FEBRUARY 2021
£2.99
FOR OWNERS AND MANAGERS OF BNB’S, INNS, BOUTIQUE HOTELS & HOLIDAY LETS
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WWW.LUXURYBNBMAG.CO.UK
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ISSUE #46
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The Whittling House
THE PHEASANT HOTEL
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This is our first print issue of the year featuring our brand new, redesigned front cover! Behind it lies some great content to give you plenty of inspiration, advice and food for thought as we make our way through this national lockdown. Thinking about adapting your business so you can still trade during the pandemic? Or maybe you're using the lockdown to renovate and want some help with your interior design? Both of these topics are explored in the innkeeper section with The Pheasant Hotel (page 26).
CONTENTS || FEBRUARY 2021
WELCOME
It's important that your business stands out and catches the eyes of potential guests. We spoke to Wigtown's Literary B&B to find out what it means to run a themed bed and breakfast (page 8). Juliet Horner Editor
We also spoke to The Whittling House in Alnmouth to find out what it was like to open a brand new business during a pandemic (page 14).
If you have any experiences you'd like to share, please email me editor@luxurybbmag.co.uk or connect with us on social media: facebook.com/luxurybnbmag/
You'll undoubtedly have a lot to think about after reading about the businesses mentioned above, but for those who want more, look no further! You can also read about offering third party Guest Experiences, how to handle negative reviews in Karen's Column, and more!
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IN THIS ISSUE 4 || NEWS
14 || THE WHITTLING HOUSE
34 || LBNB EBOOK | CHAPTER 1B
6 || TINA BODEN
20 || GUEST EXPERIENCES
41 || 2021 AWARDS SHORTLIST
8 || WIGTOWN'S LITERARY B&B
26 || THE PHEASANT HOTEL
46 || KAREN's COLUMN
Industry news and analysis from around the UK
Tina's February 2021 discussion column
Scotland's literary themed bed and breakfast: Craigmount B&B
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Explore what it's like to open in the middle of a pandemic
Things to consider when offering additional experiences for guests
Adapting your business during lockdown and interior design inspo
The second installment of Getting Started in Holiday Rentals
The shortlist for the Luxury BnB Excellence in Luxury Service Awards
Reviews and handling negative comments with the founder of the B and B Academy
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IN BRIEF || NEWS
EDITOR Juliet Horner editor@luxurybbmag.co.uk
PROVEN MARKETING SYSTEM TO GET MORE DIRECT BOOKINGS
PUBLISHING DIRECTOR Dominic Johnson dominic@miramedia.co.uk 01892 711 144 MEDIA SALES Audrey Williams 01892 671 913 audreyw@spacemarketing.co.uk
Cutting out the middleman and avoiding high OTA commissions is something that all luxury and boutique B&B owners are aiming for.Tourism and experience marketing expert, Sarah Orchard runs her own luxury treehouse rental, The Hudnalls Hideout, and has achieved an occupancy of 96% in the first year without paying a single penny in commission!
DESIGN & PRODUCTION Tracy Poulsom CONTRIBUTORS Tina Boden tina@tinaboden.com Karen Thorne karenjthorne@yahoo.co.uk Abbey Warne abbeywarne07@gmail.com David Weston david@bandbassociation.org 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.
Sarah Orchard
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 is published bi-monthly. Printed by Stephens & George Ltd Luxury BnB Miramedia, 29-31 Monson Road, Tunbridge Wells, Kent TN1 1LS www.luxurybnbmag.co.uk
Sarah believes that she can help more owners get the right marketing approach and do the same, and she has created a brand new and unique online resource for tourism and hospitality owners called WWW.GET-FULLY-BOOKED.COM
Sign up to Sarah’s 7 day email-based free training course - THE FULLY BOOKED CHALLENGE - to get some instant tips to get you more direct bookings. Sign up for free at: https://get-fully-booked.com/challenge Sarah also offers a monthly subscription marketing club called THE FULLY BOOKED BUSINESS CLUB and at just £29 a month it equips B&B owners with the marketing skills, through live training workshops and support, and confidence to get more marketing done. Using her own tried and tested system - The Customer D.E.L.I.G.H.T Marketing Blueprint® in an affordable and unique online training programme developed specifically for B&B businesses like yours at £149. One-time payment and unlimited access.
All rights reserved © Miramedia 2020
RETURNING TO HOSPITALITY IS 'A PRIORITY' FOR MANY CONSUMERS POST LOCKDOWN 4 in 5 consumers say they hope to return to a hospitality venue within a few weeks of them reopening, acording to research from CGA. (Material from Big Hospitality & CGA) CGA's Hospitality Consumer Forecast 2021* shows that people are badly missing hospitality experiences. Just over three quarters of consumers (77%) are worried that life won't return to nor-
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mal this year and many don't expect the on-trade experience to return to normal for quite a while either.
occasions (20%). The Forecast also highlights signs of growing confidence across many segments of the market.
Despite this, more than half of consumers (59%) say they can't wait to go out again.
Nearly three quarters, 73%, of late-night and nightclub users say that they would feel comfortable visiting these venues when allowed to do so, compared to 50% in June 2020. 72% of consumers say they would be comfortable visiting bars, up from 62% in June 2020.
According to the forecast, restaurants and cafes are most likely to receive the first wave of returning consumers. Nearly a third (32% and 31% respectively) of consumers plan to visit them in the first few weeks of reopening, just ahead of pubs and fast food venues (25%). The CGA Forecast also shows that the most keenly anticipated occasion for 26% of consumers is catching up with friends, closely followed by family
*CGA Hospitality Consumer Forecast 2021 is based on a survey of a nationally representative sample of 3,000 on-trade consumers. Source: BigHospitality.co.uk | CGA. co.uk
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IN BRIEF || NEWS
HOSPITALITY ASKS FOR A "SEAT AT THE TABLE" By David Weston, Chairman of the Bed & Breakfast Association You may have seen the #seatatthetable campaign recently (seatatthetable.org. uk) and its Petition asking for “a Minister for Hospitality”. The petition got well over 200,000 signatures. Why does hospitality want a dedicated Minister? In the two years pre-Covid, we had four ministers of Tourism. Over the last 10 years, we’ve had nine ministers. You wouldn’t run a whelk stall that way, would you? Since I have been doing my job, I’ve had 12 tourism ministers to deal with. I’m still learning my job – so I don’t know how they can be expected to master theirs so quickly. Luckily the current Minister, Nigel Huddleston, is one of the best we’ve had. When David Cameron became PM, he rightly said that ministers should be in post longer. We then got John Penrose for an exceptional 2 years 4 months – her really started to learn about our sector - before he too was moved on. But then the good intentions went by the wayside and of the seven ministers since, only one (Tracey Crouch) lasted over 2 years. Two lasted only four months each. We really can’t go on like this, can we? The Minster for Tourism also has two other portfolios dividing his time: heritage and sport. And hospitality is split between that role at DCMS, and another within the business department (BEIS) that covers pubs and restaurants.
David Weston, Chairman of the BandB Association
For a £130 billion sector which is the UK’s third largest employer (3m jobs directly and 1.8m more indirectly) and contributes £38 billion in Government tax revenues, one might expect a dedicated department. But tourism isn’t even in the name of DCMS – the Department for Culture, Media and Sport. It was labelled “the department of fun” by David Mellor when it was created – and insiders know that it has always been viewed within Government as a second rank department. That doesn’t help. Hence the petition – which was debated in Parliament on 11 January. MPs including Catherine McKinnell (MP for Newcastle; who led the debate) unanimously spoke in favour of increased support for the industry - and many supported the motion for a Minister for Hospitality. The vote, however, was merely to note that MPs had “considered” the petition. Ms McKinnell then urged Paul Scully (Minister for Small Business at BEIS) to put the request for a dedicated minister to 10 Downing Street. Don’t hold your breath… The Bed & Breakfast Association is the UK trade association for B&B, guest house and independent hotel owners, and exists to inform, support & represent owners. Membership costs £60 a year. The Association is a non-profit organization with no shareholders, dedicated solely to the
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Talk It Over With The Tiny r e t o o h s e l b u o r T
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
The ever-changing opening and closing of my B & B that has come due to various lockdowns and restrictions has left me questioning if running this business is still for me.
My advice is to make a list of Pros & Cons for carrying on running your business. This might help you understand a little more about the impact it would have on your lifestyle and income generating opportunities.
I cannot decide if this industry is still the one that I want to be in or even if I would not rather be employed than selfemployed? It may be a case of having too much thinking time on my hands but I feel I need a little feedback and wonder if you can help?
If you can afford to why not think about closing your B & B for a period of time and taking employed work. After all, if you were to put the business up for sale right now as a going concern you are unlikely to achieve the same price for it as you would in normal trading times.
I have a saying that I use when coaching and supporting clients through my business The Tiny Troubleshooter ‘If the passion is in doubt, get out!’. I do feel however throughout most of 2020 and heading into 2021 anyone who has been impacted by Covid-19, whether that be health, business or even both, can be left questioning what they would normally see as a clear plan or vision for running a business and how it fits with the lifestyle they have.
The key thing to remember is that the grass may look greener on the other side but in my 30 odd years of being selfemployed it very rarely is. Talk to family, friends and those in your wider network to get a feeling of how things are for them, preferably people outside of the B & B sector.
A
The passion for what they are doing maybe heading towards an all-time low. This is not just in the B & B sector but many business sectors that have been hit hard by Covid-19. It has been extremely difficult to plan and predict what your cashflow might look like, especially if you have fallen outside of Government or Local Authority grants that have been issued as many people have. You may have had to resort to a Government loan and are now seeing that disappear with no sign of business coming back any time soon.
