talking tourism SUMMER 2021
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ISSUE 4
STAFF ISSUES? INSIDE THIS ISSUE:
• Combatting cybercrime • Trends for 2022 • Improving your digital presence
SAVE LIVES BY BECOMING A
TOURISM
Photo credit: Mike Hogan; ©Robert Maynard Photography/ Discovery Communications
BUSINESS SUPPORTER
I
CORNWALL Registered Charity 1133295
In 2020, 81
adults and 16 children took a trip they
didn’t plan to when they visited Cornwall.
On average, a fifth of patients helped by Cornwall Air Ambulance are visitors to the county, yet only 5% of donations to the charity come from the tourism sector. With your help we can change this. The charity needs the support of local tourism businesses to fund these vital missions and save lives. If you work in the tourism sector, get in touch today to find out what you can do and how a partnership with Cornwall Air Ambulance can benefit your business. cornwallairambulancetrust.org/tourism-business-supporter 01637 889926 fundraising@cornwallairambulancetrust.org
Saving lives is a team effort, are you in? As a charity, the crew can’t continue to save lives without the support of our Tourism Business Partners. Cornwall Air Ambulance Trust, Trevithick Downs, Newquay, Cornwall TR8 4DY | Registered charity 1133295
CONTENTS & CONTACTS
What’s inside this issue... EDITOR Nick Eyriey nick@businesscornwall.co.uk
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PUBLISHER Toni Eyriey toni@businesscornwall.co.uk Tel: 01209 718688
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VISIT CORNWALL Malcolm Bell mal@visitcornwall.com Tel: 01872 276529
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WELCOME
Visit Cornwall chief executive Malcolm Bell
TOURISM NEWS
New food waste recycling service
CORNWALL AIR AMBULANCE
Charity appeals to tourism sector for support
RESEARCH
Update on residents’ attitude survey
VISIT DEVON Sally Everton sally.everton@visitdevon.co.uk Tel: 07976 711785
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NATURE
DESIGN design@businesscornwall.co.uk
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COVER STORY
PRINT Printed in Cornwall by St Austell Printing Company
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JON MATTHEWS
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TRENDS
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CYBERCRIME
TALKING TOURISM is published 4 times a year by: Tonick Business Publishing Pool Innovation Centre Trevenson Road Redruth TR15 3PL Tel: 01209 718688
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Tourism and nature in perfect harmony
Staffing crisis hits tourism and hospitality
We meet Penzance Tourism Association chair
Barefoot Media looks towards 2022
Tourism businesses targetted
COMMERCIAL PROPERTY
Market assessment
Registered under the Data Protection Act. All rights reserved.
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DIGITAL MARKETING
No part of this publication may be reproduced, copied, stored in an electronic retrieval system or transmitted without the written permission of the publisher.
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AWARDS
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JUST AN OPINION
Stringent efforts have been made by Tonick Business Publishing to ensure accuracy. However, due principally to the fact that data cannot always be verified, it is possible that some errors or omissions may occur.
Tips from MiHi Digital
Have you entered the tourism awards?
Stephens Scown partner Toby Pool
Tonick Business Publishing can not accept responsibility for such errors or omissions. Tonick Business Publishing accepts no responsibility for comments made by interviewees that may offend.
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TALKING TOURISM
03
WELCOME
Welcome from Malcolm Bell It was hoped all restrictions would have been lifted by end of June and that we would be making our way back to at least a variation of the ‘old normal’, but we have had to wait four weeks longer!
VISIT CORNWALL WEBSITE TRAFFIC SPIKES POST-G7 USA
+ 184%
Canada
+ 211%
Australia
+ 140%
Germany
+ 125%
Japan
+ 820%
Italy
+ 281%
Sweden
+ 343%
South Korea
+ 660%
Singapore
+ 230%
Hong Kong
+ 317%
Argentina
+ 158%
Mexico
+ 383%
Kenya
+ 666%
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The delay has caused some issues, but by far the biggest challenge the sector faces is labour supply, skill shortages and recruitment combined with the Covid Delta variant which has seen a big spike in Cornwall and leaving businesses to close due to loss of staff self-isolating. The issues relating to staff and accommodation shortages is being discussed to see what short-term actions and medium and longer-term solutions can be implemented as without sufficient staff your businesses will be hurt and the economic recovery delayed. Now, whether the recent spike in cases in Cornwall is due to the G7 set up phase or the actual world leaders summit or the opening of indoor hospitality, particularly pubs or young people socialising or visitors here for half term or local people visiting family outside Cornwall is like “crying over spilt milk” at this time. I will leave to others to speculate to keep social media and other channels busy. I feel it is far more important at this crucial time to treble all our efforts. Firstly on the hands, face, space; then making sure customers use the QR codes and keeping indoor areas as well ventilated as possible.
Secondly, lets drive forward on the vaccination programme and encourage as many unvaccinated people as possible especially the under 30’s to get jabbed as soon as possible so we can win the race of vaccination vs infection and hospitalisation rates. Whilst on the issue of G7 and was it all worth it. It is early days, but one early conclusion is that the weather and the sun did their part, as we all know that the weekend could have been a wash out of wind and rain, whereas Cornwall looked glorious, and the community carnival feel was a real credit to Cornwall and publicity and exposure we could never buy. On another positive note, we have been monitoring traffic to our website and comparing it to the weeks ahead of G7. This is a good test of the awareness raising power of the coverage as people around the world would have had to have googled Cornwall and then clicked on www.visitcornwall.com. So, what were the results – well out of the top 100 countries in the world, only two saw a reduction in website traffic, the biggest spikes came from not just the G7 countries but from all over the globe. Visit Cornwall will continue its work with the Visit Britain overseas offices to let the world know of the wonders we have in our very special part of Britain. MALCOLM BELL
SUMMER 2021
What better setting for the G7? Turquoise waters, yellow sands, emerald moors and the country’s greenest printer – www.nationwideprint.co.uk
TOURISM NEWS
CENTRE STAGE Cornwall took centre stage in June, as the world tuned in for the G7 Summit. While the Carbis Bay Hotel served as the principal venue for the Summit, down the road, Tregenna Castle Hotel was also proud to host many of the leading delegates.
INTERNATIONAL REACH Visit Cornwall has launched a media and travel trade engagement drive to entice international visitors and encourage British holidaymakers to discover the county’s lesser-known delights following the G7 Summit. Cornwall’s tourist board has designed a dedicated media and travel trade portal which was launched at a special virtual event for overseas media and tour operators at the end of May.
NEW FOOD WASTE RECYCLING SERVICE
Hospitality businesses throughout Devon and Cornwall now have the opportunity to save money on their waste disposal costs while contributing to a sustainable recycling service which transforms their food waste into clean, green and eco-friendly energy. The new ‘One For One’ wheelie bin collection service from Holsworthy-based Andigestion enables businesses such as restaurants, pubs, cafes, hotels and leisure venues to significantly reduce their environmental impact while benefiting from lower waste disposal costs. “Many hospitality operators are charged for excess weight in their general waste which can be very expensive to dispose of,” explained Mike Lowe, operations director at Andigestion. “By having a separate food bin they can reduce or even eliminate the excess
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Other Cornish locations had a key role to play in the successful running of the Summit. The Eden Project hosted a special reception attended by the Queen; the Falmouth Maritime Musuem hosted the world’s media, while the Minack Theatre put on special show which was attended the leaders’ partners.
