Latest / Host Planet: Airbnb, Holiday Let, and Vacation Rental Insights / From Combat to Hospitality: What the Military Taught Me About Guest Experience
Transcript
- 0:00Welcome to the Host Planet Playbook, your go to guide for
- 0:03mastering short term rentals. In this special series, we're
- 0:06sitting down with 30 of the world's top property managers to
- 0:10uncover what really drives success in the vacation rental
- 0:14industry. You'll hear their stories, learn
- 0:16the key lessons they've picked up along the way, and discover
- 0:19the game changing tech they use to deliver 5 star guest
- 0:23experiences. If you're serious about growing
- 0:26your STR business, you're in the right place.
- 0:30We've also developed an ebook featuring the stories of every
- 0:32manager in this series, and you can download it for free.
- 0:36Head to Houseplanet dot Club to find out more.
- 0:39In today's episode, we're chatting to Jamie Miles from
- 0:42Anglesey in Wales. Stand by for mentions of the
- 0:45Royal Marines, Game of Thrones, and why scaling too much is not
- 0:50an option for this particular property manager.
- 0:58This special series is brought to you by Host Planets and
- 1:00Hospitable, the smart AI powered property management software
- 1:04trusted by hosts worldwide. With Hospitable, you can
- 1:08automate guest messaging, sync calendars across platforms and
- 1:12manage your rentals with ease, all from one powerful, easy to
- 1:16use platform. If you're keen to run your short
- 1:19term rental on autopilot, try Hospitable today.
- 1:22Visit hospitable.com/host Planet to see how the platform can save
- 1:27you time, reduce stress, and maximize your earnings.
- 1:32Jamie, thank you for being part of the Host Planet Playbook.
- 1:35Let's start with you. What's the name of your company,
- 1:38Where are you located, and how many rentals do you manage?
- 1:42OK, so we I'm Jamie Miles. I'm the director of Anglesey
- 1:46Holiday Lettings. We operate solely on the Isle of
- 1:50Anglesey. For anyone who doesn't know
- 1:53where that is, that's a small island off of the North Wales
- 1:57coast. Bit of caution myself however
- 2:00that's this is where I've ended up.
- 2:02We currently manage in house full management of 96 properties
- 2:09and growing. Superb.
- 2:11Tell us then, how did you get involved in the short term
- 2:14rental industry? Purely by accident.
- 2:19I moved to Anglesey in 2014, having spent seven years
- 2:25building very slowly a property which had an attached holiday
- 2:30lap which I was going to use to as a source of income.
- 2:36And while I was doing that and advertising it and getting it
- 2:38all ready using purely OTA, he's a good friend of mine said do
- 2:42you want to look after mine? And here we are.
- 2:46We're now managing what we are purely by accident.
- 2:51So you, you're a Cornishman but you've ended up in Anglesey.
- 2:55And also just before we came on you were talking about your
- 2:58memorabilia behind because you did 26 years in the Royal
- 3:02Marines. So Royal Marines Cornishman, how
- 3:05did you end up in Anglesey? Why there?
- 3:08Well, there's the history is a little bit deeper than that
- 3:10actually. I came to Anglesey of a good
- 3:14friend of mine who was in the Royal Navy and he said, would
- 3:17you like to come to Ross, Niger? And I said, where's that?
- 3:21And I see said Isle of Anglesey and I said, where's that?
- 3:26So I ended up here for a long weekend and stayed for a week.
- 3:29And I was in the Royal Marines obviously at the time.
- 3:33And having spent almost 10 years of in and out of Iraq,
- 3:37Afghanistan and all sorts of other places, I started to use
- 3:40Anglesey as a a pre and post deployment stop off because it's
- 3:45an absolutely beautiful part of the world.
- 3:49And then when I was due to start thinking about retirement and so
- 3:53where am I going to go? Well, I had this project on the
- 3:55go and I decided, well, I'll come and live there.
- 3:58And because after 27 years in the Romans, actually you kind of
- 4:03have nowhere really to lay your hat because you've spent most of
- 4:06your time travelling around everywhere and settling nowhere.
