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FULLER’S FRESH

Exploring the £1m renovation of the Queen’s Head in Kingston, London

VOICE ACTIVATION How Aloft Hotels are re-defining the guest experience with Siri-based interactions

IHS PREVIEW Get to grips with what’s happening at Olympia and plan your trip in advance

APPRENTICE EARNINGS

How apprentices stand to earn more than graduates

p6

INSPECTOR CALLS

Quality in Tourism’s monthly advice on hotel inspections

p34

COURTHOUSE CONCEPT

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How an old courthouse and its cells have become a hotel


Heston Blumenthal. Three Michelin stars. Two restaurants. One breakdown.

If Heston Blumenthal had a breakdown everyone would hear about it. But what if it happened to Sam Green? Every year hundreds of people in our industry suffer a personal crisis. People you’ll never hear about.Thankfully Hospitality Action is always there to pick up the pieces. To make a donation or to find out more, contact us on 020 3004 5500 or log on to www.hospitalityaction.org.uk

You look after others, we look after you.

Campaign kindly sponsored by Mercieca Communications www.mercieca.co.uk Registered Charity 1101083


WELCOME > contributors and editor’s letter WELCOME | TRADE TALK | HOTEL CONCEPT | STATISTICS | SHOW PREVIEW | MARKET ANALYSIS | FRONT OF HOUSE | QUALITY IN TOURISM | THE PROJECT | Q&A

CONTRIBUTORS

Apprentice appreciation I have long been of the view that

DEBORAH HEATHER

‘education inflation’ – or sending every kid

Deborah is the director of Quality in Tourism - the accommodation assessment scheme for VisitEngland. Deborah manages a team of more than 40 accommodation assessors, who each grade some 300 properties a year

to university regardless of their passion or indeed ability – is a silly, simplistic policy for any government to pursue. The obsession with sending people off to tertiary education was arguably born of two things: the gradual depletion of jobs in the manufacturing sector over many decades; and

KEN SIMS Ken is the director for Christie & Co in Edinburgh. In this edition of the magazine he analyses the latest market share statistics from AM:PM, taking a look at how the Scottish hotel market is performing

the misguided notion that since being a graduate was a guarantor of a decent career 40 years ago, simply lowering the bar and giving everyone a degree certificate would cast the success net wider. It is becoming clear, after 20 years of experimenting with the notion, that no such utopia has materialised. We still have unemployment, wages are stagnant, and worst of all, we have spawned an entire generation of people – ‘millenials’ – who believe that the world owes them a living,

ANGIE PETKOVIC

such vaulting intellects have they to bring to the table.

Angie started as our resident marketing advice columnist and has now built a substantial following for her straight-talking answers to the common questions about executing a professional marketing strategy

Surveys about their happiness and an anxiety epidemic bear out my scepticism. That’s why I welcome the mood change of recent years in the UK, which increasingly places emphasis on telling young people to get into a trade or learn a craft for which a degree would be useless. We need to re-adjust the worldview which tells every young person they are worthy of a £50,000

ALAN FROST Senior manager of Mazars’ hospitality and leisure division, Alan Frost, takes a look at hotel performance in Scotland. He looks at the contrasting stories between the country’s three largest cities

graduate scheme and show them that excitement and fulfilment can be found elsewhere in the economy, not to mention without smoking the cost of a house deposit on three years boozing at the students’ union. It is no surprise to learn from Barclays research this month that over an entire lifetime, the average graduate earns only a few thousand pounds more than the average non-graduate. With the apprenticeship levy for firms whose wage bill exceeds £3m being introduced in 2017, perhaps employers will increasingly take the initiative seriously and rethink their recruitment criteria. Hotels and the hospitality industry at large have known this for a long time: if a kid

sign up for the Daily Briefing www.hotelowner.co.uk/newswire

wants to work at 18, get them through the door and set them to work. They’ll be a darned sight better than a degreewaving humanities graduate who cannot believe the hours you’re asking for.

HotelOwner

@HotelOwnerMag www.hotelowner.co.uk

September 2016

Michael Northcott Editor, Hotel Owner @HotelOwnerMag

www.hotelowner.co.uk

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CONTENTS

hotelowner EDITOR Michael Northcott michael@hotelowner.co.uk REPORTER Tom Davis tom@hotelowner.co.uk ACCOUNT MANAGER Henry Hulme henry@apexbusinessmedia.co

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PRODUCTION ASSISTANT Emily Clarke copy@mulberrypublications.co.uk ACCOUNTS Apex Business 01481 730 418 accounts@apexbusinessmedia.co CUSTOMER SERVICES customers@mulberrypublications.co.uk 0203 598 4630

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DESIGN Lucas Studio grant@lucas-studio.co.uk All Hotel Owner staff can be reached on 020 3598 4630 ISSN 2049-7709

Hotel Owner is published monthly by:

HEAD OFFICE: Mulberry Publications Ltd, Wellington House, Butt Road, Colchester CO3 3DA Tel: 0203 598 4630 Fax: 01206 767 532 LONDON OFFICE: 14 Rosebery Avenue, London EC1R 4TD Tel: 020 3598 4630 The editor and publishers do not guarantee the accuracy of statements made by contributors or advertisers, or accept responsibility for any statement that they express in this publication. The opinion of the contributors may not necessarily be the opinion of the publishers. Articles are considered for publication on the basis that they are the author’s original work. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying or otherwise, without the permission of the publishers.

www.hotelowner.co.uk

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CONTENTS SEPTEMBER 16 REGULARS

FEATURES

A roundup of the latest hospitality news from across the UK

In our annual preview for the upcoming IHS, we have compiled a list of some of the key suppliers and brands at this year’s show

Trade Talk 5

Hotel Concept of the Month

15

Statistics

17

Market Analysis

18

Set in a former police station where the Kray twins were once held

A snapshot of average room rates and inbound UK visitors’ spending

The low-down on hotel industry performance in Scotland

Property Insights

26

Angie Petkovic

50

Monthly commentary on property development in a specific area of the UK, this month it’s Scotland

Angie Petkovic on the City of Culture and Airbnb

IHS Show Preview

21

FRONT OF HOUSE: Beechfield House

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From a barely-trading run down property to one of Wiltshire’s best rated hotels, the owner of Beechfield House, Chris Whyte, explains the transformation

THE PROJECT: 34 Queen’s Head pub in Kingston

We sit down with the operations manager responsible for overseeing the redevelopment of the Queen’s Head pub in Kingston, into a new community-based small hotel offering, and a focus on drinks moved forward onto more of a gastro offering

September 2016


READ THE EDITOR'S BLOG > hotelowner.co.uk/category/editor

TRADE TALK

WELCOME | TRADE TALK | HOTEL CONCEPT | STATISTICS | SHOW PREVIEW | MARKET ANALYSIS | FRONT OF HOUSE | QUALITY IN TOURISM | THE PROJECT | Q&A

5

TRADE TALK STAT & QUOTE

16

TOP 3 FROM THE WEBSITE

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AVERAGE ROOM RATES

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INBOUND VISITOR NUMBERS

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5

ALOFT HOTELS UNVEILS VOICE-ACTIVATED HOTEL ROOMS Aloft Hotels, owned by Starwood Hotels & Resorts, has announced the launch of voice-activated hotel rooms. The “top secret” experiment, dubbed ‘Project: Jetson’, is believed to be a world first and allows guests to control their room using the Siri, voice recognition software from Apple’s iOS. Each Aloft voice-activated hotel room is equipped with an iPad which runs a custom Aloft app used for controlling the in-room guest experience. This will include controlling room temperature, September 2016

lighting, music, the ability to speak to a virtual concierge and more. Aloft is known for its use of technology, having previously launched what is believed to be the world’s firstever emoji-only room service. Brian McGuinness, Aloft global brand leader, said: “Forget the phrase ‘at the touch of your fingertips.’ Today’s early adopter, hyper-connected global traveller wants a level of personalisation unlike ever before, and that means being able to control their

hotel experience with the sound of their voice. “We’re thrilled to be the first hotel brand to bring voice-activation to our guests in this way, using Siri to control room temperature, lighting and more during their stay.” The voice-activated rooms have debuted in the brand’s Boston Seaport and Santa Clara hotels in the US. It is not yet known if the concept will be introduced into the brand’s four UK hotels. www.hotelowner.co.uk


TRADE TALK > news from across the UK hospitality industry APPRENTICESHIPS

Apprentices ‘can earn 270% more’ than graduates, says Barclays Apprentices can earn 270% more over their lifetime than university graduates, according to new research from Barclays and the Centre for Economics and Business Research (CEBR). The report - Productivity and Lifetime Earnings of Apprentices and Graduates - says the average gap in lifetime earnings potential between apprentices and graduates is now just 1.8%, with graduates earning just £2,200 more over a lifetime than those with only A-Levels. BUSINESS

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With rapidly increasing university fees, Barclays predicts that this gap will diminish entirely. In addition, the report says apprenticeships are a popular and feasible career path regardless of age with 43% of apprenticeship starts by people aged 25 and over in 2014/15. Mike Thompson, head of apprentices for Barclays, said: “The figures released today show quantifiably for the first time that apprentices are getting a ‘hidden pay cheque’, through learning while

working, that is comparable or in some cases higher than university graduates. “This bonus means they can fast track themselves to home or car ownership - as well as through their careers without worrying about longterm student debt.” The report follows last year’s news that an apprenticeship levy, which will be 0.5% of an employer’s wage bill and will be paid by organisations with annual wage bills in excess of £3m, will be introduced from April 2017.

