WWW.LUXURYBNBMAG.CO.UK • £ 2.99
ISSUE 44 • DECEMBER 2020
THE MAGAZINE FOR OWNERS AND MANAGERS OF BnBs, INNS, BOUTIQUE HOTELS & HOLIDAY LETS
Hosting a Cosy
CHRISTMAS
THE COW INN
QR CODES
CHRISTMAS AT THE COW
A GUIDE TO USING QR CODES
ADULT ONLY
SEO
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VERSUS FAMILY FRIENDLY
SEARCH ENGINE SPECIAL
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SEO
ASK TINA
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Easy for Staff
Simple for Guests & Patients
Cost Effective
Preset for LG, Samsung & RCA* TV's One-touch No Code Setup for All Other TV Brands www.akirahospitality.com | sales@akirahospitality.com 002-003_LBB_Dec20_Contents.indd 2
Tel: 0330 320 1507 27/11/2020 15:01
The second lockdown has undoubtedly affected all of us in one way or another. Sadly, some establishments have had to close their doors, where others are using the opportunity to renovate. However your business is faring, we hope you are well and staying safe. Some people are using this quiet time to restructure their bsuiness. Have you ever considered running as a family friendly establishment? Or maybe you want to learn all about running an adults only property? Check out our Adult Only vs. Family Friendly feature for some helpful advice (page 14).
Juliet Horner Editor 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/luxurybbmag/
CONTENTS || DECEMBER 2020
WELCOME
We can't possibly publish our magazine in December without mentioning Christmas! We have two Christmas fetaures lined up for you, where you'll find out all about hosting over Christmas and handy tips for ensuring your guests make the most of their festive holliday. Check out our Hosting a Cosy Christmas Feature (page 6) and our Christmas Innkeeper feature, Christmas at The Cow (page 30). Our social media campaign, the 'A-Z of Winter Lockdown' has also paved the way for this issue's SEO section (page 24) which includes our handy guide for using QR Codes (page 34). Merry Christmas and a Happy New Year!
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14
30
IN THIS ISSUE 4 || NEWS
14 || ADULTS-ONLY VS. FAMILY FRIENDLY
29 || AWARDS
5 || TINA THE TINY TROUBLE-SHOOTER
22 || A GUIDE TO QR CODES
30 || CHRISTMAS AT THE COW
6 || HOSTING A COSY CHRISTMAS
24 || HOTEL MARKETING - SEO
34 || A-Z OF LOCKDOWN
Industry news and analysis from around the UK
A COVID discussion special with Tina Boden
Read all about hosting guests over the festive season
How do you run your business?
Learn how to use QR codes and where you can use them
Learn about SEO from our partners at SiteMinder
Last chance to enter our Luxury BnB Service Awards
Innkeeper Feature on The Cow, Dalbury Lees
Incase you missed our A-Z of Winter Lockdown
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IN BRIEF || NEWS
INTERVIEW WITH THE CHAIRMAN OF THE B&B ASSOCIATION, DAVID WESTON Publishing Director, Dominic Johnson, had a catch up with David Weston, Chairman of the B&B Association. In case you missed it, here are some key points from the interview. •
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EDITOR Juliet Horner editor@luxurybbmag.co.uk NORTHERN IRELAND EDITOR Francis Higney | 07710 271 099 CONTRIBUTING EDITOR Caroline Sargent | 07076 362 082 CONTRIBUTING EDITOR Matthew Attwood | 07710 271 099
MEDIA SALES Audrey Williams 01892 671 913 audreyw@spacemarketing.co.uk DESIGN & PRODUCTION Tracy Poulsom PUBLISHING DIRECTOR Dominic Johnson dominic@miramedia.co.uk 01892 711 144
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Two pubs have opened village shops to help their local communities during lockdown with help of a £3,000 grant from Pub is The Hub, a not-for-profit organisation that helps pubs to diversify and provide essential local services. The Red Lion in Shobrooke, Devon, has opened a new village shop inside the pub and has been helping the local community with food deliveries and mealson-wheels. The grant enabled the pub to develop a room just off the main front door of the pub, complete with fitted shelving, a purpose built counter and a fridge and freezer. During the lockdown that began in March, the pub set up a telephone and online food ordering service. Customers could pick up a box of groceries from outside the pub and pay online or via bank transfer. The pub also offered a meals-onwheels service for vulnerable customers and a takeaway service. The Shobrooke Village Shop and Pub also had the backing of local Central Devon MP Mel Stride who visited the premises in August in support of the plans. The Rose & Crown in Longburton has opened a
No part of this publication may be reproduced, or transmitted in any form or by any means, electronic or mechanical including photocopying, recording, or any information storage or retrieval system without the express prior written consent of the publisher. We regret we cannot be liable for the safe custody or return of any solicited or unsolicited material. Contributors are advised to keep copies of all materials submitted.
Owner Jane Johnson (Right) and daughter Natalie Dyson (Left)
Left to Right: Owner Becky Gibbons, son Kai Gibbons, and John Gibbons
new shop in a shipping container in its car park. The Dorset pub converted the container into a village shop to help local residents. The Rose & Crown opened 'The Larder' in the pub's car park and offers a range of essentials such as bread, meat, organic milk, fresh fruit and veg and takeaway coffee. They wanted to provide the essential shop which saves locals from travelling three miles to the nearest town. Becky and John Gibbons took over the running of the pub four years ago. Lockdown spurred the family to finsih the shop project, which became increasingly important during the pandemic. The owners rallied to help vulnerable and shielding customers by delivering takeaways and supplies.
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.
Source: Pub is The Hub | www.pubisthehub.org.uk
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COVID trends have shown that hospitality establishments in the countryside have done a lot better this year than properties in cities because people want to avoid cities and the virus Self-catering properties did well because people want to stay separate from other guests Some B&Bs didn't get any financial support and suffered major financial losses B&B Association have been successfully lobbying the gaps in Government schemes to help their members. Ministers and officials now understand the hospitality sector better COVID has helped UK tourism as people are opting for staycations The first question peopleask now is 'what's your cancellation policy? 'So cancellation and insurance are now hugely important. Think carefully - you have to protect yourself too There's been quite a lot of people wanting to enter this market. The new places tend to be run by younger people with a specific niche so the shape of the whole industry is changing Booking is now mainly online so get a website. People don't want to call up to book Make sure your photos are the best they can be and sort your website out Make your COVID safety measures and hygiene/cleaning policies and procedures really clear 2021 can't be much worse than 2020. It should be a very good year if places can start to open
Pubs Providing Essential Services
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 All rights reserved © Miramedia 2020
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27/11/2020 13:32
r e t o o h s le b u o r T y in T e h T
A COVID-19 DISCUSSION SPECIAL FROM 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-on-one 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 OR reach out via social media: facebook.com/luxurybbmag/ twitter.com/luxury_bnb
As we head to the end of this very strange year, I felt my contribution to this edition of Luxury BnB Magazine should be more about reflection and planning than question and answer. Who could have known the words Coronavirus, Unprecedented, Lockdown, Stay at Home and Sanitise would have become such a big part of our day-to-day vocabulary. None of them have been very helpful when running a Bed and Breakfast business. Predicting the number of achievable heads in beds, projecting cashflow and development of marketing strategies all went out of the window at the beginning of April just as most B and B owners were preparing to welcome their Easter guests. As The B & B Keeper my business disappeared in the second quarter of the year. I offer this service to owners that need to take a break or need Relief Management cover in emergency situations – no B & B’s open, no B & B Keeper needed! As a complete opposite The Tiny Troubleshooter services, to support the wellbeing of micro businesses and their owners, is in high demand but many of those in need cannot afford to pay because of economic uncertainty. Those readers working with small local businesses to provide their products and services will understand the ripple effect that the closure of your business and others in the community have had. Where regions rely on tourism the early part of the year brought grave concern about how people and places would survive. In July there was a complete change with many guests who would normally have been boarding a plane to the Mediterranean heading to areas like Yorkshire, Cumbria and Cornwall. Happy days we thought and then that potential extended season was pulled like a rug from under us once again.
