WWW.LUXURYBBMAG.CO.UK • £ 2.99
ISSUE 42 • JUNE / JULY 2020
THE MAGAZINE FOR OWNERS AND MANAGERS OF BnBs, INNS, BOUTIQUE HOTELS & HOLIDAY LETS
LOVE NORFOLK
A DOGS BED AND BREAKFAST
INSTAGRAM MARKETING
IBE 4 PR R I SC
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BEAUTIFUL BAILIFFSCOURT HOTEL & SPA
N £19 PER
NEWS
ASK TINA
MALVERN HOUSE
PRODUCTS
New Remote Control for Samsung & LG Hospitality TVs Operates exactly as the original Samsung and LG remotes Less expensive and always in stock Instantly works Samsung & LG TV’s with no setup: New Dual Band technology allows you to control both Samsung & LG TVs at the same time. Great extra feature for properties with both Samsung and LG TVs
Full Function: Input/source, dash – Operates Samsung LYNK REACH and LG Pro:Centric systems including Home/Portal, Channel list/Guide
CR4
CR4-B (black)
includes optional battery screw Uses 2 AAA batteries not included
For more information call: 0330 320 1507 or www.akirahospitality.com
WE have been covering guides to concerns and ways of tacking complex issues as guests return on our website and social feeds. Everything from meet and greet to your traditional amazing breakfasts will be at best a challenge. B&B owners offer practical tips on combatting some of these issues. Issues such as sending a welcome note and questionnaire by email before the guests arrive to smooth the process, know what to expect and get a flavour of the warm welcome that awaits them (see luxurybbmag.co.uk/category/ covid19/).
Bill Lumley Editor If you have any experiences you'd like to share, please email me bill@miramedia.co.uk or connect with us on social media: facebook.com/luxurybbmag/.
IN this issue we're continuing with our aim to inform and educate our readers. In our Boutique Hotel feature we've been interviewing The Bailiffscourt Hotel & SPA in West Sussex. We then head to Norfolk for an in-depth look at LoveNorfolk.co.uk who have used Search Engine Optimisation for years to attract customers. AND then finally we have an in-depth guide to allowing dogs and pets into your property.
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IN THIS ISSUE 4 || NEWS
18 || LOVE NORFOLK
35 || A DOGS BED & BREAKFAST
Industry news and analysis from around the UK
From luxury B&B's to glamping in Safari lodges
We look at how to adapt to accomodate dogs
6 || YOUR QUESTIONS ANSWERED
31 || WILD SWIMMING
43 || FAREWELL TO A SEASIDE B&B
Talk it over with the Tiny Troubleshooter
Advice & guideance to give to your guests.
3 bedroom B&B in Seaford, Sussex closes
8 || BAILIFFS COURT HOTEL
32 || MARKETING YOUR PROPERTY ON INSTAGRAM
44 || ON THE MARKET
We take a look at a gem of a boutique hotel
16 || AWARDS ENTRIES INVITED
The third article serialising The Complete Guide to Hotel Marketing
The new owner of Number 46 in Hastings is waiting to see what works best
The second Excellence in Luxury Service Awards
www.luxurybbmag.co.uk
June / July 2020 || || Luxury BnB || 3
CONTENTS || JUNE / JULY 2020
AN end is in sight and we now have a much needed date to re-open. After harrowing three months in lockdown with no trade to speak of in the accommodation hospitality sector B&Bs, inns, guest houses and hotels are tentatively gearing up to open their doors again from 4 July. The industry now has a chance to benefit from summer trade, albeit on a reduced scale with social distancing measures in place.
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 Tracy Poulsom 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 BnB are not necessarily those of Miramedia. Being subject to the Advertising Standards Authority guidelines in place at the time of going to press, all data submitted by advertisers and contained in their advertising copy is accepted by Miramedia in good faith.
Luxury BnB is available on subscription. UK & Ireland £19; Overseas £98. Luxury BnB is published bi-monthly. Printed by Stephens & George Ltd
Luxury BnB Miramedia, 29-31 Monson Road, Tunbridge Wells, Kent TN1 1LS www.luxurybbmag.co.uk All rights reserved © Miramedia 2020
HOSPITALITY SECTOR CALLS FOR FURLOUGH SCHEME AT 80% TO LAST TILL OCTOBER The British Beer & Pub Association (BBPA), British Institute of Innkeeping (BII) and UKHospitality (UKH) have called on the Chancellor to extend the Job Retention Scheme to October and increase its flexibility for the pub and hospitality sectors. In a letter to Rishi Sunak, the trade bodies have urged the Chancellor to maintain the furlough salary for pub and hospitality staff at 80% until October, allowing the sector, which is two months behind reopening compared to the rest of the economy, to fully get back up and running whilst the furlough scheme remains in place to save jobs. They have also asked the Chancellor to introduce flexibility into the furlough scheme earlier than the current scheduled date of the start of August, to help fit with the sector re-opening from currently expected from 4 July. Trade bodies revealed that thousands of furloughed pub jobs could be lost, unless pubs can safely re-open and be operationally and commercially viable businesses by July, so that they can afford to pay their staff. The trade bodies are therefore also calling on the Government to adopt the advice and guidance of the World Health Organisation from July, which suggests using one metre for social distancing as opposed to two metres. This, they say, would help businesses to get back up and running to serve their communities again – significantly increasing the number of pubs that could safely re-open from one-third to
three-quarters in July and at levels that would be more commercially viable, saving thousands of businesses and jobs whilst also still ensuring customer safety. Emma McClarkin, chief executive of the British Beer & Pub Association, said: “We very much welcome the Government’s extension to the furlough scheme, which has been a lifeline to pubs and pub jobs. However, unless social distancing restrictions are reduced to the WHO’s suggested one metre, two-thirds of pub jobs could be lost. It is vital that the Government allows pubs to re-open under those safe conditions in July, so that they can operate at a sustainable level and become pillars of the community once more. “Under two metre social distancing rules, pubs will have less space to operate with so will need less staff. Many pubs won’t even be able to re-open, yet they could be expected to cover part of their staff furlough costs from August without any money coming in. Such a situation would mean either pubs closing for good or jobs being lost. Kate Nicholls, CEO, UKHospitality said: “It is absolutely crucial that the furlough scheme is extended, in its full form, until the end of October. This is a central ask of our #Fair4Hospitality campaign and it is necessary for the survival of vast swathes of the hospitality sector and our employees’ livelihoods.”
Prioritise reopening pubs with beer gardens says industry The 27,000 pubs with beer gardens across the UK should be among the first to re-open according to the British Beer & Pub Association (BBPA). More than half of the UK’s pubs have beer gardens making them best placed to meet social distancing guidelines and re-open, according to the BBPA. The British Beer & Pub Association, the leading trade body representing the UK’s brewers and pubs, has said that those pubs with beer gardens should be amongst the first to re-open after lockdown. The BBPA has previously welcomed the news that pubs could re-open as part of phase three of the Government’s roadmap provisionally from 4 July but it has stated that more clarity is needed on the conditions pubs will need to re-open under in July and that Government must recognise that many pubs may not be able to meet the safety criteria and so be forced to stay closed beyond that date. Emma McClarkin, Chief Executive of the British Beer & Pub Association, said: “We want to explore all opportunities for our nations pubs to reopen safely and viably as soon as is possible. We are working with Government to
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consider all the possible options for re-opening pubs as soon as we can in a safe and viable way whilst meeting the required social distancing restrictions. “The 27,000 pubs in the UK with beer gardens will be amongst the best placed to re-open under social distancing conditions and so should be amongst the first to reopen. This would let people enjoy their local community pub’s beer garden in the summer sun.” To help steer the reopening of Britain’s pubs, the trade association is to work in partnership with the Government through its pubs and restaurants taskforce. It will offer its expertise and insights to the taskforce, including through offering assistance with pilot schemes, to help ensure pubs re-open safely for staff and customers and under conditions that are operationally viable. There has also been speculation that Government is considering introducing more flexibility for pubs, restaurants and bars to use other outside space including pavements and could also be given permission to sell food and drink from street stalls outside their premises in the coming weeks. www.luxurybbmag.co.uk
IN BRIEF || NEWS
BRITONS READY TO RETURN TO PUBS AND PUB ACCOMMODATION * 80% of public ‘pretty comfortable’ to return to pubs post-lockdown * 44% of over 65s completely comfortable with visiting a pub for a meal or drink post-lockdown * Appeal of pub accommodation remains firm, with 41% willing to stay overnight * Covid-19 safe accreditation fundamental to ensure public confidence Pub accommodation promotion business Stay In A Pub has revealed almost half of its customers would be ‘completely comfortable’ staying overnight in pub accommodation after COVID-19 restrictions are eased Stay In A Pub commissioned a survey of its 12,000 registered customers to track sentiment on how confident they would be to visit and stay overnight in pub accommodation - and how they feel that the sector might be able to deal with re-opening pubs with rooms post-lockdown. Asked on a scale of 0-10 how comfortable they would be to visit a pub for a meal or drink once lockdown had been eased and with appropriate public health and social distancing measures in place, 40% of respondents said that they would be ‘completely comfortable’ (a score of 10) and 79% ‘pretty comfortable’ (a score of more than 7). Just 8% scored 5 or less i.e. ‘uncomfortable’. These figures varied somewhat with age: 44% of customers over 65 years of age were ‘completely comfortable’ whilst only 28% of those aged between 36-45 shared the same opinion. When asked how comfortable they would feel about staying overnight in a pub, the confidence is higher at 41% ‘completely comfortable’ and 80% ‘pretty comfortable’, which is optimistic for pubs with rooms. This was particularly amongst older guests with 45% of those aged 65+ being ‘completely comfortable’ and 84% of 46-55-year olds ‘pretty comfortable’ if they felt that the public health and social distancing measures were adequate. There are 7897 pubs with rooms in the UK and according to the most recent Pub Accommodation Report conducted by online future hospitality site openings database RPBi Openings. Some 13% of pubs added more rooms in 2019 as an additional source of revenue alongside food and drink leading to an overall 56% growth of revenue in the sector. The report, which also surveyed customers, discovered that 53% of people would prefer to stay in a pub rather than a branded hotel with business travellers choosing pubs for their relaxing and friendly atmosphere and leisure travellers to enjoy meeting locals and the traditional British experience. Paul Nunny, founding director of Stay In A Pub, said: “Support for our pubs continues with 69% of respondents saying that they would be willing to book and pay now to secure future stays if these included totally flexible cancellations, date changes and refund policies. With the general feeling of uncertainty around when lock-down will ease and the likelihood of a ‘ultra-last minute’ demand this consumer confidence and commitment to future stays presents an opportunity for pubs to promote now through online booking offers and listings on accommodation sites." www.luxurybbmag.co.uk
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YOUR QUESTIONS ANSWERED BY TINA BODEN FROM THEBANDBKEEPER.COM
Please send us your questions: m tina@tinaboden.com T @MicroBizGirl F The B and B Keeper E @thebandbkeeper
Tina Boden is certianly no stranger to The hospitality industry - it has been a part of her life since the age of 2.
