- 6 weeks ago
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Short filmTranscript
00:00I've been a hotelier for over three decades.
00:04Please remember at all times that you're representatives of the hotel.
00:08And I know just how tough this profession can be.
00:11It's 24-7. We're just exhausted.
00:13But not once in all my years...
00:16Oh, my God.
00:17God.
00:18...have I seen so many businesses...
00:20Everything I've earned has gone into this place.
00:22...and owners closer to the point of collapse.
00:25You are fired.
00:26It's too much.
00:28Sorry.
00:30So I'm back.
00:31Here to help rescue these flailing businesses.
00:35Can you put your belly away?
00:36It really looks like you just don't care.
00:39From hotel newbies...
00:40It's absolutely terrifying.
00:41...to traditional seaside B&Bs...
00:44On the beach like Pamela Anderson.
00:46...and village pubs.
00:48Sleeping under a pie may be a step too far for me.
00:51It's your sense of humour.
00:52It's not my idea of fun.
00:55And I'm up against the clock...
00:57Feeling very anxious.
00:58It's because they're all on the edge.
01:00Very critical situation financially.
01:03I don't like failing.
01:04I'll be rolling my sleeves up...
01:06...and getting stuck in.
01:08That's closer to nature than I've been in a while.
01:11...delivering some tough love.
01:12It's a tip for me.
01:14I don't know which bit I hate most.
01:16I'm sorry to be hurtful.
01:17I mean, hello.
01:19To help these hospitality owners on the right path...
01:23I don't have any way to put a pair of knickers...
01:25...but I've got a recycling bin.
01:26...before it's too late.
01:28How are bookings...
01:29...empty.
01:30Why would you do that?
01:35This time...
01:36I don't think you're a brilliant hotelier.
01:38Yeah, yeah, I know you do.
01:40I answer an SOS from an eccentric entrepreneur...
01:43I'll put the towels on the towel rail...
01:46...where they belong.
01:47...with a poncho for the quirky...
01:49...steamy punk room in my arse...
01:52...whose boutique hotel...
01:53Shall we see the view?
01:56I mean, never have I ever.
01:58This is not acceptable.
01:59...leaves a lot to be desired.
02:01Surely even the gangs of New York...
02:04...had to put their knickers somewhere.
02:09The love of my life is this house.
02:12In the heart of the West Midlands...
02:15...stands Old Hall House.
02:17A ten-bedroom hotel.
02:18This is all made out of snooker legs...
02:21...and you don't see many...
02:22...six-poster beds, do you, like that?
02:24Owned by eccentric father of two...
02:27...sixty-year-old Stephen.
02:29When you look up in heaven...
02:30...that's me and my daughters...
02:31...when we're flying around.
02:34You've got to try things.
02:36You can have a bit of fun.
02:37That's what I've done.
02:38Or post a bed with guns.
02:40It's a boutique hotel.
02:41That's what I like to call it.
02:44This is a baggage room.
02:48All made of baggage.
02:50We don't want to be whoring, do we?
02:51But it's not earning its keep.
02:56We've got no-one in the house.
02:59Wow, OK, scary.
03:01It means an awful lot to him.
03:02Because we were there as a family.
03:05He wants it to work.
03:08It was my personal home, my children as well.
03:11And we had a lovely time here.
03:12Bought from years of hard graft.
03:17I was working on the turf with my dad...
03:19...then DJing at night...
03:20...trying to earn as much as I can to put together.
03:22I was DJing seven nights a week sometimes.
03:25And kids' parties in the day.
03:26And weddings.
03:27It was just mad.
03:28There's the picture of when we bought it.
03:302001, derelict farm.
03:32The house came with 160 acres.
03:36It was like having an off-the-scale playground.
03:41And I loved to invite my friends back here.
03:43It was absolutely amazing.
03:45Which Stephen developed into a successful events and conference centre.
03:50And just grew and grew.
03:51With a restaurant and themed bar.
03:54Look, there's me knocking, trying to get in.
03:56Providing jobs for 45 members of staff.
04:02I've done 12 breakfasts.
04:05Including his daughters, Frankie and Georgie.
04:07Can you manage?
04:08Do you want me to help you?
04:10No thanks.
04:12All this he created despite enduring a hidden impediment.
04:16Do I really want to tell everybody I'm illiterate?
04:18I don't go around telling everybody.
04:21Not writing or reading.
04:23I've learned to live with it.
04:24And that brings other strengths out in other ways.
04:28My determination is massive.
04:30So all we're going to do now is find a driver.
04:31That's it.
04:32He'll see I have to be me again.
04:35This is his baby.
04:36He's here all day, all night.
04:39He lives on site.
04:41It's all he thinks about from the minute he wakes up.
04:44Holidays.
04:46I don't know what that word means.
04:48But Stephen's tenacity came at a price.
04:51When, in 2003, he's separated from the mother of his daughters.
04:56And two years later, the family home became a hotel.
05:01But 20 years on, and the hotel's failing to make a profit.
05:06It's not just bricks and mortar to us.
05:07It's more.
05:08My dad would be devastated if the old hall house didn't succeed.
05:13I think we all would.
05:19I'm heading for an establishment that calls itself a boutique country house hotel,
05:25which already makes my hackles rise,
05:28because it immediately makes me suspect that all is not quite as boutique as it sounds,
05:36as I have yet to find a boutique hotel that describes itself as such.