With free to use imagery, newly commissioned video footage and example itineraries, the new portal www.visitcornwalltraveltrade.com also features a bank of blog articles. Here tour operators, travel agents and travel press can access everything they need to be able to write about or sell Cornwall. Whether that’s new product developments, an overview of the vast range of accommodation, activities and wellness offerings and G7 facts and connections.
weight charges and possibly also reduce the number of general waste collections they have.” Customers also benefit from Andigestion’s Wheelie Bin Exchange which swaps the full food waste bin for a fresh, steam-cleaned one every time it’s collected, to help keep premises clean and hygienic with no mess, smells or liners for customers to worry about. The service is aimed at small to medium-sized businesses producing from 20kg and up to 1 tonne of food waste per week. The food waste is then taken to one of Andigestion’s processing plants in Devon or Somerset where the gas produced by the anaerobic digestion process is converted into biomethane and injected into the local grid, providing green energy to heat local homes.
SUMMER 2021
TOURISM NEWS
ACCESSIBILITY FIRST Cornwall’s first fully accessible watersports centre and accessible accommodation is set to open in August. Based at a former serpentine quarry near Cury on The Lizard peninsula, Trevassack Lake will feature a community events space, learning centre, café, watersports provision and six holiday properties that cater for a range of abilities and needs. Jakie Jewell, Trevassack Holidays accommodation manager, said: “We’re proud to be creating this exciting space for all to come and enjoy. Years of hard
TOP CAMPSITES Cornwall is home to some of the most adventurous campsites in the UK, according to a new survey. The research, commissioned by Land Rover, lists three Cornish destinations in its top ten most adventurous campsites listing – Hendra Holiday Park, Ayr Holiday Park and Trenance Holiday Park. Hendra also appears on a list of top ten family friendly cycling holidays, along with Trevornick and Yurtcamp Devon.
AIRBNB HITS THE HEIGHTS Cornwall has overtaken London as Airbnb’s most-booked summer location. Landlords in Cornwall are increasingly seeing the financial appeal of short-term holiday lets opposed to longer-term
FOUR STARS FOR ESPLANADE HOTEL The Esplanade Hotel in Newquay has been awarded four AA stars following an extensive multi-million-pound refurbishment. The family-run hotel, which overlooks Fistral Beach, reopened its doors on May 17 with a new look and facilities including its own boutique cinema, a flexible all-day dining offering and adults-only cocktail bar. Operated by Philema Hospitality Management, The Esplanade Hotel
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work and planning have gone into every detail of our accessible accommodation and every aspect of making this as welcoming a space as possible. “Throughout the challenges of the past year and Covid-19, we’ve adapted to make this project a real success and are so thankful to everyone who has supported us to get here.”
INDUSTRY WEBSITE VisitDevon has launched a new industry website. Described as “a one-stop shop” for the latest industry news, networking opportunities, suppliers and services, the industry blog will also keep members up to date on webinars, funding opportunities, and industry information. You can also access the Visit Devon image library where you can use a host of high-quality images to promote Devon.
arrangements. According to figures, Cornwall currently has more than 10,290 active Airbnb listings. Airbnb chief executive, Brian Chesky, said: “Rural nights booked in the UK used to be a quarter of our bookings, they’re now half.”
used the lockdown closure period to undergo an extensive investment programme. Operations director, Laura Cameron, said: “It’s so incredibly rewarding to receive this achievement after such a challenging year for the hotel and our teams. The lockdown has allowed us to carry out planned improvements that would have ordinarily taken years, so it’s a poignant moment for us.”
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CHARITY
THE DIFFERENCE IT MAKES Paul Crutchley was one day into his family holiday in Hayle when he became seriously unwell. What started as a fun trip to the beach, ended with a ride in the air ambulance.
Tourism to the rescue? Cornwall Air Ambulance appeals to tourism businesses for support this summer.
Paul says: “My family and I had travelled from South Wales to Riviera Sands Holiday Park the day before and we were looking forward to another great holiday break at our favourite place. We planned a nice relaxing day on the beach and the weather was amazing. I had been for a swim and was standing in the sea watching my two sons, Ellis and Evan, playing. We were all relaxed and enjoying the nice time after a hard year. “My wife Lindsay joined me when I suddenly felt strange. I turned to say I was going to sit down for a while but did not get the chance. The next thing I can remember is coming round face down in the water.”
In 2020, around 14% of airlifted patients were visitors to Cornwall and the Isles of Scilly. 81 adults and 16 children had a flight they didn’t plan to take while on their holidays. Yet less than 5% of donations to the charity come from the tourism sector. With visitor missions costing nearly half a million pounds each year, the charity is engaging with local visitor resorts and attractions to try and bridge this fundraising gap. Interim CEO of Cornwall Air Ambulance, Steve Murdoch, says: “While four out of five Raising over £9k, patients are local people, it that’s over 4,000 is true that one fifth of the incidents we attend are to holiday-makers who help seriously sick and injured visitors. We need to work in donated! collaboration with tourism businesses across Cornwall to meet the increased cost of trying to save lives when things go horribly wrong for people on holiday. “It’s a win-win for all parties, for the businesses who work with us, the patients whose lives could be saved and for the charity to continue flying to those in need.”
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Lindsay raised the alarm with RNLI lifeguards who came to assist and called for the ambulance service. With suspected cardiac-related issues, Cornwall Air Ambulance was tasked to the scene. The helicopter landed nearby on the beach. Critical care paramedics from Cornwall Air Ambulance assessed Paul, before transferring him to the helicopter. He was flown to Royal Cornwall Hospital - a journey which took just ten minutes by air. “The air ambulance was amazing at getting me off the beach fast, which would have been very hard due to the terrain and the fact I am no small lump,” says Paul. “I am on the mend thanks to all the people who helped me and my family that day.” Paul is planning to return to Hayle in the future for another holiday and hopes to meet the crew who helped him.
SUMMER 2021
CHARITY
WHAT YOUR BUSINESS CAN DO TO SAVE A LIFE The charity is asking tourism businesses to support them by highlighting the value and importance of Cornwall Air Ambulance to their visitors. There are so many ways in which you can do that: • Offer visitors the option to add-on a donation when booking. • Donate £1 for every new booking or a percentage of your sales. • Place donation envelopes within your business • Host a collection jar in your reception and guest areas. • Hold a fundraising event using your facilities. • Display Cornwall Air Ambulance posters and other materials • Encourage your staff to take on a charity event by paying their registration fee Whatever way your business chooses to support the charity, there are a whole host of benefits you will receive from the collaboration. • Tourism Business Supporter brand stamp to display in your business and online. • Brand association with one of Cornwall’s best-known charities • Dedicated fundraising and marketing support including social media promotion and press releases. • The opportunity for you to visit Cornwall Air Ambulance HQ
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JOIN THE GROWING NUMBER OF BUSINESSES GETTING ON BOARD The Greenbank & The Alverton Hotels Ben Young, Managing Director of the Greenbank and Alverton Hotels said: “In 2019, we chose Cornwall Air Ambulance as our charity of the year, alongside our sister hotel The Alverton. We pledged to raise £10,000 for the charity from each hotel, and happily we surpassed this amount through continuous fundraising and events. From team skydives to pub quizzes, charity auctions, and generous guest donations, we managed to exceed £34,000 in total!
It’s a win-win for all parties, for the businesses who work with us, the patients whose lives could be saved and for the charity to continue flying to those in need.