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Another thing I have discovered, having had a brief employed period about 10 years ago at a time in my life when my business was not doing well, is that I am unemployable. Many people that have been self-employed for some time are! If you would like to chat about further feel free to get in touch. Whatever you decide Good Luck for 2021!
Q
The more we read the more we feel that once the current lockdown ends the strong likelihood is that we will return to a Tier system across England. Our B & B is located in what started as a lower Tier level though the locations we attract many customers from fell in Tier 3 & 4 areas.
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We chose not to do this as we felt we had a duty to keep our town safe. Unfortunately, there were not the grants and support available to us when we were in a lower Tier and do not feel we cannot carry on staying closed and losing guests to our competitors.
A
Unfortunately, as we know, many of the rules set out by Government since March 2020 have been a little grey and have relied on the public using both their common sense and moral compass. What you may see as rational is not necessarily what your business peers deem to be the same and this is where many problems lie.
Cumbria, as a region, found itself going from Tier 2 in mid-December to Tier 4 on 30th December, much of this could have been attributed to those with second homes and holiday accommodation visiting the region over the Christmas break. We can of course not confirm this but having spoken to local B & B owners who had not, like you, welcomed guests from Tier 3 & Tier 4 locations they felt this was a probable cause for a large increase.
AS THE PANDEMIC CONTINUES, IT HAS BEEN HARD TO PREDICT HOW BUSINESS WILL FARE. HOPEFULLY AS THE VACCINE IS ROLLED OUT, WE WILL SOON SEE THE LIGHT AT THE END OF THE TUNNEL.
It is important that organisations that represent groups of short-term accommodation owners in a local, regional and national capacity continue to lobby Government so that the problem of attracting guests and customers from outside an area is highlighted. Many are doing this already and my advice is you speak to any you are affiliated to. Hopefully as the vaccine is rolled out we can see light at the end of the tunnel and start attracting guests to the many beautiful areas across the UK.
YOUR QUESTIONS ANSWERED || TALK IT OVER WITH THE TINY TROUBLESHOOTER
Looking at statistics this could be a similar situation once this lockdown ends. We are based in a town that relies heavily on tourism and a number of our competitors chose to welcome Tier 3 & 4 guests even though Government advice stated people living in those areas should not travel outside of them.
TEA Tea is an important part of British culture and something all hospitality venues should have in abundance! But how do you know which types of tea to stock? According to both teahow.com and topictea.com these are the five most popular types of tea in the UK. We would suggest stocking a variety of these top teas to cover a range of tastes. Of course, you aren't limited to these five. You can always stock other types of tea instead. Or, you could stock an even wider variety of teas in addition to the suggestions above!
URLs: • teahow.com • topictea.com • tea.co.uk
5 MOST POPULAR TYPES OF TEA 1. Black Tea 2. Earl Grey 3. Green Tea 4. Herbal Tea 5. Oolong
Photo by Sylwia Forysinska on Unsplash
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IN PROFILE || WIGTOWN'S LITERRALY B&B
WIGTOWN'S
Literary B&B
Nicole and Malcolm Court
We spoke to the owner of Craigmount B&B to discover how to create a themed bed and breakfast that’s perfect for families.
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Some know what that is before they even get started. To others, it comes later. Initially, Craigmount B&B was just a b&b in Wigtown, Scotland, until someone suggested they try something a bit different. Owners Nicole Court and her husband Malcolm were approached by Adam Turpin, director of the Wigtown Book Festival, who suggested they become a literary themed accommodation provider. “He invited us to this Spot-lit Programme where we got to meet different people and there were lots of ideas going around about how to highlight Dumfries and Galloway as the literary highlight of Scotland,” said Nicole. “We got chatting to people and thought, you know what, this idea could really work. And it came from just a random conversation in the breakfast room with the director of the Wigtown Book Festival.”
IN PROFILE || WIGTOWN'S LITERRALY B&B
EVERY business has to find their wow factor.
Nicole and Malcom entered their four bedroom b&b into the Spot-lit programme which offered mentoring and funding, thinking they wouldn’t be successful. “We were chosen for funding which was absolutely brilliant!” said Nicole. “And of course, the week we were chosen for the funding, we all went into lockdown! So we thought is this the ideal time to do it while we’ve got nobody in at all, or is it just the worst nightmare because nothing’s open and we can’t get anything from anywhere? But we decided to keep going.” To kick start the process, Nicole’s first task was naming the four en-suite rooms and making sure they reflected the local area. “The first one we chose,” said Nicole, “was ‘A Galloway Childhood’ because this is an amazing place for children to grow up. It’s like stepping back 30 years, seeing the kids playing out on their bikes, doing things our daughter did 30 years ago. There’s so much for them to explore here.
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IN PROFILE || WIGTOWN'S LITERRALY B&B
“You don’t see many children doing that now in other places and we loved the galloway childhood farming.” A local ten year old called Ollie has been providing Craigmount B&B with eggs for the past two years. “Ollie lives on a farm and has his own hens. He drops the eggs off on his way to school in the mornings. We just thought, it’s perfect; It ties in a great story and the galloway childhood.” Just down the road from Craigmount, you can find the bookshop ran by Shaun Bythell, the bestselling author of ‘Diary of a Bookseller’. “We have a lot of people stay specifically to come to Wigtown to meet Shaun and see whether he really is as rude and obnoxious as he makes himself out to be. So the second room is called ‘Diary of a Bookseller’.” Nicole named the third room ‘Ring of Bright Water’ after Gavin Maxwell’s book which is based on his life on the coast of Wigtownshire. “It’s really bright and airy with high ceilings and fabulous light coming in from the garden. It’s all in kind of pale blues and greens and it’s just really pretty. It makes you think of the seashore and nice summery things.”
Room: Peter and Wendy
The fourth room is a large family room and Nicole’s favourite, which was named ‘Peter and Wendy’. “We just had to incorporate J.M Barrie’s ‘Peter Pan’, but this is a 200 year old house, so we thought, how could we incorporate something that’s been over disney-fied? Disney wouldn’t suit this house at all. “We went back to the original 1911 book that was based on the 1904 play, so it’s all been tastefully done. There’s not a Disney thing in the house and it’s still very much Peter and Wendy. “There’s a beautiful old chest in there that’s like a pirate chest, hidden pixie dust, marbles, thimble kisses and things like that.” As a literary hotspot of Scotland, there’s always a lot to do in Wigtown throughout the year. Nicole said: "There’s the big book festival which is on for about 12 days in September and October. It’s a massive event. There’s food fairs and walking festivals, and a music festival is a town about eight miles
Room: A Ring of Brightwater
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IN PROFILE || WIGTOWN'S LITERRALY B&B
away. There’s so much going on here, so we decided that along with the theming of our accommodation, we’re actually going to run events and experiences ourselves.” Nicole and Malcolm are hoping that they will be able to go ahead with their first event which was planned for late February/early March 2021. “It’s an evening with the bookseller,” explained Nicole. “Guests would have an evening with Shaun Bythell. The whole house is booked out that weekend with couples or families and they would all be here just to meet Shaun. "He will do a talk here on the Saturday evening and on Sunday he will come and collect the guests, walk them to his shop and give them a private viewing of his bookshop.
“Some of the shops are going to put up little clues and we’re going to do a Peter Pan Treasure Trail using Hook’s treasure map,” said Nicole “And then we’re going to run bat walks, mud walks, stargazing, nature trails and wildlife sessions for children with two locals, Liz and Martin.” In addition to these, Craigmount B&B will also be working with another local bookshop owner to run a bookseller tour, introducing them to local booksellers and touring the shops. “We’re also planning to run a Peter Pan weekend in June where we have an open air cinema in the village green and do a local tour for children. This would be for our guests as well as local kids. “Some of the shops are going to put up little clues and we’re going to do a Peter Pan Treasure Trail using Hook’s treasure map,” said Nicole. Unfortunately, due to COVID a lot of Craigmount’s events haven’t been finalised, but Nicole is still working on her plans to offer her guests a great experience.
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IN PROFILE || WIGTOWN'S LITERRALY B&B
ADVICE FOR THEMED HOSPITALITY Nicole and Malcolm have put great effort into making Craigmount B&B a highlight of Wigtown. But it can be hard to make your ideas a reality when it comes to the hospitality sector, especially with themes. “Don’t over do it,” says Nicole. “You’ll find that people won’t just come for that specific theme and if you over do it, you can put people off. For example, our Peter and Wendy room, if we just turned that into a Disney room, it would put off families of walkers or cyclists and everyone else who stays here.” She added: “We have lots of walkers, sports enthusiasts, people looking up their family tree, people from the US, Canada and Australia. They would not want to stay in a room that’s been themed to the point of madness.
some of the rooms were very odd before we decorated them. But we got great reviews because we were very honest with people. “We just said ‘Look, we’re renovating and doing this and that, but we can offer this and cook great breakfasts’ and we offered great customer service.” She added: “That’s what people remembered, more than the decor and themes, to start with. Smile, get the customer service right and make people feel at home first.” It’s also becoming increasingly important to think local when theming your business. “Look at what everybody else is doing, you don’t want to do something everyone is doing,” explained Nicole. “But you want to make it as relevant to the local area as you possibly can.”
“Subtlety is great.” Nicole also highlighted the importance of the simple act of smiling.
Nicole then added: “Work out what your market is first, what you should be aiming for and what’s going to make you stand out.”
