Luxury B&B +InnKeeper Magazine: Early Spring 2020, February 2020

£ 2.99

WWW.LUXURYBBMAG.CO.UK • ISSUE 41 • EARLY SPRING 2020

INSIDE THIS ISSUE AWARD WINNERS Excellence in Luxury Service Awards unveiled

LUXURY BEDROOMS Equipping your bedroom to the highest standard

UK WINE TOURISM Opportunities are huge in this fast-growing market

ALCOHOL-FREE Attracting the spend of the teetotal punter

TIME TO FIT AND FORGET YOUNG BATH-SCREENS

New YOUNG bath screen collection from Novellini. Designed and manufactured in Italy. All Young bath screens are fitted with rise and fall metal hinges, double seals and chrome optional anti-splash trim for a secondary seal. "WBJMBCMF JO CMBDL XIJUF TJMWFS BOE DISPNF GJOJTIFT

XXX OPWFMMJOJ DP VL XXX JPUUJ DPN JOGP VL!OPWFMMJOJ DPN UFM

/P NPSF EBNBHFE CBUI QBOFMT BOE GMPPEFE CBUISPPNT

In this issue we also take a look at trends in effectively kitting out luxury bedrooms, from the mattress to the bathrobe (page 26), and for a royal touch we visit luxury B&B Abbey Rise in Bath and hear a few tips on luxury hospitality from owner of 21 years Katherine Dewhurst, who previously held the role of housekeeper at Buckingham Palace (page 32). As calls grow for the government to reduce the level of duty on homegrown wines, we take a look at the growth of UK wine tourism and opportunities for independent hospitality business to exploit it (page 36).

Bill Lumley Editor

And following a month of abstinence from many of your guests, we take a look at the growth and evolution of low and no alcohol drinks and the value of offering these to attract the teetotal guests.

IN THIS ISSUE 4 || NEWS

Industry news and analysis from around the UK

22 || THE COMPLETE GUIDE TO HOTEL MARKETING

38 || UK WINE TOURISM

10 || AWARDS

The first in a series of articles examining key skills and strategies for hospitality success

We reveal the winners of the inaugural Excellence in Luxury Service Awards

24 || BEDROOMS

Attracting the spend of the non-drinker

16 || BUSINESS RATES

A look at ways to furnish your guest bedrooms to a luxury standard

46 || CHOOSING THE RIGHT COVER

The government has responded to industry lobbying and is taking action

32 || ABBEY RISE

Hodgson Insurance Services explains why a broker is a safer bet than an online portal

B&Bs and inns are integral to the growth of wine tourism in the UK

42 || LOW ALCOHOL

We pay a visit to this elegant Victorian luxury B&B in Bath

www.luxurybbmag.co.uk

Early Spring || Luxury Bed & Breakfast || 3

CONTENTS || EARLY SPRING 2020

WELCOME to the first issue of 2020 in which we bring you details of the winners of the first Luxury Bed & Breakfast Excellence in Luxury Service Awards, a prestigious award spread over five categories and awarded by the collective adjudication of a panel of independent hospitality experts. Turn to page 10 to find out which B&Bs and inns have won an award in this yearâ&#x20AC;&#x2122;s contest and to see who has been highly commended.

IN BRIEF || NEWS

EDITOR Bill Lumley bill@miramedia.co.uk 07710 271 099 NORTHERN IRELAND EDITOR Francis Higney 07710 271 099 CONTRIBUTING EDITOR Caroline Sargent 07076 362 082 CONTRIBUTING EDITOR Matthew Attwood 07710 271 099 MEDIA SALES Sophie Williams 01892 677 721 DESIGN & PRODUCTION Stuart West 01892 739 526 PUBLISHING DIRECTOR Dominic Johnson dominic@miramedia.co.uk 01892 711 144 No part of this publication may be reproduced, or transmitted in any form or by any means, electronic or mechanical including photocopying, recording, or any information storage or retrieval system without the express prior written consent of the publisher. We regret we cannot be liable for the safe custody or return of any solicited or unsolicited material. Contributors are advised to keep copies of all materials submitted. The opinions and views expressed in Luxury Bed & Breakfast 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 Bed & Breakfast is available on subscription. UK & Ireland £65; Overseas £98. Luxury Bed & Breakfast is published bi-monthly. Printed by Stephens & George Ltd

Luxury Bed & Breakfast Miramedia, 29-31 Monson Road, Tunbridge Wells, Kent TN1 1LS

HASTINGS B&B SCOOPS TOP AWARD The winners of the inaugural Luxury Bed & Breakfast Excellence in Luxury Service Awards are announced in this issue. We can reveal that The Laindons B&B in Hastings is the overall winner of the award for Excellence in luxury service. Judges remarks on the property included: “Outstanding luxury in the spacious bedrooms and a perfect view from the conservatory, the setting for a sensational choice of seasonal breakfast to suit every taste,” and, “Beautifully decorated rooms and incredible attention to detail throughout. The Laindons is second to none.” The complete list of winners can be found on pages 10 to 15 of this issue. A total of 25 finalists unveiled in the last edition were evaluated by an expert panel of judges. Entrants came from B&Bs and from inns, following the merger of Innkeeper magazine with Luxury Bed & Breakfast last year. Four luxury B&Bs and one inn are the winners of the five categories: Excellence in luxury service, Best romantic getaway, Best luxury renovation, Best wow! Factor and Best locally sourced

food. A Highly commended award is presented to the immediate runner up in each category, and these coincidentally break down with the proportion of B&Bs and inns. The judges all remarked on the high standard of accommodation of the finalists. In the April 2020 issue we will be inviting entrants for the second edition of the awards, which differ from other notable hospitality sector awards that are based on online reviews. Awards Page 10

Industry gears up for 2020’s B&B Week B&Bs across the UK are preparing for another successful National B&B Week next month. From 16 to 22 March properties will be offering deals and flying the flag to raise awareness of the hard work of independent hosts and their incredible contribution to the hospitality industry. The initiative was launched in 2018 with National B&B Day which quickly evolved the following year into B&B Week. In 2019 there were 347 participating properties, 15 visits by MPs to B&Bs, 92 press stories reaching more than 1bn readers worldwide. B&B Asscociation chairman David Weston said: “The first-ever National B&B Week was a great success last year, with widespread national media coverage, so we are very excited to be planning an even bigger and better splash for 2020. The aims are two-fold: to raise the profile of B&Bs and guest houses and the independent accommodation sector; and to get as many guests as possible booking and staying in B&Bs and guest houses over National B&B Week and the rest of the season.”

4 || Luxury Bed & Breakfast || Early Spring

The Minister of Tourism, Michael Ellis (middle) visited Jo Holland of Heath House in Yorkshire for National B&B Week 2019 with B&B Association Chairman David Weston (left) and Peter Dodd of Welcome to Yorkshire (right)

www.luxurybbmag.co.uk

The top 20 breakfast cereals were revealed last month in Channel Five programme the UK’s Favourite Cereal. Crunchy Nut is the most popular according to the show, followed by porridge According to the producers, Britain spends £1.6 billion on breakfast cereal every year, more than anywhere else in Europe, and the show invited votes to decide the country’s favourite. The results from the show broadcast last month were as follows: 1 .................................Crunchy Nut 2 ........................................ Porridge 3 .................................. Cornflakes

4....................................... Weetabix 5 .................................... Coco Pops 6 .............................................. Muesli 7 ........................................ Cheerios 8 ........................................... Frosties 9 ........................................Special K 10 ................................. Bran Flakes 11.......................................... Granola 12................................. Fruit N Fibre 13 ............................... Rice Krispies 14 .................................... Shreddies 15 ...................... Shredded Wheat 16 .............................. Cookie Crisp 17 ..............................................Krave 18 ........................................ Clusters 19 ........................Coco Shreddies 20 ...........................Mini Weetabix

BBPA WELCOMES GOVERNMENT CUT TO PUB BUSINESS RATES The British Beer & Pub Association has welcomed the announcement that the Government will cut business rates for pubs. The new pubs relief will be introduced in April, with £1,000 being taken off the business rates bills of small pubs who qualify. Commenting on the announcement, Emma McClarkin, chief executive of the British Beer & Pub Association, said: "Pubs are the heart of our communities, so this commitment to ease the burden of business rates is great news. "On business rates alone, pubs pay 2.8% of the business rates bill, despite accounting for just 0.5% of turnover. Reducing rates for pubs is an important step in the right direction. Such reliefs are vital until the fundamentally unfair system is overhauled. However, some large pubs, and those that are subject to state aid restrictions, will be unable to claim this relief. Once the UK leaves the EU, the Government should look at reform of the state aid rules. It is also important local authorities work to ensure that these reliefs are as simple to claim as possible. “Given that seven in ten alcoholic drinks sold in a pub are beer, the most direct way of helping all pubs is to cut beer duty.” Business rates analysis – page 16 www.luxurybbmag.co.uk

Emma McClarkin, chief executive of the British Beer & Pub Association

Early Spring || Luxury Bed & Breakfast || 5

IN BRIEF || NEWS

UK’S FAVOURITE BREAKFAST CEREALS REVEALED

IN BRIEF || NEWS

MINIMUM ALCOHOL PRICING POLICY MAY SPREAD TO ENGLAND Wales is set introduce minimum pricing on alcohol from 2 March. The new legislation will require retailers, bars, restaurants and off licences to charge a minimum of 50p per unit of alcohol, echoing legislation introduced in Scotland in 2018. The regulations were approved by the Welsh Assembly in November. The policy targets harmful drinking and focuses on low cost, high-strength products. Retailers and bars will have to charge a minimum of 50p per unit - meaning a can of cider could cost at least £1 and a bottle of wine £4.69. The policy, which is aimed at tackling alcohol-related deaths, was pegged for last summer but was delayed until next month. The introduction will radically change the licensed trade and will increase pressure on England to follow, according to licensing lawyers.

6 || Luxury Bed & Breakfast || Early Spring

Robert Botkai, a partner and head of commercial real estate and licensing at Winckworth Sherwood said: “This legislation will mean that a can of super-strength lager currently retailing at £1 will, on 2 March, increase to £2.25, and a 2.5 litre bottle of white cider, currently retailing at £4 will increase to £9.40.” In Scotland, the introduction of minimum alcohol pricing resulted in a decline in sales of high strength white cider and beer, with products sold around the minimum price point seeing a slight increase. Botkai said: “As in Scotland, the legislation in Wales will apply to promotions and multi-buy transactions, including buy-one get one free deals and staff discounts. The legislation requires that the total retail price must be at or above the minimum price point as if the promotion were not applied. “It is also important to remember that this is not a tax, with additional revenues

retained by retailers not the State.” Retailers who breach the regulations may be issued with a £200 fixed penalty notice. Local authorities also have powers to proceed with prosecutions and licence reviews. “Businesses engaged in the sale of alcohol need to review their pricing structures and upcoming promotions, making sure that any promotions running in England are not automatically replicated in Wales or Scotland. Pricing displayed on stock must be reviewed and changed so as not to mislead the public or violate the new legislation,” he said There is currently no plan to introduce minimum pricing on alcohol in England, but this move will increase pressure to act, he added. “Public Health England has confirmed that it will undertake a review of alcohol retailing and [assess] whether there is a case for its introduction,” he said.

www.luxurybbmag.co.uk

DUAL

USB

C HARGING

HiH33

HT160

HBN22

HW4

HWL83

HiH33

A WAKE-UP OPTION FOR EVERY HOTEL. HT160: LCD alarm clock with USB rapid charging and Single Day Alarm. HBN22: Space-saving NFC Bluetooth FM clock radio with speakerphone and dual USB charging. HW4: Qi Wireless charging Bluetooth bedside stereo alarm clock with dual rapid charging USB ports. HWL83: Patented Triple Display Qi wireless charging Bluetooth alarm clock with speakerphone, and dual USB charging ports. HiH33: Patented Triple Display alarm clock with dual USB charging.

PRE-SET

USB

C HARGING

For more information, contacU 1SBEFFQ ,PUBL at TBMFT!IPUFMUW DP VL 5FM www.hotelCFESPPNDMPDLT DPN Â© Hotel Technologies, LLC. iHome is a registered trademark of SDI Technologies, Inc. iPhone, and iPod are trademarks of Apple Inc., registered in the U.S. and other countries. Bluetooth is a registered trademark of Bluetooth SIG, Inc. All other marks are trademarks of their respective owners.

ADVERTISEMENT FEATURE || BED AND BREAKFAST BUSINESS TRANSFORMATION PROGRAM

Bed and Breakfast Business Transformation Program ARE YOU… RUNNING A B&B AND FED UP OF NOT MAKING ENOUGH MONEY? RECENTING THE COMMISSIONS YOU PAY TO ONLINE TRAVEL AGENTS? WORRIED ABOUT COMPETITION FROM AIRBNB?

B&B MONEY MAKER TRAINING COURSE WHERE YOU WORK SMART, NOT HARD, TO MAKE AND KEEP MORE MONEY B&B Money Maker course plus 3 Special bonuses for £997 or 3 payments of £397 (limited time only) For case studies and to ﬁnd out more, please visit: www.luxurybbmag.co.uk/training

8 EASY TO FOLLOW MODULES Each module consists of over 100 easy to follow, step-by-step video tutorials, templates and examples. Available ONLINE 24/7 - whenever and wherever you choose.

MODULE 1 Show up to Make Money by becoming a magnet for your perfect guests. You’ll learn how to present yourself on your website and on social media so that the right guests for you will be drawn to you - like bees to a honeypot. Most owners get this completely wrong!

MODULE 2 Dynamic Service Delivery covers the four (little known) secrets to delivering unforgettable service that will have your guests singing your praises long after they’ve left, and rushing to write you a 5-star review, totally stress-free.

MODULE 3 Hidden Revenue Generator, where you’ll discover at least 50 ways that you probably already know about (but are not using) to wow your guests, free up your time and boost your bank account. Your guests will absolutely love you for this. 8 || Luxury Bed & Breakfast || Early Spring

www.luxurybbmag.co.uk

MODULE 4 Rinse and repeat, where you’ll learn how to make irresistible offers to your past guests so they can’t wait to book with you again, creating instant cash for you. No more boring newsletters that no-one responds to.

MODULE 5 New Bookings Attractor, where you’ll discover how to turn what you already know into a super-effective marketing tool to create a constant stream of direct enquiries. Bye-bye low season slumps forever.

