Luxury BnB Magazine October / November 2020

WWW.LUXURYBBMAG.CO.UK • £ 2.99

ISSUE 43 • OCTOBER / NOVEMBER 2020

THE MAGAZINE FOR OWNERS AND MANAGERS OF BnBs, INNS, BOUTIQUE HOTELS & HOLIDAY LETS

Spirit of

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GROTTOS FOR GUESTS HOW TO WIN AWARDS

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PRODUCT FEATURES

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ASK TINA Q&A

BIKER BNBS

YOUNG

MINIMALISM AND CLEAN LINES YOUNG With a whole host of exciting product features, such as showering height of 2000mm, through to the minimal matt black, matt white of polished chrome proďŹ ling giving the enclosure a sleek and luxurious look. Coupled with the rise and fall door mechanism and the versatility to be installed on a shower tray or tiled oor, the Young collection gives you a multitude of showering options and fantastic value for money. Combine this with our Novosolid stone shower tray or Novellini Wetroom for the total solution.

Contact us directly or visit our website for more information about our products and service.

Discover the Black & White video collection

info-uk@novellini.com www.novellini.co.uk www.iotti.com

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With restrictions continually changing, it can be hard to navigate through this new 'normality'. Thankfully, staycations are here to save the day.

Many staycationers are taking to their motorcycles for roadtrips throughout the UK's beautiful countryside. Aurora B&B and Limetree House are experts at anticipating the needs of their motorcycle guests. They're here to help you figure out how to provide for the biking community (page 14).

Also here to help are the Dornoch Castle Hotel, Station Hotel, and the Craigellachie Hotel. These three hospitality providers are experts in all things whisky and know exactly how you can get your business involved with the whisky industry (page 6).

Juliet Horner Editor If you have any experiences you'd like to share, please email me editor@luxurybbmag.co.uk or connect with us on social media: facebook.com/luxurybbmag/

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Maybe you want to offer something unique and intriguing for your guests, making their staycation extra special. Checkout the wonderfully quirky and one-of-a-kind rooms and lodges at The Bell in Ticehurst. Their exterior lodges are the perfect getaway grottos and will add a bit of magic to anyone's staycation (page 30).

Also on the rise is the use of mobile marketing. We've serialised another section of the 'Complete Guide to Hotel Marketing', an ebook by our partners, SiteMinder.com (page 28).

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IN THIS ISSUE 4 || NEWS

Industry news and analysis from around the UK 5 || YOUR QUESTIONS ANSWERED

Talk it over with the Tiny Troubleshooter 6 || SPIRIT OF SCOTLAND

14 || BIKER BED AND BREAKFASTS

How to market to motorcyclists and how to provide for them 24 || AWARDS

What are the benefits to awards in hospitality?

28 || HOTEL MOBILE MARKETING

Next chapter in the Marketing e-book 30 || GROTTOS FOR GUESTS

Innkeeper Feature on The Bell in Ticehurst 34 || PRODUCT VIEW

How to get involved with the whisky industry

www.luxurybbmag.co.uk

October / November 2020 || || Luxury BnB || 3

CONTENTS || OCTOBER / NOVEMBER 2020

WELCOME

IN BRIEF || NEWS

EDITOR Juliet Horner: editor@ luxurybbmag.co.uk NORTHERN IRELAND EDITOR Francis Higney: 07710 271 099 CONTRIBUTING EDITOR Caroline Sargent: 07076 362 082 CONTRIBUTING EDITOR Matthew Attwood: 07710 271 099 MEDIA SALES Audrey Williams: 01892 671 913 / AUDREYW@SPACEMARKETING. CO.UK DESIGN & PRODUCTION Tracy Poulsom PUBLISHING DIRECTOR Dominic Johnson: dominic@ miramedia.co.uk / 01892 711 144 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

Staycations Increase motoring offences Research has revealed worrying correlations between driving on unfamiliar roads and motoring offences.

A survey conducted by motoring solicitor specialists, Kenway Miller, exposed the UK's poor road knowledge. A rise in staycations means 67% of people are driving on unfamiliar rods.

54% of survey participants admit to not reading road signs properly or taking notice of speed limits.

47% revealed they are unsure what a number of road signs actually mean.

86% of motorists no longer check routes before leaving and 78% admit to blindly following a GPS without checking directions.

41% of people who use mapping apps on mobiles to navigate don't use phone holders to keep devices safely in place.

21% of survey respondents believe they're more likelyto scratch their car in an unknown area and 15% thought they are would be more likely to crash into another vehicle or stationary object.

38% believe they're more likely to recieve a fine or ticket for driving in a bus lane in an unfamiliar place.

31% believe they're more likely to get a ticket or fine for speeding in unfamiliar places and 29% for parking in the wrong place.

Matthew Miller, managing director at Kenway Miller, says: "New places often have road signs and/or systems you're not used to, meaning accidents happen more easily. Brush up on your Highway Code and check your route before leaving."

COVID-19 Restrictions For Hospitality Sector New COVID-19 restrictions from Thursday 24 September mean that pubs and restaurants across England must close at 10pm.

The UK's COVID-19 alert level rose to Level 4 on Monday 21 September Health secreatry Matt Hancock suggested key places of coronavirus transmissions are pubs and restaurants.

However, data from Public Health England shows that out of the 729 new cases reported in week 37, only 34 cases were linked to pubs and restaurants. In comparison, 313 of the new cases reported in week 37 were in care homes; 110 in workplaces settings; and 193 in educational settings.

In an interview with the news site BigHospitality, the UK Hospitality Chief Executive Kate Nicholls said: "These restrictions will come as another crushing blow."

Nicholls said she found it hard to understand how these measures are the solution to fighting the virus, saying: "Where such restrictions have already been put in place locally, they have not cut infection rates, merely damaged business and cost jobs. We agree with the Government that we are all in this together. Hospitality has played its part by investing in COVID-secure [measures]. Now, its time for Government to demonstrate its commitment to the sector and its recovery - hundreds of thousands of livelihoods depend on it."

Source: BigHospitality.co.uk

For more information, visit motoringoffencelawyers.com

For lovers of speciality coffee…

The updated WE8 automatic coffee machine is now even more perfect. The WE8 now prepares twelve different specialities at the touch of a button. It now offers macchiato, espresso doppio, special coffees and hot water for green tea at the touch of a button. The new fine foam frother is made from the highest quality materials and has a stunning look and feel. Specially designed for the preparation of speciality coffees with milk foam, it makes cappuccino and other beverages with the very best fine textured foam every time.

Recommended maximum daily output 40 cups per day.

4 || Luxury BnB | October / November 2020

uk.jura.com

The GIGA X3c / X3 G2 allows JURA toimpressively demonstrate Swiss innovation and professionalism down to the very last detail. Anywhere where a capacity of up to 150 cups is the order of business, the machine impresses users with its quality, functionality and reliability. Coupled with top performance in every respect, this results in a high tech automatic coffee machine that is ideallytailored to the requirements of hotel breakfasts, restaurants, bars and seminar/ conference venues.

Recommended maximum daily output 40 cups per day. www.luxurybbmag.co.uk

The Tiny Troubleshoo

YOUR QUESTIONS ANSWERED BY TINA BODEN FROM THEBANDBKEEPER.COM

Please send us your questions: m tina@tinaboden.com T @MicroBizGirl F The B and B Keeper E @thebandbkeeper

Tina Boden is certainly no stranger to The hospitality industry - it has been a part of her life since the age of 2.

As The Tiny Troubleshooter, Tina works one-on-one with business owners, providing virtual assistance and marketing support.

As one of the Bs in the B and B Keeper, Tina will step in to run your BnB, Guest House, small Hotel or Inn while the owner is on holiday.

And then as Co-founder of #MicroBizMatters Day Tina is one of the leading voices for micro business in the UK. Please email your questions to tina@luxurybbmag.co.uk OR reach out via social media: facebook.com/luxurybbmag/ twitter.com/luxury_bnb

w READ ONLINE & SHARE >> luxurybbmag.co.uk/tina20 www.luxurybbmag.co.uk

Q

The ever-changing legislation from the Government regularly leaves me confused. Guests from areas with local restrictions will call to see if it's still ok to come and stay. When I turn to www.gov.uk for advice I can find myself questioning my intelligence as often it doesn't seem to make sense.

Are there alternatives that are more specific for B&B, Inns and Guest Houses?

A

I've found the B&B Association to be a great source of information and, in my opinion, they have been a fantastic support.