SCOTLAND

Confidence Edinburgh and Glasgow report among higher rates, Aberdeen yields accommodation continue to fall providers at growth of 4.4% - to 68.2% - there was Hoteliers in Edinburgh and Glasgow an 18.1% fall in daily rates to £65.07. shrugged off lower occupancy with ‘record high’ Overall, RevPAR as a result fell 14.5% higher rates in July, while the reverse Business confidence among accommodation providers is at a record high for the summer holidays, according to a survey from VisitEngland. The ‘business confidence’ survey findings also show that out of 500 accommodation providers, more than half are expecting an increase in visitor numbers following the EU referendum outcome with a particular boost expected for the domestic market. English businesses are predicting a strong summer holiday period with 65% of feeling “very confident” about the summer holidays and 47% reporting forward bookings as “very good” - both record highs for the survey. Meanwhile, some 40% of accommodation providers and attractions reported increased visitor numbers in the year to date, with a further 30% maintaining performance. www.hotelowner.co.uk

happened in Aberdeen as rates fell more than occupancy grew. That’s according to the latest monthly LJ Forecaster Scottish Intercity Report, from tourism market research firm LJ Research, which found occupancy in Edinburgh fell 1.9% to 89.8% compared with the same month last year. This was, however, outweighed by a steeper increase in average room rate of 3.8% to £131.04, which resulted in overall positive revenue per available room (RevPAR) growth of 1.7% to £117.67. A similar picture was also seen in Glasgow as occupancy fell by 2.4% to 87.4% and room rates increased by 10.4% to £80.49. As a result, RevPAR grew by 7.8% to £70.24 in the city. Meanwhile, the opposite trend took place in Aberdeen as despite occupancy

to £44.36. Sean Morgan, managing director at LJ Research said: “July saw solid performance for Glasgow and Edinburgh following the EU referendum. In Aberdeen we continue to see the consequences of the declining oil and gas market. “As far as Brexit goes, our forward bookings analysis shows an interesting spike in hotel bookings in Edinburgh and Glasgow within the last month compared to a year ago.” The report, which also collected anecdotal evidence from hoteliers about the impact of Brexit, found roughly half of all hotel general managers anticipate that Brexit will not make a difference to their business, and, among the remainder, there were more who believed Brexit will be a positive rather than a negative factor on performance. September 2016


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TRADE TALK > news from across the UK hospitality industry ACQUISITIONS

MarriottStarwood merger delayed by China

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Aloft Liverpool, a Starwood brand

The $13.6bn (£9.5bn) merger of Marriott International and Starwood Hotels & Resorts is being delayed by China. The two companies have announced that, at the request of the Chinese Ministry of Commerce (MOFCOM), they have agreed to extend the time period for MOFCOM to complete its review of the merger transaction. This additional review period known as phase three - could last up to 60 days. In a joint statement, the companies said: “Marriott and Starwood continue to believe that their planned merger transaction poses no anti-competitive issues in China. Approval by China’s Ministry of Commerce is the only remaining merger clearance required before the transaction may close.” Regulatory authorities in over 40 countries have already given the goahead for the deal, which will create the world’s largest hotel company with more than 5,500 hotels and 1.1 million rooms. www.hotelowner.co.uk

ETHICS

London one of most ‘unethical tourist destinations in the world’, says Unite The Unite union has accused global hotel chains of making London one of the most unethical tourist destinations in the world. The report, titled Unethical London, claims that low pay and exploitative work practices have been allowed to “flourish unchecked in the multi-billion pound hotel industry.” The report found that 90% of housekeeping staff surveyed were in “constant pain” caused by their job, while 84% of housekeeping staff said they suffer from back pain. Some 53% of front of house staff surveyed frequently miss meal and rest breaks because of workload and staff shortages, and 78% of chefs said they have had a ‘near miss’ or accident at work due to feeling overtired. It quotes hotel workers who claim they are “destroyed” by long working hours, with one person commenting their job is akin to “slavery” and another claiming staff members are treated like “dirt”. Peter Kavanagh, Unite London regional secretary said: “The London hotel sector is failing its workforce. It has become a byword for low pay and exploitation. If

these stories tell us anything, it is that shameful work practices, similar to those exposed at Sports Direct, have no place in 21st Century Britain.” Unite is calling on all hotels in the capital to adopt a set of city-wide principles, based on upon the key provisions of the OECD guidelines, the Ethical Trading Initiative Base Code and the United Nations Global Compact. This would include respecting the right of employees to join a union, ensuring zero tolerance of workplace bullying, fair and transparent distribution of tips and ensuring the health and safety of employees is protected. The union also said it wants to engage in a “genuine ongoing dialogue” regarding the phasing in of the London Living Wage as a minimum standard for all employees, which currently stands at £9.40 an hour. Some 100,000 people work in London’s hotel sector, which includes small boutique hotels and large global chains. The union staged a protest in the capital to highlight its complaints.

DEVELOPMENT

London tops European hotel development pipeline London has reported the most hotel rooms under construction out of Europe’s key cities, according to new figures from hotel data and benchmarking firm STR. As of July 2015, the capital had 5,400 rooms currently under construction in 32 hotels. Only three other markets reported more than 2,000 rooms; Istanbul, Turkey (4,192 rooms in 24 hotels); Moscow, Russia (3,632 rooms in 15 hotels); and

Berlin, Germany (2,467 rooms in seven hotels). In total, Europe reported 63,353 rooms in 424 projects are in construction during the month - an 18.4% increase in yearover-year comparisons. Meanwhile, the report shows 148,143 rooms in 96 projects under contract - projects in the in construction, final planning and planning stages - in Europe. September 2016


READ THE EDITOR'S BLOG > hotelowner.co.uk/category/editor WELCOME | TRADE TALK | HOTEL CONCEPT | STATISTICS | SHOW PREVIEW | MARKET ANALYSIS | FRONT OF HOUSE | QUALITY IN TOURISM | THE PROJECT | Q&A

FUNDING

Regional hospitality firms to benefit from £40m Discover England Fund VisitEngland has announced the first of the successful applicants to receive year one funding from the £40m Discover England Fund. The announcement follows the government’s Tourism Action Plan, which plans to improve Britain’s competitive tourism offer and ensure the “continued success” of the tourism industry. One of the aims of the plan is to make it it easier and more appealing for visitors to explore Britain by rail, bus and coach. The first successful applicants are: • Golf Tourism England • Telling the Stories of England:

Developing Cultural Tourism Products across England for the US Alumni and Affinity Tours • Visit Kent and Cheshire’s Gardens and Gourmet • S outh West Coastal Path - Amazing Experiences and Making Memories • England’s Seafood Coast • Incentive England • Self-guided activity app Focusing on a wide-range of international markets - including established markets such as the US, Germany, France and the Netherlands as well as growth markets such as China and the Middle East - VisitEngland said the

seven bids collectively cover the length and breadth of the regions of England. Sally Balcombe, VisitEngland’s chief executive, said the fund “attracted an exceptional number of high quality bids, far outweighing the allocated funding available for year one. “We are pleased to have chosen some excellent winners who we will now be working closely with to build world-class ‘bookable’ tourism products showcasing the best of England to international and domestic visitors. We look forward to continuing the success of the fund with larger scale bids worth more than £1m in years two and three.”

INNOVATION

UK’s first hotel for young people with learning difficulties given green light An innovative £2m scheme to create the UK’s first hotel for young people with autism and learning difficulties has been given the green light by Gateshead Council. The St Camillus Care Group was granted planning permission on 2 August to transform the former Rivers Edge hotel into The Vault, which will aim to provide respite care for young people with a range of learning difficulties as well as training them to work within the hospitality industry. The ground floor of the property is already operating as an American-style diner - currently used by people with autism - but it is hoped that this will eventually be open to the public. The hotel also has a function room which is currently used by groups, with a long term aim of this being available for hire for business meetings and celebrations. Work is now set to begin transforming the 28 bedrooms to September 2016

make them suitable for respite care, while training has also begun on giving young people with autism and learning difficulties the opportunity to work alongside trained staff. St Camillus has partnered with Gateshead College and its Project Choice scheme - which helps young people with autism and learning difficulties find internships - to help the young people learn the skills they need for a career in hospitality. John Heron, managing director of St Camillus, said The Vault was giving young people an “unprecedented

opportunity” for a career in hospitality. “This is a real chance,” he said, “for young people aged from 18 to 25 to learn alongside professionals in the hospitality industry in a real setting, so that they can hopefully go on to a full time career. “At the same time it’s also a place for people with autism and learning difficulties to come to and enjoy the facilities.” Some 30 jobs will be created within the hotel when it is opened in October this year. www.hotelowner.co.uk

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READ THE EDITOR'S BLOG > hotelowner.co.uk/category/editor WELCOME | TRADE TALK | HOTEL CONCEPT | STATISTICS | SHOW PREVIEW | MARKET ANALYSIS | FRONT OF HOUSE | QUALITY IN TOURISM | THE PROJECT | Q&A

TRADING

Birmingham hotels record 13-year high in spring occupancy rates Hotels in Birmingham posted average occupancy rates of 75% between March and May 2016 - the city’s best results in spring since current records began in 2003. Data from Marketing Birmingham’s Regional Observatory, provided by travel research firm STR, found figures were up from the 74% recorded in 2015 and 71% in 2014. Hotel revenues also grew strongly in the city. The average room rate (ARR) in spring this year was £68 - an increase of £7 from the same period last year - while revenue per available room (RevPAR) was £50, up from £45 last year. Events contributing to the growth included the All England Badminton Championships at the Barclaycard Arena and Crufts at the National Exhibition Centre (NEC) in March, while the British Small Animal Veterinary Association (BSAVA) Congress and Manufacturing in Motion helped April’s average occupancy to jump 6%

compared with the same month last year. In May, the Royal College of Ophthalmologists (RCOphth) Annual Congress (24-26 May) and Birmingham Pride (28-29 May) saw occupancy rate increases of 11% and 22% respectively compared with the same three and twoday periods in 2015. Emma Gray, director of marketing and communications at Meet Birmingham, the city’s official business tourism programme, said: “With [growth of ] 17% in domestic tourists since 2010, and the largest increase of international guests outside London in the last two years, Birmingham is welcoming more visitors than ever. “While a host of new brands have recently chosen to launch in Birmingham, there are a further 14 hotels - amounting to more than 2,000 bedrooms - in the pipeline, demonstrating the confidence that investors currently hold in Birmingham’s visitor economy and tourism offer.”

