Inspiring excellence in our tourism industry QualityEdgeIssue 22
Happy camper Why one business owner embraced glamping and never looked back
CAN'T GET THE STAFF? The right way to recruit new employees Plus Industry News CALL OF THE WILD How fl ora and fauna can bring in the bookings Interviews How to Guides Case Studies A WARM WELCOME The secrets of exceptional customer service Ask the Experts
IN THE NEWS 04 Industry news 06 VisitEngland updates How we're helping to boost the English tourism industry. 09 Tourism by numbers At-a-glance statistics on visitor behaviour.
FEATURES Focus on… 10 The laws of luxury glamping Ways to introduce premium touches to at Tom's Eco Lodge, your accommodation business. page 18 14
Photo: Sam Scadgell at www.iowpostcard.co.uk Photo: Can't get the staff ? Hire the right employees for the job with help from our simple guide. 18 Focus on… Tom's Eco Lodge, a business that has Welcome embraced the glamping phenomenon. 24 Call of the wild Sally Balcombe introduces our spring issue Why making the most of nature and wildlife can help attract visitors. am delighted to welcome you to issue 22 of Quality Edge, which follows the 28 A dream theme good funding settlement for tourism in the Comprehensive Spending Review, Theming rooms is a big success story for the excellent news of the new £40 million Discover England Fund and some businesses – could it work for you? Iincreased funding for the GREAT campaign. As we work to bring VisitEngland and 32 Customer service VisitBritain closer together, our priorities are to market the nations and regions of A warm welcome is an absolute must. So Britain overseas to drive growth in international leisure and business tourism as how do you achieve exceptional hospitality? well as to maintain distinct activities to develop and market England tourism with 37 First person greater co-ordination across the industry. Brigid Simmonds from the British Beer and Pub Association shares her views. In this issue, we explore the growing trend for glamping with a focus on Tom’s Eco Lodge and also discover how to make the most of nature and wildlife to delight GET PRACTICAL your guests. We recognise that an extra pair of hands may be invaluable with the busy Easter season approaching; our article will help you to recruit a new employee. 38 Five minute guide to… Producing a promotional video. Whether you employ staff or not, the tips from new ROSE Award winners will help 41 you provide exceptional hospitality to your guests. We also look at what makes a Seven ways to… Get the most out of TripAdvisor. 'luxury' provider, and what you can do to bring your business into this category. 42 Tools of the trade Finally, we cover digital marketing, which is so important to our industry now. How you can make Google work even We've included a quick guide to producing a promotional video, and harder for your business. insider tips for getting the most out of TripAdvisor. Your views are essential to help inform future content of IN THE KNOW Quality Edge. I encourage you to complete the online reader 44 Ask the experts survey, which is your opportunity to provide ideas and feedback Your industry questions answered. on the magazine. The survey comes with a chance to win a 47 Legislation lowdown luxury getaway – turn to page four for more details. The latest legal updates. Enjoy the issue. 50 Checking out A reader gives their views on the industry. Sally Balcombe This issue, Jean Blore from Morecambe. CEO, VisitBritain and VisitEngland
EDITORIAL Contributors: Published by: QUALITY SCHEMES Quality Edge is a VisitEngland Chris Alden, Emma-Jane Batey, Tag Publishing, Aldgate Tower, 2 Quality in Tourism: Visitor Attraction Quality publication. Jean Blore, Helena Egan, Leman Street, London E1 8FA Assessment service for Scheme: Editor: Ross Calladine Christine Faughlin, Emma Field, Telephone: 020 8612 7796 accommodation providers Assessment service for attractions [email protected] Kurt Janson, Wendy Johnson, Website: www.tagworldwide.com Telephone: 0845 300 6996 Telephone: 020 7578 1451 Managing Editor: Martin Philp Hannah Lowe, Brigid Simmonds, Advertising: Adam Faber Email: [email protected] Email: [email protected] Creative Director: Rob Patterson Zöe Slater [email protected] Website: www.qualityintourism.com Website: www.visitengland.com/biz
@VisitEnglandBiz Issue 22 I Quality Edge I 03 In the news The latest stories for accommodation and attraction providers After the fl oods: the campaign The Government releases £1m of funding to promote staycation visits to the North FOLLOWING THE WINTER fl oods National Park. Other marketing across northern England, the initiatives include a renewed ‘Holidays Government has announced a new at Home are GREAT’ campaign and a £1m staycation campaign to £10 million ‘Tourism in the North’ encourage British families to visit the campaign aimed at overseas visitors. region over the Easter break. Prime Minister David Cameron The campaign aims to showcase the announced the funds during his visit world-leading attractions and to the North West on 28 January, stunning countryside across saying, ‘The measures we’ve Northumberland, Lancashire, announced today are an Cumbria and Yorkshire, with important step, showcasing the best VisitEngland leading the promotional the region’s tourist industry has to activity. A further £2m of funding was off er while helping one of its key also announced to repair attractions in the Lake District infrastructure across the Lake District National Park get back on its feet.’
Win a stay at Complete our survey Rudding Park Your chance to win a luxury getaway to Rudding Park Hotel in Harrogate, North Yorkshire
TELL US WHAT YOU think of Quality also features the Rudding Park Edge and you can enter into a draw Kitchen Garden, a fantastic space for for a night’s stay for two at Rudding guests to explore. Over 100 diff erent Park Hotel in Harrogate, North herbs, salads, edible fl owers and Yorkshire. This four-red-star Gold fruits are grown in the garden, destination was voted within the top ingredients used by the chefs to three Best Hotels in the UK for the create dishes packed with fl avour. tenth year running in the TripAdvisor The winner will also enjoy a meal for Travellers’ Choice Awards 2016. two at Clocktower Restaurant, a Facilities include a spa, a gym, two private cinema screening and two golf courses and a golf academy, a 40- minute bespoke spa treatments. 14-seat private cinema and the two Terms and conditions apply. AA Rosette Clocktower restaurant, Find the survey and T&Cs at which has a large terrace with views https://response.questback.
over the beautiful gardens. The hotel com/visitengland/QE. Puzzlewood Hotel; Park Rudding iStockphoto.com; Photo; Shoosmith / Alamy Stock Gordon Photos:
04 I Quality Edge I Issue 22 www.visitengland.com/biz In the news
BIGGEST-EVER HOTEL SHOW With over 5,500 visitors, the £23bn for 2016 Independent Hotel Show, National tourism body VisitBritain has forecast held at Olympia West in 36.7m overseas visitors will come to Britain in 2016, October, enjoyed its busiest year ever. The show also spending £23bn. This will be a rise on what looks to hosted VisitEngland’s fi rst- be a record-breaking 2015 ever ROSE Awards for (fi gures are still to be customer service (see our feature on pages 32-35 for fi nalised), and indicates more information about the an upward trend that new awards). could see 42million visits per year by 2020.
In Star Wars it is: Puzzlewood The PM features in the and David New comms kit new The Force Evennett Help boost your business and increase revenue with the Awakens fi l m recently launched Tourism Communication Toolkits DAVID’S GOT IT COVERED ACCORDING TO THE Peak Edge brochures and face to face. Based on Conservative MP for Hotel in Derbyshire, its website Universal Design principles, which Bexleyheath and Crayford bookings have increased by over allow all communications to be The David Evennett has been 300% since using the new Tourism understood and used by all types of appointed temporary Communication Toolkits. These people, they can help operators widen Parliamentary Under Secretary handy resources can help businesses their appeal, improve customer force is of State for Sport, Tourism and communicate more eff ectively with loyalty and increase revenue. Get Heritage. He covers Tracey their customers across a range of started now at visitengland.com/ Crouch, who began maternity channels, including websites, businessadvice. strong... leave in January 2016. … in Puzzlewood. Visitor PREPARE YOUR numbers for the Forest of PAY PACKETS Dean woodland site were The Government’s new National Living Wage will reported as double the become law from 1 April. national average in late Employees aged 25 or over December. And it’s all and not in the fi rst year of an apprenticeship will be legally because sequences from entitled to at least £7.20 per Star Wars: The Force hour. The Government Awakens were shot in its suggests this will steadily rise Bright lights, big cities year on year and reach more Award wins put four urban centres in the spotlight tranquil woodland. This than £9 per hour by 2020. is part of a growing trend Don’t forget to pay staff STOKE-ON-TRENT is the UK’s VisitEngland’s own Home of Sport for ‘screen tourism’, correctly – the National European City of Sport for 2016. A campaign (see page 7 for more Living Wage will be enforced series of events is being planned for details). Meanwhile, two other English which fi lm consultancy as strongly as the current this year to celebrate the accolade, cities have won prominent Olsberg estimates was National Minimum Wage. which is supported by the European awards: Manchester is the European For more information go to Commission. Also, with over City of Science 2016 and Hull will be worth as much as £140m www.visitengland.com/
Photos: Gordon Shoosmith / Alamy Stock Photo; iStockphoto.com; Rudding Park Hotel; Puzzlewood Hotel; Park Rudding iStockphoto.com; Photo; Shoosmith / Alamy Stock Gordon Photos: 2,000 votes, Nottingham has won UK City of Culture in 2017. to the UK last year. pinkbookonline.
@VisitEnglandBiz Issue 22 I Quality Edge I 05 VisitEngland Updates How your voice for England is helping to develop and promote our industry
Driving growth in 2016 Tourism 2015: Sally Balcombe, Chief Executive VisitEngland and VisitBritain, sets out proposals to deliver on priorities for tourism the verdict Head of Research and FOLLOWING THE development, to ensure that deliver key industry sector events. GOOD funding bookable regional product is being We are also shifting our focus Insight Sharon Orrell settlement for tourism sold in international markets. This towards investing more in our off ers her round up in the Comprehensive activity will also benefi t the overseas network, digital, content Spending Review, domestic industry by building curation and distribution; and in AFTER A including the new engagement and partnerships building our partnerships DISAPPOINTING £40m Discover England Fund and between and across regions, and by competence for both commercial 2014, 2015 saw the increased funding for the UK developing product that will be and strategic partnerships. Our domestic market Government’s GREAT campaign, we attractive to both domestic and marketing, which will drive the return to growth. have set our priorities. These are to international markets. Business aspiration to travel, will link to our There was an 11% market the nations and regions of Visits and Events will also be a B2B and product development increase in the number of overnight Britain overseas to drive growth in priority – delivering an international work to make sure that bookable trips taken in England over the fi rst international leisure and business platform for England promotion. regional British product is available nine months of the year, and a 9% tourism, and to maintain distinct We will use digital to deliver content to international consumers. uplift in spending, setting a record activities to develop and market to the consumer and continue to I am delighted that Andrew expenditure-high for the period. England tourism with greater deliver the Holidays at Home are Stokes has been appointed as Inbound visits to the United industry-wide co-ordination. The GREAT campaign domestically. Interim Director, England. He will Kingdom also grew last year, up by Government has also asked us to Meanwhile, VisitBritain will lead on the development and 4% between January and October, bring VisitBritain and VisitEngland continue to strive to drive growth delivery of the new £40 million representing a record number of closer together. in international tourism across the Discover England Fund. international visitors to our shores. VisitEngland’s focus will be on the nations and regions of Britain. We look forward to working with In other research, VisitEngland development and delivery of the Business Visits and Events is a new you to ensure we deliver the best has been investigating the role that Discover England Fund, specifi cally for remit and priority for VisitBritain, outcomes for both English and different activities play in motivating England tourism product working across Government to British tourism. domestic visitors to take holidays and trips. We looked at visitor attractions, sporting pursuits, The Discover events and different types of England Fund will focus on the hobbies and found all these activities regions outside play an important role in encouraging of London domestic tourism spend. For example, £3.8bn is motivated by trips taking in visitor attractions, and £2.8bn by trips involving live music or other festivals or events. People spend £1.5bn in order to take trips where they go walking or hiking, while over £400m is generated by all types of cycling tourism. And hobbies such as golf (£370m), watersports (£261m) and fi shing (£218m) all have a role to play in encouraging British people to get out and explore their own country.