05:39Maybe my dread is misplaced.
05:43Maybe for once I am going to a truly boutique hotel.
05:47I have arrived, apparently.
05:50My initial sense of dread was probably justified.
05:58Gosh.
05:59This looks as far from a boutique country hotel than I could ever have imagined.
06:05This is enormous.
06:06In fact, where is it?
06:10There's nothing to say there's a hotel here,
06:12but I did see a sign for reception.
06:14I'll head that way.
06:19She's coming up the office.
06:20Yeah, I know.
06:21You need to sit down quickly.
06:22Oh, God.
06:23I've never seen a reception like this before.
06:35Do I dare ring the bell?
06:38Who's that?
06:42Hello.
06:43Hello.
06:44I'm Alex.
06:45Lovely to see you.
06:47Thanks for coming along.
06:48Nice to meet you.
06:48It's my daughter, Frankie.
06:49Hello.
06:50Lovely to meet you.
06:52What is this place?
06:53Well, I'd like to think it is a boutique hotel.
06:56Boutique means small, doesn't it?
06:58Well, boutique means a lot of things.
07:01But boutique hotel represents top end, luxury, and usually includes a formal reception.
07:08And this seems anything but.
07:11Am I likely to find lots of this?
07:14You might find a little bit.
07:16Quirky little bits that I've done that I can't help doing.
07:19Well, I better have a closer look at what he can't help doing.
07:24It's a very funny way to check into a hotel.
07:27That's fine.
07:28It's not terribly glamorous.
07:31Ah, so this is the hotel.
07:33Nice building.
07:40Yeah, 16th century farmhouse.
07:43Mentioned in the Doomsday book.
07:45Really?
07:45Yes.
07:46Of course.
07:47I just hope it's as aesthetically pleasing on the inside.
07:52OK, come through.
07:53We're in room 10.
07:55This is the special one I've got for you.
07:57What do you think?
08:03A little bit different.
08:07Boss, do you design all the rooms yourself?
08:10Well, they're not designed.
08:11They kind of evolve.
08:15How much is this room a night?
08:17£200 a night.
08:19Including breakfast?
08:21Yes.
08:22And when we stay in the biggy blind room, we get a free hat.
08:27Can I look around?
08:28Well, I'll leave you the key.
08:29All right, thank you.
08:30OK.
08:30I want Alex to give me some advice how I can get more occupancy so it works consistently
08:40so I can employ all the people and pay all the bills and have a bit left over for myself
08:45as well, because that's the whole point of doing all this.
08:48She might come up with some cracking results.
08:50I'm not mad keen on these.
08:56That's cast a veil.
08:58If that's in the wardrobe, what could be lurking under the bed?
09:05I mean, it's not my idea of fun.
09:08I mean, he's obviously someone who likes his jokes and he likes his humour.
09:12I think it's less funny than he might think.
09:18Down the corridor, the theming continues.
09:21I'm guessing this is the snooker room.
09:28And it's just kind of like, why?
09:31Then you've got kind of this horrible settee and gold brocade.
09:36It all looks extremely uncomfortable and very ill thought out.
09:45I'm beginning to get irritated and I've only seen two of the rooms.
09:50So, I'll set one exceptional.
09:51Why would you do that?
09:59It's just so stupid and juvenile.
10:03The hotel is split across three floors, with themed rooms all on the lower two floors.
10:10This one is apparently the steampunk room.
10:13As offensive as I find this, what the hell is it doing next to this?
10:20It's badly conceived and badly executed.
10:23He's falsely advertised this as a boutique country house hotel.
10:27And actually, it's starting to make me really cross.
10:32Shall we see the view?
10:33I mean, never have I ever.
10:43Pillows, Z beds, linen and...
10:47This is not acceptable.
10:50Steampunk room in my arse.
11:03Right, tell me about this weekend.
11:07Members of the public are not booking the weekends up.
11:10I've answered an SOS from 60-year-old entrepreneur, Stephen.
11:14Scary times.
11:16Whose boutique country house hotel in Coventry is more Hammer House of Horrors.
11:21I mean, I'm glad it's not in my room, because I wouldn't close eyes all night.
11:27So far, I've seen four of the ten rooms.
11:30This whole experience is getting strained by the second.
11:35And I've been told that the honeymoon suite is upstairs.
11:39Oh, my God.
11:44It's brown, which is not ideal for a honeymoon suite.
11:48You can't open any of the cupboards, because the bedside table's in front of it.
11:53It's like this was designed by someone who's never stayed in a bedroom.
11:57Oh, the blue light of love.
12:02It's not functional, for one thing, but it's also in no way romantic.
12:07The thought that he's trying to flog this as the honeymoon suite is horrendous.
12:13The man has two daughters.
12:15I challenge them to come and spend their wedding nights here.
12:19Why would you put a jacuzzi in a bathroom like this?
12:30I mean, start off by redoing the tiling.
12:32The blinds.
12:34The awful, disgusting grouting in the shower.
12:37The ceiling.
12:40Unremitting misery.
12:41Having had a snoop around the so-called Boutique Country House Hotel,
12:50I want to discuss my findings with Stephen.
12:52If I can find him somewhere in this enormous establishment.
12:57What else would I expect in the cave bar but a caveman?
13:02Welcome to my little cave.
13:03Do you get paid extra for this?
13:06I just do, because I love it.
13:08This is like Stephenland.
