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Getting Noticed See How These Properties Make a Great First Impression VisitEngland’s magazine for quality-assessed accommodation and attractions autumn 2011 issue 13 GettinG noticed see how these properties make a great first impression PLUS celebrating china’s growing how to manage the growth of outbound travel your online english wine p20 market p24 reputation p46 e apologise for the slight delay in secrets of their high occupancy levels and a family getting this edition to you all, but it’s touring park in Northumberland that has diversified packed with articles that we hope into self-catering and now created a bunkhouse and Cyou will enjoy. ontentsFor those readers wigwams to widen their market. The Letters page Winterested in attracting more overseas visitors, there includes some of your feedback on the recent changes is a feature on the rapidly growing Chinese market to the Hotel, Guest accommodation and Parks and an insight into working with tour operators. Kurt standards and your views on ideas being discussed Janson’s regular column includes an encouraging regarding the self-catering standard. Britain magazine progress report on the Tourism Alliance’s lobby has another tempting ‘free advert’ offer for new regarding the new requirement for self-catering subscribers, which many of you took up last time. ■ businesses to provide Energy Performance Certificates. There are two excellent case studies – a Pam Foden ‘boutique’ B&B in Hastings whose owners share the operations and industry engagement manager Features Smooth operators 08 Inbound tour operators may be the answer for your empty rooms 16 First impressions 13 How to catch customers’ eyes from the kerb t he collaborators 16 Businesses are getting together for 08 the good of local tourism o n the vine 20 English wine is enjoying something of a vintage year e nter the dragon 24 Chinese tourists are flocking to 20 England to experience something new Quiet world 28 Small changes that can really help the hard of hearing Park life 32 Diversifying its accommodation pays off for Springhill Farm Regulars 36 Getting technical 04 n ews 40 Being savvy with technology can All the latest news and research really boost your business from VisitEngland Red tape update 36 d ay in the life 44 The latest from the world of legislation How a boutique B&B in Hastings is and how it will affect you giving the hotels a run for their money Switched on Letters 46 How to manage your online reputation 50 Readers’ latest views, ideas, questions in a competitive market and experiences iSSUe 13, aUtUmn 2011 3 Visit our corporate website, where you can find business and marketing news, information on star ratings and awards, and insight and statistics from the VisitEngland research team. ews www.visitengland.org > awaRdS a rose by any other name newS in brief The well-established ‘Enjoy England their strengths and weaknesses and feedback Awards for Excellence’ are back with a gives valuable advice. The winners also provide a new name. Now called the ‘VisitEngland benchmark for other tourism enterprises, driving HiGHLy acceSSibLe Awards for Excellence’, they promise to up quality across all sectors. chichester’s bishop otter be bigger and better. The big difference for 2012 is that, if there is no college has been awarded The name change is designed local or regional awards programme in your area, a high accessibility rating to associate VisitEngland more closely with its you may apply directly to the national awards. For for mobility for its three-star prestigious awards programme. It also represents businesses in areas that do still run awards, this will campus accommodation. a radical new approach to the marketing and be your route through to the VisitEngland Awards open during the university holidays administration of the scheme. and winners will automatically be put forward as for private and conference guests, the Glasgows, a Preston-based event management before. If, however, you are interested in applying for college is the perfect place to stay for company, will look after the sponsorship, marketing, a VisitEngland category that is not offered at local independent wheelchair users. administration, application process and initial or regional level, you may apply directly. To find out judging. It will also stage the prestigious annual more about the new awards scheme, and whether tHe PaRentS LeavinG on a jet PLane awards ceremony. there are local and regional competitions in your in a move to capture the business of tourism Having been involved in tourism and tourism area, visit the new website (see below). parents fed up with being pestered by awards for more than 20 years, Glasgows is delighted The benefits of simply taking part and the even their children while on holiday, thomson to be running the premier tourism award scheme greater benefits of becoming a finalist