MODULE 6 Turbo Charger. Now you’ve built your “business engine”, it’s time to take your ﬁnances up a gear or 2 with more fun and more freedom by quickly turning your natural talent and passion into another revenue stream.

AND FOR A LIMITED TIME… SPECIAL BONUS 1 3 x monthly live group calls where you can bring your questions and get them answered.

WORTH £600

SPECIAL BONUS 2 “How to Add at least 25% to Your Income in One Season” book (PDF version).

WORTH £10

SPECIAL BONUS 3 “Show Me the Money” where you’ll discover exactly how many rooms you need to sell to make the money you want, and make this year your best year ever

WORTH £39 www.luxurybbmag.co.uk

Early Spring || Luxury Bed & Breakfast || 9

ADVERTISEMENT FEATURE || BED AND BREAKFAST BUSINESS TRANSFORMATION PROGRAM

FREE EBOOK FOR ALL ENQUIRIES: visit: luxurybbmag.co.uk/training

AWARDS || EXCELLENCE IN LUXURY SERVICE 2019

ENTRIES from luxury B&Bs and from inns across the UK were invited last year to compete for the awards, and we received dozens of entries all of a high standard. In December 2019 we whittled the shortlist to 25 entrants – 20 B&Bs and five inns – and we can now reveal the winners. There are five categories of winner: The overall Excellence in Luxury Service award itself; the award for Best Luxury Renovation; the award for Best Wow! Factor; the Best Romantic Getaway award; and the award for the best and most diligently Locally Sourced Produce. For each category there is also a Highly Commended award. Every one of the 25 shortlisted nominated properties offers an exceptional standard of accommodation. Choosing the winners was tough, but the quality of all those luxury hospitality businesses that have won is outstanding. There were some notable results. For example, both the winner and the runner up for the award for Best Locally Sourced Produce are inns – Peter de Savary’s Merry Harriers in Surrey Hills and Allanton Inn in the Scottish Borders. The editorial team at the magazine was also surprised to see unexpected but clearly worthy winners chosen by our panel of professional experts in hospitality. As well as sending heartfelt commiserations to all those nominees that didn’t come out as winners we offer our sincere thanks to the panel of esteemed judges who gave up a considerable amount of their time in December and January to help pick the winners – and thanks to all those who sent in entries as well as to the finalists and the winners themselves.

luxury bed & breakfast and innkeeper

Luxury Bed & Breakfast incorporating Innkeeper magazine is proud to bring you the results of the winners of the inaugural Excellence in Luxury Service Awards.

Congratulations to our winners and the runners up as well as to all our judges. Look in the next edition of Luxury Bed & Breakfast magazine as well as our website www.luxurybbmag.co.uk for details of our 2020 Awards.

Tina Boden Founder The Tiny Troubleshooter

Mark Hinchliffe Owner The Chapel, Harrogate

10 || Luxury Bed & Breakfast || Early Spring

Mike Clist CEO British Institute of Innkeeping

Diane Lloyd Co-founder Short Stay Show

Yvonne Halling Consultant B&B Business Coach

Bill Lumley Editor Luxury Bed & Breakfast

David Weston Chairman Bed & Breakfast Association

www.luxurybbmag.co.uk

WHAT THE JUDGES SAY • Outstanding luxury in the spacious bedrooms and a perfect view from the conservatory, the setting for a sensational choice of seasonal breakfast to suit every taste. • Beautifully decorated rooms and incredible attention to detail throughout. The Laindons is second to none.

Winner: The Laindons WHAT THE OWNERS SAY Our aim is to provide our guests with a place to escape and relax; be it a celebration, a break, a business trip, an opportunity to explore, or just to spend some ‘quality time’. We strive to ensure that your stay with us is extra special, so that you leave rested, content and recharged. The Laindons has six luxurious rooms to choose from: five with beautiful high ceilings, filled with light, plus the Attic Room, which is our cosy, atmospheric rooftop retreat. Every room has its own distinct character. Breakfast is served every morning in our conservatory overlooking East Hill’s nature park, the perfect place for a relaxing start to the day. We’ve created a menu that reflects the seasons and sources the best of

local produce, but if ‘full English’ isn’t your thing, we have other options to tempt you, such as: homemade Granola, Green Shot Smoothies, Salmon & Bagels, Blueberry pancakes and more. Located in the heart of Hastings Old Town, The Laindons is a gorgeous and impressive Georgian listed building that began life as a coach house in the nineteenth century. It has continued the tradition of providing comfort, and nowadays, unexpected luxury to all who visit. Breakfasts is served every morning in our conservatory overlooking East Hill’s nature park, the perfect place for a relaxing start to the day. No expense has been spared including the bed linen.

Highly commended: Derrybeg, Pitlochry WHAT THE OWNERS SAY Purchased as a rundown property and neglected business in 2015, Derrybeg has been given a new lease of life, having been fully transformed inside and out in 2016. We operate in a highly competitive industry, and achieving guest satisfaction coupled with profit and growth and a sustainable business is a success in itself. Having taken over a distressed business in poor condition with very low marketing and online presence or awareness and no forward bookings at purchase, we are incredibly proud of what our guests now think and say about us in their reviews. We have almost close to 436 TripAdvisor reviews, 429 of these rated excellent or very good. In just four years our hospitality efforts have moved Derrybeg up from being ranked outside of the top 40 right up to No.10. Review titles like Wonderful, Excellent, Delightful, Enjoyable, Gorgeous,

describe Derrybeg in a manner we could have only dreamed about at the beginning. Focusing on delighting the customer, generating direct bookings and nurturing repeat visits has been a key driver to our review success. We are a resident management couple, we are hands-on operators and we work hard in the business every day. Living on site is a key win for us as we are always available to guests. We seek feedback whenever appropriate, gaining knowledge for where customers found us when they booked and obviously what they liked or enjoyed during their visit. Our website, our adverts, our breakfasts, our room folders and our garden have all been improved from the feedback and ideas from our guests.

WHAT THE JUDGES SAY • Derrybeg’s owners clearly offer a consistently good service to their customers. • Immaculate rooms, great Highland views, great breakfast and great service make for an unforgettable luxury break

www.luxurybbmag.co.uk

Early Spring || Luxury Bed & Breakfast || 11

AWARDS || EXCELLENCE IN LUXURY SERVICE 2019

EXCELLENCE IN LUXURY SERVICE

AWARDS || EXCELLENCE IN LUXURY SERVICE 2019

BEST ROMANTIC GETAWAY WHAT THE JUDGES SAY • Jeni and Stuart have created a beautiful property at Keynedon Mill that constantly receives top marks for the romantic location, luxury renovation and also the wow factor. Looking through the photographs on the well-presented website along with those available elsewhere online you can see why this property should rank high above many others in the categories that it is listed in. • What an amazing building! A lot of hard work has gone into making it what it is today.

Winner: Keynedon Mill WHAT THE OWNERS SAY Keynedon Mill is a converted Water Mill with guest accommodation in the 14th Century Miller’s House, which has undergone careful refurbishment with attention to detail creating a chic retreat – a tranquil place to unwind and enjoy the house and stunning grounds set in the beautiful Devon countryside. It has six acres of grounds with a stream running all along the valley, and a separate garden area for guests to relax, enjoy a glass of wine and listen to the birdsong. We have been told by our guests who return time and time again that we are unique in so many ways and offer all you would desire for a restful and luxurious stay. Our aim has always been to offer the service we would like to receive ourselves but seldom find. We offer every guests afternoon tea with homemade cakes etc. on arrival, early evening

drinks and canapes in the garden or in the snug without additional charge. Picnic hampers, beach towels, rugs, BBQs are available on request. Our breakfast menu includes a choice of traditional breakfasts, eggs benedict, locally smoked salmon, waffles, avocado on sourdough with crispy bacon, omelettes and more together with juices, poached and fresh fruits, homemade yogurt with compote, and freshly baked bread. All our food is local and mostly organic. We are happy to cook supper for larger groups by prior arrangement. We undertook the renovation and furnishing ourselves to ensure we achieved the finished result we required and are constantly updating and hunting for interesting vintage pieces to add interest from both the UK and abroad.

Highly commended: Plas-Tan-Yr-Allt, Porthmadog WHAT THE OWNERS SAY Having recently refurbished the Plas, the current owners Howard and Mark are offering three luxuriously appointed bedrooms, complete with antiquities and period features, all named after some of its previous residents: The William Madocks Bedroom, Shelley’s Theatre and Miss Hilda’s Bedroom. All rooms come complete with an array of creature comforts consistent with a property of this type, and lavishly appointed en-suite bathrooms with slate underfloor heating complete the picture. Sustainably refurbished and open now for four years, Pas-

Tan-Yr-Allt has three luxuriously appointed bedrooms, complete with antiquities and period features and named after some of its famous previous residents. A stay at Plas-Tan-Yr-Allt is a real journey into yesteryear, a totally unique experience. This was William Madocks’ Regency Villa, the first in North Wales and the man who founded Tremadog, Porthmadog. Romantic poet Shelley lived here between 1812-1813 completing Queen Mab and survived an assassination attempt, adding to the overall guest experience.

WHAT THE JUDGES SAY • I love this property and the way they've maintained the historic connection with famous people - strong USP. • Guests highly rate the service Howard and Mark offer in a property that is clearly an ideal romantic getaway. Additional touches that add the feeling of luxury to the service provided are also commented on in reviews. Plas Tan-Yr-Allt reflects the feeling of beautiful surroundings in a quiet idyllic location – ideal for a romantic break. The categories entered seem to be suited to the high ranking reviews received by guests.

12 || Luxury Bed & Breakfast || Early Spring

www.luxurybbmag.co.uk

WHAT THE JUDGES SAY • Tasteful luxurious renovation with an incredible attention to detail • Spacious and beautiful with high ceilings – all that light!

local produce But if ‘full English’ isn’t your thing, we have other options to tempt you, such as: homemade Granola, Green Shot Smoothies, Salmon & Bagels, Blueberry pancakes and more. Located in the heart of Hastings Old Town, The Laindons is a gorgeous and impressive Georgian listed building that began life as a coach house in the nineteenth century. It has continued the tradition of providing comfort, and nowadays, unexpected luxury to all who visit. Breakfasts is served every morning in our conservatory overlooking East Hill’s nature park, the perfect place for a relaxing start to the day. No expense has been spared — including the bed linen.

Highly commended: Town House at Brecon WHAT THE OWNERS SAY A grade II listed, Georgian style, five-storey building in the old town has been developed into a 5-star Gold, three-bedroom B&B. “Each room is individual and in keeping with the buildings heritage and location/views, but we’ve tried our hardest to make it homely and enveloping. Our pride and joy is the breakfast room and guest lounge which we believe is the best we could do with the resources and planning guidelines and we’ve yet to see better in a B&B. “I don’t believe there is a Town House in the UK that has maximised its resources better than

we have, and we also believe we have the best breakfast room/guest lounge in any UK B&B.” We have tried wherever possible to make our B&B as unique and original as possible bearing in mind the heritage from where the building originates and its Grade II listing. Whether you are after an adventurous break hill-walking the beacons and surrounding areas, water canoeing, pony trekking or simply seeking a quiet weekend regenerating, The Town House at Brecon is ideally situated.

WHAT THE JUDGES SAY • You’ve done a great job! • Luxury bed, fabulous furnishings and a breakfast to die for!

www.luxurybbmag.co.uk

Early Spring || Luxury Bed & Breakfast || 13

AWARDS || EXCELLENCE IN LUXURY SERVICE 2019

BEST LUXURY RENOVATION

AWARDS || EXCELLENCE IN LUXURY SERVICE 2019

BEST WOW! FACTOR WHAT THE JUDGES SAY • A beautiful, comfortable, quiet and cosy bolthole in the Brecon Beacons. • The next time I get a chance to take a relaxing break I shall certainly stay here!

Winner: Keynedon Mill WHAT THE OWNERS SAY In Autumn 2011 Keynedon Mill was created as a lovely boutique retreat where guests can feel thoroughly spoilt and enjoy all the comforts of a hotel without the disadvantages. It is a converted Water Mill with guest accommodation in the attached old Miller’s House which dates back to the 14th Century. The Miller’s House has undergone careful refurbishment with attention to detail to create a chic retreat – a tran-

quil place to unwind and enjoy the house and lovely grounds set in the beautiful Devon countryside. There are six acres of heavenly grounds with a stream running all along the valley, and a separate garden area for guests to relax, enjoy a glass of wine and listen to the birdsong! You will find secret secluded areas to sit, read or just experience the peaceful surroundings.

Highly commended: Driftwood WHAT THE OWNERS SAY Driftwood Beach House is located on the beachfront at Seasalter just a short journey to Whitstable town centre. It offers three rooms, plus a self-catering boathouse on a separate part of the property. Part of what makes Driftwood Beach House so great is that each room is uniquely designed. Each is en-suite with a shower and a private outdoor area. The Blue Jacuzzi Room boasts a stylish outdoor jacuzzi, while the Maroc Spa and Garden Spa rooms have their own wood-fire hot tubs. Part of what makes Driftwood Beach House so great is that each room is uniquely designed - we have the Blue Jacuzzi Room, The Maroc Spa Room, and The Garden Spa Room. Each of these rooms are en-suite with showers, extremely comfortable beds, and their own private outdoor areas. On

top of this (as the name suggests) the Blue Jacuzzi Room boasts a stylish outdoor jacuzzi, while the Maroc Spa and Garden Spa rooms have their own wood-fire hot tubs, allowing for that little bit extra. Every effort has been made to make this bed and breakfast a luxury experience, and a 4.8-star rating through Google from 33 reviews shows that our guests very much agree with this. Driftwood Beach House was set up by owners Jez and Michelle 3 years ago, and is located on the beachfront at Seasalter just a short journey to Whitstable town centre, and down the road from The Sportsman - voted UK Restaurant Of The Year.

WHAT THE JUDGES SAY • It’s in a great location, a lot of thought has gone into the interior, and it has plenty of space. You completely feel relaxed. If you want a weekend in a luxury B&B you’ll come back saying you had the most amazing relaxing time. • A stunning architectural building that’s been sympathetically and tastefully modified.

14 || Luxury Bed & Breakfast || Early Spring

www.luxurybbmag.co.uk

WHAT THE JUDGES SAY • Shepherd huts are a real WOW! Fantastic! • All food is sourced within a 15-mile radius. It is the ideal winner for this category.