06 I Quality Edge I Issue 22 www.visitengland.com/biz In the news We're raising the bar Excellent Head of Industry Development Pam Foden looks at VisitEngland’s recently week ahead launched pub and glamping quality assessment schemes Enterprise Director Jenny McGee reveals plans for THE PUB SCHEME The Pub Scheme: English Tourism Week is designed to accreditation highlight the will involve an The VisitEngland importance of the unannounced visit by an assessor Awards for Excellence sector to tourism will be the pinnacle of and raise quality English Tourism Week standards. Accreditation (ETW), taking place involves an unannounced visit from 5-13 March. We’ve where the assessor will have a made some exciting changes to the meal and review a typical awards, including an additional customer experience. Stars will ‘dog-friendly’ category and a shorter not be awarded, but a range of application process. Applications accolades will be given each were up this year by 21%, with over year, including Exceptional 400 entries. View the shortlist at Welcome and Family Friendly. www.visitenglandawards.org. Bedrooms let in pubs will Aligning these key events will help continue to be assessed by shepherds’ huts etc. VisitEngland professional photoshoots. It will increase the profi le of English Quality in Tourism under the will now offer a Gold award for showcase best practice and tourism. And ETW really does off er Guest Accommodation those offering top-quality innovation, to give operators ideas businesses a great opportunity to star-rating scheme. accommodation and facilities. For when updating or developing sites. raise awareness about our industry. The new Glamping Scheme is more information, go to More workshops are planned for Find out more about ETW and a re-working of the Alternative www.qualityintourism.com. 2016 on topics such as SEO, download our toolkit, which Accommodation Scheme and In 2016, a refreshed Parks photography and managing online features posters, logos and web will suit any tourism business Standard booklet will benefi t from reviews. Email your interest to banners to use in your marketing, at offering yurts, tipis, eco-pods, industry consultation and [email protected]. www.englishtourismweek.co.uk.
Rugby School Rugby’s big winners in Warwickshire, the birthplace of Head of PR Rebecca Lowe looks back at Rugby World the game Cup 2015, and reveals two campaigns for 2016
DESPITE THE HOST journalists from around the world nation’s early exit, the keen to discover the birthplace of England Rugby World the game. Meanwhile, VisitEngland’s Cup was a huge Home of Sport campaign – launched success in terms of to support the Rugby World Cup tourism and global and highlight the country’s sporting media interest: England fans heritage – received over 2,000 continued to attend matches and nominations. The winner was support the game, with ticket sales Nottingham, home to Cloughie, reaching an all-time high of 2.47 Torvill and Dean, and the world’s million. All 10 English host cities oldest football league club! birth. Known as the ‘Shakespeare of the anniversaries of a number of reported high occupancy rates and Looking ahead, VisitEngland is garden design’, Brown’s iconic great English writers, including: the widespread press coverage in the very excited about its Year of the landscapes of rolling hills and 400th anniversary of William national and international media. English Garden campaign, a curving lakes are quintessentially Shakespeare’s death; and the 200th, The town of Rugby in particular national celebration of the English and a huge draw for visitors. 150th, and 100th anniversary of the enjoyed a surge in press interest, tercentenary (three hundredth Literary England will also be a big birth of Charlotte Brontë, Beatrix
Photos: VisitEngland/RichPhotos: J Jones; VisitEngland/Thomas Heaton hosting broadcast and print anniversary) of Capability Brown’s focus for 2016, a year which marks Potter and Roald Dahl respectively.
@VisitEnglandBiz Issue 22 I Quality Edge I 07
In the news
4.8million Tourism by 36 % domestic holiday trips were of domestic overnight taken in Yorkshire in 2014, holiday trips to the North with Scarborough coming East include a history and second only to London in numbers ●1 heritage activity, versus terms of holiday visits. Discover the highlights from 23% nationally. ●1 each region according to the latest VisitEngland fi gures
56 % of overnight TICKET domestic holiday TICKET trips in the East Midlands are based in self-catered accommodation, rd 3 the highest for any for international tourists, both in region. ●1 terms of visits and spend, is the North West. Only the South East of England and London do better. ●3
24 % of day visits to the East of billion England were taken by people £5 with an impairment (and their was spent in the West Midlands by domestic day and overnight travelling companions) in visitors in 2014, including 2014, the highest proportion ●2 Birmingham – England’s third of any region. most visited town/city .●1
29% of domestic overnight trips to 4.31 London are for business reasons, days is the average length of ●1 domestic holidays to the South higher than for any other region. West, the longest for any region (3.34 days is the average). ●1
226 million day trips to the South East occurred in 2014, making it the second most popular destination for this type of trip after London. ●2
SOURCES: ●1 Great Britain Tourism Survey 2014 Take your market research ●2 Great Britain Day Visits Survey 2014 to the next level – go to ●3 International Passenger Survey 2014 www.visitengland.com/biz/resources. Illustration: Rob Patterson Patterson Rob Illustration:
@VisitEnglandBiz Issue 22 I Quality Edge I 9 Cottage in the Dales: many small luxury touches contribute to the premium feel
10 I Quality Edge I Issue 22 www.visitengland.com/biz Feature
LuxuryThe laws of Plenty of providers describe their accommodation as luxurious, but is it really? Emma Field asks what premium is, and how achieving it could benefi t your business
sk any two people what luxury wealthy and those that can easily afford a is and you’ll probably get two certain type of hotel, complimentaries very different answers. To start might not be as important as other factors. somewhere,A let’s paraphrase AA Gill, a However, for those who have saved up to go renowned restaurant critic, who put it very somewhere special, these items will be a well at the Independent Hotel Show 2014: lasting memory. Take somewhere such as ‘Luxury is better than I have at home.’ Le Manoir aux Quat’Saisons – one could But what’s luxurious for AA Gill is likely to not fail to be impressed by the abundance of be very different to what it is for you and me. luxury branded toiletries, but the hand-tied And this fl exibility in the term means that lavender or rosemary sprigs picked from accommodation doesn’t need to have fi ve the garden are a really special touch and stars for its guests to consider it a cut above. will have a lasting impact.’ There are many ways to add special touches to every kind of accommodation, and doing The bed, the breakfast so can help differentiate your business and Sleep is the basic business of accommodation bring real rewards. These might include providers and it’s critical to get it right. As glowing online reviews, word-of-mouth Diane Howarth, owner of the fi ve-star Gold recommendations, returning customers self-catering Cottage in the Dales, in the and above-average occupancy rates. Yorkshire Dales National Park, points out, So what factors are considered typical ‘When you go away, if you don’t get a of a superior experience nowadays? decent night’s sleep you won’t enjoy yourself.’ Among the most important Be complimentary luxuries at Cottage in the Dales are the For many, complimentary elements are 4,300-spring mattresses. Investing in essential. They are physical reminders of super king-size beds, quality mattresses value for money, and are frequently a key and linen, and black-out blinds will make a
talking point on review sites. Ian Lafl in, a noticeable difference. On top of that, for «
Photos: Cottage in the Dales Cottage Photos: VisitEngland moderator, says, ‘To the B&Bs and hotels, reliable wake-up calls as
@VisitEnglandBiz Issue 22 I Quality Edge I 11 A comfy night's The opulent sleep, thanks to drawing room super king-size at The Covent beds at Cottage Garden Hotel in the Dales in London
Telling details such as good original artwork add to the quality
perception « well as late breakfast and check-out VisitEngland moderator Brian Roberts options help create a soothing, indulgent recently stayed at a hotel that made a real environment with the guests’ quality of impression. He says, ‘On the second shut-eye clearly a priority. morning, housekeeping had put a Breakfast also leaves a lasting impression. bookmark in my book! I thought this Barbara Sleep is the recently retired eye to detail was impressive, particularly national chairman of Farmstay UK and in a large property. Similarly, they owner of Copper Meadow, a four-star provided rose tea in the foyer while I was Gold B&B near Launceston, Cornwall. waiting to check in; again I was impressed, Why not off er a She says, ‘My breakfasts include top-quality and have told this story several times – small gift to local produce and they're always nicely gestures like this have an impact out of departing guests presented.’ And they've gone down well, proportion to the cost and effort.’ too, winning VisitEngland Breakfast and And how does less than a pound a Taste of The West Gold awards. throw sound for cost-effective luxury? The Somerville, a fi ve-star Gold guest It’s all about the detail accommodation in Torquay, gives departing Small, thoughtful touches can also make gifts of chocolate dachshunds modelled on a big difference at the time of the stay their two dogs, Oscar and Hector, capturing returns are priceless: delighted guests and create a lasting memory, helping the business’s personality. The gifts are and warm recommendations. breed those effective word-of-mouth made by local Devon producer The In this spirit of small touches, Diane from recommendations. A case in point: Chocolate Orchard for just 60p, but the Cottage in the Dales suggests applying The Theory of Marginal Gains recommended by Sir Dave Brailsford, the British cycling performance director. He believes you can achieve optimal performance by fi nding, to ‘Luxury elements bring glowing online reviews, quote Sir Dave, ‘The one percent margin for improvement in everything you do.’ This word-of-mouth recommendations, returning might involve small changes such as better customers and above-average occupancy rates’ photos on your website, bigger towels,
12 I Quality Edge I Issue 22 www.visitengland.com/biz COVER FEATUREFeature
To maintain a luxurious ADDING SPECIAL TOUCHES atmosphere, ■ Plenty of breakfast you'll need to Could several of the regularly following bring your options to choose from. update rooms business up to a luxury ■ Good-quality breakfasts standard? using ingredients sourced ■ Pocket-sprung or from local suppliers. memory-foam beds. ■ Original artworks ■ Fresh bed linen with a adorning the walls. sky-high thread count ■ Powerful showers. bath products. and goose down pillows. ■ Controllable heating. ■ Well-designed and well- ■ Pillow menus. ■ Large fl uff y towels. made fi xtures and fi ttings. ■ In-room coff ee machines. ■ Luxury candles or ■ Anti-allergy bedlinen.