PROPERTY

Renovated Palé Hall opens its doors Palé Hall - an 18-bedroom hotel that will open next month - has become the first property in Wales to join sales and marketing consortium Small Luxury Hotels of the World (SLH). The 19th Century Grade II-listed country house, located on a 50-acre estate in Llandderfel on the edge of Snowdonia National Park, has been restored by new owners Alan and Angela Harper and opened its doors on 1 September. British chef Michael Caine formerly executive chef of Gidleigh Park, Chagford, Devon - will oversee the food and beverage offering at the September 2016

property, while Gareth Stevenson will take the helm as head chef. Daniel Luddington, vice-president of development at SLH, said: “Palé Hall perfectly matches all that SLH prides itself on - independentlyminded owners who have poured their heart and soul into creating their dream hotel. “The hotel’s rich history, passionate owners and stunning Snowdonian setting gives it a fascinating story to tell. Palé Hall is a true Welsh gem that we are very much looking forward to promoting.”

In March, international hotel brand Park Regis launched its first European property in Birmingham following a £50m renovation of the former Auchinleck House building on Broad Street. Meanwhile, the 90-bedroom AC Hotel Birmingham made its UK debut beside the city’s canals at the Mailbox in May. FIRE

London hotel roof destroyed as huge blaze rips through property The roof of a family-run hotel in Ilford, London, has been destroyed after a blaze ripped through the property on Saturday afternoon, 20 August. Five fire engines and 31 firefighters and officers were called to the Park Hotel on Cranbrook Road at around 5:45pm after receiving more than a dozen 999 calls. The fire was put under control by 7:40pm, but the whole of the property’s roof was destroyed by the blaze. The hotel, which is currently under refurbishment, has been in operation for more than 25 years opposite Valentine’s Park. It features free parking along with conferencing facilities for up to 60 guests. London Fire Brigade said the cause of the fire is believed to be accidental, adding there were no reports of any injuries. A tweet from the fire brigade read: “Roof of an Ilford hotel destroyed but thankfully no one injured.” Fire crews from Ilford, East Ham, Leytonstone, Hainault and Woodford fire stations attended the scene. www.hotelowner.co.uk

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TRADE TALK > news from across the UK hospitality industry REMEMBRANCE SUNDAY

BedPosts launches ‘Thanking Our Forces’ scheme

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BedPosts - an online forum consisting of mainly UK small accommodation providers - has launched ‘Thanking Our Forces’. The scheme, which is being organised jointly by BedPosts and its website host Internet Results, will aim to thank both serving or retired members of the British Armed Forces in honour of Remembrance Sunday. The scheme was inspired by BedPosts member Kathleen Panek, who is the innkeeper at Gillum House Bed & Breakfast in Shinnston, West Virginia, USA. She has been offering rooms in her B&B to veterans since 2008, making two rooms available free of charge on the 10 November in honour of Veterans Day. BedPosts is now looking for hoteliers and B&B owners to join the scheme in the UK, which they can do for no cost and without joining the online forum. Conditions of the scheme include: • Make a minimum of one room available totally free of charge Saturday, 12 November, further rooms or nights optional • There are “no strings” (no buy one night/ get one free and no minimum stay) • Military ID required and must be shown at check-in • Reservations are made directly with the accommodation • All normal terms and conditions of the accommodation apply • Reservation is taken like any other (with credit card) • No charge with ID on arrival • Once the room is reserved, notify that you are full Panek said: “I receive feedback from innkeepers around the country and all have been so positive about the experience. Our vets have been so nice and have thanked us for this”. www.hotelowner.co.uk

PROPERTY

Brownsword Hotel Group acquires Torquay’s Imperial hotel Brownsword Hotel Group has announced the acquisition of the Imperial Hotel in Torquay, one of the UK’s most iconic seaside hotels. Christina and Andrew Brownsword, who own the hotel group, said they will be embarking on a “sympathetic restoration and refurbishment” project of the 152-bedroom property, which overlooks Torbay and the Devon coast. The Imperial is the first hotel to be sold within the 10-strong portfolio of iconic regional hotels within the Hotel Collection, which was put on the market earlier this year for a combined price in excess of £130m. Andrew Brownsword said: “We, like many people in the industry, remember fondly the heyday of The Imperial. The hotel benefits from a very special location on the Devonshire coast and we look forward to working with its team to begin the next chapter of its history. “We will be restoring The Imperial with the aim that it will become one of Britain’s very best seaside hotels.”

The four-star hotel will become the 14th property within the Brownsword Hotel Group, which includes hotels such as the The Bath Priory, Amberley Castle, Buckland Manor, The Slaughters Manor House, Slaughters Country Inn Gidleigh Park and the Royal Clarence Abode. The sale was handled by Savills for an undisclosed sum.

PLANNING PERMISSION

Green light given for Robert De Niro’s London hotel Westminster City Council has granted planning permission for the development of an 83-bedroom boutique hotel by Hollywood star Robert De Niro. The plans, which were announced earlier this year, will see the Oscarwinning actor team up with property firm Capco and BD Hotels to open The Wellington Hotel in London’s Covent Garden. The property will span six adjacent buildings - three of which are grade II-listed - and will feature luxury spa

facilities, two restaurants, cafe, central courtyard and a 64-cover private members club. Speaking after the plans were first announced, De Niro, who already owns The Greenwich Hotel in New York, said it makes “perfect sense” to develop a hotel that represents what makes London one of the most “exciting and cosmopolitan” cities in the world. Work will begin on the development next year, with the hotel expected to open its doors in 2019. September 2016


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HOTEL CONCEPT OF THE MONTH WELCOME | TRADE TALK | HOTEL CONCEPT | STATISTICS | SHOW PREVIEW | MARKET ANALYSIS | FRONT OF HOUSE | QUALITY IN TOURISM | THE PROJECT | Q&A

Hotel Concept of the Month: Courthouse Hotel Set in the former Old Street Magistrates Court and Police Station in London’s Shoreditch, where the Kray twins were once held, the recently-opened Courthouse Hotel combines unique history with contemporary features

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£40m project has seen the transformation of the former Old Street Magistrates Court and

Police Station in Shoreditch into recently opened 128-room Courthouse Hotel.The Grade II-listed property has combined its heritage along with contemporary design to create a unique luxury hotel. The property is steeped in history.

features five refurbished prison cells.

• Luxury spa featuring heated indoor swimming pool, fitness centre, treatment

It was in the Magistrates’ Court that

Facilities of the hotel include:

writer Joe Orton stood accused of

• 196-seat cinema

stealing books from Islington library and

• 86 guest rooms and 42 suites

• Shoreditch Sky Terrace bar

the Kray twins of ‘demanding money

• Two-lane bowling alley with private bar

• The main bar, including five renovated

with menaces’. Even after the court

• Events space accommodating up

rooms, steam room and sauna.

cells

and police station closed in 1996, the

to 450 people sitting down or 900

• Silk restaurant

building remained a much sought-after

reception-style

• Carnaby Brasserie

15

filming location appearing on popular TV programmes such as Spooks and Luther. The property uses its ample history, drawing on designs to turn the building that housed the East End’s most notorious criminals into a series of spacious and contemporary rooms. Period features have been retained and restored, and the addition of contemporary designs have given the hotel a balance between its history and the demands of the modern-day hotel guest. Its 86 bedrooms and 42 suites, located in the hotel’s new and old wings, are topped off by the Shoreditch Sky Terrace Suites - two one-bedroom residences spread out across 60 square metres of living space. The suites boast panoramic views of London’s skyline, along with a private bar and mini-cinema lounge. Meanwhile, Courtroom Number One hosts the main casual fine dining restaurant, and Courtroom Number Two has been renovated into an exclusive members’ bar. Staying in touch with the property’s roots, the hotel’s main bar September 2016

www.hotelowner.co.uk


READ THE EDITOR'S BLOG > hotelowner.co.uk/category/editor

That’s the amount of money small firms have lost due to unfair contract terms with suppliers in the last three years, with 52% of companies saying they have been impacted. The Federation of Small Businesses (FSB) found suppliers are failing to make auto-rollover clauses clear (24%), tying business into lengthy notice periods (22%), charging high termination fees (20%) and concealing details in small print (20%). The report said small firms can be just as vulnerable as consumers when buying goods and services, with two in five (40%) respondents said they felt powerless to do anything about unfair contract terms because the supplier was ‘too important or powerful’ to challenge. It is believed around 2.8 million

16

small firms in the UK have suffered because of unfair contract terms. One in 10 (11%) said they were set back by more than £5,000 dealing with a single problem, and two in five (37%) said they lost more than £1,000 through an unfair agreement with a supplier.

‘‘

QUOTE OF THE MONTH

THE LONDON HOTEL SECTOR IS FAILING ITS WORKFORCE.

‘‘

£4bn STAT OF THE MONTH

Peter Kavanagh, regional secretary at Unite London

The comment came after the Unite union accused global hotel chains of making London one of the most “unethical tourist destinations in the world”. The report - Unethical London - claims that low pay and exploitative work practices have been allowed to “flourish unchecked in the multi-billion pound hotel industry.” It said 90% of housekeeping staff surveyed were in “constant pain” caused by their job, while 84% of housekeeping staff said they suffer from back pain. Meanwhile some 53% of front of house staff frequently miss meal and rest breaks because of workload and staff shortages, and a further 78% of chefs said they have had a ‘near miss’ or accident at work due to feeling overtired. The report quoted workers who claimed they were “destroyed” by long working hours. One person even said their job was akin to “slavery”.

THE TOP 3 STORIES FROM THE WEBSITE www.hotelowner.co.uk

1

Green light given for Robert De Niro’s London hotel

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2

London hotel roof destroyed as huge blaze rips through property

3

London one of most ‘unethical tourist destinations in the world’

September 2016


STATISTICS > national room rates and inbound visitor numbers WELCOME | TRADE TALK | HOTEL CONCEPT | STATISTICS | SHOW PREVIEW | MARKET ANALYSIS | FRONT OF HOUSE | QUALITY IN TOURISM | THE PROJECT | Q&A

AVERAGE ROOM RATES IN AUGUST 2016 COMPARED WITH AUGUST 2015

£103

£202

GLASGOW

EDINBURGH

S -1%

R 8%

R 6%

£62

£76

BLACKPOOL

NEWCASTLE

R 5%

£113

£82

BELFAST

LIVERPOOL

S -2%

Galway Galway

£121

KILLARNEY

R 42%

R

£148

32%

£142

£104

£72

SHEFFIELD

MANCHESTER

GALWAY

R

S -3%

7%

S

17

-3%

DUBLIN

R 33%

£73

BIRMINGHAM

£116

R 6%

CORK

R 38%

£86

BRISTOL

CARDIFF

DATA SETS PROVIDED BY

S

£143

£98

S -2%

-2%

LONDON

S -5%

£112

AND

BRIGHTON

R 5% INBOUND VISITORS & ATTENDANT SPENDING JUNE FIGURES LATEST AVAILABLE

JUNE 2016

YEAR TO DATE (Jan-Jun 16)

% change vs.