or winner has become the first company to offer in England. Ron Glasgow, Project Lead for the new will be spelt out. Case studies of past winners will breaks that welcome mums and dads, but awards programme, said: “The VisitEngland Awards be included. not their kids. on track for Excellence retain all the values of the old scheme. “The closing date for applications is 6 January the thomson couples range was There have been new indications from the rail and Edward Welsh, Director of Corporate Affairs at The categories remain largely the same. Excellence is 2012, so there is plenty of time to get on the website launched this summer after the hotel industries that the ‘staycation’ trend is giving ATOC, said: “The staycation trend that has seen still at the heart of these awards and the same rigorous and prepare your application,” said Ron Glasgow. company’s research found that 40% of the UK holiday sector a big boost. more people holiday in the UK over recent years standards of judging will apply.” “All tourism businesses should consider taking part parents said their children annoyed them According to the Association of Train Operating has undoubtedly played a big part in the significant The VisitEngland Awards promote the either in their local or regional award scheme where on holiday and 33% thought that ditching Companies (ATOC) there has been a surge in the increases that we have seen on many of these small, Register best of English tourism. Benefits to winners they exist, or directly where they do not, because the kids and going on holiday would number of people using small, rural rail lines as more rural lines.” are enormous in terms of prestige, marketing excellence pays.” make them better parents for the rest of people choose to take their holidays in the UK. Meanwhile, budget hotel chain Travelodge plans now! potential, improved turnover and profits and For more information, visit the year. Many of the fastest-growing branch lines connect to invest £135 million in 37 new hotels near the UK’s Queen Elizabeth II Conference on staff motivation. But the awards do not just www.visitenglandawards.org or call George the rights and wrongs of this have to seaside resorts and towns, and show spikes in the National Parks – areas where its hotels achieved Centre, London benefit winners: all applicants get an insight into Thompson on 01772 767522. been debated in the media but it does summer months. Between April 2007 and April 2011 high occupancy levels far earlier than normal this Attractions are reminded that give domestic accommodation providers those that saw an increase in passengers included: year. The hotels that filled up the sooner than the Annual National Conference and attractions food for thought. parents • The Truro to Falmouth branch line, which saw a normal have included sites in Barnstaple in Exmoor, of Visitor Attractions (VAC) is taking time out from their children rise of 91% (22% in the past year). Cockermouth in the Lake District and Scarborough looming fast. It is not too late to Get involved P&G’s golden sponsorship may be a market opportunity that’s • The Bristol to Severn Beach branch line, which in the North Yorkshire Moors. register and join the audience for worth targeting. saw an increase of 90% (19% in the past year). Travelodge is now seeking locations in this industry event, which is now in Inspire children and Procter & Gamble (P&G) has been named as one • The Derby to Matlock branch line, which rose by areas such as Grasmere (Lake District) and its eighth year. young people to consider of 11 worldwide sponsors of the 2012 Olympic Games in a come toGetHeR 86% (20% in the past year). Minehead (Exmoor). It is a great chance to hear tourism as a career. Sign deal that’s good news for the hospitality sector. visitengland is pleased to announce a first-hand the latest news from the up to the Children’s Covering a total of 22 brands, the deal will enable P&G new collaboration with a publisher of wide-ranging speaker panel and get Commissioner’s Takeover Day and engage with local to deliver practical advice to independent hospitality three popular regional websites that involved in the stimulating debate schools and young people, showcase your business operators. For example, the recent ‘Preparedness Pods’ advertise serviced and self-catering that regularly follows the event. This and generate some positive media coverage. pop-up stalls gave free advice to hospitality businesses accommodation in the lake district and is also a great chance to meet and Takeover Day takes place on 11 November 2011 preparing for the flood of tourists next summer. yorkshire: www.northyorkmoors-stay. network with colleagues from and gives children and young people the chance “The Games are a once-in-a-lifetime opportunity for co.uk, www.lakedistrict-stay.co.uk and celebrate, bodleian style! the industry.
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