13:09The only thing I'm here to comment on is the hotel.
13:14So I'm going to focus on that.
13:16I love the bar.
13:18You look very handsome in your caveman outfit.
13:20But we have to sit down and talk properly about the hotel.
13:25Get that?
13:25Yeah.
13:28From what I understand, the public bar and restaurant,
13:32700-seater conference centre,
13:35wedding and events marquee,
13:37and the 16 glamping pods are all money-makers.
13:41So this is the bit you're good at?
13:43Yeah.
13:44My goodness.
13:45It's an empire you've created.
13:48But, you know, you feel really responsible for all your employees.
13:52Yeah.
13:52With 45 now...
13:55Gosh.
13:55..it's quite a lot of pressure on you
13:56that you've got to keep all this going
13:58so they can all live their lives as well.
14:02Which makes me even more determined
14:04to ensure that the hotel can bring in the money too.
14:08So, the accommodation's the bit
14:10that you're not making your profit on.
14:13Do you know what your occupancy is annually?
14:1523%, which is low.
14:19Scarily low.
14:20An annual occupancy of 23%
14:23means Stephen is losing money every single day.
14:27So 50% probably is break-even
14:29and 60% is making money.
14:31Right, yeah.
14:32By my calculations,
14:35if you sold all the rooms,
14:36let's say 60% occupancy,
14:39that would turn over 275 grand.
14:43So I think you kind of ignore it at your peril.
14:46OK.
14:47You advertise it as a boutique country house hotel
14:50and what you find when you're on site,
14:52there's a slight disconnect.
14:54If you go into that steampunk room
14:56and you open the curtain
14:57and you see into the...
14:59Yeah, yeah, yeah.
14:59..where there's all the pillows
15:02and the linen and the half of bed and the...
15:04I mean, it feels like no-one really loves it.
15:07You know, Granny's spare room.
15:09Did you see Granny?
15:11I didn't like Granny.
15:12Didn't you?
15:13No.
15:15That hole was there.
15:16I didn't build that hole.
15:17No.
15:17That hole was there.
15:18But you didn't have to shove a...
15:20Well, what else would you put in it then?
15:21You've asked me to help you improve
15:23your accommodation.
15:23Yeah, OK, I'll get that.
15:24So I'll listen to that.
15:25And I'm giving you my advice.
15:27My point is that I think
15:29it's a confused offering.
15:32Who's in charge of the hotel?
15:34It feels like you've got a daughter
15:36doing a really good job on Christmas.
15:38Like, you've obviously got a daughter
15:40doing rather well in the kitchen.
15:43Who's in charge of the accommodation?
15:45Nobody, really.
15:47It does kind of look after itself.
15:50Why?
15:52Because I've got...
15:53You know, it's not the most valuable...
15:55It does need a bit of
15:56what I'd call passion
15:57putting back into it.
15:59Yeah.
16:00Well, I assume that's why I'm here.
16:01Exactly.
16:02That's why I thought
16:03who's the passionate person
16:04I could find.
16:05I'm definitely passionate.
16:06And you popped up,
16:07so here we are.
16:08I'm definitely passionate.
16:09I'm really passionate
16:10about accommodation.
16:12And rooms
16:12should be
16:13a really profitable part
16:15of your business
16:16because the costs are so low.
16:17Apart from linen
16:18and keeping them clean.
16:21Those rooms should be filled
16:22every single night of the week.
16:24No, I get it.
16:24I'm just...
16:25Yeah.
16:25I don't think...
16:26I don't think you're
16:28a brilliant hotelier.
16:29Yeah.
16:29Let me give you...
16:30I'm going to give you some advice
16:31and then whether you take it
16:32or not is up to you.
16:33Okay.
16:35It's been a little bit more fiery
16:37than I thought,
16:37but she wants to get a point across
16:39that, you know,
16:40you haven't got it right
16:41in the hotel.
16:43And I haven't.
16:44And I admit that.
16:46Make a cup of tea then.
16:58Well, I hope she slept well.
17:05The mattress in this bed
17:07is super comfortable,
17:09but to my shock and horror,
17:11there is no mattress protector
17:13on this bed.
17:15No shower mat.
17:16No where to put a wash bag down.
17:19Surely even the gangs of New York
17:21had to put their knickers somewhere.
17:24No blinds on the windows.
17:26Nothing.
17:27So I'm exposed to the public view
17:29at all times,
17:31which made getting ready
17:31this morning quite interesting.
17:33For my £200 a night stay,
17:36breakfast is included
17:37at the restaurant on site.
17:39But for the life of me,
17:40I can't find a menu in the room
17:42to tell me what's on offer,
17:43so I'll have to take my chances.
17:45Good morning, how are you?
17:48I'm very well, thank you.
17:49Is it possible to have eggs royale,
17:53but without the muffin?
17:54Not a problem at all.
17:55Not a problem at all.
17:55Perfect.
17:55I hate cooking poached eggs.
18:00They never go well for me.
18:02Actually, I quite like the restaurant.
18:04You know, I'm not going to change
18:05the man's taste.
18:06All I'm here to do
18:07is try and improve his hotel.
18:10Thank you so much.
18:16I can't understand
18:18why an entrepreneur like Stephen
18:19isn't advertising the restaurant
18:23in the rooms with at least a menu.
18:25Things just don't add up.
18:28Hi, morning.
18:29Hello, ladies.
