21/08/2026
I came across an evaluation I did 23 years ago when I was studying for my Tourism degree. Here it is from the year 2003. Brochure from the same year, go raibh maith agat Luane Quigley 🙏☘️
ABBEY BED & BREAKFAST
AN EVALUATION OF ITS POSITION WITHIN THE HOSPITALITY AND TOURISM INDUSTRY
TERMS OF REFERENCE
This report was requested by Ms Quigley, lecturer in Information Technology for Hospitality and Tourism, as part of the requirements for the BA Foundation Degree in Hospitality Management.
The purpose of the project is to examine how the Abbey Bed & Breakfast fits within the structure of the Hospitality and Tourism industry and to identify current and future trends that may influence the development of the industry.
The objectives of the study are to examine the history and development of Hospitality and Tourism, using information obtained from the Internet, library resources and relevant textbooks. Through appropriate research, the report aims to develop an understanding of the relationship between the different sectors of the industry and to demonstrate an appreciation of the scale, scope and importance of Hospitality and Tourism.
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METHOD OF ENQUIRY
As the student is also the proprietor of the Abbey Bed & Breakfast, this report is based largely on the day-to-day experience of operating a city-centre accommodation business.
The purpose of the report is to examine the Abbey Bed & Breakfast as a business, establish which sector of the Hospitality and Tourism industry it belongs to, identify its principal objectives and consider its contribution to the wider tourism industry.
The Abbey opened in October 2000 and is a family-run business operated by a husband-and-wife team, with the assistance of two part-time members of staff.
The B&B is situated on Abbey Street in Derry and occupies a highly central location within the city.
Like the great majority of private-sector tourism enterprises, the Abbey is a small business. It employs four people and is registered and certified as a tourist establishment. Under Article 13(5) of the Tourism (Northern Ireland) Order 1992, it has been allocated the statutory category of Bed and Breakfast.
The Abbey provides six bedrooms, all with en-suite facilities, together with a large dining area and sitting lounge. Its principal objective is to provide clean, comfortable and affordable accommodation, together with a good-quality breakfast.
The staff work closely together as an informal team in order to achieve the common objectives of the business, with particular emphasis placed upon customer satisfaction.
The management style could be described as relatively laissez-faire, while the organisational structure is relatively flat and organic. This allows the proprietors and staff to respond quickly to the individual needs of guests.
The Abbey welcomes a wide range of customers, including workmen, people visiting friends and relatives, business travellers and, of course, tourists visiting Derry and the surrounding area.
The staff see themselves not simply as providers of accommodation, but also as ambassadors for the city. The proprietors believe strongly that every visitor should be made welcome regardless of race, colour, religion, culture or gender.
The principle is simple: everyone is welcome at the Abbey, provided that guests show respect for the property and other people staying there. Visitors have access to communal facilities such as the lounge and kitchen, subject to the house rules.
This informal and personal approach is one of the main characteristics that distinguishes a small independent B&B from many larger accommodation establishments.
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VISITOR PROFILE
A survey was carried out using the Abbey guest book. Signing the guest book is optional, but where visitors chose to participate, details were recorded concerning their country of origin and stay.
Figure 1.1 — Country of Origin of Visitors
Country| Visitors
Republic of Ireland| 30
United States of America| 26
England| 24
Scotland| 17
Northern Ireland| 16
Australia| 9
Sweden| 6
Italy| 4
Holland| 3
Canada| 2
New Zealand| 2
Basque Country| 2
Japan| 1
China| 1
Germany| 1
Norway| 1
Switzerland| 1
Total| 148
Source: Abbey Bed & Breakfast Guest Book
The survey provides an interesting indication of the international appeal of Derry as a visitor destination.
The majority of these guests were tourists visiting Derry for sightseeing and leisure. The geographical spread of visitors is particularly significant for a small independent establishment. Guests came not only from Ireland and Great Britain but from North America, Australia, continental Europe and Asia.
The figures also suggest that Derry has considerable potential as a short-break destination.
Apart from the United States, four of the five largest visitor markets recorded in the survey were from within the United Kingdom and Ireland. This indicates the importance of the domestic and British market, particularly for short breaks and weekend tourism.
