Hotel Owner Magazine january 2012 by Designed by Arthouse Publishing

HoTel r e n Ow For the independent hotelier who means business www.hotelmagazine.co.uk || £4.95 || January 2012

What is luxury?

Providing the ultimate in comfort

Getting the show on the road .FRONT . . . . . .OF . . HOUSE ............. Ian and Penny Ledger have created an idyllic rural retreat in the Sussex countryside

.DINING . . . . . . OUT . . . . WITH… ........... Philip Carnegie, head chef at the Michelin-star restaurant at Inverlochy Castle near Fort William

ISSN 2046-7281

Looking ahead to Hotelympia 2012

Editor's letter

Hotel Owner Managing Editor

Louise Hoffman

louise@hotelowner.co.uk Editor

Sam Guiry

sam@hotelowner.co.uk Editorial Assistant

Naida Ally

naida@hotelowner.co.uk Design/Production Editor

Tracy Jarvis

tracy@hotelowner.co.uk Production Assistant

Lewis Bowes

copy@hotelowner.co.uk Group Advertisement Manager

Kelly Smith

kelly@hotelowner.co.uk Deputy Advertisement Manager

Chris Keightley

chris@hotelowner.co.uk Sales Executive

Tom Rogers

tom@hotelowner.co.uk Accounts

Maureen Scrivener

maureen@hotelowner.co.uk Customer Services

01206 767 797

customers@hotelowner.co.uk Contributing writers

Rob Allison, Chris Brake, Marc Budie, Peter Hancock, Angie Petkovic, Philippe Rossiter

Editor’s letter

elcome to the first issue of 2012 and the start of the new year brings a slight change to the magazine which many of you may have already noticed. We decided that the former name Hotel was too broad a title and didn’t give a clear idea of who our publication is aimed at. For that reason we will now be known as Hotel Owner, which we hope clearly acknowledges that this is a magazine designed with independent hoteliers in mind. The new name will also help us build a clear online identity and this month also sees the launch of our new website – www.hotelowner.co.uk – where you can find daily news from the hospitality sector. We will continue to offer a mix of articles and news stories that are of direct relevance to hotel owners and their staff across the UK including the regular Front of House feature that reveals more about a particular property and the owners’ experience of life in the hospitality sector. We will also continue with our regular comment pieces from industry insiders Peter Hancock – CEO of Pride of Britain Hotels – and chief executive of the Institute of Hospitality, Philippe Rossiter. We are also pleased to welcome a new contributor, Angie Petkovic, who takes over our Marketing Matters column. Angie is an ex-hotelier and now runs her own successful marketing and PR company in Cheltenham. She has recently worked on a public relations campaign with the Inn at Fossebridge and played a key role in establishing the brand identity of the SOHO Coffee Co. Over the coming months she will offer advice on using the right mix of marketing tools to reach the target audience. We will continue to cover topics that can help in the day-to-day running of your business, whether this is maximising web presence or cutting costs, as featured in this issue, or identifying technology trends and introducing effective eco-friendly measures, which will be covered in future issues. I hope you enjoy the first edition of Hotel Owner. Sam Guiry sam@hotelowner.co.uk

Cover image

Hotel Plaza Athénée, Paris ISSN 2046-7281

HOTEL Owner

is published monthly by:

Mulberry Publications Ltd, Wellington House, Butt Road, Colchester CO3 3DA Tel: 01206 767 797 • Fax: 01206 767 532 www.hotelmagazine.co.uk The editor and publishers do not guarantee the accuracy of statements made by contributors or advertisers, or accept responsibility for any statement that they express in this publication. The opinion of the contributors may not necessarily be the opinion of the publishers. Articles are considered for publication on the basis that they are the author’s original work. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying or otherwise, without the permission of the publishers.

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Hotel Owner

JANUARY 2012 FEATURES

Getting the show on the road

With plans well underway for one of the key events of the year, we look at what the organisers have in store for Hotelympia 2012 and reveal some of the exciting range of products exhibitors will be showcasing

What is luxury?

Whether it’s a Rolls Royce Phantom or a room with a view, Peter Hancock discovers how difficult it is to define luxury

Out with the old, in with new

A selection of design ideas and innovations to give your hotel an updated look and feel

Making the right connection

Technical director at Quadriga Marc Budie looks at the challenges hoteliers face in the streaming of content from guest mobile devices to in-room TVs

Gateway to success

24-27

With many key events just around the corner it is vital to develop a strong online presence, says Chris Brake, director of next generation products and development at Yell

Cutting it fine

Now is the time to review your major costs says Rob Allison, managing director at Expense Reduction Analysts

REGULARS Editor’s letter Trade talk

3 6

The latest news from the industry

New appointments

Recent career moves in the hospitality sector

Marketplace 12 A selection of exciting new products and services for hotels, restaurants and bars

Comment 15 Good leadership skills need to be nurtured if we are to identify the hospitality managers of the future, says Philippe Rossiter FIH, chief executive of the Institute of Hospitality

Front of house

From the beautifully-restored farm buildings to the luxurious eco-lodge trees houses, Ian and Penny Ledger have created an idyllic rural retreat in the Sussex countryside

Dining out with…

The way your staff dress can have a big impact on the way your brand is perceived and we look at the companies supplying work wear for the hospitality sector

Philip Carnegie, head chef at the Michelin-star restaurant at Inverlochy Castle

Marketing matters

Check out

This month we welcome a new columnist, as ex-hotelier and successful businesswoman Angie Petkovic reveals more about the importance of maintaining your hotel database

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Tradetalk

First branded hotel for the Isle of Man

Renowned chef Michel Roux Jr hosted a fundraising dinner at Roux, Parliament Square, to help raise funds for industry charity Hospitality Action. The one-off, sell-out event saw the star of BBC 2’s MasterChef: The Professionals serve a four-course dinner including daube of Lake District beef and a prune and almond tart. Michel said: “Hospitality employees will be stretched over the coming months as they work harder and longer hours to ensure their guests enjoy the festive season. Both my father and uncle are patrons of Hospitality Action and I am thrilled to continue the tradition of supporting the charity’s essential work.” Penny Moore, chief executive of Hospitality Action, said: “At this time of year more than ever we need to remember those in need in our industry. We’re delighted that Michel offered to support the charity in this way and help demonstrate the hardships our industry faces at this time of year. The £11,000 raised will help provide an essential lifeline to those who find themselves in crisis.”

The Palace Hotel and Casino in Douglas, Isle of Man, recently became a member of the Best Western group. The newly named Best Western Palace Hotel and Casino is the largest 4-star property on the Isle of Man, is the only branded hotel on the island, and the first casino hotel for the group. It will remain independently owned by the Sefton Group and managed by Sefton Group Hotels general manager, Paul Forrest. “We are proud, not only to be part of such a well-known brand, but also to be their first member on the Isle of Man for 10 years,” said Paul. “As a business we wish to grow and improve, and being a Best Western Hotel with personality, will definitely enable us to do this.” The hotel offers “a combination of stylish accommodation, contemporary entertainment and conference facilities catering for up to 300 people,” and as the biggest leisure complex on the island, features a health club, casino, bingo hall, on-site cinema, two restaurants, a lounge bar and lively sports bar. The health club includes a fully equipped fitness centre, indoor pool, sauna, steam room and jacuzzi.

The Arch London finds a ‘new face’

Lakeland Show returns

The Arch London Hotel has recently launched a social media campaign in conjunction with Stylist magazine, aiming to attract new audiences and customers to the hotel. Using Facebook and Twitter, the hotel invited members of the public to enter the competition, giving them the opportunity to be the face of the Arch Hotel. The chosen winner was to become the ambassador for the hotel, starring in its new brand video and also enjoying a party in their honour, 10 nights complimentary stay at the hotel and a cocktail namesake. The chosen winner, Elise Farmer, commented: “The Arch London could have hired a model or an actress, but I was impressed that they wanted to use a real ambassador to represent their audience and to convey to a whole generation how exciting London is.”

Encouraged by last year’s Best of Lakeland show, Lakes Hospitality Association has decided to repeat the event next March on a larger scale, with additional events and activities. One of last year’s exhibitors, Phil Worthington of Nutz about Decorating, said: “Being a small local firm that does not normally advertise, this once-a-year show has put us firmly on the map. Last year’s show resulted in our team being kept busy for the majority of the year ahead.” In next year’s show, Lakes Hospitality aims to encourage innovation among hospitality providers while creating a space for exchange of new ideas between exhibitors and business visitors. The Best of Lakeland 2012 show will be held on Wednesday 14 and Thursday 15 March 2012 at the Braithwaite Fold, Bowness-in-Windermere. Further information for exhibitors and visitors is available at www.bestoflakeland.co.uk

Masterchef's evening of fine dining

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Tradetalk

'Aspiring managers' are recognised

Nine hospitality and foodservice talents were recognised at the 2011 Institute of Hospitality London Branch’s Aspiring Managers Awards, during a ceremony held at the Four Seasons Hotel London, Park Lane. The awards, run in partnership with talent development consultancy learnpurple, acknowledge the individual achievements of hospitality managers within Greater London, particularly those “new to management who have demonstrated a high level of commitment to their organisations and to their own learning and development.” The Institute of Hospitality London Branch’s 2011 Aspiring Managers were: Stephane Dartois, operations manager for Hilton Worldwide; Brad Mumford, night manager of the Four Seasons Hotel, London at Park Lane; Arshan Motorwala, head chef of Jurys Inn; Ian McDowell, manager in training at Burhill Golf; Fiona Andrews, account manager, EPSYS – Acquire Services; Yusuf Hassan, assistant financial controller at the Cavendish Hotel; Beatriz Orta, operations manager for Guoman and Thistle Hotels; Nikki Goodwin, reservations and sales office manager at the Ramada Plaza, Southport; and Lucy Clayton, sales and events co-ordinator for Harbour & Jones. Aspiring managers win one year’s complimentary membership to the Institute of Hospitality, plus access to professional development resources and networking opportunities; a CPD development programme and certificate from learnpurple; a luxury weekend hotel break for two; and an ‘aspiring manager’ trophy.

