Pub accommodation providers want to market themselves as a viable alternative to cheap hotel chains.
At a round table event yesterday between representatives from Greene King, Shepherd Neame, Oakman Inns, Fuller’s, Enterprise Inns, Youngs, Brakspear and Punch Taverns, the panel discussed how best to break into the lucrative accommodation market.
Young’s operations director of hotels Andy Nash said pubs needed to break into the market in the same way that it broken into the restaurant sector – by upping its food offer and becoming a comparable, if not more attractive alternative.
VisitEngland enterprise director Jenny McGee said the organisation had set up an advice and support hub for tourism operators, which extended to pubs through its pub accreditation programme.
The programme was created in partnership with the British Beer & Pub Association and offered general support and advice, and a marketing tool in the form of its quality accreditation marque.
“We know we have a great product in this country, we just can’t present it in the way that we would like,” she said.
McGee said since 2006 there had been an increase of over 100% in the number of domestic trips booked online.
Mobile devices had changed how consumers used the internet, yet not all business had a website and with those that did – not all were optimised for mobile.
Technology was a recurring theme at the Stay In A Pub and Guestline hosted panel.
Greene King’s group accommodation marketing manager Mark Childs said customers what they perceived to be good value for money and Airbnb should be seen as a valuable opportunity for pub accommodation providers to market themselves, and not as a threat.
However, all of the pub representatives present at the panel confessed they had not listed their pubs on the alternative accommodation booking website.
The panel agreed that they couldn’t beat discount hotel chains such as Premier Inn on price, but said that they offered a better experience, higher quality food offer and more social opportunities.
Stay In a Pub director Paul Nunny said that visiting a pub was one of the top three activities incoming tourists wanted to do when they visited England, but pubs as an accommodation provider could be better marketed.
Stay In a Pub currently listed 1500 pubs on its website and was actively targeting new pubs he said.
They also had created best practice guidelines to help fledgling players improve their offer, create business plans and “fill their rooms come rain or shine”, Nunny said.
“The main idea is to generate interest in the sector, make it more professional and make it a powerful income stream to build on the back of good food and a nice pub atmosphere.”