One thing 2020 has done is introduce me to many new people in our industry, from those running B & B’s to organisations and individuals supporting them. Social media has played w READ ONLINE & SHARE >> a key part in this, especially Twitter. Yvonne luxurybnbmag.co.uk/tinadec20 Halling, award winning B & B Coach, consultant and mentor is one person I've had the www.luxurybnbmag.co.uk
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pleasure of working alongside previously but Covid has brought us back together and we're now making plans to share our knowledge with you in 2021. Yvonne said she felt the four key points Bed and Breakfast owners should take with them into the year ahead were "Strategy, Structure, Systems and Scale," adding, "Right now there are many owners who are seriously struggling. But honestly it’s the ones who have taken the trouble to learn and invest in themselves and their business to implement these key elements that will thrive going forward." I look forward to working with Yvonne in 2021 to bring you the opportunity to flourish and thrive. While Yvonne’s advice focuses on business wellbeing, my four key points will help your personal wellbeing. Both are important as one impacts on the other.
COVID-19 DISCUSSION SPECIAL || TALK IT OVER WITH THE TINY TROUBLESHOOTER
h t i W r e v O t I k l Ta
Stay Connected – It is important to not only stay connected to former guests and show them the love but also other B and B owners to share thoughts, fears and great ideas. Join the B & B Association - I will continue to advise this, having seen the great way they campaigned for their members during 2020. They also send regular emails to keep members informed and updated. Make ‘Me Time’ - This might seem a little ironic when you've spent most of 2020 with the doors to your business bolted but it's important as we head into 2021 to make sure you set time aside, even if it's only half an hour a day, to do something just for you. Keep Positive – Running your own business can be a rollercoaster of emotions but it's really important to present a positive front to your guests even on the toughest days. Let’s face it if we have managed to get through 2020 and still have a business to build on, that's a very positive outcome. Whatever 2021 has in store remember we are in this together. I am always here with an ear and can be found on social media for a chat if you need someone to talk to. Here’s to 2021! December 2020 || Luxury BnB || 5
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IN PROFILE || HOSTING A COSY CHRISTMAS
HOSTING A
Cosy Christmas
Bailiffscourt Hotel & Spa
Discover what guests want from a Christmas break and find your holiday hosting inspiration. The Auld Post Office
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IN PROFILE ||
Lynne Read
WHETHER you spend the holidays with your loved ones, or play host to numerous guests and celebrate at a later date, Christmas is always guaranteed to be a stressful season. I mean, why put yourself through all that extra turmoil by hosting someone else’s Christmas? It just means there’s more pressure to get everything perfect, right? THE AULD POST OFFICE The Auld Post Office B&B is a cosy cottage found in Caithness, offering an all-inclusive Christmas party for up to six guests for three nights of festive delights.
"THEY WANT SOMETHING A BIT MORE THAN WHAT THEY DO THEMSELVES AT HOME"
The cottage, owned by Lynne and Weyland Read, was built in the 1850’s and is now a member of Scotland’s Best B&Bs. There are two double en-suite rooms as well as an annex cottage, meaning an intimate, maximum occupancy of six. We spoke to Lynne Read, proprietor of the Auld Post Office and ‘hostess with the mostess’, to find out what she does to ensure her guests have a truly memorable Christmas. “They want something a bit more than what they do themselves at home and I believe our Christmas package sums that up. There’s a special feel about the place and it’s always warm and welcoming.”
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IN PROFILE || HOSTING A COSY CHRISTMAS
Lynne said: “When they arrive, I have warm, spicy mulled wine and mince pies waiting. I put brandy butter inside the mince pies and everything is like finger food. It’s small and easy and they can have a number of them.
The Auld Post Office
“If I get a booking, I organise the menu with them, so it’s food they like.” On Christmas Day, guests can expect to explore the local area, relax, and indulge in wonderful home-cooked food and drink. Lynne also makes her own stockings for Christmas Day.
"I have a thing about Christmas stockings; they hold memories. I think they should be full of little treats and special things, as well as something useful. "I put them together and fill them with little luxuries, treats and something to eat and drink,” said Lynne. To add a bit more splendour, she makes her own punch from vodka and cranberry juice, and even freezes cranberries into ice cubes so they float in the punch and look even prettier. “And this is all going on by the fire with carols,” Lynne adds. “They can help themselves to chocolates and nibbles whilst they relax and then we have a four course traditional Christmas dinner with all the trimmings. I cook the goose so it’s nice and lovely and I always do two desserts. There’s always cheese available afterwards if anyone has any appetite after that.” Boxing Day is another chance for guests to explore the local area, with guests returning to “either hot chocolate with Baileys, or a glass of prosecco if they fancy it. They can have some nibbles or savouries and then it’s Christmas cake,” says Lynne. “The timings are all based on what they would like. I can be flexible around them and what they want to do.” Later in the evening, guests enjoy a rum tasting evening with lots of “scottish fine cheeses and homemade chutneys and pickles”. 8 || Luxury BnB || December 2020
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Bailiffscourt Hotel
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Lynne’s favourite thing about hosting over the festive season is the reaction of her guests and seeing them enjoy their stay at the Auld Post Office. “I love watching them come in and seeing all of this is just for them. “I try to make everything as lovely as it can possibly be. Seeing their pleasure and appreciation... I like seeing their enjoyment, seeing them enjoy themselves.
IN PROFILE || HOSTING A COSY CHRISTMAS
“It’s all the kinds of things you’d have on Boxing Day at home. Usually it’s just the leftovers at home, but we have a three course dinner and then all the lovely picky, leftover bits are out in the evening with all the rum.”
“Our home is an old cottage and I aim for it to be as lovely as possible and my moment of happiness is when the guests are enjoying themselves.” BAILIFFSCOURT HOTEL The Bailiffscourt Hotel is another venue who really knows how to host over the holidays.
Bailiffscourt Hotel
This luxurious retreat on the Sussex coast is a medieval-style house, thatched cottages and 13th century chapel with a rose garden, spa, croquet lawn, tennis courts and both indoor and outdoor pools. Set in 30 acres of private parkland, the 39 bedroom property overlooks Climping Beach and offers a number of Christmas parties, a three night Christmas package and Carols by Candlelight. Guests spending Christmas at the Bailiffscourt Hotel can expect “fabulous festive food and drink” and plenty of time to enjoy the spa, pools, parkland, beach and board games. Marketing Director Sophie Tanner said: “Christmas is beautiful. We have open fires in a number of the bedrooms and throughout the hotel’s bar and sitting rooms.