- 4:09Best decision I ever made. Also on top of that, when I
- 4:13moved here I got offered the position as one of the military
- 4:17advisors for the Game of Thrones.
- 4:20So I was running with that for five years whilst concurrently
- 4:23building this part what I thought was going to be a part
- 4:26time job running some holiday laps and as as Game of Thrones
- 4:31finished, we then concentrate on growing the business and.
- 4:34And so we are where we are and why we are.
- 4:38Wow, amazing. It's amazing where these
- 4:39conversations go, isn't it? I wasn't expecting Royal Marines
- 4:42and I certainly wasn't expecting Game of Thrones.
- 4:44That is. That is phenomenal.
- 4:46So what are the skills from the Royal Marines that you've ended
- 4:50up applying in the world of holiday letting?
- 4:54I would say probably attention to detail and walking a very
- 5:00tightrope in a very strong wind while spinning 18 plates because
- 5:05that's the military world and that's also the holiday lettings
- 5:09industry obviously. But I think it's just it's
- 5:14people, it's being able to communicate.
- 5:16I think really, you know, your day-to-day skills of managing a
- 5:18business, you know, you know, relate to what I used to do
- 5:23within the Royal Marines anyway really.
- 5:26But this, this is all about people management and
- 5:28understanding. You know, everyone is different,
- 5:31every customer is different, every client is different, every
- 5:34member of staff is different. So I think just being versatile
- 5:38enough to be able to communicate at the highest level and the
- 5:41lowest level really. Got to ask you about the Game of
- 5:44Thrones as well. I mean, just tell us about that
- 5:48experience. And did that experience help
- 5:51what you're what you're doing now?
- 5:53And have you got any cool stories to share about the the
- 5:56famous people involved in that? Oh, I couldn't share any
- 6:00stories, I'm afraid, because, you know, I've signed, signed
- 6:02some paperwork to say that I can't.
- 6:04But no, the there's nothing really that came.
- 6:09It's a completely different thing, a completely different
- 6:12environment. I would say comparable.
- 6:18It's the detail to the program detail to what you need to
- 6:23schedule yourself to do you know what's coming up and what do you
- 6:28need to deal with prioritization, scheduling.
- 6:31It's, it's, it's that. But you couldn't get 2
- 6:34industries so further apart, I don't think, to be honest with
- 6:37you. But you know, a very memorable
- 6:39experience and a real good, fun, good hard work.
- 6:44And, you know, it was very good to be part of something that was
- 6:46so, so massive, you know, and successful.
- 6:50Yeah. And you were advising or
- 6:52advising like battle scenes and this kind of.
- 6:55Thing well, so you advised the director, but obviously Game of
- 6:59Thrones is, you know, far from anything military.
- 7:03But my sole may or main purpose really was to coordinate, train,
- 7:11discipline all the extras. Because as you can imagine, Game
- 7:14of Thrones had, you know, sometimes you have 500 people of
- 7:17500 extras on set, plus crew plus, plus everything else, a
- 7:21lot of moving parts. And my job was to make sure that
- 7:24they were trained in the scenes that they were doing,
- 7:27disciplined well enough so that when I told them to be
- 7:30somewhere, they were there and 5 minutes early because it's a
- 7:33very expensive environment. And if you haven't trained them
- 7:35right and you're having to retake, retake, that's an awful
- 7:38lot of money. So advice to the the crew, you
- 7:42know, they need training as well.
- 7:44I didn't do anything stunts or anything like that, you know,
- 7:47weapons training because that belongs to stunts and that's
- 7:50what they do. But between all the departments
- 7:52we delivered, you know, massive successes like the Battle of the
- 7:55Bastards as it was known. That was my first gig with them.
- 7:59So creating and coordinating that scene was was was
- 8:03fantastic. I can imagine it being at a
- 8:05military operation having I was late to the Game of Thrones, but
- 8:08yeah, binged through all of it and yeah, it's quite a
- 8:11phenomenal show. All right, then we're back to
- 8:14holiday letting away from away from Game of Thrones again then.
