MARCH 2021
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ISSUE #47
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LBNB EBOOK: CHAPTER 2A LBNB AWARDS 2021 SHORTLIST
BETHNAL & BEC
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This is our second digital issue of the year and it won't let you down! We've got some brilliant content lined up for you in this issue. Thinking about setting up an Honesty Bar for your business? We spoke to three industry experts to find out all you need to know to get started (page 33).
CONTENTS || MARCH 2021
e
WELCOME
Bethnal & Bec have been using their luxury holiday lets to provide a respite for those who need to escape domestic abuse during lockdown. Read all about how using their hospitaliy business for a good cause (page 14). We have also released the runners up for our LBNB Excellence in Luxury Service Awards in this issue! You'll also find out who received 'highly commended' and 'special mentions' in each category (page 25). Winners will be announced in the April 2021 magazine next month.
Juliet Horner Editor
If you don't know what you can do with an award, Andy Banner-Price from the world's best b&b, The 25, tells us what you can do (page 31).
If you have any experiences you'd like to share, please email me editor@luxurybbmag.co.uk or connect with us on Instagram: @luxury_bnb
This issue also features The House at Hawes, and an article on 'niching' from the Bed and Breakfast Coah, Yvonne Halling. There's a lot to digest in this month's issue of the Luxury BnB Magazine - happy reading!
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IN THIS ISSUE 4 || NEWS | KAREN'S COLUMN News and sweating the small stuff
13 || NICHING
25 || LBNB AWARDS | RUNNERS UP
5 || TINA BODEN
14 || BETHNAL & BEC
31 || WHAT TO DO WITH YOUR AWARD
6 || THE HOUSE AT HAWES
22 || LBNB EBOOK | CHAPTER 2A
33 || HONESTY BARS
with the B&B Academy founder
Tina's March 2021 Q&A discussion column
Discover this newly renovated, 5 star B&B in the Yorkhire Dales
www.luxurybnbmag.co.uk
Yvonne Halling considers why b&bs don't niche
The luxury holiday-lets using their business to help people
Things to consider when offering additional experiences for guests
The LBNB Awards runners up and highly commended
Andy Banner-Price from The 25 B tells us what to do with awards
All you need to know to kick start your own honesty bar
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EDITOR Juliet Horner editor@luxurybbmag.co.uk PUBLISHING DIRECTOR Dominic Johnson dominic@miramedia.co.uk MEDIA SALES Audrey Williams audreyw@spacemarketing.co.uk DESIGN & PRODUCTION Tracy Poulsom CONTRIBUTORS Tina Boden tina@tinaboden.com Karen Thorne karenjthorne@yahoo.co.uk Abbey Warne abbeywarne07@gmail.com Andy Banner-Price stay@the25.uk Yvonne Halling yvonne@yvonnehalling.com 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 Luxury BnB are not necessarily those of Miramedia. 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 Miramedia in good faith. Luxury BnB is available on subscription. UK & Ireland £19; Overseas £98. Luxury BnB, Miramedia, 29-31 Monson Road, Tunbridge Wells, Kent TN1 1LS www.luxurybnbmag.co.uk All rights reserved © Miramedia 2020
PM UNVEILS PLAN OF ACTION TO EASE LOCKDOWN RESTRICTIONS New roadmap for escaping lockdown shows that the majority of hospitality venues won't be able to reopen for indoor service until the middle of May. Outdoor service (such as beer gardens) are scheduled to reopen after April 12th. Boris Johnson has unveiled a much anticipated 'four-stage plan' for easing lockdown restrictions across the nation. The plan was designed to guide the UK 'cautiously but irreversibily' out of lockdown. Each stage will initially be separated by a five week gap so that authorities can measure the impact on transmissions after each stage. The nation will no longer be subject to the regional tier system that has been used previously. Each stage will see relevant restrictions eased nationally. The first stage of Mr Johnson's plan is due to begin on 8th March. The second stage is currently due to start from 12th April if all goes according to plan. This would mean that outdoor hospitality venues may reopen with the social contact 'rule of six' in place to limit contact between individuals. Mr Johnson also stated that they plan for the third stage to begin on 17th May,
meaning indoor hospitality venues, including b&bs and hotels, will be able to reopen with social contact rules still in place. The fourth and final stage of the plan to escape lockdown will be implemented 'no earlier than 21st June'. At this point, all legal limits regarding social contact and mixing are expected to be removed. For the hospitality industry, this could mean up to another three months of closure if you cannot offer outdoor services. However, there is a light at the end of the tunnel! Many businesses are already moving previous bookings to coincide with the upcoming easing of restrictions or taking multiple new bookings. The day after the PM announced the above plan, the BBC reported that UK based holiday firms Hoseasons and Cottages.com sold a record 10,000 breaks. There is no doubt that the hospitality industry will be busier than ever once the nation escapes lockdown.
Karen's Column
Karen Thorne has ran Hopton House B&B in Shropshire for over 16 years and the Bed and Breakfast Academy for over 14 years. Through the B&B Academy, Karen trains aspiring B&B owners in how to set up, buy, run and market their own B&Bs. Karen runs monthly online courses and has recently launched a B&B Marketing membership for existing B&B owners so she can help them to organically and authentically market their own B&Bs. 4 || Luxury BnB | March 2021
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WWW.BANDBACADEMY.CO.UK
@BEDANDBREAKFASTACADEMY @BEDANDBREAKFASTACADEMY @BANDBACADEMY
w READ ONLINE & SHARE >> SWEATING THE SMALL STUFF WITH THE luxurybnbmag.co.uk/karen_march21 FOUNDER OF THE BED & BREAKFAST ACADEMY When someone suggested that I stop husband has stopped running into the “Sweating the small stuff’, I replied “But kitchen when he hears me swearing loudly, that’s my job!” You don’t need to spend only to find another not quite perfect long reading a highly rated B&B’s reviews poached egg being given to the dog.. before spotting the phrase “attention to The day the shout meant I required a lift to detail”. Lemon drizzle cake, shortbread & minor injuries, I had to find him and explain fresh milk are often mentioned, whilst the it wasn’t another dodgy poached egg. expensive welsh blanket and expensive art For me, it’s a balance between caring rarely get a look in. Achieving the right at- enough about my business to focus on tention to detail does need the processes details, whilst not beating myself up when in place to support it. My 6am 22 mile trip things go wrong - maybe drop the 6am round Shropshire to find Halloumi before frantic drives round the county. Instead, a breakfast, could have been avoided had I sincere apology with a promise that there paid closer attention to my supply manwould be halloumi the next day might just agement process! What my well meaning be good enough… friend was suggesting with their “small stuff” comments was that I need to get You can read more on the attention to better at dealing with the small stuff. And details that B&B guests love in my blog: I confess that I do tend to overreact. My bandbacademy.co.uk/blog/review www.luxurybnbmag.co.uk
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YOUR QUESTIONS ANSWERED BY TINA BODEN FROM THEBANDBKEEPER.COM
Please send us your questions: m tina@tinaboden.com T @MicroBizGirl F The B and B Keeper E @thebandbkeeper
Tina Boden is certainly no stranger to The hospitality industry - it has been a part of her life since the age of 2. As The Tiny Troubleshooter, Tina works one-onone with business owners, providing virtual assistance and marketing support. As one of the Bs in the B and B Keeper, Tina will step in to run your BnB, Guest House, small Hotel or Inn while the owner is on holiday. And then as Co-founder of #MicroBizMatters Day Tina is one of the leading voices for micro business in the UK. Please email your questions to tina@ luxurybbmag.co.uk
Q
We're only a small B&B with 4 rooms and have always had 1 table for all guests to sit around at breakfast. This has worked well in the past - people have sat together quite happily. With social distancing this may not be ideal moving forward. Last year when we were open between lockdowns we operated a rota system to ensure space but we don't want to do this long term as it extends our already busy day. Do you have any thoughts?