Dunnet Bay near The Auld Post Office
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"We fill the chapel with candles and do carol services. We are very busy at Christmas. It’s a really magical time and a completely different experience to if you come in the spring.” Sophie added: “We have worked hard on listening to trends and trying to create packages and partnerships with other local suppliers or local businesses.”
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IN PROFILE || HOSTING A COSY CHRISTMAS Bailiffscourt Hotel
ADVICE AND TIPS After already offering tips to be flexible with timings and tailoring the menus, Lynne Read provides some more helpful advice for hosting over the festive season. “They will think of their best Christmas and try to find a package that’s going to have everything and then some. “You want to emulate their best Christmas and more. Think about what they have at home and then some. Our cottage is so traditional and it’s all the same Christmas stuff, but with all the extra bits.” Christmas can be a stressful time, so hosting someone else’s festivities means a lot more pressure. Lynne said: “I do feel it’s a big responsibility. Like any other holiday, our guests have high expectations, but even more so at Christmas time.
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The Auld Post Office
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“Times can change on the day, but that’s organised ahead, so I can adapt and arrange dinner for an earlier or later time.” But Lynne still has important advice to pass on for those wishing to host over the holiday season. “Forget about it being Christmas for you. That would be my tip. “If you have guests staying for Christmas, plan a special moment for yourself after Christmas. Whether that’s celebrating how well it went, treating yourself to a meal out and thinking ‘this is my Christmas dinner’, or celebrating the end of the season. “My husband Weyland and I always have an end of season celebration dinner. So that’s going out in the evening and celebrating everything that’s gone well throughout the year, talking about what you’ve learned from it, and taking it forward. It’s a little bit of closure, sort of.” 5 TOP TIPS 1. Everyone has a different idea of the perfect Christmas dinner so chat with your guests to tailor the menu. 2. Forget about it being Christmas for you and celebrate another time. 3. Be flexible with the schedule, particularly with meal times, as people might like to do something different during the day. 4. Think of all the different things you can do to add that edge. What was their best Christmas and how can you make it better? 5. Use decorations that fit the house and the location.
DECORATIONS Lynne’s own daughter calls the Auld Post Office a Christmas house when she stays over. “I have a big tree so full of decorations. I love getting everyone involved. I have a perfect Christmas tree, well in my eyes it’s perfect, but it’s absolutely stuffed with decorations going back to when my children were young. “It’s just very Christmassy and lovely,” said Lynne.
IN PROFILE || HOSTING A COSY CHRISTMAS
“So I am meticulous in my planning and ready to adapt. I’m very organised and I get up at the crack of dawn to make sure everything will go to plan, with the aim to relieve that pressure.
It’s also always a great idea to fit the decorations to the design of the house, or the location. For example, if your property is by the beach, put up a driftwood Christmas tree! Or if your property is from the Georgian era, reflect the trends of that era with opulent decorations to transport your guests to another period of time.
But Lynne’s advice didn’t stop there. “It’s an honour to host this special time of year for them, so think of all the different ways you can add that edge. Think of all the things that they would like to have and spoil them.
The Auld Post Office
“I think you also have to enjoy doing it, otherwise you’d be exhausted. I mean, you’d be exhausted anyway, but I love hosting and feeling exhausted at Christmas.” Lynne then went on to add that honesty is a key aspect of hosting in the hospitality industry. She said: “We’re very genuine and our photos evidence what’s actually happening. The photos are of what I’ve actually baked, what I’ve cooked, our own special garden. “I show it as it is. People aren’t expecting one thing and getting something else. What you see is what you get. I think that’s why people come to us and why we’re special.”
The Auld Post Office
Websites to note down: auldpostoffice.com hotels.co.uk/bailiffscourt
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Adrian Flux B&B insurance:
Advertorial
Bespoke and beyond expectation
If you run a B&B you will know how important it is to cater to your guest’s individual needs. At Adrian Flux we take a similar view to customer service and offer truly bespoke insurance packages to bed and breakfast business owners. In fact, Adrian Flux is one of the UK’s leading specialist home insurance brokers offering a full range of bed & breakfast business insurance options.
You work hard to give your guests a peaceful night’s sleep, we work hard to give you similar peace of mind with our versatile, comprehensive and very economical B&B insurance cover which includes all the features you need and expect from a high quality policy including: • Domestic assistance helpline • Discounts for alarms and security locks
Whether your B&B is a palacial city penthouse, a magnificent mansion, or a quaint country cottage, Adrian Flux will tailor your insurance cover to match your B&B business and it’s very unique needs.
• Discount when you take combined buildings and contents cover
Our specialist insurance policies can help to cover you against emergencies in your home and business, all without the expensive premiums you would normally expect from such complete cover.
Because our insurance cover is bespoke to you and your individual circumstances, you won’t find our policies or premiums on price comparison sites.
We also provide both buildings and contents insurance for people thinking of renting their home or spare room out on AirBnB, whether on a long or short-term basis. B&Bs are, by their very nature, non-standard insurance risks so all our policies are designed for people just like you and our staff will work hard to understand your needs and make sure you get the exact cover you need. Every insurance quote receives the attention of a specialist and each risk will be individually calculated by our expert staff.
• "Old for new" replacement cover as standard • Options for accidental damage cover
To find out more about our B&B insurance or AirBnB home insurance, call Adrian Flux on 0800 085 5000 — eight out ten customers could get a cheaper deal over the phone. Alternatively request a call back at a time that suits you (9am to 7pm Monday to Friday & 9am to 4pm Saturday).
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Adrian Flux is an independently owned insurance broker established in 1976 and regulated by the Financial Conduct Authority.
adrianflux.co.uk | 0800 085 5000 Trustpilot rating checked on November 17th 2020
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Authorised & regulated by the Financial Conduct Authority
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27/11/2020 13:33 09/03/20 10:00
IN PROFILE || HOSTING A COSY CHRISTMAS
VS
Adult Only Family Friendly we spoke to five hospitality experts to find out about running adults only or family friendly businesses. discover handy tips and helpful advice foR adults only venues or hosting children.
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IN PROFILE || ADULTS ONLY VS. FAMILY FRIENDLY
WHETHER you’re building your business from the ground up or going through a restructure, it can be hard to make key decisions. Do we serve lunch? Shall we have a theme? What wallpaper should we have? It can be difficult deciding which way to go. But much to your chagrin, we’ll add one more question to your ever-growing list (if it’s not already been asked of course). Should you be an adult only hospitality venue? Or do you want to host children and market yourself as family friendly? The 25 Boutique B&B
Should you be an adult only hospitality venue? Or do you want to host children and market yourself as family friendly? ADULT ONLY We spoke to Tony Pithers, owner of the Kaywana Hall Luxury B&B near Dartmouth and Andy from The 25 Boutique B&B in Torquay, to find out all about running adult only establishments.