- 8:19So what makes your property management business stand out
- 8:23among the competition? We're not a call center is the
- 8:27first thing, so that makes a stand out compared to our bigger
- 8:30players. I think if I was to describe us
- 8:33in one paragraph, I would say that all of my staff that
- 8:38support this business are in house.
- 8:41They're all on hand because they're local.
- 8:45My team and I know the properties inside and out.
- 8:49We know the owners and many of which of them we, I know all of
- 8:53their own, all of the owners. I've been to weddings, funerals
- 8:56and everything from a bar mitzvah through, you know, with
- 9:00owners. We're a friendly, purposely
- 9:03small outfit because we deliver everything that the S that that
- 9:09that cottage requires, everything from housekeeping.
- 9:12We've even got our own professional laundry unit.
- 9:16You know, we deal with compliance.
- 9:17I have maintenance department, we deliver arrival essentials
- 9:22like the welcome packs. So for an owner, it's a turnkey
- 9:26event that's in house and not subcontracted.
- 9:29So for for an owner that's just massive, you know, they just
- 9:34want to reduce their noise because Jamie and his team have
- 9:38got it on hand. So with that, it massively sets
- 9:41us apart from anything else that's being delivered at this
- 9:44scale on the island, really. What have you learned about
- 9:48keeping owners happy and how do you achieve that?
- 9:53Firstly, you can never keep all owners happy you.
- 9:58I think rather than using that terminology, I would say that I
- 10:02have learned to manage their expectations very well because
- 10:06this environment that we're working in at the moment,
- 10:09especially, particularly in Wales, is a very hard gig, you
- 10:15know, very hard gig. You know, every day there is
- 10:17something new and you could be speaking to them every two
- 10:21minutes if you chose to. I think the key to it is, is
- 10:25that I build up trust with them and then they leave me to it.
- 10:29And if there's a reason something's happened, they,
- 10:31they're assured Jamie and his team have got it.
- 10:34So, you know, I don't aim to make my owners 100% happy.
- 10:39I aim to deliver an honest product to the guests, keep the
- 10:42guests happy, make sure that the product delivers and we deliver
- 10:46on our promise and expect that. Understand that you can't keep
- 10:51everyone happy. Talk to us about Wales, then
- 10:55outline the challenges that you're facing there and how
- 10:59you're dealing with them. OK.
- 11:00So there are 17 pressures at the moment in Wales.
- 11:04You know, everything from the business rates criteria through
- 11:08to the threats of implementing EPC's of Grade C and above that
- 11:14would wipe out 50% of our portfolio.
- 11:18We then have the traveler's levy.
- 11:20We've got a thing called Article 4 directions, which is a
- 11:24planning permissions piece. The list goes on.
- 11:26There are 17 of them and they're all in a priority order.
- 11:30So operating in Wales in this industry, if you are trying to
- 11:34deliver a safe and legal property to market, it's hard
- 11:40work. And coupled with that we, you
- 11:45know, excluding my political thoughts, Wales is just a very
- 11:52demanding environment that changes daily that you have to
- 11:55react to, you know, really do have to react to and be on top
- 11:58of things. So that just makes, that just
- 12:01makes things very, very hard. We are.
- 12:04It's a very simple bit of maths, but the facts are it is twice as
- 12:08hard to make safe and legal money in this business than it
- 12:14was 12 months ago. Or in fact two years ago really.
- 12:17What would your message be to lawmakers in Wales?
- 12:24Get your data, you know, get your data right because what
- 12:28they're quoting in as far as the numbers of visitors, what
- 12:32they're spending and what our industry delivers, everything
- 12:35from, you know, the value added to the, the GDP through to the
- 12:44tourism numbers. If you've got that right, you
- 12:46would actually probably leave us well alone.
- 12:49And where we operate on the Isle of Anglesey at the moment, we've
- 12:52got 2 industries and that's tourism and that's agriculture.