18:30Hello.
18:31Maybe Stephen's daughters,
18:32Frankie and Georgie,
18:33can enlighten me.
18:36I want some gossip.
18:38What is your dad like to work with?
18:40He's fun.
18:42Yeah, he's fun.
18:43Yeah.
18:44He's absolutely crazy.
18:46But he's just him as a person.
18:49And if he didn't come up with the ideas,
18:51it wouldn't be here.
18:52We wouldn't be here.
18:53I'd like to hear from you
18:54what you think the issues are
18:56in the accommodation as it is.
18:58Well, it needs updating
19:00and it needs to look after
19:02and there's no one looking after it ever.
19:04We used to have Barb, didn't we?
19:06Yeah.
19:07Who literally just did everything.
19:09And then, obviously, she retired.
19:11And no one's ever picked it up.
19:14I agree.
19:14But obviously, it doesn't make us much money,
19:16so I think that's why it's just kind of
19:18been left to one side.
19:20It is a worry massively.
19:22It's another set of income for the business
19:24and we want it to work.
19:26We haven't given up our family home
19:28for people not to enjoy it.
19:30I think I've got to try and persuade him
19:32to stop calling it a hotel, actually.
19:34Maybe.
19:35Maybe.
19:36Well, yeah.
19:37Or just a house.
19:38Because it's not really a hotel, is it?
19:41There's no porter.
19:42There's no real reception.
19:44Yes.
19:44Housekeeping seems to happen
19:46as and when they kind of, you know, feel like it.
19:49Yeah.
19:49So I think, possibly,
19:52we've got to reduce people's expectations
19:54and improve the product.
19:55Do you think that that's a fair assessment?
19:57Yeah.
19:58Yeah?
19:58Despite leaving school with no qualifications,
20:03Stephen has clearly worked his socks off
20:05to build this business
20:06and he is desperate to ensure all his staff,
20:10particularly his daughters, have security.
20:13And with a staffing bill of £2 million a year,
20:17every single element of his operation
20:19must be profitable,
20:20including the accommodation.
20:23So, it's up to me to put Stephen
20:25on the right hotelier path.
20:27I'm not trying to ruin your fun, OK?
20:30I promise.
20:30Because, obviously, it's really important to you.
20:32But what's important to me
20:34is making this a function in place.
20:36I don't want Stephen to lose his themed rooms,
20:39but they do need to be comfortable and practical.
20:42Darling, I'm on the ground floor getting dressed.
20:45Do you not think that you need something
20:47to protect your modesty?
20:49Blind.
20:49Possibly.
20:50Like a half-blind, at least.
20:53You know, you are quite exposed here.
20:55Does it not bother you?
20:55I suppose if you're stood here naked, yeah,
20:57you could see everything.
20:59Yeah.
21:00But also, when you go into a bathroom,
21:02where do you put a wash bag down?
21:04What's a wash bag?
21:05Well, when you go away...
21:06Oh, you mean that...
21:07Do you take a toothbrush?
21:08Yeah, yeah, that's a wash bag, is it?
21:10OK, I missed it.
21:11I forgot.
21:12This showman has concentrated so much on his gimmicks,
21:15he's missed the basics.
21:16Actually, I like this room more than any of the other rooms.
21:20Apart from the mannequin in the wardrobe,
21:22which I feel no need for at all.
21:25Shall we go upstairs?
21:26Come on, love.
21:27Some of this really awful modern art.
21:30Oh, my little cherubs.
21:31It was just a laugh.
21:33Come with me.
21:34If there's one room that needs not just a makeover but a rebrand,
21:39it's the downright depressing honeymoon suite.
21:42You call it a honeymoon suite.
21:46It has brown walls.
21:48Brown walls.
21:49I mean, would you enjoy to have your wedding night in this fine room?
21:53I've never found the right lady to ask.
21:56The bathroom?
21:58It's a bit depressing, isn't it?
21:59Yeah, I haven't been up here for a while.
22:02I rest my case.
22:05I've left it alone a bit too long,
22:07so I need to get my finger on the pulse and get it back.
22:12Cold.
22:16Rugging up.
22:17I'm ready.
22:17Let's go.
22:18Stephen's empire is enormous,
22:20and I spent last night pondering on how the hotel could integrate more into it
22:25rather than being the afterthought.
22:28Little gap.
22:29Let's go through here.
22:30I've asked Stephen to show me what specific activities he runs here.
22:34We do lots of things in here, segways,
22:37axe throwing down there, archery, laser clay,
22:40and choo-choo rifles.
22:42In this age of social media and sustainability,
22:48experiences given as gifts have become big business,
22:52and the tour has sparked an idea.
22:57Milk, dear?
22:58Please.
23:00Say when.
23:00That's it.
23:03Right.
23:04I'm sure that we can fill your accommodation
23:08by selling it as a package that includes dinner in your restaurant,
23:11breakfast,
23:13and a combination of maybe three activities for small groups
23:17to better market what you've got.
23:19You've just pointed out mainly the bleeding obvious,
23:21but, you know, sorry.
23:24It is.
23:24It's obvious.
23:25It is the bleeding obvious,
23:26but then why didn't you bloody notice it?
23:30Yeah.
23:32After today, I won't return for a month,
23:34so I want to ensure Stephen's central focus in my absence
23:38is the accommodation.
23:40I would like you to promise me.
23:42Here we go.