Their lobbying and campaigning with other organisations representing the hospitality sector to obtain fair outcomes for those in the travel, tourism and hospitality industries has been second to none. I suggest becoming a member to benefit from the resources and support they offer. Also, make sure you follow them on Twitter, @BandBassoc, along with @davidjweston the Chairman. Follow Kate Nicholls @ UKHospKate Chief Exec of UK Hospitality as well.

If you're not on Twitter, creat an account to obtain up to date information and also to be able to request advice from the people and organisations I mentioned, they are very forthcoming.

Q

We seem to be getting a lot of potential guests who feel because they cannot go to Majorca, France, etc that we should be offering them a discount.

Since re-opening our B & B has been really busy, we don't need to reduce our prices and find their demands quite insulting. Would appreciate advice on the response – what we want to say will most certainly result in a negative OTA review without them even crossing our threshold!

A

While I was B&B Keeping for a client recently, I had one of those calls. I explained that the B&B owner offered set discounts for booking direct also in quieter

Winter months they may have offers that would see a reduction in the room rates but other than that nothing more was available. I went on to explain that many self-employed people had lost a considerable amount of income not just in the UK but worldwide but still had bills that needed to be paid. In addition, I added that they are now grateful to be busy and do not need to reduce rates to attract guests. Like you there was actually no availability for this potential guest that spoke to me and I took great delight in telling him so. Stand your ground, Billy Connolly has a great word to describe these people but as the Luxury BnB Magazine is a reputable publication I will not share it here.

Q

Since re-opening after lockdown we've found ourselves in the very fortunate position of being busy, in fact we've had maximum occupancy for most of the time and bookings keep coming in. There's obviously additional work to be done and there seems to be more admin than ever before. We've considered taking on an extra member of staff to help with breakfasts and housekeeping but are worried that we won't have enough work in the future as this could be a short-term surge. What are your thoughts?

A

Consider taking on a Virtual Assistant to help with the administration of bookings, accounts, general office work, and social media. There are a plethora of self-employed VA’s working across the world that can help. In this day and age of technology nearly everything can be done in the Cloud so both you and they have real time access to whatever is needed. They often take on shortterm assignments and this would give you an opportunity to see if it helped reduce your work load while you carry on running things front of house. The other thing to bear in mind with a VA is they can get a lot of admin done in a short space of time as this is all they are focusing on.

October / November 2020 || Luxury BnB || 5

YOUR QUESTIONS ANSWERED || TALK IT OVER WITH THE TINY TROUBLESHOOTER

Talk It Over Wittehr

IN PROFILE || SPIRIT OF SCOTLAND

Spirit of

SCOTLAND

We spoke to three hotels who are experts at combining the whisky industry with luxury hospitality. They’re here to help you get a foot in the door.

w READ ONLINE & SHARE >>

luxurybbmag.co.uk/spirit-of-scotland

8 || Luxury BnB || October / November 2020

www.luxurybbmag.co.uk

Dornoch Castle Hotel

IN Scotland alone, there are over 120 active whisky distilleries across five whisky producing regions: Campbeltown, the Highlands, Islay, the Lowlands and Speyside.

With so many distilleries in one place, there are a lot of potential customers who want to experience the spirit of Scotland.

But how do you get involved? How do you pull these whisky lovers through the doors of your guesthouse, inn or b&b?

Whether you’re new to the whisky industry or you already know quite a bit, we spoke to three experts to get the lay of the land and find out what you can do.

Station Hotel www.luxurybbmag.co.uk

October / November 2020 || Luxury BnB || 97

IN PROFILE || SPIRIT OF SCOTLAND

The wild lands of Scotland are full of mystery, beauty‌ and a lot of whisky.

IN PROFILE || SPIRIT OF SCOTLAND

TOURISM The whisky industry is a major contributor for Scotland’s tourism industry.

Everyone will host a variety of guests, but you’re guaranteed to host people from all over the world if you begin hosting whisky enthusiasts.

Owner and managing director of Dornoch Castle Hotel, Colin Thompson, said: “The beauty of whisky tourism is, it’s unlike any other kind of tourism.

“Whisky tourism could bring in whisky clubs from Sweden, Germany, Norway, France, Italy, Japan, Taiwan… anywhere really.

“But at the moment we’re dealing with almost purely British tourists in the aftermath of COVID-19.”

In contrast to Dornoch’s typically international guest list, Kevin Smith, Director of the Craigellachie Hotel, said: “I would have always said that the majority of our guests are overseas travellers, but that’s actually not the case.

“57% of our guests actually come from the UK and then the next biggest demographic, or geographic, is guests from the US.” Station Hotel’s in-house whisky expert, Stephen Crossland, said: “Generally, we get a lot of people from the UK. We do get a lot of international guests but depending on the time of year, depends on what country it is, because different countries have different holiday periods.

“One week we’ll have a lot of Indian people, the next week we’ll have a lot of Chinese people.”

Dornoch Castle Hotel’s Colin said: “Interestingly, whisky tourists are prepared to come when others are not. It would be normal to have whisky groups right from early February right through to the end of November.

“You never know who you’re speaking to. You get some guys [who are] experts and know their stuff. But in the summer, you get a lot of golfers and they know nothing or very little.”

If you get involved with the whisky industry, you’ve got to be prepared to receive a variety of guests from all over the globe.

Stephen from Station Hotel said: “I did a lot of travelling around the world in my previous days, and it’s nice when you have guests from places you’ve visited.”

Through international travel and business relationships, Dornoch Castle Hotel receives guests from all over the world and Colin says he’s noticed some patterns.

“In terms of bar owners and enthusiasts, they tend to be in the 30-50 age bracket, and they’ve got a few quid and can afford to 8 || Luxury BnB || October / November 2020

Craigellachie Copper Dog Bar

come to the UK. “But from our experience, the Taiwanese and Chinese demographic is slightly different. It’s much younger, maybe 20-35, very well off and probably have their own business. They’ll have an avid collection of something from the west and it may just be whisky. Luckily for us, they’re happy to take the more expensive whiskies.

“We’ve also found that people from Europe tend to be a bit older, generally in their 50’s.

They’re people who made their money from business, but they’re a bit more cautious about spending.”

Despite hosting people from all over the world, they all have one thing in common.

Kevin, who works at the Craigellachie Hotel says: “Usually they have a very, very keen interest in whisky and that’s the reason why they’re here. It’s a big effort and a big spend for most of our guests to come from all corners of the world to spend some time in Scotland.”

"Whisky's an indoor sport that's not reliant on sunshine, so it gives us an additional seasonal boost.” www.luxurybbmag.co.uk

to go and have a look around, and try some of the whisky, is welcomed positively,” he said.

“At certain times of the year, some distilleries invite the hospitality industry in and take them on tours. They want people to be educated about their product and be able to pass that information on.”

Dornoch Castle Hotel and Distillery is well connected with international businesses and Colin’s sons, Simon and Phil, travel to Japan “at least once a year, sometimes twice, to host tastings.”

After running the whisky bar at the British Trade Fair in 2015, 2016 and 2017, the Dornoch owners found themselves in front of a brand-new audience and they now work with many businesses in the far east.

Whether you collaborate locally or internationally, Colin expressed the importance of travelling and meeting those

The Quaich Bar At The Craigellachie Hotel

Station Hotel's Spirit Safe www.luxurybbmag.co.uk

you hope to work with.

“They’re just so delighted to see you, that you made the effort to travel all that way to go and see them. It cements the relationship,” said Colin.

“They truly respect you for going out there and they reward you by working with you. So, depending on what you’re trying to achieve, you’ve got to be prepared to get your finger out and go over there.”

Dornoch’s Distillery is connected to the hotel and Colin believes in forging relationships between the hospitality and whisky industries.

“You need to go and speak to as many distillery managers as you possibly can.

If there’s a local distillery near you, forge a relationship with them. Get them in for dinner. Any number of distributors will come October / November 2020 || Luxury BnB || 9

IN PROFILE || SPIRIT OF SCOTLAND

COLLABORATION Whether you want to start hosting more whisky enthusiasts, set up your own distillery or gain industry connections, these three experts all strongly suggest collaborating with distilleries.

But how do you go about doing that?

Stephen said: “Just get out there, go and visit the distilleries and talk to people.

“Station hotel is owned by Forsyth, one of the biggest manufacturers of distilling equipment in the world. They’re based right next door, so we get a lot of Forsyth clients come and stay with us.