June 2015

% change vs. Jan-Jun 2015

ROLLING 12 MONTHS (Jul 2015 - Jun 2016)

% change vs. Jul 14-Jun 15

ALL VISITS (000s)

3,230 -1%

17,300 2%

36,490 4%

SPEND (£ million)

£1,020

£9,190

£21,650 -2%

September 2016

-8%

-4%

www.hotelowner.co.uk


MARKET ANALYSIS > Scotland

MARKET ANALYSIS: SCOTLAND

COMMENT Alan Frost, senior manager, Hospitality and Leisure Both the occupancy and ARR figures for the year to July

and Edinburgh have shown considerable occupancy and

compared with the year to July 2015, down 0.3% and 2%

rate improvements over the last 12 months. Throughout

respectively. However, if the results for Scotland were to be

the year both cities have strengthened their occupancy

broken down further, we would see significantly contrasting

levels and commanded higher room rates as a result of

stories between the three largest cities in the country.

increased sporting and leisure events. A particularly strong

Aberdeen has been affected more than most cities in

18

However, further West of Aberdeen, both Glasgow

2016 imply a slight dip in hotel performance in Scotland

December 2015 and March 2016 helped the net result

the UK by the fall in oil and gas prices and hotels in the

for Scotland to be a small decrease year on year for the

city continue to see reduced occupancy and room rates

main two KPI’s. The fact that results are still down despite

as a result of large corporates reducing manpower in this

encouraging trends in Glasgow and Edinburgh only

sector. The impact on hotels has been devastating as

further highlights the importance of hotel performance in

during 2015 every month saw a reduced level of

Aberdeen and its decline.

occupancy compared with the same month in 2014, this

F&B revenue is static year on year, despite a 12% fall

culminated in December 2015 with Aberdeen hotels

in conference and banqueting revenue. Overall there has

recording a record low rate of occupancy in the city at

been a fall of 1.4% in TRevPAR to £122.70. Labour costs

around 50%. Room rates were also hit hard during 2015,

have increased by nearly £0.83 per available room as the

dropping as low as £37.

impact of National Living Wage begins to flow through.

Statistics courtesy of Hotstats

ROLLING 12 AUG 2015 TO JUL 2016 This Year

Previous 12 Months

“YOY Volume Change”

Rooms Department Occupancy % 86.9% 85.6% 2.1% Average Room Rate £ 107.67 108.62 1.2% Rooms Rev. PAR £ 93.56 93.03 1.2% Rooms Cost of Sales% Rooms Rev

%

7.6%

8.0%

11.9%

Rooms Dept. Profit % Rooms Rev.

%

74.7%

70.0%

0.8%

Food and Beverage

Total Food Rev. POR £ 27.79 29.78 1.4% Total Beverage Rev. POR £ 12.93 14.26 7.2% C&B Room Hire Rev. per sq. mtr.

£

19.15

175.92

-8.4%

Total Operation Total Rev. PAR £ 145.1 116.45 0.6% Total Hotel Labour Costs % Total Rev.

%

27.3%

32.4%

4.7%

Total GOP PAR £ 57.71 34.95 -1.4%

www.hotelowner.co.uk

September 2016


TRADE SHOWS > independent hotel show

21

CLEAR THE DECKS Prepare for the Independent Hotel Show by taking our recommendations on the best seminars, and which stands to make sure you drop by. P

September 2016

www.hotelowner.co.uk


INDEPENDENT HOTEL SHOW > seminar recommendations

SEMINAR PICKS As the INDEPENDENT HOTEL SHOW draws closer, we have compiled a list of some of the key seminars to attend this year with times and locations to help you plan your schedule

22

1

2

3

4

THOROUGHLY MODERN

IMMACULATE

EAT DRINK

OTAS - THE BEST OF

MARKETING

BOUDOIRS

DESTINATION

FRENEMIES

Date: Tuesday 18 October

Date: Tuesday 18 October

Date: Wednesday 19 October

Date: Wednesday 19 October

Time: 13:30 - 14:15

Time: 14:30 - 15:15

Time: 12:45 - 13:30

Time: 14:15 - 15:00

Location: Business Theatre

Location: Wellness & Lifestyle

Location: Business Theatre

Location: Business Theatre

Description: What compels

Description: Paying attention

Description: Creating a

Description: Relations

guests through your doors

to detail in the bedroom

‘destination’ restaurant and

between hotels and online

is changing. Ethics, purpose

is the direct route to your

bar is the industry’s holy

travel agencies are thawing,

and personality are the new

guests’ hearts. Learn how to

grail. But if it was that easy,

and the once-dreaded digital

marketing buzzwords - and

anticipate new technology

we’d all have lobbies bustling

disruptors are reaching

these are characteristics

requirements, and be up

with the bold and beautiful.

out in cooperation. From

ideally suited to the fast-

to speed with fast-moving

Some of the sector’s top

data harvesting to shrewd

moving independent sector.

lifestyle trends, to ensure

names examine this complex

promotional hook-ups, OTAs

This seminar will tell you

your room services are on the

but compelling part of

now offer some splendid

exactly how to position your

button.

hotel culture, that presents

opportunities to transform

business in this intriguing

Chair: Michael Northcott,

independent hotels with an

fickle online bookings into

new landscape.

editor at Hotel Owner

unmissable opportunity to

your brand’s most loyal

Chair: Ed Purnell, chairman

Speakers: Bronwyn de

stand out from the crowd.

customers. Our insiders show

at HMA

Cholewa, director of Hotels at

Chair: Chris Sheppardson,

you how.

Speakers: Penny Brewer,

Sky; Lorraine Dale, chairman,

EP / Perspective

Chair: Steve Lowy, MD and

director of marketing at

head housekeeper and

Speakers: Jan-Paul Kroese,

co-founder of Umi Digital

South Place Hotel; Olivia

master of The Household’s

general manager at Le

Speakers: Simon Bennett,

Johnson, group public

Department, UKHA/Windsor

Manoir aux Quat’Saisons;

owner of Augil Castle; Dori

relations manager at

Castle; Fiona Duncan, travel

Susanne Traudt, general

Stein, CEO at Fornova;

Claridge’s, the Connaught,

journalist at The Telegraph

manager at South Place

Jonathan Raggett, MD of Red

the Berkeley; Hannah Béraud,

and Sunday Telegraph; and

Hotel; Emma Irvine, co-

Carnation Hotels; and Serena

director at Hannah Béraud

Georgie Pearman, Lucky

owner of Albion House; Des

von der Heyde, owner of

Communications; and Imran

Onion.

McDonald, managing director

Georgian House Hotel

Hussain, Editor, at The Hotel

of Des McDonald Restaurant

Culture.

Consultant; and Tom Ross, operations director of The Pig Near Bath and The Pig at Comb

www.hotelowner.co.uk

September 2016


INDEPENDENT HOTEL SHOW > show stoppers P HAMILTON LITESTAT A British manufacturer of pedigree, Hamilton Litestat has created an enviable portfolio of switch plate and socket designs to please the hotel interiors fashion industry, as well as lighting control and multi-room audio systems designed to enhance the hotel guest experience. Everything. On a plate: 19 unique plate collections, available in metal, plastic, wood and even glass finishes; numerous data and media options including the ‘now-essential’ USB chargers, LED dimmers, European style (EuroFix), grid fix and standard box fit solutions. Hamilton can provide non-UK inserts for high-end hotel work, as well as special bespoke items to order. Making light work: Hamilton’s Mercury Lighting Control system meets the growing need for smart lighting solutions within the hospitality sector, delivering improved performance and significant cost and energy savings. STAND: 261 INFO: 01747 860088 or info@hamilton-litestat.com or www.hamilton-litestat.com

Q LITTLE HOTELIER Little Hotelier is an all-in-one reservation and accommodation management solution built specifically for small accommodation providers (bed and breakfasts, inns, small hotels, and guest houses). The Little Hotelier package comes with a very smart and powerful Channel Manager, a commission free Booking Engine for your own website and an intuitive, easy to use Front Desk System - which together, is everything you need to easily run the daily operations of your property and reach your potential guests wherever they may be in the world. Most importantly it’s a cloud-based system packed full of clever technology without the hefty price tag. STAND: 78 INFO: www.littlehotelier.com or 020 3151 0730

P VIVREAU Vivreau, a global leader in the development and manufacture of purified drinking water systems, is offering £750 worth of free gifts at The Independent Hotel Show (IHS). As founders of the Table Water Bottling Systems 25 years ago, Vivreau products incorporate the latest advances in design, whilst eliminating the need to purchase pre-bottled mineral water. Visitors to stand 28 will be able to take advantage of a special promotion of up to £750 worth of free products with the purchase of a Table Water Bottling System including free reusable designer glass bottles, free design and artwork and a free dishwasher tray. Stephen Charles, managing director of Vivreau, explains: “We’re looking forward to networking with leading independent hotel owners at the show. Our Table Water Bottling System enables our clients to bottle water in-house which works out to be both cost effective and environmentally friendly. Our Vi-tap and Vi tap Plus products are ideal for a busy bar environment as they dispense instant chilled still, sparkling and boiling hot water from one single tap. The products eliminate the need to order, deliver and stock bottled water and they look fantastic behind a bar as well.” Vivreau was founded in the late 1980s as a family business and is now fully integrated with BRITA. The company has established its position as a global market leader by providing the highest quality mains-fed drinking water dispensers and consistently excellent service. Vivreau continues to lead the way with new technology, improved water filtration and product development accommodating a range of drinking water dispensers unrivalled across the world. Terms and conditions apply. STAND: 28 INFO: www.vivreau.co.uk or 0845 674 9655 or info@vivreau.com