A
I'm inclined to agree with you that communal breakfast tables may make people nervous especially if we have to keep wearing masks and stick to social distancing. It may take a while before people want to get close to strangers. Only time will tell. Have you got space to put tables in the rooms and offer a breakfast hamper? Can you put smaller, separate tables in your dining room? These are the options that immediately spring to mind. Why not use this as an opportunity to reach out to former guests, asking for their feedback? Alternatively, share a post on social media asking guests to comment. Doing this will not only allow you to get the views of your customers, the people that matter, but also give you an opportunity to interact with them.
Q
We have known for some time that we really need a new & improved website for our B&B but have always been put off by the prices that we have been quoted and moved it back down the ‘To Do’ list. During lockdown we have looked at the different platforms that would allow us to build our own website and are tempted to have a
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go. It would be a lot cheaper solution at a time when money is once again tight.
A
My advice is don't do it yourself unless you're a professional website designer which I presume you're not, or you wouldn't be obtaining quotes. I appreciate that the quotes may seem high, but to get a high quality website with the correct functionality you will have to pay the price. Decide what you want your website to do. You want it to sell your B&B to potential customers but what else? It should tell your story, share images of your property (including rooms & breakfasts) and drive direct bookings. Knowing what you want from the website helps you to get a more accurate quote. Look at your competitor's websites and decide what you like about each site. Sharing this info helps the website designer to understand what you want your site to look like. My advice is to reach out to other B&B owners and ask them who they used and what they paid. This way you will know if the prices you have been quoted are reasonable.
YOUR QUESTIONS ANSWERED || TINA THE TINY TROUBLESHOOTER
Talk It Over With The Tiny Troubleshooter
Let’s talk more about it... It's International Women's Month! There are many subjects that micro business owners ask for my thoughts and opinions on, not just B&B owners but across many sectors. Recently I've found myself discussing the impact of hormones and menopause on female founders and business owners. Many B&B owners are female and will find their decision making and ability to work impacted by hormonal imbalance. I hope to do a feature about this in the coming months and would love for ladies to come forward and take part. You can contact me at tina@tinaboden. com or any of my social media channels. Let’s start to raise awareness of this subject that impacts more or less 100% of the female population. March 2021 || Luxury BnB || 5
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IN PROFILE || HOSTING A COSY CHRISTMAS
THE HOUSE
at Hawes
Discover this recently renovated luxury b&B in the yorkshire dales. Owner Fiona Gardham reveals the process behind the unique interior design and how you can add value to your guest experience by Juliet Horner
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Profile Yorkshire. Rolling hills and winding rivers. The epitome of English countryside. Wake up in Wensleydale and explore all the stunning surroundings and local heritage that the Yorkshire Dales has to offer. The House at Hawes, a recently renovated B&B, offers four wonderfully unique bedrooms in the heart of the National Park that TripAdvisor recently named the best in Europe. We spoke to Fiona Gardham who owns The House at Hawes with her husband Tim to find out about the renovations, interior design and the process of adding value. Previously, Fiona and Tim owned a B&B which they sold in 2011. After taking a break from the hospitality industry and doing some travelling, they bought their new b&b, Eighteen97. In late May last year, they decided to sell Eighteen97 so they could purchase somewhere larger. When the B&B sold within two days, Fiona found herself on the hunt for their new property. www.luxurybnbmag.co.uk
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“We wanted somewhere that had a mix of absolutely gorgeous countryside but also had better facilities within walking distance,” said Fiona. “At The House at Hawes, we’ve got lovely views, but if you walk two minutes down the road you’re in Hawes which is the highest market town in England.” Fiona described the property as “needing work” and “stuck in the 1980’s” when they first bought it, but it was a functioning B&B and offered them the perfect lockdown project. After moving in on 28th September 2020, Fiona and Tim hoped to open by November, but the global pandemic that has dominated our day-to-day lives for the last year thwarted their plans. “Lockdown two and three meant things didn’t go quite to plan, but when we do open, it’ll be marvellous,” said Fiona. Initially, the 6 bedroom B&B will open with four rooms available to guests. Fiona said: “We’ve concentrated on the larger rooms first of all because they will be the ones that bring in the best return.” March 2021 || Luxury BnB || 7
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IN PROFILE || THE HOUSE AT HAWES
Music Room: Upcycled bedside lamps
Fiona and Tim have transformed The House at Hawes from a standard B&B into a unique Yorkshire retreat exclusively for adults. “We’ve had a whole new heating and water system fitted so that we’ve got a pressurised water system so that guests are able to enjoy a nice rainfall shower,” explained Fiona. “All the en-suites have been made slightly larger and have been completely refitted. And the electrics have been overhauled so we now have more sockets and USB ports on the bedrooms.” Fiona explained that they used local contractors for the work they did on the house before they started to decorate and focus on the interior design. Interior Design Surrounded by beautiful English countryside, it’s no wonder that Fiona and Tim wanted to create a beautifully luxurious retreat to complement their location. “We’ve really tried to play on the Yorkshire heritage,” siad Fiona, “There’s so much around here!” The four rooms that currently await their first guests are The Snug, The Parlour, The Library and The Music Room.
6 TOP TIPS FOR INTERIOR DESIGN 1. Use local artists & craftsmen for unique & individual items 2. Take inspiration from your surroundings 3. Don't be afraid to express your personality 4. Don't skimp Buy the better quality products where you can 5. Quirky items that stand out & make people smile are great 6. Consider upcycling items & give them a new life
"We've really tried to play on the Yorkshire heritage!"
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IN PROFILE || THE HOUSE AT HAWES
#1
FIONA'S FAVOURITE FEATURES Music Room
FIONA SAID: Fiona said: “The Library has a twist towards James Herriot, a well known Yorkshire author, and his book ‘All Creatures Great and Small’. “The Music Room has the Swaledale anthem on the wall. We’ve also tried to use some local artists and the bedside lights in The Music Room are made by a lady in South Yorkshire who up-cycles things to make lights out of them.
"I love this because it is up-cycled and has been given a new and fun purpose. It gives a great and unique first impression too in the entrance porch. It’s also great to support another small Yorkshire business with great ethics. You can get similar of your own design from Stirring Silver."
“She’s also made me some lights out of Jame Herriot books for The Library.” In the entrance porch, guests will also find a light fixture that has been made from a milking cluster that would have been previously used in a milking parlour.
Snug Room
“We just try to do a few little quirky things and each room has a little bit of a twist,” said Fiona. “I think it’s a great idea these days to try and get stuff that’s a bit quirky and will make people smile. I think people need that at the moment.” One of the great things about the interior design process at The House at Hawes, was www.luxurybnbmag.co.uk
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IN PROFILE || THE HOUSE AT HAWES
the effort Fiona and Tim made to highlight the local area. Fiona said: “I found a milking churn from the Hawes Dairy in the garden and we’ve turned that into a lamp table! “We also have a really big hallway and on one of the walls, we’ve got Ordnance Survey wallpaper which is a map of Swaledale and Wensleydale. “It’s something for people to look at and they can use it to plan their day.” Yorkshire heritage and the local landscapes played a huge role when it came to designing the rooms. The Snug is themed around Kit Calvert, the man who rescued the Wensleydale Creamery, home of the Wensleydale Cheese which was made famous by none other than Wallace and Gromit. “It’s not hard to get inspiration when you’re living in such a beautiful part of the country,” said Fiona. “We’ll also provide a mix of different breakfasts and what we’re going to call a ‘Great Yorkshire Breakfast’. We’ll have a twist on our food towards where we are, for example, we’ll do things like the Wensleydale rarebit or make a breakfast burrito but using Wensleydale cheese to emphasise our surroundings.” The House at Hawes is full of uniquely individual features, from an ostrich head to the Yorkshire breakfast sign designed by Fiona’s husband.