COVID-19 IMPACT SUPPORT SPECIAL
Q
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Our B & B is located in a small village with only one other B & B and a handful of holiday homes in it. We also have a couple of pubs, one serving delicious food that people travel from outside the area to enjoy. At the moment we are concerned about the attitude the local residents will take towards our guests when we re-open as most do not rely on tourism for their livelihood and might not understand why we are welcoming people back into our community.
w READ ONLINE & SHARE >>
Firstly, I advise you not to ‘presume’ what you will have to do but wait for the final guidance from the UK Government around cleaning, necessary PPE and also the resting of rooms between guests. Guidance will cover a multitude of things some of which may not apply. As with much of the information received over the recent months it has been based on inaccurate facts shared on social media. Short term accommodation providers come in all shapes and sizes and therefore one size fits all guidance will not work. Some of what you implement going forward will be based on your own common sense as well as the layout of your property and how you can meet and greet guests both on arrival and as they return from their day out. Industries in different sectors are not making mask wearing compulsory so there may be no reason why tourism and hospitality have to. Once you have decided on your meet and greet process set this out in an email that you send your guests a few days before they are due to arrive. Keep them up to date with information about short term changes to the usual way you run your business especially if they have stayed with you before.
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As The Tiny Troubleshooter, Tina works one on one with business owners, providing virtual assistance and marketing support. As one of the B’s in the B and B Keeper, Tina will step in to run your BnB, Guest House, small Hotel or Inn while the owner is on holiday. And then as Co-founder of #MicroBizMatters Day Tina is one of the leading voices for micro business in the UK. Please email your questions to tina@luxurybbmag.co.uk OR reach out via social media: facebook.com/luxurybbmag/ twitter.com/luxury_bnb
This is a popular concern with B & B owners especially in smaller locations where tourism is not prolific. It is important you work with the other short-term accommodation providers to create what I am referring to as a ‘Positive Welcome’. I also advise that you include the pubs in this collaborative work to ensure all businesses that are attracting people from outside of your village are included. Arrange a meeting online with the other business owners to discuss your concerns, if the holiday homes are managed by Agents do try and include both the owners and the Agents. Producing a leaflet from all the businesses setting out what you plan to do to keep businesses operating while ensuring yourself, guests and local residents are safe is a good place to start. Arrange to deliver this to every house in your community. Showing you are thinking about them and working to keep them safe will help build residents confidence and reduce their animosity. Ensure there is a contact name and number for at least one of the business owners for them to talk to if they have concerns.
We are growing increasingly concerned about re-opening as time goes on not only because of the new measures we will have to put in place resulting in the closing off of rooms but also the PPE we may have to wear when greeting guests. Our warm welcoming manner is one of the things we are complimented on both personally and in reviews and the worry we have is this will be lost behind a mask.
luxurybbmag.co.uk/tina
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Q A
I have really been struggling with a feeling of loneliness over the past few weeks. I run a B & B and am used to a house full of guests. None of this has been helped by the uncertainty of when we can reopen and also the financial impact this forced Covid-19 closure has brought. If The mental health of many UK micro business owners has been seriously impacted since Mid -March and for some, like B & B owners who were gearing up to start the season, the coronavirus impact has had a much greater effect on them than others. At the beginning of May I created a group called ‘My B & B and Me’, an opportunity to meet online once a week for 4 weeks on a specific day at a certain time. With a maximum of 12 participants, a number I set to ensure interaction, it has been a great way to share thoughts, fears and great ideas and I know it has helped people feel less alone while meeting new people to chat to. I plan to hold another group later in June to give support to those you are feeling alone.
It is good to talk and I encourage you to reach out and chat to fellow B & B owners who understand what you are going through – welcoming guests into your home is something that can often drive you mad at the height of the season but the feeling of emptiness in your house right now is a reminder of all the things you are struggling with.
Remember I am always here with an ear and you can find me on social media if you want to chat Facebook: @tinabodenmicrobusinessspecialist Twitter: @MicroBizGirl Instagram: @_tinaboden_
IN PROFILE || BAILIFFSCOURT HOTEL & SPA
Bailiffscourt Hotel & SPA Overlooking the stunning Sussex coast is a gem of a boutique hotel Bill Lumley finds out the range of qualities that in normal circumstances result in year-round occupancy.
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Climping Beach
A LUXURIOUS retreat on the Sussex coast, Bailiffscourt Spa is a mediaeval-style house, thatched cottages and 13th century chapel with a rose garden, a spa with indoor and outdoor swimming pools, a croquet lawn and tennis courts. It is set in 30 acres of private parkland and overlooks Climping Beach. One of three properties owned by Historic Sussex Hotels, Bailiffscourt offers 39 bedrooms.
www.luxurybbmag.co.uk
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IN PROFILE || BAILIFFSCOURT HOTEL & SPA
Bailiffscourt Hotel & SPA
IN PROFILE || BAILIFFSCOURT HOTEL & SPA
HISTORY Bailiffscourt Hotel & Spa was originally built as a private home for lord and lady Moyne, and it still has the feeling of being someone’s home, with sitting rooms and nooks and crannies, but somewhere you feel you can relax.
says Sophie. YEAR-ROUND OCCUPANCY STRATEGY Occupancy at Bailiffscourt is traditionally consistent throughout the year, with peak season running from Easter through to the October half term.
She says: “In the 1920s lord and lady Moyne used to love coming down to Climping Beach. Then they heard the land was going to be developed, and they bought it.”
"People can come for their 40th birthday or their 50th wedding anniversary” .
Lady Moyne, she explains, had a fortuitous meeting at that time with an antiques dealer. In those days there were plenty of very cheap antiques and antique furnishings available, which are to be found in abundance throughout the property. Yet the only part of the property that predates the building built in the 1920s is a beautiful 13th century chapel which sit in the middle of the grounds.
“It had a good few years as a party house before it was turned into a hotel in 1948, and it has been in the hands of the family that bought it in 1993,” 10 || Luxury BnB || June / July 2020
“Christmas is beautiful,” says Sophie. “We have open fires in a number of the bedrooms and throughout the hotel’s bar and sitting rooms. We fill the chapel with candles and do carol services – we are very busy at Christmas it’s a really magical time – a completely different experience to if you come in the spring. But what we have worked hard on is listening to trends and trying to create packages and partnerships with other local suppliers or local businesses.”
The hotel has just launched a package called Mind Matters which is all about journaling and taking a minute to be quiet, reflect and consider. “This seems to be one of the trends coming through,” she says. “We have created yoga packages, www.luxurybbmag.co.uk
IN PROFILE || BAILIFFSCOURT HOTEL & SPA
pilates and health and fitness package, and we try to focus on the fact that Bailifscourt can be lots of different things to lots of different people. You can come and have a beautiful wedding with 150 guests, or you can have a very small wedding for four people. “People can come for their 40th birthday or their 50th wedding anniversary. It’s lots of different messages to different markets to keep it full throughout the year,” she says. WEDDINGS “The chapel itself is deconsecrated, so you can’t get married in there, but after your ceremony in the hotel you can walk across the beautiful grounds with your guests and we will fill the chapel with flowers and candles and the local vicar will give a blessing. “It gives a lovely balance of a bit of God and a bit of ceremony,” she adds.