- 12:55And both of those industries are just under massive attack from
- 13:00other all directions. And one of the key problems we
- 13:03do have is that the departments aren't seeing what they're all
- 13:09doing to us. They think it's only them coming
- 13:12at us. Well, it's not just the net zero
- 13:15piece that's coming for the EPC's, it's the business rates,
- 13:18it's the Article 4 and it's coming in from like a 17 point
- 13:22pincer movement onto our industry.
- 13:25And they're just not seeing this collective of damage that
- 13:30they're doing to us. So, you know, I think if they
- 13:33can get that data right and they can understand all the pressures
- 13:36that we're under, we will probably be left a little bit
- 13:40more alone, I think. Tell us more about Anglesey.
- 13:43What are the wonderful aspects of hosting there and and what
- 13:47are the unique challenges of hosting there as well?
- 13:50OK, so first let's deal with the unique challenges.
- 13:54You know, the average age of a person on this island, you know,
- 13:58is over 60. The the amount of people that
- 14:01are within the working age is low because there is very little
- 14:06industry here now. Most youngsters are moving to
- 14:10the mainland, into the bigger cities to go and find work.
- 14:14Because when you've only got tourism, farming, you know,
- 14:16farmers stick to farming. They don't, they don't step out
- 14:19of that obviously. So employment on this island is
- 14:23really difficult. It really is difficult.
- 14:25So that the pool of talented people that this industry
- 14:28requires is hard work. You know, it's taken me a long
- 14:32time to grow a very good team that I do have.
- 14:35But when we do want to expand, as we grow the portfolio, it
- 14:39becomes difficult employing. But you know, as far as what is
- 14:45unique about Anglesey, where you name it, it's a beautiful,
- 14:48beautiful island. It's it's a miniature Cornwall.
- 14:52You know, you've got everything from the inland beauty through
- 14:56to the coastline, stunning scenery with lots and lots of
- 15:02golden sandy beaches, lots of cobbly beaches.
- 15:06You know, 135 mile of coastal path walk, which we're we're
- 15:11running in a month or so's time for, for charity.
- 15:16It's it is exactly that. It's it's a miniature Cornwall
- 15:20and our catchment areas predominantly, you know, North S
- 15:24150 mile around Chester. But we do get visitors from all
- 15:28over the world. It's the secrets kind of out and
- 15:31our visitor numbers usually for the last well for the last 10
- 15:36years have been on the up last 12 months not so.
- 15:38But we've, you know, I think that's more monetary rather than
- 15:41popularity. Getting guests from all over the
- 15:45world, then what are your top tips for delivering an
- 15:48outstanding guest experience? Honest marketing, honest value,
- 15:57delivering on a promise and being on hand, they're the key
- 16:02ones. Lots, you know, we're very
- 16:04fortunate. We've built a brand so that
- 16:07we're currently on 40% returning customers and just over a third
- 16:12of those returning customers and multiple bookings.
- 16:15We do very well of attracting people away from OTAs.
- 16:19Once they've booked with us, we incentivize them very well.
- 16:23And you know, 100% of My Portfolio stepped across the 182
- 16:28day requirement where it needs were the ones that needed to, of
- 16:33the established portfolio that is and we're hitting targets for
- 16:37occupancy. So it's, it's looking after the
- 16:41paying guests, it's looking after the, the the owner client.
- 16:46It works for us, but it does help being on a beautiful
- 16:49island. It certainly does.
- 16:52What's been your biggest lesson learned since starting in
- 16:56property management again? There are, there are many.
- 17:02There are many. I think the biggest lesson
- 17:07learned, the most expensive lesson learned for us is that,
- 17:11you know, don't shoot the messenger.
- 17:12I can only tell you based on data, dynamic pricing does not
- 17:17work in rural environments. There's not enough data and we
- 17:23stepped away from that, but more about that later.
- 17:26That was the most expensive lesson learned, leaving an
- 17:29algorithm to do things. You know, we left an awful lot
- 17:32of money on the table and we've recovered from it obviously.
- 17:37And the other lesson was that A1 brick thing business solely
- 17:44dependent on holiday. Let's COVID obviously was a
- 17:48massive lesson to us. So we have diversified slightly
- 17:53and we're looking to diversify further just so that if one arm
- 17:58of the business does struggle because of something like that,
- 18:01then we need to be a little better prepared.
