Innkeeper Magazine February-March Edition

ISSUE 12 • FEBRUARY/MARCH 2018

0(® É Ë maga zine Ë Ë &

CRAFT BEER Independent breweries are stepping up to the mark

MOTHERS’ DAY A day at the spa marks the perfect gift

P lus : BATHROOM LUXURY

Enticing high-end guests with luxury beauty brands

WWW.INNKEEPERMAGAZINE.CO.UK

SUPPLIER OF THE YEAR HEAVY EQUIPMENT

WINNER

Specialists in warewashing Everything from the smallest undercounter to the largest Q@BJ @MC kHFGS L@BGHMDR

Exclusively from Maidaid distributors For more information 0345 130 8070 maidaid.co.uk

contents

welcome... this month...

Inns and pubs are underperforming compared with much of the rest of the hospitality sector both in terms of food and beverage sales. The latest Institute of Hospitality report reveals sales are down in both categories in the latest available data, 2016 vs 2015, as well as a 2.2% fall in the number of pubs and inns (see page 6).

There are many factors that have contributed to this decline, and it must be borne in mind that they include a period prior to the Brexit vote of June 2016, which precipitated a sharp and prolonged fall in the value of sterling benefiting the UK hospitality market as a whole. The fall in food and beverage sales at inns and pubs is a key driving force in the alarming rate of pub and inn closures.

Amid this bleak scenario, opportunities are arising to address the negative trends, two of them falling directly in the beer category. The first is the growth in the popularity of craft beer. As SIBA’s spokesman Neil Walker tells Innkeeper magazine, many tied pubs and inns in the UK are failing to take advantage of their entitlement to make use of the infrastructure in place enabling them to diversify their selection of beers to appeal to a younger and more adventurous clientèle (see craft beers feature page 14).

The second is the growth in the quality and availability of low-alcohol and alcohol-free beer. The stigma has gone and breweries such as Heineken now offer a range of drinks suitable for anyone who happens to be driving or avoiding booze for whatever reason (page 30).

Despite the harsh nature of the current operating environment there are opportunities aplenty for innkeepers to raise their game.

4 NEWS

Industry news from around the UK

12 CORE ISSUES An outline of the Be my guest programme for 2018, starting this month in Southampton

14 CRAFT BEER The popularity of beer produced by independent brewers has been growing rapidly in recent years

18 PICKING THE RIGHT ACCOUNTANT A guide for innkeepers to what they should look out for when choosing their accountant

22 MOTHERS’ DAY SPA How to market your spa and beauty facilities as a gift for the right audience

24 GREAT INNS Great Inns of Britain’s Simon Heaton shares his thoughts on the evolution of professional innkeeping

28 SERVING BRUNCH Serving coffee and snacks without upsetting guests with particular dietary requirements

30 NON-ALCOHOLIC BEERS The pace of growth in both number and quality of low or non-alcoholic beers is quickening

Bill Lumley EDITOR

32 LUXURY BATHROOM BEAUTY

24 www.innkeepermagazine.co.uk

32

Presenting a luxurious and attractive bathroom offer for the high-end guest FEBRUARY/MARCH 2018 | INN KEEPER | 3

news

TIED INNS “OVERLOOKING CRAFT BEERS” Tied landlords are being encouraged to exploit opportunities to widen the range of beers they sell by making use of the SIBA BeerFlex scheme according to independent brewers and their trade association, SIBA. The SIBA-run scheme enables tied landords to access the fast-growing varieties of craft beers arising from a sharp growth in independent brewers across the UK. However, independent brewers and the independent brewers’ association suggest many landlords at tied inns and pubs are not aware of the opportunity the scheme presents.

Cliff Murphy who established Bexley Brewery with his wife Jane in 2014 tells Innkeeper magazine: “Some tied pub landlords are pulling their hair out because it is their perception that it is up to the pub company to put something on their list that they can order from, when that’s not true.”

He says: “Under the scheme they don’t order from us, the brewer, but from SIBA’s list of independent brewers within a 30-mile radius. The pub companies like it because there is no cash handling and they can keep a track on what is going on, and the inn and pub landlords can get in a much wider range of beer from brewers that are members of SIBA.” Any independent brewer wishing to feature on the SIBA BeerFlex scheme must first pay to undergo a thorough audit by an independent

4 | INN KEEPER | FEBRUARY/MARCH 2018

external beer expert to certify the level of quality in the participating beers, providing a high level of quality assurance to the pubs. “It is an effective way of widening their choice and range of beers and appealing to a broader range of customers,” says Murphy.

BeerFlex supercedes the Direct Delivery Service (DDS), which was introduced in 2002.

SIBA spokesman Neil Walker told Innkeeper magazine: “Before BeerFlex, tied landlords had to buy their beer from the pub company that owns the property – they could not go direct to another brewery. It meant the tied pub market was largely closed off to independent brewers.

The main reason was pub companies did not want to have to deal with hundreds of invoices from hundreds of different breweries.

“Beerflex acts as a middleman between brewers and the publican, enabling them to order from perhaps 20 or 30 independent breweries within a 30-mile radius. The pub chooses the beers and receives them almost straight away, while we pay the brewer and we invoice the pub company.

It might take us a couple of months to get the payment back, which for a small brewer would be a major issue,” he explains.

The range of beers inns and pubs can now order through Beerflex and SIBA is vast and means a tied pub can react to a local market by stocking the type of craft beers customers are seeking out, he says.

“If brewers or inns have any questions regarding their beer offering SIBA is always happy to speak about how they can improve their business – contact riponoffice@siba.co.uk,” he concludes.

• More than 2,500 delegates from across the beer industry are expected to attend the SIBA BeerX UK 2018 at the Liverpool Exhibition Centre 14-15 March. Organisers claim the event is set to be one of the biggest craft brewing events to be staged to-date in the UK, with trade exhibition seminars, panel discussions, brewing and business seminar debates and SIBA Business and Retail and National Independent Beer awards. The two main event sponsors are smart keg and cask rental company Kegstar and pub and bar company Star Pubs & Bars.

See craft beer feature page 14

www.innkeepermagazine.co.uk

news EDITOR Bill Lumley bill.lumley@jld-media.co.uk 01737 852 345 NORTHERN IRELAND EDITOR Francis Higney 01737 852 345 CONTRIBUTING EDITOR Caroline Sargent 07076 362082 CONTRIBUTING EDITOR Matthew Attwood 01737 852345 SALES MANAGER Dywayne Ramsundar dywayne.ramsundar@jld-media.co.uk 01737 852 342 PRODUCTION MANAGER Stuart West stuart.west@jld-media.co.uk 01737 852 343 DESIGN & PRODUCTION Ryan Goble production@jld-media.co.uk 01737 852 341 PUBLISHING DIRECTOR Helen Richmond helen.richmond@jld-media.co.uk 01737 852 344 No part of this publication may be reproduced, or transmitted in any form or by any means, electronic or mechanical including photocopying, recording, or any information storage or retrieval system without the express prior written consent of the publisher.

We regret we cannot be liable for the safe custody or return of any solicited or unsolicited material. Contributors are advised to keep copies of all materials submitted.

The opinions and views expressed in Innkeeper are not necessarily those of JLD Media. Being subject to the Advertising Standards Authority guidelines in place at the time of going to press, all data submitted by advertisers and contained in their advertising copy is accepted by JLD Media in good faith.

Inn Keeper is available on subscription. UK & Ireland £65; Overseas £98.

Inn Keeper is published monthly.

Printed by Stephens & George Ltd

Inn Keeper JLD Media, 25 Clarendon Road, Redhill, Surrey RH1 1QZ Tel: +44 (0) 1737 852 100

6 | INN KEEPER | FEBRUARY/MARCH 2018

ALMR ENCOURAGES INDUSTRY ACTION TO END PLASTIC STRAW USE The ALMR is supporting steps to reduce the use of plastic straws in venues and is encouraging its members, and the wider sector, to help tackle the issue.

The ALMR is encouraging businesses to phase out and ban plastic straws following the Government’s plan to tackle environmental waste and other campaigns, such as the London Evening Standard’s to address the problem of plastic waste.

ALMR Chief Executive Kate Nicholls said: “A number of the ALMR’s members have already begun to phase out the use of plastic straws: a sign that the sector is acknowledging the issue and ready to lead the way on reducing harmful waste. Additionally, we have removed them from our own industry and parliamentary events and will continue to be proactive in a move away from the use of plastic straws.

“The Government has already outlined its intention to tackle the use of single-use plastic and the issue is one that many members of the public feel passionately about. There is clearly an appetite for businesses to investigate sustainable alternatives to plastic straws.

“The ALMR will be working with the British Institute of Innkeeping to promote alternatives to plastics and encourage more of our members to follow the lead of businesses like All Bar One, Be At One and JD Wetherspoon in ending the use of plastic straws and tackling waste that does environmental damage.”

BBPA WELCOMES NEW ‘AGENT OF CHANGE’ BILL INTRODUCED IN PARLIAMENT TO PROTECT PUBS AND OTHER VENUES The BBPA has welcomed the publication of the ‘Agent of Change’ Bill, which was introduced in Parliament yesterday by Warley MP John Spellar.

BBPA Chief Executive Brigid Simmonds said: “It is great to see this issue being pushed up the agenda, thanks to John Spellar who along with the Bill’s other sponsors are strong supporters of the Great British pub. I hope the Government will take up the issue as the bill moves on to its next stage.

“It is vital that community pubs are not placed under threat by new housing developments, where new residents may complain about noise from premises which have been there for hundreds of years.

“The Mayor of London has also given his firm support for this principle in his new planning guidance and his late-night vision for London, as this is so important for

venues in urban areas. We will continue to work with MPs, the London Mayor, the Night Czar, and all others who support this proposal.”

www.innkeepermagazine.co.uk

news BUSINESS TRIP EXPANSIONS BOOST LEISURE MARKET Business delegates are likely to double their spend in Britain if they extend their stay for leisure following their event, according to research by tourism agency VisitBritain/VisitEngland.