FIONA'S FAVOURITE FEATURES
#2
FIONA SAID: "I love this because it is absolutely unique to us and celebrates the fact that we love serving fabulous breakfasts to our guests. Tim created the stencil from a photo he put together and took using a Yorkshire flag and cutlery. We then had it made into a wall stencil. - Personalised wall stencils from Wallboss."
Valentines Day at The House at Hawes
“The nice thing about the lights for example, is that they’re all upcycled as well as being unique,” said Fiona. “They’ve got a more ethical feeling about them. Things aren’t being wasted, but sort of repurposed. “It’s the same with the milk churn, for example,” explained Fiona, “It’s lovely and local and goodness knows how old it is. I don’t know how long it’s been sitting in the garden, but now it’s got a new life as a table for a lamp!” Redecorating, upcycling, or designing can be hard tasks to undertake, especially if you are starting from scratch and it can seem even more daunting if you have no experience in interior design or DIY.
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Fiona says you shouldn’t be put off by a big design task. She explained that an important thing to remember is that smaller hospitality businesses such as B&Bs, boutique hotels and glamping sites are so much more personal, so “don’t be frightened of expressing your individuality”.
“I’m talking more about mattresses, bedding, pillows and things like that. They might not stand out, but people will remember if they’ve had a good night’s sleep or not, or if they slept on a really comfortable pillow.” Laughing, Fiona added: “Don’t skimp!” Added Value
“It needs to reflect your personality. Don't’ be afraid of doing something that’s a little bit out of the ordinary,” said Fiona.
Aside from interior design, there’s still plenty you can do to impress your guests as well as adding value to their stay.
“You tend to find that the B&Bs that are a bit different or quirky, are much more successful.”
“Look at what you can add to your rooms,” said Fiona, “sometimes it’s the small things that make all the difference.”
But despite this, how do you figure out where to start?
Fiona puts a packet of biscuits, cakes or treats in each of the rooms for guests to enjoy. She said: “Our guests get a different homemade treat everyday. It’s small, but it’s something they remember. They love it and it adds value to their stay.”
“Look around your local area. Look at the landscape and see what inspiration you can pull from that,” suggested Fiona. “But also look locally for the artists, craftsmen and food producers. They are so much more individual than going to a high street shop to kit your property out with things other places will have.” Although Fiona expresses the importance of individuality, she also strongly believes in quality. “Where you can, always buy the best quality,” she said.
IN PROFILE || THE HOUSE AT HAWES
Parlour Room
"Where you can, always buy the best quality. Don't skimp!"
If you don’t think homemade treats are your style, you can fall back on what’s available in the room. Each of the rooms at The House at Hawes have Nespresso coffee machines, smart TVs, and bluetooth speakers. Fiona said: “They might not necessarily look the best in terms of design, but they’re something people really like and appreciate.
URLs thehouseathawes.co.uk stirringsilver.co.uk grahamandgreen.co.uk wallboss.co.uk
“For example, we have silent fridges in www.luxurybnbmag.co.uk
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IN PROFILE || THE HOUSE AT HAWES
5 TOP TIPS FOR ADDING VALUE
the rooms, but they can be built into a cupboard so they’re not on display.”
1. Small things make all the difference - it doesn't have to be big
Another increasingly popular option to add value to your guest experience is to partner with local businesses and suppliers.
2. Look at what amenities & appliances you can put in the rooms
“One of the things we do is offer ‘add-ons’ that people can purchase when they are going through the booking process,” said Fiona.
3. Know the local area and what's available 4. Partner with local businesses 5. Provide optional add-ons available to purchase via your booking system
#3
“Another example is how we’ve linked up with a local chocolate shop. He will do anything so we’ve come up with a few different things like a treasure chest of retro sweets, a big bag of pick’n’mix, or a selection of luxury belgian truffles.” Fiona said providing guests with a choice is extremely important.
FIONA'S FAVOURITE FEATURES
“What works for one person doesn’t work for another. It’s about giving them a choice and that can make all the difference,” she said.
FIONA SAID: "We found the milk churn lying in the garden when we moved here. As it's from the original Hawes Dairy it’s a great piece of local history too. We cleaned it up, waxed it and bought a rustic chopping board make a lamp table and sat Hetty Hare on top! You can get similar milk churns at local antique shops and online (Etsy) and the light is from Graham and Green."
“We have a lovely local florist who does the most gorgeous bouquets and she can add champagne and things like that for special occasions so they are waiting for people on arrival.
If you’re new to your local business community, partnerships may be hard to set up at first, but they’re a great way to add value. “It’s important to get to know the other businesses and get to know what’s on offer,” said Fiona. Not only are you potentially providing guests with additional things to purchase, but it’s also important to know your local area. Wall-ter the Ostrich
“Part of your role as a B&B owner is to tell your guests what's available, so the more local knowledge you have, the better,” said Fiona. “Take a deep breath and go see the local business owners. We’ve had an absolutely great response from everyone we’ve spoken to here, and building these relationships helps both your businesses!”
The Yorkshire Dales
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Industry expert Yvonne Halling considers how niching can help your hospitality business. Yvonne Halling is no stranger to the hospitality indusrty. In 2001, Yvonne opened her B&B in the Champagne region of France, running her B&B for 17 years. Yvonne is now the Bed and Breakfast coach, offering owners and managers in the B&B industry helpful training and masterclasses. Yvonne helps B&B owners make 25% more more whilst actually working less. If you're looking for a coach and mentor, Yvonne offers free 30 minute consultations to talk about your business and your dreams. You can join Yvonne's Facebook group at: http://bit.ly/ BandBgroup If you have any questions, email Yvonne at yvonne@ yvonnehalling.com FB: Yvonne Halling TW: @yvonne3030 IN: @bedandbreakfastcoach bedandbreakfastcoach.com
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One of the ways in which you can stand out from the crowd, attract the guests YOU want to welcome and literally make tons more money (not to mention have more fun) is to “niche” your business. Let’s look first at why too many owners don’t niche: • They believe they have to appeal to anyone and everyone so they don’t miss out on bookings • They believe that niching will limit their appeal • They think that they’re chosen only on price • They’ve never defined their ideal guest • They’re afraid to niche in case they lose money/bookings Here’s the truth: Niching your business will bring you more guests, more money, more fun and more fulfilment and here’s why. When you take the time to work out WHO your product is for, and WHY those customers would choose YOU, then you have a unique point of differentiation in the market.
niche?
People can get beautiful rooms and delicious breakfasts anywhere. You’ve got to go deeper to find YOUR unique value and lead with that, not your prices or discounts
YVONNE HALLING || WHY DON'T B&B OWNERS 'NICHE'?
WHY DON'T B&B OWNERS
Third, you elevate yourself in the eyes of your guests, into a kind of mini-celebrity who they want to follow, learn from, be around. You create your own community of like-minded people who recommend you, talk about you, send their friends and family to you. Because birds of a feather flock together And finally, when you’ve got your community, you don’t need to worry about anyone else. Just by focussing on feeding and nurturing them with content that only they want to see, you’ll attract more of them and before you know it… You’ll have a niche business, uniquely positioning yourself in the market as the ONLY place to stay for the guests YOU want to welcome, making more money and having more fun. And who doesn’t want that? Niching is where the money is, the fun is and the ideal guests are, so what’s stopping you?