23:43Not eternal, undying devotion,
23:47but I've seen what you've achieved here.
23:49I just need you to turn your gaze with your guys
23:52with enthusiasm.
23:54Yeah, I've got plenty of that, yeah.
23:55I can do that.
23:56Yeah?
23:56Yeah.
23:59Now, your girls told me
24:00that you used to have a nice woman called Barbara
24:02who used to look after it,
24:04and she retired.
24:05Yeah, long time ago, yeah.
24:06And since she's gone,
24:08it's been nobody's responsibility.
24:12No, it hasn't really.
24:13I suppose it's cleaned
24:14and changed the sheets,
24:17but that's it, really, I suppose.
24:18But darling, I'm sure you'll agree with me.
24:21Someone needs to make sure
24:22that everything's done to your standards.
24:24So you need to think about
24:25who's going to be in charge, yeah?
24:27Have I got to remember all this?
24:29I'm sure I can send you an email.
24:31Can you?
24:31Yeah.
24:34I'm a big believer
24:35in under-promising and over-delivering,
24:37so I think we need to
24:38dial down the boutique country house hotel thing.
24:41So how would you do that?
24:43Well, I think by not calling it a hotel...
24:45Well, I don't agree about calling it a house,
24:48because a house is where you live.
24:49Well, you're calling it
24:50Old Hall House Hotel.
24:52I mean...
24:52What we also have to make sure
24:55that you have in every room
24:56is the breakfast menu,
24:57the dinner menu.
24:59You know, let's sell the two products
25:01to each other.
25:01They're there in the kitchen.
25:02I've seen them.
25:03No-one's updated them or put them in.
25:05That's because no-one's responsible for the...
25:07Yeah.
25:07...for it.
25:08Then let's do one room
25:10so you can see
25:11that it can be
25:11really nice guest accommodation
25:13and be practical
25:15and still retain
25:16an element of fun
25:17that you like.
25:18Excellent idea.
25:20Yeah?
25:20Yeah.
25:21I've got something I said
25:24I'd promise you.
25:25It's your own hat.
25:27See if it fits.
25:30They are gorgeous.
25:32Look at that.
25:34Perfect.
25:35Thank you for all your help.
25:36The challenge for him
25:37is to refocus his attention.
25:39Otherwise,
25:40it's always going to be
25:41the bit of a business
25:41that drags the rest back.
25:51Are we okay to come in
25:58a little bit earlier
25:59for tomorrow then?
26:00Yeah.
26:01Despite being a self-made man,
26:03Stephen has never been able
26:05to read or write.
26:06I went to school every single day.
26:08I went to computer lessons.
26:09It just doesn't go in.
26:11I keep trying,
26:11but I'm not wired up that way.
26:13Of course,
26:13it's held you back in other ways.
26:15You can't type the invoices.
26:17You can't read the magazine.
26:18You can't write down
26:19different things.
26:20Use a computer.
26:21It's not been an easy ride.
26:23It's tricky.
26:25Although he's battled
26:26this obstacle all his life,
26:28Stephen's created
26:29a successful restaurant
26:31and events business.
26:32But his hotel is failing.
26:35You want to make it work
26:36and I'm very scared
26:37of it not working.
26:38What's the occupancy looking like?
26:40Absolutely quiet.
26:42Okay.
26:43We can't afford
26:43to carry on empty.
26:45To me, to you.
26:46Come on.
26:50I'm back in Coventry
26:53after leaving Stephen
26:54with strict instructions
26:55to have laser-like focus
26:57on the rooms
26:58for the past four weeks.
27:01Last time I was here,
27:02I challenged Stephen
27:03to finally put someone
27:05actually in charge
27:06of the building.
27:07Someone whose feet
27:08could be held to the fire
27:09if things weren't done properly,
27:11if people complained.
27:12I need that focus
27:14back on the rooms
27:15to make sure
27:16that they finally
27:17start paying their way.
27:19And I'm excited to see
27:20how he got on
27:21with my suggestion
27:22to rethink
27:23the honeymoon suite
27:24because I won't
27:25be the only visitor today.
27:28I have invited
27:29some guests
27:30to stay tonight
27:31and I'm really hoping
27:33that the rooms
27:34are ready.
27:35We've just got to
27:36get this done.
27:37Yeah.
27:37I'm very nervous.
27:38I'm very nervous.
27:42How are you, darling?
27:45Good.
27:45Very well, thank you.
27:47Slightly behind schedule.
27:49Okay.
27:51Are you dropping
27:52the word hotel?
27:53We've changed the name.
27:55Heart House.
27:57What do you think?
27:58To go in with
27:58Heart of England.
28:00We thought that was,
28:01it all brings it together
28:02on your advice, obviously,
28:03because I wasn't
28:04going to change the name.
28:06I love it.
28:08Oh, that's good.
28:08Brilliant.
28:09We've been on it.
28:10The room is looking good now.
28:11I can't wait to see.
28:14Right then,
28:14shall we go
28:15and have a look
28:15at the room?
28:18Show me the money.
28:22We've changed the room
28:23from the Honeymoon Suite
28:24to the Woodland Suite.
28:25Ooh.
28:27I like that.
28:29Oh, that's much
28:30more appropriate.
28:34Gone is the brown paint,
28:36carpet and curtains,
28:37replaced with a fresh new look.
28:39Still on a theme,
28:40but I'm pleased to see
28:41no gimmicks.