The report published at the end of January provides detailed research into business events delegates’ spending and travel behaviour patterns.

It found that business delegates attending an event in Britain who extended their trip for leisure purposes would, on average, spend double the amount of money (£1,942) than if they returned home immediately after the event (£991).

The report also found the destination of the event was not a major factor in the delegates’ decision to extend their trip for leisure, with the practicalities of flight timings, ease of travel and accommodation being considered more important.

VisitEngland Head of Business Events Kerrin MacPhie said: “Britain’s business events sector is going from strength to strength, and this research provides real insight into delegate booking behaviour when attending an event. It also highlights key areas where British destinations can support organisers in the early stages of event promotion, including

ease of travel and reasons to stay preand post-event.

“Britain is an attractive destination for planners and delegates alike, from our infrastructure and accessibility, to our ease of access and diverse destination offer, Britain is a great place to hold global events.”

The research measured two aspects of business event travel; the amount spent by delegates at business events in Britain, and the behaviour of those delegates extending trips for leisure.

It found that international delegates stay longer, on average 3.7 nights, when compared with domestic delegates, who stay an average of one night.

International delegates attending events were also found to spend more, in part because registration fees for these events were higher. Overseas delegates from outside the EU spent more at £1,748 than those overseas delegates from within the EU at £990, and domestic delegates £329.

The research was commissioned and completed by VisitBritain/VisitEngland, with funding from the UK Government’s GREAT Britain campaign and the government-funded Discover England Fund.

FOOD AND BEVERAGE PUB SALES FALL The number of pubs and inns serving food fell by 2.2% in 2016 according to the Institute of Hospitality’s latest report on the industry.

Spotlight on Hospitality 2018 reveals the number of meals served by pubs was down 1.7% in the same period to around 800,000, while the total value of food and beverage sales was down 0.5% to £5.4bn. The figures buck the overall trend of UK food & beverage sales in the hospitality sector.

In total there was a drop in 2016 in the number of inns and pubs to 42,240 compared with the previous year.

Commenting on the report’s findings, contributor Peter Backman said: “Eurostat has found confidence falling since the autumn of 2015 driven by concerns about family finances and fears, perhaps unfounded but real nevertheless, about prospects for employment. Why should consumer confidence matter? Quite simply, experience shows that when consumer confidence is hit, the eating out market stops growing.

“Over the last 35 years, there have been four recessions when total meal volumes across the eating out market – commercial and non-commercial - fell for at least a year.

In three of those recessions, restaurants and pubs saw their business grow because these recessions were not caused by flagging consumer confidence but were cyclical or arose as in 2008 out of a crisis in the banking sector.

“But the dotcom recession of 2001 was caused by a lack of confidence, and it saw no growth in the eating out market for four years. The danger is that if consumer confidence continues to fall, the pattern of declining restaurant sales might be repeated.”

Source: Institute of Hospitality

Source: ONS

www.innkeepermagazine.co.uk

FEBRUARY/MARCH 2018 | INN KEEPER | 7

news

BII LAUNCHES LICENSEE OF THE YEAR The British Institute of Innkeeping (BII) has begun its annual hunt to find this year's Licensee of the Year.

Entries are now open online for the award programme, which is the most sought-after accolade of its kind in the licensed retail sector and recognises the top individual licensees operating in the industry today. The competition is open to managers, lessees, tenants and free traders, and last year saw over 200 entrants from across the country vying for the top spot. It is the toughest competition of its kind with a rigorous four month judging process culminating in the announcement of the winner at the prestigious BII Summer Event on 5 June.

As well as the title of Licensee of the Year, the winner will receive a year's free Sky Sports subscription for their venue. Licensees can either nominate themselves or be nominated by colleagues, customers or suppliers by registering the entry at www.bii.org. Entrants must have been operating their business for a minimum of 2 years, hold a Personal Licence and have a food hygiene rating of 4 or 5.

The closing date for entries is 28 February.

Last year’s winner, Mark Higgs from The Castle Inn in Edgehill, said of the award: “I was overwhelmed and a bit gobsmacked to be honest with you - but just absolutely chuffed to bits! It was

much tougher than I expected - but to get this at the end of it is just amazing."

BII COO Mike Clist added: “The BII Licensee of the Year Award has been going for over 30 years now and is THE award to win if you are a licensee operating in today’s market. This competition searches for the gold standard in our industry – a licensee who excels in all aspects of running a licensed hospitality business– they really must be the full package. Many of our previous winners are well known and hugely successful figures in the sector today, and I can't wait to meet the 2018 finalists - the field just gets stronger every year!"

David Rey, managing director of Sky Business, said: “We are proud to sponsor the BII Licensee of the Year for a second year. The standard of last year’s entries was second-to-none and I’m looking forward to seeing what the 2018 competition brings.

“The awards recognise those licensees for whom operational excellence is paramount and who think about every aspect of their business in order to make it a successful one. The dedication and professionalism of licensees is vital for the continued growth of the on-trade and we continue to work with the BII to support both its members and the industry.”

Nominations will be open until the 28th February 2018 at www.bii.org

HOSPITALITY BUSINESSES INTEGRAL TO NEW TOWNS The hospitality sector has welcomed the creation of the All Party Parliamentary Group for New Towns and has called on it to ensure it considers the vital social and economic role of such hospitality businesses as inns and bed & breakfast businesses in communities.

The group was launched in January with the aim of delivering a wave of new towns across the UK. In the last Budget the Housing Infrastructure Fund was doubled to £5bn, according to secretary of state for housing Sajid Javid, who said: “The right infrastructure is vital for new towns.”

ALMR Chief Executive Kate Nicholls said: “Pubs, bars and other hospitality venues are valuable social spaces and focal points for communities.

“As the Group begins to make its plans for 8 | INN KEEPER | FEBRUARY/MARCH 2018

new towns of the 21st Century, we are reminding them of the positive contribution, both economic and social, that hospitality businesses make to villages, towns and cities.

“In any thriving new community, hospitality venues can provide jobs for residents and can be a centre for the communal life bringing people together, with pubs particularly flourishing in this role.

“A new town without a social communal space including pubs, cafes, restaurants and bars will, in all probability, lack the sense of cohesion and vitality that only hospitality venues can provide.

“With a blank slate from which to work, planners also have a great opportunity to ensure they plan positively in a way that gives hospitality venues an opportunity to thrive in an environment

free from hassle.

“The creation of a new town is a fantastic opportunity to produce a new community with its own identity. Hospitality businesses will be vital to a new town’s success.”

www.innkeepermagazine.co.uk

news

HOSPITALITY INDUSTRY ACTS TO ADDRESS SEVERE SKILLS SHORTAGE Key industry bodies have united to urge businesses to prioritise the recruitment and development of British workers. The three trade associations have joined forces with Springboard and the Department for Work and Pensions (DWP) to deliver a month-long campaign called Hospitality Works, which is to be launched on 7 February.

This campaign comes at a time when unemployment is continuing at a record low level of 4.3%; and, with freedom of movement set to end in 2019 the threat of a severe skills shortage for the hospitality industry is looming, both of which are of great concern to the hospitality sector.

First conceived in 2015, Hospitality Works has fulfilled 8,500 work placements and this year, the British Hospitality Association (BHA), The Association of Licensed Multiple Retailers (ALMR) and British Beer and Pub Association (BBPA) will be collaborating as part of the campaign. They collectively believe that the industry should have one unified voice, and that by collaborating it can achieve great and far-reaching results.

The Hospitality Works initiative seeks to increase the number of people moving into hospitality jobs by inspiring jobseekers to take up a career in hospitality. According to the hospitality industry bodies concerned, bringing together leading hospitality employers the initiative will help to increase awareness of the sector and to transform lives through employment opportunities. Employers and policymakers will promote the rich variety of careers available and highlight the potential for professional development and advancement within the sector.

Over the course of the month, more than 600 Job Centre Plus outlets throughout the country will be promoting new roles in the hospitality industry. Businesses will participate by offering taster visits for jobseekers, local jobs fairs and work experience opportunities.

Businesses wishing to promote careers within their organisations can host awareness sessions or recruitment events at their local Jobcentre Plus outlet. www.innkeepermagazine.co.uk

British Hospitality Association chief executive Ufi Ibrahim said: “Hospitality and tourism is the 4th largest industry in the UK and has created 1 in 6 new jobs since 2010. But, with the threat of a severe skills shortage of over 60,000* per year, the industry needs further support from the Government to help recruit more British workers.

“Initiatives such as Hospitality Works are great opportunities to highlight some of the great careers available in the sector regardless of whether your interest lies in numbers, people, organisation or creativity. The hospitality industry offers an alternative to those who don’t want to take the academic route, providing its workers with numerous, transferable skills. It is an exceptional industry where you can start at any level and work your way up.”

Anne Pierce, chief executive of Springboard said, “The need to recruit people of all ages and backgrounds in to our industry has never been so acute, which is why Springboard is once again rallying its delivery teams, employer partners and Ambassadors to engage with thousands of jobseekers during Hospitality Works 2018 and

continue to play its part in alleviating the industry’s skills shortages and the impact of Brexit.”

ALMR chief executive Kate Nicholls said: “The campaign is a fantastic way to encourage young people to take up a career within the UK’s hospitality sector. A career in our sector can be long and rewarding, but we need to work proactively to emphasise the benefits and opportunities of working with us, and act to ensure that look to us as a viable and exciting career option. With unemployment at a record low and with a future immigration policy yet to be determined, it is crucial that we begin the work of recruiting now, to ensure the continued success of the sector.

BBPA chief executive Brigid Simmonds added: “We are delighted to be working closely to support Hospitality Works. We certainly need to raise our game when it comes to recruiting UK citizens to the workforce, which is especially true when it comes to kitchen staff and pub chefs. The opportunities to develop a career in hospitality are huge in the pub sector, and Hospitality Works helps to shine a light on pub sector opportunities and careers.”

