Pushing the Boath out

Things are going well at Boath House. Another inspection by the AA three weeks ago has left owners Don and Wendy Matheson feeling upbeat about their chances of achieving a much wanted third AA rosette.

After becoming disgruntled with the slowness of the AA in visiting them - which the organisation has put down to being overstretched - and the fact that they still had to pay the full £465 annual registration fee, £239 for the annual inspection and £452 to advertise in the guide, things are now back on track. As Don reports, the couple were told by the latest inspector to expect a visit from a senior AA representative in the summer.

And encouraging words from the inspector - who, according to Don, was "extremely helpful and positive" - have managed to clear up any misunderstandings about the whole inspection process. He adds: "We talked about the fact that inspection is not a defined procedure. There are personal opinions within guidelines."

Also discussed, says Don, were "the pros and cons of getting a third rosette, which the inspector says can actually be detrimental to some establishments by causing an increase in prices. But we think, with the position we are trying to achieve with Boath House, it would be good.

"We didn't talk about anything I thought was unreasonable. And the inspector did say one positive thing: he thought we were good value for money," says Don.

Along with the positive AA visit, good marketing strategies have been the key to turning round the Mathesons' fortunes. "Our marketing has started to take effect, and we are much busier than last year. We're trading well above this time last year," says Don, who credits PR activities for getting the hotel featured in several magazines such as Scottish Field, Golf World and Golf Monthly. As a result, room occupancy is running at 50% this year compared with last year's 15%, while the number of people dining in the restaurant is up by 100%.

Not only has marketing helped fill the hotel and restaurant, it has also raised the Mathesons' profile within the industry. Giving an example, Don says: "Two weeks ago, at the Scottish Trade Fair in Glasgow, people approached us who had heard of us, compared to last year when we had to make our own introductions."

Don rates these shows as important for anyone starting up their own hospitality business. Specifically, for Boath House, he has made valuable contacts with holiday agents and those specialising in golf, highland, and gourmet-style breaks. These are important considerations, given the increase in the short-breaks market and the growing tendency of guests to book late.

Being known within the industry has also had the knock-on effect of other hoteliers recommending Boath House to their guests. "It's quite a small percentage but it's something to build on," says Don.

Several other ideas have also been explored in a bid to increase guest numbers, including offering beauty therapy treatments and tapping into the second marriages market.

Mind and body

The continuing good relationship with Aveda - a US mind-and-body concept based on plant and natural ingredients - has meant a special offer from the hotel being included on a "green card" that is mailed out monthly to 25,000 customers.

Response has been excellent. Within three days of the promotion being sent out at least 20 enquiries were taken regarding the hotel's two-day break that offers bed and breakfast and a half-day beauty package for £190 per person. Included is the latest technique - the Himalayan treatment - recently learnt by in-house beauty therapist Fiona Pearson at a course at the Aveda training school in London and during time spent at the London Harvey Nichols store. Promotional brochures describe it as "a two-hour treatment harmonising mind, body and spirit using pure plant and flower technology. It is the ultimate stress-relieving experience."

Another avenue being explored by the Mathesons is the niche market of second marriages. Says Don: "The idea to promote second-time marriages came after I was quoted figures that said out of 550,000 marriages each year in the UK, around 200,000 were second or third time around. As these weddings tend to be smaller affairs, they can fit in with the personalised wedding arrangements we offer." Although this is a new marketing ploy, promoting marriages at Boath House is not something the Mathesons are particularly keen on. "We run at around two marriage enquires a week but we only take about 12 a year, because holding marriages is quite disruptive to the hotel," says Don.

He explains that a Saturday-night wedding might book out the hotel and restaurant for one night, but in the meantime guests looking for a four-day break have to be turned away.

US marketing

This is an important consideration, given that the Mathesons are counting on enticing more US visitors to the house. "The American market is a significant area for us," says Don. "We are mailing people who are specialists in our type of establishment and we are also going through publications like the Highland Scottish Golf, and also are getting help from the Scottish Tourist Board," he adds.

What will really open the hotel up to the world is the Internet. Having set up the www.boath-house.demon.co.uk site last year for a cost, so far, of £500, it is currently getting about eight visits a day. Not a lot, concedes Don, but he believes providing a site that customers can book their stay on is a crucial piece of future marketing.

Looking towards the short-term future, Don and Wendy are going to concentrate on consolidating summer bookings and following up contacts from the Scottish Trade Fair. Attention will also be turned towards planting herbs in the kitchen garden and cleaning out the lake, which will be stocked with brown and rainbow trout again this year. And, as Don concludes: "We're generally getting ready for the summer months."

Next visit to Boath House, focusing on its Internet site: 1 June