- 18:04What do you love most about your work?
- 18:08Every day without fail, there is something new challenging to
- 18:14deal with. You know, in the last what did
- 18:17we have? This morning, we had the updated
- 18:19Airbnb cancellation policy. Three days ago, we had the
- 18:22updated payments policy for Airbnb.
- 18:26There's always a technical issue that's ongoing that needs
- 18:30resolving. Our industry, as you know, is
- 18:32dependent on so many pieces of software.
- 18:35You know, my tech stack bill would make an onion cry.
- 18:38So it's, yeah, I think it's the variety of the job.
- 18:43You know, I like a challenge. I do like a challenge.
- 18:45Don't get me wrong. It would be nice to go into work
- 18:48one day and not have one. But no, I think that's it
- 18:51really. But a few more quick fire
- 18:55questions now then, which PMS do you use?
- 18:58Super control. Well, I was going to say, which
- 19:02dynamic pricing tool do you use? We have tried a few of them.
- 19:09We stuck with beyond pricing for a while but then we started
- 19:14getting into the data and realizing what we were leaving
- 19:17on the table. So I now have a very, very
- 19:21intelligent man that's got about 8 screens on his desk and he
- 19:26uploads 54 apparently 58,400 prices daily According to him
- 19:32and his AI tool. And so yeah, we've gone back to
- 19:36the trusted man who beats on the ground, sat there looking at the
- 19:40data and doing his thing to great success.
- 19:44I won't tell you his name because I'm not going to share
- 19:46him. Probably wise.
- 19:51Which piece of tech couldn't you live without?
- 19:55Obviously PMS, but you know, on top of that, touch day has
- 20:00served us very well. That has reduced our noise on
- 20:03the ground massively and so much so that we probably dedicate a
- 20:09full working day for one member of staff per week, updating,
- 20:14increasing the information that's available to our guests.
- 20:18The guests love it. My guest services team love it
- 20:21because it's just reduced the call so much.
- 20:25It's a really handy tool and we've looked at them all, we
- 20:28looked at them all and we tried them all and I'm 100% if you
- 20:31haven't got Touch Day and you have the ability to implement
- 20:34it, you need to get it. It's a game changer.
- 20:37Great shout out for touch day there.
- 20:40Ideally pets, yes or no? Absolutely.
- 20:43We live in dog walking country and it genuinely generates over
- 20:4850% of our revenue. So, you know, if we didn't offer
- 20:51pets, we would see that that sort of loss.
- 20:54Ideally, again, hot tubs, yes or no.
- 20:57I'm not a fan. I'm really not a fan.
- 21:00They do tend to attract, I would say 50% of the business that
- 21:05comes in via hot, the requirements have a hot tub.
- 21:10People that are probably not best suited to the environment
- 21:13that we operate in. They're expensive to turn
- 21:16around, they're expensive to run, but they do generate
- 21:19revenue. It's a balance.
- 21:22Would you prefer self check in or offering a personal welcome?
- 21:27What I would like to do is offer a personal welcome and we used
- 21:31to do that and when we were operating at around about 25
- 21:35properties, I sent out a survey to guests and 67% of them found
- 21:39it intrusive. So we are 100% self check in
- 21:45with us. Interesting.
- 21:47With us on hand. So I mean it may be my
- 21:50demographic that just you know, that don't like it.
- 21:53I don't know. I can only speak what works for
- 21:55us. We haven't had any complaints
- 21:57about self check in. It's very simple what we use,
- 22:01the sort of the system that we use.
- 22:02So yeah. And it's quite trying to get
- 22:04around 96 properties in an evenings.
- 22:07A lot of staff, you know, have they arrived yet?
- 22:09Have they arrived yet? You know?
- 22:10So I like the fact that you surveyed the audience there and,
- 22:15you know, found that most of them are saying, you know what,
- 22:17I'm fine, just let me know where the key is and I'm away.