Cardiff chef through to national finals Ffresh Restaurant sous chef Ryan Jones, based at the Wales Millennium Centre in Cardiff, has won the South Wales regional final of the National Chef of Wales competition. Ryan, 28, beat three other chefs to claim the regional honour and will now be competing in the St Valentine’s Day cookoff at the Welsh International Culinary Championships. “I was confident that what I had cooked was good but I was still surprised to win,” he said. His winning menu opened with pan fried brill with oxtail cheroles and white truffle followed by a main course of breast of Madgett’s Farm duck with fondant potato, salsify, butternut squash and duck leg and liver faggot. Dessert was bitter chocolate mousse and passion fruit. The competition is organised by the Welsh Culinary Association and sponsored jointly by the Welsh Government, Unilever Food Solutions and Hybu Cig Cymru/ Meat Promotion Wales.

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Lime Venue plans to attract market interest abroad in 2012 Lime Venue Portfolio has announced it will be “widening its appeal to the inbound market in recognition of 2012’s major cultural and sporting activities.” The portfolio is targeting buyers from the USA and China, encouraging them to use its worldrenowned destination venues. Lime Venue Portfolio boasts some of the world’s most prolific venues including Twickenham; Beaulieu – the national motor museum home of the Montagu family; and iconic, international cricket grounds, the Kia Oval and Edgbaston. Richard Kadri-Langford, head of marketing for Lime Venue Portfolio, said: “We are keen to develop our links with overseas buyers as we have one of the strongest collections of unique and unusual venues in the UK. Our offering represents the wide spectrum of events and meets their demands for the old, new, iconic and discreet.”

Michelin star chef to host Food of Love event Ackergill Tower, the Scottish castle retreat, has announced it will be holding its annual open-house culinary event in February. Robert Weston, head chef at two Michelin star restaurants, will partner with Ackergill Tower to host the weekend dedicated to “superb food and fine wine.” The Food of Love event, now in its 11th year, will see Robert design the menus for the weekend using locally-sourced produce. Running from Friday 24 to Monday 27 February, guests will enjoy three “sumptuous” menus prepared by Robert Weston and Ackergill Tower’s head chef Kevin Dalgleish, as well as cookery demonstrations, oyster tasting, cheese tasting and more.

Tradetalk

AND BRIEFLY

Premier Inns welcome avian guests

Webmarketing4hoteliers new year launch Webmarketing4hoteliers, the “private, members-only resource for hoteliers serious about ‘getting more beds filled’ and 'making more money’ through effective marketing on the internet,” has launched this January. It aims to help the owners of independent hotels, guesthouses and B&Bs get more guests to book direct with their establishments. “There is a significant difference between website design and website marketing. Most hospitality establishments have attractive-looking websites but do not understand how to market them effectively using the latest trends and techniques,” said David Mitchell, founder of webmarketing4hoteliers.com

Whitbread Hotels and Restaurants has announced the purchase of over 600 bird boxes from the Royal Society for the Protection of Birds (RSPB), to be installed at Premier Inn hotels across the country, starting with Premier Inn London Stratford. The installation at Stratford will provide avian visitors with a bird’s eye view of the Olympic Stadium, while simultaneously creating an ecologically-safe haven that could potentially attract up to 50 different local species to the area. As certain species such as robins and wrens have a natural attraction to man-made structures and buildings, a green ‘living’ roof has also been developed for the Premier Inn Stratford, where small trees, shrubs, sedum and grasses were planted to provide an additional habitat for insects and other fauna to create an ecosystem to sustain birdlife. These ‘living’ roofs and walls will also reportedly improve internal insulation and energy efficiency, helping the efforts by Premier Inn parent company Whitbread plc, to “reduce carbon emissions by 26 per cent by 2020.” More Premier Inns will receive bird boxes across the country, providing further nesting opportunities within local areas. The impact of the bird boxes will be monitored and assessed.

Hotels can now qualify for investment scheme The British Hospitality Association (BHA) has welcomed the government’s decision to allow hotel operations to qualify under the Enterprise Investment Scheme. “This is the result of much hard work lobbying on behalf of the industry,” said BHA chief executive Ufi Ibrahim. The scheme was introduced to help smaller companies raise finances by offering a range of tax reliefs to investors who purchase new shares in those companies. Jurys Inn Brighton scoops two gold awards The Jurys Inn, Brighton was awarded the gold accolade in the 'Sustainable Tourism' category of the Beautiful South Awards for Excellence 2011. Entrants were required to demonstrate their level of sustainability through environmental, community and communication initiatives. The hotel also made it through to the finals of the 'Responsible Business' category of the Brighton and Hove Business Awards, taking first place. “These awards are further evidence of our commitment to be the UK’s most sustainable hotel group,” said Damian Doyle, general manager of Jurys Inn, Brighton. New savings bond introduced for businesses Shawbrook Bank recently launched a new savings bond for business customers. The new bond will be added to an existing suite of products for small-tomedium businesses and property investors. The new one-year, fixed-rate savings bond offers businesses a return of 2.70 per cent GROSS, 2.70 per cent AER and 2.16 per cent NET, guaranteed for one year. Export growth leads to new distributors Yorkshire-based company EMS UK Ltd announced it has expanded its international network by signing distribution agreements with companies in Sri Lanka, the United Arab Emirates (UAE), Bahrain and Malta. Paul North, EMS international business development manager commented: “Having experienced significant growth over the past few years, both in the UK and internationally, we anticipate our growth to continue at an even faster pace thanks to mounting worldwide demand for our revolutionary technology. We are proud to be flying the flag in so many new markets, particularly bearing in mind the current economic climate.”

30.7 million overseas visitors in 2012 As Britain turns its attention to hosting a number of major events next year, national tourism agency VisitBritain has released its 2012 visitor forecast revealing that the UK should attract 30.7 million visitors in 2012, spending £17.6 billion in the process. Commenting on the forecast, Sandie Dawe, VisitBritain’s chief executive, said: “While these figures are in line with expected numbers in 2011, maintaining current visitor levels would be a good outcome in a year that is proving difficult to predict due to the current global economic climate and the impact this may have in many of our key markets. “We are currently on track to see a record number of holiday visits to the UK this year, which suggests that our appeal as a destination remains strong; this level of interest is something we hope to build on as we head into 2012.”

Aberdeen hotel gives percentage of bar proceeds to worthy causes The Mercure Aberdeen Ardoe House Hotel and Spa has given party-goers a chance to “pay a good deed”, by donating a percentage of its bar takings to charities that host events there. The hotel offered licensed charities up to five per cent back on cash bar sales for events booked in its newly refurbished ballroom and Ogsten Suite. John Shevlin, general manager of Ardoe House, said: “We are happy to give back to organisations that give so much. There is a big community spirit within Aberdeen, and we want to be a part of that.” Ardoe House has extended this offer to registered charities until April. Some well-known organisations have already signed up to take part in the offer, including the Scottish Spina Bifida Association, which hosted an event featuring Dragon’s Den star Duncan Bannatyne in November.

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New appointments

New appointments Keeping up-to-date with key personnel changes in your industry The Devonshire Arms Country House Hotel & Spa The Devonshire Arms Country House recently appointed Andrew Mackay as its new general manager. Andrew has over 18 years' experience of working in the luxury hospitality sector. Prior to this new appointment, Andrew was the general manager at Michelin-starred hotel, the Samling in Windermere. Andrew said: “I am obviously overjoyed with this amazing opportunity to come to the Devonshire Arms and work at such a fantastic property. My main aim is to build on the many wonderful things that the hotel has already achieved and I look forward to seeing some of my own ideas come into fruition as the business continues to develop.”

The Clumber Park Hotel and Spa The Clumber Park Hotel and Spa based in Nottinghamshire has just announced the appointment of new general manager, Norbert Angerer. Originally from Germany, Norbert brings to the hotel a wealth of international experience from previous employment at 4- and 5-star hotels based all around the world. “I’m absolutely delighted to be appointed as general manager and I’m already very impressed with what I’ve seen of the hotel so far,” said Norbert. “My goal is to simply build upon all of this so that the operations of the hotel are not only the best that they can possibly be, but that they also create the most welcoming destination for corporate and leisure guests when staying in the area.”

Accor Accor has appointed Jean-Jacques Dessors as chief operating officer for the Middle East, Africa, Indian Ocean and Caribbean Islands. He has worked for Accor in the UK for almost 10 years, six of which have been in his current role as chief operating officer for Accor UK and Ireland. Jean-Jacques said: “Accor is now one of the strongest hotel groups in the UK, with 186 hotels. It is a very important market for Accor and our ambitious expansion plan to increase our UK presence to 300 hotels by 2015 is well on track. Accor has a dynamic and dedicated team in the UK and our achievements this year have been testimony to their hard work and success.”

Amazing Retreats Amazing Retreats has introduced its new management team, who will be responsible for implementing a new strategy for the company in 2012 and beyond. The new strategy sees Brooke White take on the role of marketing manager. Based at the company’s headquarters in Stokenchurch, her role will see her take control of the company’s marketing and communication strategy, overseeing a number of areas including improving brand presence and awareness, identifying and implementing new opportunities and partnerships and generating demand for Amazing Retreats’ portfolio of properties. With a 20-year hospitality background, Gerwyn Morgan joined Amazing Retreats in 2010, and has recently been promoted to general manager at Plas Rhianfa on Anglesey, North Wales. His new role will see him take control of this outstanding property while working closely with the marketing and operations departments at Amazing Retreats.

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Marketplace

� For the last 13 years, Curtis Furniture has supplied furniture to over 30,000 bedrooms in hotels throughout Britain. Now, Curtis is delighted to announce the launch of two “recession-busting” ranges of contract bedroom furniture. Curtis is offering hotels sets of its Lawrence and Milton ranges for under £700 per room. The furniture arrives fully-assembled and complete with a five-year-contract-use guarantee. “Available in oak, walnut, cherry or mahogany finishes, this furniture will add value to your rooms for years to come,” the company says.