September 2016

www.hotelowner.co.uk

23


INDEPENDENT HOTEL SHOW > show stoppers

Q FEATHER & BLACK Feather & Black said a bedroom is a “calming space” in which to unwind, rejuvenate and revive. Whatever your guests perfect bedtime, make it a Feather & Black bedtime. The company is an expert in helping you find beautiful, luxury beds, mattresses, linens and interiors at more comfortable prices. STAND: 14 INFO: www.featherandblack.com or 01243 380600

P LEONARDO Leonardo is a technology company serving the global hospitality industry. It provides hospitality professionals at hotels, B&Bs, vacation rental properties, management companies, hotel chains and travel websites with technology solutions that improve the way they present their properties online to travel shoppers. STAND: 252

24

INFO: www.leonardo.com or info@leonardo.com

Q MELIN TREGWYNT With styles ranging from bold contemporary to more classic traditional designs, Melin Tregwynt blankets throws and cushions can be found in boutique hotels and design-led stores worldwide. The company offers a design and manufacture service. Clients have the opportunity to create own label and customised designs in short runs. STAND: 152 INFO: 01348 891225 or www.melintregwynt.co.uk or mailorder@melintregwynt.co.uk

P VINCENT SHEPPARD Vincent Sheppard designs and produces creative furniture in natural materials for indoor and outdoor use. Warm and inviting design with a twist. The Vincent Sheppard designs can’t be compartmentalized and feel at home in both private interiors as in exclusive hotels and restaurants all over the world. STAND: 157 INFO: www.vincentsheppard.com

www.hotelowner.co.uk

September 2016


INDEPENDENT HOTEL SHOW > show stoppers

P THE AA “The AA is one of the UK's most recognised and trusted brands. In 2008 we celebrated 100 years in the hospitality industry recommending and acknowledging hotels. If you run a hotel, guest house, self-catering or camping park an AA rating could make a difference to how customers view your establishment.” STAND: 294 INFO: www.theAA.com or 01256 844455

Q BUGHOUSE FILMS “Bughouse Films is a full service film production company specialising in property and hospitality films. We provide exceptional films to brands, companies and individuals. Our love for film means we strive to produce stand-out content, with no compromise on creativity." STAND: 229b INFO: www.bughousefilms.co.uk or 0114 4000024

25 P CARVED WALL ART “Carved Wall Art specialises in stunning modern contemporary carved wooden art with a beautiful lacquered finish to the highest quality creating an effortless natural art that creates an impact in any living space. The attractive designs draw your eye to the art, making them stand out and providing an eye catching statement piece. Carved Wall Art have an extensive range which are generally made to order, we also offer a custom bespoke service therefore allowing the buyer a choice of design in a selection of sizes and finishes. Our artwork comes delivered to your door, beautifully boxed and ready to hang without the need for additional framing.” STAND: 230a INFO: www.carvedwallart.co.uk or 01403 888060

Q JAMES HARE “Established in 1865 and specialising in silk. James Hare is a renowned British brand known for their exceptional quality and style, supplying sumptuous fabrics and luxurious wallcoverings to all levels of the contract sector, from luxury hotels and restaurants to super yachts.” STAND: 50 INFO: www.james-hare.com or 01132 431 204

September 2016

www.hotelowner.co.uk


STATISTICS / ANALYSIS

propertyinsights Scotland

Scotland

26 Statistics from

on market share

UPMARKET RANK

BRAND DETAILS

Scotland Name

ROOMS

ROOMS

HOTELS

HOTELS

Type

Group/Owner

Scotland

Scotland %

Scotland

Scotland %

4

Macdonald Hotels

National

Macdonald Hotels

1,522

2.2%

19

0.9%

5

Hilton

Global

Hilton Worldwide (Blackstone)

1,367

2.0%

8

0.4%

10

Bespoke Hotels

National

Bespoke Hotels

888

1.3%

14

0.7%

12

Apex Hotels

Regional

Springford family

801

1.1%

6

0.3%

15

Marriott

Global

Marriott International

702

1.0%

3

0.1%

MID MARKET RANK

BRAND DETAILS

Scotland Name

ROOMS

ROOMS

HOTELS

HOTELS

Type

Group/Owner

Scotland

Scotland %

Scotland

Scotland %

6

Best Western

Global

Independent consortia

1,258

1.8%

30

1.4%

7

Holiday Inn

Global

InterContinental Hotels Group

1,198

1.7%

8

0.4%

8

Mercure

Global

AccorHotels

1,076

1.5%

10

0.5%

9

Jurys Inn

National

Amaris Hospitality (Lone Star Funds) 975

1.4%

5

0.2%

11

Crerar Hotels

Regional

Crerar Hotels

1.2%

12

0.6%

805

BUDGET RANK

BRAND DETAILS

Scotland Name

ROOMS

ROOMS

HOTELS

HOTELS

Type

Group/Owner

Scotland

Scotland %

Scotland

Scotland %

1

Premier Inn

National

Whitbread

6,357

9.1%

69

3.2%

2

Travelodge

National

Full Moon Holdco

2,905

4.2%

41

1.9%

3

Holiday Inn Express

Global

InterContinental Hotels Group

2,129

3.0%

19

0.9%

18

Ibis

Global

AccorHotels

606

0.9%

4

0.2%

30

Motel One

International

One Hotels & Resorts

348

0.5%

2

0.1%

www.hotelowner.co.uk

September 2016


PROPERTY MARKET ANALYSIS > scotland

PROPERTY MARKET ANALYSIS ON SCOTLAND

‘‘

COMMENT

KEN SIMS, director, Christie & Co

Due to the uncertainty in the air regarding a second

bedrooms, such as the Glenburn on the Isle of Bute which

referendum over Scotland’s independence, the hotel

Christie & Co sold over the summer to a Malaysian investor,

market in the region remains subdued towards the end of

are in demand - demonstrating that Asian investors in

the third quarter.

particular are moving their sights away from London and

This is largely reflected in the stock levels of quality hotels on the market currently as well as the changing buyer profiles.

other prime locations such as Stratford and Cambridge and looking to invest in areas further afield. Regional operators are also taking advantage of the

Traditionally, before the announcement of the first Scottish referendum in 2014, 75% of purchasers came from south

low interest rates to acquire additional sites across the

of the border. This has since dropped and the continued

country - particularly across the central belt of Scotland, while

uncertainty stemming from Nicola Sturgeon’s proposals

Aberdeen is continuing to feel the weight of issues in the oil

following the announcement of Brexit continues to make

sector. However, this is generally thought to have bottomed

southern buyers wary.

and is now looking up. The budget hotel sector has boomed, most notably in

The corporate market remains buoyant however, particularly in Edinburgh and Glasgow. For every 100-bed

Edinburgh. The most up to date AM:PM data supports that

hotel that comes to the market, there are half a dozen buyers

this is the case, with Premier Inn showing to have 376 active

which forces prices up so sellers are reaping the rewards.

projects in the pipeline and Travelodge with 191. The midmarket hotel groups have no plans to add any rooms to their

Similarly, the Scottish regional market continues to be strong with high demand for commercial hotels with good

portfolios at present and the only upmarket brand with any

food and beverage businesses as well as accommodation,

potential plan to do this is Hilton, showing that on these

such as the Station Hotel in Carnoustie which Christie & Co

levels the market is sitting stagnant reflecting the uncertainty.

sold recently. There appears to be strong demand from both

Operators who have invested in their products have

domestic buyers as well as overseas investors for properties

reaped the rewards from healthy returns. There have been

like these.

high visitor numbers recorded in the nation over the summer which has helped the sector hugely, looking to be a big

With regards to buyer profiles, overseas investors

improvement on last year.

continue to be attracted to Scotland due to its good

As the prospect of the second referendum still hangs

communications, strong tourist sector and prices lower than they would pay in England still with a good return. There

in the balance, the market is likely to continue along these

is particularly positive demand for country house style

lines into the near future. Time will tell and this will be

hotels from overseas buyers. Also hotels with more than 70

watched closely.

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SIGHTS ON SCOTLAND

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NATIONAL LIVING WAGE

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SHARING ECONOMY

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WATER WORRIES Do you know what your obligations are where preventing Legionnaires’ disease is concerned?

REBUILT RESTAURANT

Learning about the refurbishment project at Malmaison Leeds, including the new Chez Mal concept bar

PENSION POLICY

Top tips for ensuring your business is compliant with new auto-enrolment rules due to take effect this year

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Christie & Co analyses the Scottish market

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When should you go on the defensive?

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BEST WESTERN

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A peek at the proposed Art’otel property and its positioning in London’s Battersea Power Station development

An in-depth look at how improving your spa offering can win you new customers, and increase your bottom line figures

Capitalise on the Christmas season with 10 top tips

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daily briefing direct to your inbox www.hotelowner.co.uk/newswire September 2016

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FRONT OF HOUSE > Beechfield House

Front of House:

BEECHFIELD HOUSE Having owned Beechfield House for 10 years, owner Chris Whyte has taking the property from a run-down business to Wiltshire’s second-highest rated property on TripAdvisor. TOM DAVIS caught up with him to get the back story P

September 2016

29

www.hotelowner.co.uk


FRONT OF HOUSE > Beechfield House

Tell us about your background

well. It’s a beautiful property situated

I was an area manager at a retail bank

in beautiful grounds. It is late-Victorian

for a number of years. Every

and has lovely Bath stone with Georgian

few years banking seems to go through

proportions and some very sympathetic

a huge convulsion and re-organisation.

extensions done in the past. It had

I did very well over a number of years,

everything going for it, it just wasn’t

getting promoted quite regularly, but I

being traded correctly.

could see at some point that I was going to reach my time limit, and I decided I

You must have made some changes

wanted to leave before that happened. I

in your tenure then?

was looking around for businesses that I

I have changed everything really. I

wanted to own myself and I came across

started off by replacing the roof of the

Beechfield House.

main building and the coach house, which is attached to the property. It

30

What drew you to Beechfield House

was that kind of classic thing where

in particular?