well-researched local recommendations, or be advisable to steer clear of it in marketing a thorough and effective feedback form in a materials altogether. On a similar point, the stamped, self-addressed envelope. For phrase ‘boutique’, an accommodation Diane, that extra one per cent adds up to a favourite, also raises concerns. It’s a weighty real improvement. ‘It’s the sum of it all word but vastly over-used, meaning rather than one thing,’ she says. And it’s a anything from small and stylish to modern formula that works: Cottage in the Dales or unique. Use the term with care. was fully booked in 2015. Of course, it’s perfectly permissible for someone else to call you luxury or extra Changing expectations special. And that’s where awards can be a ‘The details But it’s important to remember that the great way to market your offer. Often, they goalposts are constantly moving. What was require an investment in time but little impressive 10 years ago may now be run of money. It’s an approach that has worked really count’ the mill. As Brian Roberts says, ‘Luxury for The Somerville, according to co-owner General manager should be the highest standard of comfort Adam Millward. ‘After getting our fi ve-star Helle Jensen has and service available now. A property built grading, we realised it was essential to worked at the or refurbished in 2001 to what was then consolidate our luxury positioning and we five-star Gold high spec is now 15 years old; unless it actively sought out awards to enter. We Covent Garden has been updated, it is unlikely to be were fortunate enough to win regional Hotel in London considered exceptional today.’ awards and were able to make use of these for 25 years Wi-Fi is a prime example. This once- in our marketing. By pursuing a luxury THE HOTEL opened in 1996 and has 58 prized service is now considered an market, we have managed to get occupancy bedrooms and suites, a restaurant and bar, essential. In fact, not providing free levels of 80% or more, set against a local drawing room, library, two events rooms and a Wi-Fi is tantamount to inviting the average which can be as low as 20%.’ screening room. Helle says, ‘For me, luxury customer to go elsewhere in future. On Finally, don’t forget the basics. Says Ian is all about experiencing something that is a similar note, large fl atscreen TVs and Lafl in, ‘Sometimes, it's the simple things handcrafted, personal and designed for the high-quality en-suites are all common that affect the perception of quality: the loo individual – not only in terms of surroundings and interiors but also service. We have nowadays, as are king-size beds. fl ushing properly; near-instant hot water; or fabulous interior design by the hotel’s owner appropriately positioned, well-lit shaving Kit Kemp, who also designed our bespoke Marketing the ‘L’ word mirrors. And attention to detail matters. range of bath and body products, Rik Rak. Our Crucially, experts agree that if Speaking from personal experience, if a bathrooms are solid granite and mahogany accommodation is to really delight, it should couple books using different surnames, staff with all the usual luxuries, but it’s the details exceed what is promised. And that means it should get those names right! like the steam showers, freestanding baths and anti-misting mirrors that really count. Also, is important to manage guest expectations having everything exactly where you’d expect and not over-sell. In fact, because describing A truly luxurious experience includes it to be is important: for example, a something as ‘luxury’ can lead to close great hospitality, too. Turn to page 32 comfortable stool at the end of the bed for
Photos: simonbrownphotography.com ; Helene Sandberg; Somerville ; Helene Sandberg; simonbrownphotography.com Photos: examination by ‘enthusiastic’ critics, it may for our feature about customer service . putting on shoes.’
@VisitEnglandBiz Issue 22 I Quality Edge I 13 Wante d: model staff member Zöe Slater considers the benefi ts of getting extra help, and looks at how to recruit in a way that’s likely to keep you and your new employees happy
ecruiting the right people isn’t easy this is, the more likely only suitable from. From using a recruiter or an online – especially for those small candidates will decide to apply. jobs board to placing an advert in a local businesses that haven’t hired Susannah Everington is the PA to Mrs newspaper, you should always ensure you Ranyone before. However, follow the right Kennard, the owner of Forde Abbey historic choose the right method for a given role. steps for taking on staff and that extra pair house and gardens in Dorset. She stresses For example, for a managerial position you of hands can make a huge difference. the importance of a job description that may benefi t from working with a specialist ‘In addition to the obvious additional gives applicants a true sense of the role. ‘We recruiter; for seasonal staff, you could manpower that is gained from employing a recently advertised for a tearoom assistant advertise via local colleges. new member of staff, they can bring a fresh and emphasised that it’s a very physical role, Of course, before you even reach the perspective to the business,’ says Matt because there is a lot of carrying. This kind interview process you should follow up Rowley from hospitality recruitment of clarity is extremely important.’ references or ask for them if they haven’t specialists Rhubarb Recruitment. ‘Having a When it comes to advertising a position, been provided. A solid recommendation new person around also adds a certain level there are a wide range of options to choose from a previous employer or a character of subconscious accountability that many reference could go some way towards small business owners could benefi t from.’ reassuring you of a person’s suitability. Similarly, a lack of references – especially if A clear job description requested – might be a signal for caution. When looking for an extra pair of hands, it’s ‘It’s important to ask Susannah Everington believes the vital that business owners are certain the right questions – interview is crucial, in her case for two about the type of employee they would like specifi c reasons. ‘Interviewing someone in to hire, and that they get the most out of nd out as much person helps you assess if they are going to the whole recruitment process. Putting about your potential be a team player. Also, lots of our together an accurate job description is employees are in public-facing roles and « defi nitely the best place to start: the clearer employee as possible’ they have to be confi dent with that. You Patterson Rob Illustration:
14 I Quality Edge I Issue 22 www.visitengland.com/biz Feature Illustration: Rob Patterson Rob Illustration:
@VisitEnglandBiz Issue 22 I Quality Edge I 15 APPRENTICESHIPS IN ACTION More and more businesses are recognising the benefi ts of taking on an apprentice. ‘It’s a great way to achieve your desired business growth in a cost-eff ective manner,’ says Karen Millward, engagement team manager at apprenticeship experts Positive Outcomes. ‘Employing an apprentice gives you a young, motivated worker who is keen to learn from existing team members.’ The Feversham Arms Hotel in North Yorkshire has seen great success with its apprenticeships, so much so that earlier this year it was shortlisted as Small Employer of the Year at the York Apprenticeship Awards. Working with York College and independent
training providers, the hotel has so far taken « on four apprentices, one of whom has been can only gauge their suitability for a just interview them, but ask them to do a trial given a full-time job as an HR administrator. position through a proper interview.’ shift and see how they work with the team.’ The hotel’s general manager Charles Darren Fletcher is the manager, head chef Merchie is a strong supporter of apprenticeships. ‘Combining classroom and co-owner of two-star Mansfi eld Lodge Be a legal eagle study with on-the-job experience gives Hotel in Nottinghamshire. He takes time to Finding the right employee is, of course, only young people a clear focus,’ he says. But he get recruiting right, and has a thorough half the job. ‘If you haven’t hired staff before, believes it’s vital employers put in the time process for assessing potential staff it’s important to make sure that you’re and eff ort when taking on an apprentice. members. ‘It’s important that the role is the actually ready,’ says Nadine Carr, co-owner ‘We work hard to train our apprentices and right fi t for the interviewee, and that we feel of Aunt Martha’s Victorian Tea Rooms in we often pay them more than is legally they will fi t in well. Because of this we don’t Gloucestershire. ‘There are so many things required. The more you put into new talent, the more your business will get out of it.’ to consider, such as the wages you can pay and the notice period you require from the HIRING STAFF: new employee. We learned the hard way AT A GLANCE about notice periods – in the early days we for other employers). Finally, bear in mind a had people walk out half way through shifts!’ mandatory National Living Wage of £7.20 Essentials for taking on a new employee: No matter what size the business, it’s vital per hour will be introduced in April 2016 for ■ Ask the right questions at to comply with employment regulations. all working people aged 25 and over. This is the interview. This is your opportunity to fi nd out as From paying the National Minimum Wage likely to rise to more than £9 by 2020. much as possible about your potential to holiday allowances and workplace When it comes to maintaining good staff staff member. Use it. pensions, there is a lot to take into account in the long term, the key is to respect them ■ Follow up references. And always ask and it’s important to get it right. For and not take them for granted. ‘We value the for them if they aren’t supplied. businesses looking to employ students in staff we have,’ says Darren. ‘We treat them ■ Be aware of the legal side. You’ll part-time or seasonal positions there are well and pay them more than fairly, which need to know all about your obligations sadly I think is quite rare for positions such regarding wages and contracts (see the extra things to consider, such as the web link, bottom right). maximum working hours young people are as housekeepers and cleaners.’ Given that ■ Value staff and treat them fairly. allowed to work. There are also rules around Mansfi eld Lodge received a 100% score for Anecdotal evidence suggests happy zero hours contracts, namely the recent cleanliness in its most recent VisitEngland staff who are paid a fair wage do a legislation prohibiting the ‘exclusivity assessment, Darren’s housekeeping team better job all around. clause’ (restricting employees from working are clearly doing a great job in return. ■ Consider hiring an apprentice. It can be a cost-eff ective way to grow your team and reach your business goals. You can discover lots more information about employment law by visiting www.visitengland.com/pinkbookonline.
16 I Quality Edge I Issue 22 www.visitengland.com/biz
FOCUS ON... Tom’s Eco Lodge, Isle of Wight Carry on glamping Emma-Jane Batey visits Tom’s Eco Lodge at Tapnell Farm on the Isle of Wight to discover how the growing glamorous camping trend has proven a hit for the business
lamping. Glamorous camping. Luxury camping. Whatever you like to call it, this relatively recent Gphenomenon involves all the adventure of camping without the cold, the damp and the inevitable ‘making do’. It’s a growing phenomenon, too, something refl ected in VisitEngland’s renamed and updated Glamping Scheme, which offers quality accreditation for wigwams, railway carriages, tree houses and other offbeat accommodation categories. Tapnell Farm on the Isle of Wight is an excellent example of a business that has embraced the trend. For several years, it has offered accommodation in its manor house and two cottages set across more than 30 acres of working farmland. Tom Turney grew up on the farm, which is owned by his parents. After seeing the success of the existing accommodation offering, he became inspired by the possibility of introducing glamping to the site. ‘Our farm was already successful with the manor house and cottages, but I thought
that the site would be ideal for something «
18 I Quality Edge I Issue 22 www.visitengland.com/biz Cover feature
It's camping… just not as you know it. Safari tents come with hot running water and Wi-Fi Photos: Sam Scadgell at www.iowpostcard.co.uk Photos:
@VisitEnglandBiz Issue 22 I Quality Edge I 19 No more beans from 'Wow factor' the can: proper touches are a cooking facilities are must for the a big selling point glamping experience
‘You don’t have to pitch your tent and there’s no loo in a hole, but you do get to be in the heart of nature
with all the comforts you could want’ « different too,’ he says. ‘I wanted to create an differentiating himself from the other comfy extras you won’t fi nd in your average experience that offered a blend of self- emerging glamping sites. Says Tom, ‘As we four-man dome tent. Key features include catering and camping, but with the luxury started to understand more about the types fl ushing toilets, showers with hot water, quirks that get people talking. When we set of people who wanted to come to the farm ‘really comfy beds’ and proper heating and up we knew we wanted to be in the top for a glamping holiday, we added the pods cooking facilities. Each safari tent, cabin and bracket of glamping, so offering features like and wood cabins. Now, the variety here pod has an outside space with views of the hot running water and Wi-Fi were essential.’ means there’s something for everyone. It’s farm (and sometimes the sea), a barbecue/ The safari tents for Tom’s project needed basically the best of both worlds – you don’t campfi re/communal pizza oven and lots of full planning permission, with the initial have to pitch your own tent and there’s no room for outdoor games like badminton and request for seven reduced to fi ve following loo in a hole, but you do get to be right in the volleyball. Some even have the option of advice from the planner. The tents were heart of nature with all the comforts you private outdoor log-burning hot tubs. There sourced from a Somerset supplier after could want.’ For a business that only started is also easy access to local facilities including much research. But the biggest hurdle was, in 2012, growth has been rapid and Tom’s bike hire, zorbing and rock climbing, with in Tom’s view, glamping’s profi le. He says, Eco Lodge will be accredited under the new useful information available on-site. ‘In 2011 it wasn’t a mainstream thing, so VisitEngland Glamping Scheme. Of course, purists might wonder if this is getting funding and persuading people that anything like camping at all. ‘We call it a this was a good investment wasn’t easy.’ Keeping it comfy hybrid,’ says Tom. ‘If we had the same However, the hurdles were overcome and Naturally, when looking for accommodation, facilities but they were in mobile homes, for the safari tents quickly proved popular. many customers will focus on the glam part example, the feel just wouldn’t be the same.