FEBRUARY/MARCH 2018 | INN KEEPER | 9

news

THE RISE OF THE INDEPENDENT BREWERY The growth in independent craft beer’s popularity is something innkeepers should make sure they do not overlook.

Figures released in November show employment in the sector dropped by almost 25,000, or 1.4%, in the latest quarter.

Many tied inns are still not taking advantage of the opportunities now available to them, even after all the extensive lobbying by the likes of the Campaign for Real Ale (CAMRA) and the Society of Independent Brewers (SIBA), when it comes to their right to order in and to sell beers from independent craft breweries.

A significant number of innkeepers feel obliged for whatever reason to stick to selling the range of beers provided by the pub company to which they are tied, and it seems that despite the change in law with regard to tied inns and pubs, habits are hard to break after 400 years of having no say in the source of beers they may sell.

The landscape has been finally shifting over the past couple of decades. It began with a change to beer taxation, Progressive Beer Duty, which was introduced by Gordon Brown

in 2002. A reduction in beer duty based on a brewery's total production and aimed at helping smaller breweries, the legislation was campaigned for by the Society of Independent Brewers (SIBA), and in 2009, the combined sales of SIBA's 420-plus members increased by 4% compared with 2008. By 2011 the breweries in the UK, were recording an average growth in beer sales of 3% to 7% per annum.

Innkeeper magazine recently paid a visit to a number of independent craft breweries, where we gained an insight into the view that the managers of many inns across the UK are missing out on the chance to expand the selection of beer they sell and thus appeal to a wider spectrum of customer at a time when custom is on the wane.

As inns across the UK focus on winning back a base of local clientele, the attraction of doing so through the sale of locally brewed craft beers has never been greater.

CRAFT BEER RISING On 22-24 February 2018 one of the UK's biggest craft beer festivals, Craft Beer Rising, is returning to the Old Truman Brewery on Brick Lane.

Since its inception, the event has built a solid reputation as the launchpad for exciting new brews and innovations in the brewing industry.

Beer fans travel from afar to taste the beers, check out product launches and for the rare chance to meet the faces behind the brands.

This year some 175 breweries will exhibit at CBR with well-established beer brands such as Meantime, Sierra Nevada and Oakham Ales sitting alongside local rising stars like Gipsy Hill, Brixton Brewery and Mondo. Exciting new additions for 2018 include Lost + Found A.BL, Unity Brewing Co and Fierce Beer.

Event organiser Chris Bayliss told Innkeeper magazine: “The event is there to support the growth of craft beer. To ’take craft beer to the masses’ is our mantra.”

The event first and foremost a trade 10 | INN KEEPER | FEBRUARY/MARCH 2018

show, he says. “We present a platform for breweries that make great beer to get their products in front of the UK’s most influential buyers. To that end it is a commercial endeavour, so we want breweries to make large sales and expand their distribution network.

“Our aim is not to find the most unusual or interesting beers but to help consumers to understand the quality and diversity of modern brewing so they feel empowered to make better choices and convert their drinking habits to better made products.”

While he says he is not sure craft beer itself is more important than any other drink category, he stresses that what is important is the move towards increased consumer choice, more artisanal products that are made to higher standards, with better quality ingredients and an awareness of locality all of which benefit the consumer and the environment.

“These factors have inspired some amazing beers and businesses, which in turn has transformed the brewing industry to an exciting one which is able to attract talent and help future proof beer,” he concludes.

www.innkeepermagazine.co.uk

A NEW EVENT SERIES FOR SMALL ACCOMMODATION PROVIDERS

Early next year an exciting new event series built especially for small accommodation providers is hitting the UK. Developed by an award-winning team, Be My Guest will be making six stops in 2018 in Southampton, Harrogate, Glasgow, Bristol, Penrith and Norwich.

B

e My Guest was created to bring together small accommodation providers to allow them to explore, educate, interact and innovate their businesses to the next level in the ultra-competitive space of accommodation hospitality.

The one-day, free-to-attend events are adopting a unique and progressive approach by providing visitors with three immersive zones for a productive day out: • Marketplace • Learning Roundtables • Business Talks MARKETPLACE The Be My Guest Marketplace is a central feature of the roadshow and is stacked with show-only oers.

The marketplace will blend the UK’s commercial big hitters in the hospitality supply chain whilst also showcasing the incredible variety of independent and regional suppliers available to the visitors.

It will also feature training companies, regional tourist boards and key industry associations.

Examples include the national tourism agency VisitEngland, training company How to Run a Bed and Breakfast, and the newly formed Short Term

| INN KEEPER | FEBRUARY/MARCH2018

Accommodation Association (STAA).

In the Marketplace, visitors will be able to take advantage of show-only discounts on products and services as well as show-speciďŹ c prize draws for new beds, furnishings, catering supplies, training schemes and much more.

LEARNING ROUNDTABLES The Learning roundtables zone will allow owners and managers to sit down with curated experts and deep dive on the speciďŹ c hospitality issues and opportunities aecting their businesses whether that’s booking rates or feedback analysis.

Each Be My Guest event will feature a St John Ambulance Learning Roundtable educating visitors in a one-hour introductory first aid training course session. Other roundtable hosts include the Chartered Institute of Environment Health, which will be offering complementary food safety training and local destination organisations who will be covering hot topics like marketing, partnering with local attractions and regional promotional strategies.

BUSINESS TALKS Each event has a Business Talks stage where visi-

www.innkeepermagazine.co.uk

tors will be able to listen to industry experts and award-winning owners and operators, drawing on their depth of knowledge to position their businesses perfectly to capitalise on the burgeoning staycation sector.

The world-famous Google Digital Garage has agreed to talk at the Southampton edition and will be advising companies about improving online visibility and the importance of building a digital marketing plan from scratch.

Other speakers include Ross Calladine Head of Business Support at VisitEngland who will be talking about making accommodation accessible for all as well as; • Kurt Janson, Director at Tourism Alliance • Kate Morel, Consultant at Glamping and Ecotourism • Paula and Ken Hartley, Owners at How to Run a Bed and Breakfast • Roddy Watts, CEO at The Hotel Managemen Company • Booking.com The Be My Guest website is regularly updated with new speakers and schedules for each event on a weekly basis – so check it out at www.bemyguest.live Event director Diane Sheppard explains: “We are super excited to be launching this new event platform for the industry. We have been busy talking to the market for the best part of a year to make sure we get things right. We plan to deliver a series of shows that will serve up some seriously big hitting value for the visitors.â€?

To register for your free tickets please visit www. bemyguest.live/attend WHO SHOULD GO? Owners and managers of small accommodation properties: • B&Bs • Boutique Accommodation • Castles, Campsites and Glamping sites. • Guesthouses • Holiday Rental Properties • Independent Hotels. • Pubs & Inns • Self-Catering Accommodation • Serviced Apartments BE MY GUEST PARTNERS The team behind Be My Guest have been busy building relationships with key national and regional partners including • Bedposts • Chartered Institute of Environmental Health • Family Holiday Association

www.innkeepermagazine.co.uk

• • • • • • • • •

How To Run a Bed and Breakfast JLD Media Short Term Accommodation Association St John Ambulance Scottish Tourism Month Visit England Visit Hampshire Visit Harrogate Welcome to Yorkshire and many more

LIGHTS, CAMERA, ACTION We are excited to announce that Channel 4’s favourite TV Series ‘4 In A Bed’ will be onsite doing castings for future series. You can ask questions about the show. The team are happy to talk and ďŹ nd out more about the wonderful world of small accommodation owners.

KEY DATES TO KNOW Save the date! • Tues 6 February – Southampton • Wed 21 February – Harrogate • Wed 28 February – Glasgow • Wed 31 October – Bristol • Tues 20 November – Penrith • Tues 27 November – Norwich REGISTER FREE TODAY : www.bemyguest.live

FEBRUARY/MARCH 2018 | INN KEEPER | 1

8 6 Ë 7Ç

The evolution

of

Craft Beer 28 | INN KEEPER KEEEP EEPE PEER | JANUARY P JAAAN JAN NUA UAAR UAR R RYY 2018 2200018 0118 18

www.innkeepermagazine.co.uk www ww w w ww w.in iinnnnk nke kkeeepe eperm ep rm rma maagaz ggaaazine azzine.co inee..c ine .co ccoo.u .uukk

8 6 Ë 7Ç In recent years the popularity of independent breweries has been rising fast and in the process the term ‘craft beer’ has emerged without a clear and consistent definition.

www.innkeepermagazine.co.uk

S

pecialists in beer from the world of real ale and micro-breweries have their own take on the term. Bob Baldwin and his wife Bev run the Penny Farthing micro pub in Crayford, Kent, where they stock and sell a wide variety of beers form independent breweries including a number from the local Bexley Brewery. The Penny Farthing sells a wide range from blonde beer, through golden, amber, chestnut, stouts, mild, pale ale, brown, porters, winter warmers and stout.

Baldwin tells Innkeeper magazine: "Keg style craft ales have a longer shelf life and need little looking after, whereas a traditional cask ale does need to be cared for, to ensure its quality, both to the eye and taste. It has only a short life once vented and tapped and is really is best to be consumed within around four days."

The Penny Farthing opened up in 2014. For five years in the 1980s he and his wife Bev ran a pub up the road in Crayford, The One Bell, where they sold a large amount of real ale, including Ind Coope Bitter and Burton Ale. Now the specialist bar he runs has a high Google rating and sources its beers from a combination of local microbreweries and UK-wide wholesalers. “The variety available is definitely increasing,” he says. “Interest in craft beer is growing and more and more micro-breweries are opening up all the time. A lot of them produce one-off specials. Meanwhile a growing number of younger people are now drinking real ale,” he says. “We have a lot of customers in their early-to-mid-twenties – although we have a number of customers in their eighties too.”

