This guide was for self-catering businesses in Scotland to help them with planning during the pandemic. Read the STERG scenario planning toolkit for more information.
This page was aimed at helping you consider sector-specific actions to incorporate into your business plans. You could then apply your strategies to the scenarios.
A SWOT analysis helps you to understand your business's strengths and weaknesses. It can also show you the opportunities and threats your business might face from the marketplace. Allow yourself to think about the current operation of the business and how it needs to evolve to anticipate new, as well as existing, challenges. Watch our online webinar to find out more about SWOT and actions your business can take.
Follow our workshop, conducted in partnership with the Association of Scottish Self-Caterers (ASSC). The following SWOT was developed for the self-catering sector in Scotland. It details the key internal and external factors influencing the sector.
Client / Owner distant perception – visitor engagement with owners during stay may be limited. Opportunities for upselling and developing visitor lifetime value therefore diminished
Typically, little sector collaboration - amongst itself, the wider tourism sector or with the local community
Restrictive operating conditions e.g. recruitment may be impacted by the pandemic
We linked the identified SWOT to possible actions, uniquely developed for self-catering businesses.
The suggestions were developed in partnership with the industry. Through a facilitated and interactive workshop, it looks at the impacts on:
The examples provided are intended to inspire, stimulate thought, and can be adapted for your business. We hope that they'll help you design your own foundational strategy plan. You can test your plans against the defined scenarios from the toolkit.
Trustworthy
Flexible
Diverse
These actions are examples of how you could harness the sector’s strengths to capitalise on the opportunities identified in the SWOT:
"Serviced" self-catering, personalisation
Takeaways from restaurants, meal boxes, supermarket click & deliver
Volunteering options for visitors to take part in (rewilding schemes etc)
Develop niche sectors for future business – accessible / LGBTQ / pet friendly
Inform activity and attraction providers of visitor volumes and guests of bookable opportunities
These are examples of how you could reduce the identified threats by using the strengths identified in the SWOT:
Keep them warm with social media / marketing. Be ready to provide latest/local information on what is open
Consider pricing / revenue management. Understand your competitors price points and what demand levels are likely to be when you set prices
Have a cleaning regime and certification in place
Provide new experiences and local collaborations. Collaborate with suppliers for local products or for visitors to live like a local
Establish dog walking routes
Owner interaction
Collaboration
Operational
Operational conditions of the business
These actions are examples of how you could harness the sector’s strengths to capitalise on the opportunities identified in the SWOT:
Consumer push for book direct welcome / promote the benefits – this could be a part of your added value offer
Increase your visibility, accessibility and use it to build relationships
Collaborations with activity suppliers and role of influencers
Volunteering options for visitors to take part in (rewilding schemes etc)
Loyalty of repeat visitors to destinations, locations, and providers
These are examples of how you could reduce the identified threats by using the strengths identified in the SWOT:
Keep your website updated. Get or stay connected with the local community to help develop new or updated added value offers. Keep connected with suppliers, understand their limitations / delivery times within restrictions.
Review staffing package / pension /holiday pay, etc
Get any "problems" fixed
Re-open / safety measures and destination focus messaging are not just a hard sell on your own property
Keep connected with suppliers, understand their limitations / delivery times within restrictions. Understand new timeline for supplier distribution delays and delivery of service like laundry. Have a contingency for supplier disruption or a cachet of local produce