Appealing to the largest market

In order to make a good financial return on your holiday let property, you must always aim to appeal to the largest market. Once you have decided on your budget and settled on the area you would like your holiday home to be in, you need to ask yourself some important questions that will help you to identify how to appeal to the largest market. These questions are:

• 1.What do you consider the average holiday-maker to be looking for?
• 2.What would you expect from a holiday home you were renting?
• 3.Do you consider the area you have chosen to appeal mostly to families, young couples or the elderly?

Location is probably the most important factor you will need to consider as this, above all else, will determine whether or not your holiday home will be easy to market. It is all very well having a picture in your mind of a detached, thatched-roof cottage with roses around the door in a beautiful romantic setting; this type of property will almost certainly appeal to a large number of prospective holidaymakers. However, finding this kind of property and, more importantly, being able to afford to buy this type of property may prove a real problem. It is therefore essential to expand on your ideas and find a property that will appeal to as many people as possible, but also one that will not prove a headache to find and finance.

There are a large number of different properties to choose from, namely:

• 1.Detached properties.
• 2.Semi-detached properties.
• 3.Barn conversions.
• 4.Bungalows.
• 5.Terraced properties.
• 6.Flats and apartments.
• 7.Chalets.
• 8.Log cabins.

Each of the above will have some potential as a holiday let, but it is worth bearing in mind that some properties will be harder to market than others. Flats and apartments may appeal to holidaymakers seeking a base in city surroundings but may prove harder to let if they are in the wrong location.

When considering how to appeal to the largest market, you should also look at the ways you are able to market your property. You must decide whether trying to sell your holiday let yourself is a feasible option or whether you might be better suited to putting the property in the hands of an agent who will undoubtedly be able to reach a far larger audience. We will look at agents in more detail in Chapter 5.

Although location and property are the two main factors to consider when buying the ideal holiday home, it does not automatically mean that purchasing a rural idyll in a sought-after area will bring you maximum income. Once you have your holiday home, there are other factors that you must address in order to market your property and maximise your holiday let potential. More often, next to the location and the kind of property, the first thing would-be holidaymakers will enquire about is the price. They will be looking for a good-quality base in a great area, but at an affordable price. You must not undersell your property in order to keep it full, but neither must you be greedy. The average person has only a certain amount of money to spend on their annual holiday and. unless they choose to book a larger property and holiday with friends and family, and therefore split the cost of the rent, the price will have a huge impact on their booking decision.

Next to cost, another deciding factor will be the space and facilities on offer. holidaymakers are usually looking for comfort and a bit of luxury. By ensuring your property has some of the points listed below, you will be on the way to achieving a high level of customer satisfaction and ultimately achieve a high level of bookings.

Facilities on offer

• 1.Cost of heating included in the weekly rental fee.
• 2.Good-quality, clean, modern kitchen.
• 3.Good-quality, clean, modern bathroom.
• 4.Additional toilet/bathroom.
• 5.Central heating.
• 6.Colour TV.
• 7.Games console together with a selection of games.
• 8.Good-quality, clean furnishings and fittings.
• 9.Secure car parking facilities.
• 10.Clean, comfortable beds.
• 11.Washing machine/tumble drier.
• 12.Outdoor furniture/barebecue.
• 13.Linen and towels included in the cost of the rent.
• 14.Clean, co-ordinating décor.

How should I decorate and furnish my property?

What would you expect to find in a property you had booked for yourself and your family? What things would cause you disappointment? The answer to these questions should help you to decide how to decorate and furnish your own property to ensure customer satisfaction. In the past I have holidayed in self-catering accommodation and, to be honest, I have been disappointed on several occasions with the state of the property that has greeted me on arrival. Some had not seen a lick of paint in 20 years, the furniture had seen better days and the properties had been generally run-down and tired.

Gone are the days when people can get away with renting out an old dilapidated cottage featuring 1970s décor and second-hand, worn furniture. In the age of computers when almost every household is able to view a potential holiday let on the internet, it is vital that your property comes up to the scrutiny of prospective customers. Would you personally be happy to pay a premium rate to stay in a property in a prime location if the interior failed to meet even the basic standards? I most certainly wouldn’t and therefore neither would I expect my paying guests to settle for less than I myself would accept. It is probably fair to say that customers today expect, at the very least, the same quality of accommodation they find in their own homes, and quite often on holiday expect that bit more and perhaps even the added luxury. It is up to you to provide this.

