Many of us have learned to love staycationing in recent years. With an abundance of places to visit, we are spoilt for choice. Ireland has a long legacy with hospitality that spans decades and there is an expectation of that warm Irish welcome. Ireland’s Blue Book is a romantic collection of country house hotels, manor houses, castles and restaurants located where standards in hospitality, charm and luxury are met.
Ireland’s Blue Book Association was formed in 1974 with 11 founding members – among them, Myrtle Allen of Ballymaloe House, Co Cork – who realised there was a gap between the bed and breakfast accommodation and the larger hotel industry, which was not being marketed at that time.
“Think about what 1974 was like on the island of Ireland; times were very different,” explains CEO of Ireland’s Blue Book, Michelle Maguire. “You had the troubles in Northern Ireland and in Britain, and also the Irish economy was very depressed. There was no domestic tourism, people didn’t have the money to go to restaurants and hotels. These small country-house hotels needed to go overseas to America to promote Ireland and their accomodation. There was actually an article in the
“So, when the 11 founding members got together, they pooled some money, along with some funding from Bord Fáilte, to help market their businesses internationally. That’s how the Blue Book started and it’s gone from 11 in 1974 to 65 in the most current edition, which celebrates the 50th anniversary.”
For the 50th edition, three new members have joined the collection: Michelin-starred restaurant Glover’s Alley by Andy McFadden in the Fitzwilliam Hotel, Dublin city; the restored 18th-century village, Cliff at Lyons in Co Kildare; and John Brennan’s glamping and self-catering resort, Dromquinna Manor in Kenmare, Co Kerry.
Membership
Michelle, who has been CEO for 15 years, has seen much change in that time. Despite a number of challenging years, there has also been great growth in the industry.
“I took on managing the Blue Book in 2008,” she says. “At the time, my husband and I thought it was a great idea to take over the running of a luxury hotel group. Little did we know that just around the corner, the world economy was suddenly going to crash.
“However, I got to know all the properties and to their credit, they were very resilient. My job is to promote these small country house boutique properties, both domestically and overseas, to try and get business into the hotels all around the island of Ireland.”
While 65 members may not seem to be a large number for the collection today, Michelle remarked that it is perfect because it is about being able to manage the members’ needs, marketing each establishment, and ensuring a level of business across the board.
“It can be quite hard to define what exactly makes a Blue Book member,” she says. “There are, of course, essential characteristics that are looked for however. In general, and out of the 65 properties we have, practically all are historic buildings and/or they have a uniqueness to them; we have lots of Georgian properties and we have seven castles.
“Also, the majority of them are still family-owned. A lot of these properties were built as homes originally, so the locations and views are absolutely gorgeous. You’re going away and staying somewhere pretty special.
“While most were country properties originally, over the years we have taken in city-centre properties too such as the Victorian property The Wilder Townhouse in Dublin; No1 Perry Square in Limerick; and Browns of Bond Hill in Derry City.
“Some of the properties are still or would have been farms before. Coopershill House in Sligo is a very large estate and is very well known for its venison. Also, Ballymaloe, who have a farm still, and Longville House, who produce cider. Many started out as country houses on farms and added hospitality as a second stream of revenue.”
A community
In five decades, the members of the Blue Book have come to know and support each other, to connect in many ways. Having gone through challenges and celebrations together, they have become a close-knit community.
“Some of them went to college together,” Michelle says. “There are connections going back to when members went to catering or tourism college together, and they’re very good to each other. Back in the day, before technology, when someone would check in, for example, to the Mustard Seed in Limerick, they’d say to guests, ‘so where are you going next?’ They’d ring the next Blue Book hotel, maybe Gregan’s Castle in Clare and say that they were sending them up two lovely guests from California and they’d book them in for the night. That used to happen very organically between members.”
Moving forward
Every two years, a new chairperson is elected at the Blue Book’s AGM and this year, Marcus Roulston, proprietor of member venues Ardtara Country House Hotel and Browns of Bond Hill, has stepped into the role.
“There are such illustrious people and properties in the book,” says Marcus. “Ireland’s Blue Book is a very strong brand. To be part of the collection demands a high level of hospitality. Also, it is good in terms of business; the amount of voucher sales annually is unreal. People want to have really amazing experiences and therefore, will seek out places in the Blue Book. It’s a mindset now post-Covid that people feel the need to look after themselves and give themselves little luxuries.”
Each chair wants to put their own stamp on the role and achieve significant goals, and Marcus Roulston is no different. “I see now as a time of change,” he says. “From the original or long-term members, a few are moving on or there has been a change of hands in some properties recently. So I want to help the board look at how to keep members on top of their game while there is this transition with new people involved. Also, the customer is changing — there is a trend towards the outdoors and sustainability — and we need to make sure our members are moving with that demand.”