- 22:20Absolutely. Telephone call or AI response?
- 22:25Telephone call 100%. And what's been your most
- 22:30memorable hosting moment? We've hosted some really famous
- 22:37people, we've hosted some really awful people, genuinely.
- 22:44So yeah, I think it was when we, as far as people are concerned,
- 22:50for a hosting moment, we had the I'm A Celebrity, I'm A
- 22:54Celebrity, Get Me Out of Here guests or people staying in our
- 23:01properties when there was massive storms and they were
- 23:04filming on the North Wales coast.
- 23:05That was rather interesting. And one of them drank the entire
- 23:10honesty bar of around about 10 bottles of champagne and didn't
- 23:15replace them. Can we ask who?
- 23:19No. I've got to.
- 23:22I've got to ask, Governor, I've got to ask.
- 23:24Yeah. OK, then shout out time.
- 23:27Is there somebody in the industry who has helped you that
- 23:30you'd like to give a shout out to?
- 23:32The issue I've got here, James, is that if I mentioned one,
- 23:36someone else is going to get upset.
- 23:37So there aren't really, there are a few people I'd like to
- 23:41mention and I can't mention the name, but my revenue manager has
- 23:46been a game changer. Richard Voughton has been an
- 23:50absolute legend as far as helping me direct the business
- 23:54to, to shape up the process and organise ourselves.
- 23:58In the last 18 months he's he's been brilliant.
- 24:01And actually as an as a little bit of a mentor that's an
- 24:04operator at the moment, Steve Taggart, who runs, who owns my
- 24:10getaway stone on the South Coast.
- 24:13Even last night we were bouncing ideas off of each other and he
- 24:17gave me some amazing up to date current advice.
- 24:22So yeah, you know, those three people are amazing. 3 Great.
- 24:27Shout outs there, questions finished then ultimate goal for
- 24:29your business. We have set a limit on the
- 24:35amount of properties that we want to take on because part of
- 24:40our business ethos is to deliver on a promise.
- 24:43And when you are operating a full in house turnkey event for
- 24:48a property owner and to be on hand for those guests, there's a
- 24:52limit of how many you can handle before you start diluting
- 24:55yourself and becoming an OTA or you know the miniature Sykes.
- 25:01So my ultimate goal is the portfolio across the line of
- 25:0575%, all of my owners smiling five stars on Google reviews,
- 25:13which will never happen, by the way, because Google's a dumping
- 25:15ground for fools. Sometimes.
- 25:19I just want happy guests, happy owners, good revenue and a happy
- 25:23team. I've got, I've got the most of
- 25:25it. We're doing OK on occupancy.
- 25:27We're doing. I've got some very happy owners.
- 25:29I've got an incredible team. We're just aiming to continually
- 25:34improve, I suppose. Superb Royal Marines, Game of
- 25:39Thrones, even a little bit of holiday letting Jamie, it's been
- 25:42a real pleasure. And thank you for being part of
- 25:44the Host Planet Playbook. It's been my pleasure as well.
- 25:47Thank you very much indeed. Thank you.
- 25:49All right. That's it for today's episode.
- 25:50My thanks to Jamie for sharing his journey and for being part
- 25:54of the host Planet playbook. Remember, this series is brought
- 25:57to you in partnership with Hospitable, the all in one
- 26:00property management software designed to save you time and
- 26:03help your business thrive. Hospitable automatically makes
- 26:06your guest messaging, syncs your calendars across platforms,
- 26:10handles team tasks and so much more so you can focus on
- 26:14delivering a top notch guest experience or just get some of
- 26:18your time back. And here's the good news.
- 26:20House Planet Playbook listeners get an exclusive 14 day free
- 26:24trial plus 25% off for the first three months.
- 26:28Head to hospitable.com/house Planet to claim your offer and
- 26:33start running your rentals on autopilot.
- 26:36For more all free education for vacation rental hosts, head to
- 26:39Houseplanet dot Club, where you can sign up for our newsletter,
- 26:43listen to our podcasts, and download our suite of ebooks.
- 26:46Until next time, happy hosting.