FACILITIES Heated outdoor infinity swimming pool Surrounded by sun loungers and with a gloriously bubbly hot tub Relaxation rooms Designed to enhance the experience Gym & fitness studio State of the art equipment, personal trainers and classes including yoga and pilates Heated indoor swimming pool Indoor pool with spa bath, steam room and sauna Sandpiper lounge Light-filled space and a balcony overlooking the outdoor pool to the sea Tennis courts Two outdoor hard courts with coaching on request www.luxurybbmag.co.uk
The hotel has 39 bedrooms, so it is not uncommon for a wedding party to book the whole hotel, she says. “We have had some magnificent weddings here, themed with deck chairs, a tepee, or even a mad hatter tea party. We can offer people a blank canvas and for the time they are here we are all there for them to make it a lovely day,” she says. HOTEL STAFF Staff loyalty and retention is always one of the biggest challenges of any hospitality business large enough to employ staff. Sophie says: “It is important to create a happy and efficient workforce. We are incredibly fortunate that our owners the family are very visible, hands-on, lovely and enthusiastic people who inspire loyalty in the staff. It’s about taking time to go and talk to the staff and make sure everyone is being listened to. “There are staff who have been with us for 40 years and it’s a genuinely nice thing to see different generations of the same family working with us. We think that’s one of the best endorsements we can have, when staff are recommending their family come to work here. It’s a very open-door policy – come and talk to us and give us your feedback and we work hard to create a nice environment people like coming to work in.” MARKETING & THE OTAS Sophie takes a proactive stance on OTAs. She says she can remember the days before the likes of booking.com existed. “When they first appeared, we all thought here was this wonderful level playing field for everyone. Then we realised that wasn’t necessarily the case – there were marketing agreements in place, and varying levels of or high commission rates.” June / July 2020 || Luxury BnB || 11
IN PROFILE || BAILIFFSCOURT HOTEL & SPA
Rather than dismissing OTAs as an unwelcome evil muscling in on the traditional profits of the hospitality sector, she says: “II think they are like every other distribution channel, in that they are brilliant, but you need to manage them, right down to managing the commission levels and availability. If you can’t afford it then don’t do it.
FAMILIES As well as being highly dog-friendly, the hotel welcomes guests with children. “We don’t do things like an organised kids’ club, but families that like to have supper together and laugh together and have fun together have a ball at Bailiffscourt,” she says.
“I have seen some hotels declare they are not working with the OTAs again and then seen their occupancy drop. You only pay commission on the business you get from them, so as long as you are happy with that then I think that is okay. Paying them commission is more precise than many types of traditional marketing, where you just blindly advertise in a magazine and cross your fingers and hope it has an effect,” she says.
“The space is spread out and we see lots of multi-generational groups. Granny and Grandpa might sit in the rose garden and keep an eye on the kids as they run around in the grounds, while Mum can go to the spa, and Dad can go and play tennis: it’s all very relaxed,” she says. If guests wish to wander a little further afield, the hotel is about 15 minutes’ drive from the pretty town of Arundel with its beautiful castle, she says, adding: “We get a lot of guests from London. They leave after work on a Friday and get here in time for a late supper and wake up in the fresh country air.”
MEET THE OTA She urges any hospitality business, whether it be a small B&B or a hotel chain, to get to know the right people working for the OTAs. “Make the effort to go and meet the account managers face to face (*), talk to them, listen to them, work with their tools. And don’t be pressured into doing something that you don’t want to do, because they are always doing deals and loyalty programmes, and they aren’t for everybody,” she says. “We are relatively small, and we manage our relationship with the OTAs very carefully. Like every hospitality business, we want to chase direct bookings, but we very much acknowledge that they deal with a wider distribution network than we could ever afford to with our marketing budget, so to my mind why wouldn’t we work with them? “OTAs are a very useful tool but as I said you just need to manage it. You just need to be happy that the commission level suits you and the business comes in when you want it to come in,” she says. (*) If it i not possible to meet face to face, look at Turoiials on the site, live chats or training material. SPA The hotel’s spa was built around 20 years ago in the style of a Sussex barn, with indoor and outdoor pool treatment rooms, sauna and a jacuzzi. Hotel guests have full use of the facilities, but the hotel also has spa members from people living locally in the area. “Visitors can also simply come for a spa day. That might be a full day or afternoon tea with use of the spa. There are many different ways you can access it according to what works for your time and budget,” she says. One of the biggest draws to the spa is the friendly
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She adds: “All our treatment beds are water beds, which is a fun experience including one in which the weight of your body is used to massage you. The Spa is stunning when you walk in and when you are standing on the balcony upstairs looking out over the pool and you can see the sea, it is pretty hard to beat.”
COVID-19 The hotel was quick to respond at the outset of the crisis, she says. “One of the advantages of being relatively small and privately owned is that as soon as we saw indicators that something was happening, we responded very quickly. We have a strong management team that has been in place for a long time with experience of previous recessions and periods of market upheaval. It helps to have a bit of wisdom and knowledge behind us.”
”We are passionate about Sussex Wine. We’ve been pouring Sussex wine for 20-30 years before it became quite as delicious as it is now. SUSSEX WINE SAFARI Surrounding all three of Historic Sussex Hotels' properties are the Sussex Vineyards, which are going from strength to strength. “We are passionate about Sussex Wine. We’ve been pouring Sussex wine for 20-30 years before it became quite as delicious as it is now," says Sophie. “We always pour Sussex as the first glass of sparkling rather than champagne, and we pour about 70% Sussex sparkling overall as opposed to Champagne. We also know all the vineyards, so very often guests will go off for a nice tour and tasting, wander round and meet the owners and the wine makers, which is a good pull for the area.” Bailiffscourt owners Historic Sussex Hotels also offers a Sussex wine safari that entails five nights and visiting five vineyards across its three hotels, tasting and touring.
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The first thing they did when the lockdown was introduced was to put as many staff as it could on furlough as quickly as possible. “We are left with a core team to oversee the hotels,” says Sophie. “They are old buildings and they need love and attention, with somebody making sure the plumbing and electrics are fine and keeping everything ticking over. – even to the point where we have started to consider possible social distances measures that may be in place by the time we do open up again. We have moved dining tables apart, for example. We have tried to think forward.” The hotel team has also been spending the spare time it has to consider the kinds of packages to offer and messages for when the hotel reopens, she says. “Things like, ‘Book that trip you have always talked about,’ ‘Spend the time with your family that you have always meant to have’ – nice things, illustrating we are human too! We have June / July 2020 || Luxury BnB || 13
IN PROFILE || BAILIFFSCOURT HOTEL & SPA
welcome guests receive. “It is a lovely team – some of them have worked there for as really long time. We use the beauty products of Temple Spa, which is based around the corner. We work closely with them and they will bring their clients over for us to showcase their products in our spa.”
IN PROFILE || BAILIFFSCOURT HOTEL & SPA
all been trying to get to grips with this and what we can offer when we are on the other side is beautiful places for people to come to and spend time with their loved ones, drink and celebrate and do all the things we all love doing most.” REMOTE TEAM BONDING The core teams have adapted quickly to using new means of communication during the lockdown. “One positive to bring out of it is that we have twice daily Zoom calls,” says Sophie. “There is a skeleton team in each hotel, and there are a few of us working from home.” She reflects: “It has been really wonderful to watch a really close-knit group of people support each other, from time to time when someone needs a virtual hug or a bit of a chat – having that checkin twice a day has been really nice. It is funny how in a busy hotel when you are working 24/7 you can go a few days without really speaking to someone.” She adds: “Everyone in the core team from the accounts department to the owners is in on the calls. It has really highlighted the importance of communicating regularly internally as well as externally.”
DOGS Bailiffscourt Spa is just a stone’s throw from the beach. “This is such a simple but enormous pulling point that appeals to dog owners, as well as to guests who want to have lovely beach walks. We are hugely dog-friendly. “We don’t just welcome dogs, we offer a package designed for dogs and work closely with the dog owners and OTAs to ensure we get it right. We have listened closely to what guests with dogs want and similarly to what is expected by those guests that don’t have dogs. “Dogs are welcome throughout the hotel apart from the restaurant and spa. We ask owners to keep their dogs on a lead in the rose garden and in the courtyard. We have 30 acres so there is plenty of space for them - and people love taking their dogs for walks to the beach,” she adds. 14 || Luxury BnB || June / July 2020
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“We’re not Four Seasons or Cliveden, but what we can offer is accessible to all and somewhere you really want to be,” she says
SPA @ Night
FINANCE “With time on our hands during the lockdown, we are putting three or four budget plans together that range from the first scenario of a gradual and very slow opening, to a second one, picking up a bit more, to a third one where we are back up at full capacity. We are drawing up budgets for all scenarios, and they are ready and in place for when we say we are going to go with plan A, and for when we can move on to plan B when we hit a pre-determined point.