28:44Ta-da!
28:45Actually, I really like it.
28:46Good.
28:50This is a step above, isn't it?
28:52Very posh, isn't it?
28:54Stephens followed my suggestion
28:56to lose the ginormous jacuzzi,
28:58dated tiles,
28:59and shoddy shower.
29:01The bathroom's now contemporary,
29:03stylish, and practical.
29:05It's lovely.
29:06I love the double sink.
29:08Loads of room to put stuff on.
29:09Loads of room to put stuff on.
29:12I suggest that we get out
29:13of everyone's hair
29:14so they can have some chance
29:16of finishing this off.
29:17Yeah.
29:19I'm over the moon
29:21about the new rebranded
29:22Master Suite.
29:23I'm pleased that Alex likes it.
29:25It's a relief to me.
29:26Yeah.
29:26However, I still haven't spotted
29:29any sign of a housekeeper.
29:35During my last visit,
29:37I had a brainwave
29:38to increase occupancy
29:39in the rooms.
29:40I asked Stephen
29:41to look into wrapping
29:42the accommodation in
29:43with activities on the site
29:45for small groups.
29:47His team have been working on it,
29:49but have come to a dead end.
29:52So what are the sticking points?
29:53Cost ends.
29:54If we were to price it individually
29:57to put a package together,
29:59it would cost quite a lot of money.
30:02Just to be absolutely clear,
30:04these shouldn't be
30:05individual packages.
30:06There should be five plus
30:08because then it makes
30:09some economies of scale.
30:11I would prefer 10.
30:12Selling experienced packages
30:14to a group means
30:15the fixed costs,
30:17for example,
30:17the expense of an activity instructor,
30:19are divided between the guests,
30:21which leads to a bigger profit overall.
30:24The instructors start
30:25from around about £150 per day.
30:27Right.
30:28Let's say it's £200 a day.
30:30If you divide that up
30:31amongst 10 people
30:32and then you double it,
30:34it's about £40.
30:36And we're trying to make sure
30:37we make money.
30:38So let's say
30:39£50 a day for activities.
30:41That seems quite reasonable,
30:42doesn't it?
30:43At that price,
30:45Stephen would make £300
30:46on the activities
30:47for a group of 10.
30:49Now we need to add in
30:51the price of a room and dinner,
30:52which both have a large markup.
30:55So it's £140 a night for one,
30:58plus £40 for the dinner,
31:00breakfast is already included,
31:02plus the £50 for the activities.
31:06As a dinner, board,
31:07breakfast and activities package
31:09for a group of 10,
31:11it would cost each guest £230.
31:15That seems extraordinarily reasonable.
31:17It's a really easy way
31:19to sell bedrooms.
31:20You start them off
31:20at a 10th minute price
31:22where you're still making money.
31:23Upsell the food,
31:24they might want a better package.
31:25Yeah.
31:26The VIP package or something.
31:28I'm VIP everything, Marla.
31:30Yeah.
31:30Stephen's getting it.
31:32This is just the basic package
31:34and you can add on from there.
31:37The trend for activities
31:39and experiences
31:40shows no sign of slowing.
31:42It could be really lucrative
31:43if he sells it properly.
31:46And to stress test this idea,
31:48I have a group on the way.
31:50Let's hope Stephen likes surprises.
31:53I have arranged
31:54some guests to come and stay.
31:56Really?
31:57Tonight.
31:58They'll stay in here
31:59and I would have liked them
32:00to stay in our new woodland suite.
32:03A lot to do.
32:06No, let's try and make
32:08this happen up there.
32:09OK, good.
32:10Ooh, he took that well,
32:12considering how much
32:13still needs to be done
32:14in the woodland suite.
32:15And before the guests arrive,
32:17I want to check the essentials
32:18which were lacking
32:19on my last day.
32:21Mattress protector.
32:22Do you think a mattress protector's on?
32:24Yeah.
32:24Check it.
32:25Mattress protector is not on.
32:30OK, well, they didn't do that.
32:31But we did do the windows, look.
32:33Oh, the film on the windows.
32:36No, only that one.
32:37Oh.
32:37I didn't want to do
32:38the front of the house.
32:39Why not?
32:39Because it looks like a toilet.
32:43We still don't have a menu.
32:45I have.
32:46Well, where is it?
32:47Probably in the drawer.
32:49What drawer where?
32:52Darling, no one's checking it.
32:55Go and find whoever it is
32:57who's going to be in charge
32:58of making sure
32:59that the menus are in here.
33:00There's a mattress protector
33:02on the bed,
33:03the few basics,
33:04and in the meantime,
33:05I'll put the towels
33:06on the towel rail
33:07where they belong.
33:11Where's the mattress protector?
33:13It's not just this room
33:15that needs a mattress protector.
33:16It's every room.
33:20You know,
33:20it's all very well
33:21saying menus are here.
33:22Where are menus?
33:24Smack on the wrists,
33:25but we're on it.
33:28Ta-da!
33:29Thanks.
33:30See, I knew they were ready.
33:32Just never put them in.
33:33I don't think
33:34you actually understand
33:35the idea
33:36that I need someone
33:37who is actually in charge
33:39of running this
33:40as rooms.
33:46I'm at the newly named
33:55Hot House
33:56to help entrepreneur
33:57Stephen and his daughters
33:58reignite passion
34:00for a forgotten part
34:01of the business.