Cornish Horizons Harriet Wills, Marketing Manager at Cornish Horizons, said: “When we met the Cornwall Air Ambulance team we were in complete awe of the amazing work carried out by the charity and wanted to help raise some of the money it needs. We asked our customers to add £2 to the payment of their holiday so that we can pass on, in full, the total donation. We initially hoped to raise £3.5k, but it ended up raising over £9k, that’s over 4,000 holiday-makers who donated!” To pledge your support to Cornwall Air Ambulance and ensure this vital service continues to save lives in Cornwall, please get in touch with the team by emailing fundraising@ cornwallairambulancetrust.org or calling 01637 889926.
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RESEARCH
View from the front How have residents’ attitudes to tourism changed in recent years? Visit Cornwall provides a research update. In 2012, Visit Cornwall commissioned research into the views and attitudes of the residents of Cornwall which were overall quite positive. Given the growth of tourism numbers in recent years, the explosion of new providers using platforms such as AirBnB and the impact of the pandemic, Visit Cornwall decided to repeat the survey earlier this year as part of a strategic review of tourism and the future direction of the sector and to understand what local people use as well as their views on tourism. It is clear from the survey findings that the natural environment and physical landscape such as the sea, coast, beaches, and peace and quiet are some of the most The vast majority important and most used of residents (83%) features amongst residents.
feel that tourism is good for the area
In addition, keeping these areas clean, safe, and well maintained are considered of high importance to them. Indeed, when asked to rank their priorities for the contribution that tourism makes to Cornwall in the future, protection, and maintenance of the natural and built environment was the number one choice. However, it
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should also be noted alongside this that providing better paid/quality tourism jobs and more year-round tourism jobs were the second and third priorities so there is a balance to be struck. Around three quarters of residents consider the number of visitors to their local area to have increased to some degree over the last few years which does represent a significant shift upwards compared with the 2012 survey findings and this is confirmed by the Cornwall Value of Tourism data which shows that staying visitor nights to the county are estimated to have increased by 10% or 2.2 million between 2012 and 2019. Encouragingly, the vast majority of residents (83%) feel that tourism is good for the area and a good proportion (29%) feel it has a positive impact on their lives with a further 47% saying it has no impact. There are, however, some issues associated with visitors and litter dropping being problematic. Nonetheless, a good proportion of residents say they enjoy chatting / meeting visitors and would support new tourism facilities to attract more visitors to the area. However, the successful extending of the tourism season and increased visitor volumes over the last few years could have influenced an overall less positive shift on the whole in terms of residents’ opinions about tourists and tourism since the 2012 survey in a number of areas. This includes visitors interfering with their enjoyment of where they live, and we recommend that this should be more regularly monitored in future. Overall residents’ support for tourism remains relatively strong, but there may be a tipping point at some stage in the future if visitor numbers begin to impact less positively on their lives.
SUMMER 2021
RESEARCH
The top features residents make use of in their local area were the sea and coast (74%), walking and beaches (72% each), the countryside (69%), the views and landscapes (66%) and peace and quiet (63%).
Around two thirds of the residents who think that tourism is a good thing said it was ‘Of great benefit’ for the area. When those residents who said tourism was good for the area were asked “To what extent do you think tourism is good for the area?” 62% said it was ‘Of great benefit’, 35% said it was ‘Of some benefit’ and just 2% said it was ‘Of little benefit’. Please note that there is no comparable data from the 2012 survey.
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Better protection and improvement of the natural and built environment was ranked as the highest priority by residents for improving the contribution tourism makes to Cornwall and its’ residents overall. Residents were asked “From the list below what do you think should be the top 4 priorities for improving the contribution that tourism makes to Cornwall and its’ residents overall?”. Better protection and improvement of the natural and built environment (e.g. managing footpaths and other rights of way etc.) was ranked as the highest priority by residents followed by Provide better paid/ quality tourism jobs (ranked 2nd), Provide more year round tourism jobs (ranked 3rd ) and Improve the cultural offering (ranked 4th). Provide more visitor attractions was ranked 5th and Provide more festivals and events 6th. Please note that there is no comparable data from the 2012 survey.
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NATURE
“The pandemic has boosted the selling power of the natural environment of Cornwall and the Isles of Scilly,” says Professor Jane Wills, director of the Environment and Sustainability Institute on Exeter’s Penryn Campus in Cornwall. “We know that record numbers of people are wanting to visit and at the same time, we know that it is more urgent than ever to protect and restore our precious ecosystems.
Manage tourism and nature to boost both A new research report from the University of Exeter outlines how managing tourism and the natural environment can be a benefit to both. The research report – led by the University of Exeter and funded by the UKRI’s Strategic Priorities Fund – identifies ways to develop “positive synergies” between the visitor economy and the protection and enhancement of nature in Cornwall and the Isles of Scilly. Recommendations include creating local networks with “community buy-in” to ensure the benefits of tourism are spread widely. These networks could support “nature recovery projects”, partly funded by donations from visitors. The report also recommends nature education for hospitality staff, allowing them to act as champions of the local environment.
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“This research project has identified new initiatives that can help us generate positive synergies between the visitor economy and nature’s recovery. “For the Isles of Scilly, we explored support for a Scilly Pledge that would engage and educate visitors about the environment, promoting pro-nature behaviour. “This would be accompanied by a robust measurement and monitoring system to track changes in the natural environment over time. “For Cornwall, we explored ways to engage visitors in understanding and appreciating the natural environment through training for hospitality staff who can then lead local activities, with links to nature-recovery projects and the development of inland farm-based attractions. “Our hope is that these ideas can be further developed by the project partners who are well-placed to pioneer regenerative tourism in future.” The project team engaged with a range of people including tourism business owners and providers, land and ecosystem managers, social enterprises, residents and visitors. Partners of the project, which was funded by UK Research and Innovation, were Cornwall Council, Council of the Isles of Scilly, Islands Partnership, Cornwall Wildlife Trust, Isles of Scilly Wildlife Trust, Tevi and Cornwall and Isles of Scilly Local Enterprise Partnership. The Environment and Sustainability Institute is working with partners to develop innovative responses to environmental change. To find out more and to watch a new video about this work, visit www.exeter.ac.uk/esi/
SUMMER 2021
NATURE
SUSTAINING THE ENVIRONMENT AND VISITOR ECONOMY IN CORNWALL RECOMMENDATIONS
LOCAL NETWORKS For the visitor economy to be sustainable, the revenue benefits need to be shared widely and tangibly. Local networks with community buy-in can provide the platform to develop these wider benefits, assuming they have access to revenue. The key to success is having a well-organised structure to raise and handle revenues, develop attractive projects, include community views, and engage with visitors. Such a framework should be designed from best practice and local examples, whilst being flexible enough for adoption at different scales and by existing local networks, which proliferate in various forms around Cornwall.