This means you can raise your rates, because the guests who want what you have will happily pay more for the unique experience you offer, that they can’t get anywhere else It also takes you out of what we call the “meat market” where you’re seen as a commodity and chosen only on price. And who wants to be in that place? Second, when you’re clear on WHO you want to welcome and WHY, you can start creating marketing content that will appeal specifically to them, instead of posting recipes and pictures of your breakfasts on social media, which doesn’t bring bookings You’ll be speaking directly to their hearts and minds, positioning yourself as an “expert” instead of a “generalist” which is where most owners are unfortunately And who gets paid more – the expert or the generalist?
EXAMPLES: Wine: www.hismajestys.com Trains: www.stationinnpa.com Families and pets: www.lancombe.co.uk March 2021 || Luxury BnB ||13
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BETHNAL
& BEC After moving their family to the rural village of Cottered in Hertfordshire, Vicky Saynor and her husband Chris took their first steps into the hospitality industry. Previously, Vicky lived in Tooting Bec and Chris in Bethnal Green, so upon their relocation and subsequent renovation of two dilapidated stables, Bethnal & Bec was born. “We found this property and attached to the house were two very run down stables, a barn and various other outbuildings. It’s right on the edge of the village and it’s beautiful,” said Vicky.
Discover the luxury Self-catering holiday let business providing free respite for those suffering from domestic abuse during the COVID-19 lockdowns By Juliet Horner
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“We demolished the stables because they were so run down, and we wanted to create something that was sort of ‘Soho House-esque’ and urban chic. “We didn’t want to do something really tweed, so we went for a slightly edgier, luxury look.” Both the Bethnal and Bec hideaways aim to bridge the gap between self-catering properties and mainstream, five-star hotels. “The retreats each have a food pantry, in-room larders, and all the added extras that are there for guests to use exclusively,” said Vicky. www.luxurybnbmag.co.uk
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IN PROFILE || BETHNAL & BEC
“They have wood burning stoves, private hot tubs, luxury bathrooms and so much more.” 2020 was a hard year for the hospitality industry and Bethnal & Bec is just one of many businesses that have had to find ways to work around the pandemic. “This last year has been very difficult,” explained Vicky, “What we’ve done is move everyone’s booking for free into a two year window so they can move their bookings around. Some guests are on their third or fourth move!” Luckily, people are still making bookings to stay at Bethnal & Bec and next year looks very busy. Vicky explained that she’s still taking “about 5 to 16 bookings a week” depending on what announcements the government is making. Despite a hard year, Vicky and her husband Chris have found a way to put their luxury retreats to good use during the ongoing lockdown. In November 2018, Vicky was diagnosed with breast cancer. Due to her experiences, she regularly donates nights away to cancer charities and permanently offers discounts for those who work for the NHS, in care homes or at hospices. “When I was in treatment we were exposed to a lot of charities and we really saw the true kindness of grassroots charities and that really changed our perspective on what we could be doing as a family and as a business,” said Vicky. “In the first lockdown, we were hosting key workers because the two hospitals near us were drafting in doctors and nurses and other key workers. But we couldn’t do anything else to help.” After spending the rest of the year hosting guests when they could open and closing when subsequent lockdowns demanded it, Vicky and Chris received a message on New Years Eve that gave them an idea.
nowhere to go during lockdowns and it’s awful. So we decided that we would use our retreats to help those people.” During the first lockdown, hospitality businesses could only host key workers, however the government changed this rule for the lockdown that began in late December. This meant that Vicky could host key workers and/or anyone fleeing domestic abuse.
"We decided we would use our retreats to help people."
“We were doing our first ‘live’ and a guest who had stayed with us in the past contacted us privately. She explained she was in a situation at home that she desperately needed to get away from and asked if she could come and stay,” said Vicky.
“When we started talking to charities about this, they said they’d love to use our accommodation but they couldn’t because we haven’t been vetted and couldn’t send staff to vet us,” explained Vicky, “there was lots of red tape.”
“Sadly, when she arrived, she was in a state. An absolute mess. We realised that there are people in awful relationships and have
But after contacting and liaising with grassroots charities, they were given the idea for providing a respite escape.
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IN PROFILEN || BETHNAL & BEC Bethnal Retreat
Vicky said: “There’s a big difference between being a refuge and being a respite escape. We need to move people on. “So we came up with the idea of doing four days at a time whilst we have empty properties and that’s allowing people and families - who aren’t necessarily ready to leave for all sorts of reasons - a chance to get away and figure everything out.” Vicky and Chris welcomed their first respite escape guest in early January and have been providing this respite for people ever since. “It’s all done through social media and people sharing the message,” said Vicky. “We then get contacted by those looking for help and organise it so they can stay here. We’ve also been lucky enough to have financial donations which go towards food, water, heating, transport and things like that. We’ve even had food donations and clothing donations.” Anyone can contact Vicky to enquire about the respite offered at Bethnal & Bec. “Normally they write to us to tell us about their situation and we will do our best to help, but we have to be very clear that it’s only for four days. We’re not a refuge and they do have to move on after those four days. 16 || Luxury BnB || March 2021
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“When they arrive, we go through where things are, what to do in case of
Bec Retreat
"It's all done through social media and people sharing it." emergencies, where the food is and things like that. Some people tell us their stories, others don’t.” One lady who shared her story was a hairdresser who’d had two of her fingers broken during lockdown, but hadn’t been allowed to go to hospital. Vicky said: “She was very normal, very humble and very embarrassed.” The hairdresser’s stay at Bethnal & Bec was the first time she had slept without a knife under her pillow in six months and Vicky explained she felt humbled by the lady’s story and was so glad she was staying at Bethnal & Bec for a few nights. “It’s important that they don’t tell anybody that they are coming here, to protect themselves, us and anyone else staying here,” said Vicky. She added: “We ask what they need and what’s really helpful is the free support we’ve been given by other people. So we www.luxurybnbmag.co.uk
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IN PROFILE || BETHNAL & BEC
can offer counselling and advice and so on. “For those suffering domestic abuse, it’s hard not to lose yourself. You might not be able to think clearly, let alone know what your rights are. So we put together a support list essentially, with the help of lots of very generous offers from other people. “They can use their time here to phone people who can give them some advice, and decide what options they’ve got. They can use this respite to decide what their next steps are moving forward. “We provide the accommodation, somewhere safe to stay. I’ve then compiled this list which I send to them when they arrive and we leave them to make their decisions.” Vicky has also received free logins for different platforms that offer online yoga and meditation sessions that she can give to her guests. “They’re ongoing as well,” said Vicky, “it’s just whilst they’re here. If they’ve stayed with us they can continue using those services. More and more people have been offering free counselling for those who are staying here. “We can’t do much more, but hopefully it gives them a respite to get some clarity and time to decide what they need to do.” Lockdown has been hard for everyone in different ways and Vicky explained how lockdown has made it hard for people to escape domestic abuse.
Bec Retreat
Bec Retreat www.luxurybnbmag.co.uk
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IN PROFILEN || BETHNAL & BEC
“Nobody knows what’s going on behind closed doors,” she said. “I think people are terrified that if they do this, they might get stuck with people that are what society considers to be ‘unsavoury’. But they’re just like you and me. There’s no reason why we couldn’t find ourselves in a similar situation.” She added: “They are normal, everyday people. We’ve had a Muslim girl come here after she was ostracised by her family for having a child with someone who isn’t a Muslim, and he’s now not being nice to her. “We’ve had young people and women older than me come with their children. One young girl came here and used the time to get advice and find out what she could do, like the legal stuff, and what she has access to.” Vicky strongly believes in helping people through these difficult situations and encourages other people in the hospitality industry to consider how they could use their business to help.
