1

2014are you ready?

Inspiring ideas to help your business get ahead of the Game

2

Film and Tourism2014: are you ready?

Tourism is Scotland’s most important industry, and it is only by working together that we can continue to surprise and delight our visitors and maintain our reputation for providing a quality visitor experience.

The world’s attention will be on Scotland in 2014 – the year we host the Ryder Cup, the Commonwealth Games, and our second Year of Homecoming – when a programme of events will celebrate the very best of Scotland’s assets, from fine food and drink to stunning natural scenery.

Scotland welcomes the world in 2014 – the question is: are you ready?

In this AdviceLink guide you will find 14 inspiring stories from the tourism industry, offering examples of best practice.

I hope this guide will prove informative, and help your business engage as fully as possible with the opportunities ahead – and reap the rewards.

Yours sincerely,

Mike CantlayChairmanVisitScotland

ContentsFilm and Tourism 3

Nature and Wildlife 6

Sustainable Tourism 13

Accessible Tourism 18

Food and Drink 22

Quality Service 28

Culture and Creativity 31

Film and Tourism14 for 2014

3

Film-induced tourism has had a considerable impact on the Scottish economy in recent years, with one in five visitors inspired to travel to our country after seeing Scottish images on screen. Films like Braveheart, The Da Vinci Code and Local Hero have attracted thousands of visitors, bringing in up to £1 billion of visitor spend. More recently, the release of Disney • Pixar’s Brave has presented a unique opportunity for Scotland to showcase its creative flair and appeal as a destination. It was hailed the biggest film opportunity to spotlight Scotland on a world stage since Braveheart, and took $210 million at the global box office following its release in summer 2012.

A global marketing campaign with VisitScotland to promote Scottish tourism around the much-anticipated release marked the first time Disney • Pixar had ever teamed up with a national tourism organisation. Through the partnership, VisitScotland was able to provide Scottish tourism businesses with the opportunity to submit Brave experiences and competition prizes for inclusion on a Brave mini site on VisitScotland.com. Promotional materials for Brave-related activity were also supplied to registered businesses through an industry toolkit. Crieff Hydro hotel and Blue Badge Guide, Laura Matuszak have both taken advantage of the Brave opportunity, developing packages, promotions and itineraries around the release of the film.

Do you want to benefit from the set-jetting market? Read on to find out how...

4 5

Film and Tourism

Laura Matuszak Blue Badge Guide, Scotland-wide

Scottish Blue Badge Guide, Laura Matuszak, set up her own tour company ‘Celebrate Scotland’ in 2010 and has come

up with an exciting new itinerary based on Disney • Pixar’s blockbuster Brave. Laura, who is also a qualified music teacher, achieved her Blue Badge accreditation after completing a two-year part-time intensive course through the Scottish Tourist Guides Association at the University of Edinburgh. She leads tours throughout Scotland and creates bespoke itineraries, designed to suit any budget, timescale and individual or group type.

Following the release of Brave in August 2012, Laura registered for the Brave toolkit and collaborated with a North American tour company to create a new tour. The tour incorporates many of the key themes of the film as outlined in the Brave toolkit, including myths and legends,

Crieff Hydro Crieff, Perthshire

Crieff Hydro, a resort hotel, set in a 900-acre estate in Perthshire, prides itself in providing something for

everyone, with a broad range of room types, over sixty activities on offer and a variety of facilities to cater for young people – from babies to teenagers.

With the focus on a family-friendly service, the release of Disney • Pixar’s animated adventure Brave was a perfect opportunity for the hotel to expand its marketing reach to families from the 70 countries around the world where the film was screened.

Sarah Nicolson, Marketing Manager at Crieff Hydro comments: “The film has been widely discussed and is tailored to our target market of families and children, providing an ideal opportunity for us to promote our facilities.”Crieff Hydro came up with ‘Hydro Legend Training’ for children – a package which encompassed horse riding, archery and bushcraft sessions. The promotion was offered during July and August 2012 and featured on the hotel’s website and in promotional materials throughout the summer.

“We sold 35 children’s packages at a rate of £50 per child,” says Sarah. “In turn, this may have been a factor that contributed to room sales.”

To develop the package, the marketing team worked with the outdoor activity centre and riding centre, both based within the estate. The team also benefited from the Brave toolkit supplied by VisitScotland in partnership with Disney • Pixar, allowing them to develop suitable wording and imagery to promote the ‘Hydro Legend Training’ package in their marketing materials.

“At Crieff Hydro, we are looking to offer our guests experiences that let them enjoy time together as a family,” comments Sarah. “We also want to encourage guests to take advantage of the huge range of activities on our doorstep – and Brave helped us to do both.” •

Find out more about Crieff Hydro on their website: www.crieffhydro.com

children’s packages at a rate of £50 per child35

Tourism is changing; we have to provide opportunities ...and celebrate everything that Scotland has to offer.”

“

ancient Scotland as well as music and Scots language. “Brave combines all of my interests,” comments Laura. “It has big doses of creativity, imagination, fun and magic – things that I think every tour should include.”

The new tour, aimed at the US market, is centred on a range of Brave-related experiences, including archery, visits to castles and battlefields, and storytelling. It covers four locations throughout the country and includes accommodation and meals. “I believe the tour will be successful and well received by participants, as well as businesses and colleagues involved,” says Laura.

The US company is currently advertising Laura’s tour on their website for dates departing in spring and summer 2013, and Laura is soon to start working on her own marketing materials. “My ideas are slowly taking shape,” she says. “Tourism is changing; we have to provide opportunities for all types of people and groups to enjoy and celebrate everything that Scotland has to offer. Whether based on fact or fairytale, Brave is opening our wee country up to the rest of the world in a way that hasn’t quite been done before.” •

7

Nature and Wildlife

Scotland’s dramatic mountains, islands and coast are home to a vast array of flora and fauna. Visitors can observe some of Europe’s best wildlife in Scotland; whether catching sight of a red squirrel or cuckoo while out for a walk, or observing the red deer rut on a visit to one of our nature reserves or national parks. It’s important that the tourism industry encourages visitors to make the most of our wonderful natural resources while enjoying them responsibly.

2013 is Year of Natural Scotland, the perfect opportunity to market your business in line with our fantastic range of natural assets. From the green spaces in our cities, to delicious local produce and a huge range of active pursuits – Scotland really has it all.

