When holiday lettings agency Classic Cottages launched in the late 70s, the supply of properties had a hard time keeping up with the demand of people looking for what was then merely seen as a cheaper holiday option. Now, the ‘staycation’ is a luxury in itself, with modernised barns, annexes, and second homes turned into delightful escapes without the need for a plane ticket.
It all began when the Cornwall based Tregoning family decided to take on two neglected fisherman’s cottages and turn them into beautiful homes available to rent. Soon, when local villagers heard about the success the Tregonings had in creating new business from the two cottages, they too wanted in on the opportunity. The entrepreneurial couple quickly found themselves with a portfolio of properties to manage and knew they had an idea on their hands. Classic Cottages now looks after over 1,300 properties and recently announced their launch into Scotland.
When Dan Harrison started his career in accountancy, it wasn’t clear that his journey would take him into the hospitality industry, or to Cornwall, for that matter. “When I moved into the commercial director role at Classic Cottages and began discussing topics such as marketing or property compliance, I was often the least knowledgeable person in the room,” explains Harrison.
He says it was the excellent team of people at the company who helped educate him about the industry and he gladly took the opportunity to be an active listener. “I’ve also carried forward a data-driven approach from my days in manufacturing, relying heavily on our talented data team at Classic Cottages to provide evidence-based reports,” he adds. “This ensures that all decisions, on pricing for example, are made with a solid foundation of data, avoiding reliance on anecdotal evidence, and ensuring better outcomes.”
It’s that data-driven mindset that has helped Harrison identify the common mistakes holiday let owners make when growing their businesses. He cites failing to account for all expenses involved in getting the property ready to take guests, neglecting good communication skills to keep guests informed throughout all parts of their stay, setting the wrong price for your property, having poor photos to advertise your property, and not setting reasonable expectations when it comes to return on investment as the mistakes he sees the most.
“Our experienced property managers are always available to support and educate new owners through the journey to get their property live. When it comes to communication and pricing, Classic Cottages has worked hard to finesse the guest journey and take away this stress from the owner and use our years of industry knowledge supported by real-time data to set competitive and fair prices,” he shares. He also speaks highly of their team of photographers and writers to ensure each property is packaged in the most enticing way to attract a steady flow of guests.
Harrison speaks to LLM writer Ina Yulo Stuve about the principles his team followed to survive the pandemic and the ‘off the beaten path’ town he absolutely adores.
What makes Classic Cottages stand out from other holiday letting agencies?
We pride ourselves on the high standard we set for properties joining our portfolio and work with owners to deliver a personalised experience for the guest. Our properties are inspected to ensure high standards are maintained and our team has recently submitted their B Corp Impact Assessment and we’re dedicated to promoting sustainable tourism. We are always looking at new ways to encourage owners to adopt eco-friendly practices and providing guests with options to minimise their environmental impact.
Perhaps one of the positive outcomes of the pandemic is the growth in domestic travel. How did you encourage your team to weather the storm during those challenging years?
The pandemic was an emotional and challenging time for everyone – our team, our owners, and our guests. We were positively recognised by Which? members for our behaviour during the pandemic which has led us to becoming a Which? Recommended Provider three years running. This achievement was down to the collective effort of our property owners and those dedicated team members speaking with guests. During this time, we followed three simple principles: Communication, Maintain a positive outlook, and Always do the right thing.
Are there any patterns you’ve seen that all of your most successful hosts possess?
Our most successful owners all understand that their offering must be in a great location with desirable USPs, such as sea views or a hot tub. With a third of all UK households owning a dog, making your property pet-friendly broadens the appeal to a wider market and tends to generate more bookings over a longer season. Guests appreciate stays where it is clear the owner has thought of every detail and a successful owner knows a great welcome hamper will set the tone for a fantastic holiday for their guests. There is nothing better than entering your holiday home after a long drive to a generous basket of goodies. Finally, all of this must be provided at a price that is perceived as being value for money to the guest.
Classic Cottages is a proudly family-run business. Do you think this has influenced the company’s ethos?
The Tregoning family have undeniably shaped Classic Cottages into a unique and distinguished brand in the holiday letting industry, where genuine care, quality, and a commitment to excellence are at the heart of everything we do.
Is there a town or region in the British Isles that you’d suggest for those wanting to explore an off-the-beaten path location?
One of the most striking ‘off-the-beaten path’ places I’ve visited is Pembrokeshire. The coastline is impressive and there are some great towns scattered across the county too. One of my favourite spots for a day trip in Pembrokeshire is Solva, a very small harbour village on the south side of St David’s peninsula. I came across this little inlet on my last visit and was really taken by it. There is a beach where you can swim safely and it’s great for rock pooling with kids during low tide too. They also have a few cafés and pubs in the village, so you can easily spend a day here as a family.
What is your acquisition strategy when it comes to increasing your property portfolio?
Our portfolio growth in recent years has been organic into new regions of the UK. Our strong brand partnered with dedicated local experts and a long-term digital marketing strategy has been successful in bringing Classic Cottages to new areas such as Pembrokeshire, Sussex, The Cotswolds, and Yorkshire.
Tell me more about the upcoming launch in Scotland.
We will initially be bringing on three properties in Durness, located in the Scottish Highlands, right on the water. Guests will be able to explore uncrowded beaches, fish for sea trout and salmon, and take on some of the hiking trials from the doorstep of their holiday property. Plus, it is easy to see more of the Scottish Highlands with the North Coast 500 very close by. Although we are launching with three properties in Scotland, we fully expect Classic Cottages to grow our holiday cottage collection in the area and offer incredible experiences to guests throughout the country.
What do you love most about living in Cornwall?
The people. 100%. Moving our family from Manchester to Cornwall was the best decision we have ever made.
Factbox
Classic Cottages
Address: Sapphire House, Hayle Business Park, Hayle, Cornwall, TR27 5JR
Phone: +44 1326 55555
Website: classic.co.uk
Photography courtesy of Classic Cottages.