After three years, Tom introduced more of glamping. And Tom has worked hard to Our wow factor really comes from the accommodation options as a way of ensure his accommodation delivers those unique structure: in the case of the tents, it’s «
20 I Quality Edge I Issue 22 www.visitengland.com/biz Cover feature
A DAY IN THE LIFE Tom Turney from Tom’s Eco Lodge 8.00am My day starts with the sound of the cockerel that lives 10 metres away from my bedroom window. (I think his days are numbered!) 8.30am My fi rst task of the day is to be available to see that the guests had a good night and, if they didn’t, to deal with any issues. My aim is to manage problems so that all the guests are happy by the time breakfast is over. 10.00am We rarely get complaints, so I generally get busy with responding to any enquiries and bookings; getting back quickly is fundamental to a holiday business. Originally we dealt with the bookings, but now we use SuperControl booking software to manage as much of our admin, bookings and email as possible. 10.30am - 3.00pm Our team of cleaners arrives at 10.30 and is usually fi nished with cleaning and changeovers by 3pm. For successful team management, we use lots of checklists and pay great attention to detail.
4.00pm - 7.00pm With guests checking in from 4.00pm onwards, it’s really important to be available to provide information. I need to make sure everyone is comfortable and knows where everything is and how it works. 7.15pm Home time! But I’m always on call and sometimes have late check-ins to deal with. As well as all of the above, daily tasks include cleaning, chopping wood, fi lling the hot tubs, lighting fi res, feeding the animals... as well as regulatory stuff and marketing.
@VisitEnglandBiz Issue 22 I Quality Edge I 21 FIVE QUESTIONS TO ASK BEFORE ENTERING Camping pods: just THE GLAMOROUS CAMPING SECTOR one of many glamping ■ Which accommodation great for couples; safari glamorous into your options type will you choose? tents for families. glamping experience? Glamping covers ■ Do you need to build ■ How does glamping wigwams and camping any permanent fi t in with your current pods, nomadic structures infrastructure? business plan? such as yurts, tipis and If so, will planning Will it become a new safari tents, railway permission be required? direction or an addition to carriages, shepherd Make sure you check with your existing off er? trailers, tree houses, your local authority. ■ Who’s the competition? Romany caravans and ■ How will you provide Find out about other camper vans. When the ‘wow’ factor? glamping accommodation making your choice, think In other words, those providers in your area, about your demographic. eye-catching amenities then try to provide a
Shepherd trailers can be that will help put the strong point of diff erence. « still sleeping under canvas – it really does facilities suit their needs – we’ve got a “realness” of what we offer,’ says Tom. ‘So feel like a giant tent – but it’s warm and cosy brilliant new play barn for kids and the by seeing photos and comments from and you don’t have to go without anything.’ on-site restaurant serves locally-sourced, actual guests rather than just slick kid-friendly food but without a chicken marketing, it keeps the right spirit.’ The glamping crowd nugget in sight! We don’t actually have to do While the visitor demographic is varied, Tom lots of marketing to this group, especially Any tents moments? has found that repeat business often comes for school holidays, as affordable and So far, so positive. But what about when from families with young children, ‘empty unusual family-friendly holidays are visitor expectations differ from what Tom’s nesters’, keen walkers and groups of couples. lacking in supply and we have many repeat Eco Lodge delivers? ‘We try to implement The common denominator is people who bookings. Saying that, we are active on feedback immediately,’ says Tom. ‘We’re want something different without sacrifi cing booking websites like goglamping.net and always changing and developing, so it’s not comfort. Prices tend to be more than babyfriendlyboltholes.co.uk. We also use about some annual investment but rather a camping but less than a facilities-comparable well-known sites like Airbnb and Booking. continual progression. For example, when hotel, making it appealing to all types of com, although these two are more suited to we originally opened it was April and our visitor. High season prices range from £750 the couples and groups.’ fi rst guests said that the beds were really for a week in a pod sleeping four, to £1339 for Tom’s Eco Lodge is also smart at using cold! That’s too much like actual camping a week in a safari tent sleeping eight. social media to engage customers and for my liking, so straight away we put Says Tom, ‘Families tend to research their potential customers: it has its own blog decent electric blankets on every bed. holidays much more, particularly when they and active profi les on Facebook and There’s now a lovely cosy wood-burning have young children, to make sure that the Twitter. Also, it connects with relevant stove in every tent, too, which is a terrifi c travel bloggers and regularly runs focal point. We’ve also upgraded all the sofa competitions online. For example, its beds, and the paths to the lodges from the photo competition is great for creating car park have been improved.’ ‘There’s no need for content for its social media channels and And all that effort has been worth it. as a talking point for visitors, especially as Tom’s Eco Lodge recently won Gold at lots of marketing it ensures ‘real photos’ are available for Tourism South East's Beautiful South potential guests to look at rather than just Awards, and scooped Green Business of the – as a ordable and professional shots. ‘It all adds to the Year at the Isle of Wight Business Awards. unusual family Find out more about the Glamping Scheme at www.qualityintourism.com or call holiday options are 0845 300 6996. To watch a video interview with Tom Turney from Tapnell Farm, lacking in supply’ go to www.visitengland.com/businessadvice and click on Quality Edge.
www.visitengland.com/biz 22 I Quality Edge I Issue 22
I I
24
uality Edge uality Q 22 Issue www.visitengland.com/biz www.visitengland.com/biz
« Feature
Hay meadows near Muker in the Yorkshire Dales Call of the
Chris Alden looks at how making the most of wildnature and wildlife in your area could delight visitors and be a growth market for your business
he Great British public’s your local wildlife before trying to recreate love of nature and wildlife its habitat in your garden. Her three-star continues unabated. People Gold self-catering accommodation is are fl ocking to farms, the actively promoted for its wildlife credentials fastest-growing visitor and ‘away from it all’ atmosphere. It has a attraction category. Birds are a huge draw, large wildlife garden complete with a pond Twith over half a million twitchers and a bird-hide made from an old animal participating in 2015’s RSPB Big Garden shelter. ‘If you go into the hide, it’s amazing Birdwatch. And VisitEngland fi gures show what comes out of the bushes,’ she says. that £306m of domestic tourism spending ‘Not just birds, but other animals such as in Britain can now be attributed to wildlife- foxes, badgers and rabbits.’ watching, birding, or other nature-focused The hide is stocked with peanuts, activities. So how can tourism businesses in birdseed and fat balls so that guests can top England make the most of this market? up the bird feeders. There’s also a dragonfl y identifi cation chart on the wall and bird Wildlife at home identifi cation books in the cottages, so that If you want to attract wildlife to your own more casual visitors can try their hand at
property, says Karen Rix of Dean Cottages spotting wildlife, too. Karen also plans to «
Photo: MatPhoto: Robinson Photography in the Forest of Dean, you need to research plant more trees, install a ‘bug hotel’ in the
@VisitEnglandBiz Issue 22 I Quality Edge I 25 Twee t this: social media posts about fl ora and fauna help generate interest
Getting back to nature at Wolds Edge self-catering
in Yorkshire « garden, and renovate the dry stone walls is a memorable experience. ‘Many guests while keeping amphibian-friendly gaps ask us to knock on the door even late in the between the stones. evening, as it’s something they’ll only see Of course, if you’re a working dairy farm once in their lifetime. They’ll look over the like four-star self-catering Godford Farm in door, generally with a camera, but aren’t Devon, then you already have an abundance allowed in the shed as animals are of animal life. Your task is to help guests unpredictable with strangers.’ interact with it. Co-owner Sally Lawrence There are also bats on the farm. When they has come up with an innovative way to come out at dusk to feed, Sally shows guests involve visitors with the life of the farm. what to look out for. ‘We use a device called When a cow is about to calve in a shed, a heterodyne to listen to the bats talking to she’ll let guests know, so they can watch each other. It has different frequencies, and from that you can tell what sort of bat it is. Choose plants the moment for themselves. that attract ‘A lot of people come to us specifi cally It would be rare for guests to go somewhere butterfl ies, birds and bees because we are a real working farm,’ she and be able to do this – or have someone says. And watching a cow calve, she adds, able to show them what to look for.’ Creating quiet outdoor spaces for guests can be a good tactic if you're a visitor attraction, suggests Susanna Curtin, a ATTRACT WILDLIFE-LOVING TOURISTS senior lecturer at Bournemouth University ■ Assess your location. and dawn breakfasts for ■ Make a start. who specialises in wildlife tourism. ‘Choose Find out about the wildlife early-start birdwatchers Even small changes can plants that attract butterfl ies, birds and prevalent in your area, require little outlay but be worthwhile. Think of bees – and even consider marking out a then adjust your outdoor will show you ‘get’ your your wildlife credentials nature trail for children. You could also space to attract it. guests’ needs. as an addition to your offer badger watching or moth trapping. Introducing a pond or ■ Make it fun for kids. existing marketing. trees can be a great start. A ‘spot the wildlife’ ■ Get out there. It’s all about being imaginative.’ ■ Think about detail. activity pack is a simple Link your website to local Enabling visitors to make the most Provide facilities for way to get children wildlife spots and talk of the wildlife in your local area is another wildlife lovers. Binoculars, involved in looking for about your local wildlife in important step. Susanna suggests providing posters of local wildlife plants, birds and insects. social media and on blogs. binoculars for occasional wildlife spotters who wouldn’t think to bring their own. Or, if
26 I Quality Edge I Issue 22 www.visitengland.com/biz COVER FEATUREFeature
Family-friendly: animals are often a big hit You can also complement and strengthen with children your wildlife offering by developing a ‘People come related theme in the interior of your property. One of the Dean Cottages especially for properties, for example, is called Little Owl. ‘Owls are popular at the moment,’ says Karen. ‘We’ve got cushions and curtains the wildlife’ with owls on; and one of our guests bought Ruth Rowland us a clock in the shape of an owl.’ She also is co-owner of has mats with images of wild boar, which four-star Gold can be found in the local woods. (You can Wolds Edge self- fi nd more about theming rooms in our catering holiday feature on pages 28-30.) lodges in the Providing wildlife information can also be Yorkshire Wolds
Live feeds from part and parcel of your marketing, whether GUESTS IN RURAL accommodation are well bird boxes: you’re an accommodation provider or an used to collapsing on the sofa and sticking the essential viewing for nature lovers attraction. For Karen, guests are keen to fi nd TV on after a hard day’s sightseeing in the great out about local rare birds such as goshawks. outdoors. But at Wolds Edge self-catering ‘I like to use social media,’ she says. ‘I follow holiday lodges in the Yorkshire Wolds, there’s another channel that some guests can watch: you’re catering for the niche birding crowd an account called Wildlife Sightings, and if I a live feed from a birdbox outside the lodge. who like to get up early in the morning, see something in my area I retweet it.’ ‘We’ve already had birds going in and out, perhaps give them some food to take on That, of course, will be attractive to a and some of the guests have seen them,’ says their way. ‘Birders are a specifi c market and general audience. But she also tries to let co-owner Ruth Rowland. ‘In the spring, we can are up at 5am,’ she says. ‘If they want to get keen birders know where rare birds are by show birds nesting in the boxes.’ up and go to the local reserve and see the chatting to birders at the local reserve. ‘If The wireless feeds are part of a wide variety of wildlife-friendly initiatives at this bitterns calling, give them a nice packed you tell guests what other people have seen, breakfast to facilitate that.’ accommodation situated in the Yorkshire then if they don’t see it they might want to Nature Triangle. When you’re trying to come back and try again,’ she says. attract wildlife, Ruth recommends talking to Information and marketing Think about seasonality too, says the experts. In her case, she consulted the To enhance your offer and attract visitors, Susanna from Bournemouth University, Yorkshire Wildlife Trust. you can also signpost information about because wildlife can be a way of attracting ‘We took advice about where to put local wildlife, so that guests can get more visitors out of peak season. For instance, if the boxes on the lodges, and where to put the feeders and cameras to make sure from their stay. Says Susanna, ‘You only you’re an attraction, you could have apple everything’s in the right place,’ she says. need a local nature reserve, and you can days in autumn or butterfl y days in spring. Other features include beehives, perennial put information on your website or blog Says Susanna, ‘The coming and going of the wildfl owers, and a chicken hut so that about the interesting things going on there. seasons are markers of time that make us children can collect newly laid eggs in the It could be that the trees are an amazing feel the world is clicking along as it should.’ morning. ‘In this area, the whole wildlife thing colour at the local gardens, or there’s a cycle For tourists who are living in an urban is just taking off now,’ she says. ‘We get a lot of people who come because they love the path by the lake that passes nesting owls. environment, she says, this is one reason This kind of information draws people in peace and quiet, and we get some people why nature can be so attractive. ‘We’re coming especially for the wildlife experience. and gives them focus.’ naturally drawn to nature’s rhythms. It We want to be ready, and off er them what And if you’re not all about nature, she allows our minds to unwind.’ they’re expecting and more.’ suggests adding a wildlife theme to an existing offering. ‘It can be quite peripheral,’ she says. ‘It could be that your guests happen to be into kayaking and you already market this as a local activity. But you can ‘Birders are a speci c market and are add value by offering – or signposting to up at 5am. Why not give them a packed – kayaking trips down the river to see
Photos: Dean Cottages; Wolds Edge Holiday Accommodation; Sally Lawrence / Godford Farm; Ruth Rowland / Wolds Edge Wolds / Rowland Ruth Farm; / Godford Sally Lawrence Holiday Accommodation; Edge Wolds Dean Cottages; Photos: herons or bitterns, for instance.’ breakfast to facilitate that?’
