Business
Why ensuring the wellbeing of its employees supports positive guest experiences
UNDERSTANDING your customers and staff is essential to ensure a successful business. For one of West Wales’ top tourist resorts, guest experience, employee training and wellbeing are at the heart of its business model.
Bluestone National Park Resort near Narberth, Pembrokeshire, attracts thousands of guests to its 500 acre resort each year. Ensuring every guest has the best possible experience is its number one priority.
From accommodation to food and beverage, outdoor activities to its Blue Lagoon water park, each area of the business has its own unique needs and requirements from guests and staff.
“You cannot underestimate how much work goes into ensuring we provide the best possible short break holiday experience for our guests,” explains Claire Lewis, Head of Guest Experience at Bluestone.
“Crucially, we strive to make sure that every guest that leaves Bluestone not only wants to return but tells their friends and family about what a great time they had. The slightest upset during their stay could impact on that. Therefore, we have to stay one step ahead at all times, and we do this by making our team a central part of the guests’ journey.”
Bluestone has been working with one of the UK’s leading customer experience insight providers to support this. Insight6 South Wales director, Mel Evans, works closely with Claire and the senior management team to track the guests’ journey, gauging their experience and ensuring employees are trained in providing the best.
From mapping the journey of a guest’s experience within all parts of the business to understand each and every eventuality, undertaking reviews of their stays, to advising on improvements and training.
“We work very closely with the team at all levels as every member of staff is an integral part of the guests’ experience one way or another. It’s not just the front-of-house team or the F&B members, it’s also the support staff, such as HR and finance. They all have an important part to play,” said Mel.
“With Bluestone, we undertook a deep survey among its employees. One of the areas raised by many was internal communications. Many felt they didn’t know what was happening within the business. This resulted in a positive change with the implementation of an employee app, providing live and regular information from all departments. It’s made a huge difference.”
Mel added: “We also worked with the People Services team using our employee feedback portal, which during the pandemic allowed the business to gather feedback from all its employees, measuring how they were feeling and allowing the team a safe place to express any concerns or stresses. People Services could then quickly react to anyone who needed help or support.
“The wellbeing of employees can impact on the way they interact with a guest, therefore ensuring they are able to talk and receive support if they have concerns, maybe stressed or just need someone to talk to is vital
“Good internal communications and positive wellbeing among employees will provide a positive impact on or guests to enable them to enjoy their experience at the resort.”
Mystery shopping has played another key role. A technique used for many years and in Bluestone’s case the guest experience is measured from the point of booking to the point of leaving the resort. It remains a crucial way to understand where and how a business is doing well or not so good.
Customer researchers are sent in regularly to gauge what guests are experiencing. This is then fed back for review, allowing changes to be implemented where they need to be.
“On an ongoing basis we also measure guest experience across the resort with QR codes asking for feedback “in the moment” in areas such as Blue Lagoon, Well Spa, restaurants, venues and other locations. Our feedback portal then flags if there has been any feedback that requires action and staff are able to respond to the issue immediately – the same day,” said Mel.
Claire points out how the feedback from one venue stated that guests would like more seating for busy periods. “As soon as that feedback came through, we immediately made more chairs available. It was as quick as that.”
Claire added: “Unfortunately, many businesses might understand their customer journey, but they only take a snapshot. That’s a moment in time and things can change, quickly. Our method is embedded into what we do day-to-day and there are constant measurements we use to monitor our guest experience from end to end.
“Working with Mel and Insight6 we have developed a robust and successful guest experience tracking system. It ensures we are constantly looking at how we can improve our services and is one reason we hope why our guests leave happy, relaxed and want to return.”
Business
Welsh Water slammed after thousands were left without water
DWR CYMRU has been slammed by a councillor who warned people “could have died” after thousands were left without water.
Tens of thousands of residents across the county were left without water after a mains burst at a treatment plant in Dolgarrog last week.
Welsh Water said supplies were restored to homes and businesses on Monday morning.
The chairwoman of Conwy’s finance committee slammed Dwr Cymru during a meeting at the council’s Bodlondeb HQ on Monday.
Old Colwyn councillor Cheryl Carlisle thanked volunteers and council staff for pulling together before calling for a public inquiry into the crisis.
Security guards
Cllr Carlisle claimed those in poor health had been left without water and said security guards at water stations had turned people away with small children.
“I’d like to take the time to thank everyone that’s being involved in the crisis in Conwy over the last six days, the selfless volunteers, everyone that provided water and help to the elderly and vulnerable, and also the engineers for fixing the problem and our social care staff and the other staff who have helped keep our nursing homes going, our care homes, and (looked after) the most vulnerable,” she said.
“On a different note, there will need to be an inquiry, won’t there, into the crisis response from Dwr Cymru.
“You cannot fault the engineers, but the delays in basic organisation, like setting up the water stations.
“It was 48 hours in my particular community. Without the volunteers, it would have been very, very serious, indeed, for those with health conditions.”
She added: “The priority lists of Dwr Cymru did not work.
“There were people on it that were still undelivered (not had water delivered) as was last night [Sunday], cancer patients, dialysis patients. This is completely unacceptable.