Winner: The Merry Harriers WHAT THE OWNERS SAY In the picturesque village of Hambledon in the Surrey Hills area of outstanding natural beauty, The Merry Harriers dates back to the 16th century. Our traditional style welcoming village inn is steeped in history with the landlord’s names dating back to the early 1700s written on the pub walls. Full of character and life, the children and dog friendly inn offers highly rated food, award-winning local ales and wines, a lovely garden and an element of the unexpected with its llama treks. The Merry Harriers is a unique getaway from the hustle and bustle of city life, and also a wonderful stopover for those with a more active lifestyle whom use the Surrey Hills Area of Outstanding Natural Beauty as their playground for walks, hikes, bike rides, and runs. We pride ourselves on our local approach, with food sourced from within a 15-mile radius of the pub, and local luxury items for the bathrooms, bedrooms,

and restaurant areas. Our bar also stocks award winning local beers, ciders, wines, and soft drinks, plus the Bar Manager creates exciting and innovative cocktails seasonally to make the best of the local produce and forage available in this area of the country, as well as taking inspiration from the unusual addition of twelve friendly llamas in the fields behind the inn. Our inn also now features, new for 2019, five super luxury "glamping experience" Shepherd's Huts, as well as 10 newly renovated rooms within the inn itself and out the back in the Garden chalet building, from a converted barn, overlooking the llama field. These Shepherd's Huts are a real touch of decadence, sporting large en suite bathroom with drench shower, underfloor heating, king size bed, a complimentary bottle of wine, nibbles, and a Nespresso coffee machine.

Highly commended: Allanton Inn WHAT THE OWNERS SAY A seven-bedroom country inn in the rural Scottish Borders, open every day for breakfast, lunch and dinner all year round. “We provide unparalleled hospitality and service in the Scottish Borders. A traditional dining pub, relaxed, friendly and professionally run, the inn welcomes locals, trade and corporate bookings, families, tourists and weekenders alike. We are a family run business passionate about our history and place in the community, particularly our connections in the farming community. The inn hosts events throughout the year including Burns Supper and a Hogmanay Party and Fireworks Display. In 2010 with our young family, my husband and I moved out of Edinburgh and bought the Allanton Inn,

a seven-bedroom country inn in the rural Scottish Borders. We provide unparalleled hospitality and service in the Scottish Borders. A traditional dining pub, relaxed, friendly and professionally run, the inn welcomes locals, trade & corporate bookings, families, tourists and weekenders alike. We are a family run business passionate about our history and place in the community, particularly our connections in the farming community. Our attention to detail and friendly, personal service set us apart from our competitors in the area and our high level of returning guests and online reviews affirm this. Often, returning guests comment we are their ‘home away from home’.

WHAT THE JUDGES SAY • Great ethos around supporting local business, especially the farming community. Well done on all your hard work! • Spotlessly clean, fantastic food and a superb choice of fine wine.

www.luxurybbmag.co.uk

Early Spring || Luxury Bed & Breakfast || 15

AWARDS || EXCELLENCE IN LUXURY SERVICE 2019

BEST LOCALLY SOURCED FOOD

IN DEPTH || BUSINESS RATES

Rate review to beneﬁt

hospitality sector

A 50% discount in business rates for struggling independent businesses announced in the Queens’ speech has been welcomed across the industry.

A long-awaited fundamental review of the UK business rates system was announced in December 2019 following the General Election. Full details of the review were still being awaited as Innkeeper went to press. UKHospitality chief executive Kate Nicholls said: “Improving the business rates system is paramount and the Government commitment to a review is very welcome. Rates have arguably been the single biggest barrier to growth for hospitality and a shake-up of the whole business tax system is overdue. UKHospitality has been pushing for a review vocally and persistently for years so it is great to see the Government listening to our message. “Additional support for pubs, which have been hit so hard by rates in recent years is a great first step. This support does need to apply to the whole of hospitality, though, and we will continue to push the Government to ensure that the business tax system is fit for purpose in the 21st Century,” she said.

w READ ONLINE & SHARE >>

luxurybbmag.co.uk/c19-rates

“The Government’s agenda is clearly built around supporting businesses. This is very welcome, not least because we know that hospitality is a vehicle by which regeneration and economic prosperity can be delivered to the UK’s high streets, seaside towns and cities across the UK.”

16 || Luxury Bed & Breakfast || Early Spring

She added: “We are also pleased to see the Government move towards an immigration policy which supports the economy and businesses. A fair and managed, three-tier system at all salary and skilled levels, hand-in-hand with investment in skills and training, is a must. This will avoid exacerbating labour shortages, keep the economy at full strength and allow hospitality to continue its work boosting the domestic workforce. An immigration system which is evidence-led and values skills at all levels is essential for hospitality and the wider economy.” The iniquities of the rate system were spelled out last year by CAMRA. “Businesses in England are required to pay a tax to their local council based on the value of the property that they occupy – these are called business rates. In 2016 40% of pubs were handed an increase in their business rates bill – the result of which is that many have had to put up their prices for consumers to cover their rates increases, or in some cases close for good.” Teaming up with lobby group Save Our Pubs the campaign group said: “Pubs currently pay 2.8% of the business rates bill but only account for 0.5% of total business turnover, which is an overpayment of around 500 million by the sector each year. We need a full review of how the business rates system works – this needs to look at how to address the current system where pubs are unfairly burdened. www.luxurybbmag.co.uk

IN DEPTH || BUSINESS RATES

The State Opening of Parliament

EMPLOYMENT IN PUBS AND BARS BY EMPLOYEE SIZE-BAND Less than 10

10 to 24

25 to 49

50 or more

2001

176000

168000

73000

28000

2002

179000

157000

76000

29000

2003

173000

147000

78000

27000

2004

164000

150000

80000

26000

2005

164000

153000

78000

25000

2006

164000

148000

79000

27000

“Pubs currently pay 2.8% of the business rates bill but only account for 0.5% of total business turnover, which is an overpayment of around 500 million by the sector each year. We need a full review of how the business rates system works – this needs to look at how to address the current system where pubs are unfairly burdened.”

2007

164000

155000

84000

23000

2008

160000

156000

86000

22000

2009

149000

147000

93000

29000

2010

135000

143000

93000

22000

2011

130000

137000

96000

22000

2012

128000

145000

99000

22000

2013

121000

158000

95000

20000

Following the announcement of the fundamental business rates review in December, CAMRA Chairman Nik Antona said: “We welcome that the Government has followed up its manifesto commitment and will look to reform business rates, as well as bringing in an additional discount for pubs.

2014

118000

172000

109000

21000

2015

115000

180000

124000

30000

2016

108000

183000

122000

27000

2017

104000

183000

128000

33000

2018

103000

185000

127000

35000

“Businesses in England are required to pay a tax to their local council based on the value of the property that they occupy – these are called business rates. In 2016 40% of pubs were handed an increase in their business rates bill – the result of which is that many have had to put up their prices for consumers to cover their rates increases, or in some cases close for good.

www.luxurybbmag.co.uk

Early Spring || Luxury Bed & Breakfast || 17

IN DEPTH || BUSINESS RATES

“Pubs contribute positively to the UK, socially, culturally and economically. We look forward to working with Government and Parliament to ensure the reforms mean pubs are treated fairly. “CAMRA will continue to push for a lower rate of tax on beer served in pubs and will be bringing forward proposals in the new year. “Finally, we urge the government to complete its statutory review of the Pubs Code and ensure that it is fit for purpose.” The British Institute of Innkeepers (BII) gave its own favourable response to the news. CEO Mike Clist commented: “The BII welcomes the news today that pubs will see additional support from Government via further business rate relief in 2020. “All retail businesses with a rateable value of £51,000 or less, including pubs, restaurants, cafes and music venues will see an increase in their business rate discount from 33% to 50%. Independent pubs will also see a further £1,000 cut to their rates in addition to the discount.”

Mike Clist, CEO, The British Institute of Innkeepers

18 || Luxury Bed & Breakfast || Early Spring

PUB CLOSURES According to a House of Commons library brieﬁng, in 2017, there were 48,350 public houses in the UK. 22,650 of these pubs were independent, 14,700 are owned by Pub Companies, and 11,000 were owned by breweries. The number of pubs has been decreasing steadily for several decades. From 2000 to 2017, pub numbers have declined by 12,450, or 20%. More recently, 2011 to 2017 saw pub numbers fall by 12%. Regionally, the decline of pubs has varied. In Northern Ireland, pub numbers have fallen by 35% from 2001-2018. The smallest decline was in the South West, where numbers fell by 18%. In 2018, there were 59 pubs per 100,000 people in the UK. Regionally, there was some variation. London has 40 pubs for every 100,000 people, whilst the South West has 76 pubs per 100,000 people. The decline of pub numbers has not led to a decline in overall employment numbers in pubs. There was an increase in employment in pubs by 1%

from 2001 to 2018. The data does show, however, that employment in small pubs (employing fewer than 10 people) has fallen by 41%. As a direct result of industry lobbying the government launched an inquiry into business rates in February last year, and in June 2019 announced an increase into property valuations. Local Government Minister Rishi Sunak MP said: “We’ve listened to businesses asking for more frequent revaluations and are now acting so their bills will more accurately reﬂect current property values”. By bringing forward the next revaluation to 2021, we are making sure businesses can beneﬁt from the change as soon as possible. The inquiry was welcomed by industry representatives. UKHospitality for example described the existing system as “completely out of date”, and “disproportionately crippling hospitality”.

www.luxurybbmag.co.uk

IN DEPTH || BUSINESS RATES

TOTAL NUMBER OF PUBS AND INNS IN THE UK SINCE 2000 ('000S) 2000 ...............................................................60.8 2001 ................................................................ 60.7 2002................................................................ 60.1 2003................................................................ 59.4 2004 ....................................................................59 2005 ............................................................... 58.6 2006 ............................................................... 58.2 2007................................................................ 56.8 2008................................................................ 54.8 2009 ............................................................... 52.5 2010 ................................................................ 55.4 2011 ..................................................................54.7 2012 ................................................................. 53.8 2013 ................................................................. 52.5 2014..................................................................51.9 2015.................................................................50.8 2016................................................................. 50.3 2017 ................................................................. 48.4 2018.................................................................. 47.6 Source: ONS

He added: “We are delighted that the new importance of Government has recognised the importan parsupporting high street businesses, and in p ticular those in hospitality who provide so much help to their local communities. goods “Our members do more than just sell g and services – they are a haven for the lonely and provide employment and a ffantastic many local people. career opportunity for so man financial support that this They deserve the financ announcement gives, to ensure that they can continue to be the vital hubs of the community that they are.” Commenting on the Queen’s Speech, British Beers and Pubs Association (BBPA) chief executive Emma McClarkin said: “Pubs are the heart of our communities, so the commitment in the Queen’s Speech to a change in the business rates system is welcome. Three pubs a day close their doors for good due to the tax pressures they face. It is right that the Government is addressing the issue of business rates since pubs pay 2.8% of the total rates bill despite accountwww.luxurybbmag.co.uk

Early Spring || Luxury Bed & Breakfast || 19

IN DEPTH || BUSINESS RATES

Kate Nicholls, chief executive, UKHospitality

IMPACT ON INNS Inns themselves will fall under consideration in the rating valuation review. At present for public houses where six or fewer bed spaces are utilised for letting purposes, the receipts generated by the lettings are added to the food FMT (fair maintainable turnover) and valued as part of the food element. In cases where letting accommodation exceeds six bed spaces, an appropriate judgment as to the correct rate percent to be applied to the fair maintainable turnover in accommodation sales will have to be made. The appropriate percentage will be derived from the rate determined for the fair maintainable turnover in food sales (see above) plus an addition of from zero to 3%, depending on circumstances. According to the Valuation Office Agency, in cases where the annual fair maintainable turnover in food does not exceed £175,000, accommodation (if qualifying for separate valuation) will be valued within the range of 6% to 9% according to the circumstances. In considering the appropriate additional percentage, account will have to be taken of whether the accommodation is an integral part of or ancillary to the main business, the type and class of the letting bedrooms, the number of bedrooms available, the level of receipts, the proportion of these receipts as compared with the total receipts of the business, the degree of occupancy and the probable profitability of the letting business (bearing in mind additional staffing, advertising, etc attributable solely to the business of the letting accommodation).

ing for just 0.5% of turnover. Reducing rates for pubs is an important step in the right direction. Such reliefs are vital until the fundamentally unfair system is completely overhauled. “However, with 7 out of 10 drinks sold in a pub being beer, it remains the case that a freeze or cut in beer tax at the next budget is the most direct way of helping pubs stay viable, so we hope that the commitment to a review of alcohol duties encompasses this. It would also show that the Prime Minister is listening to the 230,000 supporters of the Long Live the Local campaign, which calls on the Government to cut beer tax to support local pubs and the communities they serve. It is imperative the new government recognises the strength of feeling on the matter. “We await the detail on the proposed pointsbased immigration system, but pubs are facing a serious skills shortage and clearly need access to talent from abroad. It is vital then that any post-Brexit, points-based immigration system recognises this, which is why BBPA will continue to be the leading advocate of the need for such access to talent for our sector.” 20 || Luxury Bed & Breakfast || Early Spring

The Government estimates some 90% of independent businesses in the UK will qualify for the relief, applicable to retailers with a rateable value below £51,000 and giving them a saving of up to £12,500. The news coincided with the disclosure by the ONS that the number of pubs and inns in the UK had shown a net increase for the first time since 2010. The rise in March 2019 bucked the pub closure trend of the past few decades. Numbers of staff employed by pubs and inns still fell last year, however. Those employing fewer than 10 staff saw number fall from 104,000 to 103,000 according to the ONS. And supporting government projections that smaller pubs were closing at the expense of a growth in larger one, the number employing between 10 and 24 staff rose in 2018 by 2,000 to 185,000. The cautious welcome from the industry to the 50% rate cut follows years of lobbying against the iniquities of the business tax structure. In 2017 The Campaign for Real Ale is calling on the Government to stop viable community pubs from being driven out of business by introducing a £5,000 annual reduction on their soaring www.luxurybbmag.co.uk