Then we had a flood caused by 16 year olds so we decided to make it 18 plus,” said Andy.
Tony from Kaywana Hall said: “We originally decided fairly early on that the sensible thing would be just to say 16 and over.
Andy said: “We still talk about a break we took at a lovely B&B in North Wales over ten years ago that was ruined by a baby screaming all through breakfast, banging it’s cutlery and throwing toast everywhere.
“We then very quickly realised 16 and older was something you couldn’t really police and we saw that people were bringing kids that were quite obviously not 16 and were pushing the younger limit. “In our fourth year, we had two separate couples. One brought two girls and one brought two boys. After those two weeks, the aggravation, and particularly the mess and the demanding nature of the ‘so-called’ 16 year olds, I said to my partner, ‘Adults only. I can’t handle the stress anymore’.”
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But his experience of hosting badly behaved children was supported by his own experiences as a guest.
“We don’t want our guests to have the same experience.” Tony at Kaywana said: “We market ourselves as being peaceful, tranquil and away from the bustle. We find that adults come here to chill. Even running away from their own children. “People really appreciate it and all the feedback we get is ‘It’s so lovely not having to deal with kids!’” Tony laughed.
Andy has had similar troubles with hosting families, which is one of the reasons why The 25 is an adult only B&B.
But what do guests look for in adult only accommodation?
“At our last hotel, we made it over fives, but then we had issues and raised it to over 12s.
Andy said: “If you’re considering adult only accommodation, you probably want a more December 2020 || Luxury BnB || 15
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IN PROFILE || ADULTS ONLY VS. FAMILY FRIENDLY
luxurious stay, somewhere to relax in comfort. At The 25 you can relax in the bath watching TV, spend the evening in with a bottle of something from the bar watching Netflix, or sit and read in the peaceful Drawing Room without kids running around.
Kaywana Hall
“It also means you can have an honesty bar with alcohol without risking under age drinkers.” Tony added: “All our bathrooms at Kaywana have a bath as well as a separate shower. A lot of our customers when they arrive go ‘oh lovely, a bath!’ and that’s not something kids worry about. But we get calls asking if we have baths. “We also offer good wifi, good beds, and good showers. We pamper our guests. They get all sorts of little treats, including turn down service in the evenings. “People appreciate the little things. We leave the weather forecast on the bed and a little room spray or a pillow spray. You know, just little touches like that.” When it comes to marketing, a lot of you might be wondering ‘But wouldn’t you lose out on business if you're an adult only property?’ Andy at The 25 said: “Being adult only will obviously restrict bookings from the family market, however, I think we win just as much business from those looking for adult only venues as we lose business from those looking for child friendly.” Tony said: “To be honest, we do very little marketing. Our return guest ratio is running at about 40%. We’re in the very fortunate position that we don’t struggle to fill up. “In the summer we run with 95% occupancy. This year because of the virus obviously, we made the decision not to open for our safety, but normally we run at 95% occupancy throughout the season.” When it comes to the positives of running as an adult only b&b, Andy says it’s a lot easier to keep things clean. “There are no sticky finger marks, less dropped food, we don’t have to offer plastic cups, heat milk or have a children’s menu.
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“It’s easier in a lot of ways. More often than not it’s just couples looking for a relaxing break and spending quality time together.” Andy added: “There’s a lot less to consider. You don’t need to worry about breakable ornaments or whether a kid will touch a heater. From a health and safety point of view it’s easier. “You can also have more spacious bedrooms as they don't need any bunk beds or extra single beds.” Both proprietors had some helpful advice to pass on for those who wish to run adult only hospitality businesses. “For us, it’s all about the service,” says Tony from Kaywana Hall. “It’s also about working out how far you engage with your guests. Some just want to be left alone, in which case, we leave them alone. Some want to interact.
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1. Consider putting baths in your bathrooms
Andy’s advice concerned marketing and thinking about your audience.
2. Make the most of fine-dining restaurants and nice bars in the nearby area
“Think about your guests. If you’re talking about your location for example, you are more likely to be highlighting nice restaurants, nightlife and National Trust properties than places like the zoo,” said Andy.
3. Focus more on the luxury element of your property and offer your guests peace and tranquility 4. Offer little treats and turn down service
Kaywana Hall is lucky enough to be situated near the two popular National Trust properties, Coleton Fishacre, home of the D’Oyly Carte Family who built the Savoy, and Greenway, the home of Agatha Christie.
5. Make the most of any National Trust attractions and other sites near your property that fit the house and the location
“We’ve also got The Elephant, The Angel and The Seahorse. These are fine dining restaurants, and you wouldn’t take your kids. Most of our guests would go to one or two of these,” said Tony.
IN PROFILE || ADULTS ONLY VS. FAMILY FRIENDLY
“It’s always good to have a unique selling point and for us, it’s definitely the house. We’re always more than happy to discuss our journey from a run down 1962 house to a very contemporary b&b.”
5 TOP TIPS FOR RUNNING ADULT ONLY PROPERTIES
The 25 Boutique B&B
Kaywana Hall
www.luxurybbmag.co.uk
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IN PROFILE || ADULTS ONLY VS. FAMILY FRIENDLY
FAMILY FRIENDLY To find out more about hosting families and children, we spoke to Tom Turney at Tapnell Farm on the Isle of Wight, Humphrey Bowles at Park Farm Barn, and Nicole Court at the literary themed Craigmount B&B in Wigtown.
Tapnell Farm
When setting up their b&b in Wigtown, Nicole and her husband Malcolm decided to run as a family friendly accommodation provider. “This is an area that children should be exploring,” said Nicole. “There’s so much to explore here and so much for children to do that gets them away from computer games and sitting on their bums watching tv. “We have a huge sideboard in our sitting room that’s absolutely full of games, books, colouring and just arts and crafts stuff that the children can use.” Tapnell Farm in the Isle Wight used to be a dairy farm before expanding into the family friendly business they are today. They now have a range of accommodations on offer, including domes, eco lodges and tents, as well as a popular restaurant called The Cow. Tapnell Farm also boasts an aqua park, farm park, archery and many more family friendly activities. Tom Turney, Managing Partner of Tapnell Farm, said: “Family has always been at the core of everything we’ve done. We didn’t even think about not being family friendly. “Our location and being on the island is really popular for younger kids. We’ve got a lot of space, a lot of fresh air and a lot of family based attractions and things to do.” Park Farm Barn is a 14th century barn in Bowlish, Somerset and is owned by Humphrey Bowles who is eager to offer his guests the chance to have “breakfast with the goats”. Humphrey said: “We know how great a boost to business families are, so we just wanted to take advantage of that market.