“We’re in a very lucky position because we already have established relationships with a lot of distilleries as they all buy equipment from Forsyth.”

Kevin from the Craigellachie also suggested meeting “face to face is always good”.

“Nine times out of ten, you’ll find your request

IN PROFILE || SPIRIT OF SCOTLAND

and do tasting dinners, they are always happy to help you.

“Distilleries have very knowledgeable staff and they’ll suggest you get the managers over and do some demos for some customers. Hold a couple of specialist nights, maybe whisky dinners, and have them come and do some work with you.”

But you won’t be the only one wishing to forge these relationships. The distillery companies themselves will also be on the lookout for accommodation providers to work with.

Kevin from the Craigellachie said: “You’ll quickly find there’s another side to these relationships. It’s not just you sending guests there, but actually, these companies have a need for accommodation too because they’re always bringing people over to the UK. “For example, let’s say one of the distilleries brings over a party of premium bartenders and they’re looking for a property to host them. By going on a tour and telling the visitor centre that you own accommodation, they would have forged a relationship with you, put you in touch with their room booker and before you know it, you’re on their list. It’s really simple.”

He adds: “I take real pleasure out of learning from them and having that very real connection with the visitor centres or the distillery workers.”

Stephen expressed that you should “just dive in” and said: “Don’t be shy. Don’t worry about looking silly. If you have a question, just ask it.”

Kevin added that, although it seems like a very corporate and formal process, connecting business to business isn’t all that bad.

YOU AND YOUR BUSINESS So, you’ve thought about potential guests and forging relationships with distilleries, but what can you do personally, with your own business?

Colin Thompson said: “Knowledge is everything. You’ve got to have a very detailed interest in the industry and the subject. Someone’s got to know exactly what you’ve got and be able to explain the differences and nuances between them all.

Kevin from The Craigellachie also said: “It helps to be genuinely interested in the drinks industry and whisky in particular. It’s good knowing about the history, the characteristics, and some of the fun stories that come out of these distilleries. Being able to pass that on to our guests in a fun and conversational manner, rather than a lecturing manner, is 10 || Luxury BnB || October / November 2020

TOP 6 TIPS: 1. Talk to distilleries 2. Local knowledge 3. Gain whisky knowledge 4. Knowledgeable team 5. Personal interest 6. Be prepared to spend money The 26 room Craigellachie Hotel, located in Speyside, is only a five-minute drive from the Macallan Distillery. Their very own Quaich Bar houses an impressive 900+ whiskies from all over the world.

The Dornoch Castle Hotel, located in the Scottish Highlands is connected to Dornoch Distillery, which is run by the Thompson brothers, the sons of the hotel’s owner. Dornoch Castle’s whisky bar has achieved international acclaim and is the No.1 Whisky Hotel of the year according to whiskybase.com.

Station Hotel is owned by Forsyth, manufacturers of distilling equipment.

60 distilleries are located within a 50-mile radius of the hotel. Their whisky bar is home to more than 500 whiskies as well as an impressive spirit safe.

www.luxurybbmag.co.uk

"Passing information on in a fun and conversational manner, rather than a lecturing manner, is important."

Dornoch Castle Hotel's Whisky Bar www.luxurybbmag.co.uk

important.

“Just the other day I chose one of over 900 bottles off the shelf. My bartender Angus started spouting off this story about King Alexander and it was the first time I’d ever heard this story and it still makes me impressed every day.”

Stephen also believes knowing the histories and stories of the whiskies you offer is advantageous.

“Everyone loves a story about the whisky that they’re drinking, and through our expertise and experience, we can share that with people. Get as much knowledge as you can. I would always suggest that you try and taste as many whiskies as you can to find out your own favourites.”

But whether you have this knowledge already or you acquire it later, Colin expressed the

genuinely interested in whisky. They immerse themselves in it and they love talking to our guests about it.”

He also expressed the importance of having the right attitude. He said: “A big portion of our guests have travelled a long way from Asia, northern Europe, or America. That’s a huge investment. We should be doing as much as we can to make that guest’s experience as special as possible.”

If you want to provide whisky for your guests, Colin advises being prepared to spend some money.

“It’s not a cheap game when you have a whisky bar. You can’t just buy 60, 70 bottles.

You’ve got to be prepared to spend some serious money on stock.

“On a normal bar, you might have 10,000 pounds worth of stock. But, if you come into October / November 2020 || Luxury BnB || 11

IN PROFILE || SPIRIT OF SCOTLAND

Station Hotel

importance of having a great team working for you.

“If you have a bar, you’ve got to have someone really good. We try to find someone who’s trained in whisky bar service. Last season we had a guy from Australia who was brought up in China and his knowledge was absolutely stunning.

“You could go into any whisky bar who has thousands of whiskies in any city, but the person behind the bar might not know the slightest thing or have the slightest interest.

It’s very easy to lose a customer if you haven’t got that detailed interest or knowledge behind the bar.

“It comes down to employing the right guys.

Sounds crazy but the best we’ve had have been from the far east. Their dedication to the industry is just unbelievable.”

Stephen added: “An awful lot of the job is listening to someone when they tell you what they like and what they’re looking for. It’s about matching those two together.

“It’s not finding the best whisky overall, it’s about finding the best whisky for that person within their price range. You want as much knowledge as you can behind the bar so that you can help.”

Kevin said that his team behind Craigellachie’s whisky bar, The Quaich, are one of a kind.

“We’ve got a great team and they’re

IN PROFILE || SPIRIT OF SCOTLAND

DISTILLERY LOCATIONS

BY REGION Highlands (47), Speyside (50), Islay (9), Campbeltown (2) Lowlands (18) Total distilleries = 126 HIGHLANDS

The Copper Dog At The Craigellachie

our bar, the stock values closer to 50,000.

And that needs to be turning all the time.

There’s no point in the bottles looking all pretty and dusty at the back for months on end. Get it out and get it sold.”

But it’s not just the whisky. Stephen said: “I think the most important thing is local knowledge. Which are the best distilleries to visit, what facilities each distillery offers and then everything else you can do here. It’s about promoting the whole area and giving people all the information so that they can decide what they want to go and see.”

He added: “Before guests arrive, you might want to find out if there are any particular distilleries or whiskies that they want to try, because sometimes, if you’re looking to book a tour, they’ll be full.”

Kevin said: “It’s about knowing what’s on offer locally and really selling the area, because you want these guests to have a great time and come back.”

The whisky industry is definitely something to consider getting involved with, but if your personal distaste for the spirit is putting you off, Stephen said: “Have a go. Have a taste.

You will find a whisky that you like.”

Holyrood Distillery in Edinburgh has launched a cask programme offering the opportunity to create truly bespoke whisky. With a limited run of only 200 whisky casks in 2020, the programme allows customers to tailor 12 || Luxury BnB || October / November 2020

Buck & Birch

"Have a go. Have a taste. You'll find a whisky that you like” whiskies to their tastes, by involving them in every stage of the production process. They are focusing on four new core spirit flavours: fruity & floral, sweet, spicy and smoky. Cask purchasers can tailor their choices.

Stephen added: “Most people say they don’t like whisky and part of our job is to find the whisky that, actually, they do like. Even if it means adding a little bit of water, that’s absolutely fine.

“Just go for it.”