The most obvious issue concerning dogs is the cleanliness of a guest room after the guests and their pets leave the rooms. Sophie says: “Every room has a thorough deep clean whenever guests leave, so guests without dogs will never be aware that a dog might have stayed in that room. There is a difference between tolerating dogs and being dog friendly, she says. “Genuinely we love them. They get cuddles, they get treats, and this summer we are about to launch a rather eccentric doggy experience, ‘Paws for afternoon tea’ with an afternoon tea styled for even the fussiest canine to enjoy. www.luxurybbmag.co.uk
"I THINK IT IS UNLIKELY WE WILL GO BACK FULL SEASON STRAIGHT AWAY AND I THINK WE WILL BE DOING A PHASED APPROACH. AS WITH ANY TIME OF THE YEAR IT IS SIMPLY ABOUT REALLY CONTROLLING COSTS AND PAYROLL AND APPLYING GOOD SENSE ECONOMICS."
“Our guests are very mindful of their dogs with other guests. Dog owners’ trend to be respectful of others. We have had guests who have tiny lapdogs and others that have brought giant Leonbergers, that just want to say hello to everybody. It makes for a very friendly atmosphere,” she says.
June / July 2020 || Luxury BnB || 15
IN PROFILE || BAILIFFSCOURT HOTEL & SPA
CONCLUSION Bailiffscourt Hotel & Spa’s success derives from its offer of a high level of authenticity and a fabulous General Manager, she says. “If you want the real-deal English experience without being frilly and posh and intimidating, we give our guests a wonderful, friendly and memorable experience.
AWARDS || LUXURY BNB SERVICE AWARDS 2020
Excellence in Luxury Service Awards
.20
CALL FOR ENTRIES LUXURY BNB SERVICE AWARDS ENTER HERE: Luxurybbmag.co.uk/ The news follows the announcement of the results of the first award winners in the February issue of the magazine.
luxury bed & breakfast and innkeeper Entries now being invited for the second Luxury BnB Excellence in Luxury Service Awards.
This year the awards will be judged in four categories: • Best Breakfast • Best Luxury Interior Design • Best Use of Social Media • Luxury Romantic Getaway Once again entrants will be judged by a panel of industry experts who will be looking for details of exceptional levels of service and luxury experience delivery. They will also present an award for best overall winner.
LAST OVERALL WINNER WHYYEARS ENTER? THE LAINDONS HASTINGS - Excellent exposure accross our Magazine, Social media & emails.
- Receive feedback and comments from our judging panel of industry experts - Compare yourself against other BnBs & Guest Houses. - Opportuniuty to own a bespoke wooded trophy
Winner: The Laindons - Unique digital banners for print and web to highlight off your acheivement. JUDGES: - Tina Boden, Founder, The Tiny Troubleshooter - David Hancock, Managing Director, Inn Places - Yvonne Hailing, Consulant, B&B Business Coach - Mark Hinchcliffe, Owner, The Chapel, Harrogate - Diane Lloyd, READ Event ONLINE Director, & SHARE Be My >> Guest - Bill Lumley, luxurybbmag.co.uk/awards Editor Luxury BnB Magazine - David Weston, Chairman, Bed & Breakfast Association
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WHY ENTER: - Excellent exposure via the website, social media and eNewsletter - Expert opinions and comments from our judging panel of industry experts. - Compare your place with other great places - Digital banners and other promotional material.
www.luxurybbmag.co.uk
IN PROFILE || MARKETING NORFOLK
LOVE Norfolk
The development of Love Norfolk’s property portfolio took place over 11 years and now ranges from luxury B&Bs to glamping in safari lodges. The owners of a portfolio of Norfolk properties explain how they make internet searches work for them.
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luxurybbmag.co.uk/sum20-norfolk 19 || Luxury BnB || Summer 2020
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IN PROFILE || MARKETING NORFOLK
Jonathan Barber, LoveNorfolk
“You can’t see light at night – it’s very much an escape from the world.”
www.luxurybbmag.co.uk
Summer 2020 || Luxury BnB || 20
THE PROPERTIES The portfolio comprises four decidedly different places to stay • Magazine Wood, a B&B with three luxury bedroom suites, which opened in 2008 • Wild Luxury, comprising two concept properties of safari lodges - Hideaway, which opened in 2011 - Thornham Bay, which opened in 2013. • Anna’s House, a luxury B&B with five guest rooms and dedicated parking with charging facilities, which opened in October 2019.
Magazine Wood
MAGAZINE WOOD
01
Comprises three rooms all with separate suites and with their own terraces, with views over the Norfolk coast. The suites are individual units, each with its own private entrance and dedicated bathrooms and terraces. One of these is connected directly to the main house and the other two are separate, but all give the guests a sense of having their own little space, with private access meaning they you can come and go as they please. The guestrooms have iPads with their own online concierge, from where they can check out the local restaurants or order breakfast from the menu on the tablet. The anytime breakfast is in the room when guests arrive and comprises yoghurt, croissants and cereal, while hot options that can be ordered from the kitchen. This option ranges from avocado on sourdough through to a full English.
THE HIDEAWAY
02
IN PROFILE || MARKETING NORFOLK
Magazine Wood
The first of two wild luxury properties, sleeping between six and 10 guests, differs from the rest of the portfolio being entirely self-catering. This is the business’ glamping offer, with guests staying in South African canvas safari-style lodges on a raised deck. At the front are sunbed loungers and the lodges themselves feature a dining area, a living area with leather sofas, a wood burner, fitted kitchen, an enclosed double bed, a separate master bedroom, and a twin room. At the rear is a power shower, a flushing lavatory. The pricier options include hairdryers and other such facilities.
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www.luxurybbmag.co.uk
Scolt Head Island Nature Reserve Titchwell Marsh
Thornham
Brancaster
Burnham Deepdale
Hunstanton Ringstead H
MW
A149 Sedgeford
Blakeney Nature Reserve
LINKS: Burnham Holkam Sheringham Wells-next-the-Sea Stiffkey Marston Overy lovenorfolk.co.uk Cley Salthouse Blakeney Burnham wildluxury.co.uk Weybourne Market Burnham annasnorfolk.co.uk Thorpe Holt magazinewood.co.uk A148
Stanhoe
Little Walsingham
Peddlars Way
Snettisham
Thursford
Sandringham
Houghton
Fakenham
03
THORNHAM BAY Located on the coast itself, this features eleven safari lodges sleeping between two and six guests, with fitted kitchens and private bathrooms. When fully occupied it can hold 130 people. Walking distance of the beach, shops, pubs and restaurants, the lodges include a Pamper Pod with make-up stations, hairdryers and pre-booked treatments, and sun-decks with an optional campfire/BBQ.
ANNA'S HOUSE
04
Kings Lynn
Coastal Path
Last October the couple opened up this fivebedroom dedicated B&B. It comprises five individual luxury bedrooms which range from the cosy to the cavernous situated right on the Norfolk coast. Guests have their own terraces, copper baths and his-andhers showers. It does not provide breakfasts, but is close to six restaurants and pubs.
GLAMPING - WILD LUXURY Three years after the 2008 opening of Magazine House by Jonathan and Pip, in 2011 they opened Wild Luxury, consisting of a range of South Africa safari-themed lodges. These are sizable units with a capacity of between six and 10 people. The first of these was The Hideaway with seven lodges.
Anna's House
Jonathan says: “The Hideaway is a slightly inland get-away-from-it-all place,” he says. “It’s a very pretty site in a 2,000-acre estate,” he says. “You www.luxurybbmag.co.uk
Summer 2020 || Luxury BnB || 22
IN PROFILE || MARKETING NORFOLK
Holme Dunes National Nature Reserve
WL AH
LOVE NORFOLK Decidedly Different places to stay on the Norfolk Coast
IN PROFILE || MARKETING NORFOLK
Comment from Yvonne our expert. Once you have a business system that works, you can expand it. Many owners don’t set up a proper business system, and therefore are at the mercy of outside forces. I love that they’ve expanded their portfolio, because they’ve taken the trouble to learn and truly understand what guests they want to serve, what they’re looking for and how to reach them online.
Wild Camp
can’t see light at night – it’s very much an escape from the world. Thornham Bay is right on the coast and from there you can walk to pubs and the beach. On site at Drove Orchards there is a farm shop and a permanent rural market with restaurants, artisan shops and food places.” In the safari lodges the space is all divided up into individual rooms: three separate bedrooms, a living and a dining room and an outside terrace, with separate bathrooms which are outside but private to the lodge. “This means that actually living in one is much more like staying in a holiday cottage than staying altogether in one open space, which might sound like fun but it depends very much on how close up and personal you want to be!” he says.