Tapnell Farm
5 TOP TIPS FOR HOSTING FAMILIES/CHILDREN 1. Washable walls and bleachable carpets 2. Spend time interacting with the children 3. Something to entertain the children while parents enjoy some alone time 4. Furnishings that look great but can also be easily washed and fixed 5. Designated parking areas away from areas where children might be playing
“By having families come to stay, you’re really increasing your occupancy and pool of potential guests.” He added: “The barn has a mezzanine level which we’ve clad and quite a few teenagers refer to it as the treehouse which is pretty cool. It’s a kind of teenage hideout up there.” 18 || Luxury BnB || December 2020
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“For example, in our Peter and Wendy room, we have about four or five different Peter Pan books, and they’re all different versions. And the children have to find different things in the room. “When they arrive we say ‘Now when we see you at breakfast tomorrow, we want to know where the pixie dust is in your room. See if you can find it for us and let us know.’ So we make a big effort to include the children.” She added: “We also have a very large garden and the children are more than welcome to explore and go into the greenhouse and pick tomatoes, or pick apples from the tree. If your children want to pick carrots, pick carrots!”
IN PROFILE || ADULTS ONLY VS. FAMILY FRIENDLY
Nicole spoke about how she made the rooms at Craigmount great for kids.
There’s also lots of things for children and families to do that aren’t far from Craigmount B&B. Park Farm Barn Tapnell Farm Aqua Park
“We have lots and lots of leaflets on child friendly activities in the area, which makes a big difference. We also know all of the beaches and how to get to ‘the secret island’ which you can only get to when the tide is out.” Laughing, Nicole adds: “We also have walking sticks here that the children can use when they’re out walking. We try to make it as exciting as possible. “We also have a specific menu and we ask them when they arrive if there is anything specific that they would prefer to eat.” There’s also lots of things for families to do in and around Park Farm Barn, including Longleat Safari Park and the seaside, which aren’t far away. One of Park Farm Barn’s unique selling points for families are Humphrey’s three goats, Harry, Barry and Larry. “If you’re calling them by my daughter’s names for them, then they are called Twinkle Toes, Lime and Lawrence,” laughed Humphrey. “We look after them ourselves and these ones are all hand reared on bottles so they’re even more friendly than the friendliest of friendly goats, and the kids love them.”
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IN PROFILE || HOSTING A COSY CHRISTMAS Tapnell Farm
Humphrey added: “We are just converting a little stone shepherd cabin at the top of a hill and that’s in the field where our goats are. “The barn is right next to the goats and families that come and stay with us are going to be treated to, essentially, a petting zoo, whenever they like. We can give them a completely new and different experience, which will be tea or breakfast with the goats.” Despite the hubbub that inevitable comes with hosting children, Nicole says she can’t think of any cons to hosting children and families. “Sometimes you can hear little footsteps but nobody has ever complained about children being here,” she said. “We market the fact that we’re family friendly to everybody that stays here.” However, Tom at Tapnell Farm said that one of the cons is that it’s “very easy to become seasonal quite quickly”. He said: “You need to be open to other groups, not just families with school kids. The kids are at school for most of the year and you won’t fill up, so you need to be open to other groups.”
But despite this, there’s still plenty of positives to being family friendly. “When I created our tents in first place, it was very much a reflection of our own childhood. It’s on the farm we grew up on, doing things we did as kids, and it’s great being able to share that with children,” said Tom. “It’s amazing to see families come back. We’ve had some families who have been here maybe ten times over the last ten years. You see their kids when they’re four and now they’re 14 and they still love it here.” He added: “Kids see things in a different way and seeing their reactions is probably a lot more rewarding than with the adults. “Seeing their excitement, their reaction, when they walk into the domes. They’re just blown away because it’s the coolest thing they’ve ever seen. “Or even things as simple as towel art and putting their towels into crocodiles or swans. They get super excited and it’s so rewarding.” When asked if she has any advice for hosting children and families, Nicole doesn’t even wait to hear the end of the question. "Washable walls!” she said. “Fully washable
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Humphrey from Park Farm Barn said: “Flexible check ins. Especially with young kids, because you don’t know when nap time is. If you have nap time, you want to be able to plan the start or finish of your journey to fit around nap time.” Tom said: “You have to be a bit more careful and things have got to be robust and safe. Kids are kids. They will get mucky and dirty. “Provide kiddy plates and cutlery so people don’t worry about breaking stuff. Choose elements that look great but that can ultimately be scrubbed, cleaned and fixed.”
“Make sure there’s something for the kids to entertain themselves with for a couple of hours so the parents can have some time by themselves. Ultimately, the more relaxed and comfortable the parents feel, they’ll be happy to come back.”
IN PROFILE || ADULTS ONLY VS. FAMILY FRIENDLY
walls. Also, boilable, 100% cotton bed linens and bleachable carpets. And do not put felt tip pens in the children’s rooms.”
Nicole added that she spends a lot of time interacting with the children. “We spend a lot of time talking to the children and my husband Malcolm is amazing at hospitality. Rather than asking the parents ‘Would your child like this, would your child like that?’ We ask the children. We get to know their names and they love it. “If the children are happy, the parents are happy,” said Nicole, laughing.
Humphrey added: “Having essentials like high chairs, nappy bins, kiddy cutlery and all that is really helpful too.” Tapnell Farm are also conscious about cars on site, so they have designated car parks away from the accommodation. “There are no cars going around and they’re away from the general public, so the kids can run around with the parents being comfortable that they won’t get into too much trouble,” said Tom. He added: “It’s also about making it as easy as possible for the parents to have a holiday too and allowing them to have time away from the kids.
Tapnell Farm Cycle Hire
URLs kaywanahall.co.uk the25.uk craigmount.info tapnellfarm.com ParkFarm Barn, Bowlish, Somerset on AirBnB
Craigmount B&B www.luxurybnbmag.co.uk
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FEATURE: A GUIDE TO USING QR CODES
A GUIDE TO
Using QR Codes An introduction to using QR codes in the B&B industry.
WHAT ARE THEY? HOW DO YOU USE THEM? QR codes, or ‘Quick Response’ codes, are easily recognised as the black and white pixelated squares that are starting to pop up everywhere we look.
of pixelated squares, your phone quickly scans the QR code and within seconds you are ‘directed’ to a website, booking form, social media account, movie trailer, or whatever it is that’s assigned to that code. It could be anything!
Simply put, these are just another type of barcode with a bit of a twist. Originally designed in Japan in 1994 for the automotive industry, these unassuming pixelated squares are now being used for almost anything.
In today’s technological society, QR codes are saving a lot of both time and effort. Surprisingly, they could even be handy in the hospitality industry.
Nowadays, most smartphones have QR readers built into the camera, but if not, all you have to do is download a QR reading app.
You can easily create your very own QR codes online. Follow the instructions to input your relevant information such as website URLs and social media info and you’ll soon have your very own QR code for customers to scan.
Once you open up your camera and point it at the unique block
GENERATE YOUR OWN QR CODE • qr-code-generator.com • qrcode-monkey.com • qrcode.kaywa.com
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Try scanning this QR code!