34:03He might struggle
34:04with reading and writing,
34:06but it was just a farm
34:07and he's built it up
34:08to what it is today.
34:09It's actually a shame
34:10that the one part
34:12isn't working.
34:13The old farmhouse
34:15is now a dead weight
34:16in Stephen's
34:17otherwise thriving portfolio.
34:19I'm convinced
34:20that having a housekeeper
34:21in place
34:22responsible for this
34:23accommodation
34:23will change its fortunes.
34:26And I'm pleased to say
34:28Stephen's employed one.
34:29This is Kate
34:32who is now
34:34looking after the house.
34:35Nice to meet you.
34:36And with guests
34:37arriving any minute,
34:38I'm going to take
34:39this opportunity
34:40to brief Kate
34:41on the importance
34:41of her new role.
34:44What I would really like
34:45is someone
34:46who takes ownership
34:47of this
34:47because I think
34:48there's lots of people
34:49rushing in and out
34:50and someone has got
34:52to be the person
34:52to pull it all together.
34:54It's just been left.
34:54It's just been left.
34:56It really shows
34:56just a little
34:57fresh eye on the situation
34:59so that is your challenge.
35:01Should you choose
35:02to accept it?
35:03I accept it.
35:06And what better way
35:07for Kate to start
35:08than to welcome
35:09the guests I've booked in.
35:12Hi guys.
35:13Welcome to Hart House.
35:15I've got some keys
35:15for you here.
35:16I've got three rooms
35:17for you.
35:18I hope you enjoy your stay.
35:20Thanks.
35:20Sounds good.
35:24Oh wow.
35:26I believe that the key
35:27to the accommodation's
35:29success
35:29is to market
35:32experience packages
35:33to small groups.
35:35I've never had
35:35a four-poster bed.
35:36So I've organised
35:37one group
35:38to stress test
35:39my idea.
35:40Yeah,
35:41it's a real nice room.
35:42Anything unusual
35:43is all part
35:44of the adventure.
35:45Oh wow.
35:46Oh my gosh.
35:48I did not expect that.
35:50That scared me.
35:52Oh my gosh.
35:55It's weird
35:56but I like the concept
35:57of it.
35:57It's, you know,
35:58it's different.
35:59Can't get rid of the fact
36:00there's a man under my bed
36:00to be honest.
36:03Ooh.
36:04That's nice.
36:05Like the woodland-y feel.
36:07And it's thumbs up
36:08for the finished
36:09woodland suite.
36:16I was about,
36:17yeah,
36:17the bed's not big.
36:20What?
36:21I've been big.
36:23Fallen asleep.
36:24It's my final day
36:32with Stephen
36:33and I've got
36:34one last reveal
36:35for him.
36:37I have arranged
36:38four representatives
36:40from Groupon
36:41and from Wonder Day
36:42is coming.
36:42Oh, that's good.
36:43So let's see
36:44where we get to.
36:45E-commerce companies
36:46like these
36:47started up
36:48around 15 years ago
36:49as a one-stop shop
36:50for subscribers
36:51to access top deals
36:53on activities,
36:55travel and experiences.
36:57I think this is
36:58just the kind of site
36:59and the range
37:00of stuff here
37:01is perfect
37:02for what they're
37:03interested in.
37:03Good stuff.
37:07Gift experiences
37:08are now worth
37:09three billion pounds
37:11to the UK economy.
37:12It's an enormous
37:13market to tap into
37:14and the company reps
37:16I've arranged
37:17are well-placed
37:17to help uplift
37:18Stephen's dire
37:20occupancy rate.
37:21The whole point
37:22is to try and fill
37:23the house
37:23so hopefully
37:24they can bring
37:25some work to us.
37:26Fingers crossed.
37:27People are always
37:28looking for experiences
37:29whether it's
37:30sourdough making
37:31or clay pigeon shooting
37:34and we just have
37:34to tap into
37:35that very lucrative market.
37:39And on that note
37:40it's time
37:43for my guests
37:44to head off
37:44to enjoy
37:45their new experiences.
37:47Please, my friends,
37:48your very low-key
37:49transportation awaits.
37:50I hope you have
37:51a lovely time.
37:52Enjoy yourselves.
37:56So darling,
37:57just to remind you
37:58the things
37:59that I'm obsessed about.
38:00No towels or beds.
38:02Yeah.
38:02The gift experience
38:04reps will be here
38:05any minute
38:05and there's a lot
38:07at stake.
38:08Can we make sure
38:09that all rooms
38:10have menus?
38:11Yes.
38:12So we need
38:13to bring our A-game.
38:16So, Matt,
38:17Abby, Patricia,
38:18this is Steve,
38:19our genial host.
38:21Thank you for coming along.
38:21Do you want to explain
38:23what do your businesses do?
38:25How do they work?
38:26We come from purely
38:27a gift experience
38:27point of view.
38:28So our customer base
38:30is heavily led on women
38:31buying gifts
38:32for loved ones
38:32in the form of an experience.
38:34So they're looking
38:34for more of a memory
38:35than a product.
38:36Our customers come to us
38:37looking for an experience,
38:38something new to do.
38:39We have over
38:40five million subscribers.
38:41That's great.
38:42No, that's really helpful.
38:44We thought it might be
38:45worthwhile going
38:45and showing you
38:46the grounds first.
38:48Jump on.
38:50Let's go.