“Smile,” she said, “When we first came here, it took us six months to renovate and
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IN PROFILE || WIGTOWN'S LITERRALY B&B
Nicole and Malcolme love hosting families, but there’s still a few things to consider when providing for children. “Fully washable walls are a must!” exclaimed Nicole. Boilable, 100% cotton bed linens and bleachable carpets were also on her list for businesses hosting children. Laughing, she added: “Do not put felt tip pens in the rooms!”
Wigtown
“BIZARRELY, NICOLE DESCRIBED HOW THEY ASK PEOPLE VISITING CRAIGMOUNT B&B TO DO MARKETING FOR THEM."
“We ask them to put it on their social media pages that they stayed here, how much they enjoyed it and the fact it’s literary themed. “In each of the rooms we also offer that book for sale, which makes a big difference because people can take a memento with them. For example, we sell signed copies of ‘A Diary of a Bookseller’ for that room,” said Nicole.
Shaun Bythell: The Diary of a Bookseller
In the Peter and Wendy room, Nicole has also left “four or five different versions” of the Peter Pan books for guests to read. “When families arrive we will say ‘Now when we see you at breakfast tomorrow, we want you to find the pixie dust, or the marbles’ and the kids love it,” laughed Nicole. Craigmount B&B is a great place for families, with plenty to do in the local area. “We have lots of leaflets on child friendly activities in the area, we have walking sticks the children can use when they’re out and we know how to get to what we call ‘The Secret Island’ which you can only get to when the tide is out,” said Nicole.
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URL: craigmount.info
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IN PROFILE || THE WHITTLING HOUSE
THE
Whittling House 2020 was certainly a hard year that no one saw coming. Many businesses have moved online, some sadly closed, and others seized the chance to refurbish. But it wasn’t just a difficult time for existing businesses. The Whittling House in Alnmouth, Northumberland, opened only a week before the second lockdown began back in November 2020. “It’s frustrating,” said Lottie Haylock, the General Manager of The Whittling House. “We totally understand that these difficult decisions have to be made, but it was so disappointing because the team were absolutely desperate to get going!” she added. The 10 bedroom boutique hotel and restaurant is a joint venture between chef and restaurant owner, Richard Sim, and Kelso-based entrepreneur, Tom Leslie.
We spoke to Lottie Haylock, General Manager of The Whittling House to understand what it’s like to open a hospitality business during a global pandemic.
“We opened just before the second national lockdown, had a week of trading and then had to close again, so we’re looking forward to some sort of normality in 2021,” said Lottie. “We had an amazing first week in November with lots of really great feedback, so we’re just really excited to get up and running again and the team are all chomping at the bit to get going!”
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IN PROFILE || THE WHITTLING HOUSE
2021 will undoubtedly bring forth a whole new set of challenges for the hospitality sector and The Whittling House will be one of many across the country battling their way through. “COVID itself will be a challenge, but also the unpredictability that comes with it,” said Lottie.
"These things are totally out of our control so all we can do is prepare, and do the best we can." www.luxurybnbmag.co.uk
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“It’s difficult to plan when we don’t know what’s going to happen and working with time frames for tier reviews. It’s just so challenging to make plans because everything could end up changing very quickly. “I think the hardest thing is constantly being reactive, as opposed to being organised and proactive like we’re all used to.” Half of the rooms at The Whittling House are dog friendly and each room comes with WIFI, and tea and coffee making facilities. As well as a delicious breakfast, guests get to enjoy their getaway in laid-back luxury. Lottie said: “At the end of 2020, in terms of hotel bookings, there wasn’t much pick up because we were in tier 3, which means a lot of uncertainty.” “A lot of people weren’t confident in making plans to travel. Hopefully things will settle down and everyone will have a bit more confidence to make and plan travel arrangements and book to visit hotels and restaurants this year. February 2021 || Luxury BnB || 15
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IN PROFILE || THE WHITTLING HOUSE
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“The majority of people that came in during our first week before the lockdown were wanting to eat, so it was very restaurant led. I think one of the big difficulties is whether people feel confident enough to book and plan ahead.”
Opening during a global pandemic has proven to be a real learning curve for many businesses, and Lottie has advice to pass on.
Whatever the new ‘normal’ will become, Lottie says she can’t wait to get a good run under her belt.
“These things are totally out of our control so all we can do is prepare, stay positive and do the best we can in whatever circumstances we’re working in.
“I’m looking forward to really getting into the swing of things and getting going,” she said. “Our main goal is to carry on with the really good feedback that we had at the start and hopefully get busier and busier. “We’ve got a sister restaurant called The Potted Lobster in Bamburgh and they’re fully booked many days in advance, so it would be lovely to be in a similar position where people have to book in good time to come and eat or stay with us.” Laughing, Lottie added: “But you know, at the moment we’re just grateful to be open and have a somewhat ‘normal’ run of things.”
“I think you’ve just got to be resilient,” she said.
“Opening a business is a very brave thing to be doing at the moment, but you know, there’s definitely that hunger in people to support new and local businesses, now more than ever. “The interest we’ve had has been beyond what we expected, so just have faith in what you’re doing and it will all work out.” Lottie advised that it’s a good idea to plan extra time for everything as supply chains are also being affected by COVID. With supply chains in mind, Lottie explains that The Whittling House also does their bit to support local businesses.
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IN PROFILE || THE WHITTLING HOUSE
LOTTIE'S FIVE TOP TIPS: • Make sure your team fully understands the current legislation • Get involved with your local hotel association or UK Hospitality • Try to roster staff in bubbles • Allow extra time for supply chains • Have faith in your vision for your business
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IN PROFILE || THE WHITTLING HOUSE
“One of the owners, Richard, is really keen on it. He loves sourcing locally. He’s got really good contacts, especially for meat and fish,” said Lottie. “We have specials everyday and a lot of it’s planned around what Richard’s been able to source locally for us. "We support a lot of the local businesses, partly because it’s a great thing to do, but also because that’s usually the best quality food, which is what we aim to provide.” She added: “We’re passionate about our business and it’s exactly the same with local suppliers. “They’re so happy to talk about what they do and I find that local producers and suppliers want to do whatever they can to help support you too. “We shout about the fact that we stock and use their products and likewise, they do the same for us and it really helps with marketing. It’s definitely worth it.” With a global pandemic going on, Lottie also stresses the importance of “making sure your team fully understands the current legislation and are comfortable implementing it”. She said: “Get involved with your local Hotel Association and/or UK Hospitality. It will really help you navigate the constantly changing legislation. “Try to roster staff in bubbles and crosstrain where possible, then if anyone has to self-isolate, it doesn’t affect the whole operation.” Lottie had one final piece of advice, especially for the new businesses. “Have faith in your vision! “There is still demand out there and people are keener than ever to try new places!”
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IN PROFILE || THE WHITTLING HOUSE
Websites to note down: thewhittlinghouse.co.uk thepottedlobster.co.uk
"People are keener than ever to try new places."
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GUEST
Experiences
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How often do you stop and think about ways to boost your business? What makes your business stand out? Nowadays, just offering rooms to rent isn’t enough. An increasingly popular option to add value for money is to offer additional experiences and services for your guests. Sarah Orchard from The Hudnalls Hideout treehouse offers a variety of additional services and experiences for her guests, such as a private chef, hampers and yoga sessions. “We like to make sure that our guests get the widest possible experience. It’s not just about coming to stay in the treehouse. We want to make their stay as unique as possible,” said Sarah. The Hudnalls Hideout opened in February last year and Sarah has managed to provide a number of experiences for the guests who managed to stay between the various lockdowns. Sarah said one of their more popular experiences is hiring a private chef for an evening. “The private chef will come and cook for you in the treehouse and they’ll use the DeliVita, which is a wood fired oven, or they’ll use the outdoor fire pit,” she said. “We promote outdoor cooking quite a bit, because it’s something a bit different than a barbeque; You can do that at home! We’ve tried to think about the whole experience for our guests from start to finish to make it an immersive experience.” She added: “Guests can also book to have massages, but I’m currently talking to a lady about providing outdoor yoga sessions. We have a massive private deck area and it would be wonderful in the summer to do some yoga or pilates out on the deck amongst the trees with the birds singing.
AREA || GUEST EXPERIENCES
We spoke with hospitality experts to find out all you need to know about offering third party experiences and services to your guests.
CEO of the guest management and monetisation platform ‘YourWelcome’, Henry Bennett, said: “Relying on occupancy revenue is becoming a challenging business model. One of the main drivers for offering third party experiences is that OTA’s dominate bookings and can take up to 18% of gross revenue. Competition from ‘airbnb manager’ charging property owners 15% has also increased competition for acquiring properties and reduced profit margins. “Selling additional services and experiences can help to maintain or increase profit margins from each booking.” Why should you offer additional experiences? “Aside from bringing in additional revenue, experiences add value for your guests. They can get better deals and avoid the queues,” said Henry, which reflects positively upon your business. Sarah Orchard at The Hudnalls Hideout said that guests “notice the extra touches”. Bed and breakfast coach, Yvonne Halling, said: “Offering additional experiences allows you to differentiate yourself from any competition and takes you out of the ‘commodity’ market.” Sarah said: “We always get comments about the additional things guests can purchase, like the hampers, even if they don’t take full advantage of them during their stay. The option to purchase an additional experience is there and even if they didn’t book something, it reflects positively on the overall guest experience." Sarah added: “The guests who, for example, booked the private chef or private massage, always leave amazing feedback saying they felt quite spoiled!”