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MARKETING Before moving into hospitality, Jonathan was a marketing director in corporate land. “When we started out it was relatively easy because of our first-mover advantage. These days you have to be a bit smarter with the world and his wife on the web now,” he says. He uses his background in marketing to good effect. “I’m interested in marketing so that helps, but I have friends in hospitality who call saying they are getting no enquiries on their website after having spent a fortune on it. “They fall into the trap of buying a website looking at it on day one thinking it is amazing and then it just sits there, for months and months. Then they say they paid and haven’t got traffic. It’s a bit like buying a car that sits in a drive and I don’t put fuel in it, and it doesn’t go anywhere,” he says.
www.luxurybbmag.co.uk
IN PROFILE || KEYNEDON MILL
Thornham Bay
I love this analogy. Your website is like your “virtual” home, where you need to be constantly making changes, just like you would at your real property. You wouldn’t buy a property and not change anything, would you? You’d be constantly buying new accessories, changing the décor, adding new artwork etc. You must think of your website in the same way. It’s a living, breathing thing, and one of your main tools for your business. It needs to be treated as such. You also need to have complete control over it just like you do at your property. Have it built professionally, but manage it yourself, so you have the flexibility to change or add things whenever you have a new idea. Yvonne Halling, BnB Coach
Thornham Bay
Wild Camp www.luxurybbmag.co.uk
Summer 2020 || Luxury BnB || 24
IN PROFILE || MARKETING NORFOLK
GOOGLE’S NATURAL SEARCH When Pip and Jonathan Barber set up the first of their range of B&B and glamping suites in 2008 it was in the early days of effective use of the Internet by the hospitality sector. “This was before the whole world had landed on the internet,” Jonathan says. “We ranked pretty highly for all the key phrases such as Norfolk coast bed & breakfast, Norfolk coast hotel, hotel by the sea etc.”
google search for accommodation was dominated by the likes of booking.com.
The same applied to searches such as wild luxury, glamping UK, glamping Norfolk, glamping East Anglia. “With all these we would pretty much be on the first page,” he says.
“We have put a lot of work into ensuring that on a local search we still rank pretty well. With regards to the actual general listings it’s very hard to get onto the first page,” he says.
“Generally, you find now that the first page is very difficult to get onto,” says Jonathan. However, the key is that this applies to general searches more than to local searches, where he maintains it is still possible to find yourself on the first page of a search.
It was not long before this comfortable dynamic was first threatened and then lost with the arrival on the scene of OTAs. Soon the first page of a
A COMPARISON BETWEEN NATURAL SEARCH & GOOGLE PAY-PER-CLICK (PPC) NATURAL SEARCH: + Free when someone clicks on your link. + Can be considered more trusted since you've not just used marketing dollars to get you to the top of the list + You can gather a wider customer - maybe a customer who didn't know they wanted to book but then they do. NB - the downside to this is that they are less likely to be ready to buy and so you need to keep them enguaged and connected. - Harder to control the advert / link text. Google will often decide on the text to display - Natural search is often further down the page, even below the "fold" PAY-PER-CLICK (PPC) + Immediate linking between the keyworda and your site. So you can use PPC to try out keywords - e.g. an event name or local attraction. + Generally easier to get to the top of the list - albeit with money. + complete control of when your ad sits and how it looks. Place it on Maps, search results, booking.... + often people clicking on PPC ads are in the market to buy right there and then. - Can be expensive and easy to blast through your budget without. For exampke you might be advertising to a US audience - can be tricky to setup however there is a good entry point with Googles help. See luxurybnbmag.co.uk/google
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"USING LOCAL EVENTS TO INDIRECTLY MARKET YOUR BUSINESS IS A FANTASTIC STRATEGY AND EVERY OWNER CAN DO THIS" YVONNE HALLING
www.luxurybbmag.co.uk
ONLINE STRATEGY SHIFT Three or four years ago, he says, their strategy changed. “We moved away from trying to perform well on those restricted terms which had been bought by the likes of booking.com,” he says. “If people are more determined to look at page 2 then we still rank there pretty well. But we now focus on searches that we believe people would make if they were coming to Norfolk,” he explains. “We aimed to come highly on all those secondary phrases people will search for in an area – for example, beaches in Norfolk, Norfolk coast restaurants and so forth.” For example, he says, a search on Norfolk plus anything to do with food, listed in the top three of the first page of results will be a guide to Norfolk restaurants that he and Pip put together, and which is hosted on Magazine Wood’s website. People who find this site tend not only to be looking for a hotel, but also for something to do when they are there. “If they haven’t booked the hotel yet, then they will land on our website. It’s very common for people to say, “I stumbled across your website” – well you actually didn’t stumble across it – we put the website there for you to stumble across. They found it when they weren’t looking for it in their minds’ eye,” says Jonathan.
Comment from Yvonne our expert. “Long tail” keywords should be a major part of an online strategy and this is especially useful when blogging. Writing on a specific topic related to the area, rather than the B&B itself, using longer keyword phrases that guests may be using (backed up by keyword research of course) is a great way to rank highly on Google, without competing with the OTAs
LOCAL EVENTS
The LoveNorfolk.co.uk website features a major event section that details every event happening within a 30-40-mile radius. Jonathan says: “We aim on every one of those events to rank highly to people looking to those events. “That website only features our accommodation. People look at the events, and while on the site they see the accommodation including the glamping site as well as the B&B,” he says. A further trick he follows is ensuring his website is the first to list the date of the next show such as the 2021 annual Norfolk Show. “If you try to put that on your website, the chances of you appearing anywhere on it will be low because there’s so much info on the show itself. We aim to put up the date for any event before anybody else. If you look up the date for any event in Norfolk next year our web page will come up.” This clearly acts as a gateway to guests that would otherwise not have known about the property. How does he manage to get the dates before anyone else? “We either get the dates, or we guess them and then change them if we find the guess is wrong by the time the dates are announced. But by this time, we are already ranking.
IN PROFILE || MARKETING NORFOLK
LOCAL ATTRACTION: SANDRINGHAM HOUSE
A particularly successful way of drawing their property to the attention of potential guests is by including a large amount of information on the Queen’s private retreat on its website. “A lot of people planning to visit this part of the country look up Sandringham house,” Jonathan says. “There is no booking.com for Sandringham House. So, it is easier for us to come to their attention.” It is often said that the web search is a bit of a black art. While that may be true, he says, there are some good housekeeping things a hospitality business owner can do that will ensure your page will do better than someone else’s if they haven’t taken such measures. “These are tips and tricks like making sure you label your photographs, making sure you build links into it and making sure you have a very tidy page that is easy to read,” he says. But generally speaking, he concludes, Google is generally smarter than most of us. “When I go back eight or nine years when we came up on any search to do with Norfolk coast, that was great for us, but realistically it meant Google wasn’t actually doing a very good job. There were thousands of sites they could have gone to, but because their sites weren’t very well configured, we always came out on top. “Now if you build a very broad website with lots of good information on it about lots of stuff that people who come to stay with you would like to know about, then by definition you will have good traffic,” he says.
Wild Camp 27 || Luxury BnB || Summer 2020
www.luxurybbmag.co.uk
Recognising the necessity for “time and patience” is fantastic. Most owners are looking for a “quick fix” when in reality, SEO takes time to build and maintain, change, tweak and test.
Serengeti Floorplan
TOOLS Unsurprisingly the Barbers use quite a few tools to fine-tune their web performance. Jonathan says: “At the higher end we use SEMrush, for instance, which enables you to pick out 10 competitors and look at key performance indicators with your website and compare them to you, see exactly how you are doing in terms of traffic, key word scores and so forth.” At the lower end, meanwhile, they use Google analytics. “This enables us to compare year on year traffic, but that is quite a blunt tool. Google analytics is of course geared to encouraging to take out paid key words, but realistically anyone who wants to do so will need very deep pockets.” The good news is that just about the only budget you need to set aside in order to achieve this level of good practice is time and patience, he says, although he says: “We do spend money on actual website design, and a lot of the maps on our website are professionally designed. Anyone can tap in Map of Norfolk and then search on images and they will find a lot of our maps. There might be a map of the Norfolk coast, of Thornham, of birdwatching places – and they are all listed from our website but the all populate onto the web and drive in traffic.”
www.luxurybbmag.co.uk
Summer 2020 || Luxury BnB || 28
IN PROFILE || KEYNEDON MILL
Comment from Yvonne our expert.