10 WAYS TO USE QR CODES IN YOUR B&B 1. Booking - Use unique QR codes to instantly direct customers to your booking page, where they can easily check availability and make bookings. 2. Checking in - Attach QR codes to booking confirmation emails, allowing for quick and easy checkins. Scan the guest’s QR code and all the relevant information for that booking will appear. 3. Rules and regulations - You’ll have made quite a few changes due to COVID-19. QR codes will allow customers to access the new rules and regulations they must follow during their stay to keep everyone safe. 4. Appliances - Don’t leave paper manuals lying around your property; use QR codes! People will scan for instructions and work out how to use the appliance. 5. Connecting online/offline media Putting QR codes onto printed adverts allows people to connect with your digital presence. It will provide access to your social media accounts, website, contact info and bookings site. 6. Menus - QR codes can be used to access online menus and payments, limiting face-to-face contact during the COVID-19 pandemic. You’ll receive food orders straight through to the kitchen as well as direct payments if the guest hasn’t paid beforehand. 7. Comments and reviews - Guests wishing to leave comments and reviews can scan QR codes to quickly access the correct platform to do so. 8. Payments - QR codes provide guests with the chance to pay online. If your card reader stops working, or they don’t have their card on them, access to a QR code allows access to quick, easy payments online. 9. Real time facilities information - If you have extra facilities (e.g. a pool, restaurant or otherwise), unique QR codes can provide real time information. Guests can see how busy your facilities are, which is particularly helpful concerning social distancing measures. 10. Forgotten items - Maybe your guests forgot to pack a toothbrush, or they want extra towels? QR codes in their rooms can direct them to a form, where they can make requests for certain items.
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TBA advert Half Page 125x180mm.qxp_Layout 1 11/11/2020 11:56 Page 1
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IN DEPTH || THE COMPLETE GUIDE TO HOTEL MARKETING
HOTEL Each Issue, we will be serialising a section of the Complete Guide to Hotel Marketing, an eBook by our partners, SiteMinder.com
SEO
If there's one thing that can complicate and disrupt the booking journey for hotels, it's the ever-changing search engine landscape. Considering the first page of search engine results receive more than 90% of all traffic, for your hotel to be found on Google you need to prioritise key components of 'search engine optimisation'. The first page of Google is such a competitive battleground and your hotel needs to get everything right to be in the eyes of prospective guests. With Google constantly updating its algorithms and strategy, traffic coming in from multiple devices, and inconsistent SEO practices from travel websites, it's hard for hotels to get a clear picture of what is working and what needs to be done to increase traffic and conversions in the future.
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HERE'S SIX WAYS TO KEEP GOOGLE HAPPY 1. PLAN YOUR KEY WORDS EFFECTIVELY This requires you to approach the task from the guest’s perspective. Think about what travellers would be searching for on Google when planning their travel and looking for hotels to book in your area. Once you’ve thought about this you can develop a list of keywords you want to sprinkle throughout your website and analyse the traffic they drive before you implement them. A list of 10 is always a good start. It makes it easier for you to research and evaluate their effectiveness, and quicker for you to integrate them into your site. 2. CREATE A 'GOOGLE MY BUSINESS ACCOUNT Google My Business is a free listing that optimises all your hotel’s information into the right fields and makes it easier for travellers to get the details they want. This includes your hotel’s address and phone number, Google maps geo-marker, hotel photos, guest reviews, and other relevant information such as amenities. Providing you complete your listing properly, with the features listed above, Google My Business makes your hotel website instantly more accessible to travellers searching on Google.
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GOOGLE ANALYTICS CAN HELP YOUR STAFF: • • • • •
Assess the traffic volume of keywords Measure page views of content Record where traffic is coming Decipher what devices visitors are using Understand which traffic sources have the highest conversion rates
3. CONSIDER USING GOOGLE HOTEL ADS While Google Hotel Ads is a paid service it’s an effective way to get noticed on Google and Google Maps, and it allows guests to immediately begin the booking process. The other benefit is that you’ll only pay once your ad generates a click or a booking, and will only appear when travellers are searching for something that meets the specifics of your property. It allows travellers to filter their results to suit their needs, meaning the ratio of bookings you get per click is likely to be higher and worth your investment.
6. PRIORITISE ONLINE REVIEWS No one is going to book a hotel on face value. You can promote your property all you want but in the grand scheme of things, travellers will always trust their peers over you, at least before the first time they stay. This is why you need verified reviews visible on search engines and metasearch sites, preferably five-star responses. To give your hotel credibility you need to respond to as many reviews as possible, especially any negative comments. Guests want to see that you care about their experience and are working to improve your service and get to know them better. There is no quick fix to your SEO and Google rankings, and there are many other tactics you can use than are listed here. It requires regular vigilance and updating on your behalf to maintain your Google rankings. It’s important that you utilise Google Analytics to collect and learn from data. Analysis is important for any strategy you put in place at your hotel. By gaining more information on who might be searching for a hotel like yours and what content is of interest to them, you can really start optimising every aspect of your website.
IN DEPTH || THE COMPLETE GUIDE TO HOTEL MARKETING
attach keywords to your images. You should consider investing in a certified photographer to implement a 360 degree tour of your property. This will appear on your Google listing as ‘See Inside’. The more content you have the more backlinks and external links you can use to strengthen your appeal to Google’s algorithm and also increase the amount of traffic flowing through to your website.
4. TRACK DEMAND AND SEARCH DATA SEO is not a set-and-forget strategy. Hoteliers must be constantly on their toes to ensure they maintain their ranking, By keeping track of search and demand trends for your city, you can make more intelligent decisions about the content on your website. Remember that seasonality plays a big role in what travellers search for so changing your keywords to reflect updates to your packages/promotions or blog posts is very important. It will also mean you’re setting your rates accurately. 5. TREAT CONTENT AS AN ESSENTIAL High quality content is always going to please Google’s algorithms and it will increase your chances of converting site visitors into bookings too. Maintaining a blog is the best way to do this and ensure your content is always fresh. Consider publishing a post at least once a week, sharing it on your social media pages, and sending emails to your database too. Content also means visual content. High quality images will help attract attention to your website on listings and impress your site visitors, and you can www.luxurybnbmag.co.uk
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REMEMBER: • • • • • •
Plan key words effectively Create a 'Google My Business' account Consider using Google Hotel Ads Track demand and search data Treat content as an essential Prioritise online reviews
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IN DEPTH || THE COMPLETE GUIDE TO HOTEL MARKETING
Google Ads Explore three new learning paths for running Search, Video and Display Campaigns Whether you're new to your role or a more seasoned account or campaign manager, it's understood that you're always looking for ways to get up to speed – quickly and practically. That's why you should check out three new, interactive learning paths in Search, Video and Display – designed for those who want to learn how to set up, run and optimise campaigns to their fullest potential.
2. CREATE AND MANAGE GOOGLE ADS VIDEO CAMPAIGNS Find the best Video ads solutions that align to your client's marketing objectives, as well as implementation tips and best practises. 3. LEARN HOW TO RUN GOOGLE DISPLAY ADS CAMPAIGNS Discover how to create and manage Google Display ads campaigns, apply best practises and optimise campaigns for maximum impact.
1. LEARN HOW TO CREATE GOOGLE SEARCH CAMPAIGNS Master the basics of creating Google Search campaigns to save time, increase efficiency and reach your clients' potential customers with the right message at the right time.