01 Aberfeldy Distillery 02 Abhainn Dearg Distillery 03 Arbikie Distillery 04 Ardmore Distillery 05 Ardnamurchan Distillery 06 Balblair Distillery 07 Ben Nevis Distillery 08 Blair Athol Distillery 09 Clynelish Distillery 10 Dalmore Distillery 11 Dalwhinnie Distillery 12 Deanston Distillery 13 Edradour Distillery 14 Fettercairn Distillery 15 Glencadam Distillery 16 GlenDronach Distillery 17 Glen Garioch Distillery 18 Glenglassaugh Distillery 19 Glengoyne Distillery 20 Glenmorangie Distillery 21 Glen Ord Distillery 22 Glenturret Distillery 23 Highland Park Distillery 24 Invergordon Distillery 25 Isle of Arran Distillery 26 Isle of Harris Distillery 27 Isle of Jura Distillery 28 Loch Lomond Distillery 29 Macduff Distillery 30 Oban Distillery 31 Pulteney Distillery 32 Royal Brackla Distillery 33 Royal Lochnagar Distillery 34 Scapa Distillery 35 Strathearn Distillery 36 Talisker Distillery 37 Teaninich Distillery 38 Tobermory Distillery 39 Tomatin Distillery 40 Tullibardine Distillery 41 Wolfburn Distillery

URLs to note: • dornochcastlehotel.com • stationhotelspeyside.com • craigellachiehotel.co.uk • holyrooddistillery.co.uk/ cask-owners/ • buckandbirch.com

01 Aberlour Distillery 02 Allt-a-bhainne Distillery 03 Auchroisk Distillery 04 Aultmore Distillery 05 Ballindalloch Distillery 06 Balmenach Distillery 07 Balvenie Distillery 08 BenRiach Distillery 09 Benrinnes Distillery 10 Benromach Distillery 11 Braeval (Braes of Glenlivet) Distillery 12 Cardhu Distillery 13 Cragganmore Distillery 14 Craigellachie Distillery 15 Dailuaine Distillery

16 Dallas Dhu Historic Distillery 17 Dufftown Distillery 18 Glenallachie Distillery 19 Glenburgie Distillery 20 Glendullan Distillery 21 Glen Elgin Distillery 22 Glenfarclas Distillery 23 Glenfiddich Distillery 24 Glen Grant Distillery 25 Glen Keith Distillery 26 Glenlossie Distillery 27 The Glenlivet Distillery 28 Glen Moray Distillery

29 Glen Spey Distillery 30 Glentauchers Distillery 31 Glenrothes Distillery32 Inchgower Distillery 33 Kininvie Distillery 34 Knockando Distillery 35 Knockdhu Distillery 36 Linkwood Distillery 37 Longmorn Distillery 38 Macallan Distillery 39 Mannochmore Distillery 40 Miltonduff Distillery 41 Mortlach Distillery 42 Roseisle Distillery 43 Speyburn Distillery 44 Speyside Distillery 45 Strathisla Distillery 46 Strathmill Distillery 47 Tamdhu Distillery 48 Tamnavulin Distillery 49 Tomintoul Distillery 50 Tormore Distillery

07 05

06

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11 03

12

09

13

01 02 03 01

LOWLANDS

08 02 04

ISLAY 01 Ardbeg Distillery 02 Bowmore Distillery 03 Kilchoman Distillery 04 Bunnahabhain Distillery 05 Caol Ila Distillery 06 Bruichladdich Distillery 07 Lagavulin Distillery 08 Laphroaig Distillery

www.luxurybbmag.co.uk

CAMBELTOWN 01 Glen Scotia Distillery 02 Glengyle/Kilkerran Distillery 03 Springbank Distillery

01 Ailsa Bay Distillery 02 Annandale Distillery 03 Auchentoshan Distillery 04 Bladnoch Distillery 05 Cameronbridge Distillery 06 Daftmill Distillery 07 Eden Mill Distillery 08 Girvan Distillery 09 Glenkinchie Distillery 10 Kingbarns Distillery 11 North British Distillery 12 Starlaw Distillery 13 Strathclyde Distillery

A NEW APPROACH TO TOURS? Buck & Birch, explorers, experimenters and wild flavour innovators, are on a mission to reconnect people to their environments through drinks, dining and wilderness experiences. Co-founders Tom Chisholm and Rupert Waites are the creators of Aelder Elixir and have recently launched their wild bottled cocktail range.

This Scottish based company have launched their ‘Restoring Vital Connections’ campaign, encouraging people to “take a walk on the wild side” to forage for rosehips and crab apples.

“We believe ingredients should be left as nature intended. We champion the fruit, the roots, shoots, leaves, buds and petals, doing as little as possible to divert from their natural flavour,” said Tom. Buck & Birch enjoy taking people out into nature and educating them on how best to forage for ingredients.

Rupert said: “It connects people to their environment in a positive way. Rosehips are a perfect place to start, being easy to identify and really abundant.

Foraging is great for mind and body.

What a better way to get exercise, fresh air and a greater understanding of the incredible and even exotic world right on your doorstep.”

Tom said: “Our approach is very different to most other producers and as a consequence, our drinks are very different too. We want to celebrate and share the fantastic flavours of the wild with as many people as possible.

Each of our creations always starts with a walk in the woods. It’s a case of exploring and experimenting with the flavours we have found.”

The ethos of Buck & Birch is to “go back to the source” and hand harvest ingredients when they are at their best.

It’s possible that these forest foraging walks are something that we should all take note of. Maybe the future for whisky based tours lies within forest walks?

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IN PROFILE || SPIRIT OF SCOTLAND

SPEYSIDE

IN PROFILE || BIKER BED AND BREAKFAST

BIKER Bed and Breakfasts Realised you get a lot of bikers in your local area and want to start hosting them? We spoke to the owners of Limetree House and Aurora B&B in Scotland to find out how you can provide for your biker guests and what you can do to market yourself to the wider motorbiking community.

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14 || Luxury BnB || October / November 2020

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Wherever their journey, these biker’s will need somewhere to rest their heads at night.

Limetree House

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October / November 2020 || Luxury BnB || 15

IN PROFILE || BIKER BED AND BREAKFASTS

TOURING the winding roads across the Scottish Highlands.

THE RUSH of ascending Winnat’s Pass and traversing Snake Pass in the Peak District.

FLYING along the English countryside and finally catching sight of Land’s End.

IN PROFILE || BIKER BED AND BREAKFASTS

This is where you come in. But how can you provide for this target market?

You’ve noticed that your inn, b&b, hotel, or guest house, is close to a popular motorcycle route, but you aren’t quite sure how to reach out to the biking community.

With so many popular motorcycle routes found all over the UK, it can only be a matter of time before you find yourself face to face with your first biker guests.

If you need a bit of a push, Katherine Clemmens from Limetree House in Moffat, Scotland, thoroughly recommends targeting motorcyclists. She says: “While they are often ‘larger than life’ personalities, we find them to be excellent guests, who respect our property and appreciate our efforts to accommodate them.”

BUT WHAT CAN YOU DO FOR THEM AS BIKERS IN PARTICULAR? You could try to tell them your best motorcycle pun and Yama-hahahaha your way into a good review, but our guess is that you’ll want slightly more substantial advice than a (somewhat terrible) joke.

Sure, you can learn from experience, but we’re here to provide you with a bit of a kickstart.

LOCATION, LOCATION, LOCATION One of the first things to consider is location; are there any particularly popular motorbike routes near you?

Or if you are looking to start a new business, are there any routes you would like to be based near?

Richard and Jane, owners of Aurora B&B in Caithness, Scotland, said: “Bikers tend to look for good proximity to the routes they are following.”

With so many popular routes to be found across the UK, there are plenty for you to take advantage of, especially if you find a location close to not one, but multiple routes.

If you are based near multiple smaller routes, bikers may book multiple night stays. But if you're based near larger routes, they may only book to stay for one night.

Katherine said: “Bikers often book multiple night stays at Limetree House, so that they can go on different rides in the area.

“This area offers some excellent touring, and some years ago, the A708, (the road from Moffat to Selkirk), was voted ‘Favourite Road in Britain’ by bikers”.

Not only is Limetree House found near a number of popular routes, but it’s also ideally

16 || Luxury BnB || October / November 2020

Aurora B&B

located as a stop-over for those travelling north on their way to the NC500, or those completing longer routes such as Land’s End to John O’ Groats.

Aside from the popular, national routes such as these, there are also plenty of ‘local’ routes that are great for bikers. Katherine said there are “13 circular routes, which all begin and end in Moffat.” As Limetree House is based in Moffat, Katherine said: “The plan of course, was that people use us as a base while touring, and they do!”

Found in the far north of Scotland, Aurora B&B is just one of many stop-over options for those travelling the NC500.

Richard and Jane said: “Our location tends to attract bikers completing the NC500 route because we are located less than a mile from it."

However, one of the downsides of being so close to routes such as this are that “bikers can be unlikely to stay for more than one night, which drives additional changeover activity for us,” says Richard and Jane.

But if you look on the bright side, this high turnover rate gives you the means to reach more people, who may decide to stay again on future trips.

“WE ARE ALSO LOCATED CLOSE TO ORKNEY FERRIES AND JOHN O’ GROATS FOR THE TRAVELLERS COMPLETING THE POINT-TOPOINT ROUTE (LAND’S END TO JOHN O’ GROATS OR VICE VERSA)” - AURORA B&B

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Advertorial IN PROFILE || BIKER BED AND BREAKFASTS

The Sustainable Future of Hotels

By Olivia Shepherd Historically, the hospitality and tourism industry was one of the most detrimental to the environment and harboured a significant carbon footprint. So, it is no surprise that over the last decade, the industry has needed to adapt to our changing world. With concerns over sustainability and the imminent climate crisis hitting the mainstream media, many businesses were forced to re-evaluate their personal impact on the environment and hotels were no exception to this. In this new era of striving for better environmental practices and awareness, the average customer is becoming more aware of their contribution to the damage of our environment, which means adapting your hotel to fit the changing demand is perhaps more important than ever before. The shift towards a sustainable future is inevitable and the hospitality industry must shift with this movement before it gets left behind.