 Dining Chairs UK provides quality furniture solutions to the hospitality industry. With over 25 years’ experience, it offers stylish and durable products, capable of coping with the busiest environments. The company says: “Quality is key, but at a price you can afford.” The large majority of its products are manufactured in Europe, using “the finest timber from sustainable sources.” Visit the new website to view its constantly updated product range, or contact the sales team to request a brochure. Information: 0115 965 9030 or www.diningchairsuk.com

Information: 0113 248 0605 or info@curtisfurniture.co.uk

Marketplace � Following a successful series of voltage optimisation seminars delivered across the UK in 2011, voltage optimisation manufacturer EMS (UK) Ltd, is inviting industry experts to participate in its line-up of 2012 events. In particular, EMS is looking for keynote speakers to present sustainability, energy management and other green issues to businesses as part of its 2012 Powerstar CPD seminar roadshow, which will cover Norwich, Manchester, Luton, Bristol and Cardiff. Dr Alex Mardapittas, managing director at EMS says, “We believe that education and understanding on how energy saving technologies work is essential. We are now looking to secure green industry experts to share the stage with us during 2012, in an effort to educate business professionals on credible energy efficiency technologies.” Information: 01709 836 200, info@ems-uk.org or www.powerstar.co.uk

 “Rewarding your customers with enticing promotional offers about earlybird specials, two-for-one deals and other special promotions really does work,” says Karl Hunter, managing director of HFE Signs. Karl’s opinion is supported by KPMG, which recently surveyed 13 of Britain’s biggest pub and restaurant operators. Findings showed that sales rose by 5.6 per cent over the year, with much of this sales growth achieved by letting customers know about promotional activity. HFE Signs offers full colour banners within a 24 hour turnaround time and great incentives like free design and proofs, free UK delivery when ordering two banners or more, plus a good range of special offers. Information: 0845 370 0260 or www.hfe-signs.co.uk

� COCY Lock UK Ltd has launched a simple, easy-to-fit euro cylinder, which is primarily used on uPVC doors but suited to all door types. The unit replaces the key cylinder with COCY’s EC-SC, allowing you or guests to use cards, tags or wristbands to gain access, as opposed to the traditional mechanical key. Each lock can have up to 63 users, and each card can be programmed to access multiple locks. No PC is required as all programming is carried out at the door using the master card. Information: 0845 680 1365, info@cocylock.co.uk or www.cocylock.co.uk

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Marketplace

pp “CaterBook has always been an intelligently-designed but simple booking system with commission-free bookings on hoteliers own websites,” explains the company. “Now with the very successful Apex Channel Manager integration, CaterBook is pleased to announce the addition of ‘ebookers’ and ‘guestlink’ to the ever-expanding list of agency connections. With the already established links to Booking.com and LateRooms, this makes CaterBook a market-leading, low cost, total booking solution, for hotels with up to 60 rooms.”

� SJS Laser Cutting & Engraving, based near Blairgowrie in Perthshire, offers a wide range of engraved products specifically for hotels, including interior signage, key fobs and flat-cut letters. The company provides a bespoke service with absolutely no set-up costs. Information: 01828 670 532 or www.sjslaser.co.uk

Information: 01803 840 414 or www.caterbook.com

 Silko is renowned for the strength and diversity of its 700 and 900 series products. The company says that combining these into a one-piece bespoke execution, along with the ability to install original equipment manufacture products, gives you a solution that is not only fit for purpose, but fit for budget. It also describes how “it used to be the case that bespoke stoves were more a badge of honour with people buying the name with little regard for what went into the finished product. Today, owners, chefs and consultants have a clear understanding of what is required, and Silko gives you the best of both worlds.” Information: 0845 459 1760 or sales@cheflinesolutions.co.uk

 freetobook allows independent hotels to offer online booking, quickly and simply. The software is absolutely free, there is no lock-in contract and it’s easy to use, so all members of staff can pick it up quickly. It also offers great functionality – you can export customer details for marketing campaigns and have the option to put booking buttons on emails, newsletters, Facebook, Twitter or directory sites, to monitor the return from those sources. “It’s time for independent hotels to stop losing online business and paying commission on their own website,” says freetobook. Information: 0141 270 2173 or www.freetobook.com

� “If you’re looking to refurbish your hotel or B&B on a budget, with value-for-money, quality furniture backed by excellent customer service,” JU Furniture says to contact them now. JU has been supplying the trade for many years with furniture ranging from mahogany items and lacquered birch, to ash, alder wood, oak and leather. The company offers a bespoke madeto-measure service on all its mahogany products and design assistance, if it’s required. Information: 01730 895 500, 01420 538 473 or www.jufurniture.co.uk

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Comment

Leaders of the future In these difficult times, when organisations are required to be more competitive and offer more for less money while continuing to grow, it’s more important than ever to invest in your employees and identify leaders of the future, says Philippe Rossiter FIH, chief executive of the Institute of Hospitality

ome people are born leaders, while for others the skills need to be nurtured and developed. Leadership is more about motivating and influencing, winning the hearts and minds of others, than controlling or commanding. There is no single type of behaviour that makes a good leader. While a person may lead effectively in one situation, they may not lead so well in another. Winston Churchill was a great leader in wartime, but not in peacetime. Being a leader is not just about being a manager. Managers are given the authority to instruct a team on what to do and the team members do as they are told, as that’s their job. A good leader will inspire others to follow them, or act on instruction by motivating and positively influencing behaviour, rather than simply barking forceful commands. Identifying those with leadership potential is critical to business success. Not all leaders behave in the same way, but when we think of good leaders they do all have one thing in common: passion. There are further attributes that leaders possess in order to develop loyalty and trust, such as intellect and drive. The Chartered Institute of Professional Development lists the following as attributes a good leader would possess: • General intelligence – to make sense of the complexity and difficulty of the task. • Technical or professional knowledge and competence in their particular fields. • Personality – leaders should be energetic and committed, maintain contact with their people and understand their strengths and weaknesses. • The ability to inspire – this quality may be rarer than some of the others and is

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perhaps the most difficult to develop. • Listening, sharing and delegating skills (and not interfering unnecessarily). In groups of more than around five people it becomes impossible to know all the necessary detail. • Self-knowledge – to understand his/her own strengths and weaknesses, which will enable the leader to turn to others in the group to compensate for any biases or deficiencies.

Leaders should be energetic and committed, maintain contact with their people and understand their strengths and weaknesses

Leadership skills can be tested in recruitment situations, especially where assessments are carried out as part of the selection process. If strong leadership skills are required for the role, group exercises or discussions are a good way of allowing those candidates with the right skills to demonstrate them. A group assessment day also allows you to observe how the individuals interact with each other. If you can, provide lunch as part of the day and encourage discussions between the candidates when they are more relaxed and feel they are not being assessed. You can soon see who the leaders and followers are in such situations! In order to develop leadership skills, the person must first understand his/ her own leadership style, as this can

vary greatly. There are tools available to identify the type of leader a person is, such as Myers Briggs (based on Carl Jung’s eight psychological types) and Lewin (who identified three leadership styles: authoritarian or autocratic; participative or democratic; and delegative or free rein). A quick internet search brings up various ways in which to assess a person’s leadership style. These range from quite basic questionnaires (reading a statement and answering whether you agree or disagree) to complicated matrix-type tools. The type of tool you use will depend on your own organisation, how you want to assess these skills and your budget. This can range from using an external consultancy to assess your employees’ styles or developing a personal development plan for each of them, to a short online survey – whichever may suit your needs. I recommend that you try out whichever method you choose on a few managers initially to see if you agree with the results or not! Once you have the results you can then start to develop a plan for each individual for areas to work on. If you are using an external company to carry out the assessments for you, a report specifying areas for development would normally be part of this. The Institute of Hospitality is the professional body for managers and aspiring managers, providing support to improve and develop their professional skills. In addition to its suite of awards and qualifications, it also offers a wide range of information services designed to help those working in the hospitality sector. Further information is available at www.instituteofhospitality.org

Front of house

Front of House Ian and Penny Ledger offer guests the perfect rural retreat in their sympathetically-restored Grade II listed farm buildings and luxury eco-lodge tree houses

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Front of house

“

ith no experience of the hospitality sector, Ian and Penny Ledger took a huge gamble when they invested their life savings into Fair Oak Farm in September 2006. Nestled in the Wealden Valley, and previously forming part of the Glynde Estate, it is a Grade II listed property surrounded by stunning Sussex countryside within a designated area of outstanding natural beauty. Ian describes his first impressions on viewing the farm: “I remember thinking “Wow!” when we were approaching through the country lanes and “Wow!” when we entered through the gates and saw the buildings.” At the time the couple viewed the property, the main barn was being used as a holiday let although, as Ian says, “the décor and the hand-me-down furniture left much to be desired and we were surprised it was even achieving 30 per cent weekend occupancy.” But both Ian and Penny could see its potential and were confident they could create more luxurious accommodation that could double the occupancy levels. There was also another advantage, as Ian explains: “Although it is a 12 acre estate, it is a mere pin prick compared to the three larger estates that surround it, one of which is owned by pop legend Roger Daltrey who has some stunning fishing lakes nearby. It means the surrounding land, including the woodland, is very well maintained.” Although Ian and Penny had not worked in the hospitality sector before, they did have extensive experience renovating properties and gradually began transforming the farm buildings. Today, the self-catering accommodation they offer includes the Barn and Cow Shed; Stable Cottage, Grain Store and luxury eco-lodge tree houses. The Barn features beamed, vaulted ceilings, floor-length windows and a beautifully polished oak floor, while the Cow Shed consists of two cottage-style double bedrooms, both furnished with six-foot double beds. Stable Cottage is full of quality antique furniture and fittings – a feature of all the farm buildings – and the Grain Store offers spacious open plan living with stone flooring, exposed timbers and oak-framed windows overlooking the courtyards and gardens. As the owner of a Grade II listed property, Ian was conscious of the legal requirement to retain its true character. The historic farm building was expertly converted using traditional methods incorporating clay peg tiles, oak weather boarding and original