@VisitEnglandBiz Issue 22 I Quality Edge I 27 Enchanting: a Wizard's Chamber at the Georgian House Hotel in London
A dream theme Rooms inspired by wizards, Aztecs or ocean liners are great fun, but is theming accommodation a viable business model? Christine Faughlin investigates
'Wizardly The rooms details' such as attract potion bottles worldwide help evoke a press magical world interest Photos: Georgian House Hotel; WittWoo Photography WittWoo House Hotel; Georgian Photos:
28 I Quality Edge I Issue 22 www.visitengland.com/biz Feature
Llama's Pyjamas: a themed approach has led to major expansion or some guests, plumped pillows, hot showers and breakfast with all the trimmings just isn’t enough. FThey want their night’s stay to transport them somewhere exceptional, too. Enter the themed room. England now has an abundance of B&Bs and self-catering properties catering for visitors with a passion for literature, the animal kingdom, far-fl ung places and more. There’s no doubt they create a fun and unique atmosphere for all ages. But while being different and standing out from the crowd is undeniably appealing, just how lucrative can theming be for accommodation providers? Even small A journey to touches help the wild in Magical thinking set the scene the Safari Serena von der Heyde, owner of four-star Family Suite silver guest accommodation The Georgian House, devised a plan in 2013 to theme rooms in her already successful small hotel. The aim was to offer visitors to the capital an enchanting experience. Her inspiration? A certain boy wizard by the name of Harry. It made sense. Her 19th-century family-run business was located just a short walk from Victoria Station, which was the pick up point for the Warner Brothers Studio Tour of a magical dormitory. On arrival, guests huge appeal. What started as a weekend in Hertfordshire. It also happened to be are greeted by music, candlelight and llama trekking business soon expanded into right on the doorstep of the popular Muggle smoke, before passing through a secret a fully-fl edged destination with an on-site Walking Tours in London. passageway to reach the Wizard Chambers café, shop, visitor centre and themed rooms. ‘We realised lots of our guests stayed with and Enchanted Rooms. As Mary explains, it was demand from us before catching the studio tour bus from ‘Our guests seem surprised by the customers that led to the expansion. Victoria Station,’ says Serena. ‘When one attention to detail, and also the authenticity ‘When we fi rst started llama trekking, we tour agent said it was the most popular and quality of the experience,’ says Serena. intended for it to be a weekend hobby,’ she attraction in London, I thought offering ‘We have used antiques and oddities to help says. ‘But it wasn’t long before visitors magical rooms would appeal.’ create the effect, so there is nothing false or wanted a bite to eat before and after their Working with interior designer Diana plastic about the feel.’ treks. So we opened the Llama Karma Café Holmes, Serena transformed a selection with viewing windows looking out at the of rooms into an atmospheric escape with Animal attraction llamas. Next thing, they were asking if we stained glass windows, four-poster beds, Mary Walker, owner of the family-run had somewhere for them to stay, too.’ cauldrons, potion bottles and other B&B Llama’s Pyjamas in Penrith, Cumbria, Planning permission was sought and an intriguing objects, giving the impression agrees that themed accommodation has old garage transformed into three Peruvian- themed rooms. Situated in a location with sweeping views and llamas roaming the fi elds, it’s no surprise that the B&B has gone ‘Our guests seem surprised by the attention to with a South American theme. The rooms have all the amenities a guest could need,
Photos: Georgian House Hotel; WittWoo Photography WittWoo House Hotel; Georgian Photos: detail, and also the authenticity of the experience’ but use decor that’s not overt, to hint at the «
@VisitEnglandBiz Issue 22 I Quality Edge I 29 « theme Mary and her family are projecting. For instance, the Aztec Room features rich GET STARTED WITH THEMING ROOMS gold and red hues, a bronze curtained bed and warm wooden furniture to refl ect ■ Assess your local area. off er valuable insights successful outreach traditional homes in Peru. The Inca Room, Is there any feature – the into levels of interest for campaign on social media meanwhile, catches the eye with jewel-like landscape, or a historical, your chosen theme. and in the printed press? décor, a nod to the extravagant wealth of literary or fi lm connection ■ Think evolution, ■ Be aware of its South American namesakes. – that naturally lends itself not revolution. licensing issues. It’s not only enthusiastic animal to a theme? Is this theme Consider theming subtly, Serena from The Georgian whisperers who stay in the B&B. Business already creating a revenue so you can attract that House established early stream in your locality? As specialist market without on with Warner Bros what travellers, people passing through on their an example, for a going so far as to put off she was – and wasn’t – way to Scotland, hen parties and those who museum or for tours. other visitors. able to do. She is not in are simply curious stop overnight as well. ■ Use Google tools for ■ Consider the any way associated with ‘They’ve heard about the B&B and want to research purposes. marketing potential. Warner Bros or JK Rowling, see what the fuss is about,’ says Mary. ‘Getting The Keyword Planner and Could your themed or any of the Harry Potter listed all over the internet for being different Google Trends tool could rooms become part of a books or fi lms. and unusual has led to bookings from as far afi eld as Australia, Japan and New Zealand.’ Says one online reviewer, ‘Chose The An integrated approach Liner as it looked a bit different and quirky Liverpool’s The Liner is a three-star hotel ‘Getting listed all over among the usual players with the nautical with cruise ship-inspired décor that never theme. Really glad I did as we found it dominates. In other words, it’s a hotel with a the internet for being perfect.’ Adds another, ‘What a lovely theme, rather than a ‘theme hotel’. Both the last-minute fi nd this hotel was. The theme rooms and the communal areas have been di erent and unusual of an ocean liner was illustrated to its full decorated with props and furnishings has led to bookings potential whilst avoiding becoming tacky.’ inspired by ocean-liners. A helm here, a suitcase there and nautical stripes all around from as far a eld as Unexpected rewards mean that a walk along the hotel’s corridors Both Mary and Serena agree that suggests a casual stroll onboard a luxury vessel Australia and Japan’ theming rooms has been a huge success – there’s even a large fi sh tank in reception. for their respective businesses, in terms of booking numbers, PR, and more. The Llama’s Pyjamas B&B is so different, says Rooms are Mary, that it’s led to all kinds of positive 'cabins' and fl oors 'decks' attention – from increased press interest onboard The and documentary fi lming on the premises, Liner Hotel to being short-listed on a recent Lonely Planet round-up of unusual places to stay worldwide. Serena has a similarly positive story: ‘We have attracted worldwide television, newspaper and internet coverage that led to our website visits increasing by more than 60,000 views on one day alone. The hotel was even trending on Twitter! There’s also been a bit of location fi lming – it really has had huge pull. The only challenge we faced was when the rooms hit the headlines. Our switchboard was jammed with calls and we struggled to cope with the correspondence.’
A nice problem to have, wouldn’t you say? The Liner Photos:
30 I Quality Edge I Issue 22 www.visitengland.com/biz Advertise in QualityEdge Magazine What is Quality Edge? Quality Edge is VisitEngland’s essential business advice magazine. It is published twice a year, with VisitEngland quality-assessed accommodation and attractions receiving a free printed copy.
An advertising opportunity Readers include proprietors of hotels, B&Bs, guest houses, pubs, self-catering properties, camping and caravan parks, and visitor attractions. This is an audience committed to providing good- quality products and services.
To fi nd out how to put your message, service or product in front of these readers, contact: Adam Faber Tel: 01354 818010 Email: [email protected]
QE_Adv2.indd 1 03/02/2016 17:03 What is great Customer service?