PLASTIC CONSUMPTION The damaging impact of excessive plastic use is a sustainability issue that has quite possibly drawn the most interest from the general public, with a large majority conscious of reducing their plastic consumption.

Reducing the plastic use in your Hotel is also conveniently one of the easiest steps you can take, with many affordable plastic alternatives being accessible to you, whether you are a large Hotel which as part of a chain or a small bed and breakfast with just a few rooms.

PLASTIC WATER BOTTLES Plastic bottles are a feature of many hotel rooms that you will walk into but as the National Geographic describe them, the use of plastic bottles has gone from a ‘convenience to curse’. A single plastic water bottle takes 450 years to degrade, to put that into perspective the United Kingdom is only 310 years old. The very first plastic bottle was produced and patented in 1973, this plastic bottle still has at least another 403 years before is decomposes. What’s the problem with this and why should you care? The carbon footprint of producing single use plastic is huge and will reach a point where we can no longer sustain it. Most of the plastic that we consume ends up in our oceans and/or huge landfills which significantly reduces the aesthetic of an area, thus drawing in less tourism, which will in turn have a negative impact on the Hospitality industry.

Not only is reducing plastic use a practical business decision, it is also a moral and ethical decision as a hotelier. With this in mind, it seems wise, for a hotel, to be part of the solution instead of the widespread problem.

www.hotel-buyer-store.co.uk

IN PROFILE || BIKER BED AND BREAKFAST

Helmet storage

16 || Luxury BnB || October | November 2020

TOP 10 BIKE ROUTES 1. Point to Point 2. North Coast 500 3. North Coast 250 4. North York Moors 5. North Norfolk Coast 6. Ulitmate Lake District 7 Ultimate Peak District 8. Ultimate Snowdonia 9. Cornwall 10. Faversham to Brighton

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KNOWING YOUR AUDIENCE No matter what industry you work in, it’s always good to know your target market, although this can sometimes be a bit harder to do in the hospitality industry.

One week you could be hosting a family, or a couple in their retirement. The next week you could be hosting a pair of teenagers on their first road trip, or a group of middle-aged bikers. You can’t always be sure of who is going to walk through your doors and stay the night.

But if you find yourself close to popular biking routes, you can be sure to greet a variety of members from the biker community.

Katherine from Limetree house said: “We do get a lot of motorbikers and I would estimate that they comprise about 20% of our customers, which comes to a good income.

“The bikers that we tend to get are 40+ in age and are usually ‘hobby’ bikers who have come back to biking later in life. They tend to drive expensive, larger machines such as Harleys or BMWs. “They drive expensive bikes, and these are not guests who want to rough it, otherwise they would camp or go to bunkhouses. They are more than willing to pay for good accommodation.”

She added: “I would thoroughly recommend targeting motorbikers because their average age and spending ability fits our target market very well.”

Aurora B&B’s Richard and Jane said: “In general, our rates are targeted at the mid-price range rather than budget, in line with the quality of accommodation and services that we provide.

“We also encourage our guests, who may wish to stay again in the future, to book direct through our website to avoid commission charges.”

www.luxurybbmag.co.uk

SPECIFIC PROVISIONS So, let’s say you’ve decided you are ideally located for biker guests and you want to start marketing yourself to this community.

But what do they actually need from their accommodation providers?

In contrast to walkers, cyclists or drivers, guests who arrive on motorbikes will be on the lookout for a couple of amenities in particular.

One of the first things to be mentioned was parking facilities.

Richard and Jane said: “Of the bikers who have stayed, the requirements are generally the same. One thing they tend to look for, is off-road parking or secure storage for their bikes.

“We provide off-road hard-standing parking for bikes and can als o provide secure garage storage if it’s required.”

Katherine says that they “have a large outbuilding beside the house which can accommodate up to eight motorbikes,” so Limetree House often gets group bookings.

She believes that the “truly important aspect of providing for bikers, is to let the biking community know we welcome them.

Even nowadays, there is still a good deal of prejudice against bikers as a group.”

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IN PROFILE || BIKER BED AND BREAKFASTS

Limetree House

IN PROFILE || BIKER BED AND BREAKFASTS

Limetree House

In contrast, Richard and Jane from Aurora B&B “believe that drying space and covered/secure storage are the most important facilities to have on offer.”

Richard says that “bikers tend to look for drying facilities” when booking accommodation, so they “specifically provide drying facilities and garage storage due to the nature of Scottish weather and it’s something that’s a much-welcomed provision.”

He said: “We have a heated drying area in our utility room available on request and can also provide use of a washer/dryer if it’s required.

Guests can also access storage racks for helmets, boots and panniers.

“Although we haven’t had any specific requests, we also provide basic tools for any emergency maintenance and can give guests information on local garage services.”

Guests might ask for route recommendations, things to do or places to visit whilst on their biking holiday.

Are there any quieter routes nearby for the bikers wanting to escape the crowds? Are there any roads with particularly stunning views? It’s up to you to know where the best pubs are, and which are the best garages should guests have any maintenance problems.

Food is also a major aspect of hospitality.

Bikers might spend a long time riding through the countryside before they stop for food, so it’s always good to make sure you provide a “substantial breakfast option using good quality, local produce,” says Richard.

Katherine said her husband is “an excellent breakfast cook,” who often earns high praise from their guests, especially the bikers.

You could also go one step further for your biker guests and offer packed lunches for their journeys. Providing little things such as this, can help you to stand out.

If you haven’t already, it would also be a good idea to set up your own website. This way, people can see what your property looks like, find out about the surrounding area, make direct bookings and so much more.

There are plenty of different website builders you can use to build the perfect platform for your property.

Once you have your site up and running, you can also choose to advertise on different booking sites such as Expedia, Booking. com, AirBnB and other biker-specific accommodation websites.

Katherine said: “While it’s not always easy to set up a website from scratch, there a number of websites that target motorcyclists, which I would encourage fellow B&B owners to join.”

There are so many different booking channels that Richard said it can be “difficult to determine which ones will give [you] the best

WHAT ELSE CAN I DO? You know what they say, ‘Knowledge is power’.

It’s important to do your research so that you are well equipped to provide the best service possible.

If your B&B or guest house has a number of popular biking routes nearby, it’s always a good idea to know the ins and outs of the area.

20 || Luxury BnB || October / November 2020

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IN PROFILE || BIKER BED AND BREAKFAST

TOP 5 TIPS FOR MARKETING TO BIKERS 1. Join biker-friendly schemes 2. A specific page for biker guests on your website 3. Advertise facilities available to bikers 4. Positivity towards the biking community 5. Join biker accommodation booking sites

TOP 8 TIPS FOR HOSTING BIKERS 1. Know the local area and nearby routes 2. Provide off-road parking 3. Secure storage for helmets, boots and panniers 4. Offer drying facilities 5. Visor cleaning facilities 6. Offer degrease handwash 7. Know where the local garages are 8. Provide access to a toolbox

coverage,” but joining them and advertising your property on these sites opens you up to a wider audience.

Aside from advertising your property on different websites, whether they are OTA’s (Online Travel Agents) or other biker-specific sites, there are other ways you can market yourself to the biking community.

Advertise your facilities! It’s important to put your best foot forward and show off your property. Advertise the biker-specific facilities you have available for your guests to use during their stay.

If you are fully committed to hosting bikers, you might want to create a page on your website specifically targeted at these guests.

This is where you can post about local routes, local garage information, facilities available and whatever you think your biker guests would like to see!

You can join biker friendly schemes such as the ‘Visit Scotland – Biker Friendly Scheme’ so www.luxurybbmag.co.uk

TOP 10 MOTORCYCLE TOURS IN THE UK · North Coast 500 (Scotland) · North East 250 (Scotland) · North York Moors ‘M’ (Yorkshire) · Ultimate Lake District (Cumbria) · Ultimate Peak District (Derbyshire) · North Norfolk Coast (Norfolk) · Ultimate Snowdonia (Wales) · Cornwall (South West Coast) · Faversham to Brighton (South East Coast) · National Point to Point (Land’s End to John O’Groats)

that bikers know they are welcome, and you can provide what they need. You’ll also be able to advertise the scheme on your website and social media, helping you to stand out.