"You have to keep adding to the guest experience and keep evolving so people want to come back.”
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Yvonne said: “Occupancy rates will only take you so far. Adding additional experiences will enhance your guests’ enjoyment whilst also boosting your bank account!” Offering experiences in partnership with other businesses and brands can also benefit your marketing. Sarah said: “We work with DeliVita who supply luxury wood-fired ovens which benefits both brands. Working with other businesses to provide experiences means we can support each other in our marketing and reach wider audiences.” Yvonne added that offering experiences allows you to share your passions with your guests. She said: “You can create experiences that you are passionate about and help your guests create memories that will increase the chances of them coming back. It can also deepen their experience of your property and the area, giving them an emotional connection which again, helps to drive repeat bookings." Things to consider Despite all the positive aspects of offering additional experiences for your guests, there are some factors that need to be considered. Sarah at The Hudnalls Hideout said that offering experiences requires quite a bit of time and effort. “It would be a lot simpler if we just provided accommodation. There’s a lot to remember when you're running around organising everything and picking up hampers. You do need to do quite a bit of diary checking to make sure everything is ready for the right guest at the right time.”
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Yoga Class, Credit: Unsplash
Sarah added that running some of the experiences requires her to be on site helping the guests herself. She said: “For example, guests aren’t always familiar with the wood fired oven or the fire pit, so we go down and help them. I think it depends how involved the business owner wants to be and how much time you want to spend sorting out all these extras.”
"You have to keep adding to the guest experience and continue evolving." Henry Bennett, CEO of YourWelcome, said: “You either need to source third party providers and contact them directly, which can be very time consuming but more personal, or you can use a Point of Sale company who already has hundreds of partners and you can start earning quicker.” Sarah said: “I think you also have to take the view that it’s going to take up quite a bit of time to find the right people to work with. Do you like and trust these people? Are they going to do a good job for your guests?
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"And if they turn around and say they don’t think it’s going to work, you just have to accept that, move on and find something else. But if you’re in the luxury market, the investment is definitely worth it.” Depending on the third party experiences you offer, Henry said it’s important to “make it clear that the guest is transacting with the experience provider”. For example, if your guests spend the day at an external tourist attraction, “you don’t want a bad experience at a third party venue to reflect badly upon your business and affect the review they leave on an OTA,” said Henry. Sarah Orchard added that you need to decide what sort of experiences you want to offer and make sure it’s a good fit for your brand. She said: “You don't want to be associated with businesses that could potentially damage your brand by providing a poor experience, so it requires quite a bit of planning.
good service for guests who are not looking to eat out but also don’t want to cook. Car hire is another emerging service. Guests don’t always want to use public transport and there are car hire firms that offer good affiliate programmes with good returns for property managers in urban areas.” Yvonne Halling said: “In a normal world, local tours, wine tastings and involving local businesses works well.”
5 REASONS TO OFFER ADDITIONAL EXPERIENCES 1. Differentiate yourself from the competition 2. Positive feedback
Yvonne also stressed the importance of your customer’s journey.
3. Boost your revenue and profits
“A new booking is just the start,” said Yvonne, "Make sure you pick up the relationship with them as soon as they’ve made the booking.
4. Partnerships will benefit your marketing
It’s your responsibility to delight and inform them about your local knowledge, extra experiences available, and more ways to spend money with you!”
5. Show off the local area and share your passions
AREA || GUEST EXPERIENCES
“You need to spend time explaining your expectations and making sure they can deliver the quality experience or service you’re looking for.
Organisation It can be hard enough as it is, keeping track of numerous guests and their different checking in and out times, and offering additional experiences can only add to the workload.
“We wouldn’t recommend anything that we haven't done ourselves, so we have to try it all out ourselves and create a sort of ‘shortlist’. It’s then a case of approaching the business to talk about the potential partnership and experience you want to offer your guests. Normally it’s done face-to-face, but now it’s all organised remotely.” She added: “You need to understand your brand and audience and create experiences that reflect your brand.” Henry Bennett added that it’s important to consider extra services such as food delivery and car hire. “Food delivery has increased hugely since COVID. It’s simple to set up and provides a
The Hudnalls Hideout & Delivita Partnership, Credit: @itsjonnykeeley
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5 THINGS TO CONSIDER 1. Time management: How much time are you willing to spend on organising additional experiences?
Sarah Orchard uses a system called ‘GlampManager’ to help her stay on top of it all.
2. Online booking systems: Does your current system have the capability to add additional experiences and extras easily?
“It allows me to add all of the extras and experiences, like the hampers, as part of the checkout booking process,” said Sarah. “When guests book their stay, they can add the extras when they checkout so that it’s all on one bill and recorded in the booking system. "Then when I check the booking system, it shows me which experience(s) and extras they have booked. “Having a system that records everything is a must. If you tried to do it manually it would be very difficult keeping track of it all and you might miss things. If a guest books something and you miss it off the list and don’t deliver what you promised, that’s worse than not offering it in the first place.” Sarah added that revenue regarding the experiences is recorded separately so she can see what has booked and whether it works for them. There are many different organisational booking systems to choose from and it can be tempting to pay for new software without testing third party bookings on your current system. Yvonne Halling said: “Many of the online booking systems, such as Beds24, have the capability to take group bookings and add additional experiences. Check with your provider and test the market with your new experiences before investing in new software. "When the time comes for guests to purchase additional experiences, Henry Bennett said it’s important to “make the transaction process simple”. If guests don’t book experiences alongside their booking online, Henry said to consider “offering experiences via text or email with a link to purchase, or use a Point of Sale (like YourWelcome) to automate the process”. 24 || Luxury BnB || February 2021
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A hamper from The Hudnalls Hideout, Credit: @ImagingEssence
For people booking their stay well in advance, booking systems such as GlampManager can send out automated emails asking guests if they would like to purchase additional experiences closer to the date of their stay. “We get quite a bit of upsell on the experiences and other extras when we send out the email reminder a week or so before the guest comes to stay,” said Sarah. “It also depends on the weather. If it’s likely to be wet, they might decide not to book things like charcoal for the outdoor fire pit or the pizza starter kit.”
3. Local community: Are you willing to promote the local area and community throughout the guest experience, possibly for free at times? 4. Local businesses: Are you willing to partner with local businesses and promote them in your own marketing? 5. Trust: Do you trust the experience providers to provide quality a service?
When organising third party experiences and services, Sarah said it’s also important to consider local businesses. “We actually partnered with a number of different local businesses as well as food and drink producers to put together hampers for our guests,” said Sarah. “It’s not just about promoting the additional experiences that guests can purchase, but also everything happening locally, like the best places for afternoon tea or a Sunday roast, the best attractions, the best walks and anything like that. “It’s about making sure your guests are aware of all the amazing businesses and experiences that are local to you.”
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AREA || GUEST EXPERIENCES
Finance Charging guests for extra services can help you to increase profit margins. For example, the option to purchase late check out and early check ins are a huge selling point. Henry Bennett said: “This can be very high value (average £35) and the property manager can keep the payment as profit. “Most property managers can move check out times to 9am so there’s time for ‘covid deep cleaning’, so there is plenty of scope to sell an extra hour or two to guests wanting an early check in time.” Offering additional experiences for your guests can help to boost revenue, however Sarah at The Hudnalls Hideout says it’s not all about the profit. “Not all of it is about the financial rewards. It’s about doing it to benefit the local community and promoting local businesses who will promote us in return.” Sarah added: “Offering third party experiences definitely helps bring in a bit of extra money, but we don’t make a fortune. YourWelcome Platform
“We actually don’t take a cut on experiences like the private chef and massages. "It’s all about being sort of altruistic and helping other local businesses thrive."
URLs:: Yourwelcome.com Glampmanager.com hudnallshideout.co.uk bedandbreakfastcoach.com
"If you're in the luxury market, the investment is definitely worth it."
Pizza Oven outside The Hudnalls Hideout, Credit: @itsjonnykeeley
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IN PROFILE || HOSTING A COSY CHRISTMAS
THE Pheasant Hotel Read all about the Pheasant Hotel’s lockdown delivery service ‘Phezeroo’ and discover your interior design inspiration.
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Nearly a year on from the very first national lockdown, plenty of businesses have learnt to adapt to the ever-changing circumstances. We all love hearing about the innovative business ideas that have cropped up across the country and one popular hospitality venue in North Yorkshire have shared their story with us. The Pheasant Hotel overlooks a peaceful duck pond in the village of Harome and boasts the Boutique Hotelier’s Innovator of the Year Award 2020 for the implementation of their local lockdown delivery service ‘Phezeroo’. ABOUT THE PHEASANT Before Luxury BnB could learn more about Phezeroo, co-owner Jacquie Pern told us a bit more about this romantic country venue. The main building houses 12 spacious bedrooms with two additional dog-friendly rooms in the secluded courtyard. Jacquie Pern
But the hidden gems are the popular getaways: Plum Cottage and The Pheasant Suite.
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“They’re not part of the main building so they’re quite private,” said Jacquie. “Plum Cottage is a little converted outbuilding across the far side of the courtyard area. It’s completely separate from the hotel and has its own little terraced area overlooking our herb garden. “It’s very self contained with a bath in the bedroom, and if you wanted to kind of batten down the hatches, you can certainly shut everything out and keep to yourself.” She added: “The Pheasant Suite is actually attached to the main building but it's got a completely separate entrance. So again, you can just disappear and not see anyone if you didn’t want to. It has a sitting area, small kitchen, bedroom and bathroom. It’s all very spacious.” Despite the global pandemic, The Pheasant Hotel had a very successful summer last year.