VisitEngland’s new ROSE Awards recognise businesses that provide the warmest of welcomes. But how do you get a reputation for exceptional hospitality? Wendy Johnson investigates
here’s a scene in Gosford Park that triggered by the annual VisitEngland beyond to please their guests and ensure inspires B&B owner Moya Connell quality assessment. Then, over a period of a they feel welcome irrespective of star rating, when she’s training her staff. couple of months, the judging panel sifted accommodation type or style. This award T'Mrs Wilson, Gosford Park’s housekeeper, through online customer reviews, before celebrates the standout experiences guests explains that “the gift of anticipation” fi nalising the fi rst 100 recipients. can enjoy around the country. We hope the is what separates a good servant from Pam Foden, Head of Industry Development case studies will provide ideas and the others,’ says Moya, who runs a fi ve-star at VisitEngland, says, ‘Our approach with inspiration to other businesses.’ Gold award-winning B&B, The Barn this award has been a major step for us. at Roundhurst in West Sussex. ‘I use that It’s the fi rst time we’ve used our usual Going ‘above and beyond’ to describe what we’re aiming for in our assessment process as the starting point, A glance at the winners list reveals B&B. A good host knows instinctively then turned to online reviews to give us that all accommodation types have the what a guest wants before they know it more evidence. We know that customers’ potential to excel and win the award in themselves. We anticipate people’s needs viewpoints are vital to every business, and future years. It’s a diverse mix of B&Bs, and do everything we can to make sure we’re using this feedback to showcase those guesthouses and hotels, but also includes that their stay is the best it can possibly be.’ hosts that give the very best service. more unexpected winners like self-catering It’s this kind of commitment to ‘going the ‘It’s not about only recognising fi ve-star accommodation, campsites, a glamping extra mile’ that has inspired VisitEngland Gold award establishments, though there site, serviced apartments and even a to launch the ROSE Awards (in Recognition are some of these among our winners. We narrowboat, all with ratings that range Of Service Excellence). One hundred were not necessarily looking for places from two to fi ve stars. The one thing they accommodation providers from across the with an abundance of space, facilities and all have in common is their excellent country were picked to receive this inaugural luxuries. We were seeking those that make customer service. Which begs the question:
award in October 2015. Nominations were the most of what they have, going above and what exactly is great customer service? Speak «
32 I Quality Edge I Issue 22 www.visitengland.com/biz Feature Photos: VisitEngland / Alex Hare Photos:
@VisitEnglandBiz Issue 22 I Quality Edge I 33 « to some of the ROSE Award winners and the message is always the same: listen to people, put yourself in their shoes and, just like housekeeper Mrs Wilson, try to anticipate their needs. Gary and Julie Smith own and run the four-star, Silver award-winning Kilbrannan Guest House in Great Yarmouth, Norfolk. They believe great customer service starts from the fi rst contact. ‘Whether it’s phone, email or a message on Facebook, we use that to get to know a guest,’ says Gary. ‘We fi nd out what they like and why they’re staying, so we can recommend places to go when they’re here. We’ll also fi nd out about any dietary requirements so we can buy things that suit them. We’ll even make gluten-free treats for our welcome plates in bedrooms. ‘We have a big international customer base, so learning a few words of a guest’s ‘You’ve got to want to put yourself out for language is appreciated. We had a Bulgarian people – eat at odd times, wait up at lady staying with us who barely spoke a night, get up at night – and you’ve got to do word of English. We translated the breakfast ‘You've got to want to that with a smile.’ menu so she could order with confi dence. put yourself out for Moya from The Barn at Roundhouse She was almost in tears at the gesture.’ agrees. ‘You have to do things the way your The extra effort doesn’t go unnoticed – people – eat at odd guest will want, rather than the way you 70% of people surveyed by VisitEngland times, wait up at want. We listen to every comment and between 2011 and 2015 rated ‘welcoming think about how to fi x it. For instance, we and friendly people’ as extremely or very night, get up at night had guest feedback saying they could feel important when taking a trip, while 63% the seam where the twin beds had been rated ‘very high levels of customer service’ – and you've got to do joined to make a double, so we bought thick as extremely or very important. that with a smile’ mattress toppers for all the beds.’ Kim Sluter-Robbins runs the fi ve-star Gold Arnot House B&B in York. She says, Responding to feedback Such comments are no longer confi ned to a few casual words or a visitor book at the entrance. Customers’ thoughts and SERVICE ESSENTIALS experiences – good or bad, fair or unfair – Five ideas from this year’s hospitality tray in the ■ All in the detail. can be shared on TripAdvisor or other ROSE award winners… bedroom to refl ect In self-catering online review sites before they’ve even their preferences. accommodation, make left the building. The ability of such ■ One sugar or two? ■ Information update. sure you let guests know At breakfast, try to Keep guests up-to-date in advance what sundry publicly aired comments to attract or deter remember if guests like on travel alerts. If there items (such as dishwasher potential customers is huge. They can even tea or coff ee, hot or cold are any road works or tablets, washing-up liquid, make the difference between becoming milk etc. That way, you diversions in the area cling fi lm, foil, kitchen an award-winning business and not. won’t have to keep asking. to avoid, give them paper etc) you do and ‘When we were drawing up the shortlist ■ Rise and dine. plenty of notice. don’t provide. They will for the ROSE Awards, we took customers’ Also, try to keep an eye ■ Forget-me-not. then know what they out for what guests like at Keep supplies of regularly need to bring with them online comments into account, but also breakfast generally. Then forgotten items – and won't be caught short noted how their host responded to them,’ always top up the especially phone chargers. on arrival. says Pam from VisitEngland. ‘We saw a
couple of guests bashfully commenting that VisitEngland/ Alex Hare Photos:
34 I Quality Edge I Issue 22 www.visitengland.com/biz Feature
they weren’t sure if the little extras in their to stand out these days and we’ll always room were for them or not, so they left them go out of our way for people.’ ‘Enjoying what alone. The host’s reply was along the lines Luna Simone, a three-star guest house in of, “Well who did you think they were for?” London, has been owned and run by Peter If a guest feels awkward and embarrassed, Desira and his brother since 1970. They you do is key’ that’s not good customer service.’ also put their enduring success down to Vanessa Steel, Get it right, however, and the benefi ts the personal approach. who runs Anns Hill, are vast, setting you apart from the ‘We’ve had one guest coming regularly a fi ve-star Gold self- competition, attracting more customers over the entire 45 years we’ve been here,’ catering cottage and encouraging them back again and again. says Peter. ‘Being interested in people is and lodge in the The three-star Albany guest house in key, and as a small hotel we can interact Lake District, off ers Blackpool is a great example. Just one with guests. I started a chat with a lady at her service tips of hundreds of accommodation options breakfast recently and it turned out she SAYS VANESSA, ‘A few touches can make all in the popular seaside town, it stands out had been to collect her OBE the day before. the diff erence. Our winter guests are often because hosts Dawn and Adrian She brought it down and showed it to us. impressed that the fi re is lit when they arrive. Also, we know that people don’t always Smirthwaite exceed their guests’ If you’re friendly with people they’ll be want to get up early on holiday, so we leave expectations. As a result, they manage friendly back and that means a lot.’ a continental breakfast basket outside the to attract consistently positive feedback As for accolades like the ROSE Award – cottage, which they can enjoy at their leisure. It from TripAdvisor reviewers and hold a do they mean a lot too? Moya from The contains diff erent home-made goodies VisitEngland Breakfast Award. Barn at Roundhouse says yes. ‘Positive every day, for variety. We get a huge amount ‘We’d do anything to make people’s feedback is all that matters to me. In the of returns – around 80% of our guests have stay a good one,’ says Adrian. ‘One guest’s past, even when we followed suggestions been before and it’s not uncommon for people to come three times a year. bottle of wine broke in her suitcase on from an assessor, they would always come ‘The key is to respond to individual needs. the way here, so we washed, ironed and up with something else to improve on and We’re not intrusive and if a guest doesn’t delivered her clothes back to her on the I’d think,“What do we have to do?” Now I want to see anybody then they don’t have same day. I even drove a guest back to realise it’s a good thing, because it ensures to. Equally, we will happily teach them how Doncaster once after he lost his car keys. our standards are always as high as they to light the fi re or give advice about where No charge. You have to do so much more can be. There’s always more we can do.’ to go. Guests have as much of our time and attention as they need. Enjoying what you do is key. Even after ten years I still love thinking A further 100 accommodation providers will receive the ROSE Award later in 2016. of new ways to make people’s time here To fi nd out more and download the list of winners, go to www.visitengland.com/ special. It’s a pleasure, and I think if it ever
Photos: VisitEngland/ Alex Hare Photos: businessadvice and search for 'Quality Assessment for your Accommodation'. becomes a chore then I’ll stop.’
@VisitEnglandBiz Issue 22 I Quality Edge I 35
Feature
FIRST PERSON Love your local Brigid Simmonds from the British Beer & Pub Association sings the praises of a tourism asset that charms both domestic and international visitors
I see beer and pubs as part of great value. Also, people need somewhere our tourism landscape. If you to go in the evening, especially if ask overseas visitors what they want to do they’re out on a rural or walking holiday. in the UK, third on the list is visit a Great Again, pubs can be a fantastic option. British Pub. Domestically, 13 million UK I also think it can be a genuine win-win
tourists visit one each year. relationship. B&Bs, self-catering It’s a place where people gather – it’s so businesses or guest house providers can important to local communities in a way recommend good pubs locally, and in turn that’s seen in very few countries. I think it those good pubs can offer information
was the French prime minister who was about places to stay. So reach out to your ‘‘asked what he would most like to export local pubs: see what services they offer and, from the UK back to his country. He said when you fi nd the good ones, make sure our pubs! This is because it’s for men and you’re recommending them to your guests. women of all ages and every background. ‘‘ In many cases, it’s great for children, too. The new scheme They just don’t have something like that in VisitEngland accreditation will help pubs, France. The other thing is the beer: British particularly ones in tourist areas, show that beer and draught ale is unique. You can buy they are part of our heritage and it in a bottle, but there’s nothing like having somewhere visitors should come. I think it as a third, half or pint in a pub. being able to display the new quality marque will be an important part of this. A great place to visit The scheme will also help pubs raise their Accommodation providers want to suggest standards – feedback from activities to their guests – things they can assessors on how participants do in the day and the night time. Pubs can can improve will be help here. Many provide wonderful food at enormously important.
BRIGID SIMMONDS OBE is Chief Executive of the British Beer & Pub Association (BBPA), the leading body representing Britain’s brewers and pub companies. The BBPA’s members account for some
Brigid Simmonds 90% of beer brewed in Britain today and around half says pubs and of the nation’s pubs. Back in December 2015, the accommodation providers can BBPA joined forces with VisitEngland to launch a new enjoy a win-win pub quality accreditation scheme. relationship Photo: Courtesy BBPA Courtesy Photo:
@VisitEnglandBiz Issue 22 I Quality Edge I 37 Get practical Develop your knowledge and skills with four pages of quick guides and industry tips
nternet video traffi c is FIVE MINUTE GUIDE TO... increasing so rapidly in the UK I that IT expert Cisco forecasts it will have grown fi ve-fold from 2014 to 2019. As a result, many businesses have begun creating short, sharable Promotional videos as a way of engaging existing customers and reaching new ones. ‘Our videos nail bookings,’ says Alistair Handyside of fi ve-star Gold Videos Higher Wiscombe cottages in East Lights, camera and Devon. He has been using promotional fi lms as part of his (hopefully) lots of booking online marketing since 2013. ‘If action – here’s how to turn people are in doubt about staying with us, I tell them to spend three a short online fi lm about minutes watching two videos. They your business into a do, then they always come back and book. The fi lms enable our guests to successful marketing tool relax and be confi dent of exactly what they’ll fi nd on arrival.’ Katherine Nelson-Brown and husband David own Perrygrove Railway, a heritage rail attraction in Coleford, Gloucestershire. They have seen their online videos directly infl uence visitor numbers. ‘We have some great images on our site, but the video truly expresses all that we do here,’ says Katherine. ‘Visitors frequently tell us it was the deciding factor for coming.’ A short promo can be used to emphasise the USPs of a business, or even help it take a new direction altogether. For instance, a desire to attract wedding parties to Perrygrove led Katherine and David to create a video of their own wedding on the railway in June 2015. Says Katherine, ‘It went live in September and has already helped to secure two bookings. We’re delighted.’ Telling your story So how do you get started? Your
skills, equipment and budget will iStockphoto.com Illustration:
38 I Quality Edge I Issue 22 www.visitengland.com/biz Get practical
AT A GLANCE: PROMOTIONAL VIDEOS ■ See the marketing potential. ■ Focus on the basics. ■ Get it out there. Anecdotal evidence suggests a According to freelance Upload your video to sharing well-made video can be a fi lmmaker Andrew David Clark, sites and embed it in your online deciding factor for some people, you’ll want to keep the camera marketing channels. You should helping them feel reassured steady, get the lighting right and also use good SEO strategy to about the facilities on off er. keep things short – in his view, make it as searchable as possible. ■ Tell a simple story. two minutes is the absolute ■ The next step… Don’t throw everything at the maximum for a business video. Consider complementing a wall and hope it will stick. ■ Ask for help. promotional video with a Instead, concentrate on no more A professionally made video 360-degree walkthrough of your than two of your core unique needn’t cost a fortune and if it property. There are many online selling points and then base your attracts a few extra bookings it services to help you transform video's narrative on them. will pay for itself. photos into a virtual tour.