New initiatives that can help us generate positive synergies between the visitor economy and nature’s recovery
NATURE RECOVERY PROJECTS For local networks to succeed in dispersing benefits from the visitor economy, attractive projects need to be developed. Nature recovery is widely supported and will enhance collective wellbeing whilst addressing the urgent need to avoid biodiversity collapse. Viable, visible projects are easier to communicate, and to promote for fund-raising, than generalised funds developing remote projects. Identification of project opportunities can be supported through using multi-layered mapping tools such as Lagas (https:// lagas.co.uk/), which could also demonstrate progress over time on a range of nature, environmental or social metrics. VISITOR GIFTING Based on best practice examples, visitor gifting can contribute significant funds to charities or projects. Those examples with opt-outs as part of the accommodation booking process may be largely driven by the power of default, however, as an alternative to a tourism tax, this should be less divisive. Wider roll-out and design experimentation, including the use of funds for local nature recovery projects, should be a low-cost, ‘least regrets’ option of revenue raising. There is also an under-developed opportunity to include visitor gifting as part of the activity/ attraction booking process. As pre-booking becomes more widespread, such a mechanism can become standard, whilst retaining a voluntary approach. NATURE EDUCATION FOR HOSPITALITY STAFF Hospitality staff are often on the frontline of the visitor economy. Through informal conversations they have significant power to enhance the visitor experience. Staff trained in best practice around nature engagement, with awareness of local nature-based activities, could prove a significant influence in improving the relationship between the visitor economy and nature. Such training would also encourage identity with and championing of nature, which is vital if nature recovery is to gain traction. The training could be delivered by nature-focused organisations, providing a revenue generation opportunity. RURAL VISITOR ECONOMY DEVELOPMENT Developing the rural visitor economy in Cornwall would provide benefits such as spreading the load of peakseason visitors, providing alternatives on wet-weather days, year-round attraction potential, and farm income diversification. Challenges exist around transport, funds for development, and competing demand on time from primary business. Relationships with coastal resort networks and co-management of visitor offers should be encouraged. Best practice examples should be established and disseminated, leading to a more symbiotic rural-coastal visitor economy in future. TECHNOLOGY-ASSISTED VISITOR ECONOMY The visitor economy is on the cusp of transformation via tech-assisted infrastructure. The next generation of technology, by permissibly utilising visitor data, has the potential to provide multiple benefits by enhancing the visitor offer, reducing the negative impacts on vulnerable environments, and increasing the scope for local businesses to attract custom. Lessons learned from imminent roll-outs should be documented and disseminated to understand efficacy, and the potential for improved capacity management over time.
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TALKING TOURISM
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STAFFING
Help wanted! As the industry caters for one of its busiest summers in recent memory, a chronic staff shortage is proving to be a strain on many businesses’ resources. One of the biggest challenges that the tourism and hospitality sector in Devon and Cornwall has been facing postlockdown has been recruitment. With personal battles of increased living and operating costs and working even longer hours to fill staffing gaps in the business, the ongoing struggle of the industry trying to find its feet has been nothing short of relentless.
One of the most challenging recruitment periods I have ever experienced
The problem of being able to hire sufficient staff has been so bad that many establishments have had to remain closed for part of the week. VisitDevon director, Sally Everton, says it is “a huge challenge” and that there are numerous reasons for it.
“People have been on furlough and had a lifestyle change,” she says. “Within the European market, a number of folk went home while they were being paid 80% 14
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furlough - and rather than return home, they have resigned. That’s caused a number of problems.” And she says many British workers have had a rethink during furlough, reluctant to change jobs in case there is another lockdown and they wouldn’t qualify for furlough. “It’s not just restaurants and pubs who are struggling to recruit,” she says. “It’s also a problem all across the holiday attractions and hotel industry. Many of our members are only able to open for the latter part of the week because they just don’t have enough staff. Hotels are particularly struggling across the board.” “Without doubt, one of the most challenging recruitment periods I have ever experienced,” is the summation of Joe Healey, MD of trading at Healeys Cyder Farm. And while it has undoubtedly been an issue for some businesses in the sector, Joe isn’t himself pointing the finger at Brexit. “Historically, I don’t believe we at Healeys have ever employed ‘non-UK’ workers in our hospitality, so Brexit feels less an issue for us,” he says. “For me, it feels like a combination of Furlough removing potential candidates from the market, but also a reflection of the poor perception people have on working in the hospitality industry. Low wages, anti-social shifts, ‘hard work’. Collectively, the industry needs SUMMER 2021
STAFFING
YOU’RE HIRED!
to club together to help change this perception.” To tackle this, Joe says Healeys has been “moving with the times” ensuring it is an attractive proposition to work for. “In an employees’ market, you have to adapt the offering to entice the best – after all, these are the people that will be talking directly with our customers. For our permanent staff, constant benchmarking and increasing salaries, amending contracts to give more stability, identifying external training courses that really tick peoples’ passions – even if it doesn’t directly link to the ‘day job’. But most importantly, says Joe, it’s got to be fun. “People have to enjoy coming to work,” he says. “They have to want to get their name mentioned on trip advisor and to enjoy working with their colleagues. So, summer BBQs, after work drinks, we’re even dabbling with the idea of an outdoor cinema in the courtyard.” Michael Rabone, head of HR at the Rick Stein Group, says the recruitment crisis is down to a number of factors. He tells us: “The combination of extended periods of closure, coupled with a number of recent challenges such as many businesses reopening at the same time, reports of substantial volumes of leavers from the sector, the impact of Brexit and high levels of employment - have contributed www.tonickbusinesspublishing.co.uk
As the hospitality sector experiences chronic staff shortages, Sue Hook - founder and head of client development at Sapience HR - offers some useful advice for businesses on attracting recruits.
Now that most hospitality businesses are operational once more, there has been a frenzied call for staff across the sector. However, the pool of potential recruits seems to have all but dried up.
There are reports that wages are rising rapidly in the sector nationwide as companies vie for recruits. However, for many businesses simply increasing pay isn’t always possible especially where seasonality is a big factor.
So, what can businesses do to recruit more effectively and make their offer stand out from the crowd? Here are some tips from the Sapience HR team.
Shake up your recruitment procedures
• Focus on personality profiles rather than experience. Job descriptions should emphasise things like strong communication skills and being a team player. • Streamline recruitment and harvest every lead. • Consider who you’re targeting and how to reach them creatively. • Consider merging or splitting roles and make it clear that you’re open to job shares or part-time working. Perhaps clever recruitment could help you attract a chef who also wants to pursue food photography, or a housekeeper who wants to learn the ropes of HR? • Always treat candidates with respect and communicate effectively throughout the process.
Stand out from the crowd
• Normalising flexible working, part-time hours, and the four-day week helps businesses retain more experienced staff with families to consider. • In addition to fair remuneration, use the other tools in your armoury such as employee discounts, a free meal or overnight stay etc. • Consider bonuses for recommending friends who successfully join the team. • While tips should never be used as a substitute for fair remuneration, having a transparent and equal tips system could give your business the edge. • Make it clear that you’re an employer who is willing to invest in training and development. • Work place culture is not something you can change overnight, but if you’ve created a great working environment be sure to shout about it! • You might not think that corporate and social responsibility is top of everyone’s list when job searching, but you’d be surprised. sapiencehr.co.uk
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STAFFING
It’s got to be fun. People have to enjoy coming to work
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to highly competitive recruitment conditions that are far from ideal for hospitality employers who have recently reopened to peak levels of demand.
see our sector challenges changing in the foreseeable future and daily conversations about creative ideas and opportunities to improve will continue until we achieve our goal.”
“Having reflected on our reopening experience after the first lockdown, we made the decision to commence recruitment whilst our business was largely closed at the start of the year, with a desire to attract talented local people of all backgrounds. skills and ages.
Emma Stratton, director of Red Hotels (The Scar (The Scarlet & Bedruthan Hotel & Spa), expands further. As well as Brexit, pandemic, furlough, you can also chuck the cost of accommodation into the mix.
“We’ve since been fortunate to welcome nearly 300 new recruits to our now 700-strong team and with it quickly becoming apparent that business levels would be beyond our expectations following our recent reopening, we’ve identified that we’ll need another 60-70 recruits to join us in the next month or so to ensure we can continue to deliver outstanding service to all of our customers.”
“There are a number of contributing factors we are facing with recruitment currently,” she says. “Firstly, it’s not making living in places like Cornwall very easy for local people with the severe lack of affordable rental accommodation coupled the impact of the pandemic and Brexit, making returning to the UK for work more challenging.