COVID PRECAUTIONS Like any establishment that has opened at one point or another since last March, The Pheasant Hotel has made sure they are operating safely. “We’re quite lucky here,” said Jacquie. “We have quite a big lounge area, bar area and two dining areas, so we didn’t really have any issues with moving many tables because we’re actually quite spacious anyway.” But it’s not just the space available that needs to be managed. “We ensure that everyone uses hand sanitiser before they come in and we always log everyone’s temperature as well as operating a Track and Trace system and using the government sign in app. “We’re trying to manage people as best we can, so unless there’s any additional restrictions when we do reopen, we will just reopen as we were previously. "All our systems are in place so we could open tomorrow if they let us,” said Jacquie.
Jacquie said: “We were really busy and between the period of July and November last year, we were running at about 98% occupancy. But I think that was because people weren’t going abroad.” Sadly, the national lockdown that brought in the new year resulted in numerous cancellations. “I think at the moment, people are not particularly keen to book anything because nobody knows what’s going to happen,” said Jacquie.
Fireside at The Pheasant Hotel Wedding reception at The Pheasant Hotel
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“We cover the cost of the food and the people preparing it. It wasn’t set up as a profit making venture. It just covers the costs and provides a service for the local community if anybody should want it,” said Jacquie. “We do it because we like to be able to offer people something even though we’re closed.”
INNKEEPER || THE PHEASANT HOTEL
Phezeroo orders ready for collection
Despite the success of Phezeroo, The Pheasant doesn’t actually make a profit out of the takeaway service.
If you are thinking of running a similar service for your local area, Jacquie passed on some important food for thought. PHEZEROO When the country entered its first national lockdown in March 2021, many businesses adapted their operations so they could keep trading. Co-owners of The Pheasant Hotel, Jacquie Pern and Peter Neville, decided to run a local delivery service which they named ‘Phezeroo’. “We’ve slightly changed things as we’ve gone on to make it more manageable and a little bit different for people,” said Jacquie. “Last time we did it we ended up in the kitchen nearly everyday, so this time we offer three, 3-course set menus on Friday and Saturday evenings and a 3 course Sunday lunch.
“You’ve got to really want to do it and you’ve got to work out a manageable way of doing it,” she said.
"We like to offer people something even though we're closed"
“That’s why we only do Fridays, Saturdays and Sundays, because we consider that we’ll probably get as many orders over those days as we would if we were doing it all week. “It’s a logistical thing really. You've got to make sure that it’s manageable.” She added: “Also, because we’ve been doing it for quite a while, we’ve built up quite a good database of local customers, so we can immediately get menus out to a lot of people. That can take quite a bit of time to build up. “We send out an e-flyer every week. I imagine that most people have a database anyway, so just start with that.”
“Everything is prepared here. We can deliver but generally it’s a collection service. We have a secure collection point just outside the reception area and people just pull into the car park, collect their package and go.” Those who live locally can place their order over the phone and pay via card or bank transfer. “We ended up doing our New Year’s Eve menu as a takeaway service, right as we went into lockdown,” said Jacquie. “Luckily we’d already been doing it previously so we had all the packaging and everything ready to go. We actually ended up doing more takeaways on New Year’s Eve than we originally had booked in the restaurant!”
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Phezeroo orders ready for collection
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INNKEEPER || THE PHEASANT HOTEL Cosy seating area at The Pheasant Hotel
INTERIOR DESIGN Not only is Jacquie a co-owner of this country venue, but she also does all interior design herself. The Pheasant’s interior proves that you don’t need a background in interior design to make your property look amazing. “It’s just always been something that I’m interested in and it’s quite nice to do something a bit different as well as the hospitality side of the business,” said Jacquie. Jacquie gets her inspiration from a variety of hospitality businesses that she admires. She said: “I really like The Pig Hotel Group and the Limewood Hotel Group. I also really like Daylesford on the Bamford estate, The Wild Rabbit and particularly the Firmdale hotels in London which are by an interior designer called Kit Kemp. “I’ve always been inspired by those venues. I mean, you’ll always have your own style and everywhere’s different, so it’s got to reflect the property, but that’s where the majority of my inspiration comes from.” Jacquie describes her style for The Pheasant as ‘Country Chic’ and says it’s “quite an eclectic mix”.
#1
JACQUE'S FAVOURITE FEATURES JACQUIE SAID:
"This is one of the new restaurant chairs, made by Peter Silk of Helmsley. I think that it’s important to have good quality, well-made chairs that will stand the test of time. I decided to use leather on the tops and the seats for practicality reasons. They are quite a significant investment but well worth it as they are bespoke, comfortable and very good quality. I have previously bought much cheaper versions that look good but just don’t last so need constantly replacing."
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“Unless you have a particularly good eye for design, it’s a good idea to get some kind of help because you could end up wasting a lot of money if you’re not careful,” she said. “Find somebody whose style you really like and get them to help you come up with a few ideas.
URLs thepheasanthotel.com thepighotel.com limewoodhotel.co.uk daylesford.com/bamford-wellnes-spa/ thewildrabbit.co.uk firmdalehotels.com/hotels/london/ kitkemp.com
“At the end of the day, it has to reflect your own style and taste, your own personality and it has to be appropriate to the building.”
INNKEEPER || THE PHEASANT HOTEL
For those who want to take on the challenge of doing their own interior design work rather than hiring someone, Jacquie has plenty of advice to pass on.
She added: “You’ve got to get a really good balance between practicality and style. “It’s so easy to spend a lot of money and produce something incredibly stylish, but it might not be very practical, or you discover that it marks, or it’s not sturdy enough. “As much as you want something to look homely and nice, it’s got to be robust enough to cope with the commercial environment otherwise you’ll be frustrated all the time because things aren’t withstanding the wear and tear that they need to.”
Autumn Food at The Pheasant Hotel
Social area The Pheasant Hotel
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INNKEEPER || THE PHEASANT HOTEL
She added: “If you’re not hands-on in your business and not there day-to-day, you need to ensure that whatever it is, is designed in a way that staff, management and customers can keep it the way you want it. “It’s so frustrating if you create something that you really like and people aren’t looking after it the way you want it to be looked after, so you’ve got to make sure it’s durable. Jacquie believes another important aspect is to make sure you don’t overspend.
"Elements have to be robust enough to cope with the commercial environment"
#2
“A lot of people just throw money at things and it’s a complete waste because it’s not viable,” said Jacquie.
JACQUIE'S FAVOURITE FEATURES JACQUIE SAID: "I quite often find that there are great lamp bases available at reasonable prices, but they generally don’t have particularly good shades. This lamp base was bought from Coach House but I paired it with a shade from a company called Hill House Design in Lincolnshire who do some really lovely designs. You then have a one off piece, at a relatively low cost. Similar bases are available from Light and Living."
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“You could do the body of a sofa in something very practical and cheaper, but dress it with cushions made in the expensive fabric to make it more luxurious.” She also said to keep any expensive core elements fairly neutral, as you don’t want to keep changing really expensive items.
INNKEEPER || THE PHEASANT HOTEL
“For example, if you really love an expensive, beautiful fabric, don’t use it on something you need a lot of fabric for. Choose a cheaper fabric and dress that piece up with the more expensive fabric or add some trim.
“If you want to change other bits, you can, and the neutral core will stay the same but everything else will look refreshed and the whole place will look different,” said Jacquie. “If you can, create a theme or style that runs through the whole room, then some pieces can be interchangeable which is helpful. So if you want to freshen things up by just moving things around slightly or changing the odd bits and pieces, you can alter one or two elements and it looks like the whole room has been refreshed.”
5 TOP TIPS FOR INTERIOR DESIGN 1. Choose practical, cheaper fabrics for larger surfaces such as sofas and carpets
She added: “For me, the main thing is the important balance between style and practicality.”
2. Dress up the cheaper, practical fabrics with the more expensive fabrics and beautiful trims to make elements look more luxurious 3. Keep expensive products quite neutral so that it goes with different designs and you don’t have to send even more money when you update other pieces 4. Create a style and theme that runs all the way through the room, with interchangeable features 5. Take advantage of interchangeable features by updating and swapping frequently so that everything looks fresh and new, even if you only change one element
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Dessert at The Pheasant Hotel
#3
JACQUIE'S FAVOURITE FEATURES JACQUIE SAID: "I bought this piece about 12 years ago and have always loved it. It is from Eichholtz and again is good quality so has remained in very good condition. Butlers trays are very useful in our environment but also look a little more interesting than a side table. Similar items can be found at Coach House, Libra and One World."
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LBNB E-BOOK || CHAPTER 1B
INSURANCE
GETTING STARTED IN HOLIDAY RENTALS
Chapter 1b 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 the second part of our brand new ebook! Our ebook aims to help you set up your very own rental property, and in this chapter (1b) we will cover insurance, tax implications, business rates, research and profit tips. Getting these sorted might initially seem like quite a daunting and complex process, but don’t worry - we’ve got you covered with expert advice to help give you a head start.
