It's raining when?

The weather has long been a scourge on the British tourism industry. Now some hotels are subscribing to personalised weather forecasts in an attempt at damage control. Jessica Gunn investigates what one forecasting company promises it can do to help.

The British are notorious for their obsession with the weather and their enthusiasm for discussing the topic. For the tourism industry however, the weather signifies a lot more than a convenient talking point.

The attraction of reliable weather elsewhere in the world consistently takes holiday-makers away from the British isles in search of not just sun but also predictability. The erratic nature of Britain's weather means that holiday-makers and hoteliers alike must be prepared for every occasion, particularly a rainy day.

In response to this inevitability, some hotels are now subscribing to personalised weather forecasting services, not only to provide their guests with a talking point, but also to help enhance their stay.

Tidal movements

"Because we're by the sea, the weather and the movements of the tide are of great importance to us," says Carol Ladd, general manager of the 43-bedroom Swan hotel in Southwold, Suffolk. "One of our regular guests is a sailor, and he suggested to us that we might provide a weather forecast for our guests to help them plan their stay."

Tourism in the area is very much based on outdoor activities - walking, golf, riding, the beach and a nearby bird reserve - all of which depend on reasonable weather. "Our guests come here to escape the modern world," says David Smith, assistant general manager. "Most of the activities they come for are outdoor-based, so they look at the reports constantly."

The Swan receives a twice-daily personalised weather forecast from a company called WeatherQuest, which employs ex-Meteorological Office forecasters. The company claims to be spearheading what it believes to be a niche market that will have particular relevance to the tourism and leisure industry.

"Most of us have, at some point, sat in a hotel and wondered when the local weather forecast is going to be on TV," says Jim Bacon, a former national and local TV weather man who now forecasts for WeatherQuest. "The weather is really quite an important feature of any holiday, particularly in Britain, and it's only when you have a forecast in front of you that you realise how useful it is when it comes to planning what you're going to do."

WeatherQuest believes local forecasts offer a lot more to the industry than merely entertaining guests, however. "We think that restaurants could benefit greatly from local forecasts," says Bacon. "It could help them when it comes to deciding how many casual staff to take on for special events or terrace dining. It could also help plan menus appropriate to the weather - warm food for cold days, for instance - and thereby avoid wastage."

The most obvious customers for forecasts, however, are the hotels and leisure centres that depend on good weather for trade. "I wouldn't go as far as saying personalised weather forecasts are going to revolutionise British tourism," says Roger Aston, general manager of Ufford Park Hotel, Golf and Leisure in Woodbridge, Suffolk, "but I do think it will become a very useful tool to anybody in this industry. We use the forecast to advise golfers coming to the course as well as using it ourselves for deciding when to work on the green."

Daily newspaper

Not all hotels are so enthused about the idea of even more weather forecasts, however. For obvious reasons, hotels predominantly dependent on business trade have less need for up-to-date forecasts. "Most of our guests have a daily newspaper, so aren't really interested," says Anne Tungbait, assistant general manager at the Pheasant hotel in Kelling, north Norfolk. "We tried it out but found it wasn't something the guests required," she says. "People normally stay only two or three days at a time. Knowing the weather doesn't really help them in any way."

Despite the plethora of weather information available, most hotels using private forecasts have experienced consistently positive feedback from guests. "We've never had any complaints about inaccuracies," says Sharon Marsden, assistant general manager at the Rutland Arms, a 46-bedroom hotel and 100-seat restaurant in Newmarket, Suffolk. "It's an extra bonus for our guests which they seem to greatly appreciate.

Everyone comments on the weather." Some things never change.

WeatherQuest

Tel: 01603 507605
Fax: 01603 505146
Web site: www.weatherquest.co.uk

Twice-daily forecast: £350 a year (daily rate £1.50)
Daily forecast: £200 a year (daily rate £1)
Forecast hotline: 09065 777675, 8am-6pm, Monday-Friday (premium rate)