Marketing works for Lush Victorian Inns
Canadian Lodging News - Volume 8 No. 4
By Katherine McIntyre
VICTORIA—"We don't serve bacon and eggs unless you make a special order," explains Ian McPhee of Abbeymoore Manor. "They are on every breakfast menu. Instead we might offer hot savory seafood crepes one day or raspberry blueberry stuffed French toast another day. But," he added, "we always have a starter of fresh fruit with one of our specialty scones and lots of fair trade coffee."
Situated in the historic Rockland district in Victoria, British Columbia, Abbeymoore Manor, an Edwardian mansion from the Gilded Age, has received the 2010 Trip Advisor Travelers' Choice Award as the #1 B&B in Canada and the #2 B&B in the world.
It is one of seven designated historic houses that rich and powerful 19th century merchants once owned. Architecturally preserved on the outside, restored on the inside, they offer understated luxury, verdant gardens, friendly service and superb breakfasts.
These historic inns work together to promote their distinctive position in Victoria's hospitality industry. Says Anne Mosher, one of the innkeepers, "There are plenty of B&Bs in Victoria. We wanted to target younger people, the ones that usually stay in hotels." Banding together as Victoria's Historic Inns gave them the funds they needed to work with Spectacular Ink, a public relations company, that would promote their inns and give them a broader market.
The innkeepers meet once or twice a month to develop ideas for interesting, seasonal packages. For example they might offer Glorious Gardens as a package to include a two-night stay, breakfast and entries to a couple of Victoria's famous gardens. Then the public relations company publicizes the package, with news, press releases and story ideas for the media.
"We work well together," says Mosher. "If one inn is filled we can recommend another in our group."
All the innkeepers pride themselves on their outstanding breakfasts, their luxury properties and their friendliness. They are all familiar with Victoria and surroundings and can recommend day trips, where to shop and good restaurants to their guests. They find that more and more of their clientele use the Internet for making reservations and use social media such as FaceBook and TripAdvisor for visitor comments.
Each inn is distinctive. They are as follows:
Albion Manor, built in 1892, is a five-minute walk to down town Victoria. With its wide welcoming verandahs it is the oldest in the group.
Abbeymoore Manor Inn is located in "Old Victoria" where famous merchants and bankers built their sumptuous homes. They have included garden level suites with private entrances that are targeted to snowbirds who come to Victoria to escape the snow.
Beaconsfield Inn, a nine-bedroom Edwardian Inn with its stained glass windows and extensive gardens, was given to one of Victoria's wealthy heiresses by her father as a wedding present.
At Dashwood Manor Seaside Inn, each of the eleven rooms room has a perfect view of the ocean and the Olympic Mountains and the beaches are just across the street. In-room spa service is a specialty.
Humboldt House is two blocks from the famous Fairmont Empress Hotel. In a fully restored Victorian house, built in 1893, guests are greeted with a bottle of sparkling wine and chocolate truffles.
Oak Bay Guest House has been welcoming guests to their eleven-room Tudor style inn since 1922. The rooms are furnished with period pieces and baths have claw-foot tubs to add to the historical décor.
Prior House was once the home of BC's lieutenant governor. This 4-diamond AAA award inn serves afternoon tea with pastries to its guests. Long-term guests have their own separate entrances.
The seven heritage designated inns of Victoria's Historic Inns work together to promote their unique and distinctive position in Victoria's hospitality industry. There are plenty of B&Bs in Victoria. We wanted to target younger people, the ones that usually stay in hotels." Banding together as Victoria's Historic Inns gave them the funds they needed to work with Spectacular Ink, a public relations company, that would promote their inns and give them a broader market.
See the full article at http://www.can-lodgingnews.com/artman2/publish/May2011/HowsBusiness/Marketing-works-for-Lush-Victorian-Inns.shtml
Posted May 01, 2011