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INFORMATION FROM GARY HODGSON AT HODGSON INSURANCE Insurance cover for your B&B, guest house or holiday home is a vital cog in the safe running of your business and for peace of mind should the worse happen. Here we give you some of our knowledge and tips when searching for insurance: 1) START WITH THE RIGHT POLICY • Make sure your business is insured on a specialist guest house package policy. • We see quite often customers have taken out a standard home policy via an online comparison site, and believe the public liability cover will cover them for taking in guests because they put down they’re B&B owners. • A standard home insurance policy will not give you the correct liability cover to safeguard you against guests staying. • Don’t try and obtain a public liability policy for guests separate to your main home insurance, thinking you’ll keep prices down. • Always look for a single package policy that will include the correct liabilities and combine other main covers like buildings and contents. 2) WHERE TO OBTAIN THE RIGHT POLICY? • We would always recommend speaking to an insurance broker. • A broker should have access to a panel of specialist guest house schemes. 3) MAIN COVERS TO INCLUDE • BUILDINGS: If you own the property then include the buildings, this must represent the full rebuilding cost of the property, should for example, it completely burn down. • CONTENTS: Most guest houses are owner occupied, if that’s the case make sure the policy includes not just business contents, but also includes cover for your personal contents. Some policies include this altogether, but some insurers it can be included as an optional extra • PORTABLE CONTENTS: In addition if you wish to include portable contents outside the home like jewellery, mobile phones etc, then again this an optional extra that only a few insurance companies provide. • PUBLIC LIABILITY: A specialist B&B or guest house policy will automatically include Public Liability cover for your guests should they get injured or maybe food poisoned whilst staying. The limits will generally be £2 or £5 million. • EMPLOYERS LIABILITY: If you intend on employing staff, even temporary staff, then you legally have to include Employers Liability cover. This will protect you should an employee injury themselves whilst working for you. Not always automatically included, so if you have staff make sure this is included. Employers Liability cover limits should always be £10 million. • BUSINESS INTERRUPTION: If, for example, a burst water pipe causing flooding in bedrooms, you may not be able to rent those rooms out for a number of weeks or months.Business interruption covers you for loss of income due to an insured peril like escape of water or a fire. A vital part of a business insurance policy, some smaller B&B policies may not offer this cover or only offer as extra. Other not so vital covers will either be included or you can pay extra for, but the above are main areas you must look at. www.luxurybnbmag.co.uk
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LBNB E-BOOK || CHAPTER 1B
INSURANCE INFORMATION FROM MATT BRYANT AT ZIGZAG ACCOUNTANTS In running a bed and breakfast you will need comprehensive insurance to protect you, your customers, and your reputation.You are responsible for the welfare of your customers, suppliers, and any staff you employ.
VAT What are the rules if the property is sold without VAT? • Advantage of VAT - Maximum rule. • Need to charge 20% more INFORMATION FROM MATT BRYANT AT ZIGZAG ACCOUNTANTS When running a guest house, B&B or any other kind of hospitality business, there are many important factors to consider, and one of the most important things to think about is tax, particularly VAT. • Many small businesses are unsure whether or not they actually need to register for VAT. • If your earnings from the property are over £85k then you must be VAT registered. • To check the current threshold you can either ask your accountant or go to https://www.gov.uk/vat-registration From your effective date of registration, you must: • Charge the right amount of VAT • Pay any VAT due to HMRC • Submit VAT Returns • Keep VAT records and a VAT account Most VAT registered businesses that earn over £85,000 must also follow the rules for ‘Making Tax Digital for VAT'. Your accountant should be able to assist with VAT, from finding out whether you have to register, deciding on a suitable VAT scheme and preparing the VAT returns.
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• It’s important that your insurance includes public liability and employers' liability insurance in case somebody falls ill or is injured as a result of being on your premises. • This is on top of the normal building cover in case of theft, accidental damage, fire or storm damage, and you also require cover for all your fixtures, fittings, and contents. • Not to mention your guests’ belongings too. • Additionally, you should have product liability cover as a safeguard against potential food poisoning, business interruption in case you are unable to trade for a period of time, an example of this is Covid-19, and financial cover for any money held on your premises. The level of cover will need to be reviewed regularly as your business grows to ensure you have the correct level of cover.
THE ADVANTAGES AND DISADVANTAGES OF BEING VAT REGISTERED ADVANTAGES OF VAT • You can claim back the VAT on purchases - this can be a huge cost saving of 20% on all purchases. • Many agents or OTAs charge VAT and so you can claim this back - e.g. one of the agents I use charge me 22% + VAT = 26.4%. • So if you plan to use these providers extensively this needs to be considered. • Google and Facebook do not charge VAT on their ad spend in the UK. DISADVANTAGES OF VAT • You need to charge VAT on all rental income. • Since the majority of your guests (assuming this is the case) will not claim back VAT (individuals not businesses) then your fees will be increased by 20%. • You will need to do a VAT return every month but this is very simple with most accounting bookkeeping systems.
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EXTRA VAT INFORMATION Can I register for VAT if my revenue is below £85k? Yes, it is still possible to register yourself for VAT even if your revenue is below £85k. NEW BUILDS AND VAT If you have a new build you might be able to recoup the VAT even if you are not registered - this is the case when people buy new homes. You can also claim back up. PROPERTY AND NOT BUSINESS The £85k is related to the property and not your business. So if you own 10 properties charging less than < £85k rev per year, you do not need to be VAT registered. FLAT RATE SCHEME There is a flat rate scheme where you charge 20% but only need to send the government less than 20% (for hotels it's normally 8.5%). At the moment this is all changed due to covid - check the government website for further information: https://www. gov.uk/vat-flat-rate-scheme/how-much-you-pay
Credit: Flickr
MORE INSURANCE INFORMATION FROM GARY HODGSON AT HODGSON INSURANCE CLAIM EXCESS All policies will have a standard policy excess - this is the amount you will need to pay towards any claims costs. A standard excess should range from £100-£250. We don’t recommend going any higher than this unless you’re getting a significant saving by doing so. Look closely in policy conditions as sometimes higher excess’s can be added for example a flood risk area, flat roof excess’s, subsidence and similar. THEFT Most guest house policies will include theft caused by violent or forcible entry only. Some, more comprehensive policies, include full theft by guests, whether it’s a break in or if a guest just walks away with a tv. Check you’re happy with the level of theft cover. SECURITY Some policies have no security conditions which makes it easier not having to worry if you have the correct locks, especially a hospitality business where guests are coming in and out all the time. Many policies do however have minimum security requirements, if so then make sure you can adhere to them. 36 || Luxury BnB || February 2021
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USE Every B&B owner operates differently, you may just let bedrooms to holiday guests, but if you allow guests access to the kitchen cooking facilities, you maybe take in DSS/ council referrals or you have a self-catering annexe this can completely change the type of policy you need to be on. Make sure you give your broker a full description on how you intend to run your business. CHECK THE SMALL PRINT There isn’t a standard guest house policy. Every policy has very different policy terms, conditions and claim excess’s. Make sure you always check the finer points of any quote. An insurance broker worth their weight should help and point out any significant policy conditions or exclusions. HOW MUCH WILL YOU PAY It’s impossible to say what you will pay for your insurance as all guest houses have different requirements, sums insured and different postcodes. An example cost of a recent guest house policy we’ve set up... • A 5 bed guest house in Gwynedd LL30, with buildings insured for £462,000 and contents at £85,000. • Annual Premium: £628 with optional Legal Expenses £36. • The policy had just a £150 claim excess, no security conditions and full theft by guests cover included. USING A BROKER Yes, we’re possibly being biased but we’d always recommend using an independent insurance broker, possibly a broker who specialises in hospitality trades. A broker should help find the correct policy for your needs, will be able to make any changes during the year, help with claims advice and be able to search the market again at renewal time. Also brokers don’t all have access to the same providers and schemes, so it’s recommended to try 2 to 3 brokers so you get a good spread of quotations. HOW MUCH SHOULD YOU INSURE YOUR BUILDINGS FOR? The buildings should represent the full rebuilding cost of the property including debris removal, architect and associated fees. If you have a mortgage they’ll often insist on you insuring for a certain amount. A free website you can login to and get an estimate of the rebuild is the BCIS website here: https://calculator.bcis.co.uk/ A more accurate way is paying for a chartered building surveyor, but will often be £500+ for this type of report.
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This section will take you through the research you need to do step-by-step prior to setting up your holiday rental property. IDENTIFYING THE MARKET • With your place in mind - location, room size, types of guest. • Start by searching for properties closest to your new place in the overall proposition. • Find out where they market their properties and who to. • Find their booking form and create a spreadsheet of total possible income.
Income • It can be quite tricky to find this information and you’ll need to have a good poke around. • Where possible, under estimate.
Key Issues • Many holiday lets say a property is not available when the owners are using it. • Sometimes it's hard to get a full year's bookings. • Profile at least 3 properties where possible. The purpose of this is more about seeing where the busy times are and also get a rough idea of revenue. • Create a rough price plan.
Outgoings • At this stage look at all the possible outgoing and estimate the costs. • You can then divide this by 12 to get a monthly outgoing. • Compare this month on month to your estimated pricing to get a break-even point. • Compare this to the above and see if it is realistic and you are comfortable with the risk. • Consider again your personal situation and work out if you can afford the risk. • Where possible, overestimate the outgoing line and underestimate the income. Holiday rental in the UK is often peaky and so you’ll need to manage cash throughout the year. Is this to be considered? • If you are entering the holiday let market to finance a house you want to use, you might need to make compromises here. • What is often perfect for a holiday home is often not workable for a house you live in. • For example, storage. You need very little storage space for a holiday let.
TAX IMPLICATIONS INFORMATION FROM CATAX AND 123 GRANTS
Capital Allowances: A Much-Needed Cash-Injection for B&B Owners 2020 will always be known as the year of staycations, with many families avoiding holidays abroad in favor of staying in the UK. Although the Bed & Breakfast industry in some areas of the country has enjoyed a market boost, others have faced significant cash flow challenges due to the ever-changing COVID-19 restrictions. Here, Clare Mckee from specialist tax relief firm, Catax, explains how a cash-injection in the form of capital allowances can be a lifeline for many businesses, and what to consider if you’re looking to buy a B&B property.
