announcement from the State Government might be the best anti-anxiety pill our regional roads have seen in a while. It’s easy to see headlines about cameras and fines and dismiss it as just more regulation. But I want you to look at it through a different lens: the customer experience lens.

So, What’s Actually Changing (And Why Should You Care)?

Let’s cut through the government-speak. This isn’t just about catching bad drivers; it’s a significant investment in the quality and safety of the journey your visitors take to reach you. When you dig into the details, you’ll see it’s a direct investment in your business.

• Better Roads, Better Journeys ($25M): The funding for the Regional Road Safety and Safer Roads Programs is an investment in your ‘welcome mat’. We’re talking wider roads, audible edge lines, and better surfaces on key tourist routes like Indian Ocean Drive and Great Eastern Highway. This isn’t just asphalt; it’s the first chapter of their holiday story, and it’s being rewritten to be smoother and safer. A less stressful drive means a happier guest on arrival.
• Smarter, Not Just Stricter, Enforcement: Forget the image of random speed traps. New point-to-point cameras on major highways are designed to manage behaviour over long distances. The goal is to discourage recklessness on those hypnotic, straight stretches of road and get your guests to your door safely and in a better frame of mind. It’s about creating a calmer road environment for everyone.
• A Rising Tide of Safety Messaging ($27M): The government is about to spend a lot of money telling people that WA’s roads are getting safer. Your job isn’t to repeat their ads, but to ride that wave. You can now confidently and authentically talk about the ‘great WA road trip’ in your own marketing, knowing the state is backing that message with serious investment.

How Do I Use This? 3 Steps You Can Take Today.

This news is only valuable if you act on it. It’s a chance to get ahead of your competition, who are probably still grumbling about the new cameras. Here’s how you turn this into a competitive advantage.

1. Audit Your Pre-Arrival Comms. Go and read your confirmation emails and pre-arrival guides right now. Are you still using cautious language like “take care on the final stretch”? It might be time for an update. Replace anxiety with anticipation. Try something like, “Enjoy the scenic and comfortable drive to our doorstep!” or “The newly upgraded highway makes the journey here a breeze.”
2. Update Your Website & Marketing Copy. Your website’s ‘How To Get Here’ page is a crucial marketing tool, not just a map. Frame the journey as a positive part of the experience. Use phrases like “an easy and beautiful drive from the city.” You’re not just selling a room or an attraction; you’re selling a stress-free escape from start to finish.
3. Lean into the “Safe Road Trip” Narrative. When you post on social media, don’t just show the destination. Show the journey. A shot of a car on a beautiful, safe-looking stretch of road with a caption like, “The journey is just as stunning as the destination.” You’re reinforcing the government’s message and applying it directly to your brand.

It’s easy to dismiss this kind of announcement as bureaucratic noise. But the smart operators see it for what it is: a multi-million-dollar investment in the quality of your customer’s journey. Your guest’s experience doesn’t start at your front gate; it starts on the highway. And that highway just got a major upgrade.

If you’re wondering how to weave this improved ‘journey’ narrative into your marketing to actually put heads on beds, that’s exactly the kind of strategic thinking my team lives for. At SATM, we help operators reframe their entire customer journey, from the first ad they see to the drive home. Let’s chat about making ‘the drive’ one of your best features.

Words by:

Andy Burns

Andy Burns is a driving force in the Western Australian tourism industry, currently serving as Vice-President of the WAAA. He’s the Founder of Scott Aussie Tourism Marketing, a South West WA-based agency specialising in helping tourism businesses thrive in the digital age. Scott Aussie offers a full range of marketing services, from strategic planning and branding to content creation, social media management, and AI-powered solutions. Andy’s deep understanding of the tourism landscape, combined with his expertise in destination marketing and community engagement, makes him a sought-after advisor, speaker, and trainer. He’s a regular presenter at industry conferences and workshops, sharing his insights on topics ranging from digital marketing strategy to the future of tourism. Andy is also a member of the Manjimup Tourist Bureau and a Councillor at the Shire of Manjimup. His previous leadership roles include six years on the board of Tourism Rockingham and five years as Chair of a Department of Biodiversity Conservation and Attraction (DBCA) advisory committee.