The UK’s hospitality sector is now best placed for support in 2020, following a series of UKH policy wins and Government pledges, according to Kate Nicholls. UKHospitality chief executive Kate Nicholls told 1,200 industry leaders the association welcomed government commitment to supporting the sector. “This year, we have achieved the ambitions we set out at last year’s Christmas Lunch, and more besides. We have a new Government elected on a manifesto that answered our key asks for hospitality: reform of business rates, support for high street hospitality, a cut in employment taxes and reform of NICs. "The Government is promising action to tackle digital disrupters and a modern, fair and controlled threetier immigration system for all skill levels. This is what UKHospitality called for and it is what our sector needs. "This year, we have secured some significant wins, saving the sector billions of pounds in avoiding considerable additional costs that would otherwise have hit businesses had Ministers not heard our message. Next year, we can expect support from a regime which will promote productivity and incentivises investment in people and property; along with an industrial strategy which puts hospitality front and centre in the drive for growth." PUB NUMBERS REVERSE DECLINE For the first time in a decade, the number of pubs in the UK grew. In a report released last month by the ONS for industry trends in 2019, the number of pubs and bars in the UK increased last year by 315. the previous decade was tarred by the constant site of community pubs closing their doors for good as the sector struggled for growth. Now however, it seems that innovative trends within the sector are revolutionising the industry. In addition to the increase in the number of pubs and bars in the UK, turnover in the sector increased by £847m (3.8%) in 2017. Real turnover in the latest year of data is at its highest level since the financial crisis of 2007 to 2008. Matt Preisinger, head of marketing for Brewhouse & Kitchen says: "After an incredibly tumultuous decade, the industry is at long last seeing growth in the number of sites. The British relationship with the pub is one of this countries great traditions, and it has been incredibly sad to see so many sites having to close their doors for the last time. Now, however, there is light at the end of the tunnel, and the British pub is roaring yet again." He adds: "The growth in turnover is in part due to our continued traditional relationship with our local community. However, what has driven fantastic growth is the innovation that has driven the sector, and will continue to do so. On-site brewing keeps flavours within pubs fresh and customers coming back for more. The rise of craft ale in particular is really appealing to those who seek innovative flavours, and the extraordinary rise in regional micro-breweries is testament to this."

www.luxurybbmag.co.uk

Early Spring || Luxury Bed & Breakfast || 21

IN DEPTH || BUSINESS RATES

OPTIMISM GROWS FOR THE HOSPITALITY SECTOR

IN DEPTH || THE COMPLETE GUIDE TO HOTEL MARKETING

THE COMPLETE GUIDE TO

Each Issue, we will be serialising a section of the Complete Guide to Hotel Marketing, an eBook by our partners, SiteMinder.com

HOTEL marketing encompasses a huge array of topics, skills, and strategies that hoteliers like you need to be aware of – and also master – if you want to succeed in optimising the success of your hotel business and attracting as many travellers as possible. Effective hotel marketing means potential guests and customers alike will be impacted by your brand wherever and however they choose to research, plan, and book their trip. The modern path to purchase for travellers is now so broad, you have to put a lot more focus on exactly who you’re trying to catch in your net. This article will help you understand the full breadth of hotel marketing categories, giving you clear lessons and examples on how you take a major step forward this year and outshine your competitors, engaging prospective guests before your rivals get the chance.

w READ ONLINE & SHARE >>

luxurybbmag.co.uk/s20-ebook

There’s much to consider when developing a marketing plan for your hotel. The scope and opportunities are massive in our current climate. What offline channels are still available and useful to you? What online channels should you prioritise? How do you optimise the tools you use? How do you track and measure results to make adjustments? Who do you work with to help achieve your potential?

22 || Luxury Bed & Breakfast || Early Spring

These are all very valid questions. However, before you reach this point there are two more important decisions to make. You must decide on: 1. YOUR BRAND MESSAGE 2. YOUR KEY TARGET MARKET If you don’t know what voice to speak with, or who you want to hear it, business is unlikely to boom. These two focus points will then inform how you plan the rest of your hotel marketing strategies, and both are linked to each other. The brand message you run with will ultimately impact the kind of guests you attract. For example, if you want your hotel to be trendy and steeped in innovation, you should think of marketing your property to young travellers and couples. Other factors will also come into play, including the location of your hotel, its size, your budget, and the budget of travellers and their purpose for travel. It’s important that you know your target market, so you can craft your marketing strategy and be tailored in your messages to potential customers. Consider these traveller categories, and see which one(s) align with your hotel: www.luxurybbmag.co.uk

2. LUXURY TRAVELLERS Are focused on enjoyment and willing to spend more to obtain it. They often travel in a couple aged 25-49. They seek cities that are hot and coastal and tend to look closely at online reviews. 3. SOCIAL TRAVELLERS Focus on sharing and engaging with others, usually travelling in friend or family groups. Their groups often include children so they appreciate babysitting and child services. While they have high to medium income they put a lot of faith in word of mouth and recommendations from other travellers. They tend to fall in the 25-49 age group. 4. INDEPENDENT TRAVELLERS Like to have a lot of control over their trip and thus love to travel solo looking for adventure and cultural experience over any particular climate. They’re usually low or high earners who are relatively young and quite likely to share reviews and engage with social media. 5. RESEARCHERS Maintain a very particular approach to booking their trips. They want to make sure their experience is as good as it possibly could be. They not only thoroughly research their destination and accommodation but also restaurants and activities. Given this, a lot of it is done on laptop devices. They’re commonly higher earners travelling as a couple aged 25-49. Each stage of the journey is usually backed up listening to the voice of other consumers through sites like TripAdvisor. 6. HABITUAL TRAVELLERS Look for simplicity and convenience by travelling to the same destinations repeatedly. They place more stock in relaxation than activities and are commonly in the 35-64 age bracket. Mostly male, they tend to be lower income travellers. The type of hotel you run – budget, boutique, luxury, independent, or a chain – will make a huge difference to how you market your hotel and who you market to, so the initial research and analysis you do is extremely important. Once you have confirmed your brand and target market, that’s when you can divert your attention to all the nuts and bolts of marketing your hotel and making it a visible, viable booking option for travellers. www.luxurybbmag.co.uk

Let’s find out what all that means. HOTEL INTERNET MARKETING Digital marketing is something no one can deny in 2019, so much does digital media permeate the everyday lives of travellers. People now manage their interactions almost exclusively via smartphones, social media channels, and email. It’s natural for this behaviour to flow over when they decide to go on a holiday or are required to take a business trip. Most people enjoy developing habits and the comfort of researching and booking travel on their mobile is appealing. Even those who have been slower on the uptake, baby boomers for instance, are more or less being forced in the same direction. Reports say that the online bookings make up almost 60% of all bookings. Half of those who do book digitally do so from a mobile advice. It’s an overwhelming number, which indicates the risk you run if you aren’t employing a digital marketing strategy to attract and convert guests. One of the reasons people embrace technology and any online resource is because it clarifies and accelerates their task or experience. These virtues should be front of mind for your hotel when creating a website or an advertisement on the internet. The great thing about being online is that there are so many different ways you can engage with travellers. Statistics will tell you a strong social media presence is essential, as is a strategy around video marketing. Because of the different platforms within digital media, the potential for hotel marketers to be creative is much greater and enables them to connect with a lot more customers. It might be the only way to reach customers on the other size of the world or specific markets like Chinese travellers. Some travellers engage with beautiful images, some prefer videos, others are content to take a deep dive into written information. Digital media allows your hotel to create this, on brand, all at the same time too. Think about what your unique selling points are and the best way to communicate these to your audience. Most importantly, everything you communicate must be personalised wherever possible. What this means is that what you say and what you offer to customers must be tailored to their specific demographic. If they’re a young female businesswoman, you must know what a young female businesswoman wants and communicate accordingly. Personalisation is something guests thrive on and in today’s market; not providing it spells danger to your reviews and repeat business. NEXT ISSUE: Types of online marketing. Early Spring || Luxury Bed & Breakfast || 23

IN DEPTH || THE COMPLETE GUIDE TO HOTEL MARKETING

1. VALUE SEEKERS Want to get the best out of their trip. Often travelling with young children, they have a medium income and largely fall between the ages of 25-34. They rely heavily on reviews to help them find what they need, preferably a trip near the beach, and usually research on a smartphone.

IN DEPTH || BEDROOMS

REGAL

luxury

24 || Luxury Bed & Breakfast || Early Spring

www.luxurybbmag.co.uk

ONE of the biggest ticket items when furnishing a guest bedroom is the mattress, so overlooking legislation is not an option: you must make sure the product meets the right fire regulations. For it to be suitable for commercial use, it must be compliant with medium fire hazard BS7717. Mattressman marketing manager Louis Kerry explains: “The guest room mattress must be contract-sourced by fire regulation, which means it has higher fire retardancy on the mattress compared to a domestic mattress. “For commercial mattresses you need a medium fire hazard source 5, which gives it a slower burn rate.” He stresses it doesn’t compromise the comfort of the mattress in any way. “It is simply the fire retardant of the fabric.” Louis recommends looking at anything upwards from a 1000 pocket-sprung mattress with natural fillings. “We have one called the Hotel Four Pocket with 2,000 pocket springs, 100% cotton cover, luxurious natural filling such as wool and cottons,” he says. “I’d advise anyone with a B&B, inn or boutique hotel to select a good quality medium to firm mattress. Medium firm is the most popular mattress across the whole range. The nice thing about that is you are catering for quite a large market. It will thus be firm enough for someone who likes a firmer mattress but owing to the luxurious filling it will be soft enough for guests who prefer a softer mattress,” he says. USE THE SPACE Another piece of advice he says he’d give any B&B or boutique hotel, provided the rooms have the space to accommodate a king or superking size bed, is to get a zip and link mattress to accommodate changing occupancy rates. “This is key to the hotel B&B market,” he says. “The nice thing about the zip and link mattress is it will help with twin occupancy – you can unzip the mattress and the divan base. You can part them to make two single mattresses and a twin room and vice versa. We do a really big selection of zip and link mattresses across a broad cost base.”

Sleepeezee Hotel Classic 1000 Pocket Contract Mattress

www.luxurybbmag.co.uk

w READ ONLINE & SHARE >>

luxurybbmag.co.uk/s20-bedrooms Early Spring || Luxury Bed & Breakfast || 25

IN DEPTH || BEDROOMS

Once you have enchanted your guests with your greeting, the next experience for them is usually the bedroom. Not only must it look tastefully and luxuriously decorated, it must be equipped with products that will satisfy high-end expectations: a high quality, comfortable mattress, luxury bathrobes and towels.

IN DEPTH || BEDROOMS

Zip and link mattresses will start in the region of £500 or £1000 for the full divan set, he says. “It’s a wise investment if you have the space in your bedrooms to accommodate these, because you are going to get a better occupancy rate. This is a core piece of advice we recommend to anyone with the space, so they are not turning away bookings.”

“Long gone are the days where most B&Bs and hotels put valances around the divan bases to cover them. Now they’re seen as part of the furniture now rather than just being the divan base cheap and cheerful and covered up with valance. Nowadays the divan base is part of the furniture which can then be drawn into the décor of the room,” says Louis.

MATTRESS MAINTENANCE A certain amount of care and attention should go into keeping mattresses in good condition. Regular turning of the mattress is important with natural fillings, for example.

MATTRESS VARIETY Sleepeezee divisional contracts director Francis Leary says it is important for anyone buying a mattress to know their marketplace. “As with buying a car, you want one that is appropriate for the experience you want to offer. We have a wide selection of mattresses. Some are more maintenance-friendly and don’t need to be flipped for example and they may be single-sided or there are hand tufted mattresses with natural fillings that need to be turned. If a B&B is looking for a less maintenance heavy mattress then they should look for a single sided mattress.”

Louis recommends choosing a double-sided mattress, meaning you can flip the mattress over, enabling good care and attention to be paid to it. “This will make it last longer and thus give a better return on investment,” he says. The turning and rotation for the mattress is key but also a good mattress protector will help preserve the life of the mattress, letting less in the way of body fluids getting into the mattress itself and protecting it from those ailments. Protectors range from around £25 upwards. “It’s certainly a good investment for a B&B or hotel,” he says. Good care will make the mattress last longer. If nothing happens to that mattress, and it doesn’t get turned or rotated and has no mattress protector, then the life expectancy really does come down significantly, he adds. ENVIRONMENTALLY FRIENDLY The mattress industry is probably a little bit behind when it comes to environmental issues, but message is starting to come through, he says. “Some manufacturers are starting to have their fillings made from things such as recycled plastic bottles. It’s about being eco-friendly in the mattresses as well and many people are now starting to promote. “A really big key message we send out to all our customers when it comes to disposal is that we offer 100% recycled disposal service, so nothing goes to landfill. We are now much more conscious about how we recycle and what we do with old products. As an industry disposal of old mattresses is something we take very seriously.”

“THE HOTEL SECTOR MUST REDUCE ITS CARBON FOOTPRINT BY 90% BY 2050 IN ORDER TO KEEP GLOBAL WARMING BELOW THE 2-DEGREE THRESHOLD.”

It comes down to understanding what the B&B and innkeeper are looking for, he says. “With a mattress you have a choice of comfort and support, and it’s about finding the balance the guest house or inn wishes to offer. A lot of hotels prefer to have their own version of a mattress, they want to modify or have a bit more comfort involved, but if there is more comfort then support is needed too.” You have a choice between pocket spring and traditional open coil, he says. “Most commercial hotel and guest house mattresses today are pocket sprung, the advantage being they offer more independent support through the mattress particularly where two people are sharing the bed and they don’t notice each other’s movements. So, they are offering guests something different to what they have at homes.” BEDROOM ROBES AND TOWELS The quality of guest room towels and bathrobes can heavily influence the quality of a guest’s experience. Luxury guest bedroom linen provider BC Softwear has been monitoring the needs of high-end luxury B&Bs and small independent boutique hotels for a number of years, and marketing manager Laura Johnson says its Elegance range of towels has been designed with such requirements in mind.

FASHION In recent years, we have seen divan bases manufactured with better quality fabrics. Key to the décor of the bedrooms, there are more fabric choices and colours. 26 || Luxury Bed & Breakfast || Early Spring

www.luxurybbmag.co.uk

IN DEPTH || BEDROOMS

LUXURY B&B CASE STUDY One of the BC Softwear’s customers is the owner of Abbey Rise B&B in Bath, Katherine Dewhurst (B&B feature, page 32 ). She chose the brand for her property on first acquiring the business, having several years’ experience working at the highest levels of luxury hospitality, including two years in Buckingham Palace. She says: “I have known the brand for quite a while. It is a wellknown reputable brand. I have worked for the luxury family hotel group hotels who used the brand as well as for the Royal household - although I cannot remember what brand they used.” She adds: “I have a small B&B, so I wash them more often and they get more wear and tear than if they were for domestic use, and I knew it was a good quality product for that environment.” ONLINE REVIEWS Katherine buys both superior quality white fluffy towels and robes for the guest rooms. “Guests do notice they are at the top end of quality, especially the towels, which makes their stay a bit more of a treat for them, and this gets mentioned positively in reviews. It was worth spending the extra on a high-quality brand,” she says.