Circling back to Katherine’s advice, one of the most important aspects of marketing to the biking community is your attitude.

It’s important to let them know they are welcome. Display a positive attitude and a genuine desire to anticipate and meet their needs.

Aurora B&B - The Sun Room

October | November 2020 || Luxury BnB || 19

WEBSITES TO NOTE DOWN: bikerbnb.com bikersarewelcome.com motogoloco.com northcoast500.com rideto.com/blog/topmotorcycle-rides-uk-2019 motorcyclenews. com/great-rides/

Advertorial

B&Bs & hotels are an absolute goldmine of hidden, unclaimed tax reliefs

By Clare Mckee Hospitality Tax Relief Consultant at specialist tax consultancy Catax Tel: 0121 293 1197 email clare.mckee@catax.com

Investing in guesthouses and B&Bs can be an expensive business, yet so many owners don’t realise they can be a goldmine of tax benefits too.

One of the most overlooked incentives neglected by the hospitality industry are Capital Allowances (CAs).

These are tax credits that allow firms to offset the Corporation Tax they pay on profits against the cost of physical assets within commercial properties.

They can apply to everything from wiring and plumbing to boilers and specialist equipment, and they can be extremely lucrative.

A fantastic example of this came earlier this year when Compass Hospitality asked Catax to find out whether there were any hidden, unclaimed CAs among the properties in their portfolio of hotels. Catax identified three hotels where £1,225,000 worth of CAs had not been claimed, resulting in a windfall for the business of backdated tax credits worth £505,809.

One of the largest of these claims related to £878,000 of eligible CAs identified for drainage, water and electrical work carried out at the group’s Columba Hotel in Inverness, which resulted in a benefit of £159,149.

Umar Farooq, Group Commercial Manager at Compass Hospitality, said

he had no idea quite how worthwhile a CA assessment could be.

CAs can only be claimed on eligible items once, but new owners of existing properties are entitled to claim where the previous owners neglected to do so.

CA claims relate to any age property & any type of commercial building. A claim can be made at any time. The sad fact is that over 80% of CA’s go unclaimed.

“We didn’t think we’d get as much money as this,” said Umar.

“We thought the previous owners would have claimed more CAs themselves but they hadn’t and we really benefited from that.

“I think the problem is that there is a general lack of awareness in the industry about what you can claim for. You can’t just assume that accountants will pick everything up and, until you start really exploring your premises and their tax history, you have no idea how much money is just sat there waiting to be claimed. “We got the money so quickly, and the process was seamless.”

OTHER REAL LIFE EXAMPLES INCLUDE: • A Carlisle hotel bought for £2.4m where Catax identified £495,265 of CAs producing a total benefit of £92,732 • And a £485,000 guesthouse that was able to reclaim £17,000 for water, mechanical, communication and electrical installations, as well as internal fittings.

For more information on Capital Allowances, Clare Mckee can be reached at clare. mckee@catax.com.

Or call 0121 293 1197.

Umar Farooq, Group Commercial Manager at Compass 22 || Luxury BnB || October / November 2020

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IN DEPTH || THE TRUE VALUE OF AWARDS

Excellence in Luxury Service Awards

.20

CALL FOR ENTRIES LUXURY BNB SERVICE AWARDS Entries now being invited for the second Luxury BnB Excellence in Luxury Service Awards.

WHY ENTER? • Excellent exposure accross our Magazine, Social media and emails.

• Receive feedback and comments from our judging panel of industry experts • Compare yourself against other BnBs & Guest Houses.

• Opportuniuty to own a bespoke wooded trophy • Unique digital banners for print and web to highlight off your acheivement.

luxury bed & breakfast and innkeeper

ENTER HERE: Luxurybbmag.co.uk/awards Orange Tree

ARTIFICIAL PLANTS & TREES FOR BUSINESSES At Just Artificial, we work with interior designers, decorators, set dressers, architects and more to set your premises apart from the rest. Our artificial plants, flowers and trees are highly realistic to look and touch, as well as being durable and attractive.

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The news follows the announcement of the results of the first award winners in the February issue of the magazine.

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.

Maple Tree

24 || Luxury BnB || October / November 2020

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THE TRUE VALUE

of Awards

LOOKING to climb the ladder in the world of luxury B&B properties? Hospitality awards are a fantastic way to formally declare that your B&B is the best of the best.

Proudly displayed by the winners’, these accolades prove that you really are the best in the business.

Awards inviting self-nominations are highly popular. Earlier this year we announced the results of our inaugural Excellence in Luxury Service Awards, and since announcing the second year’s awards, we have already received dozens of high-quality applications.

Many 2020 awards programmes have been delayed or restructured owing to the COVID-19 pandemic. For instance, originally planned as a live event to have been held

The hospitality industry is supported by a comprehensive array of awards celebrating outstanding achievements in everything from staff training, excellence in service and outstanding breakfast to best B&B in a particular region. But just how valuable are such awards?

"Awards in this industry are about recognising quality and best in class and being able to promote your business at a national level" CHARLOTTE SANDERS, VISIT ENGLAND

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in June this year, the VisitEngland awards, now in their 30th year, took place as a virtual event on 17 August.

But it’s not all doom and gloom. Co-owners of The 25 Boutique B&B in Torquay, Andy and Julian Banner-Price and haven’t let the pandemic stop them from sweeping up all the awards. Not only have they been named the Best B&B in the World with tripadvisor for the second year running, but they also won Gold for the Best B&B at the Visit England National Awards for Excellence in August.

But why should you nominate your business for awards?

SELF-EXAMINATION As participants begin the application process and prepare for the awards, previous winners become icons of aspirational achievement and the bar is set high across the board.

Entering your business into the fray provides you with the ultimate chance to better

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IN DEPTH || THE TRUE VALUE OF AWARDS

yourself and your trade. The application forms are detailed and demand a lot of thought and supporting evidence, providing the perfect opportunity to scrutinise your work and ‘up your game’.

Uplands House near Banbury has won a number of Visit England Awards as well as awards from other organisations. Owner Poppy Cooksey says that she “tends to carry on as usual but it is nice for somebody to notice” all of her hard work.

Wendy Veale from The Old School B&B has won multiple Visit England and Trip Advisor awards. She said: "Awards keep me on my toes. There is only one way to go after winning one and that's downwards," so you have to work hard.

"I am a perfectionist, everything has to be 100%. I love everything to be top notch," Wendy added.

Andy Banner-Price at The 25 insists: “Although it takes quite a lot of time to fill the forms in comprehensively, it really helps us because it makes us stand back and look critically at the business.”

He says: “You realise particularly if you can compare it to a previous form you’ve filled in you can look at how you have started doing things better and what you have done new since last time, but also what you could be doing better, and you really start to question whether you are doing everything you possibly can, as well as you possibly can.

“We can get more out of the application stage than we do from actually winning the award.”

There are two types of award entries, he says.

“One is where you are given an award when you didn’t necessarily even know you were nominated for it, and the other is the awards that you choose to go for where you often have questions to answer that vary by level of detail.”

PR OPPORTUNITIES For luxurious B&B properties the right kind of PR is often the only kind. Even if you don’t claim the award for yourself, the process offers great PR opportunities. Whether you receive Runner Up or otherwise, there’s still a chance of being featured in local news or online.

The Reading Rooms won the 2017 Dorset Cereals best overall B&B award. Using their background in design and marketing to their advantage, the owners of The Reading Rooms carry out lifestyle photography of their rooms making you believe the photos come straight out of an architectural magazine or a fashion shoot. Co-owner Louise says: “We 26 || Luxury BnB || October / November 2020

usually strike a deal with an exceptional local professional photographer,” as they opt to work with portrait, or interior photographers, which is worth the investment for the highquality images which help to produce publicity.

Poppy from Uplands House says the “most important” award her property has been awarded is the Rose Award from Visit England. However, she says the awards themselves aren’t always particularly helpful for press opportunities as “people usually search for ‘Luxury B&B Cotswolds’ or ‘Banbury’” and it’s not until they're on the website that they see the awards. Wendy Veale said that when The Old School B&B

Our 7 Top Tips for applying to awards: 1. Take your time with the questions 2. Assume the judges know nothing about your business 3. Back everything up with plenty of evidence across all of your online platforms 4. Make sure you use high quality, professional photographs and other marketing assets 5. Don’t focus on just the National Awards.