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We knew when we purchased Fair Oak Farm, we

did not want to be your average holiday cottage where you turn up and find the key under the door mat” sandstone plinth walls. Ian adds: “We knew when we purchased Fair Oak Farm, we did not want to be your average holiday cottage where you turn up and find the key under the door mat.” They personally ‘meet and greet’ each guest, offer a range of outdoor activities such as falconry and archery and provide some additional services. Ian explains: “While the accommodation is self-catering we have various added extras for guests to enjoy if they wish, including a chef, wine list, DVD library, cycle hire, games room with pool table and bow top gypsy caravan nestled in the orchard.” Fair Oak Farm caters for large groups and families and not surprisingly, the authentic gypsy caravan proves very popular with children. The idea of accommodating guests in a caravan may seem a little unconventional to some, but Ian is clearly not afraid of taking risks. He has also made a substantial investment into two eco-lodge tree houses that have been built “for grown-ups to fulfil their innermost childhood dreams.” The idea for the tree houses originated the moment Ian and Penny first viewed the property but the couple were unable to start on such an ambitious scheme until they had dealt with the farm buildings. Ian says: “We knew that it had to be last on the list of our capital investment plan because we had lots of existing buildings to improve and renovate first and planning permission for the tree houses was likely to be a tricky process, if not impossible.” However, after protracted negotiations with the local authority and the bank, and having secured the services of a local carpenter, work on the tree houses finally began. Ian says: “I had the design and layout in my head before we had even moved into Fair Oak Farm. I then prepared a detailed programme, schedule of works, cost plan, risk register and specification list.” He and Penny then sourced all the materials from local suppliers as well as all the fittings and furniture. The results are stunning, with each of the tree houses offering luxury self-catering accommodation for two with amenities such as queen-size double bed, en-suite wet room, fullyequipped kitchen and sheltered balcony. They also feature all the modern conveniences that guests would expect from 4-star

Front of house

Fair Oak Farm Rating:

Although the property achieved a 5-star grading in most categories, the owners opted to maintain a 4-star grading to accommodate a larger capacity and cater for families and groups.

TripAdvisor Rating: None (Self-Catering) Accommodation:

Barn & Cow Shed (sleeps six people); Stable Cottage (sleeps two to four people); Grain Store (sleeps two to four people); Eco-Lodge Tree Houses (sleeps two people per lodge); All Buildings (sleeps 14 to 19 people)

Rates:

From £340 per week for two people sharing an Eco-Lodge Tree House in low season.

Further information: www.fairoakfarm.co.uk

accommodation, such as flat-screen LED digital TV with integral DVD, wireless broadband and fresh white linen and towels. Ian says: “It’s like the ultimate hotel room but in the trees on a country estate with uninterrupted valley views to wake up to.” Demand for the accommodation has exceeded all Ian’s expectations, as he explains: “The interest and excitement from people during the design and build was enormous and we have experienced year-on-year increases in demand, but we have seen the biggest jump since the introduction of the tree houses.” Ian also thinks that other land owners might want to consider this

option, adding: “Financially, it’s a no brainer as an investment. It helps if you already have an established tourism business that can be expanded, so you can evidence the benefits to a local economy.” Looking ahead to 2012, Ian expects a busy and profitable year with staycations increasing as fewer people have the money go abroad. He says: “People will always want to be with their family in the countryside. In November and December we saw more advance bookings than ever before for the year ahead and January is normally our busiest period for enquiries.” Ian admits that making Fair Oak Farm financially viable has been a challenge and has meant he has had to juggle a multitude of roles acting as owner, investor, website designer, accountant, maintenance manager, IT trouble-shooter, construction worker and advertising manager. With most of the capital investment completed, Ian says that his focus now is on“keeping customer satisfaction levels as high as humanely possible and enjoying life on the farm.”

“

It’s like the ultimate hotel room but

in the trees on a country estate with uninterrupted valley views to wake up to”

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Signature menu

Dining out with… Philip Carnegie, head chef at the Michelin-star restaurant at Inverlochy Castle

ining at Inverlochy Castle’s Michelin-star restaurant truly is an experience for guests to savour. Head chef Philip Carnegie joined the team over a decade ago and has helped retain the restaurant’s Michelin-star status, an accolade which has been held for almost 30 years. Known and respected in the industry as a creator of elegant and innovative dishes, Philip’s creations show precision and great technical ability. The restaurant strives to keep its menu fresh and exciting, celebrating the rich array of local produce on offer in the Highlands.

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Signature menu

Terrine of foie gras with foie grasstuffed fig and apple brioche This is a fabulous, rich dish yet is still remarkably a light start to a meal. The sweetness of the figs and apple offsets the richness of the foie gras, which makes for a luxurious dish that leaves you wanting more.

Black olive crusted rack of Sika venison with parsnip and salsify We have excellent local suppliers who provide us with the best venison in the area. I prefer Sika venison as it is a lovely moist meat when cooking and usually is tastier than red venison. The black olive crust results in a beautiful texture which complements the meat. The best venison recipes are often the simplest.

Baked crĂ¨me brulee with apricot and an apricot milkshake An elegant dish, this dessert always wins rave reviews. The velvety, appealing apricot is the perfect partner for the crĂ¨me brulee. The overall flavour of the dish manages to combine peach-like-flavour with tang and is best served late summer, early autumn.

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Hotelympia show preview

Getting the show on the road

With plans well underway for Hotelympia,we look at what the organisers have on offer for 2012

ne of the world’s leading food service and hospitality shows for almost 76 years, Hotelympia provides a global platform showcasing the best in food and drink, catering equipment, interiors, bathroom and spa, careers, tabletop and technology. With five full days of product innovations, competitions and practical demonstrations, the event has proved a source of inspiration to those of you working in the hospitality sector, regularly attracting 40,000 visitors each year. Organisers Fresh FM have unveiled some innovative ideas for the event in 2012 with a brand new layout making it easier for visitors to navigate the show floor and a number of exciting events. The Hot Talent Awards have been set up to celebrate, nurture and reward the best young talent the industry has to offer. Whatever the role or level on the career ladder, the awards have

been designed to showcase those individuals who go above and beyond the expectations of their job title. Another show highlight, and new for 2012, is the Hotelympia Design Award, which will reward the UK’s most luxurious and desirable hotel suite. The glittering judging panel includes Channel 5’s Hotel Inspector, Alex Polizzi, and Malmaison and Hotel du Vin CEO Robert Cook, alongside a host of leading industry lights. All of the Hotelympia staples are also at the show, including the world class culinary competition, Salon Culinaire, which incorporates La Parade des Chefs, Salon Live and Salon Display. Salon director, Peter Griffiths MBE says: “Salon Culinaire promises to be one of the best ever following the success of the record-breaking event at Hotelympia 2010 when more than 800 awards were presented. It is a great

 Contacto, international supplier to the hotel and restaurant trade via professional distributors and manufacturers, is launching a number of new utensils, light equipment and tableware items at Hotelympia. Its range of more than 4,000 high quality items for every conceivable food and beverage operation includes professional pots and pans, utensils and knives as well as trays, holloware, cutlery, plate covers, chafing dishes and bar sundries. Convinced of the energy and cost saving benefits of using induction, Contacto is offering a price reduction on certain key ranges of pots and pans suitable for induction throughout January, February and March.

opportunity for chefs to show what they can do in the kitchen at a major industry event.” The Stage promises once again to be the hub for informed debate and a host of insightful seminars featuring keynote industry speakers, plus 2012 also welcomes the return of the Skillery, in association with the Craft Guild of Chefs, which once again showcases the culinary talents of a number of well-known chefs. The highly successful Innovation Awards will return bigger, better and brighter, once again providing a high profile platform and

� Katerbay will be using Hotelympia to launch the Turbo Air brand of refrigeration equipment. "The Turbo Air product range, which includes upright fridges and freezers, counter fridges and freezers, as well as pizza, prep counters and glass door drinks coolers, promises the very highest quality, reliability and real value for money." Information: 0845 872 5000 or www.katerbay.co.uk Stand N1159

Information: 0121 605 5522, sales@contacto.co.uk or www.contacto.co.uk Stand N1802

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Hotelympia show preview

looking for new opportunities to grow sales and differentiate their operations. Mick Shaddock, chairman of the Catering Equipment Suppliers Association (CESA), adds: “Hotelympia remains the most integral trade show in the calendar for our members and the catering equipment community as a whole. Traditionally, Hotelympia has always been a great showcase for the best of CESA members’ products and services. Its continued development such as the new layout has gone down well with our members and should help drive visitors around the show floor with more ease and efficiency.” Toby Wand, group exhibition director at Fresh RM, adds: “We recognise that these are still challenging times, yet the wave of optimism and excitement that is rising with the advent of the London Olympics is creating a buzz which we feel we have harnessed with this show. Join us in 2012 where we will once again strive to create a show befitting of the best that hospitality has to offer – a show that the industry deserves.” Companies seeking to find out how they can promote their business at Hotelympia and reach an audience of over 40,000 should visit www.hotelympia.com or contact Andrew Pantelli on 0207 886 3055. Visitors can visit the website to see how Hotelympia can be the new inspiration for their business and register now for a free ticket, saving the £30 entrance fee.

an unprecedented means of recognition for new product launches throughout the show. In a new twist, the 2012 awards will see finalists pitch their products behind closed doors in a Dragon’s Den-style arena. Six finalists in each category – Design, Equipment, Food & Drink and Technology – will have to pit their wits against the panel of specially-invited hospitality industry leaders or ‘Innovation Idols’. Past Innovation Award finalist Steve Elliott, the managing director of Serviceline, says: “The Hotelympia Innovation Awards shine a light on new ideas that really can

change the way the industry works, all the while bringing another dimension to the industry’s leading catering exhibition. The award gave the company great recognition and a lot of media attention.” Another attraction that is set to cause a buzz on the show floor is Wine+. Independent research commissioned by Hotelympia found that wine was the top drinks product that respondents said they wanted to see at the show. This insight led to the addition of the new Wine+ section – a dedicated area that will serve as an effective platform to reach on-trade wine buyers

� SWR is an innovative waste management company focused on managing costs for its customers and improving recycling performance. It offers comprehensive, integrated waste management services that are tailored to meet the needs of specific sectors, including the hotel industry. SWR also owns Smash & Grab, a company that produces a compact and effective bottle smashing machine that reduces the volume of glass waste by around 80 per cent. This unit is ideal for hotels and can be provided as part of the SWR waste service.