She said that if anyone wanted to do something similar, they are more than welcome to approach her for advice. “They can come and talk to us. I mean, we came up with it ourselves with grassroots charities,” she said. Should anyone wish to follow in the footsteps of Bethnal & Bec, there are important factors to consider. For example, Vicky and Chris stripped their properties right back to basics. They are also allowing children into their normally adultonly retreats due to how many people are fleeing domestic abuse with their kids. Vicky said: “We have friends in the police and we’ve spoken to them about what we’re doing and they think it’s a great idea. “They also gave us some really helpful advice which we’ve taken on board, such as making sure they don’t tell people they are coming here and making sure they don’t have trackers on their phones.
Bethnal Retreat
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IN PROFILE || BETHNAL & BEC
Bethnal Retreat
“We’ve had no problems. There is nothing to be scared of and I really wish that more people were doing it because we’re making a difference for these people.” Vicky believes that grassroot charities will be supportive of anyone wanting to get involved in similar campaigns because they want to help as many people as possible. She said: “These smaller charities think it’s brilliant. For example, we had someone come to stay who was waiting for her flat that she was moving into, but it wasn’t ready yet. She couldn’t stay at home any longer and staying here for four days meant she wasn’t sofa surfing with an 18-month-old baby.” She added: “The police said they think what we’re doing is incredible. We’ve had some people online saying we shouldn’t be putting this out there, but I think not putting it out there that we’re providing this respite, hurts more people than if we didn’t. “We’ve been doing this a while now and we’ve had no problems. None of the local social workers that we’ve spoken to have said ‘No don’t do it, it’s really dangerous’. They just said to make sure we’re being clear that they can only stay for four days and that they aren’t telling the person they are fleeing from where they are going.”
URL bethnalandbec.com
Typically, the response to Vicky and Chris offering these four day respite escapes for those fleeing domestic abuse has been unbelievably positive. Vicky is certain that should we have more lockdowns in the future, she will provide this respite service again. “Why not?” said Vicky, “We’re helping people and it’s not really costing us.” Vicky admitted that if she wanted to be frank and quite selfish, providing this respite service has done their brand the “world of good”. She said: “Our [social media] following has shot up. Our website hits have gone up by 350%! “We didn’t do this to make ourselves look good. We never had that intention, but a positive side effect is how so many people are saying what we’re doing is incredible and when it’s possible, they will book to stay with us.” Other local businesses are also showing their support for Bethnal & Bec. www.luxurybnbmag.co.uk
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IN PROFILEN || BETHNAL & BEC
5 PIECES OF ADVICE FROM VICKY
Bethnal Retreat
1. Put a strict limit how many days and nights that they can stay with you. Remember you are a respite. Not a refuge. 2. Make sure they don’t have trackers on any mobile devices they are bringing with them 3. Make sure they don’t tell the person they are fleeing where they are going
“You’ll be amazed at how many people want to support you, be it food, clothes or whatever else they can offer,” said Vicky.
4. Remove any valuable and fragile items from your property
“We’ve even had locals offering to pick people up from the station. There’s a real sense of community and that’s really lovely to tap into because it’s really helped our business.”
5. Don’t make assumptions about the characters of those staying with you. They are normal people. This can happen to anyone
In the future, when they can reopen, Vicky will be unable to continue this respite service, but she will continue to donate nights away to charities and those going through, or recovering from, cancer treatment. She explained they may do something once a year or run an auction in the future where they will offer their adult-only accommodation to a family with children should they need a safe space for a weekend. But nothing is set in stone apart from the fact that Vicky is certain they will offer this respite from domestic abuse service in any future lockdowns. Vicky really hopes that other hospitality businesses will start running similar campaigns. She said: “Just be prepared to be quite humbled, but also be hugely rewarded by it. “Be clear on your rules such as how long people can stay and things like that.” She also said it’s important not to jump to conclusions about those you are helping. “We’re not dealing with drug users and dangerous people. They are normal people like us who have desperate situations in their home life,” she said. “They’re not criminals or people with no morals. We’re talking about everyday families who are 20 || Luxury BnB || March 2021
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IN PROFILE || BETHNAL & BEC
genuinely grateful for having this safe space to come to and are absolutely more than willing to work within your set of rules.” The support has been so incredible that Vicky said she wakes up to over 100 messages each morning and receives an average of 20 to 30 new followers on social media each day. Vicky also explained that she sends each new follower a standard message saying thank you for following their business and briefly explains their respite from domestic abuse campaigns. “I also say, ‘By the way, in normal life we are also a luxury holiday retreat and if you ever want to go away in the UK, don’t forget about us’. So I’m still trying to get business,” she said. “I’m very conscious of what we do on social media. I’m in no way providing this respite from domestic abuse to generate awareness and profit for the business. It just so happens that that’s been a positive by-product of what we’re doing.”
Bethnal Retreat
She added: “If other businesses did this, they’d be amazed at the support and goodwill.” For those wanting to do something similar with their own hospitality business during lockdown, Vicky’s final piece of advice was that it’s got to “come from the heart”. She said: “You’ve got to believe in what you’re doing”.
"You've got to believe in what you're doing."
PEOPLE TO CONSIDER WORKING WITH IF YOU WANT TO RUN A SIMILAR CAMPAIGN 1. Local Police 2. Grass roots charities 3. Local Social Workers 4. Local Councellors and Therapists 5. Local Businesses (donations) 6. Vicky and Chris at Bethnal & Bec
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LBNB E-BOOK || CHAPTER 2A
GETTING STARTED IN HOLIDAY RENTALS
Chapter 2A
BUSINESS PLANS The first section will provide you with all the advice you need to create an effective business plan. This will include all the important points you will need to consider, and we have even provided you with a handy example. INFORMATION FROM MATT BRYANT AT ZIGZAG ACCOUNTANTS Creating a business plan •
For each issue in 2021, we will be serialising a section of our Luxury BnB E-Book for those looking to set up their own hospitality business. By Abbey Warne and Dominic Johnson
Welcome to Chapter 2A of our new ebook which will provide you with everything you need to know about setting up your own rental property. We once again have some fantastic content to help you on your way. This chapter will take you step-by-step through the process of creating a business plan, and the legal entities you will need to consider.
Contents:
•
As with any funding, you will need to provide a detailed, robust business plan. It includes your estimated incomings and outgoings, optimistic as well as conservative.
If you are looking at buying an established Holiday Rental, a lot of the groundwork will have been done for you and revenue stream information should be immediately accessible for you. However, there’s a vast amount of information you will need to look for and understand. You will need to consider the following: • The cash flow for the business • Capital investment: IT systems, refurbishment costs • What the operating costs of the business are • The key systems that are already in place to run the business • The suppliers that have already been sourced • If there will be training/support after the sale • The legal requirements for running the business Note: If you are taking over an existing business, then you will still need to do more background research to find these out.
1A: Intro to holiday rentals Hiring an Accountant 1B: Intro to financial considerations
2B: Further financial considerations
For the financial part of the business plan it is recommended that you seek advice and support from an accountant who has experience in preparing a business plan and in helping businesses raise finance.
3A: Interior - furnishings and tech
Why you should seek advice from an accountant:
3B: Operations - provisions, access & storage
In the first few months, any time not directly spent growing the company is time lost.