help determine whether to go it Perrygrove Railway. ‘But a shops, among other features. Good- alone or hire a professional. Either professional made our latest video quality photos and a well-scripted way, some basic principles apply. for under £1,000 .’ voiceover ‘tell the story’ in an ‘Know what story you’re trying to economical and informative way. tell,’ says David Jones who runs Making your own Wind-Up World fi lms. ‘I recently To get started, you could also try a All-important SEO worked with a caravan park in a simpler option. The video-sharing Once you’ve created your video or beautiful location, where guests can service Vine allows you to create up slideshow, it’s crucial it gets seen. really get to know the family who run to six seconds of looping video or a Sites such as Facebook and YouTube it. We stripped it back to just that – photo slideshow, which is useful if are a free way to share your content, family values and a stunning setting. you have high-quality images and but you can also pay to promote it Make it simple but eff ective.’ want to present them more on these channels, to help increase Freelance fi lmmaker Andrew creatively. Once you’ve uploaded visibility. However, improving your David Clark’s clients include Land your fi nished video or slideshow to search engine optimisation (SEO) is Rover and Sony. He says it’s the Vine website, you can go ahead an important and free-of-charge absolutely crucial to focus on the and share it on social media networks way to reach the right audience. This basics. ‘Keep the camera steady and such as Facebook or Twitter. involves providing accurate make sure your shots are well lit – Also, YouTube has its own easy-to- ‘metadata’ when uploading content; candlelight might look beautiful to use slideshow creator where images for instance, a title, description and the naked eye and give a lovely can be uploaded and arranged to keywords that will help the hosting atmosphere, but it’s not easily appear in sequence, even site categorise it and improve its captured on fi lm. Keep it short, too. accompanied by music if you want. position in the rankings during a More than a couple of minutes and The result is basic but eff ective, and it search. You should also make sure to you’ll lose your audience. may help you say more about your embed your video on your website, ‘Ultimately, you want the video to Youtube business than a thousand words ever e-newsletter or any other marketing enhance your existing marketing could. The YouTube slideshow from channels.(‘Embedding’ a video and there is a real skill involved in slideshows Aquae Sulis Guest House in Bath is a means making it available to viewers producing a fi rst-rate fi lm, so it’s YouTube has its own great example of what you can from within your various channels, worth considering working with a easy-to-use achieve with this service. In a mere so they don’t have to click away to a professional. Like anything else, one minute and nineteen sections video-hosting site to view it.) shop around and ask to see what a slideshow creator the clip covers the key selling points Whether you ask for professional fi lmmaker has done in the past. where images can of comfort and convenience, help or go it alone, a video or You’ll know whether it’s good quality highlighting free parking, excellent slideshow will be an invaluable and suits your own style.’ be uploaded and TV packages and proximity to Bath’s addition to your digital presence . Hiring a professional needn’t arranged to appear require a Hollywood blockbuster- in sequence, even sized budget. ‘We’re a small family- accompanied by To fi nd out more about marketing your business online, run business and everything is very take a look at VisitEngland's Online Marketing Toolkit at
Illustration: iStockphoto.com Illustration: tight,’ says Katherine from music if you want. www.visitengland.com/onlinemarketing.
@VisitEnglandBiz Issue 22 I Quality Edge I 39
Get practical
SEVEN WAYS TO... ENCOURAGE REVIEWS Your ranking is not only determined by your Get the most out average review score. The number of reviews you 5receive, and how recent they are, is something that is also taken into of TripAdvisor account. Make sure you are proactive about getting those Helena Egan, TripAdvisor’s Global Director of Industry Relations, off ers reviews – the Review Express tool her tips for making the most of the world’s largest travel website allows you to email guests following their stay and is available as a manual or automated solution. RESPOND TO EVERY REVIEW A recent study from Phocuswright demonstrated that the majority of TripAdvisor6 users are more likely to book a hotel that responds to reviews, versus a comparable hotel that doesn't. Responses are a great opportunity to showcase your customer service, and well- handled complaints can improve
Photo: Shutterstock Shutterstock Photo: perceptions of your business. ince starting in 2000 as a USE GREAT CONSIDER ALLOW simple review site, CONTENT A PAID ONLINE STripAdvisor is now a search Think of your listing BUSINESS BOOKING engine and online booking platform as another website LISTING Users can now search in its own right. And with 350 million for your business. Accommodation for room availability unique visitors per month, it off ers a With this in mind, provide good providers can upgrade a listing to a and book on TripAdvisor itself. huge potential market for your 2copy and high-quality photos. Be 4paid Business Listing to access more 7Bookings are made through a business. Helena Egan of informative, too. Site users can benefi ts, such as publishing direct compatible online travel agent or TripAdvisor provides tips to help fi lter their search by facilities, so if contact information and posting the instant booking feature on the you showcase your business, you provide free Wi-Fi or parking customised off ers. A Business site, which allows people to book improve your ranking and increase make sure your listing refl ects this. Listing can also improve search directly. With a commission rate customer engagement. Visitor attractions and restaurants visibility, provide click-throughs to of 12% or 15% per booking, this can also register for their your website and off er in-depth could be a cost-eff ective option REMEMBER businesses and display their analytics. Find out more, including for businesses that are keen to TO CLAIM contact information for free. the fees for your business, at www. manage the relationship with their YOUR tripadvisor.com/BusinessListings. guests from the off set. BUSINESS KNOW LISTING THE TOOLS Did you know nearly one in two The Management 1accommodation businesses in the Centre is a one-stop- GET STARTED UK haven’t claimed their listing shop for managing To claim your listing and log in to the management centre, go to yet? Offi cially ‘owning’ your listing your listing. You can edit your www.tripadvisor.com/owners. Have any questions? Contact TripAdvisor’s support team directly: 0800 098 8460 or 0203 318 allows you to publish information 3business information, respond to for potential visitors, gain access reviews, report suspicious reviews 5019, 9am to 3pm Monday to Friday. to analytics and respond to and benchmark your performance reviews. Remember: anybody can against competitors. TripAdvisor create a listing for your business, also off ers support tutorials and but only an owner or business widgets to promote your listing Go to www.visitengland.com/onlinemarketing for more representative can manage it. across other digital channels. advice on promoting your business online.
@VisitEnglandBiz Issue 22 I Quality Edge I 41 Get practical
Rob looked at each attendee's site and gave practical tips for success
TOOLS OF THE TRADE Be a Google guru How do you get the here’s at least one certainty helped several accommodation held in Paignton, Rob asked the in the ever-changing world owners do just that. participants to give feedback on each most out of the of digital marketing: you As part of the preparation for the other’s websites and then made world’s top search Tabsolutely have to get to grips with seminar, Rob reviewed each further suggestions. ‘It’s important the online search giant Google. In participant’s website in advance and that the workshop is practical,’ he engine? Zöe Slater one of the latest free specialist provided practical suggestions on says, ‘and that I can help people make workshops for scheme participants, how to help make the site perform simple but eff ective changes to their fi nds out at a free Rob Edlin, the managing director at better in Google search results. Then, websites during the day.’ VisitEngland workshop online marketing experts Niddocks, during the workshop itself, which was Since attending the workshop, Marion Chan from Babbacombe Bay Hotel in Torquay has introduced a number of improvements to her ROB'S TIPS FOR SEARCH SUCCESS website, such as making the copy ■ Do your research – your anything, you should sit down before online travel agents in more relevant. She was very keyword research! and draw up a site map, making search results. impressed with how the day was The Google AdWords Keyword sure that your website covers ■ Get the basics right. organised. ‘I think Rob is an absolute Planner tool isn’t only useful for relevant searches. For example, It’s not just about technical gem,’ she says. ‘He made everything AdWords – it can also help if your business is dog-friendly, details – general user experience easy to understand and his feedback improve your SEO. Use it to fi nd specifi c pages or sections of the is very important in determining was so helpful’. Attendee Dan out which relevant key phrases website should focus on this, so rankings. Think about website Micklewright from four-star Knowle people are searching for, then that your site will appear in design; images should show your Farm near Totnes also learned much implement them judiciously in Google results for this phrase. property at its best, but remain from the workshop. ‘It was great to your website copy. ■ Consider AdWords. representative. Also, copy should have a whole day devoted to this ■ Draw up a site map. Paying for AdWords to improve be succinct and free from errors. topic and the feedback I received on Benjamin Franklin famously said your ranking can be a good ■ Don’t just use Google… our old website has been really useful ‘If you fail to plan, you are short-term solution to boost Facebook advertising is well when putting together our new site. planning to fail’ and that’s your bookings. It is easy to worth a try. It’s easy to use and certainly the case when it manage, includes an option to fairly inexpensive. Visit www. To register your interest in comes to creating a new set a daily expenditure cap, and facebook.com/business/ future workshops, website. Before you do can help your website appear products/ads/ to fi nd out more. email: workshops@ visitengland.org.
www.visitengland.com/biz 42 I Quality Edge I Issue 22
In the know Your questions answered, legal advice, and a fi nal sign off from a reader
EXPERTS PANEL OUR INDUSTRY INSIDERS WILL Ask the Experts ANSWER YOUR This issue – your role in preventing Legionnaires’ disease, and how QUESTIONS to comply with credit card laws and the Equality Act If you have a question for one of our industry experts, why not get in touch with us at quality. [email protected]. The sender of our favourite question also wins a prize. This issue, Sue Lloyd from Devon wins a Tivoli sound system and a hospitality guide for her letter ACCESSIBILITY DIGITAL QUALITY LEGISLATION RESEARCH & about Legionnaires' disease. Ross Calladine MARKETING SCHEMES Kurt Janson TRENDS Next issue, the winner of the Brian Pam Foden Sharon Orrell Quality Edge Editor Policy Director of best letter will win a pair of and Head of Dennehy Head of Industry the Tourism Head of Research Business Support, Director of Click Development, Alliance and Insight, Footloose the Musical tickets VisitEngland Marketing Agency VisitEngland VisitEngland (see far right for more details).
Legionnaires’: what are Legionnaires' prevention: water-related my responsibilities? items such as shower heads ■ I’ve heard rental properties property is vacant for a should be need to carry out a signifi cant period, either drain cleaned regularly Legionnaires’ disease risk the system or fl ush the water in assessment. Does this also the system before guests arrive) apply to holiday lets? • no debris can get into the system Sue Lloyd, Sandy Cross Barn Holiday (you should check covers on Cottage, Devon header or storage tanks) ■ Kurt says: Undertaking a risk • water-related items such as air- assessment for Legionnaires’ conditioning units and shower should form part of your normal heads are regularly cleaned health and safety assessment. • the hot water cylinder is set to at However, if you operate a self- least 60°C. catering property with a normal If you have fi ve or more employees, residential water system, you don’t this assessment and any need to carry out a professional subsequent actions need to be audit measuring the risk of the recorded. If you have a disease. In most cases, your complicated water system with obligations can be fulfi lled by features such as air-conditioning ensuring the following: or have an older property, you may • water in the plumbing system is also wish to have a plumber assess
not allowed to stagnate (if a the system for potential problems. iStockphoto.com Shutterstock; Photos:
44 I Quality Edge I Issue 22 www.visitengland.com/biz In the know
Does the Equality Act apply? AT A GLANCE... ■ Under the Equality Act 2010, person’s ability to carry out normal do I have to make a ‘reasonable day-to-day activities. In which case, CARD PAYMENTS adjustment’ for customers operators would be obliged to suff ering from electromagnetic anticipate what people with EHS hypersensitivity (EHS)? might need and make ‘reasonable Anonymous adjustments’ so they are not at a ■ Ross says: EHS is a reaction to substantial disadvantage electro-magnetic radiation compared to non-disabled people. exposure. Suff erers may However, to our knowledge there experience symptoms of nausea, has not yet been a court ruling to Submit the severe headaches, palpitations and substantiate this. WIN a pair eff ects when in the presence of The Equality Act does not state best Ask the Wi-Fi and other devices such as what a ‘reasonable adjustment’ Experts mobile phone masts. may be, but it may include moving of tickets to question for EHS may be deemed (by an Wi-Fi routers to reduce radiation adjudicating body) to be an to a guest’s room, providing hard- Footloose our next issue impairment that has a substantial wired Internet access or restricting and you’ll pick and long-term adverse eff ect on a Wi-Fi to specifi c areas. the Musical up this prize WHO’S UP FOR a backwater where serves up some Filling out a PCI dose of nostalgia? dancing is banned. classic eighties hits self-assessment Based on the 1980s Our hero defi es the including Holding form is required by fi lm, the rock ’n’ roll rules and soon has Out for a Hero, many acquirers musical Footloose the whole town up on Almost Paradise, bursts on to the stage its feet… Let’s Hear it for the in 2016. For those of With four Tony Boy and, of course, the you too young to have Award nominations unforgettable title experienced the and a cast including track Footloose. The phenomenon fi rst Gareth Gates and winner receives a pair time around, it tells Maureen Nolan, this of tickets for the 2016 the story of city fast-paced show is UK tour of Footloose boy Ren who moves to packed full of The Musical, valid at a a rural American amazing dance and venue of their choice.