Bairnkine Cottages in the Scottish Borders and the Grant Arms Hotel in the Highlands are two examples of businesses making the most of the nature and wildlife offering available in their surroundings. Find out more about the work they’ve done to preserve and protect the environment, and how they educate guests about what’s on offer and encourage them to explore further.

The Grant Arms Hotel Grantown on Spey, Highlands

The Grant Arms Hotel, which market’s itself as ‘The UK’s wildlife hotel’, offers a dedicated wildlife and nature

facility in Grantown on Spey, with an in-house club room, specialist staff and a rolling programme of events and activities in the local area. The hotel prides itself in catering for a huge range of guests – from the discerning bird watcher to those passing through the popular Highlands touring route in search of Speyside whisky.

“Guests sometimes buy into the idea of our nature offering but don’t necessarily use the facilities. Having said that, 40% of our turnover is generated from interest in wildlife,” comments David Duncan, General Manager of the hotel.

On booking a room, guests are asked if they are interested in a nature experience. If they say yes, they receive by post an information pack, so they can arrive at the hotel with an idea of the types of things they’d like to see and do. On arrival they are greeted by accommodating staff with a wealth of knowledge and information on the surrounding wildlife and nature offering. Inside the rooms, a ‘where to go and what to see guide’ and a detailed map of the local area with 50 of the best wildlife sites and excursions nearby are provided. TVs display information about what’s on that day in the Bird Watching and Wildlife Clubroom (BWWC) situated within the hotel.

In autumn and winter there are migratory birds and the red deer rut where young stags are looking for new territory. In the early part of next year we’ll see the nesting and fledging – so it’s always changing.”

“

Nature and Wildlife

6

98

Nature and Wildlife

The BWWC offers a personalised service through which guests can discuss their ideas for their trip with a member of staff who are on-hand to provide advice – from bespoke itineraries to a simple point in the right direction. Daily briefing sessions in the BWWC provide an opportunity for guests to get together to discuss what they’ve seen and done that day. Additionally, a wealth of online and printed resources, as well as the experienced and knowledgeable BWWC staff, can help identify wildlife sightings.

Partnership workingThe BWWC, which took over The Grant Arms Hotel in 2008, was established to provide guests with information on the wildlife offering of the area without too much packaging in between. The hotel coordinates with local guides and operators, including Birding Ecosse, Highland Wildlife & Bird Watching Safaris, and Speyside Wildlife among others. Kirsty Holtby, Director of the BWWC says: “We are in a great location and we make the most of that by working with tour operators locally. While

they need a customer base, we need their services – so together we can provide the best customer experience possible.”

The staff – from those working on reception to the wildlife experts in the BWWC – test out all of the operators recommended by the hotel so they know they are signposting guests to good quality services. “We don’t take commission from operators that we work with; our partnership working is simply a way of improving customer service and reinforcing the route to shared profitability,” explains David.

To promote their product further, The Grant Arms Hotel also works with a number of partner organisations including VisitScotland, Cairngorm National Park, Wild Scotland, and Grantown Business Association.

Extending the seasonSince 2008, when the new management decided to start opening the doors throughout winter, The Grant Arms Hotel has seen considerable growth. The changing seasons provide a hook to draw guests back for a second visit in a year, thereby extending business into the shoulder months.

“Nature and wildlife is very seasonally driven,” explains David. “In autumn and winter there are migratory birds and the red deer rut where young stags are looking for new territory. In the early part of next year we’ll see the nesting and fledging – so it’s always changing, and there are things you can see over the winter that you can’t see in the summer.”

In addition to providing a year round service to nature loving guests, David is confident that remaining open during the winter months has important business benefits: “If we’re open through the winter we can minimise losses and with a fair wind break even, whereas if we’re closed, then we simply can’t trade,” he says. “Another bonus

of being open during the winter is keeping our core staff and skill set in position, meaning that when business lifts for Christmas and New Year we have everyone in place. It also means we have a flying start when the season begins again with continuity of standards throughout, ensuring we keep our promise to the customer.”

To make the most of the quieter winter months, The Grant Arms Hotel has developed a number of packages, including the ‘Winter Wildlife Break’ and the ‘Christmas in Wonderland’ package, which includes a Boxing Day trip to feed the local Reindeer at Cairngorm Mountain.

of our turnover is generated from interest in wildlife

40%

Stylish luxury. Just what’s required after a day in the great outdoors sampling Scotland’s unrivalled wildlife.

1110

Nature and Wildlife

Useful tips from The Grant Arms Hotel team on tapping into the nature and wildlife market:

Find out what is available nearby in terms of wildlife and nature: is there a unique selling point in your area?”

Find out which organisations in your area are offering wildlife and nature experiences, try them out for yourself before recommending them to guests.”

When you email booking confirmations, include key information about your accommodation and the surrounding area. Send useful materials like maps, routes, things to see on the way. The journey to you should be viewed as part of the visitor experience.”

To find out more about The Grant Arms Hotel, visit their website: www.grantarmshotel.com

Spreading the wordWhen selecting publications to advertise in, The Grant Arms Hotel experimented to establish which had the best return on investment. The hotel advertises in a range of specialist press including BTO magazine (British Trust for Ornithology) and RSPB magazine (Royal Society for the Protection of Birds).

To encourage repeat and word of mouth business, the hotel keeps a database of guests and sends follow up emails to thank them and invite them back – often offering an alternative packages at other times of the year.

To advertise its nature and wildlife offering to staying guests, the hotel has gone above and beyond, creating a range of printed materials. These include ‘The Daily Chirp’, which appears each morning on guests’ breakfast tables and contains nature news, tips of the day, information on what’s on in the area in terms of nature walks, guided tours, talks and briefings and a ‘walk of the day’. The reverse page contains signposting information to a range of useful hotel facilities, including car sharing, the boot wash and drying room, and ‘pack a picnic’ – a service whereby

guests are provided with a packed lunch / dinner in a wicker basket if their nature activity clashes with normal eating hours.

As well as encouraging exploration of the local area, the hotel is careful to emphasise the importance of sustainable tourism. Menus contain information on all the local provenance of the Scottish fare on offer, underlining the hotels contribution to the local economy. Throughout the BWWC club house, there are gentle reminders to leave flyers and brochures behind to be reused or recycled. “The BWWC is a sustainable asset we work hard to maximise,” comments David. “Basically our business is about providing a year round consistency and standard of product. We anticipate the needs of customers while being very relaxed and friendly.” •

Our partnership working is simply a way of improving customer service and reinforcing the route to shared profitability.”

