Herm has ‘upped its game’ with major refurbishments

It is more than just a fresh lick of paint as staff on the island have also spent the winter hard at work dreaming up new events and offers to entice local custom.

‘75% of our income comes through Bailiwick visitors,’ said head of hospitality Tom Jones.

‘We are really aware of cost. People are telling us budgets aren’t stretching, so affordability is key.

‘Like everyone we have struggled with rising costs and have been trying to find ways to swallow them and not pass them on to the customer. We have generally kept price increases below 3% this year despite higher inflation, spiralling fuel costs and minimum wage increase of 13%.’

Every bedroom in the White House Hotel has been redecorated, along with the lounge and reception areas, and the Mermaid Inn has been completely refurbished.

‘We are now starting on the cottages. All 18 are being redecorated and some completely refurbished with new fittings and fixtures,’ he said.

‘We have tried to source everything as locally as possible. The new courtyard benches at the Mermaid are actually coming from the prison workshop, even though they work out as more expensive as we wanted to support local charities.’

As well as a physical makeover, the island has seen a digital revolution with a brand new website and logo.

‘We’d had our old logo for 30 years, and it’s quite old-fashioned and the website was past its sell-by date,’ said marketing and PR manager Kate Evans.

‘The new branding and website will add to Herm’s fresh new look, our new puffin sailboat logo aligns Herm with what its all about – nature and the sea.’

Digital innovation will not stop there, with a loyalty scheme also on the horizon.

‘Hopefully we will be launching by the end of next month, we are just putting the finishing touches to the software that supports it,’ she said.

‘It’ll be a point systems, loyal guests and visitors can then redeem their points against accommodation, dining, even beer. Plus we’ll be offering special promotions to any members that sign up.’

As well as Bailiwick business, it is hoped the island will attract more UK visitors and staff are currently working on a deal with a Guernsey hotel group for a pan-island offering

‘Custom from Jersey is also important and the inter-island ferry situation is obviously a problem,’ said Mrs Evans.

‘We are working with a company, Bailiwick Boat Charters, to try and circumnavigate that, and to bring Jersey people here direct, which is what they really want.’

However, Mr Jones said everyone knew that a successful Herm was more weather-dependent than almost any other business in the Bailiwick.

‘We all have our fingers crossed for a good summer after two poor years,’ he said.

‘We lost two whole nights in June during the Real Ale Festival due to the weather, which is unheard of, and had to refund tickets. We ended up pouring away 12 casks of beer because it doesn’t keep.’

Mr Jones added that a vibrant Herm was good for both islands.

‘Everything on the island comes from Guernsey, all our produce in the restaurant, the beer in the Mermaid, everything down to the cleaning products we use,’ he said.

‘Our best two years were during Covid and I think it gave a false impression of how the island was doing.

‘We want everyone to know we have upped our game.’