However, the international situation in 2003 also had to be taken into consideration. The continuing effects of September 11th and the possibility of further international conflict could have an adverse effect upon long-distance tourism, particularly from the United States.
For a small accommodation business, therefore, developing a strong domestic and nearby international market was particularly important.
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TOURISM HISTORY OF THE LOCATION
The Abbey is situated in the Bogside area of Derry.
Until relatively recently, this part of the city had experienced comparatively little conventional tourism. Visitors to the area were often people visiting friends and relatives, many of whom would traditionally have stayed in the homes of family members.
This pattern was changing.
The modern visitor increasingly values privacy, independence and personal space and may prefer to stay in commercial accommodation rather than impose upon relatives.
The political history and social circumstances of Northern Ireland had also influenced perceptions of the area. For many years, the political situation meant that relatively few tourists would have considered staying in this part of the city.
By 2003, however, the situation was changing rapidly.
The developing peace process and greater political stability were beginning to have a visible impact upon the city. The surrounding flats had undergone extensive refurbishment and were increasingly resembling modern apartments.
Derry City Council was also investing considerably in waste management, environmental improvements and the removal of graffiti. Such investment was important not only for local residents but also for the image presented to visitors.
Tourism is heavily influenced by perception. The physical appearance of an area can have a major effect upon whether a potential visitor feels comfortable staying there.
The Abbey itself is an attractive building and is situated directly opposite the Derry City Credit Union, which had recently undergone a major refurbishment costing approximately £3 million.
The Credit Union has around 20,000 members. Because of the nature of Credit Union banking, where customers are encouraged to save regularly, considerable numbers of local people pass the Abbey each week.
This provides an important form of exposure for the business.
Consequently, considerable attention was given to the appearance of the exterior of the Abbey. Clean windows, an absence of litter and attractive flower baskets were considered essential aspects of maintaining the property's appearance.
In many respects, this became one of the Abbey's most effective forms of marketing.
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BUSINESS DEVELOPMENT
By 2003, the Abbey was beginning to establish itself within its particular niche of the Hospitality and Tourism industry.
Having passed the first year of operation, the proprietors were able to compare individual months and weeks with the corresponding periods of the previous year.
The following figures demonstrate the considerable increase in business between January 2002 and January 2003.
Figure 1.2 — Comparison of January Guest Numbers
Period| Number of Guests
January 2002| 64
January 2003| 218
The increase from 64 guests in January 2002 to 218 guests in January 2003 represents a substantial growth in visitor numbers.
For a small independent business, this provided encouraging evidence that the Abbey was developing an established customer base and benefiting from the increasing attractiveness of Derry as a visitor destination.
Repeat business was also becoming an important feature of the operation. Guests who had enjoyed their previous stay often returned, while recommendations from previous visitors provided another valuable source of business.
The proprietors had also developed friendships with people from many different countries and cultural backgrounds. This was regarded as one of the most rewarding aspects of operating the business.
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TECHNOLOGY AND MARKETING
Technology was becoming increasingly important to the tourism industry in 2003.
The Abbey was a member of the Derry Visitor and Convention Bureau and the Gulliver Booking Network. The business also had its own website, enabling potential customers from around the world to obtain information and make enquiries and bookings by email.
For a small independent business, the development of Internet marketing represented a significant opportunity.
Traditionally, a small B&B might have depended heavily upon passing trade, telephone enquiries, guidebooks or recommendations. The Internet provided the opportunity to reach potential customers far beyond Derry without requiring the financial resources associated with large-scale advertising.
The proprietors were confident about the future of the business and had already experienced repeat custom from visitors who had been pleasantly surprised by their previous stay.
The personal nature of the business was also an important marketing asset. Guests were not simply regarded as customers but as individuals. Their experiences, interests and backgrounds could be discussed, and recommendations could be tailored accordingly.
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DERRY AS A SHORT-BREAK DESTINATION
One of the opportunities identified through the visitor survey was the potential for Derry to develop further as a short-break destination.
At present, there were significant numbers of day visitors to Derry and Northern Ireland generally. The challenge was to encourage a greater proportion of these excursionists to become overnight visitors.