“

Bairnkine self-catering holiday cottages Self catering,Jedburgh, Scottish Borders

Bairnkine self-catering holiday cottages are situated on a working farm nestling below The Cheviot Hills, just south of

Jedburgh in the Scottish Borders. The farm, owned by Matt and Lucy Tile, extends just less than 1,100 acres and farms approximately 2,000 sheep. Accommodation comprises two holiday cottages; the Owl Cottage, which sleeps six, and Wild Rose Cottage, which sleeps five, as well as a caravan site, which can take up to five touring caravans.

The peace and tranquillity of the farm setting gives holiday makers the opportunity to see a range of wildlife. “There are garden birds living in the hedges, as well as a number of other species including lapwing, skylark and oyster catchers,” explains Lucy. “Guests can also see deer, buzzards and badgers around the area.”

Finding out moreWith such a range of flora and fauna in their surroundings, how do Matt and Lucy educate guests about the things to see? “My husband and I are learning as we go along,” says Lucy. “We learn from those who advise us as well as friends and books and magazines. We have just employed a conservation officer from the Scottish

Agricultural College to survey the farm and report back to us we have also enlisted the RSPB to survey the farm, and provide us with a map showing where they had seen certain birds, and a full report with advice on how to encourage more birds to come to the area.”

Taking part in a number of conservation projects has encouraged Matt and Lucy to begin to protect and preserve local habitats. They have developed wetland areas on the farm to encourage birds, and have planted hedges and woodlands – with one planting scheme establishing 16,000 new trees. They have also installed bird boxes and plant game crops each year.

“The longer we’ve lived on the farm, the more interested we’ve become in conservation,” explains Lucy. “We’ve realised that while we’re running a successful commercial business, we also want to do some caretaking of the land for the next generation.”

Making the most of the surroundingsTaking advantage of all the newly discovered creatures and habitats around the farm, Lucy and Matt have developed a number of walks to

““

“

12

Nature and Wildlife Sustainable Tourism

Lucy and Matt’s top tips:

Find out about the wildlife that exists in your area and tell guests about it. You could get the RSPB / Scottish Agricultural College to survey your land and report back on native species in your area.”

Advertise in specialist press linked to your business – at the moment we are members of Farm Stay and promote our rural offering through them – we’re currently looking at what more we can do as well.”

Encourage wildlife around your business by doing basic things like putting up bird boxes or getting involved in a conservation scheme.”

To find out more about Bairnkine Cottages, visit their website:www.bairnkinecottages.co.uk

Our natural environment is the number one reason that people visit Scotland. Year of Natural Scotland 2013 provides an excellent opportunity for the tourism industry to work together to promote our breathtaking scenery and natural heritage. It’s also a chance to raise awareness of and increase Scotland’s reputation as a sustainable destination by encouraging visitors to enjoy the landscape responsibly, for example by exploring on foot and making the most of resources and local food produce.

Although many of Scotland’s tourism businesses are already doing a lot to protect and preserve our beautiful country, there is still work to be done. To demonstrate to you what is possible and inspire you to adopt even more eco-friendly features and practices, we have asked The Lovat and Bluebell Croft, two accommodation businesses highly regarded in the industry for their sustainable practice, to share their stories. To demonstrate how you can adopt simple but effective practices in your day-to-day business operation, we have showcased the CatStrand, an arts, community and visitor service in Dumfries & Galloway.

Sustainable Tourismencourage visitors to explore

and enjoy the surroundings. “At key points along the way are information boards explaining interesting things about the countryside,” explains Lucy. “There is also a bird hide by

one of the many ponds so that people can sit quietly and watch what’s happening.”

Plans for the future include marketing the product further and developing a range of nature

experiences for guests. “We will work over the next few months to create new activities around our nature offering, including special interactive workshops for visitors to build bat and bird boxes,” says Lucy. •

13

“““

14 15

Sustainable Tourism

The Lovat, a 28-bedroom landmark Victorian three-star hotel in Fort Augustus, and Bluebell Croft, a luxury

five-star self-catering accommodation on Ardnamurchan, Lochaber embody the ethos of protecting and promoting their local environments with a range of eco-friendly features. The Highlands accommodation businesses, have been awarded Green Tourism Business Scheme (GTBS) Gold awards, with Bluebell Croft receiving the prestigious Gold Star award in May 2012, certifying it the highest achieving self-catering property in the UK for sustainability. Going Green“There’s no question that having environmentally-friendly credentials is a big attraction for our business,” says Bill Barber who runs Bluebell Croft with his wife Sukie. The working croft provides guests with a range of home grown organic produce including fruit and vegetables, home-smoked salmon, cheese and baked ham. “We even offer arriving guests a home cooked casserole using ingredients grown on the croft and cooked in our Aga,” says Bill.

In addition to its eco-friendly food sourcing, Bluebell Croft has also gone a long way to

reducing energy expenditure. The business is now powered using a wind turbine, solar panels and a woodchip boiler – eliminating the use of fossil fuels completely. The house and cottage are also fitted with wood burning stoves, which guests are encouraged to use. “We try to run our business as energy efficiently as possible and promote ourselves as a green destination – an ethos that is proving popular with tourists from across the country and abroad,” says Bill.

The Lovat Hotel has also gone to great lengths to cut down energy consumption and use of fossil fuels. “We did a huge overhaul of the hotel in 2006 during which we endeavoured to do as much as we could to make the premises sustainable,” explains Managing Partner,

Bluebell CroftSelf-catering, Strontian, Highlands

Caroline Gregory. The Lovat was the first Highland hotel to install a fully-automated Froeling Turbomatic wood chip boiler. The machine uses 100 tonnes of woodchips every year and works in tandem with computer software to provide heat and hot water to every part of the hotel, cutting oil and electricity usage as well as carbon emissions. “We monitor how much energy is used on a daily basis and the wood chip boiler has dramatically lowered our CO2 emissions and costs,” Caroline adds.

Having recently completed the Carbon Trust’s Carbon Management Programme, The Lovat has been able to reinvent its business plan and its eco-conscious ethos. “Sustainability is incredibly important to all of us here at the hotel with each staff member committed to our carbon management programme target of a 15% reduction in our CO2 emissions by 2016,” says Caroline.