Whatever the concise or accepted definition of craft beer, the independent brewers’ association SIBA is able

to impart a certain amount of guidance to landlords of UK inns wishing to boost the attraction of their existing selection of ubiquitous beers.

Spokesman Neil walker tells Innkeeper magazine: "Pub-goers in the UK are more discerning than ever when it comes to the beers they choose, and it's essential that pubs serve a range of quality independent craft beers, ideally from local breweries if they want to keep customers interested.”

For pubs of all sizes it's important to have a well-chosen selection of beers, whether it's some interesting bottles and cans in the fridge or a selection of great quality cask or keg beers on the bar. “Customers expect a quality range and SIBA have developed various ways to make it easier than ever for pubs to achieve this,” says Walker.

For an inn owned by a brewery, SIBA has a certain amount of advice on steps the landlord can take to stock independent beers without contravening their contract or upsetting the brewery, but the subject is complicated, according to Walker.

"SIBA's BeerFlex scheme allows publicans in pubs owned by the UK's biggest pub companies to order beers from quality independent brewers in their area.

The BeerFlex scheme works within the pub company's existing ordering systems and allow you to offer the local, interesting craft beers that inns’ customers are increasingly seeking.”

British beer Brewery numbers differ depending on the source, but all agree there has been a huge growth in breweries over the last ten years, Walker says.

“The genuine consumer-led interest in and demand for craft and local beers has created the most exciting environment for British beer in a generation. Today’s discerning drinkers demand the highest quality beers, wide choice, innovation, beers with genuine provenance and a range of styles and brands in all formats.

“This demand, together with a favourable regime of tax relief via Small Breweries’ Relief introduced in 2002, has led to an explosion in the growth in the number of small independent brewing businesses.”

The demographic of the craft ale drinker is widening, he says. “In recent years it has been fantastic to see the demographic of beer drinkers broaden to include more and more people. This is down in no small part to the huge range of different beers now available in the UK there really is something for everybody."

As this popularity grows, distribution networks are improving, he says. "Local beer will always be important and is a great way to support local business as well as ensuring freshness, but in recent years as distribution has improved we have seen more and more brewers FEBRUARY/MARCH 2018 | INN KEEPER | 15

8 6 Ë 7Ç begin to deliver their beer across the UK and to export abroad. One reason SIBA developed the BeerFlex distribution network was to make it easier for SIBA Members beers to get independent craft beers into the hands of the publicans."

SIBA's Assured Independent British Craft Brewer initiative was launched in August 2016. Walker says: “It has gone from strength to strength, with hundreds of SIBA members now proudly displaying the logo on their bottle, can or pumpclip artwork.

“Wherever customers see this seal they can be assured that the beer is brewed by a craft brewer who is relatively small, fully independent and brewing quality beer."

independent brewers Bexley Brewery launched in September 2014, a decade after Gordon Brown introduced a 50% tax relief for small independent brewers that essentially recognises the lack of opportunity you can get for cost savings with a small brewing operation.

Owner Cliff Murphy tells Innkeeper magazine: “A brewery is incredibly expensive to get going and keep the business running and profitable and pay duty. If you are paying the same level AB Inbev and Heineken are paying then it is disproportionate and favours the very large breweries.”

Before setting up the brewery Cliff was in IT and his wife Jane was a local teacher. Jane says: “Cliff was a happy home brewer and won a competition. That was the impetus for us to acknowledge neither of us was happy with the job we were doing and change careers, starting a local brewery.”

Being a teacher Jane was interested in local history and discovered there had been another brewery in the Bexley area that closed in 1956, Reffells Brewery.

“It was a big step. We started in our late forties. It got to a point where you either do something or you look back in 10 years with regret because you realise physically you can’t do it. To me it was important – I wanted a family business,” says Cliff.

The couple now brew a comprehensive range of ales which go both into cask and bottle, and they are classed as pale ales through golden ales and best bitter to dark beers such as stouts and porters, which are named after local places.

Bexley Brewery supplies around 150 inns and pubs, around a quarter of which are regulars of at least once a month, according to Bob. “There are only a few in Bexley - Bexley is a very tied-pub area – but the ones we are with have been fantastic to us. We do venture into London such as Covent Garden and The New Inn in Islington but we also have a lot of pubs all the way along the Kent 16 | INN KEEPER | FEBRUARY/MARCH 2018

coast – Broadstairs, Westgate and then further into Kent we are in Maidstone,” he says.

The brewery also has a number of premises it sells to in Sussex but it has customers as far afield as Manchester.

Craft beer evolution Interest in craft beers has evolved, according to Jane.

“The term ‘craft’ is very trendy at the moment. Its definition is broad. Our understanding of craft is that you make it yourself, so you are not a huge brewery that has everything automated, and it is hand-crafted by you. But many people consider craft beer to be more of a keg rather than cask beer, to be more hoppy, more the American style of beer.

“It’s whatever your perception of the word craft mean, and depending on who you talk to you will get a different definition,” she admits. “People will think that ales are not craft because they may be deemed old-fashioned and drunk only by men with flat caps – there are all these preconceptions that still exist. This perception needs to be broken but it takes time.”

Cliff says: “I know a brewer in Thanet who told me he is not too worried because many of the keg consumers today will be cask consumers in 10 years-plus.

People’s taste changes over time.”

He adds: “I’d like a brand new term for craft beer artisan. That is unambiguous: it means small. It could be a sub set of craft beer or a superset including what people think of craft beer.”

The art behind the creation of craft beers is a great

www.innkeepermagazine.co.uk www.innkeepermagazine.co.uk in in

8 6 Ë 7Ç conversation point that ought to be imparted to all bar staff, he suggests.

“The landlady of a local inn comes to buy and I suggested she send her staff to learn about the product, giving them samples of grain malts, hops, I’ll explain to them and get them to taste it. I will give them half an hour of training so they understand what it is they are selling. For example we do bottle condition beer and we don’t do filtered pasteurised – what’s the difference? A lot of people in bars don’t know yet that knowledge really helps to sell beer and people will appreciate it,” he says.

The independent brewery also runs tours taking participants on a journey through history, learning all about the ingredients. “They taste the grain, they get hold of a hop, take it apart and smell it, and I explain this is where they are getting the aromas or the bitterness, and then we’ll talk about the process, look at the equipment, before trying a whole range of different beers that we make from standard to experimental beers that don’t go out to the public. We reach out to publicans and innkeepers and say we can train their staff as no overhead to us.”

BeerFlex scheme Whether or not an innkeeper would be able to benefit from supplying craft beers appealing to the young depends to an extent on whether or not the inn is a free house. “If it is tied to a particular brewery then it is potentially limited as to whether they can buy our beer,” says Cliff. But he says: “There is a certain amount of freedom, although sometimes the innkeepers are not aware of it. We come across a lot of pubs and inns whose managers are simply unaware of a number of rules they can actually use to get independent brewers’ beer in, and we have got into a number of smaller tied pubs. It tends to be the much bigger ones that it is harder to penetrate.”

For example he says SIBA’s BeerFlex scheme, formerly Direct Delivery Service (DDS) is a scheme for registered association members who have passed quality audits to join which allows individual pubs within pub groups to actually place orders on behalf of tied pubs.

The systems are there, and there are some tied pubs with a spare pump for just that purpose.

He says: “The first thing is to start pushing the pub company’s head office and saying you want to get a variety of beers in tap. They should be asking questions such as why they cannot sell local beers, but I think a lot of innkeepers just don’t want to talk to head office – they may feel a bit intimidated or bullied in terms of targets they have to meet.

“However, if anything that should give bar managers at inns even more reason to put pressure on pub comwww.innkeepermagazine.co.uk

panies to contact them and stress that they can achieve better sales if they can buy locally.”

He says a number of local pubs are part of this national group that have made the effort to get our beers in. “The resulting sales are incredible: people like provenance. More and more they are looking for local produce, asking where it is coming from.

“We’re from Bexley and people do recognise and appreciate that, they feel an empathy with it – they want to get a local beer. It’s not just in our borough, for there are plenty of people that have migrated out of Bexley and retired to the coast and the interest in their origin is astounding. People love that attachment. They can relate to it and these innkeepers maybe don’t realise they have a huge retirement base that didn’t originate from that area, and they should be looking at independent breweries like us and finding out where their customers have come from. A bit of nostalgia goes a long way.”

There has never been a better time to be a beer drinker in the UK, with more fantastic tasting beer styles being brewed than ever before by a growing number of talented, innovative brewers. However this growth in the independent beer market has not gone unnoticed by the global beer brands, who have begun to buyout previously independent craft breweries, or release their own products marketed as craft.

FEBRUARY/MARCH 2018 | INN KEEPER | 17

What to look for in a new accountant

18 | INN KEEPER KEEEPE PER | JANUARY PER PE JJAN A UA UAR A Y 2018 20018 188

www.innkeepermagazine.co.uk www ww w w ww w.in .iin innnk nke ke keepe epe ep perrma rm maagaz m aggaz gaaazzine zine innee.c .ccoo.u .co ..uk uukk

accounting Your Y our e expertise xpertise iin n hospitality hospitality iiss probably p ro b a b l y ssecond econd to to none. none.

IItt is is probable p ro b a b l e tthat hat you you are a re deservedly d e s e r ve d l y proud off yyour p ro u d o our business b usine ess and and service tthe he se ervice you yyo ou provide p rovid de tto o your yo ou ur guests. g uestss.

www.innkeepermagazine.co.uk

A

s an individual, both you and your name will be recognisable to many in the local community and you will have a reputation for running a successful part of that community, the inn itself. This includes the complex variety of disciplines from developing and maintain guest rooms, breakfasts, running a bar and all the other associated skills. An expert in hospitality, what you may not have is a rounded understanding of tax, PAYE or management accounts. It is of huge importance to business continuity in this part of the hospitality sector that you employ an accountant with the right set of experience to ensure you do not trip up or fall foul of the complex laws governing financial reporting.