IN PROFILE || MARKETING NORFOLK
OTAS Online travel agents have a huge part to play in the disruption to what ought to be an orderly process by which you market and sell your rooms. But it is only over the past decade or so that the potential of the Internet has been seized from the grasp of hospitality owners by the likes of booking.com. The couple limit themselves to one OTA. “We use booking.com, which we try to use off-season, and we try to use them as a billboard effect. What we try to encourage guests to do - which is easier said than done – is to go onto booking.com, find us, and decide for themselves that it is better to book directly with us than with them. “The Booking.com system is designed to encourage you to make your property more easily bookable on their site than yours. Every detail of every room, separate photos, room sizes etc. We did that ourselves with Magazine Wood to begin with, and it means if customers go onto booking.com they will get a similar or more concerning, a better
booking experience via their third party site. “Nowadays at Magazine Wood, if you go onto booking.com you can broadly see the type of rooms but there is more choice, information and images on our own site. It is easier to book specific rooms and the price is ever so slightly better. Therefore many people go onto booking. com and have a look at it before looking at our website and see an immediate advantage to booking direct. We also have banners urging them to ‘book local’. The idea is that they then book through us directly. If your website does not offer a better experience or price they will invariably book through the commissionable site they found you on. Contrary to popular belief, there is no requirement for you to offer the same price to booking.com as you do on your own website.” We gently remind customers on check-out that they can find us online without having to pay commission charges. Most customers are quite concerned if they think they have also paid the commission charges!
Using the OTAs strategically like this is the best way to go. I encourage owners to think of them as a “lead generation” tool, whereby they’ll bring you the first booking, but the repeat bookings are down to you and your ability to build and maintain relationships with the guests you want to welcome back.
REPEAT BOOKINGS Repeat bookings is the lifeblood of the business, he says. “We send out emails twice a year and we make sure that we will always get the email address from anyone who does ever come to us via an OTA, so all future correspondence is direct from us.” He adds: “We don’t offer any particular loyalty rebook programs – I know some people do but we don’t. That may be something we will do in the future but as yet we haven’t needed to.”
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Sending out an email twice a year is a great start. We recommend a monthly email with news about the B&B and local events, to stay top of mind. We also recommend creating 4 – 6 offers per year, where guests are invited to return for a specific reason, with an incentive to do so, but not necessarily a discount. Your CRM system is your tool for this, where you can search on specific criteria and choose which guests to market to. Having a rewards program is a key component of a “direct bookings” business
URLs http://www.luxurybbmag.co.uk/sum20-norfolk lovenorfolk.co.uk wildluxury.co.uk annasnorfolk.co.uk magazinewood.co.uk
"THERE ARE MANY ELEMENTS OF OUR WEBSITES WHICH ARE COMMON TO EACH OTHER AND BEGAN TO EFFECTIVELY COMPETE WITH EACH OTHER. WE HAVE NOW CREATED THOSE PAGES AS A COMMON RESOURCE TO ALL SITES AT LOVENORFOLK.CO.UK. THIS IS IN AREAS SUCH AS LOCAL GUIDES, EVENTS AND WHAT'S ON. THIS NOT ONLY SAVES TIME BUT BRINGS EVERYTHING TOGETHER UNDER ONE ROOF AND ALSO INCREASES OUR FOOTPRINT ON THE WEB. WE HOPE OVER TIME TO CREATE A SITE THAT WILL CREATE A LARGE NUMBER OF LEADS TO ALL BUSINESSES WE OPERATE." www.luxurybbmag.co.uk
LOVE NORFOLK IN NUMBERS: Total guests / bookings per year 14,000 guests / 5,000 bookings Year started: 2008 Annual Marketing budget: £7,000 Website management content and upgrades (across all sites) £4k Advertising, online and elsewhere £3k Price range Off-peak lodge weekend £495 to Peak 7 day stay £1395 Boutique Double Room £115-£145 Accommodation: Wild Luxury - 18 Lodges + - 3 suites Wild Camp, Magazine Wood, Anna's House - One Suite and 4 Double rooms. GETTING STARTED I would recommend anyone who is new to the webworld to have a look at '3 Months to No.1:' It is quite an easy read with a bit of humour and not techie and whilst it does have its roots in SEO it covers getting your website out there.
Summer 2020 || Luxury BnB || 30
IN PROFILE || KEYNEDON MILL
Magazine Wood
FEATURE: A GUIDE TO WILD SWIMMING
A GUIDE TO
Wild Swimming
In this guide we offer some advice for your guests so they can stay safe. WITH the pools still closed (at time of going to press) you might be asked if there are any wild / open swimming spots nearby. KNOW YOUR AREA Environment Agency: environment.data.gov.uk/water-quality
Start with the keyboard but there is nothing better than local knowledge.
Water quality testing: wildswimmingtests.co.uk
As a guide:
Advice & locations: wildswimming.co.uk
1. Try and avoid canals and busy areas for boating. 2. Blue green algae is the wild swimmers biggest environmental concern. This can occur in very hot weather when water heights are low. It is visible from the waters edge. Look out for warning signs. 3. Ensure you understand any implications of tides and currents. This is mainly a concern in the sea but currents can be significant in rivers and estuaries. Riding the currents can be great fun of course but swimmers need to know how they will get back. 4. Know the rough depth of the water and good access points. 5. Reads and other plants in the water can be dangerous.
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6. Pollution & water quality: Checkout the Environment agency website for any known issues.
7. You can buy test kits from wildswimmingtests.co.uk. There are 2 types of tests: Lab tests - these need to be sent off and so results will take 3 days. Perfect if you own the swim spot. Quick tests - takes 15 minutes and cover the basic tests. Perfect for people who are concerned and need reassurance. 8. Permission - who owns the land and are you allowed to swim there? GENERAL ADVICE 1. Cover all cuts and bruises. Also consider giving guests large bottles of fresh water to clean off with. 2. Suggest your guests buy water shoes and maybe a wet suit or rash vest. 3. Open water is always cold so consider supplying blankets and flasks to your guests. 4. There is no evidence to back this up but many people drink Coke after swimming in open water to kill any bugs. (Note from ed - I always do this and it works for me). 5. Swimming for long periods in open water can be disorientating. Recommend a quiet period after a swim - maybe with a hot mug of something. 6. Get out an try it - there is nothing better than personal knowledge!
luxurybbmag.co.uk/wild
30 || Luxury BnB || June / July 2020
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IN DEPTH || THE COMPLETE GUIDE TO HOTEL MARKETING
MARKETING YOUR HOTEL
on Instagram
Each Issue, we will be serialising a section of the Complete Guide to Hotel Marketing, an eBook by our partners, SiteMinder.com
INSTAGRAM is one of the most effective social media marketing platforms available to hotel owners in today’s social and digital environment. In fact, Instagram now has more than one billion users. It offers a simple, clean feed, it’s completely mobile, and it makes everything look great. And the good news for hoteliers is that it’s particularly popular with travellers and holidaymakers. Marriott Hotels’ Instagram account has 287,000 followers while Hilton Hotels & Resorts has 226,000 followers, and IHG’s InterContinental brand has 146,000 followers. Some noteworthy observations of Instagram include: • Advertising for brands is available Recently there’s been a rollout of advertising for brands on Instagram. Many pages already have the action buttons to ‘Call’, ‘Email’ and ‘Get Directions’. Now select businesses will be able to include ‘Book’, ‘Get Tickets’, ‘Reserve’, or ‘Start Order’. As for direct messaging, businesses can now see important new customer messages in their main inbox, instead of in the pending folder. They can also mark messages with a star and filter conversations to make it easier to follow up with enquiries.
• A Facebook-style news-feed algorithm. Gone are the days when Instagram was a free-for-all: based purely on chronological order. Instagram itself says you can now ’see the moments you care about first’, through the help of a highly complex algorithm determining which content Instagram believes a user would like to see. This is based on: 1. Likelihood you’ll be interested in the content 2. Your relationship with the person posting 3. Timeliness of the post If hotels provide the high quality, aspirational content that Instagram users are looking for, the Instagram algorithm could actually be highly advantageous. • Instagram is growing in popularity with older users Don’t assume that Instagram users are outside your target demographic. Although skewed towards the young, it is growing in popularity among older age groups.
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HERE’S SOME PERFECT EXAMPLES OF HOW TO GET IT RIGHT ON INSTAGRAM
1. HIGHLIGHT YOUR HOTEL’S FACILITIES Instagram allows you to create a lifestyle around your hotel. Make each post complement your overall brand story. Share content that will boost your property’s urban image or confirm your hotel as a peaceful retreat. Highlight your facilities, but keep content attractive and entertaining to show the dynamic life at the hotel and capture its atmosphere. 2. GIVE YOUR STAFF SELFIE MISSIONS Go behind the scenes to give followers a glimpse of the hard working staff that help make a guest’s stay as stress-free and fun as possible. Share images of new menu items being prepped in the kitchen, staff interacting with guests, and guests enjoying themselves (ask permission first). Staging selfie spots is quite popular and gives guests an easy option to photograph and share their own images. 3. GO BEYOND YOUR HOTEL Promote your destination by sharing content of your local neighbourhood, scenery and attractions, to give followers a sense of place beyond the hotel. Engage with the posts of other travel operators in the area. When uploading imagery, be sure to use the photo map feature and specify your location so that photos are searchable.