Getting others involvedIn addition to the eco-friendly features within the two businesses, The Lovat and Bluebell Croft also involve staff and guests in sustainable initiatives to help protect and preserve their surrounding environments. “People who come to stay with us at Bluebell Croft are able to experience and participate in all we do,” says Bill. “They can take part in milking the Jersey cow, Daisy, or learn how to make their own compost. Guests often go home with the desire to keep chickens or with a car full of plants to add to their vegetable garden and knowledge and ideas about sustainable energy sources for their own homes.”

At The Lovat, hotel staff take part in activities such as monitoring the wildlife on the grounds, making bird and bat boxes and looking after a special hedgehog mound. They also participate in local community projects such as activities at the local school and redevelopment of the town centre fountain and flower bed.

“Increasingly, guests are interested in what we are achieving here at the hotel,” explains Caroline. “Some of our guests come to stay because they’ve heard about our green credentials, and others who haven’t heard are pleasantly surprised by our eco-conscious outlook.” •

Visit Bluebell Croft’s website: www.bluebellcroft.co.uk/bluebellcroft/Home.html

Visit The Lovat Hotel website: www.thelovat.com

The LovatHotel, Fort Augustus, Highlands

The Lovat Hotel is heated by an efficient woodchip boiler.

Visitors to the Bluebell Croft have the chance to get hands on experience

working with livestock.

1716

Sustainable Tourism

CatStrand Arts venue, New Galloway, Dumfries & Galloway

Following a £1.2 million fundraising campaign led by local volunteers, Glenkens Community & Arts Trust (GCAT)

converted a derelict primary school into a state-of-the-art community venue for rural New Galloway.

In 2007, the CatStrand opened, providing a base for GCAT, the umbrella organisation responsible for the management and delivery of a range of services. These include provision of arts and cultural events, community facilities and training courses as well as tourism and heritage information. The centre provides flexible facilities such as a fully equipped auditorium with hi-spec sound and lighting, as well as retractable seating to accommodate 84 people. There is a gallery and café space, a gift shop and information room, meeting rooms and IT suite, as well as free broadband internet throughout.

“The centre is much more than just an arts venue; it’s a community and tourist hub where locals and visitors are brought together,” explains Sean Paul O’Hare, General Manager of the CatStrand. “In the last twelve months we have welcomed over 21,000 people through our doors, including many visitors from outside the area.”

GCAT serves the rural communities of the Glenkens, a population of around 2,200 encompassing a number of villages stretching over 300 square miles. The centre offers a range of activities, services and facilities that would otherwise not be accessible without travelling long distances. These include the ‘Play it by Ear’ toddler group, ‘Teen Spirit’ youth club and the ‘Afternoon Tea Club’ for retired locals. Additionally, GCAT provides opportunities for skills development, benefiting the local economy. “There are currently 14 staff members and more than 80 volunteers of all ages regularly involved in the CatStrand,” Sean says. “We also support local producers in the café and local artists and makers in the shop and gallery.”

Raising awarenessHelping to increase environmental awareness and carbon reduction in the area, GCAT advocates the use of public transport and offers a mini-bus hiring facility for groups and clubs to

To find out more about the CatStrand go to: www.catstrand.com

To find out more about the Green Tourism Business Scheme go to: www.green-business.co.uk

use for day trips. This is particularly beneficial given the rural location of the area and its high proportion of senior citizens. At the CatStrand, information is provided on walking and cycling routes, as well as other low carbon activities available nearby.

To further preserve and promote the beauty of the local surroundings, GCAT has also been actively involved in the development of the New Galloway and Southern Ayrshire Biosphere project. The area is one of only 580 Biosphere reserves worldwide designated by UNESCO as a place that values and promotes conservation and sustainable development on a regional level. The team has also been part of Forestry Commission initiatives, including the Dark Skies programme, and the CatStrand has hosted workshops to help local accommodation businesses take advantage of the promotional opportunities around stargazing in Galloway Forest Park.

‘Scotland’s greenest arts venue’“Environmental issues have always been a key consideration to GCAT,” says Sean. “Eco-friendly

The former primary school continues to serve at the heart of the New Galloway community.

The Nutshell Theatre: one of the CatStrand’s community tenants.

features were incorporated at the design stage, and when it opened, the centre was named ‘Scotland’s greenest arts venue’.

It was the first public building in Scotland to use a Biomass boiler, and has since been awarded a Gold Star by the Green Tourism Business Scheme.” In 2011, the team also worked closely with the Crichton Carbon Centre to measure the venue’s carbon footprint – something they will continue to do on an annual basis.

To promote the project, GCAT positions the CatStrand as a focal point and place of welcome for visitors as well as a primary venue for touring companies and exhibitions. Following advice from Destination Dumfries & Galloway, GCAT has expanded its marketing beyond the local audience, to locations within a three hour radius of the CatStrand, including parts of Ireland and Northern England. Sean explains: “Our PR campaign highlights the unique nature of the project and the positive contribution it makes to the economy and rural regeneration of Dumfries and Galloway.” •

19

Accessible Tourism

Accessible Tourism

Eildon Holiday CottagesSelf-catering, Melrose, Scottish Borders

The award-winning Eildon Holiday Cottages is a converted 18th century farm steading forming six accessible

self-catering cottages. Situated in a fold of the Eildon Hills above the attractive small Border town of Melrose, the cottages have views over the Tweed Valley to the Lammermuir and the Moorfoot Hills beyond. Each has between one and three bedrooms, with the largest sleeping six. Five of the six cottages are graded category one for unassisted wheelchair access in VisitScotland’s Accessibility Scheme.

Access facilitiesThe farm buildings were converted into cottages in the early 1990s and a lot of the accessibility features were installed at design stage. Proprietor Rob Martin explains: “If you can incorporate accessibility facilities you can open yourself to a bigger market and hopefully get more bookings.”

All of the doorways have wide access and the floors are level. Three of the six cottages are on the ground floor, while three have bedroom and bathroom facilities on the ground floor. In all of the bathrooms there is plenty of room around the basins and toilets for wheelchair access. Light switches and kitchen facilities have also been designed for wheelchair access – with low sinks and easy access to pots and pans.

Business benefits“We don’t want to discriminate between disabled and non-disabled,” comments Rob. “We want the holiday cottages to be open to everyone so that both disabled and non-disabled guests can holiday together equally, without discrimination.”Ever since the Eildon Holiday Cottages opened there has been a strong demand from visitors with specific accessibility needs, helping Rob’s business to attract new custom and build a loyal customer base.