There are many reasons why an innkeeper might be looking for a new accountant. Your inn may have been going for a few years but grown dramatically, or as an owner or manager you may have started off with a very small firm but no longer able to keep pace with the business and struggling to support it, or maybe you have taken on a new business and it’s time to look for another firm. Sometimes business relationships break down, and sometimes the cost might not be right.

Whatever the reason, the features you need in an accountancy firm include one who is going to support you and put the time into understanding just how your business works, and one that will work with you as your business develops.

For many innkeepers it is going to be the first time they have taken on management themselves, or maybe they have been managers but not the owners of a business. Whatever the situation, they need to consider whether the firm they are talking to is right for them.

Quite how you can identify whether you have found the right firm to enlist with your accountancy function comes down to personal chemistry much of the time, according to MHA MacIntyre Hudson partner and head of hospitality and leisure Chris Sutton. “An innkeeper needs to meet the person who will be working with them, and they need to make sure they can speak the same language,” he says.

“My suggestion is if you get a hunch they aren’t going to get on with you then maybe that is a sign you should try someone else. It works both ways. If I look at the successful relationships that we have, it’s where the client gets on with us and we get on with the client that we hit it off.”

An innkeeper also needs to look to make sure the accountancy firm can provide the backup that they need, he suggests. Running an independent business, an innkeeper needs to ensure he or she has enough help with the book keeping, the management accounting and the reporting so they have a handle on what the business is doing.

“It is important that the firm they are working with can give them that sort of guidance from day one,” he tells Innkeeper magazine. “If they are not

FEBRUARY/MARCH 2018 | INN KEEPER | 19

accounting getting this advice they are likely to get themselves into a twist, and there will be all sorts of problems as that need to be unravelled, incurring a lot of cost as a result."

Although McIntyre Hudson is a medium-sized and accountancy firm, its clients range from startups and established inns to hospitality hotel restaurant bar telss te and pub businesses that have several outlets to hotels with 100-plus rooms as well as companies with half alff a dozen hotels. “MHA McIntyre Hudson offices are are re cessspread across England from Birmingham and Leicesup ter down to the south coast, and as the MHA group we cover the whole of the UK,” says Sutton.

“An innkeeper who is looking for an accountantt needs to make sure they find a firm that can give them the appropriate advice for their business: nott itoo big and not too small. Sometimes a sole practith he tioner might not be capable, but it might be that the inn could find one capable of doing that,” he says..

A medium-sized accountancy firm with a track record specialising in accommodation hospitality and bar business will help to ensure you all the bases. “VAT for example would be very importantt in setting up. They need to consider the PAYE sidee of things if they are employing staff to ensure theyy get that right. These days we also have things like auau u-to-enrolment for pensions: can the accountancy firm firm rm help them and guide them in that direction with the th he right people providing the right advice?” he says.

It is therefore good as a starting point to look too appoint a firm that specialises specifically in this sector, according to Sutton. “Personally, I think it’s’s’s always very helpful because there are some little quirks with the hospitality sector, particularly where ere r they have staff with tips coming in,” he says.

The right accountant can help with the tronc system, he suggests – a tax efficient pay arrangement en nt system used for handling tips and for dealing with h NIC. “A lot of inns can only really make money by by having the restaurant side of their business, and the hee bar staff can participate in what is known as a tronc. ncc.

This makes it quite efficient, but they need to be careful on VAT,” he says.

“A firm with that experience can help and give an n indication as to what sort of margins they should be b looking for in their particular area. Obviously thatt depends on the locality, and there are guidelines that can be given there. An accountancy firm with h experience in that sector would also know other peoeoo ple such as banks and can introduce them to otherr professional firms such as solicitors familiar with the h sector,” he says.

So, can an inn tell if an accountant is taking the 20 | INN KEEPER | FEBRUARY/MARCH 2018

Tips for choosing an accountant: • Confirm that they are qualified and sufficiently experienced to look after all your affairs as an innkeeper • Make sure that the accountant has sufficient cover and has access if required to specialist advisors • Look for an accountant who provides a proactive service, working with you throughout the year and not just at year end. This is the only way in which you can be sure that you take advantage of all the tax-saving possibilities available both to you and your business • Always insist on a fixed fee arrangement with your accountant so that you are in control of fees and not open to any nasty surprises when the invoice lands on your desk • Finally make sure you choose an accountant you like. This may seem a strange statement but to get the most out of your accountants expertise you need to work closely with them and to do this successful you need someone you trust and with whom you feel comfortable

business for the sake of it? The kind of questions to ask in this regard would be around what sort of other similar sized businesses in the hospitality sector are s you y already acting for, Sutton says. “Another pertinent n question is, why should I pick you as opposed to t any other firm? what extra can you provide to me t somebody else can’t? that “It is important that the innkeeper asks about costs up front and ensures that he gets a clear indic cation of the costs that he is going to incur with that c firm.

There will always be someone that can do it fi cheaper, I’m sure, but this wouldn’t necessarily bring c the t right services. It’s about ensuring the accountancy firm fi is transparent about costs. Maybe they have had some shocks and think it is time to look around and s maybe it is just good practice to periodically just see m what w else is out there in the market.”

There are many other kinds of services to consider that t many firms can offer, and which some firms find beyond their capability. Sutton suggests: “If you go b with w the very basic situation, what would an innkeeper e need, set up as a sole trader self-employed or setup as a a company? They need to be clear and get advice upfront about how best to structure their business.” u An innkeeper may be looking for a new accountancy service because he or she started out business in a a small way and the accountant’s role was simply to prepare the annual tax return and the annual accounts, p whether for Companies’ House or the tax return. w These Th are the sorts of services that a firm of accountants a ought to be expected to be able to provide.

A larger firm will be able to handle everything from book-keeping, VAT, payroll, facilitating payf ments for payroll both to the staff and the employee, m and a all the compliance associated with the payroll as a well as the year-end returns and all the associated compliance with HMRC. Additionally there is the c annual accounts, periodic management accounts a from the book keeping system, annual tax comf pliance and tax planning, says Sutton. “Maybe the p owner is looking at potentially selling the business o so s helping with getting the business into good shape for f a sale and advising on the best way for minimising i the tax liabilities arising on a sale. Also there is supporting them with any VAT or PAYE inspections s that t periodically take place, and so it goes on, such as a whether the innkeeper is registered as a company then making sure they are up to date with compat nies n house information and the annual confirmation statements.” t As an innkeeper you would have a relationship partner at the firm of accountants, but you need to be comfortable that the relationship partner has the www.innkeepermagazine.co.uk

accounting backup and knowledge to enable the provision of all the other services that may be required at one time or another, he says. “If I take my firm as an example I am a relationship partner with my clients, I can sign audit reports, sign off accounts, I understand accounts, audits, tax and so forth, but I know where my limitations are and I know that I have the people around me to bring in when things get a little bit more tricky.”

Another important aspect from the perspective of an innkeeper on the tax side would be maximising the capital allowances that they can claim for tax purposes, he says. “Where they spent money on the building, perhaps having taken it over and spent some money refurbishing it somewhat, it is important to be sure that any firm of accountants they appoint can both help them with the capital allowance claim and maximise it. That can get a little tricky where you have a building that you have spent some money on and you need to separate out the costs, because some costs will be eligible for relief and others will not.”

For larger inns that are growing and spending a lot of money, for example on a new outlet, on some occasions depending on the size of the spend in question, firms such as McIntyre Hudson have strong links with specialist firms that can help maximize the capital allowance claims, which will keep their tax bill down.

Sutton explains: “Examples of this include helping inns raise capital, of supporting inns through a sale proves to make sure they maximise the returns as a result of the sale and minimize the tax liabilities, overseeing the ownership of shares. They can maximise things like entrepreneurs’ relief, meaning they are only paying tax at 10% rather than potentially 20% as a good example.

“We have helped clients implement their tron for their tips. We have done lot of work with clients in this sector on capital allowances, reducing their corporation tax liability by involving specialists that we work with and dissecting the spend and it had revealed a number of expenses which have allowed for tax which previously might have been lost,” he concludes.

We’re with you for the whole journey...

Chartered accountants, tax & business advisers

Follow us @MHupdates MHA MacIntyre Hudson www.macintyrehudson.co.uk www.innkeepermagazine.co.uk

FEBRUARY/MARCH 2018 | INN KEEPER | 21

Mother's Day

= 6

22 | INN KEEPER FEBRUARY/MARCH 2018

Mothering Sunday in the UK always falls on a Sunday, the fourth Sunday of Lent. With the help of VIP Worldwide we explore how you can get creative with your overnight packages and oers in readiness for Mother’s Day. However, rather than focusing upon just one day for your marketing eorts we suggest it’s best to have a strategy in place for the year where you can use key milestones such as Mothers’ Day to plan for speciďŹ c campaigns and contests.

www.innkeepermagazine.co.uk

= 6

W

e go back to basics before starting out on any potential marketing campaign. As the marketing guru Peter Drucker says understanding the customer is key to getting your marketing right. It is important to set out your Aims and goals. For example; what would be your desired outcomes? Are you looking to raise brand awareness or increase sales?

Then you need to look at your target audience and their behaviours. If you have a customer database you can segment into categories such as; age, location etc If you also garner customer feedback following guest stays then you will also be access information such as to what they ďŹ nd valuable in their stay. Traditional review sites are also key information and rich data sources.

Next, it is important if you haven’t already to identify your key competitors and look at the reasons why customers may choose them over you.

Following this information gathering exercise you should be in a position to then be able look at what your Unique Selling Proposition is. Why do your customers choose your business and what makes the service you provide unique?

A SWOT analysis is also invaluable as it will help you step outside of the day to day operational management of your business to look at your Strengths, Weaknesses, Threats and Opportunities. These often change so it is always best practice to re-visit your SWOT within the year.

For example, your marketing messaging might focus on the areas you are doing better than competitors and you can make a start to address any weaknesses you identify before you start on a new marketing campaign.

