Glen Affric Estate
Glen Affric is a 10,000-acre private estate in the heart of the Scottish Highlands, hired exclusively by one family or group at a time. At its centre is Affric Lodge, a 19th-century Victorian lodge set among ancient Caledonian forest, where the grandeur of the house meets some of the wildest landscape in Scotland.
Guests come for both. Days are spent on the loch and the hill, fishing, paddleboarding, stalking the trails on Highland ponies or walking from the estate’s private beach. Evenings return to the lodge, with its spa, its cellar, a kitchen built around Highland produce and a dance hall made for a cèilidh. It is run with the comfort of a great hotel and the privacy of a family home, and no two stays are alike.
Our strategy
Glen Affric needed to earn more and cost less to run. We began with the structure of the team, moving away from a large permanent payroll to a leaner, more flexible model that scales with bookings. That brought costs under control without compromising the standard of a stay.
We then turned to revenue. We built a new website that tells the estate’s story clearly and gives prospective guests a reason to enquire. But for a property hired by one group at a time, the right introduction matters more than reach, and it was our own network of personal contacts that drove the majority of sales. Within a year, revenue had more than doubled.