 Call Systems Technology (CST) will showcase ConnectSmart TeamAssist from QSR Automations – a new training and reference software solution – at Hotelympia 2012. Aimed at restaurants, the system “dynamically enhances the presentation of information, making training more effective, alleviating stress and reducing costs.” With TeamAssist, it’s easy to create, maintain and present key information for all members of staff, covering every area of operation from recipes to maintenance activities. The intuitive, graphical information is available via touch screens, whenever and wherever it’s needed.

Information: 0800 038 0300 or www.swrwastemanagement.co.uk Stand N1145

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Information: 0800 389 5642/ 0208 381 1338, sales@call-systems.com or www.call-systems.com Stand S1940

Hotelympia show preview

� Airwave Europe, supplier of hotel TV and AV equipment, enhances guest experience with a new range of Samsung Hospitality TVs. With in-built satellite tuners, Samsung Hospitality TVs have a unique offering, allowing guests access to thousands of international digital and HD channels in many different languages. The TV settings are centrally controlled and the sets can access internet services such as BBC iPlayer and YouTube. The screens have energy efficient features and the ability to decrease maintenance and management costs. All of these attributes are incorporated into an eye-catching screen with wafer-thin bezel and superior picture quality. Information: 0845 555 1212, info@airwave.tv, Twitter @AirwaveEurope or www.airwave.tv Stand S2001

� A3 Solutions will be showcasing a range of products at Hotelympia. As the UK agent for the Italian refrigerator manufacturer Vitrifrigo, it will unveil the newly-launched NEXT-D series, eco-friendly compressor minibar. Described by Vitrifrigo as the first in the world to receive the A+++ certification, it is “silent and 85 per cent more energy efficient than its competitors,” and comes in 33 litre and 40 litre capacities with finishes in either a panel or glass door. A3 Solutions will also be representing Glass Vac, a brand new and innovative glass recycling crusher offering costeffective glass disposal. Information: 0207 199 8210 or www.a3solutions.co.uk Stand S2502

 Excalibur Furniture produces superior upholstered aluminium seating specifically created for high-end customers, with fresh, eye-catching designs and quality features. Recent projects have included an order for 2,500 Ergo chairs, supplied to the contemporary, design-led Park Plaza Hotel at Westminster Bridge. Excalibur has also supplied more than 2,600 flex back chairs to the Lancaster Hotel in London as part of its £10 million refurbishment. Excalibur has recently completed other projects for Marriott, Corinthia, Intercontinental, Crowne Plaza and Doubletree by Hilton. Information: 01908 327 100, sales@efchairs.com or www.excalibur-furniture.com Stand S2115

� Drawing on over 20 years’ experience, Guestline develops, implements and supports a wide variety of management software solutions for the hospitality sector. This includes web-based property management systems with fully integrated channel management; centralised reservation systems; social media management; EPoS and PCI-DSS compliance solutions. With an impressive portfolio of products, Guestline is successfully providing hotels of all sizes both at home and abroad with intuitive technology to help develop sustainable profitable growth. Guestline will be demonstrating the newest technologies launching this year and its existing products within the Innovation Section at the show. Information: sales@guestline.com or www.guestline.com Stand S1929

 Famous for the eponymous Corby Trouser Press, Corby of Windsor also provides a wide range of products for the guest room including irons, ironing centres, kettles, hairdryers, minibars, safes, a range of spa toiletries and much more. The company has introduced a three-year guarantee on the electrical goods it manufactures, which it says “proves our confidence in the quality of our products.” Customers are welcome to visit the stand to discuss their individual requirements. Information: 0844 880 9326 or support@corbyofwindsor.com Stand S2335

 Tibard, one of the industry’s most long-established chefs-wear manufacturers, and Oliver Harvey, one of its newest, will be sharing a stand once again. Hotelympia will coincide with the launch of Tibard’s brand new catalogue which will contain a number of new additions to both its front of house and back of house collections. Oliver Harvey will be adding two new limited edition aprons at the show – a stylish black and white striped bib apron and a black and white striped waist apron. Information: Tibard: 0161 342 1000 or www.tibard.co.uk and Oliver Harvey: 0161 342 1032 or www.oliverharvey.co.uk Stand N2615

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Hotelympia show preview

 GO IN (UK) will be launching its 2012 catalogue and showcasing several new and exciting products at Hotelympia. This includes the latest additions to the funky, colourful Xenon outdoor lounging range. The weatherproof, foam furniture is bright, practical and ideal for use on terraces, in outside bars or beaches. A rich palette of colours such as orange, green, violet, white and brown add to the appeal and its light weight means seating layouts can be easily rearranged. The covering material can be cleaned with regular commercial cleaning products and can withstand extremes of temperatures, salt water and UV rays.

 Temperature specialist and thermometer supplier, TME is showcasing its ThermaSprint rapid-response probes to industry professionals at Hotelympia. "If you’re serious about fast food, you’ll love this brand new temperature capability from TME – one of the UK’s leading thermometer manufacturers." Made with pioneering ThermaSprint technology, these three-second response probes are ideal for chefs in a hurry. Robust, dishwasher-safe and up to 10 times faster than conventional probes – they’re also standard with TME’s great value SOLO pocket thermometer and MMCombi.

 EcoPure Waters has been supplying sustainable on-site water filtration systems within the hospitality industry for 20 years. Pure, still and sparkling systems can be installed at either the front or back of house and are supplied with stylish, personalised bottles in a choice of five sizes to suit bedroom, bar, conference, banqueting and restaurant applications. With simple operation, unlimited filling capacity and vast savings against buying in bottled water, “EcoPure Waters is the clear green choice!”

Information: 01903 700 651, sales@tmelectronics.co.uk or www.tmelectronics.co.uk Stand S1645

Information: 01844 290 088, sales@ecopurewaters.com or www.ecopurewaters.com Stand N2626

 Orbiss has developed a combined movies-on-demand, internet and IPTV system for hotel guestrooms – which the company says is the only technology of its kind in the marketplace. Clarity allows a bespoke personalised front portal page so that hotels can add their own logo, advertising or any other guest information. Orbiss works with some of the biggest hotel groups in the UK including Doubletree Hilton, Best Western, Soho Group and Marriot Hotels. Orbiss can be found at Hotelympia where you can see the Clarity system in action, and talk more to the team about how it can be tailored to suit any size of hotel or venue. Information: 01872 561 656, hello@orbiss.co.uk or www.orbiss.co.uk Stand S1835

Information: 0845 021 4646 or www.go-in.co.uk Stand S2136

 Clifton Food Range will be promoting the 14 litre duobath at Hotelympia. Ideal for sous vide and low temperature cooking in the professional kitchen, the duobath has two 14 litre chambers and has been specifically designed to operate at two different temperatures simultaneously, and with two different liquids. It also minimises counter top use – as the drain taps are conveniently located at the rear of the bath – and includes a run-dry protection function, low water level warning and setting retained in memory even after power off. Information: info@cliftonfoodrange.co.uk or www.cliftonfoodrange.co.uk Stand N1356

 Hotel Complimentary Products Ltd has introduced the Platinum Tray Set, which is available in black or white stainless steel. In development for the past 12 months, the company has carefully pinpointed exactly what the hotel sector wants and this is reflected in the finished design. Some of the features include a kettle and base that can detached from the tray for easy cleaning and the tray is one complete mould so there are no loose parts. The tray will be unveiled at the show and the company urges visitors to come and have a closer look. Information: 01797 362 895 or www.hotel-complimentary-products.co.uk Stand S2319

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For a free no obligation quotation, please contact 01747 857609 or visit www.stalbridge-linen.com

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Comment

What is luxury? Hard to define and equally difficult to provide, Peter Hancock tries to establish how hoteliers can offer a luxury experience

f all the descriptive terms used in hotel marketing luxury is perhaps the most abused. That’s because it is open to such wide interpretation and because it means different things to different people. If you happen to own a car with leather seats, a powerful engine and an automatic gearbox you might well consider it to be a luxury car and many would agree with you.

To someone who is used to travelling in the back of a Rolls Royce Phantom, however, luxury means a magic-carpet ride and near silent propulsion plus that all important extra – a chauffeur doing the work. It all depends where you start from. At the end of a back-breaking winter’s day, a farm labourer might step into his kitchen and be presented with a mug of tea by his wife. Taking a seat as he grasps the healing brew, it would be no exaggeration to call that a moment of luxury, even if the tea is not from Fortnum & Mason. Having visited and worked on behalf of a good number of the best hotels in this country over the years I have begun to form an opinion as to what luxury really means. It should not be confused with mere refinements such as the foam that envelopes a perfectly cooked baby vegetable or the bubbles produced by a Jacuzzi bath. Dare I say it, even the fizz in champagne is not necessarily a manifestation of

luxury, since quality varies greatly and a lesser non-vintage brand can be less enjoyable than a half decent table wine. Refinements that have made hotel bedrooms more decorous without actually delivering a luxury experience might include copies of Country Life or a dozen carefully arranged cushions on top of the bed – nice to have but not impossible to replicate at home. No, real luxury, in my view, is the service that a good hotel can provide and which only the most privileged could expect to receive in their normal daily lives. This has two effects – it relieves the hotel guest of the need to make any strenuous effort and it makes him or her feel incredibly welcome. This, after all, has been the essence of hotel keeping from the start, providing safe and comfortable hospitality to the weary traveller. So, here are a few of the things that I believe are essential to a genuinely luxurious hotel experience: • Someone who welcomes you at the door with a smile. • Needs being anticipated. • Not having to queue when checking in and out. • Luggage whisked to the room straight away on arrival. • Menus brought when it’s obvious that’s what you want. • Copious hot water.