Local awards can be just as rewarding and create just as much business 6. Shout about your achievements on your website and social media 7. Consider all the costs associated with applying. Many awards do not charge to enter, but do charge for attendance

Poppy Cooksey, Uplands House

was announced as TripAdvisor's No.1 B&B in the UK and Europe, "the phones and emails did not stop until way past [her] bedtime".

She added: "I had fantastic coverage and continued to participate in local BBC radio programmes and being the 'Best B&B in Europe' went down well. I am called upon frequently to chat and it's greaat fun and free PR." The 25 boutique B&B in Torquay has built up an impressive awards portfolio since opening in 2015, but Andy says it is the 2020 TripAdvisor Award for ‘World’s Best’ that generates the greatest new business.

The World’s Best award provided a lot of PR opportunities that really got The 25 noticed.

Andy said: “We were in a number of national newspapers and on the national news, so that really helped from a business perspective in attracting more guests.”

Holding multiple awards is great for PR opportunities and raising your profile with both your guests and peers. Andy at The 25

"Although it takes quite a lot of time to fill the forms in comprehensively, it really helps us because it makes us stand back and look critically at the business."

ANDY BANNER, THE 25

www.luxurybbmag.co.uk

AWARD CEREMONIES Achievements aside, one of the burdens can be the time and cost of attending the award ceremonies.

The expenses can be dramatic: even if there is no charge for entering the award, there's usually travel costs associated with attending. There’s travelling to the ceremony, a hotel room, and of course the potential financial strain on your business if you have to turn down guests.

On the plus side, awards ceremonies

AWARDS Unsure of which awards to nominate your business for?

Be sure to check out your local and regional awards. These can generate just as much business and publicity as national awards.

If you have your sights set on national awards, do your research to find the right categories for you. If you are stuck for ideas on where to start, here are some ideas: www.luxurybbmag.co.uk

do provide an unmatchable opportunity to meet and mingle with your peers.

Andy says: “We do generally attend the ceremonies mainly as we enjoy the opportunity to meet new people in the industry as well as the sense of occasion."

APPLICATION TECHNIQUES & TIPS Applying for awards takes time and effort. You can only participate in a certain number of awards per year.

The 25, for instance, entered the Visit Devon and Southwest awards one year but not the following year owing to the time and effort it took.

Andy and his partner Julian at The 25, are self-confessed perfectionists.

Andy says: “Even if there is just one question and it is limited to 200 words, we would read it, rehash it, and then re-read it. We’d then leave it for a day and then go back to it, all the time thinking of new things, and trying to phrase it in the best possible way, with as much evidence as possible.”

As a winner of dozens of awards in the five years since The 25 opened, Andy recommends imagining the judge has never heard of you.

“Everything you say needs to be backed up by evidence, so you need to make sure you are giving examples in the application itself, but you also need to carry through with that.”

If for example you claim to be environmentally friendly, then you need to make sure there is an environmental policy on your website.

AA B&B AWARDS https://www.theaa.com/ hospitality-awards/bedand-breakfast-awards AA hosts a variety of awards and their B&B awards have a number of potential categories for you to choose from.

Visit the link above to check out the different categories available as well as the previous winners.

Andy adds: “If you say you update social media regularly this needs to be true as they can easily check and find out you only do so every six or so weeks.”

It’s very much a case of walking the walk and taking the talk, Andy says.

“If you are entering an award it is important both to provide evidence to support any claim and to tell a story in your answers and to give examples. It’s no good for instance simply saying you are really good at customer service.”

CONCLUSIVE VALUE Asserting the value of industry accolades, VisitEngland senior press officer Charlotte Sanders tells Luxury BnB magazine: “Awards in this industry are about recognising quality and best in class and being able to promote your business at a national level. It’s also about promoting choice, delivering for the winners another form of recognition that can be put on display.”

Not only do awards offer valuable PR opportunities, but they also push you to make your business better than ever, improving the hospitality industry across the nation.

TRIPADVISOR TRAVELLERS’ CHOICE AWARDS https://www.tripadvisor. co.uk/TravelersChoiceHotels-cInnsBB-g186216 Visit the link above to check out the Travellers’ Choice award-winning categories, as well as the Top 25 B&Bs and Inns in the UK and Channel Islands for 2020.

EVIIVO AWARDS https://awards.eviivo.com The link above will take you to the eviivo Awards page. Here you can scope out the winners from previous years whilst also looking for the prefect category for your business.

Don’t forget to nominate yourself for our very own Luxury BnB Awards!

October / November 2020 || Luxury BnB || 27

IN DEPTH || THE TRUE VALUE OF AWARDS

argues that multiple awards can help to drive bookings and says: “If I was looking at two or three places to stay in a particular area, and if they were all very similar in terms of standards, facilities and reviews, I’d probably be thinking that while there’s not much in it, one in particular one has won a number of awards, and I’d plump with that one.”

From a business perspective the type of awards that Andy, and his fellow co-owner Julian, prefer to enter, or be nominated for, are regional tourism awards, not least for their potential ripple effect.

“We’d bid for the Visit Devon award, and if we did well, we’d be put through to the South West awards,” he says. The local focus of course helps drive bookings by people hunting the best place to stay in any particular area.

“People seeing [the awards we've won] in the national newspapers or on Apple News or our interview on This Morning really helps.”

MARKETING || THE COMPLETE GUIDE TO HOTEL MARKETING

HOTEL

Mobile Marketing

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

The Oxford Dictionary defines a trend as something that is “…developing, changing, or in fashion”. And for a long time mobile bookings could be determined as all of the above.

Here are some aspects of your website that should be in place:

Over the last five years there have been countless white papers, blogs, webinars, and seminars dedicated to predicting the uptake of guests choosing to book hotels via smaller screens.

• Font is legible and content is concise

• Users don’t have to pinch, scroll, or zoom to see information

• The use of Adobe Flash and pop-ups are limited • Click-to-call functionality is enabled

Google recently announced user queries completed on mobiles have surpassed desktop as the majority Google search type.

Independent hoteliers need to do everything they can to adapt their marketing strategies, and take a mobile-first approach to attracting global guests.

Everything needs to start with a hotel’s mobile website. The experience delivered to guests before they’ve even booked a room is so important and the way a hotel’s website responds to small devices is the key to mobile marketing success.

• Google Maps is integrated so people can find their way to and from your hotel • Your logo is linked so it’s simple to return to the homepage • There’s an easily accessible search bar and date calendar • Forms are auto-filled for returning visitors • There is contrast between images and colours that make the site beautiful

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MARKETING || THE COMPLETE GUIDE TO HOTEL MARKETING

Findings from Google show you need to focus on these traveller motivations: 1. 'I-WANT-TO-GET-AWAY' MOMENTS Hotels are advised to be present when inspiration strikes. By doing a search of common queries you can see if your property features in any of the results and optimise your search engine rankings from there.

2. 'MAKE-A-PLAN' MOMENTS Be liberal with the information you display to mobile searchers. While you want to keep things simple, you also want to give them all the information they need to choose your hotel over a competitor.

3. 'BOOK-IT-NOW' MOMENTS You can ease the worries of guests by giving them the ability to cancel mobile bookings without incurring a penalty. You should also eliminate as many steps as possible on mobile and make it easy for people to contact you. For example, you could implement a click-to-call link or button.

4. 'WAITING-TO-EXPLORE' MOMENTS Travellers still turn to mobile even after they’ve begun their trip. They’re looking for weather-specific information, public transport help, exchange rates, and traffic updates along with other relevant news It’s a good idea to offer travellers tips on what to do or where to eat while visiting their chosen destination.

For more information on the 4 traveller motivations, view the eBook on SiteMinder.com BONUS TIP It might sound simple but it’s surprising how many businesses fail to implement a mobile-friendly booking engine into their mobile-friendly website.

Today’s booking engines are incredibly powerful and can integrate directly with both your website and channel management solution, via two-way integration, ensuring any direct bookings received are reflected automatically.

This means inventory and rates are upto-date at all times. By putting a smart engine in place, you will be able to decrease time spent manually updating inventory and increase time spent on the more important things. www.luxurybbmag.co.uk

October / November 2020 || Luxury BnB || 29

Enticing Lodges TICEHURST

IN THE HEART OF

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Lodge: The Love Nest

PHILIPPA KING, THE CREATIVE AND MARKETING DIRECTOR AT THE BELL IN TICEHURST, TELLS US ALL ABOUT THE INN’S COLOURFUL HISTORY AND THEIR INTRIGUING LODGES NESTLED AROUND THEIR VERY OWN COSY FIRE PIT.

www.luxurybbmag.co.uk

NESTLED away in East Sussex lies the village of Ticehurst, where you’re sure to stumble across The Bell.