In this regard, it is important to focus on the length of loop, she says, since towels are often over-dried. She explains: “One of the classic problems that small B&Bs and guest houses have is they tend to put the towels into the tumble dryer and because they are often juggling many other tasks, they may leave them in the machine for too long, causing them to over-dry, the effect of which is to ruin the fibre. “Over time the fibre burns away, and if you have a particularly cheap towel with a short length of loop, every time you singe it away a little more, the towel itself gets harder and harder. People often are bewildered why the towels they bought haven’t lasted very long. It’s probably because one of the things you have done is burn them. With our particularly long loop, the Elegance towels last significantly longer - up to four times. We recognise this means that the replacement order might be months and even years later, but we are happy in the knowledge that our customers get great value.” ENERGY AND COST ADVANTAGE There is a significant energy and cost advantage to investing in a higher quality towel, she says. “You will find that they are going to stay fluffy and looking and feeling nice for longer than something cheaper.

Superior quality white fluffy towels

She explains: “The towels are very soft and luxurious, but they are also slightly more budgetconscious than the Sumptuous range.” This range is super-luxurious and is used by many high-end hotels and spas, but it is extra thick and heavy, she says. “The trend is certainly moving towards choosing a towel that gives a feeling of softness but at the same time is not so heavy and therefore dries more quickly. That is why we recommend the Elegance range, which is also extremely long-lasting,” she explains. 28 || Luxury Bed & Breakfast || Early Spring

BC Softwear offers a large variety of towels, and while the Elegance range is the one Laura suggests (which is perfectly suited to luxury independent guest houses) - she recognises everyone has a different budget. “Our Comfy range is slightly lower grade than the Elegance range, but by the standards of the rest of the market is still of a very high quality and it is perceived to be thicker. “ OUTSOURCED LAUNDRY RISKS Unfortunately, the over-drying of towels and bathrobes can occur when they are sent to a third-party laundry service. “We do supply to laundries and they often choose our towels for exactly that reason: they know that the commercial quality we provide provides them that additional insurance and guarantee that they will last longer and the guest house and hotels and in turn customers are going to be happier for longer as the product will continue to feel fluffy and soft and not burned and dried,” she says. www.luxurybbmag.co.uk

COWHORN IURP ÂŁ90

IN DEPTH || BEDROOMS

â&#x20AC;&#x153;THE TREND IS CERTAINLY MOVING TOWARDS CHOOSING A TOWEL THAT GIVES A FEELING OF SOFTNESS BUT AT THE SAME TIME IS NOT SO HEAVY AND THEREFORE DRIES MORE QUICKLY.â&#x20AC;?

BATHROBES THAT LIGHTEN THE LOAD The thickest, most fluffy towelling bathrobe the company supplies is aptly called â&#x20AC;&#x2DC;Sumptuousâ&#x20AC;&#x2122;, but Laura says the company is witnessing a move in the market towards bathrobes that give the same feeling of comfort and warmth, yet which arenâ&#x20AC;&#x2122;t quite as heavy. â&#x20AC;&#x153;Our SupremeSoft bathrobes are made from a blended cotton and polyester fabric that has a cashmere-soft feel. This fabric is superfast drying, so it can make substantial energy savings in laundry drying times and it also requires less water to wash. It forms part of our new sustainable range.â&#x20AC;? The company is focused on coming up with ideas that are going to help the guest house operator save time and energy, she says, and the material BC Softwear is currently recommending luxury B&Bs use for their bathrobes is the SupremeSoft material.

CORTINA CHAIR IURP ÂŁ89

LABRA ARMCHAIR IURP ÂŁ130

Contract Furniture Group &RQWUDFW +RXVH /LĆ&#x;OH 7HQQLV 6WUHHW 6RXWK 1RĆ&#x;LQJKDP 1* (8

0115 965 9030 info@contractfurniture.co.uk www.contractfurniture.co.uk

www.luxurybbmag.co.uk

â&#x20AC;&#x153;It is a soft fluffy exterior, but the interior is still absorbent towelling,â&#x20AC;? she explains. â&#x20AC;&#x153;The outside feels as if you are wearing a dressing gown but the lining is really absorbent so you can put it on as soon as you are out of the shower: the benefit of what we call a â&#x20AC;&#x2DC;dual fabricâ&#x20AC;&#x2122; means you can sit happily in your guest room wrapped in one of our bathrobes and relax is if you are wearing lounge wear. Sometimes you put on a cotton bathrobe and it doesnâ&#x20AC;&#x2122;t have quite that same feel of luxury.â&#x20AC;? NEUTRAL EARTH TONES ARE IN â&#x20AC;&#x153;Without a doubt, slate grey and pebble are the best sellers,â&#x20AC;? says Laura. â&#x20AC;&#x153;White is the classic choice, but grey is a more practical option than a white bathrobe which can be more challenging to keep pristine, especially if your guests happens to wipe their eye shadow down the sleeve. These are natural toned colours that suit everyone.â&#x20AC;?

AMBROSIA CHAIR IURP ÂŁ80

... for every occasion!

RIO WOOD ARMCHAIR IURP ÂŁ120

Early Spring || Luxury Bed & Breakfast || 29

IN DEPTH || BEDROOMS

GREEN AND SUSTAINABLE The company provides an umbrella collection launched for the small independent hotel and guest house market in response to the massive push towards greener more sustainable products. According to The Paris Agreement Climate Change (UNFCCC April 2016) the hotel sector must reduce its carbon footprint by 90% by 2050 in order to keep global warming below the 2-degree threshold. Laura says: “There are two schools of thought. You can go 100% natural cotton which is biodegradable and natural but is also slightly heavier and therefore takes longer dry, or the SmartSoft collection that includes bathrobes, SmartKnit towels and linen for spa treatments, which is cotton but with a small mix of other polyester.” The supplier has some pretty significant claims; Up to 70% energy saving; up to 50% saving in drying times; up to 65% less oil absorption; and reduction in water consumption. “All these claims have been Independently proven by the LTC (Laundry Technology Centre),” she adds.

“...OVERLOOKING LEGISLATION IS NOT AN OPTION: YOU MUST MAKE SURE THE PRODUCT MEETS THE RIGHT FIRE REGULATIONS. FOR IT TO BE SUITABLE FOR COMMERCIAL USE, IT MUST BE COMPLIANT WITH MEDIUM FIRE HAZARD BS7717.”

CONCLUSION Guests are fickle beings, as your online reviews often illustrate. If you follow the advice and avoid the pitfalls outlined by suppliers outlined above, you should feel that relaxed that even those with the highest expectations are not going to be disappointed. Luxury Velour Bathrobe from BC Software

Sleepeezee Hotel Classic 1000 Pocket Contract Mattress

30 || Luxury Bed & Breakfast || Early Spring

www.luxurybbmag.co.uk

Orange Tree

ARTIFICIAL PLANTS & TREES FOR BUSINESSES dressers, architects and more to set your premises apart from the and touch, as well as being durable and attractive.

Areca Palm

Maple Tree

GET 10% OFF PRODUCTS Quote coupon code LBB10 at checkout

Online orders only, single use, 1 per customer. Expires 17/04/20 Terms apply* See Website.

IN PROFILE || ABBEY RISE

ROYAL STANDARDS in the centre of Bath The quiet season for many readers may be coming to an end, but for many properties in urban areas that attract large numbers of international visitors, business can offer more of a yearround flow of guests.

w READ ONLINE & SHARE >>

luxurybbmag.co.uk/s20-bath

ONE such place is the ancient Roman city of Bath, which hosts close to half a million international visitors every year. Katherine Dewhurst runs Abbey Rise, an elegant luxury Victorian terrace B&B close to the centre of Bath. She lives in the property with her son and offers three ensuite B&B guestrooms. Katherine bought the business 21 years ago, when her son was just six months old. “I had always worked in hospitality and hotel management,” she explains. In fact her background in high-end hospitality could hardly be more refined: for two years she was deputy chief housekeeper at Buckingham Palace, she has worked for a number of years managing a country house hotel, and prior to that, after leaving university, she worked for the United Nations in Geneva for a year. “A lot of clients there were heads of state, so I became used to security and protocol in that kind of environment,” she recalls.

32 || Luxury Bed & Breakfast || Early Spring

ROYAL HOUSEHOLD Her time at the Royal Household followed a couple of years working for Luxury Hotel Group, which itself followed a period working for InterContinental Hotels Group. The soul of discretion, despite presumably having many insightful and fascinating memories of her work at the palace, Katherine will not be drawn on the experience in any detail, saying simply: “I have momentos from my time working at the palace. It was an experience in itself.” In fact, she lived there in her own flat within Buckingham Palace. “The job has to be publicly advertised as it is a public job,” she explains. “I saw this advertised in The Caterer and Hotel Keeper, and I applied for it at a time when I was head housekeeper at a country house hotel.” She adds: “I was 26 at the time, which was quite young for the job in question.”

www.luxurybbmag.co.uk

COMMUNAL BREAKFAST Katherine is especially proud of two particular aspects of her property: the original artwork on display in the house, and the breakfast that she serves to her B&B guests. “For breakfast I use only high-end quality food – locally sourced and organic wherever possible, such as organic yoghurts.”

She adds: “In addition to full English we offer specials such as avocado and poached egg or vegan options – it’s not just ‘greasy spoon’!”

Today, as well as running the B&B business, she says she often rents the whole house as a selfcontained house let, usually over weekends. “It involves a lot more work as we have to get the whole house ready – a lot of my friends think it is easy work but it’s not! It really takes a lot more time to get ready,” she stresses. www.luxurybbmag.co.uk

Rather than the somewhat impersonal nature of many B&B breakfast areas where guests typically have a table to themselves, she seats her guests all together at a French refectory oak table. And rather than this causing apprehension among guests, it actually gets them to open up, she says. “They swap stories, and this is conducive to conversation, especially as we have a lot of international guests,” she says. “They like that aspect of the stay, and hearing from each other where to eat or visit. Early Spring || Luxury Bed & Breakfast || 33

IN PROFILE || ABBEY RISE

Unusually for a B&B operation, she also rents out the whole house for large single bookings, on which occasions she and her son move out for the duration. The time split between B&B and letting out the whole house varies, she says, although she tends to take more B&B bookings than house bookings. “Funnily enough I had a lot of bookings of the whole house in January, which is unusual,” she says. “We live in the house – it’s our home - but when the house is rented, we move out and they move in.”

IN PROFILE || ABBEY RISE

“I think sometimes people are a bit intimidated by the idea of a communal breakfast area, but more by the thought of it rather than reality. I feel I have enough experience to host the breakfast to make it chatty, and I can always get them started on something. It’s not difficult to get the conversation going for example if there are a bit quiet and people just relax,” she says. In fact, meeting and getting to know her guests is what she says she still enjoys most about her business. “Even after 20 years of hosting the B&B, I still love meeting and talking to all sorts of people,” she says. Elaborating on the nature of her sizeable market for overseas guests she adds: “I have a big German market as I am in a German guidebook, which is praise indeed! We also get a lot of American guests,” she adds. HOMEMADE PRODUCE To add to her homely USP she says she makes homemade cake, biscuits or brownies, which she puts under a cloche on the first floor. “The guests can help themselves, and they have coffee machines in their bedrooms.”

34 || Luxury Bed & Breakfast || Early Spring

www.luxurybbmag.co.uk

IN PROFILE || ABBEY RISE

Endorsing the notion that Abbey Rise provides an attractive proposition for visiting guests in the competitive environment of Bath is the fact that the B&B welcomes a significant proportion of of repeat guests. “I have some that have been coming for 16 years,” she says. WHATSAPP Katherine has diversified her offering and bookings as new technologies have emerged. For example she set up a WhatsApp group 18 months ago with five other women who run B&Bs. “We have all been going a long time and we meet once a month,” she says. “Rather than sending people back to the OTAs we refer to each other as we are all about the same price mark and offer the same standard, so if someone emails or phones me directly and I can’t accommodate them I’ll contact one of the girls on my WhatsApp group and ask if any of them have any rooms available on the dates when I am full. That’s also very personable.”

www.luxurybbmag.co.uk

Early Spring || Luxury Bed & Breakfast || 35

IN PROFILE || ABBEY RISE

“EVEN AFTER 20 YEARS I STILL LOVE MEETING AND TALKING TO ALL SORTS OF PEOPLE.”

AIRBNB The property has been a member of Airbnb for five years from where Katherine says she takes a lot of business, but she stresses: “The problem with Airbnb for me is a lot of the properties aren’t regulated and there is no standard – they can be excellent or absolutely terrible. For a lot of people it is simply a second business from which to make a bit of money on the side, and therefore they are not totally passionate about it. If you are living and working and running a B&B it is different. You can’t stay in that mode if you aren’t really enjoying it – it really begins to show,” she adds.

The house is also advertised in a book Group Accommodation and I rent it individually – they get a better rate if they come to me direct.