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• Loads of space. • Being recognised on return visits. • A beautiful view. • Perfect room service. • The absence of traffic noise. • A very comfortable bed. • Delicious food and drink in attractive surroundings. • A friendly greeting from any staff one encounters. • Confident yet unobtrusive service at table. • The sense that staff are actually enjoying their work. • Everything one sees, smells and touches being just that little bit better than it needs to be. You would think that by now every hotel company in the world would have mastered these basics, that a simple blueprint would exist whereby anyone could put in place what’s on a checklist and declare themselves a luxury operator. In so far as attaining 5 stars, this is largely achievable because the requirements are well known right down to the size of rooms and the number of TV-facing chairs expected. Making it a

luxury experience for the guest takes rather more, I would suggest, since that depends entirely on the skill and attitude of the team. To return to the motoring metaphor, it is the chauffeur who transforms driving into being wafted effortlessly from A to B just as the maid who provides evening turn-down saves the guest the bother of tidying up the towels or closing the curtains. Why do we like this so much? For centuries, right up to the Second World War, much of British society was divided between servants and masters, those with sufficient wealth leading a hugely privileged existence with dozens of staff to cater for their needs. Technology has made a lot of those roles redundant but by no means all, and the hospitality industry allows anyone with the right attitude to make a decent living at the service of not one, but thousands of transient masters who pay handsomely for the chance to be pampered for a couple of days at a great hotel. When asked to name their favourite hotel in the newspapers, famous people invariably pick somewhere overseas. This may be designed to impress readers with their

credentials as a sophisticated traveller, though it is interesting to note how often hotels in the Far East get a mention. Rates of pay have traditionally been somewhat lower there than in this country, allowing for a more generous staff-to-guest ratio which is critical to the delivery of true luxury. Needless to say, matching this is challenging in countries where salaries are higher, especially when the market is depressed and hotels are trying to contain costs. So hats off to the small band of hoteliers in Britain who can honestly be called purveyors of luxury. They employ the best people – lots of them too – and they understand that hospitality is more than just a way of making money. It’s a way of making people very, very happy.

Real luxury is the service that a good hotel can provide and which

only the most privileged could expect to receive in their normal daily lives

Claridges Hotel

Peter Hancock FIH FTS is chief executive of Pride of Britain Hotels, a consortium of 43 luxury independent hotels throughout the UK and the official hotel partner to the National Trust (prideofbritainhotels.com). Peter is also a professional after-dinner speaker and event host and belongs to several hospitality industry bodies.

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Hotel refurbishment

Out with old, in with the new A new year may mean a new look and we uncover some key design ideas and trends to transform the interior of your hotel

hen the winners of the Condé Nast Johansens Awards were announced at the end of last year, one hotel stood out among all others – the May Fair in London, which scooped the title of the ‘world’s most excellent bedroom'. Described as stylish, contemporary and quirky, the hotel has been judged to “take 5-star luxury to another level,” and nowhere is this more evident than in the award-winning Schiaparelli Suite. Named after the flamboyant fashion designer Elsa Schiaparelli, the room reflects her bold use of colour and her desire to unleash fuchsia on a glamour-starved world. Adorned with pink leather furnishings and opulent fabrics, the suite boasts a king-size double

bed, bathroom with limestone egg bath and lounge with integrated fireplace. The award was given to the suite in view of the “attention to decorative and theme detail and unique interior design that really makes it stand out from the crowd. From the hot pink colour palette and luxurious fabrics to the Buddhist accents, it embodies the unique quality that one looks for in that special hotel bedroom.” Giving your hotel that individual look and feel to make you stand out from the crowd does not require a 5-star budget. Ensuring the hotel’s décor leaves an indelible print on the customer’s mind can be achieved through the clever use of decorative details…

� According to leading paint manufacturer Johnstones, “colour can dramatically affect the look and feel of a room. By careful selection, designers can use colour to subtly influence moods and create the required ambience in an area of the building.” The company suggests looking to the warm side of the colour spectrum with reds, oranges and yellows generating a buzz in lively areas such as bars and restaurants.

The May Fair Hotel

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Hotel refurbishment

� Light is key to the design of any hotel with the ambience of any room changed with the flick of a switch. With its diverse range of lighting accessory plates, Focus SB offers that all-important finishing touch, as managing director of the company Roger Kemp explains: “The Prism and Prism II range are the ideal plate for interior designers; why have a plate that is going to cover up the detailed wallpaper when you can have a clear plastic plate and with no screws. Primed white is another of the designer’s best friends. Once the colour scheme has been decided, the plate can be installed and then simply painted over for the exact matching finish.”

� The idea for the bath in the bedroom originated in some of the world’s most luxurious hotels and according to Aston Matthews this design trend is now becoming more commonplace in the UK. The company has supplied baths to the Hotel du Vin chain including the cast iron roll top Rimini bath with traditional ball and claw feet – perfect for positioning centre stage in any bedroom. The baths are available with a smoothed and primed exterior ready for the final splash of colour.

pp Many hotels have latched onto the boutique trend for ‘lobby socialising’ including Starwood Hotels. The company’s latest innovation is Aloft – designed to bring urban-influenced, modern and vibrant design to the midmarket hotel sector. Brian McGuinness, senior vice president of speciality select brands for Starwood, says: “Aloft London Excel boasts atmospheric public spaces where guests can mix and mingle, read the paper, work on laptops, play a game of pool or grab a drink with friends.”

� Quality linen supplier Richard Haworth recognises that proprietors don’t have to compromise guest experience to effectively update the look and feel of their rooms. Managing director Raj Ruia says: “Guests are mainly interested in room aesthetics and benefiting from a good night’s sleep under luxurious, soft linens. We’ve created our new soft furnishings range in response to increasing hotel enquiries for products that will help them stylishly re-decorate rather than refurbish.”

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When choosing furniture for a dining room or restaurant there are several key considerations that hoteliers need to take into account including comfort, strength and stability. The new Deco Art DF0901/911 from GO IN is a stylish addition to any hotel. Ideal for use in high-end hotels and fine-dining establishments, the company says “the chair combines seating comfort with tactile pleasure, offering a slight flexibility in the back and the luxurious feel of its upholstery and elegant curves.” Supplier listing

Aston Matthews: www.astonmatthews.co.uk Chrysalis: www.chrysaliscontracts.com Decor Fusion: www.decorfusion.com Deltalight: www.deltalight.co.uk GO IN: www.go-in.co.uk Focus SB: www.focus-sb.co.uk Johnstones: www.johnstonespaint.com Murray and Willis: www.murrayandwillis.co.uk Richard Haworth: www.richardhaworth.co.uk

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Comment

Marketing Matters 2012 sees the arrival of a new columnist who aims to share her extensive marketing experience with you over the coming months. An ex-hotelier, ambassador for tourism and former head of government task forces, businesswoman Angie Petkovic now heads a successful PR and marketing company in Cheltenham

appy New Year and thank you shopping, theatre or country walks, then the visitors who would have booked anyway! for ‘checking me in’ to the first think of a way of combining these with an The consumers anticipated the 30 per cent of my regular columns in Hotel Owner. added value offer. This could be a threediscount and waited for their voucher code. Over the coming months I will be sharing for-two, a discounted midweek/weekend We then profiled the database, splitting my experience of marketing to stimulate rate or perhaps an added third night at half it into under 55s and over 55s. Half of the occupancy for both independent hoteliers price. Encouraging repeat trade is so often 55-plus group were sent the normal discount and those managing a hotel collection. underestimated. Your database should inform offer and the other half received the same Good marketing is frequently getting you if the visitor came to you for leisure or offer but with added value such as entrance eclipsed in the era of Laterooms.com, which business reasons, so you can target the repeat to some local tourist attractions. Half the often sadly devalues both the main product visit offer appropriately. The data may tell you under 55s were also sent a longer three-night and brand. We are witnessing a downward things like the past motivation for a leisure break offer and were tempted with a choice spiral with a focus on discounting above the break, such as an anniversary or birthday, so of champagne, chocolates and flowers in actual pleasure of the offering. Training is you can target your marketing around these. their room. The result was the added value also key – maximising revenue offers resulted in an enormous on rooms is often down to staff return, while the portion who quality rather than the cheapest received the standard discount f you have recorded a good spread of information on deal of the week. I will be offer remained static with no your hotel database then you should be able to segment the commenting on these themes increased uptake. Through and others in 2012, but this our experience, many hoteliers information to work out an appropriate and enticing offer month I am focusing on the assume that a discount brings in hotel database. repeat bookings but what guests Opening up a marketing communication We are being threatened with a double actually want is added value. to previous guests via email is cheap, efficient dip recession and you will need to think As hoteliers you can only give people about your offering if your occupancies have and perceived as personal rather than a booking offers they want by knowing who mass mailout. If your hotel is organised, dropped. Overheads will continue to go they are. Receptionists have a crucial role to personalised emails can be sent by the up and you will need to consider what has play here, by taking details from guests – the reception staff, not forgetting of course to worked in the past and perhaps call on this more information you get and retain, the track who has been mailed and how they again. If you have recorded a good spread of more you can do. Tailored offers can reward information on your hotel database then you have responded. your customers with some kind of additional The hotel database should remind you who unexpected extra, whether it's whisky in the should be able to segment the information to work out an appropriate and enticing offer. your target audience actually is. You can also bar or a break for their partner at a future Get back to basics and think about seasonal go back and pinpoint how guests actually date. So to establish who your guests are found you in the first instance and reopportunities or weather considerations and and get them back to your hotel it’s D for examine what worked and what did not. Did database, pure and simple. brainstorm a typical stay that might include your ad campaign last season actually deliver? If not, you will have firm evidence that the Angie Petkovic is the managing director of apt money will be better used elsewhere. marketing & pr, an integrated full service agency based You can also use your database to establish in Cheltenham. Angie is an ex-hotelier herself and a well-connected tourism ambassador who understands your core business. We once worked for a the business. With a long pedigree in hospitality, spa and tourism client campaigns, Angie’s team help chain of hotels which religiously mailed out their clients boost occupancy, maximise their profile a special offer, every quarter of every single and improve their customer offering by formulating a year. From that they got a 35 per cent repeat realistic, cohesive and affordable strategy. Ring Angie for a coffee and a chat on 01242 250 692 or email booking. We analysed the data and found angie@aptmarketing.co.uk to find out how her expertise in effective communication can help you, whatever your the hotel chain was basically giving a 30 per current business situation. For further information go to cent discount off the rack rate to a quarter of www.aptmarketing.co.uk

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Wi-fi

Future DLNA

atching TV via the internet from a laptop, mobile or tablet is a growing trend and with the Digital Living Network Alliance (DLNA) reporting unprecedented growth in the number of DLNA-certified TVs during the first quarter of 2011, what does this mean for hotels? DLNA is an industry-wide standard for sharing data on a home network, a group of organisations, including many consumer electronics manufacturers, has created the standard enabling all DLNA devices to share media over a home network. DLNA is predominantly considered a consumer technology and has not yet been widely adopted by the hospitality industry. There are significant implications for the hospitality sector, notably how this capability needs to be integrated into hotel-room specific TVs. Hoteliers will need a partner which understands the full context of different technology platforms, TVs, internet, network and content. However the ability to view and manage a wide variety of digital content on personal PCs, consumer electronics products and mobile devices is a challenge that many hoteliers will have to overcome.