38:51Right, we found them.
38:57Experienced platforms
38:58work on commission,
39:00so there's no
39:00upfront risk for Stephen.
39:03Oh, that's so cool.
39:04And with subscribers
39:05at their fingertips,
39:06they can market packages
39:08to millions
39:08at just the touch
39:10of a button.
39:11Oh, well done.
39:12He's good.
39:13Pull.
39:15And reload.
39:17Great.
39:19So far, so good.
39:20You think they're enjoying it?
39:21I think they're enjoying it.
39:22So we get Kate in
39:23to show the room.
39:24Well, I know the history.
39:25Kate's not been here
39:26that long.
39:27So I don't know
39:27whether that is a good idea.
39:29No one except you
39:30cares about the history.
39:31Oh, thanks.
39:32But...
39:32OK.
39:34I mean, honestly.
39:35I'll do as I'm told.
39:36Good, thank you.
39:37With Kate showing off the house,
39:43I'm desperate to know
39:44how the experience package
39:45went down
39:46with my guinea pig guests.
39:48Did you have a good time?
39:49Yeah, it was absolutely amazing.
39:50Probably one of the best days
39:51I've had in a long time,
39:52to be honest.
39:53Oh, I'm so pleased.
39:54I really enjoyed the archery.
39:56Brilliant.
39:57Clearly,
39:58rolling the accommodation in
39:59with the on-site activities
40:01has hit the bullseye.
40:02Now, I think,
40:08the big test
40:09and one that I'm not
40:10quite so confident about
40:11is what the professionals
40:12are going to say.
40:14So,
40:14what did you think
40:15of the accommodation?
40:17Abby, Mark and Patricia
40:19represent two major
40:20experience platforms.
40:22If they believe
40:23Stephen's activity-packed
40:24site and accommodation
40:25could be turned
40:26into giftable getaways,
40:28then he could be
40:29quids in.
40:30Very quirky.
40:31It gives like a small
40:32inn type of feel,
40:33but with all of the amenities
40:34that actually you do have
40:35in a much bigger property.
40:36So, on that side of it,
40:37we loved it.
40:38Do you think
40:38that this is something
40:39that you might be able
40:40to work with?
40:41Absolutely, yeah.
40:42I think there's so much
40:43variety here.
40:44I think it's perfect for us
40:46and it will be perfect
40:47for our clients.
40:48Somebody looking to stay
40:49in the hotel
40:49would take advantage
40:50of the restaurant.
40:51It's going to be
40:51additional revenue
40:52on the experiences
40:53and on the property,
40:54ultimately,
40:54so that you will see
40:55good growth there.
40:56This is wonderful news.
40:59Maybe you could have
41:00a conversation privately
41:01with Steve
41:02and see where you go
41:03from here.
41:04The specifics of the commission
41:05are a closely guarded secret
41:07between the platform
41:08and the hosts.
41:09So, reaching a deal
41:11is now up to Stephen.
41:12Thank you for your time
41:14and for your enthusiasm.
41:15I really appreciate it.
41:17Thank you for having us.
41:18I'll be really interested
41:19to hear the upshot
41:20of his discussions,
41:22but I think it looks
41:23like it might work.
41:24There, please.
41:25I'm very pleased indeed.
41:26I had a really positive feedback
41:31from both Wonderdays
41:33and Grigal.
41:34Excellent.
41:35And so,
41:36I now feel much more confident
41:37about the direction of travel
41:39and that we've taken
41:40the right path.
41:41Well, that's exciting news.
41:42Fingers crossed,
41:43positive thinking
41:44and all that.
41:44And, my gosh,
41:45you're so brilliant.
41:47Oh, there is that bit.
41:48I totally forgot to say.
41:49I mean, why thank you.
41:50Yeah.
41:51It was my family home
41:52and I think I probably
41:54did leave it a little bit
41:55and what are you doing business?
41:57You get swept away
41:58on this hamster wheel of work
42:00and you needed
42:01a little bit of attention
42:02and we've given it in now.
42:03And with Kate
42:04and the rest of the team,
42:05I think it's going to fly.
42:07The house is one bit
42:08of a business
42:09that hasn't been paying its way
42:10and I'm absolutely positive
42:12that it will start to now.
42:13Thank you for your help
42:15and your advice.
42:17It has been a joy
42:19and a pleasure.
42:21I feel that Alex
42:21has put the passion
42:22back in the house.
42:23It's been very emotional.
42:25It has.
42:25Tears to me eyes.
42:27Our house now
42:28is, you know,
42:29back on the map
42:30and let's keep it up there.
42:32It's been an almost one.
42:33Yeah.
42:34I'm very pleased
42:35that there is a revenue stream
42:36that he hasn't thought of yet
42:38and that I've brought to his door.
42:39It's a feather in my cap.
42:47Hi, Alex.
42:48How the devil are you?
42:50It's been an exciting time
42:51here at our house.
42:52We've recently partnered
42:53with some brilliant
42:54experienced platforms,
42:56companies,
42:57and I'm very happy
42:58to say we've sold 26,
43:00yeah, 26 packages.
43:02That demand
43:03is absolutely fantastic.
43:06And the other big news is
43:07we've recently hosted
43:08a group that's booked
43:09out the entire house.
43:11We've had some really
43:12positive feedback,
43:13which is absolutely fantastic.
43:15We'll see you next time.
Recommended
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