>> 2A: BUSINESS PLANS & LEGAL ENTITY
4A: Booking operations • 4B: Management - staff & planning 5: Checklists
•
By hiring an accountant, you save time and have peace of mind knowing that your books are being handled by someone you can trust. Accountants are business advisors too and serve as an invaluable resource as your company continues to develop.
w READ ONLINE & SHARE >>
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LEGAL ENTITY This section will introduce you to Legal Entity, and will explain what Partnerships and Limited Companies are, and the benefits of each. INFORMATION FROM MATT BRYANT AT ZIGZAG ACCOUNTANTS
EXAMPLE SIMPLE PLAN A VERY SIMPLE PLAN USED TO SECURE A MORTAGE. Introduction I wish to purchase a property in [X location]. My idea is to initially rent out the property as a short-term holiday let Details of the property: I plan to pay [£X] for the property. The property is in an excellent location and order. There is no work required on the property and it is currenrtly operating as a short-term holiday rental propoerty. Existing Revenue Figures: The figures below are actual figures (using public information): Month January February March April May June July August September October November December
Days 6 2 11 17 7 11 19 30 3 6 6 4
Rate £90.57 £100.57 £100.57 £116.29 £116.29 £136.29 £136.29 £116.29 £116.29 £100.57 £90.57 £770.29
Rev £543.43 £201.14 £1,106.29 £1,976.86 £814.00 £1,499.14 £2,589.43 £3,488.57 £348.86 £603.43 £543.43 £3,081.14 £16,795.71
Running costs Cleaner / Advertise: £100 per booking = £2k/year Maintenance: £50 per month Services: £100 per month Total: £3,800 / year Release: £12,995.71
Finance of purchase Savings: £ N Business loan on property: £ N Re-Mortgage on family home: £ N
Conclusion I feel this business proposal is very low risk. Revenue figures on this place are currently relatively low due to poor marketing and presentation. We believe we can at the very least maintain this level and are confident we can increase it. The property is in [X location} which is a very popular area and has consistent rental opportunities. Peronsally we have residual money left every month to cover the loan repayment even with £0 rental income. I feel as a husband and wife team, we are very well placed to make an excellent holiday let business. [Partner A]'s eye for details and knowledge of the market is second to none. They have an excellent contact list of tradepeople and have led many large projects. [Partner B] is an expert in branding and online marketing and has run a successful web design business for 15 years. www.luxurybnbmag.co.uk
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Deciding on whether you trade as a Partnership or Limited Company will depend on a range of different factors, including: • Tax considerations • Legal requirements Identifying the pros and cons so that you have a good grasp of the difference between a Partnership and Limited Company, is an essential part of the process of business planning. Why making the right choice matters: • • •
Making the right choice can ensure optimum efficiency. It provides key protections and makes it simpler for your business to grow. It can be useful to discuss this with an accountant before you make the choice.
Partnership vs. Limited Company What is a Limited Company? •
A limited company is a vehicle ideally designed for running a business. • It’s one of the most popular choices because it can provide clarity and protection that other legal entities may not. There are several benefits to opting for a limited company, including: • • • •
Personal liability is minimised, as a limited company is a separate legal entity. Shareholders will only be liable for any unpaid amounts owed on shares. In most circumstances the company’s debts belong to the company. The individuals who run it won’t be responsible for paying the debts unless it can be proven that there has been a situation of negligence or fraudulent situations. March 2021 || Luxury BnB || 23
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LBNB E-BOOK || CHAPTER 2A
BENEFITS OF A LIMITED COMPANY
BENEFITS OF A PARTNERSHIP
Credible Structure
No Filing Requirements
• •
•
A limited company is a very credible structure. If you’re looking to create a professional impression, it’s a simple way to establish trust.
There are no filing requirements for a traditional partnership and no need to register at Companies House.
Investment Management
Clear Business Structure
•
•
•
It’s easier to manage investment in your business via a limited company. In fact, some investors may not be willing to put cash into the enterprise, unless it is structured in this way.
Tax Efficiency • •
A limited company may be more tax efficient. Shareholders are only taxed on what they withdraw from the company, as opposed to their share of its profits.
You can draw up a partnership agreement that makes the business structure clear and identifies the roles and responsibilities that each partner has.
Tax Efficiency • •
Partnerships may be more tax efficient. It depends on individual circumstances but there can be tax benefits to a partnership.
Partnership Liability • •
If you set up a partnership all the partners will have joint and several liability. This means each one is liable for the entire debt of the business if something goes wrong.
OTHER THINGS TO CONSIDER CONVENIENCE • For some, the partnership vs limited company decision may come down to convenience. • A limited company is a more complex structure than a straightforward partnership. FILING REQUIREMENTS • There are filing requirements and limited companies must publish annual accounts. SEPERATE LEGAL ENTITIES • The key difference between a partnership and limited company is often identified as the fact that a company is a separate legal entity. WHAT IS A PARTNERSHIP • In a partnership the partners own the business and are responsible for any liabilities it has.
SUMMARY OF CHAPTER 2A This brings Chapter 2A to a close, and we hope that we have made the process of writing up the business plan and understanding the legal entities involved a little bit easier for you. The next Chapter (2B) will explain the key parts of finance, which include the different types of borrowing available and how to get the right support. It will also introduce you to release from the pension pot and self-investment.
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2021 AWARDS || SHORTLIST
THE LUXURY BNB TEAM WOULD LIKE TO ANNOUNCE THE 2021
RUNNERS UP The Luxury BnB team would like to say a massive thank you anyone who took the time to enter our 2021 Excellence in Luxury Service Awards. The judges really had their work cut out for them and really enjoyed debating about the wide variety of properties that entered. Due to COVID-19, the judges were unable to visit the properties and the awards process was conducted online. Despite not being able to taste the breakfasts or experience the venues in person, the judges worked hard to judge all venues fairly via the available platforms online. Despite difficult judging methods, the team thoroughly enjoyed their lengthy discussions and wish to give every entrant praise for perservering during the pandemic. We look forward to seeing you all enter the 2022 awards!
&
HIGHLY COMMENDED AS WELL AS THOSE THE JUDGES BELIEVE DESERVED A SPECIAL MENTION.