“Today I’ve got six cottages and five of the six are full, with the sixth booked for a long weekend tomorrow,” says Rob. “When you have disabled guests coming to stay, they really appreciate the facilities. They look after them and they come back year after year.” •

As Scotland prepares to play host to three major events in 2014, we turn our attention to the quality of customer service. Whether it’s overcoming seasonality, or ensuring everyone has equal opportunity to enjoy Scotland’s unrivalled visitor experience, accessible tourism is relevant to us all. An EU funded project has revealed that the accessible travel market exceeds 133 million tourists and could generate nearly €90 billion.

Accessible Tourism is a win-win business model and you can make a big difference and attract a loyal new market by thinking creatively about your customers. Providing the right information and customer service is not only cost effective, but can give you a competitive advantage.

Eildon Holiday Cottages and Easter Kincaple Bed and Breakfast have opened their doors to guests with mobility needs and have seen positive results. Read on and be inspired to seize the opportunities that a new business market can offer you.

18

Rob’s tips for businesses looking to tap into the accessible market:

Provide what you can – not every property can do everything, but reasonable adjustments can make a big difference.”

Be open to enquiries. We often get guests phoning up to talk through facilities we have here because they have particular requirements.”

Provide clear information on your website to avoid guests turning up and finding out that facilities aren’t quite as good as expected – which can be serious in some cases.”

Be understanding and offer help where you can. If you can’t provide specialist beds or mattresses then you can always hire them.”

““““

20 21

Accessible Tourism

Easter Kincaple Bed and breakfast, St. Andrews, Fife

Easter Kincaple is set in a 750 acre estate just two miles from the centre of St. Andrews. The bed and breakfast

is a working farm and has been in the Cuthill family for 120 years. Following renovation and restoration, it now contains a number of features to cater for guests with access requirements.

“We like to think that there is a bit of luxury in what we do although it is a basic type of hospitality,” says Lucy Cuthill, co-proprietor. “What we provide is an extension of who we are as a family – so the warmth and welcome is something that doesn’t require effort from us.”

The house consists mainly of three kingsize en-suite rooms, one of which is on the ground floor with accessibility facilities. “Our ground floor room has a wet room and it encompasses some simple adaptations – appropriately placed light sockets, large mirrors, rails in the wet room and a memory foam topped mattress – and these things were all easy and reasonably inexpensive to do,” says Lucy. “For me it’s nice to have something as obvious as a mirror where someone can see themselves; It’s simple but respectful.”

FacilitiesFor guests with access requirements, there are a range of features that would make Easter

Kincaple an excellent accommodation choice. The garden is on one level, so easy to manoeuvre around and the main hallway and the two public rooms are on one level too, with fairly wide doorways. The en-suite bedroom has a wet room, with rails in the shower area and around the WC. TVs and DVDs are at a suitable level and dining room tables allow plenty of clearance space underneath them if required.

“People with access requirements shouldn’t necessarily feel that they’re any different to anyone else, and this is something that is important to us,” comments Lucy. “We try to stay away from anything that would make an accessible room feel clinical; we like it to feel like a luxury break, not a care facility.”

In addition to the service she provides to her human guests, Lucy makes sure that any assistance dogs are catered for too. “It’s really important that assistance dogs feel as welcome as everyone else,” comments Lucy. “In the dining room and public rooms there is space for dogs to lie down and rest and outside they can be off the lead.”

AttitudeLucy’s motivation to make sure that her accommodation is fit for those with access requirements grew out of personal experiences with people who had difficulties with mobility. “I’ve found it hard to source rooms near hospitals in situations where friends or family have had failing health; not just somewhere to stop off for a hospital appointment, but also to get away from it all,” she explains. “The cost involved in providing the accessible room was minimal and no different to the cost of any of our other rooms – it was just a different thought behind it. Now that it’s done, we will always have it to share.”

Easter Kincaple is a Category 1 in VisitScotland’s Accessible scheme, and Lucy values that more than any other awards her business has received. “Achieving five stars in VisitScotland’s Quality Assurance scheme was important to me, but the Category 1 Accessibility award was really what I was looking for. It wasn’t to compete with other businesses but rather to say ‘we can do this for you’. Quite often we’ll get business referrals from VisitScotland so I feel we really benefit from having that award.”

So would Lucy recommend engaging with the accessible market to other tourism providers? “Yes – all too often, the needs of the accessibility market are ignored,” she says. “I don’t think it’s intentional, I think people just need to be educated and made aware that it’s quite easy for them to provide a facility and not to be afraid of that; to embrace it and realise how easy it is for them to offer what we offer.” •

Find out more about Easter Kincaple on their website: www.easterkincaple.com

Accessibility is factored into the design of the gardens.

Lowered sinks and mirrors: simple measures that make a big difference.

People with access requirements shouldn’t necessarily feel that they’re any different to anyone else, and this is something that is important to us.”

“

“Lucy’s top tips for making your business more accessible:

Contact VisitScotland to ask about the Accessibility Scheme.”

Look at what you can do to make improvements to your business. You may not be able to do everything but the small things can make a huge difference. Make minor changes that bring happiness to customers and business to you.”

Take advice that doesn’t cost anything. You can ask advice from people with different access requirements, they are the ones who can give the most constructive feedback.“

Research facilities that provide for those with accessibility requirements – take photos, go into bathrooms and then go home and think ‘I could do better than that and it wouldn’t cost me anything’.”

Be open and warm – sometimes guests with access requirements feel they are stepping into the unknown. For you it’s easier because you are in your own environment where you can simply be yourself. Offer the same warmth that you’d offer to any guest and show that you’re not intimidated or afraid.”

“

“““

23

Food and Drink

The Scottish food scene is vibrant, exciting and surprising, with a wealth of natural ingredients and world-class producers. Our unspoilt landscapes and temperate climate deliver a rich larder of high quality produce and we are known throughout the world for our traditional dishes such as haggis, neeps and tatties. Then there’s our whisky. Trying local food is a key aspect of experiencing Scotland, with one-third of visitors saying they would consider booking accommodation simply because of its reputation for outstanding food.*

2010 was Year of Food & Drink – the first of four focus years, and it gave us an opportunity to boost Scotland’s reputation as a ‘Land of Food & Drink’. VisitScotland works with a number of partners to enhance the Scottish food and drink experience for visitors. With a wealth of support available, why not make the most of our country’s excellent larder in your own business?

