Executive Summary

The purpose of the Executive Summary is to give judges a general overview and better understanding of your business. Although not an exhaustive list, some examples of the type of information judges will be looking for are listed below. This question is not scored and is for background information only.

• Purpose of your business and types of services on offer
• Size of your business (eg. how many staff, rooms, units etc)
• How long you have been operating
• Any other information you feel is relevant

1.  Please demonstrate your approach to delivering exceptional guest experiences. Please provide examples of what sets you apart from the competition.

Please provide evidence of activity and actions taken between 1st April 2025 and 31st March 2026. Focus on the areas most relevant to your business. You don’t need to cover every example listed, but include practical details such as what you do, how it works, and the results. You can also add other relevant information if helpful.

You may wish to include:

• The attention to detail paid to all aspects of the guest experience – from pre-arrival (digital presence) through to post-visit – to ensure all needs are proactively met and the experience is personalised for every guest
• The unique aspects of your accommodation on which your guests comment most positively
• The ways in which you intentionally showcase the best of Scotland/the local area as part of your accommodation – eg. offering local food and drink, using local suppliers/products, promoting local businesses, incorporating aspects of local/Gaelic language throughout the offering, proactively encouraging guests to enjoy the local area, highlighting cultural and historical points of interest. If applicable, any training or development has your team undergone to provide consistent standards across your accommodation portfolio to enhance customer experience
• How do you listen and make improvements based on feedback, provided directly or through third party sites?
• Any examples of collaboration and partnership you may have with other high-quality tourism providers to create an enhanced experience for your guests
• Include measurable outcomes, e.g. repeat visits, guest feedback/ratings

 2.  What steps are you currently taking to develop your business? What do you hope to achieve and how are you measuring success?

You should provide evidence of current developments and how benefits will be monitored / measured, eg. through guest feedback, increased revenue, target market statistics. Please cover any areas you think are relevant although you may wish to include aspects such as:

• Plans for new and innovative products/services - eg. Identifying the opportunity to increase sales by providing a new dining offering to guests or perhaps creating a new facility or service for your guests to enjoy.
• New collaboration and/or partnership working – eg plans to create a new product by partnering with local dark sky events to enhance the overall guest experience.
• Intentionally targeting new markets or increasing occupancy rates
• Obtaining external feedback on the quality of the customer experience via online reviews or relevant award schemes

3.  Please demonstrate how you embed sustainability practices into your day-to-day business operations

Please provide evidence of activity and actions taken between 1st April 2025 and 31st March 2026. Focus on the areas most relevant to your business. You don’t need to cover every example listed, but include practical details such as what you do, how it works, and the results. You can also add other relevant information if helpful.

You may wish to include:

• Developing a climate action plan; achieving green awards; green champions within your business; promoting sustainable practices undertaken in your accommodation; promoting low carbon transport options; reducing waste from packaging; reducing food waste
• Providing for guests with access requirements; creating and promoting an accessibility guide detailing the onsite visitor journey; creating an access guide on your website to make your digital content accessible; employee training; ensure any food and drink provision caters for various dietary preferences
• Engaging with your community such as using local produce, working with local businesses, craftspeople and suppliers
• Promoting nearby visitor attractions and outdoor experiences; sharing the history of your accommodation, and the rich culture and heritage of the community and local area
• Implementing nature-based solutions that protect, restore or create thriving natural habitats, such as protection of eco-systems, capturing carbon in nature, tree planting etc