Next you will need to take a closer look at your Marketing channels especially which ones would be appropriate to your target audience and shortlist to your Top 3 which add the most value to your customers. These might be; Electronic Mail/Newsletter, Instagram and Facebook.

You now will have gained essential information about your business and your customers you need to start to look at your desired messaging and any potential calls to action for your marketing campaigns.

We can then start to move into the next stage to get your campaign up and running and ensure maximum reach and engagement. Many businesses will look to leverage capabilities they do not have and look at a collaboration of mutual beneďŹ t.

A vital consideration is budget and to look at how much you are able to spend on your campaign/s.

Lastly, you will need to build in both an element of measurement and review to judge the success of your campaign and set key timescales. www.innkeepermagazine.co.uk

Learning from the Disruptors Forward-thinking giants like Airbnb have and will continue to disrupt the hospitality economy through innovation. Many properties listed on their site already oer access to guests staying at the property to Spa facilities as a unique selling point.

A Luxury barn listing in Stoke Ash also oers a hot tub, masseur, spa / gym oer in their write up.

"A beautiful barn with private hot tub perfect for a romantic break, for ramblers and cyclists exploring Suolk and Norfolk and for professionals based locally".

They have looked at their target audience; “Couples, Ramblers, Cyclists� and their guest information and have positioned the marketing message to speak directly to them. They have also demonstrated high-levels of customer understanding and appealed to their demographics, and behaviours.

Their USP they oer is also a key dierentiator and sets them apart from their competitors and is based upon guest’s preferences.

A masseur can be booked for Indian head, hot stone, therapeutic and sports massages on site.

They have also used their collaboration skills to work closely with a nearby gym.

It is important to keep up to date with latest developments and speciďŹ c trend reports. Recently, Pinterest published their predicted wellness trends for 2018 based upon an analysis of the most pinned pins. Many of these emerging trends and themes could also work to dierentiate your oering. Such as the promotion of; “self-care staycationsâ€? this does not have to be limited to Mother’s Day. Self-care is a growing trend for 2018 that you can tap into throughout year.

It was also reported that 2018 will be the year we all start doing Tai Chi. Pin saves for the exercise have gone up by 189%. Oering Tai Chi classes or the ability to have a 1-1 class would be a USP for your guests.

The ability to leverage your brand through entrepreneurial capabilities will ultimately lead to a competitive advantage.

Collaborations To succeed in forming successful collaborations make sure you can also oer value to your partners. For the best results do thorough research before settling on a partner. Look for partners who share the same ethics and you stand for similar values.

Local, Regional and National Tourism Strategy • Local and regional Tourism Destinations

• Take part in a number of marketing opportunities through the year, helping to promote your business through working with the local tourist board.

Once you have a campaign in place then you need to explore which marketing and social media channels you will use. You will also need to consider how you engage with your existing followers and reach new followers. There are various ways of doing this, but it could involve, organic marketing, paid marketing or even working with key inuencers to have target your audience by association.

Social Media Social media is a powerful method for marketing because it is aordable, cost -eective and it makes developing relationships with partners that much easier.

Contests and Competitions Contests and competitions are good strategies to increase visibility for annual events, exclusive oers and accommodation promotions.

Planning any social media competition, it is important to ensure they are run in line with the guidelines of each platform and they have a set of terms and conditions. You will ďŹ nd contest guidance to follow on each of the social media channels.

Video content We saw the importance of social media video content grow in 2017 and in 2018, video marketing should be an even more important part of your content strategy. Social media videos generate 1,200% more shares than text and images combined! Use video edited to suit each platform and their ideal lengths for increased engagement. There are many software applications you can download to make video aordable for all businesses.

Content Marketing So now you have a campaign idea or a contest in mind you will need to explore what content you will need to drive your marketing message, and where you will host it. You will need to consider all of these elements to ensure your campaign is a success and reaches your target audience at the right time.

Kirsty Beasley, Director of Marketing MBA MCIM MCIPR Chartered Marketer Kirsty is a multi-award winning Chartered Marketer, CIPR and MBA graduate with over 16 years’ experience in strategic marketing. She has a proven record of accomplishment and success in the creation of digital marketing, public relations and social media strategies in international travel and tourism.

FEBRUARY/MARCH 2018 | INN KEEPER | 23

great inns

24 | INN KEEPER FEBRUARY/MARCH 2018

www.innkeepermagazine.co.uk

great inns Simon Heaton, the Chair for Great Inns of Britain, shares his thoughts on how professional innkeeping is paving the way for a new generation, how the industry has evolved over the last two decades, and what it means to be a part of The Great Inns of Britain.

www.innkeepermagazine.co.uk

I

nnkeeping has never been a profession for the faint-hearted, but in today’s fast-moving hospitality sector this is perhaps truer now than ever before. After all, there’s an entire plethora of daily tasks and responsibilities to attend to, ranging from sourcing quality ingredients to finding the right staff and from keeping the guests happy to keeping up-to-date with the latest furnishing trends. While this has been the state of affairs within hospitality for generations now, the rise of social media, increasingly savvy tourists and the unavoidable importance placed upon travel reviews means modern-day innkeepers need to be right on their game to stay ahead of the competition. Working together to make sure they meet this exciting yet demanding challenge in an ever-expectant industry, The Great Inns of Britain are a united force in keeping the contemporary staycationer happy.

The Great Inns of Britain is a collection of 21 properties owned by like-minded independent innkeepers throughout England and Wales, a not-for-profit consortium based on the simple, but enduring, premise that it makes good business sense to collaborate and co-operate for mutual benefit.

Established back in 1996 by Sir Thomas Ingilby, owner of Ripley Castle and The Boar’s Head Inn

FEBRUARY/MARCH 2018 | INN KEEPER | 25

great inns

in North Yorkshire and the late Paul Whittome, who owned the Hoste Arms in Burnham Market, the organisation has remained true to its original objectives outlined over two decades ago.

Not only striving to maintain the individual history of their own inns while providing guests with a delightful home-from-home experience, the members of The Great Inns of Britain are also determined to preserve the long-held traditions of inn keeping, whilst also inspiring the next generation of innkeepers – sometimes in their own families.

While it’s the case that all of the 21 inns are underpinned by passionate and dedicated staff, all brimming with individual ideas and concepts, it’s the willingness to share ideas, experience and successes across all aspects of running and promoting an inn that is key to the group’s success.

Twice-yearly meetings, each held at a different member property and including the chance to stay overnight, provide valuable open forums for the innkeepers to discuss industry developments, best practice, challenges and insider knowledge.

Whilst this aspect of membership is harder to quantify and measure as a benefit, it’s importance and relevance is just as strong now as it was at the outset 21 years ago.

26 | INN KEEPER FEBRUARY/MARCH 2018

www.innkeepermagazine.co.uk

great inns Beyond getting together for meetings, the innkeepers also have the opportunity to visit and stay at other properties in the portfolio at a special members’ rate, which is also extended to staff. This provides owners, managers and staff with a chance to meet each other informally and to talk business and swap ideas. This is all combined with a strong culture of ‘cross-promotion’ that runs through much of the marketing activity, whether through the annual brochure displayed in each inn or through e-marketing and social media. But, having been established before social media took over the world of recommendation, it’s still good old-fashioned ‘word of mouth’ recommendation that is the essence of The Great Inns of Britain. Each member is not only willing, but also proud, to recommend their guests to visit the other inns.

In order to capture and convey the key qualities of quality, service, great food and comfortable rooms, the Inns have recently collaborated to produce a new film which showcases some of the gorgeous interiors, signature dishes and blazing open fires of multiple inns in the portfolio.

The film can be viewed on The Great Inns of Britain website.www.greatinns.co.uk

www.innkeepermagazine.co.uk

FEBRUARY/MARCH 2018 | INN KEEPER | 27

brunch

Breakfast coffee made simple

Co-founder of hot Hessian Coffee Neil Clark looks at the role of hot beverages at breakfast and suggests ways that operators can make the most of their offering.

28 | INN KEEPER | FEBRUARY/MARCH 2018 |

B

reakfast is well known as the most important meal of the day and, for caterers, it would appear to be one the fastest growing opportunities open to them. Research suggests that Britons spend £76m every day on going out for breakfast or brunch, with an average daily spend of around £7.31 per person (2015). One in three people eat the first meal of the day outside of their homes at least once a week, while as many as 14% do so every day. Nearly half of all consumers will sometimes eat breakfast out of home so, with a UK population of more than 65m, this is a huge potential marketplace.

For many consumers, breakfast will be an essential grab-and-go on their way to work, reflecting our hurried lifestyles; for others, having breakfast out of home is seen as a luxury, more likely to be enjoyed as a weekend treat with friends or family. These two distinct sectors give caterers two very different challenges but, at the same time, huge opportunities.

Hot beverages, particularly coffee, will always be a key feature on a breakfast menu. For many consumers a caffeine kick from a cup of coffee might be all they want for breakfast. That’s why your choice of coffee, and the way you serve it, is a vital part of the breakfast offer. Consumers have become ever more

passionate about what they eat and drink. In order to grab their attention and to win their loyalty, your hot beverages therefore need to be of a high standard.

The quality of your coffee will be a major factor in determining whether your customers enjoy their experience and return for more.

Bearing in mind you might need to cater for those sitting down for a leisurely cup of coffee, as well as those looking to ‘grab and go’, you’ll probably need to consider two different serving methods - perhaps a traditional espresso machine alongside a filter machine. The espresso-based coffee menu takes a little longer for the serve, but will deliver consistently excellent flat whites, lattes, cappuccinos and Americanos. The filter method is ideal for fast service, giving great results when brewed fresh and held for as short a time as possible.

In terms of the coffee you serve, many of our customers pick their drink from a choice of just two of our roasted coffees to suit their tastes. Both are available as whole beans or pre-ground for filter. Espresso No1 is a 100% Arabica blend of the finest coffees from Central and South America, giving sweetness and body for a bright citrus finish and rounded profile. Bourbon Select is Hessian’s award-winning www.innkeepermagazine.co.uk

brunch single-origin coffee. The 100% Arabica coffee is Rainforest Alliance certified and sourced from Monte Sión in El Salvador.

