Driving a passionate and thriving tourism sector in the Cairngorms Case Study: The Dell of Abernethy, Nethy Bridge

Ross and Polly Cameron took over The Dell of Abernethy eight years ago. Last month they hosted the last production of 4 series of BBC 2’s Winter, Spring and Autumn Watch 2019-2020. The series put the Cairngorms firmly on the map in 2.45 million potential visitors’ homes. The Dell of Abernethy’s journey showcases how working conditions and wages do not have to be sacrificed to run a successful business that provides an incredible guest experience whilst supporting a family of five. 

The Challenge 

When Ross and Polly took over The Dell, the five holiday cottages were at 50% occupancy rate, with a minimum 6 night stay. Although well maintained, the cottages were stuck in the 1970s, as was the antiquated booking system comprising of phone calls, carbon copies and letters. The business had to be brought into the 21st century and support a family of five.

The Solution

Skills development

The couple had extensive experience in hospitality before taking on The Dell. There was a clear career path from working in high-end bars and restaurants in Glasgow to running an island resort in Fiji, and latterly the Ord Ban restaurant in Rothiemurcus with Ross managing Front-of-House, and Polly as Chef. Healthy competition in the hospitality sector in Glasgow pushed them to differentiate themselves from others in order to succeed. The range of high-end businesses they were exposed to also showed them what was achievable, and both can cite mentors throughout their career who inspired them to strive for excellence in hospitality. With this behind them, they set out a vision for The Dell and continue learning from their experiences and from the experiences of other comparable ventures around the UK.

Going Green

When the Camerons took on The Dell, visitor expectations were changing and the electric bar heaters in the cottages were no longer viable. Thanks to an interest-free loan from the Government a biomass boiler was installed. Warm, centrally heated cottages with plenty of hot water was good for business and ‘going green’ matched their vision of an environmentally sustainable business.

Diversification

Today, The Dell offers a venue for holidays, public and private events e.g. music gigs and weddings and workshops e.g. residential yoga retreats. The family moved into one of the cottages and let out the main farmhouse to maximise the use of available assets. They also made accommodation available for workaway staff to fill gaps in the local labour market over the years in childcare, cleaning, management and maintenance. They offer a home and lifestyle in the Cairngorms national park in return for work. Ross said, “Workaway helped us look further afield at lower cost but had there been a bigger pool of experience in the Valley, we would have moved to a permanent staff sooner than we did.” Making assets work within the family environment has been one of the biggest challenges. Reflecting on how the business developed Polly said, “in the first five years we said ‘yes’ to everything – often to the detriment of family life”. They have learned hard lessons about setting the agenda when it comes to guest relations and now feel in charge of their offerings.

Branding

Ross and Polly were not in a financial position to invest in brand development and a web presence. Instead, they used their assets to pay for a service they could not afford through an exchange with a marketing company. Hosting the marketing company’s annual ‘funfrence’ over a number of years they were able to build a relationship and were offered a branding consultancy in return for their hospitality. The website is built to reflect The Dell brand values.

Streamlining the business

Digitisation

The website has a simple booking process and clearly sets out what is on offer for the holidays, events and workshop bookings. The time not spent answering email and phone queries has allowed the couple to focus on event management. This clarity has only been made possible through reflection and business analysis – often after realising they had extended themselves beyond their limits.

Minimum stay

Check in evolved from a minimum of six nights stay to no minimum stay to fixed changeover days on Mondays and Fridays allowing visitors a mid-week break, a long weekend or a full week or more. As a result there are only two housekeeping days a week, keeping costs down. 

Financial Advice

Ross and Polly have finally found a proactive and creative financial advisor who they trust. Like many small businesses, they were terrified of debt. Today they have a healthier relationship with their finances and believe had they met such an advisor eight years ago they would have made better decisions, for example borrowing to refurbish the cottages fully from the beginning rather than doing it piecemeal.

Kindness

The couple are two thoughtful, creative people who welcome everyone who crosses their path with the same warmth. Ross and Polly actively participate in the life of the Nethy Bridge community. They have used their talents to curate several fundraising events for the local primary school, including the annual village Hogmanay ceilidh and music gigs held in their Tipi are well attended by the local community.

The Results

The Dell has tripled its turnover in just eight years. The occupancy rate 2018-2019 was 72%, up from 50% in 2012. The figures from 2020 so far show the occupancy rate has increased to 75%, directly attributable to hosting the production of BBC 2’s Winter, Spring and Autumn watch. The business is aiming for 78% at the end of 2020.

Wider issues

Ross identifies lack of transport infrastructure in the Cairngorms as a barrier for development of the business. His guests would be better served if there were buses with bike racks to improve connectivity to cycle routes, and if there was an affordable transport service to maximise access to the night economy. Likewise, opportunities for hospitality students to experience working in higher-end hospitality are limited but are necessary for the whole sector to benefit from the increase in demand for luxury tourism.