Echoing what Joe Healey said earlier, Michael says it’s important that the employer makes itself an attractive proposition for the employee.
“We’ve had people who’ve accepted employment offers with us and then haven’t been able to find accommodation and have had to turn the job down. We’re lucky in that we have quite a lot of team accommodation so we’re able to offer rooms to key people, but many businesses just don’t have that.
“We recognise the importance of challenging ourselves to ensure we are considered by potential recruits as a best company to work for; we do not
“But secondly is that hospitality has traditionally been a low paying sector. Employee hardship is not seasonal, the impact is longer term and we believe
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STAFFING
12-POINT ACTION PLAN FOR HOSPITALITY paying well should be the foundation of our business not a short-term fix to the current challenges faced in recruitment by the hospitality industry.” The education providers obviously have a key role to play in the crisis, working with businesses of all sizes in a number of ways to ensure ongoing support and promotion of the industry. Truro & Penwith College, for instance, reports the majority of apprenticeships through the college are now paying competitive rates (some with completion bonuses for successful candidates) with the chance for businesses to receive incentive payments for taking on apprentices. “The college has worked especially hard over the last two-years to ensure businesses are fully-supported in all aspects throughout closures and the staffing crisis,” says Niki Thomas, ESF project coordinator at the college’s Hospitality Table Cornwall programme. “Alongside multiple ESF part-funded projects, Hospitality Table Cornwall has been working with employers to create fully-funded courses and furlough packages for Cornish businesses. These courses have covered a range of areas for staff of all levels to access to keep motivated and to provide employees with industry-relevant, transferable skills. “As tourism gets busier during the summer months in the south west, it’s vital that not only do we do our bit to support staff and employers through a challenging time, but that those visiting support the local industry, finding its feet after the most difficult time it’s ever had to face.”
UKHospitality has unveiled a 12-point plan to tackle the staffing crisis facing the hospitality industry.
The plan focuses on short-term solutions but also looks at some medium- and long-term actions, outlining what employers can do and how the Government can support these efforts.
Kate Nicholls, chief executive of UKHospitality, said: “Hospitality offers a wonderfully diverse range of roles and exciting careers and is a stable employer for millions of people across the UK. However, it’s clear that we need to attract new people to our sector and highlight the benefits of a job or career in hospitality. Prior to the pandemic, we employed 3.2 million people and were the third-largest private sector employer in the UK. By working closely with Government on implementing this plan, the sector can restore confidence and bounce back even stronger.”
The plan includes:
Short-term 1 Government to commit as early as possible to remove all restrictions and restore confidence in working in the sector. 2 Government – central and local – and industry to highlight the looming deadline for Settled Status applications and reassure workers overseas that they can return. 3 Industry to work closely with DWP and others to promote jobs and careers in the sector, with Government ministers talking up the sector at every opportunity. 4 Industry to engage with secondary schools, colleges and universities to encourage their students into the sector when term finishes. 5 Industry will continue to work in collaboration with DWP to make sure Kickstart works to the fullest for young people and the sector. 6 The Treasury to immediately freeze the liquidation of employers’ Apprenticeship Levy funding to allow industry to invest in high-quality training. 7 UKH to facilitate additional promotion of CareerScope website. 8 Hospitality and tourism sector to launch recruitment and retention campaign. Medium-term 9 Expedite the introduction of a catering T-level and commit to a hospitality T-level.
It’s important that the employer makes itself an attractive proposition for the employee
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10 Government to amend the Shortage Occupation List and ensure that chefs and other vital roles are returned to the list, alongside a Youth Mobility Scheme. 11 Make permanent the reduced rate of VAT and double the Employer National Insurance Contribution threshold. Longer-term 12 Review the impact of the new immigration system and its effect on the competitiveness and recovery of the hospitality sector and the wider economy.
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JON MATTHEWS
credentials. That is so exciting for Cornwall and the south west to be able to really focus on sustainability.”
Building back greener Jon Matthews, who chairs the Penzance & District Tourism Association, explains the importance of sustainability.
It’s so important that sustainability sits alongside the operating of the businesses
The past year 18 months or so have been a huge challenge for the tourism industry. As a guest house owner and chair of the local tourism association, Jon Matthews, has had to battle through the pandemic and lockdowns and it hasn’t been easy. “I think at the start, because nobody knew what was happening, that’s when people probably had the most concern,” recalls Jon. “Having coming through the seasonal winter period when not having any income, having invested heavily over the winter on room renovations and all that stuff. “And then to get to a point when you’re having to give all the deposits back, that was incredibly tough. But once we got over that period, I think people reinvented themselves a little bit and put a great deal of fantastic measures in place to protect everybody. Income was reduced, but people still took rooms out. And I don’t think people compromised on their environmental
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Sustainability has become a growing issue in tourism in recent times and it is a subject that Jon feels passionately about, as do many businesses in Penzance, with the town proudly becoming the first plastic-free community in the UK back in 2017. He believes sustainability is a win-win for the holiday provider and the customer and is an issue he has driven forward both in his capacity as guest house owner and chair of the Penzance Tourism Association. He says it is something that guests have now come to expect and is all part of the customer experience. Gone are the days of trays full of small plastic cartons etc. Now local provenance comes into the equation. “Local milk, jam made on the Lizard and locally-grown tomatoes. Last year we were using tomatoes grown for us by my mum. The food mileage was 300 yards! All of that really matters to the majority of the guests.” He says that kind of personal touch can help stand guest houses and B&Bs out from the crowd. “It’s so important that sustainability sits alongside the operating of the businesses,” says Jon. “Guests expect it and I really think there’s no going back. “I stayed in this place last year that had all this plastic in the room, and it just felt so corporate. It’s not what the experience is about now, not what people want. They want the personal touch, that end-to-end experience. And drinking milk from the milk bottle is just fantastic. Even if you decanted it from Lidls, it would taste better!” Jon pays tribute to the help and advice he and the Penzance Tourism Association received from Malcolm Bell and Visit Cornwall during the pandemic. He says the guest houses and B&Bs are a vital part of the local economy. “Accommodation sits right in the middle of the community,” he says. “It is important for the vibrancy of the restaurants and the cafes in the town because although more people come to a place like Penzance during the day, in
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JON MATTHEWS
the evening, it’s those who are staying, who will be using the restaurants and the pubs.” And while local businesses have managed their way through the pandemic, the #1 issue not just facing Jon’s members at the Penzance Tourism Association, but all hospitality businesses right now, is the difficulty in recruiting staff. Covid, Brexit, furlough, he believes it’s a combination of things causing the current difficulties. “I would say it’s down to a mixture of everything. Because you’ve got fewer people from Europe working without a shadow of a doubt. Many have just gone home. “And there is difficulty on people coming down from up country and finding accommodation at the moment so that they can work in hotels. It’s all making it really hard. “I’ve never came across a restaurant or a cafe before who would close for an evening because they just can’t risk burning their existing staff out and the whole business collapsing at what is a peak time. It’s crazy.” He suggests another reason could be that a traditional source of recruits – students – just don’t need the holiday work right now. In the past year, many haven’t been able to attend university so have stayed at home and not spent any money. “Many must be thinking, do I want to work my socks off when I’ve got a few thousand pounds in the bank account? Or do I want to actually enjoy the summer? And I think this is a big issue, because when we come to the end of the summer, there won’t be the jobs but there will be the people wanting to work.