To inspire you, we showcase two businesses that have sought one-to-one business advice from Experiencing Scotland, an initiative funded and delivered by Scottish Enterprise. Moness Resort in Perthshire and Glasgow’s Willow Tearooms worked with a catering consultant to identify areas for improvement in their food and drink provision and are reaping the rewards as a result. Read on to find out more...

Food and Drink Moness Resort

Country house hotel, Aberfeldy, Perthshire

Moness Resort, set within a 35 acre woodland estate in Highland Perthshire, worked with

Experiencing Scotland consultant, Sandra Reid, to identify areas for improvement to their two catering outlets. The resort comprises a 26 bedroom hotel, 23 self-catering rental cottages and 88 time-share properties, as well as the formal Farragon Restaurant and the Terrace Bar, a casual dining area overlooking the swimming pool.

Prior to consultation, the Farragon restaurant had been operating a traditional hotel menu with classic French items and little reference to seasonality – much of the Scottish and local produce offering had not been signposted very well. The Terrace Bar on the other hand, provided standard ‘pub fare’ – including burgers, fish and chips and bar snacks. Although most of this is prepared fresh on site, the impression given was of bought-in fast food.

Advice and supportIn conjunction with Resort Director, Terry Vose and the local team at Moness, Experiencing

Scotland consultant, Sandra Reid, identified areas for improvement. She suggested that kitchen ‘down time’ could be used more profitably for food preparation and menu development. From a staffing perspective, she advised altering traditional shift patterns to meet the needs of the business more effectively, and up-skilling bar staff to deliver an improved bar food and snack menu.

*Scotland Visitor Survey 2011

The availability of local produce can influence many visitors.

22

Interested in Experiencing Scotland’s one-to-one business advice? Email: enquiries@scotent.co.uk

24 25

Food and Drink

More Information• For information on Experiencing Scotland’s

support services, contact Experiencing Scotland by telephone on 0845 607 8787 or email: enquiries@scotent.co.uk

• Scotland Food & Drink is the industry leadership organisation bringing together the whole industry to help Scotland achieve a global reputation as a ‘Land of Food & Drink’ by generating £12.5 billion turnover by 2017. Visit their website: www.scotlandfoodanddrink.org

• The Scotland Food and Drink website includes a Buyers Guide, which provides a comprehensive listing of over 1,300 Scottish suppliers: www.scotlandfoodanddrink.org/insights/buyers-guide.aspx

• Farmers markets are a great place to buy locally-produced food and drink. For a list of Scottish farmers’ markets in your area go to: www.scottishfarmersmarkets.co.uk

• Sign up to Tourism Intelligence Scotland for factsheets on seasonal Scottish recipes: www.tourism-intelligence.co.uk

• Read about the EatScotland food quality assurance scheme: www.visitscotland.org/quality-foodanddrink.aspx

Sandra pointed Terry toward funding available through Skills Development Scotland to address staff training needs. She also suggested a focus on customer care and up-selling as well as a production plan for dishes, with images demonstrating standards for presentation.

To increase the amount of Scottish and locally sourced produce on the menu, Sandra offered these tips:

• Adjust the menu quarterly to reflect seasonality.

• Signpost to healthy items on menus.

• Include a provenance description to specials to drive a higher margin.

• Introduce Scottish items as ‘grab & go’ snacks.

• Extend the range of Scottish drinks items and establish links with local distilleries.

• Introduce a Fair Trade/ethical trading message into signage and menus, to reflect Aberfeldy’s status as a Fair Trade town.

• Link promotions to food-specific dates such as Scottish Food & Drink Fortnight and Fair Trade Fortnight.

Since Sandra’s visit, Terry and his team have been working hard and have already produced new menus incorporating seasonal items, increased Scottish produce and improved product descriptions.

“The changes Sandra suggested will reduce pressure on staff and make the most of their skills and time. There’s no doubt that we could make more of the rich larder on our own doorstep, for example by establishing links with our local distilleries,” Terry says.

“It also makes absolute sense to capitalise on Aberfeldy’s status as a Fair Trade town to get this message across to our visitors. By making these local connections we are also helping to support the town and reinforce its reputation as one of Scotland’s most progressive tourism destinations.” •

Our clients really appreciate our new Scottish-themed menu and I’m confident these will produce increased sales and better gross profits in the coming year.”

“ A few suggestions to help you improve your food and drink offering:1. Think seasonal

Take advantage of Scotland’s changing larder: from spring greens to summer fruits, autumn harvest and winter roots.

2. Think regional/think local What specialities are in the surrounding area? Look at what’s on your doorstep – is there Galloway dairy, Ayrshire bacon or Tayside berries?

3. Staff – an effective sales tool Make sure they know what they are talking about: think about pre-service briefings, customer service training and visits to competitors.

bedroom hotel, 23 self-catering rental cottages and 88 time-share properties26

Moness Resort boasts:

Moness now capitalises on Aberfeldy’s status as a Fair Trade town, to the mutual benefit of local businesses.

26 27

Food and Drink

Willow Tea RoomsEatScotland Award, Glasgow

W illow Tea Rooms, designed by Charles Rennie Mackintosh in the early 1900s, has become a key part

of the Mackintosh experience for tourists to the city of Glasgow. Competition is fierce, with branded coffee shops and independent cafes and restaurants nearby as well as a number of city centre hotels offering afternoon tea packages. The business enlisted Experiencing Scotland’s catering consultant, Sandra Reid, to identify areas for improvement in order to gain a competitive edge.

The Willow Tea Rooms menu includes a range of traditional and Scottish options and afternoon tea with a selection of more than 25 varieties of loose-leaf teas, including Willow’s own blends. Many of the desserts, cakes and pastries are made by Willow’s own staff, including the famous Willow Meringues, Chocolate Brownies, Strawberry Tarts and Empire Biscuits.

The bulk of produce is sourced from within a very tight radius, with most suppliers in Glasgow city itself. Suppliers are listed on the website along with their stories, such as Ramsay of Carluke award winning black pudding, sold at the Tearooms.

Marketing powerThe business has worked hard to develop partnerships with other local enterprises and initiatives to increase its marketing reach. For example, they have collaborated with City Sightseeing Bus Tours on a joint promotion and have participated in the Mackintosh Walking Tour via the Glasgow Service with Style initiative. The business also works with VisitScotland and is a member of Glasgow Leading Attractions Group.