She says one major difference between B&B guests and Airbnb guests is that B&B guests encounter a very personable experience, but she says: “With a lot of Airbnb people, you get a key safe and you don’t see anyone and it’s very impersonal. People think it’s very personable but a lot of the time it’s not. For a lot people it is just a second business and they haven’t ever actually trained or worked in the industry before and, I think it comes to a point where people want to know about you, about your experience – they’re obviously intrigued about working at the royal palace, for instance.” “You don’t get to see your Airbnb guests. A lot of B&B people want to know where you recommend to go out to eat and places to visit and sights to see – it’s all those things: they’re not just buying a bedroom and a breakfast -they are buying a bit of you really. And I think that’s the difference.” 36 || Luxury Bed & Breakfast || Early Spring

www.luxurybbmag.co.uk

IN PROFILE || ABBEY RISE

CAR PARKING Another major selling point of the property is that it offers its own car park that can take up to five vehicles. “Anyone who has ever tried to park in Bath will recognise the value of this,” she says. “It’s less than 10 minutes’ walk to the city centre. We don’t charge any extra for parking. Many high-end hotels in Bath don’t even offer their own car parks. People who know Bath know that is a huge issue, and it is a big reason we are usually pretty busy,” she concludes.

www.luxurybbmag.co.uk

Early Spring || Luxury Bed & Breakfast || 37

IN DEPTH || VINEYARDS

Bursting with

life

The English and Welsh wine industry is growing fast. The number of vines planted in the past three years has more than trebled. There are now more than 600 vineyards, and many of them are open to a knowledge-thirsty public. With that growth has emerged an associated industry, wine tourism, one that is still in its infancy but one that is projected to grow exponentially.

w READ ONLINE & SHARE >>

luxurybbmag.co.uk/c19-vine

VINEYARD ACCOMMODATION More than 60 vineyards across England and Wales, the Isle of Wight and the Scilly Isles now provide overnight accommodation. One such enterprise is West Sussex-based Tinwood Estate. Last year was the 11th season at, and the latest in a series of bumper harvests. For the past three years, visitors have had the opportunity to stay overnight in one of three lodges at Tinwood vineyard. Complete with a sauna, these luxurious overnight dwellings are quite intimate, and very quiet, says co-owner Art Tukker. “In the evenings you will see a few deer strolling by the vines, and by day guests can take a mountain bike through the trails in the vineyard – it’s pretty good fun,” he says. He took the idea for overnight accommodation from his experience visiting vineyards in South Africa and New Zealand.

38 || Luxury Bed & Breakfast || Early Spring

People come and stay on the vineyards, do some wine tasting during the day and then just enjoy the surroundings. And they don’t then have to worry about getting a taxi to get home after they have tried a few glasses of wine. The overnight lodges attract a range of people that include some who may live just 10 minutes away, as well as a significant number of overnight guests from London. His aim, he says, is to attract more business from international visitors. “Once the locals have stayed two or three times, their interest in doing so again may wane, so we would hope that the international visitors might boost numbers,” he says. But he concedes international visitors are harder to reach. “How does someone in the US know that they can stay overnight at an English sparkling wine vineyard? Obviously, telling people around you is much easier than conveying that message to people who are in a different country.” www.luxurybbmag.co.uk

AROUND 8% OF ENGLISH WINE PRODUCED IS EXPORTED, UP FROM 4% IN 2017, TO 40 COUNTRIES, UP FROM 27 THREE YEARS AGO

GEOGRAPHICAL SPREAD Engaging geographically with vineyards to cash in on the opportunities offered by wine tourism in the UK has been hit and miss - not least because of the rapid growth in number and variety. Information on precisely where vineyards can be found, whether and when they are open to the public, and whether and to what extend they provide overnight accommodation has been curated by www.winecellardoor.co.uk, which has a directory with interactive filters enabling the wine enthusiast to find such features as location and tasting notes. Elisabeth Else who runs the site has been blogging for a number of years. She brings ecommerce experience to the young English and Welsh wine market having implemented online shops for organisations including World Duty Free and the Tate Gallery.

She tells Luxury Bed & Breakfast: “The latest trend I've noticed is vineyards doing special events, which tend to sell out, so it's worth independent accommodation providers signing up to the mailing lists of their local vineyards and or popping in and making friends.” Just a few years ago, wineries were to be found solely in the south of the country in counties such as Hampshire, Sussex and Kent. A milder climate has taken hold and the warmer summer season has grown kinder to harvesting grapes, and vineyards have been emerging across such counties as Herefordshire, Cheshire and even Yorkshire. And today, more than 60 of these vineyards of all sizes across the UK now offer overnight accommodation accounting for just under 10% of all UK commercial vineyards. INDUSTRY COLLABORATION Some are now proving original and inventive in their offerings too. Wines of Great Britain marketing manager Julia Trustram Eve tells Luxury Bed & Breakfast: “An industry working group is preparing a set of best practice reference points to help commercial participants, and wine tourism is recognised be a growth area in the coming years. It is an area of the industry Wine Cellar Doors Map of UK Vineyards

Denbies Wine Estate

www.luxurybbmag.co.uk

Early Spring || Luxury Bed & Breakfast || 39

IN DEPTH || VINEYARDS

Although the lodgings are open all year round like the vineyard, they are considerably more popular through the summer months. “It’s probably more fun to stay the vineyard in the summer than the winter,” he suggests.

An area of development in just the last 18 months has been the emergence of vineyard clusters – that is, groups of vineyards in the same region or county that are collaborating primarily to promote the tourism aspect of their business. Some are working with local tourist groups, hospitality industry and other bodies to create more awareness in this side of the industry, she says. “There are groups now in Kent (Wine Garden of England), Sussex (Sussex Wineries), Surrey (Vineyards of the Surrey Hills), Hampshire (Vineyards of Hampshire), Wales (Wine Trail Wales) and there are emerging trails/groups in Dorset and one shaping up in Yorkshire/Lincolnshire amongst others. “There is a huge potential for local economies and associated businesses to work together,” she stresses. INTERNATIONAL VISITORS Research from UK tourism trade body VisitBritain shows that almost 91% of international travellers who associated sparkling wine with the UK were interested in trying British varieties. In addition, one in three respondents across 15 overseas markets surveyed picked ‘a wine tour in the vineyards of England’ as an activity that they wanted to do in Britain if they were to visit. Intriguingly, the top markets keen to try this activity were China (46%), Brazil (45%), Canada (43%) and South Korea (42%). It may simply be that these areas are harder to reach than, say, the US tourism market but they certainly provide food for thought. Prior to the emergence of this analysis the key nationalities to target were and, in many cases, still are widely considered to be China and US. MASTER OF WINE B&Bs or inns in a wine region of the UK that offer fine dining could benefit from employing a wine expert in their restaurant such as a sommelier or a master of wine. Master of Wine Anne McHale is responsible for selecting all the English sparkling wine in London’s award-winning bar venue The Coral Room. In May 2019 the bar won the award for Best English wine List for the Coral Rooms from the Wine List from the Wine List Confidential Awards. She says wine tourism is rapidly growing in importance, with a number of counties in the UK 40 || Luxury Bed & Breakfast || Early Spring

THE PRIMARY EXPORT MARKET IS THE US, FOLLOWED BY NORWAY, ASIA, DENMARK, SWEDEN, REST OF EUROPE, CANADA, FINLAND, AUSTRALIA AND NEW ZEALAND

Poulton Hill Estate Managing Director and Vineyard Manager Checks the Grapes

including Kent and Warwickshire already using their geographic pertinence as a draw for UK wine tourism, marketing and collaborating to create a generic body to enable enthusiasts to trail around the county for tourism purposes. “There definitely remains great scope for massive growth in wine tourism in the UK,” she says. “Marketing in general is moving towards this more experiential way of looking at things. Customers don’t simply want t a product anymore – they want the whole experience around it. If they can bring back a bottle of wine and say they had actually stood in the very vineyard where it was produced and had lunch overlooking the vines and saw where the wine is made, it adds layers and layers to their experience, and will make them much more loyal to the brand. Wine tourism therefore offers huge benefits both the vineyard and to the customer.” www.luxurybbmag.co.uk

IN DEPTH || VINEYARDS

we can promote with both our domestic and significantly our export market programmes.”

Total number of UK commercial vineyards

658 (2019) Hectarage under vine:

Total number of UK wineries:

3,579 (up 83% since 2015)

164 (2018)

TOP GRAPE VARIETIES PLANTED RANK............. VARIETY .......................................HECTARAGE 1st ........................... Pinot noir............................................................ 1063 ha 2nd ....................... Chardonnay.................................................... 1034 ha 3rd ....................... Pinot meunier................................................394 ha 4th......................... Bacchus.......................................................................247 ha 5th......................... Seyval blanc ....................................................... 150 ha 6th......................... Pinot gris .....................................................................70 ha 7th......................... Reichensteiner ..................................................66 ha 8th......................... Madeleine Angevine ................................61 ha 9th ........................ Others ...........................................................................494 ha WINE PRODUCING REGIONS IN GREAT BRITAIN 1%...................................................................................................................................Wales 4% .............................................................................................................East Anglia 6% ............................................................................................................... Rest of UK 13% ......................................................................................................... South West 76% .......................................................................................................... South East WINE STYLES PRODUCED IN GREAT BRITAIN Still .................................................................................................................................... 31% Sparkling...............................................................................................................69% SALES OF ENGLISH AND WELSH WINE UK trade sales .............................................................................................. 53% UK cellar door sales........................................................................... 32% Exports ......................................................................................................................... 8% Online sales .......................................................................................................... 6%

Number of vines planted

2017 - 1m

2018 - 1.6m

2019 - 3m

The movement for growth in vineyards with onsite B&Bs will definitely grow, she predicts. “From my own experience, regions such as New Zealand Australia and South Africa have been doing this for quite a long time and it is a huge business that will grow in the UK as people invest more and realise the benefits.”

“On the bus I would give them a background to the industry ahead of visits to wineries where we would have lunch and tours. The role is more of a consultant rather than being affiliated with one specific vineyard or winery – retaining my independence but still providing a source of valuable information,” she adds.

Independent hotels and guest houses can definitely play a part in spreading the word, she says. “It comes down to collaboration on a local level. This promotes the local wine industry which in turn provides a benefit for everyone in the region in terms of hospitality and accommodation,” she says.

GRABBING THE INITIATIVE There is no doubt that the growing spread of vineyards and the popularity of English and Welsh wines provides a great opportunity for independent hospitality providers across the spectrum to coordinate their offering with wine trade bodies such as WSTA and WineGB. If your property is within reach of any of the multitude of vineyards from the English Channel to Yorkshire, from Pembrokeshire to Norfolk, many of which are open all year round, it would be sensible to evaluate how your own business may play a part in wine tourism. And a good start for B&Bs with wineries or vineyards in their vicinity would be to get in touch with agencies like VisitBritain to start the ball rolling.

Anne has been approached by various sources in the emerging wine tourism sector, including ones targeting US tourists to the UK off cruise ships. She says: “Although at this stage it is still embryonic, the idea is a Master of Wine would spend the day with such visitors going from winery to winery in a particular region or across several regions. www.luxurybbmag.co.uk

SOURCE: Wines of Great Britain

Early Spring || Luxury Bed & Breakfast || 41

IN DEPTH || VINEYARDS

INDUSTRY STATS

IN DEPTH || LOW ALCOHOL

ALCOHOL-FREE HERALDS new proﬁts January was never a great month for alcohol sales, but in recent years it has become all the more bleak for much of the hospitality sector as the evergrowing popularity of Dry January has taken hold. However, emerging low-alcohol and alcohol-free beverages are making up the shortfall. Bill Lumley reports.

w READ ONLINE & SHARE >>

luxurybbmag.co.uk/s20-drinks

INTRODUCED in the UK in 2013, the month-long burst of abstinence, Dry January, has captured the imagination of the British public and introduced a quiet season to the first few weeks of the year. This year the slowdown in alcohol sales was all the more marked following strong performance in December, when pub, bar and restaurant groups saw collective like-for-like sales. These sales grew by 2.5% over the six weeks of the festive season - compared with the same period in 2018, according to industry benchmark Coffer Peach Business Tracker. LOW ALCOHOL DRINK GROWTH The good news, however, is that sales of no and low alcohol drinks are rising too, driven by increasing numbers of consumers moderating their intake, according to research from food and drink market analyst CGA. The new report, entitled Understanding moderation in the on-trade, shows that one in three (32%) adults has now tried a no or low alcohol beer, wine or spirit in the last six months, which equates to some 15.5m consumers.

42 || Luxury Bed & Breakfast || Early Spring

CGA’s data shows that sales in the no and low alcohol category have increased by 48% in the last 12 months to more than £60m a year. Growth for completely alcohol-free options meanwhile has been even higher at nearly 80%, with alcohol-free ‘mocktails’ or ‘virgin cocktails’ a particularly thriving segment. Furthermore, while a flood of new no and low alcohol beers, wines, spirits and cocktails have arrived on the market in recent months, the CGA report suggests there is still significant headroom for growth. More than 4m people signed up to the Dry January campaign last year, and that number is believed to have risen last month. A study by non-alcoholic gin brand Ceders meanwhile has found that 46% of Brits believe we are drinking less than ever, and three in 10 think there is less social pressure to indulge than there has been in the past. Ceders spokesman Craig Hutchison said: “These findings show that more of us than ever are choosing to drink mindfully and celebrate with family and friends without drinking alcohol.” www.luxurybbmag.co.uk

BOOZE-FREE BEER BOOST Recognising the growing taste for alcohol-free drinks, Suffolk brewery St Peter's has relaunched its 0.0% Without beer brand with a new recipe. Originally launched four years ago, the brewery has recognised changing consumer motivations and tastes and has refreshed the recipe to appeal to a new range of potential customers.

Ceder's non-alcoholic gin Not so long ago there were just one or two standard alcohol-free beers available in many bars and little else in the way of an alcohol-free alternative for drinkers of other types of beverage. Now, enabling those who enjoy the social scene to carry on enjoying themselves while remaining dry as well as helping to keep bars’ coffers flowing is the emerging availability of a host of new high quality low and no alcohol drinks. ALCOHOL FREE CIDER Somerset-based Thatchers Cider for example has introduced Zero, its first alcohol-free cider. The brewer claims its cidermakers have developed their own unique process to create Thatchers Zero. “We’ve taken a lot of time and care in the production of Zero,” said Martin Thatcher, managing director and fourth-generation cidermaker. He said the no-alcohol cider meets “growing consumer expectation for moderation”. He added: “It offers the premium experience people are looking for when choosing an alcohol-free alternative.” www.luxurybbmag.co.uk

One in three (32%) adults has now tried a no or low alcohol beer, wine or spirit in the last six months

Managing director John Hadingham said: “When we first launched Without, it was one of very few zero alcohol craft beer products available in the mainstream and it has been incredibly popular, but we want the brand to continue to reach across all age groups and motivations. “A lot has changed in four years. No and low is appealing to more and more younger consumers and tastes are changing. We've seen a growing trend towards full-bodied IPAs for example and trade and consumers have been telling us they wanted a refreshing zero alcohol beer that has hoppier flavours. We've been experimenting with our liquid and feel we've achieved something that will not only appeal to our current consumers, but also attract the new and discerning no and low alcohol purchasers.” St Peter's Brewery has made changes to the profiles of its range which includes Without Gold, Without Original and Without Elderberry & Raspberry. Although the taste will remain largely the same, the brewing team have worked with new hop profiles to provide more hop forward aromas and subtly improved taste characteristics.