“All the towns around Cornwall have their own unique bit about them,” says Jon. “Penzance is not competing with St Ives, it’s not competing with Helston. They’ve all got their own bits and can all work together. “Newlyn and Penzance is a working town. It’s a wonderful base to explore other places but also to explore the town it’s got so much history and so many things to see. And with all the investment set to come in, it’s also got massive potential.”
If you look at the high street, in the cafes and the restaurants, everybody’s advertising for staff
“But also and I think this is a good thing, it’s never going to be possible to push too many people into the town. So there’s not a danger of it being overly populated. It’s important that with the local community, we don’t actually put the community ill at ease.” While Jon has now closed the doors on the Woodstock Guest House, he is not leaving the tourism industry in Penzance, far from it, and will soon reveal plans for his next venture. “It’s great, great fun, I totally love it,” he enthuses. “The members (Penzance Tourism Association) are all friends. It’s like a friendship group and brilliant to work around. “It’s hard work but I would totally recommend it to anyone thinking of looking for another type of job or career.”
“This is probably the biggest issue we’ve got at the moment. If you look at the high street, in the cafes and the restaurants, everybody’s advertising for staff.” As a tourism base, Penzance has much going for it - the geothermal Jubilee Pool, of which Jon is a director, the galleries, it’s a good base for walking holidays. And the recent news that it is to receive £21.5 million through the Government’s Towns Deal also adds to the optimism.
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TRENDS
Trends for 2022 After 18 months of disruption to everyday life holidays have never been more treasured. With international travel off-limits, Devon and Cornwall has seen a huge surge in popularity, with many visitors discovering the Duchy for the first time. Travel PR specialist Hattie Frisby from Barefoot Media has put together predictions for the year to come, highlighting ways accommodation providers can develop new offerings to appeal to guests looking for holidays with these themes. SELF-CATERING REMAINS IN HIGH DEMAND We expect to see people continuing to be cautious about committing to overseas travel. UK self-catering holidays will still be the safest bet to avoid disruption, with the draw of having your own private space to relax in a strong attraction. FAMILY HOLIDAYS TO RECONNECT With the majority of grandparents unable to see their children and grandchildren over the last year, it is predicted that the surge in bookings for multi-generational breaks will continue into 2022.
While 2022 may eventually see a return to more “normal”, preCovid, patterns of behaviour, some things will have changed forever
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Now is the time to think about how you can help families reconnect after a long period of absence. Can you combine smaller properties to suit multiple generations, or offer the option for grandparents to stay in a hotel while the rest of the family stay in self-catering, meeting up for mealtimes and activities? Group activities and experiences will also be in high demand, so think about teaming up with your local attractions to expand your offering.
WORKATIONS With so many people now working from home, the opportunity to enjoy working from pretty much anywhere in the world is now a practical reality. Provided with a good, stable internet connection, workers can continue their new day-to-day lives whilst enjoying a change of scenery in their downtime. Be sure to include information about a specific workspace in your marketing, such as a desk with plenty of plug sockets. WELLBEING AND MENTAL HEALTH BREAKS Britain’s mental health has taken a hit due to Covid-19. While simply taking a holiday is by no means enough to help those suffering with long-term mental health issues, many people find holidays help to lift their spirits by taking a break away from home this year with lots of them looking to practice mindfulness in a structured way. Many holiday companies and accommodation providers have already adapted to this trend by focusing on yoga or meditation retreats, paddle boarding for mindfulness, and digital detox walking holidays. RESPONSIBLE TRAVEL Sustainable holidays have become something that many people expect. Increasingly, customers research a destination before booking to check out their sustainability credentials, ensuring they align with their own values. Regenerative travel is becoming a more advanced part of this, where tourists look to repair damage in the area they are visiting, not just minimising their impact. Eco travel is also high on the agenda, with environmentally-friendly journeys increasing. Electric cars are booming and will need charging points. Train travel is also on the up. It has always been popular in Europe, with some of the most scenic landscapes en route making journeys even more special. The practicality of this type of travel in rural parts of England makes it less attractive - so consider offering transfers to and from train stations and giving holidaymakers access to bikes to help them get around when they are staying with you.
SUMMER 2021
WILD SEA MEDIA Wild Sea Media is a creative design and social media resource in Cornwall. Founded by Louise and Chris Wigmore – two creative marketers specialising in social media strategy and management, content creation, design and advertising for tourism and hospitality businesses. Louise and Chris are passionate about Cornwall and realising the need for their unique skill set, they created Wild Sea Media to share the stories of the lifestyle brands and businesses that help make Cornwall such a special place. With over 30 years advertising agency experience in art direction and media planning/buying, the team brings strategic, big brand thinking and unique insights to local SMEs. Offering a flexible, expert marketing resource without the staff overheads or agency price tag. Contact Wild See Media now for more information.
07721 020330 louise@wildseamedia.com wildseamedia.com
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CYBERCRIME
25% of small businesses would be unable to survive a cyber attack
Tourism businesses in Devon and Cornwall are being urged to be extra vigilant this summer to the rising threat of cybercrime. The warning comes from the South West Cyber Resilience Centre (SWCRC), a police-led, not-for-profit organisation, which is advising businesses to stay safe. We’re all familiar with the increase in scam messages and ransomware headlines in recent times. And with a recent Airbnb report on trending staycation locations seeing six areas of Cornwall, Devon and Gloucestershire claiming top ten listings, there’s a risk that they look like rich pickings for the criminals. Mark Moore, director for the SWCRC advises tourist operators that improving their cyber resilience is essential. “A recent survey suggested that around 25% of small businesses would be unable to survive a cyber attack.” he says. “Government statistics suggest that the average annual cost to a business hit by attack is over £8k. We know that the tourist sector in particular has been enormously impacted by events of the last year, and many of its businesses have extremely limited resilience right now. That’s why we particularly want to ensure that they do the simple things that they can, to keep themselves safer.
Don’t let the criminals win As the Devon and Cornwall tourism industry gets back in full swing, there are warnings that cyber criminals won’t be taking a break this summer.
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“We know that cyber can sound difficult and complicated, and that’s precisely what we’re here to help you with. Sure, there are technical fixes to make you safer, but with a recent survey suggesting that 85% of breaches had a human element, just knowing what to look out for can go a very long way. “Every month, we can offer a really good update on the latest threats to look out for, and we can give you clear national guidance about the quick things that will make you so much safer. “And, then, if you do want someone to take a closer look at your systems and give them a health-check, our partnerships with regional universities mean that we can help you out in a very cost-effective way.
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“Our tourist sector, let’s hope, is about to be as busy as it’s ever been. And it’s when you’re busy that mistakes get made. If a hotel system shuts down and it doesn’t know who’s booking in tonight, or a beachfront restaurant has its order details wiped, then it can be more than just a headache. “You’ve so much business-critical data on your systems, because you operate a fast-moving world with regular turnover. We want to make sure that you can use this summer to focus on generating much-needed profit for your own businesses, and not to support the criminals.” Simple national guidance would suggest that if nothing else, you start with the following basics. You can find a lot more detail on the SWCRC website. • Make sure your email has a strong and separate password – don’t use it on any other accounts. • Get used to using strong and unique passwords elsewhere too… you can save them in your browser, and don’t need to remember them yourself! We recommend using three random words… like pedalowavesbronzer. (Good luck cracking that one). • Turn on two factor authentication – it makes it impossible to get into your accounts with a password alone. Google it if you want to find out more: it’s simple. • Update your devices: updates are generally in response to a newly-identified vulnerability so if you want to remain vulnerable, don’t update. That’s simple too: and it applies to your mobile devices as well as your desktop. • Back up your data, regularly, and keep it separate from your main system.