Winners announced in
APRIL 2021 print magazine
MEET THE JUDGES
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Yvonne Halling
Dominic Johnson
David Weston
Tina Boden
Mark Hinchliffe
Andy BANNER-PRICE February 2021 || Luxury BnB || 39 Februarywww.luxurybbmag.co.uk 2021 || Luxury BnB || 39
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2021 AWARDS || SHORTLIST
BEST BREAKFAST RUNNER UP BRYN WOODLANDS HOUSE URL: brynwoodlandshouse.co.uk Location: Colwyn Bay, North Wales Judges comments: • “I love that they’ve got things like kippers on the menu which is a bit different.” - Dominic Johnson | Publishing Director LBNB Magazine • “Everything is sourced within three miles of the b&b which is great. I like that everything is sourced locally.” - David Weston | Chairman of the B and B Association • “They have great reviews online.” - Tina Boden | The B&B Keeper
HIGHLY COMMENDED ABBEY RISE URL: ABBEYRISe.co.uk Location: BATH Judges comments: • “It looks nice & tasty from what I can see online. They also have great reviews.” - Mark Hinchcliffe | The Chapel Boutique B&B • “Very good TripAdvisor scores and great breakfast reviews. The menu looks good and I like the website.” - David Weston | Chairman of the B and B Association • “I like that the menu's available online and they offer things like fresh granola and a hearty cooked breakfast. She used to work at Buckingham Palace which is cool.” - Andy Banner-Price | The 25 Boutique B&B
SPECIAL MENTION: BRICKFIELDS FARM URL: BRICKFIELDSFARM.CO.UK | LOCATION: KIRKBY MILLS, YORK 26 || Luxury BnB || March 2021
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MOST ROMANTIC GETAWAY
RUNNER UP AVALON LODGE B&B URL: bED-breakfast-devizes.co.uk Location: Devizes, wiltshire Judges comments: • “They have separate tables for intimate breakfasts which is nice.” - Andy Banner-Price | The 25 Boutique B&B • “You can enjoy champagne and chocolates on the balcony. It doesn’t get much more romantic than that!” - Mark Hinchcliffe | The Chapel Boutique B&B • “Having a four poster bed and a fridge filled with treats is great too.” - Dominic Johnson | Publishing Director LBNB Magazine
HIGHLY COMMENDED TORRDARACH HOUSE URL: torrdarach.co.uk Location: pitlochry, scotland Judges comments: • “Amazing scores on TripAdvisor. 403 ‘Excellent’ votes out of 411. Lots of fantastic comments. Looks like a nice place.” - Dominic Johnson | Publishing Director LBNB Magazine • “They do a lot of sourcing locally and support local businesses which is great and really ticks boxes. Website is good too.” - Andy Banner-Price | The 25 Boutique B&B • “Lovely garden to walk around and sit and watch the birds. Looks nice and peaceful. The fireplace is nice too.” - Yvonne Halling | Bed and Breakfast Coach
SPECIAL MENTION: UPLANDS HOUSE URL: COTSWOLDS-UPLANDS.CO.UK | LOCATION: BANBURY, COTSWOLDS www.luxurybnbmag.co.uk
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2021 AWARDS || SHORTLIST
LUXURIOUS INTERIOR DECOR
RUNNER UP DOME HOUSE URL: Domehouselakes.co.uk Location: BOWness-on-Windermere, CUMBRIA Judges comments: • “Definitely somewhere I want to visit. It’s slightly different and has that wow factor!” - Mark Hinchcliffe | The Chapel Boutique B&B • “Very modern. It’s a different type of luxurious and is very impressive.” - David Weston | Chairman of the B and B Association • “It’s amazing. They’ve really made use of the view and the interior is modern and makes you think wow.” - Tina Boden | The B and B Keeper
HIGHLY COMMENDED UPLANDS HOUSE URL: cotswolds-uplands.co.uk Location: Banbury, Cotswolds Judges comments: • “It looks very comfortable and the floral patterns would appeal to those with traditional tastes.” Dominic Johnson | Publishing Director LBNB Magazine • “It’s a different kind of luxurious. Very stately and regal and comfy looking.” - Yvonne Halling | Bed and Breakfast Coach • “I like it. Very traditional and typical of a country, stately home. A bit different, but nice.” - Mark Hinchcliffe | The Chapel Boutique B&B
SPECIAL MENTION: BRICKFIELDS FARM URL: BRICKFIELDSFARM.CO.UK | LOCATION: KIRKBY MILLS, YORK 28 || Luxury BnB || March 2021
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MOST EFFECTIVE MARKETING & USE OF SOCIAL MEDIA
RUNNER UP LAKESIDE HOUSE URL: lakesidehouse.co.uk Location: Keswick, cumbria Judges comments: • “They did great videos during COVID about cleaning their rooms which is great on social media.” - Dominic Johnson | Publishing Director LBNB Magazine • “She does a good job of promoting through her Facebook. She just needs to add the social buttons to her website!” - Yvonne Halling | Bed and Breakfast Coach • “You can see her personality coming through on social media which is nice.” - Tina Boden | Bed and Breakfast Coach
HIGHLY COMMENDED ST JOHNS GUEST HOUSE URL: STjohnsguesthouse.co.uk Location: Weymouth Judges comments: • "Good website. Excellent use of social media. I also like that they included their story so we know who they are.” - David Weston | Chairman of the B and B Association • “Great use of social media. I like the ‘Reasons to Stay’ section on their website.” - Yvonne Halling | Bed and Breakfast Coach • “You can see their personality coming through on social media which is nice. I really like how they are using their social media platforms.” - Tina Boden | Bed and Breakfast Coach
SPECIAL MENTION: BLACKWELL HOUSE URL: BLACKWELLHOUSE.CO.UK | LOCATION: NORTHERN IRELAND www.luxurybnbmag.co.uk
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2021 AWARDS || SHORTLIST
LBNB 2021 EXCELLENCE IN LUXURY SERVICE AWARDS
RUNNER UP BRICKFIELDS FARM URL: brickfieldsfarm.co.uk Location: Kirkby Mills, York Judges comments: • "Their breakfasts look great and I like their website." - Andy Banner-Price | The 25 Boutique B&B • “Clear booking system on their website and they have links to their social media which is great.” Yvonne Halling | Bed and Breakfast Coach • “Really great location and the food looks lovely. There's also quite a bit to do and see nearby.” David Weston | Chairman of the B and B Association
HIGHLY COMMENDED UPLANDS HOUSE URL: cotswolds-uplands.co.uk Location: Banbury, Cotswolds Judges comments: • "I like this. It's a very traditinal, typical, country house style. It's a bit different too which is nice." - Mark Hinchcliffe | The Chapel Boutique B&B • “Luxurious in a different way. Looks like a nice location too.” - Andy Banner-Price | The 25 Boutique B&B • “Looks like it has a nice long driveway. Big four poster beds that really suit the decor. very unique." Tina Boden | The B and B Keeper
OVERALL WINNER OF THE LBNB AWARDS WILL BE ANNOUNCED IN THE APRIL MAGAZINE 30 || Luxury BnB || March 2021
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ANDY BANNER-PRICE || WHAT TO DO WITH AWARDS
I WON AN AWARD...
So now what?
Discover what you can do after you've won an award for your hospitality business. Co-owner of the world's best b&b, Andy Banner-Price, writes about work after winning.
