hoteliers angry at elite bta campaign
By Angela jameson
A British Tourist Authority (BTA) campaign to promote elite UK hotels to potential visitors from the USA has been criticised for being unfair to small businesses.
The campaign, aimed at attracting high-spending Americans, is built around a directory of 150-200 quality hotels to be called Jewels of Britain, which will be distributed to 200,000 travellers.
But smaller hotels invited to appear in the guide say they are finding the cost prohibitive. They have called for the rates to be linked to the number of rooms.
Peter Wilson, proprietor of the eight-bedroom Langley House Hotel & Restaurant in Wiveliscombe, Somerset, has declined to participate because an entry will cost him £100 per room.
"This campaign is penalising smaller establishments. I cannot see the Dorchester agreeing to pay £24,000 for an entry," said Mr Wilson. "I'm very keen to support this kind of initiative but it has to be affordable."
Richard Sherwood, owner of six-bedroom Ashwick House in Dulverton, Somerset, said he wanted to be included in the directory but was put off by the price. "For the Connaught or the Berkeley £1,000 is infinitesimal when divided by the number of rooms," he said.
And Sarah Varcoe, general manager of the 15-bedroom Alexander House hotel in Turners Hill, West Sussex, said that her hotel would not be appearing in the guide. "Frankly, we can't afford it," she said.
But Lisa Davis, BTA America's marketing executive, said the rate had been determined in close consultation with hoteliers. "There has been a huge initial response from hoteliers," she added.
Other hoteliers gave Ms Davis their backing and praised the BTA's decision to market quality establishments and encourage high-spending visitors rather than simply boost visitor volume.
Nick Wainford, of the seven-bedroom Well House in Liskeard, Cornwall, said he would do his best to find the money. "If you're going to go into a good guide, you have to be prepared to spend some more," he said. "I'm very impressed with this."
Michael Vaughan, partner of the Old Rectory Country House, Conwy, Gwynedd, said he thought it was expensive but he couldn't afford to be left out of it. "To pay for this we may drop out of some other schemes. But it should bring a dividend," he said.
