Renowned hotelier, restaurateur and author Ruth Watson continues her mission to reverse Britain’s reputation for poorly run hotels, guesthouses and B&Bs. In tonight’s instalment, Ruth tackles the oddly named Weyanoke – a large hotel on the Eastbourne coast currently suffering from something of an identity crisis.
Three years ago, after a stint running a small B&B, Mark and Heidi Cowderoy bought the Weyanoke – a beautiful, 33-bedroom Victorian hotel situated on the Eastbourne seafront. In the past, the hotel has catered mainly for coach parties of pensioners paying as little as £20 for a room, but this business is quickly dying out. Heidi and Mark decided to refurbish the hotel to take it upmarket, but their spending has meant that they have failed to make any profit since the beginning of their venture. Since buying the hotel, the couple have spent in excess of £1 million on what Mark calls a “Victorian money pit”. Now deep in debt, Mark and Heidi are in dire need of Ruth’s help before their business collapses.
Upon arrival at the Weyanoke, the first thing that strikes Ruth is the beauty of the building: “Architecturally, this is just sublime,” she remarks. However, she also notices the hotel’s old-fashioned image and its confusing, North American-sounding name. Once inside, she is shown to one of the refurbished rooms: “Blow me down,” she says. “It’s a delight!” But the grand, pristine interior of this room is in stark contrast to everything Ruth encountered downstairs, prompting her to conclude that the hotel has a split personality.
The next morning, Ruth samples the hotel’s breakfast –an essential part of the stay. “This is a slightly pitiful-looking breakfast,” she observes, but adds that it would be satisfactory for a guest paying just £20 for a room. She then heads to the bar to speak to Mark about the business. Here, she discovers what may be the hotel’s main problem: while Mark knows how much money is coming in, only Heidi has control of the money spent on the refurbishment –and she is spending income that the hotel simply does not have.
After 24 hours of observation, Ruth sits Mark and Heidi down to reveal her findings. Firstly, she tackles the hotel’s dual identity, suggesting that the business cannot continue to run in two different directions, with contrasting tariffs for clients at opposite ends of the spectrum. She then stresses the need for rebranding, starting with a new name for the hotel. Finally, Ruth addresses Heidi’s wanton spending and recommends that the couple communicate properly about financial matters.
Mark and Heidi take Ruth’s advice on board and get to work, though Heidi seems dubious about her mentor’s methods: “It was a little like being back at home,” she remarks. Mark is keen to develop a coherent business plan, but it seems that Heidi cannot take the financial situation seriously. Still eager to take the hotel upmarket, she pushes ahead with the refurbishment, and her spending again goes over budget.
On Ruth’s return to the hotel, she has developed two business proposals. The first projects that the hotel would make an annual loss of £1,000 if the couple were to stick to the coach parties; the second deals solely with a higher-paying clientele and foresees a net annual profit of £60,000. With such a stark illustration of their financial future, Mark and Heidi choose the second plan and begin a complete rebranding of the hotel.
After canvassing local opinion, ‘East Beach’ is chosen as the new name for the hotel, but this is only the beginning of the transformation. Mark and Heidi must now complete the refurbishment work in time for a relaunch to which travel journalists from the national press have been invited. Will they manage to stick to their plan, or will Heidi’s expensive tastes send the hotel into financial ruin? “Please stay focused,” is Ruth’s parting advice.
Right after The Hotel Inspector on Five is ‘The Hotel Inspector: Unseen’ on Five Life, offering further insight into this week’s programme.
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