Whatever the time of day, every beverage sale provides an opportunity to up-sell food, and vice versa. For sit-down, eat-in customers in the morning, the choice of food is huge, from full English breakfast with eggs to pastries and muffins. A growing trend is for healthy options to eat, so you should include fruit, cereals and porridge on the menu. Use local or ‘home-made’ food where possible; it’s a good selling point, tapping in to your customers’ desire for provenance and sustainability. For grab-and-go customers make sure your takeaway packaging is appropriate and, preferably, recyclable.

Once you’ve put together a breakfast/brunch menu, it’s important that you promote your offer effectively. Use swing-signs outside your premises and, inside, use table-talkers and the ‘specials’ area on your menu board to promote your breakfast offer. But your best method of promotion is through your staff, so make sure they are friendly, attentive and awake.

Switched-on staff will have a positive effect on your customers, helping to upsell, making recommendations and leaving a lasting memory of the breakfast experience. Get your staff to talk about your menu and invite customers to sample your offerings.

Investing in staff training will not only help promote your offer, but also ensure you get the most out of your investment in beverage equipment. The coffee journey takes over five years of careful nurturing from the seed to the cup; yet it’s all too easy to ruin the drink in the final 30 seconds of preparation. That’s why you need to invest in staff training, because a good barista will ensure the best possible result from the coffee. They’ll understand extraction times and grind sizes, will be able to foam the milk correctly and will be able to serve the drink just as your customers expect.

They’ll minimise your wastage, maintain stocks, keep the production area clean and workable, and carry out www.innkeepermagazine.co.uk ww www w ww..in ww .iinnke iinnnnke nkke kkeepe eepe eeppe perm rrma maaggaz m gaaazziin ine ne ne..c .co ccoo.u ..uk uukk

preventative maintenance on your equipment.

We believe that staff education and training is so important for your business that we offer this to our customers free of charge and on your own site. This ensures that you’ll be able to consistently deliver the highest quality drinks for your customers, keeping them coming back for more, time after time.

As an innkeeper it is a given that you are set up to serve breakfast for your guests. It makes sense to extend your breakfast offer to non-residents.

This is a strategic move for inns to drive revenue.

By opening your doors to non-residents, it provides additional turnover, encourages greater replenishment of product ensuring fresher quality, and allows operators to showcase your whole business to new guests.

Making bar snacks inclusive for all

Wellaby’s strategic development director Sue Warren speaks to Innkeeper magazine about the importance of accommodating guests’ dietary requirements It’s no secret that in the last decade, the cases of food allergies and intolerances have doubled to nearly one in five people in the UK alone.

According to Allergy UK, some 44% of allergy sufferers live in daily fear of a reaction, and eating out in pubs and restaurants - whether dining or snacking - can cause extreme anxiety for those who live with them. This puts incredible ongoing pressure on pubs and bars where allergy awareness is just one of the safety issues they need to keep on their radar at all times.

Bar snacks remain ever-popular with snack-loving consumers, particularly snacks that can be shared. Sharing bags have grown in popularity over recent years because they constitute part of the overall social experience for consumers. For some consumers, however, the worry is that they cannot eat some of the more common bar snacks like crisps and nuts due to an intolerance or fear of an allergic reaction. The question is, how can you ensure your range of bar snacks contains a greater array of options, not just in terms of being free from allergens, but also for the many other dietary requirements we must consider today?

Cleaner eating

The trend towards clean eating is growing and shows no sign of slowing as it becomes more important to a growing number of people. This is largely due to our increased awareness of the foods that we eat, including the allergens present in certain foods, and the way in which this can affect both our wellbeing and our environment.

Provenance is also an important consideration as we build a greater understanding of where our food comes from and how it’s produced, as well as whether it is safe to eat. As consumers, we want freedom to enjoy our snacks and our expectations are increasing. We want great tasting foods that won’t negatively impact our health and snacks that we can feel free to eat and enjoy.

With that in mind, as well as considering allergens present in certain snacks, there is a huge opportunity for pubs and bars offer a ‘better for you’ snack too. People want to eat more healthily these days, ‘healthy’ is the name of the game. Furthermore the number of people following a vegan diet, a gluten free diet, including those suffering from coeliac disease, caused by a reaction of the immune system to gluten, found in wheat, barley and rye, are soaring. Although healthy snacks are not a compromise on flavour, if pubs and bars are going to offer a greater choice of snacks, they have to taste great too: there is no room for empty calories. Healthy but popular snacks such as free-from, lower fat, vegan, baked not fried alternatives to the potato crisp are a good choice.

On the go

In the case of free from snacks, these are becoming more readily available to pubs and bars and there are societies that can provide support too such as Coeliac UK and the Vegan Society etc. Although increasingly, the leading wholesalers and importers are becoming more ‘category aware’ and can offer support and category guidance to pubs and bars more readily when considering these options.

Add to this the trend for 2017 and beyond being all about snacks aimed at on-the-go consumers and it stands to reason that pubs and bars need to start making provisions for this. Plus with so many products out there, it is now much easier for the industry in terms of choice and range.

When it comes to allergens there is nowhere to hide. More and more people are affected every year and ensuring that your pub or bar is equipped both in terms of the management of allergens information and also providing a range of snacking options for all, is a natural progression.

FEBRUARY/MARCH 2018 | INN KEEPER | 29

6 8 Ç 7Ç

n io t p m u s n o c r e e b No-alcohol continues to rise Dry January has come and gone, but abstention from beer does not mean avoiding the local hostelry as both the availability and range of high quality alcoholfree beers picks up pace.

T

he habit of Britons drinking to excess is on the wane, as a growing number of studies suggest. The past ďŹ ve years have seen increasing numbers of consumers abiding by the principle of Dry January, a concept launched in the UK by Alcohol Concern in 2013.

But a commitment to abstention should be no bar to joining in the fun with other revellers, owing not least to the increasingly abundant selection of alcohol-free beers.

A recent report from out-of-home food-and-drink sector research analyst CGA reveals that half the British population had been for a night out without drinking alcohol at least once in the previous six months, a movement led by the younger generation.

The stigma once attached to low or zero alcohol beer has abated over the years as a more mature approach to drinking has developed, encouraged by the wine and liquor market, which has adopted a comprehensive approach to responsible drinking.

Data from the OďŹƒce for National Statistics (ONS) shows the proportion of adults who say they drink alcohol is at the lowest level on record.

In total, some 56.9% of those aged 16 and over had a drink in the week before being interviewed - a fall from 64.2% in 2005, the data shows.

According to the ONS 21% of adults do not drink alcohol at all, and among those not abstaining there are lower levels of drinking experienced among the rest of the population.

Regional low alcohol definitions In the US, beverages containing less than 0.5% alcohol by volume (ABV) were legally called non-alcoholic, according to the now-defunct Volstead Act, enacted to enable the implementation of prohibition in the 1920s. Because of its very low alcohol content, non-alcoholic beer may be legally sold to minors in many US states. In the UK the following definitions apply by law: No alcohol or alcohol-free: not more than 0.05% ABV De-alcoholised: over 0.05% but less than 0.5% ABV Low-alcohol: not more than 1.2% ABV In some parts of the EU beer must contain no more than 0.5% ABV if it is to be labelled "alcohol-free".

30 | INN KEEPER FEBRUARY/MARCH C 2018 2200 8

The ďŹ gures also show that after decades of growing levels of binge drinking, young people are increasingly turning away from alcohol.

Meanwhile analyst Nielsen revealed last summer that the UK had consumed over 18m litres of low and no-alcohol beer in the previous 12 months.

On the back of this news, InBev announced that it would soon be distributing its zero-alcohol beer, Prohibition, in the UK -initially in 33ml cans, but with other formats to follow in the coming year.

There’s been a deďŹ nite shift in the last few years as consumers place more of a focus on health and well-being, which for beer and cider drinkers means moderation and making positive low-calorie drink choices, without compromising on taste. The low and no alcohol segment of the beer and cider category is seeing growth in terms of volume and value, with the recently launched Heineken 0.0 being responsible for 70% of the volume sales contributing towards that growth, ďŹ ndings illustrated by a CGA report in August 2017 on premise management data.

Heineken 0.0 was launched with a ÂŁ2.5m marketing campaign to address the key category consumption barriers: taste perception and social stigmatism.

It is brewed using only natural ingredients, including Heineken’s own A yeast, Heineken 0.0 contains just 69 calories and is deďŹ ned by its refreshingly fruity notes and soft malty body, which is perfectly balanced with a short after-taste.

With a clear consumer need, it’s important that you’re stocking alcohol-free alternatives that appeal during du d uri r ng the festive period, and that you’re stocking low lloow an aand no alcohol products from well-known brands. bbrra rands n Heineken 0.0 is one such option. Popular since sinc si sin nce its i launch, the new beer responds directly to those to moderate their alcohol intake, but tth hose looking l still ssttil tilll want w great tasting beer as they more frequently wa attend aatttend atte tteend d social outings.

When Wh W h you consider that a tenth of all wet volume in in the the h on-trade (over £1.25bn) is delivered in the month mont mo n h of December, it’s vital that you prepare eectively eec e ecti t v so you can look forward to maximising the opportunity that other times of the th he massive m ma year present.

With plenty of reasons to celebrate, yyeear p r consumers are more likely to be out and about in the ccoons on nssum u run-up ru unn-up u to Christmas, but it’s important to remember www.innkeepermagazine.co.uk

6 8 Ç 7Ç

TOP TIPS Heineken recommends innkeepers focusing on the areas spelled out below in order to drive sales and create quality experiences whatever the season: Offer a seasonal menu and suggest beers to match seasonal dishes and drive extra spend Get the ambience right – these days, we all know it’s not enough to just be a venue serving drinks – competition is tight, and customers expect quality across the board, so it is important to make your Christmas dÊcor really stand out.