there were lots of buckets in the attic

It was a massive opportunity because

catching rainwater. We did that in the

it had been run pretty much down to

first six months and then the next

barely trading. It hadn’t been invested

stage was the coach house, which was

in for a number of years and in actual

staff of the hotel when I bought it. It was

closed for around six to nine months. We

fact there were only three staff

a great opportunity to buy a place at

completely renovated that; new floors,

here - one full-time and two part-time

a reasonable price with great potential

ceilings, walls, electrics and plumbing

housekeepers - and that was the entire

and also to allow me to grow with it as

- literally everything. When that was

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September 2016


WELCOME | TRADE TALK | HOTEL CONCEPT | STATISTICS | SHOW PREVIEW | MARKET ANALYSIS | FRONT OF HOUSE | QUALITY IN TOURISM | THE PROJECT | Q&A

re-opened it released a further eight

have had land sold off and you’re often

be fantastic. It’s a big part of what we

rooms. We then gradually went through

consigned to the house being quite

do and will be an even bigger part of our

the main building. It’s been 10 years

close to new-builds. With this place

offering in the future.

since I purchased the property and in

though, it’s a beautiful setting and the

that time all of the rooms, bathrooms,

grounds have some wonderful trees

What was your inspiration behind

water system, boilers, electrics, plumbing

in them - probably some of them were

the interior design of the hotel and

have been re-done and we have our

planted around the time the house

did you have an interior designer

own fibre optic cable just for us. Pretty

was built in 1876. This year we have

to help?

much everything has been replaced and

started restoring and rebuilding the

There wasn’t an interior designer, but

now we are working on the garden and

kitchen garden. We have a number of

it was a team effort. The inspiration

the kitchen garden to bring that up to

raised beds for herbs and asparagus

is not a boutique style, it’s classic but

a very high standard. We have a new

and so on. We are working on a new

contemporary. It’s that feeling of a high

programme for that this year and we are

greenhouse and a large area for salad

standard product with pastel colours,

already seeing some benefits with the

crops - it’s a work in progress but we

high-quality furniture and lighting - it has

addition of lots of colour.

are getting there and already sourcing

a fresh feel to it.

produce for the kitchen. You have a popular restaurant, is it

So you’ve invested quite heavily in the grounds and the

Do you think the kitchen garden can

a destination in its own right?

environmentally-friendly aspect of

help attract guests?

We are working towards that. Our last

the business?

I think there is a great interest in kitchen

big investment was actually the kitchen,

Beechfield House sits centrally in eight

gardening. You can’t grow everything,

which we ripped out completely and put

acres, which is quite unusual. In a lot of

but what you can grow you can serve

in new floors, ceilings, walls and bespoke

these old buildings unfortunately they

as fresh as anything and the quality can

equipment. That, along with the kitchen

September 2016

www.hotelowner.co.uk

31


FRONT OF HOUSE > Beechfield House

Beechfield House’s four room types The Master bedroom - The Cedar Room is the

Classic Rooms - The Classic rooms are situated on

largest room in the hotel, situated in the

the first and second floors of the main house, with

original part of the country house. It features a

each featuring either super-king-size, double or

king-size four poster bed with views of the front

twin beds. An additional sofa bed means Classic

lawn and directly overlooking the hotel’s cedar

Rooms can accommodate for a family of three.

tree. Other features include a 39” smart TV, radio, DVD player and pure Egyptian cotton

Cosy Rooms - Situated in the attached coach

dressing gowns.

house, Cosy Rooms feature more contemporary interior designs and include super-king-size,

Comfy Rooms - These are larger rooms situated

double or twin beds. Italian marble bathrooms

in the main house with views of the garden or

and exposed beams are just some of the design

woodland. Each room has a traditional pencil-

features.

post four poster super king-size bed along with a sofa bed for additional family members. The

The hotel has a mixture of ground floor and dog-

rooms can accommodate up to a family of five.

friendly rooms throughout the property.

32

garden, has enabled us to bring our food offering along even further. How is the business split between leisure and business guests? It is a good broad range. Where we are situated we are very good for Bath around 10 miles away - so we get a lot of people who want to visit Bath but don’t want to stay in the city centre. We are on the edge of the Cotswolds

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THE BIGGEST CHALLENGE SEEMS TO BE PLUMBING, BUT OTHER THAN THAT I HAVE REALLY ENJOYED THE EXPERIENCE

‘‘

Chris Whyte

and we have some wonderful National Trust properties around us, many of which have been used in some very well known films and TV programmes such as Harry Potter, War Horse and Poldark. They are in some amazing villages such as Castle Combe and Lacock. We have a good number of overseas visitors, and an increasing number of Chinese visitors who tend to come in quite large groups. We also

September 2016


WELCOME | TRADE TALK | HOTEL CONCEPT | STATISTICS | SHOW PREVIEW | MARKET ANALYSIS | FRONT OF HOUSE | QUALITY IN TOURISM | THE PROJECT | Q&A

33 get quite a lot of corporate trade as

What’s next for the property?

we are close to Melksham, which has

We have been on a journey ourselves,

a number of businesses there. All-

our turnover has increased fivefold

year round we receive leisure guests

in the last 10 years and we sailed

but we also host meetings, events

through the recession. We carried

and weddings as well, with weddings

on investing and we are reaping the

generally being exclusive use.

rewards of that. We went from a threestar property in 2013 and by the end

What is your favourite room in the

of 2014 we were fortunate enough

hotel?

to have been awarded four red stars

They’re all so different, obviously the

at the AA awards in London. It’s all

master bedroom [the Cedar room] is

about improving the standards and

lovely. It’s very spacious with a four-

moving the hotel further and further

poster bed and a wonderful bathroom

up. We have got to where we want to

with a Grade II-listed window in it, which

be now, and now our focus is really on

is handpainted.

marketing and getting the message out to a much broader audience.

It’s your first time in the industry,

Anyone looking at TripAdvisor will

how have you found it?

see we have come from a mid-level

The biggest challenge seems to be

hotel in Wiltshire to either number one

plumbing, but other than that I have

or number two, and we have been

really enjoyed the experience. Barely

there all year. We believe we have a

a week goes by where there isn’t a

good product - a nice friendly, relaxed,

leak or some kind of plumbing drama

high-standard and professional product

somewhere, and I’m sure a lot of people

- but now the aim is to tell more people

wil empathise with that.

about it.

September 2016

www.hotelowner.co.uk


QUALITY IN TOURISM > when an inspector calls

When an inspector calls… Giving your guests the ultimate luxury bedroom; Deborah Heather, director of Quality in Tourism, talks layouts. Deborah manages a field force of more than 40 accommodation assessors, who each grades around 300 properties a year, ensuring that they are safe, clean and legal

I

f you’re purpose building a hospitality

your head on a low beam that loomed

there was an armchair and a sofa.

property, or gutting and converting

in the darkness. In terms of space, the

Removing the chair would have freed

another building, then your architect

bedroom was ample; in terms of layout,

up more space, and relocating the bed

it was an unmitigated disaster.

into the centre of the wall to the left

can focus on getting the room space perfect and maximising the value for

34

When it comes to our inspectors,

instead of ahead as you enter the room

your guests. When these approaches

layout of the bedroom is as important

would also have overcome challenges

aren’t an option however, and you need

as the quality, type, the amount of

with light penetration and given plenty

to make the most of what you have

furniture and the detailed inspection of

of free floor space for the guest to move

already got, what should you be looking

its cleanliness. Whenever we inspect a

around. Not to mention removing the

to do for your guests and how can you

new property, our inspectors stay the

hazardous dash past the beam in the

offer them the best experience, even in

night, and then every other year will also

dark and putting the bed near enough

a restricted space or a higgledy-piggledy

involve an overnight inspection. This

to plug sockets to have bedside lamps.

shaped room?

means that there is no cursory glance,

The owner could also have retained the

or a quick once-over approving how

knick-knacks which added to the historic

Century inn, where the room was a

nice the bed looks by the window. Our

atmosphere of the room, but moved

rustic country delight, full of gorgeous

inspections are much more intimate,

them instead to a designated shelf on

beams, original windows, traditional

understanding how a bedroom works,

show but out of the way.

plasterboard and a warning to be careful

whether it is suitable and accessible for

on the stairs. It was idyllic, gorgeous,

a guest to use practically and whether

for the perfect blend of style and

and a home away from home - or at

it offers comfort as well as style. This

comfort, of practicality and frivolity,

least it should have been. In a bid to

will include simple things like identifying

which ensures you know you are

provide guests with all the mod cons,

whether there is a mirror over a shelf,

staying in a hotel, but that the stay

and meet every possible whim, the room

desk or table, whether there is a plug

is as enjoyable as possible. There

had become an ode to the suggestion

within easy reach of preferably the same

are the must-haves and the nice-

box and a poor application of common

mirror, whether you can open all the

to-haves, with exhaustive attention

sense. There was excess furniture by

doors and drawers or whether they are

given to the smallest of details, like

the tonne, a lorry load of ornaments and

restricted by other pieces of furniture.

the cleanliness of the radiator and the

I will never forget visiting a 16th

knick-knacks, and an impractical layout

The best advice we can give a

Our inspectors are always looking

scuff marks on the skirting boards.

which seemed to have developed over

hotelier is to stay in some, or preferably

They are not, however, just there to

time rather than being a well thought

all, of the rooms at one point and see

assess the decency of the room, but

out application. As denoted by the

how simple or difficult it is to use the

also to offer advice and guidance

listing of the building, the light switch for

space. If you’re not confident that you

which supports the business too. This

the ceiling light was by the door, which

can be objective, then encourage a

could be anything from suggesting the

involved a late-night dash out of bed.

friend to stay over and ask them to

addition of pillow, mattress and duvet

Not a problem, until you fumbled your

be brutally honest about the usability

protectors to prolong the life of the

way in the dark, stubbing your toe on

of the room. Thinking back to the 16th

bedding, or adjustments to the layout

the armchair which rested three inches

Century bedroom, the adage ‘less is

to reduce the likelihood of scuffs and

from the bottom of the bed, and clunked

more’ could not have been more apt;

damage.