As DLNA TVs and set-top-boxes (STBs) become more readily available, hoteliers will have to embrace this new digital network to offer guests the freedom to watch personal content.

Providing a key differentiator Offering guests a home-from-home experience has always been a way for hoteliers to differentiate themselves from the competition, apply innovative technology and simply deliver a high standard of service. DLNA technology will enable hotels to offer this by letting guests watch ‘brought-in’ personal content via the in-room TV. The distinct value of this digital living vision for the hospitality sector is in its ability to provide guests with a wide range of compelling content, uses and experiences. An alternative to connectivity panels Some hotels already have connectivity panels in place that provide a viable, manual way for guests to connect AV equipment in the room. Over time, it is anticipated that DLNA technology will replace these panels to allow greater flexibility in the potential of allowing guests to access personal content and applications.

Technical director at Quadriga Marc Budie explores the future of DLNA in the hospitality sector, the potential challenges hoteliers may face and the role integrators will play in enabling hotels to support the streaming of content from guest mobile devices to the in-room TV Installing the appropriate Wi-Fi The DLNA reported in July that there are now more than 4,000 certified TV models available and total shipments of connected DLNA TVs in 2015 are expected to reach 138 million worldwide. These figures will almost guarantee that the hospitality sector will need to be prepared to embrace DLNAenabled TVs and will require hotels to ensure they have a robust Wi-Fi service to support the streaming of content from guest devices. With seamless internet access around the hotel now considered an essential utility by today’s guests, hotels need to ensure it is delivered reliably and effectively, before they take the next step to DLNA provision. However, the delivery of Wi-Fi can be complex and brings with it a host of commercial, technology and delivery issues for the hotel. In order to respond to the growing Wi-Fi challenge, hoteliers need to consider an audit that will provide an understanding of the hotels' available service. This will offer a balanced and effective answer to the growing Wi-Fi challenge they may face.

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Wi-fi

Pairing devices One potential challenge is pairing the mobile devices to the TV and the possible pairing of devices to the wrong TV and room. As DLNA becomes widely available across the hotel network the desire to pass media between rooms could pose a security or privacy issue. For example, multi-room bookings for a conference may encourage content to be shared among multiple attendees under unlimited circumstances without control. Legal implications Many hoteliers are concerned about the legal aspect of DLNA as it is not yet clear who would be liable for a potential breach while accessing content. DLNA’s Protected Streaming Guidelines leverage Digital Transmission Content Protection over Internet Protocol (DTCP-IP) allows the secure sharing of commercial content between devices in a consumer’s home network, but not with third parties. It specifies a global standard for protecting

content streaming between two devices, ensuring that commercial content is protected from piracy and illegitimate redistribution. Guests will own their personal content, so should be responsible for the legal side of this. However, studios and broadcasters are becoming increasingly concerned that DLNA technology compromises the stringent security requirements. Integrators are currently working with both the studios and TV manufacturers to address this matter and guarantee that content is being securely shared across an array of devices within the hotel.

The role of the integrator In order to adopt DLNA technology successfully, hotels should partner with an established and experienced integrator, which understands all aspects to navigate these increasingly complex technology and convergence challenges. Selecting the right partner is key to not only support the hotel TVs, but the necessary network and internet infrastructure needs as well as the appropriate

Supplier solutions With many hotel guests now seeing Wi-Fi connectivity as essential, we look at some companies helping to deliver this service

Supplier listing

Frequency Telecom: www.frequencytelecom.co.uk Quadriga: www.quadriga.com Solution Builders Ltd (SBL): www.solutionbuilders.co.uk

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uest and visitor frustration over mobile phone signal black spots can now be a thing of the past, with the launch of the CelFi RS2 3G Signal Booster from Frequency Telecom. The cost-effective 3G signal booster enhances smartphone signals in an area up to 13,000 square feet, ensuring guests can make and take calls almost anywhere, whether they are attending a conference, waiting in reception or meeting friends in the bar. The unit continually seeks out the best available signal, making it ideal for large hospitality operations where mobile signal can struggle to permeate through numerous brick walls. Unlike other signal boosters, it involves fussfree installation without bulky cables, ugly external antennae or building permits. Gareth Limpenny, managing director of Cel-Fi’s distributor Frequency Telecom, says: “Guests and visitors often find themselves at the mercy of 3G signal when trying to make that all important call. As 3G frequencies can fail to fully permeate the walls of hotels and leisure facilities, a device that can enhance this is paramount for providing uninterrupted communication.”

communications platforms understanding the content requirements of the guest. This will help hoteliers experience the potential return on investment they are looking for. Integrators are working closely with TV manufacturers to make this move to DLNA technology a unified and uniform experience for the hospitality sector. Working with existing STB technology and future TVs, integrators are enabling hotels to become DLNA compatible, while also taking care of the network issues and possible security implications. Today, DLNA has not been tested in a hotel environment and there are many challenges hoteliers face. In a perfect world, the hotel guest would simply connect all devices to the Wi-Fi network. With many integrators claiming cost-effective solutions by adapting domestic technology, hoteliers must find the right solution – and the right partner – to deliver the quality and robustness guests expect and to meet the DLNA requirements.

It has been estimated that by 2015 more than 12 billion devices will be capable of wirelessly connecting to 500 billion hours of TV and video content. Consumers will have unlimited access to programmes through a variety of devices including smartphones, laptops, netbooks and portable internet players. Many hotels are upgrading their broadband connections in line with advances in the speeds available to cater for the expected increased customer demand. However, there remain issues inside the property as to the optimum infrastructure needed to support this huge growth in traffic. At Park Inn Aberdeen, SBL has installed a Wi-Fi system that provides a tiered service level for both business users and casual surfers. Equipped with the latest 'N' standard and with secure monitoring (as required by law), the system has proved so popular that it now has an unlimited user licence to cater for demand. The optimum delivery of hotel guest services depends entirely on the effectiveness of the network within the property. As the competition gets fiercer and consumer expectations continue to rise hoteliers who invest in their communications infrastructure will benefit from increased guest satisfaction and revenue enhancement.

Maximising online presence

Gateway to success

Britainonview/Rod Edwards

Hotels of all sizes must develop a strong online presence to reach out to potential visitors from all corners of the globe

Chris Brake, director of next generation products and development at Yell, examines how hoteliers can use the internet to click with customers both at home and abroad

hile the rest of the Royal Family will commemorate the Queen’s Diamond Jubilee with a series of visits to the Commonwealth in 2012, the Queen herself is marking the occasion with a five-month tour of the UK. Though Her Majesty’s accommodation is undoubtedly taken care of, the same may not be said of the millions of tourists expected to descend on the UK next year. Tourists from every continent and corner of the UK will be taking part in the celebrations for the Jubilee, the Olympics and the Paralympics and all of them will be looking for a place to stay. With 24-hour bookings and free web translation services, the internet instantly overcomes time zone issues and language barriers and many visitors will turn to it to help organise their trip, including accommodation. Internet hotel bookings keep rising year-on-year and hotels of all sizes must develop a strong online presence to reach out to potential visitors from all corners of the globe.1

Contrary to perception, building a web presence from scratch and maintaining it long-term does not need to be expensive, time-consuming or require serious online savvy. Yell has helped thousands of small businesses to interact with existing and potential customers, and hoteliers can take a few simple steps to tap into the worldwide market.

Building a presence Firstly, you need to create an engaging, eye-catching and, above all, useable website for your hotel or B&B. This needn’t be hugely expensive or labourintensive, and website creation services are available to help. Hoteliers do not need to reinvent the wheel as it is possible to see what other industry players are doing, pick the best points from various sites that you like and integrate them into your own business website. Give potential visitors an insight into what they can expect when they arrive. An image speaks a thousand words, so if you

are set in idyllic surroundings or have a state-of-the-art spa facility, then be sure to include images on the site. In recent years, video has become a part of our regular online experience. Research suggests that a staggering 80 per cent of people now watch online videos every month2 so why not give future guests a virtual tour of your rooms, communal areas and grounds, or introduce them to your team? Video creation and editing services are now available for just a few hundred pounds and sites such as YouTube make it free and easy to share your videos with millions of potential visitors.