An increase in overnight stays would have considerable benefits for the local economy.
A visitor who stays overnight is likely to spend money not only on accommodation but also on restaurants, pubs, entertainment, transport, shopping and other attractions.
Derry possesses many of the ingredients required for successful short-break tourism.
The city has a unique history, magnificent historic walls, cultural attractions, theatres, restaurants, traditional pubs and a reputation for friendliness.
The city therefore has the potential to offer visitors much more than a brief daytime visit.
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THE FUTURE OF TOURISM IN DERRY
The future of tourism in the area appeared promising in 2003, provided that the developing peace remained a reality and that the threat of violence continued to diminish.
The political situation was an important consideration for tourism throughout Northern Ireland.
A visitor choosing a destination wants to feel safe and comfortable. Therefore, continued peace and political stability were essential to the future development of the industry.
Derry's history itself, however, could also be transformed from a perceived disadvantage into a tourism asset.
The city has a remarkable story to tell. Its history, architecture, political experience and cultural traditions give it a distinctive identity which cannot easily be replicated elsewhere.
Visitors interested in history, culture and sightseeing could find considerable interest in the city and its surrounding area.
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CURRENCY AND CROSS-BORDER TOURISM
Another factor affecting tourism in Northern Ireland in 2003 was the difference between sterling and the euro.
The exchange rate had a significant influence upon visitor behaviour.
A considerable amount of local expenditure was being lost when Northern Ireland residents travelled into the Republic of Ireland, particularly for holidays and weekends.
There was also an impact upon visitors travelling in the opposite direction. For visitors from the Republic, the cost of changing euros into sterling could make Northern Ireland a more expensive destination.
Any future change in currency arrangements could therefore have an important effect upon cross-border tourism and the local economy.
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DARK TOURISM
An emerging area of tourism identified during the study was what has become known as dark tourism, or thanatourism.
The term is used to describe tourism associated with death, tragedy, disaster or conflict.
The motivations behind such tourism can be questioned, but visiting places associated with tragedy cannot necessarily be regarded simply as an interest in death or suffering.
The phenomenon could be observed internationally.
During a recent visit to New York, for example, the proprietor witnessed thousands of people queuing for hours to see Ground Zero.
Similarly, visitors continued to seek out locations associated with the death of Diana, Princess of Wales in Paris.
Northern Ireland itself attracted visitors interested in areas associated with the political conflict, including the Falls Road and Shankill Road.
The motivations of these visitors were varied.
Some came from countries experiencing political or social conflict themselves. Others were interested in history, culture, peace studies, politics or media studies. Some were simply curious.
For Derry and Northern Ireland, the challenge was to present this history responsibly.
The past should not be exploited simply for entertainment. However, the history of the region is an important part of its identity, and visitors who wish to understand that history should be given an opportunity to do so in an informative, balanced and respectful manner.
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CONCLUSION
The experience of operating the Abbey Bed & Breakfast demonstrates that even a very small hospitality establishment has an important role to play within the wider Tourism and Hospitality industry.
The most important lesson is that customer service must remain at the top of the list.
Visitors to Derry and Northern Ireland may arrive with concerns or preconceived ideas based upon what they have heard or seen in the media. Consequently, small gestures can make a considerable difference to their experience.
Helping a visitor find a good restaurant or pub, recommending suitable entertainment, understanding their particular interests, explaining the history of the city or simply making them feel welcome can transform a stay.
In some cases, even something as simple as collecting a guest from the bus station or airport can leave a lasting impression.
People want to feel safe and welcome wherever they travel.
The hospitality industry is therefore about much more than providing a bed for the night. It is about creating an experience.
The staff of a small establishment such as the Abbey have an opportunity to become ambassadors for their city. By providing visitors with accurate information, genuine hospitality and an unbiased knowledge of the local area, they can influence how visitors remember Derry and Northern Ireland.
For tourism to flourish in Northern Ireland, a strong culture of customer care is essential throughout every sector of the Hospitality and Tourism industry.
How many times have we heard visitors say:
“The people here are great.”
Perhaps it is time we showed the world that the vast majority of us are.