“Security guards turned away members (of the public) with little children. That was absolutely unacceptable as well.
“I think this has brought out the very best in people and, in just a few, the very worst. There needs to be a clear disaster plan going forward.”
Cllr Carlisle then insisted an inquiry was needed after Cllr Goronwy Edwards suggested a review.
She added: “I think it needs to be something more than a review, given the seriousness.
“People could have died, those with (serious health conditions). I don’t think we should downplay anything until everyone has come through this intact.”
Conwy Council leader Cllr Charlie McCoubrey also thanked those councillors and members of the public “who had gone above and beyond to look after their communities”.
He added the authority was now in a recovery phase with some households still without water and some schools affected.
“Clearly, with any major incident, questions need to be asked about could this have been prevented, was the response adequate, and what happens in the future in terms of how we coordinate things and prevent incidents like that happening again?”
Cllr McCoubrey said he was working with Welsh Government to get answers from Dwr Cymru.
Report by Richard Evans, Local Democracy Reporter
Business
Decision due on development of buildings at Trewern Farm
A CALL to let a 950-herd north Pembrokeshire dairy farm keep a farm shed built without permission over a decade ago is expected to be approved later this month.
In an application recommended for conditional approval at Pembrokeshire Coast National Park’s development management committee meeting of January 29, Trewern Farms Ltd is seeking permission for the retention of the agricultural building and lay down area at Trewern Farm, Felindre Farchog.
The application is part of a wider complex planning history associated with the site.
A report for Park planners says: “Trewern Farm is operated as a zero grazing style dairy farm with 304 hectares located on two separate parcels of land, one at Trewern with the remainder being at Penpedwast, adjacent to Castell Henllys. The farm has a dairy herd of approximately 950 cows.
“Trewern Farm has expanded significantly over recent years with many of the buildings and structures on site having been erected without the prior benefit of planning permission, and having since been regularised through a combination of retrospective applications and certificates of lawfulness.
“The building subject of this application is believed to have been constructed in 2014. The site currently comprises an agricultural shed immediately adjoining another shed and is used for cubicle housing.
“A slurry lagoon, silage clamps and 12 of the newer agricultural buildings are now lawful as Certificates of Lawfulness were granted for these whilst the Authority was awaiting an Environmental Impact Assessment to be submitted by the applicants for the 2015 planning application to regularise the unauthorised buildings.
“However, this is the last of the outstanding agricultural buildings which are not lawful, and an enforcement notice was served in May 2018 requiring its removal. This notice was appealed in November 2019 and is currently being held in abeyance by the Planning Inspectorate.”
It says the building referred to in the application “is described as being designed to house cattle in a series of cubicles, and forms part of a longer set of buildings running along the southern section of the farming complex,” adding: “The livestock numbers are not proposed for increase as a result of this application but will be as secured [by a planning consent] restricted to no more than 960 milking cows with 1020 maximum excluding calves.”
Local community council Nevern has previously said it has “grave concerns” about the application, asking, amongst other things, how the 960 cattle limit will be policed and important nearby woodland will be protected.
The application was previously recommended for approval at the park’s December meeting, but was deferred as not all received documentation had been published on the national park’s planning website.
The application is now returning to the January meeting, again recommended for conditional approval.
Business
Castell Howell launches new Food Show at Welsh International Culinary Championships
CASTELL HOWELL has launched a new Food Show, showcasing the food trends and innovations that the hospitality industry can expect to see in 2025 and giving visitors a preview of its growing range of Welsh food and drink products.
The new industry event is taking place alongside the 2025 Welsh International Culinary Championships (WICC) at the International Conference Centre in Newport from 20-22 January.
Castell Howell managing director Matt Lewis said: “The Castell Howell Food Show will be a new highlight in this three-day celebration of Welsh culinary excellence, hospitality skills, and innovation. As the largest wholesale supplier of Welsh Food & Drink, it gives us the opportunity to champion our excellent Welsh producers, to support hospitality customers in developing their businesses and, ultimately, to help our communities and local economies throughout Wales to thrive.
“Visitors will have the unique opportunity to engage directly with Castell Howell specialists representing every aspect of our business from insights into the latest trends, to discovering what’s in the pipeline for Welsh food and drink producers in 2025,” he said.
The Castell Howell Food Show will be a new annual event in the calendar at the start of the year, serving as a preview for its larger established trade shows, hosted at Parc y Scarlets in Llanelli and Parc Eirias in Conwy.
The Welsh International Culinary Championships, organised by the Culinary Association of Wales, bring together the nation’s most talented craft chefs, butchers, and front-of-house professionals for three days of demanding competition. The 2025 WICC also hosts the Skills Competition Wales hospitality finals, showcasing the country’s top apprentices.
Deputy First Minister, with responsibility for Climate Change and Rural Affairs, Huw Irranca-Davies, said:
“These two events promise to be a fantastic showcase for Wales’ food and drink industry. It’s an opportunity to celebrate Wales’ culinary excellence and the strength of our hospitality sector. Castell Howell plays an important role in supporting Welsh farmers, producers and the hospitality sector – and I wish them well with this new event.”
Further information about the event is at foodshow.wales
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