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September 2016


WELCOME | TRADE TALK | HOTEL CONCEPT | STATISTICS | SHOW PREVIEW | MARKET ANALYSIS | FRONT OF HOUSE | QUALITY IN TOURISM | THE PROJECT | Q&A

IN THE SPOTLIGHT: Dale Hill Hotel & Golf Club, Ticehurst, East Sussex Dale Hill Hotel & Golf Club is a leading golf resort with a four-star hotel and two magnificent golf courses. The property is situated in over 350 acres of grounds, high on the Sussex Weald giving outstanding views of the surrounding area. Dale Hill Hotel & Golf club scores 82% for its bedrooms and five out of five specifically for its space, comfort and ease of use. Many of the hotel’s spacious bedrooms are on the south side of the hotel, offering stunning views across the Golf Course. The layout of the rooms has been maximised to enable the guest to enjoy their surroundings, whilst meeting both the needs of the leisure and the business visitor. Some of the executive rooms have balconies for guests to enjoy and watch the world go by.

Guests’ high expectations of comfortable beds with deep mattresses and crisp linens, are easily met in each of the 35 rooms. Comfortable lounge seating and desk chairs are positioned well to ensure that the guest is able to use them to maximum effect.

us especially on very hot days. We do not have air conditioning, so this has really made a positive impact on our guests experience in the summer months.”

35

“We really value the feedback that we receive through the inspection. With the advent of review sites there is more feedback about how you are doing than ever before but an inspection does give you an in-depth independent summary of how well your staff are trained and how the actual experience is.” He continues: “I am a perfectionist though, so I do take it to heart when things are not completely perfect when the assessors visit. But I do know that there are General manager, Carl Rundgren takes an active role in

things in the hotel that we can always improve upon

the running of the hotel and is always keen to receive

and that gives me direction when looking at further

an honest appraisal of how the hotel is performing.

training or upgrades.”

When asked what the best piece of advice one of the assessors had ever given him, Carl responded with: “In the hot summer months, we were advised to provide an extra flat sheet in the cupboards, and write a note to all guests inviting them to use this instead of the duvet. This piece of advice has been remarked on by a lot of our guests and has really helped

P September 2016

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QUALITY IN TOURISM > when an inspector calls

IN THE SPOTLIGHT: The 25 Boutique B&B, Torquay, Devon

Each of the bedrooms have individual colour themes and design elements with a uniformity of quality and flair.

The 25 is a luxury boutique B&B in Torquay, Devon.

The excellent quality beds, deep

Owners Andy and Julian ran a successful country house

supportive mattresses, Egyptian cotton white bedding

hotel in North Wales for seven years prior to making the

with co-ordinated accent colours via the scatter

move down south. A major refurbishment programme

cushions, throws and window dressings enhance the

in 2015, led to The 25 offering six very different rooms

overall visual qualities of the room.

which vary both in size and amenities. The five-star property is also the proud owner of

The bedrooms do vary in size and layout; nonetheless great attention to detail and thoughtful

a Gold Award and Breakfast Award, highlighting its

placement of the furniture allows for an excellent sense

commitment to always exceed guest expectations.

of space, ease of use and comfort to be realised.

37

Owner Andy shares some of his advice that he has

in ‘dead’ unusable space where no furniture can sit. You

learned over the years: “It can take a long time to design

might consider re-hanging the door the other way to

a room layout so that it works correctly for guests. It’s

create a better flow into the room.

important to think about how they will use the room -

“We’d always advise measuring and marking out on

can they see the TV from the bed as well as the seating

the floor where all your furniture will go before you

area? Is there somewhere they can pop their mug of

purchase anything. It’s a lot easier to visualise the space

coffee next to where they are sitting. Is there adequate

then. Try to put the time into the planning process

lighting in any area they might sit and is it appropriate

and don’t rush it. Look at what other accommodation

- it may need to be very bright for putting on makeup or

providers have done and even go and stay at some so

dimmable when watching a film.

you can spend time using someone else’s bedroom and

“Space is often at a premium and what seems like a large room when empty and being newly plastered,

see how well it works. “Lastly, always get feedback. Whether it’s verbally or

soon becomes full when you add a super-king bed, chest

via a questionnaire in the bedroom, be sure to ask the

of drawers, wardrobe, bedsides, seats and a coffee table.

guests how their experience was. They will soon let you

Remember that guests could be travelling around the

know if there’s an issue. And most importantly, act on

UK and have several suitcases and bags which all take

their feedback. Don’t wait for a bad review. Look at how

up room, particularly on their side and left open.

you can change or adapt the room to improve it and

“Think carefully about things that might restrict your placing of furniture - where possible put radiators

September 2016

thank the guest for their idea letting them know what you changed as a result.”

www.hotelowner.co.uk


THE PROJECT > The Queen’s Head, Kingston

THE PROJECT:

THE QUEEN’S HEAD, KINGSTON 38

TURNING A TRADITIONAL OLD DRINKS-FOCUSED PUB INTO A 50/50 SPLIT BETWEEN FOOD AND DRINK WAS THE MISSION OF FULLER’S WHEN THEY BOUGHT THE QUEEN’S HEAD PUB IN LONDON’S KINGSTON AREA. WE CAUGHT UP WITH THE PROJECT MANAGER AND THE INTERIOR DESIGNER TO FIND OUT WHAT THE REFURBISHMENT INVOLVED

CAN YOU GIVE US THE

and four in an outbuilding that was

WAS THIS TURNAROUND QUICK

BACKGROUND ON THE PROJECT?

already partially turned into residential

ENOUGH?

We bought the site from Punch, with

- it looked like they were trying to

Well we are in retail so we try not to

the freehold of the building. The

turn it into two apartments of some

close businesses for longer than we

tenants left as part of the package of

description. We also wanted to develop

have to. We have worked on several

us buying the building, so we ran it for a

the plot of land - about 30% of the

schemes of varying sizes and you

short period with a holding manager in

space was overgrown, so we ripped

always try to keep the disruption period

its existing state while we went through

out all the shrubs and opened it up as

to a minimum.

planning applications and change of

gardens around the building, with an

use applications. The fact that we were

area for families, for dining, for drinking

WHAT SORT OF BUILDING WAS IT

adding hotel rooms to a building that

and so on in different divisions.

WHEN YOU ARRIVED ON SITE? It is an old building, perhaps Victorian

didn’t previously have any meant these changes were needed. We had a brief

DID YOU HAVE TO CLOSE THE PUB

or Edwardian. It is in keeping with the

that we would turn it into a local hotel,

WHILE THE WORK WAS DONE?

West London housing look - which

and the plan was not to turn it into a

Yes it was completely closed down, as

comprises mainly terraced and

restaurant, but a very food-based pub

part of the work also involved putting

detached properties. It is a big grand

proposition. We got these permits and

a new bar in for aesthetic reasons. The

corner site. There weren’t really any

then went on to get building.

kitchen was refurbished, we replaced

obstacles, only some objections from

all the cooking and refrigeration

residents that we might be taking up

WHAT WAS THE BRIEF TO THE

equipment, developed part of the

their street parking with our guests.

BUILDERS?

cellar into storage, constructed

But we had a formal meeting with the

The brief was to keep the existing

a whole new boiler room in the

residents, showed them the plans, and

footprint the same, so we achieved

basement. The site was closed for 12-

managed to persuade them that there

six rooms above the existing pub,

14 weeks to do the work.

would not be a negative influence and

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September 2016

P


WELCOME | TRADE TALK | HOTEL CONCEPT | STATISTICS | SHOW PREVIEW | MARKET ANALYSIS | FRONT OF HOUSE | QUALITY IN TOURISM | THE PROJECT | Q&A

39

PROJECT BRIEF

LOCATION

PROJECT MANAGER

BUDGET

Turn pub into a gastro

Kingston, London

Andrew Durn

£1m

offering with hotel rooms

September 2016

www.hotelowner.co.uk


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WELCOME | TRADE TALK | HOTEL CONCEPT | STATISTICS | SHOW PREVIEW | MARKET ANALYSIS | FRONT OF HOUSE | QUALITY IN TOURISM | THE PROJECT | Q&A

they were going to get a great new

between the operations manager, and

Can you tell me about your

site in their neighbourhood.

then the designers, surveyors and the

background - what other types

third parties to pull them all together.

of Fuller’s projects have you

Was there any objection to losing

My background is operational, so I

worked on?

an old boozer?

draw all the strings together to make

I have always been in the pub and

Lots of people have moved into

sure it works smoothly.

bar industry. I started as a chef, then

Richmond out of southwest london

I became a site manager, from there

once they have had families. The fact

I went into operations management

that it was not a drink led sports-based

with Fuller’s for three or four years.

pub - they wanted food-based, so to

Then recently I was offered this new

add a really good quality local hotel on

role as a project manager role on

their doorstep where the parents could

the operations side. In the 3.5 years

stay at the weekend bought into their

I’ve been doing it, we have probably

way of life.

done about 45 schemes. They vary in budget from £40,000 to full new

What was your day-to-day

refits at £2m. This project was around

involvement?

the £1m mark. This one sits in the

I was operational project manager.

middle. The advantage was that it was

I work on about 80% of the Fuller’s

an existing trading site, so services,

projects, and I am the middle man

walls, windows were already in place,

41

September 2016

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THE PROJECT > The Queen’s Head, Kingston

42

www.hotelowner.co.uk

September 2016


WELCOME | TRADE TALK | HOTEL CONCEPT | STATISTICS | SHOW PREVIEW | MARKET ANALYSIS | FRONT OF HOUSE | QUALITY IN TOURISM | THE PROJECT | Q&A

43

September 2016

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THE PROJECT > The Queen’s Head, Kingston

44

H

aving previously worked on many projects together, Concorde BGW were approached by Fuller’s to complete an extensive refurbishment of The Queens Head in Kingston, repositioning the business as a local destination and boutique hotel perfect for the whole family, local visitors and travellers. Whilst wanting to reflect upon the building’s Victorian heritage and pay homage to its great historic past, the scheme also looked to modernise the aesthetics in order to enhance the day-today operations. The Concorde BGW designers combined antique furnishings and architectural details with an eclectic mix of colour and bold patterns. The bar itself was designed to celebrate the pub’s Victorian heritage

www.hotelowner.co.uk

through the use of refurbished antique panelling and a ‘vintage apothecary’ back bar, set alongside boldly painted wall claddings and bright furnishings. With an additional four bedrooms, the site now has 10 beautifully decorated rooms, each with a unique design scheme combining modern essentials with Victorian indulgence. Whilst some of the bedrooms are adorned with a more classical decor, with high ceilings, rich colours and opulent headboards, others have taken on a more masculine, contemporary atmosphere. Each bedroom showcases Concorde’s all-encompassing integrated design, build and furnishing service through its extensive use of excellent joinery skills, exemplified in the wardrobes,

desks and shelving. The result of the overall scheme was an innovative, welcoming and vibrant design with a more established use of dining space to suit the needs of different customers. As a company policy, a lot of time is spend sourcing reclaimed items that are up-cycled into new FF+E features from markets and vintage fairs across the country. These individual items are those that give each room, project and business a unique personality bringing an independent touch to the larger pub groups. Concorde BGW are awardwinning design-and-build specialists in the leisure and hospitality sectors, with over 25 years experience and offices in London and Yorkshire.