The team makes effective use of their website, posting recipes on the ‘Anne’s Kitchen’ page, taking bookings and signposting suppliers.

Room for improvement “Willow Tea Rooms is already adopting good practices in supplier and provenance signposting and market development,” says Sandra. “The next step is to grow and extend good practice to maximise sales impact and reputation.” Sandra suggested the business introduces more seasonality and takes advantage of major events and new trends.

Visit the Willow Tea Rooms website: www.willowtearooms.co.uk

Anne Mulhern of Willow Tea Rooms says: “Experiencing Scotland has highlighted a number of innovative ideas, which help to give us a real competitive advantage in a crowded marketplace. They’ve also inspired us to develop our partnerships with suppliers and to build on our existing reputation for high quality and service.” •

Sandra’s top tips for Willow Tea Rooms:

Introduce more seasonality to the offer, such as Simnel cake for Easter and Christmas mince pies and fruit cakes.”

Feature key items and specials in highlighted boxes on the menu to draw attention and drive spend.”

Develop new products around major events e.g. a ‘Mackintosh’ tea for Year of Creative Scotland 2012 or a ‘Gent’s tea’ for Father’s Day with a ‘teapot dram’.”

Extend the use of the Billiard Room in Sauchiehall Street to include music and literary events linked to tea/Mackintosh and to offer special master classes in the bakery.”

Take Willow ‘on location’, capitalising on the trend for pop-up afternoon teas in quirky venues.”

“““““

2928

Quality Service

High-quality service and facilities are crucial to making Scotland a must-visit, must-return destination. VisitScotland offers support to businesses to ensure that you meet and exceed the high standards expected by your guests and we play a vital role in assessing quality and service standards with our internationally recognised Quality Assurance Scheme. Our scheme provides a benchmark for quality across the tourism industry and operates across accommodation, visitor attractions and food sectors. It is valued by consumers and businesses alike with 75% of tourism businesses in Scotland already taking part in our Quality Assurance Scheme – almost twice the number of those taking part in other schemes in England. Research shows that 95% of visitors say the grade given meets their expectations, with 65% commenting that the star scheme influenced their choice of accommodation or attraction.

Many businesses that take part in our scheme value the opportunity to have an expert in the tourism industry assess their services and facilities. Among these are accommodation providers Tantallon Place Bed and Breakfast in Edinburgh and Buxa Farm Chalets in Orkney as well as Fishing Scotland, the only Fishing Activity Provider in Scotland to have achieved a five star award.

Read on to find out more about why these businesses place such a high value on VisitScotland’s Quality Assurance Scheme...

Quality ServiceBuxa Farm Chalets in Orkney encompasses

three Norwegian style chalets and a converted croft house on 20 acres of land.

The accommodation, which has a 25% visitor return rate, has been part of VisitScotland’s Quality Assurance Scheme since April 2004. Tantallon Place Bed and Breakfast, an attractive Victorian home in the Grange area of Edinburgh has been a member of the scheme since 2003.

“Quality is important to my business,” comments Kathy Bichan, Proprietor of Buxa Farm Chalets. “The VisitScotland Quality Assurance Scheme keeps me on my toes in providing and maintaining quality accommodation.” Anne Walsh, owner of Tantallon Place Bed and Breakfast in Edinburgh agrees: “It’s easy to become complacent, but if you know you have a VisitScotland Quality and Tourism Advisor (QTA) visit coming up then you have a standard to maintain.”

Both accommodation providers say that the VisitScotland Quality Assurance Scheme provides a benchmark for quality, providing a checklist of things to be achieved. For Kathy, this was important at the design stage: “My self-catering chalets were completed in May 2004. I used the scheme criteria pack as a reference in deciding what was needed in order to achieve a four star

grading,” she explains. “When I converted an old croft house adjoining the chalets in April 2010 I decided to market that property to families and so applied for the Children Welcome Scheme. I was the first accommodation property in Orkney to achieve that award.”

As a member of the Quality Assurance Scheme, businesses not only have a standard to aim for when developing or renovating their property, but yearly visits provide ongoing motivation to improve standards. “After my visit, I always have a list of things I’ve discussed with my QTA so I know what I have to do,” says Anne. “It’s nice to speak to someone who isn’t a visitor, but a person who works in the industry. My QTA can pick up on things I may not have noticed on my own because of her experience; you can’t really put a price on advice and appreciation.”

In addition to ensuring a quality product on the ground, VisitScotland’s Quality Assurance Scheme is also an excellent marketing tool and can help businesses feel more involved in the wider tourism industry. “I am impressed by the extensive advertising that VisitScotland does,” says Kathy. “Whenever I see a television advert for VisitScotland, I feel a sense of pride in the fact that I’m part of a bigger picture.” •

Visit the Buxa Farm Chalets website: www.rovingeye.co.uk

Visit the Tantallon Place B&B website: www.tantallonplace.co.uk

Buxa Farm Chalets Self catering, Orphir/Haiton, Orkney

Tantallon Place B&B Bed and breakfast, Edinburgh

30 31

Quality Service

Fishing ScotlandActivity provider, Lochaber, Highlands

F ishing Scotland, based in Lochaber, recently became Scotland’s first fishing activity provider to receive the prestigious

five-star award under the VisitScotland Quality Assurance Scheme. “We are very proud to be able to offer our clients a five-star experience,” says James Coutts, Principal. “This accolade is something I have been aiming for over a number of years and it’s taken much hard work and investment in the business. I’m delighted this has been recognised by VisitScotland.”

Fishing Scotland was established in 1995 by James, after he retired from a ten year consultancy with the United States Naval Academy. Returning to the Scottish Highlands, he decided to rewrite his fishing guide books from the 1960s and start a fly fishing school. “At first I just enjoyed being paid to go fishing,” says James. “But the business has now been running for 17 years, owing to the success of my books and demand from fly fishing clients.”

James works alone providing fishing excursions to selected lochs and streams in the Scottish Highlands, and has been part of VisitScotland’s

Quality Assurance Scheme since 1995. “I am a systems and discipline person,” he comments. “Only through national unity with establishments such as VisitScotland, are we able to continue leading in world-class tourism.”