Sales in no and low alcohol have increased by 48% in the last 12 months to more than £60m a year

“However, we have been careful not to stray too far from the current profile so as not to alienate our current loyal consumers. “We have benchmarked the new liquids against many others on the market through consumer panel blind tastings and the results have been very positive indeed,” he added. VENUES SUPPORT LOW-ALCOHOL DRINKERS Pub operator and brewer Brakspear started the year with two no- and low- alcohol drinks designed to help make abstainers feel as welcome as regular drinkers. Early Spring || Luxury Bed & Breakfast || 43

IN DEPTH || LOW ALCOHOL

There is a clear an opportunity within apple cider for an alcohol-free, premium cider, according to head of brands Yvonne Flannery, who added: “Gone are the days when drinkers will compromise on quality. So as the apple cider brand of choice for consumers, we’ve created a premium cider that fits really well into our portfolio.”

IN DEPTH || LOW ALCOHOL

ST. PETER’S WITHOUT A delicious alcohol free, full-bodied ale, that’s dark amber in colour. It boasts a rich and malty taste that is bursting with lasting ﬂavour, followed by a refreshing and delicate bitterness. STPETERSBREWERY.CO.UK

With a strong local feel, Henley Ale Trail has been adopted for non-drinkers, with a new version encouraging them to buy a low or no alcohol or soft drink in 10 pubs in the Oxfordshire town and collect a stamp from each. Further afield, last month a further 20 Brakspear pubs offered a free bottle of Heineken 0.0% to anyone buying eight low or no alcohol or soft drinks. Brakspear chief executive Tom Davies said: "The message behind our campaign is that giving up alcohol doesn't have to mean giving up pubs, and the social aspects of a trip to the local can be enjoyed just as much if you're abstaining." Other venues are following suit. Brewhouse & Kitchen Instagram for example now has a dedicated menu of low and no alcohol beverages, featuring Big Drop Citra IPA, Sheppy's low alcohol classic cider, Scavy & Ray alcohol-free sparkling wine and Seedlip Garden 108 spirit in order to cope with the demand from customers across the country. And launched at the start of 2020, a bar concept from the boutique Bar 6 Group, Near & Far, which unveiled London’s largest non-alcoholic offering across its sites in Peckham and Camden 44 || Luxury Bed & Breakfast || Early Spring

Near & Far, Camden

“THESE FINDINGS SHOW THAT MORE OF US THAN EVER ARE CHOOSING TO DRINK MINDFULLY AND CELEBRATE WITH FAMILY AND FRIENDS WITHOUT DRINKING ALCOHOL.”

The selection includes hangover-free mocktails aptly named the Designated Driver and The Virgin Margy alongside a selection of non-alcoholic beers, wines, non-alcoholic spirits and sparkling wine. Sarah Holgate, creative director of Bar 6 Group said: “We’ve always wanted to offer a huge non-alcoholic menu to allow customers of all types to enjoy our bar spaces and we think we’ve hopefully nailed it. From beer to wine, sparkling wine to mocktails, we’ve finally landed on a formula we are happy to share with everyone. Alongside pairing it with a dry bottomless brunch we hope to allow drinkers of all types to enjoy our quirky spaces at both ends of London.” Scottish craft brewer BrewDog recently announced a new take on craft beer and spirits with its first bar dedicated to alcohol-free. The BrewDog AF Bar opened in January purporting to be the world’s first alcohol-free beer bar, offering 15 taps of draft alcohol-free craft beer. The central London bar was the first of the company’s global bars to feature a line-up solely devoted to drinks without alcohol. www.luxurybbmag.co.uk

Drinkaware chief executive Elaine Hindal said: “Midlife drinkers often get bad press when it comes to their drinking habits, but this new research tells us that a growing number of men and women in this age group are willing to embrace alternatives.

THATCHERS ZERO Thatchers Zero has all the appley aromas and crisp refreshment expected from the master cidermakers at Myrtle Farm. The cider is beautifully bright, golden appearance, crisp, medium dry taste, and fruity aroma. THATCHERSCIDER.CO.UK James Watt, Captain of BrewDog, said: “Drinkers opting for low or no alcohol are in danger of compromising on quality, taste and experience. And that’s just the beer – forget about places in which to enjoy it. We are going to change that. We exist to be a point of difference, and our first BrewDog AF Bar is just that. It is a beacon for anyone in London after an alcohol-free alternative. Alcohol free does not need to be synonymous with taste-free.” LOW BOOZE TO BOOST PROFITS Dutch brewing giant Heineken goes as far as to suggest the rise of no- and low-alcohol has paved the way for a more profitable turnover this year. On-trade no and low alcohol sales are rising by 48% to around £60m, it claims, and an estimated 21% of consumers took part in Dry January this year, 44% of these doing so for health reasons. Heineken said this figure is expected to be considerably higher in 2020. “Stemming from a clear shift in consumer lifestyles, we are increasingly concerned about our health and wellbeing. 50% of consumers are now moderating their alcohol intake and 67% proactively try to lead a healthy lifestyle. Moderation is for everyone, with 37% of 18 to 34-year-olds likely to purchase a non-alcoholic beer, an equal 37% of 35 to 54-year-olds and 26% of those aged 55 and over. “No and low alternatives are the perfect option for enticing both teetotal participants and health-conscious consumers into the on-trade and making them feel part of the occasion,” they conclude. www.luxurybbmag.co.uk

“People in their 40s, 50s and 60s are most at risk of alcohol-related health harms because they tend to drink more regularly and above the recommended guidelines. So it’s great to see a strong increase over the last couple of years in people within this age group who feel positively about lower or no alcohol drinks. “As huge numbers of people start January aiming to cut down on their drinking, low and alcohol-free drinks can be a powerful tool in helping them on that journey.” She added: “Smart operators will already be acting on these research findings by offering a good selection of no and low alcohol drinks in their pubs, clubs and bars. With the wide range of high-quality drinks including beers, ciders, wines and spirit alternatives now available in this sector, it’s never been easier to put together an appealing selection for customers. “An interesting no and low alcohol offer means that people who choose to give up drink in January don’t also have to give up going to the pub. By welcoming these customers, operators can keep their venues a little busier during what has traditionally been a very quiet month.” DRINKAWARE RESEARCH Almost two thirds (66%) of drinkers aged 45 to 64 feel positively about lower strength alcoholic drinks, saying they either currently drink, have done, or would consider drinking lower strength drinks. This is compared with 51% in 2017. Half of (51%) drinkers aged 45 to 64 feel positively about non-alcoholic beer, wine or spirit substitutes, saying they either currently drink, have done, or would consider drinking non-alcoholic drinks. This is compared with 48% in 2018. MALE AND FEMALE DRINKERS Female drinkers aged 45 to 64 feel more positively about lowerr strength alcoholic drinks and alcohol alcohol-free free substitutes than n male drinkers of the same age: Moree than two thirds (67%) of female drinkers in this age group say they either currently drink, have done, or would consider drinking lower strength ngth drinks. This is compared with 64% of male drinkers in this age group. Moree than half (54%) of female drinkers in this his age group say they drink non-alcoholic alcoholic beer, wine or spirit substitutes. titutes. This is compared with 48% malee drinkers in this age group.

Drinkaware chief executive Elaine Hindal

Early Spring || Luxury Bed & Breakfast || 45

IN DEPTH || LOW ALCOHOL

QUANTIFYING THE TREND

IN DEPTH || FINANCE

Taking the risk out of

WHAT ARE THE BENEFITS OF USING AN INSURANCE BROKER FOR B&B OWNERS? An insurance broker will bring many benefits for a B&B owner, they should have specific market knowledge and, as each risk will be different, they should also have an ability to compare a panel of different insurance providers, to find the right policy for the specific needs of the customer. They will be on hand to give advice and make any changes throughout the life of the policy. The insurance broker will be able to review the policy at each renewal time, automatically comparing against the market. Assistance will always be available should the worst happen and a customer needs to make a claim, although many insurers will deal directly with the customer to settle claims, a broker will give any additional advice and be able to help should there be disputes at any stage. Generally saving B&B owners hours of time, so they can get on with running their business.

WHAT ARE SOME POTENTIAL ISSUES FOR WHEN A B&B OWNER BUYS COVER ONLINE? Some of the initial problems we hear from customers who’ve gone online filling in comparison site forms is that, before you know it, you have 10 companies calling you all asking different questions. These companies will often sell your data to other brands who will also contact you w READ ONLINE & SHARE >> with offers and so on - and this is just from luxurybbmag.co.uk/s20-finance completing one online form. 46 || Luxury Bed & Breakfast || Early Spring

Buying the wrong insurance cover online can cost you dearly. We speak to Gary Hodgson, guesthouse insurance broker from Hodgson Insurance Services, who explains some of the risks B&B owners can avoid - and the savings they can make - if they approach an independent broker when their insurance policy comes up for renewal.

BUYING INSURANCE Some direct insurers only deal in email, and if you need to make changes mid-term or cancel a policy you will usually see very high ‘admin’ charges. By contrast, independent insurance brokers will usually have sensible low fees for any such changes. If you buy cover online, when it comes to making a claim it can be difficult to know who to call or to discuss the claim with, and many direct insurers farm their claims service out to foreign claim call centres where claim delays, disputes and lack of communication regularly happen. CAN THE BROKER SAVE MONEY BY CHOOSING A B&B OWNER'S INSURANCE AND BUSINESS NEEDS? For B&B customers looking to cover their personal contents or possessions, we always recommend finding an insurer that combines this option within the B&B package - many will do so. HOW CAN YOU CONVINCE B&B OWNERS THAT THEY WILL BENEFIT FROM A BROKER? Brokers do act as a ‘middleman’ and take a commission for finding customers the best policy, but in most cases a broker will save you money, especially if the broker specialises in your niche trade. www.luxurybbmag.co.uk

Comparison websites are geared up for simple car and home insurance policies. I’m not aware of any at present where you can compare B&Bs or guest house insurance packages instantly. HAVE YOU HAD ANY CLIENTS WHO HAVE BOUGHT THE WRONG TYPE OF COVER ONLINE? We’ve seen many times instances where customers have gone online on a home insurance comparison site, put in that they run a B&B and expected the policy to include liability cover, when in fact it’s just a standard home insurance policy giving them personal Public Liability cover only, and excluding all liability for guests. We provided a recent quote for a guesthouse customer, and when we looked through their existing policy we picked up that it excluded flood cover, which the customer had not seen in the small print. We managed to find an appropriate policy that included flood cover and this was £90 cheaper than their current policy. HAVE YOU EVER BEEN ABLE TO HELP ELEVATE A CLAIM, OR CORRECT AN INSURER THAT HAS STATED THE CLIENT ISN'T COVERED? We don’t see too many claim issues ourselves as we try to ensure as much as possible that the client is on a comprehensive policy with a reputable insurer. We did have an issue where a claims loss adjuster initially refused a claim because he thought the client’s policy excluded a certain cover. The customer came back to us, we went straight to the loss adjuster and pointed out exactly where in the policy wording it confirmed cover was in place. The loss adjuster agreed, and the claim was soon settled in the client’s favour. If this had been a direct insurer the customer may not have known any different and would have had nobody else to assist and may have just accepted the loss adjusters’ views. www.luxurybbmag.co.uk

IN DEPTH || FINANCE

A direct insurer can only quote themselves, whereas a broker will have access to many insurers and niche schemes - giving more choice for the customer which in turn, generally means a better chance of finding a cheaper premium.

WHAT ARE SOME SENSIBLE LEVELS OF EXCESS FOR B&B OWNERS BUYING COVER? A sensible level of standard claim excess for a small B&B would be £100-£150 up to £250 for a guesthouse or small hotel. You can have an additional ‘voluntary’ excess on top, but insurers don’t allow much discount, so we rarely recommend making the excess higher, but sometimes a customer is happy to take a £500 excess to save £15. Subsidence will generally have a £1,000 set excess. ARE THERE ANY PACKAGES AVAILABLE FOR B&B OWNERS WHICH PROVIDE GUEST COVER? Yes. Specific B&B policies will automatically include public liability for guests in case of injury at the property. Some policies will give you the option to include guests’ personal effects in the bedrooms, but this is often an optional extra. DO YOU HAVE ANY EXAMPLES OF THE MOST COMMON CLAIMS MADE BY INDEPENDENT HOSPITALITY OWNERS? We would say there are three common claims from B&B owners: Escape of water claims There’s typically more pipe work in B&Bs compared to the average domestic household, with all bedrooms generally having an ensuite nowadays. Burst pipes is one of the most regular, costly and damaging type of claims we see, and damage can comfortably run into the thousands of pounds. In addition, it can mean the B&B owner is unable to let bedrooms, which is why having Business Interruption cover on your B&B policy is extremely important. Liability claims to guests If a customer is hurt in any way whilst staying with you, then they could seek compensation from you for the injuries sustained. We’ve experienced claims relating to people falling downstairs, having a chair collapse underneath them, and in the last 12 months we’ve seen two guests claim for bedbug bites.

Storm damage Such claims are not specific to B&B owners alone, but there are a high number of storm damage claims made. We recommend doing regular checks and keeping up with any necessary property maintenance, clearing gutters, and getting that slipped slate repaired. IS THERE ANYTHING ELSE THAT TENDS TO SURPRISE B&B OWNERS WHEN THINGS GO WRONG? Some of things we’ve seen that B&B owners are surprised about when we review their current policies include customers who’ve just taken out a standard home insurance policy and thinking it includes public liability cover for guests when in fact it doesn’t. Most B&Bs are owner-occupied, but we’ve seen policies that haven’t included any personal contents. In addition, some customers want personal belongings covered whilst outside of the home, such as mobile phones or jewellery. Many policies can be stripped back to get a cheaper price, so we often see covers like business interruption, employers’ liability, stock and even guest liability excluded when customers have been unaware of this. Unfortunately, you sometimes get what you pay for in B&B insurance, and no one policy is the same. Early Spring || Luxury Bed & Breakfast || 47

TOP 5 TIPS || WHEN BUYING A B&B

By Jo Thornley, Head of Brand and Partnerships at Dynamis. Joining in 2005 to co-ordinate PR and communications and produce editorial across all business brands. She earned her spurs managing the communications strategy and now creates and develops partnerships between BusinessesForSale.com, FranchiseSales.com and PropertySales.com and likeminded companies.