Instagram is about sharing your individual personality and values. Staying true and genuine to your property is vital for gaining and maintaining followers. If content isn’t relevant, users soon drop off. Think of your Instagram as an extension of your hotel photo gallery, but don’t discount guest input. If you search using a hashtag or your hotel’s name you might find travellers have already posted photos of their time at your hotel. This will make it easier for you to find people to engage with. Source: @thestandard
4. USE HASHTAGS Hashtags will make your content searchable. They are important on Instagram because you can’t add links to posts. Instagram users often hashtag brands in the hope of getting a response. Search for people hashtagging your hotel, like and comment to create a conversation. Create hashtags for your hotel and campaigns and include them in posts. Start with three or four per post and ramp up.
Obviously you want to showcase your main attractions as much as possible and with Instagram you can make them look even more amazing. The range of filters and layouts allow you to craft the perfect image in every case. Be sure to portray your highlights in an interesting and entertaining way. This might include your hotel restaurant or pool – and if there’s one thing that’s popular on Instagram, it’s beautiful pictures of travel! Source: @thompsonhotels
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June / July 2020 || Luxury BnB || 33
IN DEPTH || THE COMPLETE GUIDE TO HOTEL MARKETING
In simple terms, here are some ideas to help your hotel create Instagram-worthy posts.
IN DEPTH || THE COMPLETE GUIDE TO HOTEL MARKETING
Guests who take photos at your property often share their experiences, allowing people to view your hotel through the eyes of their peers, which is a wonderful organic channel for traffic. Posting such stories, like proposals or anniversaries, will again reinforce a positive perception of your hotel. Source: @theultimosydney
NEXT ISSUE: HOTEL VIDEO MARKETING
34 || Luxury BnB || June / July 2020
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Bed & Breakfast
There is ever-growing clamour for holiday accommodation to allow dogs to stay with their owners, but those that do are still few and far between. We look at the opportunities to raise extra revenue, and how to adapt to accommodate dogs and deliver a service that keeps everyone and their dog happy. Bailiffscourt Hotel & SPA, Crimping, West Sussex
FAMILIES would love to take their dogs with them on holiday, but most hotels and guest houses still do not allow dogs. The principle considerations for this are hygiene and noise. The reality is that most hospitality business owners that have overcome any such concerns and allow dogs to stay seldom appear to harbour any such concerns. Typically dog owners themselves, they are familiar with the kind of problematic issues that may arise - and how to deal with them.
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AREAS || DOGS BED & BREAKFAST
A DOGS
AREAS || DOGS BED & BREAKFAST
BUSINESS BENEFITS More pertinent to the hospitality business owner, however, is the fact that allowing guests’ dogs to stay in your property can open up a rich seam of business. For a start, there is the fee you are perfectly entitled to charge per night for the dog to stay over, to cover the extra costs of cleaning. And, of course, there is the automatic attraction that your place will offer to anyone with a dog coming to your area and who does not wish to abandon their beloved pet in kennels.
Bailiffscourt Hotel & SPA, Crimping, West Sussex
Interest in dog-friendly accommodation has been growing rapidly in recent years. There are now even national dog-friendly accommodation awards. Steve Bennett, founder of DogFriendly.co.uk, the pro-dog website that runs the awards programme, says: “Being dog-friendly is about getting business, and not just because the owners happen to like dogs. It’s because it is generally better business to do so.” Hospitality businesses that do allow dogs can also generate extra income from dog-related products sales on site such as doggy treats, doggy beer, and doggy ice-cream, he says. But he cautions: “Businesses need to be careful to balance promoting dogs with the wishes of those customers who would prefer to stay in a B&B without dogs.”
Bailiffscourt Hotel & SPA, Crimping, West Sussex
DOG-FRIENDLY RESORTS There are certain towns whose local businesses collaborate in a dog-friendly way to encourage people to visit the town in question. Steve cites market town Melton Mowbray (see box on page 55) and the Welsh seaside resort of Llandudno as examples. “Coastal resorts and counties like Norfolk and Devon are also much more dog friendly,” he adds. Many properties that welcome dogs have caveats limiting them to ‘well-behaved dogs’ to cover themselves, he says, and their terms and conditions state that dogs must be well behaved. “This puts the onus on the owners – although personally I haven’t heard anything negative about barking dogs causing a nuisance in a B&B before,” he adds.
Cary Arms and Spa, Torquay
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DOG RESIDENTIAL PACKAGES Bailiffscourt Spa, part of Historic Sussex Hotels, is just a stone’s throw from the beach in East Sussex and a perfect location to bring a dog. Marketing director Sophie Tanner says the hotel is hugely dog-friendly: “This is such a simple www.luxurybbmag.co.uk
AREAS || DOGS BED & BREAKFAST
There is a difference between tolerating dogs and being dog friendly. “Genuinely we love them. They get cuddles, they get treats, and this summer we are about to launch a rather eccentric doggy experience, ‘Paws for afternoon tea’, styled for even the fussiest canine to enjoy.”
Cary Arms and Spa, Torquay
but enormous pulling point that appeals to dog owners, as well as to guests who want to have lovely beach walks.” The hotel does not just welcome dogs but also offers a package designed for dogs. “We work closely with the dog owners and OTAs to ensure we get it right,” says Sophie. “We have listened closely to what guests with dogs want and similarly to what is expected by those guests that don’t have dogs.” Dogs are welcome throughout the property apart from the restaurant and spa, she says. “We ask owners to keep their dogs on a lead in the rose garden and in the courtyard. We have 30 acres so there is plenty of space for them - and people love taking their dogs for walks to the beach,” she adds. The most obvious issue concerning dogs in an overnight hospitality environment is the cleanliness of a guest room after the guests and their pets leave the rooms. Sophie says: “Every room has a thorough deep clean whenever guests leave, so guests without dogs will never be aware that a dog might have stayed in that room.” www.luxurybbmag.co.uk
Guests are very mindful of their dogs with other guests, she says. “Dog owners’ trend to be respectful of others. We have had guests who have tiny lapdogs, and others that have brought giant Leonbergers, that just want to say hello to everybody. It makes for a very friendly atmosphere.” Sophie Tanner, Bailiffscourt Hotel & Spa.
MARKETING TO DOG OWNERS Consider adding your property to a Specialist websites for Dog Friendly Properties. e.g.: dogfriendly.co.uk petspyjamas.com
"Coastal resorts and counties like Norfolk and Devon are also much more dog friendly" Summer 2020 || Luxury BnB || 37
AREAS || DOGS BED & BREAKFAST
BENDING THE RULES Along the coast in Seaford the owners of dogfriendly Malvern House retired this year after 25 rewarding years. Illustrating the relaxed reality of running a B&B with a dog-friendly policy, proprietor Jean Woodward says: “We allowed dogs and we never had a problem.” When they first opened, the B&B did not allow dogs, but she says: “Then my dad came to live with us, and he loved all animals, so we started to say yes to dogs.” She recalls: “One couple that came regularly who had a little dog named Pickles. He would come in the front door and go straight to sit at my dad’s door. And if my dad didn’t come, he’d bang on the door with his paw, and my dad would come with a digestive biscuit in his hand. It was lovely.” There was a strong temptation to break the house rules with true dog lovers, she says, recalling one of her most frequent visitors, a dog lover from France. “He was very naughty, breaking all the rules we had set down for our dog, such as having him by his side at the breakfast table and feeding him buts of sausage and bacon. “We didn’t allow other guests to do this, but most of our guests thought it was lovely. And our dog would sit very quietly because he knew he was not meant to be there. This chap had dogs in France, and he missed them, so we bent the rules,” she says. RESTAURANT DOG AREA Dogs are formally allowed in some instances to join their owners at the dinner table if the business offers dog-free and dog-friendly dining areas. One such is the Cary Arms in Torquay. According to general manager David Adams, the property has won a number of awards for that very reason. He says: “A couple of luxury doubles are dog-friendly, along with a couple of the beach huts and all the self-catering cottages, and we have two distinct sections to our restaurant and dining area: one dog-friendly and one dog-free. “The only communal area in the hotel where dogs are not allowed to go is the spa,” he adds. The Spring edition of Luxury BnB featured an article on Number Forty-six B&B in Hastings. Owner Rick Sciuriaga is still poised to open his door to guests, but when he does, he says he plans in principle to allow guests to bring their dogs to stay, because he recognises the additional revenue this should bring. “There is a shortage of dog-friendly B&Bs. It’s still in the plans at this
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stage to allow dogs, to give it a little bit more of a unique selling point,” he says. The B&B is a four-storey townhouse with a lower ground garden level entrance leading to three of the guest rooms. Rick says the provisional plan is to allow dogs to stay in just one of the rooms to the rear of the building with a separate courtyard entrance. He explains: “I have discovered there really aren’t many establishments that accept dogs other than guide dogs, and I see a potential because of the way this guest house is laid out. A guest could bring in a pet without annoying the rest of the guests staying in the house at the time.” KENNEL TROUBLE “It would suit people who wish to come away and who don’t wish to put their dogs into a kennel, especially if it is just for a couple of nights or a weekend, when it is sometimes more hassle than it is worth for them to do so.” He says he will be consulting with his dog-owning friends to determine what their requirements would be. “Not having a dog myself I don’t know exactly what their expectations would be if they bring a dog, what they would expect to pay to bring a dog overnight and so forth.” He says if he ends up assigning that room to accommodate pets, he will furnish it in a way that would be better equipped to do so. “I would replace the carpet with perhaps wooden flooring so that surfaces don’t harbour any pet hair to affect anyone with any allergies, and it will be easy to clean and won’t harbour any smells or pet hairs.” Dog fouling doesn’t really trouble him. “I think if they have taken their pets out for a walk you shouldn’t have any issues indoors. “It’d be more my concern if they make noise and bark in a way that can’t be controlled,” he says, evoking the threat of the dreaded one-star review. THE GARDEN Dogs (especillay bitches) can make a bit of a mess of the lawn. There are products you can apply to reduce this. It's also a good idea of keep dogs hydrated and so lots of drinking bowls in public spaces is a good idea. THE LESSON If your accommodation can be adapted to accommodate dogs, the evidence suggests that the rewards are likely to outstrip the costs.