Andy Banner-Price The 25 Boutique B&B Social media: FB: @The25Torquay Tw: @The25Torquay In: @The25Torquay URL: the25.uk Awards: The 25 has won many awards, including the world's best b&b award two years running! Recently: Andy was recently part of the LBNB judging panel for the LBNB 2021 Awards. The 25 was visited by Joanna Lumley for her TV series "Joanna Lumley's Home Sweet Home"
Having deliberated for hours over the judging of our very own Luxury B&B Awards this year, we got to wondering what you should do next if your business is lucky enough to win an award. Who better to ask but multi-award winner and fellow judge Andy Banner-Price from The 25 Boutique B&B? Here’s what he told us… For us, it’s just as important what you do after you win an award as it is winning. Afterall, what’s the point in winning if no one knows you won? Though the process of applying can be useful in itself, many awards are bestowed upon you rather than entered. We always try to make the most of our awards to get the maximum publicity. Here’s my top 6 ways you can shout about your award: Social Media You should be putting something on social media at least every few days. We try and do something daily, so it’s an ideal excuse for a post, and not just the one. Post when you find out you’re a finalist, post when you have the award ceremony (may be virtual at the moment!), post a photo of you with the certificate or trophy (it’s your business so put yourselves in front of the camera
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occasionally), if you get sent a logo, post that. Then periodically you can post it again or maybe twelve months later when it comes up on your timeline. Even what my partner Julian calls “fake awards” can be useful – you know the ones - from a company who make up a hundred different awards so they can dish them out like smarties, that you never applied for, and if you want to receive the award it costs £300 to be posted or £1,500 to attend the ceremony. You can usually accept their award and get a free listing for no cost and be sent their award winner logo by email. Always put these on social media – just because you know these companies are trying to make money, your guests don’t. They’ll be super impressed with you, whatever the award. If they’ve visited before or are booked in, they’ll love to brag to their friends. If they’ve never visited, then you’re reaffirming how good you are and that they should get booked in. Press Release Getting in the newspaper is not always as March 2021 || Luxury BnB || 31
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ANDY BANNER-PRICE || WHAT TO DO WITH AWARDS
difficult as you might think. Sometimes it’s just about good timing. Never miss the opportunity to send out a well written press release. It should not be too short and not too long - somewhere between 350 and 650 words. Double check for spelling and typos. Send at least one high res photo with it too. A local newspaper is often desperate for news features and a little light relief in between bad news is always useful. Don’t worry if it’s only a local newspaper. People staying in your area may pick it up, read about you and decide to stay with you next time. Locals may need somewhere to recommend when friends and relatives come to see them. Estate agents may have people moving to the area and staying a night or two. Many newspapers also now have online versions and use social media heavily which gives them even more reach. Back in 2019 I managed to get in our local newspaper 9 weeks out of 12! Be sure to include your contact details and your website in case they want more information. Newsletter Many of your guests won’t be on social media or may not follow you. Even if they do, it’s hard without plenty of engagement in your posts to make it onto their feeds. Therefore make sure you include your award win in your next newsletter. If you’re not sending a newsletter at least once a month – you need to be! Display Be proud and display your award in your property somewhere prominent. It may be in reception or a corridor or the breakfast room – somewhere every guest has to go past
so they see it. If you don’t receive anything physical, can you print off the logo and frame it instead? Printing Include it everywhere as social proof of how good you are. Include it on business cards, leaflets and brochures. Describe yourselves as “award winning”. Maybe add it to your signage on the road? Website Don’t forget to make your award win prominent on your website too. Guests don’t know the inner workings of the industry. If you won a TripAdvisor Certificate of Excellence (now called Traveller’s Choice) then be proud and tell everyone about it – most guests won’t know that almost everyone receives one.
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If a prospective guest is looking to stay with you, but also considering a very similar property nearby, you might just swing it if you are displaying a couple of awards you’ve won and they are not. 32 || Luxury BnB || March 2021
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Bars
FACILITIES || HONESTY BARS
HONESTY
POPULAR HONESTY BAR DRINKS (SUGGESTIONS FROM ANNA): 1. Bottled cocktails divided into 2 parts - “apertif” and “nightcap” 2. Gin (Chapel Down | Sipsmith) 3. Vodka (Boatyard Vodka | Chase Vodka) 4. Rum (Diplomatico) 5. Whisky (Michter’s Bourbon | Jameson Irish | Chivas Scotch)
Anna working at Artesian
We’ve spoken to three hospitality experts to find out all you need to know about running an honesty bar so you can start your own. By Juliet Horner
6. Tequila (Patron) 7. Seedlip & Tonic cans 8. Served Raspberry Hard Seltzer 9. All Saints non-alcoholic beer
For those of you who want to offer guests a place to relax and enjoy a drink or two but don’t have the time or money to staff an actual bar, we suggest looking into the concept of an honesty bar.
10. Brew Dog Beer Selection
13. London Essence Tonic Water
Tw: @AnnaSebastian
Honesty bars are becoming increasingly popular. They are unattended beverage bars that typically reside in communal areas of hospitality venues such as a hotel lobby or lounge. As it is unattended, payment is left to the guest, hence the term ‘honesty’.
Karen Thorne Founder of the B and B Academy
Karen Thorne, founder of the B and B Academy, believes honesty bars are great for b&bs.
Anna Sebastian Bar Manager at Artesian | The Langham Hotel In:@annasebastian3
URL: bandbacademy.co.uk @bedandbreakfastacademy
“They’re perfect for those pre and post dinner drinks,” said Karen.
Yvonne Halling Bed and Breakfast Coach
Bed and Breakfast Coach, Yvonne Halling, said it’s important to consider whether an honesty bar will work for you.
FB and Insta:
URL: bedandbreakfastcoach.com Fb: Yvonne Halling
“It depends. What kind of establishment are you?” said Yvonne.
11. Taittinger Champagne NV 12. Billecart Salmon Rose Champagne
14. London Essence Soda Water 15. Two Keys Grapefruit Soda 16. Franklin & Sons Pineapple & Almond Tonic 17. Cold Brew Union Coffee 18. CBD Meda Sodas 19. Ginger Shots (Squish Juices) 20. Wines – A good French white like a Bordeaux , A good NZ Sauvignon Blanc, A good Chillean Malbec and a good French Beaujolais
Tw: @yvonne3030 Insta: @bedandbreakfastcoach
“If you’re a budget hotel catering largely for one night stays, having an honesty bar might mean you get taken advantage of. “But in a more upmarket property with lots of detail and a price tag to match, then
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FACILITIES || HONESTY BARS
6 TOP TIPS 1. Consider the brands that you want to stock. What brands are popular? 2. Are there any local brands that you can stock that encapsulate the local area? 3. Prioritise any local and authentic products that are related to your community 4. You will need a license. Make sure to get the correct paperwork signed 5. Bottled cocktails and 'ready to drink' beverages are great for honesty bars 6. Consider whether an honesty bar would suit your business & clientele
an honesty bar could help to more trust and goodwill between you and your guests.” Yvonne added: “It may give them the opportunity to appreciate you more than the bill they pay at the end of their stay.” Karen pointed out that whether an honesty bar will work depends on your market, but it “might be easier or more successful for the properties that don’t accept children”. If you’re unsure whether an honesty bar would work, think of your clientele and whether they would appreciate it. If you don’t know, ask them! Anna Sebastian is the Bar Manager at Artesian, a sophisticated cocktail bar at The Langham Hotel in London. Her experience in the hospitality, food and beverage industries has provided her with a wealth of knowledge. “The first time I came across an honesty bar was in Sri Lanka years ago,” said Anna. “It was a huge novelty and I wondered how people remembered exactly how much they actually drank in an evening.” Since stumbling across her first honesty bar, Anna has visited many hotel bars around the world, done her market research and worked on a number of honesty and mini bar projects. Anna said: “The best ones are those that make your life easy and you don’t have to wait for an award winning bartender to mix your favourite drink.
“I also found that the better honesty bars surprise and delight you by going off-piste from the usual standard bar items.” Anna explained that bottled cocktails are dominating the market and will continue to do so for the foreseeable future. The RTD (Ready to Drink) market is also continuing to boom, with a wide variety of alcoholic cans becoming increasingly available in many supermarkets. When it comes to stocking your honesty bar, Anna said it’s important to consider the brands you stock. She said: “A recent report showed that consumers are 71% more likely to choose brands that have good values and ethics. “You should definitely take that into consideration when compiling any sort of bar or drinks list.” When deciding what you should stock in your honesty bar, Anna said her favourites were ones that “encapsulated the city or country” she was in. “Prioritise the local and authentic products that are related to your community,” said Anna. Karen Thorne added: “I know some b&bs that have had great success offering a range of local gins, whickies and beers.” Yvonne Halling explained that honesty bars can be lucrative features. She said: “One of my clients in the USA does extremely well from her honesty bar, making well over $20,000 a year from this idea alone!” An honesty bar requires less work than a traditional, full service bar, but Karen said you have to keep in mind that you’re relying on the guests to make payments. “The other option is to provide a stocked minibar in the guests’ bedrooms,” siad Karen. “Then you’ll know exactly what’s been consumed and it can be deducted from their bill automatically.” If you’re considering setting up an honesty bar, you will need a license. Talk to your local council about what their requirements are for properties with honesty bars.
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Where versatility, usability and individuality count
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