Online reviews Word of mouth has always been vital for generating new business leads and those passing conversations are now permanent fixtures online. Online review sites are perhaps the most crucial web tool for those in the hospitality business, even more so than other industries. The World Travel Market’s 2010 Industry Report not only

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Maximising online presence

found that 35 per cent of travellers changed their choice of hotel after browsing social media, but also that TripAdvisor has a huge impact on booking habits.3 Therefore, encourage customers to review your hotel online. Include links to review sites to make it easy for them to share feedback or encourage visitors to share the experiences of their stay with discounts or special promotions. It is also important to monitor your online reputation and to check review sites regularly. Setting up a Google Alert for your hotel name will immediately let you know if you are mentioned online and will allow you to keep on top of the business’s profile with minimum effort. Online reviews are an extension of your customer service desk. Thank those who sing the hotel’s praises, but also be sure to deal swiftly and effectively with negative reviews, demonstrating customer service excellence and winning the trust of potential visitors.

Online communities For hoteliers, using social media sites such as Facebook and Twitter can be a great way to engage with customers. Social media provides a 24/7 forum for interaction and feedback, allowing you to converse with customers frequently and informally. Try running a competition to generate some fresh ideas and re-tweet positive comments and reviews to maximise impact.

Britainonview/Pawel Libera

Perhaps consider tweeting useful information about your surrounding area, tourist attractions and places you know are worth a visit. It is likely that potential guests will be unfamiliar with the area, so by offering useful information and an insider’s view, you will start to build a rapport with the community. Remember that social media is another outlet to demonstrate the personality of your business, so use it wisely.

Attracting new visitors By successfully managing an online presence, hoteliers can tap into potential markets irrespective of geography, helping their businesses to thrive and ultimately boosting profits. The tourism industry used to rely on marketing and advertising alone. Now the possibilities have widened and the dynamic has shifted – new customers are now far more likely to find hotels through online searches, review sites and via the buzz on social media. Show people what makes your hotel worth a visit, engage with customers and showcase your customer service offering online. Keep up-to-date with developments in digital marketing and you will be able to attract visitors from far and wide.

TravelClick, 2011 Comscore, 2009 3 World Travel Market 2010 Industry Report 1 2

If you are set in idyllic

surroundings or have a state-of-the-art spa facility, then be sure to include images on the site

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Cost control strategies

Cutting it fine Managing director at Expense Reduction Analysts, Rob Allison explains how you can save money on major overheads

ith the figures released from Experian’s Insolvency Index earlier this year showing that hotel and leisure businesses had the third highest rates of insolvencies, and with big players such as Hotel Du Vin and Malmaison recently reporting a drop in demand for rooms, food and beverages, there’s never been more pressure on the hotel sector to review all aspects of its cost control strategies. The current Eurozone crisis will also go some way towards ensuring cost control and supplier management remains on the agenda for the foreseeable future. Evidence suggests there is an appetite

for strategic cost management rather than just tackling costs as a transactional exercise to achieve better pricing, which, arguably, is a short fix solution as the better pricing you achieve may not be the best value.

Review supplier contracts It is advisable for businesses to undertake a review of supplier contracts now, to establish the best possible value to pay dividends throughout 2012. It is vital to remember that reducing costs is not about compromising your product or service levels. It’s about making sure you have the best contracts in place for

Reducing costs is not about compromising your product or service levels. It’s about making sure you have the best contracts in place for your business

your business and ensuring your suppliers understand your individual needs. In fact, a bit of due diligence in this area should help to maintain and improve standards, not the reverse. Before you get started on any review or cost cutting exercise, whether you run a large hotel chain or an independent boutique, remember that working with the largest or best known supplier does not always equal best price and service. You might also choose to follow the lead of efficient businesses in the industry by consolidating suppliers. If you currently purchase a range of products and services from a host of different suppliers, you’re likely to have high volumes of small invoices to process. Using a smaller number of suppliers will also allow you to develop closer working relationships with those that offer the best value for money and cut down on financial administration. Another option is to introduce a preferred list of suppliers – this can be particularly beneficial if you operate in a number of locations and can negotiate a saving by using the same supplier at each outlet. Of course, most businesses in the hotel sector have numerous areas of expenditure. While a review of costs may seem like a time consuming process, taking the time to identify two or three core areas of expenditure and reviewing the relevant supplier contracts can yield significant cost savings in the long term. With this in mind, the following areas make a good starting point...

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Cost control strategies

Get energy efficient Companies need to be clever when it comes to arranging new utility contracts to reduce the burden of recent price escalations. In a market that changes on a daily basis, this may be achieved by studying and approaching it at the right time and not when it is at its peak. Companies can also obtain an advantage by trying to bring all energy contracts under the roof of one single supplier with a single contract end date. This will simplify administration and will also allow companies to take advantage of better pricing, as energy providers will offer more competitive rates, depending on the level of business being placed.

Don’t get taken to the cleaners While laundry is a huge overhead for many hotels, make sure the quality of your laundry and service is fit for your business – 3-star bed linen simply won’t do in a 5-star hotel, cost savings or not. However, negotiations to get the best value and service should also focus on ability to

deliver at a time to suit your business, ability to guarantee delivery – especially during busy holiday periods – and the supply of clean, undamaged linen.

Waste not, want not Most waste contractors operate 12-month rolling contracts, whereby, unless notice is given three months prior to renewal, you are automatically locked in for another 12 months. Make sure you know your renewal dates for this to avoid missing out on the chance to re-negotiate a better deal. Know what tariffs you are paying for different types of waste, make sure waste is being separated accordingly and encourage staff to recycle – the more you recycle the less tax you pay. You can also dispose of multiple hazardous waste types on one consignment note and save paying per individual pick up.

Keep talking Fixed landline contracts for 12 or 24 months are the norm but check that you are not subject to an auto-renewal clause and therefore not able to take advantage of any new tariffs from better value competitors. Mobile phone costs can

be another huge area of expenditure, but there are many simple ways to save money here. For example, many businesses have a policy where staff pay for personal calls. It might be more expensive to enforce this scheme than simply pay for the costs. Also, consider giving staff the option to take their number with them when they leave and buy their handset from you, this is a cheaper option for many businesses than cancelling contracts.

Look after the pennies While waste, laundry, communications and energy costs make up the mainstay of many hotel and leisure businesses' overheads, don’t neglect ‘smaller ticket’ items. Many hotels, for example, no longer offer a complementary morning newspaper or sewing kit as a matter of course, but supply them, if requested. Think about which items you could do the same for without compromising your particular offer. Rob Allison is managing director at Expense Reduction Analysts, the UK’s largest cost, purchase and supplier management consultancy.

Make sure the quality

of your laundry and service is fit for your business – 3-star bed linen simply won’t do in a 5-star hotel

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Blakes Hotel

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Check outt

Check out...

Uniforms and workwear In an increasingly competitive market hotels must have a strong brand identity and staff uniforms can help raise the profile of the business and play a crucial part in how you are perceived

n an industry where first impressions count it is important to ensure that all your staff are well-presented. They are your brand representatives and what they wear can speak volumes about the quality of service you offer. Project manager at NKD clothing Stephanie Yapp, says: “It still surprises me how little thought is given to staff clothing, despite it being one of the best communicators of a business’s identity.” She believes that many businesses will invest significant amounts of time and money in corporate logos and various PR and marketing activities but ignore the people who directly represent the brand to the customer on a day-to-day basis. One of the key areas for any hotelier is front of house, as this is where guests gain their initial impressions of the property. For these customer-facing employees the most popular clothing option is still a smart suit. A specialist in professional workwear, Grahame Gardner recognises that image is key in the hotel sector, and the company says: “A professional appearance is paramount in giving guests confidence in your establishment.” It has worked with numerous hotels to develop an image that sends out all the right messages, including a range of corporate wear suitable for both front of house and office staff. The company’s suits and separates are all machine washable, making them both professional and practical. Customers looking for a more contemporary approach should take a look at the Vitality collection, originally developed for the beauty industry but now widely used by hotels to complement a more relaxed environment. The fashionable styling makes it ideal for a spa or salon and some hotels are also choosing to use Vitality for front of house staff, creating a chic staff identity, which is ideally suited to boutique style hotels. New research has shown that in hotel businesses, something as simple as wearing a name badge can make a huge and immediate difference to customer satisfaction levels. The study, carried out by mystery shopping and customer experience experts Shopper Anonymous (www.shopperanonymous.co.uk), found that when a range of hotel businesses introduced name badges for all staff, customer satisfaction ratings rose by a remarkable 12 per cent almost overnight, in comparison to those that didn’t require staff to wear badges. The survey also found that customers wanted staff to be wearing badges so they could clearly be distinguished from guests; said they trusted staff wearing name badges and were more likely to build up a relationship conducive to repeat business with someone who was not anonymous.

Grahame Gardner

Making sure employees are easily recognisable is something that Europe’s largest name badge manufacturer Badgemaster clearly understands. A Royal Warrant holder, the company provides the name badges for the customer-facing staff to some of the UK’s leading hotel chains including Premier Inn, Ibis, Best Western, Days Inn, Thistle and Shearings and smaller, independent hotel operators. Managing director of the company, John Bancroft, thinks the choice of design can be utilised to raise the hotel’s profile, adding: “We can manufacture custom-made bespoke name badges, in line with a company’s corporate identity.” He also says: “In the current economic conditions, customer service has never been more important and it is very rare to go into a quality establishment these days and find that staff are not wearing name badges. The benefits are clearly proven.” NKD Clothing has worked with Malmaison and Hotel du Vin to implement a brand look that would reflect the quality and values of the company. For the Malmaison group, fitted T-shirts with catchy slogans such as ‘shaken not stirred’ and ‘too brie or not to brie’ were created for the bar and brasserie staff. These were worn with utilitystyled aprons and on-trend bootleg trousers. For Hotel du Vin – a more classic and quieter brand than Malmaison – it was important that the outfits projected this look and image. Suiting in black and charcoal grey works well with the environment and gives off the air of quiet confidence and charm. Commenting on the overall design, Sean Wheeler, director of people development at Malmaison and Hotel Du Vin, says: “We want our employees to look and feel good in what they wear. We rely on our uniform supplier to assist us in moving the business forward – helping us to stay sharp, competitive and raise our profile in new markets.”

NKD Clothing

Supplier listing Badgemaster: www.badgemaster.co.uk Grahame Gardner: www.grahamegardner.co.uk NKD Clothing: www.nkdclothing.co.uk

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