LBNB E-BOOK || CHAPTER 1B
RESEARCH
What are capital allowances? “Capital allowances are a type of tax relief that offsets the hidden expenditure in commercial property, including B&Bs. This comprises elements such as air conditioning, heating and lighting – essentially everything that would remain in the building if you tipped it upside down! It can be claimed by anyone that owns their commercial building and is a UK taxpayer. However, if you let out a residential building, it must qualify as a furnished holiday lettings business to be eligible - it has to be available for holiday letting for at least 210 days of the year and let out for 105 days or more. Contrary to misconceptions, claiming for capital allowances will not impact the value of the property or capital gains tax.”
Do capital allowances have to be claimed on recent property purchases, or can it be processed for older sales too? “Capital allowances can be claimed at any time, as long as you still own the building. We routinely process applications for expenditure that incurred 10 years ago or even longer! However, we would highly encourage owners to make a claim when they purchase the property or at the earliest opportunity, in order to benefit from the tax relief available. Should the building be sold at a later date then the balance of the claim can be retained or passed to the new owner. In addition to purchases, capital allowances can also be applied for on property refurbishments and extensions or new builds.”
What if the property was built by the owner many years ago and they have no records of the build costs, how can it be identified which costs can be claimed on capital allowances? “It is not essential to provide records/invoices relating to the construction expenditure. Accounts and tax computations from the period of construction can often provide the necessary information, together with a conversation with the accountant that acted at the time. The land registry is often able to provide evidence of the price paid for land and this provides a basis from which to calculate the construction costs.”
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If a B&B business doesn’t have sufficient taxable profits to benefit from capital allowances, could they still be eligible? “Yes, it is definitely worthwhile to still identify qualifying capital allowances, especially if you expect your business to make taxable profits in the near future. Sometimes, capital allowances do not equate to an instant return, however they can be used to offset capital gains tax liabilities, passed to new owners and more. Ultimately, each set of circumstances is different, and I’d recommend carrying out an appraisal and seeking expert advice.”
Is this something that accountants usually deal with? “Most accountants provide some form of capital allowances advice. However, as capital allowances claims are extremely complex, they are ideally suited to being dealt with on a standalone basis separately to other tax matters. Capital allowances specialists possess a specific skill set with a more detailed and up-to-date understanding of what is included in capital allowances than most advisors who deal with this area of taxation less frequently. This ensures that property owners get the largest cash injection possible; for example, at Catax, our average client benefit for a Capital Allowances claim is £53,000.”
So, what is the process? “The first stage of the process is to collect all the information for the Capital Allowances claim, including information on the property purchase, as well as details of any refurbishment expenditure. A specialist will then assess your claim and undertake any technical analysis. Generally, a surveyor will then conduct a site survey of your building to see if there’s anything further that could be included within the claim. It is then up to the capital allowances specialist to maximise the value of your claim and produce a report, which is submitted by the HMRC via your accountant. Once the claim is processed and completed, you will receive your refund!” To find out more information about Catax and its Capital Allowances service, contact Clare Mckee, Catax hospitality specialist clare.mckee@catax.com or call Clare on 0121 293 1197 | www.catax.com. Make sure you read our essential guide to short-stay holiday let tax here - https://www.luxurybbmag.co.uk/airbnb-shortstay-holiday-let-tax-the-definitive-guide/
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TAX MORE INFORMATION ON TAX IMPLICATIONS FROM MATT BRYANT AT ZIGZAG ACCOUNTANTS Capital Allowances for Commercial Properties It is estimated that over half of all hospitality businesses in the UK haven't claimed their capital allowance entitlement, which could be worth hundreds of thousands of pounds. It is important to get your accountant’s early involvement to look at analysing historic expenditure to compile robust capital allowance claims. By identifying qualifying assets within the building which attract tax relief. In some cases, more than half the project expenditure will attract capital allowances, including professional fees. New Developments Where there has been constructed or undertaken the construction of a new building or an extension to an existing building you are able to analyse the costs incurred and to fully comprehend the construction processes involved and the documentation used to capture the costs, and hence maximise the level of allowances available. Early involvement in the construction planning phase can offer opportunities to proactively manage the tax relief process and often increase the level of allowances available. Purchase of an existing property A client may purchase an existing building, either for use in their business or as a commercial investment. In these cases, in order to claim capital allowances, the purchase price must be split down into the components of the building and the land. The changes to the rules for claiming capital allowances on second-hand plant and machinery fixtures, brought in by the Finance Act 2012, have a significant impact on property buyers. Whilst property sellers will not suffer directly from the new rules, there will be consequences for all businesses incurring expenditure on fixtures within commercial property and we offer a consultancy service to advise both buyers and sellers on the impact of these changes to them and the allowances within their properties. Timely advice can ensure that allowances remain available to purchasers and subsequent owners, which could otherwise be lost. Refurbishment, alterations and fit-out works Expenditure incurred on an existing building can be analysed in a similar way to the cost of a new building or extension, by a detailed review of actual invoiced costs. The value of relief available in connection with refurbishments, alterations or fit-out works is generally enhanced by capturing the cost of all incidental expenditure. Whilst the cost of the works may be capitalised, some costs may be capitalised repairs and attract 100% tax relief in the current year. www.luxurybnbmag.co.uk
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LBNB E-BOOK || CHAPTER 1B
Capital Gains Tax for B&B Owners When you decide you want to sell your B&B you will have tax to pay. • There are several factors which will impact your Capital Gains Tax position on the sale of a B&B, it is most certainly not a “work it out yourself” guide. • It is advisable to get advice from your accountant before your sale. There are potentially several tax reliefs available. Some of the current reliefs available in 2020 which can help reduce (or eliminate) Capital Gains Tax are: • Principal Private Residence Relief • Letting Relief • Annual exemption • Entrepreneurs’ Relief Relief everybody gets Every person is entitled to a CGT exemption. For the tax year 2020/21 the exemption is £12,300. Credit: Flickr
BUSINESS RATES INFORMATION FROM MATT BRYANT AT ZIGZAG ACCOUNTANTS Business rates generally apply to bed and breakfast establishments unless; a) The business does not intend to offer short-stay accommodation to more than six people simultaneously. b) You occupy part of the property as your only or main home, and letting out the rooms is subsidiary to the use of the rest of the house as your home. • Business rates apply to a self-catering establishment unless you offer short-term lets for fewer than 140 days a year. • Only the part of the property used for business purposes is subject to business rates. • Your local authority will calculate the business rates for your property based on its 'rateable value'. You will need to pay business rates if you are providing serviced or self-catering accommodation, unless you qualify for Small Business Rate Relief, OR for bed and breakfast if: • You do not intend to offer short stay accommodation to more than six people simultaneously, and; • You (the owner) occupy part of the property as your only or main home, and; • Letting out the rooms is subsidiary to the use of the rest of the house as your home (‘subsidiary’ is based on factors such as the length of your season, the scale of modifications undertaken for guests and the proportion of the house you occupy).
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• For example, if you only let only two of six bedrooms in your property as a bed and breakfast, business rates are unlikely to apply. However, if you let four of your six bedrooms, you will probably have to pay business rates. Your local authority will be able to advise you. Note: If you must pay business rates, but use your property for business and domestic purposes, it is only the part you use for business purposes that is subject to business rates. COUNCIL TAX AND VALUATION OFFICERS • The domestic accommodation is liable to council tax. • Where parts of a house have a shared use, such as a kitchen or dining room, the Valuation Officer will visit the property and assess the amount to be paid. SMALL BUSINESS RATE RELIEF • Small Business Rate Relief is available to businesses. For up to date information please visit: https://www. gov.uk/apply-for-business-rate-relief/small-businessrate-relief RATEABLE VALUES • Currently as of 2020 where the rateable value of the property is less than £15,000, businesses with a rateable value of up to £12,000 receive 100% relief. • While businesses with a rateable value between £12,000 and £15,000 receive tapered relief. EXTRA SMALL BUSINESS RATE INFORMATION If you have a second property, you'll keep getting any existing relief on your main property for 12 months. You can still get Small Business Rate relief on your main property after this if both of the following apply: • None of your properties have a rateable value above £2,899
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• The total rateable value of all your properties is less than £20,000 (£28,000 in London) Note: If your property has a rateable value of more than £15,000 but less than £51,000 your bill will be calculated using the small business multiplier, which is lower than the standard multiplier. HOW ARE BUSINESS RATES CALCULATED? • If you need to pay business rates, your property will have a 'rateable value' based on the rental value of your property. • These values are set by an independent Government Agency, the Valuation Office Agency (VOA). Note: Due to the impact of COVID-19, the Government has announced that the planned business rate revaluation will no longer take place in 2021. WHERE CAN YOU GET DETAILS OF A PROPERTY'S RATEABLE VALUE? • You can obtain details of the rateable value of your property from your local Valuation Office or the business rates department of your local authority. • The VOA website allows you to access entries in local rating lists. ADVICE ON LODGING AN APPEAL • You can make an appeal against the 2017 valuation of your property at any time during the life of the valuation (i.e. until April 1, 2022). • You are advised to appeal as soon as possible as you will have to pay your rates in full until a decision has been reached and, for most appeals, there are limits on how far any resulting change in value will be backdated.