James likes being part of VisitScotland’s scheme alongside other providers recognised for the quality experience they provide. “I believe that birds of a feather flock together and I think there is little argument not to join a VisitScotland Quality Assurance Scheme. The question isn’t ‘what will I get out of it?’ but ‘why shouldn’t I join?’”

Fishing Scotland has already been seeing the benefits just weeks after receiving the five star award. “We have received enquiries as a result of being the only five-star fishing activity provider in Scotland,” says James. “I’ve had customers saying to me: ‘when I saw your five stars, I knew you must be good!’” •

Culture and Creativity

In the 2011 Scotland Visitor Survey, nearly a third of visitors said that learning about Scotland’s history and culture was their top reason for choosing to visit. In addition to this, the recent trend of ‘staycationing’ means Scottish residents are more likely than ever to seek out local events and cultural experiences. Year of Creative Scotland 2012, the third of four focus years established by the Scottish Government, has provided a year-long platform to celebrate and promote Scotland’s vibrant cultural offering and the tourism industry has been working hard to make the most of the opportunity.

Learmont Mackenzie Travel, based in Edinburgh and the Scottish Borders, developed three new walking tours exploring the worlds of great Scots. While Huntly and District Tourism Action Group (HADTAG) in Aberdeenshire ran a series of traditional Scottish evenings. Read on to get some ideas on how you can engage with the cultural tourism market…

Culture and Creativity

Visit Fishing Scotland’s website: www.fishing-scotland.co.uk

3332

Culture and Creativity

Learmont Mackenzie TravelEdinburgh / Scottish Borders

To find out more about Learmont Mackenzie Walking Tours, visit: www.walkborders.com/home.html

As a region, the Scottish Borders has an immense amount to offer, yet remains relatively unknown to a wider public.”“

Abbotsford House, Melrose, former home of Sir Walter Scott, features in one walking itinerary.

To celebrate Year of Creative Scotland 2012, Learmont Mackenzie Travel developed three new walking tours

exploring the worlds of great Scots who had a passion for the history and landscape of the Scottish Borders.

“For Year of Creative Scotland 2012, we saw excellent potential to develop an exciting product for the walking holiday market that could draw on many colourful threads,” explains Kitty Bruce-Gardyne, Co-founder of Learmont Mackenzie Travel. “As a region, the Scottish Borders has an immense amount to offer, yet remains relatively unknown to a wider public.”

The small walking tour operator was successful in its funding application to Creative Scotland, and received a contribution towards marketing costs.Each of the new self-guided tours is named after one of three figures – Sir Walter Scott, John Buchan and Robert Mathison – and is focused on a specific area of the Tweed Valley that connects to that individual’s life and interests.

Over time, Learmont Mackenzie Travel has developed opportunities for cross-promotion through links with various businesses in the Scottish Borders, including the traditional Borders Textile Mills, which it encourages clients to visit. The company also collaborates with bed and breakfasts and hotels to arrange guest accommodation, and actively promotes small independent producers and suppliers, encouraging clients to buy locally where possible.

“We’ve found that all the businesses we’ve worked with have been keen to support our activities, and mutual collaboration is of course beneficial to both parties,” explains Kitty. “Most importantly, one of our big objectives is to bring the landscape to life, so the more local colour we can include in the route, the better our product.”

Kitty believes that promoting her product in line with Year of Creative Scotland 2012 has been a real bonus. “The support from VisitScotland provides you with more resources and is an excellent confidence boost. Creating a product that ties into a focus year certainly helps to get you noticed and I would encourage any business to take advantage of that.” •

34 35

Culture and Creativity

HADTAG Traditional Scottish EveningsHuntly, Aberdeenshire

Stovies, bothy ballads and Doric – HADTAG is one group that has taken action to provide visitors with an

authentic creative experience.

Huntly and District Tourism Action Group ran a series of traditional Scottish evenings in Huntly town hall, giving visitors the chance to sample the area’s cultural heritage through Doric recitals, ceilidh dancing, bothy ballads, piping and stovies.

The group, established in 2006, is made up of local business people in the tourism sector and individuals with a passion for helping visitors get the most out of their stay in the area.

“We gave visitors a taste of local Scotland in one night, with a variety of high quality performers exhibiting their talents,” explains

Fiona Manson, who chairs HADTAG and runs Coynachie Guest House. “The evenings let visitors see that there is more to Huntly than at first meets the eye. Some of my guests from South Africa commented that they were amazed by the age range of performers and the number of talented people there are in the town,” she says.

Huntly is known for its regular events and festivals that cater for locals and visitors alike. Earlier this year the town won a special award from Creative Scotland for its creative use of artists. HADTAG’s Traditional Scottish Evenings provide an opportunity for collaborations that showcase a variety of cultural experiences on offer in the area – from food and drink to history and heritage. “Last year we had some junior castle tour guides come along in their period

To find out more about HADTAG, visit: www.huntly.net/business/hba/project_details.php? project_id=4

costumes and tell the audience about Huntly Castle,” Fiona explains. “And Historic Scotland was on the phone recently, asking if I’d like to bring the pipers to the castle during the day to promote the evenings because it worked so well before.”

Groups and event organisers can also generate interest and income through sales of raffle tickets and local produce. “The stovies are particularly well received by those from Europe and further afield – a real local delicacy,” says Fiona. “Even the ice cream is made locally by Rizzas of Huntly.”

Local tourism businesses can get involved in promoting the evenings by purchasing gift vouchers for their guests from HADTAG, allowing the recipient £1 off admission to the evenings. Accommodation providers also have a great opportunity to attract customers and encourage longer stays. “Before the evenings were introduced, there was nothing to hold people in Huntly midweek,” comments Fiona. “This new offering gives visitors a reason to stay overnight rather than simply pass through. If I get enquiries at my guest house, I’ll tell the potential customer about our events and why they should stay – it really works!” •

We give visitors a taste of local Scotland in one night with a variety of high quality performers exhibiting their talents.”

“

Are you ready?www.visitscotland.org

If you have any comments on this publication or ideas for future AdviceLink guides, please email advicelink@visitscotland.com

To receive this publication in an alternative format,

please contact the AdviceLink Team on 0131 472 2222 to discuss your needs.

Disclaimer: This guide is designed to provide accurate information in regard to the subject matter covered and is correct at the time of going to press. VisitScotland does not accept any responsibility for factual errors within the case study text arising from the information provided by the case study candidate.

First published by VisitScotland Partnership Communications Advice team in November 2012.