PRACTICE YOUR SKILLS: Google's new, interactive Try it Out learning modules in each course let you put your new skills into practice – so once you've finished the learning path, you're ready to go. URL: skillshop.exceedlms.com
Natural/Organic Search • FREE PER CLICK - you do not pay for any traffic • Often sits below paid content • Harder to control - keywords & description based on the website • Users who are researching / not yet ready to buy • Harder to calculate the return on investment • Can take a fair bit of time, skill and effort to reap a return
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Pay Per Click Ads: • • • • •
PAY PER CLICK, price dependent on competition Sits at the top & bottom of the page Complete control of the keywords & advert text Users are generally ready to buy. Excellent reporting and easy to calculate the return on your investment • Almost instant results, easy to setup and manage
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IN DEPTH || THE COMPLETE GUIDE TO HOTEL MARKETING
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Advertorial
Coffee As It’s Meant To Be.
Gaggia’s Iconic Professional Coffee Machines Are Now Available In The UK The desire to make the perfect espresso - that is the raison d’être of one of Italy’s most iconic coffee companies. It was during the ’30’s, amidst the unmistakable hustle and bustle of Milan, that ‘Italian Coffee’ as we know it was conceived... Achille Gaggia, a barista, has a light-bulb moment: to build a coffee machine that doesn’t use steam, but rather a revolutionary piston mechanism that pushes water through coffee at a high temperature. He worked diligently to realise his vision and ultimately create what Gaggia considered to be the perfect espresso. Little did he know that his success heralded the modern Italian espresso era. Since that fateful day in 1938, across Europe and from the US to Australia, the most stateof-the-art cafés have served an infinite number of cups of espresso made on a Gaggia machine. Gaggia’s process suddenly made coffee ‘cool’. By the end of the ’40’s, Gaggia machines were installed in many an Italian home. By the 1950s and 60s Gaggia machines were a staple in high street coffee bars, capturing the vibrancy and energy of the time. UK coffee aficionados can choose from a range consisting of both traditional and super-automatic machines, each aimed at a specific sector of the marketplace, as Evoca UK’s Sales Director Craig Jukes explained. ‘The driving force behind our new machines is the desire to offer baristas a choice of innovative machines that not only allow them to craft an espresso that Achille Gaggia himself would be proud of, but also enable them to work with increased efficiency.’ Among, the new Gaggia machines are La Reale, La Radiosa and La Giusta. The machines are manufactured in Italy in the group’s factories and with such names, there’s no doubting that espresso coffee is still considered an Italian experience the world over.
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Jumping forwards to the 2020s and the Gaggia professional range still bears all the hallmarks of Italian style. La Reale and La Giusta were designed by the Bonetto agency. Most noted for its excellence in automotive design, Bonetto also has a huge experience in the coffee sector. They’ve created machines that have a refined and charming style. They look modern, but at the same time, they pay homage to certain stylistic elements that typify the ‘mythical’ fifties, that arguably were the heydays of Italian chic.
“The name of Gaggia carries similar international kudos to that of ‘Ferrari’ or ‘Gucci’” Top of the range is La Reale. It is unique; entirely designed by light. This can be seen not only in the shimmering reflections of its copper and steel bodywork, but also in the soft light of its LED profiles and in its evocative backlighting. The machine has a touch screen and a pushbutton panel in connection with each brewing unit to allow complete customization of the brewing parameters and rapid, intuitive selections. It is a machine created to satisfy the needs of the most demanding market. La Giusta is more classical, reminiscent of the original company style in its use of metallic materials and its attention to detail, which combine to create a product of undisputed robustness. A backlit rear logo and front pushbuttons combine elegance with functionality.
La Radiosa is an innovative super-automatic professional machine, with a high-definition 10” touch screen for beverage selection. Framed by LED profiles that create unlimited combinations of colours according to the user’s wishes, La Radiosa is equipped with a brewing unit that perfectly delivers both quality espresso and those larger beverages particularly appreciated by UK consumers. A brand-new fresh milk delivery system, (EvoMilk), allows the preparation of hot and cold foamed milkbased beverages, always with excellent results. “The name of Gaggia carries similar international kudos to that of ‘Ferrari’ or ‘Gucci”, Craig said. ‘As a premium brand, there can be no compromise on quality. Having said that, each of these machines offers considerable cost-savings over comparable ‘competitive’ products. Our aim was to bring the production of the best possible coffee within the reach of the typical independent coffee shop, of the sort that is constantly appraised by consumers entirely on the quality of drinks delivered. We’ve achieved that. Purchasers have compared the machines’ capabilities with other products and they’ve found that they can make considerable cost savings without any compromises on quality.’ Evoking a bygone era, but with a strong focus on contemporary needs, re-launching the brand brings Italian style and panache to cafés in the UK.
For more information on Gaggia products, visit gaggiaprofessional.evocagroup.com. Call Louise Wardle on 07811 266 877 or email louise.wardle@evocagroup.com
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IN DEPTH || THE TRUE VALUE OF AWARDS
CALL FOR ENTRIES LUXURY BNB SERVICE AWARDS Entries now being invited for the second Luxury BnB Excellence in Luxury Service Awards.
WHY ENTER? • Excellent exposure accross our Magazine, Social media and emails. • Receive feedback and comments from our judging panel of industry experts • Compare yourself against other BnBs & Guest Houses. • Opportuniuty to own a bespoke wooded trophy • Unique digital banners for print and web to highlight off your acheivement.
31st DECEMBER 2020: Entries Closed 1st FEBRUARY 2021: Shortlists announced 1st APRIL 2021: Winners Announced
LAST CHANCE TO ENTER FOR 2021 AWARDS…
Tina Boden | Founder The Tiny Troubleshooter
Yvonne Halling | Consultant B&B Business Coach
ENTER HERE Luxurybbmag.co.uk/awards
Dominic Johnson | Publishing Director Luxury BnB Magazine
David Weston | Chairman Bed & Breakfast Association
This year the awards will be judged in four categories:
• • • • Andy and Julian | Owners The 25 Boutique B&B
Mark Hinchliffe | Owner The Chapel, Harrogate
Best Breakfast Best Luxury Interior Design Best Use of Social Media Luxury Romantic Getaway
Once again entrants will be judged by a panel of industry experts who will be looking for details of exceptional levels of service and luxury experience delivery. They will also present an award for best overall winner.
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Christmas
AT THE COW
Read all about Christmas in the Derbyshire Dales and discover what it takes to host over the festive season
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INNKEEPER || THE COW
DESPITE everything, this year has flown by and we once again realise that Christmas has snuck up on us. Normally, we’d all be sat debating the correct time to put up your Christmas decorations, frantically shopping for the right gift, and organising the family events. But this year, so much changed and no one knows what’s going to happen. But despite the uncertainty, many are doing their best to make sure Christmas goes off without a hitch, no matter what. One such place is The Cow in Dalbury Lees, a 12 bedroom luxury inn run by the pub restaurant group, Berkeley Inns. “This year has been really difficult,” said Dawn-Elizabeth Rudd, Head of Group PR and Media Relations for Berkeley Inns. “We have been heavily restricted by what we are able to do due to the pandemic. So we’ve kept it quite simple this year and we’re doing things that we know (or hope) won’t be altered too drastically.”