First impressions make all the difference. Truer words have rarely been spoken with regard to holiday properties. The first few minutes a holiday-maker spends in your property will determine whether their expectations have been met or not. A bad first impression could lead to further problems and confrontations, whereas a good first impression will set the seal for an enjoyable holiday.

Holidays are very important and yet can be fraught with difficulties. Your guests may have spent hours journeying to their destination, they may have been stuck in traffic, they may have had impatient children or animals to contend with, and they could very well be exhausted when they arrive at your property. They will have probably saved hard for their holiday and will almost certainly have been looking forward to its arrival. It is therefore your reponsibility to ensure that they have not made a mistake by choosing to holiday in your property. That is not to say that you are responsible for your guests enjoying their holiday – that, of course, is up to them – but if you can ensure a warm welcome and an inviting, comfortable property you are well on the way to setting them up for a relaxing, enjoyable time.

When deciding how to decorate your property, it is important to remember that your house will take a lot of wear and tear. There will probably be a turnover of guests every week during the summer months. You may have little time to carry out maintenance on the property if it is heavily booked, and therefore it is important to furnish your property in an easy-to-maintain style.

How to decorate

Firstly, think about the type of property you have purchased. What works well in one type of property may be a huge mistake in another. It is best to avoid making the property appear bland, but using very bold colours to make a statement may only appeal to a small number of guests and alienate the rest.

Aim to add character to your property by using the rooms themselves as inspiration. For example, a country cottage with beamed ceilings and open fires will probably benefit from an ‘olde worlde’ kind of décor. Most holidaymakers booking a character cottage will expect to see ‘chintzy floral’ and it is therefore important not to disappoint. Be careful not to make the look appear dated and avoid going over the top. Mixing plain fabrics with floral ones helps to avoid overpowering a room and is therefore a good idea. If you plan to purchase a patterned suite, try to counteract this with a plain carpet and curtains and perhaps cream walls, so that the room doesn’t feel claustrophobic with a riot of colour and patterns all fighting for attention.

Modern flats and apartments will probably be best suited to a streamlined look, and a minimalist design would appeal to most holidaymakers choosing this type of property.

Think about the practicalities of decorating a holiday home. Painting the walls in white or magnolia is probably the best option. The walls, particularly in high-traffic areas such as hallways and bathrooms, will take a lot of wear and tear. Plain emulsion is easy to touch up in a limited amount of time. Expensive wallpapers or specially matched paint colours will prove a huge headache when damaged. Neutral colours on the walls create a good backdrop for colours within the furnishings and they can also help to make a room seem bigger and brighter. Oppressive colours which draw a room in are best avoided.

When choosing the furnishings, opt for the best quality you can afford without being too luxurious. Good-quality furnishings may not be the cheapest on the market but they will stand the test of time and, in the long run, probably end up saving you money as they don’t have to be replaced as often as cheaper furnishings. Penny pinching at this stage could well turn out to be a false economy. Suite covers, cushion covers, bedding, etc., will have to endure many washes and cheaper fabrics will quickly fade. Investing in good-quality items at this stage will ensure you will not need to change them continually as they become shabby.

Try to accessories your property thoughtfully. It is easy to fill a house with knick-knacks and cheap trinkets but by doing this you risk cheapening your property by simply adding clutter. A few well-chosen ornaments will help the property feel homely without overdoing it. A couple of pictures hung on the walls will also help to create the homely feel you should be trying to create.

Buying furniture and equipment

When deciding on the kind of furniture and equipment to buy to furnish your holiday property, always think in terms of quality. One of the most important elements of creating a positive impression for your holiday let is the quality of the accommodation on offer. You will never go wrong with good-quality furniture and equipment. Not only will they stand up to the test of time, they will enhance your holiday accommodation and please your guests.

There are certain safety regulations that apply to furniture and furnishings supplied in a holiday let property and it is vital that you comply with these. If you decide to market your property through an agent, they will have stringent checks in place to ensure that your property does not pose a danger to your guests. However, the onus on safety is down to you. We will look at safety measures in more detail later in this chapter.