September 2016


WELCOME | TRADE TALK | HOTEL CONCEPT | STATISTICS | SHOW PREVIEW | MARKET ANALYSIS | FRONT OF HOUSE | QUALITY IN TOURISM | THE PROJECT | Q&A

but they were not existing hotel

we felt there was a gap in the market

the rooms tested, plumbing, electrics,

bedrooms. It was not a case of just

for that.

all of that came with excellent response from the guests. The food

putting polish on existing rooms, we had to add plumbing, air conditioning,

What has the response been like?

has been a success. It is now a 50/50

soundproofing and so on.

It has been fantastic. We opened on

split between food and liquor. We have

Wimbledon fortnight, so we opened to

a lot of marketing to do now to get

100% occupancy. It was good as it got

the word out to the wider audience,

Do you have competition in the area?

and we try and do some of that

We do have competition in hotel

without using OTAs, as that comes

bedrooms, but one of the reasons we

with a cost. The Fuller’s website, the

opted for this instead of a function

personalised marketing that we do,

room above the pub is because there

and trying to get into publications

were no community-based hotels in

and get the name out there. So that’s

the Kingston area. One of our own

where we are is explaining to people

hotels is nearby, but those types of

that it is not what it was, there are

hotels are in the 60-bedroom territory.

now bedrooms, and it is all supported

This one is smaller, community based,

by Fuller’s, who are six miles down the

and a more small and friendly type of

road brewing their beer and being part

offer. That did not exist in Kingston, so

of the community.

45

September 2016

www.hotelowner.co.uk


LAUNCHPAD > new product launches Bellevue Tea There’s tea, and then there’s Bellevue Tea. Bellevue is tea for the discerning tea drinker and perfect for the hotel that wants to indulge its guests and offer them the best refreshment experience. Whether it’s on the bedroom tea tray, afternoon tea in the lounge, room service or a wonderful wake-up breakfast experience, Bellevue has the right tea for all tastebuds. Whether you want to offer bags or leaves, a belting strong brew, a fragrant delicate blend, decaf or a berry infusion, they have it all. Bellevue Tea’s upmarket packaging will fit perfectly with the image your establishment wishes to convey including a bespoke wooden selection box. INFO: www.bellevue-tea.co.uk

Nominet Get online. Get more visitors. Get business booming. Having your own website can bring big benefits. It’ll help customers search for your business and find you, which means more visitors for you. A website ending in .uk is the place to be online, marking you out as a trusted, modern, Great British business. Now, .uk has partnered with Easy Hosting, meaning you could be online in no time by taking just three easy steps. Get started at www.easyhosting.co.uk/hotel1 and get ready to roll out the welcome mat for customers who find you online. INFO: www.easyhosting.co.uk/hotel1

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Equip Hotel 2016 The hotel and restaurant business place - next November, Equip Hotel will deliver the hotel industry with thousands of new products and inspirations. Your chance to meet with 110,000 Horeca professionals from 133 countries, be amazed by the 250 innovations unveiled, find new business partners amongst the 1,600 exhibitors, sit at Michelin starred chefs’ tables at “Resto des Chefs”, and stay ahead of the game with Studio16: a three-storey hotel built inside the exhibition, showcasing new ideas and trends in keeping with upcoming styles, policies and customer expectations and lifestyle. 6 - 10 November - Paris, Porte de Versailles INFO: www.equiphotel.com/en | 0208 216 3108 | elise@promosalons.co.uk

Global Entertainment Management Since 2004, Hotel Technologies has been serving the hotel industry with unique and innovative products. The company offers hoteliers a wide variety of innovative products, including alarm clocks, clock radios, speaker systems and charging systems under the iHome and Timex brands. Hotel Technologies’ hospitality products contain numerous unique features including; single day alarm; docking stations for all Apple products; bluetooth speakers specially designed so that all streaming stays within the guest’s room; USB ports to charge and play virtually any mobile device; volume limiter to avoid startling guests and disturbing adjacent rooms; auto-set clocks; and security tethers to prevent theft. INFO: 020 8953 0160 | sales@hoteltv.co.uk | www.hoteltv.co.uk

www.hotelowner.co.uk

September 2016


CONTACT Henry Hulme Tel: 01481 730418 Email: henry@apexbusinessmedia.co

September 2016

www.hotelowner.co.uk


CONTACT Henry Hulme Tel: 01481 730418 Email: henry@apexbusinessmedia.co

www.hotelowner.co.uk

PROPERTY

September 2016


CLASSIFIED

CONTACT Henry Hulme Tel: 01481 730418 Email: henry@apexbusinessmedia.co

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MARKETING MATTERS > agony aunt Q&A with Angie Petkovic WELCOME | TRADE TALK | HOTEL CONCEPT | STATISTICS | SHOW PREVIEW | MARKET ANALYSIS | FRONT OF HOUSE | QUALITY IN TOURISM | THE PROJECT | Q&A

CITY OF CULTURE Every month ANGIE PETKOVIC picks one of your questions to answer in her regular column. To have your Marketing Matter considered, email one of the team or send to Angie directly

Q:

I RUN A SMALL HOTEL IN HULL THAT

wait until 2017. Preferably team up

HAS BEEN IN MY FAMILY FOR THREE

you must only do one or the other; you

with some of the local attractions or

GENERATIONS. WE HAVE BEEN HIT

can opt to join an online platform and work

campaigns and do it as a package

QUITE HARD BY THE ADVENT OF OTAS

smarter with your own marketing. In fact, a

prize, not just the hotel as this will

AND AIRBNB, SO I HAVE BEEN LOOKING

combined approach may help to boost your

make it more covetable.

FORWARD TO HULL BEING THE ‘CITY OF

short-term bookings while you establish

CULTURE’. I READ ON THE HOTEL OWNER

a marketing campaign that secures your

- www.hull2017.co.uk and see how you

WEBSITE THAT MY LOCAL AUTHORITY IS

long-term future.

can get involved. At the moment, they

NOW ENCOURAGING MORE PEOPLE TO

50

Of course there is no rule that says

Some of the things that you can

n Contact the official guide to the City

are encouraging the homestay idea, but

RENT OUT THEIR ‘SPARE ROOMS’, BUT I AM

consider doing are:

talk to them about your competition and

WORRIED THAT THIS WILL MEAN MY HOTEL

n Reconnecting with your database –

ask if they will promote it as an official

WON’T BENEFIT FROM THE BOOKINGS –

whether you already communicate with

competition, so that you can make the

LOCAL HOMEOWNERS WILL! HELP?

them regularly, or this is an area you

most of their social media and website.

A:

neglect, you need to look at what you

You can also talk to them about guest

that has been hit by the change in the

You are not the only business I know

are already doing, how effective it is and

blogging for their site, through ‘the eyes

market and availability of rooms in recent

how you can improve it. If you need to,

of a resident’, or talk to them about how

years and you won’t be the last. Yet in my

pay a marketing consultant to do the

you can become a host for one of the

experience the best way to combat it is

analysis and make recommendations. Your

events. Go Social – you have social media

to work smarter. I doubt you will miss out

marketing should be encouraging repeat

and so does the City of Culture campaign.

on bookings as they expect more than 1

bookings, maximising spend during the

Start promoting your own events, offers

million extra visitors, but this is also your

stay and facilitating good reviews after

and early-bird discounts, tagging them in

opportunity for a year of 100% occupancy -

each visit to keep your ratings good.

posts and using the official hashtags. This

use it! You have a choice to make; either you

• Contact all the people who have stayed in the last six months, ask

will ensure exposure and will hopefully encourage them to promote you directly.

work harder on your own marketing, or you

them to leave you a review; this can

join the same schemes the homeowners

be on your website if you have the

any decisions. The City of Culture Status

are using so that you gain exposure to

facility, through a third-party review

starts on 1 January 2017, but promotion and

the same audience. The pros of joining

site, or through a third-party reputation

events have already started. You need to

Airbnb are exposure to a wide audience,

monitor such as FeeFo. If you offer an

give people plenty of time to get organised

supported by a large marketing budget,

incentive such as a prize draw for all

and give yourself maximum exposure, so get

introducing you to a new audience; the

reviews (not just positive ones – you

going and use it as an opportunity to build

cons are commission fees and promoting

can’t morally or legally ask for only

the business and your database so that you

yourself alongside properties that are not

positive ones), you will reconnect your

benefit from legacy bookings too.

necessarily vetted or of the same calibre.

database and secure a whole host of

Only you can decide whether this is worth

current reviews which will help with

Angie Petkovic is managing

it, and you will also need to determine your

your ranking and credibility for new

director of APT Marketing & PR.

strategy, whether you choose to only offer

bookers.

If you have a marketing matter

last-minute bookings or use it all the time as a standard booking platform.

www.hotelowner.co.uk

• Run a competition relating to the City of Culture status, but start now – don’t

Don’t forget, start now and don’t put off

you’d like Angie to answer, email angie@aptmarketing.co.uk

September 2016


hotel owner

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Hotel Owner September 2016  

Trade magazine for the Independent Hotelier

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