Businesses can sign up for free membership of the centre at swcrc.co.uk/membership, and get the basics in place to make themselves safer right now. After that, the team is there to help with any other cyber needs they might have, signposting them to affordable, accessible and reputable options, in a complicated world. To keep updated with all the latest SWCRC developments, follow @southwestcrc on Twitter or LinkedIn. For more details, go to swrc.co.uk
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39%
OF BUSINESSES SUBJECT TO CYBER ATTACK OVER PAST YEAR
£8K
AVERAGE COST OF A CYBER ATTACK
£4.5BN ANNUAL COST OF CYBER ATTACKS ON SMALL BUSINESSES
27%
BUSINESSES ATTACKED AT LEAST ONCE A WEEK
31%
HAVE A BUSINESS CONTINUITY PLAN IN CASE OF CYBER ATTACK TALKING TOURISM
23
COMMERCIAL PROPERTY
and its subsequent extension and a residential market that was ‘dormant’ for the first 3-4 months in lockdown.
After The Pain,
The Gain
Graham Timmins, head of business transfer at Miller Commercial, reflects on the sector from a property perspective. When at the beach recently, it was an absolute joy to see people, young and old, relaxing in and out of the water and enjoying what makes the south west such a special place to live and earn a living, largely fuelled by these very people, ergo the ‘Tourism Sector’. Wind back a year to the day, I was back from two months furlough and the world and our region seemed a very dark place indeed. One year on, we can look forward with tempered optimism and at the foundations for this and with a nod to the challenges that face the sector. For the property sector per se, six months into the pandemic, October/November, we saw Lack of stock a massive increase in activity. There was a quantum shift (businesses for to a mindset that this was sale) has been the something we will have to live with, we are living with it, main issue by working from home more often (lockdown dependant) and a general re-adjustment of life choices. To evidence this I would say the enquiries from buyers from outside the SW region (typically London, Home Counties and Midlands) had a c. 100% rise, so from 45% to 90% of enquiries. This was in part-fuelled by the Stamp Duty holiday
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So, we have seen a definite over demand issue for some old and more pertinently new stock. The clients we have seen in the past few months are definitely looking to recoup some losses/add value to their businesses before a sale this autumn/ winter, when we anticipate a lot of businesses being made available. Lack of stock (businesses for sale) has been the main issue. Clients quite rightly hunkered down; who wants to buy a closed businesses after all? But post Summer 2020 when mercifully the sun shone, the lockdown was lifted and UK holidays resumed, albiet hospitality volume was restricted, clients reported a late, but ‘not a bad season after all’ which is now being shown in year-end accounts. For us, the overwhelming majority of our clients have managed to stay afloat, with the help of Bounce Back Loans, Grants and the Furlough scheme. Sector winners have been leisure as the staycation is on everyone’s lips, with an extended season happening, i.e. fully booked from Easter until the end of September, and even good bookings for 2022. Demand for services is not an issue, servicing this demand at the time of writing is. Hospitality sector analysts are reporting a c. 20-25% staff shortage gap, from house-keeping through to chefs, as a proportion of people have moved away (post furlough) from this sector and EU workers have returned and either do not wish or cannot yet return to the UK. As for chartered surveyors and other professionals it has been an exceptional year, with a high volume of transactions, with many firms looking for new staff across all disciplines, so this V-shaped recovery obviously has some traction. Within business transfer, we are anticipating more demand from buyers who are gearing up resources to meet this. We would of course be pleased to hear from any business owner to discuss. Call me on 07900 604 078 or email me via gt@miller-commercial.co.uk
SUMMER 2021
Let’s hope tourism and hospitality businesses across the South West have a bumper 2021 If you are a business owner in the tourism and hospitality sector and you’ve started to think about possibly selling... ...that could well be excellent timing as we are seeing a burgeoning demand across the South West especially for:
Holiday Parks • Campsites • Caravan Parks Hotels & Guesthouses • Restaurants, Cafes & Pubs Using our market knowledge, sector expertise and buyer contacts we can help find you the right buyer, achieve the best price and ensure a smooth sales process.
Tempted? To get things moving contact our tourism and hospitality sector experts to arrange a free, no obligation market appraisal of your business.
Graham Timmins
Paul Collins
gt@miller-commercial.co.uk 07900 604078
pc@miller-commercial.co.uk 07814 423058
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DIGITAL
Tourism tips
from MiHi Digital
Mark Holden, MD of Lifton-based online marketing business MiHi Digital, offers some advice and tips on how to stay ahead in these unusual times.
I’m sure you’ll agree that to say it’s been a year like no other could certainly be seen as something of an understatement! However, whilst all has been changing around us, a few of the core principles behind promoting your tourism business online have remained remarkably unchanged; the formula for success still looks a lot like it always has, but as with everything else, just a little different… YOU ARE THE STAR BEHIND YOUR BUSINESS All the clients we work with are passionate about what they do; they want their guests to have a great time and they’ll go that extra mile to make sure they get it. If that sounds like you, then you are the star of your business and that means you should play a large role in promoting it. But how do you go about doing that? You’ll probably already know that video posts on social media gain somewhere between five to fifteen times more engagement, so the first point here is to use more video if you’re not already! To take that one step further, try sharing videos that include yourself and members of your team; the hospitality industry isn’t just about great food or a stunning cottage, it’s also about you and the other people that create the magical moments they enjoy and remember. You should always form a core part of your marketing efforts and if possible, be included in videos to make the messaging more personal.
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SUMMER 2021
DIGITAL
ALLAYING FEARS BY BEING CLEAR Unfortunately, Covid has brought with it a lot of anxiety; what is the cancellation policy? Where will I be able to go? What will I be able to do? What precautions are in place? A key role for your website is to answer and allay these fears as quickly and succinctly as possible. An efficient way to do this can be through a thorough FAQ section. However, to avoid it becoming too long, try placing your FAQs into an accordion layout so that all the questions can be quickly viewed, or alternatively break it down into topic areas. Once these are added, ensure they’re also easy to find – that may be in your main menu, through a button in a prominent position on the site or through a popup. TIMING YOUR ACTIVITY Whenever you post onto social media you ideally want as much interaction and engagement to take place within the first hour or two of publishing; this will help your post gain more traction and ultimately travel further. To achieve that, you need people to be online when you’re posting. Although every page and social media account is different, historically this would be in the early evening and particularly on a Sunday evening, when engagement levels are notoriously high and research is often conducted on tourism destinations and holiday choices. With lifestyles significantly changed due to working from home, furlough and lockdowns, you may now find that there are actually better times to post, so now is the time to adapt. If you’ve always posted at the same time of an evening, pop some posts on first thing in the morning – or perhaps during the day. Once you find a time that works for you begin posting at that time more often. The resulting momentum from several successful posts will then extend your reach even further. TAILORING YOUR CONTENT When we look at the destination sites we work with, the most popular content is invariably linked to the current
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circumstances people find themselves in. With social distancing having been a part of our lives for more than 12 months, content around places to walk, to cycle, to enjoy wide open countryside and be distanced has proven to be particularly popular and engaging. So, here’s the question… when was the last time you updated the local area part of your website? If it’s been years, take a read through and ask yourself if it is as relevant as it can be to the experience your guests will now be looking for. If it isn’t then tweak it to be a little more tailored. HANDLING CANCELLATIONS With changing rules, regulations, and potential self-isolations, some have had to deal with guests or customers cancelling at short notice. If you’re trying to fill a last-minute vacancy, the best place to initially turn to are those that already like your social media and those that have signed up for your emails. We’ve been able to fill most cancellations for our clients within hours by using these two channels, so whilst the temptation may be there to promote and try to reach a new audience, those that already appreciate what you do will be all the more likely to snap up that opportunity in no time at all. MiHi Digital is an awardwinning marketing agency that has worked with more than 200 tourism businesses and leading destinations from across the South West of England.