When purchasing furniture and equipment for your holiday home, always bear in mind the number of guests you are advertising your property for. If for example your holiday cottage sleeps six people, it is unacceptable to buy a dining suite with four chairs, or insufficient plates, cutlery, etc. There must always be adequate seating in lounges and dining areas for the maximum number of occupants.

If you are advertising your property with an agent, they will have stringent guidelines for you to follow and will furnish you with a list of the minimum standard of equipment they expect you to provide in order to achieve a certain level of presentation. If, however, you decide to run your holiday let business yourself, you will have more freedom to pick and choose the furniture and furnishings you intend to supply. Marketing your property yourself does not mean you can skimp on quality furniture and furnishings. You should be aiming to please your guests sufficiently that they will want to return to your holiday home time and time again. This will mean an easier time for you with regard to letting the property and securing future bookings.

Try to decide early on what kind of look you are hoping to create for your properly and keep your eyes open for the right furniture. End-of-season sales are always worth a look. You can often pick up good-quality furniture at bargain prices in the sales when companies sell off old stock to make way for new. The size of your property will be a deciding factor on the amount and type of furniture you buy. For example, a huge leather suite in a tiny cottage will be overpowering and impractical. A better option would be a comfortable cottage suite. Try to choose furniture with loose covers that can b removed for washing or better still, if your budget allows, leather furniture is a good choice as it can be wiped down and remains in good condition for many years.

Good-quality kitchen equipment is vital. The kitchen will have to stand up to a lot of wear and tear and, from my own experience, it is probably fair to say that holiday guests do not look after equipment in their accommodation to the same standard as they would their own. Who wants to spend their holiday scrubbing the oven or washing up?

With this in mind, go for the best-quality kitchen appliances you can afford. You will reap dividends in the long run. Opt for a self-cleaning oven to avoid spending hours trying to clean burnt offerings and grease from the insides.

A gas or electric hob with a minimum of four burners is essential. In a smaller property catering for a maximum of two or three guests you may get away with a hob providing three burners.

Invest in a dishwasher if you have the space. These are invaluable for giving crockery and cutlery another wash before your guests arrive, should it be necessary. If you do decide to provide a dishwasher in your accommodation, remember you will need to have an extra set of cutlery and crockery for each guest.

A good-quality fridge and, if possible, a freezer are also good investments. Although many holidaymakers will choose to eat out, it is always nice to have the option of dining at the property and, although a fridge and icebox are essential, a decent-sized freezer will be a welcome bonus to larger parties or families.

A microwave is probably considered a necessity by most people nowadays. They are inexpensive to buy and take up little space. Invest in a touch control pad rather than a dial as there is less chance of them being broken. Handles and knobs tend to take a lot of stick and the less equipment you have with dials the better. Microwaves can also be used as an acceptable alternative to a gas or electric hob ring.

Kettles and toasters are essential kitchen equipment and, as they are usually on display, opt for good-quality designs that compliment your kitchen.

Colour televisions must certainly be provided in a holiday property. If your house is in an area with very poor reception, try to remedy this with a booster aerial. In very remote areas where a broadcasting signal is impossible to gain, it is acceptable not to have a television; however, it is important that guests are made aware of this prior to booking. More and more people expect additional entertainment equipment and you may like to consider providing a video or DVD player. Properties catering for a larger number of people or families may benefit from the provision of a games console. Radios and music systems are also a nice touch and add to the overall luxury of the property.

Bedrooms must be comfortably furnished with adequate mattresses that conform to safety regulations. Each bed should have two pillows and it is a good idea to invest in mattress and pillow protectors to avoid staining and the need for constant replacement. Bedding should be adequate for the season and extra blankets should be provided for those who may need them. Good-quality sheets and pillowcases, which will stand regular hot washes, are essential. Sheets made from 100 per cent cotton are the best investment as these can be washed at high temperatures. I would recommend that you stick to all-white or pastel shades for bed linen as they do not fade like deeper colours and stay looking good for much longer. Colour can be added with bedspreads, throws and cushions.