PROFIT TIPS Every business is different and will have their own targets and profit margins, but it is important to maximise these. Below are some tips to consider: • Systemise Everything • Know Your Key Drivers and Monitor Them • Focus on a few key metrics. Eg. Gross profit margin. Bed Occupancy • Review Your Prices • Look at your price points. • Work your margins. • Maximise Efficiency, Automate. • Use systems to monitor effectiveness. • Justify Costs • Look at all your costs, Are they necessary? Extra things to consider: • Hen parties, dog walking, water sports - who are your audience and what do you think to that? • Cancellation policies, bedrooms, kitchen equipment etc. • Look at the other properties and copy their terms. • Many ask for 30% up front to secure the booking, balance within 60 days. • Then the damage deposit needs to cover the insurance (payment you pay with any claim). Mine is £500. Identifying the competition (nearby businesses) • It is useful to select similar size properties close to yours and also properties close by. • Consider what size of property is selling.
HOW ARE APPEALS MADE? • Appeals are made in the form of a 'proposal' to the local Valuation Officer or online through the VOA website. • If an agreement is not reached within three months of receipt of your proposal, it will be automatically referred to the local Valuation Tribunal, which will hear the case and give a decision.
FINAL things to consider in terms of profit: • Area • Revenue
SUMMARY OF CHAPTER 1B
RESEARCH:
This brings Chapter 1B to a close, and we hope you now feel more confident when it comes to the more complex areas in setting up a holiday rental property.
WHAT DO PEOPLE LOOK FOR?
It is definitely worth it in the end though, especially when you see guests enjoying themselves and the great reviews come rolling in, which is why it is good to cover all the ground you can at the very beginning, so you don’t run into issues later on down the line. Keep a look out for Chapter 2 which will tell you everything you need to know about business plans, legal entity and finance - don’t miss it! 20 || Luxury BnB || February 2021
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Setup estimate & cash flow forecast (for year 1) • You need to be realistic about when you will launch which will dictate the first year’s earnings. • Maybe your place is a summer place and so launching in October will leave a low year 1 revenue.
Figure out: • Who your ideal guest is (demographics) • What your advantages are • How you differ from your competition • Which rooms and services got the best and worst feedback • What your weaknesses are • What your vision is www.luxurybnbmag.co.uk
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2021 AWARDS || SHORTLIST
THE 2021
SHORTLIST
THE FARMHOUSE B&B Best Breakfast Most Romantic Getaway This Suffolk based b&b resides close to over 50 miles of coastlineand offers 4 spacious ensuite rooms and a large private car park.
BLACKWELL HOUSE Best Breakfast Most Romantic Getaway Luxurious INTERIOR DECOR Based in Northern Ireland, this house has 3 comfortable rooms in the main house and a further 3 rooms in their charming cottage.
ST JOHNS GUEST HOUSE MosT EFFECTIVE MARKETING & USE OF SOCIAL MEDIA
DOME HOUSE LAKES Most Romantic Getaway Luxurious INTERIOR DECOR
A victorian house situated a short walk from the seafront in a quiet neighbourhood. There are 8 rooms to choose from for your stay in Weymouth.
This eco-house can be found in Cumbria and offers a futuristic break. Ran by a husband and wife team., this colourful venue even has a geodesic roof.
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2021 AWARDS || SHORTLIST
UNDERLEIGH HOUSE Best Breakfast Tucked away in the Peak District, this is a perfect base for walkers and is close to historical attractions such as Chatsworth, Haddon Hall and more.
SOUTH BEACH B&B Best Breakfast LUXURIOUS INTERIOR DECOR Most Romantic Getaway MosT EFFECTIVE MARKETING & SOCIAL MEDIA
BRICKFIELDS FARM Best Breakfast Most Romantic Getaway Set in 14 acres of natural landscape, this venue is not far from the bustling market town of Kirkbymoorside.
TORRDARACH HOUSE Best Breakfast Most Romantic Getaway A highland holiday awaits guests at this B&B in Perthshire. It offers fantiastic views and close proximity to restaurants, shops and golfing locations.
This 7 bedroom boutique B&B boasts panoramic seaviews and sits on Lowestoft's sunrise coast.
AVALON LODGE Most Romantic Getaway
SHREWSBURY LODGE Best Breakfast
This Wiltshire based B&B has 4 comfortable guest rooms and has a wonderful south facing patio, perfect for breathtaking sunsets.
Shrewsbury Lodge is a family rrun business in Oxton that regularly host a variety of events, including a popular vintage afternoon tea.
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2021 AWARDS || SHORTLIST
NUMBER 8 CHELTENHAM Best Breakfast Most Romantic Getaway
STONECROFT COUNTRY GUEST HOUSE Best Breakfast
Here you will find 3 individually designed rooms with en-suites. Local attractions include gardens, cycling and stunning scenery.
In the heart of the Peak District, Stonecroft Country Guest House can be found in Grindsbrook. Perfect for the hiking enthusiasts.
UPLANDS HOUSE B&B LUXURIOUS INTERIOR DECOR Most Romantic Getaway
GRANGE FARM PARK Best Breakfast LUXURIOUS INTERIOR DECOR Most Romantic Getaway MosT EFFECTIVE MARKETING & SOCIAL MEDIA
This B&B can be found in the Cotswolds near Banbury. Guests will find plenty of historical attractions nearby.
A fantastic array of cottages with lakeside views in Lincolnshire.
THE TALKHOUSE Most Romantic Getaway
OLD WHITE HART Most Romantic Getaway
The Talkhouse offers 4 spacious rooms with en-suites in charming surroundings. Sit by the roaring log fire and relax after a day of exploration.
A charming and attractive country inn situated in a rural village. In addition to the accommodation in the inn, the Annex offers a range of comfy rooms.
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LAKESIDE HOUSE Most EFFECTIVE MARKETING & USE OF SOCIAL MEDIA
ABBEY RISE Best Breakfast
Lakeside House offers 14 spacious, en-suite rooms in the beautiful Lake District. There are lovely scenic routes to go walking and cycling.
This is a large Victorian townhouse offering panoramic city views. The owner is a previous member of staff of the Royal Household at Buckingham Palace.
SWALLOWDALE SPA B&B Best Breakfast LUXURIOUS INTERIOR DECOR Most Romantic Getaway
THE ROYAL OAK INN Best Breakfast Most Romantic Getaway
Swallowdale Spa B&B is a short drive away from both The Broads and beautiful beaches. They offer a relaxing and comforting environment.
DERRYBEG B&B Best Breakfast Most EFFECTIVE MARKETING & USE OF SOCIAL MEDIA This 8 bedroom Edwardian B&B resides in a quiet street in Pitlochry. Here guests can enjoy a relaxing countryside holiday.
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This 14th Century inn can be found in the village of Luxborough, surrounded by picturesque countryside. Each guestroom is unique and comfortable.
THE GARWAY MOON INN Best Breakfast LUXURIOUS INTERIOR DECOR Most Romantic Getaway MosT EFFECTIVE MARKETING & SOCIAL MEDIA A cosy 18th century pub welcoming muddy boots, dogs and children. www.luxurybnbmag.co.uk
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2021 AWARDS || SHORTLIST
GUYSCLIFFE FARM Best Breakfast Most Romantic Getaway Overlooking the Exmoor Hills, Guyscliffe is surrounded by extensive woodlands and offers a cosy log burner for guests to reside beside.
BRYN WOODLANDS HOUSE Best Breakfast Most EFFECTIVE MARKETING & USE OF SOCIAL MEDIA Sitting in the picturesque town of Colwyn Bay, Bryn Woodlands House offers 9 cosy bedrooms and plenty to do in the local area.
TAYPARK HOUSE Best Breakfast LUXURIOUS INTERIOR DECOR Most Romantic Getaway This elegant Category B venue has panoramic across Dundee's Botanical Gardens.
CARLTON SEAMILL B&B Best Breakfast Most Romantic Getaway This stone-built Victorian house has an outstanding beach-front location and offers guests a peaceful break.
MEET THE JUDGES
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Yvonne Halling
Dominic Johnson
David Weston
Tina Boden
Mark Hinchliffe
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Karen's Column
WWW.BANDBACADEMY.CO.UK
@BEDANDBREAKFASTACADEMY @KARENJTHORNE @BANDBACADEMY
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REVIEWS WITH THE FOUNDER OF THE BED & BREAKFAST ACADEMY 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.
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I bet I’m not alone in feeling slightly nauseous whenever the “You have a new review” email arrives in my inbox. My inner chimp, the one that’s been saying “Right, now they’re going to find you out” for many years, starts getting all excited. Luckily, most of those reviews are positive, and the chimp can go back to chilling. But very occasionally THAT review pings into my email. I remember my first negative review - the guest, who I bent over backwards for all weekend but had to ask to leave 1.5 hours past check in time - gosh she wasn’t happy. I do a lot to avoid poor reviews; work hard to attract my ideal B&B guest, try to exceed guest expectations, recognise when things go wrong and do my best to make it better…
But luck comes into it too. No matter how hard you work, there’s always going to be that ONE guest. The one who gives you 2 out of 5 for location because he actually needed to be in a town 40 miles away. Or the ones that give you 3 out of 5 because the “rubber duck wasn’t to our taste”. Tripadvisor tells us that guests will be more likely to stay at a B&B with a bad review when the owner responds constructively. So, after letting my chimp out to swear a bit, I like to see a bad review as a marketing opportunity. You can read more on how I respond to a negative tripadvisor review on my blog bandbacademy.co.uk/blog/review
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