Terms and Conditions The tour runs from 29 January until 24 September 2016. For a full list of venues, dates and performance times please visit www.footloose-musical.com. Tickets to be collected at the box offi ce with no cash alternative. Tickets are subject to availability and are non-transferrable and exchangeable. Competition is run by www.booments.com on behalf of Sell A Door Theatre Company. Gareth Gates will be performing between 29 January until 16 April, then from 20 June onwards. Maureen Nolan will be performing throughout the tour.
Should I fi ll in the form? READER OFFER ■ My card merchant told me it’s levels related to how many SAVE ON a minimum requirement to fi ll in transactions a business a PCI self-assessment form if I undertakes, most smaller tourism RUDDING PARK take credit card data directly businesses will fall into the lowest HOTEL from my customers. Is this true? level and will not be legally EXPERIENCE AN overnight stay Jane Johns, Hillhead Farm, Devon required to complete a PCI Self- in March, April or May 2016 at ■ Kurt says: All businesses that Assessment Questionnaire. four-star Gold Rudding Park use card payment systems need to However, given that completing Hotel in Harrogate, North comply with the Payment Card the PCI self-assessment form helps Yorkshire, and receive a Industry Data Security Standard ensure your compliance, acquirers complimentary half bottle of (PCI DSS), an industry standard (such as Barclaycard, First Data, Prosecco in your room on aimed at reducing payment card Elavon and MasterCard) will often arrival. Call 01423 844822 and fraud across the Internet. Although require you to fi ll one out to quote VisitEngland. Off er
Photos: Shutterstock; iStockphoto.com Shutterstock; Photos: there are diff erent compliance validate your compliance. subject to availability.
@VisitEnglandBiz Issue 22 I Quality Edge I 45 OUR BUSINESS INSURANCE PROTECTS THE VERY THINGS YOU DEPEND ON TO EARN A LIVING
Giving you peace of mind you have the right cover for your business needs.
For your local branch, visit nfumutual.co.uk or call 0800 197 1283
NFU Mutual is The National Farmers Union Mutual Insurance Society Limited. For security and training purposes, telephone calls may be recorded and monitored.
Qualityadverts_odds.indd Edge Magazine 4 adverts.indd 1 26/07/201521/07/2015 12:1411:31
J15176 Advert.indd 1 14/07/2015 10:27 In the know
AT A GLANCE Carbon monoxide detectors Legislation ■ Self-catering providers off ering long-term lets must install them; all other self-catering providers are advised to do so. New consumer rights rules Lowdown ■ New rules open up the possibility of refunds or repeat services for guests. VisitEngland’s legislation expert Kurt Janson ■ Spoken or written statements are now binding contractual terms. off ers his updates on the latest regulatory ■ Costs and charges must now be changes aff ecting the hospitality industry 'transparent and prominent'. Safety fi rst New Government legislation reminds all businesses why carbon monoxide safeguards are a must
THE NEW Smoke and Carbon as to what is considered good Monoxide Alarm (England) practice for safeguarding Regulations 2015 came into guests. Currently, eff ect on 1 October 2015. The accommodation providers new rules require residential have a ‘duty of care’ towards landlords to install a smoke visitors. This is refl ected in detector on every fl oor of a rental health and safety and fi re safety property, and a carbon monoxide legislation that requires an detector in any room that assessment of the premises contains a fuel-burning appliance to determine risks to guests, and such as a gas boiler or a wood- appropriate action to mitigate burning stove. risks. With this in mind, it is This legislation only applies possible that new carbon to properties let to people monoxide rules for residential where the property is the landlords will result in an increased FUEL-BURNERS: YOUR DUTIES person’s main or only residence. expectation on self-catering Regardless of whether you install a carbon monoxide Therefore it will only apply to operators. Namely, that they will detector or not, it is crucial to regularly check and maintain accommodation providers need to install a carbon monoxide all your fuel-burning appliances. You are required by law who are letting long-term, detector to fulfi l their duty of care. to have your gas boiler and any gas appliances checked for example in the off season. annually by a Gas Safe-registered engineer. You also need Participants in VisitEngland's In the case of injury to ensure that if you have a fi replace or woodburner the Quality Assessment Scheme For example, if someone is injured chimney is swept regularly and after any long period of are already required to install due to carbon monoxide poisoning inactivity; and that guests only use fuel-burning devices carbon monoxide detectors in in your self-catering property, you such as barbecues in well-ventilated areas. their properties, so many readers will not be prosecuted for failing to are likely to already have one. have a carbon monoxide detector. However, there are several However, you may still be taken to self-catering property with a monoxide poisoning posed a reasons outlined below why it's court and asked to prove that you residential property and ask: suffi cient risk to your guests to worth reviewing your practice. did not breach your duty of care to ‘Carbon monoxide poisoning is warrant installing a detector?’ the customer; in other words, that deemed to pose a risk to tenants In my view it seems sensible Your duty of care their injury was not due to any suffi cient to warrant the for self-catering operators to install While the legislation does not negligence on your part. mandatory installation of a £15 carbon monoxide detector directly apply to self-catering In this situation, the court detectors; in that case, why rather than risk a court ruling that properties, it will raise the bar may now decide to compare your didn’t you consider that carbon you were negligent for not doing so. Photos: Alamy/Leena Robinson Alamy/Leena Photos:
@VisitEnglandBiz Issue 22 I Quality Edge I 47 Any costs and charges must be 'transparent and prominent'
Your word is your bond Failing to comply with the new Consumer Rights Act 2015 could see accommodation providers out of pocket
INTRODUCED on 1 October, guest’s room, the guest could claim than those awarded for The Consumer Rights Act 2015 that their weekend has been ruined misrepresentation. contains a number of important due to your lack of reasonable changes regarding the provision care. As a result, they could ask for Change 3: Small is no of services and the use of unfair the repeat provision of the service longer beautiful terms in contracts. (that is, another weekend break). Finally, while previous legislation required all costs and charges to be Change 1: Change 2: transparent, the new Consumer Repeats and refunds If you say it, then you Rights Act requires costs and If a service does not conform to must mean it charges to be ‘transparent and the contract, there are now two Before the new legislation, prominent’. In eff ect, this means statutory remedies – ‘repeat providing misleading information that you can’t ‘hide away’ charges performance’ and price reduction. Be true to would only have been deemed to and additional charges in the small This means that if you do not be misrepresentation rather than print, or on a webpage a customer provide services with ‘reasonable your word a breach of contract. Now your might not view before booking. skill and care’, or the service does Providing spoken or written statements can Instead, you must make sure they not comply with information misleading be deemed binding contractual are brought to the customer’s provided, then the customer terms. This distinction may seem attention before booking. For is entitled to either a reduction information is now small but it is important because instance, you should specifi cally tell in the price or to receive the deemed a breach of it is generally easier for a the guest about them when they service again free of charge. contract. Under the complainant to prove a breach of are booking, or include them in the For example, if your advertised contract than misrepresentation. online booking process. Check your pool facilities aren’t available on new legislation, your Also, damages awarded for breach standard contract and your website arrival (perhaps because of spoken or written of contract are generally higher to ensure they comply. maintenance), then guests can statements can be seek a reduction in the cost of their To review the latest legal information for stay. For a more extreme example, deemed binding accommodation providers, go to our Pink Book Online: if a badly maintained pipe fl oods a contractual terms. www.visitengland.com/pinkbookonline. Alamy/MIKAPhotos: Images/Marcel Images; Free Hol
48 I Quality Edge I Issue 22 www.visitengland.com/biz
In the know
CHECKING OUT... Welcome to our world Jean Blore from The Breakfast of champions: Jean's start to Broadwater Guest House the day is VisitEngland reveals why a personal award-winning approach to hospitality can bring big rewards A delighted Jean picks up her ean Blore and her husband Alex run ROSE Award The Broadwater Guest House, a 4-star Silver award-winning business situatedJ on Morecambe’s seafront. They have been in the industry for 12 years, running several other guest houses (and enjoying a ‘gap year’ on a canal boat) before purchasing Broadwater six years ago. In 2015, they were among the fi rst-ever winners of VisitEngland’s new ROSE Awards Rooms come for customer service. They also hold a with welcome extra touches VisitEngland Breakfast Award.
You’re known for your friendly and You also hold a VisitEngland Breakfast Five things you need to succeed in this personal approach with guests. Can you Award. So what’s the secret to serving up industry are… describe what you do? a great start to the day? 1. A sense of humour! 2. An understanding of Here’s just one example. Our room folder It’s defi nitely the locally sourced quality what the customer needs, then a willingness has a page introducing ourselves, where we ingredients, cooked to perfection by Alex to exceed those needs. 3. Quality, with regard talk about our 10 grandchildren and our and served on hot plates with a smile by me! to your beds, bedding, towels, food etc. backgrounds, and we also mention our ‘gap Also, the menu is varied to appeal to 4. Care – towards guests, their rooms and year’ on a narrowboat. This information can different guests' tastes. For example, bathrooms, and their breakfast. 5. Patience! be a great ice-breaker at breakfast. we serve quality coffee in three different The best thing about working in the Apart from these personal touches, strengths and loose leaf teas. tourism industry is… what, in your opinion, does it take to When our guests say they will defi nitely achieve great customer service? come back. ‘Defi nitely.’ We love that word! We enjoy exceeding our guests’ expectations If you were minister for tourism, the by providing extra touches in the rooms. fi rst thing you would do is… Fridges with bottled water in them, ‘We talk about our Promote a scheme that helps people to chocolate mints, and the wine glasses and purchase small guest houses; those who accompanying corkscrew all go down well. 10 grandchildren and want to get into the industry struggle, How did you react when you found out our ‘gap year’ on a because the banks won’t lend. you’d won a ROSE Award? After work, you like to… It was such a surprise! We had no idea that narrowboat. This There is no after work in this industry! But we were being considered, so it was a information can be a we do have a couple of hours in the afternoon privilege to have been chosen – especially when we take our two ten-month-old since it was the award’s fi rst year. great ice-breaker’ Bichon puppies for a long walk on the cliffs.
50 I Quality Edge I Issue 22 www.visitengland.com/biz