Safety

As a landlord of a holiday let property there are certain safety standards that you will have to comply with. It does not matter if you are going to market your property with an agent or if you are going to market the property yourself – the same regulations apply. If you decide to put your property in the hands of an agent, they will furnish you with advice on safety measures and ensure that you have adhered to these prior to marketing your property. If, however, you decide to market your property on your own, you will have to make sure that you are aware of the current regulations and how to comply with them.

As a landlord you have legal obligations to your guests, whether your property is let privately or through an agent. If you fail to ensure that your property and its equipment are safe and you are found to be negligent in any way, then you are committing a criminal offence.

It is important that you keep up to date with current legislation as amendments are frequently made. An agent will be able to advise you of the current recommendations.

The age and type of property you have decided to purchase will affect the safety measures you will need to look at. Generally, new properties will comply with current safety standards, though it is always wise to get things checked if you have any doubts.

Older properties, though they appear charming and quaint, may pose a bigger threat with regard to safety issues. It is advisable to get writing and appliances checked to ensures that they conform to current safety standards. If they do not, you will have to replace them before your property can be let.

The following is a check list for safety measures:

• 1.Gas
• 2.Electricity.
• 3.Oil.
• 4.Fires.
• 5.Chimneys and flues.
• 6.Private water supplies.
• 7.Smoke detectors.
• 8.Staircases.
• 9.Balconies.
• 10.Upholstered furniture.
• 11.Glass doors and windows.
• 12.Child safety.
• 13.Gardens, outdoor areas and playground equipment.
• 14.Swimming pools.
• 15.Fire extinguishers and fire blankets.

We will now look at these points in detail.

• 1.Gas. It is important that you have all your gas appliances checked once a year. Gas appliances include boilers. fires, ovens, hobs and flues. You must ensure that any gas works and checks are carried out by a qualified CORGI gas engineer and that you are furnished with a certificate stating that your appliances are in good working order.

There are laws in place that require all landlords to:

• Ensure that all gas appliances are fitted and checked only by contractors registered with The Council for Registered Gas Installers (CORGI).
• Ensure that all appliances are kept in good working condition.
• Ensure that all appliances are serviced every 12 months.
• Keep a record of all safety checks carried out to show to guests or to be inspected by Environmental Health Officers as and when requested.

• 2.Electricity. Your main responsibility as a landlord is to ensure that the electricity supply to the property and the equipment available is safe. You are responsible for ensuring that the leads and plugs are correctly write and fused.

Washing machines	Televisions
Refrigerators	Hair dryers
Kettles	Electrical blankets
Irons	Lamps

However, it is advisable to have all your major electrical appliances serviced annually as this is perhaps the only way you can be sure that you are complying with your duty as a landlord and ensuring the safety of your guests. By proving that you have carried out checks and taken all reasonable steps to ensure the safety of your guests, you will stand in good stead in the unfortunate event of an accident.

With regard to electrical safety, always:

• Ensure that any electrical work is carried out by a contractor who belongs either to the National Inspection Council for Electrical Installation Contracting (NICEIC) or the Electrical Contractors’ Association.
• Aim to have the mains writing to the property checked every five years.
• Ensure that all majors electrical appliances are inspected annually.
• Checks small appliances such as toasters and kettles at least every month.
• Keep a record of all safety checks to show to guests if requested.
• Replace broken electrical items immediately. Do not be tempted to buy second-hand equipment. Kettles and toasters are very reasonably priced and buying new will ensure peace of mind.
• Check flexes and cables for wear. If they show any signs of fraying, replace them immediately.

• Any electrical equipment brought to your property by guests is not affected regulations, as the safety of these appliances is out of the owner’s control.