Named after the single bell in the village church, this popular watering hole has a lot going on behind their doors.

The Bell has a number of interesting facilities, including ‘The Stable with a Table’ and ‘The Big Room’, which can be hired out for a variety of functions, but it doesn’t stop there.

One of the most intriguing aspects of The Bell, are the rooms they have available, both inside and out.

The main building houses seven quirky bedrooms, all named after a line of a poem written for The Bell by their design team.

Each of the seven bedrooms that are available feature a king size or superking size bed, handmade Somnus mattresses, feather duvets, flat screen TVs, complimentary WiFi, and an en-suite bathroom complete with luxury toiletries.

But other than these basic provisions, each room is uniquely decorated. From exposed wooden beams to cosy colour schemes, you don’t know what surprises lie in wait behind the doors.

The Bell’s Creative and Marketing Director, Philippa King, said: “The only thing they have in common is a silver birch tree and a sinfully comfortable bed in every room, otherwise they are all completely different.

“They have individual pieces of furniture painted in a slightly quirky way, vintage rugs,

Room: Hush of the Trees

ALSO NEARBY: Bateman’s Dale Hill Golf Course Go Ape! Lighthouse Bakery Pashley Manor King John’s Nursery Bedgebury Pinetum Sissinghurst Castle

October / November 2020 || Luxury BnB || 31

IN PROFILE || THE BELL

or fabulous pieces of art. Some have copper baths and others have very uneven floors!”

Moving away from these majestic rooms and back into the fresh air, you’ll notice something that truly makes The Bell seem like a magical place.

Comfortably tucked away in their own private gardens, around a giant fire pit, four little grottos await their guests.

These rustic lodges, like the seven bedrooms

Room: The Moon Wild

found inside, are all one of a kind. They are named ‘Pour L’Amour’, ‘Pretty Vacant’, ‘Between The Lines’ and last but not least, the ‘Love Nest’.

Without giving too much away and spoiling the mystery, Philippa said: “The lodge names hint at what you might find within.”

If you’ve found that your business is expanding and you need more space, why not consider building your own exterior units

Lodge: Between The Lines

and take inspiration from The Bell’s lodges?

Philippa said: “Our rooms were proving very popular and our wedding business was developing well, so we needed more accommodation.

“We had a lovely big garden and wanted to create some truly memorable spaces for our guests to stay in.

“All our lodges have great bathrooms and private outdoor patios with their own little fires. The ‘Love Nest’ even has its own private roof terrace and wood burner.”

Captivating exterior units such as these are becoming increasingly popular within the hospitality industry.

Back in 2019, plans were announced for a new and improved Bell.

Over 200 local residents attended The Bell to peruse the plans, which received overwhelmingly positive feedback.

Phase 1 of the plans is now complete and guests can visit the extended function rooms,

1296 The house was given to the Parish Clerk or Sexton of St Mary the Virgin and administered bread and ale to the poor

14th C The Stable and The Big Room, as well as the new independent bar.

Phase 2 will also soon be put in motion and will result in a new restaurant with an open kitchen and three new rooms above the bakery.

But perhaps one of the most anticipated improvements of phase 2 will be the addition of three new, plant covered lodges, which are to be built in the bakery garden.

If you’re interested in creating your own fairy-tale lodges, Philippa said: “Know that you have a market for them. Keep your building methods as standard as possible and add all the interest on the inside.

“We enjoy very high occupancy rates with the lodges, and they are popular all year round.”

She added: “The inspiration and individuality behind each of the lodges was a result of a collaboration between Richard Upton, the owner, and a Brighton design consultancy called ‘We Like Today’.

“The lodges themselves were built by a team of local builders and craftsmen, who were managed by Stephen Evans, a local civil engineer.”

In addition to using local craftsmen to create their one-of-a-kind lodges, The Bell “celebrates local produce in all its natural glory” and endeavour to use locally sourced products as much as possible, which includes locally sourced beers and wine!

Some of the local businesses they work with includes, but is not limited to, Newington Estate (game), Lighthouse Bakery, Alsop & Walker (cheese), Cooper’s Farm, Maynard’s Fruit Farm, and more.

The Bell is still owned by the Upton’s who bought and restored the property to all its former glory, and can be found close to Bewl Water, Battle Abbey, Scotney Castle and many other popular locations. www.luxurybbmag.co.uk

The house was given to the Parish Clerk or Sexton of St Mary the Virgin and administered bread and ale to the poor

1552

1902 The Bell became a registered hotel

1920 Sold to Philips and Co of west Malling

IN PROFILE || THE CARY ARMS

Timeline

1950’s Taken over by the brewer Flowers.

Henry Reeve became landlord until his death, when his wife Elizabeth took over

1970

Property is sold to Henry Sawkins who leased it to the Reynoldes family of Ticehurst, who kept the lease for the next 50 years

Tenancy taken on by Henry and Elizabeth Reeve’s son-in-law, Frederick. His wife then took over until her death and the property’s closure in the late 2000’s

1645

2008

The Bell became a registered Inn, licensed to lodge travellers for a nightly tariff of 1 penny per bed

The Bell Inn was bought by Richard and Roz Upton of Stonegate

2009 1725 The Bell Inn was bought by a brewery in Lamberhurst.

Susannah Slaney kept The Bell until her death

Two years of restoration work and reinvigorating the inn

Nov 2011 The Bell Inn reopened its doors

1852 The Bell was sold to the Culverden brewery of Tunbridge Wells.

Spring 2020 || Luxury BnB || 23

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G U E S T H OU S E INSURANC E PROTECT YOUR B&B, GUEST HOUSE OR SMALL HOTEL FROM UNEXPECTED LOSSES.

COMPREHENSIVE COVERS & TERMS AVAILABLE

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Running a B&B or guest house is hard work and ringing around =ou 7-‹v om ;m7 ];মm] bmv†u-m1; t†o|;v 1-m 0; _-vvŃ´; -m7 v|u;vv ‹o† 7omÄ˝| u;-ѴѴ‹ 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 won’t ever be dealing with a call centre, you will always 0; vr;-hbm] ‰b|_ |_; v-l; Ć“ ou Ć” |u-bm;7 v|-@ l;l0;uvÄş

Buildings & Contents Business Interruption Cover Public & Employers Liability Business Legal Expenses Cover Low Excess For Claims.

FULL Theft & Accidental Damage By Guests.

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We don’t just sell on price, we make sure the covers are adequate for ‹o†u m;;7vÄş Ń´Ń´ ]†;v| _o†v; v1_;l;v _-ˆ; 7b@;u;m| |;ulvġ vol; u;t†bu; v;1†ub|‹ om 7oouv Ĺ&#x; ‰bm7o‰vġ vol; 7omÄ˝|ġ vol; bm1Ѵ†7; =†ѴѴ $_;[ ‹ †;v|v -m7 vol; omѴ‹ o@;u |_;[ 1oˆ;u 0‹ =ou1b0Ń´; ou ˆboŃ´;m| ;m|u‹ĺ What excess do you have to pay in the event of a claim? All policies vary!! A burst pipe causes water damages to rooms which you can’t now rent for 6 months, will the policy compensate you for lost business?? m bmv†u-m1; 0uoh;u v_o†Ѵ7 -Ѵ‰-‹v =†ѴѴ‹ ;ŠrŃ´-bm |_; l-bm 1om7bাomv of a policy to ensure it meets your requirements. As general insurance

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01 288 353999 GUE ST H O U S EIN S URA NC E.C O .UK Chapter House, Burn View, Bude, Cornwall, EX23 8BZ. www.luxurybbmag.co.uk

October / November 2020 || Luxury Bed & Breakfast || 35

Where versatility, usability and individuality count

The new X10

Coffee pleasure – freshly ground, not capsuled Customised coffee via 4.3" colour display thanks to One-Touch function for 31 programmable specialities Professional Aroma Grinder for ideal grinding results over the entire service life One-Touch Lungo function for delicious, aromatic barista specialities

Ideal areas of use: breakfast rooms, pub bars, restaurants, small bistros, private clubs and function areas.

Recommended maximum daily output: 80 cups

JURA – If you love coffee

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