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dog-related allergens after each dog has vacated the premises.
there with a pet, and to keep dogs away from dining and spa areas.
You may wish to restrict the dogfriendliness of your property to allowing only hypoallergenic breeds - those known to be less prone to affecting allergy sufferers. Such breeds include many types of terrier and spaniel.
Dogs produce a variety of proteins that cause allergies in some people. The highest concentrations of these proteins are in dog saliva, with lower amounts found in dander and urine. Meanwhile dander tends to build up on hair follicles, so dog hair usually carries a large number of allergens.
It is important to be sensitive to guests with dog allergies, and to clean a room thoroughly after a guest has stayed
#1 WARNING Allergy Issues NON-DOG ROOMS One way of preventing allergic or other negative reactions from your guests, provided you have enough rooms, is to allocate one or more as designated non-dog rooms. This will eradicate the danger of a missing a spot when cleaning and a new guest suffering an allergic reaction. It will also provide reassurance to such guests that their room has not not at any stage had any canine occupation.
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DOGS' OWN ALLERGIES A high porportion of dogs suffer from allergies themeslves, which are also a common cause for euthanasia. An administrative procedure should be in place to ensure the dog itself is not given to any foods it cannot tolerate, and the B&B will have been alerted ahead of time. Alternatively a safe bet is to limit yourself to natural chews and freeze-dried liver, recommended for dogs with allergies.
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AREAS || DOGS BED & BREAKFAST
DOG BREEDS There are a multitude of varieties of dog coat. Dogs come in all breeds and sizes, some of which are prone to causing allergic effects, typically those with a coat of hair that moults, versus those that are far less likely to result in allergies such as fur-coated poodles which shed no hair. However, there are many other causes of allergic reactions such as dog saliva. It is recommended you determine what levels of cleaning service you can deliver to ensure the eradication of
AREAS || DOGS BED & BREAKFAST
#2
TWELVE TOP TIPS
For a happier all round experience 1. Dog welcome pack. Include bags for cleaning up during walks. 2. Essentials. Bowls, toys and treats and a dog blanket. 3. Dog drinks. Considering adding dog beer such as Pawsecco to the Welcome pack. 4. Dog menu. Consider a doggie menu with everything from sausages to T-bone steak 5. Access all areas. Designate an area where your visitors can dine with their dogs and not upset the rest of your guests. 6. Bathroom breaks. Ensure there is easy access to facilitate dog relief. Situating dog-friendly rooms on the ground floor is recommended. 7. Cleaning costs. Consider additional room-cleaning fees. 8. Pet playmates. Offer to take your guests’ dogs for a walk with your own - or vice versa. 9. Clarity of number. Decide what level of dogs you can have, for instance one dog per room, or small dogs only, and make any such limits clear to your guests beforehand. 10. Dog-friendly flooring. A hard floor is many times easier to clean ensuring no residual allergens are present. 11. Dogs-own lounge. If you have the space, offering a room dedicated to dogs will give your property an edge and will inspire owners to return. 12. Welcome letter. A letter for guests scheduled to arrive with their pets is highly recommended. The Merry harriers in Golalming, Surrey (SEE BOX 3)
#3
ULES
#4 DOG HOUSE R
• • • • • • • • • •
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Dogs are not allowed to stay in non-converted rooms. They must not be aggressive They must be clean They must not have fleas They must be on leash when in public area They must not bark or make noise continuously or often. Dogs are not allowed to climb on any furniture or eat pillows. They are not allowed to run with or without the owner. They must stay out of the spa, restaurant and pool areas. Owners must clean pet waste immediately and dispose of it in designated receptacles.
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DOG FRIENDLY MENU A number of properties offer meals specifically for the dogs. For example The Merry Harriers’ doggie meal is chicken breast, peas, rice and gravy. The doggie breakfast is two sausages cooked by the chef. Cary Arms meanwhile offers its doggie guests, “Freshly cooked dogs' dinners available daily - meat, beef, lamb or pork with rice and gravy,” and sausages for breakfast.
#6
SUGGESTED DOG WALKS Many guests will not be familiar with the surrounding footpaths and parks. Every dog owner will appreciate you taking the trouble to provide them with a guide to walks that both they and their dogs will enjoy. The devotedly dog-friendly Cary Arms & Spa on the South Devon coast for example provides such a book with recommended dogfriendly walks, while Jake the manager at the Merry Harriers has been living there for six months and has still not done every walk around the area.
#8 PET PRODUCT
S
Grass protection Grass protection products are available to prevent browning of your beautiful lawns. These include Canine Natural Cures’ Green Peez, a form of dog urine grass burn patch prevention Allergy treatments Antihistamine is the most popular and available allergy remedy and useful to keep on site in the event a guest is accidentally thus affected. Dog waste products It is worth investing in a large stock of plastic dog poop bags and to leave them in abundance near the main door or separate exit if such is provided for guests with dogs. Dog leads Many guests may not have a dog lead extension which they would appreciate as an option to borrow when they take their pets for walks in wide open spaces such as the beach. Boredom busters There are an abundance of products available that can keep a pet occupied and content gnawing away and diverted from the temptation to bark including ropes and ring toys and bone-like products for dogs to gnaw and keep them content for example while alone when the family is downstairs having breakfast .
#7
LAWN DAMAGE Dog urine is rich in nitrogen, which is known to kill grass when concentrated amounts collect over time. The effects of dog urine on your lawn are similar that of a nitrogen-rich liquid fertilizer.
Dog grooming kits For dogs that moult, grooming kits in the dog-friendly bedrooms can alleviate the amount of hair they shed in the communals parts of your property luxurybnbmag.co.uk/dogs
The solution if you have beautiful green grass is either to forbid owners from walking their dogs on such grass or, if such a restriction is unenforceable, to ask them to take with them a spray to put wherever their dogs take a leak. See pet products box.
BEING DOGFRIENDLY IS ABOUT GETTING BUSINESS AND NOT JUST BECAUSE THE OWNERS HAPPEN TO LIKE DOGS
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AREAS || DOGS BED & BREAKFAST
#5
AREAS || DOGS BED & BREAKFAST
#9
DOGS AND GRASS Dog urine can ruin a pristine lawn. Preventative measures or remedy include: • Avoid fertiliser Fertilised lawns tend to have as much nitrogen as they can handle. A small amount of nitrogen in dog urine can burn the lawn. • Spray with water Getting guests to spray water on wherever their dog urinates helps to dilute the urine and lessen the effects on your lawn. • Encourage owners to give their dogs water The more a dog drinks, the less the concentration in the urine of nitrogen and therefore the less it will damage your lawn. • Urine-resistant grass This is an obvious solution if you are just starting out • Apply a lawn repair treatment Certain treatments contain organic enzymes with soil cleansers that flush the salts from the grass root zone.
16% of owners who take their dog on holiday spend £200 or more to do so"
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DOG DATA A recent survey undertaken by Pets at Home revealed: • Customers spend an average additional £126 to take their pet on holiday • 16% of owners who take their dog on holiday spend £200 or more to do so”. • 45% of dog owners admit that they “miss their dogs dearly” while on holiday without their dog • 90% of employers that allowed dogs in the workplace noticed a positive change in the working environment Pets drinks company WOOF&BREW research found: • Customers who visited a pub or café with their dog spent on average 16% more than customers who did not have a dog with them. This was partly due to an increased spend on treats for their dogs, but also because they spent more time relaxing in the venue and spending more on drinks and food for themselves. Research undertaken by Melton Mowbray Town Council showed: • Those who own dogs are almost twice as likely to regularly visit local shops and businesses that welcome dogs • Four out of five businesses who opened their doors to dogs say that they noticed an improvement • 72% of dog-owners said they would holiday in the UK more frequently if there were options for their dog • 96% of people said the atmosphere notably improved when dogs were present
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AREAS || DOGS BED & BREAKFAST
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IN FOCUS || PRODUCT WATCH
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