• 3.Oil. At the time of writing the regulations covering the installation and servicing of oil-fired appliances are less stringent than for those run by gas. However, it is important to remember that regulations can change at any time and are constantly being updated. To be safe, follow these guidelines:
• 4.Fires. All fires used for heating can cause a hazard. Be particularly careful if your property has an open fire. Follow these guidelines:
• 5.Chimneys and flues. Potentially lethal fumes can build up when chimneys and flues are blocked, and it is therefore paramount that airflow used to vent appliances is unrestricted at all times. When carrying out the annual inspection on your property, any reputable engineer will routinely check flues, but it is essential your responsibility as the landlord to carry out routine maintenance and check chimneys and flues regularly.
• • Always:
• 6.Private water supplies. Many cottages in country locations are serviced by a private water supply. A private water supply includes water from springs, wells, boreholes and streams. As a landlord of a property with a private water supply you will be regulated by the Private Water Supplies Regulations 1991. The regulations are in place to ensure a reasonable measure of protection is taken towards consumers.
• • Almost all private water supplies are tested by the local authority. The frequency of sampling will depend on the size of the supply and can range from less than once a year to in excess of 20 times a year. Sampling frequency is dependent on whether the water is used solely for domestic purposes or commercial purposes (this includes holiday lets), the amount of water being used from the supply or the number of people using the supply.
  • If your property has a private water supply make sure you:
• 7.Smoke detectors. It is essential that your holiday property is fitted with smoke detectors. They are inexpensive and the simple truth is that they save lives. There is absolutely no excuse for any landlord not to have smoke detectors fitted in their property.
• • If you market your property with an agent, they will insist on this basic requirement. The 1991 Smoke Detectors Act ensures the mandatory fitting of mains-powered smoke alarms in all new residential buildings.
  • Always:
• 8.Staircases. These can be a potential hazard for children and the elderly. Follow these guidelines to avoid accidents:
• 9.Balconies. Although the idea of sitting on the balcony with a glass of wine appeals on the you must also bear in mind that a balcony should be seen as a potential hazard to guests holidaying with small children. If you have a balcony, ensure the following:
• 10.Upholstered furniture. The Furniture and Furnishings (Fire) (Safety) Regulations 1988 set new Fire-resistance standards for furniture. These standards apply to furniture supplied for properties intended to be let as holiday accommodation. Any furniture purchased after 1 March 1990 should already conform to these standards, as should second-hand furniture which has been bought after 1 March 1993.

Sleeping bags	Curtains
Bed linen	Carpets
Duvets	Mattress covers

• Any goods made before 1 January 1950 or the materials used to re-upholster or re-cover them are also exempt from the regulations.
• Although it should, in theory, be impossible to purchase furniture today that does not conform to these regulations, it is always advisable to look for the relevant safety labels.
• Although antique furniture has, in the past, been excluded from the regulations, it is advisable to check on the current position prior to renting your property out.
• Further information regarding the Furniture and Furnishings (Fire) (Safety) Regulations is available from local Trading Standards Offices.

• 11.Glass doors and windows. The 1991 Buliding Regulations apply to internal and external glass doors and windows. These regulations have been in force since 1992. The following rules must be followed:
• 12.Child safety. If you are intending to welcome families to your property, then it is essential that you ensure the safety of young children. Children are, by nature, inquisitive and they will want to explore their new surroundings. Cots, bunk beds and highchairs must conform to the appropriate British Safety Standards. When purchasing these items of equipment, always look for the signs that prove they are manufactured to the appropriate standards. Follow these guidelines:
• 13.Gardens, outdoor areas and playground equipment. Gardens described to holiday guests as ‘enclosed’ must be just that. Appropriate walls and fences must be in a good state of repair and all access gates must be fitted with a secure child-proof fastening. If your property is near to a potential hazard such as a railway line, stream or river, this information must be made available to any potential guests prior to them booking their holiday. If your property has a garden pond, ensure that guests are informed, again in advance, and tell them whether the pond is fenced or unfenced.
• • To ensure the safety of your guests, ensure the following points are followed:
• 14.Swimming pools. Although properties with swimming pools will undoubtedly be in great demand, as this is probably one of the most popular luxuries holidaymakers look for, you must also be aware of the potential dangers a pool could pose. In order to cover yourself in the event of an accident the following guidelines should be followed:
• 15.Fire extinguishers and fire blankets. Up-to-date, reliable advice on the type of fire extinguishers to supply in your property can be sought by contacting your local fire brigade. Different types of extinguishers are recommended for different areas of the home. However, in principle the following points are worth bearing in mind:

More detailed advice about the various regulations for the self-catering accommodation businesses can be obtained from Regional Tourist Board Business Advisory Services, the official organisations responsible for implementation.

The English Tourism Council also publish an excellent book on this subject entitled The Pink Booklet. This can be obtained by contacting them at Fulfilment Centre, Thames Tower, Black’s Road, Hammersmith, London W6 9EL, or by telephoning 020 8846 9000.