Promote deals and special events well in advance. Print posters with a calendar of events you’re holding and place them in prominent positions. Use social media for promotion.

Book extra bar staff to reduce queuing when it comes to your busiest times.

Offering table service or bucket deals can reduce queuing time at the bar.

Recent research shows that:

that competition will be strong. Good advice to bar managers is to focus on creating a Christmas oer, then promoting it to drive people into your outlet, and preparing your sta so that they can deliver eďŹƒcient service and a great experience. Ultimately, you want to bring more people into your outlet, encourage them to stay longer, spend more and come back.

It’s important to review your range and to ensure you are stocking options to suit all your customers, including those looking to moderate their alcohol consumption, or abstain completely.

It may sound obvious, but making sure your regular customers and everyone in the local area is aware of any special events or seasonal specials on the menu, is absolutely crucial to getting more people through your bar door. Create a relevant atmosphere, whether that’s through decorations or real ďŹ res depends on your venue and customers, but make it clear inside and outside that your pub is a great place for a drink, some food and to relax in a busy holiday season. Keeping your website and social media channels up-to-date will also help customers know exactly what is going on and entice them in.

If you’re not sure what to stock, Heineken oers its customers expert advice on ranging targeted speciďŹ cally to their business, so it is worth asking for help to ensure you can grow your business whatever the season.

15% of consumers say they would visit pubs more often if there were better nonalcoholic drinks available

Proportion of the population having a night out with no alcohol in the past six months By age 18 to 34

61%

34 to 55

53%

Over 55

42% Source: CGA

Prohibition reaches the UK Last autumn the world’s largest brewer Anheuser Busch (AB) InBev announced plans to introduce the alcohol-free version of its famous Budweiser lager in the UK as part of the group’s expansion of its range of low-alcohol and no-alcohol beers.

Called Budweiser Prohibition, the zero-alcohol beverage is brewed to the same recipe, with the same ageing process using beechwood and the same quality standards as the original beer, but without the alcohol. The name is inspired by the first batches of Budweiser being produced during US Prohibition in the 1920s.

AB InBev said the beer would be introduced in both the ontrade and retail. During the launch period, Budweiser Prohibition will be available in 330ml cans, with additional formats planned in the coming year.

AB InBev’s portfolio in the UK already includes the alcohol-free beer Beck’s Blue and the low but not zero alcohol Bud Light, which arrived in the UK in March last year and is brewed to 3.5% ABV. The developments form part of AB InBev’s Global Smart Drinking Goals initiative, whereby the brewer has pledged that 20% of all its beer volumes produced globally by 2025 will be low to no alcohol.

50% of people now moderate their alcoholic intake Only 47% of consumers were satisfied with the beer offering in the UK market

www.innkeepermagazine.co.uk

FEBRUARY/MARCH 2018 | INN KEEPER | 31

76 When it comes to beauty products in the bathroom, guests paying for high-end accommodation have the highest expectations that massmarket brands simply do not meet.

Bill Lumley discovers Temple Spa oers an endto-end range of luxury products.

www.innkeepermagazine.co.uk

O

ne of the biggest experiential factors that guests can take away from a stay in a luxury inn or premium standard guesthouse is a well-delivered high-end bathroom beauty oering. The holy grail of inns and guest houses is the repeat visit, which apart from anything reassures you that you are doing things right. Celebrities have been known to single out ďŹ ve-star hospitality properties for the sole reason that they provide outstanding quality beauty brands in the bathroom.

For the past 18 years Temple Spa has been creating and supplying premium bathroom and spa beauty treatments for luxury guest houses and hotels in the UK. It provides a wide range of products covering facial and body treatment, holistic, machine facial to full body packages.

Marketing spokesperson Alex Charman tells Innkeeper magazine: “We provide products and treatment both for guest bedrooms and for spas."

It is not necessary for your business to be equipped with spa or sauna facilities to embrace high-end luxury beauty products, she says. “We are really focused on the whole of the guest’s journey, and from the moment they arrive at the high-end inn, guesthouse or hotel, all the senses are covered by the touchpoints throughout the journey.�

The touchpoint experience begins as soon as guests arrive in reception, where they will encounter a candle burning with an aroma that envelops them as soon as they enter the premises. Guests will then be oered a

drink with which to freshen up on arrival.

For example, Charman says: “If you came to our head oďŹƒce in the winter you’d be given a heated annel, which would also have one of our fragrances or Quietude, which is about peace and relaxation.

Spiritude is a zesty fresh mist and is the perfect pick-me up for tired bodies. Both an air and body fragrance, it creates a rejuvenating environment, like a luxury spa or bathroom or at home. “We also have another product called Breath of Life, our inhalation essence for you to carry around on your person and take a breath if you need a moment of calm to recover. It’s portable and easy to use on the go, providing a breath of aromatic fresh air for when you’re feeling stued up and need some energising clarity of mind.â€?

FEBRUARY/MARCH 2018 | INN KEEPER | 33

76 Also in their bathroom guests may ďŹ nd four of Temple Spa’s amenity products which include Good Hair Day, In Good Condition, La La Lagoon and Peace Be Still, an aromatherapy and skincare in one - with extracts of coriander, lemon and nutmeg, antioxidants and a fusion of relaxing essential oils and vitamin B5.

Good Hair day is Temple Spa’s shampoo, while In Good Condition is its conditioner, both of which come in a variety of sizes including 30ml 50ml, 200ml and 300ml. These are also quite often taken by guests to be used in changing rooms if the inn, hotel or guesthouse has any gym or spa facilities, she says. “Then there is body moisturizer, which can also be used on the face afterwards, called Peace Be Still,� she adds.

Some guesthouses and hotels will take on additional products such as the brand’s Aaahhh! Balm, she says. “It’s a cooling balm that you might massage onto your feet up your lower calves or onto any other aching muscle. Particularly if you have been out for the day shopping or playing out on the golf course, or if you have simply been travelling a long distance and have achy calves, then it’s the perfect thing to cool down with. It really eases any muscle tension. Quite a lot of hotels like to take that and some of them serve it on a tray of ice when you have come back out – another way to make that guest feel special, cosseted and cared for,� Charman says. “Another of Temple Spa’s products is palm balm, a nourishing hand moisturiser and a lovely product for people to carry around with them outside the bathroom during their stay.�

In the bathroom guests may also ďŹ nd the brand’s hand wash and hand lotion, All in Hand and All is Well. “These are not just for the bathroom but also connect the guest through the whole journey through the hotel and spa: there is a connection to it rather than feeling a bit disjointed,â€? she says. “When guests return to their room in the evening if they have a turndown service some of the luxury inns and guest houses will oer a product with that, and one of the most popular is our product Repose, an aromatherapy resting cream. As part of the turndown service, they will lay a tube of this product on your pillow, so as guests go through their bathroom bedroom ritual as they are getting into bed this is a lovely balmy texture that they pop over face and massage over their neck and chest, and it really helps aid a good night’s sleep. “Your skin gets nicely nourished and looks radiant, so you wake up feeling amazing as well when you come to look in the mirror,â€? she adds.

Temple Spa oers other types of products that some luxury guest houses hotels will take if they are oering packages, depending on the stay that a guest might have. “Whether they are coming for a particular occasion or they are coming as part of a Mothers’ day gift, 34 | INN KEEPER | FEBRUARY/MARCH 2018

they may have the package boosted with other gifts as well. We have a variety of gifts in this regard. Do Not Disturb and Spa Retreat are quite popular. Do Not Disturb is a kit that comprises a range of dierent products that are all about taking that me-time, and it comes with a little pillow that says Do Not Disturb that you hang on your door. “You have all the products there to have a relaxing time, whether it is in the bath or just in the bedroom.

That is something a guest might either take home or use in the room,� says Charman. “All the products Temple Spa provides are unisex: we don’t have a separate male/female product range.

There are a number of our products that many guys really like from us besides obviously the cleansers and toners. A particularly popular product for post-activity such as golf our moisturiser Life Defence, a life-protecting moisturizer with an SPF (sun protection factor) – an ideal product to recommend if you are talking about golf,� she says.

So, does Temple Spa dierentiate its product range from the traditional oer of toiletries and beauty products in the guest bathroom oer?

Charman says: “There are quite a few factors that dierentiate our brand from other luxury brands.

There is the formula itself: they are all professional-strength formulas, so if you are having treatment in your room they are all the same product so the impression you get is always repeated along the journey. The smells, the aroma and the texture on the skin and what it delivers for your skin is important. Our products are British made,� she adds.

There is also a soap that Temple Spa oers as well, and many luxury inns, guesthouses and luxury hotels will take the full oer together, the soap being an alternative to oer in addition to the shower gel, for example, she says.

The pricing of the brand’s range of products is very competitive, she maintains. “The products are obviously priced noticeably more than mass market brands as a high-end luxury brand.�

She concludes: “We are driven by integrity, innovation, results and excellence. We only work with the best of the best, including ingredients, technology and people. “The products come in contemporary packaging, anti-ageing formulas, textures like cashmere, feelgood factor aromas and names to make you smile.

They are rich in botanicals traditionally found in the rich ďŹ elds and waters of the Mediterranean. Sourced from the highest quality crops. The products are free from parabens and petrochemicals and there is no testing on animals. “The products are devoted to de-stressing, re-balancing and restoring against everyday stresses, with absorbing, modern, feel-good textures and aromas that are agreeable to all the senses,â€? she concludes. www.innkeepermagazine.co.uk

AN EXCITING NEW HOSPITALITY ROADSHOW FOR SMALL ACCOMMODATION PROVIDERS 6th FEB, SOUTHAMPTON 21st FEB, HARROGATE 28th FEB, GLASGOW

BOOK FREE TICKETS AT:

BEMYGUEST.LIVE Bedline Partner

Industry Partners

Event Partners