DAWN-ELIZABETH RUDD, HEAD OF GROUP PR AND MEDIA RELATIONS FOR BERKELEY INNS, SAYS THE SECRET IS TO BE VERY, VERY ORGANISED, BEING PREPARED FOR EVERY EVENTUALITY AND THINKING WELL AHEAD.
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This year, their Christmas package offers two nights in a luxury room, subject to availability, as well as two breakfasts and a special Christmas gift from The Cow. “We provide delicious mince pies, mulled wine, which our guests can enjoy next to a cosy log fire, having returned from a lovely brisk walk through the beautiful Derbyshire countryside. We are so fortunate to be surrounded by outstanding natural beauty,” said Dawn. “All of that won’t go away. We’ve got elements that might change because we’re December 2020 || Luxury BnB || 31§
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INNKEEPER || THE COW
governed by the government guidelines and we don’t know what’s going to happen. So we’re enhancing what we’ve already got, rather than doing anything that’s going to cause any difficulties for our guests.” Dawn said: “Last year we extended our dining area to include a lovely marquee on the side of the pub. "We’ve got a lovely paved area out through the french doors near the main bar and this provided extra seating for our visitors and we decorated it with Christmas decorations. “It’s warm and cosy and it worked really well last year. We had Christmas trees and lots of lights, which was a wonderful, inviting scene. Hopefully next year we’ll be back to normality, in whatever form that takes. "But sadly we don’t think we will be able to put up the marquee this year because of restrictions.” Dawn said: “We’re extremely fortunate to be situated in a peaceful village right in the heart of the Derbyshire Dales, where we see frequent snowy scenes perfect for our guests to escape to and leave the world behind.
elegant, warm and cosy without being too dramatic. Sometimes it’s something as simple as putting up twinkling lights and lighting candles.”
“People are genuinely so thrilled to be coming here and it gives us enormous pleasure to receive them and hear their stories.
But there’s so much more to consider over the festive season. It goes without saying that it’s always best practice to offer your guests a wonderful, warm welcome, but what else can you do?
“Normally we run at about 100% occupancy and we’re busy throughout the year because of where we’re located and the service we provide. It’s an all year destination stay, particularly popular with walkers and cyclists wishing to escape from city life.”
Dawn said: “We always have the fires lit, everything is decorated beautifully, the rooms are luxurious and we always provide lovely little gifts for our guests at Christmas time.”
When it comes to hosting at Christmas, it’s important to pay attention to festive decorations, mouth-watering food and all the comforts that they would expect when visiting a luxury establishment. Dawn said: “We work with a fantastic local company, Mercaston Tree Company, who provide our Christmas trees and along with our talented team, help us to decorate them. They are also responsible for our gardens and hanging baskets in the summer. “There is nothing more special than the aroma of nordic pine Christmas trees, especially when adorned with lovely decorations. "It’s all about the nice little touches and being
She added: “I think the secret is to be very, very organised, being prepared for every eventuality and thinking well ahead. "It’s difficult this year because we’re in the hands of the government, however we’re trying to organise things that are achievable to limit the amount of disruption and confusion to our guests, so that we can carry on providing an exemplary service.” Dawn also spoke about the value of social media and online platforms. Social media is a great way of quickly getting the news out there and keeping your customers informed. “I would say the emphasis should be on your website and social media platforms. Really, really use them to your full potential. Use
6 TOP TIPS FOR CHRISTMAS INNS 1. Go the extra mile 2. Collaborate with local businesses 3. Decorations should be elegant and not too dramatic 4. Make sure you are organised 5. Use social media and websites to your advantage 6. Make the most of a community story Websites to note down: cowdalbury.com berkeleyinns.com
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INNKEEPER || THE COW
"Never underestimate the power of social media. It’s a vital tool, during these uncertain times." excellent visuals to showcase your menus, packages, rooms and local area." When it comes to marketing, Dawn said “people love a good story about a community”. “If you’re in an area of outstanding beauty, highlight the positive aspects of that. It’s very personal to your own business, what you do. Look at what you’ve got, look at what you’re trying to achieve, and make it as inviting as possible. “Make sure you’ve got compelling pictures of the bedrooms, the views, the walks, the food, and just really tell that story. "We work with lots of local businesses. Get in touch with their marketing departments. Work together and collaborate. Highlight what other people are doing. "That’s so important to us in a rural community. Champion everybody around you. Collaborate and if you’re in a place to do it, source local products, or work with your local tourism board.”
A sense of community spirit can go a long way at Christmas time, especially during the current pandemic. Dawn said: “There’s a plethora of wonderful opportunities. It’s just a question of seizing them and supporting each other. It really does make all the difference.” Her final piece of advice for those who wish to host over Christmas was to “go that extra mile”. “If someone rings up and says ‘Can you make me this?’ Make it. Always go that extra mile and I think people will always remember that and they’ll respect you for it. “If someone makes a request and you can do it, do it. We do. We pride ourselves at Berkeley Inns, particularly at The Cow, for providing that exemplary service and going that extra mile.” She added: “It’s important to do that at any time of the year, but particularly at Christmas.”
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Orange Tree Maple Tree
ARTIFICIAL PLANTS & TREES FOR BUSINESSES At Just Artificial, we work with interior designers, decorators, set dressers, architects and more to set your premises apart from the rest. Our artificial plants, flowers and trees are highly realistic to look and touch, as well as being durable and attractive.
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Running a B&B or guest house is hard work and ringing around for days on end getting insurance quotes can be hassle and stress you don’t really need. Hodgson Insurance Services are an independent family run insurance broker based in Bude, Cornwall. We have been insuring guest houses all over the UK for over 40 years and understand the needs and insurance requirements of the modern-day B&B owner. You won’t ever be dealing with a call centre, you will always be speaking with the same 4 or 5 trained staff members. Every business is different, some offer a full breakfast, others allow guests access to cooking facilities. Some provide an element of holiday letting, maybe use of a hot tub, some employ staff. We take time to understand how you run your business, as independent brokers we don’t just use one insurer, we have access to a number of specialist guest house insurance schemes and will search the market to find the best match for your business, so you don’t have to.
Buildings & Contents Business Interruption Cover Public & Employers Liability Business Legal Expenses Cover Low Excess For Claims. FULL Theft & Accidental Damage By Guests. NO Security Conditions
We don’t just sell on price, we make sure the covers are adequate for your needs. All guest house schemes have different terms, some require security on doors & windows, some don’t, some include full Theft By Guests and some only offer theft cover by forcible or violent entry. What excess do you have to pay in the event of a claim? All policies vary!! A burst pipe causes water damages to rooms which you can’t now rent for 6 months, will the policy compensate you for lost business?? An insurance broker should always fully explain the main conditions of a policy to ensure it meets your requirements. As general insurance brokers we don’t just do guest house insurance, although hospitality is a large part of our operation and we can look at quotes for holiday homes, restaurants, public houses etc, we also insure many landlords, shopkeepers and private motor vehicles. For more information or advice on your insurance needs please contact our brokerage.
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01 288 353999 GUE STHOUSEIN SURA NC E.C O.UK Chapter House, Burn View, Bude, Cornwall, EX23 8BZ.
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Where versatility, usability and individuality count
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