WHAT THINGS SHOULD I CONSIDER when buying RUNNING a Bed and Breakfast is an ideal way to make your property work for you. It can, however, be difficult to find the right investment, especially if you are going to be living there.

an existing B&B? How do I find a good Bed and Breakfast business to buy and what should I look for? By BusinessesForSale.com

Make sure that you have thought carefully about what it is you are looking for and how you are going to narrow down your search. Here we give you some things that you should look out for when you trying to buy a bed and breakfast. Keep them in mind and do a thorough due diligence so that you can be sure you are making a good investment.

3. THE POTENTIAL Before you put an offer in on a business, identify areas for growth. Will you be able to offer lunch or dinner in addition to breakfast? Is there room for you to develop the property and increase the number of guests you can accommodate? Are there businesses in the area that you will be able to partner with in order to draw new people to your B&B?

1. THE LOCATION You should be careful to choose somewhere where there is a demand for accommodation. Think about what competition is in the area and what it is that will draw people there. Is there a tourist attraction? A big event? Is it near the sea or a national park? People usually choose their accommodation once they already know where they are going, not the other way around. 2. THE GUESTS The type of person that you are planning on appealing to is going to determine the look of your B&B. Although you can make changes to the decor once you have bought the business, be aware that this will take a lot of additional capital. 48 || Luxury Bed & Breakfast || Early Spring

4. THE SELLING POINT Why will guests choose to stay with you over someone down the road? You will need to be clear about what your unique selling point will be and how the business you are buying will fit into this vision.

READ ONLINE & SHARE >> luxurybbmag.co.uk/s20-buying

5. THE DUE DILIGENCE None of the above will be possible if you are hit by surprises after you sign on the dotted line. Make sure you get help from a professional to go through the businessâ&#x20AC;&#x2122;s books with a fine-tooth comb to see whether there are any irregularities. www.luxurybbmag.co.uk

ON THE MARKET

In partnership with

TO VIEW THE FULL DETAILS OF ANY OF THE PROPERTIES BELOW, SIMPLY ENTER THE 7-DIGIT CODE IN THE SEARCH BAR AT WWW.UK.BUSINESSESFORSALE.COM

FREE OF TIE IDYLLIC WATERSIDE SOMERSET VILLAGE PUB FOR LEASE

PUB, OWNERS ACCOMMODATION & LETTING ROOMS IN BIDEFORD, DEVON

PRESWYLFA GUEST HOUSE IN TYWYN, GWYNEDD FOR SALE

This is an opportunity to acquire a wellestablished community pub. 50/50 split between food and drink, a strong regular trade for both drinking and eating as well as regular skittle teams during the winter. The pub seats around 80 customers through four rooms, a large log burner area and skittle alley which can also be used for dining. A riverside garden, car parking for 30 cars. Asking price: Under £50K Furniture / Fixtures included REF: 1855917

This is an opportunity to acquire a wellestablished community pub. 50/50 split between food and drink, a strong regular trade for both drinking and eating as well as regular skittle teams during the winter. The pub seats around 80 customers through four rooms, a large log burner area and skittle alley which can also be used for dining. A riverside garden, car parking for 30 cars. Asking price: £269,950 Furniture / Fixtures included REF: 2863899

Preswylfa is a substantial 6 bedroomed Victorian mid terrace townhouse which has been run as a Guest House for the last 13 years by the present owners. A successful business which enjoys a lot of repeat trade. Immaculate and beautifully presented throughout. Situated in a very convenient position just off the town centre and a few minutes’ walk to the sea and train station. Hill views to the rear. Asking price: £200K - £500K REF: 2865314

STUNNING VILLAGE HOME WITH B&B INCOME IN BRIGHTON FOR SALE

SUPERB GUEST HOUSE IN HISTORIC MARKET TOWN

GUEST HOUSE / BED & BREAKFAST WELLS NEXT THE SEA, NORTH NORFOLK

B&B in Rottingdean, which is an affluent sought after village in Brighton. Stylish, newly renovated (no expense spared), 4 double bedroom 3 bath home, just 10 minutes from Brighton Pier. The B&B is in a private Mews, close to beach and in the centre of the village. Only 2 rooms on top floor are usually let - 1 x super king/ twin with en suite shower and 1 double, with own bathroom. Alternative/additional revenue from mature language student bookings. Asking price: £500K - £1M

A great opportunity to acquire a recently refurbished 7 bed boutique guest house set in the heart of Cockermouth. The property is positioned on a quiet street just a stroll away from the centre of the market town. The town offers independent shops, fabulous restaurants, Jennings brewery and the historic Wordsworth house. An ideal position to explore the natural beauty of the western lakes. A 5 star rating and turnover circa

This recently refurbished property has been trading as an 8 bed guest house and B&B for over 30 years. It’s built an enviable reputation with many repeat customers. In a sought after location in the heart of the town, it also boasts separate owners accommodation. Lots of possibility for future growth. With own website and online booking system. Asking price: £995,000 REF: 2845776

REF: 2860623

Asking price: £520,000 REF: 2797414

www.luxurybbmag.co.uk/on-the-market

£85k pa make this an excellent prospect.

Early Spring || Luxury Bed & Breakfast || 49

IN FOCUS || PRODUCT VIEW

WORLDS FIRST TAMPER-PROOF "DO-NOT-DISTURB" SIGN One third the size of tacky 'Do not disturb' door hooks. 20+ times more used. The majority will choose 'DO NOT DISTURB'. It's guaranteed. Astonishing wages.. time.. and workload savings. Visit greenguests. com for more information.

UNIQUE FEATURE WALLS Give your property the Wow Factor with a stunning wallmap of your area. Presentday and Vintage Ordnance Survey Maps of any area on made-to-measure wallpapers, canvases, ceramic tiles, glass splashbacks and much more. Allow your guests to truly discover the local landscape. An amazing addition to any Guest House or Hotel. Visit lovemapson.com

WHITE BRANDABLE MEDIUM PAPER DRINKING STRAW The paper drinking straw, which is 100% plastic free, is made IURP )6& FHUWLČ´HG 120gsm paper and is 3 ply thick to ensure it remains strong and long lasting. All our paper drinking straws are 100% biodegradable, recyclable and compostable. This straw is available with a white wrap which can also be branded. Visit paperstrawgroup.com

TRACY POULSOM PHOTOGRAPHY Attractive lifestyle photos to simple product shots. Professional & High-Quality Photography. Quick 7XUQDURXQG $Î?RUGDEOH Rates. â&#x20AC;˘ Location shoots â&#x20AC;˘ In the Workplace â&#x20AC;˘ Lifestyle â&#x20AC;&#x201C; People, Families, Children, Pets â&#x20AC;˘ Portraits â&#x20AC;˘ Events and Functions â&#x20AC;˘ Product Shots â&#x20AC;˘ Street and Architecture. More information available at lovedesignbytracy.co.uk/photography

TO ADVERTISE HERE CONTACT SOPHIEW@SPACEMARKETING.CO.UK OR CALL 01892 677 721

SALICE THE NIGHT COLLECTION Excessories - Night Collection allows wardrobes of all styles to accommodate elegant hangers, scarves and tie hangers, bag hangers, cotton garment holder bags, trouser hangers and shoe racks. More information available at www.saliceuk.co.uk

HAVE YOU SUBSCRIBED? Please check that we have your details by visiting www.luxurybbmag.co.uk/me The print and online versions of the magazine are 100% FREE to owners & managers of B&Bs, Inns & Guest Houses.

VISIT luxurybbmag.co.uk/me 50 || Luxury Bed & Breakfast || Early Spring

www.luxurybbmag.co.uk

GUE ST HOUSE IN SURA NC E PROTECT YOUR B&B, GUEST HOUSE OR SMALL HOTEL FROM UNEXPECTED LOSSES.

COMPREHENSIVE COVERS & TERMS AVAILABLE â&#x20AC;˘ â&#x20AC;˘ â&#x20AC;˘

Running a B&B or guest house is hard work and ringing around =ou 7-Â&#x2039;v om ;m7 ];ŕŚŽm] bmvÂ&#x2020;u-m1; tÂ&#x2020;o|;v 1-m 0; _-vvŃ´; -m7 v|u;vv Â&#x2039;oÂ&#x2020; 7omÄ˝| u;-Ń´Ń´Â&#x2039; m;;7Äş 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 wonâ&#x20AC;&#x2122;t ever be dealing with a call centre, you will always 0; vr;-hbm] Â&#x2030;b|_ |_; v-l; Ć&#x201C; ou Ć&#x201D; |u-bm;7 v|-@ l;l0;uvÄş Â&#x2C6;;uÂ&#x2039; 0Â&#x2020;vbm;vv bv 7b@;u;m|Äˇ vol; o@;u - =Â&#x2020;Ń´Ń´ 0u;-h=-v|Äˇ o|_;uv -Ń´Ń´oÂ&#x2030; ]Â&#x2020;;v|v -11;vv |o 1oohbm] =-1bŃ´bŕŚ&#x17E;;vÄş "ol; ruoÂ&#x2C6;b7; -m ;Ń´;l;m| o= _oŃ´b7-Â&#x2039; Ń´;ŕŚŽm]Äˇ l-Â&#x2039;0; Â&#x2020;v; o= - _o| |Â&#x2020;0Äˇ vol; ;lrŃ´oÂ&#x2039; v|-@Äş ); |-h; ŕŚ&#x17E;l; |o Â&#x2020;m7;uv|-m7 _oÂ&#x2030; Â&#x2039;oÂ&#x2020; uÂ&#x2020;m Â&#x2039;oÂ&#x2020;u 0Â&#x2020;vbm;vvÄˇ -v bm7;r;m7;m| brokers we donâ&#x20AC;&#x2122;t just use one insurer, we have access to a number of specialist guest house insurance schemes and will search the market |o Cm7 |_; 0;v| l-|1_ =ou Â&#x2039;oÂ&#x2020;u 0Â&#x2020;vbm;vvÄˇ vo Â&#x2039;oÂ&#x2020; 7omÄ˝| _-Â&#x2C6;; |oÄş

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 donâ&#x20AC;&#x2122;t just sell on price, we make sure the covers are adequate for Â&#x2039;oÂ&#x2020;u m;;7vÄş Ń´Ń´ ]Â&#x2020;;v| _oÂ&#x2020;v; v1_;l;v _-Â&#x2C6;; 7b@;u;m| |;ulvÄˇ vol; u;tÂ&#x2020;bu; v;1Â&#x2020;ub|Â&#x2039; om 7oouv Ĺ&#x; Â&#x2030;bm7oÂ&#x2030;vÄˇ vol; 7omÄ˝|Äˇ vol; bm1Ń´Â&#x2020;7; =Â&#x2020;Ń´Ń´ $_;[ Â&#x2039; Â&#x2020;;v|v -m7 vol; omŃ´Â&#x2039; o@;u |_;[ 1oÂ&#x2C6;;u 0Â&#x2039; =ou1b0Ń´; ou Â&#x2C6;boŃ´;m| ;m|uÂ&#x2039;Äş 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 canâ&#x20AC;&#x2122;t now rent for 6 months, will the policy compensate you for lost business?? m bmvÂ&#x2020;u-m1; 0uoh;u v_oÂ&#x2020;Ń´7 -Ń´Â&#x2030;-Â&#x2039;v =Â&#x2020;Ń´Ń´Â&#x2039; ;Â&#x160;rŃ´-bm |_; l-bm 1om7bŕŚ&#x17E;omv of a policy to ensure it meets your requirements. As general insurance brokers we donâ&#x20AC;&#x2122;t just do guest house insurance, although hospitality bv - Ń´-u]; r-u| o= oÂ&#x2020;u or;u-ŕŚ&#x17E;om -m7 Â&#x2030;; 1-m Ń´ooh -| tÂ&#x2020;o|;v =ou _oŃ´b7-Â&#x2039; homes, restaurants, public houses etc, we also insure many landlords, v_orh;;r;uv -m7 rubÂ&#x2C6;-|; lo|ou Â&#x2C6;;_b1Ń´;vÄş ou lou; bm=oul-ŕŚ&#x17E;om ou advice on your insurance needs please contact our brokerage.

â&#x20AC;&#x2DC;WE ARE INDEPENDENT INSURANCE WHO SEARCH A PANEL OF TOP INSURANCE SCHEMES TO FIND YOU THE BEST DEALâ&#x20AC;&#x2122;

01 288 353999 G UE STHOUS EIN SURA NC E.C O.UK Chapter House, Burn View, Bude, Cornwall, EX23 8BZ.

Mattresses â&#x20AC;¢ Divans â&#x20AC;¢ Bed Frames â&#x20AC;¢ Bedding and more...

Free next working day delivery* on beds & mattresses. No minimum order.

Zip & Link

2XU =LS DQG /LQN PDWWUHVVHV DUH JUHDW IRU EHWWHU RFFXSDQF\ UDWHV &RPHV LQ VL]HV VWDUWLQJ IURP Â· .LQJV WR Â· 6XSHU .LQJ VL]H &DOO RXU 7UDGH 7HDP IRU PRUH GHWDLOV WRGD\

WeÂ·YH PDGH VXUH RXU WUDGH PDWWUHVV UDQJH FDWHUV WR DOO EXGJHWV DQG W\SHV RI DFFRPPRGDWLRQ &KHFN RXW RXU /DQGORUG /HLVXUH DQG +RWHO 3RFNHW UDQJHV H[FOXVLYHO\ DYDLODEOH WKURXJK 0DWWUHVVPDQ DQG WKHQ ZKHWKHU \RX QHHG RQH PDWWUHVV RU RQH KXQGUHG JHW LQ WRXFK ZLWK RXU 7UDGH 7HDP WRGD\ IRU WKH YHU\ EHVW GHDOV

0800 5677625

&DOO 9LVLW PDWWUHVVPDQ FR XN FRQWUDFW 6RXUFH Ã&#x20AC;UH UHJXODWLRQ SURGXFWV DYDLODEOH 6WDQGDUG DQG VSHFLDO VL]HV )DVW IUHH QDWLRQDO GHOLYHU\ LQVWDOODWLRQV DVVHPEO\ DQG GLVSRVDO VHUYLFHV DYDLODEOH * 7KRXVDQGV RI GRPHVWLF PDWWUHVVHV DQG IUDPHV LQ VWRFN 7HUPV DQG FRQGLWLRQV DSSO\

Luxury B&B +InnKeeper Magazine: Early Spring 2020, February 2020

Articles inside

Luxury B&B +InnKeeper Magazine: Early Spring 2020, February 2020