This entry tells the story of a family-run, 3000-acre Highland Perthshire estate that is continually evolving its tourism package. Building on the success of two upscale holiday cottages, they recently developed Wild Picnics, a game-changing guest offering. This gourmet experience has evolved into a flourishing income stream, offering visitors with an appetite for adventure the opportunity to enjoy a fabulous picnic at a remote lunch hut tucked away in the hills. Responsible tourism underpins everything they do at Straloch and with Wild Picnics they would be hard pushed to concoct a more authentic and environmentally sustainable experience if they tried.
Following the Wild Picnics eureka moment, they set to work planning how to execute the new offering. General manager, Penny, was thrilled to road-test her new menu with holiday cottage tenants. From pies, sandwiches, salads and soups to delicious brownies and pudding pots, everything is freshly prepared in her home kitchen. Throughout 2022, the picnics rapidly gathered momentum with visitors enjoying a variety of al fresco locations across the estate from breakfast on the lochside jetty to secret dining in the walled garden. Whilst they have several stunning sites, the jewel in the crown is the isolated lunch hut. It’s an hour’s yomp for guests, or thirty minute’s off-roading in the estate Land Rover. On arrival, they are greeted with a beautifully laid out, well-earned, pre-ordered picnic. An operational challenge is transporting all the glassware, crockery and food to the hut but Penny and her trusty Polaris have got that down to a T on the newly improved hill road. Within the period June 2022-June 2023, over a quarter of the tenants booked a picnic. As well as providing a new revenue stream, this has created a defining USP, allowing Straloch to stand out in a highly crowded market, whilst engendering brand loyalty and boosting repeat bookings. They enjoyed extensive press coverage giving them valuable third party endorsement. To quote the Scottish Field: “Straloch’s lunch hut is nestled among the hills, which come into focus when the whole end of the bothy swings open to reveal an unforgettable panorama.”
They launched a new brand identity for Straloch in 2022 with the trademarked strapline, Highland Escapism. The logo and branding runs across vehicles and all their print and digital communications. An integral element of their growth strategy has been extending the Wild Picnics offer to non-residents. They’ve successfully pitched the experience to distinct audience segments, ranging from a romantic treat for two to birthday celebrations for a dozen. We work closely with several luxury tour operators who have incorporated Wild Picnics into their clients’ itineraries. In 2023, we’ve welcomed over 30 overseas groups with tourists predominantly from Europe and the US. This premium service includes welcome drinks at Straloch House and transfers to the bothy. In March 2023, they hosted Diaego, the global spirits giant. Their Rare and Exceptional team incorporated a Wild Picnic and tutored whisky tasting into a press trip for a select team of influencers, journalists and brand ambassadors. Straloch content has since been used across their social media channels. Their future-proofing strategy includes converting an old fishing hut into an off-grid glamping location and moving into the micro-wedding arena. And, as of June 2023, they are now the proud owners of Straloch School which borders the estate. This derelict building previously owned by Perth and Kinross Council finally came up for commercial auction. They intend to renovate this 1850s property to its former glory and are exploring the feasibility of converting it into a small café and gallery.
A tourism hotspot, Perthshire is positively saturated with holiday lets, creating a highly challenging and competitive environment. Their response to this is to never rest on their laurels, including 330+ five-star reviews on Airbnb and Vrbo. In particular, they are acutely mindful of changing environmental and sustainably tourism trends. In terms of menu planning, they are able to use venison from the plentiful red and roe deer population and source organic produce of every kind from the immediate area. Herbs and vegetables are grown in the walled garden which also houses a gaggle of hens producing free-range eggs. They provide recyclable boxes for guests to take leftovers home. Their eco credentials are important to them too, with heating and hot water to the cottages supplied by a biomass boiler that runs off waste timber from the estate. Their efforts have been vindicated, with guest feedback forms scoring them with a resounding full 10 in 495 out of 510 possible. Guests repeatedly compliment them on the wealth of activities available. As well as a wide range of guided nature walks and treasure trails, there are three kayaks and a rowing boat on the loch. There’s also fishing for wild brown trout and a hard tennis court Crucially though, it’s a business imbued with passion and rooted in a desire to please. Brought up on the estate, and a former Straloch school pupil, owner Lucy Holt has fulfilled her dream of sharing this wonderful place with locals and far-flung visitors alike.