The formula for success still looks a lot like it always has, but as with everything else, just a little different…
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AWARDS
Put your business up in lights! Entries are still open on both of the region’s leading tourism awards. The 2021/22 Devon Tourism Awards are now in their 12th year, while their Cornish counterpart have been running for the past 20 years. The awards offer businesses the chance to win not just locally, but to progress on to the regional south west awards and – for matching categories – the national VisitEngland awards. The launch came fresh on the heels of the 2020/21 awards, held in what was an extraordinary year for tourism, hospitality and the world.
The last year has highlighted the need for tourism to adapt and innovate
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The awards had to change their format several times, with widespread praise from entrants including such comments as: “Winning this award has made us feel that all our hard work and plans for the future have been acknowledged”. Other entrants listed the benefits of entering as increasing bookings, generating PR, boosting staff
morale, as well as the free feedback on how their business could be improved. The 2021/22 awards cover the full range of tourism-related businesses including pubs, cafes and restaurants as well as accommodation, wedding and business venues, attractions, events and experiences. There is a new award for Innovation and Resilience, as well as opportunities to submit entries for unsung heroes, new businesses, dog friendly, accessibility and sustainability. Awards organiser, Robin Barker, says: “The last year has highlighted the need for tourism to adapt and innovate, and the same applies to the awards. “This year sees new categories, new criteria and an extended entry period giving businesses the chance to enter early ‘before the rush’ or to leave it till they have welcomed more visitors if they prefer. We so look forward to engaging with everyone once again.” The awards are free to enter as they are supported by many sponsors and partners. Quality in Tourism is once again headline sponsor of both awards. Director Deborah Heather says: “The Devon Tourism industry’s response to what has been the most challenging situation and market in our recent history has been truly inspirational. Quality in Tourism is delighted to be Headline Sponsor once again for the 2021 Awards; we’re so excited to see the best of the industry improve on one of the most innovative years we have ever experienced.”
SUMMER 2021
AWARDS
Awards FAQ Should I get a professional to complete my entry form?
And turning towards the Cornwall Tourism Awards, she adds: “Following one of the most inspiring awards processes in our long history of supporting the Tourism Awards; Quality in Tourism is delighted to be Headline sponsor for Cornwall once again. We were truly inspired by the good and great of Cornwall tourism this year and can’t wait to be involved in the Cornwall Tourism Awards in 2021/22.” While both the Devon and Cornwall 2020/21 awards were announced during online ceremonies, it is hoped that next year will return to a physical ceremony, which traditionally has become one of the highlights for so many in the industry. The Cornwall Tourism Awards are scheduled to be presented at Truro Cathedral on February 3, while the Devon Tourism Awards are down for March 10, at Plymouth Argyle FC, Home Park. All being well, the South West Tourism Awards ceremony will take place in Bridgwater on April 7. Full details of the awards and how to enter can be seen on the respective websites. For both awards, all entries must be received by August 31.
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Almost certainly not! Judges want to see the passion for excellence that comes from a business owner or manager. Judges want evidence rather than ‘fluff’ and marketing-speak. Will I win extra business if I win? You certainly can, but please don’t sit back and expect the business to flow in. Winning an award gives you a great tool and media story and if used effectively in your own PR, social media and marketing, you should certainly expect to win new business. Can online events enter? Online events can enter the Tourism Event & Festivals category, as long as they are able to demonstrate a contribution to the regional economy. Don’t the same businesses always win? The last few years have seen very few ‘repeat winners’ and the judging requirement for year-on-year quality enhancements makes it very hard for anyone to win again unless they have made significant new investments in their business and are genuinely outstanding in their field. I’m a small business, how can I compete with the large ones with more resources? The judges are well used to comparing businesses of very different types and sizes, usually asking themselves questions like “can this business be any better at what it is?” as well as “how well does this business deliver to its target audience?”. In the past this has led to satisfactory comparisons to individual cottages with large complexes, as well as surf schools and hire companies.
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JUST AN OPINION...
Sunny days ahead The recent G7 Global Summit clearly divided opinions as to whether it was right or wrong for Cornwall, however it certainly showed the county off in all its glory to an international audience. Toby Pool argues the future is bright for the sector despite the enormous challenges still facing hospitality and tourism businesses in Devon and Cornwall today.
About Toby Pool Toby Pool is a partner in the commercial property team at employee-owned law firm Stephens Scown and heads up the Leisure and Tourism Sector Team. www.stephens-scown.co.uk
The G7 event held in Carbis Bay, while it may not have been popular for many local residents of Carbis Bay and St Ives, certainly shone a hugely positive spotlight on the amazing hospitality industry and scenery on offer to the staycation market. The images being beamed around the world of the peninsula should only help to promote international inbound tourism once restrictions are eased further and we can welcome foreign tourism to the region again. The rise and rise of the Staycation With lockdown restrictions gradually reducing and set to be lifted after July 19 and international travel still extremely difficult, Devon and Cornwall appear to be full or almost full this summer. This will bring a welcome boost to hospitality businesses that have had to remain closed for large chunks of the pandemic.
With many now resigned to the fact that a foreign holiday is either not going to be possible or prove to be a lot of extra hassle this year, Devon and Cornwall continue to remain the number one choice for holidaying Brits. Whilst there are understandably currently Devon and challenges surrounding staff shortages in some areas due Cornwall continue to a combination of current variants and the post-Brexit to remain the effect, hopefully the continued number one choice roll out of double vaccinations to the younger population will for holidaying Brits improve the situation over the course of the summer.
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TALKING TOURISM
Ongoing relief measures Pausing the complete lifting of restrictions for a further four weeks until July 19 will not have come as welcome news for many in the sector, however a number of relief measures have been a lifeline for businesses in the sector and are set to continue for a while longer. Together with the Government-backed loan schemes and furlough scheme, the sector has also benefited from the reduced VAT rate of 5%, which has now been extended to 31 September 2021. The hospitality sector VAT rate is then due to increase to 12.5% until 31 March 2022, after which it will return to the standard rate of 20%. In addition, having provided eligible retail, hospitality and leisure properties in England with 100% business rates relief until 30 June 2021, this is set to be followed by 66% business rates relief for the period from 1 July 2021 to 31 March 2022, capped at £2 million per business for properties that were required to be closed on 5 January 2021, or £105,000 per business for other eligible properties. Post-Covid boom Those hospitality businesses that have been able to continue to expand and invest in their businesses over the last 18 months and are looking ahead to a post-Covid boom will continue to be busy and remain attractive propositions both to buyers of those businesses seeking to relocate for lifestyle reasons or operators within the region looking to add bolt-on businesses to existing groups. There are likely to be opportunities for some business owners in the sector to acquire other businesses in the autumn from owners seeking to exit the sector. Is the Staycation set to stay? We continue to be extremely busy in the Leisure and Tourism Sector team within Stephens Scown, advising on a range of acquisition, disposal and refinance activity within the hotel, holiday park and wider leisure sector. With more and more of us not only having to, but now choosing to spend more holiday time in this country, but particularly in Devon and Cornwall, we firmly see the staycation boom is set to continue.
SUMMER 2021
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